CLIENT SUCCESSES
Homefront Farmers Success Story
B2C/ B2B2C/ Organic Vegetable Gardening Experts
As a first-mover in the custom design-build-maintain services for residential organic vegetable gardens, Homefront Farmers experienced exponential growth since its 2011 inception. The market for their services had evolved since 2011, and other providers discovering this opportunity were offering services in this area. Homefront Farmers understood the need to ‘up their game’, and engaged Marketing Matters to help them.
Challenge & Opportunity
Homefront Farmers serves the very discerning homeowner market in CT and NY. Specializing in the residential design-build-maintain services for organic vegetable gardens, there were no dedicated providers in the business when the company was founded in 2011. Since then, service providers eager to gain the opportunities offered by this high-end market, have entered. While Homefront Farmers reputation is very strong, their desire to grow at double the rate of their YOY growth to date, necessitated objective, innovative thinking, a go-forward Marketing and Communications strategy and plan that leveraged what was working well to date while addressing what was required for aggressive growth.
At the onset, it was clear that Homefront Farmers needed to step back to understand and reassess their brand and services in relation to the current market and competitors, conduct a SWOT analysis, and carefully define their buyer personas. Once this was accomplished, a well-informed B2B/B2B2C Marketing and Communications Strategy and Plan was developed with defined KPIs and outcome metrics.
While conducting the due diligence for the Marketing and Communications Strategy and Plan, it become evident that a brand refinement (not rebrand) was necessary to convey a timely, compelling and relevant brand to resonate with their current buyer personas, and to differentiate Homefront Farmers from others in the market.
Having developed new product and service offerings since their inception, a product/service architecture was designed to effectively communicate current offerings and allow for those planned in the near future.
Services & Solutions
Homefront Farmers is now poised to reach its defined growth goals and objectives as a result of the services and solutions provided by Marketing Matters. Armed with current insights on its buyers, competitors, and a Marketing and Communications strategy and plan to build awareness and engagement, secure new clients and retain and delight current ones, Homefront Farmers is on its path to growth.
To further distinguish themselves in the market, and communicate their brand promise, positioning and messages focused on the needs, wants, and motivations of today’s buyers, Homefront Farmers refined their brand to include a unique descriptor and visual expression that further defines the evolved brand.
In addition to a Marketing & Communications plan for accelerated growth, a refined brand blueprint containing the brand platform—personality, promise, and messages—as the foundation to adapt the visual expression of the brand with a new logo, colors, typography and imagery—uniquely different from its competitors.
With print advertising as a component of their plan, new print ads were developed to reflect the refined brand in words and visually.
Outcomes & Results
Per the recommendation provided in the Marketing Plan, an internal role was created to manage the implementation, execution and KPIs and outcomes of Marketing and Communications for Homefront Farmers. Additionally, new MarTech tools were introduced to the client for adoption, including a CRM, email marketing automation tool, and one for social media marketing automation.
With the Marketing Manager now on board, the Marketing & Communications Plan is underway, and has the right KPIs and result metrics in place to inform adjustments and future decisions.
Visit our client at homefrontfarmers.com (site not created by us).
What the Client Has to Say
“In 2021, Homefront farmers hired Marketing Matters’ Cindy Terzian to create a complete marketing strategy for our growing company as we plan for the next 5 years. We were so pleased with our experience.
Cindy is a true professional and brings years of corporate marketing experience. Though we are a small company, she was able to bring sophisticated thinking to align with our growth goals and aspirations, and introduced new marketing directions and vehicles, while helping us to also more accurately define and focus on our target audience.
She encouraged us to rebrand our company — without throwing away what works — to better message our true value as an organization. She also directed us on how to better track our marketing and sales milestones against our larger goals, with the introduction of a CRM and helping us to build a team of the right people in the right seats.
Cindy is an amazing listener, she met our extremely tight deadlines, and was collaborative and responsive at every stage of the work. We highly recommend her and are grateful for helping us in launching Homefront Farmers into this next chapter.”
-Taffy (Stephanie) Miller
Managing Director/Homefront Farmers
As a first-mover in the custom design-build-maintain services for residential organic vegetable gardens, Homefront Farmers experienced exponential growth since its 2011 inception. The market for their services had evolved since 2011, and other providers discovering this opportunity were offering services in this area. Homefront Farmers understood the need to ‘up their game’, and engaged Marketing Matters to help them.
Challenge & Opportunity
Homefront Farmers serves the very discerning homeowner market in CT and NY. Specializing in the residential design-build-maintain services for organic vegetable gardens, there were no dedicated providers in the business when the company was founded in 2011. Since then, service providers eager to gain the opportunities offered by this high-end market, have entered. While Homefront Farmers reputation is very strong, their desire to grow at double the rate of their YOY growth to date, necessitated objective, innovative thinking, a go-forward Marketing and Communications strategy and plan that leveraged what was working well to date while addressing what was required for aggressive growth.
At the onset, it was clear that Homefront Farmers needed to step back to understand and reassess their brand and services in relation to the current market and competitors, conduct a SWOT analysis, and carefully define their buyer personas. Once this was accomplished, a well-informed B2B/B2B2C Marketing and Communications Strategy and Plan was developed with defined KPIs and outcome metrics.
While conducting the due diligence for the Marketing and Communications Strategy and Plan, it become evident that a brand refinement (not rebrand) was necessary to convey a timely, compelling and relevant brand to resonate with their current buyer personas, and to differentiate Homefront Farmers from others in the market.
Having developed new product and service offerings since their inception, a product/service architecture was designed to effectively communicate current offerings and allow for those planned in the near future.
Services & Solutions
Homefront Farmers is now poised to reach its defined growth goals and objectives as a result of the services and solutions provided by Marketing Matters. Armed with current insights on its buyers, competitors, and a Marketing and Communications strategy and plan to build awareness and engagement, secure new clients and retain and delight current ones, Homefront Farmers is on its path to growth.
To further distinguish themselves in the market, and communicate their brand promise, positioning and messages focused on the needs, wants, and motivations of today’s buyers, Homefront Farmers refined their brand to include a unique descriptor and visual expression that further defines the evolved brand.
In addition to a Marketing & Communications plan for accelerated growth, a refined brand blueprint containing the brand platform—personality, promise, and messages—as the foundation to adapt the visual expression of the brand with a new logo, colors, typography and imagery—uniquely different from its competitors.
With print advertising as a component of their plan, new print ads were developed to reflect the refined brand in words and visually.
Outcomes & Results
Per the recommendation provided in the Marketing Plan, an internal role was created to manage the implementation, execution and KPIs and outcomes of Marketing and Communications for Homefront Farmers. Additionally, new MarTech tools were introduced to the client for adoption, including a CRM, email marketing automation tool, and one for social media marketing automation.
With the Marketing Manager now on board, the Marketing & Communications Plan is underway, and has the right KPIs and result metrics in place to inform adjustments and future decisions.
