Riley Seith, Lauren Materia, Katie McGuckin

Presentation Roadmap

2 | Riley

SWOT Analysis

GOST Analysis

Wrap Up

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Problem Statement

• Changing the perception of deli meat on the whole
• Bringing real meat back into the deli

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• Breaking into the Burlington market
• Align with smaller Burlington businesses

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• Grow brand recognition and clarify branding
• Distancing from other brands

3 | Katie

Situation Analysis

• Family operated from Massachusetts
• Three Pillars: REAL MEAT, REAL INGREDIENTS, REAL COOKIN’
• 12 different meat products
• Black River Produce Distributor & Market Basket relationship
• Seeking more information about target market
• Health conscious families

4 | Lauren

SWOT Analysis

Strengths, Weaknesses, Opportunities, and Threats

SWOT Analysis

6 | Riley

Strengths

Authentic and transparent business practices

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Existing partnerships with recognizable chains (Market Basket)

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Passionate and small team

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Great branding & website

Weaknesses

No name brand recognition, highly recognized competitors

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Low capacity for social media engagement

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No established footing in Vermont

Opportunities

Organic, natural, sustainable food/food companies are trending

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Only natural deli meat in the space

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Mission aligns with many local VT cooperatives and small businesses

Threats

Distribution challenges getting product to consumer

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Existing negative impressions of deli meat as a group

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Competitors positioned similarly (Boar’s Head)

Strengths

What does Farmers and Cooks do well? What makes them unique? What might others see as strengths?�

• Simple ingredient lists
• Authentic and transparent processing practices
• Existing partnerships with big chains and co-ops
• Passionate small team with a family origin story
• Great branding and website

7 | Riley

Weaknesses

What could be improved? Where is there lower capacity compared to competitors? What might others see as a weakness?

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• Highly saturated market with strong brand name recognition
• Low in-house capacity for social media engagement and posting
• Limited full time staff with marketing and communications experience
• No established footing or strong connections in Vermont
• Limitations in distribution and point of sale in Vermont

8 | Riley

Opportunities

What is going on externally that could benefit Farmers & Cooks? What trends can be taken advantage of? How can strengths be turned into opportunities?

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• Organic, natural, sustainable food/food, healthy companies are trending
• Few (if any) other natural, single cut deli meats in the space
• Mission aligns with many local VT cooperatives and small businesses
• Vermont residents tend to value natural foods

9 | Riley

Threats

What threats could harm Farmers & Cooks? What is the competition doing? What threats do weaknesses expose the company to?

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• Distribution challenges in Vermont
• Strong existing negative deli meat impressions
• Similarly positioned competitors
• Using trending buzzwords
• COVID-19 had impacted spending for families

10 | Riley

Competitor Analysis

Diving into local and national competitors

Competitors

• McKenzie Natural Artisan Deli
• Vermont Salumi

• Boar’s Head
• Applegate
• Bar-S
• Shaws Signature

12 | Lauren

Local

National

McKenzie Natural Artisan Deli

Competitor Analysis

Slogan

There’s a whole lot of good that comes out of thinking little

Social Media Analysis

Facebook: 4,442 followers | 4,408 likes

Instagram: 1,226 followers

Additional Notes

• Providing only the finest, truly all natural meats and cheeses with no added growth hormones or antibiotics
• Farm Methods→ naturally hardwood smoking hams and using pure Vermont maple syrup for authentic flavor

13 | Lauren

Vermont Salumi

Competitor Analysis

Slogan

The cure for the common meat

Social Media Analysis

Facebook: 2,083 followers | 1,812 likes

Instagram: 2,384 followers

Additional Notes

• Simple ingredients and time-honored craftsmanship
• Always start with antibiotic-free pork because we think it is healthier for you and the environment

14 | Lauren

Boar’s Head

Competitor Analysis

Slogan

Compromise Elsewhere

Social Media Analysis

Twitter: 27,500 followers

Facebook: 1,267,655 followers 1,285,386 Page likes

Instagram: 67,800 followers

Pinterest: 12,600 followers

YouTube: 2,600 followers

Additional Notes

• Sugar/gluten/milk/lactose free
• Feingold Food List
• Lower sodium meats
• Popular legacy brand

