View
102
Download
0
Category
Preview:
Citation preview
1
Table of ContentsC O N T E N T
Biographies Page 2
Executive Summary Page 6
B A C K G R O U N D
Client History, Values, & Mission Page 8
Industry Page 9
External Environment Page 10
Current Opinions, Attitudes, & Values Page 11
SWOT Page 12
T H E P L A N
Situation Analysis Page 13
Problem/Opportunity Page 14
Big Idea Page 15
Key Publics Page 16
K E Y P U B L I C S
Demographics Page 17
Georgia College Students Page 18
Georgia College Employees Page 24
SNAP Recipients Page 32
Lake Country Page 40
Additional Ideas Page 45
Calendar Page 47
Budget Page 49
Communication Confirmation Chart Page 51
Evaluation Tools & Criteria Page 53
References Page 55
2
Ben Arduino
BenArduinoiscurrentlyajuniormasscommunicationmajorwithaminorin
digital media at Georgia College & State University. He is an Eagle Scout and is from
Lilburn,Georgiawherehestartedpursuinghisinterestincreativedesigninhigh
school.Heiscurrentlyseekinginterestinvideographywherehehopestocombine
hisskillstocreateartthatisvisuallypleasingtotheeyesofmany.Benenjoys
workingwithothersandhasbeeninvolvedwiththeYoungLifeOrganizationwhere
hevolunteersasaliferolemodelformiddleschoolstudents.Hehopestofindhis
passioninacareerwherehecanbecreativeandimpactanaudiencewithstunning
designandinnovation.
3
CameronSchulte,fromLawrenceville,Georgia,isajunioratGeorgia
College&StateUniversity.Cameronisstudyingmasscommunicationandpursuing
aminorinmarketing.In2018,upongraduation,Cameronhopestopursueacareer
inpublicrelations,particularlywithanon-profitorganization.InMilledgeville,
CameronstaysinvolvedbyvolunteeringwiththeYoungLifeOrganization,working
atalocalrestaurant,andmaintainingmembershipwiththeGeorgiaCollegechapter
ofthePRSSA.Cameron’shobbiesincludepainting,meetingnewpeople,andseeing
newplaces.
Cameron Schulte
4
KaitlinGreenwayisasenioratGeorgiaCollege&StateUniversitythatis
majoringinmasscommunication.SheisfromAlpharetta,Georgiaandisexpected
tograduateinMay2017.Kaitlinispursuingthestrategiccommunicationsrouteof
masscommunicationwiththehopetoworkwithinthefieldsofadvertisingorpublic
relations.KaitlinisalsoworkingonherminorinSpanishandlivedwithafamilyin
Spainlastsummer.Kaitlin’shobbiesincludephotography,travelingandexploring
newrestaurants.
KaitlinGreenway
5
WillSlateniscurrentlyaseniormasscommunicationsmajoratGeorgia
College&StateUniversityandisalsopursuingaminorininternationalstudies.
WillIsfromRoswell,Georgiaandwasraisedwiththreesistersandasaresultcan
identifyanyRogers&Hammersteinmusicalbyjustafewlyrics.Hishobbyisplaying
guitarandrecentlyfinishedbuildinghisfirstTelecaster.Aftercollege,Willisunsure
ofwhathisfuturelookslikebuthopesitwillinvolvesomekindofwritingora
focusinPR.Will’slifelongdreamistostartaFleetwoodMactributebandandtour
aroundthePacificNorthwest.
Will Slaten
6
TheGreenMarketistheonlyproviderofnatural-homegrownproduceinMilledgevillebutalsooffers
asmatteringofotherproductssuchasmeatsandworksbylocalartists.Themarketoperatesunderareserved
paviliononHancockStreetonSaturdaysfrom9am-11am.
Despitethefriendlynatureoftheoutsideexchange,theGreenMarkethaslessthansatisfactorytraffic
wheninoperation.Thereareotherproblemspresent,however,heightenedrevenuefromincreasedtrafficcould
remedymanyofthem.Partofthereasonforthewaneinparticipantsisthefactmanypeopleareunawareofthe
market,theoperationalhoursarelimitedandtheoverallinconveniencewhencomparedtoothercompetitorsin
Milledgeville.
Thesolutionsfortheseailmentsareuniqueforeachkeypublicwehaveidentified.Thelargestdemographic
isGCstudentsandthereforewillbetargetedveryheavily.Reachingstudentswillbedoneprimarilyviasocialmedia
andoncampusadvertising.AlthoughmanystudentsareonlyinMilledgevilleforashortwhile,traditionswith
studentsbuildovertimeandoftenarehandeddown.
TheGCemployeeskeypublicismuchsmallerthanstudentshoweveritisjustascrucialifnotmore.GC
employeesspendmoremoneyongroceriesandtheywilltypicallybeinMilledgevilleforalongerperiodoftime.The
mostefficientwaytoreachGCemployeesisthroughFrontPage,socialmediaandradioads.
TheSNAPkeypublichasalottogainfromthemarketduetothe2for1discountoffered.DespitetheFresh
Foodbus,thispublichasprovendifficulttoreach.TogetthewordtotheSNAPconsumersthemarketmust
continuetostressthebenefitoffreshfoodaswellastheproximitytothelocationonHancockStreet.
Executive Summary
7
Executive Summary ThelastkeypublicisLakeCountryresidentswhoprimarilyliveoutsideofMilledgeville.Togetthis
demographicinvolveditisnecessarytostressthattheGreenMarketispartofthestandardMilledgevilleweekend,
anexperience.LakeCountryfolkmaynotbethemostconsistentcustomersduetoexternalfactorsbutthereisstill
anopportunitytobringsomeoutsidemoneyintoMilledgeville.
