412-acre historic, non profit farm. Show dairy store “footprint” as it relates to remainder of farm.
Wooddridge I and Woodridge II used to be the cow pastures where I played as a little girl in the 70’s.
We would lose everything. THAT was motivation.
The non profit was not going to lose the land.
Raised half through quiet, targeted acquisition campaign; one government grant & private funds
$2 million mortgage plus $900,000 annual operating deficit. Do the math.
Promote our dairy and locally made products, repair physical structures
Raise funds for non-dairy animals (not covered by dairy sales)
Provide PA standards-based educational programs; vocational training for vulnerable children; educational programs for special needs students (and adults)
Emphasis on FREE (powerful partnerships with local media)
Passive – little or no responses to posts; no measurable reactions to product sales, farm events, fundraising, etc.
We’re doing much better. Engaged means we get feedback (good and bad); use facebook to announce events, activities, contests, etc. People respond BUT IT TOOK TIME – and research – to connect to demographics. Find out what would click and stick.
Never paid for one like, or boost …
Cool Leadership Wilkes-Barre project – eh on the response factor …
We announced receiving a $655,000 grant – NO RESPONSE.
But then we posted photos of cows … and our board chair, Dr. Doug Ayers …
We began to promote our animals, mainly the dairy herd … and we always ALWAYS thank any newspaper, television, or radio that features the farm.
Promoting events … picking up steam … asking questions … more steam
Still, people/suit type events not too many responses …
But add a cow … or cows
Ice cream flavors, no smoking, and/or graphics …
Or Otis eating a pumpkins! (see likes, shares, video views)
The day we lost Big Bird (we share animal deaths with our facebook family)
Our farm dog, Harvey, and Gilbert.
Had an Elf on the Hillside Farms Shelf campaign … elf travelled throughout the farm … boosted numbers!
What are people looking for? CONNECT.
Our volunteers typically receive good feedback … yet not too many shares/comments
Education does “OK,” in terms of engagement.
But feature a calf being bottle fed …
We use facebook to acknowledge our sponsors … and soon we will be adding a creative twist to “how” our sponsors will be thanked on facebook (hint, it involves an animal or two)
Know your audience. KNOW YOUR AUDIENCE.
WHEN are they online?
What are their ages? Where are they from?
What gender/age are active on your page?
What clicks? What sticks? What do they share? REMEMBER: I look for responses, not numbers. 13,000 followers are not good unless a significant percentage REACT to posts.
Another reach type post … again, all organic. Look for peaks and valleys … review what was posted on that particular day(s).
Pay attention to the “unlikes,” as they too are important. Why you can expect to be “unliked” or “unfollowed,” any spike needs to be looked at further. For instance, October 9 – WHAT was posted? October 6?
I do not concern myself with decreases … UNLESS they trend. My focus is what make people “click”?
Never – ever hide. Every concern and complaint is a chance to make a sale.
For example …
Respond to every negative post (unless it is vulgar, uses inappropriate language, etc. - delete)
Here we messed up … our hours were not updated on our mobile page.
Our new “Field to Fork” page …Since October 1 – 892 likes … Created “Chef Ray” and will continue to have Ray “communicate” with followers; decent engagement but needs to be better, more focused. I do not continue to push food or other products on the farm’s main facebook page. We LOSE “followers” by doing so. Once a week is fine. More than that harms engagement.
Ignored since July 5, 2014. You cannot expect to ride on the coattails of any other page … you must build your own audience and nurture a relationship. Learn what makes them click – and stick with you.
Pitiful. No activity since May 2011. Should be 10,000 likes by now!
When you post, write copy, and especially blog – by knowing your audience you can give the feeling of “that was for me!!” Recent NY Times article gave a breakdown of ISIS marketing strategy … how they are learning about their target audience and communicating accordingly. Messaging for different demographics. And it is working.
NEPA BlogCon 2014: Session 7 - Suzanne Kelly, The Lands at Hillside Farms
Making Eye Contact with Millions
The Lands at Hillside Farms
October 11, 2014
How we bought the farm …
… why it matters
Non profit formed in 2005
• Entered into lease/purchase
agreement with Conyngham
• Five years to raise “fair market
value” or $4.2 million
• Form an educational farm that also
teaches a more sustainable way of
• Halt further development
• Preserve land
Sustainable means, “so those born 200
years from now will have access to the
same, or better, resources and
Land Family Health Nutrition Commerce
There was a condition:
If money not raised by 2010 land,
improvements to buildings, livestock,
etc. would revert back to family.
Purchased 412-acre farm for $4.2 million
Raised half – mortgaged half
• Purchased farm/contents for $4.2 million
• Raised half /mortgaged half