CLIENT OVERVIEW
When Pleasant View Communities first envisioned Hoffer Farm, it was more than a property. It was a promise.
The organization was transforming its founder’s original farmland into a dynamic new community hub, blending history and innovation through a working farm, an events venue, the relocated Manheim Community Library, and a planned makerspace.
But as construction on the 18,000-square-foot Kreider Farms Cultural Center began, the marketing team faced a challenge: how to capture a project still under construction and turn it into a living, breathing, digital experience?
That’s where Headline Consultants came in.
CHALLENGE: A Website Project Without a Blueprint
In December 2024, Pleasant View’s development director, Mindy Fetherman, reached out to Headline Consultants to help launch a website that could grow alongside the farm itself.
At the time, much of the project existed only on paper. Walls were still going up, the library was mid-move, and the event space hadn’t yet hosted its first wedding. Pleasant View needed a strategist, an intermediary, and a steady hand to lead a complex, multi-stakeholder project from concept to completion.
Phase 1: Finding the Right Partner
The first step was selecting the right agency to design and build the website. Headline led the entire RFP process, from writing the proposal to final selection. We developed every piece of the process:
- The official RFP outlining Pleasant View’s technical, creative, and strategic requirements for HofferFarm.org.
- A comprehensive rubric and scoring system to guide fair, objective evaluation.
- A detailed set of vendor interview questions to help Pleasant View compare agencies on an equal footing.
Headline coordinated interviews with three outstanding local agencies, facilitated the scoring discussions, and ultimately helped the team select Mind Development & Design, an agency whose collaborative spirit matched Pleasant View’s community-driven vision.
Phase 2: From Selection to Strategy
Once the vendor was chosen, Headline’s role shifted from evaluator to project manager and content strategist.
Working between Pleasant View’s internal team and MIND’s developers, we became the connective tissue that held the project together. We ran weekly internal working sessions, clarified scope questions with the Pleasant View team, and balanced competing priorities: brand alignment with Pleasant View, user experience for community members, and conversion goals for event bookings.
We also developed a complete content framework for every page of the site, from weddings and special events to hydroponics and library updates, all while the building itself was still under construction.
Phase 3: Building the Heart of Community Online
Throughout early 2025, we continued to refine the site’s voice and layout, ensuring every page reflected the spirit of Pleasant View’s mission: to create community without walls. We worked alongside the marketing, events, and IT teams to finalize copy, page structures, and calls to action, then collaborated directly with MIND to lay out each page in WordPress once the design framework was in place.
We didn’t just hand off content; we helped shape the architecture, ensuring the site could expand naturally to include new programs like the Makerspace and additional donor initiatives.
Phase 4: Launching a Legacy
When HofferFarm.org launched on September 30, 2025, it wasn’t just the unveiling of a website—it was the public debut of a vision nearly a decade in the making.
Visitors could now explore the site’s five “Hearts”:
- The Heart of Community (Donors)
- The Heart of Celebration (Events)
- The Heart of Sustainability (The Farm)
- The Heart of Discovery (The Library)
- The Heart of Creativity (Future Makerspace)
Each section was crafted to inspire engagement—encouraging bookings, volunteerism, and curiosity about what’s next for the farm.
What They Said
“Working with Headline Consultants was a fantastic experience. Their expertise and creativity brought our vision to life resulting in a website that will strengthen our online presence and become a powerful marketing tool for our organization.”
— Gary Gaissert, Vice President of Facilities & Project Management, Pleasant View Communities
Services
- RFP Leadership: Full agency search, scoring, and facilitation process led by Headline Consultants
- Content Development: 20+ pages of original copy written and optimized for user experience and search
- Project Management: Weekly collaboration bridging client and developer teams
- Creative Direction: Oversight of page layout, image selection, and light graphic design
- On-Time Delivery: Website launched in September 2025, aligned with the Cultural Center’s debut
RESULTS
For Headline Consultants, the Hoffer Farm project was so much more than a website build. It became a test of adaptability, trust, and collaboration. Over ten months, we helped turn a construction project into a digital experience, guided a team through a complex RFP, and built a story that could grow as the community does.
Today, HofferFarm.org stands as a testament to Pleasant View’s vision and what can happen when strategy, storytelling, and stewardship come together.
Project Timeline
- December 2024 → RFP Planning & Vendor Outreach
- January–February 2025 → Vendor Interviews, Scoring & Selection
- March–June 2025 → Content Development, Framework, and Collaboration
- July–September 2025 → Page Layouts, Final Reviews, and Launch Preparation
- September 30, 2025 → HofferFarm.org Launch 🎉
