Urban Roots

TABLE OF CONTENTS
Executive Summary.................................................................................................................... 1
Agency Credentials……………………………………………………………………………. 2
Campaign Scope………………………………………………………………………………. 3
Brand Profile…………………………………………………………………………………... 4
Target Market……………………………................................................................................. 5
Geographic Profile…………………………………………………………………………….. 6
Competitive Profile……………………………………………………………………………. 7
SWOT……………….…………………………………………………………………………. 8
Media Menu……………………………………………………………………………………9

EXECUTIVE SUMMARY
Urban Roots is an Austin based nonprofit organization that strives to make a positive impact on the local community through
donations and teachings. Since 2008, Urban Roots has been helping youth build essential life skills on their 3.5-acre farm in East
Austin. Youth interns learn management, communication, and leadership skills that they can bring into adulthood while giving
back to those in need. Urban Roots is now extending its efforts to historic Old Fourth Ward in Atlanta, Georgia, hoping to garner
support in the form of donors, Rain Makers, volunteers, partners, and youth interns.
The new location offers an abundance of opportunity to reach potential supporters. The neighborhood of the Old Fourth Ward is
where history meets entertainment. With a population of 12,504 friendly faces, the O4W values their environment. Prideful of their
public parks and sprawling farmer’s markets, the geographic market is perfect for the non-profit.
Urban Roots’ target market in Atlanta is wealthy young parents, specifically moms, who are trendy, educated, and care about the
environment. Those in this segment, called Young Digerati, are 25-44 years old and make up 30.98% of Old Fourth Ward’s
population. They live tech savvy and health conscious lifestyles in chic urban neighborhoods. Urban Roots offers this market
segment an unparalleled philanthropic outlet that benefits their local community by giving access to fresh, locally grown produce
while offering youth leadership programs that their children can be a part of.
Atlanta is full of urban farm related organizations and family businesses including key players The Truly Living Well Center for
Natural Urban Agriculture, Metro Atlanta Urban Farm, the Urban Food Forest at Browns Mill, and Global Growers to name a few.
Each of these offer similar educational programs and opportunities for youth and the community, but Urban Roots stands out
due to its paid internships targeted at youth. Atlanta’s great magnitude of food deserts means that there is still a significant need
for healthy, locally sourced food options. Urban Roots can make an impact in Atlanta because they donate 40% of their produce,
a much higher number than any of the competitors.
1

WHO WE ARE
Located in the bustling Heart of Texas,
Lucky Clover Agency brings fresh young
talent to the table with a diverse set of
interests and abilities. Our members are
experts in the fields of Advertising and PR.
We are equipped with the ability to think
critically as well as creatively, having had
experience with non-profit organizations,
digital marketing, accounting, creative
campaigns, and entrepreneurship. With
such a unique blend of perspectives, we
are able to collaborate and offer
innovative solutions for even the most
difficult of media planning situations.
Megan
Little
2

CAMPAIGN
SCOPE
The Community
50% of the (target audience description) will know both the name
and location of Urban Roots using aided recall.
The Engagement
The launch phase will result in a 45% spike in web site visits with 50% of the growth
originating from the designated market area in Atlanta.
The Timeline
• 800 one-time Atlanta based donors
• 50 new Atlanta Rain Makers
• 250 new volunteers to the location
• $1,000 with 45 Atlanta based
partners
• 350 distinct post readers for the
Urban Roots Blog
• Farm Internship Program: 300
qualified applications for Summer 21
• Food & Leadership Fellowship: 250
• Advanced Leadership Internship:100
• Grade School Tours: 20 qualified
group inquiries
• Adult Tours: 35 qualified group
inquiries
• Grow and give 10,000 pounds of
our harvest to three Atlanta based
Hunger Relief partners
• Participate in a weekly market for
the Urban Roots youth to learn and
sell from April to July
Fresh Produce, Fresh Faces, Fresh Events
We will host two experiential events at our new location designed to boost engagement by 10% viewable in the
following 14 days. With a minimum attendance of 500, the events will generate significant earned media.
3

BRAND
PROFILE
Urban Roots believes that by teaching youth sustainability practices,
they will be empowered to make decisions that positively impact
both their environment, their health, and their communities.
What does Urban Roots do?
Urban Roots helps the
local community and
improves youth lives by
growing 25,000 pounds of
produce annually
How does Urban Roots achieve
this?
Urban Roots teaches youth
volunteers life skills to
improve Leadership,
Management, Work Ethic,
and Communication Skill;
while also helping the local
community by donating
40% of all produce grown
Why does Urban Roots do
this?
Urban Roots believes that
helping the community
through a farm-based
leadership program will
have a positive impact on
the youth and local
communities
Urban Roots Since 2008:
• 472 young leaders have
completed paid
internships
• 10,798 people have
volunteered
• 143,881 pounds of
produce donated
• 351,355 pounds of
produce grown1
1 Urban Roots Austin, 2018, https://urbanrootsatx.org/
4

