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Sonya Bradley Chief Marketing Officer

Sonya Bradley Chief Marketing Officer. Becoming America’s Farm-to-Fork Capital. “The Year of Food” – Oct. 31, 2012. Preparations Begin for a F2F Week. Tractor Parade. EVENT PHOTOS HERE. Legends of Wine. Farm-to-Fork Festival. Tower Bridge Dinner. CHALLENGES. Promoting a new event

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Sonya Bradley Chief Marketing Officer

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  1. Sonya BradleyChief Marketing Officer @visitsacramento @sacfarm2fork

  2. Becoming America’s Farm-to-Fork Capital @visitsacramento @sacfarm2fork

  3. @visitsacramento @sacfarm2fork

  4. “The Year of Food” – Oct. 31, 2012 @visitsacramento @sacfarm2fork

  5. Preparations Begin for a F2F Week @visitsacramento @sacfarm2fork

  6. @visitsacramento @sacfarm2fork

  7. Tractor Parade EVENT PHOTOS HERE @visitsacramento @sacfarm2fork

  8. Legends of Wine @visitsacramento @sacfarm2fork

  9. Farm-to-Fork Festival @visitsacramento @sacfarm2fork

  10. Tower Bridge Dinner @visitsacramento @sacfarm2fork

  11. CHALLENGES • Promoting a new event • Communicating to a variety of audiences • Introducing a new brand identity • Reaching core customers @visitsacramento @sacfarm2fork

  12. OBJECTIVES • Elevate brand identity for Sacramento region • Generate awareness on regional F2F product • Establish platform for telling a genuine Sacramento story • Develop and/or enhance product that can drive food and agricultural business to Sacramento @visitsacramento @sacfarm2fork

  13. STRATEGIES • Develop F2F events in conjunction with stakeholders and partners • Provide partners with tools to spread message • Integrate F2F message in appropriate materials and customer outreach • Engage with wine & food, travel writers • Drive residents and visitors to events @visitsacramento @sacfarm2fork

  14. Social Media @visitsacramento @sacfarm2fork

  15. Dedicated Web Site EVENT PHOTOS HERE @visitsacramento @sacfarm2fork

  16. Newsletter – “Dig In” @visitsacramento @sacfarm2fork

  17. Documentary @visitsacramento @sacfarm2fork

  18. Dedicated Blog @visitsacramento @sacfarm2fork

  19. Instagram @visitsacramento @sacfarm2fork

  20. @visitsacramento @sacfarm2fork

  21. @visitsacramento @sacfarm2fork

  22. Blog Infographic EVENT PHOTOS HERE @visitsacramento @sacfarm2fork

  23. EVENT PHOTOS HERE LinkedIn @visitsacramento @sacfarm2fork

  24. @visitsacramento @sacfarm2fork

  25. @visitsacramento @sacfarm2fork

  26. COSTS & BUDGET • Paid Media (Farm-to-Fork events) • $30,000 • $1,000 promoted posts for three events • Content Development Budget • $20,000 @visitsacramento @sacfarm2fork

  27. RESULTS • 35,000 people attend festival • Bridge dinner sold out in minutes • Partners from food banks to food literacy to farms develop events & cross promote • Regional interest • Assets discovered @visitsacramento @sacfarm2fork

  28. @visitsacramento @sacfarm2fork

  29. EVENT PHOTOS HERE @visitsacramento @sacfarm2fork

  30. Press coverage • A new authentic Sacramento story INSERT COVERAGE ARTICLES HERE @visitsacramento @sacfarm2fork

  31. @visitsacramento @sacfarm2fork

  32. RESULTS • 42% newsletter subscriber base growth • 34% newsletter average open rate • 30% increase in blog traffic • 75% growth in website visits • +600% FB ‘likes’ @visitsacramento @sacfarm2fork

  33. @visitsacramento @sacfarm2fork

  34. EVENT PHOTOS HERE @visitsacramento @sacfarm2fork

  35. New Convention Business • Ag & food groups showing interest @visitsacramento @sacfarm2fork

  36. City & businesses embracing Sacramento’s heritage • Source of pride for city @visitsacramento @sacfarm2fork

  37. Takeaways • Establish your strategies & objectives • Cross-pollinate your content to different market segments • Embrace who you are/Play to your strengths • You will never make everyone happy…so don’t try and be perfect @visitsacramento @sacfarm2fork

  38. @visitsacramento @sacfarm2fork

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