Strategic Communications Plan

By Ebony Shamberger
Founder of EJSHAM Communications

Strategic Communications Plan, Organic Trade Association|1

TABLE OF CONTENTS
Executive Summary .................................................................................................................2
Background ..............................................................................................................................3
Situation Analysis.....................................................................................................................6
Core Opportunity.....................................................................................................................7
Goal ...........................................................................................................................................7
Objectives..................................................................................................................................7
Key Publics ...............................................................................................................................8
Brand Positioning & Framing ..............................................................................................12
Messages..................................................................................................................................13
Strategies & Tactics ...............................................................................................................15
Calendar..................................................................................................................................16
Budget .....................................................................................................................................18
Evaluation ...............................................................................................................................18
Appendices:
SWOT Analysis ..........................................................................................................20
Creative Mock-Ups ....................................................................................................21
Confirmation Table ...................................................................................................25
References ...................................................................................................................27

Strategic Communications Plan, Organic Trade Association|2

EXECUTIVE SUMMARY
The Organic Trade Association is a North American member-based organization
headquartered in Washington, D.C., with offices in Vermont, California and Oregon. For 29
years, the OTA has worked to develop markets for organic products, research the health,
environmental and economic benefits of organic products, and educate the public about organic
products through promotional efforts. The Organic Center is the OTAs independent non-profit
research and education organization, which hosts an annual VIP Dinner to honor organic
advocates and raises money for the association. Currently, the operations of the association are
maintained by staff members, paying members, Annual Fund contributors and volunteers.
Each fiscal year, the OTA releases an annual report to inform the public about the
growing advantages of the organic industry. In March of 2014, the OTA launched a free enewsletter, The Organic Market Basket, for retailers that will be offered twice a month.
Recently, in January of 2014, Laura Batch joined the association as its fourth executive
director. On a congressional level, the OTA has a Political Action Committee that works to
advance organic in American policies. In May of 2014, the OTA is hosting a Policy Conference
for its members in Washington, D.C.
Currently, the OTA is working toward implementing a more effective communication
plan to increase support of organic products. These communications efforts are catered
specifically to residents of metropolitan and urban areas. Our solution to driving support for
organic food is to revamp the OTAs online and offline brand identity, educate the public about
the U.S. Department of Agricultures (USDA) labeling process, build trust with the key publics,
find barriers between organic producers and consumers, and more. As a result, we would like to

Strategic Communications Plan, Organic Trade Association|3

increase consumption of organic food in urban and metropolitan areas (in North America) by 15
percent. The cost of implementing this plan is $1,089,443.
We believe that our experience in the organic sector makes EJSham Communications a
highly qualified PR firm to implement a campaign for the OTAs current request for proposal.
Within the next pages, you will learn more about our solution for educating residents of major
metropolitan areas on the benefits of organic foods and persuading urban Americans to
incorporate organic food into their daily diet. If you have any questions or concerns after reading
this proposal, please feel free to contact the Ebony Shamberger, the founder of EJSham
Communications, via email at ejs239@georgetown.edu or phone at 704-526-9609. We look
forward to hearing from you!
BACKGROUND
Established in 1985, the Organic Trade Association (OTA) is the membership-based
business association for the organic industry in the United States and Canada. Its mission is to
promote and protect organic trade to benefit the environment, farmers, the public, and the
economy. It is a member of the International Federation of Organic Agricultural Movements and
nearly 60 percent of its membership is comprised of small businesses. Some of its well-known
members include Aveda Corporation, BJs Wholesale Club, Campbell Soup Company,
Georgetown Market, and Whole Foods Market.
The associations primary function is to expand markets for organic products and manage
agricultural land for the growth of organic food. The Organic Trade Association achieves these
efforts by working with public and private organizations to garner scientific research in support
of organic production and processes. For instance, in 2012, Stanford University published
research confirming the health benefits of organic food.i This study justifies the need for more