TARGET
MARKET
Young Digerati Moms
Young Digeratis are the cool, hip, health conscious families next door. The goal is to target
Young Digerati moms specifically. The young mom of today is busy in the workforce, juggling
countless tasks everyday to support her kids. Half of moms today are dissatisfied with their
children’s education and two thirds are unhappy with school food options, so they get involved
to assure their kids receive the best opportunities. They want to raise responsible, healthy
children1, and Urban Roots can lend a hand with both.
Who are they?
Age 25-44 with children
Zip Code: 30306
Median Income: $134,523
Population Estimate: 30.98% of zip code2
Lifestyle
Young Digerati moms live eco-friendly lifestyles, are health conscious, and care about eating
organically.
Education/Employment
Young Digerati moms commonly have graduate degrees or higher, and work in management and
professional white-collar jobs.
Technology
Young Digerati moms stay connected. They are technophiles, meaning they have an above
average use of technology.
Community
Young digerati moms live in trendy stylish homes in chic urban neighborhoods.
*THIS TARGET WILL NOT ONLY BE
INCLINED TO DONATE TO ACTIVITIES THAT
PROMOTE HEALTHY LIVING AMONG
CHILDREN BUT WILL ALSO ENROLL THEIR
OWN CHILDREN INTO SIMILAR PROGRAMS. 1SimplyAnalytics, June 2020, https://app-simplyanalytics-com.ezproxy.lib.utexas.edu/index.html
2Mintel, Marketing to Moms – US – September 2019, https://reports-mintel-com.ezproxy.lib.utexas.edu/display/918358/
5

More Than Just Another Neighborhood
The historic Old Fourth Ward (O4W) holds a deep, rich history inside its zip codes. From the birthplace of Martin Luther King
Junior to the Morris Brown College, this neighborhood highlights Atlanta’s most culturally significant landmarks.1 But don’t let
the word “old” fool you. The O4W offers a blend of outdoor family fun and an upscale nightlife scene housed within its rustic,
historical buildings.
Meet the Members of O4W
With a population of 12,054 residents, 39% of citizens have families with children
under the age of 18. The median age is 35, and the household income of 45% of
the community is greater than $60,000. The locals believe the city is abundant
in parks, public transportation, and a strong sense of O4W pride.2
Farmer’s Markets & Festivals
The O4W is filled with farmer’s
markets by day and music festivals by
night. The Municipal Market and
Freedom Farmer’s Market offer ample
opportunity to sell produce and get to
know future volunteers. Throughout
the year, festivals like the Sweet
Auburn Springfest and the Old Fourth
Ward Park Festival give members of
the community a chance to bond with
their neighbors over good food, art,
and music.5
A Culture of Home-Grown Restaurants
Beyond the markets and parks in the area, O4W prides itself on
bringing in young chefs to showcase their talents. The neighborhood
has some of the top restaurants in Atlanta.3 Restaurants like Home
Grown boast their food made from locally grown produce.4
GEOGRAPHIC PROFILE
1 Old Fourth Ward, 2020, https://www.atlanta.net/explore/neighborhoods/eastside/old-fourth-ward/
2 Old Fourth Ward, Atlanta, GA, 2016, https://www.areavibes.com/atlanta-ga/old+fourth+ward/
3 Caroline Eubanks, June 30, 2014, https://www.nationalgeographic.com/travel/intelligent-travel/2014/06/30/10-reasons-to-love-atlantas-old-fourth-war
4 Home Grown, https://www.homegrownga.com/
5 Melanie K Jones, 2020, https://gosouthatlanta.com/things-to-do/events/old-fourth-ward-events.html
6

