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OFSCI
engaging and aligning an industry
“Having Cognac look at us objectively and being quite brutal with what should be in and what should be out, left us with a truly perfect 10 minute overview of what OFSCI offers”.
Paul Heathcote, OFSCI
OFSCI works to solve common supply chain problems across the Food services industry. It had been struggling to align the UK foodservice industry around key standards because the topic is perceived to be boring and non-urgent. They needed to engage the industry to build membership of OFSCI and increase understanding of the benefits of alignment.
There are £450 million of benefits for OFSCI members available in the UK alone that few people realise and appreciate. Success for OFSCI relied on capturing the interest of the industry. OFSCI had the necessary collateral and detail to communicate this message well in two technical hours – but wanted to get across that core message to a wider audience within ten minutes.
By distilling down the technical information into an easy to understand, visual representation of the benefits on offer, prospective member organisations can quickly see what is relevant to their sector and make a decision to join OFSCI.
Cognac Solution:
The big picture engages potential OFSCI members by addressing the questions and fears they face in their businesses. It shows how Automated Trading, Industry Standards and Reliable Data are interlinked and uses real business examples to engage the different groups - manufacturers, operators and distributors. Jigsaw pieces show visually how they all fit together to form the bigger picture. Positive statements – Save Time, Save Money, Have your Say - openly invite and encourage engagement.
Results:
The big picture has cut through the technical information to present an engaging and easy to understand communication piece that effectively promotes OFSCI and the importance of alignment around key standards.
The big picture is used in face-face meetings with prospective members, at exhibitions as a high impact take-home, and is mailed to members old and new.
As a result, membership is increasing, and hours are being saved in meeting time with prospects.
The format worked so well, that OFSCI based their entire website on it!
