What is WWOOF?

Overview

Worldwide Opportunities on Organic Farms, USA (WWOOF-USA) is part of

a worldwide effort to link visitors with organic farmers, promote an educational
exchange, and build a global community conscious of ecological farming practices.
Visitors, or WWOOFers, spend about half a day helping out on a
host farm, learn about the organic movement and sustainable
agriculture, and receive room and board during their visit with no
money exchanged between hosts and WWOOFers. WWOOFing
is a way to learn practical farming skills, be part of the organic
agriculture movement, and experience the heart of American
agrarian culture.
The WWOOF-USA Host Farm Directory lists 2,123 organic
farms (not necessarily USDA certified organic) and gardens across
the country. Any farm, community or garden project using organic
methods that would like to participate in a cultural and educational exchange may join
the program.
The program is open to anyone 18 years of age or older, regardless of experience.
WWOOF-USA membership is valid for one year from the day it is purchased. We
encourage all types of WWOOFers and hosts who would like to work together to
strengthen sustainable agriculture to be a part of WWOOF-USA
WWOOF farms offer a variety of educational opportunities, including growing
vegetables, keeping bees, building straw bale houses, working with animals, making
wine, and much more. With farms in all 50 states, the US Virgin Islands and Puerto Rico,
theres something for everyone.

Research
Why Millennials? Why Travel?
Millenials and Travel
WWOOFers must be seeking to learn about sustainable farming practices or they
must be seeking to travel. Research conducted by the travel advertising agency MMGY
Global found that six in 10 millennials would rather spend money on experiences than
material things. Their research also found millennials are expected to spend more on
travel services than any other age cohort during the next year. Millennials travel for
leisure 4.2 times a year according to TheGBrief.com.
The biggest difference between millennials and others travelers are their expectations
of their trips. Millennials want to gain experience, recognition, and value by saving,
earning, and learning while traveling. (TheGBrief.com) WWOOFs mission is inline with millennials goals, which makes them the perfect target market. According
to a survey conducted by TopDeck travel experiencing a new culture (86 percent)
and eating local foods (69 percent) were listed as common determining factors for
motivating people aged 18 to 24 to travel. Becoming immersed in new cultures and
cuisine are very high on the priority list for millennials considering travel. Millennials
are also very aware of their money and how it is spent. Because of this, WWOOF has a
competitive advantage over some other options because it is free. Millennials make up
70 percent of hostel guests according to the Huffington Post, for three main reasons,
affordability being the first. Because of millennials desire to enjoy a new culture,
eat new food, and do it all at an affordable price, WWOOF has a good chance at
captivating them.
Millennials and Social Media
As far as our chosen tactics, considering our target market being the biggest social
media users of all time, it was easy to choose the appropriate platforms. Millennials
turn to social media platforms when seeking traveling advice. TopDeck survey results
showed, 76 percent said that friends recommendations were a main factor, whats
on sale, and social media also came far ahead of travel-agent advice (18 percent).
Using different social media platforms as advertising opportunities and reaching out
to social media influencers has great potential for a non-profit that creates traveling
opportunities.

Research
Millennials Psychographics
We also conducted a survey, where we found that 70 percent of millennials would
volunteer on a farm for a free stay and that the majority are mainly worried about
cost when traveling. Out of the 27 responses, not one person responded to the
Do you consider yourself adventurous? with no. All 27 answered either yes, or
sometimes. When asked to rank their values, 40 percent said that ecology (harmony
with the universe) was their main priority, and 30 percent said spirituality (inner harmony
and unity with nature). When asked if they would consider volunteering at a farm in
exchange for free stay, 56 percent answered yes, and 34 percent answered maybe.
We concluded the survey with the question, How likely are you to look into WWOOF
as a traveling resource now that you know what they do? only 33 percent answered
that it was unlikely for them to look into it, while the other 66 percent were either
slightly likely or extremely likely to use WWOOF as a travel resource.

