Académique Documents
Professionnel Documents
Culture Documents
Ciara Gray
senior year at the University of South Carolina. As a student in Professor Kelly Davis’
Advanced Public Relations Writing class, I have enjoyed getting to know Magnolia Farm
This portfolio contains several pieces of work surrounding Magnolia Farm Lodge
and its additional facilities: Brice’s Country Store, Honeysuckle Hill Bed and Breakfast,
and Magnolia Creamery. My hope is that these ideas and plans will help you to expand
Magnolia Farm in order to reach a larger audience and spread sustainable ideas and
Having you visit our class gave me an inspiring glimpse into the foundation of
Magnolia Farm. The historical roots being preserved as Magnolia expands are an
important part of your brand. What you have built in your business is an incredible
accomplishment and I truly believe that Magnolia Farm could be on the same high-scale
level as Blackberry Farm with a little more marketing and aesthetic modeling.
In this portfolio, I have included boilerplates, social media content, website design,
If you have any questions or if you would like to contact me for more ideas, feel
Sincerely,
Ciara Gray
Social Media Plan:
Magnolia Farm’s target audience is the Soda City crowd, or: South Carolina
locals; single, couple or group Travelers; foodies; ages 30-65, primary education,
interested in southern culture and cuisine, nature, sustainable living, educational courses
having to do with the environment and farming, event planning, music (country), live
entertainment, hunting, fishing, beer making, trying new things, looking for affordable
weekend getaways. The brand voice for Magnolia Farm’s social media should be Tom
Hall: southern, warm, welcoming, experienced, hospitable and professional. Would use
very warm, and descriptive language for scenery descriptions, stay away from too much
jargon around cuisine descriptions, activity-driven language would be exciting and
upbeat. The main platforms that I would suggest using for Magnolia Farm’s social media
would be Facebook, Twitter, and Instagram.
Alternative Channels: I would recommend that Magnolia Farms start a blog for
travelers, event planners, and foodies to read. They should also have a YouTube channel,
Instagram, Twitter, Google Plus, and be featured on Snapchat and Periscope during their
events only, not for regular content. They should also have a Spotify account on which
they can promote their musical guests and establish a country vibe for road trippers to
listen to while coming and going on the farm.
Below is a sample content calendar for October 2017, which can be used as a
model for other months with important events at Magnolia Farm that require promotion.
Beneath that are 10 sample pieces of content for Facebook and Instagram.
Key:
Facebook posts:
Brice’s Country Store
The Magnolia Farm Lodge
Magnolia Creamery
Honeysuckle Hill Bed and Breakfast
All
Magnolia
Farm
Social
Media
Schedule
October
2017
One
Week
until
Special
ticket
Announce
Release
Announce
Weekend
fun
One
more
Grand
Opening!
sales
(if
contests
spotify
activities
list:
local
day!!
Last
Posts
on
F,
I,
T,
G+
option)
F,
I,
T
playlist,
post
F,
I,
T
activities
in
chance
to
F,
I,
T,
G+
it
on
F,
T,
I.
Ridgeway
for
pre-‐order
the
weekend,
tickets
at
$5
including
less
than
at
grand
the
door.
F,
I,
opening
on
T
Sunday
F,
I,
T,
G+
Oct.
1
Oct.
2
Oct.
3
Oct.
4
Oct.
5
Oct.
6
Oct.
7
Grand
Opening!
