DISCOERING BREADA

Creative Director / Social Strategist

The Big River Economic & Agricultural Development Alliance (BREADA) is a multi-faceted organization that draws on Louisiana’s nonprofit environment and the rich agricultural community to support local farmers, producers and other contributors, as well as neighborhoods around the greater Baton Rouge area.

BREADA is best well-known for supporting the local farmers market: The Red Stick Farmers Market and backing local agricultural investors through grants.

There was an opportunity for BREADA to increase its significance among the nonprofit community in Baton Rouge by reframing its important parental role in the initiatives it backs.

BREADA required a stronger communications and marketing strategy to increase brand awareness within the local community. I proposed establishing a cohesive branding effort- and possible re-branding opportunity- promoted through a consistent organizational voice. The creation of a strategic communications plan established organizational unity, brought in a more interested public, and provided the priceless opportunity to bring in potential stakeholders.

The COVID-19 pandemic brought about change to this plan and set the re-branding efforts on the back-burner, but the goals and opportunities remained the same: revive BREADA, amid unavoidable trials and obstacles, and re-assert the organization’s tireless dedication to the community it has supported for 24 years.

Project Date: 2020, Master’s Thesis

social strategy & research: Victoria Allen

creative direction: Victoria Allen

copywriting: Victoria Allen

photography: Jenn Ocken, Jenn Ocken Photography

BREADA committee: Darlene Rowland, Copper Alvarez

LSU thesis committee: Lance Porter, Sadie Wilks, Soojin Kin

This campaign included:

  • Full situational anaylsis of the agency

  • A strategic plan for one-year of implementation, broken into two 6-month phases of action:

    Phase 1 Covid+ Crisis,

    Phase 2: Brand Awareness Campaign

  • Social copy and graphic design

  • Social posts included: static graphics, singular imagery and video interviews.

The result of this campaign…

The efforts of this campaign drove big community response in a time of crisis to help those around them: local producers and growers who struggled during the lockdown measures set in place by the COVID pandemic. Fresh, locally sourced produce and food, and this rejuvenated sense of community became a staple of wellness and security during this time.

A new awareness and appreciation of the farmers market in Baton Rouge has grown popularity in the years since.