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Farm boxes
- 1. Farm boxes Taste L/O/G/O local!
- 2. Rainbow Circus • Kateřina Zvonková • Lenka Blažková • Veronika Kučerová • Lada Váňová • Eva Krutáková
- 3. Rainbow Circus -CI 1. Image 1 small local agency with very close relationship with customers 2 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
- 5. Target group • Modernfamily, which prefer healthy fresh food
- 6. Research about theservice 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 Peopleshould 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 • Launchnew 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 • Atleast 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 ofpeople who looked at today´s top recipe on our website • Facebook counting • Website counting • Number of downloaded apps • Increase of customers
- 21.