To: Manager From: Digital Marketing assistant Date: 3 December 2013 Subject: Digital Marketing campaign for Infinity Foods In order to build new business for Infinity Foods and their new vegetable delivery service, a comprehensive digital marketing campaign has been compiled. Executive Summary Infinity Foods is an organic food shop and supplier in central Brighton. They are expanding their business to an organic vegetable delivery service using local farms. Ordering these veg boxes can only be done online. This report will first set out the campaign objectives and what kind of measurements may judge these. It will then explain the key areas of the campaign and the tools needed to achieve these objectives. Firstly the campaign will analyse keywords around the vegetable delivery market and use these as a basis for Search Engine Optimisation (SEO) and Pay Per Click (PPC), as well as defining the target audience. A comparison with the Co-operative’s Join the Revolution campaign has shown how digital marketing campaigns are successful for ethical brands like Infinity. The campaign will use a specially designed area of the Infinity website for ordering, a Facebook page, Twitter feed, Pinterest and Instagram pages to promote the service to new customers. New customers will be also attracted by online PR with third party websites and SEO techniques. New customers of the service will be encouraged to interact via social media or create YouTube content; new blogs will be created by employees and email alerts will be sent to customers to build brand awareness and loyalty. Leads will be maintained and nurtured by using an effective CRM tool like Salesforce. Promotions will be used to retain customers if they lose interest. The new website will have an effective online ordering system to keep customers in the conversion funnel. This will also be done by interaction with Infinity employees and a well-managed and consumer friendly website. The campaign success will be tracked using Google Analytics, Hootsuite and online surveys to monitor website data and traffic, plus the impact of the campaign on social media. Finally the service is a local service so carefully chosen affiliates and partners can be approached. Local charities and media can carry reciprocal advertising and special promotional offers. Contents

1. Essential elements of campaign 2. Market Insights 3. Digital media channels 4. Marketing Communication techniques 5. Lead capture 6. Nurture of prospects 7. Web analytics and social media monitoring 8. Conversion funnel and customer experience 9. Partners and affiliates

Task One

Campaign essential elements

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The campaign’s essential elements are as follows and are set out in the mindmap below:

1. Objective setting and identifying measurements Objectives using the RACE model: (Chaffey, 2013)

Reach: Develop brand awareness and engagement through third party website/social media participation, and widen customer base using offline sales leads. Target: 5,000 unique website visitors, 1,000 new Facebook fans per month

Act: New customers and captured leads, through email sign up and micro conversions like content sharing, measured by CRM and web analytics. 1,000 new sign ups per month.

Convert: Number of vegetable box sales, measured by web analytics and CRM. Convert 15% website visitors to customers per month.

Engage: Long term brand loyalty to Infinity, measured by social media monitoring like Hootsuite. 1,000 shares from social media per month.

2. Customer and Market insight

Use Google AdWords keywords to analyse customer demand in organic food sector

E-surveys of online customer behaviour and demographics

Competitor research and digital presence – Co-operative, Riverford, Abel & Cole

3. Segmentation and targeting

Use CRM to analyse existing customer segments and previous purchases of non-veg items

Digital media selection for segments based on demographics

Promotional offer ideas for each segment

4. Offer and message development

Develop customer friendly website content

Draft email alerts to new and existing customers

Develop customer e-commerce options e.g. pricing and delivery

Create original content to improve SEO

5. Online media mix selection and budgeting

Develop Search Engine Marketing strategy – SEO and PPC

Organise Twitter and Facebook updates of service and new offers

Use Google Analytics to monitor website visitors and potential customer income

Use CRM to monitor orders and control budget according to objectives, using percentage of sales method

6. Media schedule and campaign integration

Online PR using blogs and press releases across various digital channels

YouTube videos of farmers shared across all channels including social media

Use promotions across channels at various stages to nurture customers, scheduled by Hootsuite

Use third party organic sector focused websites to promote service Social Media: The campaign will use Facebook and Twitter to build awareness and maintain customer interest. Content will also be shared through YouTube, Pinterest and Instagram.

