This grant-funded local food campaign increased local food sales by 19% in 2015, provided weekly food demon- strations, and raised awareness about eating local. Supporting Documentation Overview See it - Locavores on the Web Know it - Campaign Awareness Learn it - Chef Demonstrations Use it - Harvesting Hashtags/Social Media Live it - The Locavore Lifestyle Report it - Budget Review noun | lynch•burg loc•a•vore | \’linch-,b rg \’lō-k -,vōr\ : a lynchburg local who supports our community by eating the fantastic food grown right here in our region. e e www.LynchburgCommunityMarket.com Logo created in coaboration with Birch Studio
Transcript
This grant-funded local food campaign increased local food sales by 19% in 2015, provided weekly food demon-strations, and raised awareness about eating local.
Supporting Documentation OverviewSee it - Locavores on the WebKnow it - Campaign AwarenessLearn it - Chef DemonstrationsUse it - Harvesting Hashtags/Social MediaLive it - The Locavore LifestyleReport it - Budget Review
noun | lynch•burg loc•a•vore | \’linch-,b rg \’lō-k -,vōr\: a lynchburg local who supports our community by eating the fantastic food grown right here in our region.
e e
www.LynchburgCommunityMarket.com
Logo created in collaboration with Birch Studio
The Lynchburg is for Locavores Campaign garnered a special web page on the newly-built and branded website to thoroughly explain what it meant to be a Lynchburg Locavore.
Each and every page on the Lynchburg Community Market website links a gallery of community photos posted to Instagram using the brand hashtag.
The Lynchburg Locavore Spotlight introduced the community to the many self-professed Locavores that already have a passion for local food.
Chef Demonstration recipes have been posted for easy reference through the Blog.
Dynamic print advertisements featuring dedicated Lynchburg Community Market farm vendors were created and pubished through a partnership with Lynchburg Living Magazine, reaching over 247,000 people in the greater Lynchburg area.
A commercial was developed and aired on WSET 13, a local ABC a�liate in Lynchburg. The video can be found on Vimeo and embedded on the Lynchburg Community Market website.
Additional educational materials were developed to enhance awareness e�orts including simple hand flyers that list the Ten Reasons to Eat Local in Lynchburg (on reverse). Rack cards were mailed to over 22,000 Lynchburg citizens.
Cooking Demonstrations with Local Chefs were scheduled on a weekly basis to introduce the community to the concept of working with fresh produce. All recipes were posted on the Lynchburg Community Market Blog following the Demonstration.
The #LynchburgIsForLocavores Instagram challenge inspired a young generation of farmers, families, and Market patrons to post their own photos, sharing what they feel it means to be a Locavore.
Social Media reach increased by a staggering 2065% through organic and paid posts. In turn, Facebook Likes increased from 6,005 to 8,400 between Jan 1, 2015 and Dec 31, 2015.
Through merchandise available at the Lynchburg Community Market, Locavores can be spotted all around town and sightings have even been reported across Virginia.
Fun followed when Locavores of all ages took part in a photo opportunity.
Lynchburg is for Locavores Costs Video Production $4,000Print Advertising $2,988Online Advertising $1,000Billboard Advertising $2,430Campaign Print Materials $7,000Chef Payment $2,600Utility Bill Mailer $ 735Portable Kitchen Equipment $9,838Food Costs and Supplies $3,250 Other Objective Costs SNAP Direct Mailing $3,899SNAP Bus Advertising $4,050SNAP Print Materials $4,000Branding Print Materials $8,000
Agreement/Objective - Community Outreach to Increase: 1. Sales of Local Food (Lynchburg is for Locavores Campaign) 2. SNAP Redemption Rates at the Lynchburg Community Market
Farmers’ Market Promotion Program Grant
Amount Awarded: $81,298
Includes profits from both new brand merchandise and campaign merchandise. Bumper stickers were FREE!Branding & Locavore Merchandise
