1. Sonya Bradley Chief Marketing Officer
@visitsacramento @sacfarm2fork

2. Becoming America’s Farm-to-Fork Capital
@visitsacramento @sacfarm2fork

3. @visitsacramento @sacfarm2fork

4. @visitsacramento @sacfarm2fork
“The Year of Food” – Oct. 31, 2012
@visitsacramento @sacfarm2fork

5. @visitsacramento @sacfarm2fork
Preparations Begin for a F2F Week
@visitsacramento @sacfarm2fork

6. @visitsacramento @sacfarm2fork

7. @visitsacramento @sacfarm2fork
Tractor Parade
EVENT PHOTOS HERE
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

8. @visitsacramento @sacfarm2fork
Legends of Wine
@visitsacramento @sacfarm2fork

9. @visitsacramento @sacfarm2fork
Farm-to-Fork Festival
@visitsacramento @sacfarm2fork

10. @visitsacramento @sacfarm2fork
Tower Bridge Dinner
@visitsacramento @sacfarm2fork

11. @visitsacramento @sacfarm2fork
CHALLENGES
Promoting a new event
Communicating to a variety of audiences
Introducing a new brand identity
Reaching core customers
@visitsacramento @sacfarm2fork

12. @visitsacramento @sacfarm2fork
OBJECTIVES
Elevate brand identity for Sacramento region
Generate awareness on regional F2F product
Establish platform for telling a genuine Sacramento story
Develop and/or enhance product that can drive food and agricultural business to Sacramento
@visitsacramento @sacfarm2fork

13. @visitsacramento @sacfarm2fork
STRATEGIES
Develop F2F events in conjunction with stakeholders and partners
Provide partners with tools to spread message
Integrate F2F message in appropriate materials and customer outreach
Engage with wine & food, travel writers
Drive residents and visitors to events
@visitsacramento @sacfarm2fork

14. @visitsacramento @sacfarm2fork
Social Media
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

15. @visitsacramento @sacfarm2fork
Dedicated Web Site
EVENT PHOTOS HERE
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

16. @visitsacramento @sacfarm2fork
Newsletter – “Dig In”
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

17. @visitsacramento @sacfarm2fork
Documentary
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

18. @visitsacramento @sacfarm2fork
Dedicated Blog
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

19. @visitsacramento @sacfarm2fork
Instagram
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

20. @visitsacramento @sacfarm2fork
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

21. @visitsacramento @sacfarm2fork
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

22. @visitsacramento @sacfarm2fork
Blog
Infographic
EVENT PHOTOS HERE
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

23. @visitsacramento @sacfarm2fork
EVENT PHOTOS HERE
LinkedIn
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

24. @visitsacramento @sacfarm2fork
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

25. @visitsacramento @sacfarm2fork
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

26. @visitsacramento @sacfarm2fork
COSTS & BUDGET
Paid Media (Farm-to-Fork events)
$30,000
$1,000 promoted posts for three events
Content Development Budget
$20,000
@visitsacramento @sacfarm2fork

27. @visitsacramento @sacfarm2fork
RESULTS
35,000 people attend festival
Bridge dinner sold out in minutes
Partners from food banks to food literacy to farms develop events & cross promote
Regional interest
Assets discovered
@visitsacramento @sacfarm2fork

28. @visitsacramento @sacfarm2fork
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

29. @visitsacramento @sacfarm2fork
EVENT PHOTOS HERE
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

30. @visitsacramento @sacfarm2fork
Press coverage
A new authentic Sacramento story
INSERT COVERAGE ARTICLES HERE
@visitsacramento @sacfarm2fork

31. @visitsacramento @sacfarm2fork

32. @visitsacramento @sacfarm2fork
RESULTS
42% newsletter subscriber base growth
34% newsletter average open rate
30% increase in blog traffic
75% growth in website visits
+600% FB ‘likes’
@visitsacramento @sacfarm2fork

33. @visitsacramento @sacfarm2fork

34. @visitsacramento @sacfarm2fork
EVENT PHOTOS HERE
Public Relations
Partnerships
Marketing
Dedicated Web Site
Newsletter
Social
Tools for partners
advertising
Advertising
Collateral: window clings, coasters, event materials, flash drives
Web site
@visitsacramento @sacfarm2fork

35. @visitsacramento @sacfarm2fork
New Convention Business
Ag & food groups showing interest
@visitsacramento @sacfarm2fork

36. @visitsacramento @sacfarm2fork
City & businesses embracing Sacramento’s heritage
Source of pride for city
@visitsacramento @sacfarm2fork

37. @visitsacramento @sacfarm2fork
Takeaways
Establish your strategies & objectives
Cross-pollinate your content to different market segments
Embrace who you are/Play to your strengths
You will never make everyone happy…so don’t try and be perfect
@visitsacramento @sacfarm2fork

38. @visitsacramento @sacfarm2fork