LETTUCEGROWTOGETHER

FRESHBREWEDADVERTISING

ClareBurke,AnnaMcDonnell,
RedmondMillerick,CeciliaNonis,LaurenSaltis

TableofContents

TEAMPHILOSOPHY&MEMBERS

SITUATIONALANALYSIS

IndustryReview

Product/Service

Evaluation

ProductCharacteristics&Benefits

PricingDetails&PricingStrategies

Distribution

HistoryofProduct/Service&Company

Current&PastPromotions

CONSUMERPROFILES&EVALUATION

18

COMPETITIONANALYSIS

19

CompetitionSWOTAnalysis

28

RESEARCH

28

MARKETING

30

INTEGRATEDMARKETINGCOMMUNICATION

33

BUDGET

36

EVALUATION

37

APPENDIX

38

REFERENCES

45

TEAMPHILOSOPHY&MEMBERS:
Ouragencyisdedicatedtoworkinglongnightsandmakingthatextrapotofcoffeetostayfocusedwith
drivenresults.Justlikeblackcoffee,wecanbestrongandenergetictorepresentyourbrand,withsomeadded
sugartomaketheexperiencesweet.Weregoodforlatenightchatsandoffercomfortableprofessionalism.Whether
inahighstakesmeetingorsharingdrinksatabar,wearealwaysheretotellyourstory.
Creativityisintelligencehavingfun.AlbertEinstein
ClareBurke
isoriginallyfromNewYorkCityandcurrentlyasenioratXavier
UniversitypursuingacareerinAdvertisingandPublicRelations.Creatively
workingwithothershasbecomeanimportantpartofhercollegeexperience.

Wereallstoriesintheend.Justmakeitagoodone,eh?TheDoctor

AnnaMcDonnell
isfromMorrow,OHandadoublemajorinPublicRelations
andAdvertising.Sheishopingtofindacopywriteroraccountmanagement
positionhereinCincinnati.

Youcanfailatsomethingyoudontwant,soyoumightaswelltakeachance
doingwhatyoulove.JimCarrey

RedmondMillerick
isadoublemajorinEnglishandAdvertising,withaminor
inWritingandaconcentrationinTheater.OriginallyfromChicago,IL,heis
lookingtobecomeacopywriter,creatingnewcontentthatcanberegaledbythe
masses.

Youmiss100%oftheshotsyoudonttakeWayneGretzkyMichael
Scott.

CeciliaNonis
isanadvertisingmajorwithastudioartminorfromSingapore.If
shecouldbeanyanimalitwouldbeagiraffe.Sheaspirestobefiveinchestaller
andanamazinggraphicdesigner.

Ifigure,ifagirlwantstobelegend,sheshouldgoaheadandbeone.
CalamityJane

LaurenSaltis
isanadvertisingmajorandpublicrelationsminoratXavier
Universityandisfullydependentoncoffee.SheisfromNorthCanton,OHand
aspirestogotoPortfolioSchooltobecomeanunstoppablecopywriter.

INDUSTRYREVIEW:
ThemodernfoodcultureinfluencesthewayinwhichTheUnitedStatesisshaped
economically,socially,andculturally.Thefoodindustryhasdifferentoutletsofdistributing
food.Peopleareshoppingatgrocerystores,farmersmarkets,goingtorestaurants,andeatingfast
food.ThetotalrevenueofthefoodindustryintheU.S.valuedat$5.27trilliondollarsin2014
(Statista,2016).
Whenitcomestofoodsoldingrocerystores,thetotalequals$594.4billiondollarsin
revenue(Statista,2016).Today,consumersareabletoshopforfoodandbeveragesacrossa
varietyofmedium.Whenpurchasingfood,consumersrelyonanaverageoffivedifferentoutlets
tofulfillgroceryneeds(Peterson,2014).Thisisduetothefactthatfewstoresofferthe
combinedvalue,quality,andprivatelabelbrandsthatconsumersareseeking.Consumershave
contributedtotheincreaseinprivatelabelfoodspopularity.Since2008therehasbeena62%
increasethathascreatedthe$133billiondollarindustry(Peterson,2014).
Whenconsideringwheretoshop,consumersrelyonfreshproducetonarrowdownthe
largeamountoffoodshoppingoptions.Seventyfivepercentofconsumerssaythatthefresh
producesectionofstoresisthemostimportantdepartment.Inadditiontogrocerystoresand
supermarkets,farmersmarketsarealsopartoftheindustry.Theyhaveearnednearly$7billion
annuallysince2007,accordingtotheUSDAs
NationalFarmersMarketDirectory
.Thereare
approximately8,144farmersmarketsintheUnitedStatesspreadfromCaliforniatoNorth
Carolina.Ohioalonehas300farmersmarketsandgrowing(USDA,2013).
Freshproduceisnotalwaysavailabletoconsumers.Thismostlyaffectsthoseofalower
income,becausetheneighborhoodslackfullservicegrocerystoresandfarmersmarkets(FRAC,
2015).Thereare,ofcourse,otherfactorsthatcontributetolowerincomefamiliespurchasing
unhealthyfoods.Onesuchfactorincludestheproximityofgrocerystoresinrelationtothose
whohavenomeansoftransportationandlivetoofartowalk.
Anotherfactordependsontheadvertisingthatfastfoodrestaurantsutilize.Thereare
moreadvertisementstochildreninpoorandlowerclassneighborhoodscomparedtothosein
affluentareas.Thiscontributestonearlyathirdofchildrenundertheageof11eatingfastfood
everyday.Thiscanalsobeattributedtothelowpricesthatareoffered..In2015,thefastfood
industryhadrevenueof199.34billiondollars(Statista,2016).Lowerincomefamiliesaremore
likelytobuyafastfoodmealfortheirchildrenthantotravelfartoagrocerystore.Spending
moneyonfoodsthatarenotwithintheirpricerange,plusthepreparationtime,prevents
lowincomefamiliesfromeatinghealthy,homecookedmeals(Nestle,2016).

