Red Angus PR Pitch

This project is a strategic public relations campaign developed by classmates Avery Eckoff, Peri Andres, Cappi Hoeting, Maddie Drake and I, for the Red Angus Association to address brand recognition challenges within the beef industry. The campaign identifies gaps in program communication and limited visibility of Red Angus meat programs compared to competing Angus brands. The strategy focuses on increasing producer engagement, promoting research on Red Angus genetics, and boosting participation in the Certified Angus Beef (CAB) program. Key tactics include strengthening partnerships with breed associations and research institutions, improving corporate communications through owned media, and hosting immersive experiences that showcase Red Angus operations and meat production. The campaign targets producers, research institutions, and grower-to-finisher operations while measuring success through media performance, website traffic, brand awareness, and increases in Red Angus certifications. See the slide deck below: