The Root Farm – FMN Creative

The Root Farm

Background

Just one visit to The Root Farm will break every connotation you have ever had about a ‘farm’. Located across 100 acres in Sauquoit, NY, this incredible non-profit creates transformative opportunities from which people can grow. With a focus on inclusion, The Root Farm is focused on learning and healing for people of all ages and abilities through the power of equine, agricultural and recreational experiences. While our team was tapped to help The Root Farm grow through creative marketing and advertising, what we didn’t expect was how, as an organization, we ourselves would grow throughout the process.

In Collaboration with Simon Eisenbach Productions

Tactics
  • •  Branding
  • •  Content Creation
  • •  Email Marketing
  • •  Social Media Advertising
  • •  Social Media Strategy
  • •  Social Media Training

The Challenge

Brand Identity + Growth

From strategy and branding to customer acquisition and local awareness, The Root Farm was in need of a brand overhaul, comprehensive marketing strategy, and enriching content that could expose the heartbeat of this organization and tell the life-changing stories that could connect to their target audience.

The Process

We developed a multi-phased project, which included:
Phase 1
  • Audit of Prior Marketing and Advertising Efforts
  • Development of Brand Guidelines, including Brand Voice, Persona Development, and Communication Guide
  • Development of a Digital Marketing and Social Media Strategy, including Funnel Structure
Phase 2
  • Research and Development of Content for Client’s Copywriting Needs
  • Provided Voicing for Content Production
  • Provided all Copywriting for Client’s Website
  • Design and Develop Print Collateral
Phase 3
  • Research, Plan, and Execute Multiple Social Media Campaigns
  • Develop and Execute Email Marketing
    Campaigns
  • Provide Organic Social Media Training for Client’s In-House Team
  • Launch Re-Targeting Campaigns and Provide
    Data Analysis
I highly recommend FMN Creative to any business or brand looking for a digital marketing agency. FMN Creative produced content, copy, graphic design, landing pages, videos, and more for multiple different campaigns for the non-profit that I work for. Each campaign delivered incredible responses far beyond my expectations. On top of the ads, they also rebranded our look and produced a design guide along with multiple print materials for us to continue to use.
HOVER_UCP logo

Hayley Geglia
Upstate Cerebral Palsy

Strategy

We created and executed a complex, three-stage advertising strategy and funnel that focused on generating local awareness, consideration, and conversions. Our Goal: Help The Root Farm’s programs grow.

Branding

  • Researched and Developed a 40-page Brand Guidelines Document
  • Logo Refresh
  • Custom Iconography
  • Primary & Secondary Color palettes
  • Font Pairings
  • Typography and Character Styles
  • Stationery Design
  • Print Collateral Design

Email Marketing

  • We created a lead nurturing automation email campaign
  • Drip campaign implemented for long-term email strategy
  • Switched Client’s Email Marketing software from Constant
    Contact to Mailchimp
  • As a Mailchimp Agency Partner, we provided hands-on training
    sessions to ensure the Client can manage ongoing Email
    Marketing efforts in-house

Social Media Advertising

  • We utilized Facebook-owned platforms to create numerous campaigns
  • We created still, carousel, animated carousel, video ads, and more
  • We created combinations of different split-tests to achieve the lowest cost per result
  • Integrated Google Analytics and Facebook Pixel to track user behavior and funnel progression
  • We actively utilized Facebook Pixel data, utilizing Custom and Lookalike
    Audiences for retargeting
As marketers, our ultimate goal is to make our clients see a Return On Investment (ROI). Throughout this project, The Root Farm urged us to look deeper than the numbers and coined a new phrase, ‘Return On Impact’.

The stories that transformed us…

Results

14 Campaigns, 28 Ad Sets, and 59 Ads resulted in….
0 +
Website Visits
0 +
Website Leads
0 %+
Increase in Facebook Page Likes
0 %
Increase in Email List Size
0 %
Average Email Open Rate

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