Strategic Communications Plan, Organic Trade Association|4

research to determine the full advantages of organic food. Most recently, the Organic Center, an
establishment of the OTA, raised more than $500,000 for research and education at its annual
VIP Dinner.ii
Furthermore, the OTA serves as a source of information about organic products and
processes. These products consist of food, organic fiber, cosmetics, household products and
more. Each year, the OTA conducts the largest business-to-business trade show and conference
in North America called All Things Organic.
According to a survey conducted by Nutrition Business Journal, consumption of
organic foods and products made up $31.5 billion in sales in 2012. This resulted in an annual
growth of $2.9 billion. Consequently, the U.S. organic food market is projected to grow 14
percent by 2018.iii A large group of organic consumers are parents, with 81 percent reporting
they purchase organic products at least sometimes.iv Since they are familiar with purchasing
organic food, we will target this group to educate mothers on the benefits of eating organic food
and to build trust with other parents by getting five parents to serve as OTA ambassadors.

Source: Organic Trade Association

Strategic Communications Plan, Organic Trade Association|5

A globally-conscious advantage of food production by the OTA is that every acre of

organic food reduces the impact of global warming because it requires less petroleum and
storage of carbon in the soil.v Similarly, organic items that receive the U.S. Department of
Agriculture (USDA) label are products produced without the use of toxic and persistent
pesticides, antibiotics, and genetic engineering. Therefore, food labeled by the USDA are less
likely to be harmful to the body.
As for OTAs challenges, the Agricultural Marketing Resource Center has reported
competition from food marketed as locally grown or natural as a threat to the Organic
Trade Association.vi Similarly, according to a Mintel study, two-thirds of surveyors said they
would buy more organics if the products cost less. viiAs a result, it is important to carefully
market organic products to refrain from discouraging current or potential consumers. This can be
achieved by new communication strategies and tactics, partnerships and marketing efforts.
SITUATION ANALYSIS
We are responding to a challenging communications environment for organic products.
Despite the wide support for organic products, OTAs messaging must be improved to reach the
appropriate audiences and educate them and persuade them into consuming organic food. There
are numerous competing factors, including cheaper priced non-organic food, food marketed as
locally and natural, and a public lack of knowledge about the labeling process.
With help from EJSHAM Communications, OTAs messaging will be targeted to its
current key publics, intervening publics and potential consumers. The Organic. Its Worth It
Campaign, a recognized communications strategy for the association, will also be strengthened
with the help of collaboration from certified and exempt organic producers, organic supporting
legislators and policymakers, parents, young adults and OTA members. Additionally, EJSHAM
Strategic Communications Plan, Organic Trade Association|6

Communications will work to encourage occasional organic consumers to buy more organic
products, persuade non-organic consumers to purchase organic products, and explain the labeling
process of organic food through new marketing efforts.
CORE OPPORTUNITY
The Organic Trade Association is working toward implementing a more effective
communications plan to increase support of organic products. If this is not accomplished, the
OTA could face a decrease in annual sales revenue, consumer trust and consumer shift from
organic to local and natural products.
GOAL
To educate residents of major metropolitan areas on the benefits of organic foods and persuade
urban Americans to incorporate organic food into their daily diet.
OBJECTIVES
1. Increase consumption of organic food in urban and metropolitan areas (in North
America) by 15 percent
2. Educate parents who live in metropolitan and urban areas about the benefits of eating
organic food and encourage five parents to serve as ambassadors
3. Educate legislators/policymakers and the other key publics about the U.S. Department of
Agricultures (USDA) food labeling process of organic, local and natural products
4. Work with organic food producers to understand the needs and barriers of their
consumers
5. Enhance the appeal of the OTAs online and offline brand to increase the appeal of
organic food

Strategic Communications Plan, Organic Trade Association|7

KEY PUBLICS

Certified and exempt organic producers are already producing organic agriculture so
they are likely to support the efforts of the OTA. The difference between certified and
exempt farms is that certified farms can use the USDA Organic seal on its products
because it goes through the certification process of an organization. On the other hand, an
exempt organic farm is one that follows National Organic Standards, but is too small to
go through the certification process. Exempt farms can use the term organic, but cannot
use the USDA Organic seal.viii
In 1994, there were 2,500 3,000 certified organic growers in the U.S. In 2007,
there were about 13,000.ix As for farms, there were 14,540 certified and exempt organic
farms in the U.S. in 2010.x As of 2012, all Americas 50 states have at least one organic
farm. This means there are farmers nationwide that can become certified or exempt
organic producers.
These producers care about the health of their consumers and they are influenced
by agriculture experts who provide them information about the state of organic products.

