marley spence & sky tao anna bumgarner, morgan bush, nicola mcirvine, - crash...
TRANSCRIPT
![Page 1: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/1.jpg)
Seal the Seasons - Holiday Campaign
Anna Bumgarner, Morgan Bush, Nicola McIrvine, Marley Spence & Sky Tao
![Page 2: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/2.jpg)
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
![Page 3: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/3.jpg)
Strategy
Public Relations
Social Media
Conclusion
Seal the Seasons is not a Frozen Food Company...Vision
Overview
It’s a community.
![Page 4: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/4.jpg)
Strategy
Public Relations
Social Media
Conclusion
Bring your farmer to the table. Vision
Overview
#FARMERTOTABLE
![Page 5: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/5.jpg)
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
![Page 6: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/6.jpg)
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
![Page 7: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/7.jpg)
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
![Page 8: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/8.jpg)
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
![Page 9: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/9.jpg)
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
![Page 10: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/10.jpg)
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
![Page 11: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/11.jpg)
Conclusion
Social Media
Public Relations
Strategy
Vision
OverviewTelling their stories… Humans of Local FarmsHumans of New York (HONY) style posts via…
YouTube
![Page 12: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/12.jpg)
Conclusion
Social Media
Public Relations
Strategy
Vision
Overview
Video tutorials:
YouTube
Newsletters
Blogs
#FarmerToTable recipe sharing
Real food, Real good recipes
![Page 13: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/13.jpg)
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)
![Page 14: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/14.jpg)
Conclusion
Social Media
Public Relations
Strategy
Vision
Overview
89%increased exposure through social
media marketing
51%increased sales through social media
marketing
Statista.com
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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
![Page 16: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/16.jpg)
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%
![Page 17: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/17.jpg)
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,
![Page 18: Marley Spence & Sky Tao Anna Bumgarner, Morgan Bush, Nicola McIrvine, - Crash Campaigncrashcampaign.web.unc.edu/files/2017/09/Team-16_Pitch.pdf · 2017-09-25 · Social Media Public](https://reader034.vdocuments.us/reader034/viewer/2022042403/5f17e91f3e256d1778081325/html5/thumbnails/18.jpg)
Conclusion
Social Media
Public Relations
Strategy
Vision
Overview
#FARMERTOTABLE