3. 3
Contact Information
Deep Roots Market
600 N. Eugene St.
Greensboro, NC 27401
Phone: (336) 292-9216
Email: info@deeprootsmarket.com
Website: www.deeprootsmarket.coop
Hours of Operation
Monday- Saturday: 7:30a.m. - 9:00p.m.
Sunday: 8:30a.m. -9:00p.m.
Description of Services
Deep Roots Market is a grocery store with multiple departments offering high-quality
natural products, all of which are carefully chosen by our managers and staff to support
individuals living a healthier, more environmentally-friendly lifestyle. The organization
focuses on offering products that are locally and organically grown or made, and all
produce is grown on farms practicing organic techniques. Deep Roots Market is a local
consumer cooperative where the people that shop here are the ones who benefit from
the services provided. They host monthly events to support the community and local
farmers and merchants.
http://www.deeprootsmarket.coop
Mission Statement
In accordance with cooperative values and principles, we operate to serve the
surrounding community, moving toward a healthy, equitable and sustainable future.
5. 5
Short-Term Goals
To hit sales goals to remain sustainable
To build business through community outreach and education
To increase sales by 20% by the end of 2014
Long-Term Goals
To be THE place in Greensboro for community gathering
To expand into more locations, possible satellite locations
To assist other cooperative start ups with getting more co-ops opened in the
South East
Strengths of the Organization
Deep Roots Market has been an established community owned natural grocery store
since 1976 so people in the community know the organization. Deep Roots has a great
reputation for connecting with local food producers to provide the highest quality
products around. Considering the state of the global economy and the way food is being
mass produced, people are moving back to more traditional ways of getting food and
building stronger communities which is something that Deep Roots has been doing for a
long time and is becoming a necessity for sustainability now.
Challenges of the Organization
One of the major challenges that Deep Roots faces is the high prices of good clean
foods versus cheap mass produced products and peoples’ ever-shrinking incomes.
People are faced with tougher choices on how they will spend their money. Many
people who want to buy and support this process cannot afford it. Another challenge
that the organization faces is visibility, better signage and word of mouth is needed. As
Deep Roots builds a good reputation, they need to consistently keep their appearance
in pristine shape.
The final major challenge that Deep Roots faces is the lack of education on the mission
of the organization. There are too many people who just do not understand why it is so
important that they keep their money in their home community. People in the
Greensboro and surrounding communities are generally undereducated and have yet to
connect personal and community health with how they choose to spend their money
and how they choose to feed their bodies.
7. 7
Government and Regulatory Agencies
Internal Revenue Service
4905 Koger Blvd
Greensboro, NC
Phone: (336) 574-6024
Website: www.irs.gov
U.S. Food and Drug Administration
10903 New Hampshire Ave
Silver Spring, MD 20993
Phone: 1-888-463-6332
Website: www.fda.gov
National Cooperative Business Association
1401 New York Ave NW
Suite 1100
Washington, DC 20005
Phone: (205) 638-6222
Website: www.ncba.coop
U.S. Department of Agriculture
306 Revere Rd
Hillsborough, NC 27278
Phone: (919) 732-4301
Website: www.usda.gov
Reference Publications
http://www.foodcoopinitiative.coop
http://www.ncba.coop
http://www.deeprootsmarket.coop/about/bylaws/
8. 8
Channels of Communication
Website
Social Media
Newsletter
Word-of-Mouth
Monthly Community Events
Print Media
9. 9
Client Publics
Rank Public Resource I/E
1. Owners/Members Reason to Exist I
2. Board President Oversight/Vision/Implementation I
3. Board of Directors Vision/Guidance I
4. Management Implement/enforce vision I
5. Staff Support I
6. Customers Reason to Exist I/E
7. Media Information/Awareness E
8. Local Farmers Support E
9. Local Community Support/Reason to Exist E
10. Competitors Motivation E
11. Future Customers Reason to Exist E
12. Future Owners Reason to Exist E
10. 10
Opportunity Client Statement
Deep Roots Market is the Piedmont Triad’s only natural food cooperative and supports
the local community. Deep Roots Market strives to support local farmers and
merchants, which in turn supports the local economy by keeping money in the
community. The organization is also committed to supporting sustainable, healthy living
for everyone in the community and is the only store in the community offering an all-
organic produce selection. By working towards a sustainable future, the organization
reduces the effect their operations have on the environment and constantly enforces an
eco-friendly green initiative.