Re-‐cap
of
Announce
Announce
Feature
farm
Friday
food
Show
images
Posts
across
all
day
with
contest
upcoming
hunting
day;
post
of
the
sun
platforms,
including
photos
of
winners
on
events
and
expeditions
food
images
setting
on
a
Snapchat&Periscope
activities,
social
media
deals
for
this
and
mention
and
quiet
F,
I,
T,
G+
families,
F,
I,
T
season
contest
emphasize
afternoon
at
farm
F,
I,
T,
G+
winners
Brice’s
the
farm
after
features
returning
to
Country
a
busy
week:
F,
I,
T
participate
Store’s
emphasize
F,
I,
T
weekend
the
relaxation
carry
out
potential
of
F,
I,
T,
G+
Lodge
F,
I,
T,
G+
Feature Story:
Sometimes we all need to get away from the madness of our everyday lives, but we can’t
afford to take a week off to jet to a tropical island. Magnolia Farm Lodge offers a relaxing
and educational experience that allows you to escape your routine and even learn a little
something new that will spice it up when you return home. Located in Ridgeway, South
lounge and learn; Brice’s Country Store, the hub of the farm that features weekend carry-
out barbecue to take home to the family; The Honeysuckle bed-and-breakfast, a romantic
and cozy weekend spot; and the Magnolia Creamery, which produces sustainable, farm-
The farm is where hospitality meets functionality, offering a cultural and culinary
experience which is unique and memorable. They offer single classes to weeklong
training camps for people looking to make themselves more self-sustained, independent
and healthy. Their menu concentrates on organic, locavore, farm-to-table cuisine with a
southern twist. The sound of local musicians performing in the outdoor space and the
smell of the delicious barbeque cooking next door will surely take you to a place of
The farm is hosting a grand opening event for Brice’s Country Store on October 1, open
to the public. Brice’s Country Store features boudin sausage and pit-smoked barbeque. In
addition to selling smoked meats and rubs, the store features homemade cheese, milk and
yogurt from Magnolia Creamery. They also have quail eggs, pickles, jellies and fruit
Magnolia Farm is not just a place to eat and relax. They also offer a variety of activities
around the farm for guests of all ages. You can have a father-son hunting expedition
around the grounds with owner Tom Hall and his staff. Riding around on the custom-
made four-wheeler chasing falcons, bird dogs and quail is an adventure you will never
forget. Magnolia Farm also offers dance, art, and yoga classes, perfect for releasing the
Magnolia Farm offers guests an escape unlike any other. The farm is open to families,
couples, singles and friends, and there is something for everyone. With fresh, healthy
food, live music and educational classes, this place is the affordable weekend getaway you
Magnolia Farm’s website has been constantly improving throughout the past few
months I have been visiting it. However, I think that the layout of the website could be
more clear and include additional information about the history of the farm, each
individual entity, and the sustainability factor of Magnolia Farm. I think the color palette
should be bright, earthy greens and browns that contrast with the building colors and
colorful produce/food pictured on the website. Below is an analysis of a website that I
think would be a good model for Magnolia Farm.
Website Map:
Page Name/Visuals Copy Links
Home Page/ Magnolia Farm Each individual brand’s
1. Photo of The Farm focused section of the website
2. Web bar with the names Food. Art. Nature. linked to its name on the web
of different brands and bar
history, gallery and Additional links to gallery,
contact contact and history
3. Consistent photo that Press Room Page
moves slightly with the Product reviews
page Event calendar (including
4. Rotating testimonial #8 community events and
from customers at partnerships)
bottom under “about” Event planner contact for the
5. About our company #1 farm
6. About our founder #2
Individual Brand Pages Quotes from customer about Home Page
1. Photos and description each brand/activity About Our PitMaster Jack
of the Brice’s Country Waiboer; Today’s Specials;
Store #3 Place a Carry-out Order;
2. Description of Magnolia Hours; Shop Online.
Creamery #4
Shop Online; About the
3. Logos for each
individual brand and
Creamery; Organic
photo of people at the Process
individual areas of the
farm
4. Description of Magnolia
Farm Lodge #5
5. Online registration for
classes at the Lodge. Reservations; Courses;
6. Events page and Testimonials; Concert
registration. Calendar; Gallery
7. Description of
Honeysuckle Hill Bed #6 Reservations; Menu;
and Breakfast Sustainable Food; Gallery;
8. Online reservations for Packages
the B&B.
9. Photos and descriptions
of products and places.
10. Shopping cart with
prices and shipping
information
11. Ability to purchase
products
12. Special wedding section Wedding Planner Contact;
#7 Gallery; Testimonials;
Calendar of Availability;
Locations
The next page is a visual example of a model for Magnolia Farm’s website. And the
content page follows.
Website Content:
1) We are a bed and breakfast, outdoor school, talent collective focused on Food, Art,
Nature, and Music. Our goal is to create a destination where hospitality meets
functionality. A place to relax and learn. A cultural and culinary experience, which is
unique and memorable, spiritual and physical, with a form and function that is both valid
and aesthetic. We offer single classes to week long training camps for people looking to
make themselves more self-sustained, independent, healthy. Our menu concentrates on
organic, locavore, farm to table cuisine. We are a clearinghouse for artists looking to
teach or exhibit. Live music is a huge part of our operation and our doors are always
open. Stop by or book a trip but either way we’d love to see ya!
