The Maine Cheese Guild reached out to Words@Work to ask how they could be more effective in supporting their members – farmers and cheese producers – as well as how to raise awareness about their organization, especially during COVID. Through Words@Work’s Discovery process, our team worked with The Maine Cheese Guild to build an effective marketing and public relations strategy. This strategy included the planning and coordination of an outdoor cheese festival, featuring Maine Cheese Guild members. Words@Work was also tasked with finding new and creative ways to raise brand awareness and promote the festival, which included radio ads, a social media campaign, and media outreach, with the goal of spreading the word about the event and encouraging people to attend.
Words@Work helped get The Maine Cheese Guild from the point of not being sure if the event could even be held, to planning two COVID-safe festival sessions (morning and afternoon), to selling out both sessions. Additionally, the Words@Work team realized that The Maine Cheese Guild’s first-ever Cheese Awards represented an excellent opportunity to generate media interest, and the awards received extensive coverage from notable radio programs and newspapers. Words@Work helped the Maine Cheese Guild to hold a profitable event while also expanding awareness of their organization, delivering on both fronts.