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FAIR TRADE MONTH 2010 Every Purchase Matters Partner Program • TransFair USA

FTM2010 Partner Program

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Fair Trade Month 2009 featured nearly 250 grassroots events, hundreds of news articles and blog posts, product launches and a big social media push that helped us reach our goal of 31,000 fans on Facebook and 3,100 followers on Twitter in 31 days! Building on this success, our efforts combined will surely get everyone talking about Fair Trade in October 2010 and beyond. TransFair USA’s team is hard at work, planning our annual campaign to build awareness and support for our movement. And with your help, Fair Trade Month 2010 will be the best yet!

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Page 1: FTM2010 Partner Program

FAIR TRADE MONTH 2010Every Purchase Matters

Partner Program • TransFair USA

Page 2: FTM2010 Partner Program

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Every October, TransFair USA engages licensees, retailers, activist partners, consumers and the media in a month-long campaign to build awareness and increase sales of Fair Trade Certified products. This year’s theme, Every Purchase Matters, reflects the difference that consumers can make in the lives of farmers and workers around the world by voting with their dollars when they buy Fair Trade Certified products. Throughout the month, we ask you to help us reinforce this message through hosting events, supporting local campaigns, marketing materials and media outreach in celebration of Fair Trade.

This packet includes information on how your company can get involved and help make this the best Fair Trade Month yet!

October is

Fair Trade Month

www.FairTradeCertified.org

getinvolved!

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With your help, TransFair USA will encourage supporters to engage in six actions during Fair Trade Month aimed at increasing awareness and availability of Fair Trade products across the United States.

These actions include: AskforFairTrade

PraiseretailersthatsellFairTradeCertified™products

SupportcompaniesthatmanufactureFairTradeCertifiedproducts

OrganizelocalcampaignsthroughFairTradeTownsUSA

EducatefamilyandfriendsabouttheimportanceofFairTrade

DonatetoTransFairUSAtosupporttheexpansionofFairTrade

Fair Trade Month Call to Action

getinvolved!

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TransFair USA will recognize organizations that Adopt a Day in the following ways:

Blogpost

Twitterpost/mentionin#FollowFriday

Facebookpost

InclusioninPRoutreach

Inclusioninproductgiveaways

AdoptingaDayisfreetoalllicenseesofTransFairUSA!AllweaskisthatyourcompanydemonstratessupportforFairTradeMonthinthefollowingways:

CreateaFairTradeMonthmarketingplan—tellusyourplantodrawspecialattentiontoFairTradethroughyourmarketing,socialmediaandretailefforts

SendamessagetoyourretailersandsupporterstoinvitethemtoparticipateinFairTradeMonthandFairTradeTowns

WriteaguestpostforTransFairUSA’sblog

Donate10ormoreproductsforaTwittergiveaway

Donate10ormoreproductsforagreenbloggerpromotion

HostaFairTradeMontheventorsupportaFairTradeMontheventofyourchoosing(ie. TransFair USA’s Fair Trade Month Kickoff Party)

StartaFairTradeTowncampaignorjoinanexistingcampaign

If you are interested in Adopting a Day during Fair Trade Month, please complete the attached form and return it to TransFair USA by July 1, 2010.

TransFair USA invites you to make your support for Fair Trade Month known by Adopting a Day in October. This promotion gives your company targeted exposure to TransFair USA’s community of educated consumers.

Adopt a Day

getinvolved!

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Give us a heads up: LetTransFairUSAknowabouttheeventsandpromotionsthatyourcompanyhasplannedforFairTradeMonth.Wewilltrytoincludethisinformationinmediapitches.

Pitch local media: Createapressreleaseaboutyourcompany’sFairTradeMontheventsandpromo-tionstosendtolocalmedia.TransFairUSAcanhelpbyaddingaquotefromCEOPaulRiceandimpactdatatosupportyourefforts.

Get bloggers pumped! ContactTransFairUSAtofindouthowyoucandonateproducttobeincludedingiftbasketsthatwewillsendtosomeofthetopgreenbloggers.

Make News!WhendesigningyourFairTradeMonthmarketingstrategy,thinkcreativelytocreateanewsworthyeventorpromotion.Themoreuniqueyourapproachis,themorelikelywearetoincludeyoureventsinourpublicrelationsoutreach.Anditwillmakesecuringlocalpressforyoureventorpromotionmucheasieronyou!

In order to ensure that Fair Trade is on the tip of every tongue during the month of October, TransFair USA will hire a public relations agency to pitch journalists and bloggers across the country.

Media Relations

getinvolved!

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Fair Trade Certified Blogwww.fairtradecertified.org/blogTransFairUSA’sFairTradeCertifiedBlogisahubforFairTrade-relatedupdatesaboutnewproducts,producerimpactstoriesandgrassrootscampaigns.DuringFairTradeMonthwewillfeaturenewcontentdailyfromavarietyofsources,includingguestbloggers!

Becomeaguestblogger!Haveyourvoiceheardbysubmittingaguestblogposttosocialmedia@transfairusa.org

Keepusintheloop!Passalonginterestinglinks,photosandvideosforustopostontheblog.

SharelinksfromTransFairUSA’sblogonyourwebsite,FacebookandTwitter

Facebookwww.facebook.com/fairtradecertified37,000fans

TransFairUSAhasbuiltupahealthyaudienceof37,000fansontheFairTradeCertifiedFacebookpage.We’llusethispagetopostdailymessagesaboutFairTradeMonthpromotionsandevents.Wewillalsopostphotos,videosandlinksfromlicenseesandactivistsandengageouraudienceina“tell-a-friend”drivetoincreasefans.