15 | Katie

Applegate

Competitor Analysis

Slogan

Changing The Meat We Eat

Social Media Analysis

Twitter: 110,600 followers

Facebook: 1,286,438 followers 1,309,043 page likes

Instagram: 67,900 followers

Pinterest: 10,400 followers

YouTube: 7,770 followers

LinkedIn: 5,690 followers

Additional Notes

• Gluten/antibiotic/hormone/GMO free
• Humanely raised & organic

16 | Katie

Bar-S

Competitor Analysis

Slogan

Quality Packaged Meat Products

Social Media Analysis

Pinterest: 11k monthly views 881 followers

Facebook: 400,193 page likes

Instagram: website link error

YouTube: >1 million views top video 675 followers

Additional Notes

• ‘Only national value brand in the U.S.’
• Family oriented: Our Table

17 | Riley

Primo Taglio

Competitor Analysis

Slogan

Premium Quality Meats and Cheeses

Social Media Analysis

• No independent social media
• Featured on Shaws & Safeway social media accounts
• Rarely

Additional Notes

• Store brand of Shaws & Safeway
• Highly affordable

18 | Riley

Farmers & Cooks

Competitor Analysis

Slogan

Cooked, Not Processed

Social Media Analysis

Pinterest: 102 monthly views 5 followers

Facebook: 2,027 page likes

Instagram: 540 followers

Twitter: 214 followers

Additional Notes

• Completely unprocessed is a differentiator
• ‘Local business’ feel

19 | Riley

Competitor Social Media Comparison

20

Competitor Takeaways

• All-natural and high quality are common buzzwords
• Competitors are at a much lower price point
• Competitors are much bigger companies
• More capacity for social media/pitching
• Local brands have a very ‘homey’ feel

21 | Riley

Demographics & Trend Data

• Primarily married women
• Middle/Upper Middle Class
• Living in Chittenden County
• Younger mother
• Ages 35-55 years old
• Might work a 9-5 job
• Value a healthy lifestyle (working out and eating healthy)
• Support local business and co-ops that support the community

22 | Riley

Audience Research

• Deli meat sales have increased throughout the COVID pandemic
• Likely due to kids being home & adults working from home
• Demonstrates families are primary deli meat customers
• Supermarket Perimeter research results
• Deli meats appeal to families/parents
• Deli meat consumers follow grocery store trends
• Six grocery shopping market segments

23 | Riley

Audience Research | Six Grocery Market Segments

24 | Riley

Here We Go Again

Grocery shopping is a chore

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Goals are to reduce time

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Like convenience

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Very brand/retail loyal

Family Feeders

One family shopper (parent)

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More kids at home

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Purchase in larger quantities

On-The-Go Consumers

Busy lifestyle

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Purchase prepared & convenient foods

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Large set of frequented retailers

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Online shoppers

Variety Seekers

Little brand loyalty

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Responsive to promotions and new products

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Easy to win over, hard to retain

Healthy & Natural

Most just pursuing healthy lifestyle

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Diet restrictions may factor in

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Involved in purchasing decisions

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Ethical brands

Gourmet Focus

Attracted to quality brands

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Willing to invest time in food prep

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Less responsive to promotions and discounts

Audience Research | Six Grocery Market Segments

25 | Riley

Gourmet Focus

Attracted to quality brands

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Willing to invest time in food prep

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Less responsive to promotions and discounts

Healthy & Natural

Most just pursuing healthy lifestyle

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Diet restrictions may factor in

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Involved in purchasing decisions

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Ethical brands

Here We Go Again

Grocery shopping is a chore

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Goals are to reduce time

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Like convenience

​

Very brand/retail loyal

Family Feeders

One family shopper (parent)

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More kids at home

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Purchase in larger quantities

On-The-Go Consumers

Busy lifestyle

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Purchase prepared & convenient foods

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Large set of frequented retailers

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Online shoppers

Variety Seekers

Little brand loyalty

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Responsive to promotions and new products

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Easy to win over, hard to retain

A

B

Audience Analysis/Key Publics

Key Publics

1. Middle/Upper Middle class moms with active/healthy lifestyles
2. Foodies of all ages & genders
3. Older folks looking to adjust their diet with disposable income or funds

