Fiddlehead Care Farm
Fiddlehead Care Farm is a therapeutic care farm situated in beautiful Dufferin County for children, youth and young adults with developmental, physical and behavioural needs. They offer the opportunity for individuals with varying abilities to learn, experience and grow without boundaries through innovative, animal-assisted therapy and nature-based education, rehabilitation and recreation.
To spread the word about Fiddlehead Care Farm, the first facility in Canada to use the “care farm” terminology and follow the care farming model developed, evaluated and perfected in the UK and the Netherlands, and draw a crowd for opening day. The owners were also entering a new therapeutic farming market in a small town which meant they needed to increase awareness of their programs and services among a new target audience.
With a focus on targeting families and community partners, Red Rock created and implemented a communications strategy that would help establish its positioning as a care farm with unique program and service offerings. Using traditional media targeting and pitching, Red Rock aimed at garnering maximum media exposure around Fiddlehead’s grand opening in the spring of 2016.
Red Rock developed solid story angles and obtained TV and newspaper coverage highlighting the care farm’s unique services and programs. The press release lead to numerous print and digital articles as well as a feature story on CTV News.
The search and view rate of the care farm’s website increased by over 4,000% after their story was aired on the news and published online. Pre-media coverage, Fiddlehead Care Farm was averaging 37 website clicks per month and four months post-coverage, they averaged over 1,700 website clicks per month.
Since the grand opening, their client base has increased significantly, their farming business has received recognition from representatives of Care Farming UK, and they have been nominated for Earth Day’s 2017 Small Business Hometown Heroes Award.