PRODUCT&SERVICE:
Product:
TheFindlayMarketFarmstandsisashippingcontainerstorednearWoodburnAvenuein
Evanston,Ohio.Wheninseason,thecontainerturnsintoastorefrontforsellingproduce.The
Farmstandsellsfreshfruitsandvegetablessuppliedfromthesamefarmersandfoodartisans
involvedwiththeFindlayFarmersMarket.Inadditiontothesefarmers,merchantsprovidea
limitedselectionofproducts.

Service:
WithintheEvanstonarea,thereisalackofimmediatefoodsupply.Consideredafood
desert,manyoftheresidentsresorttobuyingunhealthysnacksfromlocalgasstationsandcorner
stores.This,plusthelackoffunctioningbusinesses,helpspromoteawastelandofinopportunity.
ThisforcesresidentstotakebusesorcabstotheNorwoodandWalnutHillsKroger,takingextra
time,effort,andmoney.TheFindlayMarketFarmstandaimstohelpalleviatetheseissues.
OpeninginSummer2016,itwillselllocallygrownandsourcedproducts,from26p.m.every
Tuesday.ThestandoffersmanyofthesamefoodsasFindlayMarket,withsomevendors
supplyingboth.Itwilloffercookingdemonstrations,acceptFoodStampprograms,andisplaced
inalocationthatiseasilyaccessibletotheneighborhood.Providingthefarmstandwillcreatea
communityawarenessontheeducationofhealthandfinancialbenefitsoffreshproduceopposed
tootherfoodoptions.AlongwithprovidingtheEvanstonareawithhealthyfoodoptions,the
farmstandcreatestheopportunitytoenhancecommunitycomradery.

EVALUATION:
Productcharacteristics,performanceandbenefits:
Characteristics
Categories

Examples

ArtisanGifts

DorsaStudios(Jewelry)

BakedGoods

TasteofBelgium(Waffles)

Beer&Wine

OTRBiergarten

Flowers

Zincinnati

FreshSeafood

FranksFish&SeafoodMarket2

Cheese&Dairy
Meat&Poultry
Produce.

DadsFavourites(Cheese)
BenderMeats(LunchMeat&FreshPork)
AppleRidgeFarm(Fruits&Veggies)

Benefits
AcceptOhioDirectionCard/ElectronicBenefitsTransferorEBTCard.
2for1incentivetokenstocustomerswhouseanOhioDirectionCard.

Pricingdetails&Pricingstrategies:
Thefreshfoodsoldatthemarketispricedthroughthefarmersthemselvesaccordingto
whattheythinkistheappropriatepriceforeachproduct.Thefoodispricedwithsensitivityto
thequalityandquantitythateachfarmerbringstothemarketdailyandweekly.Becauseofthis
natureoftheproductisitcommonforthepricestofluctuate.FindlayMarketdoesoffera
programcalledtheSNAPPlusProgramanditwasputintoplacetohelpgetfreshproduceto
familiesthatareonalowerincomeandorbudgetwhenitcomestogroceries.ThisSNAPPlus
Programappliestothefarmstandsaswell.

TheSNAPPlusProgramhasallowedfoodstampshopperstousetheirEBTcardsto
purchaseonedollartokenthatthentheshopperscanuselikecashthroughouttheFindlayMarket
andthefarmstands.TheSNAPPlusprogramhelpsmatchthefoodstampshoppersbudgets
dollartodollarandprovideopportunitiesindoublingtheirbudgetsaswell.Allthesame
advantagesofusingtheSNAPPlusprogramwillbeapplicabletothefarmstandaswell.Asof
2014,theotherfarmstandscollaboratingwithFindlay,
NorthsideFarmersMarket,LettuceEat
WellFarmersMarket,CollegeHillFarmersMarket,WyomingFarmersMarket.Asthename
suggests,ProducePerksareonlygoodforpurchasingfruitsandvegetables.

Distribution:
TheFindlayMarketfarmstandsacrosstheCincinnatiareahaveover45localfarmers
whobringtheirproductstothefarmstand.Allofthesegrowersgrewtheirproductsineither
Ohio,Kentucky,andIndiana.Thishelpswithbringingpeopleinthisgenerationwhoreallywant
tohelpfundthelocalbusinesses.Thesemanyvendorsgrowtheirproductsontheirfarmsand
willbringthemtothefarmstands.Thesefruitsandvegetableswillbedistributedtothosein
Evanston,Ohiothatareseekingfreshingredients.Thelistofdifferentvendorsisbelow:
AppleRidge
Farm

Backacres
Farm

Backyard
Orchard

DaisyMaes
Market

DarkWood
Farm

FarmBeach
Bethel

LeGrand
Vegetables

Lobenstein
Farm

ShadyGrove
Farms

Simpson
Produce

BreezyAcres

Carriage
HouseFarm

Catanzano
HouseFarm

CriggerFarm

Findlay
FoxtailFarm
Market
UrbanFarms

Gaudio
Produce

Hollymeyer
sOrchard

Madisons
Findlay
Market

Mockingbird
HillFarm

Niemeyer
Farm

Salatins
Orchard

ScottFamily
Farms

TurnerFarm

EachvendorcarriesdifferentproductsandtheycomefromallovertheUnitedStates.
Belowaresomeexamplesofthekindsofproductsthedifferentvendorscarry.
AppleRidgeFarm
LocatedinBloomington,IN.
Specialtiesarefruitsandvegetables.
CarriageHouseFarm
LocatedintheMiamiRivervalleyinOhio.
6

Specialtiesarefreshproduce,herbs,grainsandhoney.

SimpsonProduce
LocatedinCharlotte,NC.
Varietyoffreshproduce.
TurnerFarms
LocatedinCincinnati,OH.
Productsrangefrommeats,produceandcheeses.