COMPETITIVE
PROFILE
Each of these organizations could be viewed as partners rather than competitors. When considering Atlanta’s food deserts, there is still a significant need for fresh produce and healthy living education in Atlanta. If there was
serious competition in the form of similarly acting nonprofit organizations, there would be no room for Urban Roots. The goal is not to drive out such organizations that are benefitting the community. Rather, it is to support one
another and work together to achieve common goals. Urban Roots stands out among these organizations in that it is dedicated to paying youth to participate, grow, and give back to the community while similar organizations in
the area charge them for training programs or target different audiences. Despite the plethora of urban farms and healthy food initiatives in Atlanta, local produce donations are lacking. Many of the organizations and family
farms reviewed offered discounted produce and limited donations to those in need, but none could match the numbers of Urban Root’s contributions to the Austin community. Urban Roots can continue to proudly maintain its
title of being the only farm-based youth leadership organization in Atlanta while joining the fight against food insecurity.
1Truly Living Well, June 2020, https://www.trulylivingwell.com/
2Global Growers, June 2020, https://www.globalgrowers.org/
3Metro Atlanta Urban Farm, June 2020, http://themetroatlantaurbanfarm.com/
4Atlanta’s Food Forest services communities without a grocery store, 23 August
2019, https://www.ajc.com/news/local/atlanta-food-forest-services-communities-
without-grocery-
store/kPVykbpOXOsfPaq9GXc96O/?fbclid=IwAR3ohEqLbkHceCHhg6MsiTTGKVv
WER5Kko2Ozp2V4Xl8Z_xOB_VolWIFlk4
5Atlanta creates first food forest in Georgia, largest in U.S., 24 May 2019,
https://www.ajc.com/news/local/atlanta-creates-first-food-forest-georgia-
largest/Dz34y1AOEVBPTmTJAJNAsI/?ecmp=intown&utm_medium=social&utm_s
ource=intown_fb&fbclid=IwAR0Cfu7tTLckz_izVEZd6AMWlOIfsrADue35NU2cs5Q
5fmHekZecHGc_IOg
Urban Food Forest at Browns Mill
2217 Browns Mill Rd, Atlanta, Georgia 30315
This is America’s largest food forest surrounded by Atlanta’s food deserts.
Residents and volunteers tend to the produce and leave it available for
anyone in need to take. It was started by the nonprofit organization The
Conservation Fund, then was purchased by the Atlanta City Council. It is
being maintained by Friends of the Urban Food Forest at Browns Mill Park
Community Collaborative and Trees Atlanta.4 It currently hosts gardening
classes and educational programs. Trees Atlanta recently contributed
$121,500 to hire part-time staff.5 The food from the forest is completely
free, whereas Urban Roots makes a profit off of its produce from
wholesaling, restaurants, and farmers markets. Driving workers and
donations away from the forest could be detrimental to the community. It
could instead be a good partnership opportunity, as Urban Roots can be a
starting point for youth in the community to be paid to learn valuable
farming skills which could lead to their interest in helping the food forest
grow later on.
Global Growers
500 S Columbia Dr, Decatur, Ga 30030
Beginning in 2010, Global Growers made their start supporting local refugees
with agriculturalist backgrounds by giving them access to farming materials and
education. They have since expanded to support all ranges of underrepresented
farmers, managing 8 farm locations across Metro Atlanta. Through their network
of farms, they have produced 750,000lbs of produce for the community in the
last 10 years. They have multiple incubator farm locations for beginning farmers
and international families to get hands on education and experience. They offer
jobs, college accredited internships, and volunteer opportunities for all ages and
background which could attract the same audience as Urban Roots’ desired
youth interns. In past years they have had 400 volunteers putting in over 1,150
hours of work. They sell produce to restaurants, farm share, wholesale, and
farmers markets, but do not appear to donate any. They host a yearly fundraiser
called A Meaningful Feast in September, last year raising $95,000 with notable
sponsors: MBS Equipment Co, Center State, Big Green Egg and many others.2
Donors may find Global Growers’ cause to be more deserving of donations when
considering the money is going to support underrepresented farmers versus
paid youth interns. However, what distinguishes Urban Roots is their significant
donation of produce back to the community, something that Global Growers is
lacking.
Metro Atlanta Urban Farm
3271 Main Street, College Park, GA 30337
This Certified Naturally Grown urban farm depends on donations, grants, and
program revenue. Their goal is to provide accessible, affordable, locally sourced
produce to low income families and individuals in Metro Atlanta, as well as
healthy living education for the community through gardening and farm training.
They also have a popular community garden where people from all over Atlanta
travel to socialize, participate in activities, and grow their own produce. They
host semi-annual educational community festival, a free monthly training
program called the Metro Atlanta Urban Farm Leadership Association, and
general classes, workshops, and lessons, all of which could drive away youth
from Urban Roots. They donate a portion of their produce to homeless shelters
and participate in local farmers markets.3 They are a competitor due to the
multitude of free educational opportunities they offer to all ages. Urban Roots
has age restrictive programs whereas Metro Atlanta Urban Farm allows families
to stick together while serving their community. Though they do have different
levels of sponsorship with corresponding benefits, they did not seem to have
notable donor support.
Truly Living Well Center for Natural Urban Agriculture
324 Lawton St, SW Atlanta, Georgia 30310
Established 2006, this urban farm site offers a wide range of agricultural
activities. They harvest certified naturally grown produce each year to sell to
those in need at a discount as well as educate community members on the
importance of healthy and sustainable living. Volunteering is open to anyone
interested, and thousands come to serve each year. They have an online shop
that sells artisan goods, as well as offers Community Supported Agriculture
produce box subscription services. They host educational weekend-only
farming programs than can cost upwards to $950. Chick-Fil-A Foundation,
Clorox Company Foundation, Macy’s Inc and other notable sponsors support
the Truly Living Well Center.1 Their greatest weaknesses are their pricey
programs and that they do not appear to donate or wholesale their produce.
They are the closest competitor to Urban Roots due to their brand similarities.
Because they offer programs for youth and fresh grown produce for the
community, they could drive away volunteers and donors. Since the
organization has been in Atlanta for a considerable time, local customers are
loyal to and familiar with TWL and may not see a reason to devote time to a
new organization that provides similar opportunities.
7

