Green Zebra, Portland State University campus location
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Transcript of Green Zebra, Portland State University campus location
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Team CebraKayla Seals
Rob KoolCarlea SundinJoel VandekieftLia MahoneyEthan Wallik
JaQues KaheySolmaz Shaghaghi
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Our Goal:
To launch Green Zebra in the PSU community
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Our Introduction to Green Zebra
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Green Zebra has its own personality
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Personality Traits
Friendly
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Personality Traits
FriendlyIntimate
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Personality Traits
FriendlyIntimateAuthentic
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Personality Traits
FriendlyIntimateAuthentic Approachable!
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Personality Traits
It strives on creating opportunities in its community
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Personality Traits
Values quality of life and sense of place
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Food. Fun. Community.
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Objectives
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Objectives
Drive people into the store
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Objectives
Drive people into the store
Create an impact in the community
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Objectives
Drive people into the store
Create an impact in the community
Show the community who you are
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Our Research
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Our Research
Visit Green Zebra Grocery
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Our Research
Visit Green Zebra Grocery
Create a Surveyonline and in person
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Our Research
Visit Green Zebra Grocery
Create a Surveyonline and in person
Secondarydemo/geographics within 1 mile of PSU locationMedia options in the area
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Green Zebra Grocery
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THE PSU COMMUNITY
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18-28While price is likely to be a major driver in deciding which food products to purchase, high quality ingredients, familiar brand, and locally-produced items all top the list of shoppers’ most influential product factors. These are especially important to Younger Millennials.
29-30The Older Millennial demographic consider themselves foodies and have a more positive perception of grocery store prepared foods, which also may be an opportunity for retailers looking to boost their in-store offerings. Older Millennials can be reached through comparing the flavor and quality of in-store foods compared to restaurant options.
Our Audience
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Our question was…How do we bring these two
personalities together?
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THE OBSTACLES:
Perception of price
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THE OBSTACLES:
Perception of pricePerception of attitude
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THE OBSTACLES:
Perception of pricePerception of attitudeAwareness of what you stands
for
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THE OBSTACLES:
Perception of pricePerception of attitudeAwareness of what you stands
forLoyalty/ resistance to change
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THE OBSTACLES:
Perception of pricePerception of attitudeAwareness of what you stands
forLoyalty/ resistance to changeHabits
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THE OBSTACLES:
Perception of pricePerception of attitudeAwareness of what you stands
forLoyalty/ resistance to changeHabitsFood carts
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NO PROBLEM, WE KNOW HOW TO CHANGE THAT
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Overcoming obstacles
Park BlocksRec CenterLibrary
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Overcoming Obstacles
What opportunities there are on campus:
Farmers market on park blocks Party in the plaza
Orientations
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Guiding Insight
The way neighborhood groceries stores used to be, if they sold
Quinoa and Kombucha.
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FARM TO CITY
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POSTER
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CREATIVEPoster
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CREATIVEPOSTER
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CREATIVEBillboard
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guerilla
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GUERILLA
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banner
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store front
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STREET CAR stops
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Launch Soft Opening
Orientation Farmer Hank with seed coupons Grand opening Party in the Plaza First week of school
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PARTY IN THE PLAZA
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farmer hank
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seed packets
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Seed Starter Kits
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Stickers
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banner
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FARM YARD SIGNS
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SOCIAL MEDIA
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Media OverviewBillboard
Posters Yard Signs
Banners
Guerilla
Stickers
Social Media
Streetcar
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Budget Breakdown
$5000$19,131$5204
Our Budget: 29,335
Remainder: 665
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Media Schedule
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Metrics of SuccessHigh Foot Traffic on Opening day
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Metrics of SuccessHigh Foot Traffic on Opening day
Increased social media following
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Metrics of SuccessHigh Foot Traffic on Opening day
Increased social media following
High Sticker Demand
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Metrics of SuccessHigh Foot Traffic on Opening day
Increased social media following
High Sticker Demand
Increased brand awareness
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Metrics of SuccessHigh Foot Traffic on Opening day
Increased social media following
High Sticker Demand
Increased brand awareness
A Healthier PSU
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Summing it up
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Summing it up Impacts community
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Summing it up Impacts community
Embraces healthy food, fun and
community
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Summing it up Impacts community
Embraces healthy food, fun and
community
Excites PSU to create a relationship
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Creating a new community Together