HistoryofProduct&Service:
Historyofproduct/serviceandcompany:In1995theCityofCincinnatisDepartmentof
EconomicDevelopmentcreatedaplantorevitalizeFindlayMarket.TheCorporationofFindlay
Marketwasfoundedin2000,andwascreatedtobecometheprivate,nonprofitmanagement
organizationforFindlayMarket,leadingitsrevitalization.
TheFarmstandstartedin2012,withtheinitialstandgoinginatSt.Roberts.Sincethen,
theyhavebeenplacedinWalnutHills,Millville,andnowEvanston.Thesestandsareusedto
promotehealthyeating,whileprovidingproduceatareasonablepricerangeforlowerincome
neighborhoods.

Themajorfocusisutilizinglocalandneighborhoodvendorstosupplythe
farmstandwithavarietyofproducts,includingfruits,vegetables,breads,etc.

Current&PastPromotions
PASTPROMOTIONS:
FARMSTANDS
Dirt,AModernMarket

(Fig.1Dirt,AModernMarket)

2015.
AdvertiseonFacebookandTwitter.
Fulltimeretailstoresellingonlylocallyproduced.
Purposeofconnectingconsumersandproducersoflocallygrownfoodsandother
agriculturalproduct.
STRATEGIES

VENDORS:

CONSUMERS:

Rentspaceweekly/monthly.
Setupindividualdisplays.
Setownprices.
70%80%ofgrosssales
reimbursed.

Informalhub
ProducePerks/SNAPPlusprograms.
Hostsofmeetingsoflocal
organizationsandpresentingclasses
onhealthycooking,food
preservation,crafts,andsustainability
issues.

NationalFarmersMarketWeek

(Fig.2NationalFarmersMarketWeek)

2015.
HelpfarmersmarketsupportersacrossthecountrycelebrateNationalFarmersMarket
Week.
Ithighlightsdifferentwaysthatfarmersmarketsarebenefittingcommunities.

STRATEGIES

AdvertiseonFacebookandTweetwithalinktoawebsiteabouttheevent.
Providefactsaboutthebenefitsoffarmermarkets.
Partakeinanationwidecelebrationandcollaboratewithanationalorganization.
#MoretoMarketContestthroughInstagrampostcreativephotoswiththeFarmers
MarketCoalitiontattoo.
Donations.
Celebrateacrossallthreefarmstands.
9

CincinnatiStreetFoodFestival

(Fig.3CincinnatiFoodFestival)

2014.
CincinnatiStreetFoodFestivalisanannualWalnutHillstraditionsince2012.
Vendorsfromallaroundcomeandcelebratethecommunitywithlivemusic,art,and
foodtrucks.
STRATEGIES

AdvertiseonFacebookandTwitter.
PartnerwithWalnutHillsRedevelopmentFoundation.
LinktoWalnutHillsRedevelopmentFoundationFacebookpageandFindlayMarket.
Openeventtothepublic,notjustWalnutHillsresidents.

10

EatLocalForTheGlobe

(Fig.4EatLocalForTheGlobe)

2014.
AnnualfundraisingeventheldatFindlayMarket.
Featuringlocallysourcedfood,wineandFindlayMarketfare.
11

AllproceedsbenefittheFindlayMarketFund.
STRATEGIES

AdvertiseonFacebookwithlinktotheFacebookpagefortheevent.
RegisterfortheeventbygettingticketsthroughEventbrite.com.
Photographpeopleateventdoingdifferentactivities.
Poststoriesonfacebookaboutpeoplesreactions.
Mention&acknowledgethedifferentvendorspresentattheevent.

ADDITIONALPASTPROMOTIONS:
#SUMMERinCINCY
Participateinalocalhashtag.
TheideawastoshowpeoplethingstheycoulddowhentheyareinCincinnati.
AccompaniedpromotionforthedifferentfarmstandsonFacebook.
EncouragedpeopletousethehashtagonsocialmediatoshowthatFindlay
Marketwasanoptiontovisitifpeopleareintown.Thiswasawaytospread
brandawareness.
GeneralFacebook/TwitterPostings
.
Promotesdifferentfarmstandswhentheyopenthroughouttheweek.They
promotetheseconsistentlythroughtheirFacebookpageandinaddition,they
attachanimageoftheirproductsthatareavailableatthefarmstand.

12

FINDLAYMARKET
THEOTRBiergarten

(Fig.5OTRBeirgarten)

2015.
SupportandpromotelocalbeerentrepreneursintheCincinnatiregion.
SponsoredbyChristianMoerlein&TheBreweryDistrict.
STRATEGIES
AdvertiseonFacebookthroughaneventposting&group/page.
13

Introducethedifferentbreweriespartneringwith.Eachhavetheirownad.
Hadmusicthroughoutthefestival.
EventheldfromMay15Oct.25overthespanoffivemonths,gavepeoplemultiple
opportunitiestoattendeventattheirconvenience.
GuestbreweriesinadditiontoChristianMoerlein.
Onlyonweekendswithascheduleontheentireevent.
Representativesfromthedifferentbrewerieswillsharestoriesabouttheirbreweryand
servetwooftheirseasonalbeers.

FindlaytothepeopleStorytellingSeries

(Fig.6FindlaytoThePeopleStorytellingSeries
)

2015
StorytellingseriescelebratingFindlayMarketanditspeople.
STRATEGIES

AdvertisethroughFacebookandTwitter.
CreateFacebookeventspage.
CelebrateeventthroughstorytellingaboutFindlayMarketanditspeople.
Differentthemeseachsession,differentpeople.

14

CURRENTPROMOTIONS:
FINDLAYMARKET
BockfestDinner

(Fig.7BockfestPromo)

2015
FoodfestivalheldatCrownOTRBuilding.

15

STRATEGIES

PartnerwithBrockfestteam.
EventheldacrossfromOTRBiergartenatFindlayMarket.
PurchaseticketsthroughEventbrite.com
Tickets$25/personMealincludesonebockbeer.
FoodservedbyFindlayMarketMerchants,Beeravailableforpurchase.
LinktositeonFacebook.
PosteventmenuonEventbrite.comandFindlayMarketwebsite.
AvailableVegetarianoption.

