Ja’varesLewis Afi Cakpo Naja

McGowanSteven Brandino

F.A.R.M.

• St. Benedict's Farmer's Atlanta Road Market is a local farmer and specialty food market.

• F.A.R.M.’s focus is on bringing high-quality local produce and meat to its community and educating on the “farm to table” concept.

• F.A.R.M began in 2009 as a ministry and outreach for the Smyrna/ Vinings area.

• F.A.R.M.'s venders fees currently fund Path to Shine an outreach program that tutors and mentors underprivileged children.

Target Audience

Young Mothers

• Ages 20-35

• Make up 90% of current shoppers

• Control 80% of the household shopping

• Women are more likely to buy a product and more

willing to switch brands to support a cause.

Commuting Professionals

• Middle aged professionals 35-55

• Catch market on evening commute

• Not repeat customers

• Visit location because of its convenience

Local Community(Boomtown Singles)

• Lower Mid Middle Age w/o Kids

• Abundant entry-level jobs

• Single

• Active lifestyles

• College educated

Local Community (Brite Lites, Li'l City)

• Upscale Middle Age w/o Kids

• Young Marries Couples

• DINK

• College Educated

• Well-paying business and professional careers

• Follow current trends in culture and technology

Engage Local Community

Create an environment where customer can be closer to the farmers

CREATE A BRAND IDENTITY

Improve Farmers Atlanta Road reputation and awareness on social media

Digital AuditSocial Mentions

Halo OrganizationSEMRush: Peachtree Road Farmers Market

Architecture of the Website

Calls to Action

Clean Layout

Aesthetically Pleasing

Calender

Email Subscriptions

Wheel and Spoke• Current Spokes

• Twitter

• Facebook

• Pinterest

• e-newsletter

• Hub

• St. Benedict’s website

Marketing Funnel

FARM is currently lacking an effective marketing funnel. This can be an extremely useful tool in a successful SEO strategy. FARM is not using Instagramor Google Plus. They are also do not have a strong presence on Facebook or Twitter compared to its competitors as shown in the graph.

Competitive Analysis

FARMS Twitter Facebook

FARM(Farmers Atlanta Road Market)

70 Followers 1,379 likes76 Visits

Peachtree Road FarmersMarket

2,578 Followers 6,427 likes2,902 visits

Athens Farmers Market 25 Followers 7,522 Likes

Sweet Auburn CurbMarket

46 Followers 6,376 Likes6,065 visits

Followers/Subscribers

Demographic Results

Zipskinny

Neilsen’s Prizm

Results

The results for the social mentions revealed that Farmer’s, Market, Georgia, Grown are highly searched keywords.

TweetReach

TweetReach

TweetReach

Data Pulls

• SEMRush

• Social Mentions

• TweetReach

Create a Website

1. Funnel users from different social media

2. Expand contents :• Official updates• News, upcoming events• Email subscriptions• Newsletters• Dashboard links• About FARM• Contacts

Implement Keywords

• Website Url

• Title and content

• Various backlinks

This will drive more users through search engines to the

website and generate an increase in first time users.

CONTEST

Create your recipeusing FARM freshorganic ingredients

Upload a picture of it on F.A.R.M.’s Facebook

page

Ask your friend to like the page and vote for YOU !

Integrate

Build Relationship

PROMOTIONS

Each Spoke needs a Niche

The Hub and Spoke Model suggests that each social medium drives the user to the website. The most effective way to do this is to cater to multiple interests by diversifying each social media tool (spoke) to lead the user to FARM’s website (Hub). This means each tool must drive the same message different ways.

INSTAGRAM

Focus on elegant photographs of fresh produce and use unique hashtags and creating its own identity.

TWITTER

Tweet at followers about directions to FARM, dates and time, and build upon customer interaction. FARM can also live tweet from events that

are held to engage with the customer.

YOUTUBE

With a Youtube account, FARM can upload demos of various

recipes and Chefs can upload their recipes during a promotional

contest or event.

FACEBOOK

Focus on customer engagement through video advertisements that can walk a customer through the Farmers Market experience. Informational videos can

explain why its important that only Georgia grown produce is sold at FARM.

BE ACTIVE

The more posts, tweets, photos, and videos that FARM can upload and engage with its followers will only build up the overall social media presence. FARM must be

dedicated to the SEO strategy getting everyone throughout the organization involved in all of the various

social media tools.

THANK YOU !