Bloomingfoods Campaign Proposal

7/29/2019 Bloomingfoods Campaign Proposal

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Bloomingfoods

Market and Deli

Student Awareness Proposal

GROUP 18

Sofia van Tilburg

Hillary WoodMackenzie WielheimerLindsay GavinJordan Littman


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Table of Contents

Executive Summary3

Situation Analysis4-5

SWOT Analysis .6

Research Plan.7

Bloomingfoods Survey..8

Research Analysis..9

Survey Results.10-11

Campaign Plan Grid.12

Campaign Plan13-19

Timetable..20

Evaluation Plan...21-23

Appendix.24-25


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Executive Summary

We were commissioned to investigate ways in whichBloomingfoods Market and Deli can further its market sharewithin the Bloomington, Indiana community.

Our research brought to our attention the lack of studentsviewing Bloomingfoods as a viable grocery-shoppingalternative. We found that a majority of college students

surveyed hold similar beliefs to Bloomingfoods, in that a healthylifestyle is important to them. However, only 7 percent ofstudents admit to shopping there. Surveys distributed concludedthat Kroger is Bloomingfoods main competitor holding 59percent of students major shopping trips. Moreover, of thosewho chose quality and freshness of product as their mostimportant factor when grocery shopping, only 30 percent

shopped at Bloomingfoods compared to 60 percent whoshopped at Kroger.

After analyzing current Bloomingfoods co-op members andthe student population, we suggest students be the key publicthis campaign is intended to reach. Students could be thedefining factor between average market share and increasedprofits.

Through thorough research, our agency believes it wouldbe in Bloomingfoods Market and Delis favor to undertakevarious strategies in order to improve their market within theIndiana University student population.


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Situation Analysis

Bloomingfoods is a local business in Bloomington thatfocuses on healthy eating and living. Using secondary researchand through browsing their website, social media sites and theirstore, we have come to the conclusion that a the majority of theircustomers are mainly people who are already members of theco-op and local community. According to their missionstatement, it is clear that the local community is important to

them as evident by the locally grown produce they stock instores. Bloomingfoods Market and Delis $90 co-opmembership fee allows customers to invest in the company becoming a member and owner therefore gaining a sense ofownership. The company emphasizes this deal by allowing co-op members to partake in special membership discount days,special events and classes.

After working through the client SWOT (strengths,weaknesses, opportunities, and threats) Analysis, our mainconclusion is that Bloomingfoods marketing currently does notinclude the student demographic, which is a possible externalopportunity they could expand upon. The strengths associatedwith the SWOT analysis are that Bloomingfoods extendsmultiple opportunities to the community to give back and thecompany promotes a healthy lifestyle. They also are doing avery good job of maintaining a positive relationship with theircurrent target publics locals and current members.


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Situation Analysis Cont.

The Bloomingfoods brand in general is successful in-and-of-itself, however, they could increase their target markets andoptimize profitability by reaching out further to the some 40,000undergraduates on Indiana Universitys campus.

After analyzing our secondary research there were a fewunanswered questions worth bringing into our primary research.

These include:

Do students like Bloomingfoods? Do they have a positiveattitude towards it?

Is a healthy lifestyle important to them? (Students) If price didnt matter would they shop at: Bloomingfoods,

Kroger, Target, Marsh, or other?

Whats important to them when shopping? (Price,proximity to home, quality/freshness of the produce)

Do they buy their own groceries, or do parents/others? Where do they live? (Apartment, dorm, sorority/fraternity

house, etc.)

Do they even know that Bloomingfoods is a viable option?Through our primary research we plan to answer these

questions to better understand Indiana Universitys studentsfeelings about Bloomingfoods and living a healthy lifestyle.


