Communications Program for International Soybean Growers' Alliance (ISGA)
Situation
The International Soybean Growers’ Alliance (ISGA) represents soybean producers from the U.S., Brazil, Argentina, Paraguay, and most recently, Uruguay which are responsible for more than 80 percent of global soybean production. ISGA anticipated that communicating best practices would increase effectiveness in marketing, resolve technical barriers to trade, and improve the environmental image of soybean production.
“Adayana’s leadership and direction was and is critical to the cohesiveness and collaboration of the ISGA members. This effort is serving as one of the most important means to communicate to the world the environmental, social, and economic benefits the soybean producers are providing.”
- Director, Global Issues & Alliances, the U.S. Soybean Export Council
Solution
Adayana, in collaboration with ISGA, created a communications program that included a brand identity, key messages to guide internal and external communication, and a comprehensive website that serves as an educational and marketing tool for ISGA. This program serves as a strong platform to communicate best practices to global producers, policy-makers, consumers, and other stakeholders.
Success
As a result of the communications plan ISGA and Adayana developed, consistent key messages about the organization are used on the ISGA website and websites of the individual country organizations. ISGA now has a virtual conference center that organizes information/content from each organization’s workshops, events, and conferences to foster communication of best practices. Information is also housed at a central online portal for ISGA members (with log-in accessibility) and the general public. Additionally, key representatives from ISGA received message-delivery/spokesperson training developed by Adayana.
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