With any new business, the real groundwork lies in developing your brand and figuring out what exactly you want your publics to know about you. Before we market something, we must first define what we are marketing and how we can sell it to our audiences.
Grove Hill Farms is a family-oriented farm located in Leonard, TX set to open in September 2018. Due to the nature of farming, there is not anything currently ready for consumers to enjoy and interact with. Over time, the farm will be a beautiful location full of Christmas trees, tulips, pumpkin patches and more throughout the seasons.
Because there is not currently a “product” to advertise, we must communicate to our audiences what Grove Hill Farms will be upon completion and the opportunities it will offer for families to create lifelong memories to cherish forever.
With an up-and-coming business like Grove Hill Farms, this step is vital in creating brand awareness and creating a central goal. For the purpose of this campaign, my group and I have determined that our main goal is to:
Generate brand awareness and increase farm participation through consistent and specific marketing and communication strategies.
Being a brand-new business that has yet to create brand loyalty with customers, creating a simple and attainable goal focused on increasing brand awareness is the best way to start our campaign.
With our main goal identified, we then faced the task of deciding who would be best to market Grove Hill Farms to. After extensive research, numerous group meetings and alterations, we finally decided on our three main publics:
- Public One: immediate and extended families with young children
- Public Two: school districts, elementary schools, teachers (field trips, educational purposes)
- Public Three: Business-to-business partnerships (local businesses, other local farms, etc.)
With three target publics to focus on, we then created objectives, strategies, tactics and messages tailored for each one.
Forming specific objectives for each of our publics was a pretty difficult step in the process. My team and I struggled with defining our objectives and making sure we were making them reasonable and timely, seeing as the farm is set to open in a few months.
We worked really hard on narrowing our objectives down for each public and making sure they reinforce our central goal.
For our Public One (families), we decided that our main objectives would be to:
- Create awareness through social media by increasing our following by 1,000 in the first year of operation.
- In the first year of business, average 500 visitors per week during peak seasons.
We believe that these objectives would be best supported by focusing on social media as a means of communicating with our Public One. With many moms being on Instagram, we could use the Grove Hill Farms Instagram page (@GrovehillFarms) to push out paid advertisements, engage with followers, do special giveaways and create a better brand awareness for the farm.
For Public Two (school districts and teachers), our objective is to:
- Create relationships with school districts by informing 15 local schools about the farm opening and offering 10 field trip opportunities by September 2018.
Pitching our farm as a fun, educational opportunity for schoolchildren to local elementary schools and school districts will hopefully yield more school field trips and encourage teachers to tell others about how much fun Grove Hill Farms is. Our main tactic for this is to create new and improved print pieces to distribute to local schools and draft ideas for potential merchandise geared towards children.
A previous print handout for Grove Hill Farms
For Public Three (Business-to-business partnerships), our objective is to:
- create potential partnerships by informing 15 local businesses about the farm’s existence in the first six months of operation
During class, we discussed forming partnerships with local farm-to-table restaurants, photographers, farmers markets and even the possibility of working with Waco-based Black Oak Art. Direct engagement with other businesses is key, so we plan to create email and telephone pitches to have readily available for when GHF interacts with other businesses. Also, we really want to highlight the businesses we work with via social media and feature stories.
My team and I have worked so hard to create this campaign in a way that will provide Grove Hill Farms with the highest amount of brand awareness in a limited time window. We are so excited to continue working with Amber and Kaylee and look forward to seeing our ideas and work take fruition.