Local and regional legislators and policymakers of metropolitan and urban areas
who support organic food because organic food labeling and ownership conglomerates
have become important policy debates. This group is also important because they can
make legislative decisions that affect organic agriculture and products, such as the
labeling process, local harvest areas and methods of distribution. Case in point, last year,
the Senate voted against an amendment to allows states to inform people if they were
eating food with genetically modified organisms (GMOs), which is strictly prohibited by
the USDA.xi

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This key public is a group of community leaders who will serve to persuade the
OTAs intervening publics through public discourse and advocacy. The following types
of people should make up this public: Congress members apart of the House Agriculture
Committee, the Agriculture Department, and the Senate Agriculture, Nutrition and
Forestry Committee. An example of a legislator who supports organic food is Rep. Kurt
Schrader, D-Ore., a former organic farmer and member of the House Agriculture
Committee.xii
This group cares about legal agriculture practices, getting reelected, and
supporting their local community. They are influenced by other legislators, community
leaders, and members of their community.

Parents are big proponents of organic food. Eighty-one percent of parents reported they
purchase organic at least sometimes. This is a large number of consumers that can help
encourage others to purchase organic goods as well. Forty-two percent of parents report
that their trust in the U.S. Department of Agriculture (USDA) organic seal has increased.
Among the many reasons parents are buying organic is because they say it is healthier,
avoids toxic pesticides and fertilizers, avoids antibiotics and growth hormones, and
avoids genetically modified organisms (GMOs). Since parents make purchasing decisions
for their children, it would be smart to target them and encourage them to buy or continue
buying organic for their families.
This group cares about being able to serve their family a quick, nutritious meal all
week. They are influenced by nutritionists who provide them with information about best
foods to consume, researchers who provide results on the effects of GMOs and
pesticides, physicians who provide them with health information, and public figures who

Strategic Communications Plan, Organic Trade Association|9

support organic production. Examples of public figures include Kourtney Kardashianxiii

and Oprah Winfrey.

Young, college-educated adults between the ages of 25 and 34 who live in urban and
metropolitan areas. According to a USA Today article, in more than two-thirds of the
nations 51 largest cities, the young, college educated population in the past decade grew
twice as fast within 3 miles of the urban center as in the rest of the metropolitan area.
The article went on to say that in five metropolitan areas Boston, Chicago, New York,
San Francisco, Washington about two-thirds of young adults who live in the city center
have at least a four-year college degree. xiv Similarly, according to Canadas census data,
Canadians between the ages of 25 and 34 prefer to stay close to urban amenities. xv
Whole Foods, one of the OTAs members, is a prime example of specialty grocers that
are making their way into urban areas, becoming a common amenity for urban areas. For
instance, in Washington, D.C., near Logan Circle in 2000, Uptown New Orleans and the
East Liberty section of Pittsburgh in 2002, Bostons Latin Quarter in Jamaica Plain in
2011 areas that other specialty grocers might have considered unworthy of goat cheese
and ostrich eggs, but that were actually on the verge of a boom that, lo and behold, kicked
into high gear as soon as Whole Foods moved in. xvi
Based on this information, it is reasonable to assume that young, college-educated
adults are the main dwellers in urban and metropolitan areas and there is likely a local
grocer for them to buy organic food. This is why the OTA would like to target young,
college-educated adults during its Organic. Its Worth It Campaign. When targeting this
demographic, it is important to remember that they prefer these areas because it is close
to public transportation, office buildings and urban outings, such as restaurants and

Strategic Communications Plan, Organic Trade Association|10

theatres. These areas often contain a few supermarkets within walking distance that sell
organic products.
This group cares about making a difference in the world, being a part of the latest
trends, and saving money. They are influenced by trend-setting industries and their peers.

