farm boxes
DESCRIPTION
NOMED 4MKTRANSCRIPT
L/O/G/O
Farm boxesFarm boxes
Taste local!
Rainbow CircusRainbow Circus
• Kateřina Zvonková• Lenka Blažková• Veronika Kučerová• Lada Váňová• Eva Krutáková
11
44
1. Image small local agency with very close relationship with customers
2. Design colorful design which symbolises name of our agency
3. Corporate culture happy and dynamic people who don‘t look at the dark side of life
22
33
4. Corporate communication comunnication with local media and inner communication
Rainbow Circus - CIRainbow Circus - CI
• Cooperation with farmers from the vegetable market
in Zlin
• Home delivery of fresh vegetable, fruit, eggs,
cheeses, dairy products, herbs, jams, or home
made bakery
• Seasonal products, guaranted origin of food
• Utilization of trend of ecology and healthy lifestyle
• Once a week, everything is fresh, local and tasty
• Win win: income for farmers, fresh vegetable for
customers, ecological product with substantial
development
Farm BoxesFarm Boxes
Target groupTarget group
• Modern family, which prefer healthy fresh food
Research about the serviceResearch about the service
PRIMARY RESEARCH• Survey on the farmer‘s market and Zlin open-air
market about interest of customers and sellers – 3 times during a month
SECONDARY RESEARCH• Statistics of vegetable sale increasing from
farmers
SMP SMP
People should eat fresh and local
and be healthy and happy
Taste local!
Big creative ideaBig creative idea
• Claim: Taste local!
Two steps campaign supported by using social media
MultiplatformMultiplatform
Same contentPressPress
RadioRadio
PrintPrint
Web, FBWeb, FB
EventEvent
QR codeQR code
First step - CompetitionFirst step - Competition
• Buy a box, get a points, win a price
• More boxes = more points = more benefits
• Prices - box for free, box each week per year for free
• Points will be viewed on websites
• Order of competitors
• A chance for playful promotion and communications
• Location: Main Square
• Timming: September 2012
• Idea: Huge box full of the fresh vegetable
- dealing vegetable and hand-outs for free
Second Step - EventSecond Step - Event
spot with information about event and competitionRadioRadio
PressPress
Web, FBWeb, FB
Advertising about event, competition
PR articles about company, healthy life style (food), event
Advertising on FB and website, our website connected with FB
Competiton/Event campaignCompetiton/Event campaign
WHYWHY
• Event will bring us new customers• General knowledge about our product• Zlin´s press will love it • Help to support local taste
New media – other communication optionsNew media – other communication optionsMobile aplication • Summarization of ingredients needed during
cooking• Possibility of direct order• Advantages: save time,
direct connection
with customer
New media – other communication optionsNew media – other communication optionsFacebook • plant the seeds of salad with the name of a
person for each new member of our FB group• photos of field• possibility to buy your own salad
Advantages:
personal access to customer
New media – other communication optionsNew media – other communication optionsYoutube channel• videos with recipes of our products (healthy and local
cuisine)• Regular cooking show with professional cookers (once a
week on our website, FB)• Conecting videos with other parts of communication• For future: videos from customers (competition)• Advantages: care of customer
New media – other communication optionsNew media – other communication optionsFoursquare• location of farm boxes • starts on field and ends at customer• advantages: interest of modern people using
smartphones
Campaign objectivesCampaign objectives• Launch new services in the market
• To let people know about our service
• To make people trust our product
• To get strong position in the Zlin market with food
• To sell at least 100 farm boxes per month
• To built stable line of customers
Media objectivesMedia objectives
• At least 30 times per day using QR code
• To get at least 1000 people connection on Facebook
• To increase visiting of our website 100% more
• At least 100 people participate on competiton
MeasurementMeasurement• Number of people who looked at today´s top recipe on
our website
• Facebook counting
• Website counting
• Number of downloaded apps
• Increase of customers
L/O/G/O
Thank You!Thank You!