Ms Robynn Shrader, Chief Executive Officer, National Cooperative Grocers Association (NCGA) at the International Co-operative Alliance Global Conference in Cape Town, November 2013.
6. Fundamentals
• Identify your target
• Engage on emotion, not facts
• Use multiple vehicles
– In-store, print, web,
social media, video
• Make it turn-key for members
• AND go direct to consumers
7. Contact Info
Robynn Shrader, CEO
National Cooperative Grocers Assoc. (NCGA)
14 S. Linn St.
Iowa City, IA 52240 USA
001-319-466-9029, ext. 1101
robynn.shrader@ncga.coop (or)
jon.forgarty@ncga.coop
Editor's Notes
Video series to promote IYC
13 videos hosted by Kevin Gillespie (Top Chef)
Results:
50,000 views of stories on YouTube and StrongerTogether.coop
Plus co-op promotion at local level (each co-op received DVDs for local film showing)
Research demonstrating social, economic and environmental impact of food co-ops compared to conventional grocers.
Support materials: report, video, infographics – poster format, shopping bags
Results:
More than 180 million PR impressions
Over 22,000 views on YouTube and StrongerTogether.coop
Plus co-op promotion at local level
My Co-op Rocks contest (www.mycooprocks.coop)
Consumers as brand ambassadors; staff and shoppers tell us what they love about their food co-op (open to all sectors in 2012 for IYC)
5 contests between 2009-2012
Video (2009-2012) and photo entries (2011-2012)
Results:
142 videos
170 photos
Over 33,000 video views
Carbon offset program
Partner with Pur Projet
Reforestation projects promoting sustainable agroforestry
First U.S. partner to plant trees
Full circle supply chain remedy to offset carbon emissions from necessary business travel
