French / West / Vaughan provides strategic counsel and overall marketing and communications for the North Carolina SweetPotato Commission (NCSPC). Our efforts focus on elevating the mission and vision of the NCSPC, including brand positioning, creative development, media relations, social media, event support and website development.

PAIRING ONLINE RECIPES WITH REAL RESULTS

Website 

We completed a full design refresh for the NCSPC website. With a primary focus on recipe awareness, the new look not only captures users’ attention with the use of bold, bright graphics, but also streamlined the entire brand presentation, making it easier to gather information and submit recipes.

LEVERAGING THE FOUR PILLARS

Social Media 

We leveraged NCSPC’s four communication pillars – tradition, health, versatility and convenience – to tell the North Carolina sweetpotato story through a strategic earned media relations campaign. Through consistent outreach to targeted outlets including consumer, business and trade media, FWV secured nearly 90 million impressions in less than a year. Coverage highlights included MSN, Accuweather, The Shelby Report, Business North Carolina and more.