3) “Welcome to Brice’s Country Store, your one-stop-shop for homemade BBQ, bread,
sauces, rubs, and original Southern cooking needs. Open Saturday and Sunday 11 AM- 7
PM.”
4) “The best Creamery in Ridgeway, producing quality cheese made from sheep and
goat’s milk!”
5) “Come visit The Lodge to learn how to be more complete. Relax. Gain skills and
knowledge. Eat delicious, sustainable food. Listen to awesome music. Become a better,
fitter, healthier, more knowledgeable you!”
6) “Enjoy three acres of uninterrupted, historical beauty as you unwind at our cozy bed
and breakfast. With gorgeous sunsets, comfortable rooms, and organic, farm-to-table
meals included with your stay, Honeysuckle Hill is your weekend getaway destination.”
7) “Here at the Farm, we want to help make your special day one you will never forget.
With our beautiful backdrops, bed and breakfast, greenery, and farm-to-table cuisine, we
can make a weekend out of your wedding. Since we value couples building sustainable
homes, we will also offer a week of sustainability classes for you and your soon-to-be
spouse available to redeem before or after the wedding.”
8) Such a beautiful, peaceful and interesting place - Tom Hall is so gracious to share it for
so many cool events. A real treat to experience the farm, animals and history of Magnolia
Farm!
Partnership Recommendation:
Mr. Hall,
After reviewing the Magnolia Farm Lodge’s class offerings, I believe that a partnership
with a local wellness clinic would be beneficial to Magnolia Farm. The classes offered are
limited, and it is written on your website that you are always looking for more teachers to
come teach various types of classes at the farm. A partnership with a wellness clinic will
open up your options of classes you can teach, and widen your network of health
professionals that can come teach your clients about healthy and sustainable lifestyles.
About Your Health is a wellness clinic located in Columbia that focuses on health
education while offering health-enhancing services. They are a resource for natural
wellness questions, needs and therapies and they teach their clients how their body
Their services could be taught at the farm to give visitors a unique lesson on how your
organic products can be more beneficial for their bodies than the products sold in basic
grocery stores. About Your Health also participates in local farm tours, so having access
to your farm would add Ridgeway as an option for a farm tour location. I also believe
they would benefit from the partnership by getting to spread their teachings to a new
audience. Teaching people about wellness so that more citizens can live long and happy
lives is important to the founders of About Your Health, Yvonne Lucas and Lois Bradley.
About Your Health also has a store in which they sell a range of organic health products,
such as local honey, natural herbs and vitamins. I believe they would be open to putting
some of Magnolia Creamery’s goat and sheep milk in their store to sell to clients as well.
This partnership would benefit Magnolia Farm by giving you a unique opportunity to
teach visitors about their health and nutrition, while showing them that your organic
products will benefit their overall health. The partnership would benefit About Your
Health by giving them a resource for healthier products that will expand upon what they
already sell, as well as giving them an outlet to teach more people about healthy lifestyles
and nutrition.
For more information on About Your Health, I encourage you to read their website at
Sincerely,
Ciara Gray
News release announcing partnership:
(845)-750-1464
Clinic
partnership with the About Your Health wellness clinic on Kaminer Way Parkway in
Columbia. The clinic will be selling select products from Magnolia Farm’s new walk-up,
About Your Health is focused on providing customers with healthy, organic products that
are good for you and enjoyable. The addition of Magnolia Farm’s products to About
Your Health’s store will allow Columbia residents to get high quality milk, cheese,
“This partnership is big for the farm. We are excited to get our popular food items into
About Your Health so that more people can experience them,” said Tom Hall, owner of
Magnolia Farm.
About Your Health owner Yvonne Lucas said, “We are always happy to support local
businesses, and Magnolia Farm’s sustainable food production is what we are trying to
encourage people to eat more of. We can’t wait to expand our products to get more farm-
Additionally, About Your Health will be teaching their services at the farm to give visitors
a unique lesson on how Brice’s Country Store and Magnolia Creamery’s organic
products can be more beneficial for their bodies than the products sold in basic grocery
stores.
Products will be coming from Brice’s Country Store, a carry-out store that serves
homemade BBQ, bread, sauces, rubs, and other original Southern foods. They are open
Saturday and Sunday from 11a.m. to 7 p.m. Magnolia Creamery serves organic goat
cheese, sheep and goat milk, and other dairy products made fresh at the farm.
