Table of Contents company history product evaluation market summary competitors SWOT target audience target audience profile target audience profile brand essence garden communication objectives campaign overview thematic components seed shelf the daily weekly summer camp print ad media plan website spotlight video storyboard harvesting
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Company History Company & Product History Daily Groceries Co-Op was born in 1992 as the result of a local Bell’s Grocery store closing down. It started out as a small general store off Prince Ave. and in 1997 they outgrew their small store and moved to a larger space, still on Prince Ave. In 2000, Daily Groceries, Inc. merged with Daily Groceries Co-op and re-incorporated as a cooperative under Title 11 of the State of Vermont Statutes. “In 2012, Daily officially adopted patronage ownership and became a cooperative in the true sense of the word.” Daily Groceries Co-Op is a consumer-owned cooperative business, meaning profits from the store are returned back to the owners. Anyone can shop at the Daily Co-Op, not just owners! The Daily Co-Op is known for their local and/or organic products. They started out as a “place to get an apple downtown,” hence the reason for their apple logo.
situation analysis
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Daily Co-Op’s products: (taken from website)
Local and organic produce Local dairy & eggs Local artisan bread: Luna, Independent Baking Co., Kiki’s Bakeshop, Athens Bagel Wine & local sustainable beer Beverages: juices, coffee, tea, natural soda… and more Fermented food & beverages: kombucha, kimchi, sauerkraut, local pickles Deli: freshly made sandwiches and salads with local ingredients.
Product Evaluations:
Locally sourced, healthy, and organic Pricing tends to be higher for certain products than your average grocery store chain Local produce is delivered weekly from farms all within 100 miles of Athens Farms are either C.ORG (USDA certified organic) or CNG (Certified naturally grown) farms, and are grown using no synthetic fertilizers, pesticides, herbicides, fungicides, or GMO seeds
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Market Summary The Daily Co-Op aims to be your community owned grocery store in every sense of the phrase. They get their customers fully involved by making them part owners via the co-op system. They take time to understand their market’s needs at the monthly owners meeting. The Daily Co-Op then leverages that information to better understand who they serve, their specific needs, and how to gain more customers.
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Competitors
Target Audience Agriculture enthusiasts. Families and college students who enjoy fresh, healthy, and not altered food and products. Local residents who enjoy being a part of a community and supporting local farms. These people tend to pay more money for high quality, fresh products.
Description The Athens Farmers Market provides “a marketplace for food grown locally using sustainable farming methods and for locally produced hand crafted goods and prepared foods.” Their products range from produce, to meats, to floral, to arts & crafts, and more. Programs offered by Athens Farmers Market includes: the “Fresh Food Bus” which runs once per hour for three hours, kids activities such as an activity table each Saturday. They are open Wednesday’s from 4-7 p.m. at Creature Comforts and Saturday’s 8 a.m. - noon at Bishop Park.
The franchise market is set out to target families and healthy consumers.
Open from 8 to 9, the store has fresh items for reasonable prices.With the slogan “Neighborhood Grocery Store.” Trader Joe’s has Wine, Fresh togo meals, and groceries for their customers. The Store offers an open and friendly atmosphere providing first class service to its friendly neighbors. Multiple locations across the Southeast.
Adults and college students that live a healthy lifestyle and don’t mind paying more money for fresher products with no artificial preservatives, etc.
Earth Fare offers a range of healthy products and they believe that “food should be as close to the ground as it gets.” They pledge their food is free from added hormones, artificial fats and trans fats, artificial sweeteners, antibiotics, and more. They offer a membership program called the Tomato Bank which includes weekly deals and rewards points with each purchase. There are 36 locations across the Southeast and Midwest United States.
The Fresh Market’s targets to support its community and healthy consumers.
People of all ages, particularly families who live busy lives and need a place to shop where they can get all their grocery needs from one store and get in and out in a quick timely manner.
With the Market’s slogan being “Fresh” and “For the Community”, consumers are able to shop for organic and non organic food in a fresh atmosphere. The market also sells alcohol and quick orders for on the go consumers. The Market has an order online section, so that consumers are able to place order on the go, thus, we can assume that the Fresh Market’s is leaning towards a new way of grocery shopping. The store is open from 11 to 3 and 4:30-9. Kroger is a Large corporate grocery store with multiple locations across the country. It’s a one-stop shop for most all retail needs featuring items ranging from food to cosmetics and toiletries. Kroger also features a deli, bakery, and meat departments for fresher items.
