Program on the Environment

Community food cooperatives play a critical role in building resilient food systems by supporting small-scale farmers and increasing access to locally produced food. However, many cooperatives struggle to effectively engage key audiences through digital platforms and adapt to changing communication trends. The Whidbey Island Grown Cooperative (WIGC), a network connecting over 70 local farms to consumers on Whidbey Island, faces challenges in reaching younger residents and military families due to inconsistent branding, limited use of analytics, and low levels of digital engagement. The aim of this project was to evaluate how data-informed digital marketing and storytelling strategies can improve audience engagement and participation in WIGC’s local food network. Through an internship with WIGC, I analyzed and redesigned newsletters, social media content, and promotional campaigns using audience segmentation, storytelling techniques, and customer data insights. I also evaluated engagement metrics, including open rates, click-through rates, and audience growth, to identify patterns in user behavior and refine communication strategies over time. Results show that targeted newsletters increased engagement by 6–7%, while story-driven social media content improved interaction and user follow-through. Data-informed promotions contributed to measurable increases in sales, and expanding platform diversity helped reach previously under-engaged audiences and broaden overall community participation. These findings suggest that integrating storytelling with data-driven strategies can strengthen community connections, increase participation in local food systems, and support the long-term financial sustainability and resilience of community-based food networks.