TheoverallgoalofthiscampaignistoincreasetrafficandrevenuefortheGreenMarketinhopesthatit
remainsinbusinessforaslongasthereareproducers.Asecondarygoal,whichwilltaketime,isthatthemarket
wouldeventuallybecomeasmuchapartofMilledgevilleasthepaintedCokeaddowntown.Theendoverallgoal
forthisplanisthatallkeypublicswilleventuallymakeitahabittoconsistentlypurchasefresh,localproducenot
becauseofpricebutbecauseofthebenefitsthatwillbepresentinallaspectsofahealthylife.
8
C L I E N T H I S TO RY, VA LU E S & M I S S I ON
The Green Market is a local sustainable farmers market in Milledgeville,
Georgia founded by Chelsea Losh-Jones. Chelsea and her husband Bobby are
owners of Babe + Sage farm in Gordon with a vision that revolves around the
idea of community. The couple’s spirit focuses on bringing people together and
making social changes where they can. In 2012, Chelsea founded the Green
Market, built upon the commitment to bring fresh, sustainably-grown food to
those
living in Central Georgia. Her efforts to bring all people of the community
together is supported by her work with establishing the acceptance of EBT and
SNAP at the Green Market, as well as piloting the Fresh Food Bus program. The
Fresh Food Bus allows community members transportation to the market at no
cost, funded by Wholesome Wave Georgia. Farmers at the market all live within
50 miles of the market, so customers can be sure that their products are local
and fresh. All of the vendors are are required to grow according to
organic standards. “Our intent was always to grow real food for real people”,
said Chelsea.
Bobby and Chelsea Losh’s journey with Babe + Sage and The Green
Market can be summed up by a line from a poem written by William Channing,
“To live content with small means, to listen to stars and birds and to babes and
sages with open heart; this to be my symphony.” This is how they live their lives
and pairs with their spirit for sustainability, social responsibility and community.
Background
9
ThelocalfarmermarketindustryinMilledgevilleisrelativelyfreefromdirectcompetitionasidefromafew
independentvendors.TheseindependentvendorsdonotusuallysellproduceatthesametimeastheGreenMarket,
howevertheydosetupastandincloseproximitytothepavilion.
ThereareotherwellestablishedfarmersmarketsinMacon,MadisonandAthensthatoperate
primarilyonweekendsandaresituatedinareasoflargerpopulation.SimilartotheGreenMarket,theseother
farmersmarketsoffergoodsthatarenotlimitedtofoodbutalsoofferotherthingssuchascraftsandartisanworks.
LocalfarmersmarketshavealwaysbeenastapleacrosstheSouthduetotheproximityofproductionaswellas
culturalvalueoffreshproduce.In2012,theGeorgiaFarmBureaufoundthat1outofevery7Georgiansworkedin
Agricultureinsomefashion(GeorgiaFarmBureau,2012).
OthercompetitionthatexistsfromlocalstoresintermsoffreshproducewouldbeWalmartandKroger.
Whilebothofthesestoresofferfreshproduceatcheapprices,theGreenMarketdoesofferauniquerangeof
producethatisgrownbyfarmersalreadyinthecommunity.
Georgiaisoneofthehighestagriculturalproducingstatesinthenationandisthenumberoneproducerof
manydifferentitemssuchaspeanutsandpecans.Becauseofthenatureofthestate’seconomy,thereisan
emphasisontheimportanceofbuyinglocalandknowingwhereyourfoodcamefrom.Also,Georgia’sclimateis
warmenoughtooftenaffordtwogrowingseasonswouldallowsformoreproduction.
AccordingtoastudydonebytheU.S.DepartmentofAgricultureinJanuaryof2015,therearemore
farmerssellingdirectlytoconsumersthaneverbefore,therevenueatfarmersmarketshasdwindled.There
wasanationaltrendoffarmersmarketgrowthintheearly2,000’sbuthassincetaperedoffbeginning
in2014(USDA,2014).
Industry
10
AlthoughMilledgevilleisrestrictedinmanywaysintermsofthediversityofbusinessesoffered,itis
hometomorethan6grocerystores.GrantedthemainstoresthatcompetewiththeGreenMarketforashareof
theproducemarketarelimitedprimarilytoWalmart,KrogerandthePigglyWiggly,thereareothernatural-food
basedstoreslocatedoutsideofMilledgeville.TheFarmviewMarketlocatedoutsideofMadisonisanexampleofa
competitorthatisoutsideoftheimmediateareaandalsoplacesanemphasisonhealthyeating.
TherearemanyfarmersmarketsinmiddleGeorgiaandsomeofthelargerpopulationcenterssuchas
MaconofAugustahavemultiplemarketsoftenondifferentdays.Manyfarmersmarketssharearchetypalqualities
suchasbeingopenairandproducer-onlybutaredifferentiatedfromtheGreenMarketduetotheamountoftraffic
garneredaswellasthenumberofproducerswhoareavailabletoparticipate.
AsimilarmarketthatishostedinMaconistheMulberryStreetMarketatTattnallSquare,which,likethe
GreenMarketisdrivenbyadesiretomakequalityfoodavailabletoeveryone.TheMulberryStreetMarkethashad
recentsuccessandisalsoproducer-only.Themarketisopenfrom3p.m.to6:30p.m.onWednesdays.
External Environment
11
C U R R E N T O P I N I O N S , A T T I T U D E S A N D V A L U E S
AseriesoffocusgroupswereconductedinOctober2016,showingthatthecurrentopinions,attitudes,
andvaluesofthepublicaregenerallypositive.Overall,manyconcludedthattheyenjoyedfarmersmarketsandthe
opportunitytopurchaselocallygrownfruitsandvegetables.Intoday’ssociety,itisbecomingaculturaltrendtoeat
organicandliveahealthylifestyle.AsaresultofthismanypeopleareintriguedbytheGreenMarket.Participants
saidthatitwasagreatmarket,withalaidbackatmosphere.
