1. RUNNING HEAD: COMMUNICATING TO THE GVSU STUDENT MARKET 1
Communicating to the GVSU Student Market as a Green, Sustainable Business
Tyler Lehner, Kaitlyn Red Wing, Kate Lewis, Aisel Alcedo, Jelani Brown
Grand Valley State University
Abstract
2. COMMUNICATING TO THE GVSU STUDENT MARKET 2
In an effort to provide the Downtown Market with the essential information in regards to
whether or not the GVSU student market should be considered as a potential target market in an
advertising and public relations campaign, we conducted research. To research this market,
secondary research was conducted on millennials, their buying patterns, social media usage, and
feelings towards sustainability and organic produce. Following, a focus group was conducted
with GVSU students and a survey was distributed to students to further look into the above
topics.
In gathering this information, researchers have come to the conclusion that although
GVSU students indicated that they shopped at places that were conveniently located near them,
the survey revealed that they would go out of their way for better quality food. From this, the
Downtown Market can gather that GVSU students are unaware that they can get better quality
food without going extremely out of their way and this is a potential opportunity for market
penetration. Communication wise, Facebook and Twitter are the best way for the Downtown
Market to communicate with this target audience.
Keywords: markets, farmers markets, millennials, social media, marketing, sustainability, fresh
produce, organic, Grand Rapids, Gen-y, college students, meal plans, environmentalism
Table of Contents
3. COMMUNICATING TO THE GVSU STUDENT MARKET 3
Introduction
Secondary Research
Primary Research
Focus Group Results
Survey Results
Discussion
Limitations
Conclusion
Introduction
The Downtown Market of Grand Rapids, Michigan is a full-service urban market. It
houses mini vendors that offer fresh & organic produce, baked goods, artisan snacks and also
offer classes that vary from yoga to cooking to gardening. The Downtown Market is unsure of
4. COMMUNICATING TO THE GVSU STUDENT MARKET 4
the amount of GVSU students visiting the market and are looking to increase awareness of their
brand and green efforts among students in Allendale and Grand Rapids.
Research efforts were planned and carried out to answer relevant questions in order to
better understand the Downtown Market’s target market (GVSU college students) and the target
market’s relation to organic products, industry perception, farmer’s market perception, and green
efforts as well as effective strategies for businesses to market and communicate to college
students.
To obtain relative information to the above points, research was channeled towards
resources on the Internet using GVSU Library databases and search engines. Specific and
strategic keywords and terms were brainstormed and then further researched to effectively obtain
desired information. These keywords were plugged into databases that provided reports,
scholarly articles, prior research, and industry publications that allowed researchers to formulate
data for the client regarding their goal.
By gathering information about the target market, current industry perceptions, and
media strategies toward college students, the Downtown Market will then be able to formulate an
integrated marketing communications plan to take research and turn it into action.
Industry Analysis
Consumers buy organic foods because they are concerned about their personal health,
product quality, and the environment. These reasons have been identified in the past and
continue to remain the same leading reasons for consumers to choose organic products over
conventional. Research has shown that consumers who buy organic foods tend to care more
5. COMMUNICATING TO THE GVSU STUDENT MARKET 5
about the sustainability of the environment. Demographics of who shops for organic foods vary,
however some trends appear showing that higher educated people may consume more organic
products. More often, millennials, the highest educated generation, are these consumers.
(Pearson, 2011) Multiple articles show that consumers of products related to the green movement
tend to be young, highly educated individuals. These individuals are cautious about buying
environmentally friendly products, however it has been shown that many Americans are not
willing or less likely to buy a ‘green’ product due to higher prices. (Vernekar, S, 2011)
Target Audience Awareness & Perceptions
The target audiences of this research are as followed, those considered Generation-Y,
Millennials and college students. In an effort to better understand this demographic, research was
carried out to note their perceptions of fresh and organic produce, farmers markets, and the green
movement.
College students are known for always having resources readily available to them in
many different forms of media. Recently, documentaries such as Food Inc. have become
prominent in the college eye and have altered perceptions of the corporate food industry,
persuading college students to become more health conscious of their eating habits. (Duis, S,
2013). Because of this, many dining halls on college campuses have started to serve more
organic and healthier options because of altered taste and preference (Duis, S, 2013). E.B. York
wrote in an article published in Advertising Age that displays the change in college cafeterias, “If
a meal of heritage turkey breast, roasted root vegetable and organic mille sounds like dorm food,
you must be a member of Generation-Y.”
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Although attitudes of Generation-Y and college students are attitudinally ‘green’,
research has shown that they lack the action and behavior regarding their attitudes. For example,
they recycle less, use more plastic bags and drink out of non-reusable bottles more often that
other generations. Despite the lack of action, buying green products and sustainability has shown
to be a higher priority than those of other generations.(Head, 2013).