Current members of the OTA because they are likely already organic consumers and
they will be able to influence intervening publics who are considering an organic
lifestyle. This will make them ambassadors for the OTA within their local community
Since the OTA is largely supported by member fees and donations, they should
make sure that they create a strong relationship with their members so that they are the
first people to know when changes in the organic industry come about, new research
about organic products is released and how to encourage people to become organic
consumers. They should also raise awareness about who can become members by letting
them know about the exclusive resources they will have access to.
This group cares about their personal health and being a part of a community with
similar interests. They are influenced by agriculture experts, researchers, and other
organic consumers. Though this demographic will be a main audience for OTAs
communication efforts, data for these members were not provided. For effective
messaging to this key public, it is requested that the OTA provides EJSHAM
Communications with this information.

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BRAND POSITIONING & FRAMING

The Organic Trade Association must re-brand organic products as an it factor to the
metropolitan and urban communities, as well as their influencers. Emphasis on the possible
health benefits, such as the lack of GMOs, should stay within the OTAs brand image.
Furthermore, the OTA should place more emphasis on how likeable organic food is to parents,
how trendy it is to young adults, how its prices are determined, how the organic sector adds jobs
to the agriculture marketplace, and how it compares to local and natural food.
Three key frames that will be used to brand organic products are attribution, emotion and cost.

Attribution Frame: Parents will endorse organic products and explain their reasons for
purchasing them. This attribution will also be attractive to non-parents and prospective
parents who are the head of their household.

Emotion Frame: The messages of the OTA will appeal to the emotions of young adults
between the ages of 24 and 35 who live in urban and metropolitan areas. This option was
chosen over the research frame because at this age young adults are not concerned about
statistics, despite that they want to feel as though they are positively contributing to the
world. Thus, the OTA will make them feel like good Samaritans by encouraging them to
buy products that do not contaminate the Earth with toxic pesticides.

Cost Frame: The OTA will encourage certified and exempt organic producers to explain
the reasons organic food costs more than naturally grown food. This will show the steps
in producing and processing organic products, which is a more intricate process than that
for natural food.

Strategic Communications Plan, Organic Trade Association|12

MESSAGES
Certified and exempt organic producers
Primary Message: We need your help to inform the public of the difference between producing
organic food versus non-organic food. Some people are not aware what, if any, difference there
is between the two.
Secondary Message: Your knowledge of organic production will help us encourage two-thirds
of surveyors who said they would "buy more organics if the products cost less." By explaining
the process, you will help inform the public about the extensive agricultural process of organic
foods.
Secondary Message: Many people are unaware that the production of organic food is highly
capable of adding jobs to the farming sector. We want our consumers and potential consumers to
know that the organic sector adds many jobs to North America. High demand for organics is
expected to create up to 42,000 jobs by 2015!xvii We truly care about healthy foods, but we also
care about improving the economy.
Secondary Message: Join us in telling the public about the many environmental benefits organic
farming provides North America. Organic farming is an environmentally-friendly agricultural
practice, unlike conventional farming. The best thing about our farming is that we do not rely on
toxic pesticides that contaminate air, water, soil, and living things organic agriculture does
not permit the use of chemical fertilizers and relies instead on nutrient sources that tend to be less
soluble and more stable in the soil. xviii
Legislators/Policymakers and the other key publics who support organic food
Primary Message: We want to protect the organic sector to share the details of the USDAs
food labeling process.

Strategic Communications Plan, Organic Trade Association|13

Secondary Message: We want the public to know that all food labeled as natural does not
mean that it is necessarily organic. Organic food goes through a very stringent process, however
food manufacturers often place a natural label on foods containing heavily processed
ingredients. xix
Parents
Primary Message: People think that organic food tastes differently, but we want families to
know that their home cuisine will still be just as delicious as organic products and ingredients.
Secondary Message: Your children will love the improved taste of their food just like the 45
percent of people who purchase organic products because it tastes better. xx Feeding them
organic meals gives me peace of mind knowing that their veggies and meats include far fewer
pesticides than non-organic food.
Young, college-educated adults
Primary Message: Make a positive contribution to world by consuming organic products. Your
purchases will help create new jobs in the organic sector and reduce the number of pesticides
used in farming.
Secondary Message: Eating organic food now before your friends decide they want to jump on
the bandwagon. This is a new trend you wouldnt want to be left out of!
Current members of the OTA
Primary Message: As a member of the OTA, we will serve as spokespersons for organic
products. Our expertise and support of organic food will play an important role throughout this
campaign.
Secondary Message: We like getting the newest information about the organic industry before
everyone else knows. Now thats exclusivity!

