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Running Hare Vineyard and the Southern Maryland Biergarten were facing the common challenge of trying to do it all in-house. Their team was overwhelmed with the workload of marketing — juggling social media, event promotions, and day-to-day operations — and struggling to keep up with the constant demand for fresh, engaging content. Although they were posting regularly on social media, their reach wasn’t translating into the level of visitation they hoped for. They knew they had the potential to become a go-to destination in Maryland for wine lovers and weekend adventurers alike, but weren’t sure how to effectively get their brand in front of the right audience and turn online attention into real-world traffic.
To elevate Running Hare Vineyard and the Southern Maryland Biergarten’s visibility, we began by identifying their strongest selling points and building a series of Facebook and Instagram campaigns around each one. This included ad sets showcasing their signature wine slushees, the biergarten’s 18+ rotating local craft beers, their packed calendar of live music and events, their dog-friendly atmosphere, and the scenic vineyard views that make every visit a photo-worthy experience. We also developed a separate campaign targeting an “out-of-town” audience — positioning the vineyard as the perfect Maryland day trip for those seeking a quick escape from the city. To keep the brand top of mind, we layered in retargeting ads that re-engaged users who had interacted with previous campaigns or visited the website, ensuring they received multiple touchpoints that ultimately encouraged them to plan a visit.
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To strengthen Running Hare Vineyard and the Southern Maryland Biergarten’s direct communication with their audience, we overhauled their email marketing system by switching them to Klaviyo, a more powerful and data-driven platform than what they had used previously. We installed a branded pop-up on their website to capture visitor information and rapidly grow their email list, while also integrating SMS marketing to create another direct touchpoint with guests. With these tools in place, we launched a consistent cadence of weekly email and text campaigns designed to keep their audience informed and excited about new events, live music, and special promotions happening at the vineyard. This multi-channel approach not only improved engagement but also ensured that Running Hare stayed top of mind for both returning guests and first-time visitors planning their next outing.
Running Hare Vineyard and the Southern Maryland Biergarten saw a massive surge in social media engagement, with their posts and ads reaching a wider audience than ever before and driving meaningful interaction from both locals and visitors. Their email list grew by more than 5,000 new contacts, giving them a powerful channel to communicate directly with fans and promote upcoming events. This renewed visibility translated into a significant increase in visitations to both the vineyard and biergarten, with more guests discovering the property for the first time and returning for future experiences. Perhaps most importantly, the brand achieved greater recognition throughout Maryland and beyond, establishing itself not just as a local favorite but as a must-visit destination for wine lovers, beer enthusiasts, and weekend travelers alike.
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