show me beef

Project Background:

Role: Social media specialist, web design, video producer and editor

Show Me Beef is a 100% local beef program in Missouri. The beef for the program is born, raised, finished, and harvested in state and sold only to Missouri-based retail and foodservice operations.

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The project was to create brand awareness and tell Show Me Beef's story through digital channels. This was done through the creation of a website, social media pages including Facebook, Instagram, Twitter, and YouTube, and email marketing.

One of the most successful tactics used was creating a segment called #MeatARancherMonday. I created a landing page that had a map of where all of the producers are located and individual profile pages on the Show Me Beef website for some of the ranchers that produce beef for the program. The page would include information about the history of the operation, location, photos of the family and farm life, as well as answers to questions consumers may have about the beef they eat, i.e. sustainability, animal welfare, technology. These profile pages were then shared on social platforms on Mondays as feature called #MeatARancherMonday. This content received the most engagement and led to producers reaching out to become a part of the program or asking how their farm could be featured.

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Results:

• Web traffic increased 400% in 9 months

• Built an audience of over 1000 followers on Facebook in 10 months

• Over 156K impressions across Facebook, Twitter, and Instagram from 4/1/21-12/16/21

• Built email list of 137 subscribers

• View website: showmebeef.com