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Locally Grown… Locally Owned…

Downtown Farm

Assignment To effectively raise awareness to make Downtown Farm known for an authentic experience of home grown meats, cheeses, and produce from the surrounding Illinois farms.

Objective 1.

The major objective is to drive consumers in-store and in turn reinforce what the cafĂŠ and its owners are about.



In order to do this, a Brand Identity must be formed

With no media budget ,in-store signage, Social Media, and Crowdsouring are the only sources of advertising

Organic Trends on the up and up! According to the 2010 Organic Industry Survey, •The percentage of U.S. food sales that are organic has now reached 3.7 %. •Fruits and vegetables account for the largest percentage of organic food sales, 38 %, and reached nearly $9.5 billion in sales in 2009, an 11.4 % increase from 2008 sales. •Organic fruits and vegetables now represent 11.4 % of all U.S. fruit and vegetable sales. •The majority, or 54 % of organic food sales occurred at mainstream grocery stores. •With $634 million in sales, organic supplements accounted for 35 %of organic non-food sales, followed by organic fiber and organic personal care products.

Brand Benefit What benefits does buying local offer? According to The Sustainable Table, “buying local food is both rewarding and delicious, including enjoying the taste of fresh food, improved health

and nutrition, environmental stewardship, support for family farms and rural communities, and ensuring animal welfare. Also, if offers peace of mind knowing where your food comes from.�

Downtown Farm Downtown Farm offers a quaint, peaceful atmosphere that is tucked away from the hustle and bustle of the Windy City. The cafĂŠ sets it self apart from the overpowering chain restaurants whose food seems to be the same dull line up. Downtown Farm refreshingly offers locally grown meats,

cheeses, and produce which in return supports the farmers and the community. Locally owned, locally grown, what's not to like?

Competition With every business comes competition. Downtown Farm needs to position itself as a organic food savvy café that takes you away from the everyday impersonal chain restaurant. However, there

are competing cafes, costs, and other factors that Downtown Farm must be aware of.

•Buying organic/locally costs more: According to the USDA, “organic products typically cost 10% to 40% more than similar conventionally produced products.”

•Other organic/locally owned cafes in the area: Bleeding Heart Bakery, Hannah’s, Lake Side Café, Drew’s Eatery, Mista Pizza LLC, Chicago Raw, Fogata Village, Market Creations, Lula Café, Sapore Di Napoli Pizzeria.

Competition •Whole Foods: “Has over 200 stores and made over $9 billion in yearly sales,” according to PBS


•Local Growers •Family Upbringing •Organic Food Perception •Chain Restaurants/Fast Food:

Who were looking for •Who buys organic/locally grown food? The Nielsen Homescan dataset that was conducted in July of 2008 found several characteristics that organic food buyers posses. •African American households are less likely to purchase organic vegetables since many were unfamiliar with the products, or had little access to them. •Increases in education led to higher likelihoods of purchasing organic produce, and spending a greater share of household income on fruits and vegetables.

•Higher income households were more likely to try organic vegetables, but unlikely to consistently devote a large share of their expenditures towards organic vegetables. •Minorities are less likely to purchase organic vegetables. •Well educated Caucasians with higher incomes are the most likely sector to focus marketing of organic vegetables.

Downtown Farm’s Target Based on the research conducted and found,

Downtown Farm’s target consumers are well educated Caucasian women between the ages of 21-35 with higher levels of education and income. They are willing to try organic food or are already regular organic food consumers. They care about the

environment and there local community and often support “doing the right thing.” They are trendy, tech savvy individuals who tend to live in the area code of 60631 and are known as young influentials. Zip code information found at

Target Insights •Women account for 85% of all consumer purchases including 93% food. •50% of women say they want more green choice. •37% of women are more likely to pay attention to brands that are committed to environmental causes. •50% of women say they want more green choice. •Organics have grown at a rate of nearly 20% per year for the last few years. •Buying locally vs. a chain superstore means that up to twice the money stays in the community. • Organic crops accounted for $1.9 billion in sales and organic livestock, poultry and their products accounted for $1.2 billion..