Key Opinion Leaders

1. Local Journalists → SevenDays, Burlington Free Press, VTDigger
2. Founders of Farmers and Cooks → Sam and Leanne Estridge
3. Small Business Owners → KKD’s, Burlington Bagel Bakery & Cafe, Handy’s Lunch
4. PTA Board Members → The City of Burlington
5. Food Bloggers/Influencers → Edible Vermont , Carey Nershi

26 | Lauren

Primary

Secondary

Tertiary

Analysis & Audit

Diving into Social Media, SEO, & the Communication Audit

SEO Analysis

• Website
• About
• Product differentials
• Product location map
• Social links
• Email sign-up
• Strong Branding

28 | Katie

Organic Search Rank

• 1st result for name
• 10th result on pg. 3
• Top 5 results:
• Hormel
• Oscar Mayer
• Boar’s Head
• Applegate
• Organic Valley

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29 | Katie

Hubspot SEO Grader

30 | Katie

Google My Business

31 | Katie

SpyFu

• 100% Organic traffic
• No paid keywords
• Organic competitors
• Breens Deli
• Glenrock Hams
• TJ’s Drive Thru

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32 | Katie

SpyFu

33 | Katie

Analyze Website/Newsroom

• No newsroom/press-kit
• Outdated Blog
• Suggestions
• Update blog
• Diversify blog content
• Q&A section
• Media coverage
• Image/Video gallery

34 | Katie

Content Analysis - Facebook Reviews

35 | Lauren

Content Analysis - Media Mention

36 | Lauren

Communication Audit

• Organizational Identity → Pamphlets
• Promotional Videos → How and Why Farmers and Cooks Began

37 | Lauren

Communication Audit Takeaways/Suggestions

• Other PR Materials are not visible to a user when visiting the website
• Media Kit, Fact Sheet
• Word-of-mouth is powerful → doesn’t always spread the word to new audiences
• Email marketing not currently utilized
• Surveys, e-news, event invitations
• Event marketing not currently utilized
• Event branding, onsite handouts
• FAQ’s Section on website

38 | Lauren

Social Media

Farmers & Cooks Analysis

Pinterest: 102 monthly views 5 followers

Facebook: 2,027 page likes

Instagram: 540 followers

Twitter: 214 followers

39 | Riley

Facebook

• Infrequent posting
• Typically post with updates & events
• 2-3 reactions & >1 comment per post

40 | Riley

2,027 likes

Instagram

• Linked with Facebook, duplicate posts
• Average 30 likes per post and no comments
• Utilize hashtags well
• Utilize story highlights, few other features

41

540 followers

Pinterest

• Mix of recipes, promotion/education, and topical informational posts
• Monthly views high relative to followers
• 14 total posts

42 | Riley

Twitter

• Have not posted in a long time
• Used to post frequently
• 0-1 like per tweet average
• Extremely low engagement
• Use lots of hashtags

43 | Riley

Social Media Takeaways

• Facebook is currently the strongest platform
• Diverse content on Pinterest that is not promoted across other platforms
• Twitter is dormant
• Engagement is low across all platforms
• Including Facebook with a higher following
• Few reactions/likes and fewer comments
• Lack of consistency and frequency in posting across all platforms

44 | Riley

Formal Primary Research

Focus Groups Takeaways & Survey Results

Focus Group Questions

• What is your current perception of deli meats? What do you know about them?
• How often do you purchase deli meats?
• Are you aware of Farmers and Cooks Craft Meats?
• Will you pay more for locally sourced or organic foods?
• What current deli meat brands are you consuming? What do you like about that brand?
• How important are organic/unprocessed deli meats to you?

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• Anonymous Questions
• What area do you live in? (State, region, county)
• What is your age?
• What is your status? (Single, Married, etc.)
• What is an estimate of your current income?