Location
Bishop Park & Creature Comforts
1850 Epps Bridge Pkwy #331, Athens, GA 30606
South Lumpkin Street
Alps Road
Alps Road & College Station Road
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Strengths Organic food, supplies Welcoming environment Local middle age class for customers Loyalty program Close to downtown and easily walkable In a food desert Location near a bookshop, vegetarian restaurant, coffee shop, apartments Great retail space; bright, hip, and located right on the outskirts of downtown
Opportunities loyalty program more involved within social media Farm to table trend Cooperation from other local shops/ farms Website Involvement with community/ community
Weaknesses price location/ parking marketing towards college students budget for marketing involvement with the University’s culture Social media awareness
Threats Competition e.g. Kroger, Trader Joes, Publix The building’s interior not appealing Awareness Economy Seasonal operation Online grocery shopping Restaurants in the area that provide fast, no clean up meals
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Target Audience Our campaign will target young adults in their late twenties to early forties, with a specific emphasis on parents of young children. These potential customers live in bordering neighborhoods, such as Normaltown, Boulevard, Cobham Historic District, and the General Hospital area. Some of them may already have an expansive knowledge of organic and sustainable eating, while others of them are curiously but fear the learning curve.
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Target Audience Profile John is a 26 year old professional, musician, and father. After graduation from the University of Georgia John found a job in Athens working a a local recording studio. He decided to reside in the Boulevard district in Athens. His hobbies include biking around town, attending and performing at concerts venues around downtown, and testing healthy food recipes. You can find him and his son of on Sundays practinig guitar on the front porch. John is very into his local community and enjoys eating out at local places downtown such as World Famous and the Grit.
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Target Audience Profile Linda is 35 years old and a mother of 3. She works in the local Athens area and resides in the Normaltown district. Linda is often busy with work and school activities with her children. In her free time she enjoys gardening, hiking, and looking up new recipes to cook for her family. Linda takes joy in supporting the local businesses by buying gifts from Avid Bookstore and taking her family out to eat and play at Ted’s Most Best. Linda and her kids can be found on Sundays at the Botanical Garden adventuring.
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Brand Essence Garden
Feel: Position:
Attributes:
a wealth of knowledge that can be applied daily providing the local town, local goods
1000+ owners engaging fresh
Benefits: Personality:
I care about my community Educated I’m investing my children’s future knowledgable about the importance of food
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Communication Objectives The Plant the Seed campaign plans to emphasize the exchange of knowledge between the brand and its potential consumers by focusing on social media. The Daily Groceries Co-op Facebook page has an impressive 3700 likes and 839 followers on Instagram. Because the following is so strong already, our goal is to increase the interactions on the page by 40%. Our strategy will include contests and polls to engage Facebook-users, thus further allowing the Co-op to ensure customers of how much they value consumer opinion. For Instagram, we will monitor consumer interactions by filtering through hashtags, tagged location, etc. To increase followers and likes, the Daily Groceries Facebook page will focus on inviting people to like the page in order to stay up to date with posts. The campaign will also look into getting shoutouts from other local business. Our hope is that the implemented social media will be educational and informative, allowing the co-op shopping experience to continue even once you leave the store.
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CAMPAIGN OVERVIEW:
teaching the growing minds of the children to think sustainably
teaching the community as a whole to better their families and their environment through responsible, local eating
This campaign focuses on harnessing and nurturing the incredible wealth of knowledge found within the co-op, and distributing it into the community at large, so that the co-op can have an impact far beyond its brick walls. This will ultimately increase sales exponentially because the community will feel they are purchasing not just a product, but a lifestyle. The campaign can be condensed into three stages: (1) planting, (2) watering, and (3) harvesting. These stages are not mutually exclusive and may overlap; for example, while one element is being watered, it is not too soon to begin planting another. Our hope is that such a process will create a garden of social presence that will continue to support and feed the co-op not just for the for the duration of the campaign, but for many years to come.
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Thematic Components Three stages:
Planting in which an interest in the subject of sustainable eating is planted in the minds of the consumers Watering in which these concepts are cultivated and grown Harvesting in which the knowledge results in a tangible increase in sales.
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Seed Shelf The campaign will implement a Seed Shelf, in a tower much like the sticker tower that currently sits on the counter. Each seed pouch will be handmade from recycled burlap Jittery Joe’s coffee bags, which the Jittery Joe’s plant donates for free from their roaster. Parents and children alike can purchase a bag of seeds, and if they bring their burlap pouch back, they can receive a few new seeds of a different plant each month for only 50 cents. They can also pick up a small info card that tells them how to cultivate their seeds, and how to garden in general. This will encourage not only local gardening, but the importance of using recycled bags. The Daily Co-op should encourage its gardeners to post their plants to social media as they grow. The co-op could even incorporate an Instagram contest to win a year of free seeds for the best-looking plant!
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!
10 June 2016
IT’S STRAWBERRY SEASON!
The Daily Weekly
Come and get ‘em while they’re fresh! You can expect them every day this week around 9 a.m. Also in this week: lettuce, beats, and kale. Yum!!
NEW OFFER: FOURTH OF JULY BASKET Revolutionize your family picnic! For $45.00, you’ll get six sandwiches, fresh greens and fruits, our specialty hummus, kale chips, and six drinks of your choice. *cue the fireworks* All reservations must be made by June 28th. Reply to this email or call the store to register today!
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SEND YOUR SPROUTS TO SUMMER CAMP! Got little ones running around? July 11-15th, turn those sticky thumbs into green thumbs! The Daily Groceries Co-op is offering our first ever summer camp for kids to teach them how food is grown the right way. We will take a field trip to the botanical gardens and end the camp with a homegrown lunch on Friday! Sign today up at http://www.daily.coop/summerforsprouts.
