Georgia Grown

Integrated media campaign drove website traffic over 200%

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Changing Minds:

The Georgia Grown program was developed by the Georgia Department of Agriculture, to promote a statewide community to support the agriculture economy. Ideabar was engaged to make Georgia Grown a consumer brand that resonates with shoppers and to promote the program to current and potential partners by showcasing the benefits of the membership program throughout the state. To elevate the Georgia Grown brand, Ideabar refined the brand positioning, developed insight-driven brand campaigns, refined integrated media strategies and developed a dynamic user-friendly website.

Moving Markets:

A creative campaign promoting fresh spring produce drove 6.2MM TV impressions and 17MM digital impressions during a 4-month flight, surpassing all historical campaign benchmarks. The integrated media campaign and in-store grocery promotion increased shopper awareness and demand.

The website transformation resulted in a new cross-platform design system that combined various Georgia Grown websites into one and enhanced the membership portal encouraging new registrations and a simplified renewal process.

Refined brand positioning led to a new brand campaign that was integrated into state-wide school promotions and incorporated into the website messaging to educate Georgians that when you buy Georgia Grown products you are supporting your local farmers, families and the state you call home.

In response to COVID-19, a direct-to-consumer campaign and e-commerce database was developed to support hundreds of local businesses and within 17 days achieved a record-breaking CTR of 2.56% and increased website traffic by over 200%.

Playful creative and smart media drive consumer interest in spring produce

The specialty crop campaign launched during the peak spring crop season, with playful signage promoting fresh fruits and vegetables in over 200 metro Atlanta-area Publix Supermarkets. An integrated media campaign focusing on in-season commodities promoted Vidalia onions, blueberries, peaches, sweet corn and watermelon – each driving consumers to custom landing pages with farmer-locator maps and recipes. The integrated media strategy included broadcast TV, OTT, custom native, social, programmatic display and YouTube.

Leveraging local news stations social handles lead to higher engagement and a CTR of 1.43% and adding streaming TV through the local news outlets greatly increased video impression delivery – exceeding plan by 10x.

An improved user experience that speaks to multiple audiences.

The information architecture of the new website is targeted to speak to both audience segments, consumers and potential members. Georgia Grown member profiles feature what commodities they produce, which are listed in a searchable database. Consumers can search for commodities to support Georgia agribusinesses and learn more about these local farmers and producers. The website also highlights agritourism attractions such as corn mazes, vineyards, and u-pick farms across the state of Georgia.

Streamlined member registration

Ideabar transformed Georgia Grown’s membership registration into a multi-step, user-friendly sign-up process. The use of AJAX allows users to save their progress at any point during their registration and gives the appearance of fast page load animations. Member data is automatically synced into Georgia Grown’s CRM for easy management of their member database.

Georgia Knows Best. Georgia Grows Best.

Native Georgians and those that have adopted Georgia as their home, are proud of their state, what it produces and its tradition of Southern hospitality. With this insight in mind along with refined brand positioning, Ideabar developed a new brand campaign that was integrated into state-wide school promotions and incorporated into the website messaging. The new brand campaign uses Southern Sayings and “rules for living” to leverage the unique culture of Georgia while speaking to Georgia Grown commodities. From product to people, the best things are grown and raised in Georgia.

Promoting ecommerce among local Georgia producers during the COVID-19 era

To encourage quarantined consumers to support local Georgia businesses, a Shop Georgia Grown page was developed that features a robust database of Georgia Grown members and companies that can be searched by dozens of categories and food types. This page includes direct links to member profiles and websites offering direct-to-consumer ecommerce. A social media campaign was launched to build awareness and within the first 17 days achieved a 2.56% click-through rate and increased website traffic over 200%.

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