stahlbush book

8/12/2019 Stahlbush Book

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Bandit5presents

Stahlbushfarmsisland


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tablecontentsofSituation Analysis & SWOT ...... 3

Competitors ...... 7Creative Brief ...... 9

Target Audience ...... 11

Research ...... 13

Media Summary ...... 16

Executions ...... 18

Schedule & Budget ...... 22


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Situation Analysis& SWOT

3


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brandmanifesto.Stahlbush Island Farms is a family of believers.

We believe in the potential of the produce that wegrow, which is why we allow it to ripen on the

vine. We believe in the power of using technolo-

gy for good, flash-freezing our produce so that it

stays fresher longer. And we believe in the

power of Moms, who work hard to provide the

best they can for their kids. Thats why we give

moms reliably nutritious foods they can count

on, season after season.


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Situation

analysThe primary challenges for Stahlbush IslandFarms are brand awareness and storytelling.They have so many excellent products to offerand stories to tell that it is hard to identify the

message that is most important to them. The

lack of singularity in their story makes it hardto stand out as a brand amongst many

competitors in a rising market. Stahlbush

must strive to reach a specific audience with

whom they can increase their brand affinity.

whats that,

you say?


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Weaknesses

Opportunities Threats

Strengths

Stahlbushslanfarms

sustainability

farmer & Producer

high-qualityproduct

HERON ROOKERY biogas plant

transparencyquality control

IQF Technology

education

storytelling

mediatwitter youtube

frozen is fresher

familyvalues

the journey of produce

non-organic

brand awareness

market demandfor organic

strong competitors

alternatives

social trendschanging expectations

u-pick farms unfrozen

deliverables

limited

similar external identity

labeling value


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The Competition

7


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Direct indirect

Competto

VS.

At a 65% market share in organic produce,Earthbound Farms is the primary competitorto Stahlbush. In 2013, the owners sold theircompany to White-Wave foods for $600million. Sustainability, outreach and foodeducation are integral to their brand identity.

Earthbound Organic Farms

Focuses on organic cerealsand produce which comeat a marginally higher pricethan Stahlbush. Cascadianis now owned by GeneralMills. They also have theirown U-Pick farm, whichdevelops their brand ascommunity-oriented andfamily friendly.

Organic and non-GMO.Woodstock Foods isStahlbushs most expensivecompetitor. They have alsorecently partnered with theAmerican Farmland Trustto raise awareness &funds for the importanceof saving lands forsustainable farming.

Cascadian Farms Woodstock Foods

With $4.25 billion in sales, it is the largestproducer of fruits and vegetables in theworld. Their 300+ products can easily be

found in stores. Due to their sheer size, theyare able to provide their products for muchcheaper than Stahlbush can.

Dole

A local U-Pick farm inJunction City. Especially

with the rising trend ofbuying local products, thesuccess of U-pick farmscould become a seriousthreat to Stahlbush.

Lone Pine Farms


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Creative Brief& Target Audience

9


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8

creatvbref

Whatproblemare we solving?

Who are wesolving it for?

Objective?

Why should thecustomer care?

increasesalesby 10%

Mothersages 25-35

Lack of brandaffinity in the

Pacific Northwest.

Its in a mothers nature to bea protector and provider; the

high-quality and nutritiousfood options that Stahlbush

provides means peace ofmind when it comes to

feeding her kids.

How are wesolving it?

Community eventSocial media

MagazineRadio


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Meetlaura.As a part-time accountant and

mother of two, Laura knows the valueof quality and convenience. She cant

make it to the grocery store every week,

and she struggles to find foods she can

prepare quickly and easily after work.

On particularly tiring days, she will

accept defeat and grab some fast foodfor dinner on her way home. Laura is

looking for high-quality produce for

her kids from a brand she can rely on.


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Stahlbush Island Farmss ripe-pick freezingpractices gives kids unrivaled nutrition which

means better performance throughout the

most important

thought.sngl

day.


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Research Methods

13


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Andrea, 29

Im more likely to choose a farm if I can see how theygrow things or treat their animals. If theyre a local

farm and they dont let me on it, I think its weird.

Maria, 29I would probably buy more frozen if I knew thatit was equally nutritious.

Shannon, 33

The four most important questions as a mom are willthey eat it, how easy is it to make, how much timedoes it take to make, and is it organic?

Elizabeth, 34Frozen is great to have when you dont have time togo get fresh food. But frozen really remains secondto fresh.

Primaryresearc


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Even in difficult economic times,mothers make their childrens health

and nutrition a priority. *

32%

82%

93%

Only32 % of moms trust companies andbusinesses when they tell them they are

environmentally friendly

82% think it is important to teach theirchildren about healthy

eating habits

93% of moms want to see more

green products on the market

* (Survey conducted on a total of 11,000 moms

by the Mom Central Consulting Company)

Secondaryresearc


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Media Summary& Executions

16


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Traditional non-Traditional

Med Mi

To convey the idea that Stahlbush is familyfriendly without jeopardizing the premiumsafety standards on farm, we suggest thatStahlbush Farms sponsors plots of land atschools across the Pacific Northwest.A kick-off party at the beginning of theschool year would invite students and theirfamilies to the community garden to plantseeds. Then, the garden would turn into aclass project as students learned the benefitsof nutritious foods while growing it at thesame time.

Community Outreach

Advertisements will be placed in magazines

that circulate throughout Washington andOregon, such as Portland Monthly and SeattleMagazine. These subscriptions are read byyoung, educated, home-owning parents,and average over 222,000 readers per month.

Magazines

The most effective ad spots are 6am -10amand 3pm-7pm. Our target mother would belistening to the radio or Spotify during hercommute. A 30-second commercial wouldgive our listeners the information they needin a short amount of time.

