University of Florida Public Relations || Campus Farmers Market Launch Initiative

OVERVIEW:
Conceptualized and launched a campus farmers market initiative to create community engagement and support local vendors during a period of disruption, coordinating stakeholders and executing a structured, recurring program from the ground up.

SITUATION:
During the disruption caused by the COVID-19 pandemic, traditional campus programming and community engagement opportunities were significantly limited.
There was:
● reduced student interaction and campus activity
● limited access to local vendors and small businesses
● a need for safe, structured, and meaningful in-person engagement

This created an opportunity to design a program that could:
● reconnect the campus community
● support local vendors
● operate within evolving constraints

TASK:
Develop and implement a new campus initiative that would:
● create a consistent, engaging student experience
● coordinate multiple stakeholder groups
● operate within health and logistical constraints
● establish a repeatable and sustainable structure

ACTION:
1. Concept Development & Strategic Framing:
Proposed the creation of a campus farmers market as a recurring event designed to:
● bring together students, vendors, and the local community
● provide both social and economic value
● function as a flexible, outdoor engagement model

Framed the initiative as:
a community-building platform, not just an event

2. Stakeholder Coordination
Collaborated with:
● university leadership and campus organizations
● student representatives and volunteers
● local vendors and small business participants

Aligned priorities across stakeholders to ensure:
● operational feasibility
● compliance with campus guidelines
● mutual value for all participants

3. Program Structuring & Logistics:
Established a repeatable framework for execution, including:
● vendor coordination and scheduling
● layout planning and space allocation
● event-day operations and flow

Created structure where none previously existed, allowing the initiative to:
● scale consistently
● operate efficiently
● reduce friction over time

4. Communication & Engagement Strategy
Developed messaging to:
● generate student awareness and participation
● highlight vendor value and offerings
● position the market as a recurring campus experience

Utilized:
● campus communication channels
● peer networks and student outreach
● clear, consistent messaging to build recognition

5. Execution & Iteration
Launched and managed the initiative in real-time, adapting to:
● changing guidelines
● operational challenges
● stakeholder feedback

Continuously refined the structure to improve:
● participation
● efficiency
● overall experience

RESULT:
● Successfully launched the first campus farmers market initiative during a period of limited programming
● Increased student engagement and participation in a structured, recurring event
● Created a platform supporting local vendors and small businesses
● Established a repeatable model for future campus programming
● Strengthened collaboration across student leadership and university stakeholders

STRATEGIC INSIGHT:
This initiative demonstrated that constraints can clarify strategy rather than limit it.
By designing around:
● flexibility
● stakeholder alignment
● repeatable structure
the program was able to:
● launch quickly
● adapt effectively
● create sustained engagement

WHAT THIS DEMONSTRATES:
● Initiative and ownership in building a program from zero
● Stakeholder coordination across multiple groups
● Ability to structure and execute under constraints
● Communication strategy for engagement and participation
● Operational thinking alongside creative problem-solving