Description.
For 145 years Trax Farms was simply the local fruit stand and greenhouse. After seeing the region’s growing segment of high-income families, the farm wanted to be more. With recent expansions that included an enormous, high-end home decor and gift department, the store had doubled in square feet—but the public still thought of it as the same ol’ Trax.
We centered the marketing on a singular concept: coming to Trax Farms was an EVENT. We launched a new website to coincide with an expansive media buy to introduce the new Trax Farms to the South Hills and the larger Pittsburgh market. The marketing focused on the unique Trax experience, upcoming family events, and was designed to always be the brightest, most fun ad on the page. The designs still spoke to Trax Farms’ generational knowledge and trust the brand had established over the past century and a half by mixing in etched illustrations and aged-textures.
We successfully repositioned the longstanding brand without forgoing its history, with the store seeing a 9% increase in net sales. The new website also saw dynamic results: a 52% increase in sessions, a 48% increase in users, a 127% increase in pageviews, and a 43% decrease in bounce rate.
