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CPAC/Colorado Potatoes rocks social media

The dissemination of three fast-hands recipe videos among major social media from June through August, along with a series of 15-second televised ads set to run from mid-September through mid-October, are the major digital components of Colorado Potato Administrative Committee/Colorado Potatoes’ current marketing campaign.

According to CPAC Assistant Director Linda Weyers and Marketing Administrative Assistant Savannah Schlaufman, response has been positive.cpacstaffformarketing-for-webCPAC staff poses with new sign in Monte Vista.

While they were awaiting analytics on the videos and looking forward to the start of football season and the fall televised commercials, the two women were also organizing the 2017 San Luis Valley Potato Festival, which is set for Sept. 9 in Monte Vista.

Offering a more-than-full slate of activities, the festival kicks off at 8 a.m. and runs through 4 p.m. with vendors, food, arts and crafts, kids games and activities, chef demos, archery (replacing the potato cannon event), a mashed potato dunking tank and a train tour.

The festival finale is a performance by Brooke Eden, rising star on the country music scene. Eden has received critical and popular acclaim for her song, “Act Like You Don’t,” which was played on NBC’s “TODAY” show and by early spring had received more than five million Spotify streams.

Eden’s Facebook page has more than 32,000 likes and followers, and her Instagram page is larger still with 34,000 followers.

Social media indicators are key to Colorado Potatoes’ efforts, with Schlaufman navigating among the major sites with posts on the festival, the videos and other news from CPAC.

Of the three video recipes that were made by ABC in Denver, she said Facebook and Instagram were the primary vehicles used, and visitors were also able to view them on the committee’s website, and the Google Ad network.

Colorado Chef Jason Morse developed the three dishes, Colorado Chicken and Waffle Hash, Colorado Flatbread and Colorado Potato Poutine, all showcasing spuds grown in the Centennial State. Each video runs about a minute.

Weyers said in mid-August that the recipe campaign has been a good one, and Schlaufman said the intent is to “stay on the cutting edge” of marketing.

“Who knows what the next trend will be,” Weyers said.

Regarding the televised ads during Broncos pre-season games, Weyers said that promotion would involve 57 placements of four different 15-second spots.

“It follows our harvest,” she said, adding that the ads are “family-friendly” and feature local growers. In addition to the ads for Colorado Potatoes specifically, the region will be part of this year’s Colorado Proud promotion developed by the Colorado Department of Agriculture.

The Department of Ag will again host a Colorado Pavilion, and CPAC will be among the exhibitors under that umbrella. Several shippers will be in the pavilion.

Weyers and Schlaufman said Colorado Potatoes is part of a Produce for Better Health promotion, being paired with kiwifruit and recipes.

“We are also one of three sponsors for the Produce for Kids I Heart RDs,” Weyers said. The promo spotlights registered dieticians who are on staff with major chain stores, and Colorado Potatoes provides collateral material for “tool kits” that are given to the RDs during the month.