Developing Growth Strategy for the Historic Wagner Farm
A living history museum in Glenview, Illinois, Historic Wagner Farm (HWF) is a preserved 1920s farmstead that offers 50,000 annual visitors an immersive experience, educating them about early 20th-century agricultural practices, community life, and the importance of farming heritage.
HWF’s leadership approached us, a team of graduate marketing consultants, in hopes of attaining a more granular understanding of their patrons that will inform subsequent marketing strategies.
We therefore translated our client’s inquiry into an actionable business question, being:
How can the Farm achieve 25% increase in visitation for the upcoming 12 months YoY?
We then laid out a structured framework to attack said problem, as follows…
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Q: How do HWF segment their patrons? What does its customer profile look like? Investigating this helps us identify the customer group that is most valuable/has highest potential for growth.
A: HWF’s visitation consists of two major components:
Registered program participants, which we analyzed by pulling registration data from HWF’s CRM system;
Drop-in visitors (e.g. casual passersby, seasonal bonfire attendees, Christmas tree shoppers), which we investigated by distributing a Qualtrics survey on HWF’s digital channels.
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Q: What is the demographic makeup of the region? What are some other recreation facilities alternative to HWF? How did they perform as evaluated by visitation?
A: Understanding that HWF primarily serves residents local to Glenview and its vicinity, we pulled data from MRI Simmons and requested access to visitation dashboards of other Glenview Park District’s rec facilities , in order to find a benchmark for HWF’s performance.
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Q: What assets does HWF have that it can leverage to achieve the desired goal?
A: We conducted a thorough audit including:
HWF’s product & service offerings (playground, animal encounter experiences, workshops, gift shops etc.)
Interviewed HWF’s leadership to understand its operational details (opening hours, pricing, seasonal staffing etc.)
Evaluated its digital communication channels (Facebook, Instagram, webpage).
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We eventually proffer a holistic solution that:
Pinpoints the root cause of the problem
Considers the capabilities of our client
And most importantly, is built out from the foundation of consumer insight.
I keenly contributed to the strategy development portion of the project, while also being principally responsible for the analytics-related tasks.
Specifically, they are:
Task A: cleaning, merging & transforming features of sales, program registration & social media traffic data sets provided by client (Link to R script), as secondary research;
Task B: Clustering analysis of survey data to identify visitor segments, as primary research;
Task C: Visualization of key findings from above (Link to Tableau Personal Profile) and communication of insights to help inform tactic development.
Task A: Data Preparation Workflow
Joining of the social media traffic dataset, gift shop sales dataset, and program registration dataset
In the absence of customer-level dataset keys, I determined that the only viable joining approach is by date. This would still enable us to observe any time-series-type correlations.
Transformation: simple string extractions & binning
Examples include:
Extracting city/zip codes from address;
Creating life stage categories from age;
Grouping programs by the time of day in which they begin.
Transformation: additional codings & text analysis
Examples include:
Calculating distance of program attendees from HWF site based on zip code extracted;
Leveraging Gen AI, assigned program theme categories based on ~40 distinct program descriptions
Task B: Clustering Analysis Workflow
Having finished response collection of our previously launched Qualtrics visitor survey, I applied K-means clustering (script) to the response dataset based on three core attributes: visitation frequency, visitation recency, and time spent on site during their last visit.
Three visitor segments were identified:
High visitation frequency, high time spent per visit, more recent visits (Loyalists in yellow);
Low to moderate visitation frequency, less time spent, less recent visits (Escape Seekers in red);
Low to moderate visitation frequency, moderate time spent, moderately recent visits (Lingerers in blue).
These segments then serve as a basis for slicing & dicing the survey dataset to uncover insights regarding lifestyles, attitudes & behaviors of each segment.
What are the Insights Derived From the Client-Provided Data?
Looking at Gift Shop Sales…
Strong seasonality was observed for both total sales and when broken down by category.
The summer months’ spike is initiated by a rise in ice cream sales starting early June, which dies down mid-August;
WF Market products then took over and sustained the momentum towards the end of September.
After that, Farm-to-table goods carry sales volume through October.
“Farm-to-table Foods” (orange) contributed to the majority of the Farm’s year-over-year sales growth,
This can be attributed to:
Rising demand on the farm visitors’ part (potentially facilitated by the Farm’s tailored marketing efforts);
Increase in supply (inventory stock level of said category;
A mix of both.
Comparing Trends Between Sales, Digital Traffic, and Program Enrollment…
Daily giftshop sales amount is significantly correlated (as also substantiated by t-test) with daily Facebook page traffic, whereas no correlation was observed for Instagram traffic or program registration count.
The correlation suggests that Facebook is potentially an effective platform for driving gift shop sales and fostering long-term customer loyalty.
