Communication

Latest Updates

New Website

The new Sheep CRC website was launched mid March, with emails to all CRC database subscriber contacts. For the initial two week period the site received a total of 1272 visits or an average of 90 visits per day. These were mostly from Australia, with a number from North America and the UK.

Sheep CRC Quick Survey Results

A survey conducted by the Sheep CRC in March 2009, as part of the Sheep CRC website upgrade launch, was used to gain an insight in to the communication needs and wants of producers and their advisors.

Entrants were asked six key questions and 131 responses were received from across Australia, respondents were mainly producers with the next biggest group being ram breeders, then extension officers and researchers, then consultants, then product distributors.

A communications survey with a subscriber incentive prize of a $500 gift voucher from R.M. Williams was conducted concurrently to ascertain CRC communications effectiveness, plus encourage visitation to the new website

Questions and reply snapshot:

1. How have you heard about the work of the Sheep CRC?

The variety of communications platforms are being used in (descending) order of: website, media, newsletters, events, word of mouth, advisors. Many respondents use all platforms.

2. How do you rate your awareness of the work of the Sheep CRC?

69% of respondents regarded their awareness as good to adequate, 15% as very good and the remainder (16%) as less than adequate

3. Would you like more information on the Sheep CRC?

A slight majority (51%) want more information, the remainder are happy with current levels

4. Which area would you like more information about?

A majority want more information on on-farm management, followed by, in (descending) order: genetics, meat, wool, parasites, education and training
Overall, 43% want more information on all aspects

5. How would you like to receive information from the CRC?

The majority prefer email newsletters, then, in descending order: the website, Fact Sheets, field days, industry publications and media
Overall, 31% would appreciate all of the above

6. How much scope is there to use science and genetics to deliver practical solutions to on-farm productivity issues?

A strong majority (78%) believe the scope is high, then 20% believe the scope is moderate, and just 2.4% believe the scope is low

Summary:

The survey showed there is a strong interest in the work the Sheep CRC is doing and it is being followed through various communications platforms.

There was also a strong view that agricultural science and genetics can be used to address the range of on-farm productivity issues.

Monthly Bulletin

A monthly email bulletin will provide website content updates to Sheep CRC website subscribers.

Quarterly Newsletter

A quarterly newsletter publication targeting sheep producers with CRC innovations and recent results will be sent to all subscriber contacts via email, and paper-based copies will be sent widely through a wide range of distribution channels.

Media

A total of 177 media clips were recorded covering media releases on:

· Wool comfort

· Sheep CRC Information Nucleus Open Days (Hamilton, Rutherglen, Armidale, Turretfield & Cowra)

· Performing weaners

· Unravelling wool yellowing

· Managing non-mulesed sheep (at Turretfield and Cowra Stations), and

· New Sheep CRC website

ABC Radio reported interviews from the Sheep CRC Information Nucleus Open Days on the Sheep CRC generally and the Information Nucleus, Wool and Meat Programs.

A Wool Comfort article by David Tester was provided for AWI’s ‘Beyond the Bale’.

Note, media consultants Cox Inall regard over 20 media clippings per month as very satisfactory. With some 60 per month the Sheep CRC is achieving outstanding media coverage.