Third Harvest · Launch Marketing Suite · 2026
Launch Marketing Suite · Springfield, MO · 2026
Third Harvest
Springfield's first agrihood. Built different. On purpose.
110Total units
78Apartments
32Townhomes
5Floor plans
3Key events
Unit Mix
The homes.
Two building types. Five floor plans. The floor plan is great. So is everything outside it.
Multifamily
1 Bed / 1 Bath
Units60
Size707 SF
Multifamily
2 Bed / 2 Bath
Units15
Size1,042 SF
Multifamily
2 Bed / 2 Bath Loft
Units3
Size1,250 SF
Townhome
2 Bed / 2.5 Bath
Units24
Size1,575 SF
Townhome
3 Bed / 3.5 Bath
Units8
Size1,847 SF
Brand Foundation
How Third Harvest speaks.
Third Harvest speaks like the neighbor who has been here longest and is most excited you are moving in. It knows the place. It talks like a person. It uses grounded, specific language that feels as comfortable in a well-designed kitchen as it does in a garden row.
Generous
Good farmers share the harvest. Third Harvest gives space, events, markets, community. It offers, welcomes, and keeps the door open.
Celebratory
Finds joy in the ordinary. A morning market, dirt on your hands, a concert on the lawn. Those moments are the whole point.
Magnetic
Patient, but carries enough energy to make people feel like they are missing something. Draws people in with quiet certainty.
Rooted
Knows where it stands. Confident without being loud. Present without being performative.
Plainspoken
Says what it means in the fewest words that still carry weight. Would a farmer say it? If so, keep it.
Sample copy
"Springfield's first agrihood."
"A new kind of neighborhood. A familiar kind of life."
"Built different. On purpose."
"The farm isn't a feature. It's the point."
"Most developments add a pool. We added a farm stand."
"A garden plot comes with the address."
"Fresh food. Short walk."
"Concert on the lawn. Market in the morning."
"Outdoor events. Indoor comfort. One address."
"A home that gives something back."
Messaging do's
  • Use agricultural metaphors only when they connect to something real and specific about the development
  • Name specific things: the market, the garden, the porch, the lawn. Specificity is credibility.
  • Write short. Farmers don't monologue.
  • Celebrate the neighbors as much as the neighborhood. The people who choose to live here are the story.
  • Show what intentional living looks like here instead of naming it.
Messaging don'ts
  • No generic luxury: "elevated living," "resort-style amenities," "a community designed for you"
  • No soft wellness language without earning it: "nourish," "thrive," "wellness," "mindful"
  • Don't make it precious. The brand has real substance. It doesn't need to be handled delicately.
  • Don't oversell. If the place is good, trust it.
  • Don't go full farmcore. "Sow the seeds of community" is a gimmick.
Executive Summary
Most neighborhoods are built around a floor plan.
Third Harvest is built around a garden, a market, a community, and the people who show up for all of it. It is Springfield's first agrihood, anchored by a working on-site farm, a resident produce stand, a live-in farmer, and a bookable community event space. The homes are well-designed. The outdoor spaces get used. And the whole thing is rooted in something Springfield hasn't had before.
This plan outlines a full 360-degree omnichannel launch strategy to build a qualified interest list before a single unit opens, drive lease-up velocity through a curated event series, and establish Third Harvest as a long-term cultural fixture in Springfield. The centerpiece of the media strategy is a deep partnership with 417 Magazine, layered with local influencer activations, earned press, paid digital, and a programming calendar built to keep the neighborhood in conversation.
500+Interest list goal
300+First Harvest attendees
30%Leases from events
15%Leases from referrals
Target Audience
Who lives here.
Primary renter
  • Ages 28 to 45, Springfield locals or relocating professionals
  • Dual-income households or young families planting roots
  • Health and lifestyle conscious. Cares where food comes from.
  • Cox Health, Mercy, MSU, Bass Pro HQ professionals
  • Relocators from Kansas City, St. Louis, or larger metros
  • People who want more than four walls and a parking spot
Secondary audience
  • 417 Magazine readers. Average household income $173K+.
  • Springfield foodies, farmers market regulars, outdoor enthusiasts
  • Young professionals following local 417-land influencers
  • Empty nesters downsizing but unwilling to compromise
  • Remote workers seeking community and outdoor connection
The Campaign
Three phases. One neighborhood.
Phase 01 Plant the seed Months 1 to 3 · Pre-launch
Build the audience before the doors open. Establish Third Harvest as a concept worth paying attention to before a single unit is listed. Scarcity and exclusivity drive interest. The interest list is the asset.