Beware: Correlation ≠ Causation - it’s possible that on a particular day, on-premise purchases by an individual consumer came before the Facebook traffic they contributed. This may be due to a variety of psychological motivations such as:
search for validation of their previously made purchase;
social engagement with local Glenview community members who are also exposed to HWF;
brand connection with the Farm following their purchase.
What does Data Say About the Program Participants?
Looking at program participant demographics, adult patrons are primarily female, which does align with client’s provided anecdotal observation that most of their patrons were “female caretaker with children”.
However, it’s interesting to note that female predominance also extended into the underaged segments, which is surprising as client’s programming was generally gender-neutral.
Meanwhile, the Farm is completely missing the young adult segment, the severity of which is further substantiated when viewed in conjunction with Glenview’s local population census (in which young adults did have a substantial presence, so the Farm has indeed failed to capture their interest).
Morning programs see the highest kid-to-adult ratio, whereas evening programs feature highest adult-to-kid ratio.
Consider the fact that any given kid needs to be accompanied or dropped off by an adult - the Farm may be getting adult patrons who came without a kid in the morning, and individual adults bringing in multiple children at one time in the evening.
Elderly patrons have high representation in morning sessions but are almost missing from post-noon sessions.
This may be due to theme & design of the programs; may also be due to alignment with the elderly patrons’ daily routines.
How were the Programs Received by the Patrons?
Top 3 programs brought in over 3/4 of total program revenue, while one single program attracted nearly 1/3 of the total number of enrollments.
“Attending agricultural & gardening activities” and “being elderly patrons” are almost an exclusive match. In addition, when viewed in conjunction with the revenue tree map, it is clear to see that almost 100% of revenue from the said category is contributed by only one program - “Wagner Farm Organic Community Garden Plot”.
The Farm has proven able to attract a particular age segment with one singular programming - the same could be done for the underserved young adults segment.
“Edible Creations” (meal/snack cooking workshops) has a considerable presence in terms of number of enrollment but isn’t the Farm’s biggest income stream. The Farm should carefully evaluate the strategic positioning of this category as it represents a point of balance between the Farm’s attempt to generate revenue while staying true to its educational mission.
What are the Insights Derived From Survey Data?
Segment 1: The Loyalists (n = 32)
Loyalists, as determined by their visitation frequency/recency/time spent, looks to consist of local Glenviewers more so than other segments (partially substantiated by the locations from which they filled out the surveys).
They are more varied in many of their attributes (household size, children status, purpose of visit, visitation companion etc.) compared with other segments.
Therefore, I hypothesize that these are the patrons that come down to the farm not necessarily because it is so special, but likely because it is their friendly, neighbourhood hang-out spot that is right around the corner.
Key detailed highlights:
Digital channels are a good way to reach them;
Patrons likely grew weary of the same exact exhibits over repeated visits, hence called for change;
The high walk-by visitation share has implication for physical signage.
Segment 1: The Loyalists (n = 32)
Segment 2: The Lingerers (n = 24)
Lingerers are dubbed according to their visitation time spent (100% spent 2-3 hours).
They are almost exclusively bigger families with children who are drawn to the Farm on a seasonal basis.
I initially hypothesized that the seasonal events (e.g. bonfire, farmers’ market) were the attraction, but quickly overturned it upon noticing that “special events or programs” was rarely selected as purpose of visit.
Regardless, judging from their most enjoyed aspect of the farm and composition of the companion of their previous visit, it can be argued that for the most part, Lingerers come to the Farm for its unique selling point - a great place for the entire family to get in touch with nature, the animals, and relax.
Key detailed highlights:
Moderate online engagement, still has implication on digital strategy;
For these less frequent visitors, animals appear to be the most important attraction.
Segment 3: The Escape Seekers (n = 63)
Escape Seekers are those who don’t visit nearly as often, spend not nearly as much time, and have not come down to the Farm in a while. Unsurprisingly, they show the lowest level of digital engagement among the three segments.
They share a lot of similarities with the Lingerers - enjoyed animal encounters the most, skew towards larger household sizes (but not as much), a (much more) wide geographical spread etc.
I hypothesize the summer farmers’ market is the most popular reason for their visit, considering their abnormally high interest and desire for improvement in “local food sales”.
Interestingly, this segment has a surprisingly higher proportion of “very likely to visit again” than the Lingerers.
Implication: whichever the reason is for their visit, it is more potent and stands the test of time.
Recap & Recommendations
Audience Segmentation & Targeted Outreach
Tackle the Farm’s visitation gap—particularly among young adults—by mapping strategic messaging to the three main visitor segments identified in the clustering analysis (Loyalists, Lingerers, Escape Seekers).
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Challenge: All Glenview Park District (GPD) facilities struggle to attract this group, so it’s not unique to HWF. We cannot rely on extended hours or boosted staffing due to nonprofit constraints.
Opportunity: Develop specialized programs or micro-events (e.g. “Foodie Nights” or “Farm-to-Table Tastings”) oriented toward young adults’ interests. Feature easy sign-up, a strong social media presence, and maybe a small participation fee to offset costs.
