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Community. That’s what we grow for.
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Table of Contents
Strategy Page 3
Tagline Page 4
YouTube Page 5
Posters Page 7
Brochure Page 9
Facebook Page 11
Guerilla Marketing Page 13
PowerPoint Page 15
Budget Page 17
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Advertising will educate the community of Polk County that Wabi Sabi Farm Community Supported Agriculture (CSA) is the best option for local, organic fresh vegetables. Support will be that Wabi Sabi is certified organic and grown locally in Granger, IA. The tone is lively and informative.
We chose Polk County because it is local to Wabi Sabi Farm, and most of the Community Supported Agriculture (CSA) members live around this area. We want to just maintain mem-bers that are already in CSA and not gain more, so we want to educate Polk County about Wabi Sabi Farm and have the members understand what the farm is all about. We want people to know that CSA’s are a great option for people to get organic, locally grown veg-etables. We chose the tone lively and informative because we want to educate people about Wabi Sabi Farm in a upbeat, genuine way.
Strategy Tagline
_______. That’s what we grow for. Examples: Joy, Members, Iowa, Community, Summer, Spring, Fall, Winter, Nutrition, Health
We chose to make a tagline with a substitute first word because that allows the tagline to be flexible and adapt to any type of advertising it is being used for. On Wabi Sabi Farm, there are approximately six months of the share season. Depending on the season, (summer, fall, winter, spring), that is the word that can be used for the tagline. Also, if the advertising wants to be focused more on the vegetables or the Community Supported Agriculture (CSA) members, we can use words like community, flavor, or nutri-tion in the tagline.
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We thought cooking tutorials for the YouTube channel are a good idea because viewers like to watch educational videos online. These videos will show members how to use their vegetables, and watching videos is easier for viewers to understand and follow. In addition, members will be able to post their own videos of recipes they have made with the vegetables they have received from Wabi Sabi Farm, and share their ideas with other members.
YouTubeBEN: “Welcome to cooking with Ben. We just harvested a bunch of delicious onions from the Wabi Sabi Farm. Today I am going to show you a quick and easy recipe to make with the onions. Also, look forward to seeing the onions in your boxes.”
“For this recipe, all you need is a microwaveable bowl or a dish, brown sugar, a large to medium onion, a bottle of soy sauce, a cutting board, knife, and tablespoon.”
“The first step of this recipe is to peal the onion and wash it.”
“Once your onion is clean and pealed, you are going to cut it.”
“You want to cut the top and bottom of the onion, and then cut the onion in half.”
“Once the onion is cut, place it in the microwaveable container.”
“Once the onion is in the container, you will take one to two tablespoons of brown sugar and sprinkle them over the onion. It does not have to be exact. The nice thing about this recipe is you can eyeball the ingredients.”
“Once you have sprinkled the brown sugar, you add the soy sauce. You can but as much or as little soy sauce as you want. But, make sure you cover the onion with the soy sauce.”“Once your onion is ready to cook, you are going to put it in the microwave for two to three
minutes.”“Once your onion is done microwaving, you are going to take it out and re-distribute the juices.”
“It is easy to re-distribute the juices. Just take a spoon and drizzle the juices in the container back over the onion. Do this until the onion is re-covered in soy sauce.”
“Once you have re-distributed the juices, you are going to put the onion back in the microwave for another two to three minutes.”
“Yum, smells delicious!”
“Once your onion is done cooking, take it out of the container and put it on a separate plate. The onions are going to fall apart because they were just cooked, but that is all right. These make wonderful sides, or even just a snack.”
“And there you have it! A delicious, easy onion recipe. Stay tuned for next week when I teach you how to cook with asparagus. Also, make sure you subscribe to our YouTube channel for our weekly recipes.”
Example Script
The Wabi Sabi philosophy describes what it means to eat with the seasons and how we farm. Seasonal eating means to eat within the natural cycles of growth and not
to expect to be eating local asparagus in July or winter squash in August. Our fruits and vegetables are certified organic, locally grown, and seasonally grown. Join our
Community Support Agriculture today to be enjoy the taste of the season.
