L/O/G/O

Farm boxesFarm boxes

Taste local!

Rainbow CircusRainbow Circus

• Kateřina Zvonková• Lenka Blažková• Veronika Kučerová• Lada Váňová• Eva Krutáková

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1. Image small local agency with very close relationship with customers

2. Design colorful design which symbolises name of our agency

3. Corporate culture happy and dynamic people who don‘t look at the dark side of life

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4. Corporate communication comunnication with local media and inner communication

Rainbow Circus - CIRainbow Circus - CI

• Cooperation with farmers from the vegetable market

in Zlin

• Home delivery of fresh vegetable, fruit, eggs,

cheeses, dairy products, herbs, jams,  or home

made bakery

• Seasonal products, guaranted origin of food

• Utilization of trend of ecology and healthy lifestyle

• Once a week, everything is fresh, local and tasty

• Win win: income for farmers, fresh vegetable for

customers, ecological product with substantial

development

Farm BoxesFarm Boxes

Target groupTarget group

• Modern family, which prefer healthy fresh food

Research about the serviceResearch about the service

PRIMARY RESEARCH• Survey on the farmer‘s market and Zlin open-air

market about interest of customers and sellers – 3 times during a month

SECONDARY RESEARCH• Statistics of vegetable sale increasing from

farmers

SMP SMP

People should eat fresh and local

and be healthy and happy

Taste local!

Big creative ideaBig creative idea

• Claim: Taste local!

Two steps campaign supported by using social media

MultiplatformMultiplatform

Same contentPressPress

RadioRadio

PrintPrint

Web, FBWeb, FB

EventEvent

QR codeQR code

First step - CompetitionFirst step - Competition

• Buy a box, get a points, win a price

• More boxes = more points = more benefits

• Prices - box for free, box each week per year for free

• Points will be viewed on websites

• Order of competitors

• A chance for playful promotion and communications

• Location: Main Square

• Timming: September 2012

• Idea: Huge box full of the fresh vegetable

- dealing vegetable and hand-outs for free

Second Step - EventSecond Step - Event

spot with information about event and competitionRadioRadio

PressPress

Web, FBWeb, FB

Advertising about event, competition

PR articles about company, healthy life style (food), event

Advertising on FB and website, our website connected with FB

Competiton/Event campaignCompetiton/Event campaign

WHYWHY

• Event will bring us new customers• General knowledge about our product• Zlin´s press will love it • Help to support local taste

New media – other communication optionsNew media – other communication optionsMobile aplication • Summarization of ingredients needed during

cooking• Possibility of direct order• Advantages: save time,

direct connection

with customer

New media – other communication optionsNew media – other communication optionsFacebook • plant the seeds of salad with the name of a

person for each new member of our FB group• photos of field• possibility to buy your own salad

Advantages:

personal access to customer

New media – other communication optionsNew media – other communication optionsYoutube channel• videos with recipes of our products (healthy and local

cuisine)• Regular cooking show with professional cookers (once a

week on our website, FB)• Conecting videos with other parts of communication• For future: videos from customers (competition)• Advantages: care of customer

New media – other communication optionsNew media – other communication optionsFoursquare• location of farm boxes • starts on field and ends at customer• advantages: interest of modern people using

smartphones

Campaign objectivesCampaign objectives• Launch new services in the market

• To let people know about our service

• To make people trust our product

• To get strong position in the Zlin market with food

• To sell at least 100 farm boxes per month

• To built stable line of customers

Media objectivesMedia objectives

• At least 30 times per day using QR code

• To get at least 1000 people connection on Facebook

• To increase visiting of our website 100% more

• At least 100 people participate on competiton

MeasurementMeasurement• Number of people who looked at today´s top recipe on

our website

• Facebook counting

• Website counting

• Number of downloaded apps

• Increase of customers

L/O/G/O

Thank You!Thank You!