22 Nov Project Profile: Pageo Lavender Farm Event Brochure
We helped Pageo Lavender Farm graduate from a using a simple vendor list as their marketing collateral to this magazine-style event brochure – for free.
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Family-owned Pageo Lavender Farm launched as a traditional lavender farm in California’s Central Valley in 2005, but quickly branched out into other profit centers such as selling scents and a restaurant. Catering and hosting special events was also a natural extension, given the farm’s picturesque fields of lavender that serve as a gorgeous backdrop for weddings and other groups.
For a while after Pageo Lavender Farm dove into the weddings and events business, all they had to offer couples in the planning process was a plain-looking vendor prospect referral list. Hawthorn approached them in 2016 to produce an ad-supported event brochure and they immediately saw a partner that could capture their aesthetic and translate it to print. They wanted an elegant, but still farm-style look and feel to their brochure design. While the brochure touches on other group and corporate events, weddings are the priority. The first brochure was finished in 2016, and the next one is currently being produced – both brochures have come at no cost to Pageo Lavender Farm, thanks to their stellar relationships with vendors who advertise in the back-half of the brochure. This model is Hawthorn’s standard, in which we manage all the selling, design, and ad trafficking, with the farm maintaining complete quality control throughout.
We qualify venues to make sure the free-of-cost model will work by looking at factors like the number of weddings hosted each year and the per head cost of events, but the biggest factor for a successful ad-supported brochure comes down to vendor relationships. In the farm’s case, the father-son duo at the helm of the property have always maintained vendor relationships like a true equal-weight partnership. Vendors recognize and speak highly of the family and business, and in this case, it benefitted both the venue and vendors in the form of this new special events brochure.
The difference between the vendor referral list Pageo was using and their Hawthorn-produced brochure is night and day in terms of design, quality, brand impact, and the information that’s communicated. By distributing them on site visits, occasionally through the mail, and through several digital channels, the brochure has become a key component of Pageo Lavender Farm’s marketing strategy and an essential tool for them to encourage couples to have their wedding at the farm.