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Welsh Government

Small Farms, Big Futures

Recruitment drive for the new agri-environment scheme.

Sustainability & Environment36–4546–5556–6565+Scanned 2026-03-01AI confidence 64%

Channel performance

Forecast fit and practical recommendations for each channel this campaign is planned on. Recommendations are specific to how the audience typically consumes the channel.

Channel

Print

Longer dwell than OOH but still scan-first. Strong headline plus one supporting proof-point.

Channel fit
60
Adequate fit
Attention66
Comprehension64
Likelihood to act38

Practical recommendations

3 recommendations

  • Lead with a strong, self-contained headline.

    critical
    Why
    Most readers scan headlines before deciding to read on.
    Audience need
    Scanning readers

  • Support with one proof-point, not a paragraph.

    recommended
    Why
    Dense body copy reduces comprehension and page dwell.
    Audience need
    Time-poor readers

  • Provide a clear next step (URL, phone or QR).

    recommended
    Why
    Print cannot deep-link; the bridge must be explicit.
    Audience need
    Interested but offline readers
Channel

Radio

Audio-only means every idea must be verbal. Repetition and clarity outperform cleverness.

Channel fit
69
Adequate fit
Attention67
Comprehension65
Likelihood to act47

Practical recommendations

4 recommendations

  • Repeat the key rule at least twice.

    critical
    Why
    Listeners are often part-attending; repetition drives recall.
    Audience need
    Commuters and multi-tasking listeners

  • Avoid relying on visual product identification.

    critical
    Why
    Anything shown in TV or OOH must be described in words on radio.
    Audience need
    Audio-only audiences

  • Use plain language.

    recommended
    Why
    Complex phrasing is missed at first listen and rarely re-heard.
    Audience need
    Broad general audiences

  • Include a memorable verbal call to action.

    critical
    Why
    Verbal CTAs are the only route to action from an audio placement.
    Audience need
    Listeners who cannot click
Channel

Events

Highest-trust channel per contact, lowest reach. Success depends on the on-the-day experience.

Channel fit
73
Adequate fit
Attention88
Comprehension81
Likelihood to act63

Practical recommendations

3 recommendations

  • Brief on-site staff on the two most likely audience concerns.

    critical
    Why
    Front-line staff are the campaign at events; unprepared answers erode trust.
    Audience need
    In-person visitors with questions

  • Provide a clear take-home artefact.

    recommended
    Why
    Extends memory of the interaction beyond the event.
    Audience need
    Attendees who need to share internally

  • Capture consented follow-up details.

    optional
    Why
    Event momentum is lost without a follow-up pathway.
    Audience need
    High-intent attendees
Channel

Direct mail

Physical and personal. Envelope-to-open rate is the first battle; the second is the first line.

Channel fit
64
Adequate fit
Attention60
Comprehension71
Likelihood to act39

Practical recommendations

3 recommendations

  • Make the envelope's purpose obvious.

    critical
    Why
    Unclear mail is discarded unopened.
    Audience need
    Recipients who screen post quickly

  • Lead with the single, most relevant benefit.

    recommended
    Why
    Readers decide to continue within the first two lines.
    Audience need
    Time-poor recipients

  • Include an offline and online response route.

    recommended
    Why
    Older audiences prefer phone or reply; younger audiences prefer QR or URL.
    Audience need
    Mixed-age recipient lists