Digital Interactive Campaign
Plant Your
Promise
Client: The Harrisonburg Farmer's Market is a public outdoor market that promotes locally produced goods.
Big Idea: The Harrisonburg Farmer's Market is cultivated by community.
Target Audience: Young families with children living around Harrisonburg, VA
Deliverables
Objective:
Design a cohesive, engaging, and experiential digital campaign to encourage families to visit the Harrisonburg Farmer's Market and follow the project's progress on social media
Research Insights
The Harrisonburg Farmer's Market is a family destination. There is a need for kid-friendly and hands-on activities. We wanted to shift from individual to shared family engagement. The Harrisonburg Farmer's Market cares for the community through various sustainability efforts. They prioritize locally grown produce and handmade products. By choosing to launch this campaign in April, we can celebrate the finished product on Earth Day.
Creative Strategy
Since the Market emphasized local sourced goods, we tied in local businesses as partners. By putting our plant markers at local businesses, we increase foot traffic to not only the farmers market, but to those locations as well. We chose to target families with young children, and that is reflected in the places that we put our plant markers, as well as the interactive piece of media as well. Goals written on the plant markers can be as complex as the participant wants. This way, kids and adults can enjoy the activity and appreciate seeing the final display of everyone's goals.
Credits:
Abby Shaw: Art Director Aislinn McCann: Research Jennifer Roth: Copywriter
Designs made in Adobe Illustrator and Photoshop
Images provided by The Harrisonburg Farmer's Market and made with Google Gemini