The summer has been busy with updating our Strategic Marketing Plan for the Bison Producers of Alberta (BPA) for 2008. Many initiatives although implemented within the time frame of this plan, will have long term effects lasting many years. Marketing efforts and initiatives include cooperation between the BPA and the Canadian Bison Association (CBA) to reduce overlap, redundancy and to increase the overall effectiveness for marketing bison meat in Alberta, Canada and beyond.
The BPA provides effective representation of the Bison industry for advocacy and communication in both government and private sectors. The BPA promotes the marketing of Bison and Bison products, participates in promotional events and trade shows to help increase consumer awareness of the Bison meat products, provides support and education for primary Bison producers and provides for on-going sustainability to the Bison industry as a whole.
There are three marketing goals that the BPA 2008 Strategic Marketing Plan will address:
Membership Power - As the Bison Industry works it way back to prominence, the strength of our membership is critical. Involvement in the BPA must be encouraged, and the benefits of membership have to be communicated directly to the primary producers. The “disconnect†of Alberta Bison producers with the BPA is still a reality, but great strides are being taken to bridge this gap. Relationships have to be re-built based on solid communications, increased cooperation and a strong commitment to an end result and trust in the process. The BPA Membership must continue to gather to celebrate and share “good stories.â€
Building upon work done in 2007 to increase and refine existing communication channels. The BPA continues to publish the Bison Centre Newsletter three times per year. And the BisonBroadcast has been introduced to keep the membership updated on a regular monthly basis. Many E-Bulletins were sent out to immediately notify members of current news and events. And finally the website is relevant source of Bison industry news and information that centralizes all the communications of the BPA. We will review the existing communication to ensure that the members have the latest information and news pertaining to the Bison industry. We will also ensure that the members have ways to communicate with the BPA staff and board in a direct and straight forward manner.
In the fall of 2007 we will be going direct to the members holding producer meetings in all three zones of the province. This will enable Bison producers to interact, socialize and learn. These meetings will incorporate learning, fellowship and entertainment. In 2008 we will review the success of these regional meetings, adding what worked, and building for a better event for 2008.
Direct contact with all existing members – and prospective members. We will actively contact directly all current members to update our membership database, and to reinforce our commitment to the industry.
Increasing Capacity through Learning - A powerful aid that the BPA can provide to its members is an environment of shared lifelong learning. This will improve growth and profitability of individual producers which in turn benefits the entire Bison industry.
We are continuing to collaborate with the Joint CBA/SBA ‘Marketing 101’ project to bring relevant and useful guides and courses to the members. We will also enlist the resources of other industry stakeholders such as marketers, processors and government specialists to ensure we have the most up to date information.
We will deliver this information directly to the members through seminars, at zone meetings or on a stand alone basis if member participation is satisfactory. We will also offer the information through online courses and guides as well as in text format.
Bison Industry Development - The Bison Industry as a whole, within the province of Alberta, as well as nationally and internationally is directly related to the well being of our producers, and vice-versa. The BPA must not only monitor the Bison industry, but also must actively work to nurture and grow the industry in new directions and to new heights.
The local Alberta industry is our main priority. Having adequate end markets, as well as a good supply of processors at various levels, and also marketers of our end product will all help to grow the industry, and work to a corresponding increase in bison meat prices. The BPA must continually work to advance into new markets, help bring on new processors and new marketers.
We will work with the CBA in joint efforts to build national and international markets as situations warrant. The diversification of our markets is key to long term success. Over reliance on a single market has been the death blow to other alternative livestock industries.
The BPA must actively lobby the provincial and federal government and other industry players, making our views known at all levels. By staying in constant communication with key people in we can influence policy, and work cooperatively with government, companies and associations. When dealing with national political and regulatory issues, the BPA must partner with the CBA as a united force to resolve all important issues and refine existing policy. The communication plan will properly inform, engage and mobilize members to effectively support such initiatives.
The BPA working with the CBA and other producers associations will continue to provide promotional materials including brochures, stickers, recipes, nutritional information and cooking instructions. Bison meat production will be marketed using the “Canadian Bison†logo to provide one marketing message to the consumer locally, nationally and internationally.
We will assist Bison producers and stakeholders to be involved in the development of publicity for media consumption (local, regional) to increase consumer awareness. To this end a ‘Public Relations’ kit is being produced and made available to members. The BPA will also undertake an organized PR campaign targeted at both the public and industry stakeholders such as government and lobby groups.
Trade shows are still a primary focus for the BPA. It is a way that we can directly build the consumer interest for bison meat. We feel that building awareness of the taste, the nutritional value, and the other benefits of bison meat is still a priority. We have redesigned the trade show displays and we are also producing a ‘Trade Show’ kit that will assist members in getting the most impact from exhibiting at trade shows. The BPA will encourage individual members to attend events in their area to promote the Bison industry. On a selective basis we will be attending targeted events including Alberta Food Services Show, Calgary Stampede, Aggie Days, etc. BPA will also support CBA sponsored food service trade shows in other parts of Canada and Internationally by sending representatives to “work the floor†and promote bison meat.
Other awareness campaigns – again working with the CBA - will continue which will focus specifically on the food services industry where bison meat is often tried for the first time:
Chef awareness sessions with major restaurants in Alberta (Edmonton, Calgary, Banff) will facilitate introduction and product knowledge of bison meat. Alberta Culinary Schools and its students will be supported through supplying product and support material (ie. Food service manuals) Many of these chefs will go on to restaurants where bison is served while others will be introducing bison in their restaurants.
We will also work with our industry partners to create an environment of increased cooperation and communication that will grow the industry, and improve the diversity and responsiveness of the market.
Summary - Through the power of our membership we will continue to grow the bison industry. We must continually grow and learn. And the BPA must work hand in hand with its members to this end. The strength of our industry is built on all its participants, not only primary producers. We must strive to build a strong and vital industry for the long term.
With these initiatives we hope to have a sustained effect on the Bison Industry. A vital and responsive Bison meat market and a thriving production environment are key to long term success for Bison Producers of Alberta members.
As with any plan, it changes and grows as we implement. I am asking if you have ideas and strategies that would benefit the Bison Producers of Alberta, then please share them. Contact myself or the BPA office and let us know your thoughts!