Themaindrawbackforthegeneralpublicisthelackofadvertisingandpublicity.Manysaidthattheywould
liketoattendtheGreenMarket,butoftentimestheyforgetaboutit.Itwasalsostated,thatcustomersdidnothave
agoodwayofknowingwhatwouldbeavailableforpurchaseeachweek.Peoplegenerallyrespondedwithinterest,
butwerehighlyuninformedastowhatwouldbeatthefarmer’smarket,whenthemarkettookplace,anddidnot
seeagreatneedtoattend.
Alongwithlackofpublicity,manyviewtheGreenMarketasanexpensivesourceoffood.Whengrocery
shopping,avastmajorityofMilledgevillelocalsandcollegestudentsvoicedthattheywerelookingforcheap
options.SincetheGreenMarketisallfreshandlocallygrown,thepricesaresubstantiallyhigherthanonewould
findatagrocerystorewithlowerqualityproducts.TheGreenMarketdoesselltheirproductsatagoodpricefor
thevalue,butcollegestudentsarelesslikelytobeconcernedwithqualityversusprice.Alongwiththat,college
studentshaveanegativeopiniontowardsthemarketduetothetimethatitisat.
General Public
12
SWOT Analysis
Strengths WeaknessesGoodcontactwithschool/GCSUalumna,legitimacywith
city(hasestablishedrelationship,usescity’spavilion),
qualityofproduce(organic&natural),willingnessto
adapt,cleancanvas(notmuchawareness),localfarmers
Operatingtime,geographically/physicaldistance
fromwealthierdemographics,awarenessproblems
(notknowingwhat’satmarket),cost(canalwaysget
somethingcheaperatwalmart;college/mocalnot
necessarilylookingforhealthyfood),nottraditional
grocerystore,lackofphysicallocationvisibility,parking,
flexibilityoftime,productsupply
Opportunities ThreatsExpandoutreachofsocialmedia,opportunityformore
awareness,flexibilityofschedule(laterstarttime),
sustainabilityofGreenMarket(brand--event),keeping
upwithschool(becomeinvolved),lackofactivitiesin
Milledgeville,SoundsofSouth,location(closertoDT;
DeepRootsLot),SatelliteFarmer’sMarket(research
springeventsingreensboroandeatonton),iconicfood
(thebesthotboiledpeanutsintown).
Warrenaka‘MaterMan’,Greensboro/Eatontonfarmer’s
market,Farmview,potentiallossofparticipationby
vendors(notenoughbusiness),weather(coldspring
mornings),alternateactivities(secfootball,spring
sportingevents),lackofrelationshipwithcivics,Atlanta
&Athensfarmersmarketsdrawingawayvendors
13
TheGreenMarketisalocal,sustainable,producer-onlyFarmer’sMarketinMilledgeville,Georgia.TheMarket
offersmeat,vegetables,eggs,breads,jams,jelliesandmore.Ithasbeeninexistenceforfouryears,buthasfailedtoattract
consistentcustomersaftermovinglocations.Accordingtoourresearch,thetrafficproblemissimplyduetoageneral
lackofawareness.ThereisdynamicpotentialforincreasingtheawarenessoftheGreenMarket,andthereby,increasing
traffic,whichwillleadtomorecustomers.TheGreenMarketisacooperativeoffarmersfromwithinMiddleGeorgia
thatiscommittedtoprovide“land-to-hand”servicetotheresidentsoftheLakeCountry.TheMarketisheldeverytwo
weeksonSaturdaysfrom9a.m.-NoonatthePavilion(222E.HancockSt.).TheMarketofferspaymentthroughcashor
electronicmeans(credit,debit,EFTorSNAP).SNAPusersreceive$2worthofgoodsforevery$1theyspendwithSNAP
currency.TheMarketalsooffers“TheFreshFoodBus,”aminibusthattakescustomerstoandfromthemarket.Ithas
fiveotherstops(WrayHomes,theBoysandGirlsClub,ArtsandSciences,HarrisburgCenter,andWestCampus)andhas
servicefrom9a.m.untilthelastdropat1:10p.m.Itcurrentlyhasbeenfeaturedinlocalmagazines,ithasawebsite(http://
greenmarketmilledgeville.weebly.com/)andthreesocialmediaaccountsitmaintains(Facebook,Twitter,Instagram).
TheGreenMarketmustpaya$50feeeverytimethespaceisusedtotheCityofMilledgeville.Thismustbe
collectedfromtheattendingfarmers.TheCityofMilledgevilledictatesthetimesanddaysofthesite’savailabilitywhich
doeshavethepotentialtorestrictthemarketinthefuture.Theselectionofproductsandfarmersparticipatingcanvary
fromweektoweek,therebylimitingthereliabilityofcustomertrafficandreciprocalservice.Despitetime,location
andfinancialconstraints,theprimarychallengeisawarenessbutalsomakingsurepeoplebegintoassociatethe
GreenMarketwiththepre-existingculturalfabricofMilledgeville.Milledgevilleitselfisveryspacedout
andmostofthegroceryoutletsareafewmilesawayandrequiredriving,whilemostGeorgiaCollege
students(primarilyunderclassmen)havemealplansredeemableattheschool.Whilemany
GeorgiaCollegestudentsdogohomeontheweekend,thereisstillasubstantialamountof
studentswhospendmostoftheirschoolyearweekendsinMilledgeville.TheMarkethas
anadvertisingbudgetof$2,000forthiscomingSpringandwillbeusedstrategically
toachievetime-boundobjectivesintermsofspreadingawarenessand
continuingtheGreenMarketsmessageofhealthyliving.
