Cinnamon Ridge Farms Case Study

Cinnamon Ridge Farms contacted us as media consultants to share their message of education to tackle misconceptions about the dairy industry. We have developed this plan to increase the number of tours and followers on social media and ultimately inform the audience of the truth about agriculture. The audience consists of families with children in Eastern Iowa and Western Illinois.
To reach this audience, we have set three objectives: expanding classroom opportunities for students, increasing the number of tours he provides for members of the community by 30 percent and increase overall product sales by 20 percent. We will accomplish our three objectives by using social, print and digital media, developing school/group partnerships, creating

Cinnamon Ridge Farms is a family owned and operated farm that milks Jersey dairy cows using robots. Aside from the dairy cattle, they also raise beef cattle, hogs, and poultry, and produce corn, soybeans and winter wheat as additional sources of income. The milk produced from the Jersey cows is used to create cheese, which is sold in multiple restaurants and at the family-run business, The Country Cupboard. In addition to farming activities, Cinnamon Ridge opens its farm up for tours, meetings, and parties (Maxwell, 2018). Maxwell contacted us because he was interested in using Cinnamon Ridge Farms to promote the dairy industry in Eastern Iowa and Illinois. As the president of the school board, Maxwell saw a need to educate the increasingly urban population moving into the district. Because of this, his objectives are to expand classroom opportunities for students, increase the number of tours by 30 percent that he provides for members of the community and increase overall product sales by

For the print media, we will utilize newsletters, brochures, flyers and dairy recipes. Digital media such as a website, email subscription, and informational video will reach a wider audience. Establishing partnerships with schools and groups such as Scouts or 4-H will allow Maxwell to personally speak to children and educate them about dairy. Two events, the “Day at the Dairy” and the “Jersey Jam,” will draw people to the farm. Promotional items including wristbands and pencils will be distributed during each tour and to school children during guest speaker presentations. We are certain that these promotions will increase consumer’s exposure to Cinnamon Ridge Farms and the dairy