3. Rainbow Circus - CI
1. Image
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small local agency with very close relationship with customers
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2. Design
colorful design which symbolises name of our agency
3 3. Corporate culture
happy and dynamic people who don‘t look at the dark
side of life
4 4. Corporate communication
comunnication with local media and inner communication
4. Farm Boxes
• 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
6. Research 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
7. SMP
People should eat fresh and local
and be healthy and happy
Taste local!
8. Big creative idea
• Claim: Taste local!
Two steps campaign supported by using
social media
9. Multiplatform
Radio Event
Same content
Press Web, FB
Print QR code
10. First 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
11. Second Step - Event
•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
12. Competiton/Event campaign
spot with information about event
Radio and competition
Advertising about
Press event, competition
PR articles about
company, healthy life style
(food), event
Advertising on FB and website, our
Web, FB website connected with FB
13. WHY
• Event will bring us new customers
• General knowledge about our product
• Zlin´s press will love it
• Help to support local taste
14. New media – other
communication options
Mobile aplication
• Summarization of ingredients needed during
cooking
• Possibility of direct order
• Advantages: save time,
direct connection
with customer
15. New media – other
communication options
Facebook
• 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
16. New media – other
communication options
Youtube 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
17. New media – other
communication options
Foursquare
• location of farm boxes
• starts on field and ends at customer
• advantages: interest of modern people using
smartphones
18. Campaign 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
19. Media 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
20. Measurement
• Number of people who looked at today´s top recipe on
our website
• Facebook counting
• Website counting
• Number of downloaded apps
• Increase of customers
