ORGANIC PRODUCE NETWORK
- Sales Collateral
- Public Relations
- Email Marketing
- Event Signage
- Direct Mail
- Event Directory
Marketing a New Organic Agriculture Event
Organic Produce Network (OPN) was formed in January 2017 to connect the many facets of the organic produce community, and quickly became a highly regarded industry resource. Within a year, they became a leading provider of information, education and live events for the organic fresh produce industry, including the annual Organic Grower Summit.
Any inaugural event creates a vital first impression—hopefully a good one so exhibitors, sponsors and attendees return year after year. When OPN founders Matt Seeley and Tonya Antle were planning their initial Organic Grower Summit—an unprecedented event designed to bring together organic producers and allied service providers of all kinds—they knew they couldn’t risk a misstep. They reached out to Moxxy to execute crucial marketing and communications including planning, strategy, public relations and a multitude of printed and digital materials.
Building an Event with an Eye Toward the Future
Our challenge wasn’t just to help Matt, Tonya and their budding startup staff plan and market an event. It was to plan and market a first annual event so successfully that there would be a second annual event. And a third. And a one-hundredth. With those high stakes, we knew we needed a strategic and flexible marketing plan that could be executed by the OPN staff with support from our experienced Moxxy team.
We began advising early-on, sharing our experiences from when our president and CEO, Karen Nardozza, founded the Salinas Valley Half Marathon, and we maintained a big-picture approach focused on setting up OPN for success. Built on that foundation, our PR, email program and event materials were focused, effective and unified. Our advertising outreach, developed from that same groundwork, had a specific goal—to entice sponsors, exhibitors and attendees to achieve sell-out status. And our ongoing executional support gave OPN peace of mind and the ability to focus their attention on growing their startup organization.
The future for the Organic Grower Summit looks bright. The inaugural event was a complete sellout. All booth space filled and attendee registrations exceeded their goal. The first event was such a success, booth space for the second annual event began selling quickly. First time sponsors renewed right away and new sponsors began inquiring about the next show. If the outpouring of accolades from attendees, sponsors and exhibitors is any indication, this event will have an excess of goodwill, and attendance, for many years to come.