Strategic Communications Plan, Organic Trade Association|14

Secondary Message: Connect with a like-minded community that shares your interests about
organic food. This will keep you on your toes and allow you to have a bond with people who
have the same values as you.
STRATEGIES & TACTICS
STRATEGY 1
Educate the OTAs 10 largest cities about the USDAs labeling process
TACTIC 1
Create a TV advertisement to be shown in North America and Canadas top five
metropolitan areas to explain the labeling process of organic food. It will show
how organic food is managed and grown differently from local and natural
foods.
STRATEGY 2
Educate middle-aged women on the benefits of eating organic food
TACTIC 2
Partner with Oprahs Organics xxi to build trust with her female fan-base who
are parents and soon-to-be parents. Also, cross-promote on Oprahs social
media platforms for 4 weeks with a goal of gaining 5 percent of new social
media followers.
STRATEGY 3
Enhance OTAs brand identity to build interest in organic consumption
TACTIC 3
Design reusable shopping bags with the OTAs new logo and place them in
OTA member businesses, such as Whole Foods. This will keep OTAs brand
image in the mind of organic consumers during their regular grocery shopping.
STRATEGY 4
Rebrand OTA to attract more young adults
TACTIC 4, 5 & 6
Redesign OTAs logo and website
Survey young adult organic consumers to improve the language of content and
redesign a more appealing brand identity social media, the web, and
traditional advertising
STRATEGY 5
Build trust with parents and speak to them from their perspective
TACTIC 7 & 8
Get five parent ambassadors to endorse organic food and write a story about
their advocacy
Have the ambassadors host a webinar to educate the public about their
Strategic Communications Plan, Organic Trade Association|15

consumption practices and the meals they commonly make for their families
STRATEGY 6
Find out the barriers between organic producers and organic consumers
TACTIC 9
Survey organic consumers to learn their food needs and wants
STRATEGY 7
Encourage residents of metropolitan and urban areas to eat organic food
TACTIC 10
Promote organic eating via public transportation vehicles buses and trains
STRATEGY 8
Inform the public about the difference between producing organic food versus
non-organic food
TACTIC 11 & 12
Create a microsite with information about the difference between organic and
non-organic food
Fly a blimp over three highly-populated urban areas with the link to the
microsite, also include the link to this site on the newly designed shopping bags
(Tactic 3)
CALENDAR
Month
Key Public

Strategies

Certified and
exempt
organic
producers

1 - Educate the
OTAs 10 largest
cities about the
USDAs labeling
process

Parents

2 - Educate
middle-aged
women on the
benefits of eating
organic food

Young,
collegeeducated
adults

3 - Enhance
OTAs brand
identity to build
interest in organic
consumption

Young,

4 - Rebrand OTA

Tactics

10

11

12

1 - Create and run

TV advertisements
in North America
and Canadas top
five metropolitan
areas to explain
the labeling
process of organic
food
2 - Partner with
Oprahs
Organics and
cross-promote on
Oprahs social
media platforms
for four weeks
3 - Design
reusable shopping
bags with the
OTAs new logo
and place them in
OTA member
businesses
4 - Redesign

Strategic Communications Plan, Organic Trade Association|16

collegeeducated
adults
Young,
collegeeducated
adults
Current
members of
the OTA

to attract more
young adults

OTAs logo

4 - Rebrand OTA
to attract more
young adults

5 Redesign
OTAs website

4 - Rebrand OTA
to attract more
young adults

Parents

5 - Build trust
with parents and
speak to them
from their
perspective
5 - Build trust
with parents and
speak to them
from their
perspective
6 - Find out the
barriers between
organic producers
and organic
consumers
7 - Encourage
residents of
metropolitan and
urban areas to eat
organic food