SWOT
8
1Truly Living Well, June 2020, https://www.trulylivingwell.com/
2Global Growers, June 2020, https://www.globalgrowers.org/
3Metro Atlanta Urban Farm, June 2020, http://themetroatlantaurbanfarm.com
4Urban Roots Austin, 2018, https://urbanrootsatx.org/
5Aglanta, June 2020, https://www.aglanta.org/
6Food Well Alliance, June 2020, https://www.foodwellalliance.org/
7Georgia Food Oasis, June 2020 https://gfo.georgiaorganics.org/atlanta
8Wholesome Wave Georgia, June 2020, https://www.wholesomewavegeorgia.org/
9AJC, June 2020, https://www.ajc.com/news/food-deserts-map/
10Power to change, June 2020, http://uccrnna.org/wp-content/uploads/2017/06/91_Atlanta_2014_Power-to-Change-Plan.pdf
11SimplyAnalytics, June 2020, https://app-simplyanalytics-com.ezproxy.lib.utexas.edu/index.html
• They donate 40% of their produce while key competitors
in Atlanta donate none1,2 or very little3 in comparison.
• They have monthly donors of wealthy companies to
support the mission they established in Austin.4
• They started with 15 youth volunteers and have now
grown to 1000 each year. 4
• Urban Roots pays their youth interns4 while many of the
competing organizations charge youth for the programs
they offer.1
• Urban Roots has not yet established a strong
relationship with potential vendors
• Urban Roots’ low budget could make it difficult for
them to effectively make a name for themselves in
Atlanta among many other urban farms.
• Programs do not allow for families to volunteer as a
collective.4
• Their programs are not college accredited, nor do
they provide any kind of certification unlike some
competitors in the area.2,3
• Atlanta has key organizations such as Aglanta5, Foodwell
Alliance6, Georgia Food Oasis7, and Wholesome Wave Georgia8
that exist to support and bring awareness to companies like
Urban Roots.
• Atlanta has areas called food deserts where there are people
in need of healthy food options including locally grown
produce, and Urban Roots could contribute to that cause.9
• Atlanta has enacted a citywide sustainability initiative, so
Urban Roots’ efforts would likely be welcomed and
celebrated.10
• The target audience is tech savvy which suggests an online
platform may effectively reach them.11
• Competition from other vendors participating in the
farmer’s markets.
• The zip code it is housed in is 85% white, making their
diversity efforts more difficult to achieve.11
• Those outside of Austin are less likely to know about
Urban Roots, meaning it will be more difficult to
establish a relationship.
• Similar nonprofits1,2,3 exist within Atlanta that have
more traction than Urban Roots.

MEDIA MENU
Local Digital Display1
Local SEM3
TV4
Radio5
OOH2
Newspaper6
Magazine7,8,9
1SRDS, June 2020, https://next-srds-com.ezproxy.lib.utexas.edu/datacard/show/482796
2Lamar, June 2020 http://www.lamar.com/atlanta/InventoryBrowser
3Google Keyword Planner Excel Sheet, June 2020
4SRDS, June 2020, http://www.srds.com.ezproxy.lib.utexas.edu/common/tcas/profile/dma/1630009.pdf
5SRDS, June 2020, www.srds.com.ezproxy.lib.utexas.edu/sqad/1700047.pdf
9

TABLE OF CONTENTS
Executive Summary.................................................................................................................... 1
Agency Credentials……………………………………………………………………………. 2
Communications Platform..………………………..…………………………………………. 3
Media Menu Additions….……………………………………...……………………………... 4
Media Objectives and Measurement……................................................................................. 5
Phase I……..………………………………………………………………………………….. 6
Fall in Love with Urban Roots……...…………………………………………………………. 7
Phase II…….…………….……………………………………………………………………. 8
School Lunch…………………………………………………………………………...………9
Phase III………………………………………………………………………………………..10
Budget Overview………………………………………………………….…………………...11
Flow Chart……………………………………………………………………………………..12
Call to Action…………………………………………………………………..………………13