Tactical Ideas:
Thematic Partnerships: Collaborate with local coffee shops or breweries (popular among 20-somethings) to host “pop-up” nights on the farm.
Digital Engagement: Run short Instagram Reels or TikTok challenges with farm animals or cooking demos—platforms that younger audiences prefer.
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Who They Are: Repeat visitors, mostly locals, that come in varied household compositions. They’re somewhat “bored” by repeated exhibits.
Strategy: Keep them engaged with rotating heritage center exhibits or short-term pop-up activities. Encourage them to bring friends.
Tactical Ideas:
Regular Newsletter: Monthly or seasonal updates on newly launched micro-events, small changes at the farm, or “behind-the-scenes” highlights of daily farm life.
Exclusive Previews: Early bird tickets to new programs or members-only after-hours tours.
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Who They Are: Infrequent visitors drawn to a relaxing farm experience (often families, love the animal encounters). The Escape Seekers are less recent visitors with lower time spent, but ironically show high willingness to revisit.
Strategy: Use targeted seasonal outreach to remind them of upcoming events and any “farm improvements,” especially around the animals, farmers’ market, or family-friendly activities.
Tactical Ideas:
Seasonal Event Marketing: Actively promote hayrides, bonfires, or harvest festivals through short email blasts and clear signage.
Referral or “Bring-a-Friend” Offers: Boost word-of-mouth by offering free ice cream or small discounts when they visit with someone new.
2. Program Development & Resource Allocation
Grow visitation through relevant, sustainable programs that appeal to both new and returning visitors—without significantly increasing costs or staff load.
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Young Adult-Focused: Consider building out small-scale, once-a-week programs like “Wagner Farm Culinary Series” that spotlight quick cooking demos using fresh produce from the farm, or an “Organic Garden Starter” workshop.
Underaged Boys: If kids’ classes are skewing female, develop boy-friendly branding or partner with local schools/Boy Scout troops to host “outdoor survival” or “junior farmer” days. Even changing course titles from “Edible Creations” to “Farm Feasts” might broaden appeal.
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Why It Matters: A structured program database allows quick reference to cost, revenue, and attendance. This helps identify the best performers and weed out suboptimal offerings.
Implementation: Track metrics like ROI (monetary gain vs. program costs), Participation (attendance over capacity), and an Engagement Index (e.g. how many participants sign up again).
Benefit: Ongoing program evaluation keeps limited budget focused on what resonates most with visitors.
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Incorporate Feedback Loops: Conduct short on-site or digital post-program surveys to refine program design.
Replicate Success: If a particular program or event (like the “Organic Community Garden Plot”) brings in strong revenue or engagement from older adults, see what aspects can be adapted for the missing younger audience.
3. Marketing & Communications Strategy
Leverage the correlation between Facebook activity and gift shop sales, while also experimenting with new digital channels suited to younger demographics.
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Rationale: Data shows strong correlation between daily Facebook traffic and gift shop revenue. Keep up seasonal gift shop promotions—especially featuring top-selling items like farm-to-table foods.
Tactics:
Themed Posts Around Seasonal Spikes: Ice cream promotions in June and July; harvest-themed posts in September.
User-Generated Content: Encourage visitors to tag HWF in their farm photos, boosting organic reach among local networks.
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Why: Instagram traffic or program registrations didn’t show strong correlation, but that might be because HWF’s Instagram presence is underutilized.
Approach: Quick Reels or Stories featuring behind-the-scenes farm life, new animals, short quizzes (“Guess the produce!”) can still be a top-of-funnel awareness builder—especially for younger audiences.
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Digital Enhancements: Low-cost AR (augmented reality) or a simple self-guided audio tour (via QR codes) can spice up the experience—no dramatic staff increase needed.
In-Event Marketing: At big seasonal events (bonfires, Christmas tree sales), incorporate QR codes for quick sign-ups to your email list or a “spinning wheel” prize station that encourages social sharing.
4. Special Events as a Growth Engine
Events like bonfires, farmers’ markets, or Christmas tree sales draw larger crowds—and can become the best opportunity to convert casual visitors into repeat patrons.
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Why: The data shows a large portion of visitors come via recommendation. Real-time incentives—like free farm-made snacks for tagging HWF in a social post—help spread the word to new communities beyond Glenview.
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How: Quick registration survey or a simple “Check In” QR code at event entrances. Reward completion with a small discount coupon for the gift shop or a free sample of farm produce.
Benefit: Grow your marketing list and find out more about who these seasonal event visitors are so you can re-target them later.
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With GPD: If all Glenview facilities face the same youth engagement challenge, band together for a “District-Wide Young Adult Pass” or co-host larger festivals that loop in sports, music, or film.
Community Collaborations: Link up with local libraries, schools, and area restaurants—maybe a “Farm Fresh Cooking Contest” with winners featured on social media.