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Content marketing: Images, podcasts and videos will be created and blogs written by Infinity staff. Website updated to have attractive layout and design. Marketing automation: CRM will record new customers and actions. Web analytics and social media monitoring will track website activity and the campaign’s impact on social media. Prospect

Social

Media

Ecommerce

Keyword

research

Infinity Vegetable

Service Digital

Marketing Campaign

CRM

Email

marketing SEO

Website

Content

Viral videos

& Podcasts

AdWords -

PPC

Online PR 2. Assess

demand for

product

Competitor

analysis

E-Surveys

5. Media mix selection

and budgeting

4. Offer and message

development

3. Audience

segmentation

and targeting

6. Media schedule and

campaign integration

1. Define

objectives

and

measurement

s

Promotion

ideas

Digital media

selection

based on

demographics

CRM

Third party website

promotion

Google

Analytics

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Market Insights Search marketing will promote the Infinity website’s position in Search Engine Results Pages (SERPs) of Google or Bing, by providing relevant content for the searchers that encourages them to visit the website. This is done by Search Engine Optimization (SEO) and Pay-Per- Click (PPC). A primary technique in Search Marketing is keyword research. Keywords are words and phrases that a searcher may type into a search engine to find their chosen product or service. If the campaign uses keywords that customers frequently search with, then it will increase website traffic and sales. Keywords are important as they are:

Part of SEO strategy by being in website content like meta tags

Part of PPC promotion strategy and used in Ad content

Used in online PR campaigns across various digital channels Infinity’s campaign will use relevant keywords chosen by the team, from brainstorming exercises, based on Infinity’s history, food culture and customer characteristics, plus organic food and competitor veg box services. Keywords may be used by different target segments when searching. Keywords include: “organic veg delivery Sussex; “veg box service Brighton”; or “organic Riverford veg”. The campaign’s target audience is aged 35-55, affluent, Internet confident and use social media to discuss purchases. The target searches in Keyword Planner are the East Sussex area; environmental politics; organic farming or health food phrases. Keywords might include: “GM free veg”, “South Downs veg” or “vegetarian foods Brighton”. For example: Monthly searches Competition Suggested bid

5 a day veg box 70 Low UK£1.31 0%

E-Surveys on the Infinity website can ask customers about their veg buying habits and free text survey questions can locate more keywords. Keywords can be developed using Google AdWords Keyword Planner and Wordstream for PPC, which rank keywords by relevance, value, price for Click Through Rate (CTR) and average monthly web searches. Google Keyword is a good tool as it gives estimated costs of a PPC campaign using chosen keywords. The most relevant keywords are shown on this screenshot:

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Keyword lessons Infinity’s campaign will involve both generic and long tail keywords. The results show that there are a limited number of keywords that most searchers would use to find organic veg deliveries. It can be more expensive and harder to gain traffic from these keywords, as they are searched more often. Long tail keywords are specific phrases, such as unusual vegetables or specific farm locations. These niche words are less likely to be searched by the casual web searcher when looking to buy veg online, but will bring traffic from specific customer searches and those with a strong interest in organic vegetables. (Ingenious Britain, 2013) Keywords will be included in email marketing, blogs, online PR, content marketing and website messages; in social media like Facebook or YouTube, so when searchers enter keywords they find Infinity content in various digital channels. Keywords should be tagged in images for Google Images results. Keywords will be used in SEO as they bring traffic to the website. PPC advertising using keywords will also be part of the campaign’s marketing communications. Digital Campaign comparison The Co-operative Group launched their successful “Join the Revolution” campaign in 2011. It won the Best Digital Marketing Campaign 2012 award. (Business Desk, 2012) The campaign was launched to encourage ordinary people to be involved in social and environmental initiatives. (Guardian, [nd]) The campaign used a 60-second TV ad, shared across social media. It also had a campaign microsite. Infinity, like the Co-op, is a co-operative, so has similar business ethics and is a socially responsible brand. Campaign results:

