Goal:
Develop a comprehensive marketing and media strategy for RR Honey's new Asheville location, segmented into four distinct outreach phases within a $100,000 budget.
Flight 1: Opening Day
This will introduce Round Rock Honey to Asheville with a lively grand opening featuring complimentary tea with RRH honey and branded merchandise. Participation at the local farmers market will offer face-to-face interactions and honey tastings, fostering community connections and engagement.
Flight 2: Round Rock Honey is Self Care
"Round Rock Honey is Self Love" event will feature free yoga classes, skincare and soap samplings, and tote bags. This event will provide a relaxing, interactive brand experience. Attendees will discover new products and engage with RRH’s self-care focus.
Flight 3: Home Sweet Honey
This flight will welcome customers with the "Home Sweet Honey" event, featuring live music, honey-drizzled pizza, and drinks in a cozy block-party atmosphere. With string lights, tents, and a bring-your-own-blanket invitation, this picnic-style gathering will create a warm, engaging experience, deepening community ties and enhancing brand connection.
Flight 4: Honey Holiday
The final flight will celebrate Thanksgiving as a "honey holiday," focusing on bringing RRH into Asheville homes. Partnerships with food influencers and the distribution of recipe cards through newsletters and the farmers market booth will inspire festive cooking with RRH products. A special Golden Table RRH cookbook will further highlight the versatility of honey, enhancing brand presence during the holiday season.
Click here to view the comprehensive media plan for Round Rock Honey.