Situation Analysis
14
Problem/Opportunity
P ROB L EM
T H E M A I N C O N F L I C T D I R E C T LY T H R E A T E N I N G T H E C O N T I N U E D
E X I S T E N C E O F T H E G R E E N M A R K E T I S T H E C U R R E N T L A C K
O F E X P O S U R E I N T H E C O M M U N I T Y A S W E L L A S A L E S S - T H A N
S A T I S F A C T O R Y A M O U N T O F F O O T T R A F F I C O N D A Y S O F
O P E R A T I O N
O P P O R T U N I T Y
M I L L E DG E V I L L E ’ S L AC K O F COMP E T I T I ON W I T H I N T H E A R E A
P ROV I D E S A N O P PO RTUN I T Y F O R T H E G R E EN MA R K E T TO
R A I S E AWAR EN E S S A ND R E ACH I T S K E Y P U B L I C S B Y I M P L E -
M EN T I NG N EW TAC T I C S .
15
The Green Market is here to give the people of Milledgeville,
a local shopping experience, that provides the freshest and
most unique products.
“From Farm to Family.”
Big Idea
16
Key Publics
1
4
3
2
G E O R G I A C O L L E G E S T U D E N T S
G E O R G I A C O L L E G E E M P L O Y E E S
S N A P R E C I P I E N T S
L A K E C O U N T R Y R E S I D N E T S
17
Demographics
18
DEMOGRA PH I C S
Outofthe430respondentsthatidentifiedthemselvesasstudents,theaverageagewas20yearsold,thegender
wasprimarilyfemaleandtheraceisnearly95%white.Mostofthestudents(62%)livewithintheMilledgeville
31061zipcode.
Theaveragedistancefromdowntownforthisdemographicisaround3.5miles,butarewillingtodrivenearly9miles
forgroceries.Theaveragedollaramountspentongroceriesperweekis$50.GCstudentsaretheheaviestsocial
mediausersaswellasoneofthelargestkeypublicsfortheGreenMarket.Becausesomanystudentsliveinclose
proximitytodowntownitisimperativethatsocialmediabecapitalizedonandhaveaconsistentpresenceonlineas
wellasinthelocalbusinesses.Themosteffectmeansofreachingstudentswillbepostsafter5p.m.inconjunction
withpremeditatedpoststhatadvertisewhattheMarketwillbedoinginthefuture.
Thekeyselfinterestsofthisdemographicareconvenienceandthepricepointoftheproduce.ManyGeorgia
Collegeupperclassmenstudentsstayintownontheweekendsespeciallyinthespringwhenfootballisnotin
season.Onefacetofthedataanalyzedisthefact9a.m.inrelativelyearlyforstudentstobeconductingbusiness
aroundtown.Also,9a.m.isbeforemanyofthebusinessesdowntownopen,thuslessfoottrafficinthedowntown
area.
Georgia College Students
1
19
GOA L S & O B J E C T I V E S
OurgoalistocreateacultureforaneedandwanttoattendtheGreenMarket.
OurobjectivesaretoincreasestudenttrafficattheMarketby15%bytheendofthe2017springsemester
IncreaseInstagramfollowerbaseby25GCstudentsbytheendofJanuary2017andtoincreasepremeditated
promotionaleffortspriortothemarketopeningbyaminimumof24hours.
M E S S AG E S
P R IMA RY
JumpstartyourweekendwiththeGreenMarketwhereweofferavarietyofhealthyfoodsatyourconvenience.
Experiencethefamily-farmcultureeveryweekendwithus.
S E C O N D A R Y
TheGreenMarkethasadiverserangeoflocalproduceandartisanalgoodslocatedintheconvenientlocationof
downtownMilledgeville.WearetheonlymarketincentralGeorgiathatrequiresourfarmerstogrowtheirfood
according to organic standards.
Georgia College Students
20
S T R A T E G I E S
ShowGeorgiaCollegestudentsthroughsocialmediaandoncampusadvertisingthattheGreenMarketisworth
attendingonSaturdaymorningsduetotheexperienceitwillprovideandthefreshnessanduniquenessofproducts.
Promotethefarmer’smarketasatraditional,localevent,wheretheycanseefreindswhileenjoyingMilledgdeville.
Georgia College Students
21
Georgia College StudentsT A C T I C S
- Follow active opinion leaders
Opinionleadersonacollegecampusarerelativelyeasytofindandoftenhaveapresenceonsocialmedia.Thiswill
helpindisseminatingmessages.
- Increase online user engagement (giveaways, followback deals, coupons)
Itwillnotbeenoughtosimplyreachstudentsonsocialmedia,theremustbesomesortofinteraction.Thiswould
bestbedonethroughgiveawaysandfollowbackdealsofsomesort.
- Use Hootsuite to help plan cross platform social media posts during high traffic and at least 24 hours before big
events/markets
Itisveryimportantthatthesocialmediabeconsistentandthatitallowspeopletimetomakethechoicetoattend
themarketaheadoftimePostsonsocialmediaafteraneventhasalreadystartedisgreatbutdoesnotincrease
trafficinthatmoment.
-Change market time to afternoon (cold spring mornings and late wake up time for students)
Dataindicatedthatstudentsliketheideaofafarmer’smarketaswellfreshfood.However,studentsalsoexpressed
misgivingsabouttheearlymorninghoursofoperationforthemarket.
22
Georgia College StudentsT A C T I C S
- Keep a running calendar of Downtown events and post flyers in businesses to increase reach.
DowntownhasthemostfoottrafficinMilledgevilleandisveryaccessible.Asimplecalendarofeventsdowntown
willmakeiteasiertoknowwhentoplaceflyersaroundformaximumexposure.
