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Saying ‘Howdy’ to New Markets Using Digital

#sxsw #howdychz


How does a farmer-owned cheese co-op in Oregon make new friends in the great state of Texas? By using the digital space to say “howdy”! We put together an integrated digital launch plan that:
- reached deep into the market with geo-targeted messaging
- leveraged existing relationships with avid Tillamook fans to create new fans in Texas
- supported and amplified offline marketing efforts in real-time, like our Loaf Love Tour, an experiential cheese sampling tour leveraging old VW buses made to look like loafs of cheese (

And...our plan is working! With lots of learning along the way, our new market launch model is now being applied to other Tillamook target markets. Stop by to learn how an integrated digital launch plan helped us develop deeper relationships with cheese-lovin' Texans (and perhaps nibble on some tasty cheese)! #howdychz



Gillian Kennedy Online Marketing Manager Tillamook Cheese

Gillian is the Online Marketing Manager for Tillamook Cheese, which has to be one of the most fun jobs in the world. She gets to talk and think about cheese all day. How great is that?

"Online Marketing Manager" can mean different things to different people. To Gillian it means following the latest trends in digital marketing and turning them into customized strategies for her brands. A connector online and off, Gillian develops community around brands by integrating digital tools into traditional marketing channels, and then sitting back and watching the explosion of consumer engagement.

In the past, Gillian has been the Web Marketing Manager for KEEN Footwear, Interactive Marketing Manager for PopArt, and the President of the American Marketing Association's Oregon Chapter.

Gillian has a minor obsession with photography and a major obsession with food. She has lived in 11 different cities, but her food obsession led her to Portland, OR, where she works, plays, and eats with her devastatingly handsome husband.