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Seal the Seasons - Holiday Campaign
Anna Bumgarner, Morgan Bush, Nicola McIrvine, Marley Spence & Sky Tao
Vision
Vision Strategy
Public Relations
Social Media
Overview
Conclusion
Our TaskHoliday marketing campaign
Focus:
Differentiation
Transparent, authentic produce
Healthy, local food for families
Community
Goal:
Increased awareness / NOT sales
Strategy
Public Relations
Social Media
Conclusion
Seal the Seasons is not a Frozen Food Company...Vision
Overview
It’s a community.
Strategy
Public Relations
Social Media
Conclusion
Bring your farmer to the table. Vision
Overview
#FARMERTOTABLE
Public Relations
Strategy
Social Media
Conclusion
Bring your farmer to the table. Vision
Overview
Launch:November 29
#GivingTuesday
End:January 31
1. Inform/Interact with consumers2. Build Awareness3. Tell Farmers’ Stories
Social Media
Conclusion
Public Relations
Strategy
Vision
OverviewCommunity relationsCommunity Garden Launch Event:
Partner Organization
Seeds Provided by Partner Farmers
Ribbon-Cutting & Celebration: November 29th
Invite local community, farmers and media
Social Media
Conclusion
Public Relations
Strategy
Vision
OverviewMedia relationsPress Release to Local and Trade Magazines/Blogs
Parenting:Carolina ParentCharlotte ParentPiedmont ParentChapel Hill KidsRaleigh Moms BlogHolderness Family
Culture/Gardening/Food:Carolina CountryTriangle GardenerTriangle Business JournalCarolina Woman
Social Media
Conclusion
Public Relations
Strategy
Vision
OverviewNewsletterBiweekly newsletter:
Farmer stories
Recipes
Event/News Updates
Send to list captured through website and Facebook pushes
MailChimp/iContact
Social Media
Conclusion
Public Relations
Strategy
Vision
Overview
89%gain a better understanding of brand
from events than other advertising
96%more inclined to purchase after a
live event
Statista.com
Social Media
Conclusion
Public Relations
Strategy
Vision
Overview
ChoozOn | Campaign Monitor
57%email subscribers spend 10-60
minutes browsing marketing emails during the week
6xmore likely to get click-through from
email campaign than from Twitter
Conclusion
Social Media
Public Relations
Strategy
Vision
OverviewTelling their stories… Humans of Local FarmsHumans of New York (HONY) style posts via…
YouTube
Conclusion
Social Media
Public Relations
Strategy
Vision
Overview
Video tutorials:
YouTube
Newsletters
Blogs
#FarmerToTable recipe sharing
Real food, Real good recipes
Conclusion
Social Media
Public Relations
Strategy
Vision
OverviewStrategic Communication TimelinePlatform Messaging Frequency
HONY-Inspired Farmer Stories 1/week
Community Garden Planting Events 2/month
Recipe Sharing 1/week
Join Our Newsletter 2/month
Sharing Consumer Posts As needed (not more than 3/week)
HONY-Inspired Farmer Stories 1/week
Recipe Sharing 1/week
Production/Distribution Highlight 2/month
Blog Farmer Stories - Link to YouTube Video 1/week
Email Newsletters
HONY-Inspired Farmer Stories
2/month
Recipe Sharing
Community Garden Planting Events
Connect with Us (Facebook, Instagram)
Press Release Community Garden Event 2 weeks before (Nov 15)
Conclusion
Social Media
Public Relations
Strategy
Vision
Overview
89%increased exposure through social
media marketing
51%increased sales through social media
marketing
Statista.com
Conclusion
Social Media
Public Relations
Strategy
Vision
Overview
1.71 billion Facebook users
1.3 billion YouTube users
6/10 prefer online video to TVStatista.com | Fortune Lords
Conclusion
Social Media
Public Relations
Strategy
Vision
Overview
500 million Instagram users
Hootsuite
75% Instagram users take action after viewing advertising post
more engagement with at least one hashtag12.6%
Conclusion
Social Media
Public Relations
Strategy
Vision
Overview1. Inform/Interact with consumers
2. Build Awareness
3. Tell Farmers’ Stories
Social media engagement, community event, newsletter communication
Media relations, promotional items
Humans of Local Farms, interviews, recipe sharing,
Conclusion
Social Media
Public Relations
Strategy
Vision
Overview
#FARMERTOTABLE
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