MarketTours
BASICTOUR
TourofanoverviewofFindlaymarket.
Discussionofhistory,whatishappeningtodayandthefutureofthemarket.
STRATEGIES

30minutes.
OpenTuesdaytoFriday.
Tourtimes:9a.m.11:30a.m.,1p.m.3:30p.m.
$5donation.
Allowgrouptours.
Smallgroupsofnomorethan30.
Contactinformationforsignupsandmoreinformation.

TOUR&TREAT
AstepupfromtheBasicTour,itisanoverviewofFindlayMarket
Discussionofhistory,whatishappeningtodayandthefutureofthemarket.
ParticipantsgetachoiceoftreatfromthreeoptionsatFindlayMarket
STRATEGIES

30minutes
OpenTuesdaythroughFridaywithlimitedweekendtimes.
Tourtimes:9a.m.11:30a.m.,1p.m.3:30p.m.
$10perperson
16

Allowgrouptours
Contactinformationforsignupsandmoreinformation.

TASTETHEWORLD
FullFindlayMarketexperience.
PresentedbyBarbCooperofDaisyMaesMarket.
LearnabouthistoryoftheMarketandOTRneighbourhood.
STRATEGIES

90Minutes.
PersonaltourwithBarbCooper.
$20/person(Fee)
Stopsandtastingsfrom5specialtymerchants.
Bookthroughcinnatifoodtours.com
Onweekends,customersmayaddaglassorwinetothetour,for$5.
Allowprivatetours,fieldtrips,andcustomoutings.
Maximum16pergroup.

REGULARWEEKENDTOURS
Focusingontherich160yearsofhistoryofFindlayMarket.
STRATEGIES

Freetour.
30minutes.
2ndand4thSaturdayofthemonth.
10a.m.
20peoplepertour.
17

Acceptdonation.

CONSUMERPROFILES&EVALUATION:

Averageage:37.5
Maletofemale9:1
Population,8,894
69.52%ofthepopulationisAfricanAmerican
ThepopulationdensityinEvanstonis24%higherthanCincinnati.
ThemedianageinEvanstonis17%higherthanCincinnati.
InEvanston27.56%ofthepopulationisCaucasian.
InEvanston0.52%ofthepopulationisAsian.
Figure8.Evanstondemographics.

CurrentandPotentialConsumers

ThecurrenttargetmarketforFindlayMarketisalargeaudiencerange.SinceFindlay
Marketoffersmanyeventsthatcatertoyoungerchildrenandadults,theyareadvertisingtothe
greaterportionofCincinnatiandlocationssurroundingthearea.Thefarmstandstargetthe
specificcommunitiesthatarelocatedinWalnutHillsandEvanston.Duetothestigmatowards
farmermarketsbeingmoreexpensive,lowerincomecommunitieshavetroubleseeingthefull
potentialandturntocheaperalternatives.

ThepotentialconsumerscouldbeallthefamiliesinthecommunityofEvanston.Since
thecommunityisafooddeserteveryhouseholdandorfamilybenefitfromthefoodstand.The
largestagemajorityis37.5andAfricanAmericanintheEvanstoncommunitythesearethe
consumersthatthefarmstandwillgoafter.Targetingconsumersthatneedtogethealthierfoods
18

andalsothatdonothavetheoptionoftravelingoutofthecommunity.Thefarmstandcouldalso
reachaudiencesfromcommunitiesnearandaroundEvanston.

Product/ServiceUsage

TuringshippingContainerintoFarmstandinEvanston
ProvidingalocationwherethecommunityofEvanstoncangetfreshlocalproduce
withminimaltravel/travelexpense
FarmstandwillbeopenTuesdayswiththeoperational3p.m.6p.m.,weather
permitting(Onceaweek)
Priceswillvarydependingonmerchant/foodquality/quantitybutreasonableprices
provided

ConsumerPotential

Toincreaseuseandfrequencythefarmstandcouldopenthefarmstandsother
locationsonotherdaysbesidesjustTuesdays.Orthefarmstandcouldopenonanother
dayandhavethefarmstandopenbiweeklyopposedtojustweekly.
Toincreasepurchasinghabitsthefarmstandcouldprovideinformationor
communicationtoeducatethetargetaudiencethatfarmersmarketsareacheaperand
thehealthieralternativetocompetitivegroceryoptions.

CompetitionAnalysis
FarmersMarkets

InCincinnatitherearenineotherFarmersMarketscompetingwithFindlayMarketand
FindlayMarketsFarmstands.Theseothermarketsposeathreatbecausetheyhavedifferent
hours,areindifferent,possiblymoreaccessiblelocations,andacceptsfoodstampsandWIC
assistanceaswell,belowisagraphdiagrammingoutlocation,hours,andmethodofacceptable
payment.

19

Figure9.InformationforFarmstandsinCincinnati

FiveofthenineofthesemarketsarewithinafivemileradiusofFindlayMarketwhich
posesasdirectcompetitionbecauseifanotherfarmersmarketisclosertothetargetaudience,
theycouldbemorelikelytogotoacompetitorduetoeasiertravel.Thereisalsoainformation
bookletthatcanbelocatedonlinecalledCORV,CentralOhioRiverValley,thatposteda2015
LocalFoodGuidethathasalistingofallfarmersmarketsintheCincinnatiarea,extendingoutto
Loveland,thehours,theytypeofproducetheywillhave,andwhereitissourcedfrom.Itisan
extensiveguidethatonlylackspricing,becauseeachfarmercanpricehisorherproduce
differentlyduetodifferentcosts.Itisaveryextensivebookletthatincludesseasonalitems,how
toplanaheadforthewinter,whatcanbegrownhydroponically,andevenincludesrestaurants
thatlocallysourcetheirfood.

