I led an RFP response proposal containing an omni-channel campaign for The Fresh Market that we presented to the agency.

1. 1
The Fresh Market
A P R O P O S A L B Y F E R E B E E L A N E
J U LY 3 1 , 2 0 1 9

2. 2
01 . Agency Overview
02 . The Assignment
03 . Audience
04 . Suggested Approach
05 . Execution
06 . Activation Plan & Measurement
Table of
Contents

3. 3
01 . Agency Overview

4. 4
FerebeeLane is a business-driven brand agency that believes
any brand worth building has a story worth sharing.
A story that’s genuine enough to inspire and relevant enough to motivate. A story
that’s powerful enough to connect our clients to critical insights, profitable solutions
and passionate audiences. Our own story began in 2005 in Greenville, South Carolina.
That’s when former big-agency, big-brand executives Matt Ferebee and Josh Lane
founded FerebeeLane. Over the last 14 years, our agency has grown to include 25
writers, designers, community managers, media experts, PR specialists, motion creators
and strategic planners dedicated to delivering smart strategy and engaging creative.
It’s a fun, fast-paced environment full of people who share an uncommon commitment
to producing work that delivers results, wins awards and demonstrates our all we can
with all we have mission each and every day. That mission drives us to pursue the most
relevant, thoughtful and compelling solutions no matter the context or constraints.
AGENCY FOUNDED
2005
MEMBERS OF
STAFF SIZE
25
AGENCY LOCATED
GREENVILLE, SC
MEDIA
DIRECTORS
COMMITTEE
01 . AGENCY OVERVIEW | WHO WE ARE

5. 5
Ferebeelane’s mission is to marry
powerful business insights with
creative marketing and advertising.
The results are narratives that propel
some of the most recognized brands
in the region, nation and world.
We align a depth of strategic understanding with
proven experience across industry sectors to increase
engagement and influence consumer sentiment. It is
there, in the marriage of strategy and storytelling,
that our clients—and our agency—thrive.
01 . AGENCY OVERVIEW

6. 6
Part cornerstone. Part compass. This simple phrase—all
we can with all we have—defines who we are and how
we work. From the way we solve problems to the way we
service clients, our tireless team overcomes marketplace
challenges with meaningful, memorable solutions.
Driven and dedicated, we don’t settle for easy answers.
We dig in with and for our clients. We collaborate in the
truest sense of partnership to make the most of whatever
resources are available and to positively impact everything
from operations to marketing and communications.
01 . AGENCY OVERVIEW

7. 7
01 . AGENCY OVERVIEW | CLIENTS

8. 8
CONSUMER & MEDIA RESEARCH MEDIA MANAGEMENT & REP ORTING
01 . AGENCY OVERVIEW | MEDIA & INSIGHT RESOURCES

9. 9
MEDIA.
Strategy/Planning
Traditional & Digital Media Buying
Paid Search Strategy and Buying
Reporting
Budgeting
Trafficking
Billing
MOTION.
Story Development
Full Production Capabilities
Editing
2D & 3D Motion Design
Sound Design
Music Production
Color Grading
EXPERIENTIAL.
Ambient
Exhibit Design
Branded Interiors
Signage
Activations
Retail POS Planning & Design
Trade Show Design
DIGITAL.
Digital Design
Digital Advertising
Analytics & Reporting
Gaming Design
SOCIAL MEDIA.
Strategy
Content Development
Campaign Extension
Community Management
Analytics & Reporting
STRATEGY.
Brand Positioning
Business Planning
Product Development
Organizational Communication
Qualitative & Quantitative Research
Concept/Message Testing
Competitive Analysis
PUBLIC RELATIONS.
Strategy
Media Relations
Communications Material Development
Media Training
Feature & Op-Ed Development
Internal Communications
Press Conference/Editorial
Tour Coordination
Speech Writing
Trade Show & Event Support
Influencer & Blogger Relations
Ambassador & Brand Advocate
TRADITIONAL.
Brand Identity
Logo Design
Print
TV/Video
Radio
Collateral
Catalogs
Outdoor
Packaging
Photography
FerebeeLane is a full service agency providing the following services
through senior-led, expert teams.
01 . AGENCY OVERVIEW | OUR SERVICES

