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

Facebook

Twitter

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