SWOT Analysis
Strengths
2,124 farms, including one in all 50 states
Strong community that stays engaged on social media
Provides authentic experiences
Responsive, well-organized website
Strong presence on Instagram and Facebook
Growing demand for local and organic produce
Growing interest in living a lower impact lifestyle
Opportunities
There is currently a scarcity of young farmers. There arent enough to replace old
farmers
Six in 10 millennials would rather spend their money on experiences rather than material things
Millennials believe collection action can make a difference, and theyre drawn to big
issues
The average trip length for millennials is two months
Millennials view travel as an extension of their education
Cost plays a large role in travel decisions for millennials
In 2014, 33% of millennials took at least one vacation within 50 miles of their home
Picturesque farms provide opportunity for good photographs
Weaknesses
Very little video content on Facebook and Instagram
Lack of consistent background checks
Host farms with no photos or reviews
Off seasons when few volunteers are needed
Threats
Careers
AirBnB
Lack of awareness of the importance of organic farming
WWOOF in other countries
Unfavorable seasons and climates

Target Audience
Steve is 24. He is a member of his local community garden. He spends a lot of time
doing research online about how to live a sustainable life. When he can, hes happy to
spend a little extra to eat at a farm to table restaurant. When hes at work and his boss
isnt looking, hes going on Instagram and scrolling through pictures of bloggers in the
beautiful countryside and he cant help but feel envious. When he goes to the local
coffee shop, he carries his copy of On The Road by Jack Kerouac and feels a longing
for open spaces. He sees 40 dollars for access to a directory of thousands of organic
farms as a great value.

18-28
College students
Environmentally aware
Adventurous

Where do they spend their money?

Book shops
Coffee shops
Small businesses

What do they value?

Altruism
Ecology
Universalism
Benevolence
Spirituality
Self Direction

How do they spend their time?

Reading
School
Working
Volunteering
Attending local events
Social media

Organic product consumers

Farmers Markets
Publix
Trader Joes
Whole Foods
Urban Outfitters
Forever 21

Creative Brief
Creative Strategy Statement
Ads will target college students who seek adventures on a budget by informing them
that traveling to farms can fulfil their desire to travel, while helping them lead a clean
lifestyle. An informative illustration depicting the wonders of a healthy lifestyle will
convince them.

Advertising Plan
Key Fact: College students are constantly seeking new adventures while struggling
with financial expenditures.
Advertising Problem: College students are not aware of WWOOF farms.
Advertising Objective: To increase the total amount of WWOOF-USA volunteers
from 18,000 to 20,000 by end of 2017.
Target Consumer: Men and women aged 18-24 who are a part of the Fantasy
Adventure trend.
Competition:

Direct: other affordable and healthy travel areas

Indirect: lack of awareness of WWOOF farming
Key Consumer Benefit: Consumers will feel fulfilled by finding affordable travel along
with learning ways to maintain a healthier and cleaner lifestyle
Support: Multiple studies have shown that college students love to travel, but find it
difficult when faced with a big price tag. Studies have also shown an increase in healthy
lifestyle awareness, meaning more college students are interested in living a cleaner
lifestyle. Direct mail, banner ads.
Tone Support: Informational, trendy, sophisticated
Mandatories and Limitations: Logo, slogan.

Tactics

Event
Media Advisory

Anthony Bourdain to appear at organic cooking event celebrating National Eat Your
Vegetables DayVegetables Unknown.
What:
Anthony Bourdain, host of Anthony Bourdain: Parts Unknown, is coming to
the Chicago Botanic Gardens to show how recipes are best made with fresh and local
ingredients. This event will feature a live cooking demonstration and a presentation
on what you can do to support to sustainability movement. WWOOF USA will sponsor
the event, providing the Hungry Harvesters play area with hands-on activities
highlighting local farmers.
When:

Saturday, June 17, 2017 from 2 p.m. to 5 p.m.

Where:

Chicago Botanic Gardens

1000 Lake Cook Road, Glencoe, IL 60022

Who:
Anthony Bourdain is an iconic figure for food and travel. On his traveling
television series, No Reservations, he can be seen trying the local cuisine, no matter
how bizarre. Bourdain embraces both travel and unique food, and has inspired
thousands of families to step out of their comfort zone and embrace opportunity.
Visuals:
As you watch Anthony Bourdain help families recreate unique dishes with
local ingredients, youll see:
Fans learning new food techniques and recipes from award-winning chef Anthony
Bourdain
Bourdain creating beautiful dishes made from fresh, vibrant produce
Children smiling ear-to-ear as they play in the Hungry Harvesters area
Media
Contact:

Eden Weiss
WWOOF USA Public Relations
597-981-0092 (office)
597-457-0305 (cell)
pr@wwoofusa.org

Tactics

News Release
For Immediate Release
Eden Weiss
WWOOF USA Public Relations
597-981-0092 (office)
pr@woofusa.org

