posted on August 31, 2015
MAC using social media to educate and engage with consumers
LANSING, Mich. — Consumers can look for Michigan Apples to increase their online engagement this fall, in an effort to educate and converse with shoppers about apples. The Michigan Apple Committee (MAC) works to educate and communicate with consumers to increase brand awareness of Michigan-grown apples.
“We are already active on social media, but this fall we’ll have an even stronger presence with special campaigns focusing on identifying Michigan Apples in the store, celebrating the apple harvest, and incorporating apples into your family traditions,” said Diane Smith, executive director of the Michigan Apple Committee.
The new consumer education effort kicks off on September 1 with the first of three social media campaigns. Take Back Fall spurs a friendly rivalry between apples and other products that claim to be the “flavor of fall.” Michigan Apples social media followers will be asked to “take sides” and encouraged to vote #MIApples with a photo of their favorite way to enjoy Michigan Apples.
In October, MAC will ask friends and fans to Show Us Your Apples – a theme encouraging consumers to help each other identify Michigan Apples in the marketplace. Posting on social media will include “checking in” or tagging the retailer, photos of the product and of course, tagging #MIApples.
November and December will see Breaking Traditions, in which consumers will be encouraged to incorporate apples into traditional food dishes in unique ways. Followers can share their apple infused dishes in photos and posts online.
“This campaign is important to us because we want to hear from the consumer, what is important to them and what appeals to them. Where are they finding Michigan Apples and how are they using them? Our hope is to learn from them as much as it is to educate them about Michigan Apples,” said Smith.
The fall campaign is funded with grant dollars MAC received from the U.S. Department of Agriculture (USDA) through the Specialty Crop Block Grant program. The grant will cover work with global PR and marketing firm Weber Shandwick of Birmingham, Mich. for assistance in program implementation.
The Michigan Apple Committee is active on Facebook, Twitter, Instagram and Pinterest, and also has a You Tube channel.
The Michigan Apple Committee is a grower-funded nonprofit organization devoted to marketing, education and research activities to distinguish the Michigan apple and encourage its consumption in Michigan and around the world. For more information, visit www.MichiganApples.com.