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This grant-funded local food campaign increased local food sales by 19% in 2015, provided weekly food demon-strations, and raised awareness about eating local.
Supporting Documentation OverviewSee it - Locavores on the WebKnow it - Campaign AwarenessLearn it - Chef DemonstrationsUse it - Harvesting Hashtags/Social MediaLive it - The Locavore LifestyleReport it - Budget Review
noun | lynch•burg loc•a•vore | \’linch-,b rg \’lō-k -,vōr\: a lynchburg local who supports our community by eating the fantastic food grown right here in our region.
e e
www.LynchburgCommunityMarket.com
Logo created in collaboration with Birch Studio
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The Lynchburg is for Locavores Campaign garnered a special web page on the newly-built and branded website to thoroughly explain what it meant to be a Lynchburg Locavore.
Each and every page on the Lynchburg Community Market website links a gallery of community photos posted to Instagram using the brand hashtag.
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The Lynchburg Locavore Spotlight introduced the community to the many self-professed Locavores that already have a passion for local food.
Chef Demonstration recipes have been posted for easy reference through the Blog.
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Dynamic print advertisements featuring dedicated Lynchburg Community Market farm vendors were created and pubished through a partnership with Lynchburg Living Magazine, reaching over 247,000 people in the greater Lynchburg area.
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A commercial was developed and aired on WSET 13, a local ABC a�liate in Lynchburg. The video can be found on Vimeo and embedded on the Lynchburg Community Market website.
Additional educational materials were developed to enhance awareness e�orts including simple hand flyers that list the Ten Reasons to Eat Local in Lynchburg (on reverse). Rack cards were mailed to over 22,000 Lynchburg citizens.
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Cooking Demonstrations with Local Chefs were scheduled on a weekly basis to introduce the community to the concept of working with fresh produce. All recipes were posted on the Lynchburg Community Market Blog following the Demonstration.
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The #LynchburgIsForLocavores Instagram challenge inspired a young generation of farmers, families, and Market patrons to post their own photos, sharing what they feel it means to be a Locavore.
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Social Media reach increased by a staggering 2065% through organic and paid posts. In turn, Facebook Likes increased from 6,005 to 8,400 between Jan 1, 2015 and Dec 31, 2015.
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Through merchandise available at the Lynchburg Community Market, Locavores can be spotted all around town and sightings have even been reported across Virginia.
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Fun followed when Locavores of all ages took part in a photo opportunity.
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Split Costs Personnel $9,508Graphic Design $7,000Web Design $11,000
Lynchburg is for Locavores Costs Video Production $4,000Print Advertising $2,988Online Advertising $1,000Billboard Advertising $2,430Campaign Print Materials $7,000Chef Payment $2,600Utility Bill Mailer $ 735Portable Kitchen Equipment $9,838Food Costs and Supplies $3,250 Other Objective Costs SNAP Direct Mailing $3,899SNAP Bus Advertising $4,050SNAP Print Materials $4,000Branding Print Materials $8,000
Agreement/Objective - Community Outreach to Increase: 1. Sales of Local Food (Lynchburg is for Locavores Campaign) 2. SNAP Redemption Rates at the Lynchburg Community Market
Farmers’ Market Promotion Program Grant
Amount Awarded: $81,298
Includes profits from both new brand merchandise and campaign merchandise. Bumper stickers were FREE!Branding & Locavore Merchandise
Profit: $3,673
Expense T-Shirt $2,732Re-Useable Bags $1,018Aprons $ 432 Income Register Sales $7,855