365,000 web portal visits and 42,000 sign-ups

400% increase in Facebook page fans to 19,000

310 new ‘revolutions’ created by individuals to compete for a £5,000 Co-op funding grant, which was voted for by the UK public. (Business2Business, 2013)

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The campaign was multi-platform so had a wider appeal than if it was on just social media. The campaign was synced across all digital channels, including microsites, to maximise effect. The phrase ‘Join the Revolution’ was the top search result in Google, aided by good SEO practice. (Finntastico, [nd]) The campaign involved the public as they voted for projects to be funded by the Co-op. This created a buzz and allowed its audience to discuss Co-op using social media platforms. (Finntastico, [nd]) The TV ad may have been expensive to show on mainstream TV, but could easily be shared across digital media. Facebook was a good platform to host photos and stories about the campaign, but would be hard to manage with thousands of posts to respond to. The campaign made the public better aware of Co-op’s ethical outlook by attractive content, but did not translate into significant extra sales. (Co-operative, [nd]) Therefore the key to Infinity’s success is to simultaneously launch the campaign across a variety of digital channels. To be successful, Infinity’s campaign should encourage discussion amongst customers and relate to everyday issues for customers. In its digital content and SEO, an emphasis on community, environment, money and health, can create emotional involvement in the Infinity brand. The Co-op campaign worked with various charities and Infinity can explore these types of partnerships that complement the brand, including building microsites like Co-operative - http://www.mumsnet.com/microsites/co-operative. Health and food content on Infinity digital channels and blogs will widen the brand appeal and link it to lifestyle. Infinity can use Facebook and Twitter to encourage discussion around their produce and multimedia contributions from customers, such as produce photos and recipes they are going to cook with the veg. A hashtag for the launch can be used. Good SEO would ensure that a campaign strapline like Co-operative’s would be as high as possible in SERPs. Tools like Hootsuite can monitor social media channels used and provide timely responses. Appealing content will build customer interest, shared on Instagram and Pinterest accounts with pictures from the farm and recipes. Task Two Marketing Communication Techniques Infinity’s campaign will use online and offline promotion techniques to attract new business and encourage website traffic. Current Infinity newsletter subscribers will be contacted by email regarding the new service and directed to a new website, via a campaign landing page. New website features:

Veg box imagery and photography of the farm

Embedded videos by the farm workers explaining the organic process

Easy to use with simple online instructions involving the fewest possible number of clicks

Help for users will be easily available. Opt-in email to cold customers may be considered but only if targeted. Email marketing will be more appropriate for customers who visit the website, sign up for email alerts or who are existing customers, not new ones. See below for email marketing to existing customers.

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Facebook and Twitter pages will be set up to attract new customers. These will become friends/followers of other organic sector companies. Other social media like Google +, Tumblr and Pinterest will be used. These will have the potential to reach a wider audience and are easy to set up. A Facebook page can include a range of media like videos, enhancing the appeal to new customers. PPC Google AdWords will promote the service through Search Engine Marketing. AdWords will let Infinity advertised across the Google Display Network: Gmail, YouTube and Blogger. AdWords will create Search and Display Ad Groups with details set out below:

Side ad Infinity Food Veg Boxes www.infinityfoods.com Fresh organic veg delivered to your door. Easy/Flexible delivery

Top ad

Infinity Food Veg Boxes www.infinityfoods.com Fresh organic veg delivered to your door. Easy/Flexible delivery

Previously located popular Keywords will be used in AdWords to gain a high Quality Score – the measurement of an ads relevance to searchers. Expensive keyword results would need to be used sparingly and long tail keywords included in ads. PPC’s effectiveness will be tracked as it can be expensive and time consuming, but is highly targeted as certain relevant websites can be selected – placement targeting. SEO SEO will build website traffic. To boost search engine rankings, the website should have clear Calls to Action (requests by the visitor to do something) like email alert signup, placing orders, with keywords in these calls. (Ingenious Britain. 2013) To maximise SEO the website must:

