Stahlbush Book
Transcript of Stahlbush Book
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Bandit5presents
Stahlbushfarmsisland
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tablecontentsofSituation Analysis & SWOT ...... 3
Competitors ...... 7Creative Brief ...... 9
Target Audience ...... 11
Research ...... 13
Media Summary ...... 16
Executions ...... 18
Schedule & Budget ...... 22
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Situation Analysis& SWOT
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brandmanifesto.Stahlbush Island Farms is a family of believers.
We believe in the potential of the produce that wegrow, which is why we allow it to ripen on the
vine. We believe in the power of using technolo-
gy for good, flash-freezing our produce so that it
stays fresher longer. And we believe in the
power of Moms, who work hard to provide the
best they can for their kids. Thats why we give
moms reliably nutritious foods they can count
on, season after season.
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Situation
analysThe primary challenges for Stahlbush IslandFarms are brand awareness and storytelling.They have so many excellent products to offerand stories to tell that it is hard to identify the
message that is most important to them. The
lack of singularity in their story makes it hardto stand out as a brand amongst many
competitors in a rising market. Stahlbush
must strive to reach a specific audience with
whom they can increase their brand affinity.
whats that,
you say?
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Weaknesses
Opportunities Threats
Strengths
Stahlbushslanfarms
sustainability
farmer & Producer
high-qualityproduct
HERON ROOKERY biogas plant
transparencyquality control
IQF Technology
education
storytelling
mediatwitter youtube
frozen is fresher
familyvalues
the journey of produce
non-organic
brand awareness
market demandfor organic
strong competitors
alternatives
social trendschanging expectations
u-pick farms unfrozen
deliverables
limited
similar external identity
labeling value
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The Competition
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Direct indirect
Competto
VS.
At a 65% market share in organic produce,Earthbound Farms is the primary competitorto Stahlbush. In 2013, the owners sold theircompany to White-Wave foods for $600million. Sustainability, outreach and foodeducation are integral to their brand identity.
Earthbound Organic Farms
Focuses on organic cerealsand produce which comeat a marginally higher pricethan Stahlbush. Cascadianis now owned by GeneralMills. They also have theirown U-Pick farm, whichdevelops their brand ascommunity-oriented andfamily friendly.
Organic and non-GMO.Woodstock Foods isStahlbushs most expensivecompetitor. They have alsorecently partnered with theAmerican Farmland Trustto raise awareness &funds for the importanceof saving lands forsustainable farming.
Cascadian Farms Woodstock Foods
With $4.25 billion in sales, it is the largestproducer of fruits and vegetables in theworld. Their 300+ products can easily be
found in stores. Due to their sheer size, theyare able to provide their products for muchcheaper than Stahlbush can.
Dole
A local U-Pick farm inJunction City. Especially
with the rising trend ofbuying local products, thesuccess of U-pick farmscould become a seriousthreat to Stahlbush.
Lone Pine Farms
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Creative Brief& Target Audience
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8
creatvbref
Whatproblemare we solving?
Who are wesolving it for?
Objective?
Why should thecustomer care?
increasesalesby 10%
Mothersages 25-35
Lack of brandaffinity in the
Pacific Northwest.
Its in a mothers nature to bea protector and provider; the
high-quality and nutritiousfood options that Stahlbush
provides means peace ofmind when it comes to
feeding her kids.
How are wesolving it?
Community eventSocial media
MagazineRadio
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Meetlaura.As a part-time accountant and
mother of two, Laura knows the valueof quality and convenience. She cant
make it to the grocery store every week,
and she struggles to find foods she can
prepare quickly and easily after work.
On particularly tiring days, she will
accept defeat and grab some fast foodfor dinner on her way home. Laura is
looking for high-quality produce for
her kids from a brand she can rely on.
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Stahlbush Island Farmss ripe-pick freezingpractices gives kids unrivaled nutrition which
means better performance throughout the
most important
thought.sngl
day.
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Research Methods
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Andrea, 29
Im more likely to choose a farm if I can see how theygrow things or treat their animals. If theyre a local
farm and they dont let me on it, I think its weird.
Maria, 29I would probably buy more frozen if I knew thatit was equally nutritious.
Shannon, 33
The four most important questions as a mom are willthey eat it, how easy is it to make, how much timedoes it take to make, and is it organic?
Elizabeth, 34Frozen is great to have when you dont have time togo get fresh food. But frozen really remains secondto fresh.
Primaryresearc
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Even in difficult economic times,mothers make their childrens health
and nutrition a priority. *
32%
82%
93%
Only32 % of moms trust companies andbusinesses when they tell them they are
environmentally friendly
82% think it is important to teach theirchildren about healthy
eating habits
93% of moms want to see more
green products on the market
* (Survey conducted on a total of 11,000 moms
by the Mom Central Consulting Company)
Secondaryresearc
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Media Summary& Executions
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Traditional non-Traditional
Med Mi
To convey the idea that Stahlbush is familyfriendly without jeopardizing the premiumsafety standards on farm, we suggest thatStahlbush Farms sponsors plots of land atschools across the Pacific Northwest.A kick-off party at the beginning of theschool year would invite students and theirfamilies to the community garden to plantseeds. Then, the garden would turn into aclass project as students learned the benefitsof nutritious foods while growing it at thesame time.
Community Outreach
Advertisements will be placed in magazines
that circulate throughout Washington andOregon, such as Portland Monthly and SeattleMagazine. These subscriptions are read byyoung, educated, home-owning parents,and average over 222,000 readers per month.
Magazines
The most effective ad spots are 6am -10amand 3pm-7pm. Our target mother would belistening to the radio or Spotify during hercommute. A 30-second commercial wouldgive our listeners the information they needin a short amount of time.
