OPEN FARMS

I built Open Farms to reconnect Kiwis with our food, land and farmers.

An annual, nationwide open farm day every March, Open Farms has helped 10,000 Kiwis get on-farm across 100+ open days.

The project is the culmination of two workstreams:

  • Communications. Brand identity & messaging, content creation, digital marketing, social media, PR, stakeholder teamwork and host/visitor acquisition/retention.

  • Operations. Funding, website development, host support, compliance and project management.

Feedback from hosts, visitors, media, sponsors and supporters is clear - we need this.

Since inception, Open Farms has generated hundreds of media pieces, supported researchers to explore our urban-rural connections and opened up new opportunities for citizen-connected farming models.

Supported by a team of sponsors, partners and thousands of rural and urban people, Open Farms is reconnecting Kiwis with farming. One open day at a time.

  • General marketing support

    AWDT exist to empower New Zealand’s primary sector women to accelerate progress and positive change. To support that mission, I presented a strategic comms plan based around refined messaging, social media marketing optimisations, multiple PR campaigns and a structured stakeholder engagement strategy. In year one, we achieved +55% in website traffic, +30% engagement across social media and record PR coverage - enabling the Trust to launch and fill several new development programmes for aspiring changemakers.

  • Bootstrap brand development

    My Enviro connect people to land through data. To help the team turn an idea into action at pace and on a limited budget, my design partner (DL Design) and I developed the bootstrap brand package. Through a series of vision & values and design workshops, we rapidly delivered the imagery, key messaging, assets and identity the team needed to enter the market.

  • PR

    Lanaco turn high value wool into a global healthcare products. In announcing the Astino - New Zealands newest sheep breed - I delivered a media relations campaign headlined by a TV feature and supported by extensive national radio and print. A year later, I helped the Lanaco team share a yarn that’s out of this world - NASA plans to use their breakthrough wool-based filter technology in deep space.

  • PR

    In 2018, Predator Free 2050 announced its vision for the decades of pest control research to come. This campaign was about shifting hard conversations from the boardroom and lab, and into the public arena. It was about framing a tough debate to come, where New Zealanders would decide on the ethics of intervention in the landscapes and animal species that sit at the core of our national identity.