By: Sloane Heagerty
Background:
Nestled in Alderson, WV, Sunset Berry Farm is known for more than just its award-winning
strawberries. Owners Kent and Jennifer Gilkerson have created a warm, welcoming space where
families and community members gather for U-Pick festivals, sunflower fields, and fresh produce at
their farm stand. As the farm continues to grow, so does its commitment to making fresh, local food
accessible to more people across the region.
This semester, Kent and Jennifer teamed up with students from the Martin Hall Agency to explore
new ways to expand their customer base, enhance their branding and physical display, and amplify
their voice through social and paid media strategies.
The Challenge:
While Sunset Berry Farm is already a well-loved destination, the Gilkersons are looking ahead. They
want to strengthen community connections, attract new visitors, and encourage repeat customers.
Specific priorities included:
Increasing awareness and understanding of the GrownBy app and their ability to accept
SNAP/EBT benefits
Enhancing the visual appeal of their farm stand display
Developing an effective strategy for social media, paid advertising, and overall brand
storytelling
With these goals in mind, the Martin Hall Agency team focused on research-informed
recommendations to support the farm’s continued growth.
Research Insights:
To guide our recommendations, we used a multi-method research approach that included a customer
survey, ethnographic observations at the farm, and a comprehensive brand audit. We uncovered
three key insights through our survey of 1,533 customers, on-site interactions, and a thorough review
of the farm’s visual and verbal identity.
Opportunity to Grow Awareness:
While most customers were familiar with the farm’s events,
95% had not heard of the GrownBy app, and many did not realize that SNAP/EBT benefits are
accepted. This highlights a need for clearer communication about the convenience and inclusivity
the farm offers.
Room for Visual Impact: Our brand audit and in-person observations revealed that the current farm
stand display doesn’t fully capture the colorful, inviting energy customers associate with Sunset
Berry Farm’s events. There’s potential to create a more cohesive and visually engaging on-site
experience.
Strong Emotional Connection: A remarkable 60% of survey respondents said they had attended
and enjoyed the Sunflower Festival. From our time on the farm, it was clear that these seasonal
events are more than just fun, they’re a key part of how the community connects with the farm’s
mission and values.
Target Audiences
We identified two key audience segments:
- Local families and individuals who value fresh, local produce and community events.
- New and occasional visitors who may not yet be aware of the farm’s offerings, digital tools, or payment flexibility.
The Message
For our campaign, we want to shift the audience’s opinion from thinking of Sunset Berry Farm as an occasional family-owned attraction to seeing Sunset Berry Farm as a trusted, consistent
source for fresh, local produce.
Deliverables
Our proposed deliverables include a blend of paid, owned, earned, and shared strategies to help bring this message to life and support the farm’s evolving goals.
Social Media Strategy
- A refreshed content calendar spotlighting seasonal produce, events, customer testimonials, and behind-the-scenes stories
- Short-form videos and reels to drive engagement across Facebook and Instagram
- Community-driven campaigns (e.g., photo contests, “meet the farmer” posts)
Paid Media Support
- Targeted digital ads promoting events, market days, and GrownBy app usage
- Billboard designs with clear calls-to-action
- Print ads for local publications and community newsletters
Branding & Display Enhancements
- Ideas for updating the farm stand with more cohesive signage, product displays, and storytelling elements
- Directional signage to guide customers to the farm and enhance the overall visitor experience
- A customer loyalty card program to encourage repeat visits and reward regular buyers
- Posters and brochures that highlight key messages, seasonal offerings, and how to use the GrownBy app
- QR codes at checkout points linking to app downloads, loyalty program info, or event calendars
Outreach, PR & Education
- Simplified messaging around SNAP/EBT and app usage to reduce barriers for new customers
- A public relations “PR Box” campaign to generate buzz, featuring branded farm products and event invites for local media and influencers
- Templates for flyers and handouts to be distributed at markets, community events, and through partner organizations
- Farm-branded swag (e.g., stickers, totes) to extend brand visibility and deepen customer connection
Success and Results
We’ll measure success through both online and on-farm signals:
- Increased foot traffic and event attendance, especially among new and returning customers
- Greater engagement on social platforms, including shares, comments, and video views
- Upticks in app use and digital interactions, like QR code scans or loyalty sign-ups
- More cohesive, attractive on-site experiences, reflected in customer feedback and repeat visits
- Expanded brand visibility through local media features, online buzz, and word-of-mouth
Ultimately, success will be defined by how well the farm’s values and offerings connect with the community, both old friends and new faces.
