Dane County Farmers’ Market On the Square Integrated Marketing Communication Plan.
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Transcript of Dane County Farmers’ Market On the Square Integrated Marketing Communication Plan.
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Dane County Farmers’ Market
On the SquareIntegrated Marketing Communication Plan
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Overview and Current SituationSTP AnalysisCompetitive AnalysisIMC Goals and ObjectivesThe Big IdeaTactics
Summary
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Largest producer-only farmers’ market in the nation300 vendors; 150 vendors on Capitol Square, every
SaturdayAll vendors are from Wisconsin20,000+ visitors every SaturdayOutdoor (Summer) market: April-November Indoor (Winter) market: November-MarchTop-down marketing budget: $3000
Overview of DCFM
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One staff member (Larry Johnson, market manager)
Friends of the DCFM(Non-profit support organization)
Key players
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Market attendance is up, but per person spending is down
No distinction between “Dane County Farmers’ Market” and farmers’ markets in Dane CountyOr between the official market & surrounding
vendorsAwareness of the Dane County Farmers’ Market, but
lack of awareness about its values and missionNo brand consistency or strategic marketing
The Problem
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Current Brand Image
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GROWTH of the BASKET
Increase use of the DCFM as a food resource- More than a social event -- More than a nice walk -
- More than a delicious pastry -
Strategic Imperative
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Geography: Hometown, Proximity to Madison (WI residents only), State, International vs. Domestic
Demographics: Age, Gender, Income, Ethnicity, Family Size, Marital Status
Psychographics: Personality Traits, Motivations, Lifestyle, Values (e.g. “Provider Personality”)
Benefits: What Consumers Seek/Receive, Usage Occasions, Usage Rates, Loyalty…
Usages: Pareto Principle: “The 80/20 Rule”, New vs. Old, Heavy vs. Light …
SegmentationVariables
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Arial View of the Capitol
The Provider
The Believer
The Explorer
The Flutterer
The Trendsurfer
SegmentationProcess
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DRIVEN
NURTURING
RESPONSIBLE
RESPONSIBLE
ASTUTE
WELCOMING
The Provider
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CONNECTEDCOMMUNAL
The Believer
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WONDERWANDER
DISCOVER CONSIDER
PONDER
ORDER
The Explorer
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FOLLOWING HOVERING
The Flutterer
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ENTHUSIASTICPLUGGED-IN
The Trendsurfer
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Provider, Good
Person
Support Local Industry, Environmentally
Conscious
Social Gathering, Interaction, Saturday Event, Tourist Destination
Sustenance, Provisions
Hierarchy of Needs
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Friendly
Brand Personality Thoughtful
Helpful
Trustworthy
Proud
HealthySocial
Hardworking
Neighborly Natural
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Provider
Brand Personality Believer
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Market BoundariesCompetitor Competes on: Positives Negatives Target Customers
HyperMarkets
Price, Availability,
Convenience
One Stop
Shopping
Convenience,
Flawless Produce
Non-local
Produce, Lack of
Freshness
Price Sensitive,
Convenience-seeking
Regional Markets
Price, Availability,
Convenience
One Stop
Shopping
Convenience,
Flawless Produce
Non – local
Produce, Lack of
Freshness
Price Sensitive,
Convenience-
Seeking
High End Grocery Markets
Freshness, Quality,
Organic
Organic Produce Price Affluent, College-
educated, Interested
in Organic Produce
Local Roadside Market
Value, freshness,
locality
Locally grown,
Organic, Seasonal
Produce
Convenience,
Availability
Interested in
Natural/Organic
Produce, Local
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Competitor Analysis:Perceptual Map
Local
Value
Organic
Unblemished
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CH
EESE
/YO
GU
RT
ME
ATSE
GG
S &D
AIRY
VEGETABLES, FRUIT &UNPROCESSSED FOODS
FLOWERS & GIFTS
CH
EC
KOU
T
FROZEN FOODGUM, MAGS &MISCELLANEOUS
SODA & PROCESSED SNACK FOODS
PAPER & CLEANING ITEMS
BREADS, CEREALS & BAKING NEEDS
CANNED GOODS
CARTS
Consideration Set
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Who: “Providers” and “Believers”“Those who care enough to seek out the very
best, to better serve and share with the ones they love.”
What: Safe, high-quality, local foodWhy:
Producer-only marketWisconsin vendors onlyAccessible knowledge & expertise of producersFreshest food available for purchaseFDA approved, safety assured by market
manager
PositioningStatement
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Communicate DCFM brand and value proposition
Establish DCFM in set list of grocery shopping
IMC Goals: Cognitive
DCFM
Groceries
Pastries
Social
Event
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Increase communication between vendors and customers at the market
Increase visits per person per yearIncrease dollar amount spent, per person per
visitIncrease number of e-newsletter subscribersIncrease Wednesday market attendance
IMC Goals: Behavioral
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Know your Farmer. Know your Food.
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AdvertisingBrand integrationSponsorshipProduct placement Public relationsPromotionsPersonal SellingSocial MediaDatabase Programs
Tactics
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Advertising, $2620
Promotions, $40
Personal Selling, $340
Total Budget: $3000
Budget
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Plan: Isthmus’ Daily Page online rotating banner ads
ObjectivesCognitive: Communicate value of vendors’
productsBehavioral: Increase number of visits per
person/per yearBudget: $1820
$260/mo. for 7 months Evaluation
Awareness of value propositionNumber of visits per person/person
Tactics:Advertising
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Isthmus rotating four-panel online banner ad
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Window decal for vendors and restaurants
Street banner
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Plan: Website redesignObjectives
Cognitive: Establish DCFM in consideration set of grocery shopping
Behavioral: Increase communication between customers and vendors
Budget: Free! (volunteers love DCFM)Evaluation:
Number of visits per person per yearClick-thru to “Get to Know your Farmer”
Tactics:Brand Integration
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Plan: Distribute press releases, media advisories, & feature stories to local media outlets
ObjectivesCognitive: Awareness of brand & value
proposition Behavioral: Increase dollar amount spent per
person per visitBudget: Free!Evaluation
Open-cost rate, distributionDollar amount spent per person
Tactics:Public Relations
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Plan: Punch cards & Canvas tote bagObjectives
Behavioral: Increase communication between customers and vendors at the market
Behavioral: Increase Wednesday market attendance
Budget: $40$40 for printing and supplies
EvaluationNumber of Wednesday attendeesNumber of punch cards redeemed
Tactics:Promotions
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Business-card sized punch card
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Plan: YouTube Channel, Flickr photostream, Facebook
Objectives:Cognitive: Awareness of brand & value
proposition Behavioral: Increase number of e-newsletter
subscribersBudget: Free!Evaluation
Number of Facebook group membersNumber of e-newsletter subscribersViews of YouTube video
Tactics:Social Media
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Tactics Timeline2009 2010
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
Market
Outdoor Markets
Indoor: Monona Terrace
Indoor: Senior Center
IMC Tactics
Advertising
Product Placement
Sponsorships
Brand Integration
Public Relations
Promotions
Personal Selling
Social Media
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Questions?