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Farm to YouAnna Alexander Dave Koroczynsky Shannon Watson
Anthony DiPiero All ison Mitzel
Kait lyn Emery Shane Rodgers
Executive SummaryGoal: Increase current customer base
Focus: Higher income families in Poland, Boardman, and Canfield
Obstacles: Low social media presence, convenience of grocery stores, and low profile pick up locations
Marketing ObjectivesIncrease public awareness by 40%
Increase social media presence
Reach target demographic
Increase returning shareholders by 35%
Increase profitability by 25%
Increase seasonal crop shareholders by 15%
STP Strategy
STP Strategy Increased incentive to purchase luxury items, due to higher income
More health conscious
Looking for convenience
STP StrategyPrioritize value, convenience, and knowledge of where food originated
Positioning as a health conscious, organic food source
Raise brand visibility, retain membership rates, and increase market share
Campaign Objectives• Maximize our budget and target upper-middle class to upper class families in Boardman, Poland, and Canfield areas
• Utilize social media on a daily and weekly basis • Gain more “followers” on social media
• Partner with local clubs and organizations in order to gain exposure locally
Big Idea- Who?Families
Boardman, Canfield & Poland Townships.
Ability to connect & establish a relationship Healthy lifestyle Affordability Giving time back to families Variety of products available
Big Idea- How?Demographics is:
On the Go Constantly connected
Allows for Farm to You to communicate through social media
Word-of-Mouth Advertising Concerned family members Want the best for their family Best Experiences
This targeted strategy will allow for Farm to You to benefit from the reliable family-oriented customers
Creative Strategy Three steps
Purpose of the advertising Method Tone and mood
How can Farm to You drive perception?
PurposeAn aid
Complement the brand image
Goals, techniques, initiatives
MethodPromotional Mix
Media/ Communication channels
Reach the consumer effectively Importance of each method
Tone and MoodCommunicating with the consumer
Tone Friendly Supportive
Mood Wholesome Heartfelt
Create discussion
Promotional Mix Four Methods
Advertising Sales Promotion Public Relations Guerilla Marketing
AdvertisingTelevision
Radio
Social media outlets
Sales Promotion Social Media
Incentives Contests
Public Relations Grow Youngstown grows in the community
Press Releases Tours Fundraisers Cooking Classes Charity Events
Gain public interest and create involvement
Guerilla MarketingGrass Roots Campaign
Fliers Stickers Brochures
Social Media Hashtags Marketing Campaign
Media and Communication Channels
Television◦ WFMJ
Radio◦ Mix 98.9
Internet◦ Twitter◦ Facebook◦ Instagram◦ Pinterest
Media Schedule