Historic Hawes Farm: Digital Marketing
Marketing Design Specialist.
Challenge: Contracted to collaborate as a designer on marketing new branding material, content, social, and E-mails.
Solution: Utilizing the WIX website platform, Facebook Meta Business Suite and Google Analytics, I created website, social media, and E-mail marketing content and copy for the fall and winter events at Historic Hawes Farms in Northern California which helped to increase fall ticket sales and create awareness around their new winter event.
My Role.
Digital Marketing Specialist, Graphic Designer, Content Creator, Collaborator
Social Media Marketing.
I skillfully crafted engaging social media content and eye-catching graphics for Historic Hawes Farms for their Facebook and Instagram platforms. By incorporating visually appealing designs and compelling copywriting, I effectively captured the essence of the farm's rich history and exciting events.
Through collaborative strategic posting schedules and targeted messaging, I was able to boost audience engagement and increase followers' interactions with the brand. This comprehensive approach not only elevated the farm's online presence but also facilitated stronger connections with the community, establishing Historic Hawes Farms as a prominent digital presence in the agricultural and entertainment realms.
Email Marketing.
For the Sunflower Festival, Fall Festival, and Lights on the Farm event, I carefully crafted email templates to maximize exposure and engagement. By using a combination of eye-catching visuals and compelling copy, I aimed to capture the essence of the festivities and entice the audience to attend. Targeting specific demographics and locations allowed me to reach the desired audience effectively. Through strategic planning and continuous monitoring of ad performance, using tools like Google Analytics and Wix marketing and analytics tools, I ensured that the ads resonated with the community, increased ticket sales, and ultimately contributed to the success of the events.
Here you will see some screenshots of my top-performing marketing emails for each event, driving the most traffic to the website to purchase tickets the day they were sent out. Ticket sales for every event, with the exception of Lights on the Farm (because this is a new event with no comparison data), increased by over 35% from the previous year. Email marketing was a big contributor to that success.
SEO, Key Words & Alt Text.
To enhance the visibility of Historic Hawes Farm and Hawes Haunts' websites on search engines, strategic improvements were implemented. Through thorough SEO analysis, relevant keywords were identified and incorporated into the website content to align with users' search queries effectively. Alt text was also optimized for images across both websites, providing accurate descriptions that contribute to accessibility and search engine indexing. These refinements aimed to improve search rankings and increase organic traffic to the websites, ultimately driving greater recognition and engagement with the target audience across browser searches.
Website Redesign with Landing Page Focus.
As I redesigned the Historic Hawes Farm website, I focused on simplicity to cultivate trust amongst visitors. When I reviewed the site and asked friends and family for their opinions, common feedback resonated with my own - the website was unorganized, cluttered and had confusing navigation. One key enhancement was the revamped hero section on the landing page, presenting a captivating visual and compelling headline to immediately engage users. Additionally, I incorporated customer reviews and testimonials throughout the site to create a sense of authenticity and social proof, further solidifying the farm's reputation. This strategic approach aimed to not only highlight the farm's rich history but also to foster a welcoming online environment that resonates with potential visitors.
To help ease navigation, I reconstructed the main navigation menu after meeting with the Hawes team to narrow and define their goals and priorities with the site. Setting clear Calls to Action, visual cues, and building a storybrand to help clarify their message helped to improve the site’s functionality and user engagement.
Mobile Friendly.
Using data analytics, I discovered that over 80% of devices used to access their website were mobile phones. However, their website was not optimized for mobile in Wix. Page by page, I designed the mobile version of the website, added navigation elements such as an arrow to jump you back to the top of the page, simplified hamburger menu, easy-click buttons to contact, and organized content.