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46 | Lauren

Focus Group #1 Makeup

47 | Lauren

Elaine Young

54 years old

Brookfield, VT

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Values non-processed meat, and meat that is accommodating for dietary needs

Thomas Funk

56 years old

Bristol, VT

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Price-orientated & appreciates high-quality deli meat

Focus Group #1 Takeaways

• Interested to learn more about the term “single cut”
• Tends to buy less deli meat → resulting in more frequent shopping trips
• Prefers low sodium and unprocessed deli meats
• Prefers to go up to the deli counter
• Idea of it being fresher
• Open to a tasting area at a Farmers Market
• Wouldn’t want to carry around a quarter pound of deli meat in the heat

48 | Lauren

“Single-Cut”

Time Sensitive

Low Sodium

Frequent

Shoppers

Focus Group #2 Makeup

Deb Seith

49 years old

Lives in Stow, MA

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Values non-processed meat, will pay more

Kent Seith

50 years old

Lives in Stow, MA

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Pays more attention to cost than quality/brand

Laura Amichetti

49 years old

Lives in Stow, MA

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Responds more to ‘organic’ than ‘quality’

Terry Gilligan

49 years old

Lives in Fort Collins, CO

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Appreciates high quality meat but considers cost

49 | Riley

Focus Group #2 Takeaways

• In a household dynamic (Deb & Kent Seith)
• Values change dependent on shopper not household
• Buzzwords that are trending & top of mind are important

50 | Riley

Organic

All-Natural

Unprocessed

Healthy

Focus Group Conclusions

• Time sensitive/Convenience
• Mostly unfamiliar with specific deli process (Ex. single cut)
• Prefer healthier option
• Deli counter = ‘fresher’
• Chosen by the shopper

51

Survey

202 Responses

• Distributed online
• Group members personal social media profiles
• Facebook, Instagram, and Discord
• Front Porch Forum
• Charlotte & Shelburne
• Sent to Champlain College Faculty
• Sent to families and communities in group members home areas

52 | Riley

Survey Questions

• How do you feel about deli meats?
• How often do you purchase deli meats?
• Which of these deli meat brands do you recognize? Select all that apply
• On average, how much per pound do you typically pay for deli meats?
• Do you seek out organic or natural meat products?
• Is it important to you that your meat is relatively unprocessed?
• How much do you know about how deli meats are prepared?

• Are you familiar with Farmer’s and Cooks deli meats?
• How do you self identify? (Gender)
• Which income range do you fall closest to?
• What area do you live in?
• What is your status?
• Single, Married, etc.
• Select your level of completed education
• What is your age? (Range)

53

Survey Results

Less than once a week

2+ times a week

54

Survey Results

55

Survey Results

Don’t like them

Love them!

56 | Lauren

Survey Results

Don’t like them

Love them!

57 | Lauren

Survey Results

58 | Lauren

Survey Results

No way

Super enthusiastic

59 | Lauren

Survey Results

Nothing

A lot

60 | Lauren

Survey Results

61

Survey Results

62 | Lauren

Survey Results

63 | Lauren

Survey Results

64 | Lauren

Survey Key Takeaways (202 responses)

• Unfamiliar with Farmers and Cooks
• Buy meat from major grocery stores for lunch
• Favor over-the-counter
• Prefers unprocessed
• Most familiar with Boar’s Head and Oscar Mayer
• Cost average: $6-$8 per pound
• Uninformed about specific deli meat process

65 | Riley

Demographic Survey Results

Gender

• 71.8% Female
• 23.3% Male

Geography

• 46% Chittenden County
• 47% Not in VT

Marital Status

• 53.5% Married
• 42.6% Single

66 | Riley

Demographic Survey Results

67 | Lauren

Demographic Survey Results

68 | Lauren

Demographic Survey Key Takeaways

• Female, male
• Single and married
• Chittenden County, VT
• Adult - midlife (ages: 18-29, 50-59, 60+)
• $100,000-$150,000 income

69 | Riley

Interview | With Leanne & Sam

Q: Who is the specific primary customer?

• Middle class moms with active/healthy lifestyles
• Secondary audiences
• Foodies (men and women of all ages)
• Older folks looking to adjust to healthier diets

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Q: How have you engaged with customers since the pandemic?

• Occasional social media posting, a few tasting events, direct emails with customers

70 | Riley

Interview | With Leanne & Sam

Q: What media/PR materials currently exist?

• Photos, copy, and some video
• Reluctant to re-post same content
• Time-consuming to produce new content
• Interested in campaigns with wholesale accounts
• Deli managers/chefs/farmers posing with F&C logo/products

71 | Riley

Interview | With Leanne & Sam

Q: How does social media posting/engagement work?