Use clear hierarchy and text links

Use clear useful, information rich content that clearly describes Infinity products

Have descriptive, human-friendly URLs (SEO Moz 2012)

Have service location (Sussex) in Title Tag, Meta Descriptions and Headings to optimise for local search traffic. (Smart Insights b, 2013)

Register with local directories yell.com and scoot.co.uk, and be searchable through Google Maps.

Use keyword density checkers to check the “number of times a keyword or phrase appears compared to the total number of words in a web page”.(SEOCentro, [nd])

SEO involves quality website content that is shared and discussed by customers or those interested in organic produce. Blogs by farmers and those on the production side can have educational value and be linked and shared on social media. SEO will be improved by real life human stories that visitors share. (PRNewswire, 2013) Other techniques:

Banner and display adverts will be limited to organic magazines; gardening, environmental and local newspaper websites. These have less traffic than national websites, but are cheaper and ads are highly targeted.

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Mobile Apps with recipes and information like vegetable storage advice can appeal to affluent busy customers who plan meals whilst mobile.

Digital radio and outdoor ads would not be considered at this stage for budget reasons.

Online PR The campaign will use online PR - local websites and blogs to gather attention. This will include drafting online press releases or link building to third party websites, assisting SEO. Sussex has strong local media so there are opportunities to promote the service through local newspapers, websites and community groups. The digital marketing team will work closely with the Infinity press team to produce interesting content that is linked on many websites and shared through social media. Online PR can be integrated with Offline PR, using similar content. Offline techniques Offline techniques for attracting customers include advertising in local media, food magazines, environmental magazines, and inserts in publications. Leaflets that include website, Twitter and Facebook links, will be delivered in local areas. Press releases will be sent to local newspapers explaining the new service. Local offline media has a high readership so can be effective in promoting Infinity. The targeted local customers are web savvy so promoting the service through advertising on other local websites (e.g. cultural websites) could be effective. Offline advertising will use the same messages as online. Infinity has brand loyalty through its Brighton centre shop, so has a large customer base to potentially use. Customers will hopefully be familiar with the service before ordering. Word of mouth will have the same messages and impact as viral marketing. Capturing Leads To capture leads, an email alert address box will pop up when customers visit the ordering section of the website. For customers that want to order veg boxes, the ordering process will be clearly shown on the landing page. There will be testimonials/reviews from customers who have signed up and are happy with the service. The website will contain photos of produce on all pages so customers feel encouraged to continue the first order. Special promotional offers for first time customers can be considered e.g. Order first three veg boxes and get the fourth one free. Website pages should have sharing options to social network sites so customers can share the page to their networks. The website should:

1. Be straightforward, not graphics-heavy or slow to download 2. Be easy to order from as potential customers may not be Internet savvy 3. Use imagery that reflects an organic, healthy and natural product, by using colour,

images of the crops, with a non-corporate feel, reflecting the company’s position as an independent retailer.

4. Use good copywriting to make information, navigation and Calls to Action easy to understand.

5. Be mobile optimised for the young professional target market 6. Have social media sharing options

A well designed website can be effective at increasing traffic, but could be costly and time-consuming to maintain.

