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client Virginia Grown problem Decrease demand for factory farming goal Increase local NoVA farmers market attendance budget Close to zero target market NoVA working mothers, age 35-45 process See below
Research Before getting down and dirty with design, it was first essential to learn more about the problem at hand, the client and the target market in order to best reach an effective design concept.
falls church farmers market Falls Church, VA
AVT 419 ADVERTISING DESIGN | JAKE CHENEY | 10.04.2011
MELISSA PHILLIPS
hand-raised food
for healthier, happier kids. visit your local farmers market for family-friendly foods. www.vdacs.virginia.gov/vagrown
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Research—continued
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creative brief(s) After analyzing the research, I determined the most effective
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Melissa Phillips | Professor Jake Cheney | AVT 419 Advertising Design | September 6, 2011
solutions based on attainable goals and a target market to help reach these goals. In summary:
problem Not enough working, young mothers shop at local farmers markets. The challenge is to increase foot traffic at local Northern Virginia farmer’s markets by building awareness of Virginia Grown food products and educating the target audience of the health benefits of food that fall under one or more of the following categories: locally grown, organic, and not a product of factory farming. The goal is to make the audience aware of the importance of all three variables so they know that Virginia Grown food is the most wholesome food out there and that farmers markets are the most opportune places to find it.
Creative Brief
Virginia Grown Virginia Department of Agriculture and Consumer Services The Challenge
Our challenge is through education about factory farming to simultaneously increase awareness of Virginia Grown meat and dairy products and sales at local Northern Virginia farmer’s markets.
The Target Audience
Since the organic industry is growing at a rate of 20% per year and many NOVA consumers are already eating local and organic food, the target audience will be more specially defined to target those that currently do not eat local meat and dairy products and aren’t aware of the dangers of such products originating from factory farms. This will help reach a large audience that will increase local dairy and meat sales through awareness of factory farming and the availability of Virginia Grown products.
goal Increase local NOVA farmers market attendance.
The target audience will be one that frequently shops at large, chain grocery stores, including Giant, Safeway, Shoppers and Wal-Mart, where sales of locally raised meat/dairy is significantly lower than other grocers, including Whole Foods and Wegmans, where shoppers are more aware of healthy foods and purchase more locally raised items. The income of the target audience is considered in the middle class range and the age ranges from 30-50. Families will be the target audience as they purchase more unprepared food than single persons. More specifically, we believe that by targeting females of these families we will be better to reach the decision maker and consumer of meat and dairy products.
target market NoVA working mothers, age 35-45. The audience should feel a sense of commitment in providing her family with wholesome food and a sense of pride in simultaneously supporting her local community. An all-around win-win situation. Considering the audience’s busy lifestyle, it is also important that they realize buying local food at the farmers market is something that can be convenient and fun that fits in to their weekend schedules, while being fun for the kids.
In the NOVA region, middle-class, family females between the ages of 30-50 are largely employed and are not stay-at-home mothers, which greatly impacts our consumer’s beliefs, attitudes, personality, interests and lifestyles. These women are hard working, intelligent, and concerned both about their budget and family’s well-being. Time and convenience is important to these women, but so is the health of their family. While these women are mostly college-educated, they may not be aware of the implications of eating meat and dairy from factory farms and thusly do not see the benefits of shopping at local farmer’s markets where more choice exists for local food products. The target market enjoys weekend activities with her family and/or children, and usually grocery shops during the weekend. Activities include taking children to the playgrounds and parks, grocery shopping, shopping at Target and Home Depot, and attending extra curricular activities for the kids (such as sporting events). This consumer also enjoys watching reality TV during the spare free moments on the weekends, including Food network, Bravo and HGTV.
Takeaway The single most important takeaway for the audience to remember is that eating local wholesome food from local farmers is better for their family and easy on their lifestyle.
call to action From this campaign, we want the audience to visit the online Virginia Grown website to become educated about the benefits of eating local wholesome food products and to start shopping at local Virginia farmers markets.
