Recent Work: Case Studies
Content + PR: Vermont Forest Products
Photo credit: Vermont Sustainable Jobs Fund/Erica Houskeeper
Goal: Raise the profile of the Vermont forest products industry to support a healthy, robust forest economy.
Strategy: Develop a steady stream of earned and owned media placements highlighting Vermont forest and wood products businesses.
Results: Over this seven month campaign, we created 17 pieces of original content including 13 profile stories, two op-eds, an infographic, and a calendar driving 7.5K unique visitors (including 6,000 new users) to the website, generating 629K media impressions in local and community news outlets, and reaching 51.4K people on Facebook with an average post engagement of 10%. The campaign bridged connections between the industry and consumers with content being shared by diverse groups including Audubon, University of Vermont, Kingdom Trails, Northeast Master Logger Certification, Windham Orchestra, Shelburne Farms, and Biomass Energy Resource Center.
This is one of my favorites from the series: Loggers, Mountain Bikers and a Tiki Bar: Vermont's New Working Landscape.
Goal: Obtain press coverage in national food and lifestyle media to increase brand recognition and provide third-party credibility to product line.
Strategy: Cultivate beneficial relationships with key members of the media by providing useful and relevant information about Vermont Creamery products. This strategy involved desk-side visits, personalized pitches, media visits to Vermont, cooking demonstrations for test kitchen editors, and timely, creative product mailings.
Results: Over five years, Vermont Creamery appeared in most major national food and lifestyle media outlets. including Bon Appetit, Food & Wine, The Today Show, Epicurious, The New York Times, Martha Stewart Living, Oprah, Real Simple, USA Today, and many others. In 2015 alone, Vermont Creamery earned more than 400 million impressions. The consistent stream of top-tier hits paralleled a period of growth for the Creamery, with net sales increasing by 50 percent.
Goals: Increase consumer understanding of crème fraîche as an ingredient, build a permanent recipe collection on vermontcreamery.com.
Strategy: Engage influencers to create original recipes featuring crème fraîche. Influencers were chosen based on 1) fit for the brand, 2) aesthetic, and 3) number and quality of followers. Each partner was provided with informational points on crème fraîche as a superior ingredient to sour cream, its unique cooking properties, and a suggested timeframe for posting.
Results: In year one, the campaign resulted in 24 branded recipes across 12 partners and a combined social reach of 2,500,000. Vermont Creamery retained the rights to both the recipes and accompanying photography, which ranged from Crispy Sweet Potato Roast with Herbed Crème Fraîche to Strawberry Rhubarb Crème Fraîche Ice Cream. As an added bonus, individual recipes were shared by Yahoo!Food and Huffington Post.
Goal: Develop communication strategy for startup surf camp.
Strategy: Working with the new owners, we honed in on the qualities of Peaks n’ Swells that were compelling to their core customer—active families. The key messages- beachfront villas, family-style meals, Costa Rica wildlife, high-level professional coaching, and safety- are delivered via the website, social posts, blog, and newsletter to create consistent, on-brand messaging across all channels. I also helped to secure guest posts on family travel websites, such as Adventure Travel Mom, Active Travels, Mother of All Trips, Everett Potter’s Travel Report, Ciao Bambino, and Mountain Life Magazine to drive traffic to the website and lend third-party credibility to the newly opened camp.
Results: From startup to sold out, Peaks n’ Swells is now fully booked most weeks November through April!