Product: Fraga Farms Goat Cheese: Product: Fraga Farms manufactures fresh, organic and spreadable chevre cheese made with raw goats milk; different varieties and flavors are available; each package is individually packaged with a unique portion size ranging from about 1.5-four ounce. Price:* Fraga Farms original Chevre is $20.25 per pound, Feta Chevre is $23.25 Place: Fraga Farms is distributed in Oregon only to organic, health-food stores. It is available at six locations in Portland, five in Eugene, two in Ashland, and one in Salem, Corvallis, Lincoln City, Sweet Home, and Bend. Fraga Farms also frequents farmers markets in Portland, Hillsdale, Sweet Home and Lebanon to sell their product. Promotion: I have not seen any local Fraga Farms advertisements, been made aware of price promotions, or heard or read any public relations information. This suggests Fraga Farms end-consumer promotional strategy is driven by their website. The website provides recipes, product information, and purchasing information. I would infer that Fraga Farms promotes their product most heavily directly to stores by using a sales force. Competitive Advantage: Fraga Farms was the only organic goat cheese available at the Kiva Grocery. Fraga Farms uses its organic certification and emphasizes how the goats that make the milk for the cheese are nurtured with love to differentiate themselves in the marketplace.

Competitor 1: Laura Chenel's Chevre: Product: Laura Chenel is Traditional plain, herb, dill or black pepper chevre packaged in five-ounce, pillow-shaped packages; it is made from pasteurized goats milk, non-organic, and produced in Sonoma, California. Price:* All varieties of Laura Chenels are $4.05 for 5 ounces. Place: Laura Chenels is available in local health food stores around Eugene. The cheese is made in California, and there is a New Jersey address to contact for sales information, so there is a good chance it is distributed nationally or at least throughout the Northwest Region. Promotion: Like Fraga Farms, I have never seen evidence of Laura Chenels promotional material in Eugene. Therefore the website must also drive its end-consumer promotional strategy. The New Jersey contact information for sales inquiries suggests Laura Chenel uses an out-sourced sales force or corporate offices of a parent company. Either way they must have a considerable sales force to make sure their product is in stores. Competitive Advantage: Laura Chenel is delivered at a competitively low price point for fine goat cheese (relative to Fraga Farms). There is also significant evidence that it has broader distribution pipelines.

Competitor 2: Cypress Grove Chevre: Product: Cypress Grove makes traditional and herb chevre. It is sold in five-ounces round packages with blue labels. Price:* Both traditional and herb are $0.93 per ounce.

Place: Cypress Farms is available in health-food stores around Eugene. It is produced in Arcata, California, so it must be available in California stores as well. There is also an online store. Promotion: The website is again the driving force of Cypress Groves end-consumer promotional campaign. There is significant mention of community involvement online in an attempt to create positive public relations. Competitive Advantage: Cypress Grove Cheeses are available online. Cypress Grove also emphasizes terrior, which is the referring to subtle local influences in the flavor of food. This culture combined with community involvement is leveraging the Arcata community to differentiate Cypress Grove products. Being community oriented is a competitive advantage.

Competitor 3: Lucerne Cheese (indirect competitor): Products: a variety of mass-produced mainstream cheeses. Two-pound, one-pound, and eight-ounce bricks of Monterey jack, pepper jack, mozzarella, Colby cheddar, mild cheddar and sharp cheddar are available. All types of cheese also come in shredded, pre-sliced, and snack-size varieties. The cheeses are made with pasteurized milk, and they are not organic. Price:** Price varies by product, but for the two-pound brick size, the cost for all varieties of cheese is 18.8 cents per ounce. Place: Lucerne is available in large grocery stores. They have manufacturing plants throughout the northwest. Promotion: I have never seen consumer based promotions from Lucerne. This implies Lucerne uses a talented sales force to get their products into popular, large grocery stores with competitively placed displays. Competitive advantage: Lucerne makes numerous food products besides cheese. They are able to achieve higher economies of scale and therefore delivery their product lines at lower price points, which attracts larger buyers, increasing distribution. *prices based on prices at the Kiva Grocery in Eugene on W. 11th. **prices based on Safeway Prices on 18th and Pearl.

Meet John: John Johnson is a single, modern, 22-year-old College Junior at the University of Oregon (UO). Originally John is from Portland, Oregon. John chose to come to school at the UO because of the cheap in-state cost, and the earthy, cultural flavor of Eugene. Johns Parents are urban professionals waiting to retire until Johns sister, a high school junior, finishes college.