The Audience’s Opinion About Virginia Grown Products
Due to limited time with a busy family and working schedule, the target audience is generally uneducated about factory farming and uninterested in Virginia Grown products. It is not that they are against Virginia Grown products, they simply lack the passion for it. page 1
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Melissa Phillips | Professor Jake Cheney | AVT 419 Advertising Design | September 6, 2011
Melissa Phillips | Professor Jake Cheney | AVT 419 Advertising Design | September 6, 2011
What We Want The Target Audience to Think and Feel About Virginia Grown Products
Budget & Critical Elements continued
Supporting Evidence
Due to the lack of awareness, the most important reaction from the audience would be, “Oh my gosh, I didn’t know that!” referring to the harmful effects of factory farming and the benefits of eating local meat and dairy. The audience should feel a sense of commitment to providing her family with healthy food and a sense of pride that by doing this she is supporting her local community. An all-around win-win situation. Considering the audience’s busy life-style, it is also important that they think buying local meat and dairy at farmer’s markets is something that can be convenient and fun that fits in to their weekend schedules.
In educating the audience about the importance of eating local meat and dairy products, it is critical that they learn about the negative effects of factory farming. The most important effects that will hit home to our audience include how factory farming pollutes our VA rivers that children play in, the increase in resistance to medicines that treat human diseases, higher risk of e-coli and salmonella bacteria in food, and increase in risk of cancer due to heighten antibiotics consumption. Equally as important, is that the audience is aware of how to find local farmers markets and to know that they are very accessible. They need to have this information at their fingertips and be convinced that shopping at farmers markets will be quick, enjoyable for the kids, and perhaps an enjoyable weekend activity.
Key Emotion to Building Relationships with Audience
The target audience will feel a sense of pride, responsibility and self-satisfaction when connecting with the Virginia Grown brand. She will feel good about herself because she is doing something good, the right thing, for her family. This will help create solid relationships and brand loyalty.
Media to Facilitate Goals
To best reach our target audience, outlets to consider are popular shopping centers for children’s clothing and home goods, such as Target, Wal-Mart or Home Depot. Another outlet where printed material including educational guides can be made available or interactive kiosks. Another successful media could include tasting kiosks and “kid tables” at local food markets advertising local farmers and family-friendly recipes. An online tool/resource should also be available with easy ways for the audience to locate their local farmers market, with an app that make it more convenient on-the-go. Sponsorship booths at back-to-school events, fairs or camps is also worth considering. Presence at local family-friendly events is important if it is budget-friendly. Since this is a campaign for local food, it is important to include a sense of community in the campaign and not instantly gravitate towards an less-personal experience advertisement media. In person, genuine “warm fuzzies” will help communicate the Virginia Grown brand effectively.
Budget & Critical Elements
Takeaway
Call to Action
MELISSA PHILLIPS
want our audience to feel connected to the food and to the farmers. This at-home tone is critical to the success of this campaign. Similarly, some level of interactions, whether through booths, events, or sharing stories, is important to build a deeper relationship. A solid tagline and call to action is important so the busy audience immediately knows what to do without hesitation. It is important that our message makes the brand seem approachable and friendly. Imagery, color and typeface will all be important elements.
The single most important takeaway for the audience to remember is that eating local meat and dairy from local farmers is better for their family and easy on their lifestyle.
From this campaign, we want the audience to download the Virginia Grown mobile app or visit the online site to become educated about the benefits of eating local meat and dairy products versus those from factory farms and start shopping at local Virginia farmers markets. The app will be promoted through the media and outlets listed previously and will include local stories form farmers and families, facts about factory farming, benefits about eating local, have quick and easy dinner recipes, and a farmers market locator.