10. 10
From brand strategy and positioning to traditional advertising and social media engagement, the ways we help
clients communicate their brand stories are as diverse as our clients themselves. The general process we em-
ploy, however, remains consistent with each engagement. Flexible in nature and narrative in character, the rig-
orous perspective of our four-phase process guides our work together, ensuring a cohesive messaging strategy
that connects brands with their audiences in the most meaningful ways possible.
1 2 3 4DEFINE &
DISCOVER
CONCEIVE
& CREATE
PLAN &
PRODUCE
IMPLEMENT
& REFINE
GOAL:
Understand objectives,
research and unearth insights
STEPS:
• Discovery session
• Background research and analysis
• Define objectives
• Qualitative and
quantitative research
GOAL:
Plan and translate insights into relevant,
effective concepts
STEPS:
• Develop creative brief
• Create concepts that align with strategy
and are extendable across various
platforms/media
• Creative testing
• Social media development
• Social strategy
• Public relations strategy
GOAL:
Confirm, finalize, produce and deploy
strategic solutions
STEPS:
• Media planning
• Media buying
• Creative execution
• Social content creation
• Community management
• Public relations plan implementation
GOAL:
Monitor success and then adjust, evolve and
optimize toward continual improvement
STEPS:
• Monitor campaign performance and
media delivery
• Adjust and optimize media spend
levels, channel distribution and creative
messaging
• Refine creative and
finalize standards
• Continuous reporting of results
01 . AGENCY OVERVIEW | STRATEGY

11. 11
The discerning
consumer expects:
— Meaningful experiences
— Depth and character
— Their time attention to be earned
­— To be engaged emotionally intelligently
FerebeeLane’s expertise is connecting connoisseur brands,
like The Fresh Market, to the discerning consumer with emotion
and intelligence.
What is a
connoisseur brand?
Not the largest or loudest in the
market, but are known for their
quality, personality, and authenticity.
01 . AGENCY OVERVIEW | EXPERIENCE

12. 12
Spinx
01 . AGENCY OVERVIEW | EXPERIENCE

13. 13
Le Creuset
01 . AGENCY OVERVIEW | EXPERIENCE

14. 14
02 . The Assignment

15. 15
Create an omni-channel
campaign that positions The
Fresh Market as a place for a
younger demographic to have
a good shopping experience.
02 . THE ASSIGNMENT | ASK

16. 16
The Fresh Market was ahead of its time when it opened its doors 35 years
ago, offering truly fresh products amidst the era of frozen foods. The chain
was a hot spot for quality, speciality items until around 2010, when other
grocers caught on to the growing demand for niche goods. Then, the
competition embraced technological innovation and improved efficiency
processes - quickly causing The Fresh Market to fall behind and become
forgotten by younger generations. An older, wealthier demographic,
unconcerned with modernization, continued to shop at The Fresh Market -
becoming its primary audience and creating an outdated brand perception.
02 . THE ASSIGNMENT | CHALLENGE

17. 17
The 2 main challenges The Fresh Market
faces today are:
brand unfamiliarity
brand misperception
among 25-40 year olds. They have either
never heard of The Fresh Market, or they
think the grocery chain is for wealthy seniors.
02 . THE ASSIGNMENT | CHALLENGE

18. 18
Our Solution?
Raise brand awareness among 25-40 year olds
in the Greenville DMA, subsequently increasing
store traffic and sales, while communicating the
brand’s true, unique identity.
02 . THE ASSIGNMENT | GOALS

19. 19
Reynolds Lake Oconee
This is how we want to help The Fresh Market -
by moving our audience’s current awareness and
perception of the brand to its unique reality.
Reynolds Lake Oconee recently faced a brand perception challenge similar to The Fresh
Market’s. People had either not heard of the luxury lake community, or they thought
Reynolds was a unidimensional, golf-centered destination. In reality, Reynolds is a
multifaceted community with many amenities to offer its residents, differentiating it
from the competition. The FerebeeLane team developed a campaign that allowed the
brand to embrace their opportunity to be the market leader they truly are by articulating
and leveraging the reality of Reynolds’ offerings.
02 . THE ASSIGNMENT | CLIENT CASE STUDY