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Infinity’s shop’s customer base is not tracked as they pay by cash/card for one off transactions. Promotional leaflets in the shop or put in shopping bags for customers can encourage customers to sign up. Vouchers can be considered, like an extra veg item on fourth, eighth, twelfth order. An online forum for customers would develop a community feel, where customers discuss favourite produce, recipes and organic sector issues. The campaign will use a blog and podcast linked to the service that builds enthusiasm. The same website content should be on social media, which will help website SEO. These activities are easy to set up, but could be expensive (podcasts) and might not guarantee extra leads, unless there are clear Calls to Action. Email marketing Weekly emails explaining the latest crops available, wider organic issues and promotional offers will be sent. This is inexpensive and will encourage trust in the brand and stronger customer interactivity. Customers will have the immediate opportunity to respond to the service and provide feedback. Positive feedback strengthens brand loyalty, but negative feedback needs to be responded to effectively. Emails will be sent through an external service like MailChimp. Email features:

Email responses monitored and analysed to indicate which customers are responsive and loyal. Promotional offers might be sent to them in the future.

Feedback will be recorded and analysed, then fed to teams responsible for the produce or delivery.

Reports on Delivery rates, bounce rates, CTR and Conversions.

Customers receiving emails but no veg service can be tracked and conversions from these emails can confirm if email content is attracting new business.

Effective email:

Emails sent at an appropriate time (same day as delivery)

Consistent with overall Infinity brand, use good imagery, limited text, to encourage a good CTR

Customers will be taken to the appropriate landing page, where more orders can be placed. Existing customers receive personalised emails with name and regular order type stated

Online incentives can include discounts or free produce if customers recommend someone.

Nurturing of Prospects To nurture customers, viral content, YouTube videos, photos and discussions on organic food topics can be shared using social media. Blogs and podcasts can maintain customer interest and brand appeal. When customers visit the website, they can participate in discussions; listen to podcasts or share photos. Web analytics can show which web pages and links prospects click on. Tweets from customers must be answered to make the customers closer to the brand. Re-Tweets by customers will make them brand ambassadors. Marketing automation using CRM systems, like Salesforce, will record captured leads and track customers in the sales pipeline. Customers’ details will be added to the CRM, recording names and addresses, original source of locating the service, social media

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contact, order history and any other demographic data. These can provide customer profiles. CRM can create lead scoring systems that show the prospects that are the best potential customers. Prospects can be nurtured by monitoring how they act after being identified as leads. For example if customers register but don’t proceed with an order, they can be contacted by sales teams or sent customised marketing emails. CRM will help share information on customers between sales teams. It will segment leads to be prioritised by looking at order history and responsiveness to email marketing. Changes in customer orders can be monitored and analysed by other demographics. Customers can be analysed for responses to weekly emails or other promotions. CRM will record data such as delivery times, email preferences, order cancellations and feedback. Effective IT is important to nurturing customers. Website help options should be provided online for customers. A dedicated database team will need to maintain CRM. Customer service agents need to respond to Tweets received and service queries, as volumes could be high. Task Three Web Analytics Web Analytics will provide data of Infinity website visitors and traffic that can be used to improve website performance, customer use and assess the digital marketing campaign’s success. Social media monitoring tools are applications that look at various social media channels simultaneously and provide data to show the success of a digital marketing campaign. Social media monitoring tools provide further analysis of the product’s success or the “Voice of Customer”. They provide better understanding of customers’ preferences. Google Analytics The campaign will use Google Analytics to provide the following data:

number of visits

new visits

page views

bounce rate

average visit duration

Mobile usage Time-on-page and bounce rate figures can indicate how engaging website content is and whether potential customers quickly lose interest. SEO will be improved if content is engaging and customers stay on the website longer. Location and language will not be used much, as customers will only be able to order if in Sussex. The campaign can look at visitors’ Browsers and Networks to indicate if the website has any difficulties using a particular browser or what demographic uses the website, as Chrome users are generally younger and more web savvy. (Marketing Experiments 2013) Real Time - Traffic Sources will show SEO’s effectiveness by looking at the keywords used to drive visitors to the website. Conversions can be analysed to see how many customers go

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beyond the landing page and complete a sale. Google Analytics results will be part of the campaign’s KPIs set out in Objectives. Analytics is specifically for website monitoring but can provide data to analyse the conversion funnel, by looking at Micro conversions such as time customers spend on the website, email signup or use of help buttons. Goals in Analytics can be set up to monitor Macro (purchases, deliveries) and Micro (newsletter signup / sharing of content / reviews) conversions. (SmartInsights, 2012) Hootsuite will monitor social networks: Twitter, Facebook, Instagram and Wordpress. Hootsuite is easily set up by linking the Twitter, Facebook accounts to a Hootsuite account. Hootsuite features:

Monitoring of social networks simultaneously

Production of reports on social media use - changes in number of followers; bulk messaging across networks, including with scheduled times.