For the first phase beginning in January, Urban Roots will hit the ground running. A big opening event will be hosted on Valentine’s Day called Fall in
Love with Urban Roots. Families can enjoy fun themed activities, receive seed packet Valentine’s as well as recipe cards that link to the Urban Roots blog, and dine
on local favorite food truck cuisine. This event will be a friendly introduction of Urban Roots to the Old Fourth Ward community and will pave the way for future
interactions with them. A strategically placed out of home poster and Instagram advertising will be used to create awareness for the event. Urban Roots will also be
running a local digital display ad during this phase on the Atlanta Daily World news website to drive up website and blog traffic from Atlanta locals. Lastly, Urban
Roots will create and advertise a Facebook fundraiser called Adopt a Row. This will be an opportunity for monthly donors, or Rain Makers, to sign up and support
their own row in the harvest for the upcoming year. These different avenues will bring Urban Roots to the top of mind for the target audience.
The second phase lasting from March through May will be the time for Urban Roots to start making significant connections with the target audience.
In a big effort to reach Young Digerati moms and their families, Urban Roots will partner with PTAs from two nearby high schools, Henry W. Grady and Maynard
Holbrook Jackson. By sending a volunteer task force to attend PTA meetings, Urban Roots and members of the PTA will work together to inform local high school
students of the educational and leadership opportunities Urban Roots has to offer them. Through their schools, students will have the ability to learn about and
apply to Urban Roots summer internships. Creating a relationship with members of the two PTAs will also allow Urban Roots to share about their educational tours
offered to all ages in hopes of getting adult and school tour inquiries. Also during this phase, Instagram will be used to advertise Urban Roots’ partnership with Old
Fourth Distillery, whose drinks will be served on adult tours. This partnership will be mutually beneficial in that it will create recognition for Old Fourth Distillery’s
brand while also generating earned media for Urban Roots when people on the adult tours make social media posts with their drinks, tagging Urban Roots and
creating buzz around the event. To further drive interest in summer internships and volunteer opportunities, Urban Roots will run an SEM campaign during the
month of March and hold the leaderboard spot on Atlanta Parent Magazine website for the month of April. All of these outlets will create engagement with Urban
Roots by generating internship applicants, volunteers, and tour inquiries.
The final phase will begin in June and will last until the end of the year. After the events from previous phases, the Old Fourth Ward community should
be well acquainted with the Urban Roots brand. This phase will be dedicated to encouraging action from the target audience. Setting up shop at Freedom Farmers
market from April through July will give locals the chance to buy fresh, healthy produce as well as create networking opportunities between Urban Roots and
competing urban farms. A local SEM campaign will be put in place to drive farmers market customers. Flyers handed out at the farmers market and a strategically
placed out of home poster will be used to spread the word about Urban Root’s first day of school lunch event. Urban Roots will be partnering with Whole Foods to
prepare healthy box lunches for the Atlanta Public School District’s first day of school. For every lunch bought by the residents of Old Fourth Ward, another will be
donated to one of three hunger relief organizations. In addition to selling the lunches at the farm, Urban Roots will be offering free farm tours and a chance to hear
about the experiences of youth interns. After the big event, Urban Roots will use radio advertising for the rest of the year to keep the brand at the forefront and
inform the local community about donations, holiday specials, and events.
1
EXECUTIVE SUMMARY

COMMUNICATIONS
PLATFORM
Urban Roots aims to create a relationship with hard working moms with by hosting fun
events to take their children to, partnering with local PTAs that they are a part of,
providing targeted advertising in convenient spaces throughout their day, and giving
their families healthy, organic food options at the farmers market and a big back to
school lunch event. Through all of these methods, Urban Roots will find a place in the
hearts of Old Fourth Ward’s Young Digerati moms who can then share the benefits of
Urban Roots with the whole community.
3

MEDIA MENU ADDITIONS
4
1Bentley Seeds, https://bentleyseeds.com/pages/retail-seed-display-racks, July 2020
2Home Depot, https://www.homedepot.com/c/generator_equipment_rental, July 2020
3Amazon, https://www.amazon.com/Fasmov-Appetizer-Skewers-Natural-8-Inches/dp/B07RSX7CLY/ref=sr_1_3?dchild=1&keywords=bulk+skewers&qid=1594243659&sr=8-3, July 2020
4Staples, https://www.staples.com/services/printing/same-day-services/cards-invitations/, July 2020
5Affordable Backyard Tents, https://affordablebackyardtents.com/table-and-chair-rental/, July 2020
6Ann Clark Cookie Cutters, https://www.annclarkcookiecutters.com/category/flower-garden, July 2020
7Amazon, https://www.amazon.com/Crayola-Markers-Classroom-Educational-All-Purpose/dp/B0002T3WLS/ref=sr_1_1?dchild=1&keywords=256+markers&qid=1594243642&sr=8-1, July 2020
8Mega Print Inc, https://www.megaprint.com/prices-sizes-prints.php, July 2020
955 Printing, https://www.55printing.com/cheap-brochure-printing/, July 2020
10Toner Buzz, https://www.tonerbuzz.com/blog/printing-costs-how-to-accurately-calculate-your-printing-cost-per-page/, 20 August 2019
11B&H,https://www.bhphotovideo.com/c/product/1431965-REG/hp_cf248a_48a_laserjet_toner_cartridge.html?ap=y&smp=y, July 2020
12ULINE, https://www.uline.com/Product/Detail/S-22406/Food-Containers/Paper-Take-Out-Boxes-66-oz?pricode=WB6704, July 2020
13Vistaprint, https://www.vistaprint.com/marketing-materials/flyers?couponAutoload=1&GP=07%2f02%2f2020+17%3a06%3a59&GPS=5715478763&GNF=0,July 2020
14Vistaprint, https://www.vistaprint.com/marketing-materials/flyers?couponAutoload=1&GP=07%2f02%2f2020+17%3a06%3a59&GPS=5715478763&GNF=0,July 2020
15VisitFlorida, https://www.visitflorida.org/marketing-planner/programs/program-details/?id=1491, September 2020
16Freedom Farmers' Market Operating Policies, http://static1.1.sqspcdn.com/static/f/2868522/26738461/1450298976153/2016+Freedom+Farmers+Market+Operating+Policies.pdf?token=Mn56KjbbaMbnxdjtLD7p6Df4tsU%3D, July 2020
17WebFX, https://www.webfx.com/social-media/how-much-does-it-cost-to-advertise-on-instagram.html.,1 February 2020

