On June 28th, 2020, a now-deleted Facebook post stated that the local community attraction, the Sussex Farmers Market, no longer exists. The reasoning? No one knows. The group behind the market? Disappeared. Any evidence of the previous market taking place? Deleted by past management… Quite a strange combination of events, which lead our Agency Director, Johnathan Martin to bring these events up at our daily staff meeting the next morning.
Our staff meeting agenda was to discuss our internal marketing strategy, with the majority of our events being canceled we needed to find a replacement outreach and it was unanimously agreed that the farmers market would be the right summer project for us to continue in our ultraistic values along with gain media attention and community awareness for ourselves.
This case study shares the journey of our involvement in taking over the Sussex Farmers Market, along with how our marketing expertise and talented team was able to boost both attendance by customers and vendors.
The past market was quite dry – ran by a group of volunteers that lacked the professional marketing experience. You do what you can with what you have, and in this case, that wasn’t a lot. There was next to no advertising for the previous market, little to no media attention, a lack of an online presence and at the end of the day a lack of vendors, along with a lack of customers.
This is where we knew we could make a difference. Cited in our proposal to the Village of Sussex:
Being a marketing agency, our greatest strength here will be the advertising and marketing side. We will develop a website for the farmers market that allows for seamless vendor registration, along with providing the public information on attending. We will use social media – which we have already gained quite a community following and support, along with reaching out to our vast connection of media contacts.
We had no doubt that we’d be the perfect fit to take over operations of the market. However, the 1st part was getting Village of Sussex approval. After submitting revised proposals we were able to get ourselves on the agenda at a Village of Sussex board meeting. Our assigned market team of four FitTech Hosting employees attended the board meeting and were able to compel the Village of Sussex to support our market. The terms offered weren’t as gracious as we were hoping but none the less we got approval to continue.