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SWOT Analysis

Internal External

STRENGTHES

Organic produce Locally grown Co-op member benefits Online sustainability tips Loyal employees Twitter, Website Family-type atmosphere

OPPORTUNITIES

College students possiblepublic

Going free/ ecofriendlytrend setting

Enhance social media siteNot a lot of advertising People with eating

restrictions

WEAKNESSES

No supply ofInternational produce

More expensive produceNo advertising to student

population

High cost of membership

THREATS

Other organic producemarkets (Sahara Mart)

Kroger, Marsh, Wal-Mart, Sams Club

Genetically modifiedcrops

No coupons available Weather/crop problems Better maintenance of

website/ social media


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Research Plan

To further gauge the understanding of the studentpopulation at IU, we intended to conduct a close-endedquestionnaire/survey given to a random sampling of students. Toobtain this sample, we handed out surveys to students as theyentered Ballantine Hall. Ballantine Hall is at the center ofcampus and most students enter the building on a daily basis,making it the ideal place to hand out surveys.

In accordance with the survey handed out on campus, wealso handed out the same survey to Bloomingfoods customers.We used a random sampling to separate our individuals from thegeneral public. With the permission of Bloomingfoodsmanagement, we positioned ourselves at the exits of multipleBloomingfoods locations and provided paper surveys.

Subsequently the results obtained from thequestionnaires/surveys will further assist us with comparing andanalyzing the information using graphs and charts. Theoutcomes from the questionnaires/surveys will contribute indetermining the final message that will be conveyed to thestudent public.


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Bloomingfoods Survey

BloomingfoodsCustomerSurveyPleasecircleyouranswers.

AreyouanIUstudent?

Yes No

AreyouaBloomingfoodsco-opmember?

Yes No

HowdoyoufeelaboutBloomingfoods?

Loveit Likeit Dontcare

Dislike

Howimportantisahealthylifestyletoyou?

Notimportant Somewhatimportant Veryimportant

Whatismostimportanttoyouwhengroceryshopping?

Price Proximity Quality/freshnessof

product

Wheredoyoudothemajorityofyourgroceryshopping?

Bloomingfoods Kroger Marsh Target

Other:_______________________

Whatisyourgender?

Female Male Other

Inwhattypeofhousingdoyoureside?

House Apartment Dorm

Sorority/Fraternityhouse

Other:________________________


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Research Analysis

Our student surveys found that not only do very few IUstudents currently shop at Bloomingfoods Market and Deli,however even less are part of the co-op. However, our researchalso concluded that the majority of students expressed that livinga healthy lifestyle is important to them, a belief that directlycorrelates with the Bloomingfoods mission. Still, only 7 percentof students shop there.

The surveys concluded that Kroger is Bloomingfoodsmain competitor, with 59 percent of students doing the majorityof their shopping there. In addition, of all students who chosequality and freshness of product as their most important factorwhen grocery shopping; only 30 percent shopped atBloomingfoods compared to 60 percent at Kroger.

After surveying our public, IU students, the main goal wewant to achieve is to create a larger awareness ofBloomingfoods Market and Deli as a viable grocery shoppingoption for students. Bloomingfoods provides products that arelocal, organic and fresh all of which coincide with studentsdesire to live a healthy lifestyle.

The data on the following pages was compiled fromsurveys filled out by Indiana University students.


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Survey Results

7%

47%

46%

Howimportantisahealthylifestyleto

you?

NotImportant

SomewhatImportant

VeryImportant

65%

12%

23%

Whatismostimportanttoyouwhen

groceryshopping?

Price

Proximity


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Survey Results Cont.

7%

59%

12%

10%

12%

Wheredoyoudothemajorityofyour

groceryshopping?

Bloomingfoods

Kroger

Marsh

Target

Other

7%

93%

AreyouaBloomingfoodsco-opmember?

yes

no


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Campaign Plan Grid

After analyzing the data we collected from our studentsurveys we were able to build on the foundation of this table.The evaluation of our publics values and needs allowed us todevelop our tactics for implementing a successful campaignplan.