Digital and content
  • Launch thirdharvestsgf.com with interest list capture as the primary CTA
  • Teaser campaign: aerial rendering and "Something is growing in Springfield" across Instagram and Facebook
  • Behind-the-scenes content series: site prep, farm planting, architect walk-through. Raw and authentic.
  • TikTok and Reels: "Meet Your Farmer" intro, "What is an agrihood?" explainer
  • Google Business Profile and local SEO active from day one
  • ActiveCampaign 6-part nurture sequence for all interest list sign-ups
PR and earned media
  • Pitch 417 Magazine: exclusive first-look feature before any other outlet
  • Pitch Biz 417: development announcement from Valiant Group
  • Pitch KY3, KOLR10, Springfield News-Leader, Springfield Daily Citizen
  • Submit to 417 Events Calendar for all launch events
  • Formal press release with rendering, farmer bio, and developer quote from Valiant Group
Pre-launch · invite only
First Market Preview Month 2 · Interest list only · 50 to 75 guests
A private Saturday morning experience for interest list members only. This is the first time anyone sees Third Harvest in person. Capped at 75. The invitation itself is the marketing.
On-site activations
A local chef preparing something simple from the farm. A Springfield floral or plant vendor pop-up. A local coffee roaster on-site instead of a standard station. A hands-on garden demo with the live-in farmer. A lifestyle or wellness brand doing a curated product sampling. Branded merch available for purchase at the farm stand. Content capture throughout. Follow-up email within 24 hours with a direct leasing CTA.
Phase 02 Open the gate Months 4 to 6 · Launch
Make the launch unmissable. Every element should feel true to the brand: generous, specific, present. The events are content machines. The content becomes the campaign.
Hero event · invite only
Farm-to-Table Dinner Launch week · 40 guests max
A private chef cooks on-site using produce harvested directly from the Third Harvest farm. 40 guests, curated: local press, 417 Magazine editors, influencers, city officials, and prospective residents. Long-table setting on the lawn. This is the story that gets written. Partner with a notable Springfield chef who brings their own following. This event is not advertised publicly. The exclusivity is the point. 417 Magazine given full content access on-site.
Hero event · open to Springfield · 417 co-presenting
The First Harvest Launch day · 300+ goal
The full Third Harvest experience, live. One day open to Springfield. 417 Magazine co-presenting as the official media partner for full editorial and social coverage.
The day
Morning market with local vendors and the on-site produce stand. Farm tours with the live-in farmer. Food from a local chef using farm produce. Concert on the Lawn in the evening. Leasing team on-site all day with a sign-in station and a clear CTA to schedule a tour. QR codes to the virtual tour at every touchpoint. Branded merch available for purchase at the farm stand.
Paid and owned media
  • 3D Matterport virtual tour live on website and all listing platforms
  • Facebook and Instagram paid campaign targeting Springfield lifestyle buyers
  • Retargeting ads for all website visitors and interest list lookalikes
  • Dedicated 417 e-blast to full subscriber database before The First Harvest
  • Print ad in 417 Magazine for the launch issue
On-site and collateral
  • Site signage with QR codes to virtual tour and interest list
  • Branded produce packaging at the farm stand
  • One-page property overview flyer for First Harvest attendees
  • iPad sign-in at all events capturing name, email, phone, and unit interest
Phase 03 Grow the community Month 7 onward · Momentum
Keep Third Harvest in the conversation after launch energy settles. Phase 3 is sustained, not splashy. Content, community, and the ongoing 417 partnership do the work.
Content and digital
  • 5 posts per week across Instagram and Facebook on a monthly content calendar
  • All DMs and comments responded to within 24 hours
  • Quarterly Google review drive from new residents
  • Quarterly market update published on website and pitched to Biz 417
  • 417 Magazine content partnership begins approximately one month post-launch
Community and farm stand
  • Garden plot giveaway: refer a friend, earn a season-long garden plot
  • Monthly email newsletter to interest list and residents: farm updates, produce availability, upcoming events
  • Farm stand open regularly with branded produce packaging and merch for purchase
  • Seasonal 417 print ads to maintain brand presence through the year
Branded Merchandise
The brand in people's hands.
Merch serves two roles: VIP gifting at key events and ongoing retail at the farm stand. Both should feel intentional. Nothing generic.
Event gifting
Farm-to-Table Dinner
Seed packet + candle set
Branded seed packets from crops grown on-site. A soy or beeswax candle in Third Harvest packaging. Simple, seasonal, specific.
