|    |  Community strategy

Community & content strategy.

Business Objective

FIAL is an industry-led, not-for-profit organisation focused on growing the share of Australian food in the global marketplace. The Food Matrix portal would become a digital content and community platform to connect food businesses with expertise when they needed it.

The Challenge

In it’s pilot stage, the Food Matrix portal was still in development with evolving technology and limited resources for marketing and community building. A proof of concept had to be developed to gain support and demonstrate the potential for value creation.

Delivering the Solution

Aprill Allen was engaged as the Community & Content Manager to contribute strategic advice and editorial services. With Liferay as the chosen CMS platform, Aprill authored and seeded the content library with relevant food industry articles and developed a workflow for engaging with third party contributors including health agencies, suppliers and academic institutions.

Working with domain experts, FAPIC, in a collaborative consulting arrangement, Aprill proposed and set in motion a community growth strategy that included referrals, public relations and direct marketing to existing industry contacts. 

After a 12-month pilot program, Food Matrix has transitioned to in-house operations and is now part of the business-as-usual industry sector growth efforts.

The Business Outcomes

“Aprill immediately understood how to translate our complex technical content into an approachable format for the wider audience that we wanted to attract. It’s hard to find people in a technical domain that have that kind of creativity and capability.”

Tom Debney, Project consultant & Executive Director – FAPIC

 

“We took on a complex project with limited budget, time, and several competing priorities. Thanks to Aprill’s flexibility and expertise we were able to deliver our pilot Food Matrix portal into production with expanded topic areas and in a good position to grow awareness. With her training, we’ve been able to take on management of the content process and make the Food Matrix a significant service offering to our industry.”

Barry McGookin, General Manager Innovation, Capabilities and Skills – FIAL

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