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The Limoneira Company Case Study THE LIMONEIRA COMPANY Case Study by Imani Lee, Inc. The Limoneira Company Limoneira is a publicly traded, global company whose mission is to preserve and promote its tradi- tion, heritage and legacy in agriculture, community development and stewardship to maximize value for its shareholders. Prepare date 03/10/2015 Contact us 11297 Send Luna Llena, Bldg B San Diego, CA 92130 www.imanilee.com 858-523-9733 Imani Lee, Inc. proprietary and confidential information copyright © 2015 || www.imanilee.com | [email protected] | 858-523-9733 Case Study Project Summary: One Campaign, Four Countries n early 2013, Imani Lee Language Services entered Korea, China, Brazil, and more. Director of Marketing into a multi-year agreement with The Limoneira Com- John Chamberlain was responsible for spearheading Ipany (NASDAQ: LMNR), one of the largest agricultural the company’s “Unleash the Power of Lemons” cam- producers of lemons, avocados, and other specialty paign, designed to promote the five major uses for citrus fruits based in Santa Paula, CA. The agreement lemons: cooking, health, lifestyle, beauty, and green included Imani Lee’s full suite of language services in- cleaning. cluding translation, interpretation, social media market- ing, and expansion services and cultural advisement for the company’s launch into multiple foreign coun- tries such as Peru, Australia, the Philippines, Japan, 2 Imani Lee, Inc.| || www.imanilee.com | [email protected] | 858-523-9733 Client situation/objectives The project was primarily concerned with social media, establishing Limoneira’s brand and promoting the Unleash campaign, with an initial focus on Japan, Korea, Peru, and America. Imani Lee was responsible for managing the international campaigns, while a separate marketing team managed the English-only American campaign. Limoneira had also identified “opinion leaders,” or industry experts from around the world ranging from bartenders and bloggers to nutritionists and aestheticians to work with, but had not yet contacted them due to the language barrier. Our approach Imani Lee’s first course of action was to assemble teams of linguists in Limoneira’s initial countries of focus: Peru, Japan, and Korea. These linguists would first help with: 1. Contacting and negotiating with the international opinion leaders 2. Translating and localizing the Unleash the Power of Lemons campaign con- tent 3. Creating and posting localized interna- tional social media profiles Imani Lee specializes in retaining both US-based and in-country linguists to work on projects as re- quired. Since most of the opinion leaders were lo- cated in foreign countries with foreign time zones, in-country linguists were utilized to contact the se- lected opinion leaders and pitch the Unleash proj- ect to them in their own language. The in-country linguists were also helpful with such activities as: • Social media research (As every social network is not accessible in the US) • Communicating with grocery stores and vendor contacts • Scheduling and assisting with in-store events such as food tastings The in-country linguists were managed by the social media team based at Imani Lee’s San Diego office, which also served as the base for the project’s US-based linguists. The US-based linguists were primarily responsible for consulting on overall strategy, as well as translation requests for such materials as websites, ads, nutritional content, blog content, etc. 3 Imani Lee, Inc.| || www.imanilee.com | [email protected] | 858-523-9733 Project deliverables After researching and testing profiles on various sites, it was decided that Limoneira should fo- cus its social media presence on Facebook. Imani Lee delivered: • Thousands of Facebook likes in each country; each page has an active fan base and is continually growing in likes each month • Establishment of relationships with international bloggers and YouTube personali- ties for mutual cross-promotion • Promotion of in-store events such as tastings designed to drive customer traffic and increased sales Results As the graphs below show, the uptick in likes on each page took place largely in the year 2014, once a set advertising budget had been established. Limoneira-Peru July 2013- Current 4500 4000 3500 3000 2500 2000 1500 1000 500 0 Lifetime Total Likes Daily New Likes 4 Imani Lee, Inc.| || www.imanilee.com | [email protected] | 858-523-9733 Limoneira-Korea November 2013 -Current 2500 2000 1500 1000 500 0 11/1/13 12/1/13 1/1/14 2/1/14 3/1/14 4/1/14 5/1/14 6/1/14 7/1/14 8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15 Lifetime Total Likes Daily New Likes Limoneira-Japan July 2014 - Current 1800 1600 1400 1200 1000 800 600 400 200 0 6/30/14 7/30/14 8/29/14 9/28/14 10/28/14 11/27/14 12/27/14 1/26/15 2/25/15 Lifetime Total Likes Daily New Likes 5 Imani Lee, Inc.| || www.imanilee.com | [email protected] | 858-523-9733 Client impact Now two years into the project, Limoneira has a strong social media presence on Facebook in Korean, Japanese, Spanish, and English. With thousands of followers in several different coun- tries, domestic and international sales have increased from year to year. Imani Lee looks for- ward to helping Limoneira continue to develop its international brand in even more countries in the future—look for comments on the company’s international success in Limoneira’s Annual Report or 10Q. Visit imanilee.com to view a list of our services and get a free proposal today! 6 Imani Lee, Inc.|.
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