GPDB Strategic Communications Plan

Snow Communications
Final Campaign Book
Thinking
Inside
the Box
Team Members
Corey Camp Krista Hiatt Francesco Loli
Jane Seegmiller Kaeli Reeves
Table of Contents
Thinking
Inside
the Box
EXECUTIVE SUMMARY 3
BACKGROUND RESEARCH 5
Industry and External Environment 5
Client 9
Product and Services 11
Promotions 13
Market Share 19
SWOT Analysis 21
Potential Publics 22
Competition 24
Resources and Personnel 26
Situation Analysis 28
Core Problem / Opportunity 29
ACTION PLANNING 30
Problem Summary 30
Goal, Objectives & Big Idea 31
Public 1 (45+) 32
Public 2 (Young Adults 18-25)
36
Public 3 (Moms 30-45) 40
Public 4 (Skeptical Consumers) 44
Communication Confirmation 48
Budget & Calendar 50
Evaluation 54
TACTICS 56
Introduction to Tactics 56
Copy Outlines 57
Example Tactics 66
APPENDIX A (Works Cited) 98
Snow Communications Thinking

Inside
Executive Summary
the Box
EXEcutive Summary

When approached by The Green PolkaDot Box in January 2013, the primary purpose of the
strategic plan we were to conduct was to determine the potential consumers of organic food. As a
relatively new company, The GPDB has struggled to increase its market share and to maintain loyalty from
its current members. Its current approach has been to reach people from 45 years of age and above through
social media channels and through creating an online community. Our goal was to create strategies and
tactics that targeted the organizations current consumers and to reach a broader audience by designing
specific strategies and tactics for its needs.

In order to do carry out strategic planning, we researched the current situation of the company. We
determined its strengths and weaknesses, and we identified the plausible opportunities and challenges. This
allowed us to better understand the company and its environment, which led us to detect a unique core
opportunity. Once we discovered this opportunity, we were able to formulate goals and objectives to take
advantage of such a prospect.

Keeping in mind this unique opportunity, we tailored campaign goals and the objectives to match
those of the company. To accomplish these milestones, we narrowed down our target to reach four different
publics and developed profiles, messages, strategies and tactics for each.

As a group, we created messages that featured each publics needs. We designed each message based
on the publics self-interests and motivations. In addition, we decided that the best way to maintain loyalty
from the current members was to use traditional media to get more consumers from the age of 45 and
above. We also felt that in order to expand the organizations presence in the market, The GPDB has to
create a strong online community presence by targeting younger users.
Executive Summary

Inside
Executive Summary
the Box

In our plans, we created a budget outlining necessary funds for campaign tactics, keeping in mind
an estimated goal of the company to spend roughly $50,000 each month on marketing-related ventures.
Included with this budget is a Gantt chart outlining when each tactic should be implemented. To measure
quality and success of the campaign, we created evaluation criteria and tools to follow and help us stay on
the right path.

To conclude our planning, we created a number of products to be used in our campaign. These
are showcased at the end of this report. In addition, we created several copy outlines used in the tactical
planning of each product. These will be helpful in implementing strategy and the mentioned tactics to
accomplish the campaign goal and objectives.
Executive Summary

Inside
Background Research
the Box
Background research

This research report will provide insight to the background of The Green PolkaDot Box and
various facets of the company. It will investigate the industry, external environment, the client itself and
the products it offers, promotions, market share, competition, resources and key publics. Also included
in this research is an analysis of the companys strengths, weaknesses, opportunities and threats. The
research concludes with a description of the overall situation in which the client now finds itself and what
opportunity that situation presents.
Industry and External Environment

Organic foods have become one of the fastest growing sectors in the food industry in the past
few decades. This growth is attributed, in part, to the rising interest in the environmental, nutritional and
social benefits of organic foods which society values. The populations desires to be healthier and more
environmentally conscious have increased the market presence of organic products. Other reasons why
people move toward organic foods are shown in the graph below.
Industry and Environment

Inside
Background Research
the Box

Organic foods in the past might have been found exclusively at co-ops or independent health food
stores, but now they are making their way into mainstream retail establishments with chains such as Whole
Foods and Sprouts. This trend is also moving towards online organic grocers.