Visit wabisabi-farm.com to learn more.7 8
To keep with the seasonal theme, we created a series of four posters for each season. Each poster features that season’s tagline, a boarder featuring the vegetables from that season, and a picture of the farm. The posters are designed so they can be updated and used year after year. The background image on the posters can be swapped out with up-to-date photos or multiple posters with different backgrounds can be made. The posters can be swapped out as the seasons change or a series of posters can be put up together to help get a sense of the seasonal growing at Wabi Sabi Farm. Some of the places the posters can be hung are fitness centers, colleges, and coffee shops. These places typically foster a good sense of community and cater to those who like local and organic products.
Posters
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The brochure features a unique gatefold. When opened, an illustrated chart of growing vegetables and their seasons can be seen. This keeps to our seasonal theme and stays true to the farms growing patterns. It also informs the reader of which kinds of vegetables they can expect in those seasons. The inside of the brochure provides information on the farm, it’s growing practices, what a CSA is, and how to become a member. The brochure is also designed with an address area if it needs to be mailed. We used traditional nature colors of greens and browns for the color scheme and used images from the farm to support the copy. The brochure stays true the strategy by informing readers about the farm and encouraging community. The brochures can also be disturbed with the gift boxes and the posters.
Brochure
SUMMER SPRING WINTER FALL
• Strawberries• Turnips• Kohlrabi• Bokchoy• Broccoli• Summer
Squash• Cucumber• Beets
• Parsley• Cilantro• Basil• Tomatoes• Onions• Garlic• Eggplant• Potatoes
• GardenTransplants
• Arugula• Asparagus• Spinach• Cress• Lettuce• Radish
• CutFlowers
• Kale• Garlic• Endive• Edible
Flowers
• SweetPotato• Winter
Squash• Cabbage• PoleBeans
• Leek• Brussels
Sprouts• Shallot• Celeriac
Iowawintersarelongandcold.Thismakesithardformostfruitsandvegetablestogrow.So,weletMotherNaturedoherthingandwebeginprepforthenextseason.
June, July,
August
March, April,
May
September,
October,
November
December,
January,
February
10743NW142nd
Street
Granger,Iow
a50109
Community. That’s what we
grow for.
AND SO MUCH MORE NOT LISTED HERE
WabiSabiisaphilosophyheldinthepracticeofFengShui.Thisphilosophydescribeswhatitmeanstoeatwiththeseasonsandhowwefarm.Thecroprowsatthefarmdon’tneedtobestraight,theremaybesome“weeds”scatteredamongstthe
cropsandtheugliest(ormostbeautiful)heirloomtomatolikelytastesthebestandprovidesthemostnourishment.Seasonaleatingmeanstoeatwithinthenaturalcyclesofgrowth/decayandnottoexpecttobeeatinglocalasparagusinJulyorwintersquashinAugust.WabiSabiisthekindofquietnaturalbeautyjustwaitingtobediscoveredandenjoyed.
HereatWabiSabiFarm,werecognizethattheimperfectbeauty(likea‘SweetChocolate’Pepperthatappearsrottenwhenripe)maytastethebest.Werevereauthenticityaboveallelse!Becauseofthisrespectforauthenticity,ourmissionistogrowtasty,nutritious,CertifiedOrganic(IDALS)fruits,vegetables,herbsandgardentransplantsavailabletoallmembersofthecommunityinthemostenvironmentally,physicallyandeconomicallysustainableway.
WabiSabiFarm’sbountyisharvestedmainlyforaCSA(CommunitySupportedAgriculture)program,butcanalsobefoundoccasionallyattheIowaFoodCooperativeandasingredientsindishespreparedatlocalrestaurants.
Wabi Sabi Farm
What is a CSA?