The budget for this integrated campaign is very minimal and close to zero. All attempts will be made to strategize and implement an effective, multi-faceted campaign that successfully reaches and motivates the target audience. Critical elements include a genuine, personal look and feel. Eating is personal, and since we are advocating for eating local food and supporting the community, we need to practice what we preach and approach it as a warm, family affair and not a corporate campaign. Our audience is already connected and committed to their family; now we page 2
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creative brief revised Melissa Phillips | Professor Jake Cheney | AVT 419 Advertising Design | September 8, 2011
Melissa Phillips | Professor Jake Cheney | AVT 419 Advertising Design | September 8, 2011
Creative Brief II
Virginia Grown Virginia Department of Agriculture and Consumer Services The Challenge
The Target Audience
Our challenge is to increase foot traffic at local Northern Virginia farmer’s markets by building awareness of Virginia Grown food products and educating our target audience of the health benefits of food that falls under one or more of the following categories: locally grown, organic, and not a product of factory farming. Our goal is to simply make our audience aware of the importance of all three variables so they know that Virginia Grown food is the most wholesome food out there and that farmers markets are the most opportune places to find it.
Since the number of farmers markets in the US has grown by more than 300% in the past 15 years while the organic industry continues to grow at a rate of 20% annually and many NOVA consumers are already eating local and organic food, the primary audience for this campaign needs to be those that currently don’t frequent farmers markets and aren’t aware of the dangers of consuming food that is a result of factory farming or that isn’t organic or local. This will help reach a large audience and increase traffic at local farmers markets through awareness of certain health hazards and the availability of Virginia Grown products.
The Target Audience continued
Spending time and keeping connected with friends and family is important, and a lot of opinions about lifestyle are shared with her companions. Mobile phones are critical for her busy schedule, as are parenting blogs and magazines to find quick and trusted advice and resources.
The Audience’s Opinion About Virginia Grown Products
With a busy family and working schedule, time is limited for our target audience. They are generally uneducated about factory farming, organic food, and locally raised food. Consequently, the audience is uninterested in Virginia Grown products. It is not that they are against Virginia Grown products, they simply lack the passion for it. The audience also believes that farmers markets are mostly inconvenient and that it doesn’t make sense for them to fit a trip to the market into their schedules.
What We Want The Target Audience to Think and Feel About Virginia Grown Products
Due to the lack of awareness, the most important reaction from the audience would be, “Oh my gosh, I didn’t know that!” referring to the harmful effects of eating food that isn’t wholesome and that farmers markets has an easy solution to this problem. “Why wouldn’t I go?” is another key reaction. The audience should feel a sense of commitment in providing her family with wholesome food and a sense of pride in simultaneously supporting her local community. An all-around win-win situation. Considering the audience’s busy lifestyle, it is also important that they realize buying local food at the farmers market is something that can be convenient and fun that fits in to their weekend schedules.
Supporting Evidence
In educating the audience about the importance of eating Virginia Grown wholesome food, it is critical that they learn about the negative health effects of factory farming and the dangers of eating food that isn’t organic or local. The most important effects that will hit home to our audience include how consuming food that is either non-organic, nonlocal or a product of factory farming increases resistance to medicines that treat human diseases due to heightened antibiotics consumption, increases levels of e-coli and salmonella bacteria in food, increases risk of cancer, and decreases levels of vitamins and nutrition. Equally as important, is that the audience is aware of how to find local farmers markets and to know that they are very accessible. They need to have this information at their fingertips and be convinced that shopping at farmers markets will be quick, enjoyable for the kids, and a rewarding weekend activity.
Key Emotion to Building Relationships with Audience
The target audience will feel a sense of pride, responsibility and self-satisfaction when connecting with the Virginia Grown brand. She will feel good about herself because she is doing something good—the right thing—for her family. This will help create solid relationships and brand loyalty.
Media to Facilitate Goals
To best reach our target audience, advertising outlets include areas that are frequented by middle-class working mothers, including dentist and doctor offices, public schools, post offices and libraries. Educational pocket guides can be made available at these trusted locations. An online tool/resource should also be made available with easy ways for the audience to locate their local farmers market and learn about Virginia Grown food, with a mobile app that makes it more convenient on-the-go. The app and website will be promoted through the media listed in this section and will include local stories from farmers and families, facts about factory farming, benefits about eating local and organic food, a farmers market locator, and nutrition facts and recipes for what’s in season.