- Hand out free samples at bus stops
ManystudentsusetheGCshuttlesystemfortransportationwhichmeansitiseasytopredictwherestudentswillbe
congregatedforamomentoftime.Handingoutsomeformofsamplecouldbeaneffectivewaytoadvertiseaswell
asgainapersonalconnection.
Fromourresearch,wecanseethatthebestwaytopromoteGreenMarketcontentisoversocialmedia.Itmaybein
theGreenMarket’sbestinteresttoadjustthehoursofopperationtoaccommodatetothestudent’smostpopular
timetoshopasyoucanseeinthegraphs.
23
Georgia College StudentsT A C T I C S
- Host fun event in The Nest of Blackbird for students to engage with brand
Blackbirdisverypopularwithstudentsandisrelativelyopenwiththeuseoftheirdownstairsspace.Aneventof
somesortinthespacewouldbeagoodavenueforstudentsandotherlocalstoconnectwiththemarketinamore
social environment.
- Place signs at bus stops where the Fresh Food Bus Stops
Partofthebudgetwillgotocolorpostersthatwillbeplacedatbusstopswherethefreshfoodbusmakesits
rounds.ThestopsonGCcampusshouldhaveaposterwithanadaswellastimesthebusarrivesanddeparts.
- Utilize the Story function on Instagram during the times of the market to broadcast live happenings and
reminders
Instagramisverypopularwithstudentsandthestoryfeatureallowstheusertogivealookintoapersonal
window.Studentswillrespondtoconsistentpostsoninstagramaswellasbuyintothemarketsmission.Thestory
featureallowstheGreenMarkettoshowasidemostpeopledonotgettoseesuchasproductionorthegeneral
responsibilityofrunningafarm.
24
Georgia College EmployeesDEMOGRA PH I C S
Outofthe86respondentsthatidentifiedthemselvesasGeorgiaCollegeemployees,theaveragewas24yearsold,
thegenderwasprimarilyfemale(65%)andtheracewasamajority87%white.Themajorityoftheemployees(72%)
livewithintheMilledgeville31061zipcode.
Theaveragedistancefromdowntownforthisdemographicisaround6miles,butarewillingtodriveabout9miles
forgroceries.Theaveragedollaramountspentongroceriesperweekis$64.TheGeorgiaCollegeemployeesare
avidusersofsocialmediaintheevenings.SincetheylivejustasclosetodowntownMilledgevilleasstudents,they
havethepotentialtobecomeanimportantkeypublictohelpgrowthebusinessoftheGreenMarket.Themost
effectivewaytoreachthispublicisbypushingonlineadsthroughtheGreenMarket’ssocialmediaontheplatforms
thatareheavilyusedbytheemployeesduringthetimestheyusethemmost.
Thekeyselfinterestsofthisdemographicarethepricesoftheavailableselectionofgoodsthatareforsaleandthe
daysoftheweekthattheGreenMarketisopenforbusinessbecausethetimeittakesthemtoshopanddriveto
buygroceriesisveryimportanttothem.ThemajorityofthesurveyedGeorgiaCollegeemployeesusuallyspendtheir
timeshoppingontheweekendsbetween3and5p.m.or5p.m.andlater.
2
25
GOA L S & O B J E C T I V E S
ThegoalforourGeorgiaCollegeemployeesistoincreasesalesfromGCemployeesandcreateaconsistent,active
customer base.
OurobjectivestohelpachievethegoalistoenticemoreGCemployeestoattendthemarketgaining5-10loyalcus-
tomersbyMay2017.WealsowouldliketoexpandadvertisingreachtoemployeesbypromotingtheGreenMarket
throughatleastonenewchannelbythebeginningofthesemester.
M E S S AG E S
P R IMA RY
TheGreenMarketisanuntappedandunderappreciatedlocalresourcethatprovidesahigherqualityofproduceas
wellasawelcomingenvironment.
S E C O N D A R Y
TheGreenMarkethasbeencontinuallysupplyingtheMilledgevillecommunitywithfreshproducesince2012and
offersexcellentcustomerservicewithfriendlyvendors.
Georgia College Employees
26
Georgia College EmployeesS T R A T E G I E S
-ConvinceGeorgiaCollegeemployeesthroughsocialmediaandcampuscommunicationthattheGreenMarket
shouldbetheirsourceoffreshgroceries.Thiswillsatisfytheemployees’desiretobuylocalandsupportsocieties’
healthinitiatives.
27
Georgia College EmployeesT A C T I C S
- Use monetary incentive such as percentage off for GC Employees
Priceisoneofthemostimportantvaluesforthiskeypublic.Targetingtheselocalmemberswithreasonablepriced
foodthatorganicandfreshwillsparkinteresttoattendtheGreenMarketmoreoften.
28
Georgia College EmployeesT A C T I C S
- Implement advertising in Georgia College’s Employee Newsletter “Front Page”
38.6%oftheemployeessurveyedusesocialmedia.ThisisthemostusedmediasectionforthisgroupandFront
PageisasystemalreadyinplacetocontacteveryfacultymemberofGeorgiaCollege.Usingthissystemwillallow
freeandeasyaccesstosendoutadstotheentirefaculty.
29
T A C T I C S
- Promote the Green Market through social media platforms that GC Employees regularly use such as: Facebook,
Instagram and Snapchat starting 2-3 days before the market in the evening from 5 p.m. and later.
ThetopthreemostusedsocialmediasitesusedbytheGeorgiaCollegeEmployeesareFacebook,Instagramand
Snapchat.Ourdatashowsthatthesethreesocialmediaplatformsareusedthemostduringtheeveningfrom5p.m.
andlater.54%ofthepeoplesurveyeduseFacebookat5p.m.andlater.57.8%ofthepeoplesurveyeduseInstagram
from5p.m.orlater.50.6%ofthepeoplesurveyeduseSnapchatfrom5p.m.andlater.
