Support of the Sheep Alliance of Western Australia
Objectives
- to support the Sheep Alliance WA, formerly known as the Sheep Industry Leadership Council (SILC), as the peak leadership body and advocate of change management for the WA sheep industry
- to support the Sheep Alliance WA to be an advocate of SIBI activities and outcomes
- to support its task of developing potential models for a Sheep Business Centre.
For more information, please visit the Sheep Alliance website.
Activities
- the formation of the Sheep Alliance as an independent peak body
- incorporation of SILC (1 July 2015)
- SILC handover (July 2015) – handover of Executive Officer role by the department to new Executive Officer and board
- supported SILC board meetings (July 2015) – SIBI staff supported SILC board meetings held quarterly with information and direction on activities.
- supported the Sheep Alliance as an independent peak body to act in a leadership role and provide industry forums in conjunction with the department
- managed the contract with Sheep Alliance (2016-18) – milestone reports and deliverables against outcomes for the Sheep Alliance contract
- managed the reference group process of which Sheep Alliance was a part (2016-18).
- maintained regular contact with the Sheep Alliance to gain feedback on SIBI activities and performance.
- developed potential models for the Sheep Business Centre - worked closely with Sheep Alliance to ensure appropriate industry and government feedback on potential models for the Sheep Business Centre.
- supported the development and implementation of the Sheep Alliance communication plan.
Achievements and outcomes
The Sheep Industry Leadership Council successfully transitioned to the Sheep Alliance of WA and has a contract in place for support of its operation until June 2018. The Sheep Alliance has a skills-based board, nominated by industry, and now has 50 members which include processors, universities, industry groups and grower groups.
Communications
Objectives
- to raise awareness and increase involvement of industry in the SIBI project
- to educate stakeholders on the value of industry change and keep stakeholders informed and up-to-date.
Activities
- Developed a communications plan for SIBI:
- to communicate the benefits and impacts to stakeholders, target audiences and the Western Australian community
- to ensure the department and the state government receive due recognition for work carried out under the project through consistent branding and messaging.
- Produced a range of communications products – including a promotional video, case studies, brochures for delegations, web pages, road-side signage and tweets:
- information flyers
- case studies (ten ?? 12? completed)
- media releases for SIBI events
- video highlighting SIBI outcomes.
- WA sheep industry video (January 2017) – to showcase the WA sheep and lamb industry for use at promotional events
- WA sheep industry booklet – for visiting delegations and potential industry investors.
- Developed a value proposition for SIBI and the industry.
- Utilised all aspects of the media including social media, twitter and web:
- the SIBI newsletter distributed bimonthly
- Ovine Observer distributed quarterly
- Sheep Notes distributed twice a year to inform industry on changing demographics and industry analysis.
Outcomes and achievements
The communications component of the project promoted the activities of all of the sub-projects and activities through a range of media, conducted specific campaigns as well as provided general support to the SIBI project. Twitter was a valuable channel for instantly communicating SIBI activities.
Flagship events
Objectives
To develop and deliver Sheep Updates and significant industry events in collaboration with industry.
Activities
- Regional Sheep Updates (2015) completed, showcasing SIBI:
- four events, partnered with local grower groups, were held in Moora, Merredin, Katanning and Ravensthorpe, with approximately 290 attendees in total.
- Sheep industry investment forum (October 2015) – successful forum partnered with SILC with 101 attendees.
- Agribusiness Sheep Updates (30 August 2016):
- the theme for the 2016 Updates was ‘Sharpening the WA Sheep Business’
- the aim of the event was to lift industry business to the next level
- to view the 2016 Sheep Updates report please see the document to the right. Please visit the Sheep Updates webpage for more details on Sheep Updates.
- SIBI Unplugged (29 August):
- this was an opportunity for industry leaders to hear and comment on the SIBI project – its activities, outcomes and the operational plan as well as meet the key staff involved.
- 'Bewety and the Feast' sheep industry research open day (30 March 2017): this event showcased the latest innovative technology and research across the WA sheep industry.
- 'It's Ewe Time' were full day forums, run in partnership with Australian Wool Innovation and Meat & Livestock Australia, delivering practical tools and information to help sheep producing businesses improve profitability and productivity.
- Farmer wants a life: sheep industry research open day (22 March 2018): this event showcased the latest innovative technology and research across the WA sheep industry.
- Sheep industry forums (six forums by June 2018) – in conjunction with Sheep Alliance providing timely and informative information for targeted sectors of the sheep industry.
Outcomes and achievements
Flagship events provide a forum for the sheep industry to hear the latest developments and implement best practice, not just from SIBI, but from across the industry. These forums provide independent advice and opportunities for discussion and networking amongst sheep leaders.
Mick Keogh, David Cornish, Michael Chilvers, and Bruce Mullan, speakers at the 2016 Sheep Updates
Relationship management
Objectives
To ensure a co-ordinated and inclusive approach to effective networking with key industry leaders and stakeholders.
Activities
- Determined the key stakeholders for the project at Chief Executive Officer (CEO) level:
- key influencer contact list (May 2016) – developed to ensure all key players in industry had a direct link to SIBI.
- Regular and personal communication with key stakeholders:
- managed the alliance of processors and live exporters (June 2016) – met on a regular basis with the representatives of the five export processors and three live exporter companies
- SIBI reference group – established meetings as needed with our industry reference group
- maintained regular contact with a range of industry interest groups, such as Invest West Alliance, AgConnect and industry funding bodies.
- regular and personal communication with key stakeholders as identified by the key influencer contact list to ensure all key players had a direct link to SIBI
- maintained regular contact with the Sheep Alliance of Western Australia who acted as SIBI’s reference group
- managed the alliance of processors and live exporters by meeting with the representatives of the processors and live exporter companies on a regular basis and providing regular contact to ensure that this stakeholder group’s needs are met
- continued to implement the grower group engagement strategy, providing regular and personal communication to improve linkages and opportunities with grower groups
- maintained regular contact with a range of industry interest groups – such as Invest West Alliance, Ag Connect and industry funding bodies.
Outcomes and achievements
The informal relationship established with key stakeholders within the sheep supply chain, with regular ongoing contact, increased significantly as the SIBI project progressed, raising awareness of the SIBI project and its activities.