The Marana Pumpkin Patch and Farm Festival is a yearly fall celebration hosted by Post Farms. Jon Post wanted to create an event that promoted family and fun but also to educate people about the Marana heritage of farming and agriculture.
We were tasked with discovering the ideal demographics and, more importantly, how to reach them. We then needed to create an entire brand from the ground up that stayed unified in concept but also advertised a diverse array of services, activities, and entertainment.
We really wanted to bring a national feel to the marketing of this local business. That meant a broad campaign across many different platforms, both new and traditional, while being mindful of their budget. We explored many different outlets that could get their branding and messaging to the largest audience, utilizing our media buying power to secure overachieved coverage in many prominent markets.
The direction of the campaign was primarily focused on the family friendly atmosphere of the Marana Pumpkin Patch and Farm Festival. We illustrated that this wasn’t simply a place to buy a pumpkin; this was a daylong outing for the whole family with activities, rides, and food.
We wanted to make sure that Marana Pumpkin Patch and Farm Festival really stood out from their competition as the family friendly option. We created a mascot that families could take pictures with, a coloring book for children, and heavily promoted the petting zoo, jumping pillows, corn mazes, zip line, affordable food options, and all of the other options that made Marana Pumpkin Patch and Farm Festival unique.
The overall look of the campaign was designed around nostalgia; fall colors, families engaging in simple farm-life activities, and a story book theme that is especially appealing to children. We wanted to invoke the type of feelings that the parents had, or wished they had, when they were kids.
TV spots were the most effective way to communicate the story book feel and imagery that we created. We also ran radio commercials, we did onsite remote broadcasts and booked guest appearances on local TV shows such KGUN’s Morning Blend. We created and maintained a vibrant online presence that engaged customers through Facebook contests and built an inviting and easy to navigate website.
When we started the campaign, the Marana Pumpkin Patch and Farm Festival had very few Page 1 Google results. Their top 10 SEO keywords are now ranked on page one of Google. Their Facebook “likes” increased by more than 30% each year and individual posts had a reach of up to 50,000 people, with several thousand likes, comments, and shares.
Due to the increased exposure, the Marana Pumpkin Patch and Farm Festival is now the premiere fall family event in the Southern Arizona. The increased revenue allowed them to grow the pumpkin patch each year and increase the number of activities that they offer. They have families and visitors come from as far away as Sierra Vista and Casa Grande to enjoy a full day of activities.