The communication plan aims to utilize social media to increase sales of SUPERVALU's locally relevant fresh produce. It will create buzz by holding a banner contest for local farms and then feature the winning young farmer as he documents his crops' journey from planting to customers. Produce from his family farm will have Smartphone barcodes linking to his Facebook page. The plan seeks to position SUPERVALU as the destination for seasonal, neighborhood produce and attract both current and natural food shoppers through social media engagement with the farmer.

1. Communication PlanHyperlocal Produce Utilizing Social MediaGetting Produce in the Bag Eric J. Ellis4/20/2011

2. AgendaBackground/Current SituationS.W.O.T AnalysisPlan GoalTarget AudienceCommunication PlanStakeholdersEvaluation of PlanTimelineSummary

3. BackgroundSUPERVALU commitment to fresh, locally relevant produceIndividual banner and store controlSocial media not being utilized to highlight fresh, locally relevant produce at local storesFacebook being utilized more as a customer service tool and recipe idea tool than generating buzz about SUPERVALU’s focus on fresh, locally relevant produce

4. Current Situation

5. SWOT Analysis

6. SWOT AnalysisA wide variety of traditional grocery store formats that span the United StatesIntricate and involved Supply Chain service that not only provides needed goods to their store banners, but also procures products and services to independent store owners. Distribution centers are centrally located throughout the country to procure and relay regional and local goods and services to all stores it services.

7. SWOT AnalysisMarketing programs are underdeveloped despite increased initiatives to reach their customer base. Relatively high product prices 12-straight-quarter sales decline in store salesA 2006 acquisition of west coast grocery giant Albertson’s has created a substantial debt load for the retailer.

8. SWOT AnalysisNew processes and tools are being utilized and developed to correct pricing and promotional concerns By leveraging SUPERVALU size, can garner tremendous support from the vendor community to capitalize on better go-to market strategiesSocial media outlets can be utilized to highlight and support company-wide initiatives, specifically hyper-local produce

9. SWOT AnalysisThe Albertsons Inc. acquisition in 2006 has created a highly debt ridden business modelOperates in a highly competitive market that is traditional grocery Walmart and Target emerging in traditional grocery Current competition (Kroger, Safeway, Roundy’s)

10. Plan GoalUtilize Social Media to create buzz surrounding SUPERVALU fresh, locally relevant produce

11. Target AudiencePrimary Target:Current SUPERVALU shoppersSecondary Target:Natural food store shoppers

12. Communication PlanKey MessageUtilize social media to increase SUPERVALU produce sales to be in line with SUPERVALU’s locally relevant fresh produce initiativeCommunication ObjectiveCreate an environment where SUPERVALU is the destination for locally fresh produce that is relevant to the seasons and the neighborhoodPositioning StatementWe want current SUPERVALU shoppers AND natural foods shoppersto utilize social media as a tool to find and follow locally grown produce as more important and beneficial than the competition

13. Communication PlanCreate media buzz by holding a SUPERVALU banner contest that will highlight a winner from a local farm

14. Communication PlanThe young farmer winner will be featured and followed via Facebook and Twitter as he or she recognizes their own locally grown produce picked special for SUPERVALU banners

15. Communication PlanThe young farmer winner will also follow produce crops from the planting season, to harvest, to the SUPERVALU stores

16. Communication PlanThe young farmer could also feature in his or her social media:“Cooking in the kitchen with mom”“Behind the scenes with brother, Bobby”“In the field with dad”

17. Communication PlanProduce specifically from the young farmer’s family farm, will be featured via Smartphone barcodesConsumer will immediately be taken to the family website, or the young farmer’s Facebook page

18. Communication PlanUtilize Social Media to create buzz about Cub Fresh Produce

19. Stakeholders

20. Communication Plan Evaluation

21. Timeline

22. ConclusionBackground/Current SituationS.W.O.T AnalysisPlan GoalTarget AudienceCommunication PlanStakeholdersEvaluation of PlanSummary