Marketing Funnel for the Re-opening and Rebrand of Love Apple Farm

This marketing funnel is designed to guide both New York City day-trippers and local residents through the re-opening and rebrand of Love Apple Farm. The funnel emphasizes building awareness of the farm’s rich history and its exciting new vision under new ownership, with a focus on creating a community gathering space while maintaining its status as a beloved destination for day-trippers.

1. Awareness Stage: “Top of Funnel” (TOFU)

Goal: Build awareness of the farm’s re-opening and rebrand among NYC day-trippers, local residents, and potential partners.

Key Strategies:

  • Social Media Campaigns: Launch a visually-driven campaign across Instagram and Facebook showcasing Love Apple Farm’s fresh new look, rebranding details, and the stunning orchards and fields. Highlight the farm’s history since 1969 and the new additions.

  • Local Media and Press Coverage: Send press releases to local newspapers, regional magazines, and NYC publications (e.g., The New York Times, Time Out New York) announcing the re-opening. Focus on the farm’s dual appeal to day-trippers and locals as a gathering place.

  • Influencer Partnerships: Partner with local influencers, family bloggers, and food enthusiasts to generate buzz. Offer them exclusive behind-the-scenes tours, access to seasonal produce, and first invites to the grand re-opening.

  • Flyers & Posters in Local Businesses: Place promotional materials in nearby towns (cafes, grocery stores, schools, community centers), inviting locals to visit and enjoy the new offerings at Love Apple Farm.

  • Reopening Event Invitations: Send out invites to local media and influencers for an exclusive farm-to-table grand re-opening event, with an emphasis on family-friendly activities.

Content Examples:

  • Instagram and Facebook posts showcasing “Then & Now” visuals of the farm, emphasizing the rebranding and highlighting new features, events, and attractions.

  • A press release highlighting the farm’s history, new ownership, and vision for the future as both a family day-trip destination and a local gathering space.

2. Consideration Stage: “Middle of Funnel” (MOFU)

Goal: Engage those who are interested in the re-opening, providing more details about Love Apple Farm’s programs, activities, and how it can serve as both a fun day-trip destination and a local community hub.

Key Strategies:

  • Email Capture with Lead Magnets: Offer a downloadable guide titled “Your Perfect Day at Love Apple Farm” (including fruit-picking tips, seasonal calendar, and new farm features) in exchange for email sign-ups.

  • Seasonal Content Marketing: Publish blog posts or website articles covering seasonal activities at the farm, the variety of fruit and produce available, and special features like kids’ play areas, weekend farmers' markets, and farm-to-table events. Promote these posts via email and social media.

  • Event Pre-registration for Locals: Allow locals to pre-register for re-opening weekend events or exclusive farm gatherings. This could include “locals-only” events like farm tours, seasonal fruit-picking, or special discounts for community members.

  • Engage Local Businesses and Schools: Create partnerships with local schools, community organizations, and nearby restaurants to promote family-friendly gatherings, school field trips, and farm-to-table partnerships that connect the farm with the surrounding community.

Content Examples:

  • “Plan Your Visit” blog posts covering the best times to visit, fruit-picking schedules, and farm highlights.

  • Email marketing campaign sharing local-exclusive pre-registration for re-opening weekend events.

3. Conversion Stage: “Bottom of Funnel” (BOFU)

Goal: Convert interested individuals into attendees at the re-opening event and repeat visitors, while building a loyal customer base of locals and families from NYC.

Key Strategies:

  • Limited-Time Reopening Offers: Offer exclusive discounts or special deals for the re-opening weekend, such as “Pick Two Pints of Berries for Free with Admission” or “Free Family Farm Pass for the First 50 Visitors.” Promote these offers via social media, email, and retargeting ads.

  • Ticketed Farm Events: Host special ticketed events like “Farm-to-Table Dinner Under the Stars” or “Farm Family Fun Day” with activities such as hayrides, fruit-picking, and cooking demonstrations. These events can serve as a way to introduce new visitors to the farm’s offerings and build long-term engagement.

