Maple Campaign 2021: Syrup goes Social!

by Liz Ruffa, Director, Institutional Advancement

MFFC engaged Sol Sun Media to build a cross-channel campaign celebrating maple sugaring season up on Rupert Mountain this year. Sol Sun created fresh social media content to heighten perception, boost syrup sales and transition followers from social media to our house mailing list. The project focused on sharing and promoting maple syrup content across Facebook, Instagram, email and the web. An Instagram storefront was established, landing pages linking directly to our Mailchimp email platform were launched and thematic posts focused on the sap to syrup production process and product. A documentary style merged with polished production shots, making for diverse content in addition to posts and videos that centered around the people who make this miraculous product available to the public..

Results: +17,000 people reached on Facebook; +17,000 reached on Instagram; +250 interactions on Instagram story quiz and poll; +40 new subscribers to mailing list; +45 syrup orders processed through website.

Social media is a great conversion tool and Advancement looks forward to continuing to grow program participation, product sales, memberships and donations with campaigns like this. Look for the second one this summer promoting the 3rd annual BioBlitz in July!