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Urban Movements Marketing Solutions Anita Sahota and Chris Bright The Urban Farmer Growing Edmonton one garden at a time

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What food labels dont tell you! PoisonousChemicals Cancer Birth Defects Damage to hormones Complicate Reproduction Allergies Health Risks to Children Immune Deficiencies Slows a Childs Development Brain Damage Nerve Damage Physical Wellbeing Liver Damage Consumers Concerns Over Food Safety Include:

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Do-it Yourself Organic Gardening Kit Organic food gardening manual Certified organic seeds. Wooden dowel Package of organic soil mix Package of organic fertilizer Gardening markers Measuring/ spacing tool Packets of fungal spores Quality hand trowel Reusable tool box

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Marketing Strategy 1. Earth Day (phase 1) Promotion Booth will educate and sell organic gardening kit product. Capitalize on individuals desire to make a positive impact on environment. Place Held in Hawrelek Park on April 22. Event includes environmentally conscious individuals who are the Urban Farmers target market.

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Marketing Strategy 2. Old Strathcona Farmers Market (Phase I) Promotion Piggy back on friends table. Test customers reaction and demand. Table launched if initial campaign is successful. Value offered through personal connection. Place Attracts up to 10,000 customers on a typical Saturday. Operates year round. Organic fruit and vegetables are sold. Shoppers pay a premium for natural food.

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Marketing Strategy 3. Yoga studios/Organic food stores (Phase I) Promotion Poster advertisements (minimize costs) Direct consumers to website Posted on cork boards Contact information provided in rip/tear fashion. Place The clientele place priority on personal health. Ideal locations for targeting customers

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The Urban Farmer www.theurbanfarmer.ca #: 780-221-4800 The Urban Farmer www.theurbanfarmer.ca #: 780-221-4800 The Urban Farmer www.theurbanfarmer.ca #: 780-221-4800 The Urban Farmer www.theurbanfarmer.ca #: 780-221-4800 The Urban Farmer www.theurbanfarmer.ca #: 780-221-4800 The Urban Farmer www.theurbanfarmer.ca #: 780-221-4800 The Urban Farmer www.theurbanfarmer.ca #: 780-221-4800 The Urban Farmer www.theurbanfarmer.ca #: 780-221-4800 The Urban Farmer www.theurbanfarmer.ca #: 780-221-4800

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Marketing Strategy 4. Word of Mouth (Phase I) Promotion Promotional material instigates conversation and awareness. Such as pins, hats, stickers and reusable bags. Place Implemented trough daily business activities. Directed through satisfied clients. Launch at local events and venues.

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Marketing Strategy 5.Website (Phase I and II) Promotion Phase I: other promoting channels, direct customers to website. Phase II: Videos will demo the product and its benefits. Potential implementation of an online store. Place Existing website experiences high traffic. It is common web traffic exceeding 250,000 hits/month.

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Marketing Strategy 6. PR Campaign (Phase II) Promotion Position story to media sources as relevant local community news. Build a relationship with media outlets well before Earth Day. Offer the a media outlet clips and information on the Urban Farmers mission and products. Place Local newspapers, magazines and television channels. Expand on previous voluntary media attention received.

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Sample PR Video for Media Sources

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Financial Breakeven Analysis Phase 1 (Year 1) Fixed Costs1899.50 Variable Costs39.00 Sales Price per Unit120.00 Total costs2797.00 Total variable costs897.00 Average Cost per Unit 122.00 Breakeven Point23 units Phase 2 (Year 1) Fixed Costs22399.50 Variable Costs39.00 Sales Price per Unit120.00 Total costs33203.00 Total variable costs10803.00 Average Cost per Unit 120.00 Breakeven Point277 units Note: In breakeven point calculation, time value, labour costs and transportation expenses have not been considered. steinermarketing.com/calc_break_even.htm

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Competitors Analysis FORM: Organic gardening books, fertilizers, seeds, services GENERIC: Any garden and lawn care products. CATEGORY: Non- organic gardening books, fertilizer, seeds, services. A Local competitors analysis revealed the following competitive forces.

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Future Implementation Strategy Adding value to gardening kit: Improve the quality of the kit and include online web features Expanding target market- offering new gardening kits to apartment dwellers and children Cost reduction: With more efficient production comes cheaper kits.

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The Urban Farmer, Growing Edmonton one garden at a time

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