Distribution

Intheguidebooklet,therearesixpagesdedicatedtothelocationsofallthesourcedfood
forthefarmersmarkets.ThesefarmsarespreadoutinOhio,KentuckyandIndiana.Thesealso
includethefarmsthatstocktheFindlayMarketFarmstandsandFindlayMarket.Inthe
distributionlayout,itincludesthefarm'sname,location,growingpractices,products,andhowit
issold,whetheritisjustsoldthroughafarmersmarket,farmstand,atthefarm,orcalltoorder.
Havingallofthisextrainformationavailableinanextensiveform,consumerscouldeducate
20

themselvesonthedifferentwaythatproduceistakencareofandfromtheremightnotlikehow
certainproduceisgrownandmightresorttootherfarmersmarkets.

History

Findlaymarkethasbeenopensince1855,butbeforethatintheearlynineteenhundreds,
farmersusedtobringintheirproducetonotonlyselltolocalsbuttosellittoshipperstraveling
downtheOhioRiversothatitcouldbesoldallthewaydowntheMississippiRiver,because
NewOrleansandLouisianawerelargemarketsforOhiofarmers.Becauseofthebusinessthat
Ohiofarmershadwithsouthernstatesitmadefreshproduceavailabletothoseinsidethecity,
whichwasrapidlygrowing(OHC).FarmersmarketswerestartedbackwhenCincinnatiwas
becomingacityandhavestayedeventhroughthetroublesthatCincinnatihasexperienced.

Promotions

ThemostlocalizedsetofpromotionsisintheCORVbookletbecauseitcarries
advertisementsformost,ifnotallofthefarmsthattakeplaceinthefarmersmarkets.Most
farmersthatparticipateinfarmersmarketsdonotdosales,theysometimestakeplaceina
packagelikefivefor$8,becausetheyhaveacosttosaleratiothattheywanttostayaboveso
thattheycanaffordtocontinuetogrowtheirproducethereforetheymainlydosmall
advertisementstoraiseawarenessfortheirbrand.

GroceryStores

GrocerystoreslikeKroger,Biggs,Meijer,andWalMartareallcompetitionforfarmers
markets,becausetheyarelargechainstoresthathavemorethanjustproduce.Allofthese
competitorshavegrowntheircompaniestonotonlycarryfood,butpersonalhygieneproducts,
clothing,andothermiscellaneousproducts.Thebenefitofbuyingfromlargechainstoresisthat
theybuytheirproductstosellinextremebulkandthencansellitatalowerpricebecausethey
didnotproducetheitemandtheymakeextraprofitoffofotheritemsthattheysellinstore.
Theyalsohavelocationsinmoreplacesthanfarmersmarketscanbecausetheyhavealarger
profitmarginthatallowsthemtoexpandmoreeasily.
21

Topriceoutproduce,theseasonistakenintoaccountasaretheconditionsoftheseason
forcertainproduce,becausesomeproduceonlygrowswellincertainconditions.Thereisalso
theoptiontobuycannedproduceaswellthough,likecannedtomatoes,peasandcornthatcould
bemoreappealingbecausetheywillnotbeasexpensive.Forfreshproducebelowtherewillbea
chartforsomeofthepricingofproduce.

Kroger

Meijer

Biggs

Broccoli

99perlb.*

$1.99perhead

88perhead*

Carrots

$1.992lb.bag

$1.391lb.bag

982lb.*

Lettuce

89eachhead*

99eachhead

98perhead*

SweetPotatoes

79perlb.*

88perlb.

68perlb.*

*Requiresamembershipcardtoreceivelistedprice.

Distribution
AllofthesecompanieshavemultiplelocationsinCincinnatialone.Theyareall
nationwidechainsthatareinalmosteverystate.SomehavemorelocationsWalMarthasavery
extensivecoveragewhereRemkeBiggshaslesscoverage.

CurrentandPastPromotions

Kroger
LoyaltyCard
:TheKrogerPluscardisfreetosignupforandfreetokeepwithitthe
cardholderaccumulatesfuelpointsbasedontheirpurchases.Withthiscarditalsoqualifiesthe
cardholderforcertainpromotionsthattheyhave,orsalesthattheyoffer.Themoneyofffuel
countstowardsKrogerFuelStationsbutitnowalsoworkswithSunocostationsbutyoucanonly
useamaximumoftencents.
FreeFridayDownload:
ThefreeFridaydownloadisonlyofferedtocardholders,itis
whereyoucanclipanonlinecouponforafreeitem.Theitemsarerandomeachweekandvary
fromchocolate,animalproducts,andjuices.

22

5for$5:
Duringcertainperiodsthereareitemsthroughoutthestorewhereifsomeone
purchases5oftheseitems,whentheycheckouttheyget$5offtheirtotal.

4xstheFuelPoints:
Duringcertaintimes,whensomeonepurchasescertainitems,
sometimesitiscommongroceries,othertimesitisjustgiftcards,theyget4xthefuelpointsthan
justanormalpurchase.

ProduceCoupons:
Couponswillbegivenoutwhereifyouspend$10onproducethen
youget$2off.

Biggs
LoyaltyCard
:RemkeBiggshasarewardscardthatpairswithSpeedwaytohelppeople
reducethepriceofgas.Theyalsohaverandomrewardperiods,thecurrentpromotionis:

Figure10.RemkeBiggscurrentpromotion.

DigitalCoupons:
Peoplecandigitallyclipcouponsforitemsthattheyuse.
Meijer
MPerks:
Mperksisafreetosignupforaccount,thereisnocardneeded,justaphone
numberandyoucanclipdigitalcouponsthataregeneratedtobemoreofwhatyoubuy.They
haveacurrentpromotionwhereyoucansave$5onproduce.TheyalsoprovideMperksfor
prescriptions,whereyoucansaveupperkstogetmoneyoffofprescriptions.

WalMart

WeeklyAds:
WalMartmainlyhasweeklyadsbecausetheyclaimtoalreadyhavegreat
pricessotheydontneedtohavethatmanypromotions.TheyalsohaveaDailyValueCenter
onlinetoshowthebestdealsfortheday.

