Client Need: A strategic plan for a new statewide growers association and also, to help present it to its members at the annual conference.
Approach: The BrandWerks Group has significant experience developing businesses and brands. Strategy guides our approach to branding, and our team members, like managing director, John Recca, have created and launched many brands and businesses during their careers. BrandWerks is very different than other branding firms. We’re actually entrepreneurs just like our clients. So helping them with their strategic planning is second nature to us.
Solution: To develop its annual plan, the Colorado Fruit & Vegetable Growers Association (CFVGA) asked us to facilitate and guide discussion and brainstorming at its board retreat. BrandWerks has a proven process for defining an organization’s vision, mission and key strategic initiatives which we call BrandVision™. Whether for a brand or a business, or a government entity like the Colorado Department of Agriculture, BrandVision is an effective strategic development tool. Simply put, BrandVision revolves around several interactive ideation exercises, each building on the other as we “funnel” ideas and initiatives to build the business or brand.
Our day-long session for CFVGA was extremely productive, easily inspired by the magnificence of the Rockies. As a group, we were able to cover much ground, and importantly, identify the “five pillars” that would define the Association and its outreach efforts going forward:
- Food Safety
- Labor Issues
- Water Availability
- Nutrition Awareness
- Market Development
When the day was over, BrandWerks summarized all learning and recommendations in a white paper for the board of directors. For the Association’s annual conference, the board asked BrandWerks to prepare and help deliver a presentation to the membership summarizing the strategic plan and current year initiatives. We were happy to oblige. Here’s a video of the presentation.