Work Collection

Work Collection

Work Collection

Paradise Farms

Paradise Farms

Paradise Farms

Key Outcomes

2x

Revenue Growth

26%

Email Open Rates

1st

Page Google Rank

Key Outcomes

2x

Revenue Growth

26%

Email Open Rates

1st

Page Google Rank

Key Outcomes

2x

Revenue Growth

26%

Email Open Rates

1st

Page Google Rank

Scope

Scope

Scope

In 2020, I came on board to lead Paradise Farms' digital marketing and e-commerce endeavors, elevating revenue and customer experience for its produce subscription box. As a certified organic farm, Paradise Farms specializes in rare vegetables and fruits, merging the intersection of nutrition and spirituality. 🌾✨🍃

Challenge

Several crucial findings emerged as I audited Paradise Farms:


  • Lack of e-commerce storefront

  • Underutilized social media

  • Lack of email marketing

  • Unclear, lackluster visual and verbal identity

  • Unsuccessful high-ticket product launch

Solutions

These solutions were implemented to launch a successful second annual subscription:


  • Design and launch of e-commerce website

  • Establish visual and verbal identity

  • Setup email capture points

  • Consistent email and social media calendars

  • Creative art direction and content curation

Solutions

These solutions were implemented to launch a successful second annual subscription:


  • Design and launch of e-commerce website

  • Establish visual and verbal identity

  • Setup email capture points

  • Consistent email and social media calendars

  • Creative art direction and content curation

Challenge

Challenge

Several crucial findings emerged as I audited Paradise Farms:


  • Lack of e-commerce storefront

  • Underutilized social media

  • Lack of email marketing

  • Unclear, lackluster visual and verbal identity

  • Unsuccessful high-ticket product launch

Challenge

Several crucial findings emerged as I audited Paradise Farms:


  • Lack of e-commerce storefront

  • Underutilized social media

  • Lack of email marketing

  • Unclear, lackluster visual and verbal identity

  • Unsuccessful high-ticket product launch

Solutions

These solutions were implemented to launch a successful second annual subscription:


  • Design and launch of e-commerce website

  • Establish visual and verbal identity

  • Setup email capture points

  • Consistent email and social media calendars

  • Creative art direction and content curation

1. Marketing

1. Marketing

1. Marketing

Social Media

Social Media

Social Media

Paradise Farms' Instagram account had 5,000 followers. We replaced generic content, stepped towards inspiring imagery and educational copy, and pivoted to a "cozy" art aesthetic. Focusing on our SoMe calendar, community engagement, and a new hashtag strategy we increased our engagement rate significantly.

Email Marketing - Farm to Inbox

Low open and click-through rates required improved email titles and CTA's through revamped verbal tone. I created a well-defined email template ensuring consistency with brand standards and expediency. This streamlined approach improved brand awareness and created the following:


  • Open rates increasing from 14% to 26%

  • Click-through-rates increasing from 1.1% to 2.9%

Paid and Print Media

I purchased ad space in the online and quarterly journal Edible South Florida resulting in the increase of its select market pool. The ad space was desirable because of it's affluent, educated, and health conscious readership. Postcard designs derived from the half-page ad were placed in strategically identified locations.

This all led to over 2,000 unique impressions to our website by tracking the dynamic QR code.

SEO

Through careful SEO copywriting and strategic optimizations, I elevated the SEO ranking of the flagship product to the first page of localized searches for 'South Florida CSA' and 'Miami CSA', the keyword commonly associated with local produce subscription boxes.

2. Art Direction

2. Art Direction

2. Art Direction

Photography and Videography

I had the pleasure of skillfully unveiling Paradise Farms' vibrant essence by overseeing several photography and videography shoots. These creative endeavors captured essential media that made the brand personable, conveyed quality, established the online store, and created compelling content.

Design

With simplicity as our guiding principle, the web design exuded a sleek, bold aesthetic, refining the farm's image. Careful attention was given to ease of user experience, enhancing customer journey and ultimately maximizing revenue. Lack of an online store impeded sales.

3. Branding

3. Branding

3. Branding

Verbal Identity - Copywriting

Our updated 'farm luxe' tone showcased the essence of our offerings - nature's bounty meets elevated elegance. Through five focused customer interviews, I gained valuable insights into the farm's brand positioning. It's produce subscription box was highly desired, yet the use of generic imagery and copy demotivated consumers. By embracing a tone of familiarity and fun trends, I fostered greater engagement without compromising luxury positioning and the brand mission to educate.

Visual Identity - Branding

To balance the lightheartedness in verbal tone, we changed the logo color from lime green to hunter green, aligning with 2020's trend of darker colors. This shift harmoniously balanced sophistication and approachability, as well as adding an element of earthiness. This helped to attract and keep our customers attention.

4. E-Commerce

4. E-Commerce

4. E-Commerce

E-Commerce and Point of Sales

Our online B2C store powered by Shopify allowed customers to easily select pickup and delivery preferences for their produce box subscriptions, creating a convenient and personalized experience. Integrated Point of Sales systems allowed for upselling of produce at pickup locations.

5. Reflection

5. Reflection

5. Reflection

Looking Back, Lessons Learned, and Looking Forward

Looking Back,
Looking Forward

In my digital marketing journey with Paradise Farms, I embarked on a quest to understand the overlapping markets of agriculture and luxury. In this process, I helped fine-tune the brand's verbal and visual identity to cultivate a deeper connection with the farm's audience. This facilitated the brand's mission of inspiring and educating. Embracing SEO strategies, we soared to the top of localized searches. As art director, I led captivating photography and videography shoots unveiling the farm's enchanting charm. Witnessing revenue grow twofold, I took pride in nurturing a brand that embodied luxury refinement, playful charisma, and holistic nutrition.