Farm to Family Media Plan
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Farm to Family Media Plan

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Farm to Family Media Plan Farm to Family Media Plan Presentation Transcript

  • Farm to Family Digital Media Plan
    Renee Schapiro
    Johns Hopkins University
    Fall 2010
  • What is Farm to Family?
    A local mobile food distribution business
    Trying to re-establish relationships with the consumer and locally grown food to encourage healthy, sustainable living
    Hi! I’m Mark Lily and welcome to Farm to Family. I started a mobile farmers market in 2009 with my wife Suzi. We’ve grown over the last year and now house a stand alone organic produce store in Mechanicsville, VA.
  • As a communication professional I will…
    Provide Farm to Family with a comprehensive digital and social media plan
    Using tactics learned in Monte Lutz’s Social and Digital Media course along with my own professional experience
  • Assessment
    Website
    Cluttered
    Unorganized
    Difficult to navigate
    Where is your blog?
    Where can I find you online?
  • Assessment
    Search Engine Optimization
    #1 result on Google
    #2 result on Yahoo
    #2 result on Bing
  • Assessment
    Audience
  • Assessment
    Social Media Sites
    Facebook
    Twitter
  • POST – Josh Bernoff of Groundswell
    People
    Objectives
    Strategy
    Technology
  • Strategy
    Personal, one-on-one with audience
    Instead…
  • Technology
    Website Re-design
    www.farmstofamily.webs.com
  • Technology
    Blog
  • Technology
    Podcast
    • Weekly podcasts
    • Include RSS feed on page
    • Use Utterlion road with Farm to Family bus
    • Topics include: customer-employee experiences, testimonials, interviews, cooking lessons, and more
  • Technology
    QR Codes and Mobile Tracking
    • Provide customers with instruction booklet in shopping bag
    • Code stickers on crates and produce bins
    • Directs users to online content- never before seen video.
    • Content includes: recipes, how-to-cook lessons, other farms carrying the same product
  • Measure Success
    Benchmarking
    Monthly reports
    Calculate increase in audience activity (online and in-person)
    Increase sales
    Increase relationships w/ farmers and other advocates
  • Thank you!
    Renée Schapiro