MEDIA
OBJECTIVES
5
Discovery
Since Urban Roots is such a unique nonprofit with great benefits for the local community, making a name for
the brand in Atlanta is of the utmost importance. From a charming introductory experiential event, to strategic
uses of out of home, social media, and local digital display ad placements, Urban Roots will successfully let
Atlanta know who they are and what they have to offer.
Engagement
Urban Roots’ success comes from the relationships it creates with community members and their
engagements with the brand. Since volunteers and youth interns are the lifeblood of Urban Roots, efforts will
be made to reach them through search engine marketing, social media, local digital display, and partnerships
with local businesses and PTAs.
Action
Not only does Urban Roots aim to create relationships with the local community, it hopes to impact them in
such a way that they will act on behalf of the brand to better Atlanta. This will be made possible through selling
produce and networking at a local farmers market, strategic use of out of home, SEM, and radio as well as
hosting a major fundraiser event.
Success will be measured through key indicators that correspond to each media objective. These will include driving experiential traffic
through two major events, fostering buzz through partnerships with Atlanta businesses, reinforcing brand image through advertising, and
generating loyalty by giving back to the community.

PHASE I
OOH:
For two weeks prior to Fall in Love with Urban Roots, a 10’6” x 22’9” poster advertising the event will be placed in a key
location on a highway that is the main commuter route for people heading to and from the center of Atlanta, garnering
63,360 impressions a week.1 This will be an important avenue for creating buzz about the event.
Instagram Advertising:
As Young Digerati mothers frequent the social media application Instagram, Urban Roots will host ads regarding the Fall
in Love with Urban Roots event throughout their feed beginning in January. This will generate 50,000 impressions for the
Urban Roots Instagram.2 This will be a critical first approach with the target audience.
Facebook Fundraiser Adopt a Row:
Running through the month of January, Urban Roots will host a fundraiser through Facebook’s platform. The fundraiser
will be pushed to 500 different Facebook feeds.3 Because Facebook users are notified when their friends have donated,
this has the potential to reach more than solely 500 feeds. This element is critical to adopting 50 Rain Makers who donate
monthly to support Urban Roots. This promotion will give donors the opportunity to adopt a row at Urban Roots by
subscribing to a monthly donation through the Facebook advertisement. By adopting a row, donors will be promoted to
Rain Maker status and can share updates about the progress of their row on Facebook. Rain Maker’s monthly donations
will help fund the cost of everything their row in the garden might need including soil, fertilizer, and equipment, and youth
interns.
Local Digital Display:
Starting at the beginning of January and running through February a local digital display advertisement on the Atlanta
Daily World website will be used to target local Atlanta residents to check out the Urban Roots website and blog. A total
of $700 will be invested into the advertising strategy in hopes of reaching 140,000 impressions.4 With the amount of
website traffic Atlanta Daily World typically receives, this could help achieve the goal of having 350 distinct blog readers
and a 45% increase in website traffic from Atlanta locals. The blog will focus on the efforts of volunteers and the hard work
that Urban Roots does for the community. These activities include donations to hunger relief agencies, local tours, and
events. By having readers see Urban Roots’ contributions, they may want to join the effort by becoming volunteers,
interns, or Rain Makers. This also opens up the potential to receive earned media through readers sharing posts from the
blog and giving feedback.
6
1Lamar, http://www.lamar.com/atlanta/InventoryBrowser,July 2020
4SRDS, https://next-srds-com.ezproxy.lib.utexas.edu/datacard/show/482796, July 2020

