Developing a Brand Voice on Instagram
The goal with The Farm Project's Instagram account was to educate, inspire, and encourage everyone to learn more about their food and where it comes from.
I curated content from farmers and gardeners around the world, shared their stories, and added our own perspective to each post in a manner that encouraged engagement. Our brand voice encouraged everyone to play their part and make a difference by voting for a better food system every day.
The result: a passionate community that shared their challenges and successes, knowledge, and advice. Our community’s feedback was incredibly insightful and helped us develop specific content and campaigns that helped everyone start to have a better understanding of our complex food system.
Educating our Followers on Facebook
I helped build the momentum of an engaged and passionate community on The Farm Project's Facebook page to over 90K followers over a one-year timespan. This was a result of our many partnerships with media companies and content creators (ATTN:, Tastemade, Rob Greenfield, and many others), which I helped forge and maintain, working in tandem with Zooey's PR team. Our goal was to educate our audience so they would ask more questions about where their food came from and vote with their food dollars to create a more sustainable food system.
Creating a Community Using Newsletters
We sent out an informative newsletter once a month to engage with our audience using long-form content we wrote in-house on The Farm Project’s blog.
We also used our newsletter to launch our first-ever campaign: What's in Season, which was a great success, as measured by engagement on social media, click-through rates on our newsletter, conversion to t-shirt sales, and event turn-out.
I helped manage and organize The Farm Project events to raise awareness about issues that mattered to our organization, such as reducing single-use plastic waste, supporting local farmers, and eating in-season foods.
I secured well-known sponsors to ensure each event was a success, invited influencers and thought-leaders in the food space, and recruited respected chefs to prepare delicious meals for our guests using locally-sourced ingredients from local farmers at the Santa Monica Farmers’ Market and the Hollywood Farmers’ Market.