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Washington Grown Organic Blueberries

Washington Grown Organic Blueberries Crystal Ashcraft Lauren Buchholz Brett Jacobsen Ashley Linn Carl Seaberg Overview Target audiences and objectives Events: breakfast feed and awareness week Schedule Budget Media kit Evaluation Mission Statement

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Washington Grown Organic Blueberries

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  1. Washington GrownOrganic Blueberries Crystal Ashcraft Lauren Buchholz Brett Jacobsen Ashley Linn Carl Seaberg

  2. Overview • Target audiences and objectives • Events: breakfast feed and awareness week • Schedule • Budget • Media kit • Evaluation

  3. Mission Statement • We at Harney Wholesale aim to promote organic blueberries among Pacific Lutheran University students. Our goal is to increase awareness and consumption of organic blueberries.

  4. Target Audience • Pacific Lutheran University • Dining Services • Undergraduate Students • Future Target Audience • University of Washington, Tacoma • University of Puget Sound • Saint Martins University

  5. Dining Services • Problems • Price • Awareness • Storage • Opportunities • Sustainability • Local Produce • Blueberries are easily frozen • Awareness is growing

  6. Students • Problems • Lack of awareness • Price • Opportunities • Generally like the taste • Comforting food • Would consume if made available

  7. Objectives • Impact objectives • Raise awareness • Increase consumption • Blueberries become staple food in Dining Services • Output objectives • Release one press release per week of campaign to local media • Target student media (The Mast) with at least one press release • Distribute media kit within Dining Services along with the administration

  8. Event 1 • Blueberry breakfast feed • Kickoff: Saturday May 3, 2008 before Blueberry awareness week • Free breakfast in Red Square: 10am-noon • Appearance by the blueberry muffin man and sidekick

  9. Event 2 • Blueberry Festival • Goal: raise awareness for organic blueberries • Mon. May 5-Fri. May 9, 2008 • Takes place at PLU • Week’s events • Monday: ‘Boast your Blue’ day • Tuesday: Blueberry pie eating contest • Wednesday: Blueberry HUMP in the CAVE • Thursday: Blueberry stomping contest • Friday: Blueberry scavenger hunt

  10. Schedule • January: Begin conversation with organic blueberry growers • March: Contact dining services • Late April-early May: obtain supplies from grocers and growers • The night before: purchase supplies • The day of: decorate for Blueberry Festival • ‘Sea of blue’

  11. Budget… Blueberry budget

  12. Informational Packet • Washington Blueberries: Important to Every Meal Plan • Growers in Your Area • Frequently Asked Questions • Brochure • Recipes • Smoothies • Blueberry Muffin

  13. Media • The Mast • Pitch Letter • Press Release • Tacoma News Tribune • Awareness of PLU • Highlight PLU’s commitment to sustainability

  14. Evaluation • Surveys at beginning • Follow up surveys • incentive • Comment cards throughout week at all events • Increased consumption of blueberries

  15. Conclusion • Brett’s final thoughts…

  16. Questions?

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