FM Radio & Spotify
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radio.Female narrator:Mom, we know youre busy. After
a long day, the temptation to grab adrive-thru dinner is all too real. But
what if you could make them the
wholesome meal they deserve with
real, fresh ingredients straight from
the freezer? At Stahlbush Island
Farms, we give our produce time to
ripen on the vine, and flash-freeze it
3 days after picking, making it fresh,
fully nutritious, and giving your kidsthe power to be the champions that
they are.
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Extra time to r ipen on the vine
means fresh, fully nutritious producethat gives your kids the power to be
the champions that they are.
Our frozen berriesare a vitamin
slam-dunk!
Stahlbush Island Farms
print
Stahlbush Island FarmsExtra time to ripen on the v ine
means fresh, fully nutritious produce
that gives your kids the power to be the
champions that they are.
give their metabolism
a mega-boost!
Featuring multiple berry superheros
Berry good for your heart!
Its a vitamin slam-dunk!Action-packed with antioxidants
Give their metabolism a mega-boost!
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Harves
Garde ParteStahlbush Island Farms will sponsor plots of donated land attwo elementary schools in Oregon. Classes will be introducedto the garden in May, so that they can start to mark theirplanting spots. An end-of-the-year Garden Party will allowfor students to invite their families to plant their seeds in thegarden. The students will then come back to school inSeptember to see that their seeds are now almost fully ripe
fruits. This will be held at the annual Harvest Party, kickingoff the school year. The garden would turn into a continuousclass investment, so that the students would learn thebenefits of nutritious foods while caring for it in the finalstages before picking, and then enjoy the delicious fruits.
&
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media
print
radio
Event
s.e.o.
jan feb mar apr may jun jul aug sep oct nov dec
schedul
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budgemedia
Search Engine Optimization$600 per month (contracted work),
January - December Total est. $7, 200
Magazine Advert isementsPortland monthly: full page, $6061 for 10 issuesSeattle mag: full page, $5,000 for 10 issues
March - December Total est. $11, 060
Community OutreachLand donated by the host school2 site managers @ min. wage, $10, 362
Refreshments, decorations & music, $378 Total est. $10, 740
Radio30-second spot during commute hours, $500April - September (to boost summer produce lines) Total est. $12, 000
total estimated cost: $41, 000
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Meethe bandit
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Joslyn Budd
Copywriter
A left-handed and
introverted wordsmith,bass-slapper, and ukulelenovice. Oregon born andraised.
Natalie Williamson
Creative
I went skydiving and
hangliding within thesame 24 hours. You couldsay Im adrenaline junkiewho still likes long walkson the beach.
Jordan Brown
Creative
Born and raised in Ore-
gon. I love backpackingand hiking... But mostimportantly, a good, oldfashioned bubble-bath.
Garrett Debeau
Account Executive
The first person I told that
I would be attending theUniversity of Oregon said,Oregon? Now why wouldyou leave the country togo to college.
Jenny Suh
Planner
When Im not in bed
saving recipes onPinterest, you can find mein Oregons wildernessexploring its waterfalls,lakes, and mountains.
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SourceCohn, D., Livingston, G., & Wang, W. (2014, April 8). Chapter 3: How do Mothers Spend Their Time at Home? Retrieved fromhttp://www.pewsocialtrends.org/2014/04/08/chapter-3-how-do-mothers-spend-their-time-at-home/
Earthbound Farm Organic. (2013). Charles Sweat | CEO. Retrieved from http://cdn.ebfarm.com/sites/default/files/EarthboundFarm-KeyStaff_051513.pdfIrwin, T. (2010, April 19). Earthbound Farms Greenman Leads Organic Mission. Retrieved from http://www.mediapost.com/publications/article/126358/earth-bound-farms-greenman-leads-organic-mission.htmlFood Marketing Institute. (2012). U.S. Grocery Shopper Trends 2012 Executive Summary. Retrieved from http://adage.com/images/random/1109/aa-newfemale-whitepa-per.pdfGasparro, A. (2014, June 26). Frozen Foods Grow Cold as Tastes Shift to Fresher Fare. Retrieved from http://online.wsj.com/articles/frozen-foods-grow-cold-as-tastes-shift-to-fresher-fare-1403826097GoodGuide. Best Woodstock Farms Ratings. Retrieved from http://www.goodguide.com/brands/270895-woodstock-farms
Hornick, M. Earthbound Farm sale hits dead end. Re trieved from http://www.thepacker.com/fruit-vegetable-news/Report-Dead-end-for-Earthbound-Farm-sale-227100231.htmlMiley, M., & Maick, A. (2009, November 16). The New Female Consumer: The Rise of the Real Mom. Retrieved from http://adage.com/images/random/1109/aa-newfe-male-whitepaper.pdfStatista. (2014). Consumers weekly grocery shopping trips in the United States from 2006 to 2012 (average weekly trips per household). Retrieved from http://www.statista.com/statistics/251728/weekly-number-of-us-grocery-shopping-trips-per-household/Stampler, L. (2014, May 13). Organic Food Sales on the Rise. Retrieved from http://time.com/97949/organic-food-sales-on-the-rise/
Shute, N. (2013, April 19). Frozen Food Gets Ready For Its Image Upgrade. Retrieved from http://www.npr.org/blogs/thesalt/2013/04/18/177797900/frozen-food-gets-ready-for-its-image-upgradeStatista. (2014). Leading supermarkets in the United States in 2013, based on retail sales (in billion U.S. dollars). Retrieved from http://www.statista.com/statis-tics/197899/2010-sales-of-supermarket-chains-in-the-us/Stahlbush Island Farms. Stahlbush Island Farms. Retrieved from http://www.stahlbush.com/