The USDA defines organic food as food produced by farmers who emphasize the use of renewable
resources and the conservation of soil and water to enhance environmental quality for future generations.
Organic foods are, by definition, free of genetically-modified organisms (GMO). GMOs are any fertilizers,
pesticides, growth hormones, synthetic ingredients or bioengineering of food or food products. However,
foods labeled all natural are not necessarily certified, organic, non-GMO (nal.usda.gov).

Grassroots efforts in support of the organic food movement started in the 1960s and 70s because
of backlash against the use of pesticides, and carried on through the 90s which led to the Organic Foods
Production Act of 1990. This established the first uniform standard for the production and handling of
organic foods. It led to the creation of the National Organic Program to establish permanent guidelines,
which were formally introduced in 2002.

The USDA National Organic Program (NOP) regulates the standards for any farm, wild crop
harvest or handling operation that wants to sell an agricultural product as organically produced. There
are many subsets to the organic certification process that results in regulations for the manufacturing
(farming), handling and distribution (producers, handlers, processors and retailers), marketing (labeling
and consumers) and the export and import of organic products. They work together to make sure that
organic foods consumers purchases are consistent with the national organic standards (usda.gov).

Organic foods and products have more shelf space than ever before. A study conducted by the
USDA showed that by 2008, nearly half of all organic products purchased were purchased in conventional
supermarkets, big box stores and club stores. Organic food sales are up from 3.6 billion in 1997 to $21.1

Inside
Background Research
the Box
billion in 2008.
The same study found that the number and variety of consumers who purchase organic products
have increased. Despite this impressive growth, organic food companies still only comprise a small
percentage of the food industry as a whole (ers.usda.gov)

A worldwide recession and a slowly recovering U.S. economy has not prevented consumers
from paying the premiums for organic products. Organic products are typically between 20 percent and
100 percent more expensive than conventional foods. However, according to the USDA, 58 percent of
Americans prefer to eat organic foods (foxnews.com).

The willingness to the pay the higher price is due to the health benefits associated with organic
products. Eating healthier is on the minds of many people, especially with the obesity epidemic in the U.S.
At the beginning of 2012, the CDC reported that 35.7 percent of adults and 16.9 percent of children (ages

Inside
Background Research
the Box
2 to 9) were obese. It projects that by 2030, every state will have an obesity rate of 44 percent. With figures
like that, and the convenience and popularity of the dollar menu, organic food has taken center stage as
a way to counteract unhealthy lifestyle habits (reuters.com). Michelle Obamas Lets Move campaign, a
government initiative to fight obesity, encourages families to eat healthier and plant their own gardens.
While it does not claim to directly support the consumption of organic products, it promotes a healthier
and more responsible lifestyle that aligns with organic consumers values.

Although research varies as to whether organic food is actually healthier than conventional food,
many organic food consumers also see it as a moral or ethical choice. Organic food producers claim to
produce more food from less land, an action which reduces greenhouse gas emissions, improves soil
health and quality and decreases chemical runoff into water supplies (washingtonpost.com). The minimal
environmental impact compared to conventional food production is attractive to many consumers. In
addition to being a socially responsible lifestyle, it represents a fashionable trend as well. This trend was
most recently marked by Oprah Winfrey, who has plans to create her own organic food and health product
line.

Inside
Background Research
the Box
Client

Beginning in 2007, Rod Smith and his wife Jean envisioned a way to buy healthy, organic food
at affordable prices. They wanted to establish healthy lifestyles for themselves and their family members
without having to pay the expensive prices that most organic food providers demand. They eventually
organized The Green PolkaDot Box, an online grocer that provides like-minded consumers access to
natural foods for unnatural prices.

The Smith family is now immersed in the success and growth of this company. All five of the
Smith children and a new son-in-law hold managerial positions. All of the family members work together
to emphasize their passion for affordable health products, hoping to persuade their customers that such
purchases will improve the quality of life for other families across the nation.

Along with this motivation, The GPDB works to accomplish three primary goals. These goals are
outlined below:
1. Do away with the organic deserts that exist through rural and urban America where people have no
access to clean organic foods.
2. Make clean organic food affordable for everyone.
3. Through a grassroots approach, educate the public about links between diet and disease, motivating
them to seek healthier, clean and organic alternatives.

The GPDB strives for legendary customer service as it guarantees non-GMO and primarily organic
foods delivered straight to the doorsteps of its customers. The name of the company describes the box in
which products arrive. These boxes have been ordered and shipped all over the nation since December
2011, when the online company launched its services for the first time. There are now more than 16,000
members. This group includes every type of member, from those who purchase frequently and love the
Client

Inside
Background Research
the Box
product, to those who have a membership but have never ordered.

