Creating Connection Beyond the Product
Vanguard ID Systems
The Opportunity
As I was working on ways to expand Vanguard ID’s marketing efforts, I began searching for ways to get Vanguard out from behind a screen and into the community.
Excitedly, I came across Growing Roots Farmers Market. Sponsoring the market felt like a natural fit, and not just because of the audience it attracted, but because it created an opportunity to show up in a way that was more personal, collaborative, and community-focused than traditional marketing efforts.
Why It Made Sense
The market wasn't just an event.
It was a gathering place for:
local businesses
community members
entrepreneurs
families
The exact audiences that Vanguard ID wanted to connect with, but rarely had the opportunity to do so.
The Approach
As part of being a sponsor, we are able to have a booth at 3 markets throughout the season. Instead of building a booth solely around Vanguard ID’s main products (gift cards, library cards, loyalty key tags, etc.), I focused on creating something different with our products that people would actually find useful.
I didn't want people leaving with another branded giveaway. I wanted them leaving with something that provided benefit for everyone.
Therefore, I collaborated with Growing Roots and the with local vendors to develop recipe cards. These cards featured ingredients that would be available same day at the market, specifically ingredients that the vendors wanted to promote and get more traction.
I created a resource that supported local businesses while giving visitors something practical to take home.
What Made it Different
Most sponsorships are transactional.
Logo on a banner. Table with pens and water bottles. Giveaways.
I wanted this to feel participatory, exciting, and memorable.
Something that supported both the market and the vendors while creating a more meaningful reason for people to interact with Vanguard ID.
What this Project Shows
Marketing is most effective when it contributes something meaningful.
This project demonstrates my ability to identify unconventional opportunities, build partnerships that benefit multiple stakeholders, and create experiences that connect brands with people in authentic ways.
Above all, this project reinforced a principle that continues to shape my approach to marketing: create value first, and visibility follows.
The Recipe Cards & Images From the Market
Recipe Card Backs
Recipe Card Fronts