Anthony Bourdain to appear at National Eat Your Vegetables Day cooking event
Vegetables Unknown.
CHICAGO, Il. (May 20, 2017) - Come learn about Anthony Bourdains food adventures
and how to recreate them in your home. Bourdain will host WWOOF USAs Ingredient
Unknown event on Saturday, June 17, 2017 from 2 p.m. to 5 p.m.
Im eager to show families how easy it can be to cook with fresh, local produce and
still make practical and delicious meals, said Bourdain. The tastiest meals, in my
opinion, use fresh ingredients from right down the road.
Fans can meet Anthony Bourdain for photos and autographs after his cooking
demonstration. WWOOF USA will sponsor the Hungry Harvesters play area with
hands-on activities highlighting local farmers and the organic movement.
We want families to see how local farmers can make a huge difference in everyday
meals, said Mike Torno, WWOOF USAs President. This event will help bring local
farmers and the community together.
Anthony Bourdain is an iconic figure for food and travel. On his traveling television
series, No Reservations, he can be seen tasting local cuisine, no matter how bizarre.
Bourdain embraces both travel and unique food, and has inspired thousands of families
to step out of their comfort zone and embrace opportunity. To learn more about
Anthony Bourdains adventures or favorite recipes, visit http://www.anthonybourdain.
net.
WWOOF USA is a nonprofit educational and cultural exchange program, designed to
promote the organic movement and sustainable agriculture. The goal for volunteers,
also known as WWOOFers, is to lend a helping hand to host farmers, while bettering
themselves and their community. WWOOF USA aims promote positive change and
ecological farming practices. For more information on becoming involved, please visit
http://www.wwoofusa.org.
###

Tactics
Ambassadors
The key to the Millennial generation comes through influencers over social media.
These include lifestyle, travel, and food bloggers and vloggers who hold the
same values as WWOOF. Influencers will be sent a pitch inviting them to become
ambassadors and after accepting to the agreements, a package full of promotional
products, information on WWOOF, farming, and a sustainable lifestyle. We will request
for them to share their thoughts over social media, which will assist in persuading our
target market to WWOOF. These PR packages emphasize the low cost traveling, the
health benefits, as well as, the overall experience.
List of Potential Ambassadors:
Kristina Carillo Bucaram
Anthony Bourdain
Jamie Oliver
Instagrammers:
Luise Vindahl (Green Kitchen Stories)
Anthonella Amicarelli (healthy.traveler)
Food + Travel Dennis (askchefdennis)
Food x Travel Aida (aidamollenkamp)
Louis Cole (funforlouis)
Emilie Coleman (colemanemilie)

Brand Ambassador Pitch

Tactics

Hi there, Kristina:
We see how much excitement youve generated surrounding the FullyRaw lifestyle. We
want you to help us take it a step further, and show the world how WWOOF-USA can
impact both a healthy lifestyle and local organic farming communities. Were thrilled to
extend you an offer to be our brand ambassador!
WWOOF-USA is a nonprofit educational and cultural exchange program, designed to
promote the organic movement and sustainable agriculture. WWOOFers, as we like to
call them, spend anywhere from one day to a month lending a hand at host farms. In
exchange, volunteers receive room and board and an unparalleled hands-on learning
experience.
Seeing the positive changes you promote in your book, social media presence and interviews, these align perfectly with what WWOOF USA values most. As a brand ambassador you would:
Host one WWOOF USA promotional event of your choice per year
Work closely with your Home Farm (chosen by you) in order to connect them with
local farmers markets, produce stands, etc.
Post one social media post per week with #GrowPlaces across at least three different
platforms
Rawk the newest WWOOF USA gear
Receive all membership benefits at no charge
Have the opportunity to enhance the sustainable agriculture movement
We know you see the value in bettering both yourself and the local community.
WWOOF USA wants more people to #GrowPlaces and grow into better versions of
themselves.
Please let us know if youre interested in our exclusive offer of becoming our new brand
ambassador. Feel free to reach out to our team with any questions you may have.
Thank you,
WWOOF USA Public Relations Team

Tactics

Feature Article
If theres anything a young college student loves more than actually getting out and
adventuring, its planning adventures. A feature article, published on traffic heavy sites
such as Buzzfeed, will educate our audience and direct them to WWOOF-USAs website
where they can become a member. The article will showcase the beautiful farms,
unique experience and satisfying work that comes with a WWOOF membership. Our
target audience will be largely influenced by this article and will provide them with the
tools needed to begin planning their next adventure. Those reading the article will be
able to see more information through a link directed them to our microsite.

