6P led the development of a strategic communications framework that prioritized clarity, focus, and impact. We began with extensive consultations across CRSB’s diverse stakeholder base to uncover key insights about audience needs and communications gaps. These insights formed the foundation for five distinct communications categories: the National Beef Sustainability Assessment (NBSA), CRSB Certified, Corporate Entity, Projects & Initiatives, and Consumer Trust.
From there, we created a three-year roadmap, balancing long-term vision with short-term actions. Each category was mapped to clear goals, audiences, and tactics—including new producer advocacy videos, toolkit resources for the NBSA, social media plans, and trust-building campaigns targeting consumers. Our structured six-phase approach ensured alignment from concept to execution, including brand architecture refinement and crisis communications planning.