The target audience will be one that frequently shops at large, chain grocery stores, including Giant, Safeway, Shoppers and Wal-Mart, where sales of locally raised meat, dairy and produce are significantly lower than those at other grocers, such as Whole Foods, where shoppers are more concerned with wholesome foods and purchase more locally raised items. The income of the target audience, ages 30 to 55, is in the middle class range. Families will be targeted since they purchase more unprepared food than single persons. More specifically, we believe that by targeting the mothers of these families we will be able to better reach the decision maker and direct purchaser of groceries. In the NOVA region, middle-class, mothers between the ages of 30–55 are largely employed and are not stay-at-home mothers, which influences our consumers’ beliefs, attitudes, personalities, interests and lifestyles. These women are hard working, intelligent, and concerned both about their budget and family’s well-being. Time and convenience is important to these women, but so is the health of their family. While these women are mostly college-educated, they may not be aware of the implications of eating food that comes from factory farms or food that isn’t organic nor local. Thusly, they may not realize the benefits of shopping at local farmers markets where more choice exists for local, organic and wholesome food products. The target market enjoys weekend activities with her family and children, and usually grocery shops during this time. Considering that a lot of NOVA farmers markets are only open during the weekend, this should be opportune for the chosen target market. Activities include taking children to the playgrounds and parks, shopping at Target and Home Depot, and attending extra curricular activities for the kids (such as sporting events). This consumer also enjoys watching reality TV during the spare free moments on the weekends, including Food network, Bravo and HGTV. She also can be found frequently throughout the year at dentist and doctor’s offices, libraries and local family events. page 1
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brainstorm and concepts
Melissa Phillips | Professor Jake Cheney | AVT 419 Advertising Design | September 8, 2011
Media to Facilitate Goals continued
After determining my plan of action for reaching my goals and market, it was time to brainstorm to come up with some great ideas.
Another great way to target the mothers is through their children. Distributing back-toschool kits at public schools or libraries with a fun, activity book will encourage attendance at the farmers market in order to complete activities such as a scavenger or photo hunt. An inexpensive pencil, eraser trio (in shapes of animals, fruits and veggies), and fridge magnet will also be included. Another successful media could include interactive “kid tables” at local farmers markets advertised in the back-to-school-kit. Prizes, such as local mini popsicles or “I heart local farms” rubber bracelets, will be given to kids that complete the back-to-school-kit activities. The booth will be stationed by an educated representative and will be educational in a fun way with sample wholesome family recipes/ tastings for the parents. Both kids and moms will be attracted to the booth. Another effective medium is a web advertisement located on the highly traveled parenting blog sites. In addition, a post-card mailer will be sent via direct mail to all homes with children in grade school. This post-card will be effective not only due to the more personal nature of the post card but also because it will have a perforation/dual post card allowing them to send the second pre-paid postage postcard to their local friends helping to spread the word. Once the budget allows, it is suggested to introduce a mini-documentary video that can be seen on YouTube and shared amongst friends and family via viral marketing and email. Live footage of real NOVA families at the markets and farmers in the fields sharing their stories and “making the connection.”
Budget & Critical Elements
MELISSA PHILLIPS
The budget for this integrated campaign is very minimal and close to zero. All attempts will be made to strategize and implement an effective, multi-faceted campaign that successfully reaches and motivates the target audience. Critical elements include a genuine, personal look and feel. Eating is personal, and since we are advocating for eating local food from farmers markets and supporting the community, we need to practice what we preach and approach it as a warm, family affair and not a corporate campaign. It is important to include a sense of community and interaction in the campaign and to avoid a forceful, one-way-street communication campaign. To keep within budget, gaining sponsorship for advertising efforts will be key. Utilizing rich imagery of real people and food will also be important in connecting with the audience. Genuine “warm fuzzies” and a sense of empowerment will help communicate the Virginia Grown brand effectively. Our audience is already connected and committed to their family; now we want our audience to feel connected to the food and to the farmers. This at-home tone is critical to the success of this campaign. Similarly, some level of interactions, whether through booths, events, or sharing stories, is important to build a deeper relationship. A solid tagline and call to action is important so the busy audience immediately knows what to do without hesitation. It is important that our message makes the brand seem approachable and friendly. Imagery, color and typeface will all be important elements.
