NWTN Local Food Network Social, Email, Events & Website
Integrated marketing across social media, email campaigns, event branding, and website expansion for a nonprofit connecting Northwest Tennessee communities to their local food systems. Including the region's sustainability conference, held in partnership with Penn State and the University of Tennessee Martin.
WHAT I BUILT
Social Media · Email · Event Logos · Website Redesign + 2 New Pages
ORGANIZATION
NWTN Local Food Network, Martin, Tennessee
MISSION
A thriving, equitable local food system accessible to all
THE ORGANIZATION
Connecting Northwest Tennessee to its local food system.
The Northwest Tennessee Local Food Network exists to serve as a catalyst for a thriving and equitable local food system accessible to all. That mission spans farmers markets, farm-to-school programs, hunger relief, community gardening, and education.
GOAL
The work I did was focused on one part of that ecosystem: getting more people aware of, engaged with, and attending the farmers markets and events in their own communities.
STRATEGY
The strategy wasn't just to promote events. It was to make people feel like the farmers' markets belonged to them and that showing up there was part of being a good neighbor.
EVENT
The sustainability conference that brought together food system advocates, academics, farmers, and community members to address the future of local food and sustainable agriculture.
THE GROW FOOD CHALLENGE
The Grow Food Challenge is a community-wide campaign built around one idea: get people growing. Our goal was to translate that energy into social content that actually moved people, kids, families, and neighbors alike.
Fun on the surface. Purposeful underneath. That's the sweet spot.
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The posts created celebrated local growers, invited the community into the competition, and made the local food system feel like something worth showing up for, not a lecture but a challenge. Content that pulled kids in and gave adults the "why" all at once. Plant It, Snap It, Win It! We expanded the Grow Food Challenge page to go well beyond a basic competition listing. The page featured sponsor highlights, winner showcases, and a library of tips and articles on how to start growing, gardening, and composting
THE SUSTAINABILITY CONFERENCE
The sustainability conference was the largest event in the campaign scope. A gathering that brought together food system advocates, academics, farmers, and community members to address the future of local food and sustainable agriculture in Northwest Tennessee. The scale of the event, with Penn State and the University of Tennessee Martin as partners, required its own dedicated branding and marketing push.
Event logo & web page design
A dedicated logo created for the sustainability conference, distinct from the NWTN organizational brand but visually connected to it. Built to work on event signage, digital promotion, email headers, and printed materials.
Pre-event social and email campaign
A coordinated promotion push across social and email in the weeks leading up to the conference building awareness, communicating the scope of the event and its university partnerships, guest speakers, and driving attendance from across the region.
SOCIAL MEDIA & EMAIL CAMPAIGNS
Designed to keep the community informed and engaged between maRkets.
The social media strategy campaign was built around making the farmers' markets feel personal and worth visiting. Daily posts and reels that introduced the people behind the produce, highlighted what was in season, and told the community story that makes a local market different from any grocery store. Posting consistently revealed something quickly: the content was working. Reels were stopping scrolls. Vendor spotlights were being shared. People were clicking through.
Vendor and farmer spotlights
Individual posts feature the farmers and vendors at each market. This content connected followers to real people, not just a product list, and gave vendors a reason to share the organization’s posts with their own audiences. Vendors took notice too.
Market events, special vendors, seasonal moments, and community happenings were featured, giving people a reason to follow the account beyond just finding market hours. The content built a sense of belonging around the mission, and markets across the region were grateful for the visibility.
THE WEBSITE
WEBSITE EXPANSION Two redesigned pages. Four new pages. One bigger picture.
The website work was about giving people a real sense of what NWTN Local Food Network does and why it matters. Bringing more people in and connecting them to the full scope of the organization's mission across Northwest Tennessee.
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Homepage Redesign
A refreshed homepage that better communicated the organization's mission, made the most important resources easy to find, and gave first-time visitors a clear sense of what NWTN does and how to get involved.
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Grow Food Challenge Page
Expanded the Grow Food Challenge page to go beyond a basic competition listing. The page featured sponsor highlights, winner showcases, and a library of tips and articles on how to start growing, gardening, and composting. Giving both competitors and curious newcomers real resources to come back to.
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Seed Locations Page
The Seed Locations page was built to remove every barrier between someone wanting to participate and actually getting started. Each pickup location was listed with full directions and GPS coordinates so finding seeds was as easy as showing up.
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Sustainability Conference Page
A dedicated page showcasing the sustainability conference event and its partnerships. It is an informational page with an agenda and highlights of the guest speakers and the times they were speaking.
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Farmers Market Directory Page
A comprehensive, one-stop page listing all Northwest Tennessee farmers markets, locations, hours, contact information, vendors, and links to each market's own presence. Turned a scattered information landscape into a single, reliable resource that both locals and newcomers could bookmark and return to. Updated daily.
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Vendor Page
A dedicated page for current and prospective vendors and contacts for each market in one place. Reduced friction for vendors trying to participate and gave the markets a more organized, professional presence.
THE OUTCOME
More awareness. More attendance. A stronger platform for the mission.
The goal was never just to post content. It was to build a platform that made every corner of Northwest Tennessee feel connected to its local food system. The content, the emails, and the website. They worked as one picture.
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Followers gained in a single month, driven by daily posts, reels, and vendor spotlights that gave people a genuine reason to follow and share.
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40% increase in website traffic during the same period, with the Farmers Market directory and vendor pages becoming the most-visited destinations on the site.
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Vendors reached out asking to be added. Markets across all 11 communities felt seen and supported. Northwest Tennessee had a single platform that tied its local farmers' market food system together, town by town, market by market.
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The case for local food systems
New valuable content is woven throughout the feed & site. Gained attention focused on local food matters for rural economies and how shopping at a farmers market supports agricultural sustainability and what it means to know your farmer. This content positioned NWTN Nonprofit as a knowledgeable advocate, not just an event calendar.
Running a nonprofit, community organization, or mission-driven initiative?
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Social media, email campaigns, event branding, and website expansion — built to grow your audience and deepen your community impact. Let's talk.
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CONTACT INFORMATION
beth@capturethecustomer.com
1585 MALLORY LANE SUITE 104
BRENTWOOD, TN 37037-3036
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