The mission of Deep Roots Market is to support the local community, the members of
the cooperative, and to provide local high-quality natural foods and products. In order to
do this and to be successful, the community must understand the importance of
supporting the cooperative and believing in their mission. In the community there is a
disconnect between personal and community health and how people choose to spend
their money on feeding themselves. There is also a disconnect between the importance
of keeping money in the community and buying what is considered more affordable food
and products. For this reason Deep Roots Market must educate the community on the
importance of supporting the cooperative because of all the good it does for the
community, despite the higher prices of good clean natural food. Through this education
and increased community awareness, Deep Roots Market will be able to receive more
customers increasing the possibility for more owners. This is vital to allow Deep Roots
Market to carry out its mission in a more sustainable manner and will allow growth of the
organization.
11. 11
Target Public Description and Demographics
The target public for Deep Roots Market will be individuals in the immediate surrounding
local community. This public will be located in the 27401 zip code of Greensboro, NC.
Since Deep Roots Market is dedicated to supporting the greater Greensboro community
through the cooperative, they need to start with a focus on their immediate community.
The initial target public will focus on the local neighborhoods surrounding the
organization and once they have connected with and engaged this public they can
expand from there. This target public will focus on 643 individuals aged 25 to 34 with an
income of $35,000 or more located in the 27401 zip code.
http://sm2.simplymap.com.libproxy.uncg.edu/index.html
Target Public Defense
This target public was chosen because of their proximity to Deep Roots Market and also
because of resources. Deep Roots Market provides high-quality all natural organic
products that come at a higher price than mass-produced products, therefor the target
public should be able to easily afford these products. An income of $35,000 and up
allows for individuals to be able to afford the products that Deep Roots Market provides.
This level of income also increases the likelihood that they can afford and are willing to
become owners in the cooperative.
12. 12
Target Public Psychographics
Innovators
Innovators are successful, sophisticated, take-charge people with high self-esteem.
Because they have such abundant resources, they exhibit all three primary motivations
in varying degrees. They are change leaders and are the most receptive to new ideas
and technologies. Innovators are very active consumers, and their purchases reflect
cultivated tastes for upscale, niche products and services.
http://www.strategicbusinessinsights.com/vals/ustypes/innovators.shtml
Believers
Believers are motivated by ideals. They are conservative, conventional people with
concrete beliefs based on traditional, established codes: family, religion, community,
and the nation. Many Believers express moral codes that have deep roots and literal
interpretation. They follow established routines, organized in large part around home,
family, community, and social or religious organizations to which they belong.
http://www.strategicbusinessinsights.com/vals/ustypes/believers.shtml
Defense of Psychographics
The target public of the plan fits in the category of Innovators because they are take-
charge people who have the resources to afford the products Deep Roots Market offers.
These people have a desire for upscale, niche products and services that Deep Roots
has. These people are active consumers, which will help to drive sales. Part of reaching
out to this target public involves educating them about the importance of high-quality
clean local products, and Innovators will be the most receptive to the new ideas Deep
Roots Market proposes.
This target public is also Believers because they are also invested in their families and
their community. They are motivated by ideals based on established codes: family,
religion, community, and the nation and Deep Roots Market shares these same ideals,
making this target public easier to connect with. Since Believers follow established
routines, Deep Roots Market can become a part of that routine once they are able to
connect with the public.
13. 13
Strategic Research Design
In gathering demographic information about the target public, secondary research will
be used. Secondary research involves the online databases used to gather the
information to identify the target public, 643 individuals aged 25 to 34 with an income of
$35,000 or more located in the 27401 zip code. These 643 individuals serve as a
sample size for the greater Greensboro community. In order to further understand and
reach out to this target public primary research will be used. Both quantitative and
qualitative research needs to be used.