Georgia College Employees
30
Georgia College EmployeesT A C T I C S
- Use mass media ads to air on the Friday morning and evening drive times before the weekend of the market.
AnotherLargeportionofmediathatisconsumedbyGeorgiaCollegeEmployees,istheradio.Creatingashort30
secondaudioadvertisementtoplayonthepopularlocalradiostation,97.7,duringFridaymorningandevening
commutetimeswillallowtheGreenMarkettopromoteitsbusinessadayinadvancetohelpbuildmoreawareness
especiallywhenSaturdayandSundayarethetwomostpopulardaystoshopforgroceriesinthiskeypublic.
31
T A C T I C S
- Partner with Blackbird Coffee Co. and use part of the budget to make coffee sleeve stickers with the Green
Market logo. The morning of the market place the stickers on the first 100 coffee sleeves.
OurgroupproposedthisideaasacheapwaytobrandandhelpspreadtheimageoftheGreenMarketwastomake
coffeecups,sleeves,orstickersforthecoffeeatblackbird.Eachcustomerwillbehandedanadvertisementafter
orderinghisorherdrink.
Georgia College Employees
32
DEMOGRA PH I C S
Outofthe63respondentsthatidentifiedthemselvesasSnaprecipientstheaverageagewas38yearsold,the
genderwasprimarilyfemale(63%)andtheracewasamajority64%black.ThemajorityofSnaprecipients(81%)live
withintheMilledgeville31061zipcode.
Theaveragedistancefromdowntownforthisdemographicisaround10miles,butarewillingtodriveabout14
milesforgroceries.Theaveragedollaramountspentongroceriesperweekis$108.TheSnaprecipientsarenotvery
activeusersofsocialmedia.HoweverwhentheydousesocialmediaitismostlikelytobeTwitterinthemornings.
WiththeEBTdoublingsysteminplaceattheGreenMarket,themarketcanbecomeanexcellentalternativeto
customersusingSNAP.Iftheawarenessisincreasedamongthiskeypublic,theycanbecomeavaluableloyal
customerbasefortheGreenMarket.Themosteffectivewaytoreachthispublicisthroughtheradio,andwordof
mouth.CreatingvisualsandhandoutswillaidinthespreadofbuzzabouttheMarketandincreasetheamountof
visitorswhoattend.
Thekeyself-interestsofthisdemographicincludethepricesoftheavailableselectionofgoods,thetypeofgoods
thatareandthedistancethattheGreenMarketisinrespecttowheretheylive.Snapuserswanttobeabletogetas
muchfoodthattheycanforthelowestpriceinonetripsothattheydonnothavetomakefrequentvisitstothe
grocerystore.ThemajorityofthesurveyedSNAPrecipientsusuallyspendtheirtimeshoppingonSundays
andMondaysbetweenthehoursof3p.m.to5p.m.
SNAP Recipients
3
33
GOA L S & O B J E C T I V E S
OurgoalforSNAPRecipientsistoincreasetheamountofloyalcustomerstogainwordofmouthpromotionandlet
themknowthattheGreenMarketisahealthyandaffordableoption.
Ourobjectivesaretogain5to10consistentloyalSNAPcustomersoverthespringseasoninhopesofaidingwith
wordofmouthreachandtopursuerelationshipswithlocalorganizationsinthecommunitythathaveabroadbase
ofsupportandparticipation.
M E S S AG E SP R IMA RY
TheGreenMarketoffersauniquerangeoflocalfarm-grownproduceataffordablepricespairedwiththe
convenienceofitsdowntownMilledgevillelocation.
S E C O N D A R Y
Accessibilitytoabalancedandhealthydietiskeytoahealthierlifestyle,thisiswhytheGreenMarketdoublesSNAP
benefitsusedatthemarket.
SNAP Recipients
34
S T R A T E G I E S
-ConvinceSNAPrecipientsthattheGreenMarketisagoodsourceforqualityfoodfortheirfamilythroughtradi-
tionaladvertisementsandrewardsprograms.SNAPrecipientsaremotivatedbyprice,thereforepromotingrewards
andbenefitswillbemostuseful.
SNAP Recipients
35
T A C T I C S
- Create reward/promotion system for referring people to the Green Market. SNAP users will be given an
additional discount (at Chelsea’s discretion) for referring a friend, Fresh Rewards.
SnapuserswillbeencouragedtobringafriendwiththemtotheGreenMarketthattheyhavereferredinorderto
receivethediscount.ThiswillbringmorecustomerstotheGreenMarketandincreasetheawarenesswith“buzz”or
“wordofmouth”.
SNAP Recipients
36
T A C T I C S
- Place Fresh Food Bus graphic poster at the locations where the Fresh Food Bus stops (Wray Homes, Boys & Girls
Club, Arts & Sciences, The Green Market, Harrisburg Center, and West Campus).
ByplacingpostersattheselocationspeoplewillbecomemoreawarethatitisastopfortheFreshFoodBus.The
posterprovidesinformationontheSnapdoublingbenefitsandprovidestheotherlocationsforpeopletoseeif
thereisastopclosertowheretheylive.Thiswillsparkinterestforthosewhoseeitwhilepassingthelocation.
SNAP Recipients
37
T A C T I C S
- Use the social media outlet Twitter to make posts about the Green market and inform customers that the Green
Market accepts and doubles SNAP dollars.