FastFoodandGasStations

23

Thereisacompetitioningasstationsandfastfoodplacesbecausetheyhavecheapfood
thatislessexpensivetogetlargepackages.Gasstationsgenerallyhavesimpledealslikegetting
toofthesamebrandsodaforthreedollarsorotherdealssimilar.Fastfoodplacesusuallyhave
cheap,andfastfoodaswellwherefor$10youcouldgetburgersforthewholefamily,orapizza
whichislessexpensivethanbuyingfreshproduce.Becausetheseotheroptionsarecheaper,itis
easierforpeopletochooseunhealthyfoodversussomethinghealthy.Thedistributionforthese
twoareveryextensive,therearemanydifferentchainsofgasstationsandevenmorefastfood
options.Theyarealsofoundeverywhere,whichmakesitaneasierchoiceaswell.

History

ManymightthinkthatitwasMcDonaldsthatstartedfastfood,buttherealityisthatthey
justperfectedit.WhiteCastlewasthebeginningoffastfoodbyopeningtheirfirstrestaurantin
1916inWichitaKansas.Bythe1950s,thefastfoodindustryboomwasinfullswing,
incorporatingandperfectingmarketingstrategiesborrowedfromearlierdays.Fastfood
franchiseshadbecomepopulardiningstopsfromcoasttocoast,thankstotheirstandardized
menus,easilyrecognizedsignage,andunifiedadvertisingstrategiesthatmadehouseholdnames
ofsuchindustryleadersasWhiteCastle,McDonalds,A&WRootBeer,andHowardJohnsons
accordingtotheHistoryofFastFoodinAmerica.Sincethen,fastfoodhasstayedthesamewith
iconicsymbolsandextensivecoverage.
Thefirstgasstationwasbuiltin1905inPittsburghPennsylvania,wherepeoplecould
driveupandhavetheircarfilleduptheattendant.Itwasntuntil1927inDallasTexas,that
someonedecidedtoattachaconvenientstoretoagasstation,fromtheremostgasstationswere
builtwithconveniencestoresattached.

CurrentandPastPromotions

24

Figure11.CurrentMcDonaldsPromotion,nowexcludingMozzarellaSticks

Figure12.CurrentPromotionforAllDayBreakfastatMcDonalds

Figure13.CurrentpromotionthroughBurgerKing

25

Figure14.NewPromotionforBurgerKing,launchedon02/23/16

Figure15.CurrentPromotionforWendysFigure16.CurrentPromotion,(constant)

Figure17.AnnualPromotion

26

Figure18.TacoBellPastPromotion

Figure19.CurrentPromotion

Figure20.CurrentPromotionforKFC,alsoincludesa$5individualmeal

Effectiveness
27

Thesepromotionsmakeiteasierforpeoplewhowantcheap,quickandeasyfoodtodrive
throughandpickupinexpensive,alreadymadefoodfortheirwholefamily.Thesepromotions
havedrivenmorepeopletotheserestaurants.Thesepromotionshavebeenplacedonsocial
media,ontelevisionandoccasionallyonbillboards.Therewasalsoatwitterfightbetween
BurgerKingandWendys,whichdroveevenmoretraffictotheirlocations.

COMPETITIONSWOTANALYSIS:
Strengths
Unhealthyoptionsaremorereadily
availableinpriceandlocation.
GroceryStoresarenationwide
chainssotheyhavemorelocations.
OtherFarmersMarketsmightbe
closertothetargetaudience.

Weaknesses
Fastfoodandgasstationfoodis
veryunhealthy.
Youcanttakeadvantageofcertain
salesatgrocerystoresunlessyou
haveamembership.
OtherFarmersMarketsmightnot
havethesameproduce,anditmight
bemoreexpensivedependingon
thefarmer.

Opportunities
Threats
Fastfoodplacescanofferalotof
Fastfoodplacesreceivecriticism
differentdeals.
fornotservingrealfood.
GroceryStoresareableofferfood
GroceryStoresproducecanbe
atlowerpricesthroughsales
damagedandbruiseddueto
becausetheyarenationwidechains.
transportation.
Farmersmarketcanpromotethe
Farmersmarketshavelimited
healthyoptionsthattheyprovide.
locations,andeventhoughitis

moreorganicandnatural,ismore
expensiveandmightdiscourage
peoplefrompurchasing,also
limitedhours.

PRIMARYRESEARCH:
TounderstandtheneedsofFindlayMarketFarmstand,itisimperativetolookatthe
challengesandhurdlesthatstandinthewayofachievingthedesiredoutcome.Alargepartofthe
issueisaddressingthecompetitionbetweenhealthyfoodvs.fastfood.Notonlythis,but

28

understandingwhyEvanstonresidentsmightpreferutilizingquick,cheapmealsinsteadofusing
freshingredientstocreatehomemademeals.
Inordertoexplorethis,afocusgroupwascreatedtodiscusswithEvanstonresidents
someoftheproblemsthecampaignisfacing.Thegoalofthisgroupwastounderstandfromthe
consumersthemselveswhatfromthefarmstandtheywoulduseandwhy,togaininsightfromthe
communityabouttheunderstandingofthefarmersmarketandFindlayMarketinparticular,and
totalkaboutwhichproductwouldbemostpopularforEvanston.TheimportanceoftheFocus
GroupallowsFreshBrewAdvertisingtohaveanopendialoguewiththeresidences,allowing
conversationstodevelopabouttheeffectivenessofusingrecipesandcookingclassestopromote
selfmademealsinanefforttoincreasefamilyandneighborhoodbonding.Thefocusgroupwill
alsoexplorethetrendsandstigmasalreadydevelopedbyconsumersaboutfoodstandsand
healthyfood,anddiscussingwhere,why,andhowtheEvanstonresidencessupplementtheir
groceryneeds.
Anotherresearchtechniqueistheuseofasurvey,FigureA(Appendix).Itisimportantto
havequantitativeevidenceandsupportforthedirectionofthecampaign.Thissurveywillfocus
onfindingoutwhetherEvanstonresidentscareaboutwheretheirproduceisgrown,opinionsand
perceptionsonthefarmstand,andthetypesoffoodtheywouldprefertobuy.Italsoasksabout
thefrequencyconsumersgogroceryshoppingandhowconvenientitcurrentlyisforthem,and
thereasoningforpeoplechoosingtocookfrozenfoodorgetfastfoodoptions.
InadditiontotheFocusGroupandsurvey,FreshBrewAdvertisingwillobserve
consumerbuyinghabits.Thiswillallowthecompanytoseewhatconsumersarecurrently
buying,andhowmuchtheyarewillingtopayforcertainfoods.Thiswillhavesomeimpacton
thedirectionofthecampaign,butnotasstronglyastheothertworesearchstrategies.