Tactics

Feature Article:
Traveling doesnt always have to wipe your bank account clean. WWOOFers lend a
helping hand on the farm in exchange for room and board.

10. JK Growers- Miami, FL

JK Growers is located in sunny Miami. In case you need more convincing than these
adorable baby goats, this farm has over 100 rabbits.
9. Traveling Friends Farm & Fruitland Valley Vineyard- Hunters, WA
Here you can actually crush grapes for wine just like youve seen in the movies. Once
youre feet are tired you can help bake fresh bread in their wood-fire oven.
8. Walnut Creek Ranch- Muskogee, OK
Located near three different rivers, Walnut Creek Ranch has plenty to do surrounding it.
7. Ryan and Joys Farm- Fairfield, PA
You can probably tell this farms owned by Ryan and Joy. What you cant tell is the diversity of tasks this farm has to offer. Youll never be stuck in a boring routine.
6. Paradise Produce Farm- Joelton, TN
At this farm youre 20 minutes outside of Nashville. Perfect for those occasions where
youre craving a big-city feel. You can even fish and hike right on this 90-acre farm.
5. Light Footsteps Herb Farm and Learning Center- Chardon, OH
Enlightening, educational, peaceful, interesting, fun and very memorable these are
the words that come to mine when I think about my first WWOOFing experience at
Light Footsteps.- Felicia from Cincinnati.
4. Turnip the Beets- Gladstone, VA
Alright, besides the fact the name is sweet, this farm has so much to offer. They have
their volunteers travel to farmers markets with them and even let you bring your pets.
3. Knopp Branch Farm- Edna TX
Located near Austins exploding food scene, this farm caters to surrounding restaurants. Youll definitely learn the best of the local eats. This is also one of the cutest
kitchens weve ever seen.
2. Devils Tower Goats- Carlile, WY
You get to sleep in a cowboy teepee! If thats not cool enough, during the day you can
spend time at the Devils Tower, the nations first monument.
1.Peace and Carrots Farm- Chester, NY
Heres your perfect hideaway from the city that never sleeps. This farm features a meditation area and a wood fired hot tub.
WWOOF USA is a nonprofit educational and cultural exchange program, designed to
promote the organic movement and sustainable agriculture. For more information on
becoming involved, please visit wwoof.com/GrowPlaces.

Tactics
Restaurant Table Tents
We chose to place table tents in restaurants for many reasons, but primarily because
of consumer accessibility. We decided to pair with restaurants that focus on farm fresh
ingredients as well as clean and healthy living. Local, non-chain restaurants near the
WWOOF farms are best to target for our demographic. For example, we decided
on Boca in Winter Park and Skyebird Juice Bar & Kitchen for WWOOF locations near
Orlando. These table tents hold information and eye-catching illustrations that will
successfully hit our target audience and help generate brand awareness through direct
advertising as well as word-of-mouth. The microsite will be listed on the bottom of the
table tent.

Tactics

Grocery Store Packaging

For a below the line strategy, we chose to customize the packaging for various fruits
and vegetables across healthy and organic grocery stores. Specific stores we chose
were Trader Joes and Whole Foods because of their Millennial audience, which aligned
perfectly with our target demographic. We know they shop at these grocery stores
because of their environmental and health conscious beliefs, which fits the message
behind not only the grocery stores we chose, but also WWOOF.

Tactics

AirBnBs
AirBnB is a company that prides themselves on finding their users not just a place to
sleep for the night, but a place to live. Travelers opt for a more cost effective sleeping
arrangements and rent local homes, apartments and even boats through an online
exchange with property owners. As an advertising tactic, we would pair with AirBnb to
list WWOOF farms on their virtual maps. Maps, which ordinarily use pinpoints to signify
a place to rent, will have small leaves showing farm locations. It aligns with our strategy
to push the traveling aspect of our project as well as a financially sound option.

Tactics

Brochures/Travel Guides
The brochures were created in order to
give our target audience the necessary
information in an easy-to-read format.
Brochures include an overview of WWOOF
as a nonprofit and their membership benefits
as well as a message encompassing the
Grow Places campaign. A foldable travel
guide for a monthly featured host farm is also
included. The travel guide provides interested
volunteers local spots to explore on their off
hours around the farm. These travel guides
are also available online.
Just like all of the other tactics, the microsite
will be listed on the brochure to redirect
consumers in order to measure campaign
effectiveness. Brochures will be placed
primarily at universities, more specifically
where students seek study abroad programs,
due to obvious similarities.