The First Harvest
Branded canvas tote
Heavy canvas tote with the Third Harvest mark. Functional and kept. Doubles as a bag for the market.
Influencer gifting
Curated welcome box
Seed packets, branded produce wrap, a handwritten note from the farmer, and a tote. Designed to be photographed.
Farm stand retail
Apparel
Caps and tees
Clean, minimal. The quilt star icon on a structured cap or a worn-in tee. Clothing people would actually wear.
Kitchen
Aprons and linen towels
Aprons with the Third Harvest mark. Linen dish towels with seasonal prints. On-brand with the kitchen and garden identity.
Pantry
Branded preserves and honey
Small-batch preserves, honey, or infused oils from or inspired by the farm. Local collab opportunity.
Home
Candles and seed kits
Retail versions of the VIP gifting items. Turns the event gift into an ongoing product line at the stand.
Full Channel Plan
Every channel. One story.
417 MagazineNative content, Valiant Group-authored branded content, print ads, 417 Home feature, Biz 417, e-blast, newsletter inclusions, social coverage, events calendar, co-presenting partner at The First Harvest.
Instagram and FacebookDaily organic content: behind-the-scenes, farm life, event previews. Stories, Reels, active community engagement. 5 posts per week.
TikTokMeet Your Farmer series. Agrihood explainers. Event behind-the-scenes. Authentic farm content that earns organic reach without a paid budget.
Paid socialFacebook and Instagram ads targeting Springfield lifestyle buyers. Retargeting of website visitors and interest list lookalikes. Event promotion in the weeks before launch.
Email and CRM6-part interest list nurture sequence. Monthly newsletter. Event-triggered follow-up emails within 24 hours of attendance.
PR and earned mediaKY3, KOLR10, News-Leader, Springfield Daily Citizen, 417 Magazine. Press release from Valiant Group with exclusive first-look pitch to 417.
Local influencersPrivate First Look event, farm content day, influencer gifting boxes. 417-network creators plus independent Springfield creators.
SEO and websiteOptimized landing page with interest list CTA, virtual tour embed, and evergreen blog content on the agrihood concept and farm updates.
Virtual tour3D Matterport tour on website and all listing platforms. Primary tool for remote and out-of-market prospects.
On-site and signageQR-coded site signage, branded farm stand packaging, event directional signage, model unit collateral.
Farm stand retailBranded merch for purchase on-site. Turns the farm stand into a brand touchpoint and a secondary revenue stream.
Listing platformsApartments.com, Zillow, Rent.com. Full profiles with 3D tour, professional photography, and real-time availability.
Success Metrics
What good looks like.
Pre-launch
  • 500+ interest list sign-ups before The First Harvest
  • 417 Magazine native content feature published pre-launch
  • 50+ attendees at the First Market Preview
  • 1,000+ Instagram followers before launch day
Launch
  • 300+ First Harvest attendees
  • 40 Farm-to-Table Dinner guests confirmed
  • 50+ leasing inquiries from launch events
  • 417 Magazine social coverage of The First Harvest
Momentum
  • 30%+ of lease conversions tied to event contacts
  • 15%+ of new leases from resident referrals
  • 4.5+ star Google rating maintained
Brand
  • Third Harvest nominated for Best of 417 within 18 months
  • Farm stand merch generating consistent monthly revenue
  • Valiant Group positioned as Springfield's most innovative developer
Third Harvest · Springfield, MO · Launch Marketing Plan 2026 Valiant Group · Confidential
Partnership Proposal · Valiant Group + 417 Magazine
Introducing Third Harvest. Springfield's first agrihood.
We are launching something Springfield has never had before. Third Harvest is a 110-unit residential community built around a working on-site farm, a live-in farmer, a resident produce stand, and a community event space. It is not a standard multifamily development. It is a neighborhood with a point of view. And we want to bring 417 along for the whole story.
The Property
A new kind of address.
Third Harvest is developed by Valiant Group and sits at the intersection of modern residential design and sustainable community living. 78 apartment units. 32 townhomes across 8 buildings. Five floor plans ranging from 707 to 1,847 square feet. An on-site farm tended by a live-in farmer. A produce stand open to residents. A bookable community event space. And Springfield's first agrihood concept.
110Total units
78Apartments
32Townhomes
1Live-in farmer
Why This Partnership
Your audience is our audience.
