RIDEM Division of Agriculture’s Get Fresh. Buy Local Campaign
Action: In March 2009, North Star Marketing was awarded the contract and quickly developed the Get Fresh. Buy Local campaign to capture the attention and interest of the people of RI and support the Division of Agriculture’s goal.
North Star worked to raise awareness of the new campaign among local media and secure
To keep the RI community informed about related events and news, crops in season, and interesting articles, North Star designed and maintains the campaign’s Facebook and Twitter pages. North Star also developed a Get Fresh. Buy Local microsite and created t-Shirts, bumper stickers, buttons, and reusable grocery bags to be sold at farmers markets and roadside stands to support the Campaign and create viral awareness. Customers can see signs of the Campaign across the State in the form of product stickers, signage, handouts, and banners denoting the State’s farmers markets. GetFreshBuyLocal.org supports the initiative, providing
Results: Media coverage during the campaign launch included news of the kick off – as well as stories about local farms and events – ranging from hits in local weeklies and a RI NPR story to an NBC 10 business segment and placement of a Providence Journal op-ed. The campaign’s Facebook and twitter pages secured a fan base of over 500 in just the first year, and we are continuing |
Insight: The Rhode Island Department of Environmental Management’s (RIDEM) Division of Agriculture works to sustain, promote and enhance Rhode Island’s agricultural viability today and for generations to come. In 2008, they put out a bid looking for a PR and Marketing agency to provide services to promote awareness of and interest in buying at RI farmers markets and roadside stands. 
Solution: On May 5, 2009, North Star worked with RI DEM and the Governor’s office to kick off the Get Fresh. Buy Local campaign at RI Agriculture Day 2009 festivities at the State House. Governor Donald Carcieri and Senator Susan Sosnowski took part in launching the initiative. A collaborative effort among all RI farm organizations, the Campaign works to heighten recognition of and demand for RI specialty crops and the State’s farm stands and farmers markets. The extensive, statewide viral campaign features PR and social media, as well as branding components intended to get Rhode Islanders excited about supporting RI-grown crops. 
coverage of feature crops, farmers, and statewide events. North Star developed campaign strategy, messaging, and speaking points, as well as press materials, letters, and newsletter copy. Within weeks of the launch, news of the Campaign spread to both farmers and the public – becoming a popular adage among Rhode Islanders. 
campaign news and information, farmers markets listings, a harvest calendar, and more!
to work diligently in 2010 to create campaign buzz. By targeting events across the State, we are aiming to get those Rhode Islanders still not thinking about farmers markets and roadside stands to embrace them.