Social Media Outreach and Promotion for Two California Commodity Boards
Farmers Communication Exchange conducts all public relations and social media programs for the California Cantaloupe Advisory Board and the California Pear Advisory Board. Both programs are small and neither has a full-time staff. As a result, Farmers Communication Exchange works directly with Board members to develop marketing campaigns. We report results directly to the Boards and Committees.
Neither of these programs have large marketing budgets. The challenge has been to create social media outreach programs that work to deliver on multiple objectives including retail support, food safety education and direct consumer outreach. To be specific, both programs have marketing/PR budgets under $100,000 with a fraction of this being devoted to social media. Promotional spending available for social media on an annual basis is $5,000 for each.
Despite the small budgets and limited content, Farmers Communication Exchange has been successful at creating social media programs that appear to be much more well-funded than they are. And, while audience growth has been limited due to budget constraints, the team is able to achieve small annual increases in followers using a series of creative strategies.
Our staff provides social media management and develops all content for social media platforms and websites. Abby Peltzer serves as the primary community manager on social media. Mackenzie Bressler is charged with promotional planning and analytics reporting, while Joy Rust leads creative content development. However, it’s important to note that each staff member has cross-over responsibilities on all social media activities.
We invite you to take a look at the quality and content of our social media posting for both of these accounts on the following channels.