John lives with three roommates in a townhouse within walking distance of all his classes. John doesnt own a car, but he has quite a bit of friends who do, including most of his roommates. John usually bikes to destinations that are too far to walk to. Luckily, almost everything John and his roommates need on a daily basis is within a few blocks of their townhouse. There is a coffee shop, minimart, and many takeout restaurants. Johns parents send him money every month for rent, water and electricity, internet and cable, and food. It is Johns responsibility among his roommates to deal with their landlord. This includes paying rent, and coordinating any home improvement projects, or repairs that need to be addressed. John finds the responsibilities of house upkeep to be remedial and difficult. They only take up more time in his already busy schedule.

John is working towards a bachelor of arts in international studies with a minor in business. He can speak Spanish confidently because of a study abroad semester he did last Fall. Johns parents dont provide him with any spending money, so John works a part-time job at the service desk of one of the residence halls. He works 10-20 hours a week, so he can eat out, buy beer, and chase girls. John has though extensively about what he wants to do once he graduates. He wants to travel and pursue a career abroad in a Spanish-speaking country. However, he hasnt thought about how is going to make this happen.

John usually buys groceries on a daily basis depending on what ingredients he doesnt have on hand to make meals. John and his roommates usually have a surplus of Tillamook cheese, milk, bread, and breakfast cereal. John buys the remaining ingredient from the minimart by his house. John wishes he could make it to Safeway because the prices are better. But its just too far, and John sacrifices cheap prices for convenience. He just has too much going on between work, class, and household responsibilities.

About once a month, John and his roommates will drive to Costco or another large grocery store to stock up. This is usually when they buy their basic, shared foods. Cheese is one of these items. John and his roommates are brand loyal to Tillamook cheese because it is popular among their peers for being locally owned and operated and for using local ingredients to make it. John always sees the fine cheeses next to the Tillamook products. He loves strong flavors and has been meaning to try some goat cheese. He eats it once in awhile, usually at a restaurant on a salad or on crackers at his parents house. However, John doesnt know a good brand, so he is hesitant to make a purchase. Goat Cheese is expensive, so he wants to be sure he is buying the best version.

Because John is busy, he usually multi-tasks and combines socializing with studying. He carries his Smartphone everywhere. John avidly texts his friends throughout his day, even while in class and while at work. He also checks his Facebook page about once or twice a day from his phone. On his laptop, John surfs the internet and watches TV shows and sporting events. His roommates and he decided they were only going to get basic Cable, so John relies on the internet for much of his entertainment. John streams live sporting events, downloads movies, and watches the Office and Lost on Hulu via the web.

John occasionally reads print publications. He picks up a New York Times on campus, when the free ones arent already all taken from the stands. He also enjoys reading the Oregon Daily Emerald when class is boring or he has an awkward 10-15 minute break. Through friends, his parents, and the business school, John also has minimal access to a few magazines such as Time, Businessweek, Forbes, and People. John cant remember the last time he read an entire issue of a printed publication.

Creative Strategy and Strategic Approach: What do we want to accomplish?

The main objective of this campaign is to introduce a trustworthy brand of goat cheese to college students at the University of Oregon, showing them the potential of goat cheeses complex flavor while continually emphasizing the local and organic nature of Fraga Farms.

Whom are we talking to?

We are targeting people who value convenience; they are busy. They walk and bike almost everywhere. They are not financially independent, but they are price sensitive. They eat a lot of mainstream cheese brands especially Tillamook because it is locally operated. These people are digitally savvy and connected; many own smart phones, avidly use social media, and consume internet-based entertainment. They frequently read is the campus paper.

What does our audience think now?

Goat cheese has caught their eye, but they dont trust any brands or know enough uses for it, so the high prices are intimidating. They dont know enough to feel confident in making a purchase.

What do we want them to think?

We want to instill a brand image that goat cheese is not intimidating, and Fraga Farms can enhance daily life without much change. It is locally owned and operated, so it aligns with their current cheese preference, and it is convenient because of its many culinary applications. Why not supplement some of your Tillamook cheese meals with a more sophisticated more complex cheese? This legitimizes the higher price.

Why should they think this?

We will present Fraga Farms in a local way, while showing where it can be found close to campus, and how it can improve an already cheesy diet.

Strategic approach:

Fraga Farms will utilize unique selling propositions. We will use locality, complexity and convenience to justify Fraga Farms higher price. We will show how it fits into a diet

dominated by mainstream cheese brands. We will utilize social media and the campus paper to drive UO students to interact with us online and via text. We will use a cartoon representative of our target audience profile to communicate these messages.

