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The Friendly City Food Co-op

The Friendly City Food Co-op. An Advertising Campaign by SMADvertising Amy Morgan, Blair Garka, Casey Shaw, Chris Runyon & David Rosenberg. Situation Analysis. Problem Statement.

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The Friendly City Food Co-op

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  1. The Friendly City Food Co-op An Advertising Campaign by SMADvertising Amy Morgan, Blair Garka, Casey Shaw, Chris Runyon & David Rosenberg

  2. Situation Analysis .

  3. Problem Statement • If the Friendly City Food Co-op does not reach 1000 members, then the Food Co-op will fail to open as originally planned. • If Harrisonburg & Rockingham county residents do not become aware of what a co-op is and how it will potentially impact the local community, they will not become a shareholder or an investor and the result will be company failure.

  4. Goals • Goal: To raise awareness of co-ops in the Harrisonburg area and educate people on the benefits of being a shareholder. • Goal: To increase membership to 1000 total shareholders.

  5. Objectives • Communication Objective: To have 25% of each of our targeted publics become aware of the Friendly City Food Co-op by January 1, 2010. • Corporate Objective: To have 100% of current members who are registered on Facebook become members of the Fan Page for the Friendly City Food Co-op by August 1, 2009. • Corporate Objective: To increase the number of shareholders to 1000 members by March 1, 2010.

  6. Target Public Analysis • Middle-income Women 30-55 years old • Mennonites & Local Farmers • College Faculty & Staff

  7. Recommended Advertising Strategies • Interactive/Internet Advertising • Sales Promotion • Public Relations

  8. Interactive/Internet Advertising • Facebook Fan Page • Video/YouTube • Online Brochure • Online Advertisements • Twitter

  9. Facebook Fan Page

  10. Video/YouTube Online Video

  11. Online Brochure

  12. Online Advertisements

  13. Twitter

  14. Sales Promotion • Informative Poster • Traffic Advertisement • Postcard • Print Brochure • Business Card • Newspaper Advertisements • Radio Advertisements • Engraved Brick

  15. Informative Poster

  16. Traffic Advertisement

  17. Postcard Back Front

  18. Print Brochure Back Front

  19. Business Card

  20. Newspaper Advertisements

  21. Radio Advertisements

  22. Engraved Brick

  23. Public Relations • News Releases

  24. Budget • Service Budget • Products Budget

  25. Advertising Plan Summary

  26. Evaluation • Survey • Fan/Follower Numbers • View Counts • Objectives Reached

  27. SMADvertising Team • Amy Morgan (morganar@jmu.edu) • Blair Garka (garkaeb@jmu.edu) • Casey Shaw (shawcl@jmu.edu) • Chris Runyon (runyoncm@jmu.edu) • David Rosenberg (rosen2dm@jmu.edu)

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