Welcome to Rose Hill Heritage Farm’s Brandiscover™ Strategy for marketing. The information collected by our team and presented here is the foundation for which all marketing, branding, advertising, social media engagement, print collateral, food truck design and networking is built.

Target Audience 

The target audience is defined as the one who purchases, or is the greatest influencer of purchasing a product or service. Rose Hill’s target audience is a female ages 35-50.

Let’s call her “Tara Leafington”

Tara is likely married and lives in the North Suffolk/Smithfield/Carrolton area of Western Tidewater in Hampton Roads. She works hard and may be employed as a teacher, health care professional or even at the Shipyard.

She is very frugal and tends to put importance on buying her produce because of her vegetarian/vegan lifestyle. She loves cooking shows and considers herself a DIY Chef.

*This does not mean that your message will not resonate with other demographics. It simply means that this is the target audience we will speak directly to in our marketing.

Brand Personality

Tara Leafington is a vibrant blend of traditional values and rebellious spirit, embodying a rugged authenticity that contrasts sharply with the polished facade of Instagram farming.

She’s humorously laid-back and casually appreciative of life’s simple pleasures, like sweet tea on a sunny afternoon. Despite her casual demeanor, she possess a hard-hitting approach to life and work, blending creativity with a commitment to purity, honesty and top-notch customer service.

This dynamic mix creates a personality that is both down-to-earth and fiercely original.

*This does not mean that, at times, other personalities aren’t exposed. This simply means that the dominant brand personality expands leads and sales.

Slam Dunk Message

Your Slam Dunk Message is based on answering these 3 questions:

  1. What is your potential customer’s problem(s)?

  2. What is our plan to help them?

  3. What does their successful ending look like?

Clutter Buster

Recipes included with every Produce Box delivery

Rose Hill’s chemical free produce is different in quality and product offerings ~ baked goods, jams, pickles and more. Our DIY recipes are included with every Produce Box to ensure that every delivery is a guide to culinary delight.

We strongly recommend naming and creating a unique identity for the recipes. This will aid in connecting with your target audience and build customer loyalty.

*Other Clutter Busters can include Locally Roasted Coffee and Baked Goods.

Going Fishing

You catch the most fish where the fish are.

Local Farmer’s Market

A majority of qualified leads and prospects come from selected local farmer’s markets in the target audience’s demographic of North Suffolk, Carrolton and Smithfield.

Bullseye Product

We strongly recommend give a brand and name to the Produce Box. It will become your mascot. This will also be a trigger for the new food truck recently purchased.

Other Bullseyes Products based upon location and availability can be:

  1. Salad Mixes

  2. Coffee

Foot-in-the-Door

Lead Magnets or “Foot in the Door” offers are strictly used to drive new leads to Rose Hill Heritage Farm.  A simple :90 second personal video from the Rose Hill on “A Day on a Chemical Free Farm” or a PDF on “5 Things You Will Need for Family Dinner” could be a strong Lead Magnet.  This gives the a personal touch, making a prospect feel more welcomed. 

Trust the Pros

  1. Lifetime worth of farming experience

  2. Joe's own health journey (ie: founder's story)

  3. Customers taste the product to experience the different and find they feel better, have skin improvement, disease prevention, overall health improvement

  4. Taste what real food should taste like and receive all of its benefits

Triggers

What will make someone talk about you or shoot a photo/video of your product or service that they’ll share with their social circle? When they experience the quality difference, "I didn't know a carrot could taste like this!"

  1. A visit to the Farm

  2. Samples of baked goods and coffee at farmer’s markets

  3. Packaging design for Produce Boxes with Recipes in every box

Closing the Deal

  • Website

    • Sign up conveniently for a box subscription

    • Easy ordering for a la carte products

  • Farmers market

    • Providing fresh produce, roasted coffee and baked goods

    • Building relationships with target audience

    • Gathering contact information

Putting it all together

3-Step Plan

Show customers how easy it is to buy from you.

 

Customer Journey

Here’s a hypothetical journey of how the typical target audience responds to your message: