Reisterstown Road Plaza

01The opportunity

Make the progress part of the conversation.

The Plaza is building its next chapter while reconnecting with the neighborhood that already knows it. The content should do both: give longtime visitors something to feel proud of and give new visitors a reason to come.

A familiar place, rediscovered.

Show how the experience is evolving through real conversations, new businesses, and the people spending time there.

A story already underway.

Construction, restaurant announcements, and community events provide a steady source of material. We turn those moments into original content that feels specific to the Plaza.

02Why The Farm

We go where the story is.

Our strength is social production on location: approaching people, asking the right questions, capturing the details, and shaping the footage into something people want to watch.

Baltimore experience. Our social work includes Suburban Club, On the Fly, and Pest Solutions. We bring that experience to a property with its own audience, character, and ambitions.

The Plaza’s next chapter should be something people see, share, and visit.

03The content

Two pillars. One recognizable place.

People of the Plaza

Let the neighborhood speak.

Shopper interviews, tenant introductions, and short compilations bring personality to the page. We explore what people love, what they have discovered, and what they are looking forward to.

Example prompt: “What brings you to the Plaza today?”

The Plaza in progress

Show the change happening.

Property walkthroughs, construction coverage, and restaurant announcements make progress tangible. Drone footage adds perspective where conditions and permissions allow.

Example concept: “A closer look at what’s coming next.”

Openings, pop ups, and community events sit naturally within both pillars. We plan coverage with your team so timely opportunities become part of the content calendar.

Built around your team.

We coordinate priorities and approvals with Michele and the existing marketing operation. The Farm supplies original production and creative execution that supports the broader plan.

Learn as we publish.

Review which stories earn attention, shares, saves, and profile activity. Available audience insights can help guide subjects and creator selection as the program develops.

04The investment

Original content. Consistent presence.

Monthly content partnership

Creative direction, production, and editing for a consistent social presence.

$3,750per month

Creative direction

Monthly content planning
Interview prompts and concepts
Tenant and announcement coordination

Original production

12 edited videos each month
Content filmed on location
Shopper and tenant interviews
Property and progress footage

Social presentation

Vertical edits and captions
Supporting static posts as needed
Calendar aligned with your team

Partnership

Creative direction from The Farm
Coordinated content approvals
Monthly content performance review

Optional local creator collaborations

$2,000 suggested starting monthly creator budget. Introduce the Plaza through relevant Baltimore voices. We coordinate selection, outreach, and briefing with your team. Creator fees are additional to the retainer, with each booking approved before commitment.

The quoted retainer covers the Plaza’s content program. Paid advertising, website work, and additional properties can be scoped separately. Creator fees and any media spend remain separate, approved client expenses.

Designed to fit your existing operation. You retain the broader marketing direction while we own original content production. Publishing responsibilities and the first content calendar will be aligned with Michele before kickoff.

Proposed monthly engagement. Cancellation requires at least two weeks notice before the next month. Billed in advance on the first of each month through Stripe, with a 3% card processing fee. Start date and final service terms confirmed before work begins.