Takeaway
The single most important takeaway for the audience to remember is that eating local wholesome food from local farmers is better for their family and easy on their lifestyle.
Call to Action
From this campaign, we want the audience to download the Virginia Grown mobile app or visit the online site to become educated about the benefits of eating local wholesome food products and to start shopping at local Virginia farmers markets. page 3
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rough comprehensives round 1 After running through a lot of ideas, good and bad, I decided to narrow it down to the following concepts.
Farmer’s Market Guide 2012 Northern Virginia
we work hard
to keep you healthy
food is fun
wholesome food
and wholesome
food is fun
and wholesome
WHOLESOME KIDS Farmer’s Market Guide 2012 Northern Virginia
Farmer’s Market Guide 2012 Northern Virginia
Farmer’s Market Guide 2012 Northern Virginia
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Farmer’s Market Guide 2012 Northern Virginia
MELISSA PHILLIPS
Farmer’s Market Guide 2012 Northern Virginia
FROM FARM TO HOME wholesome food you can trust
a tradition of
WHOLESOME FOOD Farmer’s Market Guide 2012 Northern Virginia
YOU LOVE YOUR FAMILY. WE DO TOO.
FROM FARM TO HOME wholesome food you can trust Farmer’s Market Guide 2012 Northern Virginia
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Farmer’s Market Guide 2012 Northern Virginia
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FROM FARM TO HOME wholesome food you can trust FROM FARM TO HOME wholesome food you can trust
food with heart
healthier, happier kids
What are you made of ? Why what your family eats matters, and where to find the best food.
FROM FARM TO HOME wholesome food you can trust Farmer’s Market Guide 2012 Northern Virginia
Farmer’s Market Guide 2012 Northern Virginia
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rough comprehensives round 2 After some more brainstorming, I decided that reaching the target through kid imagery would be most successful.
what are your kids made of?
you love your kids. we do too. Fa rmer s g in a — L oc a l Vir
VISIT YOUR LOCAL FARMERS MARKET FOR THE HEALTHIEST FOOD AROUND. WWW.VDACS.VIRGINIA.GOV/VAGROWN
VISIT YOUR LOCAL FARMERS MARKET FOR THE HEALTHIEST FOOD AROUND. WWW.VDACS.VIRGINIA.GOV/VAGROWN
food with heart VISIT YOUR LOCAL FARMERS MARKET FOR THE HEALTHIEST FOOD AROUND.
VISIT YOUR LOCAL FARMERS MARKET FOR THE HEALTHIEST FOOD AROUND. VDACS.VIRGINIA.GOV/VAGROWN
WWW.VDACS.VIRGINIA.GOV/VAGROWN
VISIT Y
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rough comprehensives round 3 Putting a fresh twist on the children’s imagery but having the fingerprint element be the driver of the concept between healthy food and farmer’s market food drove me to these solutions. The handprint idea was also something that the kids could do themselves...and that I could execute at home!
CLAIRE JOHNSTON, AGE 10 eggplant butterfly COURTHOUSE FARMERS MARKET arlington, va
heart
Hand-raised food for healthier, happier kids.