Quantitative research will involve surveying the target public with closed-ended
questions about where they shop for groceries and what general choices they make
when shopping and eating. This will provide hard data about the sample target public
that will help to understand the larger public in the community. Qualitative research will
be used to better understand the values people have associated with their health, food
choices, and community. To gather this information focus groups will be used with more
open-ended questions about why people buy products and what attitudes and values
they have about health and community.
Once this research is conducted in the target public, there will be an overall better
understanding of the people within the community. When their choices and values are
understood it is easier to reach out to this public and a stronger connection can be built.
This research will help to plan education strategies to inform the public about the
mission of Deep Roots Market, and will also determine who is more likely to connect
with the values of the organization.
Budget
The budget for this plan will be $3,000.
15. 15
Communication Objective
To increase membership by 20% from the local community in the 27401 zip code from
November 1, 2013 to November 1, 2014. The primary goal is behavioral because Deep
Roots Market needs new members in order to increase sales by 20% to remain
sustainable. In addition to being behavior, the goal is also informational because in
order to increase membership the target public has to understand why the cooperative
is beneficial to the community and also why Deep Roots Market’s products and services
support a healthy lifestyle. The goal here is to educate the target public about healthy
lifestyles and community support that Deep Roots Market encourages in order to obtain
new membership and increase sales to remain sustainable.
This communication objective will support short-term goals to build business through
community outreach and education and to increase sales by 20% to remain sustainable.
By obtaining new membership and increasing sales Deep Roots Market will be able to
achieve long-term goals of expanding into new locations and also to support more
cooperative start-ups in the Southeast.
At the beginning of the plan year, the pre-program measurement will be to measure the
number of current members in the target public. The benchmark will be set at the
number of members Deep Roots Market has in the 27401 zip code. At the end of the
plan year, the post-program measurement will be to determine the number of increased
members from this target public. The goal of the plan is to increase membership from
the target public by 20%.
16. 16
Message
“Nurturing a Vibrantly Healthy Community”
This message appeals to the target public because it creates a sense of supporting and
building a sustainable community. This message appeals to “Innovators” because they
are change leaders that are the most open to new ideas of building a “healthy
community”. They possess the abundant resources and the high self-esteem that will
support and provide a vibrant community. This message also appeals to “Believers”
because of its focus on nurturing a community. “Believers” have established beliefs
centered around family, religion, and community and this messages speaks to all three
of those. This entire target public is motivated by ideals and values that involve
community engagement and support, and this message relates to those ideals and
values. This message reinforces Deep Roots Market’s mission; “In accordance with
cooperative values and principles, we operate to serve the surrounding community,
moving toward a healthy, equitable and sustainable future.”
Spokesperson
The spokesperson for Deep Roots Market will be Nicole Villano. Villano is the
Marketing, Outreach & Ownership Services Director and possesses the extensive
knowledge about Deep Roots Market that can be provided to the target public. Villano is
often in the store, which is in the 27401 zip code and close to the target public. She has
been in this location since the store opened and is very familiar with the area. She has a
passion for Deep Roots Market and fully believes in the mission and that will shine
through in her communication with the target public. She can connect with the target
public because she believes in promoting healthy lifestyles and building a strong
community.
17. 17
Spokes Entity
This spokes entity is appropriate for Deep Roots Market’s plan because it embodies the
mission and atmosphere of the organization, as well as an overall respect for life. The
tree has deep roots that nurture a vibrant tree, suggesting that through community
involvement and support we can grow a strong healthy community. This entity is a
visual interpretation of the message “Nurturing a Vibrant Healthy Community” and
symbolizes the community growing stronger through connection, something that will
connect to the target public. A tree also has a sense of natural energy that relates to
Deep Roots Market’s value on all-natural organic clean food. This spokes entity
connects to “Believers” because of its sense of a connected community and also the
literal interpretation of the “deep roots”. “Innovators” will connect with this entity because
it also represents the natural healthy lifestyle that Deep Roots Market promotes, and
“Innovators” will be more open to this lifestyle and also have the abundant resources
necessary to afford this lifestyle.
