Locally Grown, Locally Prepared Megan Corbet, Carly Yeung, Korena Fenton, Priscilla Dominguez
Monday, April 22, 13
Statement of Principles
• The reasoning behind our campaign: • Increase the bottom line by expanding the consumer base
Monday, April 22, 13
Opportunity Statement • Reeves Farms will produce a greater income, restaurants will receive new customers for their locally grown product and local consumers will be eating healthier and fresher food.
Monday, April 22, 13
SWOT Analysis • Strengths: established, close to restaurants, variety of produce • Weaknesses: new selling area, prices • Opportunities: buy local movement in CNY, fresher, large restaurant pool • Threats: weather, competitive prices from larger farms, odd order sizes Monday, April 22, 13
Organizational Linkages Linkages! Enabling Linkages! Partnership between three brothers Bruce, Andy and Brian.
Input Linkages! Forty to fifty employees working throughout the season.
Normative Linkages! Fruits grown in Florida Competitive and lower prices elsewhere
Reeves Farms!
Functional Linkages! Output Linkages! Major supermarket chains within the boundaries of Watertown, Binghamton, Utica and Rochester with Syracuse in the middle .
Diffused Linkages! Media
Monday, April 22, 13
Influentials • Restaurants are greatly influenced by their customers and make decisions based on customer preferences • Some customers are willing to invest more for food they perceive as fresher and healthier
Monday, April 22, 13
Demographics • Restaurants along established delivery routes • Hundreds of potential restaurants • Local and independent restaurants are more invested in the community and many want to support other local businesses by working with local vendors and farms Monday, April 22, 13
Psychographics • Empire Brewery noted that its sales have increased since starting its buy local movement • “In general, local production was more highly valued than organic production” (Thilmany, Bond & Bond, 2008)
Monday, April 22, 13
Goals & Objectives • 1. For restaurant staff to buy produce from Reeves Farms and display the Reeves Farms name. •
To increase the awareness of Reeves Farms among 100 restaurants in the Central New York area by January 27, 2014.
•
To establish a group of 30-50 restaurants that buy produce from Reeves Farms by Summer 2014.
• 2. For restaurant patrons to recognize the Reeves Farms brand in the restaurants. •
Monday, April 22, 13
By January 2015, to increase the number of dishes sold featuring Reeves Farms produce by 10%.
Strategies • Proactive strategy: • Brochure • Private Tours
Monday, April 22, 13
Core Messages • Campaign Theme: Locally grown, locally prepared. • Message 1: Buying locally can be used as a marketing advantage for restaurants. • Message 2: Reeves Farms is consistent and reliable. • Message 3: Supporting local farms Monday, April 22, 13
Tactics • creating a spreadsheet of possible buyers • distributing detailed brochures to possible buyers • giving tours to small groups of interested buyers
Monday, April 22, 13
Timeline • Pilot Campaign: April 29, 2013-October 2013 • Mailing the Brochures: Nov. 4, 2013- January 27, 2014 • Determining the number of interested restaurants: February 2014 • Finalizing Contracts: March 3, 2014 • Evaluating the campaign’s success: October 2014
Monday, April 22, 13
Budget •
•
• Monday, April 22, 13
Tactic 1: Brochures •
Design: No cost, designed by PR Innovate
•
Printing: $199.99 from Fedex for 250 trifold, full color and high quality brochures
•
Total: $199.99
Tactic 2: Tours •
Travel: No cost, buyers must accommodate themselves
•
Execution: No cost, provided by Reeves Farms
•
Total: $0
Campaign Total: $199.99
Evaluation • The success of the campaign can be measured by looking at the number of restaurants that buy from Reeves Farms after the campaign. • The criteria will be measured by comparing the number of restaurants that agreed to buy from Reeves Farms compared to the number of brochures distributed.
Monday, April 22, 13
Questions?
Monday, April 22, 13