6 - Survey young
adult organic
consumers to
improve the
language of
content and
redesign a more
appealing brand
identity
7 - Get five
parents to endorse
organic food and
write a story about
their advocacy
8 - Host a webinar

Parents

Certified and
exempt
organic
producers
Young,
collegeeducated
adults

All key
publics

8 - Inform the
public about the
difference
between
producing organic
food

All key
publics

8 - Inform the
public about the
difference
between
producing organic
food versus nonorganic food

9 - Survey organic
consumers to learn
their food needs
and wants
10 - Promote
organic eating via
public
transportation
vehicles buses
and trains
11 - Create a
microsite with
information about
the difference
between organic
and non-organic
food
12- Fly a blimp
over three highlypopulated urban
areas with the link
to the microsite

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BUDGET
*Does not include salaries
Item
Production of TV ads
Cost of network placement of TV ads
Content creation for social media, the web
and traditional advertising
Logo redesign
Shopping bags
Website redesign
Promote web content
Microsite
Moderator for focus group
Focus group compensation
Bus and train advertising
Blimpxxii
Google+ Webinar
Survey Monkey account
Compensation for ambassadors
TOTAL

Cost Per
Quantity
Item
$5,000 5 (versions)
$100,000
10
(Salary
only)
(Already
provided)
$3
10,000
$10,000
1
(Salary
only)
$5,000
1
$5,000
1
$50
10
$15,000
1
$2,395
1
Free
$48
1
$300
5

Overall
Cost
$25,000
$1,000,000
$0
$0
$30,000
$10,000
$0

$5,000
$500
$15,000
$2,395
$0
$48
$1,500
$1,089,443

EVALUATION
An evaluation of this communications plan will be checked against the objectives,
which are relisted below along with explicit measures of success.

Objective 1: Increase consumption of organic food in urban and metropolitan areas (in
North America) by 15 percent
o Evaluation: If consumption of organic food increases by 15 percent or more
during this campaign, this objective is successful. This will be measured by
looking at the amount of products sold by OTA member grocers before and after
the campaign.

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Objective 2: Educate parents who live in metropolitan and urban areas about the benefits
of eating organic food and encourage five parents to serve as ambassadors
o Evaluation: If a majority of parents say they feel more informed about organic
food after this campaign and five parents serve as ambassadors, this objective is
successful. This will be measured by an online poll given to parents after the
campaign, in addition to seeing whether or not the OTA acquired five
ambassadors.

Objective 3: Educate legislators/policymakers and the other key publics about the U.S.
Department of Agricultures (USDA) food labeling process of organic, local and natural
products
o Evaluation: If these publics feel more informed about the USDAs food labeling
process of organic, local, and natural products, this objective is successful. This
will be measured by sentiment analysis of the comments made on the microsite,
media reports, if any, made about the blimp, and online opinion determined by
free sentiment analysis tools like Opinion Crawlxxiii and Sentiment140.xxiv

Objective 4: Work with organic food producers to understand the needs and barriers of
their consumers
o Evaluation: This objective will be successful if organic food producers learned
about the needs and barriers of their customers through a focus group. This will
allow certified and exempt farmers to get qualitative data from the consumers.

Objective 5: Enhance the appeal of the OTAs online and offline brand to increase the
appeal of organic food

Strategic Communications Plan, Organic Trade Association|19

o Evaluation: Research public opinion about the OTAs new logo, website and
shopping bags. This will be measured by reading comments on the website and
social media, and by asking OTA member grocers if their customers seem to have
a positive response to the shopping bags.
APPENDICES
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
Annual increase in sales
Facing a challenging
communications environment
Studies support health benefits of
organic food
More study is needed to determine
the advantages of organic food
78% of American families
occasionally eat organic food
Demand for organic sometimes
surpasses supply
30% of American family consumers
eat organic food to avoid pesticides
and fertilizers
OPPORTUNITIES
THREATS
Communications can be improved to
Food marketed as locally and
obtain new customers
natural are big competitors
More studies about organic food can
People think that organic food is
determine its advantages
too expensive
Rebrand the association to make it
appeal to a younger demographic

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CREATIVE MOCK-UPS
Content creation for social media
This is an example of a tweet that Oprahs team will share during our four-week social media
collaboration. Our paid staff will build the complete social media calendar.