Hand-picked food
for healthier, happier kids. VISIT YOUR LOCAL FARMERS MARKET FOR THE HEALTHIEST FOOD AROUND. WWW.VDACS.VIRGINIA.GOV/VAGROWN
VISIT YOUR LOCAL FARMERS MARKET www.vdacs.virginia.gov/vagrown
CLAIRE JOHNSTON, AGE 10 green deliicious froggy COURTHOUSE FARMERS MARKET arlington, va
Hand-picked food
for healthier, happier kids. VISIT YOUR LOCAL FARMERS MARKET www.vdacs.virginia.gov/vagrown
CLAIRE JOHNSTON, AGE 10 lemonade sunshine COURTHOUSE FARMERS MARKET arlington, va
Hand-picked food
for healthier, happier kids. VISIT YOUR LOCAL FARMERS MARKET www.vdacs.virginia.gov/vagrown
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final solution After much deliberation, and exploring several concepts and imagery solutions, I believe that the hand print/food compositions was the strongest idea that was fun, fresh and spoke to the target audience and their kids....essentially driving home the message not once, but twice. The campaign was exactly what I wanted it to be, hands-on (literally in the imagery but also in the encouraged interactive activity components) making the connection between food, farmer and healthy families. The campaign was about telling a story that was fun and relatable to the audience but also effective in its message to get kids and their moms to the farmers market, and not the super market, to eat healthier food!
MELISSA PHILLIPS
claire joHnston, age 9 Frutti the Frog courtHouse farmers market Arlington, VA
poster series 12x18 or 24x36. To be placed in areas frequented by busy working moms and their children, including libraries, public schools, doctor offices, post offices and gyms.
william smith, age 10 Piggy Pillar falls church farmers market Falls Church, VA
claire johnston, age GiddyPillar Up Carrot william smith, age 109Piggy cascades farmers market Leesburg, VA falls church farmers market Falls Church, VA
clairequantock, johnston,age age89Miss Giddy UpPeppy Carrot sally Sun cascades farmers marketReston, Leesburg, herdon farmers market VA VA
sally quantock, age 8 Miss Sun Peppy herdon farmers market Reston, VA
Hand-Picked food
for healthier, happier kids. hand-raised food
for healthier, happier kids. visit your local farmers market for family-friendly foods. www.vdacs.virginia.gov/vagrown
hand-raised hand-Picked food
for healthier, happier kids. visit your local farmers market for family-friendly foods. www.vdacs.virginia.gov/vagrown www.vdacs.virginia.gov/vagrown
hand-Picked food
for healthier, happier kids. visit your local farmers market for family-friendly foods. www.vdacs.virginia.gov/vagrown
visithand-Picked your localfood farmers market for family-friendly foods. www.vdacs.virginia.gov/vagrown for healthier, happier kids. visit your local farmers market for family-friendly foods. www.vdacs.virginia.gov/vagrown
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fridge magnet To be distributed at the same location as posters, in addition to farmers markets “Virginia Grown” stands where handprint food building takes place and awards kids for completion of their Activity Booklet scavenger hunt! Every mom can use a shopping list, especially one on the fridge where she (and her family) look at several times per day!
IT’S TIME TO HEAD TO THE PRODUCE
MARKET
DAIRY/ MEAT
OTHER
Hand-Picked Food
for healthier, happier kids. www.vdacs.virginia.gov/vagrown
MELISSA PHILLIPS
Key Chain hand sanitizer To be distributed at the farmers markets “Virginia Grown” stands where handprint food building takes place and awards kids for completion of their Activity Booklet scavenger hunt! On mom’s key chains, this is a constant reminder of eating fresh and local. It is also incredibly useful for busy moms that let their kids get “hand-on”.
IT’S TIME TO HEAD TO THE PRODUCE
MA
DAIRY/ MEAT
Hand-Picked
for healthier, ha
www.vdacs.virginia.g
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KIDS ACTIVITY BOOKLET To be distributed and targetws towards children at public libraries, schools and doctors offices. They will be excited to complete the fun activities inside and to show their moms. The moms will become educated and directed to the Virginia Grown website, and persuaded by their kids to attend the farmers market to complete the scavenger hunt! It’s fun for the kids and rewarding for the moms knowing that their families are eating healthy.
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