Fleet Farming
An urban agriculture nonprofit program transforming lawns into farms…by bike power.
My roles:
Social Media Manager (2019-2022)
Director of Media and Marketing (2022-2023)
Attracting Volunteers to Fleet Farming’s "Swarm Rides"
The Brief: Fleet Farming needed to attract more volunteers to their weekend "Swarm Rides," where the team tends to neighborhood “farmlettes” by bike.
The Solution: In this specific case, we leveraged the visual and emotional appeal of miniatures to create engaging content. By using miniature garden spaces to creatively represent neighborhood farmlettes, Fleet made the concept more approachable and engaging. Nostalgic elements in the miniatures reminded viewers of childhood play and simpler times, evoking an emotional response that made the idea of volunteering seem fun and fulfilling. This approach helped draw attention and inspire more people to join the Swarm Rides.
Graphic & Multimedia Design
Engaging the Community Through Social Media Marketing
The Brief: Fleet Farming needed to teach people how to grow their own food, entice locals to buy produce from their farmer’s market instead of supermarkets, and promote their edible landscapes.
The Solution: Fleet Farming leveraged social media marketing to address these challenges. By creating engaging, educational content such as step-by-step tutorials, interactive polls, and live Q&A sessions, Fleet empowered the community to start their own gardens. We highlighted the freshness and quality of our produce through captivating visuals and comparison posts, drawing customers to our farmer’s market. We also showcased the beauty and benefits of Fleet’s Edible Landscape builds through creative campaigns.
Social Media
Getting People Excited About “Hyperlocal Produce”
The Brief: Fleet Farming wanted to generate excitement about hyperlocal produce and increase community engagement with their farmer's market.
The Solution: We partnered with local breweries and ice cream parlors to showcase the unique flavors of our produce through innovative beer and ice cream collaborations. These exclusive brews and scoops, made with our fresh, locally-sourced ingredients, not only highlighted the quality and unique flavors of our produce but also created a buzz around our farms and market produce.
