LAINE VAN DEVENTER
CELIA SPENCER
HAYDN SHAW
CHERYL CHEN
CONTENT
P R O B L E M O B J E C T I V E S T A R G E T
M A R K E T
S T R A T E G Y
P R O B L E M
"Driving traffic to Freemans Organic Farm"
Campaign Objectives Develop a database Increase brand/ product awareness Motivate farm visits Improve product knowledge
T A R G E T M A R K E T
Gender Male and Female
Age 18-25
Family Life Cycle No children
Experience Regular organic purchasers
Education Unspecified
Occupation Student or Part Time Employee
Residence Gold Coast, Australia
THE “I RESPECT MY BODY”
Gender Primarily Female (males should not be dismissed)
Age 26-36
Family Life Cycle With children
Experience Amateur to organic food
Education Secondary/Tertiary
Occupation Undefined yet Employed
Residence Gold Coast, Australia
THE “MUM SAYS I CAN’T HAVE SUGAR”
Gender Male and Female
Age 45+
Family Life Cycle Children out of home
Experience
Never before purchased organically
Education Unspecified
Occupation Low contact hours
Residence Gold Coast, Australia
THE “LETS MAKE A CHANGE”
C A M P A I G N S T R A T E G Y
F A R M C A F E
A N E V E N T
F A C E B O O K C O M P E T I T I O N F r e e m a n ’s o r g a n i c f a r m c a n o r g a n i z e a Facebook competition to arouse attention since Facebook has a large user base. People have chance to win a table ticket if Facebook users share the Facebook post and tag 3 friends to be in the running for a VIP seat at the master chef table. Â
THE DATABASE An organised database will satisfy: Customer relationship management Goals to increase product and brand awareness
The database will: Keep a list of customers and prospect records Allows for strategic CRM analysis
Develops individual selections for: Communication Service support Data organised around the customer
How to gain positive CR from marketing efforts: Know what data to collect and how Manage data and keep it up to date
MARKET RESEARCH DATA Primary Data personal customer information, details about products/services, special offers, pricing detailing campaigns, distribution channels Secondary Data data that qualifies primary data: demographics, lifestyle information, geographic profiles and levels of penetration. Performance Data record customer responses, their thoughts, spent purchases, responses to campaigns External Data anything that is rented or bought in lists and data from various agencies to enhance the database.
Managing the database: Manage the data sources Manage the data entry Manage the database Manage the applications Manage Data Source: Data enters from different forms and sources Data needs to be functionally organised: sales data account data external data quality control data guarantees warranties and repairs Manage the Data Entry Ensure constant validation and verification of information Avoid duplication or inaccurate information. Achieved through: De-duplication suppression of files file merging
Manage the Database: Begin storing data through a bureau then moving in house Ensure data is up to date
Manage the Applications: Accurate communication to customers Corretly spelt names and selections Database Recommendation: Begin developing a list of prospects and customers Budget to spend $2-$8K in the next 12-24 months on a database developer Benefits of a Database: “a database is a record of a businesses relationship with its customers.� Boddington (1994) The more customer information the better the business relationship More tailored products and services Increase customer satisfaction and loyalty Database and CRM system will function on its own Providing marketing strategies for individual customers Would take hours to do without a database
MAIL DROP
Designed specifically for Freemans Farm The promotional piece will hold seeds The piece will encourage the recipients to visit the farm to plant their own product in his soil and watch it grow Packaging displays exactly why Freemans produce is such high quality The database can target mail boxes that will mostly benefit from the Seeds drop.
ELC SESSIONS
- It is clear from primary research and online testimonies that families are a primary consumer of Freeman’s Organic Farm – Particularly mothers and young children aged 3 to 8 years.
PLACE
PRICE The price for attending this session would be free and it would be run simply as a one-off presentation in addition to the general curriculum. PROMOTION Promotion for the sessions will take place in the form of a flyer distributed by the learning centres in accordance with their own individual protocols for alerting parents about upcoming events.
FINANCIAL ANALYSIS - Fruit for snack time: $60 - Plastic pots: $36 - Blue Card: $87.20 - Total cost across the five centres [5*(60+36)+87.20] = $567.20 It is important to note that whilst the financial cost of this marketing campaign is not particularly high, it does require a great deal of time and effort in terms of liaising with centres in order to ensure sessions run smoothly.
SCALABILITY Expanding the session to more learning centres across the coast. - Conducting an excursion to the farm CONTINGENCY PLAN - Test the session at five centres. - Measure database growth. - Observe audience shifts at the Farm. - Analyse the response. - Decide whether to expand session. - Average response rates for direct mail are 1-2%. - Due to highly target campaign, we predict a response rate of up to 10%.