The a2 Milk Company's Industry Roundtable

The a2 Milk Company tasked Sense to help capitalise on its sponsorship of the Food and Behaviour Event at The Royal College of Surgeons.  So we did.

a2's 'Dairy Ain’t Done' Roundtable & Conference

Background

The a2 Milk Company is the lead sponsor of the Food and Behaviour Conference on 21st March 2014 – an industry event that looks at the effects of what we consume, and the effect it has on how we behave.  a2 Milk UK will have a stand at the event, and all delegates will be drinking a2 Milk throughout the day. 

Objective

The ‘Dairy Ain’t Done’ industry roundtable is designed to bring together key industry stakeholders to discuss how we can collectively communicate the importance of cow’s milk for consumers in the UK, and how to bring people back to drinking cow’s milk.  Food and Behaviour Research’s Dr Alex Richardson will chair the roundtable, and a2 Milk UK’s nutritionist Melanie Bibby will be present to represent a2 Milk UK.

The event will be attended by key UK stakeholders, including:

  • Brendon Lancaster - Head of Dairy Team, Department for Environment, Food and Rural Affairs
  • John Sedgwick – MD of Cool Milk
  • Philip Duddell –Representative from Derwen College
  • Vanessa Holburn – Founder of NetDoctor in the UK and AHappyHealthyMummy.com 

Media coverage

Sense has selected key media targets to attend the event, who will be given exclusive access to the contents of the roundtable and invited to stay for the Food and Behaviour Conference.  The media targets include The Sunday Telegraph and The Grocer.

Communications materials

There will be a range of communication materials available for roundtable attendees, and delegates at the FAB event.  These will include:

For roundtable attendees 

  1. An a2 Milk branded bag, with information about how to become an a2 ambassador
  2. The roundtable will be recorded and a transcript of the discussion will be available, post-event.
  3. A post-event pack, including key presentations, courtesy of a2 (appendix 2.0)
  4. A letter to thank each attendee for joining the roundtable, and next steps from a2 Milk (appendix 2.1)

For all delegates

  1. An a2 Milk branded bag, with information about how to become an a2 ambassador
  2. A post-event pack, including key presentations, courtesy of a2

Post-event pack

a2 Milk’s Post-Event Pack will be available for download from the a2 Milk website, in exchange for data capture.

The Outcome Expected

The desired outcome of the roundtable, and sponsorship of the FAB event is to demonstrate a2 Milk’s interest in the industry, and how it is doing its best to promote positive consumer behaviour, bringing people back to cow’s milk.  The key message that delegates will take away is that not all milk is the same, and that a2 Milk provides a range of benefits.

Agenda for the day

06:30 – Sense PR team arrives

07:00 – a2 team arrives

07:15 – Breakfast arrives

07:30 – Stakeholders arrive for roundtable

08:00 – Roundtable begins

09:00 – Roundtable ends

09:00 – 09:30 – Networking

09:30 – 16:30 – Food and Behaviour Research Conference

Roles and responsibilities

Activity

Responsible

Organisation

Roundtable

Stakeholder communications / meet and greet

Ellie / Lisa

Sense PR

Branding for photography

Alana

Sense PR

Media engagement / chaperoning

Lisa

Sense PR

Chairing roundtable

Mel (Dr Richardson)

a2 Milk UK

Roundtable breakfast catering

Mel

a2 Milk UK

Roundtable audio / transcript

Ellie

Sense PR

Sharing content for social media

Alana

Sense PR

Photography

Alana

Sense PR

Conference

Post-event stakeholder pack

Alana / Lisa

Sense PR

Marketing packs / name cards

Jenna / Mel

a2 Milk UK

a2 display / stand

Jenna / Mel

a2 Milk UK

Chaperoning Professor Woodford

Rick

a2 Milk Corp

Photography from roundtable & conference

Alana

Sense PR

Sharing content for social media

Alana

Sense PR

Website content / data capture

Sophie

Kindred

Post-event

Media engagement

Lisa

Sense PR

Stakeholder packs

Alana / Lisa

Sense PR

Sending stakeholder packs

Mel / Jenna

a2 Milk UK

Thank you letters to stakeholders

Mel

a2 Milk UK

Website / data capture

Sophie

Kindred

Event Toolkit

The Sense PR team will prepare and bring along a toolkit for the event, which will include:

  • Copies of this briefing pack
  • Pens
  • Marker pens
  • Laptop & charger
  • Sticky labels
  • Notepads
  • Press releases (from Tuesday 18th)
  • Blu-tack
  • Sticky tape
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