Case Study: Amplifying Awareness and Engagement
Happily Natural Day is an annual summer festival focused on promoting holistic health, cultural awareness, and social change. The festival is committed to community engagement and has formed a partnership with Northside CSA to tackle food access challenges. This collaboration supports Northside CSA’s mission by enhancing access to healthy food and fostering a resilient local food economy.
Objectives
Raise Awareness for Black Farmers CSA: Highlight the contributions of Black farmers and promote equitable access to fresh, locally-sourced produce.
Increase Subscriber Base: Drive sign-ups for the produce box program with flexible subscription options (weekly, bi-weekly, monthly, season-long).
Foster Community Engagement: Educate the community on sustainable agriculture and healthy eating, encouraging shared responsibility and commitment.
Research & Strategy
Stakeholder Meetings: Engaged with key stakeholders to align goals and understand the needs of Black farmers and the community.
Audience Analysis: Conducted surveys and focus groups to gain insights into community preferences and barriers to participation in CSA programs.
Design & Development
Social Media Campaign:
- Platforms: Leveraged Facebook, Instagram, and Twitter (now X) to share vibrant images, engaging posts, and short videos.
- Content: Highlighted the benefits of Northside CSA subscriptions and featured stories from Black farmers.
- Engagement: Used interactive elements like polls and Q&A sessions to engage followers and answer questions.
Print Materials:
- Design: Created eye-catching postcards and flyers with a focus on holistic health and cultural awareness.
- Distribution: Deployed a street team to distribute materials at local beauty shops, hair salons, barber shops, and eateries.
- Festival Grounds: Distributed flyers and postcards during Happily Natural Day to reach the target audience effectively.
Key Features
Educational Drive: Provided informational sessions and workshops during the festival to educate attendees about the benefits of supporting Black farmers and sustainable agriculture.
Flexible Subscription Options: Offered various subscription plans for the produce box program to accommodate different needs and preferences.
Community Stories: Shared success stories and testimonials from CSA members and Black farmers to build trust and credibility.
Results
Increased Engagement: Social media engagement surged by 50%, with more likes, shares, and comments on posts related to the campaign.
Boosted Subscriptions: The campaign led to a 35% increase in subscriptions to the Black Farmers CSA, surpassing initial targets.
Positive Feedback: Attendees and community members provided positive feedback, appreciating the festival’s efforts to promote local agriculture and healthy eating.
Enhanced Community Involvement: The educational drive successfully raised awareness, resulting in greater community involvement and support for sustainable agriculture initiatives.
My strategic approach to revamping Happily Natural Day’s campaign successfully amplified awareness and engagement for the Black Farmers CSA. By leveraging social media and targeted print materials, the campaign not only met but exceeded its objectives, fostering a deeper connection between the community and local farmers.