1. For the Love of
Fruit Guys
Anna Whistler
MCM 6100: Multimedia Communications
Dr. Hoehn
2. CONTENTS
Approach and Planning
How is the solution going to happen?
03
The History
Who are the Fruit Guys?
01
Timeline and Monitoring
Why will it be a success?
04
Purpose
What is the case solving?
02 Conclusion and Results
Where is the future of the Fruit Guys going?
05
3. 1. Founding Date
2. Mission
3. Initial Marketing
4. Initial Growth
5. The Blog
The History
Who are the Fruit Guys?
01
4. The History
• Founded on February 16th, 1998, in kitchen of tiny apartment
• Originated in San Francisco
• Mission: support sustainable agriculture and combat hunger
• Banana Marketing
• Grew into other corporate offices
• Philadelphia, PA – 2007
• Chicago, IL – 2009
• Phoenix, AR – 2010
• Los Angeles, CA - 2013
• The Blog
6. Purpose
• To continue the mission of the Fruit Guys
• Combat Hunger
• Sustainable Agriculture
• Support Local Farms
• 25 years and seen Dot Com crash, Financial meltdown and Global Pandemic
• Economic natural increase of goods
• Increased focus on healthy eating
• Predictive Analysis to forecast needs
8. 1. SWOT
2. Stakeholder Map
3. Data Glean
4. Multimedia Marketing
Approach and Planning
How is the solution going to happen?
03
9. Approach and Planning
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STRENGTHS WEAKNESSES
Original Idea of Fruit Delivery
Focused customer base
Large Non-Profit footprint
Growing footprint including new offices
Strong communication via blog
Limited focus on customer clientele
Marketing focus limited to social and online
Lack of technical skills
OPPORTUNITIES THREATS
Increases in Fruit consumption
Helping in battle of obesity
Philanthropic footprint growing
Increase of healthy snacks options
Social Media opportunities for marketing
Ability to include new geographical location
Cost of products increasing
Negative trends in the industry
Competition
Decreased availability of products
Environmental impacts
Companies purchasing locally themselves ve
rsus outsourcing
11. Approach and Planning cont.
• Increased consumption = Increased Cost
• Exploit current Blog
• Short Videos
12. 1. Forecasting Tool
2. Customer Communication
3. KPI’s
4. Media Tracking
Timeline and Monitoring
Why will it be a success?
04
13. Timeline and Monitoring
• Forecasting Data
• Increased customer contact
• Positive KPI’s
• Building upon current marketing
14. 1. Customer Increase
2. Consistent Monitoring
3. Large Social Following
4. Insert text here
5. Insert text here
Conclusion and Results
Where is the future of the Fruit Guys going?
05
15. • Combating cost forecasting makes customer base grows
• Following on social front skyrockets
• Focusing on Building Corporate Partners
• Philanthropy spreading through more farms
• Fruit Guys Community Fund – 2012
• Good Works Annual Program
Conclusion and Results
18. References
Erl, T., Khattak, W., & Buhler, P. (2016). Big Data Fundamentals: Concepts, drivers, and techniques. Prentice Hall.
Glass, R., & Callahan, S. (2015). The big data-driven business: How to use Big Data to win customers, beat competitors, a
nd Boost Profits. Wiley.
Tableau. (2021). Tableau Desktop (Version 2020.4.2). https://www.tableau.com/products/desktop
Knaflic, C. (2015). Storytelling with data, a data visualization guide for business professionals. Wiley.
Schooley, S. (2023, September 01). What is a SWOT analysis? (And when to use it). Business News Daily. https://www.busin
essnewsdaily.com/4245-swot-analysis.html
The Fruit Guys. (1998.) https://fruitguys.com.
https://fruitguys.com/almanac/infographics/2015-goodworks-annual-report/
Folino, L., & Rafter, M. (2023). How to Use Multimedia for Business Marketing.
Inc.com. https://www.inc.com/guides/multimedia-for-business-marketing.html.
References