FM Radio & Spotify


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radio.Female narrator:Mom, we know youre busy. After

a long day, the temptation to grab adrive-thru dinner is all too real. But

what if you could make them the

wholesome meal they deserve with

real, fresh ingredients straight from

the freezer? At Stahlbush Island

Farms, we give our produce time to

ripen on the vine, and flash-freeze it

3 days after picking, making it fresh,

fully nutritious, and giving your kidsthe power to be the champions that

they are.


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Extra time to r ipen on the vine

means fresh, fully nutritious producethat gives your kids the power to be

the champions that they are.

Our frozen berriesare a vitamin

slam-dunk!

Stahlbush Island Farms

print

Stahlbush Island FarmsExtra time to ripen on the v ine

means fresh, fully nutritious produce

that gives your kids the power to be the

champions that they are.

give their metabolism

a mega-boost!

Featuring multiple berry superheros

Berry good for your heart!

Its a vitamin slam-dunk!Action-packed with antioxidants

Give their metabolism a mega-boost!


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Harves

Garde ParteStahlbush Island Farms will sponsor plots of donated land attwo elementary schools in Oregon. Classes will be introducedto the garden in May, so that they can start to mark theirplanting spots. An end-of-the-year Garden Party will allowfor students to invite their families to plant their seeds in thegarden. The students will then come back to school inSeptember to see that their seeds are now almost fully ripe

fruits. This will be held at the annual Harvest Party, kickingoff the school year. The garden would turn into a continuousclass investment, so that the students would learn thebenefits of nutritious foods while caring for it in the finalstages before picking, and then enjoy the delicious fruits.

&


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media

print

radio

Event

s.e.o.

jan feb mar apr may jun jul aug sep oct nov dec

schedul


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budgemedia

Search Engine Optimization$600 per month (contracted work),

January - December Total est. $7, 200

Magazine Advert isementsPortland monthly: full page, $6061 for 10 issuesSeattle mag: full page, $5,000 for 10 issues

March - December Total est. $11, 060

Community OutreachLand donated by the host school2 site managers @ min. wage, $10, 362

Refreshments, decorations & music, $378 Total est. $10, 740

Radio30-second spot during commute hours, $500April - September (to boost summer produce lines) Total est. $12, 000

total estimated cost: $41, 000


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Meethe bandit

5

Joslyn Budd

Copywriter

A left-handed and

introverted wordsmith,bass-slapper, and ukulelenovice. Oregon born andraised.

Natalie Williamson

Creative

I went skydiving and

hangliding within thesame 24 hours. You couldsay Im adrenaline junkiewho still likes long walkson the beach.

Jordan Brown

Creative

Born and raised in Ore-

gon. I love backpackingand hiking... But mostimportantly, a good, oldfashioned bubble-bath.

Garrett Debeau

Account Executive

The first person I told that

I would be attending theUniversity of Oregon said,Oregon? Now why wouldyou leave the country togo to college.

Jenny Suh

Planner

When Im not in bed

saving recipes onPinterest, you can find mein Oregons wildernessexploring its waterfalls,lakes, and mountains.


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SourceCohn, D., Livingston, G., & Wang, W. (2014, April 8). Chapter 3: How do Mothers Spend Their Time at Home? Retrieved fromhttp://www.pewsocialtrends.org/2014/04/08/chapter-3-how-do-mothers-spend-their-time-at-home/

Earthbound Farm Organic. (2013). Charles Sweat | CEO. Retrieved from http://cdn.ebfarm.com/sites/default/files/EarthboundFarm-KeyStaff_051513.pdfIrwin, T. (2010, April 19). Earthbound Farms Greenman Leads Organic Mission. Retrieved from http://www.mediapost.com/publications/article/126358/earth-bound-farms-greenman-leads-organic-mission.htmlFood Marketing Institute. (2012). U.S. Grocery Shopper Trends 2012 Executive Summary. Retrieved from http://adage.com/images/random/1109/aa-newfemale-whitepa-per.pdfGasparro, A. (2014, June 26). Frozen Foods Grow Cold as Tastes Shift to Fresher Fare. Retrieved from http://online.wsj.com/articles/frozen-foods-grow-cold-as-tastes-shift-to-fresher-fare-1403826097GoodGuide. Best Woodstock Farms Ratings. Retrieved from http://www.goodguide.com/brands/270895-woodstock-farms

Hornick, M. Earthbound Farm sale hits dead end. Re trieved from http://www.thepacker.com/fruit-vegetable-news/Report-Dead-end-for-Earthbound-Farm-sale-227100231.htmlMiley, M., & Maick, A. (2009, November 16). The New Female Consumer: The Rise of the Real Mom. Retrieved from http://adage.com/images/random/1109/aa-newfe-male-whitepaper.pdfStatista. (2014). Consumers weekly grocery shopping trips in the United States from 2006 to 2012 (average weekly trips per household). Retrieved from http://www.statista.com/statistics/251728/weekly-number-of-us-grocery-shopping-trips-per-household/Stampler, L. (2014, May 13). Organic Food Sales on the Rise. Retrieved from http://time.com/97949/organic-food-sales-on-the-rise/

Shute, N. (2013, April 19). Frozen Food Gets Ready For Its Image Upgrade. Retrieved from http://www.npr.org/blogs/thesalt/2013/04/18/177797900/frozen-food-gets-ready-for-its-image-upgradeStatista. (2014). Leading supermarkets in the United States in 2013, based on retail sales (in billion U.S. dollars). Retrieved from http://www.statista.com/statis-tics/197899/2010-sales-of-supermarket-chains-in-the-us/Stahlbush Island Farms. Stahlbush Island Farms. Retrieved from http://www.stahlbush.com/

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