the markets at shrewsbury
Integrated Marketing Campaign
Pioneering an integrated marketing campaign that helped to support a farmers market increase event attendance and foot traffic into their store.
The Markets at Shrewsbury is an Amish farmers market located along I-83 in Shrewsbury, Pa. Housing over 20 merchants, The Markets is a great destination for local produce and meat, homemade baked goods, crafts, clothing, furniture, and some of the best Pennsylvania Dutch eateries around. With their extensive history serving southern PA and northern MD, The Markets is also well known for their event series spanning from an annual Spring Auction to the Penn-Mar Irish Festival, classic car shows, and a traditional Amish Wedding Dinner.
The Challenge
When we first started working with The Markets, our strategy was specifically to help support their needs for print design, content marketing, and organic internet marketing. Over our tenure, we were able to intimately understand the advertising schedule and could step in to assume responsibility for the entire integrated marketing strategy and budget for not only The Markets, but their sister-company, Penn Dutch Structures, as well. The goals of our team were to build a marketing campaign and advertising strategy that would help them increase event attendance and foot traffic for merchants.
Our Strategy
The first step in pulling together an integrated marketing campaign was to understand their current spend. We audited all of their advertising contracts and made decisions with the client as to the best channels to utilize in order to reach their target audience and business goals. From there, we were able to curate a marketing plan that has grown into a well-oiled machine with constant learning, refinement, and opportunities.
The Results
Today, the campaign strategy for The Markets at Shrewsbury is a demonstration of the beauty that comes with a carefully crafted blend of traditional and digital marketing tactics. Despite facing the pandemic, The Markets was still able to grow their website traffic, increase engagement on social media, and successfully grow attendance to annual events. Most impressively, we were able to work with the team at The Markets to offer holiday pre-orders prepared by merchants. Approximately 40 holiday meal pre-orders came in, resulting in nearly $3,200 in online sales over a three week period.