Monitoring interaction between service users, if they upload photos, talk about their recipes or views on organic food

Geotargeting to see if the service is discussed beyond Brighton and Sussex

Monitoring bulk email messages sent from MailChimp which can possibly be linked with CRM.

Schedule messages

Monitoring all social network feeds at the same time will save time and help make clear assessments of the overall effectiveness of the campaign. There are similar products like Sproutsocial, but Hootsuite is easier to use and is cheaper.

Social Mention can search across social media simultaneously and covers blogs, news, Twitter and images. It provides sentiment analysis - how a brand receives positive against negative mentions. It measures strength of brands in social media and passionate mentions – if people are talking about a brand repeatedly. Top related keywords, users, hashtags and

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sources are listed. This tool is very easy to set up and just needs the search terms entered on their website.

Google Alerts can be used to monitor blogs, news and other Google postings on the Infinity campaign. From Google.co.uk, search for Infinity in the blogs drop-down option, then click on “Create an email alert for infinity organic food” at the bottom of the page. These can be set up to be received daily, weekly or as they happen. The number of blog stories per email can be selected. Google alerts is another easy feed to set up, but the search terms need refining as they can draw in wide ranging articles. The alerts can be sent to an email inbox and read at a convenient time of day.

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Conversion Funnel A conversion funnel or ‘in-site’ journey (ClickZ, [nd]) is a process where a wide pool of customers is taken from initial contact to point of sale. Customers will hit the landing page, sign up to the service, select their orders and complete the shopping cart. They will arrange a delivery time for the order. The transaction is the final stage. As it is funnel-shaped, this pool becomes narrower as the process continues. The conversion funnel can identify at what point customers drop out of the journey. Conversion funnel’s importance:

Shows how many initial visitors are on the Infinity website

Actions customers take, like making deliveries or sharing content

Whether they look at certain webpages, especially blogs

Overall effectiveness of Infinity’s ecommerce experience For the campaign, the conversion funnel will follow the RACE model: Reach: search engines, social networks, third party blogs. Act: campaign’s website, blog, community and tools. Convert: process of e-commerce that customers undertake when placing orders. Engage: customer advocacy - Infinity’s service has a referral system for attracting new customers. (CrazyEgg, 2013) Visitors may drop out of the funnel if:

Ecommerce and online experience is poor

Customers have issues with pricing relative to say Riverford or Abel & Cole

They experience poor customer service or delivery complications

Not nurtured effectively by good customer account management CRM and Google Analytics can check how customers advance through the conversion funnel and can identify at what points they drop out. Ways to optimize the customer’s online experience:

Website is easy to navigate with few number of clicks to complete purchase

Simple instructions and help offered along the journey

Easy cancellation options

Clear images and full description of veg box contents shown

Links to social media for customers to discuss the website

Website is mobile optimized to order from Smart Phones

Customer reviews should be viewable

Delivery and payment options clear. (Visualwebsiteoptimizer, [nd])

Confirmation emails sent out after orders placed

Mobile Texts sent when deliveries are due

Website has customized user interface remembering previous shopping history, so there is no need to re-type personal details (Econsultancy a, [nd]

Customers that drop out of the funnel can be:

Contacted by customer service to be retained

Offered special promotions to order reduce price veg boxes

Encouraged back by improvements in the website’s appearance and ecommerce experience