  • On-Site Merchandise & Produce Sales: Introduce branded farm merchandise (tote bags, t-shirts, etc.) and offer pre-orders for seasonal produce or fruit boxes that locals and visitors can pick up during the event.

  • Loyalty Programs for Locals: Develop a loyalty or membership program for local residents, offering special perks such as discounts on produce, priority access to events, and invitations to exclusive community gatherings.

Content Examples:

  • Social media ads and emails promoting limited-time re-opening offers: “Join us for our grand re-opening weekend and get a free fruit-picking experience!”

  • “Farm Family Fun Day” event page with ticket purchase options and details about special activities during the event.

4. Loyalty Stage: “Post-Purchase Engagement”

Goal: Retain new visitors and convert them into long-term, loyal supporters of Love Apple Farm’s community-focused mission.

Key Strategies:

  • Post-Visit Thank-You Email: Send personalized thank-you emails to visitors and event attendees, including a survey for feedback, a discount code for future visits, and an invitation to join the loyalty program or email newsletter.

  • Ongoing Community Events for Locals: Offer regular community events such as weekend farmers' markets, seasonal fruit-picking sessions, and “meet the farmer” days to keep locals engaged and coming back.

  • Exclusive Local Offers & Member Perks: Provide exclusive access to new produce varieties, pre-orders for seasonal fruit boxes, and discounts at the farm store for local members. Engage NYC visitors with seasonal mail-order fruit boxes or gift baskets.

  • Monthly Newsletter: Share monthly farm updates with local and NYC-based subscribers, offering insights on upcoming fruit harvests, seasonal events, family-friendly activities, and behind-the-scenes stories.

Content Examples:

  • “Thank You for Visiting” email campaign with survey link, discount code, and invitation to upcoming community events.

  • A loyalty program that rewards locals with exclusive access to fresh produce, seasonal events, and special farm experiences.

5. Advocacy Stage: “Turning Visitors into Advocates”

Goal: Encourage loyal customers and visitors to become brand advocates, driving word-of-mouth marketing and expanding the farm’s reach.

Key Strategies:

  • Referral Program: Develop a referral program offering a free fruit-picking pass, merchandise, or discounts to customers who refer friends and family to visit the farm.

  • User-Generated Content Campaign: Encourage visitors to share their farm experiences on social media using a branded hashtag (e.g., #LoveAppleFarmReimagined), and feature user-generated content on Love Apple Farm’s social media accounts.

  • Community Engagement: Actively engage with local residents by spotlighting frequent visitors or community partners on the farm’s social media channels and newsletters, reinforcing the farm’s connection to the local area.

Content Examples:

  • Referral campaign: “Invite a friend to Love Apple Farm and get a free fruit-picking pass for your next visit!”

  • Instagram reposts of families and locals enjoying the re-opened farm, using the hashtag #LoveAppleFarmReimagined.

Metrics to Track

  • TOFU Metrics: Social media engagement (likes, shares, comments), website traffic, email sign-ups, media mentions, and influencer collaborations.

  • MOFU Metrics: Event pre-registrations, blog post engagement, email open and click-through rates, and local partnership collaborations.

  • BOFU Metrics: Event attendance, on-site sales (merchandise and produce), loyalty program sign-ups, and ticket sales for farm events.

  • Loyalty & Advocacy Metrics: Repeat visits from locals, referral program participation, user-generated content, and customer satisfaction ratings from surveys.

Conclusion

This marketing funnel is designed to promote Love Apple Farm’s re-opening and rebrand, attracting both NYC day-trippers and local residents. By creating engaging awareness campaigns, nurturing interest with valuable content, and converting visitors into long-term advocates, Love Apple Farm will establish itself as a cherished community hub and a must-visit destination for families.