Farm to Family Media Plan
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Transcript of Farm to Family Media Plan
Farm to Family Digital Media PlanRenee 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
AssessmentWebsite
ClutteredUnorganizedDifficult to navigateWhere is your blog?Where can I find you online?
AssessmentSearch Engine Optimization
#1 result on Google#2 result on Yahoo#2 result on Bing
AssessmentAudience
AssessmentSocial Media Sites
POST – Josh Bernoff of Groundswell
People
Objectives
Strategy
Technology
StrategyPersonal, one-on-one with audience
INSTEAD…
TechnologyWebsite Re-design
www.farmstofamily.webs.com
TechnologyBlog
TechnologyPodcast
Weekly podcasts
Include RSS feed on page
Use Utterli on road with Farm to Family bus
Topics include: customer-employee experiences, testimonials, interviews, cooking lessons, and more
TechnologyQR 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