Dane County Farmers’ Market

On the SquareIntegrated Marketing Communication Plan

Overview and Current SituationSTP AnalysisCompetitive AnalysisIMC Goals and ObjectivesThe Big IdeaTactics

Summary

Largest producer-only farmers’ market in the nation300 vendors; 150 vendors on Capitol Square, every

SaturdayAll vendors are from Wisconsin20,000+ visitors every SaturdayOutdoor (Summer) market: April-November Indoor (Winter) market: November-MarchTop-down marketing budget: $3000

Overview of DCFM

One staff member (Larry Johnson, market manager)

Friends of the DCFM(Non-profit support organization)

Key players

Market attendance is up, but per person spending is down

No distinction between “Dane County Farmers’ Market” and farmers’ markets in Dane CountyOr between the official market & surrounding

vendorsAwareness of the Dane County Farmers’ Market, but

lack of awareness about its values and missionNo brand consistency or strategic marketing

The Problem

Current Brand Image

GROWTH of the BASKET

Increase use of the DCFM as a food resource- More than a social event -- More than a nice walk -

- More than a delicious pastry -

Strategic Imperative

Geography: Hometown, Proximity to Madison (WI residents only), State, International vs. Domestic

Demographics: Age, Gender, Income, Ethnicity, Family Size, Marital Status

Psychographics: Personality Traits, Motivations, Lifestyle, Values (e.g. “Provider Personality”)

Benefits: What Consumers Seek/Receive, Usage Occasions, Usage Rates, Loyalty…

Usages: Pareto Principle: “The 80/20 Rule”, New vs. Old, Heavy vs. Light …

SegmentationVariables

Arial View of the Capitol

The Provider

The Believer

The Explorer

The Flutterer

The Trendsurfer

SegmentationProcess

DRIVEN

NURTURING

RESPONSIBLE

RESPONSIBLE

ASTUTE

WELCOMING

The Provider

CONNECTEDCOMMUNAL

The Believer

WONDERWANDER

DISCOVER CONSIDER

PONDER

ORDER

The Explorer

FOLLOWING HOVERING

The Flutterer

ENTHUSIASTICPLUGGED-IN

The Trendsurfer

Provider, Good

Person

Support Local Industry, Environmentally

Conscious

Social Gathering, Interaction, Saturday Event, Tourist Destination

Sustenance, Provisions

Hierarchy of Needs

Friendly

Brand Personality Thoughtful

Helpful

Trustworthy

Proud

HealthySocial

Hardworking

Neighborly Natural

Provider

Brand Personality Believer

Market BoundariesCompetitor Competes on: Positives Negatives Target Customers

HyperMarkets

Price, Availability,

Convenience

One Stop

Shopping

Convenience,

Flawless Produce

Non-local

Produce, Lack of

Freshness

Price Sensitive,

Convenience-seeking

Regional Markets

Price, Availability,

Convenience

One Stop

Shopping

Convenience,

Flawless Produce

Non – local

Produce, Lack of

Freshness

Price Sensitive,

Convenience-

Seeking

High End Grocery Markets

Freshness, Quality,

Organic

Organic Produce Price Affluent, College-

educated, Interested

in Organic Produce

Local Roadside Market

Value, freshness,

locality

Locally grown,

Organic, Seasonal

Produce

Convenience,

Availability

Interested in

Natural/Organic

Produce, Local

Competitor Analysis:Perceptual Map

Local

Value

Organic

Unblemished

CH

EESE

/YO

GU

RT

ME

ATSE

GG

S &D

AIRY

VEGETABLES, FRUIT &UNPROCESSSED FOODS

FLOWERS & GIFTS

CH

EC

KOU

T

FROZEN FOODGUM, MAGS &MISCELLANEOUS

SODA & PROCESSED SNACK FOODS

PAPER & CLEANING ITEMS

BREADS, CEREALS & BAKING NEEDS

CANNED GOODS

CARTS

Consideration Set

Who: “Providers” and “Believers”“Those who care enough to seek out the very

best, to better serve and share with the ones they love.”

What: Safe, high-quality, local foodWhy:

Producer-only marketWisconsin vendors onlyAccessible knowledge & expertise of producersFreshest food available for purchaseFDA approved, safety assured by market

manager

PositioningStatement

Communicate DCFM brand and value proposition

Establish DCFM in set list of grocery shopping

IMC Goals: Cognitive

DCFM

Groceries

Pastries

Social

Event

Increase communication between vendors and customers at the market

Increase visits per person per yearIncrease dollar amount spent, per person per

visitIncrease number of e-newsletter subscribersIncrease Wednesday market attendance

IMC Goals: Behavioral

Know your Farmer. Know your Food.

AdvertisingBrand integrationSponsorshipProduct placement Public relationsPromotionsPersonal SellingSocial MediaDatabase Programs

Tactics

Advertising, $2620

Promotions, $40

Personal Selling, $340

Total Budget: $3000

Budget

Plan: Isthmus’ Daily Page online rotating banner ads

ObjectivesCognitive: Communicate value of vendors’

productsBehavioral: Increase number of visits per

person/per yearBudget: $1820

$260/mo. for 7 months Evaluation

Awareness of value propositionNumber of visits per person/person

Tactics:Advertising

Isthmus rotating four-panel online banner ad

Window decal for vendors and restaurants

Street banner

Plan: Website redesignObjectives

Cognitive: Establish DCFM in consideration set of grocery shopping

Behavioral: Increase communication between customers and vendors

Budget: Free! (volunteers love DCFM)Evaluation:

Number of visits per person per yearClick-thru to “Get to Know your Farmer”

Tactics:Brand Integration

Plan: Distribute press releases, media advisories, & feature stories to local media outlets

ObjectivesCognitive: Awareness of brand & value

proposition Behavioral: Increase dollar amount spent per

person per visitBudget: Free!Evaluation

Open-cost rate, distributionDollar amount spent per person

Tactics:Public Relations

Plan: Punch cards & Canvas tote bagObjectives

Behavioral: Increase communication between customers and vendors at the market

Behavioral: Increase Wednesday market attendance

Budget: $40$40 for printing and supplies

EvaluationNumber of Wednesday attendeesNumber of punch cards redeemed

Tactics:Promotions

Business-card sized punch card

Plan: YouTube Channel, Flickr photostream, Facebook

Objectives:Cognitive: Awareness of brand & value

proposition Behavioral: Increase number of e-newsletter

subscribersBudget: Free!Evaluation

Number of Facebook group membersNumber of e-newsletter subscribersViews of YouTube video

Tactics:Social Media

Tactics Timeline2009 2010

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

Market

Outdoor Markets

Indoor: Monona Terrace

Indoor: Senior Center

IMC Tactics

Advertising

Product Placement

Sponsorships

Brand Integration

Public Relations

Promotions

Personal Selling

Social Media

Questions?