When The GPDB started, it offered three types of memberships. These memberships and their
related effects will be discussed in detail later in this research, but a brief summary of membership types is
shown below:
Club: $50 annual fee; primary membership type
Reward: $125 membership plus credit reward plan for referred customers
Charter: $1,000 lifetime membership

The Reward and Charter memberships were promotions to encourage people interested in clean
food to join The GPDB. These have since been discontinued and the company now offers the regular $50
Club membership or a $10 trial membership. The trial lasts for 30 days and is meant to entice people to
purchase a full Club membership.

A membership promises to pay for itself immediately in savings on time and fuel costs, reduced
spending when compared to retail prices and frequent samples or other promotional savings. The website
says, When you consider the additional savings off your time and gasoline bills by shopping online,
and FREE shipping, and the huge discounts on Green Dot Specials, Free Product Offers and Samples
its easy to see that a Club Membership is the ultimate way to save money and simplify your life
(greenpolkadotbox.com).
The GPDB also seeks to simplify its customers lives through a user-friendly website. Since The
GPDB is essentially a grocery store online, the website is easy to browse and allows members to make
decisions based on their needs and wants. The website introduces members to the partnering brands, new
promotions or sales and every type of product The GPDB offers.
Client
10

Inside
Background Research
the Box
Products and Services

The GPDB offers clean food at an affordable price delivered directly to the customers doorstep.
Secondary information proves that organic food is perceived as food without chemicals and growth
hormones, food that is not intensively produced and is grown as natural (soilassociation.org). Clean
food means food that is non-GMO; in other words, its genetics have not been modified. It is the original
result of a purely grown or produced food product.

The demand for this service has increased over the last several years as the desire for organic,
non-GMO or preservative-free products has increased among people in the U.S. One example of this
comes from Natural Grocers, a company in Colorado which records a net income of nearly $5 million and
grows in net profitability each year. This success is demonstrated in the graph below.
Product and Services
11

Inside
Background Research
the Box

This increase in revenue and profitability shows the demand for organic and clean foods as
a generally growing trend in this country. The GPDB capitalizes on this fact, hoping to appeal to
people who want clean food because of the growing awareness of its benefits but who cannot necessarily
afford it because of its high price. Thus, the service of affordable ordering and delivery through a
membership-based online grocery store provides people a way to balance these factors.
The opportunity for this balance comes primarily from the relationship The GPDB has with its
suppliers. The GPDB is able to cut out the middlemen which most clean food providers represent and
instead get its products directly from organic farms or other similar resources. It is partnered with nearly
240 brands to deliver all kinds of products to the customer.
The GPDB also offers non-food related products. It supplies personal care products, such as
shampoo or household supplies like dishwashing soap or compostable bags. In addition, it provides
options for supplements, baby supplies, pet food, garden compost and seeds, and natural remedy balms or
oils. With all of these products, The GPDB offers more than 1,800 products and is constantly adding more
items to its selection. This variety entices consumers who want to eat healthy foods and improve the world
around them.
Product and Services
12

Inside
Background Research
the Box
Promotions

This section provides analysis of past, present and suggested promotions for The GPDB. This
analysis includes the success of each promotion, what type of promotion was used, budgetary restraints
and promotions used by competitors.
Memberships

From the start, The GPDB has required buyers to be part of its network through memberships.
Several of these memberships functioned in connection with benefits promoted to the buyer. The Charter
Membership, for example, helped bring in initial capital for the business through an initial cost of $1,000.
This gave purchasers a lifetime membership and $2,000 in upfront buying privileges. In total, 870 people
purchased this membership, making it a relative success for the amount of money it raised. The Rewards
Membership was another promotional membership. Purchasers paid $125 with $75 going toward their
initial purchase on the site. It offered exclusive deals and rewards, and 1,295 people originally purchased
it. The last promotional membership was free and was used in giveaways or as a 30-day trial. Many of
these were given before the official opening of the site. It was used to persuade receivers to try the site
and continue buying. Over 14,000 people received or opted for this membership and made purchases.
However, this method was not as successful. Many of these members were not convinced and chose not to
continue using the service.

