ABOUT
Oliver Farms is a Farm and Meal Prep Service based out of Thornville, Ohio, and run by Master Chef Alfonso Contrisciani. Through the farm, Chef is able to provide local sustainable and food for all who wish to have a farm-fresh meal. Oliver Farms also offers catering and personal chef services.
THE PROJECT
Oliver Farms was a client-based project for my Senior Capstone.
The Challenge
Creating a cohesive brand and building a community around it through digital marketing and content strategy.
The Why
A strong online presence is incredibly important. It not only helps build brand awareness and credibility but also allows potential and current customers to easily access you.
RESEARCH
Research was a huge part of this project.
I first conducted an in-depth competitive analysis to determine how Oliver Farms differentiates from other local and national meal prep and delivery services.
I then completed a literature review in which I analyzed articles that focused on relationship marketing on social media, two-way communication and engaging your audience, and branded content and stories. I also read a few articles and infographics about the top marketing and consumer trends.
Lastly, I conducted interviews with current customers helped me to understand the brand and audience better.
ANALYSIS
After analyzing the interviews, I created two different personas that highlighted some of the major takeaways from the interviews.
I then created design tenets that were ultimately incorporated into the digital strategy.
DESIGN
To help with consistency and building a strong brand, I created a brand and marketing guide. Inside this guide, the company's mission statement, brand values, brand voice, story, and content types can be found. You will also find a new strategically created color palette based on the original logo and graphic imagery. All of these choices were made by keeping our slogan "Farm Fresh Mastered" in mind. I really wanted to show that Oliver Farms brings to the table everything that is great about the farm all while elevating it to the level of a certified master chef.
I also created mockups for how Oliver Farms might look on three different social platforms: Instagram, Facebook, and Pinterest. Creating mockups for the feed gave a clear example of the different suggested content types.