• Manually & ad hoc recently
• Used to use Hootsuite to schedule
• Use Canva for quick artwork
• Do not track or report on engagement
• Consider using paid Hootsuite for this
• Generally see higher engagement around specials/sales at big retailers
• Respond to DMs and comment on tagged posts

72 | Riley

Interview Takeaways

• Low capacity for consistent social media engagement
• Big challenge is generating content
• In person sampling events were big
• Crafting new PR materials will be beneficial that don’t already exist

73 | Riley

Messaging

Theme, Message, Slogan, and Hashtags

Theme

Message

Serving real authentic and unprocessed deli meat

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Farmers and Cooks is the healthiest and least processed meat in the deli

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75 Lauren

Slogans

• All Natural . All Flavor. Farmers and Cooks.
• Farmers and Cooks meats your all-natural needs.
• Real meat isn’t processed, real meat is Farmers and Cooks.

76 | Lauren

Hashtags

• #Farmers&Cooks
• #realmeat
• #singlecut
• #healthydeli
• #handcrafted
• #newenglanddelimeat
• #authentic

77 | Lauren

GOST Analysis

Goals, Objectives, Strategies, and Tactics

Goal #1

Create brand and product awareness in the Burlington, Vermont area

79 | Riley

Objectives

1. Grow Instagram and Facebook engagement among users in Vermont by 10% before March 2022

2. Obtain a 20% increase in brand/product awareness among Burlington business owners by March 2022

3. Utilize 3 creative/interactive controlled or owned tactics to reach out to target audience by June 2022

Goal #1 | Objective #1 | Strategy #1

80 | Riley

1. Grow Instagram and Facebook engagement among users in Vermont by 10% by March 2022

1. Utilize interactive Instagram features to encourage engagement via commenting, likes, page views, follows, and direct messages

Tactic #1

Asking questions in Instagram questions

Tactic #2

Utilize Instagram stories and interactive features (question/poll stickers)

Tactic #3

Tag local businesses, partners, and all appropriate stakeholders when possible

Tactic #4

Utilize a minimum of 8 hashtags on every Instagram post

Objective #1

Strategy #1

Goal #1 | Objective #1 | Strategy #2

81 | Riley

1. Grow Instagram and Facebook engagement among users in Vermont by 10% before March 2022

2. Utilize Facebook features that promote engagement with consumers and the community

Tactic #1

Create Facebook events for sampling events

Tactic #2

Utilize a minimum of 8 hashtags on every Instagram post

Tactic #3

Join and post in community Facebook groups

Objective #1

Strategy #2

Tactic #4

Join and post in Foodie Facebook groups

Tactic #5

Create a healthy recipe Facebook group

Facebook Event Banner

Goal #1 | Objective #1 | Strategy #3

82 | Riley

1. Grow Instagram and Facebook engagement among users in Vermont by 10% before March 2022

3. Generate diverse and intriguing content for promotion on and offline to direct customers to social media pages

Tactic #1

QR code table tent at events

Tactic #2

Re-post Pinterest F&C Recipe ideas on Instagram and Facebook

Tactic #3

Run content interest polls

Tactic #4

Encourage user generated content with signature hashtags

Objective #1

Strategy #3

Tactic #5

Run merchandise giveaways on Instagram & Facebook

Tactic #6

Create video for website and social

Goal #1 | Objective #2 | Strategy #1

83 | Lauren

2. Obtain a 20% increase in brand/product awareness among Burlington business owners by March 2022

1. Establish direct communication channels with local food businesses to learn about their needs and spread awareness of Farmers & Cooks

Tactic #1

Drop flyers/coupons off in person to local businesses

Tactic #2

Directly email fact sheet and ordering info to local businesses

Tactic #3

Follow and engage with local businesses on Instagram & Facebook

Strategy #1

Objective #2

Tactic #4

Pop up sale at Hula

Tactic #5

Send coupons to local business HR departments

84 | Katie

Goal #1 | Objective #2 | Strategy #2

85 | Lauren

2. Obtain a 20% increase in brand/product awareness among Burlington business owners by March 2022

2. Organically be seen by local Burlington businesses and restaurants by being involved in the community and hosting or being involved in multiple events

Tactic #1

Hold pop up events selling merchandise and giving out coupons and educational flyers in local parks and on Church Street

Tactic #2

Be aware of opportunities to cater events (charcuterie boards & sandwiches)