This is an example of a Facebook post that Oprahs team will share during our four-week social
media collaboration. Our paid staff will build the complete social media calendar.

Strategic Communications Plan, Organic Trade Association|21

Redesigned logo
This is a redesigned logo we would like the OTA to adopt. It is very bright and should appeal to
a younger audience. This will be placed on the new website, microsite, and blimp.

Branded shopping bags

This is a reusable shopping bag that will be placed in the OTA member grocers. The web
address to the microsite will also be printed on this bag so that people can learn about the
difference between organic and non-organic food.

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Website redesign
This is a redesign of the OTAs website. It includes a redesigned logo along with attractive
pictures and social media buttons, which will appeal to a younger audience.

Strategic Communications Plan, Organic Trade Association|23

Blimp
This is how we would like to promote the new microsite so that people can see it and help us
start the buzz. One blimp will be ordered from California Blimps and will be flown over three
highly-populated urban areas.

Top five states in number of organic farms

These are the top 5 states in America that we will share our TV ads explaining the labeling
process of organic food.xxv

Strategic Communications Plan, Organic Trade Association|24

CONFIRMATION TABLE
Key Public
Certified and
exempt organic

Selfinterest

Primary
Messages

Care about the

health of their
consumers

We need your
help to inform
the public of
the difference
between
producing
organic food
versus nonorganic food.
Some people
are not aware
what, if any,
difference
there is
between the
two.
We know that
you want to
protect the
organic sector
so we will
work with you
to share the
details of the
USDAs food
labeling
process.

Agriculture
experts

People think
that organic
food tastes
differently, but
we want
families to
know that their
home cuisine
will still be just
as delicious as
organic
products and
ingredients.

producers

Legislators and
policymakers
who support
organic food

Parents

Young,
collegeeducated adults

Care about
legal
agriculture
practices,
getting
reelected, and
supporting
their local
community

Care about
being able to
serve their
family a quick,
nutritious meal
all week

Care about
making a
difference in
the world,
being a part of
the latest
trends, and

Make a
positive
contribution to
world by
consuming
organic
products. Your

Influentials

Strategies

Tactics

Work with organic

food producers to
understand the
needs and barriers
of their consumers

Find out the

barriers
between
organic
producers and
organic
consumers

Survey
organic
consumers to
learn their
food needs
and wants

Other
legislators,
community
leaders, and
members of
their community

Educate legislators/
Policymakers and
other key publics
about the USDAs
food labeling
process of organic,
local and natural
products

Educate the
OTAs 10
largest cities
about the
USDAs
labeling
process

Create a TV
advertisement
to be shown
in North
America and
Canadas top
five
metropolitan
areas to
explain the
labeling
process of
organic food.

Nutritionists
Researchers and
Physicians

Educate parents
who live in
metropolitan and
urban areas about
the benefits of
eating organic food
and encourage five
parents to serve as
ambassadors

Educate
middle-aged
women on the
benefits of
eating organic
food

Partner with
Oprahs
Organics and
cross-promote
on Oprahs
social media
platforms

Trend-setting
industries and
their peers

Objectives

Enhance the appeal

of the OTAs online
and offline brand to
increase the interest
of organic food
producers and
consumers

Build trust
with parents
and speak to
them from
their
perspective

Rebrand OTA
to attract
more young
adults
Encourage
residents of

Get five
parents to
endorse
organic food
and write a
story about
their
advocacy
Host a
webinar
Redesign
OTAs logo
and website
Survey young
adult organic
consumers

Strategic Communications Plan, Organic Trade Association|25

saving money

OTA

Care about
their personal
health and
being a part of
a community
with similar
interests

All Key Publics

All interested
listed above

Current
members of the

purchases will
help create new
jobs in the
organic sector
and reduce the
number of
pesticides used
in farming.
As a member
of the OTA,
you will
always get the
newest
information
about the
organic
industry before
everyone else
knows. Now
thats
exclusivity!
All messages,
listed above

metropolitan
and urban
areas to eat
organic food

and redesign
brand identity
Promote
organic eating
via public
transportation
vehicles