With this being said, attitudes towards organic foods are generally positive, as they are
regarding other progressive sustainable topics such as animal-welfare and the local-food
movement (Daniels, 2013). This change of perception of local and organic food has led students
to begin buying their own organic produce when offered on campus, but do not go out of their
way to buy these products. (Daniels 2013).
According to many university studies such as the University of Maryland, University of
Connecticut, and North Carolina State University, attitudes and behaviors of sustainability by
college students are positive. Students are knowledgeable of sustainability and the farm to table
movement, and some do practice certain sustainability actions. However, awareness of
sustainability doesn’t equate to action. (Sandusky et. al, 2014) Students were studied at
universities in Hawaii and Alabama and their perceptions were compared. Both sets of students
were aware of the importance of sustainability, yet, students from Hawaii were acting on
sustainability whereas the students in Alabama were not.
This proves the importance the role of the community has and the social context where
the students are raised. (Sandusky et. al, 2014) According to our research, “behind sustainable
behavior lays three important factors: environmental values, situational variables, and
psychological variables.” (Sandusky, et al 2014) It’s important to recognize that college students
have different variables that influence their life, and being sustainable may not be a priority in
7. COMMUNICATING TO THE GVSU STUDENT MARKET 7
their lives. This is crucial to take in when effectively marketing towards college students
(Sandusky, 2014).
Some sustainability practices are practiced more often by students, 74% of students use
reusable water bottles daily, yet, very few buy locally produced food. This could be due to
limitations on funds and transportation (Sandusky et. al, 2014). GVSU however have the
fortunate aid of Rapid busing, and may not be aware that the bus will take them right to the
Downtown Market, free of charge with their GVSU college ID. This would be useful
information to market to students to gain traffic and increase community sustainability.
Effective Media and Media Strategy for Communicating to College Students
It is important not only to understand who the target market is for the Downtown Market,
but also to understand how to effectively communicate to them. Demographics, psychographics
and behavioristics all determine how a public reacts to communication channels. Research
efforts were channeled to identify how the target market interacts with businesses trying to
communicate with them and strategies that maximize interaction. If a restaurant uses fresh or
organic ingredients, the general public holds them to a higher standard or quality than the rest
(Burrows, D, 2007). This is an example of a selling point the Downtown Market can take
advantage of and effectively integrate it into a strategic campaign. The following is information
8. COMMUNICATING TO THE GVSU STUDENT MARKET 8
gathered that will be pertinent in creating these advertising and public relations campaigns
designed for the target audience, college students.
When designing a campaign, one must remember that Generation-Y is much different
than those considered Generation-X or Baby Boomers. Specifically, they are much less accepting
of traditional methods of marketing, advertising, and public relations than the generations prior
(Nahai, N, 2013). This is primarily due to the exposure of Generation-Y and modern forms of
technology, where companies are constantly targeting them, resulting in brand overload (Nahai,
N., 2013).
This generation lives a lifestyle that values convenience, hence the popularity of social
media among the Generation-Y demographic. Additionally, millennials do not trust mainstream
media. Their trust is now sought out through word of mouth, peer reviews and testimonials
(Nahai, N, 2013).
In addition to understanding how Generation-Y communicates and reacts to certain
media, research was also gathered to seek specific strategies that target college students
specifically. Taking into account the psychographics and behavioristics detailed above, these
strategies are ideal for the Downtown Market to relate, communicate, and attract college students
at GVSU.
One way that businesses can create a relationship with college students is to provide a
specific place on site for them to collaborate and study (Oellerich, 2013). Generation-Y lives in a
culture that relies heavily on validation, collaboration and teamwork. When a business creates a
place that students are able to go to that is different than the university library or their dorm
room, they are more apt to go explore.
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Businesses like the Downtown Market can also make arrangements with a student
organization on campus or with an office of student life/activities to make a presence or
appearance on campus to directly interact with students (Oellerich, 2013). Direct interaction is
more applicable to the target audience because of their skeptical attitudes towards mainstream
media. This one-on-one interaction creates trust between student and business and allows them to
experience for themselves what a brand is all about.
Lastly, one of the most common and most important strategies a business can pursue is
creating, maintaining and interacting with social media (Oellerich, 2013). Social media holds
such prominence in the lives of Generation-Y and college students, more specifically. Direct,
instant and mostly free communication with a target audience creates trust, opportunity to
advertise and presence on the Internet. This is vital for businesses as more and more people, even
those who are students, engage in social media on a daily, and sometimes even hourly, basis.
Action
After gathering these results from exploratory research about topics relevant to our
research goal, further action can be planned to gather primary research from publics in our target
market. To retrieve this desired research, a focus group should be planned, consisting of the
target market. A focus group will allow for information regarding the target market and their
perceptions towards farmer’s markets, sustainability, the Green Movement and the Downtown
Market specifically.