Information above found at,, Agricultural Marketing Resource Center

Strategy Consumers will need to understand and accept that organic and locally grown food is better for their everyday life. It looks like a change of behavior is in order! Downtown Farm can accomplish a behavior change by holding events at the market such as a cooking show, to make organic eating an experience rather than an errand. In addition to a cooking show, Downtown Farm can offer a healthy tip calendar that offers great organic cooking ideas . The healthy tip calendars can display any upcoming store specials or events to promote Downtown Farm further. Another form of promotions can be an eco-friendly grocery bag offered to customers for a small fee to save on paper and plastic, which in turn makes the world a cleaner, happier place!

Strategy As you will see in the Media Vehicles section, I suggest that Downtown

Farm utilize Facebook and Twitter. With Facebook and Twitter, Downtown Farm can upload photos, have discussion boards where customers of Downtown Farm can post positive feedbacks or reviews /recipes of organic cooking, or just update your

followers on daily specials, healthy tips, and recipes. Making Downtown Farm a fun, healthy store will enhance the experience and make it more enjoyable for the customers!

A tangible, realistic goal must be set to improve in-store customers. One way Downtown Farm can do this is by showing the customer what there actually giving back to the community. After every grocery purchase, the cashier can inform the customer how much money they unknowingly gave back to the hard working Americans who provided them this food. Seeing where their money goes and how it effects the community will entice your consumer to come back for more!

Media Vehicles Since Downtown Farm’s only media budget is in-store signage, social media and crowd sourcing is their greatest asset to bring more customers into their store. There are several social media and Crowdsourcing outlets Downtown Farm should use. •Groupon •77% of Groupon users are women and since women are the main gender we are targeting, Groupon is a solid, free marketing tool. •Living Social


•Twitter •If you want to reach the savvy tech generation at no cost to you, Twitter is a great way to do so. The Young influentials fall in the twitter category. Twitter has105,779,710 registered users and new users are signing up at a rate of 300,000 per day.

Media Vehicles •FourSquare •FourSquare is a great Crowdsourcing opportunity for Downtown Farm. By having your

customers “check-in” to your business for free on their smart phones, it allows you to get free publicity. For instance, once your friends see that they have “checked-in” multiple times at Downtown Farm, they become curious to what Downtown Farm is and make a trip into your

store. FourSquare has more than half a million users and 15.1 million check-ins daily. •Guerilla Marketing “The Big Freeze”

• As you will se in the video, “The Big Freeze” creates a viral campaign. People are taking pictures on their phones, uploading them to the web, and of course word of mouth . Downtown Farm could ask help from local theater students of even the workers at Downtown Farm to freeze in place by The Bean in downtown Chicago. Each member of the “Big Freeze” can be wearing Downtown Farm shirts or others can be passing out the in-store signage to make the audience aware of Downtown Farm.

Media Vehicles •Facebook

•People spend over 700 billion minutes per month on Facebook, and the average user is connected to 80 community pages. With so many people on Facebook, Downtown Farm would be foolish to not take advantage of this free social media escapade. It’s a

great way to reach locals in the Chicago area. •E-Blast at MailChimp •Store up to 1,000 subscribers and send 6,000 e-mails a month, completely free! •Blog •In-Store Signage

Considerations •Food imagery must look appealing, appetizing, and fresh •Imagery must reflect target market

•Creative must be produced with a “go green” attitude •No wasted paper (all online) •If paper is used, make it recycled paper •Eco-friendly grocery bags made from recycled goods •Work shirts made from recycled materials •Consistent Logo

Downtown Farm

Rivet 2011 Summer Intern Application  

Constructed a plans book showing integrated marketing tactics, research, and strategies to promote and raise awareness for Downtown Farm.

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