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PrairieSunSarah Pieper, Jessa Waters,Lana McCoy, Jerry Palleschi,and Travis Biederman

+Marketing Challenge

Product Awareness

Limited Marketing Budget

Identifying the Wellness Client

Expansion

Brand Awareness

+Unique Selling Proposition

Only store in the region that focuses on organic products.

Organic foods are free of hormones and chemicals, giving consumers a healthier option.

Stress that the products are organic and locally grown.

Support a local business

+SWOT Analysis Strengths

PrairieSun Organics is the only specific Organic foods store in Vermillion and the surrounding area.

PrairieSun Organics has high quality products and can validate the freshness and production of their products.

Locally owned business.

Opportunities College students are a huge

wellness consumer public that would be willing to invest in living an organic lifestyle.

Vermillion is a very family oriented community, and PrairieSun Organics has perfect products for this family.

Weaknesses Very little brand awareness

around the region. PrairieSun Organics does

very little advertising/marketing around Vermillion.

Threats Hy-Vee, Jones and Wal-Mart

organic food sections. Down economic times

threaten consumer’s disposable income.

+Key Publics

Most Important Public Men Vermillion community 25- 35 College Education Fitness Consumer Media: Television and

Word of Mouth The male public may

perceive organic food as “chick food” or food for “hippies.”

Latent Public Women with children Vermillion community 25-40 College Education Wellness Consumer Media: Television,

Coupons, and Word of Mouth

The female public can network for PrairieSun.

+Overall Goal

PrairieSun Organic’s overall goal is to increase sales, wholesale by 30% and retail by 50%. Her goal is to also be the premier Organic Foods store in the region and to provide consumers with quality farm grown products.

+Smart Objectives

REACHABLE Our objective is to

make PrairieSun the number one organic distributor in the Midwest region.

DEADLINE Our objective is to be

in 20 different stores within a 125 mile radius of Vermillion by the year of 2012. This objective would make PrairieSun’s goals a reality. We could set a specific timeline to accomplish this objective.

ACHEIVABLE Increase the general

sales by 15% that extends in both in-store and wholesale.

+Informal Opinion Leaders: Nikki and Gregg Peters

Owners of Jones Food Center

Vermillion, South Dakota

Well respected throughout the community

Vermillion citizens are likely to support local businesses

Business Connections

+Formal Opinion Leader: Senator John Thune Senator Thune has roots in

Vermillion considering he received his master’s degree at the University of South Dakota.

Agriculture, Nutrition and Forestry Committee

Small Business and Entrepreneurship Committee

Potential to promote organic funding through future public policy

+Trigger Event

Informational Trigger Event

Talk about various organic products PrairieSun sells and the background on how those products are made.

Eagle's Club

Samples of beef, chicken, and pork

Survey

Flyers

Obtain contact information through the survey

+Strategic

Partnership

An alliance with Jones’ Food Center in Vermillion, SD would benefit both PrairieSun and Jones’.

Both stores are marketed towards the local community and Jones’ has a good reputation in Vermillion. 

Considering that Jones’ already sells PrairieSun products, so a slight partnership already exists. 

Jones’ would benefit by being able to market themselves by being the grocery store aimed towards your health, while PrairieSun would benefit because of their product being used.

+Bumper Stickers

Keep it local, support PrairieSun Organics.

PrairieSun provides nature’s perfect food.

Appeals to Virtue

Appeals to Something People

Love

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New Look

+Specific Reporter Christina Ferrare

O, The Oprah Magazine.

Christina Ferrare is an accomplished author and television talent.

She has appeared on The Oprah Winfrey Show, dazzling audiences with her cooking demonstrations and delicious recipes. Ferrare stresses that families can prep

are more delicious and affordable meals by avoiding prepackaged foods.

She could explain why organic foods are an easy alternative to prepackaged foods.

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Gantt Chart

+Budget Strategy: Percent of Sales

PrairieSun should use percent of sales in order to budget for publicity.

The company does make an income, however, is restricted because of start up costs. This limits the amount of money she can devote to advertising.

Therefore, percent of sales is the best because PrairieSun can put aside a certain amount of its income in order to advertise.

That way advertising increases with income and PrairieSun does not lose money.

+Facebook Page Tip #4: Keep It Fresh

Gives customers a reason to continually check facebook page.

More times they check the page, more recognition the store will receive.

Tip #5- We Have a Winner! People are motivated by

games of some sort, and coming to a page in order to get a coupon or to enter into a contest, is incentive for fans to become familiar with the products offered, and become fans of these products as well.

Tip #6: Comments Spur Conversations In the food business,

especially the organic food business, exchange of ideas and recipes are essential to build rapport with customers.

Tip #9: Start a Conversation! PrairieSun wants to be the

igniter of a conversation, and that way they can guide conversation, and develop opinion leaders and webs of communicators in the community.

+Media Buys: Radio We would advertise

through the radio out of Sioux Falls.

Mix 97.3 FM, a Cumulus Media station.

Mix 97.3 FM is aimed at older adults who like to listen to a variety of music.

We would place the ads during the Ben and Patty Morning show – which is the most popular morning show on radio in South Dakota.

+Media Buys: Keloland Keloland TV’s 6:00 PM

newscast during the workweek

This newscast typically has the Healthbeat segment during the show, which the ads running after it will catch the health consumers watching.

Keloland news at 6:00 reaches the entire state of South Dakota, northwest Iowa, and southwest Minnesota.

+Media Buys: Billboard 3 billboards

129 North: 5 miles from the Vermillion exit

129 South: 5 miles from the Vermillion exit

Highway 50: on the way into Vermillion

The billboards would include a message that “organic foods and healthier eating is only an exit away.”

+Media Buys: Equalizer Health Section

The Equalizer reaches out to families in the Vermillion area.

This newspaper reaches every house in Vermillion and is a free publication to the recipients.

Also makes sense financially as the advertising rates are cheap.

+Single Most Important Thing You will Measure

Our group will measure the impact of the marketing strategy by observing overall sales.

+The Best Solution

Local Business

Wellness Consumer

USD Community

Strategic Partnerships

Social Media

Promotional Events

Informational Events

Strategic Partnerships

Clearly Identified PrairieSun’s Target Public

Accomplishing Big Ideas through Creative Means