A couple of months ago I featured our first sweet case study for Pure Canadian Maple Syrup. We now have another sweet client on our hands that needed some help in the digital frontier.We just wrapped up our campaign for the Florida Sweet Corn Exchange and here is what we did for them.
About the Florida Sweet Corn Exchange
The Florida Sweet Corn Exchange is a collective of family farmers growing super sweet varieties of fresh corn in Palm Beach County Florida
Bred naturally and entirely without GMO’s
Florida Sweet Corn produces fresh sweet corn November – May but has a peak season between April 1 – June 1
We are marketing fresh sweet corn in the spring, rather than summer – when it is typically thought of as “in season”
Because our campaign is only active during the peak season of April – June, traditional social media such as Facebook and Twitter are inactive 9 months of the year, rendering them largely ineffective.
Objective & Goals
To drive traffic to the Florida Sweet Corn Exchange website (sunshinesweetcorn.com) so that visitors can learn how to cook sweet corn and find delicious corn recipes.
To raise awareness of spring sweet corn
Generate impressions in April and May for the Florida Sweet Corn brand
Increase sales of sweet corn East of the Mississippi River
Strategy & Execution
Pinterest Contest – Pinterest has become very popular for recipes and food images are some of the most pinned and repinned images. We designed developed and implemented a Pinterest contest to help leverage select sweet corn recipes. We wanted pinners to pin from the sunshinesweetcorn.com website so we created a contest landing page with customized pins. (A more in-depth Pinterest strategy post will be coming soon!)
Organic Search– We wanted to make sure our site was ranking in Google for sweet corn related content so that searchers could experience our brand and content
Conducted keyword research
Developed keyword rich content
Deployed a link building strategy in order to increase our popularity signal to Google
Paid Search – Having our website optimized for “sweet corn” corn content didn’t really give us the opportunity to rank for more general “corn” searches. We wanted to get traffic to our site for searches that didn’t include “sweet corn” in the query as a searcher could easily use sweet corn in place of regular corn.
Only targeted searches that originated in geographic locations East of the Mississippi River
Campaigns created around recipes, tips, cooking techniques, meal types and growing corn
Keyword match types were set to target searches that used “corn” or “sweet corn” in the search query
With a degree in communication design from VCU as well as experience in web development and digital marketing, Jason brings a unique blend of assets to CRT/tanaka. In 2012 Jason helped win 4 awards for his SEO work on PureCanadaMaple.com. Outside of his digital work, Jason enjoys brewing his own beer and restoring his1970 Chevrolet
Nova. Jason is a new father and enjoys spending time with his family and his 150-pound English Mastiff.