The Third Harvest renter is 28 to 45, health and lifestyle conscious, professionally established, and deeply connected to the Springfield community. They care where their food comes from. They read 417 Magazine. The overlap between your readership and our target resident is not incidental. It is the whole strategy.
Third Harvest is the kind of story 417 was built to tell. It is local, original, and genuinely new for this market. We are not asking for ad placements. We are proposing a full editorial and media partnership that gives 417 exclusive access to a story worth telling, and gives us the most credible platform in southwest Missouri to tell it on.
What We Are Proposing
A sequenced partnership across every 417 channel.
Pre-launch · Months 1 to 3
Exclusive first-look native content feature
417 gets the story first. Before any other outlet. A feature written in 417's voice about what Third Harvest is, who built it, why Springfield needed it, and what it means to live here. Published in advance of our launch to build awareness and SEO authority before The First Harvest event.
Pre-launch · Month 2
First Market Preview coverage
We would love to have a 417 presence at our private interest list preview event. 50 to 75 guests. First look at the farm, the produce stand, and the on-site activations. Content opportunity for 417 social and digital ahead of the public launch.
Launch week
Farm-to-Table Dinner · editorial access
Our private launch dinner. 40 guests including 417 editors and selected media. A private chef cooks on-site from the farm. We would like 417 to have full content access and editorial freedom to cover the dinner as a story in their voice.
Launch day
The First Harvest · co-presenting partner
Our public launch event. One day open to Springfield. Morning market, farm tours, live music, Concert on the Lawn in the evening. We would like 417 Magazine to co-present The First Harvest as the official media partner. This means 417 branding on-site and in all event promotion, social coverage the day of, and editorial coverage in the days following.
One month post-launch
Valiant Group branded content on 417 digital
A Valiant Group-authored story published on 417's digital platform. The origin story of Third Harvest, told in our voice, with 417's reach behind it. Planned for approximately one month after launch to sustain momentum through the early lease-up period.
Ongoing
Sustained print, digital, and newsletter presence
Quarterly print ads in 417 Magazine through the lease-up period. 417 Home feature on the farm design and agrihood concept. Biz 417 development feature from Valiant Group. Ongoing newsletter inclusions in Table Talk, Datebook, and House of 417 aligned with key moments. All Third Harvest events submitted to the 417 Events Calendar.
Specific Placements
How each channel serves the campaign.
Native content
First-look feature written by 417 in their editorial voice. Published pre-launch. The agrihood story, the live-in farmer, what makes Third Harvest new for Springfield.
Branded content
Valiant Group-authored story on 417's digital platform. Published one month post-launch. The developer's vision and the origin of the concept.
Print ads
Full-page launch ad. Quarterly placements through lease-up. Positioned in Home, Food, or Community sections.
417 Home
Quarterly feature on the farm design, garden plots, and agrihood living concept.
Biz 417
Development launch feature from Valiant Group. Targets the business community and professional renter base.
Dedicated e-blast
One dedicated send to the full 417 subscriber database. Timed 5 to 7 days before The First Harvest.
Newsletter inclusions
Table Talk, Datebook, and House of 417 aligned with key moments: First Market Preview, Farm-to-Table Dinner, and The First Harvest.
Events calendar
All Third Harvest events listed on the 417 Events Calendar throughout the launch campaign.
Social coverage
417 social posts and stories at the Farm-to-Table Dinner and The First Harvest. Coordinated in advance with the 417 editorial team.
Co-presenting
417 Magazine co-presenting partner at The First Harvest. 417 branding on-site and in all event promotion materials.
Influencer Opportunity
Exclusive access for 417-land creators.
We would like to work with 417 to identify 10 to 15 local creators from their network for an exclusive First Look event before public launch. A private farm tour and cocktail hour with a content embargo until launch day. When the embargo lifts, Springfield gets a simultaneous wave of authentic organic content from voices they already trust. We would also like to work with 417 to pitch the live-in farmer as a "Faces of 417-land" personality story. A genuine human interest feature that gives a face to the Third Harvest concept and earns editorial coverage that advertising alone cannot replicate.
Third Harvest · 417 Magazine Partnership Proposal · 2026 Presented by Valiant Group
12-Month Marketing Calendar
Month by month.
Three phases across twelve months. Pre-launch builds the list. Launch makes the moment. Momentum keeps the conversation going.
Month 1Pre-launch
Website
thirdharvestsgf.com launches with interest list CTA
Social
Teaser campaign begins. "Something is growing in Springfield."
