Communication Objectives

  • Position Farm to Fork Meals as the best meal service in South Florida
  • Increase visibility and brand awareness by identifying target audience  (i.e. health and nutrition enthusiasts)
  • Build Farm to Fork Meals’ reputation by disseminating information on the company’s offerings and best practices

Activities

  • Collaborated with graphics team to develop branding materials  (i.e. promotional flyers, business cards, banners, labels, etc.)
  • Provided a website analysis to improve functionality; updated web content to ensure alignment with branding materials, recent news, and restaurant offerings.
  • Managed company Facebook page to increase social media following
  • Built a sales team consisting of hired brand ambassadors who promoted Farm to Fork Meals through demos at niche events
  • Managed Farm to Fork Meals Grand Opening event and Friends & Family Night event
  • Developed promotional radio advertising campaign with potential to reach millions of listeners
  • Strategically positioned Farm to Fork Meals at 23 niche events across South Florida

Results

  • Increased number of customers by more than 500%
  • 22 (August 2016) to 150 (April 2017)
  • Increased number of Facebook followers
  • 40 (August 2016) to 657 (April 2017)
  • Reached audiences of 20,000+ people at niche events across South Florida
  • Secured multiple interviews on TV segments
  • Established business partners through PR initiatives, including: Be Well Med Spa, Pride Center, South Florida Gay News, Hard Body Works Wellington, Delray City Hall, Greater Fort Lauderdale Chamber of Commerce, Cox Media Radio Personalities

Overall PR Summary

  • Total: 16% gained from PR promotions and demos (approx. 20 signups)
  • Estimated: $2,600 weekly revenue
  • Estimated: $10,400 monthly revenue
  • Total: 617 new Facebook followers
  • WPTV Channel 5 interviews
  • Exposure to over 79,000 viewers in the West Palm Beach area