###
Magnolia Farm is a 3-acre piece of land located in Ridgeway, South Carolina that offers
an array of services and entertainment. On the property, there is a bed-and-breakfast, a
lodge community center, Brice’s Country Store that serves an array of southern style
food, and Magnolia Creamery. The farm offers classes on sustainable living, live music,
and farm-to-table cuisine.
About Your Health is a natural wellness clinic in Columbia, South Carolina focused on
nutrition and health education. Established over 12 years ago by Lois Bradley and
Yvonne Lucas, About Your Health offers services such as Nutritional Counseling,
Thermography and Live / Dry Blood Cell Analysis. These services, plus many others
offered here, help put good health back in your hands.
Crisis Management:
In the event of a crisis at Magnolia Farm, here are some steps and messages that should
be put out into the public via Magnolia Farm’s website and social media accounts, as well
as from local media.
Key Points to include in statements given:
• What happened
• Why it happened
• Counteracting negative PR
Reach out to them first and then the public second once a clear message
that answers all above questions in as much detail possible has been
drafted
out newsletter to subscribers and send out consistent messages on all social
media platforms. Hold a press conference to address issue and answer both
media and consumer’s questions. The media’s role is to spread the
explains the situation, anticipants reactions and questions and attempts to answer them
ahead of time; a committee or team that can be readily available by a hotline to answer
questions from people effected; a compensation plan for effected consumers. The brand
voice/tone should be very serious during this situation. There should be no jokes, or
lightness when informing the publics of the mistake that was made and the effect that it
had. The spokesperson should be as honest and transparent as possible. All crisis
communication issues are time-sensitive, the message should go out as quickly as possible
(within the ‘golden hour’ aka one hour after event occurs/is brought to company’s
attention, even if that means we have to say that we do not know the answers to some of
the questions our audiences have. Never say “no comment.” Be genuine. Spokesperson
consumed take-out barbeque from Brice’s Country Store began feeling ill during the
evening, guests of an event at Magnolia Farm began feeling ill with symptoms consistent
with food poisoning.] [state what the incident was in a factual manner]
Brice’s Country Store and Magnolia Creamery, both entities of the Magnolia
Farm, are under thorough investigation at this time to determine whether facilities had
been contaminated, and whether or not the Farm is responsible for this issue.
Thank you for being patient with us while we conduct an investigation into our
facilities at the farm. This investigation is a precaution and does not in anyway confirm
the reason for this group of people’s illness. At the conclusion of the investigation, we will
determine our next actions steps according to the results and the regulations of the FDA
and DHEC.
Brice’s Country Store received a grade A rating from the South Carolina
Department of Health and Environment Control last week. Both Brice’s and Magnolia
Creamery follow cooking practices that are consistent with the proper food handling and
We appreciate your loyalty and share in your concerns as we proceed, and assure
you that we will keep posting updates as we receive them. Thank you.
Media Statement:
Date of [food] incident
Incident in Ridgeway, SC
On the [date and time of incident], [a few South Carolina residents whom
had consumed take-out barbeque from Brice’s Country Store began feeling ill
Later that evening, guests of an event at Magnolia Farm began feeling ill with
symptoms consistent with food poisoning.] [state what the incident was in a
factual manner]
whether facilities had been contaminated, and whether or not the Farm is
responsible for this issue. [do not assume blame unless it is 100% proven]
something to do with whatever is making these people sick, and we will not sleep
until we get to the bottom of his issue,” Tom Hall, owner of Magnolia Farm said.
“Our thoughts and prayers go out to those feeling ill at this time, and we urge
anyone feeling ill for whatever reason to seek medical attention immediately.“
Brice’s Country Store received a grade A rating from the South Carolina
Department of Health and Environment Control last week. Both Brice’s and
Magnolia Creamery follow cooking practices that are consistent with the proper
consumers]
with us while we conduct an investigation into our facilities at the farm (if food
issue). [Mention how you found out about incident or if you know what happened
state incident]. These reports are from concerned guests who are understandably
upset and confused about what is going on. [address social media responses]. As of
this time, we are investigating our facilities to ensure that the source of their illness
is not Brice’s Country Store or Magnolia Creamery’s food. [What we are doing to
rating from the Department of Health and Environmental Control last week, and
we are confident that our cooking practices at the farm are consistent with proper
issue in a timely manner, and thank you for your patience while we do so.”