Cornish Mutual

Bringing the latest on what really matters to South West farmers.

Bringing the latest on what really matters to South West farmers.

How we engage farmers is changing. More are looking for information online, prioritising mobile-friendly content, and among the plethora of available platforms, podcasts have exploded in popularity.

Services:

Farmer Engagement Agriculture PR Marketing

Sectors:

Professional services

Recent research shows 50% of farmers listen to podcasts at least monthly, 11% listening daily. Able to catch up on the latest news and opinion throughout the day, whether in the tractor cab, office, milking parlour or lambing shed, podcasts offer convenience and versatility. Farmers also value learning from other farmers; podcasts enable this too. Twig worked with one client to extend its portfolio of farmer communication to include this growing channel.

Cornish Mutual

Farming insurance expert Cornish Mutual puts its farmer members and the rural communities across the South West at the centre of all it does. Its well-established Future Farming programme supports them to address the changes taking place in agriculture and build vibrant business futures. Comprising online and print content of industry insights and positive case studies, together with initiatives to support the upcoming generation of South West farmers, introducing the Farming Focus™ podcast was the next stage in expanding and innovating its farmer engagement strategy.

Objectives

  • Help farmers find the solutions to current industry demands and discover new ways of thinking
  • Build a listener community, prioritising farmer experience alongside expert understanding
  • Showcase stories and issues of most concern to Cornish Mutual members and potential members as ‘the podcast for South West farmers’
  • Promote Cornish Mutual’s brand ethos and its commitment to protecting the farming community

Our approach

As part of the podcast production team, we:

  • Facilitated a leading industry podcast specialist to become production consultant and editor
  • Contribute to episode planning, guest selection and correspondence
  • Produce promotional material for each episode
  • Create online and print content to complement the audio
  • Media relations to build awareness and reach  

The results

70

episodes published

The results

  • 70 episodes published
  • More than 10,000 downloads
  • Downloads doubled in series 4
  • Subscribers doubling year on year since the launch
  • Positive growth for a specialist podcast

“

“Twig’s involvement from the very start of Farming Focus™ has been invaluable, offering a deep understanding of how we can best support the local farming community through our farmer communication channels. The success of the podcast is due to the skills and expertise each member of the production team brings, and Twig is an integral part.”

Juliet Allister , Head of Brand and Sustainability - Cornish Mutual

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