19. 19
Event Description
Deep Roots market will partner with 1075 KZL to host a neighborhood block party for
the local community and downtown Greensboro area. The event will be held on
Saturday April 12, 2014 from noon to 6 p.m. at Deep Roots Market. The block party is
free and all of the Greensboro community is welcome to attend but personal invitations
will be extended to the target public in the 27401 zip code and downtown Greensboro.
The event focus is to welcome members of the surrounding community, specifically the
target public to Deep Roots Market and to show the dedication this organization has to
supporting the community and promoting healthy lifestyles. The goal is to educate the
public in a warm and entertaining way to encourage new membership.
The event kicks off at 12 p.m. with a welcoming address from spokesperson Nicole
Villano where she will speak about the importance of a connected community and how
Deep Roots promotes community involvement. She will also address the importance of
all natural local food and how Deep Roots also promotes a healthy lifestyle for all
families. Nicole will be present throughout the entire event to answer any questions
guests might have about Deep Roots Market and will also serve as the connection
between the organization and the community. At 5:30 p.m. once guests have learned
more about Deep Roots and had time to enjoy themselves, Nicole will give a final
address thanking everyone for attending and also inviting the public to become
members of Deep Roots Market and the benefits of membership.
Deep Roots Market will be providing and preparing the food for the event. All of the food
will consist of local organic food that Deep Roots Market is dedicated to offering in their
store through strict natural standards. All of the recipes will be available to the block
party guests and also on Deep Roots Market’s website to show the community how they
can prepare natural healthy meals in their own home. 1075 KZL will be providing music
to the event with a block party DJ. Along with music and food, there will be arts, crafts
and games for adults and children. There will be a raffle drawing sponsored by Deep
Roots Market and 1075 KZL for chances to win concert tickets, an iPad, and gift cards
for Deep Roots Market. Guests will also be able receive a reusable grocery bag and
coupons to Deep Roots Market.
In order to gain feedback, members of Deep Roots Market will be collecting verbal
feedback from guests’ experience and opinions. There will also be a short survey asking
guests if they enjoyed the event, if they knew about Deep Roots Market before the
event, if they are current shoppers/members of Deep Roots Market, and if they plan to
become shoppers/members of Deep Roots Market. If guests complete the survey they
will be entered in the raffle drawing for a chance to win prizes. They will also receive the
reusable grocery bag and coupons to Deep Roots Market after they have completed the
survey.
20. 20
Event Rationale
The main purpose of the block party is to educate the target public and surrounding
community on Deep Roots Market’s mission to support the local community through a
cooperative and also on the importance of local, all-natural organic foods. Education on
the mission of the organization will encourage the public to become members, which
supports the short-term and long-term goals of the organization. Along with providing
education and information, the block party will also serve as a way for the local
community to come together and connect with one another at a central gathering place
(Deep Roots Market). The block party’s purpose is to celebrate the community and the
public will associate that celebration with Deep Roots Market’s dedication to supporting
the local people.
The target public is consisted of Innovators and Believers, and both groups will enjoy
the block party and in turn will have a connection with Deep Roots Market. Innovators
are the most receptive to new ideas and will be the most willing to accept the education
on healthy lifestyles and organic foods that will be given at the block party. Innovators
are sophisticated individuals with a high self-esteem and will be excited to attend a
block party and meet new people. Believers will be motivated by ideals and community
involvement and they will strongly connect with the block party because it is bringing
together the community for a celebration. The Believers will become loyal patrons and
potential members to Deep Roots Market once they understand the organization’s
dedication to supporting everything local. Innovators and Believers will have different
reasons for connecting to and enjoying the block party, but both will have a better
understanding of Deep Roots Market and are more likely to become members
afterwards.