Tactics

Banner Ads
Banner ads are ordinarily ignored, but ours will be eye-catching and engaging. Virtual
plants will grow from the bottom of screens on websites that our target audience
frequents such as Buzzfeed, Modern Farmer, budget travel sites, organic living blogs,
etc.

Tactics
Preroll/Sponsored Video
Several videos will be created highlighting different farms. In the summer, it can be a
blueberry farm in Florida. In the winter it can be a coffee farm in Hawaii. This is to show
people how far the WWOOF network extends and what the host farms have to offer.
We want to run these videos as sponsored posts on Instagram and Facebook as well
as preroll ads on YouTube. This tactic is a way to narrow in on a very specific target. We
want to utilize keywords like organic farming, homesteading and affordable travel, to
target those viewing YouTube videos to be served one of our ads. Sponsored posts will
be served to users who like WWOOF as well as pages similar to WWOOF.
Video: tinyurl.com/wwoofvideo

Tactics

Microsite
The homepage takeovers, the Airbnb
partnership, the restaurant signage, the
influencers, our PR efforts, all of these
things will lead potential WWOOFers to our
branded microsite. Directing our audience
here is the primary source for evaluating the
campaign.
At the top of the microsite explains the Grow
Places message. While scrolling through the
microsite, visitors are able to read about
WWOOF and different host farms. The
videos that are used for the different preroll
ads will all be hosted here as well. Links are
provided to click on featured farms to read
more about them and view the travel guides
for those locations.

Timeline
Seeing as our target market is Millenials, we chose to run our campaign on a timeline that reflected their yearly schedules.
January is a time for reinventing yourself, creating resolutions, and trying new things; because of
this, we want brand ambassadors to be invited in January and to accept positions by February. The
healthy food trend is biggest in January, leading to the most active searches for those influencers
during that time.
Vegetable Unknown, the event celebrating National Eat Your Vegetables Day, falls on June 17.
The press release will run three weeks prior to it in May, giving enough time to create buzz for the
event. Media advisories will be distributed to local media on June 10.
The feature article, which will run on traffic heavy sites such as Buzzfeed, will be listed March
through June, in hopes of inspiring adventurous summer travel plans. It will run again in November/December, just in time for a spontaneous winter road trip. The brochures/itineraries sent to
universities will be prominently displayed just before the enrollment period. Similar to spending a
semester abroad, students will see the opportunity to travel and will make academic plans accordingly.
Our product packaging tactic occurs all year, correlating with seasonal produce.
The table tents will be on display January to April and also November to December, primarily because there is a lack of WWOOF popularity during the winter months. Using the same mentality,
preroll and banner ads will help gain attention during the colder winter months.
The Grow Places microsite will be active for the entire campaign. We will tweak and alter the
information based off demographic information obtained through Google Analytics.

Brand
Ambassad
or Pitch

JANUARY

FEBRUARY

Send out pitch to

potential
ambassadors

Send WWOOF
Package

MARCH

APRIL

Media
Advisory/
News
Release

MAY

JUNE

Anthony Bourdain
Event Media
Advisory/News
Release sent out

Anthony Bourdain
Event

JULY

Feature
Article
Brochures/
Itinerary

Send out to
Universities/
Colleges

Product
Packaging
Restaurant
Partnershi
ps

Table Tents

Microsite

Grow places.

Preroll Ads

YouTube/
Facebook/
Instagram

Banner
Ads

Send out to
Universities/
Colleges

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

Buzzfeed

Buzzfeed

Send out to
Universities/
Colleges

Evaluation
By directing all off our advertising tactics to our microsite, we can measure
exactly how many new WWOOF volunteers are a result of the Grow Places
campaign. Additionally, on the standard sign-up page, we will ask users how
they heard about WWOOF. A drop down menu will allow them to select among
several options including Grow Places.
We will also install Google Analytics on the microsite. This free resource will
allow us to see which tactics are directing the most traffic to the site. Analytics
will also allow us gain specific information about our audience including
location, age cohort and interests. This information can be used to develop
insights for future campaigns. Additionally, by actively monitoring the Google
Analytics dashboard, we can refine the campaign as it progresses in order to
increase engagement and sign-ups. We will do this by allocating more budget
to the tactics that drive the most conversions on the site.
Successful metics for the campaign will include a low bounce rate, high
engagement rate and a high conversion rate.