20. 20
03 . Audience

21. 21
03 . AUDIENCE | CURRENT

22. 22
03 . AUDIENCE | TARGET

23. 23
• Ages 45+
• Caucasian
• $80k+ income
• Advanced degree
• Empty nesters
03 . AUDIENCE | CURRENT

24. 24
YOUNG PROFESSIONAL, WORKS LONG HOURS
It’s her turn to host The Bachelor watch party tonight,
and she heads to Fresh Market to pick up some
specialty charcuterie ingredients to entertain her
friends. While stopping in, she restocks on her favorite
meal kits for the week.
FITNESS BLOGGER WITH A PLANT BASED DIET
Shares all of his healthy hacks and products with
Instagram Uses protein powder, collagen, and other
supplements in her daily routine, Shops at Fresh
Market for all of his diet and health needs
PART-TIME NUTRITIONIST AND NEW MOM
Has a big following due to her holistic lifestyle and
health food blog, Is very conscious of the quality of
foods and products that she uses on her baby,
Supports local farmers, only buys cage-free eggs,
and emphasizes the importance of farm fresh meat
without hormones or additives
03 . AUDIENCE | TARGET

25. 25
03 . AUDIENCE | INSIGHT
This generation shops where they feel
their values are being reflected.
They want personalized options and to be engaged in an exciting experience, both of
which The Fresh Market already delivers with impeccable quality. We also know that
this generation’s shopping baskets are smaller, as they make more frequent trips, about
1-3x per week, to the grocery store. They are not loyal to any one grocer – creating an
opportunity for The Fresh Market to capture brand awareness, and eventually loyalty, by
dominating a new grocery territory of their own.
By diving deep into the psychographics of 25-40 year olds in the
Greenville DMA, we unearthed a key insight:

26. 26
04 . Suggested Approach

27. 27
One direction could be reinventing and
modernizing The Fresh Market to imitate its
competitors - to be like a Whole Foods or a
Publix. But we don’t suggest that route.
We want to keep The Fresh Market
true to its one-of-a-kind identity.
04 . SUGGESTED APPROACH | P OSITIONING STRATEGY

28. 28
A name speaks to the core of a brand and shares
its values without needing further explanation. It
also has the power to communicate why a brand is
special and differentiates it from its competitors.
That is why we recommend going back
to The Fresh Market’s roots to tell the
story of the name it claims.
04 . SUGGESTED APPROACH | P OSITIONING STRATEGY

29. 29
The 2 words fresh and market embody
the core of the brand. Fresh lends itself
to timeliness and locality, while market
lends itself to high quality, specialty items
and moments of human interaction.
04 . SUGGESTED APPROACH | P OSITIONING STRATEGY

30. 30
04 . SUGGESTED APPROACH | BRAND PLATFORM
Honing in on the word market, we
want to illustrate and elevate the
meaning of the market mentality
that the brand embodies.

31. 31
The Fresh Market’s best asset is arguably its multitude of experiential offerings.
Amidst the age of customization, the experience of crafting something unique,
like your own bag of trail mix, is one that this audience craves. There is
excitement in the butcher who personally hands you your order ticket, charm in
the classical music that wraps you in a warm embrace, joy in mixing your very
own nut butter, and satisfaction in knowing your specialty grocer curates only
top quality products for your health and dietary needs. A visit to The Fresh
Market is truly a collection of distinctive experiences.
04 . SUGGESTED APPROACH | P OSITIONING STRATEGY

32. 32
With the competition depending on technology to improve efficiency, more
and more self-checkouts and digital help kiosks are popping up. But this
phenomenon is causing shoppers to lose a critical connection with their grocers
- genuine human interaction. By embracing the market mentality, The Fresh
Market has an opportunity to be more than just a store.
04 . SUGGESTED APPROACH | P OSITIONING STRATEGY
It’s your Saturday farmer’s market, every
day­— complete with smiling faces, friendly
conversations, and real employees who are ready
to help make your market experience personal.