Public Values Needs Media (tactics)

Students Healthy Lifestyle

Demonstrate ability

to achieve healthylifestyle easily

Putting

Bloomingfoodsproducts in on-campus food courts

PriceMake moreaffordable

Student discountsdays and socialmedia promotions(giveaways)

QualityBetter promote theavailability offresh/local produce

at Bloomingfoods

Produce tasting nightin the Union


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Campaign Plan

Overall Campaign Goal:

Creating awareness and meeting a need among IndianaUniversity students in Bloomington, which will result in thedevelopment of a Bloomingfoods student-consumer base. Thisrelationship will be developed through Bloomingfoods abilityto meet students need for healthy options in close proximity totheir dormitories and classes.

Dorm Food Courts

Objective 1: Develop a relationship between Bloomingfoodsand students during their freshman year on campus, which willbe sustained throughout their time in Bloomington.

Strategy: All IU freshmen live in one of three dormneighborhoods and each neighborhood has its own food court. Ameal-point package is purchased when students register fordormitory housing, which allows students to purchase all mealsthrough their freshman year via meal points. Healthy as well asspecial diet options are few and far between at these food courts.Many students must eat gluten-free or dairy-free, or choose to bevegetarian or vegan. Maintaining a balanced and healthy dietcan be difficult with the limited options provided. Mostfreshmen are without transportation and only have the option ofeating meals at food courts. Students value and have a need forhealthy meals that can be purchased at their dorm food court.Many times this need is not being met; most food court options


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Campaign Plan Cont.

consist of comfort foods, sandwiches and fried and processedfoods.

Tactics: Bloomingfoods has the opportunity to reach allfreshman students through implementing its hot food bar intothe food courts. We suggest bringing Bloomingfoods organicoptions to freshmen and making them available to be purchasedwith meal points. An assortment of Bloomingfoods side options:

chicken salad, tofu salads, egg salad, quinoa salads andvegetables will bring a large variety to students meals. The hotbar will provide students with a variety of soup, salad, chicken,tofu and grain options.

All Bloomingfoods items will be labeled with a sticker,informing consumers where Bloomingfoods is located and

advertising to students their student discount card. Theimplementation into the food courts will result in lowerclassmen awareness of Bloomingfoods before they move intooff-campus housing during their sophomore, junior and senioryears. Students will have the opportunity to taste Bloomingfoodsoptions and develop a connection with the company. It is moreprobable that when moving into other housing, their relationshipwith Bloomingfoods will be sustained. Students will more likelygrocery shop and buy meals they have previously had in thefood courts at Bloomingfoods store locations to meet their needsfor healthy options.


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Campaign Plan Cont.

IMU Food Courts

Objective 2: Attract students to Bloomingfoods throughcentering a hot bar and pre-packaged items in the center ofcampus.

Strategy: The Indiana Memorial Union (IMU) is located in theheart of campus and has many purposes for students, professors,

visitors and the community. Mainly students visit the union tostudy, use computer labs, meet up with friends or buy a mealbetween classes. It is one of the only buildings on campusbesides the dormitory food courts that people visit to buy asnack or meal.

The IMU food court consists of few restaurants that

provide healthy options and no restaurants where organic itemscan be purchased. Many options are fast food restaurants such asBurger King, Chick-Fil-A and Pizza Hut. There are currentlytwo restaurants that advertise healthy options but theserestaurants are lacking in variety. For example: Cyclone Saladsstrictly sells salads and Freshens Smoothie Company sells onlysmoothies, frozen desserts and few healthy side choices. Neitherof these restaurants makes their items with vegetarian, vegan orspecial diet restrictions in mind. Bloomingfoods has so much tooffer students in comparison to the existing food court options.Bloomingfoods has the opportunity to give students access to avariety of nutritional, organic and special diet options whiletheyre on campus. Our team suggests Bloomingfoods


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Campaign Plan Cont.

implementing their pre-made entres, sides and hot bar into theIMU food court. Busy traffic occurs in the IMU in betweenclasses, during lunchtime and dinnertime; IMU traffic wouldallow for many customers through out the day.

Tactics: To create awareness of Bloomingfoods new presencein the food court, several tactics will be executed: flyers, socialmedia, and a student rewards card. Making students aware of

Bloomingfoods new IMU location and what their food canoffer is key to attracting new customers.