Agriculture
experts,
researchers, and
other organic
consumers

Enhance the appeal

of the OTAs online
and offline brand to
increase the interest
of organic food
producers and
consumers

Enhance
OTAs brand
identity to
build interest
in organic
consumption

Design
reusable
shopping bags
with the
OTAs new
logo and
place them in
OTA member
businesses

All Influentials,
listed above

All Objectives

Inform the
public about
the difference
between
producing
organic food

Create a
microsite with
information
about the
difference
between
organic and
non-organic
food

Increase
consumption of
organic food in
urban and
metropolitan areas
(in North America)
by 15 percent

Fly a blimp
over three
highlypopulated
urban areas
with the link
to the
microsite

Strategic Communications Plan, Organic Trade Association|26

REFERENCES
i

Environmental Working Group. (2012). Organic Produce Reduces Exposure to Pesticides,

Research Confirms. Retrieved May 8, 2014, from http://www.ewg.org/news/newsreleases/2012/09/03/organic-produce-reduces-exposure-pesticides-research-confirms
ii
Organic Trade Association. (2014). The Organic Centers VIP Dinner raises half a million dollars
for research and education. Retrieved March 24, 2014, from
http://www.organicnewsroom.com/2014/03/the_organic_centers_vip_dinner.html
iii
Foodnavigator-usa.com. (2014). US organic food market to grow 14% from 2013-2018.
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iv
Organic Trade Association. (2013). Eight in ten U.S. parents report they purchase organic
products. Retrieved March 24, 2014, from http://www.ota.com/organicconsumers/consumersurvey2013.html
v
Organic Living. (2014). The Organic Choice: More Than a Label. Retrieved March 24, 2014,
from http://www.organiclivinginfo.com/industry-news/the-organic-choice-more-than-alabel
vi
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vii
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viii
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ix
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ml
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xiv
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xv
UPI (2013). Study: Young people in Canada prefer urban cores to suburban living. Retrieved
Strategic Communications Plan, Organic Trade Association|27

March 24, 2014, from http://www.upi.com/Science_News/2013/12/16/Study-Youngpeople-in-Canada-prefer-urban-cores-to-suburban-living/UPI-37681387231463/

xvi
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http://www.salon.com/2012/05/05/whole_foods_is_coming_time_to_buy/
xvii
Thinkprogress.org. (2011). Organic Farming as a Green Jobs Strategy? Demand for Organics
to Stimulate 42,000 Jobs. Retrieved May 9, 2014, from
http://thinkprogress.org/climate/2011/09/22/325568/organic-farming-green-jobs/
xviii
Beyond Pesticides. Environmental Benefits of Organic Agriculture. Retrieved May 9, 2014,
from http://www.beyondpesticides.org/organicfood/environment/
xix
Organic Its Worth It. Natural vs. Organic. Retrieved May 9, 2014, from
http://www.organicitsworthit.org/natural/natural-vs-organic
xx
Doctor Oz. (2012). Are Organic Foods Better? Retrieved May 9, 2014, from
http://www.doctoroz.com/videos/are-organic-foods-better
xxi
The Huffington Post. (2013). Oprah Seeks Trademarks For Organic Foods, Products Label:
Report. Retrieved April 28, 2014, from www.huffingtonpost.com/2012/11/12/oprahorganic-foods-products-label_n_2116996.html
xxii
California Blimps. Retrieved May 9, 2014, from http://www.californiablimps.com/blimpprices.htm
xxiii
Opinion Crawl. Retrieved May 9, 2014, from www.opinioncrawl.com
xxiv
Sentiment140. Retrieved May 9, 2014, from www.sentiment140.com
xxv
Center for Integrated Agricultural Systems. (2012). Organic Agriculture in Wisconsin: 2012
Status Report. Retrieved May 9, 2014, from http://www.cias.wisc.edu/organicagriculture-in-wisconsin-2012-status-report/

Strategic Communications Plan, Organic Trade Association|28