Making A CEO’s Case for Dairy

Project Description

Client: Western Dairy Association

CEO Cindy French didn’t have enough hours in the day to stay as connected as she wished with key stakeholders critical to the Western Dairy Association, which services Colorado, Wyoming and Montana dairy farmers and their families. With milk consumption decreasing, she knew she needed to further educate thought leaders in the food and beverage space about the importance of dairy in consumer diets. She had a strong point of view, but few avenues to share it.

French knew she needed strong strategic support. When French reached out, Maria recommended a steady cadence of blog posts that served up the CEO’s vision and extended to her LinkedIn profile, where she could impact colleagues and fellow thought leaders in the dairy, food and beverage industries. The posts complimented by corresponding Tweets, to reach yet another audience.

Working with writer Julie Kendrick and Colorado media expert Mandy Melby to compliment the Lola Red services, Maria and the team generated 4-6 posts per month featuring WDA activities, farmer members, dairy issues, and CEO activities. To further support French’s status as a thought leader in the industry, the team pitched Colorado media on diary-related topics important to French.

The result: French’s blog readership grew on the WDA website with the same postings garnering strong engagement on LinkedIn.

• Momentum CreatedExecutive Thought Leadership, Media relations, Social networks, Strategic writing