Targeted with social media to re-engage

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Partners and Affiliates Affiliate marketing involves working with third party websites to bring traffic and customers. There are no current specific price comparison sites based on veg delivery. Customers would most likely prefer to go directly to the Infinity website to know they are getting the quality needed. There are websites act as portals for organic products, but these have low traffic. Local media will be familiar with the Infinity brand so may be interested in affiliating. Local news or cultural websites can promote the service in conjunction with their own subscription offers. Charity partnerships can be considered. Restaurants that order Infinity vegetables could promote the service. Affiliates may use PPC ads on their websites. GroupOn has promoted competitor Riverford on its website with veg box deals: http://www.groupon.co.uk/deals/liverpool/riverford/226174 Competitors have also used http://vouchercodes.co.uk These might be considered by Infinity. Partners’ digital channels can share Infinity content (viral videos, blogs, podcasts, etc.) by cross-posting, embedding in emails or re-Tweeting. Partners can share offers of discounted veg boxes through their own digital channels, such as by marketing emails. Customers who make repeat orders or regularly share social media can be approached as brand ambassadors to promote the service. Content used on the Infinity website can be used by partners, especially bloggers. Infinity would try and ensure that affiliates and partners used content effectively and kept to Infinity brand style. Reciprocal banner or PPC advertising on the Infinity website and the affiliate websites can create partnerships. Affiliates can carry PPC ads that will be brought up in web searches when keywords used match Infinity’s keywords. The Infinity brand fits within an ethical lifestyle, which other likeminded partners may wish to work with. CONCLUSION The organic vegetable box delivery market is growing despite the recession. Infinity Foods can create a unique position in the market by combining its background as an independent retailer and healthy organic food. The use of content and social media can take this successful brand online and encourage a strong web presence. Digital media like podcasts, Instagram, and YouTube can create a strong digital presence, by including other organic topics in the content. A newly design ecommerce focused website that is easy to use can encourage customers to sign up and possibly make orders. Throughout this campaign good use of analytics and social media monitoring will judge the campaign’s success. APPENDIX Infinity Foods set up in 1971 and based in Brighton is an organic food retailer and wholesaler. They also grow fruit and vegetables at local farms. The company has been a worker’s co-operative since 1979 and is owned by the workers. They have been a pioneer of introducing organic food to Britain. Infinity has a vegetarian café linked to its shop. Infinity has nearly 100 staff members. Turnover was £14m in 2010 and £16m in 2011. In 2012 the company expanded their international food exporting arm, by taking over a warehouse and distribution unit. 100 news jobs were created. The company exports £1.5m food products annually. Its main customer demographic is aged 35-55, ABC1, middle class and health conscious. Their customers prefer organic produce that can be traced back to its source. Infinity has a

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shop in a busy shopping area so they may receive an additional range of different customers. The company has a Facebook page with 193 likes. Infinity currently sells a range of organic foods including vegetables in their stores, but does not deliver. It has links to the local farming community and could supply large amounts of vegetables if a service was established. Infinity’s competitors include several health food shops in the local area. If they were to launch a vegetable delivery service, they would face industry leaders Riverford and Abel & Cole. The organic vegetable market is well established in Britain and has survived the recession. Infinity’s product range includes several healthy food stuffs like grains, rice and pulses. They have been a major promoter of Fairtrade food. BIBLIOGRAPHY Business Desk (2012), TBWA and Code take top prizes at Big Chip http://www.thebusinessdesk.com/northwest/news/344042-tbwa-and-code-take-top-prizes-at-big-chip-awards.html# Chaffey, D. Smart Insights. Introducing RACE a practical framework to improve your digital marketing. Available from: http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/ Chittock, Matt, The Guardian, 2013, Organic box schemes are growing – but are they still the ethical option? Available from: http://www.theguardian.com/lifeandstyle/wordofmouth/2013/apr/05/organic-box-schemes-growing-are-they-ethical

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