Page 26 - FINAT Yearbook 2019

The FINAT Messaging Framework
CREATING CONSISTENCY IN OUR (ON-LINE) MARKETING AND COMMUNICATIONS
ELKE VERBAARSCHOT, FINAT PR & COMMUNITY MANAGER REPORTS:
FINAT’s by now familiar 6 Star Strategy encompasses different aspects associated with the promotion of our industry’s development. The connecting factor between strategy development and execution is a consistent marketing communications strategy to convey our message to the different target audiences using the relevant challenges. For this purpose, a Messaging Framework has been developed that involves all bodies in FINAT and is reflected in our communications (e.g. newsletters, conference programme and communication around the conference, press releases, social media posts etc.).
Theme:
Objective
Target group(s)
Relevant topics
Relevant FINAT activities
Responsible bodies in FINAT
1. Knowledge Leadership
To be the leading peer resource for (future) international business leaders
CEOs, business owners, sales & marcom directors
Business trends, management development, B2B marketing
ELF
FINAT RADAR Awards/ marketing
MC subcommittees: ELF Programme (EPC) Iindustry Trends (ITC) Awards Panel (AWA)
2. Workforce Development
To raise the image of the label industry towards students and young professionals
Management development/HR
Recruitment and retention support, workplace promotion
#LABELicous YMC
#LABELicious taskforce (#L)
Young Professionals Network (YPN)
3. Technology Awareness
To raise the bar for the industry in terms of technical understanding and know- how
Production managers, quality managers, R&D
Broadening scope of industry, innovation, standards & best practices
Tech Seminar Test Methods Webinars Awards/ process
TC sub committees:
FINAT Test Methods (FTM) Seminar and TechCom (SEM) Taskforce Webinar Series (WEB)
Awards Panel (AWA)
Messaging Framework 2018 - 2020
CONTENT DOMAIN
Leading the way to future success for international label businesses
4. Sustainable Practice
To promote best practice in sustainability and regulatory compliance
Sustainability directors, compliance management, R&D
Recycling, LCA guidance, food safety compliance
Recycling promotion Food Safety best practice LCA Guidelines Sustainability awards
TC subcommittee Sustainability & Recycling (REC/SUS)
5. Strong Positioning
To monitor and represent the joint interest of members towards third parties
EU Commission, national authorities, NGOs, stakeholders, media
Circular economy, food safety legislation, product labelling
Regulatory Affairs monitoring Industry Advocacy
TC sub committees: Regulatory Affairs (REG) Taskforce UVFoodSafe National Associations Board (NAB)
L9
6. Member Focus
To increase membership and membership engagement and interaction
Depending on stage in Member Journey
Networking opportunities
Guest membership Membership promotion Member community Labelexpo
MC sub committees: Membership (MSC) PR&Marcom (PRSC) Labelexpo Advisory Board (LAB)
26 | FINAT YEARBOOK 2019