The block party will be in downtown Greensboro, where Deep Roots Market is located
and is the ideal place for the event. People go to the downtown because it is considered
a trendy area where they can have fun. It is a cultural hub of Greensboro, with many
museums, parks, restaurants, nightlife and a baseball stadium all for the entertainment
and enrichment of the community. Downtown Greensboro already has an established
reputation for having the energy of a big city while maintaining a close-knit community,
so people will be excited for a block party in this area.
Partner Rationale
1075 KZL will partner with Deep Roots Market to host the block party because they are
one of the most well-known radio stations in Greensboro and surrounding cities. They
will be providing the music for the party to keep the energy high and to keep the guest
entertained. 1075 KZL has always been involved in the community and has a loyal
following within the community. 1075 KZL plays current top hit music as well as some
hits from the past and this type of music connects most with the target public’s age (25-
34). The event will also be advertised on the radio station, which will increase publicity
and turnout for the block party.
21. 21
Event Timeline
February 3rd, 2014:Meet with Nicole Villano and the staff to plan the event and
delegate tasks.
February 10th, 2014:Meet with 1075 KZL personnel to set up the plans for the music
being played and the raffle drawings.
February 17th, 2014:Get appropriate permit from the City of Greensboro to host a block
party.
February 24th, 2014:Create a Facebook event page to invite the public, create and send
out formal invitations to all members of the target public.
March 3rd, 2014: Create brochure to hand out at the event. Send pitch letter to the
media.
March 10th, 2014: Coordinate with staff for food to be served at the event.
March 17th, 2014: Confirm RSVPs and gather estimate of block party attendees.
March 24th, 2014: Order all supplies for block party. Create surveys to be handed out
at the event.
March 31st, 2014: Finalize all estimates for food to be served and number of bags and
coupons to give out.
April 3rd, 2014: Meet with Nicole and staff to finalize plans for the event. Send out
press release for event.
April 7th, 2014: Finalize all plans with 1075 KZL. Send out reminders to guests.
April 11th, 2014: Set up for the event
April 12th, 2014: Host neighborhood block party
April 16th, 2014: Collect and organize all feedback from block party attendees.
22. 22
Event Day Timeline: Saturday April 12th, 2014
8:00am: All staff arrives at Deep Roots Market to begin final set up for the block party.
9:00am: 1075 KZL DJ and staff arrive to begin set up.
9:30am: All staff go to designated areas to prepare activities for guests
10:00am: Finish up food preparation and begin distributing to designated areas.
10:30am: All food preparation should be complete and ready to be served at
appropriate time.
11:00am: 1075 KZL does sound checks.
11:30am-12:00pm: Guests begin arriving
12:00pm: Block party begins with welcoming address from Nicole Villano.
12:30pm-3:00pm: Guests are mingling and taking part in various activities
3:00pm: Raffle drawing, winners announced and prizes distributed.
3:30pm: Surveys distributed
5:30pm: Nicole Villano gives final address to guests and thanks them for attending
6:00pm: Block party ends, all surveys are collected, distribute reusable grocery bags
and coupons to guests as they leave.