Tactic #4

Objective #2

Strategy #2

Tactic #3

Hand out flyers and coupons at a different Farmers Market every weekend

Tactic #4

Tactic #4

Set up a tent in local businesses parking lots selling pre-made charcuterie boards

Goal #1 | Objective #3 | Strategy #1

86 | Riley

3. Utilize 3 creative/interactive controlled or owned tactics to reach out to target audience by June 2022

1. Utilize community engagement and word of mouth campaigns

Tactic #1

F&C car magnet on Sam/Leanne’s car

Tactic #2

Select 3 brand ambassadors

Tactic #3

Hand out flyers and ‘where to buy’ pamphlets at local community events

Strategy #1

Objective #3

Goal #1 | Objective #3 | Strategy #2

87 | Riley

3. Utilize 3 creative/interactive controlled or owned tactics to reach out to target audience by June 2022

2. Create and distribute branded merchandise

Tactic #1

Give brand ambassadors branded tote bags and hats

Tactic #2

Sell branded merchandise at community events

Tactic #3

Run giveaways of branded merchandise on social media

Strategy #2

Objective #3

Tactic #4

Conduct raffles for branded merchandise collecting emails

Goal #1 | Objective #3 | Strategy #3

88 | Katie

3. Utilize 3 creative/interactive controlled or owned tactics to reach out to target audience by June 2022

3. Utilize controlled and owned media

Tactic #1

Create and send email newsletters to customers

Tactic #2

Print and distribute new materials emphasizing BTV purchasing options

Tactic #3

Regular blog posts

Strategy #3

Objective #3

Tactic #4

Place info (where to buy/coupons) in local community centers & schools

Tactic #5

Write scripts for short videos to be posted on social media as posts or rheels

Email Newsletter

89 | Katie

Goal #2

Create powerful/effective brand messaging & communication channels

90 | Riley

Objectives

1. Get mentioned in 3 relevant media outlets in Vermont by November 20, 2022

2. Craft fresh messaging for the holiday season that polls well with 60% of surveyed customers by November 6, 2022

Goal #2 | Objective #1 | Strategy #1

91 | Katie

1. Get mentioned in 3 relevant media outlets in Vermont by November 20, 2022 (Feeding Chittenden partnership)

1. Create a media kit for Farmers & Cooks’ website (newsroom page)

Tactic #1

Create a fact sheet

Tactic #2

Create a backgrounder (can be used as a boiler plate as well)

Tactic #3

Create folder of high resolution assets and logos

Tactic #4

Link past press and new mentions

Objective #1

Strategy #1

Tactic #5

Include Media/PR contact information and leadership bios

Tactic #6

Create an infographic

Infographic

92 | Katie

Goal #2 | Objective #1 | Strategy #2

93 | Katie

1. Get mentioned in 3 relevant media outlets in Vermont by November 20, 2022 (Feeding Chittenden partnership)

3. Utilize traditional news media and pitching

Tactic #1

Identify newsworthy topic (new flavor, company donation, Thanksgiving recipe)

Tactic #2

Press release announcing news, direct people to learn more

Tactic #3

Send press release out to media contacts directing people to our website, and social channels

Objective #1

Strategy #2

Tactic #4

Follow up with media contacts and start conversations

Tactic #5

Conduct desksides w/ samples ( local publication offices, delis, stores)

Tactic #6

Write an article to be featured in a food or healthy living publication/magazine

Sample Pitch Letters

94 | Lauren

VTDigger

Edible Vermont

SevenDays

Goal #2 | Objective #1 | Strategy #3

95 | Lauren

1. Get mentioned in 3 relevant media outlets in Vermont by November 20, 2022

(Farmers & Cooks partnering with Feeding Chittenden for a limited-time)

3. Utilize radio media

Tactic #1

Run contests & giveaways on radio stations

Tactic #2

Run a radio ad around the single-cut concept

Tactic #3

Live radio broadcast/interview about Farmers & Cooks origin story

Objective #1

Strategy #3

Tactic #4

Run educational PSAs on the deli process, terms (single-cut), and nutrition

Goal #2 | Objective #2 | Strategy #1

96 | Riley

2. Craft powerful fresh messaging for the holiday season that polls well with 60% of surveyed customers by November 6, 2022

