STRATEGIC MARKETING PLAN
Scope of Work: Brand Strategy, Collateral, Advertising, Website, Social Media, Press Releases
Heritage Farms is a 175 year old working farm with a rich family heritage. The Farm welcomes new and returning guests to visit this unique place and create their own special memories and traditions during all seasons of the year. They pride themselves on their high quality products and customer service. Heritage Farms sought to increase public awareness of their argritourism offerings, while ultimately increasing their product sales and attendance.
Goals: Increase public exposure, turn customers into advocates; improve customer retention; increase on farm attendance.
Objective: Attain consistent annual farm revenues that offset annual operating costs; increase product sales.
Strategy: We developed a storytelling approach to the marketing program that engages and informs the audience on all the farm has to offer throughout the year. The “Traditions” marketing plan gives the audience the opportunity to engage and be part of the story while the farm places a focus on what makes them unique – their people, community, location and overall brand essence.
A flexible graphic system is used throughout the integrated and seasonal marketing to unify the brand while giving each event and offering its own unique feel. Photography and creative writing are used in combination to support the storytelling approach. Content strategy and engagement on social media is used to reinforce brand tone.
Tactics: Print and digital advertising; online listings; collateral materials; website; social media; promotional items; press releases.
Evaluation: My partner relationship with Heritage Farms spans decades. I work closely with them every step of the way to continually learn their needs and evolve the brand. The marketing strategies are constantly evaluated and adjusted as business needs change and demographics shift.
Successes: Press releases have increased exposure, leading to media coverage of the farm and events; Strong brand loyalty; Consistent increase in social following; Consistent increase in on-farm events.
Plan Shift: Incorporate email marketing to better maintain a client list and reach out directly to those that have chosen to engage; Evaluate the website and how users navigate the space, take into consideration the common inquiries from social media and the information most commonly requested.