Case Study

Delivering National Media Impact for the ASA 2025 Conference

Significant national media coverage was delivered for the ASA 2025 Conference, driving widespread awareness of Ireland’s role in global food security across print, online and broadcast channels.

Each September, the Agricultural Science Association (ASA), the professional body for graduates in agricultural, horticultural, forestry, environmental and food science in Ireland, holds its annual day-long conference. The 2025 Conference, held in Cork, discussed Ireland’s role in global food security.

The Client’s Brief

The ASA commissioned Green Acre Marketing to generate publicity and drive media interest during the build-up to the 2025 Conference across print, online and broadcast platforms.

ASA President Susan Maher (2024-25) was keen to reference the theme of this year’s Conference in each press release, while also citing other relevant factors, including:

The strides being made by ASA members in relevant areas of research and development,
How the ASA can positively influence both the Irish agrifood sector and future domestic/EU policy regarding improved levels of quality, reliability, sustainability and trade and
Other pressing issues including farm succession, food production, food waste and the environment.

The Process

Our ambition was to promote the Conference through both the agrimedia and mainstream media, which was aided by the news appeal of many Conference panellists which was discussed over the course of several online meetings with the ASA.

Several panellists were pitched to specified media outlets, which were positively received by Newstalk, the Irish Examiner, the Irish Farmers Journal and the Irish Independent. Six pre-Conference press releases and two post-Conference press releases were widely distributed to national business pages and regional titles, while our editorial access to the YourWorld/Belfast Newsletter portal provided us with an additional coverage outlet.

We also liaised with ASA President Susan Maher (2024-25) in the coordination of pre-Conference interviews with several farming/agri shows on Irish regional radio. During the Conference, we also contributed to real-time social media posting, highlighting the commentary offered by speakers across each session.

The Result

Between July 15th and September 16th, 2025, our promotion of the 2025 ASA Conference had helped to generate 34 separate publicity pieces across 17 different media outlets.

Striking the right tone was a key consideration when it came to promoting our 2025 Conference. The Green Acre Marketing team tapped into that sense immediately, which in turn helped us to widely transmit and elaborate on the conference’s theme, which focused on Ireland’s role in global food security. Beyond the issuing of our press releases, many of which were used and adapted by the agrimedia and regional press, securing exclusive interviews in national print titles, along with national radio, further enhanced our conference’s profile. The receptiveness and enthusiasm that our conference received from a range of journalists and broadcasters was hugely facilitated by the endeavour and energy provided by Green Acre Marketing.”

~ Susan Maher (ASA President, 2024-25)

Driving Tractor Leads & Sales Through Meta Paid Campaigns

More Than a Machinery Show: Making FTMTA the Industry’s Must-Attend Event