Farm to YouAnna Alexander Dave Koroczynsky Shannon Watson

Anthony DiPiero All ison Mitzel

Kait lyn Emery Shane Rodgers

Executive SummaryGoal: Increase current customer base

Focus: Higher income families in Poland, Boardman, and Canfield

Obstacles: Low social media presence, convenience of grocery stores, and low profile pick up locations

Marketing ObjectivesIncrease public awareness by 40%

Increase social media presence

Reach target demographic

Increase returning shareholders by 35%

Increase profitability by 25%

Increase seasonal crop shareholders by 15%

STP Strategy

STP Strategy Increased incentive to purchase luxury items, due to higher income

More health conscious

Looking for convenience

STP StrategyPrioritize value, convenience, and knowledge of where food originated

Positioning as a health conscious, organic food source

Raise brand visibility, retain membership rates, and increase market share

Campaign Objectives• Maximize our budget and target upper-middle class to upper class families in Boardman, Poland, and Canfield areas

• Utilize social media on a daily and weekly basis • Gain more “followers” on social media

• Partner with local clubs and organizations in order to gain exposure locally

Big Idea- Who?Families

Boardman, Canfield & Poland Townships.

Ability to connect & establish a relationship Healthy lifestyle Affordability Giving time back to families Variety of products available

Big Idea- How?Demographics is:

On the Go Constantly connected

Allows for Farm to You to communicate through social media

Word-of-Mouth Advertising Concerned family members Want the best for their family Best Experiences

This targeted strategy will allow for Farm to You to benefit from the reliable family-oriented customers

Creative Strategy Three steps

Purpose of the advertising Method Tone and mood

How can Farm to You drive perception?

PurposeAn aid

Complement the brand image

Goals, techniques, initiatives

MethodPromotional Mix

Media/ Communication channels

Reach the consumer effectively Importance of each method

Tone and MoodCommunicating with the consumer

Tone Friendly Supportive

Mood Wholesome Heartfelt

Create discussion

Promotional Mix Four Methods

Advertising Sales Promotion Public Relations Guerilla Marketing

AdvertisingTelevision

Radio

Social media outlets

Sales Promotion Social Media

Incentives Contests

Public Relations Grow Youngstown grows in the community

Press Releases Tours Fundraisers Cooking Classes Charity Events

Gain public interest and create involvement

Guerilla MarketingGrass Roots Campaign

Fliers Stickers Brochures

Social Media Hashtags Marketing Campaign

Media and Communication Channels

Television◦ WFMJ

Radio◦ Mix 98.9

Internet◦ Twitter◦ Facebook◦ Instagram◦ Pinterest

Media Schedule