Farmer's Market Rebrand
THE WHY
Gastonia Farmer's Market has been the longest standing farmers market in its area for 50 years. For all of its time operating, it had never embraced the digital future and remained a word-of-mouth enigma. Upon new city management, I was tapped to re-envision the market and all that it had to offer. I was asked to bring it into the present and hopefully attract a new clientele. Up until that point, the market had only ever generated revenue through its vendor fees.
THE HOW
I worked over the course of 3 years to build this market into a thriving hub of activity and revenue for the city. I started with the logo, built the website and social accounts, and began a regular cadence of posts. I worked with the board tirelessly to revisit old and outdated rules and regulations that prevented new vendors from having equal opportunities to sell their goods. I began hiring food trucks and musicians to create more of a festival feel every Saturday. I worked with the city to host special organizations that provided activities for kids, replaced outdated signage, built a pollinator garden, and kept the local news informed of all the happenings. I created another revenue stream with branded merchandise (market t-shirts and a special brew of coffee).
THE RESULT
In the first year of marketing, my efforts increased the market's Annual Recurring Revenue by 50%. I grew the social media following by over 300% and the last time I checked, it was still a machine of new, engaged followers. In year two, with the merchandising and special events, we were able to increased Annual Recurring Revenue by 150%. It was the first time in its operating history that the board saw a surplus and had to engage in conversations about how to allocate the extra!