What is our message?

Fraga Farms convenience, locality, and complexity justifies its higher price.

Concept Brief: Fraga Farms must establish brand identity, period. UO students do not understand goat cheese, so they arent comfortable buying it. We must emphasize our products Oregon-ness while showing goat cheese is more than hors d'uvres with parents or a salad at a sit-down restaurant. The idea is to build trust in Fraga Farms to modify UO students cheese-buying perceptions.

Media Plan: Print: Print is a dying medium amongst college students. However, there is one print publication college students regularly interact with, campus newspapers. We will place print advertisements in the Oregon Daily Emerald. The Emerald advertises they have a daily readership of 75% of the student body. The ODE will give Fraga Farms a cost effective, constant presence on campus, which can be used to invite students to interact with Fraga Farms via text, where they can receive important facts about our brand.

Online (Facebook ads and social media): College students spend a ton of time on social media, some five or more times every day. Like the print ads, the online presence will be designed to facilitate a social introduction and interaction with our brand. Click-throughs, facebook posts and tweets will invite students to link to pages that convey the benefits of Fraga Farms goat cheese such as: date recipes, using it to impress your peers, what beers and wines it matches well with, and information about its Oregon-ness.

Out of Home Media: This portion of the campaign will include ads on LTD buses driving student bus routes, but its main focus will be leveraging Oregon sports. There are few things with as much Oregon-ness than Duck athletics. We will put poster up along the fence line of the Mathew Knight Arena construction site, and get billboards in Autzen Stadium and Hayward field. The football ticket fiasco and video and t-shirts by Supwitchugirl this year proves UO students attend and love their ducks. There is nothing more Oregon.

Local Television: Based on interviews with UO students, television use was fragmented except for a few exceptions. UO students watch Duck sports, the blazers, and primetime TV shows such as Family Guy, The Office, and Glee. We will place local ad spots during this programming. The TV commercials will present narratives of college students using a benefit of Fraga Farms to achieve something. These narratives will align with the content promoted

with the internet campaign. We will show examples of how Fraga Farms impressed a date and peers and how it enhances drinking!

Print*

Here are two renditions of print ads sized to be quarter-page horizontal ads in the Oregon Daily Emerald. These ads are an awe-inspiring introduction to Fraga Farm. The ad invites the Audience to interact with the brand online to literally experience the product in more depth.

Print:

This is a rough rendition of a billboard that would feature at Autzen Stadium and/or Mathew Knight Arena. It is scales to be 5.5 x 2.5. Like the print ads, this billboard only introduces core brand attributes of Fraga Farm. It invites the Audience to interact with Fraga Farm online to literally experience the product in more depth.

Facebook Sidebars: Body Copy (same for both):

Fraga Farm goat cheese is an EXPERIENCE. Its local Oregon flavor

is like no cheese you have tried before. Log on to www.fragafarm.com to explore 30 possible goat cheese experiences and share your own!

Final Mockups:

Internet Idea: The purpose for Fraga Farms ad campaign is introduce themselves to an audience of UO college students by establishing brand identity. This is a three step process. The above ads accomplish two of the three steps. First, they hook viewers through an effective strategy that juxtaposes sought after experiences and personality traits with the Fraga Farms brand. Second, Fraga Farms invites viewers to go online and interact with the brand further to gather a more complete understanding of the product concretely and how exactly it is an experience.

The third part of this three-step process is the online presence that viewers will experience when they answer the above ads invitation. Fraga Farm will re-invent the home page of their website to be an experience library revolving around their cheese. This library will be a combination of audience-produced content, and company-produced content. It will include video about the Fraga Farm cheese production process, but more importantly it will include sophisticated and adventurous recipes, tales about how goat cheese led to spontaneous and successful date nights, and memorable dining experiences, and extensive examples of how Oregon Fraga Farm is. Fraga Farm will invite viewers to share their experiences online, as well as comment on already posted experiences. In this way, the library will grow.

This experience library will build an interest in Fraga Farms through human desire to have profound experiences. Once online, all other information about where to purchase Fraga Farms, prices, and products will be a click away.

To further excrete this website re-invention through the monstrous inter-web, Fraga Farm will launch a supporting social media campaign that directly interacts with the experience library. Every time new content is added tweets and facebook posts will go up. People who post their Fraga Farm experiences will be featured on social media.