23. 23
Publicity
Controlled
Announcement on Deep Roots Market website
Announcement on Deep Roots Market e-newsletter
Announcement on Deep Roots Market Facebook page
Announcement on 1075 KZL website
Announcement on 1075 KZL radio broadcasts
Printed invitations
Printed brochures
E-mail reminders to all guests
Uncontrolled
Press Release
Feature Story
New Coverage
Word of Mouth
24. 24
Media Contacts
Greensboro News & Record
200 E. Market Street
Greensboro, NC 27401
Phone: (336) 373-7000
Fax: (336) 373-7067
Editor: Jeff Gauger
Email: Jeff.gauger@news-record.com
Published: daily
Circulation: approx. 60,000 per week
The Rhinoceros Times
216 W. Market Street
Greensboro, NC 27401
Phone: (336) 273-0885
Fax: (336) 273-0821
Editor: John Hammer
Email: john@rhinotomes.net
Published: Weekly
Circulation: Approx. 35,000 per week
New 2 WFMY
1615 Phillips Avenue
Greensboro, NC 27405
Phone: (336) 379-9369
Assistant Editor: Devetta Blount
Email: dblount@wfmy.com, news@wfmy.com
Aired: Eight times daily
1075 KZL
192 E. Lewis Street
Greensboro, NC 27406
Phone: (336) 274-8042
Fax: (336) 274-1629
Promotions Director: Lauren McCombs
Email: lmccombs@dbcradio.com
25. 25
Pitch Letter
March 3rd, 2014
Contact Information:
Jordan Thomas
(336) 312-333
jkthoma2@uncg.edu
Jeff Gauger
Editor, Greensboro News & Record
Greensboro, NC 27401
Dear Jeff:
On Saturday April 12, 2014, Deep Roots Market will partner with 1075 KZL to host a free neighborhood
block party for the community of Greensboro. The block party will be from noon until 6:00pm. The main
purpose of this block party is to bring the community together in a celebration and to support local
organizations and farmers.
The block party will be held at Deep Roots Market with music from 1075 KZL. The block party will feature
fun arts and crafts for all ages as well as a raffle drawing for chances to win concert ticket and an iPad.
There will also be food provided by Deep Roots Market made from local organic ingredients. The block
party will also feature information about how individuals can support their community as well as lead a
healthy lifestyle.
I know your readers depend on you to bring them the most up-to-date information on local events taking
place in the Triad. Since this event is taking place in downtown Greensboro, the cultural hub of our city,
people will be excited for the event and want to attend. Our city is a close-knit community and will
appreciate you informing them of the latest exciting events taking place here.
As the Public Relations Coordinator, I would love for you to inform your readers about this event. I would
also like to share pictures and interviews from the block party. I will be in contact with you on March 10th
to touch base about the event. In the meantime if you have any questions feel from to contact me at
(336)312-3335 or by email at jkthoma2@uncg.edu.
Thank you for your time,
Jordan Thomas, Public Relations Coordinator
26. 26
600 N. Eugene Street / Greensboro, NC 27401
News Release
April 7th, 2014 Contact Information:
FOR IMMEDIATE RELEASE Jordan Thomas, PR Coordinator
Phone: (336)312-3335
Email: jkthoma2@uncg.edu
DEEP ROOTS MARKET HOSTS NEIGHBORHOOD BLOCK PARTY
Celebration of Local Community in Downtown Greensboro
GREENSBORO NC- On April 12th, 2014, Deep Roots Market along with 1075 KZL will
host a neighborhood block party. The block party will take place from Noon until 6:00pm
at Deep Roots Market in downtown Greensboro.
The neighborhood block party will be free and open to the public. According to Nicole
Villano, a representative of Deep Roots Market, “the block party will be a celebration of
our vibrant community, we want to show support for local organizations and healthy
lifestyles for everyone.” There will be a DJ from 1075 KZL playing music and local
organic food provided by Deep Roots Market. There will also be arts, crafts and a raffle
drawing for a chance to win concert tickets and an iPad as well as various other prizes.
Block party guests will have the opportunity to learn about the importance of supporting
local organizations and how they can prepare healthy foods in their own home. The
block party is contributing to the vibrant, energetic downtown community and will be fun
for everyone.
For more information on the neighborhood block party or Deep Roots Market please
visit the website www.deeprootsmarket.coop, or call at (336) 292-9216.
-###-
27. 27
Appendix
Source for psychographic data:
Strategic Business Insights; VALS2. (2013). Retrieved from
http://www.strategicbusinessinsights.com/vals/ustypes/innovators.shtml
Strategic Business Insights; VALS2. (2013). Retrieved from
http://www.strategicbusinessinsights.com/vals/ustypes/believers.shtml
Source for demographic data:
SimplyMap 3.0, (2013). Retrieved from
http://sm2.simplymap.com.libproxy.uncg.edu/index.html