33. 33
PERCEP TION
FOOD
SHOPPING
(STORE )
FOOD HALL
(MARKET )
CULTURAL
EXPERIENCES
Publix
Food Lion
The Fresh Market
Whole Foods
Trader Joe’s
Sprouts
Walmart
TRADITIONAL
GROC ERY
EXPERIENCE
04 . SUGGESTED APPROACH | P OSITIONING STRATEGY

34. 34
FOOD
SHOPPING
(STORE )
FOOD HALL
(MARKET )
CULTURAL
EXPERIENCES
Publix
Food Lion
The Fresh Market
The Fresh Market
Whole Foods Sprouts
Walmart
TRADITIONAL
GROC ERY
EXPERIENCE
REALITY
04 . SUGGESTED APPROACH | P OSITIONING STRATEGY
Trader Joe’s

35. 35
04 . SUGGESTED APPROACH | P OSITIONING STRATEGY
Our call-to-action is inviting young, affluent shoppers to make
The Fresh Market a routine stop along their route—
supplementing their frequent grocery pit
stops with a relaxed, tailored experience
picking the highest quality, specialty items
that The Fresh Market excels at offering.

36. 36
04 . SUGGESTED APPROACH | MESSAGING
Don’t shop a store. Shop the market.
Saturday’s market, everyday.

37. 37
Media Channel Ranking
for brand awareness among
the demographic
04 . SUGGESTED APPROACH | MEDIA STRATEGY

38. 38
Knowing brand awareness
is difficult to measure,
we have strategically
chosen media tactics with
measurable conversions
and large reach.
TV
FB
Insta
Event sponsorship
Billboards
VOD
Search
Internet ads
04 . SUGGESTED APPROACH | MEDIA STRATEGY

39. 39
05 . Execution

40. 40
05 . EXECUTION | CREATIVE APPROACH
The visual direction uses intentional negative
space, bright, fresh flat-lay photography, clean
type, simple copy and heavy use of the l0go.
The use of negative space in market-related
photography gives quick visual hints while
highlighting the logo to raise brand awareness.

41. 41
TV
Introduce the use of television for The Fresh Market to drive brand awareness to
reach the highest amount of people within our targeted demographic.
Recommendation - Optimize campaign by targeting prime time, early morning,
and late night shows that our demographic are more likely to watch. Specifically,
commercials placed in premium programming to represent our premium brand.
Net cost:
$144,000
05 . EXECUTION | PAID
Flight dates:
6 week launch in
January February

42. 42
05 . EXECUTION | PAID
Hulu
Begin using Hulu to raise awareness of The Fresh Market; being a leading streaming
site, it offers a wide range of viewers for us to target the specific audience.
Recommendation - Digitally reach our audience by targeting specific interests
and ages within demographic.
Net cost:
$51,000
Flight dates:
June - December
Estimated
impressions:
1,200,564

43. 43
05 . EXECUTION | PAID
TV Hulu

44. 44
05 . EXECUTION | PAID
Digital Display and Video Advertisements
Introduce display and video for The Fresh Market to be shown as a speciality grocer
while our target audience views sites organically and is receptive to staying active,
eating healthy, and following a recipe, increasing brand awareness and encouraging
store traffic.
Recommendation - Reach campaign across desktop, mobile, and tablet display and
video to increase awareness and drive traffic to the site.
Net cost:
$180,000
Flight dates:
All months
Estimated
impressions:
25,142,857

45. 45
05 . EXECUTION | PAID
Digital Display and Video Advertisements
Saturday’s Market,
everyday.
learn more

46. 46
05 . EXECUTION | PAID
Outdoor Advertisements - Billboards
The use of billboards will drive general brand awareness to reach the highest amount
of people on the go.
Recommendation - Optimize the campaign by targeting roads that lead to a store
or are near a store. These are main roads that have heavy traffic, but also may lead to
in store visits. Possibilities are GVL Highway Highway 25 in Asheville, Highway 29
in Spartanburg and Highways 146, 276, and 291 in Greenville.
Net cost:
$127,500
Flight dates:
6 months
July-December

