Delivering influential multi-channel communications campaigns about grape and wine biosecurity is a key focus of Vinehealth Australia.
At the core, our communications activities aim to drive biosecurity behaviour change for key risk creators across the supply chain.
In the past year, targets of our Communications Strategy included:
- Accessibility of the Vinehealth team to vineyard owners and winemakers;
- Clever use of multiple communications platforms, particularly low-cost digital channels;
- Constant creation of compelling content that is widely shared; and
- Ensuring that high priority website content is easy to find.
In 2020/21, we nourished our relationships with state and regional wine associations by sending out weekly biosecurity tips, alerts, resources and news to executive officers, for them to share with their members.
We aim to drive digital biosecurity communication in the wine industry, and achieve industry-leading results with newsletter open rates and website users. In 2020/21:
- New website users increased by 9.7%;
- The number of website sessions increased by 8.7%;
- A 50% average open rate was achieved with our monthly e-news (industry average 21%); and
- A 9% average click through rate was achieved with our e-news (agriculture & food services industry average 3%).
Our biosecurity content also includes articles, alerts, bulletins and industry notices. In 2020/21 we published:
- 101 news articles and case studies focused on biosecurity
- 8 Biosecurity Alerts to warn of immediate threats
- 6 Industry Notices on high priority biosecurity topics relevant to industry
- 3 Biosecurity Bulletins for specific members of the wine supply chain
- 50 Biosecurity Tips in Daily Wine News and sent to all SA regional wine industry associations for their weekly regional newsletters
We’ve also delivered many presentations on biosecurity and activities at a range of industry and government forums.
We’re also proud of our responsiveness. When we receive general requests from industry and government, we aim to respond within 48 hours. The number of requests addressed in 2020/21 was 36% higher than in 2019/20.
The top four service request areas made up 85% of all service requests provided:
- 53% − quarantine matters
- 12% − request for materials, workshops, presentations, interviews and reviews
- 11% − Register information
- 8% − provision of biosecurity expertise to interstate sources