Martin Hall
Agency
Chief Account Exec: Spring 2024
Account Executive: Fall 2023
Multimedia Specialist: Spring 2023
Agri-
Tourism
INotorious for its stellar views and the multi-generational legacy of its larger tourism destinations, the Greenbrier Valley region has no problem attracting thousands of visitors to a small number of refined destinations annually.
Yet simultaneously, the region boasts dozens of locally-owned tourism offerings rooted in agriculture. Just a ten-minute drive from any nationally acclaimed destination is an endless view of sprawling emerald farms dotted with livestock, set against a stunning mountainous backdrop.
From cideries to maple syrup and u-pick blueberry farms, the locals of the Greenbrier Valley region offer a world of dynamic agritourism just awaiting visitors. These people - West Virginia’s natives - demonstrate the Appalachian spirit and are eager to share their way of life with anyone who comes by.
Our challenge? No one’s coming - despite demonstrating interest, visitors don’t even know these places exist.
May 2024
Select merchandise
Our research-backed approach:
- Help visitors see agritourism as a +1 to their existing plans in the area
- Create a scenic route connecting popular “anchor” destinations with agritourism offerings
- Host a “Farm Crawl” event to initialize the partnership network
- Invite traditional media and influencers to tell the region’s stories
- Connect business owners with one another to foster community
As Chief Account Executive,
I coordinated and oversaw all aspects of the project across three teams comprised of 20+ students.
My strengths - collaborating creative ideas, finding research insights, fostering consistency across the campaign.
Comprehensive Strategy
- Survey Analysis (400+ respondants)
- Stakeholder Interviews (5 interviewees)
- Content Analysis (Compiled & analyzed 300+ destination reviews)
- Creative Brief Development
- Client Communication & Presentation
- Presentation Building
- Graphic Design
- Brand Guide Development
- Merchandise & Material Production
- Event Planning
- Influencer Trip Coordination
- Media Tour (5 media reps)
- Business Outreach & Recruiting (12 businesses)
Outcome
The two semesters I spent working on this campaign culminated on June 29, 2024 at the first annual Greenbrier Valley Farm Crawl. Merchandise for 150 attendees was produced using our brand guide and logos and was distributed at an information session hosted by me and two other team representatives in May. Twelve local businesses participated in the event.
To promote the farm crawl, a regional media tour took representatives from 5 media outlets to various agritourism offerings in the area. This lead to two featured news stories. At the time of my involvement, three paid influencers were scheduled to attend the farm crawl.
Martin Hall Agency has been rehired to conutinue working with WVU Extension on the Greeenbrier Valley Agritourism project this fall.
Captain D’s Campaign
Three teams of underclassmen pitched creative briefs to Merkley + Partners NYC for their client Captain D’s in a theoretical competition for the account using provided insights and client goals.
our approach
“Calling all Captain’s” invites customers to share their favorite Captain D’s stories on social media while they audition to “become” Captain D.
Our presentation included a full creative brief and campaign timeline as well as mockup creative pieces.
Our campaign was selected as a partial winner of the contest, with the suggestion that another team’s community-oriented “Be a Captain Today” idea was incorporated.
Spring 2023
the big idea
“Be the Captain of your own flavorful experience.
Let’s work
together!