47. 47
05 . EXECUTION | PAID
Billboard

48. 48
05 . EXECUTION | PAID
Social Media Advertisements -
Facebook and Instagram
Utilize Facebook and Instagram to display The Fresh Market as a speciality grocery
destination while our target audience surfs the social platform and is receptive to
eating healthy, building brand awareness and encouraging store traffic.
Recommendation - Awareness campaign across both platforms targeting by age,
location, and interests.
Net cost:
$97,500
Flight dates:
All months
Estimated
impressions:
12,896,825

49. 49
05 . EXECUTION | PAID
Instagram
• Stop motion
Shop it like its Saturday’s Market
on this lovely Tuesday! 🍅👩🌾
Learn More

50. 50
05 . EXECUTION | PAID
Facebook
+ =

51. 51
05 . EXECUTION | PAID
Pinterest
Pinterest, usually an underestimated social tool, has a fundamentally different
mindset from other platforms, saying “I need an idea” instead of “Look at me”.
People use Pinterest when they are actively considering what to do or buy next.
Simply having The Fresh Market logo on Pinterest pushes the brand to top-of-
mind when our audience needs meal inspiration and increases clicks to the website.
Insight - Pinterest is the #1 destination for food between 18-34 year olds.
86% have used Pinterest while grocery shopping to buy something they saved.
Recommendation - Reach campaign targeting by age, location, and interests.
Increase budget around holidays and summer when people are more likely to search
for specific recipes.
Net cost:
$75,000
Flight dates:
All months
Estimated
impressions:
10,714,286

52. 52
05 . EXECUTION | PAID
Pinterest
• 98% of Pinners report trying new things, like recipes, they find on Pinterest
• Scroll-activated Ad
Seasoned
Fresh Salmon
That seafood
recipe you just
saved?
Those ingredients
are best here.
It starts with the
best ingredients
here.

53. 53
05 . EXECUTION | PAID
Google Paid Search
Continue Google AdWords, with a goal to optimize toward awareness, as our main
goal. Search will drive those who are actively inquiring about The Fresh Market to
also visit the site, a secondary goal.
Recommendation -
• Optimize the campaign by updating ads with site extensions and descriptions to
increase overall ad rank, as well as refine keywords.
— Add a phone number call out option to encourage engagement.
• Include a campaign based on searches for “Instacart” within the GVL DMA.
— Drive a broader range of viewers searching for Instacart that will bring them
to The Fresh Market site.
Net cost:
$60,000
Flight dates:
All months
Estimated
impressions:
2,245,628

54. 54
05 . EXECUTION | PAID
Event and News Sponsorships
Sponsorships dive deep into community engagement, something this target
audience values, and create high brand awareness through word of mouth. GVL
and Asheville both have a large amount of millennial residents, and sponsoring a
mid-size event or news reel will help reach them in a more organic setting. Many
millennials are also parents of young children, so sponsoring a family-friendly event
will resonate with that subgroup within our demographic that is also interested in a
healthy lifestyle.

55. 55
05 . EXECUTION | PAID
Event and News Sponsorships - Opportunities
Net budget: $15,000
• GVL Today Exclusive Community Sponsorship
A. Reach GVL residents which are a typically a young demographic
- 35 median age
• Beer City Festival Sponsorship
A. PR or Media related
B. Young millennial tourists
C. Older millennial demographic
- 39 median age for residents
• Get Out! Greenville
A. Family event and 3K 10K
B. Target young parents who are interested in the outdoors/staying active

56. 56
05 . EXECUTION | PAID
Event and News Sponsorships

57. 57
05 . EXECUTION | PAID
Channel Cost
TV $144,000
Display/Video $180,000
Out of Home $127,500
Facebook/Instagram $97,500
Pinterest $75,000
Search $60,000
Hulu $51,000
Event Sponsorship $15,000
Total Media Budget: $750,000

58. 58
05 . EXECUTION | OWNED EARNED
EARNED
REACH
OWNED
CONTROL
-
-
+
+
PAID

59. 59
05 . EXECUTION | OWNED
Campaign Landing Page
A campaign landing page reinforces our brand and campaign
platform, catching visitors briefly to forward them to the
website. This landing page leverages a CTA to the website
for digital ads. Consumers interacting with this page have the
opportunity to explore the rest of the website to learn more.

