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Delta Farmers Market

Utah FFA Association

Delta FFA Chapter

Ashlyn Manley Dana Mork

McKenzie Smith

April 23, 2013

2DELTA FARMERS MARKET

Table of Contents

Executive Summary ………………………………………………………………………3

Introduction……………………………………………………………………………….4

Target Audiences………………………………………………………………………….5

Strategic Plan……………………………………………………………………………...5

Objectives…………………………………………………………………………5

Media Statics……………………………………………………………………...6

Direct Mailings……………………………………………………………6

Newspaper………………………………………………………………..6

Radio Advertisement……………………………………………………..7

Social Media………………………………………………………………7

Timeline…………………………………………………………………………………...8

Evaluation………………………………………………………………………………..10

Budget……………………………………………………………………………………11

Table……………………………………………………………………………..11

Conclusion………………………………………………………………………………12

Reference………………………………………………………………………………..13

Appendix ……………………………………………………………………………….14


Executive Summary

The Delta Farmers Market mission is to provide high quality and fresh produce to

Delta and the surrounding communities. The market runs from the 1st Saturday of June

through the end of September. By having a centrally located event each week, the

Farmers Market is able to promote healthy living and nutritious food for a low price.

Delta Farmers Market main target audience is the residents of West Millard County.

A summary of their objectives are to:

Develop a nutritious minded community

Provide sense of community togetherness and

Create easy access to fresh affordable food.

The strategic media plan will be a preseason (one month) media blitz that will include:

Direct mailing

Newspaper advertisements and community calendar postings

Radio advertisements, live radio broadcast, and community calendar

announcements

Social media page


Introduction

Delta is a small community in west central Utah. It is approximately 80 miles

from a large chain store. There are only two grocery stores in Delta and they are both

Associated Food providers. The main crops in Delta are alfalfa and other animal forage

products; therefore, fresh food is in limited supply during most of the year. The Delta

Farmer’s Markets plan is to change the community’s access of wholesome, fresh

produce, and make food available that would not normally be found at the grocery store.

The Delta Farmers Market was founded in 2010 in Delta by local gardeners who

had a surplus of products. They wished to share their goods and make a small profit with

what they could not use. They found this type of gathering to be helpful for the

community socially. After a time, other groups expressed an interest in joining the market

to sell their products and share entertainment during the allotted hours. Local food

vendors, craft exhibitors, and local meat markets are now expressing an interest in

participating in the weekly market.

For the 2013 season, Delta Farmers Market plans to expand what is being sold.

They want the community to come together, enjoy each other and celebrate their

togetherness. Delta City has set aside the large grass area in the Delta City Park every

Saturday morning from 8 a.m. to 12 p.m. for the Market. Set up will begin at 8 a.m. and

the market will begin at 9 a.m. The market will close at 12 p.m. The Delta Farmers

Market runs from the 1st Saturday in June to the last Saturday in September.


Target Audiences

Target Audiences: West Millard County residents

Description: Delta was originally settled by Mormon Pioneers and still hold close to its

roots. The average income in Millard County is $47,062, with 12.9% or residents below

the poverty line. Because of this low income rate, Delta Farmers Market helps provide

fresh food at an affordable price. It offers nutritious food to people that otherwise cannot

afford it. Also it provides products that cannot be found at the local grocery stores. We

plan to target all the people in the West Millard County.

.Strategic Plan

Delta’s Farmers market has set the following objectives for their 2013 communication

plan.

Objective A

Conduct a month long media blitz to inform all West Millard county residence of

the days, times, and location of the market.

Objective B

Increase vendors by 50%. From 10 vendor/booths in the 2012 season, to

15vendor/booths in the 2013 season.

Objective C

Attendance at the market will be 350 people weekly.


Media Tactics

To accomplish the objectives, the following mediums and tactics will be executed:

Direct mailing

Newspaper advertisements and community calendar

Radio advertisements, a live broadcast and community calendar

Social media page

Direct Mailing

The City of Delta has found great value in this project. They have volunteered their mass

mailing machine to send out flyers to all residents of Millard County. This flyer will be

delivered one week prior to the first market day of the 2013 season. This will be a one

page flyer that will include the dates, times and location of the market. It will also

contain a sample list of vendors. Contact information will also be provided on the flyer

for anyone that would like to participate as a vendor or have a booth at the market. By

using this form of advertising all residents will be contacted. The social media web

address will also be included on the flyer.

Newspaper advertisements and community calendar

A newspaper is important in a small community because it has more than just news. It

has social events, school information, and is a medium that reaches an older population.

For our media blitz we will be using the newspaper in three ways: newspaper

advertisement during the second week with an in-paper ad, an advertisement on the final

week with a banner on the front page of the paper, and by posting in the community


calendar each of the four weeks prior to the first market of the season. Follow up posting

in the community calendar will be available for no additional cost.

Radio Advertisements

Because there is no local radio station in Delta, we will be using the radio stations

broadcasting from Richfield, Utah owned by Mid-Utah Radio Inc. These satiations are

broadcasted to Millard County. These radio advisements will cover our target audience

and reach members of the surrounding communities. Advertisements will be broadcast on

the last week of the media blitz. The radio will be running ads for five days, five times a

day. The day of the first market radio personalities will broadcast live from the event.

The market will also be included in any community announcements broadcast each

weekday morning for the four week period.