Flyers will have coupons printed on them valid for 25percent off a first purchase. Flyer content will inform potentialcustomers on nutritious options, organic foods, card discounts,locations and social media information. These flyers will be

strategically passed out during the letting out of classes and onthe busiest campus spots.

To give student customers incentive to return, each studentwill be offered a rewards card. When showing the rewards cardat the register, the customer will get his card scanned. Afterspending $50, a student will be eligible for $5 off his or her nextpurchase.

Food Court Trial

Tactic: During the first two weeks of Bloomingfoods openingon campus locations, we will introduce a large variety of hot bar


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Campaign Plan Cont.

and pre-packaged items. A mix of fruits, vegetables, chickensalads, tofu salads and other salads will be available for studentsto grab on the go. Hot bar items will change daily. A variety ofchicken, tofu, mixed vegetable, pasta and soup options at the hotbar will be introduced each week. At the end of each week, ourteam will pass out surveys to customers to evaluate what itemswere the most popular. After analyzing the surveys, our teamwill compile a list of favored items among students. Providing

foods the majority of students favor will allow Bloomingfoodsintroduction to be efficient and popular.

Social Media

Objective 3: Attract more Facebook and Twitter followersthrough social media created specifically for students, and cater

to their interests.

Strategy: Almost all IU students utilize social media every dayto communicate and become informed, whether that be in thenews or the lives of their friends. The two most popular socialmedia sites among college students are Twitter and Facebook.Bloomingfoods has already developed and accumulatedfollowers on Twitter and Facebook but our team sees a need tocreate a Twitter account and Facebook group, strictly forinitiating communication between Bloomingfoods and students.Bloomingfoods Facebook and Twitter currently promotes in-store discounts, which are useful for students. On the other hand,the majority of information posted and tweeted does not engage


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Campaign Plan Cont.

students. For instance, the student majority is not interested ingardening workshops, local benefits and art shows.

Tactics: The majority of students value a healthy lifestyle anddiet. We suggest that Bloomingfoods cater directly to studentsinterests by posting in-store discounts, foods and local fitnessopportunities in its social media outlets. Social media shouldconsist of Bloomingfoods advertising its exclusive foods and the

health benefits its foods have. Students will be engaged throughreading information informing them how shopping atBloomingfoods can help them attain a healthy diet. Posting andtweeting relevant information to students lives daily willaccumulate more followers and Facebook group members. OurTwitter account name will be @BloomingfoodsIU and theFacebook group will be named Indiana University

Bloomingfoods.

On Twitter and Facebook, we will encourage students totake an active role in promoting Bloomingfoods. We believemonthly gift card giveaways will create communication betweenBloomingfoods and students. To do this, Bloomingfoods willadvertise that Facebook users who post a status about why theylove Bloomingfoods will be entered into a drawing to win a giftcard. In order to be eligible for a giveaway, a user must tagBloomingfoods in a Facebook status or hashtagBloomingfoods in a tweet. This will create store awarenessamong thousands of Facebook and Twitter users.


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Campaign Plan Cont.

Student social media outlets will also be used to createawareness about Bloomingfoods new locations in the campusfood courts. Social media will inform students on daily changesin the hot bar and pre-packaged items.

Kirkwood Location

Objective 4: Attract more student traffic into the Kirkwood

Bloomingfoods location.

Strategy: A small Bloomingfoods store with a mini hot bar isalready located behind Panda Express off of Kirkwood Ave.This store is unknown to many students due to its locationbehind Kirkwood stores and its small size. Many students live inhousing nearby or have classes close to this Bloomingfoods

location. There is much opportunity for this store to maximizeprofits.

Tactics: To create awareness of this location among Kirkwoodtraffic, we suggest constructing a large sign to place onKirkwoods sidewalk. This sign will be large and positioned offthe ground to attract attention on a street that is consistentlybusy. Sign content will indicate the direction of theBloomingfoods store and the variety of produce, grocery, andhot bar items for sale.