60. 60
Campaign Landing Page
05 . EXECUTION | OWNED

61. 61
05 . EXECUTION | OWNED
Experiential Brand Event
Ranking high on the brand awareness media chart, experiential brand
events establish ties to the local community, which is important to our
target audience.
A relaxed and hands-on event is
an opportunity to get our target
demographic into the store to let them
experience what the market mentality
means themselves.

62. 62
05 . EXECUTION | OWNED
Experiential Brand Event

63. 63
05 . EXECUTION | EARNED
Press Pitching
FerebeeLane will pitch ideas based on events, staff, new products, health
trends, recipes, seasonal efforts, and all things relating to the grocery
industry that could be an opportunity for The Fresh Market.
Recommendation -
• Efforts focusing specifically on food writers and healthy living
publications
• Specific consideration and effort given to publications and writers
within the Greenville DMA

64. 64
05 . EXECUTION | EARNED
Press Pitching Opportunities

65. 65
05 . EXECUTION | EARNED
Influencer Collaboration
Sponsored posts from influencers will play a key role in brand familiarity.
Recommendations -
• Emphasis on partnerships or collaborations in GVL DMA and surrounding areas:
food, fitness, or lifestyle influencers/bloggers
• Building influencer relationships: Exclusive demonstrations, product samples,
recipe kits
• Target small, dedicated followings.
• Influencers with 1,000 to 5,000 follower have
the highest engagement rate at 8.8%
• Influencers with 5,000 to 10,000 followers
have an average engagement rate of 6.3%
• Influencers with 10,000+ followers have an
average engagement rate of 3.6%

66. 66
05 . EXECUTION | EARNED
Influencer Collaboration
Showcasing The Fresh Market market experience, specialty items, health-related items.

67. 67
05 . EXECUTION | OWNED
Social Platform Consultation
FerebeeLane will work with The Fresh Market by providing high-level
improvements to enhance and manage social platforms, aiding in:
• Consultation
• Campaign extension
• Community management
• Social listening
• Brand positioning

68. 68
05 . EXECUTION | EARNED
PR Agency Fees
| 2017
FUNCTION HOURLY RATE
Director of Creative Strategy/Partner $275
Director of Account Strategy/Partner $275
Account Director $225
Management Supervisor $180
Account Supervisor $155
Account Manager $130
Account Coordinator $110
Controller $100
Client Billing Manager $75
Digital Strategist $150
Digital Analytics $150
Digital Project Manager $125
Programmer $150
Director of Social Influence $200
Social Influence Specialist $135
Social Influence Coordinator $115
Creative Director $225
Associate Creative Director $180
Art Director $165
Designer $130
FUNCTION HOURLY RATE
Copywriter $165
Junior Copywriter $130
Director of Media $225
Media Supervisor $175
Media Planner/Buyer $150
Jr. Media Planner/Buyer $115
Production Supervisor $150
Production Manager $130
Proofreader $75
ADDITIONAL COSTS
Travel
All project related or client mandated travel will
be billed at cost.
Travel Time Non-billable
Shipping
All FedEx, UPS, USPS and Courier Expenses
will be billed at cost.
Copies
Color copies will be billed at $.15 per copy, but
estimated in advance on an individual project
basis. Black and white copies will not be billed.
Archiving Fee $100 per job
AGENCY RATE CARD

69. 69
06 . Activation Plan
Measurement

70. 70
06 . ACTIVATION PLAN | MEDIA EFFECT REP ORT

71. 71
06 . ACTIVATION PLAN | SUMMARY
Total Budget:
$750,000
Estimated Impressions:
52,000,000+
Success Measurements:
Impressions, Clicks, CTR, organic search, brand lift study

72. 72
Thank you!