R’Acres Organic Produce: Social Media Strategy (SMO/ROI)

 

Executive Summary

R’Acres Organic Produce is in its infancy stage of growing and marketing their brand and products. This is the farms second year in operation, but first year developing a logo, slogan, business card, and newsletter in hard print to provide costumers. Because on-line marketing plays a large role in business success in today’s world R’Acres would like to develop online social media strategies to gain more customer interest, awareness, connection, and eventually larger returns on investments.

Return On Investments

The overall goal will be to increase customer engagement, connection, and produce sales. Time and money spent on marketing for R’Acres will be observed and quantified with the following ROIs:

Soft ROIs for 2017-2018

  • Increase awareness about R’Acres Organic Produce via word of mouth and printed materials
  • Increase interest in purchasing produce from R’Acres directly or indirectly through eating at restaurants that use R’Acres produce
  • Develop methods of online advertising for R’Acres Organic Produce via creation of Facebook page and website

Hard ROIs:

  • Gain a minimum of 200 Facebook followers by June 2018
  • Once a baseline of followers is established, this number will be used to set future benchmarks and goals past 2018
  • Establish a website following of at least 200 views and engagement of at least 5 minutes per visit by June 2018
  • Once a baseline of followers is established, this number will be used to set future benchmarks and goals past 2018
  • Increase number of CSA members from 7 to a minimum of 15 by June 2018
    • 2017 CSA members = 7
  • Increased amount of sales to restaurants by 300% by November 2017
    • Will used 2016 initial sales as original benchmark

Budget for Marketing in 2017

  • Printed materials: $150
  • Creation of materials and design are being paid via free vegetables at this time until R’Acres is better established
  • Management of Facebook page and website will be done my owners of R’Acres and will be unpaid until business is better established

Tactical Issues

  • Online Tools: Currently none since R’Acres is only in its second year and word of mouth has intentionally been the only marketing tool to ensure growth did not occur faster than the garden managers could handle. Now that comfort levels have increased and intentions to grow the business are more solidified starting on-line social media via Facebook and eventually with a farm website is desired.
  • Analysis: Google Alerts and Facebook Analytics

Social Media Goals

The overall goal will be to increase customer engagement, connection, and produce sales. R’Acres Organic Produce hopes to reach an audience and stakeholders that are interested in eating healthy, fresh, and local foods while creating food sustainability and supporting local business growth.

Search Engine Optimization Marketing

Reasons  for using social media is to increase exposure and to gain exposure on search engines such as google. Search engines pick up social media pages and wbesites and share them. When search engines pick up social media URL’s, likes, and shares audience exposure increases. Creating a strong social media strategy with soft and hard ROI’s will help to increase exposure and desired outcomes.

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