wedding&eventvenue Onion BARN
Layers
Brand history
TheOnionBarnhasbeenonthe LaytonFarmpropertysincethe1970s, whenDennisLaytonpurchasedthe Solomonfarm.Apreviousfarmerhad usedthebarntostoreonions,andthus itwasknowntoDennyandmany othersinthelocalcommunityasthe “OnionBarn.”
WhiletheBarnwasbeingremodeledto becomeapublicvenue,wethrew aroundmanydifferentnamesandlogo ideas,butnothingseemedtositasright asthe“OnionBarn.”Hence,thename stuckandthebrandwasbuiltaround thehistoryandmemoriesofthebarn.
TheOnionBarnhasbeenusedfor weddingsandeventsbyclosefamily andfriendsovertheyears.
Thepurposeofbrandingthebarnand thismarketingcampaignistoreachthe ultimategoalofhavingthebarnstart makingitsownrevenue,andtobeused asavenueforpeopleotherthanfriends andfamily.Wewanttoraiseawareness forthenewvenueintheGilaValley, andreachthetargetaudience.
TheLaytonfamilyhopestosharethe barnheritagewithmanyothers,and wantstomakeitjustasspecialfor othersastheOnionBarnisforthem!
Goals for the Onion Barn:
Create a logo and build a brand style guide
Build a marketing campaign on socials
Create a functioning website and email
Brand contract and create Google Business
Key Outcomes:
Distinguished brand
675+ followers on IG
6K reach on FB 1 new booking
5.5K reach on IG
355+ followers on FB
3 potential clients 1 Google Review
follower growth rate
We’vebeenpostingconsistentlyoverthecourseof30days.Thishasincluded17posts.On Instagram,we’vegainedatotalof655followers,andhaveatotalof1,505content interactions.Ourfollowers’stoplocationareSafford,Thatcher,andPima,andthetopage rangesarethosefrom18-34years-old.
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Posts Followers
Content Strategy:
Postanaverageof3postsaweek.
Conductagiveawayandpartnerwithlocalcompany(orcompanies).
Shareeventsonourstory/tagbridesinourposts
Followpeoplefollowingsimilaraccountsandlocalbusinesses
Thiscontentstrategywasdevelopedbecause postingfrequentlywillboosttheOnionBarn’s reach,engagement,andfollowingaccount.The giveawaywouldalsoassistthosekeymetrics, helpingcurrentfollowerssharewithfriendswho havesimilarinterestsandlivenearby. Sharingeventsonourstoryandtaggingthe customershasallowedthecustomertosharethe postorstorywiththeirfollowers,andincreaseour awareness.Ifsomeonehasknownsomeonewho personallyhasusedtheOnionBarnastheirvenue, theyaremorelikelytobookfutureeventswithus. Throughfollowingfollowersofeventrental companies,weddingplanners,photographers,and localbusinesses,wehavebeenabletoexpandour followingnumberfromzeroto500.Wehave gainedmorefollowersthroughthegiveawayand friendsoffollowers.
(based on reach)
top performing posts
#1- the giveaway
Thegiveawaypostwasthetopperformingpostbyfar.
Wewereabletogainover50followersandreach4,135 people,88.2%ofthembeingnon-followers.Wealsohad over170likes,620+comments,51shares,and66saves.
(based on reach)
top performing posts
#2 - intro post
Theintropostalsodidquitewellwhenitcametoreachandprofileactivity!Withthe firstpost,wehadareachof1,039people,72.1%ofthereachbeingnon-followers.We had125profilevisitsand14followsfromthepost.Wehadtwocommentsandthree sharesonthepost!
(based on reach)
top performing posts
#3 - third post with mountain views
Thisposthadgreatreachaswell.Wewereabletoreachover1Kindividuals,72.2%of themnon-followers.Wehad59peopleengagewiththepost,including52likes,two comments,fiveshares,andonesave.
(based on reach)
top performing posts
#4 - post with a bride
Thispostwiththebridedidwell.Wewereabletoget threesharesonthispost,and71likes.Wereached974 people,andgainedtwofollowersfromthispost.
Reach results
Average reach before the giveaway was posted
Average reach after the giveaway was posted
reach performance
InonemonthofrunningthiscampaignfortheOnionBarn,we’veposted17posts, includingphotosandreels,andwehavereachedover5kaccountsonInstagram,and over6konFacebook.ThegrowthoftheOnionBarnhasbeenhighlysuccessful,and we’vehadseveralpeopleshareourcontenttotheirfeed/stories.Fromourinsights,we learnthatourphotocontenthasreachedthemostamountofpeople,overreels.
Branding
onion barn branding
A big part of our campaign started with branding the Onion Barn. We had to create a recognizable brand before we could brand our social media, contract, and website. This process started with creating a mood board, where we brainstormed the vibe, colors, and fonts of the brand we hoped to achieve.
WewantedtoachieveamodernandsimplebrandstylefortheOnionBarn.Wealso wantedtoreflectsomeofthebarnelement,soweaddedsomebrowns,aswellaspure whiteandblacktobringmorecontrastofthecolorstothebrand!Thefontsalsoreflect simplicityyetamodernvibe.
Logos
Main logo used for social media profile photo: Alternate social media profile photo logo:
created
Branded contract
Website examples
Thewebsitewasmadetobefunctional,simple,andelegant.Wewereabletoshowcase professionalphotosofthebarn,theeventservicesweoffer,oursocialmediapages,and introducethefamilybehindtheOnionBarn.
Conclusion
The campaign of the Onion Barn has been highly successful, and we have been able to meet many goals. We were able to brand the venue effectively, have a strong marketing campaign where we gained over 600 followers and reached over 5k people, and we were able to create a functioning website.
Our main focus has been trying to raise awareness for our new venue in the Gila Valley, and we have been able to do that. Most of the followers that the Onion Barn has gained have been people who live in the Gila Valley, but that the Layton family hasn’t known personally.
The giveaway that we have posted has allowed us to reach a whole new group of people from the Gila Valley, and has increased engagement and our reach on our social media pages substantially.
Meet Paisley
PaisleyisfromThatcherArizona,andshehasloved takingontheprojectoftheOnionBarnforhersenior projectatBrighamYoungUniversity-Idaho.Sinceshe isfromthearea,she’shadfondmemoriesoftheGila Valleycommunityandhasgainedapassionfor marketingthisnewvenueinthearea.Sheisexcitedto continueworkingwiththeOnionBarnownerstofurther thegrowthandstatisticsofthevenue.