Driven by the global growth of the Pink Lady® network, APAL are redoubling efforts to improve connectivity, resilience and alignment across the network.
Improved peer-to-peer communications will be key and APAL has invested in developing a global comms process, underpinned by dedicated content creators and enabled by the launch of the of the new Pink Lady® website (www.pinkladyapples.com) and Brand Hub to disseminate communications.
“This is a first step in our global comms strategy and investment, which aims to support you – our licensees, marketers, exporters and growers – to share timely updates, wins and learnings more easily,” says Andrew Hooke, APAL’s Chief Operations Officer.
Already one of the world’s most successful fresh produce brands, Andrew believes improving communications is key to sustainable growth: “Access to global market intelligence, technical insights and leading edge marketing strategies, are some of the most significant benefits of being part of a global peer-to-peer network,”
We want to bring to the network interesting, useful and informative comms which address the full spectrum of our business interests:
- Marketing and promotions
- Quality
- New products and innovation
- Corporate social responsibility and sustainability
- Market/Country insights and overviews
- Global trade insights
- Key business data
- Consumer insights
- Profile members of our global network and the wonderful work they are doing
We want to hear from you!
In the past, regular newsletter-style updates have been notoriously challenging, primarily limited by the availability of resources to create, manage and share content.
“We want to share more regular business updates, examples of top performing marketing campaigns, seasonal insights and new ideas from around the Pink Lady® world – but we’ll need your eyes and ears to alert us to what should make the headlines,” says Andrew.
Overseen by content writers based in Australia, the intention is to draw out content ideas and inspiration from the broader global Pink Lady network.
Kicking off in September 2022, APAL will initially focus on delivering two key newsletters:
Pink Lady Global News – Aimed at increasing brand awareness and promoting initiatives that enhance the reputation of Pink Lady® brand, this newsletter will be released quarterly and articles made available publicly on www.pinkladyapples.com
Pink Lady Network Update – Aimed at providing actionable and timely information to members of the Pink Lady® network, this newsletter will focus on progress against business goals, quality initiatives, marketing campaign results and profile members of the Pink Lady® network. Access to this content is restricted to those with Brand Hub access.
APAL has also developed a suite of additional communication templates scheduled for key milestones in the Pink Lady® calendar, e.g., Event reminders; Managed Market (SMSP) Roundtable Updates; SteerCo and Global Project Team Updates.
Do you have news to share?
As a member of the Pink Lady® network, you are encouraged to submit ideas for this newsletter (or other communication formats, e.g. videos, infographics), using the new Communications Request, located within Brand Hub.
The Communications Request steps you through a straight-forward briefing process to clarify key messages, identify your intended audience and timing requirements, and allows you to attach supporting materials, e.g., campaign examples, reports or images.
Once submitted, an APAL content writer will review the Communications Request and starts drafting and planning the optimal format and timing for sharing with the global network.
“The biggest advantage for Licensees is that we write up the content for you,” says Andrew,
“Once drafted, we share the content back so you can make sure it fit with your messaging intent.”
In most cases, the Communications Request will provide a high-level outline and the APAL content writer will reach out to you for more information, quotes, or to clarify key messages.
Where possible, APAL recommends allowing four – six weeks for content creation and publishing.
Publishing content via the Brand Hub (and amplifying this via the Pink Lady® Global News or Network Updates) also allows us to provide reporting on the number of ‘reads’ and the ability to plan and manage subscriptions to the global Pink Lady® database.
“Managing the global Pink Lady® database is an important and ongoing task for the business,” agrees APAL’s Financial Planning and Analysis Manager, Alvin Kee.
“By encouraging people to sign-up to communications, we improve the quality and accuracy of our contact data and ultimately, the reach of our communications.”
To submit an idea or piece of content to be shared with the Pink Lady® network (or subset), simply click here and follow the instructions in the Communications Request.
For more information on how to submit ideas, content or request help to write up an article, please refer to our Frequently Asked Questions.