29

MARKETING:
TARGETNAME(Evanston):
FamiliesintheEvanstoncommunity,withadults
betweentheagesof37to65,lower/middleclass.
Lowerpriced,largequantities,easilyaccessible,kidfriendly,healthieroption.
Sitdownasafamily,havingamealbringingbackfamilydinners.
STRATEGIES
Product/Service
Providehealthiermealsforfamilies.
Compensateforfooddesertwithsomethingmoreconvenient.
Thebenefitofthecommunitylocationisforthewholefamilytoexperiencean
activitytogetherthatbenefitstheirhealthandwellbeing,whilestrengthening
communityandfamilybonds.
Rationale:
Thecommunityneedsamoreaccessiblelocationthatprovidesfreshproduce
whilefosteringstrongertieswithinthecommunity.
Pricing
Conveytoconsumersthatthehealthierandmoreconvenientoptionisworththe
pricewhentakingtravelandfamilytimeintoconsideration.
Toinformconsumersthatitwouldbemoreefficienttobuyfreshproducetocook
amealratherthanbuyafastfoodmealeverynight.
Rationale:
ToinformEvanstonmembersthatfreshproducefromthefarmstandcan
providemealsforafamilyonasimilarbudgettofastfoodmeals.

30

Placement
TohavealocationintheEvanstoncommunitytoalleviatethefooddesertinthe
area,thatisalsoconvenientforpeopletotravelto.
Toattractfamiliesthatdonothavetheoptiontoconvenientlyleavethe
communityduetofinancialobstacles.
Rationale:
Byprovidingalocaloptionforhealthyfooditgivescommunitymembersthe
abilitytodoso.Sincetransportationisnotaccessibletoallcommunitymembers,having
alocationthatisinwalkingdistanceisinthebestinterestoftheEvanstonfamilies.
Promotion
Signs/flyersbusstops,benches,yardsignstoattract/informpeopleaboutthe
farmstand.Alsodistributetostudentsintheareaatschool.
Communitymeetings/Churchinformationaltable,handoutflyers/littlecards
andchurchbulletinsthatletsthecommunityknowaboutthefarmstandsand
events.
Rationale:
Placingthesepromotionsinplacesthateveryoneinthefamilycanatleastsee
theadvertisementsandinteract.
Prospects
Emphasizingtheimportanceoffamilyandcommunitybonds,turningdinnertime
intofamilytime.
Benefitstheleadbyexampleideaforparentstochildren.
Rationale:
Itwillhelpbuildbetterconnectionsbetweenparentsandchildren,whichcan
thenbuildbetterconnectionsinthecommunity.
TARGETNAME(Xavier):
Juniorandseniorswhohavecarsandthosewhobuygroceriesona
regularbasis.
Promotingahealthiereatingoption,healthierlifestyle.
Betteralternativetoeatingoncampus/foodofferedoncampus.
Product/Service
Providingasecondoption,bemorehealthconscious.

31

Buildingrelationshipswithpeersandcommunityofferanalternativeoffcampus
activity.
Rationale:
Xavierstudentsarelookingtoadheretoschoolvaluessuchassustainability
andcommunity.

Pricing
Studentsarelookingtogetvaluetodollarratiowhileremaining(somethingabout
loyaltyandlocalbusinessideas)
Toprovideamorereasonablemealthatarenotfastorquick.
Rationale:
Xavierstudentsarelookingtoimprovetheirownhealthwhilebeing
consciousofprice.
Placement
Thelocationisclosertocampusmakingitmorereasonableandpracticaltogetto
thanotherfoodoptionsthatarenotashealthy.
OptionforXavierstudentstolearnaboutthecommunitiessurroundingthe
campusanduniversity.
Rationale:
Xavierstudentsgainingabetterunderstandingofdifferentcommunitiesin
theCincinnatiarea,andinturnshowingthemsupport.
Promotion
AdvertiseonSocialMedia,flyersinclassrooms,working/partneringwithXavier
clubs/organizationstogetthewordout.
HaveStones/Danasparticipateinfundraisersshowyourreceiptafterbuying
foodatfarmstandandgetadiscountatStones/Danas.
Rationale:
Supportinglocalbusinesses,weboflifetheircommunityaffectsoursand
oursaffectstheirs.
Prospects
Benefitingotherswhilebeingselfconsciousofhealthandwellbeing.

32

Xavierstudentshavetheopportunitytobepartofsomethingbiggerthanjust
Xaviercommunity.
Rationale:
Xavierstudentsputtingothers/thecommunitybeforethemselveswhilealso
learningtoenrichthelivesofothers.

INTEGRATEDMARKETINGCOMMUNICATION:
Advertising
Objectives:
BringingawarenesstothelocalcommunitiesabouttheFindlayMarketFarmStands.
ProvideahealthierproductinthefooddesertareainthecommunityofEvanston.

Strategy:
Toconnectdifferentgenerationsaroundthedinnertableandshareahealthylifestyle
sharedbyfarmstandskeymissions.

Plan:
1) Tocreateyardsigns,schoolflyers,andchurchbulletin.Displayedonthese
advertisementswillbethelocationofthefarmstandswiththedayandtimeofoperation.

2) SchoolFlyers:Distributedto
WalnutHillsHighSchool,

EvanstonAcademy,St.Mark
RomanCatholicChurchandSchool,XavierUniversityStudentsFigureB(Appendix)

3) YardSigns:EvanstonCommunity,FigureC(Appendix)

4) HoffDiningHallonXavierscampus,FigureD(Appendix)
2weeksAdswillbepresentinHoffDining
4,300undergraduatesMealplans3,142Halfarecommuters.

