Case Study:

The Vermont Farm to Table Cookbook

strategy, web design, graphic design, social media marketing, photography & videography

Client’s Goals:

1. Sell 1000 cookbooks within the first 6 months after publication

2. Create a visually beautiful brand to promote across digital platforms

The Vermont Farm to Table Cookbook was a unique project for me: I was both the client and the creative behind the marketing strategy. Co-authored with my sister, Nora, the book gave me the opportunity to take the lead on both its visual development and its marketing from start to finish.

Nora developed all of the recipes, while I photographed the book, handled the layout and design, and worked within the publisher’s creative requirements. The book was published by Hatherleigh Press and distributed by Penguin Random House.

For the pre-release marketing strategy, the goal was to build awareness and excitement ahead of publication. I developed a social media strategy featuring teasers from the book, behind-the-scenes content, recipe previews, and collaborative posts with Vermont food brands to expand our reach and connect the book with the broader Vermont food community.

Following the release, the strategy expanded to include ongoing social media and email marketing, a book launch event, and a statewide book tour. This allowed me to carry the marketing beyond the initial launch and continue building awareness and sales throughout the state.

Results

1000+

books sold

in the first 6 months

60,000

organic content views

across platforms in the first 6 months

1500+

organic follower growth

across platforms in first 6 months

• Created and executed a social media strategy and managed content creation and posting.

• Designed and built a website including a recipe blog for SEO purposes

• Organized and promoted a statewide book tour

• Created a logo and visual brand to meet the goal of a ‘visually beautiful brand’

• Designed the 100+ page cookbook within the publisher and printer’s specifications

• Managed a PR and outreach strategy getting us coverage in many statewide and local publications.