This informative, weekly newsletter will not only help teach subscribers about eating healthy, but it will also highlight cool stories from shoppers, announce upcoming events, and inform customers of what is in season.
SHOPPER SPOTLIGHT: Matt Martin
This week, we got to chat with our friend and customer Matt, who is a 23-year-old local musician originally from Atlanta. You might recognize him as the lead singer in the band Wanderwild, or as the bearded guy on the silver bike. What do you value most about shopping at the Daily Groceries Co-op? It’s always a pleasant experience shopping there. I find myself buying fewer, higher quality items, and wasting less. I love the local produce, eggs, and dairy — probably what I buy there most often. And they’re welcoming to just about anyone, kids included. How long have you been shopping here? I discovered the co-op pretty quickly when I moved to Athens, so I guess almost 5 years! But I probably didn’t frequent it until more recent years. Why is it important to you to shop local and organic? It’s better for the community and better for the environment. It’s important to support farmers and businesses that are in it for the right reasons. We have a lot of power when it comes to how we spend our money! Got any good shopping stories? I was shopping at the co-op during one of our random little bursts of snow back in February. Everyone was freaking out and frolicking about on Prince while I was looking at citrus fruits. It was great.
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Summer Camp FOR SPROUTS
JULY 11th-15th 9am to 2pm open to all ages The Summer for Sprouts Camp is a fun week of planting and playing for your youngester. We will be teaching the basics of farming and the importants of home grown fruits and veggies! On the last day we will provide a lunch from the garden!
The Daily Groceries Co-op could offer our first ever summer camp for kids to teach them how food is grown the right way. The kids would take a field trip to the botanical gardens and end the camp with a homegrown lunch on Friday This is a PDF that can be used for posters, flyers, Facebook posts, and Instagram posts
SIGN UP TODAY! planting
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Print Ad This ad will run once during the month of August as the children of our target market individuals are headed back to school. The recommended medium is a color magazine like Athens Magazine, a popular read for young parents in Athens.
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Media Plan When creating social media content, it is important to think outside of the box, or else your pages will get repetitive and you may hit a dead end. Remember to utilize Athens' values—especially those of this new target audience. When in doubt, think local!
When taking strides towards reaching a new audience via social media, engagement is key. This kind of interaction not only increases your number of followers, but it enables you to target a specific audience. We recommend focusing on Instagram and Facebook since they are the two most popular platforms amoung women. Basic rules of engagement to follow:
How to take things one step further:
•go through hashtag feeds relevant to your brand and liking the content (i.e. #athens ga #my_athens and #exploreathens)
When you stumble upon posts from mothers + families (in the surrounding neighborhoods) it is a good idea to craft a tailored, genuine response. For example “Looks like y’all are having a blast! When you need some help entertaining the kiddos this summer, you know where to find us! (We hear ice pops lead to a few moments of sanity)
• use the same method for locations (i.e. you can search Athens, Georgia, Prince Avenue, Downtown Athens Historic District, Boulevard Historic District, and of course, Daily Groceries Co-op!)
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It is important that your social media feeds make a good first impression—they should be easy on the eye and make the viewer feel drawn to your page. Once implemented, this will provoke more people to follow you.
Find them based on their interests
Restructured bio for a better flow, and greater legitimacy
Its not expensive
Replaced the photo with a graphic of the logo to appear more professional.
The feed is cohesive + tells the brand’s story.
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Series and Segments Series + segments are great because they add consistency to your media, while still leaving room for excitement and curiosity about what’s next.
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Shopper Spotlight series: This series will feature a combination of printed posters, Facebook text posts, and vimeo videos shared to Facebook. The purpose of the spotlight is to emphasize the importance of the customers to the co-op at large. As a local, highly experiential brand, the co-op has incredible stories to tell about its customers and how the co-op has affected them. Below are examples of how to use different media to tell these stories:
Shopper Spotlight series: This series will feature a combination of printed posters, Facebook text posts, and vimeo videos shared to Facebook. The purpose of the spotlight is to emphasize the importance of the customers to the co-op at large. As a local, highly experiential brand, the co-op has incredible stories to tell about its customers and how the co-op has affected them. Below are examples of how to use different media to tell these stories:
printed posters: the customer’s answers are given in print, accompanied by a compelling photograph
Facebook text posts: type the story as a post on the Daily Groceries Co-op’s Facebook page, and attach the photograph
Facebook posts w/ videos linked: type a short description of the video and attach the link to the vimeo video planting
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Devon is interviewed outside the co-op, and her answers serve as the audio throughout the video (plus a quiet song for background noise)
Throughout the interview, it cuts to shots of Devon walking to the co-op and picking out groceries.
She continues to shop while the interview tells her story in the background.
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Harvesting If implemented, this plan will result in a fruitful increase in business for the Daily Groceries Co-op. By utilizing social media and other “watering” techniques in addition to the “planting” methods, thefruition will come not just once but continually, sustaining the co-op for many years to come.
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