Marketing Strategy & Planning
Macon County Farmers Market
Messaging Framework
Audience: community shoppers, young families, food-motivated visitors, and locals interested in small business culture.
Value proposition: the market connects residents to local growers, makers, and seasonal products while reinforcing a sense of place and community identity.
Tone: friendly, local, people-first, story-driven, and community-rooted.
Content pillars: vendor storytelling, product availability, event reminders, seasonal transitions, and community connection.
Call to action language: visit Saturday, meet the vendors, shop local, support community business.
Campaign Calendar Sample
Weekly rhythm designed for anticipation.
Mid-week posts introduced a vendor or product category.
End-of-week posts reminded followers of times and attendance.
Event-day content documented atmosphere and social proof.
Pain Point to Solution Mapping
Audience uncertainty about what is available was solved by weekly product introductions and vendor explanations.
Lack of familiarity with vendors was solved by human storytelling and on-site photography.
Limited weekly momentum was solved by consistent posting cadence that encouraged weekend planning.
Brand Voice Guide
Tone words: local, encouraging, welcoming.
Avoided tone words: corporate, detached, salesy.
Example caption style: short, familiar language centered on people and product rather than advertising.
Platform Strategy Breakdowns
Instagram leveraged short-form video, vendor faces, and movement to increase reach and connect beyond existing followers.
Facebook supported community-driven communication and reinforced weekly attendance reminders for locals who rely on informational posts.
Email served as a weekly highlight channel through a mini-newsletter offering product snapshots, vendor introductions, and reminders.
Reels functioned as an awareness tool by pairing motion and personality with short hooks designed for non-follower visibility.