FALL IN LOVE WITH
URBAN ROOTS
Taking place on the Sunday after Valentine’s Day at the Historic Fourth Ward Park, Urban Roots will host
a Valentine’s themed event targeting mainly children but offering activities that can be fun for all ages.
With the name “Fall in Love with Urban Roots” the event seeks to interact with the local community
through hands-on engagement. Three tables will be housed in an area of the park that offers the
potential for passersby to join the event freely. Decorations and lights will be powered by a rented
generator. The two main activities held during the event will be fruit flower making and writing Valentines
on seed packets. Should Urban Roots have the capability, they will use fruits grown in their Atlanta farm;
however, if that is not yet feasible, fruit can be transported from their previously established Austin
location. Urban Roots will invite Bento Bus1, King of Pops2, and Simply Done Donuts3 to sell food during
the event as earned media. To aid in engagement on Urban Roots’ blog, recipe cards linking to the blog
containing recipes from local Atlanta chefs will be offered to those who attend the event. This will result
in at least 500 event attendees becoming familiar with the blog. Fall in Love with Urban Roots seeks to
emphasize the nonprofit’s values of providing truly valuable experiences to the community it serves. Not
only will the event result in higher brand recognition among potential Atlanta consumers, but it will also
allow for Urban Roots to earn a favorable reputation among the population that powers the nonprofit:
the youth.
7 1Bento Box, https://www.facebook.com/BentoBus?fbclid=IwAR2WYEb8ngR4it-
OQuTAckzqE2xodeyakgp5l1jpmh3bcF-fLqEYqBVNsB0, July 2020
2King of Pops, https://kingofpops.com/options/, July 2020
3Simply Done Donuts, https://roaminghunger.com/simply-done/, July 2020

PHASE
II
Local SEM:
During March, Urban Roots will run a search engine marketing campaign to advertise their youth internship programs in hopes of attracting local
youth looking for a good learning experience and something for their resume. During the summer, a lot of young adults look for jobs, so it is a
prime time to put out advertisements for youth paid internship programs. The search engine marketing will contain keywords such as “nonprofits
in Atlanta hiring” and “mentoring programs for youth near me.” With this local campaign, Urban Roots hopes to reach a large audience that can
translate into a percentage of desired interns.
Atlanta Parent Magazine website:
In April, Urban Roots will run a leaderboard advertisement on the Atlanta Parent Magazine website1 for $800 in order to get local moms and their
kids involved with Urban Roots. The hope is to interest Young Digerati moms to become supporters of Urban Roots through volunteering,
donations, and having their children sign up to be youth interns. Connecting with these moms through a popular local magazine website targeted
at parents is the perfect way to reach this market.
Old Fourth Distillery Partnership:
Old Fourth Distillery2 offers a strong point of alliance for Urban Roots as both companies share a similar value of being environmentally friendly and
are often looking for opportunities to give back to the city. Following adult group tours, guests will receive cocktails made with Old Fourth’s vodka,
which is made only from sugar cane that is non-gmo, renewable, environmentally sound, gluten and pesticide free. It will also be explained that Old
Fourth Distillery uses less energy and produces zero waste, a company whose ethics Urban Roots can fully support. Through the partnership,
Urban Roots will receive a discount on vodka making each bottle $20. They can then offer people on the adult tours two drinks each. The
partnership will benefit both Urban Roots and Old Fourth by word of mouth and earned media. This can be measured through Young Digerati
moms posting pictures on social media of their elegant and environmentally friendly cocktails.
Instagram Advertising:
Through the months of March and April there will be Instagram ads to promote the partnership between Old Fourth Distillery and Urban Roots
through complimentary cocktails offered on adult tours. The ads will generate 50,000 impressions within the two months, and begin to pique the
interest of Young Digerati moms. While enjoying to beautifully crafted drinks, guests will be encouraged to use the hashtag #OldUrban to help gain
recognition for the partnership. They can drink easy knowing that Urban Roots and Old Fourth Distillery uphold strong ethics and eco-friendly
standards. Following the two months of paid Instagram advertising, it is expected for #OldUrban to rise in popularity. This will soon grow into
earned media for Urban Roots, even after the ads stop running.
PTA Partnerships:
Urban Roots will create a volunteer task force to go out and partner with two local PTAs including those of Henry W. Grady High School3 (1,332
enrolled) and Maynard Holbrook Jackson High School4 (1,297 enrolled). They will visit PTA meetings to equip teachers and parents with Urban
Roots informational posters, brochures, and application forms that they can then present to their students and children. This way, there is a
potential to reach 2,629 local students that could become youth applicants for summer internship programs as well as potentially make 900
teachers and parents aware of opportunities for their students and children. The members of the PTA will also be encouraged to sign up for adult
tours to get a more in depth understanding of what Urban Roots can offer their youth. This will be beneficial to the schools in that Urban Roots is
providing educational job opportunities for their students to learn about sustainable agriculture and give back to the local community.
Size of Grady PTA: ~500, about 90 teachers
Size of Maynard PTA: ~400, about 80 teachers
8
1Atlanta Parent, https://www.atlantaparent.com/advertise_with_us/, July 2020
2WebFX, https://www.webfx.com/social-media/how-much-does-it-cost-to-advertise-on-
instagram.html.,1 February 2020
3Henry W. Grady High School, https://www.atlantapublicschools.us/grady, July 2020
4Maynard Holbrook Jackson High School, https://mjhsptsa.org/about/, July 2020