TheCommunitySupportedAgriculture(CSA)conceptseemstohaveoriginatedinJapaninthemid-60’swiththeirconceptofTeikei-roughlytranslatedas“foodwithafarmer’sfaceonit”.Itisapartnershipbetweengrowersandconsumers(CSAmembers),wherethemembershaveadesiretosupportagrowerthatproduceshealthyfoodforthemusingmethodsthatthememberssupport.CSAmemberspurchaseashareoftheseasons’bountybeforeithasevenbeenplantedandinreturnforthistrust,receiveashareofwhatthefarmproduces.Inthisrelationship,CSAmembersreceiveUSDACertifiedOrganic,locallygrownandtastyfoodthathasn’ttraveledhalfwayacrossthecountry(orworld)togettothem.Theyalsogettheopportunitytomeetthefarmerandvisitthefarmthathasgrowntheirfood.
WabiSabiFarmgrowsalltheproducethatgoesintoourCSAshareseveryweek.SojoiningourCSAisawaytoalsosharesomeoftherisksandsuccessesthatthefarmmayencounterduringagrowingseason.Iftherehappenstobeacropfailure(becauseofdisease,insectpressure,etc.)thesupportoftheCSAmembershelpthefarmcopewiththisloss.Ontheflipside,whenthereisabountyofaparticularcrop,thesebonuseswillbealsobesharedwithCSAmembers.
Growing Practices
WabiSabiFarmisUSDACertifiedOrganicbytheIowaDepartmentofAgricultureandLandStewardship(IDALS).Nogeneticallymodifiedcropsaregrownandnosyntheticchemicalsareused.Weplantcovercropsonfallowgroundforsoilhealth,butwillalsoamendthiswithcompostoncropground.
Wearefortunatetobeabletoirrigatefromadeepwelltosupplementnature’srains.Toconservewaterweusetrickleirrigationtofocusthewateronthecroprowsandnotbetweenrows.Indryyearsweareabletoirrigatetokeeptheplantsalive,butitisnature’srainthatmakescropsproduceattheirbest.
WhilebeingUSDACertifiedOrganicbyathirdpartycertifier(IDALS),wealsostrivetogrowwithacooperativeattitudetowardnatureandencouragewildlifeonthefarm.Weplaceanemphasisonusingmorephysicalcontrols(bird-netting,re-usableweedfabric,rowcovers,surroundWSP,etc.)thanorganicallyapprovedherbicidesandpesticides(althoughwedousethepesticidessparinglyifneeded)asawaytoincreaseourbeneficialinsectpopulationsandnativeecosystems.Thereare5acresofgroundonthefarmthathasnotbeencultivatedforthelast8yearsandsparinglymowedasasanctuaryforourgroundnestingbirdpopulationsandotherwildlife.
Shares
Early Greens Share-($80)Filledwithsugarsnappeasprouts,spinach,lettuce,radishes,sorrel,microgreens,etc.ThisshareisanticipatedtobeavailablethefourweekspriortothestartoftheRegularSeasonShare.ThisshareisfirstofferedtoRegularSeasonmembersandanyotheropeningswillbeofferedonafirstcomefirstservebasistofillanyremainingmemberships.
Regular Season Share- $545Full/$285HalfWillrunfor20weeks,asweatherpermits,(mid-MaytoendofSeptember)andwillconsistofaseasonalharvesteveryweek.Inthissharetherewillbethegardenstaplecropslikelettuce,spinach,greenbeans,potatoes,garlic,tomatoes,peppers,etcandwillalsocontainsomeofthemoreuniquevegetableslikekohlrabi,heirloomtomatoes,eggplantsandmore.TheRegularSeasonsharewillfirstbeavailabletopastTurtleFarmmembersandthenwillbefilledonafirstcomefirstservebasiswithanyopenings.
October Share- $125Willrunfor4weeks(weatherpermitting)inOctober.Thisshareconsistsofcoolerseasonand/orstoragecropslikebrusselssprouts,broccoli,cabbage,kohlrabi,leeks,shallots,garlic,greens,radishes,etc.LiketheEarlyGreensshare,thissharewillfirstbeavailabletoRegularSeasonmembersandthenwillbefilledonafirstcomefirstservebasistofillanyremainingopenings.
