Grain Milling Career Network

A marketing strategy to increase brand awareness and attract multigenerational talent to the milling industry

The Highlights

Mayes MarCom partnered with the International Association of Operative Millers (IAOM) to address the challenge of attracting new talent to the milling industry. Through stakeholder interviews, a landscape analysis, creative campaign development, and a multiyear marketing strategy, we delivered a comprehensive approach designed to engage two primary audiences: teens and parents exploring post-high school career paths, and industrial workers seeking a career change.

The Challenge

IAOM recognized a critical need to bring more people into the milling industry, which has long faced a talent shortage. IAOM serves grain millers across the globe with professional services, information, and training, and the challenge for the organization lay in identifying how to effectively communicate the benefits of a career in milling to two new and very different audiences:

• Industrial and Technical Workers: Individuals already employed in industrial settings may be open to a career change but need to understand the advantages of entering the milling industry.
• Teens and Parents: Young people and their families often lack awareness of the industry’s opportunities for education and career growth.

IAOM sought a clear, actionable marketing strategy to appeal to these groups and to address misconceptions and barriers to entry.

The Solution

To create an informed and effective strategy, Mayes MarCom conducted in-depth research and developed tailored recommendations:

Stakeholder Interviews: We engaged with industry insiders and those who had left the industry to understand what they valued about milling careers and to identify common issues and barriers. If our audience is familiar with milling, it’s often because they already know someone in the industry. Awareness of the role of milling as a critical link in the food supply chain is low, even among agricultural audiences that could be considered adjacent to the industry.

Landscape Analysis: By analyzing how milling companies and academic institutions were approaching the talent shortage, we identified gaps and opportunities to position IAOM as a leader in addressing the challenge.

Creative Campaign Development: Based on our findings, we developed two distinct marketing campaign concepts, each designed to resonate with both target audiences.

Multiyear Marketing Strategy: We proposed a comprehensive, phased strategy to build awareness and engagement over time. The strategy included:

• Targeted messaging for teens and parents, emphasizing education, career training, and long-term stability.
• Campaigns appealing to industrial workers, highlighting the benefits of transitioning to a rewarding and stable career in milling.
• A new brand and website to support our diverse audiences, as well as a digital strategy leaning heavily into social media, digital advertising, and an ambassador program.

The Results

While IAOM is still in the early stages of implementing the recommendations, their new brand and website are gaining momentum and traffic has been steadily increasing thanks to the site’s intuitive design and SEO strategy.

• Clear Insights: Stakeholder feedback and our landscape analysis uncovered key motivators and barriers for both target audiences. These insights were key in developing new, more impactful messaging.
• Actionable Strategies: IAOM now has a roadmap to guide its outreach and marketing efforts, with specific steps to engage teens, parents, and industrial workers.
• Engaging Campaign Ideas: The final creative concept provides a flexible starting point to develop impactful marketing campaigns that resonate with the intended audiences.

Through research, analysis, and creative strategy, Mayes MarCom has helped IAOM develop a strategic approach to addressing a challenge facing the milling industry. The tailored recommendations and marketing approach will empower IAOM to increase awareness of milling as a career choice, and attract new talent to ensure the industry’s growth and sustainability for years to come.

**Note: Mayes MarCom is now helping IAOM execute the marketing campaigns, and our early results look promising. Stay tuned!**