Additionally, a survey should be created to gather quantitative data from the GVSU
student public and analysis will be done to identify any trends or correlation with our exploratory
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research. The sample of GVSU will consist of all class standings and will supply further
quantitative data regarding our objectives for this research.
Focus Group Results
In a focus group conducted among students of Grand Valley State University,
participants showed that food quality mattered to them. They believed that living a healthy life
was very important However, their most important factors when choosing where to buy food
were convenience and price due to their schedules as college students. When asked about their
knowledge of the Downtown Market, most participants knew of the Market. Only half of the
participants had been to the Downtown Market. The participants that have visited the Downtown
Market would recommend that other visit as well. In regards to participants and social media
networks, participants used Facebook, Twitter, and Instagram the most. Advertising via these
social media platforms would be most effective to target Grand Valley students.
Survey Results
The results from the conducted survey offered beneficial information for the Downtown
Market in regards to target market, buying patterns, perceptions of sustainability and healthy
eating, and methods of media strategy towards college students. 54 students, from both
campuses, completed the survey.
The majority of the survey respondents were juniors and seniors who lived off campus in
Allendale or Grand Rapids. The majority (74%) of respondents indicated that their main form of
transportation is a car; the remaining utilized the bus system.
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Regarding buying patterns, the majority (80%) bought groceries from Meijer and the
most important factors when deciding where to buy groceries were pricing location and
convenience. This could be because Meijer is close to the GVSU-Allendale campus and has
relatively lower prices and deals for groceries. Sixtyfive percent of survey respondents indicated
that they grocery shop every two weeks and 20% responded with every week.
The majority of respondents (64%) indicated that they would go out of their way to buy
better quality food, but only 31% responded that healthy food was ranked a 4 out of 5 in
importance when considering where to shop.
When asked about awareness of the Downtown market, 65% of respondents said they had
heard of it and 39% had actually been there. The students who heard of the Downtown Market
indicated that they heard of it from friends, news/media and other social organizations, such as
the HTM club. The majority of students (78%) said the overall experience of the Downtown
Market was ‘Great’. Of all the amenities the Downtown Market has to offer, the top three
choices students indicated they would be most interested in were the outdoor farmers market,
fresh bakery and yoga classes.
Students were also surveyed about the best way to connect and advertise to them in forms
of social networking platforms and media outlets. Students indicated that out of the listed media
outlets (social media, print, TV/radio, newspaper, other), social media was the most popular with
81% of the votes. Regarding social networking, students indicated that Facebook would be the
best way to connect with them, Twitter was the second and Instagram the third.
Discussion
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Drawing conclusions from this survey and focus group will allow researchers to give the
Downtown Market information about the target market being college students, whether or not to
market to them and how to advertise and market to them.
Although many students indicated that they choose where they grocery shop based on
price, location and convenience, many of them also indicated that they would go out of their way
for better quality food. Although this result contradicts the other, this may be an opportunity for
the Downtown Market to penetrate an on-the-fence market, such as college students, that may
want to eat healthy and better quality food, but is unsure of where to go.
Regarding how to advertise and market to this demographic, the Downtown Market
should utilize social media as a media outlet for their campaigns, as this was the most popular
answer from the survey results. More specifically, the platforms that should be included in a
proposed campaign should be Facebook, Twitter and Instagram. These were the most popular
platforms indicated by students in the survey results. Using this knowledge, the Downtown
Market can successfully create an advertising or public relations campaign to inform and attract
students at the downtown market.
Content wise, in a prospective campaign for college students, the Downtown Market
should include the most popular amenities indicated by the sample. These amenities include the
outdoor farmers market, fresh bakery and yoga classes. If college students are interested in these
amenities at the Downtown Market, they should be the forefront of a campaign when trying to
attract their interest.
Limitations
There were many limitations that prevented this research from being without error and
more accurate. One of these being the amount of time given to conduct the survey. The window
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that this survey was live was only a week and would have been more accurate if allocated more
time to distribute the survey and gain more respondents.
Another limitation was the number of focus group participants. More participants would
have offered more insight into our research and more accurate to our findings for the Downtown
Market.
Lastly, the limitation that most likely has the biggest effect on this research was that the
participants of the focus group and survey participants were friends or knew the researchers. This
means that many of the participants were like the researchers, minimizing the lack of diversity in
participants and their responses and opinions.
Conclusion
Drawing results from the conducted secondary research, focus group and survey, the
research team has concluded that the downtown market should, in fact, pursue the market of
Grand Valley students as a target audience in an advertising and public relations campaign. The
results of this research indicated that the GVSU student market prefers to shop local, but would
consider going out of their way to buy better quality food. Seeing is that half of the respondents
of the survey had heard of the Downtown Market, they may not be aware of this option as an
alternative grocery store for buying better quality food.