ThemajorityofSNAPusersreportednotusingsocialmedia.However,ofthesocialmediaplatformsTwitterwas
listedastheirmostusedformofSocialmedia.Tweetsdirectedatthiskeypubliccanincludeagraphicthatexplains
inaverysimplewayhowEBTdoublingworks.Thegraphiccanbetweetedasareminderafewdaysbeforetheday
ofthemarketbetween6a.m.-11a.m.,whenSNAPusersaremostfrequentlyonTwitter.
SNAP Recipients
38
SNAP RecipientsT A C T I C S
- Create an ad to play on on local radio station 97.7 to air on the Friday morning and evening drive times before the
weekend of the market.
AportionofmediathatisconsumedbythosereceivingSnapbenefits,istheradio.Creatingashort30-secondaudio
advertisementtoplayonthepopularlocalradiostation,97.7,duringFridaymorningandeveningcommutetimes
willallowtheGreenMarkettopromoteitsbusinessadayinadvancetohelpbuildmoreawarenessespeciallywhen
SaturdayandSundayarethetwomostpopulardaystoshopforgroceriesinthiskeypublic.
- Print handouts of the EBT doubling system and distribute at locations around Milledgeville communities near
Wray Homes, Boys & Girls Club, and the Harrisburg Center.
ByengaginginpersonalencounterswithSNAPrecipientswecanbridgethegapofdisconnect.Handingoutflyers
allowsthecustomerstospeakdirectlywithsomeoneaboutanyquestionstheymighthaveandoffersthechance
toreceiveaclearexplanationofthebenefitsofattendingthemarket.Theflyerwilllaterserveasareminderto
potentialcustomerstovisittheGreenMarketwhentheyreviewitandcanbeeasilyhungonsomeone’sfridge
wheretheycanseethedatesandtimesofthemarketintheirhomes.
39
S T R A T E G I E S & T A C T I C S
- Distribute handouts at local churches located in the south side of Milledgeville to include in their Sunday bulletins
both paper and online. (Baptist Church of Hardwick, Grace Baptist Church, Freedom Church, Flagg Chapel Baptist,
First Baptist Milledgeville)
LocalchurcheslocatedinareaswhereSNAPuserstendtoresidewouldbeagreatwaytogetawarenessouttothe
public.ThoseattendingthechurchcanhaveafriendlyremindertovisittheGreenMarketintheirSundaybulletin
providinginformationonthequality,priceandfreshnessoftheproductsatthemarket.SNAPusersreporton
buyingpredominantlymilk,eggs,breadandvegetables.Thehandoutcaninformthereadersthattheseproductsare
offeredattheGreenMarketatanaffordablepriceandarethehealthiestversionsoftheseproductsthattheycan
get.
SNAP Recipients
40
DEMOGRA PH I C S
Outofalloftherespondents,210madeupthe“LakeCountry”public.Ofthese210,theaverageagewas44.The
majorityoftherespondentswerewhite(68%),females(75%).TheLakeCountryencompassedmanydifferentzip
codes,rangingfromMilledgevilletosurroundingcities.
Incompletingresearch,thisdemographicwasdefinedasresidentswholivedatleast10milesorfurtherfrom
downtownMilledgeville,mostlikelyincommunitiesonLakeSinclairorLakeOconnee.Theaveragerespondentlived
30milesfromdowntownMilledgeville,andwouldbewillingtodriveanaverageof12milesforgroceries,making
themadifficultpublictoreach.Althoughdistanceisachallenge,respondentsclaimedthatsocialmediawastheir
mostreliablesourceofmedia(33%).Therefore,targetingthemthroughFacebookandInstagramcouldbridgethe
communicationgap.
Onaverage,theserespondentsspend$78pertriptothegrocerystore.ThiswouldmaketheLakeCountryresidents
avaluablepublictohavebecausetheycouldpotentiallybringalotofrevenue.Alongwiththat,theserespondents
areself-interestedinhavingthebest,highestqualityproductsfortheirfamily.Webelievethatbymarketingthe
freshnessanduniquenessoftheproducts,thefamilieswithmoredisposableincomewillbemoreexcitedtoinvest.
Theopinionleadersinthispublicarethe“stay-at-home”mothers.Byappealingtotheirwanttoprovidethebest
fortheirfamilies,webelievetheycouldbeavaluableassettotheGreenMarketcustomerbase.
Lake Country
4
41
GOA L S & O B J E C T I V E S
Ourgoalsforthiskeypublicistocreateamoreappealingenvironmentandselectiontocatertothewantsand
needsofthosewithhigherdisposableincomeaswellasmarketingtheproductsandproduceasuniqueitemsthat
cannotbefoundattypicalgrocerylocationsasfreshastheGreenMarket
OurobjectivesaretocraftstrategicmessagesdirectedtoLakeCountryresidentsinordertoincreasesocialmedia
engagementbyendofthespringseasonandtogain10newsubscriberstojointhenewslettermailinglist.
M E S S AG E SP R IMA RY
ShopwiththeGreenMarkettoensurethesafestandhealthiestfoodsforyourfamily.
S E C O N D A R Y
TheGreenMarketistheonlymarketinCentralGeorgiathatrequiresitsvendorstotogrowaccordingtoOrganic
standards.
Lake Country
42
S T R A T E G I E S
-PersuadeLakeCountryresidentstocometotheGreenMarketthroughpromotionviasocialmediaandonline
newsletter.Milledgevilleresidentswithahigherdisposableincomearehighlymotivatedbyhavingthebestbrands
andhighestqualityproducts.Byhighlightingthefreshnessanduniquenessoftheproductsatthemarketand
appealingtomothers,theLakeCountryresidentswillbemorelikelytobuytheseproductsfortheirfamily.
Lake Country
43
T A C T I C S
-Post on social media prior to the day of the market.
