Intended Outcomes & Key Takeaways:
Intended Outcome #1: Members of the Farm to Plate Consumer Education & Marketing Working Group will use the #RootedinVermont hashtag to test grassroots social media opportunities and consumer engagement throughout the state, over a four-month period (July-October, 2016).
Key Takeaway #1: Working Group Members have been actively participating in #RootedinVermont, but only 25% of content posted is from working group members. There is opportunity for much higher involvement from Farm to Plate Network members. More outreach and value proposition needs to be presented to members and Vermont businesses in order for them to understand the value of their organization getting involved in Rooted in Vermont. A business-focused webinar will be developed to encourage involvement.
Intended Outcome #2: A collaborative grassroots marketing process will be tested and adjusted for effectiveness between statewide promotion and regional organizations that can then be further developed when implementing the local food campaign.
Key Takeaway #2: Through targeted efforts to reach consumer profiles of the outdoor enthusiast, value-driven shopper and young working professional, we have used available resources to speak directly to these groups. For example, Facebook ads target those who like the page, their friends, and Vermonters age 21-55 with interests that include outdoor recreation, hunting, fishing, TV, shopping, family, and vehicles. In addition, a high level of ‘fan’ content has been shared with #RootedinVermont.
Intended Outcome #3: Highlight producers and Network organizations throughout the state by involving them in the grassroots social media promotion.
Key Takeaway #3: We learned that content that was promotional in nature didn’t perform as well on social channels (Facebook especially) compared to content that featured real Vermonters and how they connect to local food. We were able to hone the message and the message refinement has helped to differentiate Rooted from other social media channels that also include messaging about local food.
Intended Outcome #4: Take advantage of the ‘reach’ of social media to tap into the local food campaign's targeted consumers in locations all across the state. The hashtag test will provide both consumer feedback and analytics in rural and urban locations by promoting meaningful content (photos, imagery, videos, etc.) that celebrates where and how Vermonters connect with local food and starts to help build a brand around pride, community, tradition, and equity as consumers relate to food.
Key Takeaway #4: Across all three platforms (Facebook, Twitter and Instagram) approximately 65% of all users are Vermonters. In addition, based on the location-based demographics available, it is estimated that over 60% of users are outside the Chittenden County area.
Intended Outcome #5: Capture both photos and social media influencers to be used in the local food campaign that resonate and reach the three campaign target audiences (consumer profiles).
Key Takeaway #5: To date, @RootedinVermont has collected over 5,000 images and videos to be used in the local food campaign, in addition they have surpasses 7,000 followers on Facebook—the network identified as used most often by the target consumers.