For more information and to learn how to become a member,
visit WabiSabi-Farm.com
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To educate and build continuing relationships with clients of Wabi Sabi farm, we have developed a Facebook plan that will be executed weekly and timely for the Polk community. “Cooking With Ben” will be a short cooking tutorial used to demonstrate how to make certain recipes with Wabi Sabi’s organically grown vegetables. This resonates with our strategy as the video will display where on the Wabi Sabi farm the vegetables are harvested, and it will inform our target audience what kind of recipes they can make with the crops distributed. At the end of each video, Ben will also reach out to our audience by encouraging them to post their own organic recipes on the Facebook page.
Continuing with our strategy to educate our audience, the Facebook page will have frequent postings (at least two times a week) of special Wabi Sabi events, photos, and crop distribution information. Events, such as the recent Wabi Sabi pizza slice at Fong’s Pizza, will be posted with details on where the event is, cost of the event, and what cause the event is for (if any). Details of what vegetables are being used at each event will also be posted. Each photo shared on the Facebook page will have a background story about what the picture portrays and why it is important to our audience (ex. Prairie Coral Ring snake post). The distribution information about which crops are being harvested and being delivered that week will be stated. This all encompasses our strategy of educating our audience, and allowing them to gain more information about Wabi Sabi’s organically grown vegetables.
A link to the Wabi Sabi homepage will also be posted once a week, along with other links to informative websites that embodies our mission (news sites, YouTube channels, Facebook profiles, etc.) Adding these links will relate back to our strategy as we continue to educate our audience about organically grown vegetables, not only with Wabi Sabi, but also with CSA as a whole.
Also, by posting each individual tactic, we can measure our success in educating our target through feedback (comments, “likes”, shares, etc.). This will be essential for us to continue building a strong relationship with our clients, while delivering vital information that they may want to know.
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Community Supported Agriculture (CSA) members can receive a “gift box” with their membership package. The “gift box” will be placed inside the members weekly delivery. The goal of the “gift box” is for members to share their organic vegetables with their friends and family. Members can disregard the “gift box” and keep all of their vegetables or members can take some of their own vegetables and share them with the ones they love. This is a way to expose others to the delicious, organic vegetables that Wabi Sabi Farm grows. It is also a way to spread the word about Wabi Sabi Farm. Gift boxes will also come with a brochure, to provide for information on where the vegetables are coming from, how they can get more, and how to join the CSA.
Guerilla Marketing
A Gift For YouFROM
And Your Friend
A Gift For YouFROM
And Your Friend
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For the PowerPoint, we made the presentation look cleaner and more organized. A lot of the time, viewers get overwhelmed when PowerPoint slides have a lot of text on them. Shortening the text on the slides helps the viewers not to become overwhelmed and give up on reading the content in the presentation. Also, when there is a lot of text on PowerPoint slides, the viewers may become too focused on reading everything on the slides, that they lose focus on the person giving the presentation. Keeping the text shorter gives the presenter more attention from the audience and the ability to have a nice, clean presentation.
PowerPoint
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With no cap for the budget, determining the costs of production was handled as followed. The designing and copywriting will earn the most per hour, followed by editing and filming. Research and presentation will also be filed into the budget.
Our billing rates are hourly for each production cost, so that Wabi Sabi Farm is billed for the exact hours and work received.
Production
Graphic Design 15 hours x $400 $6,000Copywriting 4 hours x $400 $1,600Strategy/Research 3 hours x $200 $600Filming 2 hours x $250 $500Editing 4 hours x $350 $1,400Presentation 2 hours x $200 $400
Total $10,500
Budget
Graphic Design Copywri2ng Strategy/Research
Filimg Edi2ng Presena2on Graphic Design Copywri2ng Strategy/Research
Filming Edi2ng Presenta2on