9
To further foster the relationship between Urban Roots and Whole Foods, Urban Roots will reach out to the Whole
Foods location1 near their Atlanta headquarters to partner with them for a big back-to-school fundraiser event. Urban
Roots will provide their freshly harvested produce to Whole Foods for them to use to prepare 1,000 healthy box
lunches in their deli. Inside each lunch will be a small informational flyer about where the fresh produce came from and
what Urban Roots offers the Atlanta community. Urban Roots will pay a 50% discounted price2 for these lunches
because they are supplying the produce, boxes, and flyers and the event will give free exposure to Whole Foods. Then,
the day before the first day of school for the Atlanta public school district, August 4, 2021, Urban Roots will host an
event at their farm to sell the boxes to parents for $20. For every box that is purchased, another will be donated to the
Atlanta Community Food Bank3, Rise Against Hunger Atlanta4, and Second Helpings Atlanta5 who will deliver the boxes
to families in need. This will open the doors to further donations with these hunger relief partners. The patrons can
know that their generous contributions will get them a lunch for their child while providing a lunch to another child in
need, and the money left over is treated as a one-time donation to support Urban Roots’ efforts to provide youth with
leadership skills and grow fresh produce for Atlanta. Parents and students alike know how important the first day back
to school is, so having a delicious, healthy, locally sourced lunch can help them have a great start to the year. There will
be free farm tours and a chance to meet the youth enrolled in the programs in order to demonstrate the effectiveness
of interning. The information flyers have the ability to reach 1,000 families from local areas including those of the target
market as well as those from communities who would benefit from Urban Roots produce donations. This event has
the potential to garner $3,635 worth of donations.
BACK TO SCHOOL LUNCH FUNDRAISER
1Whole Foods Market, https://www.wholefoodsmarket.com/stores/midtownatlanta, July 2020
2Whole Foods Market, https://www.wholefoodsmarket.com/shop/HST/3158, July 2020
3Atlanta Community Food Bank, https://acfb.org/, July 2020
4Rise Against Hunger, https://www.riseagainsthunger.org/, July 2020
5Second Helpings Atlanta, https://secondhelpingsatlanta.org/, July 2020

PHASE
III
Freedom Farmers Market:
During the months of April through July, Urban Roots will set up shop weekly in a 10x10 spot at the Freedom Farmers
Market1. This will be a vital opportunity to create relationships with the local community and sell produce. It is important
to note that Urban Roots’ competitors including the Truly Living Well Center and Global Growers as well as multiple other
urban farms will also be participating in this farmers market. This could be a great way to become acquainted with and
possibly establish future partnerships with such competitors through shared resources, mutually beneficial events and
advertising. Flyers advertising Urban Roots’ back to school fundraiser event will also be handed out at the farmers market
in April and May.
Local SEM:
Search Engine Marketing will be a useful tool during June and July to attract visitors to Urban Roots’ weekly farmers
market booth. Keywords such as “produce near me” and “buy organic food” will be used to grab the attention of people
in Atlanta who are looking for healthy, locally sourced food options. SEM will help people at the farmers market have an
idea of what kind of operation Urban Roots runs and how the produce has been grown. By selling produce at the farmers
market, the hope is to gain earned media through customer reviews and social media sharing.
OOH:
Much like the first experiential event, Urban Roots will use the same 10’6” x 22’9” out of home poster and location on the
Atlanta commuter highway to advertise the back to school fundraising event. Due to its prime location and ability to
generate 63,360 impressions a week2, this will be the perfect way to bring awareness to the event.
Radio:
Urban Roots will run radio advertisements in the Atlanta DMA for the last quarter of the year. They will do a heavy up in
AM and PM slots by investing 5 points because Young Digerati moms will be taking their kids to school and coming home
from work during those times. By doing this, Urban Roots hopes to stay at the top of mind for a large number of the
target and their families through the rest of the campaign year. During the month of October, radio advertisements will
mention the Urban Roots pumpkin patch in order to bring in a good sum of people for pictures and tours. For November
and December, Thanksgiving and Christmas food donations will be talked about on the radio. By helping families with
healthy holiday feasts, everybody in the community can enjoy the celebration without having to worry about feeding the
family.
10 1Freedom Farmers Market, https://www.freedomfarmersmkt.org/vendors, July 2020
2Lamar, http://www.lamar.com/atlanta/InventoryBrowser, July 2020

11
BUDGET OVERVIEW
16%
3%
2%
6%
7%
22%
10%
4%
2%
28%
-
OOH Instagram Facebook
Local Digital Display Local SEM Radio
PTA Distillery Market
Other

13
We at Lucky Clover Agency hope it is obvious to see that this
media plan has been carefully and strategically crafted in order to
help Urban Roots achieve the entirety of its goals beginning in
January of 2021. We urge you to take the next step in considering
us to be your partners in creating a successful start for Urban
Roots in Atlanta. Thank you for your time.

Urban Roots

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