It’s a really good thing the Cyphers team loves all things bread, as much of our summer and fall were spent promoting the latest research completed by our client, the Grain Foods Foundation (GFF).
In partnership with The Ginger Network, our marketing efforts centered on three public relations campaigns:
- GFF’s published article in the scientific journal Nutrients advocating that grain foods pack more of a nutrient punch than a caloric one.
- The benefits of grain foods during Healthy Aging Month in September and beyond.
- GFF’s research defending bread’s contributions to sandwich nutrition at the 2017 Food Nutrition Conference & Expo (FNCE).
Our goal: Make a meaningful impact across the health media and top nutrition communicators, which we accomplished through five tactics.
- Press release: To reach both consumer and industry media, we distributed press releases over PR Newswire and to EurekAlert!, a global newswire specifically for research. In addition to release pickups, we earned over a dozen original, international articles written on GFF’s research, boosting our potential audience to over 225 million.
- Partnerships: Cyphers collaborated with two external partners:
- The International Council on Active Aging to produce a series of blog posts authored by GFF’s Scientific Advisory Board members. ICAA’s blog reaches more than 50,000 members of the Council.
- The Academy of Nutrition and Dietetics Healthy Aging Dietetic Practice Group to promote a series of sponsored e-blasts and a webinar to their 1,600+ membership. The GFF materials earned a higher-than-average open rate and webinar self-study completion rate.
- Outreach: We reached out to 100 of the top nutrition communicators and promoted GFF resources to share across their channels. An impressive 50% used the GFF materials, messaging and #grainsforhealthyaging campaign hashtag.
- Briefings: At FNCE, we arranged breakout briefings with registered dietitians and other nutrition communicators in attendance to discuss GFF’s latest sandwich study. Briefing participants were very receptive to our messaging – it’s what’s between the bread, not the bread itself, that are the leading contributors of calories, fat and sodium. As an added flourish, we provided delicious sandwiches to help our message sink in.
- Toolkits: for each campaign, we created a turnkey toolkit for GFF members and nutrition communicators to easily implement across their channels. Resources included fact sheets, FAQs, blog posts, infographics, healthy recipes and sample social media posts.
Not only did we influence nutrition communicators, but we reached THE WORLD! Okay, so it wasn’t the world…but we did place GFF infographics on the Jumbotron in Times Square. Tomato, tomahto.
We’re looking forward to continuing our healthy aging efforts in 2018, in addition to the upcoming research in GFF’s pipeline. We wish we could tell you the details, but we must keep it to a knead-to-know basis.
You’d go there too if your mind was swirling with sandwich infographics.
Now make us proud—go forth and enjoy grain foods!