Project Overview
A Brazilian-owned farm in West Bridgewater, MA was struggling to attract American visitors despite offering a genuinely unique experience. The core problem was not the product — it was the communication gap between a Brazilian operational mindset and a local American audience. I designed a communication strategy grounded in audience research and cultural bridging: I reframed the farm as a local destination, aligned content with regional events and seasons, produced blog content optimized for discovery, and built a visual storytelling system that made the experience feel familiar and inviting. The result was a 350% revenue increase, from $4,000 to $18,000 per month, driven almost entirely by organic engagement.
350% Revenue Growth
$4K → $18K/month
Cross-cultural Communication
Scope & Deliverables
Strategy & Research
- Audience Research: Mapped the local American audience to understand what would make an unfamiliar experience feel approachable and worth the trip.
- Cultural Bridging: Reframed the farm narrative to close the gap between a Brazilian operational mindset and local expectations.
- Positioning: Repositioned the farm as a seasonal local destination rather than a niche cultural offering.
Content & Channels
- Blog Content: Produced discovery-friendly blog articles that captured organic search and educated new visitors.
- Event Alignment: Timed campaigns around regional events and seasons to maximize relevance and turnout.
- Visual Storytelling: Built a cohesive visual language across social channels to make the experience feel inviting.
Measurement
- Analytics: Tracked engagement and conversion signals to double down on what drove real visits.
- Revenue Impact: Attributed the growth from $4,000 to $18,000 per month primarily to organic reach.
Challenges & Solutions
The farm offered a unique experience but could not attract the local American audience.
Ran audience research to understand local expectations and reframed the messaging to feel familiar and locally relevant.
A cultural gap between Brazilian operations and American visitors created friction in the brand voice.
Designed a cross-cultural communication strategy that bridged both perspectives without diluting the farm's identity.
Paid advertising budget was limited, so growth had to come from organic channels.
Invested in blog content, event-aligned campaigns, and visual storytelling to build durable organic engagement.
