New York Apple Association names social media director

The New York Apple Association has named Tony Mikiciuk, who joined the organization in December, as its new designer, social media and trade advertising director.

Mikiciuk will collaborate with the NYAA internal team and New York apple shippers to develop integrated digital marketing campaigns and lead shopper and digital marketing, social, PR and advertising programs.  

“In his new role, Mikiciuk will play an integral role in driving awareness of apples from New York and developing content to target special markets and consumers interests in addition to data/analytics and creating new social media strategies,” said Cynthia Haskins, president and CEO of the NYAA. “He will also work closely with retail account managers in developing geo-targeting social media advertisements for retail partners.”

Before joining NYAA, Mikiciuk previously served as the marketing coordinator at Finger Lakes Castle in charge of promotions and collateral for direct sales and distributors, while managing the websites and social media content for their five brands. He also has experience with product packaging, labeling and retail shelf space, sales and business development.

The NYAA has been very active in creating digital and social media content for retail partners and has plans on expanding this area of concentration in the year ahead.

“Tony’s strategic social media expertise will help elevate New York apple varieties to new heights and continue to innovate and deliver high-quality contents as our follower base growers and the number of visits to the NYAA website climbs,” Haskins said.

NYAA reported that they had more than 750,000 visitors to its website looking to learn more about New York apples and checking out the more than 295 recipes and orchard destination experiences like apple-picking, hard cideries, and grabbing a refreshing glass of apple cider. 

This success stems from strategic placement led by Mikiciuk and performed by Mason Marketing, a Rochester, NY-based ad agency NYAA contracts with.

“We are working closely with our apple shippers to determine which markets we are shipping our apples and aligning our messaging so consumers within those markets reach for New York apples during their retail shopping experience,” Mikiciuk said. “Collaborating with our apple shippers and account managers is key in our success.”

NYAA will add more videos to its asset portfolio this coming fall and will post short videos on YouTube, Instagram, Facebook, LinkedIn and others.

Mikiciuk will also continue working with trade and consumer publications in determining advertisement in addition to development content for banner ads, dark ads for social media and align scheduling of content to launch the upcoming fall harvest apple varieties. 

“We have developed a strong library of media assets and will broaden our channels to maximize our reach and engagement with consumers,” Haskins said.

NYAA’s Facebook and Instagram advertising put New York apple varieties, recipes ideas, nutritional information, and usage ideas in front of nearly 13 million consumers last year. 

“Social media advertising is the perfect medium to help us target the right audience, create focused messaging, and are incredibly cost-efficient,” Haskins said. “New York apples, apple slices, fresh-cider, hard cider, applesauce, apple nutrition, apple grower videos, how-to recipe videos, recipes, apple tourism destinations and more were featured on NYAA social media platforms.”

Mikiciuk will also be leading the in-house photography and videography for NYAA as the association begins shooting content on-site in its new studio kitchen, in addition to getting out in the apple orchards to showcase New York apples and the apple growers who grow them. 

“Apple wholesale sales has been strong this season and we are looking for the upcoming fall harvest,” Haskins said. “NYAA has plans for a new campaign to promote New York apples and are working on the new content and new images.”

That includes bold plans to do more advertising and promotion in New York City, and since Hunts Point services many of the retail and foodservice outlets, NYAA will be partnering with retailers to bring a greater awareness of apples from New York through signage, consumer promotions, and digital and print advertising along with working with retailers to source New York apples.

“New York apple shippers work with everyone on Hunts Point that sources apple,” Haskins said. “Hunts Point supplies more than half of the fresh fruit and vegetables to New York City metropolitan area so relationships with this terminal is important to the New York apple growers and looks forward to terminal partners to source even more New York apples since the apple growers are as close as their backyard.”

Photo: Tony Mikiciuk