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Timetable

August

05:Launchsocialmediasites20:InstallnewsignoutsideofKirkwoodstore/Canvascampuswith`lyers26:InstallBloomingfoodshotbarincampusfoodcourts&theIMU26-27:Passingout`lyersoncampus30:Surveyfavoritefoods

September

05:TwitterandFacebookgiveaway06:Surveyfavoritefoods

13:Firstrevenueevaluationforalldormfoodcourtlocations26:Secondrevenueevaluationforalldormfoodcourtlocations30:EvaluateIMUfoodcourtlocationrevenue

October

10:TwitterandFacebookgiveaway11:Thirdrevenueevaluationforalldormfoodcourtlocations25:Fourthrevenueevaluationforalldormfoodcourtlocations31:EvaluateIMUfoodcourtlocationrevenue

November

08:Fifthrevenueevaluationforalldormfoodcourtlocations11:TwitterandFacebookgiveaway22:Sixthrevenueevaluationforalldormfoodcourtlocations29:EvaluateIMUfoodcourtlocationrevenue

December

11:TwitterandFacebookgiveaway13:Seventhand`inalrevenueevaluationforalldormfoodcourtlocations20:EvaluateIMUfoodcourtlocaitonrevenue


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Evaluation Plan

To better gauge the success of our campaign proposal, wehave evaluated the specific tactics and strategies used to raiseawareness in the student population. This will allow fro one tobetter see the effectiveness of our proposal. We have brokendown each of our objectives in order to more easily assess eachtactic used.

Dorm Food Courts

We will be able to track the Bloomingfoods sales made atevery dormitory food court by working hand-in-hand with theIU Residential Programs and Services (RPS). We will reviewBloomingfoods sales at each of the food courts every twoweeks. RPS, yearly, conducts reviews of the sales made at eachfood vendor, which allows us to go back and review the total

sales. Sales can be tracked using students Campus Accesscards, which they have to swipe each time they buy food at thefood courts.

During the two-week trial period, students will bequestioned about their dining experience and how they feelabout the Bloomingfoods options available. Their answers willallow us to gauge their preferences and tell if Bloomingfoodsshould be installed permanently within the RPS food courts.


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Evaluation Plan Cont.

IMU Food Courts

The Indiana Memorial Unions food court does not allowmeal point transactions; therefore RPS will not be tracking theactivity of Bloomingfoods purchases. In order to evaluate thesuccess of implementing a Bloomingfoods hot bar into the IMU,we will check revenue monthly. We will also go into the foodcourt and evaluate the traffic going through Bloomingfoods line

compared to the other food vendors. This will allow to see first-hand the amount of students choosing Bloomingfoods as aneating option.

Social Media

Our social media tactics will be implemented and evaluated

throughout the extent of our campaign. Evaluating the successof our social media tactics will be based on the number ofTwitter followers and Facebook fans we have acquired fromthose who show interest in Bloomingfoods on campus.

Another way of gauging success will be from the numberof people who retweet posts in order to receive information onupcoming events or discounts. We want to assist Bloomingfoodsin conversing with the student population. Therefore, our mainmethod of social media tracking should be to evaluate theincrease in student postings and messages in interaction with theorganization.


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Evaluation Plan Cont.

Kirkwood Location

The Bloomingfoods located on Kirkwood Avenue has thepotential to be a central hub for student shoppers. To test theeffectiveness of the new, larger sign indicating whereBloomingfoods is, we will watch the number of student punchcards each month and look for increases in student shoppers.


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Appendix

BloomingfoodsNOW ON CAMPUS!!!!!

Locally grown, fresh produce

Campus Food Courts & IMU

Starting August 26, 2013

Check us out @BloomingfoodsIU

only at


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August 26, 2013

BLOOMINGFOODSOnly%at%Campus%Food%Courts%&%Indian%Memorial%Union%%

Locally'grown,'fresh'produce''Check%us%out%@BloomingfoodsIU%

Bloomingfoods Campaign Proposal

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