AskyouremployeesandcustomerstobecomefansofFairTradeCertifiedonFacebook

PromotetheFairTradeMonthcampaigninyourstatusandupdates

PostphotosandvideosfromyourFairTradeMontheventsontheFairTradeCertifiedfanpage

ParticipateindiscussionsontheFairTradeCertifiedfanpage

www.FairTradeCertified.orgBuilding on last year’s successful online campaign, the TransFair USA homepage, blog, Facebook and Twitter will once again serve as important tools for promoting Fair Trade Month.

Fair Trade Month Online

getinvolved! get

involved!

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Twitterwww.twitter.com/fairtradeusa4,800followers

TwitterisagreattooltoquicklyspreadthewordaboutFairTradeMonthandbuildawarenessaboutdedicatedcompaniesanddeliciousproducts.Throughoutthemonth,TransFairUSAwillhostproductgiveawaysandshareinformationaboutlicensees,promotionsandevents.

getinvolved!

Tagpostswith#FairTradeMonthor#FairTrade

Sendmessages@FairTradeUSA–we’llretweetormentionyouina#FollowFriday

AnnounceyourFairTradeMonthevents

HoldaFairTradeMonthproductgiveaway

Uploadtwitpicsofyoureventsorproducts

Fair Trade Month Online

What Matters? Social Media Campaign‘What Matters’ is TransFair USA’s integrated social media campaign for Fair Trade Month 2010. Building on the theme Every Purchase Matters, the campaign will feature an interactive tool that asks consumers ‘What Matters’ to them – women’s rights, conscious consumerism, environmental conservation, education, etc. – and allows them to share their answer with friends via Facebook and Twitter. Real time responses will aggregate on the TransFair USA website, and each response will generate a customized call to action and giving opportunity.

WidgetA widget will be created to allow users to access the tool from blogs, Facebook, and partner web pages (like yours!). The widget will feature icons and comments from the last few participants (real time feed) in the What Matters campaign. Consumers will be encouraged to click and will be directed to the Fair Trade Month promotion page on the Fair Trade USA website.

What Matters? Promotional Page Housed on TransFair USA’s web site, the What Matters? promotional page will feature a real time feed of user icons and responses. Layered over this feed will be a poll where consumers can vote on the Impact Area most important to them. They will also be able to leave comments with their vote. Once they’ve voted, an option will appear to share on Facebook, Twitter, learn more about Fair Trade, or donate to Fair Trade USA. Their Facebook or Twitter icon will then appear in the page and widget feeds.

Questions? Contact [email protected]

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TheFairTradeTownscampaignsthroughoutthecountryplayanintegralpartincelebratingFairTradeMonth.Visitwww.fairtradetownsusa.orgtofindoutifthereisaFairTradeTowncampaignnearyou.Ifnot–whynotstartone?

Duringthemonth,FairTradeTownscampaignsareencouragedtoholdeventstoeducatethepublicaboutFairTrade.TheywillbeabletoregistertheireventsontheTransFairUSAwebsite.

getinvolved!

Contact Billy Linstead Goldsmith, National Coordinator of Fair Trade Towns USA at [email protected] to find out how to get involved with a Fair Trade Town campaign near you!

Fair TradeTowns New for 2010! Hero KitsHero Kits will be delivered to each Fair Trade Town committee to deliver to local retailers and cafes that sell Fair Trade Certified products. These kits will include point of sale materials such as java jackets, window clings, shelf talkers, stickers and more. The point is to celebrate local retailers who are Fair Trade Heroes because of their commitment to the cause.

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Help Spread the Word! Educateyourselfandothersbyvisiting:www.FairTradeCertified.organd

www.FairTradeTownsUSA.org

Tellyourcoworkers,familyandfriendsaboutFairTrade

HoldatrainingsessionforemployeesaboutFairTrade

BecomeafanofFairTradeCertifiedandFairTradeTownsonFacebookandfollowusonTwitter@FairTradeUSAand@FairTradeTowns

Hostorcosponsoracommunityevent

Postpicturesofyourevents,displays,storeandstafftoFlickr

Putabannerorlinkonyourwebsitetowww.FairTradeCertified.org

IncludeanarticleaboutFairTradeCertifiedine-newsletters,marketfliers/circulars,oryourlocalpaper

Ideas for Retailers UseourFREEPointofSalematerials

Createcolorfulend-capdisplaystohighlightFairTradeCertifiedproducts

Stockuponnewproductsthroughdistributorsusingourlicensedpartnerspageatwww.transfairusa.org/content/certification/licensees.php

UseshelftalkersandchannelstripstodistinguishFairTradeCertifiedproductsontheshelf

DisplayFairTradeCertifiedwindowclingsatthefrontofthestore

Atthepointofpurchase,offercustomersaFairTradeCertifiedmagnetorsticker,youcanorderthesethoughtheTransFairUSAwebsite.

Additional Ideas: Sample/demoFairTradeCertifiedproductsinstore

OffergrocerylistsoftheFairTradeCertifiedproductsyourstorecaries

HoldaraffleforagiftbasketfilledwithFairTradeCertifiedproducts

AskyourdistributorsaboutOctoberspecialsonFairTradeCertifiedproducts

ContactyourlocalFairTradeTownsCommitteeformoreideas,ortosupportapromotionalevent.

How to Promote Fair Trade Certified Products

Remember:UNFI, Kehe, Tree of Life and other distributors run Fair Trade Month sections in their catalogs and online listings.

Contact your distributor or TransFair USA representative for more information.

getinvolved!

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Point of Sale Materials

Point of Sale MaterialsTransFairUSAwillprovidelicenseeswiththefollowingmaterialstopromoteFairTradeproductsinstores,restaurantsandcafes:

JavaJackets

TableTents

WindowClings

Newwindowsign

Stickers&Magnets

Materials can be ordered beginning August 20, 2010.

Several Samples:

WindowCling

getinvolved!