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Fields Good Social Media Event Marketing

Sep 29, 2024 | Uncategorized

JFW Marketing was working with Bronagh O’Kane and Claire Saunders to deliver Fields Good Regenerative Agricultural Festival in September this year.

This was a new event to be held in Northern Ireland for farmers, and the wider food community to learn about soil health and its many positive impacts to build sustainability, resilience and profit.

Situation

Similar events like Groundswell, Land Alive and the Real Oxford Farming Conference were growing in popularity, but there was nothing tailored to local systems and practices with an emphasis on smaller farms and grazing livestock.

Strategy

The strategy was to ask local farmers to speak at the event along with experts from further afield – including American grazing rancher and YouTube guru, Greg Judy.

The event message was to be centred on how Fields Good would offer clear practical, and profitable benefits for businesses as well as nature. The event should be promoted as being high quality, practical with informative talks and hands-on demos which would
encourage confidence and fresh thinking.

Social Media Event Marketing approach

JFW Marketing Ltd was brought on board at the end of March to help come up with a social media strategy to generate reach and build excitement for the event.

Using the strong imagery created, we developed a content plan that mixed educational content about regenerative farming with promoting the programme of the event.

We also harnessed video from the organisers and farmers to help build interest and reinforce the key messages.

@fieldsgood_ni

Come and network with other farmers and get hands with agroforestry walks, soil health and learn from local farmers and international experts. Book your ticket for Fields Good on Saturday 7th September. Glenarm, Northern Ireland #farming #farmersoftiktok #ukfarmer #irishfarmer #northernireland #regenerativeagriculture

♬ original sound – FieldsGood

We also produced a Media Pack in the form of an online flip book packed with information about the event, the programme and photos and social media graphics for stakeholders and the press to use.

We also repurposed videos by Greg Judy from his channel as he interviewed farmers involved in Fields Good in the week before the event.

@fieldsgood_ni

Greg meeting #FieldsGood speakers. Watch the full interview with Shay O’Neill @seaviewfarms on Greg Judy’s YouTube channel. #regenerativeagriculture #nifarmers #soilhealth #grazing #farmer #gregjudy

♬ original sound – FieldsGood

On the day we provided live social media coverage and photography and videography including :

  • Interviews captured with key contributors
  • Video snippets of live demos
  • Portrait shots of key contributors
  • Key quotes from the keynote speakers & panel exhibitors
  • An Interview with Andrew Muir, Minister for Agriculture
  • Live monitoring of mentions of Fields Good and resharing to all channels

Key for us was signposting the main events and demonstrations happening across the day, as well as capturing key moments from the speakers.

After the event we ran a campaign to capitalise on the energy people felt after the event and drive people to the website to sign up for the mailing list.

We also created a series of short portrait videos from stakeholders giving feedback on the day.

Results

Around 500 people attended on Saturday 7th September at The Sheddings in Glenarm.

In just five months, we managed to grow a good following on Instagram, TikTok, X and YouTube.

We also achieved a reach of over 200k with organic and paid content and built the subscription list for future events.

Fields Good also made it as a Finalist for the NI Farming Awards 2024 in the Farming Event of the Year category.