1. Utilize and promote corporate social responsibility

Tactic #1

Donate 10% of profits of new holiday product or existing product to Feeding Chittenden

Tactic #3

Post about the Feeding Chittenden donation/partnership on social media

Tactic #4

Instagram/Facebook Live with Feeding Chittenden Staff

Objective #2

Strategy #1

Tactic #5

Write and release a press release promoting the donation/partnership

Tactic #2

Donate F&C deli meat to Feeding Chittenden

Goal #2 | Objective #2 | Strategy #2

97 | Riley

2. Craft fresh messaging for the holiday season that polls well with 60% of surveyed customers by November 6, 2022

1. Create holiday season recipes using Farmers & Cooks deli meats

Tactic #1

Create holiday themed recipes that feature F&C deli meat

Tactic #2

Post recipes on the website, Instagram, Facebook, and Pinterest

Tactic #3

Email recipes to all email lists

Objective #2

Strategy #2

Tactic #4

Post recipes in relevant Facebook groups

Tactic #5

Issue TIPS release about deli meat and the holidays

Tactic #6

Run recipe contest on social media

Goal #2 | Objective #2 | Strategy #3

98 | Lauren

2. Craft fresh messaging for the holiday season that polls well with 60% of surveyed customers by November 6, 2022

1. Utilize Pinterest and Twitter

Tactic #1

Use holiday hashtags on Pinterest and Twitter

Tactic #2

Organize content on Pinterest boards

Tactic #3

Run Twitter polls around holiday content

Objective #2

Strategy #3

Tactic #4

Monitor Twitter one to two times per day for trending events, hashtags, and posts

Tactic #5

Write blogs about recipes for the website & promote them on Pinterest

Distribution of Tactics/Material: Media List

99 | Riley

Measurement

Gauge the effectiveness and success of strategies

Goal #1

Create brand and product awareness in the Burlington, Vermont area

Objective #1

Grow Instagram and Facebook engagement among users in VT by 10% by March 2022

Strategy #1

Utilize interactive Instagram features

Strategy #2

Utilize interactive Facebook features

Diverse on/offline content to promote social media pages

Strategy #3

• New followers- Demographics
• Number of likes and comments
• Mentions and tagged posts
• Reposts on instagram

• Average number of reactions per post
• Number of page followers
• Average number of comments per post
• Average number of views per post
• Relevance of accounts reached per post

• Increase/change in Instagram and Facebook followers
• Demographic makeup of new followers on Instagram and Facebook
• Mentions on social media
• Account views from posts

101 | Riley

Goal #1

Create brand and product awareness in the Burlington, Vermont area

Objective #2

Obtain a 20% increase in brand/product awareness among Burlington business owners by March 2022

Strategy #1

Directly connect with local businesses

Strategy #2

Organically be seen by local businesses in BTV

• Google Alerts
• Media Mentions
• Keywords and phrases relevant to Farmers and Cooks
• Media Impressions
• Calculate Number of Brochures Taken
• Pop-Up Event Attendance
• Utilize Mailchimp→ Email Marketing System
• Track newsletter engagement/opens
• Look at website visits after newsletter

is posted

• Google Alerts
• Media Mentions
• Keywords and phrases relevant to Farmers and Cooks
• Media Impressions
• Google Analytics
• Unique Pageviews
• Entry and Exit
• Unique Visitors
• Inbound Links → URL’s on other websites that lead to Farmers and Cooks
• Track event attendees/email list members
• Track social media mentions regarding events

102 | Lauren

Goal #1

Create brand and product awareness in the Burlington, Vermont area

Objective #3

Utilize 3 creative tactics to reach out to target audience by June 2022

Strategy #1

Utilize community engagement and word of mouth marketing

Strategy #2

Create and distribute branded merchandise

Utilize controlled and owned media

Strategy #3

• Analysis of new follower demographics
• Profile views and point of origin analysis
• QR code scanning data
• Website visit/traffic data analysis

• Track how many pieces of merchandise are given away
• Demographics of merchandise recipients
• Audit conversations brand ambassadors are having in their interactions
• Common questions & themes

• Monitor media mentions on social media
• Instagram, Facebook, Twitter, and Pinterest
• Engage in social listening
• Monitoring conversations about Farmers and Cooks online