Social
Behind-the-scenes site and farm content 5x per week
PR
Press release issued from Valiant Group. 417 pitched for exclusive first-look.
SEO
Google Business Profile live. Local SEO foundation built.
Email
ActiveCampaign nurture sequence active for all sign-ups
Month 2Pre-launch
Event
First Market Preview · invite only · 50 to 75 guests
Social
"Meet Your Farmer" TikTok and Reels series begins
Social
"What is an agrihood?" explainer content
417
417 at First Market Preview for content capture
PR
Pitch KY3, KOLR10, News-Leader, Springfield Daily Citizen
Email
Event follow-up email within 24 hours with leasing CTA
Month 3Pre-launch
417
Native content feature published in 417 Magazine
Influencer
Exclusive First Look event for 417-land creators · 10 to 15 guests
Social
Influencer content embargo lifts. Simultaneous wave of organic posts.
Paid
Facebook and Instagram paid campaign launches. Interest list lookalike targeting.
Influencer
Farm content day with creators. Chef demo, produce styling, golden hour shoot.
417
Submit The First Harvest to 417 Events Calendar
Month 4Launch
Event
Farm-to-Table Dinner · 40 guests · launch week
Event
The First Harvest · open to Springfield · 417 co-presenting
417
Dedicated e-blast to full 417 database 5 to 7 days before The First Harvest
417
417 social coverage of Farm-to-Table Dinner and The First Harvest
Print
Full-page ad in 417 Magazine launch issue
Virtual tour
Matterport 3D tour live on website and all listing platforms
Email
Follow-up email to all event sign-ins within 24 hours
Month 5Launch
417
Valiant Group branded content published on 417 digital platform
417
Biz 417 development feature from Valiant Group
Social
First Harvest recap content. Event photos and video.
Paid
Retargeting campaign to all First Harvest attendees and website visitors
Email
Nurture email to full interest list: unit availability and tour scheduling CTA
Listings
Apartments.com, Zillow, Rent.com fully live with 3D tour and photography
Month 6Launch
417
417 Home quarterly feature: farm design and agrihood concept
417
Pitch "Faces of 417-land" feature on the live-in farmer
Social
Farm seasonal content. What's growing this month.
Email
Monthly newsletter: farm update, produce availability, leasing milestones
Paid
Ongoing Facebook and Instagram campaign. Refresh creative with event content.
Reviews
First Google review drive from early move-ins
Month 7Momentum
Community
Garden plot giveaway campaign launches. Refer a friend, earn a season-long plot.
Farm stand
Branded merch and pantry items available for purchase at the stand
Social
5 posts per week. Farm life, resident community moments, produce stand.
Email
Monthly newsletter continues. Farm updates and community programming.
PR
Quarterly market update published on website. Pitched to Biz 417.
Month 8Momentum
417
Seasonal 417 print ad. Summer placement.
Social
Harvest season content. What's ready in the garden.
Email
Monthly newsletter. Produce availability and fall programming preview.
Reviews
Second Google review drive from growing resident base
Paid
Continued retargeting. Refresh creative with farm and community content.
Month 9Momentum
417
417 Home fall quarterly feature
Social
Fall farm content. Season transition. What's being planted for spring.
Email
Monthly newsletter. Referral program reminder and leasing update.
PR
Quarterly market update. Pitched to Biz 417.
Community
Garden plot giveaway campaign follow-up. Referral leases tracked.
Month 10Momentum
417
Seasonal 417 print ad. Fall placement.
Social
Fall farm stand content. Seasonal merch and pantry items featured.
Email
Monthly newsletter. Farm stand holiday preview and community updates.
Reviews
Third Google review drive
Listings
Refresh photography on all listing platforms with fall seasonal content
Month 11Momentum
PR
Quarterly market update. Year-end development story pitched to Biz 417.
Social
Holiday and seasonal content. Farm stand gift ideas and merch features.
Email
Monthly newsletter. Year-in-review preview and spring leasing push.
417
Best of 417 nomination awareness. Community seeding.
Paid
Holiday season paid push. Target relocators moving in Q1.
Month 12Momentum
417
Year-end 417 print ad. Winter placement.
417
417 Home winter quarterly feature. Year one at Third Harvest.
Social
Year one recap content. What grew. Who showed up. What's next.
Email
Year one newsletter. Farm highlights, leasing milestones, spring preview.
Strategy
Year two planning begins. Review metrics, refresh campaign, set new goals.
Third Harvest · 12-Month Marketing Calendar · 2026 Valiant Group · Confidential