5) Stickers(Schools,Xavier),FigureE(Appendix)

6) ChurchBulletin:Evanstoncommunity,FigureF(Appendix)
Listofsuggestedchurches:
BibleWayChurchofGodChrist
3231WoodburnAve
33

(513)9610450

ChristTempleBaptistChurch,
3060DurrellAve45207
(51)38619563

FifthChristianChurch
3203WoldAvenue45207
(513)2210577

FirstAntiochBaptistChurch
1511GilpinAvenue45206
(513)2212665

GodsGreaterGlory
3312MontgomeryRoad45207
(513)5136606

7) BalloonArchforopeningday.
Standardarch.
Balloonshapedvegetables.

Rationale:
Toattractawarenesstothepresenceofthefarmstand,andtoinformpeoplewhenthe
farmstandwillbeopen.

PromotionsRecommendations
Objective:
RaiseawarenessofthefarmstandstothecommunityofEvanstonandXavier
studentsandgiveinformationaboutit.

Strategy:
Toputinformationoutinthecommunityaboutthefarmstand,whereitisandwhenit
willbeopen.

Rationale:
Tobringinpotentialcustomersandinformthemaboutahealthieralternativeand
encouragefamilyandcommunitytogetherness.

PublicsRelations
Objective:
Tousecommunityhubstofurtheroutreachconnectionstodrawininteractions
betweenthefarmstand,Evanston,andXavierstudents.
34

Strategy:
TobuildbetterrelationshipswithandforthecommunityofEvanstonthatcanbe
reflectiveforwhatthefarmstandstandsfor.

Rationale:
ThatthefarmstandhasaspecificpurposetobenefitandnurturetheEvanston
community.

CreativeRecommendations
TargetAudience:
EvanstoncommunityandXavierStudents.
Objectives:
1) BringingawarenesstothelocalcommunitiesabouttheFindlayMarketFarmStands.
2) ProvideahealthierproductinthefooddesertareainthecommunityofEvanston.

Strategies:
1) Toconnectdifferentgenerationsaroundthedinnertableandshareahealthylifestyle
sharedbythefarmstandskeymissions.
2) TobuildbetterrelationshipswithandforthecommunityofEvanstonthatcanbe
reflectiveforwhatthefarmstandstandsfor.

Slogan,logoandothervisual/verbalcontent
SloganLetsGrowTogether
Hashtagsforsocialmediaposts#GrowTogether
Copyforbulletinposts,yardsigns,flyers,tabletoppers
Copyforsocialmediaposts

Advertisingexecutions:
Toplaceyardsignsthroughoutthecommunity,todistributeflyersat
localschools,placeadvertisementsinthelocalchurchbulletinsandhaveabusadvertisement
thatdrivesthroughthecommunity.

Salespromotionmaterials:
SlogansforEvanston(community,health,together,growingtogether)goonallPR,Ad,
Promotions

SocialMedia/PR
:XavierStudents
Instagram,Twitter,Facebook,Periscope
35

Use#GrowTogetherforstudentstopostandthenreceiveonedollaroffpurchases
Contactsustainabilityclubtogeneratebuzzandpressreleasesforthefarmstandon
Xavierscampus
SuggestusingcompostofthecommunitygardeninEvanstonandthensharehowtouse
allaspectsoffoodandeliminatewasteproduced

BUDGET

36

EVALUATION

Thewaytomeasurethesuccessoftheadvertisingsuggestionsforthefarmstandwould
bebyconnectingwiththecommunity,askingcustomershowtheyhaveheardoftheEvanston
Farmstand.Thiswouldbedonebyengagingwiththepatronsshoppingatthefarmstand.The
feedbackreceivedwillprovideinsightintowhichmethodsweremostsuccessful,andwould
showwhichadvertisingmethodsshouldbecontinuedtorunandwhichshouldberedesignedin
ordertoproducemorebusiness.Supportthroughoutthecommunity,alongwithsales,will
continuetoriseasatestamenttotheinfluencethefarmstandhashadonthehealthand
wellbeingoffamiliesinthefooddesert.

37

Appendix

FigureA.

38

SurveyexampletolearnmoreaboutbuyershabitsinEvanston

FigureB.
Flyersforelementary/highschoolstudents.

39

40

41

FigureC.
YardsignsfortheEvanstonandXaviercommunity.

42

FigureD.
TabletentsforXavierHoffDining.

43

FigureE.
StickersforElementaryandXavierstudents.

44

FigureF.
Churchbulletinad.

45

References

Jordan,D.(n.d.).LocalFoodGuide,CORV.RetrievedFebruary23,2016,from

Cincinnati,OhioOhioHistoryCentral.(n.d.).RetrievedFebruary24,2016,

Cincinnati,OhioKroger(n.d.).RetrievedFebruary23,2016,

Grocery,MeijerMPerks.(n.d.).RetrievedFebruary23,2016,

RemkeMarkets::WeeklyAds.(n.d.).RetrievedFebruary23,2016,

TheHistoryofFastFoodinAmerica.(n.d.).RetrievedFebruary24,2016,from

FirstGasPumpandServiceStation|.(2015).RetrievedFebruary24,2016,

TheHistoryofFuelsRetailing|NACSOnlineYourBusinessNACSRetailFuelsReports
2013NACSRetailFuelsReport.(n.d.).RetrievedFebruary24,2016,

FindlayMarketFarmstands.(n.d.).RetrievedFebruary25,2016
Evanston,Cincinnati,OHDemographics.(n.d.).RetrievedFebruary25,2016

21Acres.|TheFarmersMarketMyth:Yestheyreallyarecheaperthanthesupermarket(n.d.).
RetrievedFebruary25,2016

Menu.|FarmersMarketCoalition(n.d.).RetrievedFebruary25,2016
FarmersMarketsvs.GroceryStoreWheredoyousavemoremoney?HappyMoneySaver.
(2013).RetrievedFebruary25,2016

46