103 | Riley

Goal #2

Create powerful/effective brand messaging & communication channels

Objective #1

Get mentioned in 3 relevant media outlets in Vermont by November 20, 2022

(Farmers & Cooks partnering with Feeding Chittenden for a limited-time)

Strategy #1

Create a media kit for Farmers & Cooks’ website

Strategy #2

Utilize traditional news media and pitching

Utilize radio media

Strategy #3

• Google Analytics
• Monitor website media kit visits and media downloads
• Track visits and impressions (likes, shares, comments)
• Google Alerts
• Alerts when keyword/article is searched
• When articles are posted
• Media kit materials are mentioned online

• Mail Chimp
• Keep track of contacts
• Monitor responses and email opens (open-rate, impressions, %)
• Social Media Analytics
• Track followers and coverage on your organization
• Monitor impressions (likes, shares, comments)
• Relevant # and success of # used
• Measurement tools from previous slide

• Measure ROAS
• Search Volume
• Site Traffic
• Higher-Quality Traffic
• Conduct Surveys
• Google Alerts
• Media Mentions: Keywords and phrases relevant to Farmers and Cooks
• Media Impressions

104 | Katie/Lauren

Goal #2

Create powerful/effective brand messaging & communication channels

Objective #2

Craft powerful fresh messaging for the holiday season that polls well with 60% of surveyed customers by November 6, 2022

Strategy #1

Utilize and promote corporate social responsibility

Strategy #2

Create holiday season recipes using Farmers & Cooks deli meats

Utilize Pinterest and Twitter

Strategy #3

• Track post views on social media about Feeding Chittenden partnership
• Track social media mentions by Feeding Chittenden and other accounts
• Engage with community members
• Collect quantitative data about perception and conversations

• Monitor comments on recipes posted online
• Instagram, Facebook, and Pinterest
• Monitor clicks on recipe links on social media

​

• Impressions per post
• Twitter engagement → likes, comments, shares
• Twitter followers
• Pinterest engagement→ pin clicks, impressions, outbound click, saves, monthly views
• Track holiday hashtags
• Research best practices of optimizing when to post
• Identify the content that has the most engagement

105 | Riley/Lauren

Logistics Calendar

Implementation timeline at a glance

Ongoing Social Campaigns

• Weekly highlights
• Product feature
• New recipes
• New on the blog
• Post about relevant holidays
• Utilize Facebook events feature
• Event promotion and updates
• Newsletters/Email Updates
• Media Pitches & Invitations

107 | Lauren/Riley

108 | Riley

Student Partnership Press Release

Kids Lunch Inspiration

What is Single-Cut?

Upcoming Hula Event

Hula Pop Up Shop

Deli Product Highlight

Hula Event Media Advisory

Highlight new recipe

Kids Lunch Photo

Hula Event Photos

Student Partnership

Single-Cut Info

Radio Ad About Single-Cut

Hula Pop Up Event

Hula Event Tweet

109 | Lauren

TIPS Release Teaser

Highlight new recipe

Sandwich Ideas

Local VT Businesses

Thanksgiving Charcuterie Inspiration

LCC Sampling Event Media Advisory

Charcuterie Inspiration

Pitch TIPS Release

Sampling Event: Lake Champlain Chocolates

End of month BTS Takeover

Email local businesses flyers/coupons

VT Small Bus Appreciation

LCC Event Photos

LCC Event Promotion

Sunday Brunch

110 | Lauren

Pitch Feeding Chittenden Partnership

Holidays New BFF (Deli)

Rise of Charcuterie

Holiday Giveaway

Weekend Deal Alert

Holiday Recipe Email

Pitch Feeding Chittenden Drop Off

Feeding Chittenden Partnership

IG Live with Feeding Chittenden

FC Deli Meat Drop Off

FC Drop Off Photos

FC Partnership Update & Happy Holidays

New Years Charcuterie

Deli Meat & Holidays

Feeding Chittenden Partnership Tweet

Post-Holiday Deal Alert

Wrap-Up

Our Big Takeaways for Farmers and Cooks

Big Takeaways

• Reuse content across all social platforms
• Explore/utilize new social media features
• Engage/listen on social media
• Don’t underestimate word of mouth
• Brand Ambassadors
• Start pitching local publications
• Consider pop-up events

112 | Riley

See you

around Vermont!

113