Respondentssaidthattheymostregularlycheckedsocialmediaoutlets,suchasFacebookandInstagraminthe
evenings,5p.m.orlater.Byadvertisingthemarketonweeknightsleadingupthemarket,wearemorelikelytoreach
thispublic.
Lake Country
44
T A C T I C S
- Open at least one hour later during the Spring season.
Theweatheronaspring,morningissomewhatcoldandcouldprovetobeaturn-offbymany.Familiesaremore
likelytomakeatripiftheconditionsarepleasant.
- Share Newsletter sign-up through Facebook.
Bysharingthenewslettersign-upviasocialmedia,theGreenMarketcouldgainmoresubscribers.Themailinglist
offersamenuofitemsthatwillbeprovidedatthemarket,whichissomethingthatkeypublicmentionedasbeingof
importancetothem.Inthenewsletter,itwouldalsobeimportanttoexplainthebenefitsoffreshfruitsand
vegetables.Alongwiththat,onecouldincludehealthyrecipesthatcanbemadefromtheproductsforthefamily.
- Search residents who live in Greensboro area and invite them to like the Green Market Facebook page.
Ofthe210respondents,176claimedtouseFacebook.Inordertocapitalizeonthiscommunicationchannel,we
plantosearchLakeOconeeandLakeSinclairresidents.ByfollowingpeopleonFacebook,wehopetogainfollows
back,whichwouldinturnleadtoengagement.Bypostingannouncementsofthemarketandselectionofupcoming
goods,followerswouldbewellinformed.Inconductingfocusgroups,theirmaincommentswerethattheywere
uninformedaboutthemarket.ByboostingFacebookengagementwiththispublic,theycouldbecomemore
activeparticipants.
Lake Country
45
Additional Ideas
46
AdditionalideastopotentiallyboosttrafficandexposureoftheGreenMarketarecomingupwithastapleproduct
tooffer,changingthelocationortopossiblychangethetimes.Thefirsttacticofcomingupwithastapleproductis
twofold.ThefirstreasonwouldbetopullinpeopletravellingthroughMilledgevillethatotherwisewouldnotstop
attheGreenMarket.Thesamepasserbythatmaylikethestapleproduct,let’ssayitisboiledpeanuts,maynotbe
thesamepersonthatwouldnormallystopatafarmersmarketonaSaturdaymorning.Thesecondgoalofastaple
productisthatanestablishedconsistentproductthatisuniquetotheGreenMarketwouldgeneratereturning
customersfrompre-existingclientelebase.
Whilewerealizetheimportanceofthecurrentlocationwherethemarketisheld,keepinganopenmindabout
potentiallymovingtheGreenMarketclosertodowntowncouldbeprofitable.TheparkinglotwheretheDeepRoots
festivalisheldisclosertofunctioningbusinessesandisalargerspace.Onefinalideawesuggeststrictlyduetothe
dataofallkeypublicsisthatmanypeopledonotactivelyshopat9a.m.inthemorning.Obviouslythisisthebest
timeatpresentfortheGreenMarkettooperateasitisalreadyfunctioning.However,changingtimesorextendingit
couldallowtheGreenMarkettopotentiallyreachmorepeople.
Additional Ideas
47
Calendar
Calendar
49
Budget
Budget
51
CommunicationConfirmationChart
53
Evaluation Tools& Criteria
54
Evaluation ToolsInordertoevaluatetheeffectivenessofthiscampaignfortheSpring2017,wewouldusethefollowmeasurements
ofreach.TheplanwouldbeevaluatedatthebeginningofJune,whichwouldconcludetheSpringseason.
F I R S T M E A S U R E R E A C H :
-Werealltheadvertisementsplacedasplanned?
-Waseverypublicreachedthroughatleastonemediachannel?
S E C O N D M E A S U R E T R A F F I C :
-Didwebsitetrafficincreaseatalloverthespanof5months?
-HowmanynewfollowersonInstagramandFacebookweregainedperpublic?Weretheobjectivesforthesesocial
mediamet?
-Didwereachtheobjectiveofnewnewslettersubscribers?
T H I R D M E A S U R E C O N V E R S I O N O F T R A F F I C T O L E A D S :
-Didsocialmediaengagementincrease(likes/comments/shares)?
-DidoverallattendancetotheGreenMarketincrease?
F O U R T H M E A S U R E C O N V E R S I O N O F L E A D S T O C U S T O M E R S :
-TracksalesfromthebeginningofSpringseasontotheend.
-TrackamountofSNAPandEBTusedatGreenMarket
F I F T H C O M P A R E C O N V E R S I O N R A T E S O F D I F F E R E N T T A C T I C S :
-Identifywhichkeypublicshadthelargestamountofnewcustomersinordertodetermine
whichtacticsworkedbest.
55
References
ReferencesG.(n.d.).Agriculture-$74BillionIndustry.Retrievedfromhttp://www.gfb.org/aboutus/georgia_agriculture.html
Losh-Jones,C.(n.d.).TheGreenMarket.RetrievedDecember1,2016,from
http://greenmarketmilledgeville.weebly.com
NewDataReflectstheContinuedDemandforFarmersMarkets.(n.d.).Retrievedfrom
http://www.usda.gov/wps/portal/usda/usdahome?contentid=2014/08/0167.xml
Inc.,H.M.(n.d.).Home.RetrievedDecember05,2016,fromhttps://hootsuite.com/
StateExportsfromGeorgia.(2015).RetrievedDecember1,2016,from
https://www.census.gov/foreign-trade/statistics/state/data/ga.html
VistaPrint(n.d.).RetrievedDecember05,2016,fromhttp://www.vistaprint.com/
Zazzle|PersonalizedGifts,CustomProducts&Décor.(n.d.).RetrievedDecember05,2016,from
http://www.zazzle.com/
Recommended