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In the heart of the Wiregrass, Mia Scott’s Dothan-based Mount Moriah Farms embodies a commitment to quality with a family-owned agricultural business specializing in goat-based products.
But despite its excellence, the farm was grappling with challenges common to many fast-growing businesses: brand recognition and differentiation. This issue was highlighted by the similarities in branding and aesthetics between cow-based personal care products and affiliated farms specializing in meat. Sharing tent space and using similar brand colors at events caused confusion for customers.
Troy University Alabama Small Business Development Center (SBDC) Director Juliana Bolivar quickly recognized the need for Mount Moriah Farms to establish its own identity. She envisioned a brand that stood out not only in its appearance, but also in the way it communicated its values to customers.
To address this, Bolivar created a comprehensive plan focused on clear branding and an effective communication strategy.
“The goal was to not only visually differentiate Mount Moriah Farm, but also to refine Mia’s sales pitch to clearly highlight the unique benefits and quality of our goat-based products compared to our partner farms’ cow-based products.” ” she said.
The SBDC team sprang into action immediately. Her collaborator advisor, Catelyn Blackmon, developed her candid SWOT analysis to help Scott clearly see the strengths of his business and areas for improvement.
“This analysis laid the foundation for targeted improvements and helped Mia understand the importance of clear branding and clear communication in growing the business,” Bolivar said.
SBDC Marketing Advisor Yadira Colon Lopez worked closely with Mia to begin redefining the farm’s branding and marketing strategy. She helped Scott update its business card design to better reflect the new brand strategy and effectively communicate the unique qualities of Mount Moriah Farms.
Colón-López’s role extended to planning and revising the farm’s logo. Through her detailed research on fonts and design elements, she guided Scott to create a logo that captured the essence of the farm’s spirit.
“Her involvement was critical in a comprehensive brand review during in-person video conferencing sessions. Here, Yadira carefully evaluated current branding elements and aligned them with the farm’s strategic direction. We discussed the long-term benefits of a thoughtful logo redesign,” Bolivar said.
A key step in the rebranding process was the revamp of Mount Moriah Farms’ online presence. Mr. Colon-Lopez guided Mr. Scott through the process of relaunching his website for the farm with a more professional presentation, including obtaining a dedicated domain. This move was critical in establishing a strong digital footprint and increasing the farm’s online visibility.
The transformation journey extended beyond virtual meetings. Blackmon and Bolivar worked with the farm to help Scott leverage university assets such as the photography team, as well as create stock content for social media and websites that reflected her identity and story. made a special visit. This hands-on approach ensured that the digital depictions of Mount Her Moria Farms were as authentic and appealing as the products they offered.
“The collaborative efforts of the SBDC team have brought about remarkable changes at Mt Moriah Farm. The farm’s new branding strategy has significantly increased its visibility and customers have begun to recognize the unique quality of Mia products. ,” Bolivar said. “This has increased our presence in the market and led to a noticeable increase in sales.”
The team also played a role in administrative and bookkeeping aspects. SBDC Secretary Kerstin Stokes provided what Bolivar called “vital support” throughout her expanded role, providing advice to Scott on light bookkeeping and QuickBooks. Utilizing custom Excel spreadsheets, Mr. Stokes has created a simplified and user-friendly system for tracking the financial transactions of his Mount Moriah farm.
“The hands-on help with bookkeeping and QuickBooks that Kirstin provides business owners like Scott provides them with valuable skills to manage their day-to-day finances,” Bolivar said.
Scott says his experience at TROY SBDC was life-changing and credits his team for the business’s success in the marketplace.
“I’m really touched by the kindness of all the advisors. I was amazed at the time they took to answer even the smallest of questions,” she said. “Their Small Business class was the best time investment I have ever made in my business. SBDC has changed my life as a small business owner and I am so grateful to be a part of the program. I am very grateful for that.”
In 2023, more than half (52%) of TROY SBDC’s clients were women-owned businesses, and statewide, 49% of 2,903 one-on-one clients were women-owned businesses. This year, women accounted for 56% of the 4,700 participants at the SBDC training event. Her SBDC at TROY has supported the launch of 23 new businesses, representing 90 new jobs she created last year.
TROY, through the Sorrell College of Business’s SBDC, serves a 10-county area in southeastern Alabama and consulted 158 clients on a one-on-one basis. For more information about TROY SBDC’s services, please visit our website at troy.edu or call 334-808-6793.
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