Social Media Page

Social media is the fastest and one of the most widely used type of media in this

electronic era. Community pages, even in small communities like Delta, have many

followers and help spread the word of community events. For example the Facebook

page “Things for Sale in Millard County,” has 1,669 members. This type of media will

primarily reach a younger audience, however the people using social media is continually

expanding. We will be using the social media resource of Facebook. By asking friends

and associates to “Like” the page for Delta Farmers Market and encouraging them to

share with their friends, the page will reach many in Millard County. This type of media

could be updated often after the media blitz is over to help inform patrons of vendors that


will be present and if any changes need to be made. The Facebook internet address will

also be included on all printed medial so that it will be accessible to all of the community.

Timeline

A time line of four weeks leading up to the first market of the 2013 season will be the

focus for this proposal. The suggested target time would be in May. The first farmers

market will take place on the first Saturday in June, which is June 1st this year. A month

of advertising will allow for a large number of people to hear about the market and what

it has to offer. The majority of the advertising will take place the week leading up to the

market so it will be fresh on the minds of potential patrons.

Campaign

Social Media Page

o The page will be designed with dates and potential vendors. It can be

updated as the first market draws closer and throughout the season. This

will be available the first day of the campain.

Week 1

o Market included on radio broadcasts in the community events, weekdays.

o Market included in Millard County Chronicle Progress in community

events; Tuesdays.

Week 2

o Newspaper advertisement in-paper

o Included on radio broadcasts in the community events; weekdays.


o Included in Millard County Chronicle Progress in community events;

Tuesdays.

Week 3

o Direct Mailing to all residence of West Millard County

o Newspaper advertisement in-paper

o Included on radio broadcasts in the community events; weekdays.


Tuesdays.

Week 4

o Radio Advertisements on various stations from the Mid-Utah Radio Inc.

30 second radio spots 5 times per day, Monday-Friday

o Newspaper advertisement- Front page banner advertisement

o Included on radio broadcasts in the community events; weekdays


Tuesday.

o Live radio broadcast on location at the Market, June 1st.


Evaluation

Evaluation of Objective A

At the end of the month long media blitz, a post campaign committee meeting

will take place to review all components of the media plan and determine whether they

met the guidelines, timeline and budget planned.

Evaluation of Objective B

At the end of month meeting the number of vendors that will participate on the

first day of the market will be compared to the numbers on the first week of the 2012

season. This will determine if the goal of a 50% increase of vendors was reached.

Objective C

Have attendance at the market of 350 people weekly will be determined on an

ongoing bases as the weeks progress. The founders of the Delta Farmers Market will

report their findings to the media committee after the end of the season.


Budget

A budget of $2000 dollars has been set by the Delta Farmers Market. This money

will be returned to the individuals that run the farmers market with the small booth price

that is charged weekly. Table 1 identifies the items and cost necessary to complete the

Delta Farmers Market communication plan.

Table 1

Budget for Delta Farmers Market

Item Description Qty. Unit/Cost Total Cost

Med

ia

Mass Mailer 2500 $ 0.20 $ 500.00

Radio Advertisements Mid Utah Radio

Inc.

Five advertisements per day for five

days

25 $ 16.00 $ 400.00

Radio Broadcast

Day of first Market-Live Broadcast

1 $ 500.00 $ 500.00

Newspaper Advertisement Millard county

Chronicle progress

Front page banner 1 $ 150.00 $ 150.00

Newspaper Advertisement Millard county

Chronicle progress

In newspaper advertisement 2 $ 16.00 $ 32.00

Social Media Site- Facebook

Community Facebook Page 1 Free $ -

Grand Total $ 1,582.00


Conclusion

The Health of our Nation, including Millard County, needs to improve. One way

to change this is to eat more nutritious foods like fruits, vegetables and fresh eggs. Farms

Markets help provide this for communities. Delta Farmers Market is helping to do this

for Delta and the surrounding areas in West Millard County. The media blitz that we

have planned will help spread the word of this social event for healthier living. In four

short weeks, our plan will reach all members of West Millard County with newspaper

advertisements, a mass mailing, and community calendars on radio and in newspaper.

The social media page will spread the word and provide a place for prospective patrons to

view information and be reminded of upcoming events. We will also take advantage of

radio advertising. Advertising on with the Mid-Utah Radio Inc. reaches people

throughout central and southern Utah. The final experience of the live radio broadcast

will be culminating event. We have proposed a budget that is well within the means

that are provided for this media blitz and will reach all target audiences. The objectives

are clearly measurable and continuous evaluation is part of the plan. We know that if you

choose to work with us, the Delta Farmers Market will have a successful and profitable

2013 season.


References

Dutson, Shellie. Millard County Chronicle Progress. Editor. (personal communication

April 15, 2013)

Smith,Terry. Mid-Utah Radio Inc. Advertising. (personal communication April 15,

2013)

Things for Sale in Millard County. In Facebook [Community Page]. Retrieved April 15,

2013 from https://www.facebook.com/groups/354459221231191/?fref=ts

United States Census Bureau. (2013) State and County Quick Facts: Millard County.

Retrieved April 15, 2013) from

http://quickfacts.census.gov/qfd/states/49/49027.html


APPENDICES


Appendix A

In-Paper Ad


Appendix B

Direct Mailing Flyer


Appendix C

Front Page Newspaper Banner


Appendix D

Social Media-Facebook page


Appendix E

Radio Advertisement

Delectable Fruits, vegetables, eggs and meats are what you will find at the Delta Farmers Market.

Join us again for the 2013 season. Once again the market will be located in the Middle of Delta, on the sunny grass lawn.

Local entertainers such as Chasing Chance and the Delta high school band will be performing each week.

The market will be every Saturday, June through September.

Selling starts at 9:00 a.m. and last until noon.

Come be a part of this great community event

For further information or to participate with a booth contact Sami LeFevre at (435) 406-1993

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