The membership program is an integral part of the business model. It also acts as an avenue to
promote benefits offered to the customer. Memberships also let The GPDB receive customer contact
information, which is helpful in sending out weekly newsletter emails. These emails coincide with research
data that shows that over 50 percent of customers would like to receive at least monthly contact.
Promotions
13

Inside
Background Research
the Box
Aside from connecting with customers directly, the emails also contain promotional deals. For
example, one email contained deals only on coconut products. This has been a successful public relations
tool in the past.

The memberships mentioned in this section have been dissolved, leaving potential buyers with the
option of a Trial Membership or a Club Membership. The $10 trial lets people order from the service once.
The $50 Club Membership offers free shipping for orders over $75 and lets members enjoy all the savings
benefits. Even though memberships are part of the business model used by The GPDB, they also facilitate
or have facilitated the circulation of promotions.
Other Promotional Efforts

At least three major public relations tactics have been used in the past to reach out to publics and
Promotions
14

Inside
Background Research
the Box
gain customers. First, The GPDB reached out to influential experts including Mike Adams, a prominent
member of the organic-foods industry, to promote the company to their followers. Adams writes music,
articles and blogs. He also gives speeches about the importance of organic food. Second, The GPDB was
a participating sponsor of the 2011 Academy Awards. The nominees, presenters and their causes were
given a one-year membership, $75 in rewards points to be used towards purchases and products in a green
polkadot box. Third, The GPDB held a video contest to help promote products and services and show
the family-oriented nature of the business. The winner was featured on the website. Other current public
relations efforts include a focus on social media and a shopping challenge on the website.

The client has also used several marketing and advertising tactics in the past. The company hired
a marketing firm in San Francisco to send out 10,000 emails. The firm commented that the click-thru rate
was the highest they had seen; however, none of the clicks resulted in memberships. A similar tactic was
used through Google Shopping. The $.06/click ads received about 100 clicks and resulted in several new
members. This was the most cost-effective method recently used by The GPDB, as the ads cost under $10
in total and brought in new members.

Research participants suggested several recommendations for future promotions. A few suggested
an option to give away a gift box of food to friends or family. Gift cards could also be an option to get
non-members involved with The GPDB through referrals. Another suggestion was to provide the health
benefits of promoted products in the newsletter emails.
Competitor Promotions

This section is not intended to provide an extensive overview of competitor promotions, but
instead give insight on examples from three companies that might lead to plausible ideas The GPDB could
pursue. In general, online grocers use promo codes and coupons at the base of their promotional mix,
Promotions
15

Inside
Background Research
the Box
supplemented by unique ideas and dialogue through social media.

The first example is from PeaPod, an online grocery that started in Chicago and was later
acquired by worldwide grocery giant Royal Ahold. PeaPod uses virtual grocery stores in commuter areas
to direct traffic to their mobile application. These virtual stores allow smartphone users to order popular
items through QR codes. The items are displayed on boards near major commuter hubs such as bus or
train stops. If the item they desire is not on the board, customers transfer over to the app to access all of
the items offered by PeaPod. The premise behind the idea is to give people living in large cities a way to
multitask, mainly by shopping for groceries, during their hour commute to work. The company has over
100 virtual stores and expects more than half of its orders to come from mobile devices by 2014. Fresh
Direct also has a mobile app, but consumer reviews are unfavorable. Consumers cited problems ever since
the company website had domain issues at the end of 2012.

The second example is a lesson about social media from Whole Foods Market.
The chart above shows that responses to consumers make up 85 percent of the company tweets.
Only 10 percent of the tweets are content-based and the other 5 percent are promotional. Jesse Stanchak,
Promotions
16

Inside
Background Research
the Box
blogger, wrote an analysis with comments from Bill Tolany, Whole Foods integrated media director,
suggesting four ways this strategy affects the bottom line. Social media efforts are used to educate
consumers about ingredients, recipes and other health tips. Tolany says knowledgeable consumers are
more likely to be Whole Foods customers. He also suggests speaking to the entire customer base, not to
always portray the brand so seriously online and to let the company culture come out in social media
content. These suggestions can provide a great foundation for future communication efforts on social
media platforms. As an application of this concept, the graph below shows results from a member survey.
The figures represent the number of members who suggested The GPDB use social media more often.
The third example is from AmazonFresh, a subsidiary of Amazon.com. It recently diversified its
delivery service in the Seattle area to include delivery from select restaurants. This service also includes
Promotions
17

Inside
Background Research
the Box
delivery of specialty ingredients sold from other shops in the city. Although this is more of a business
decision and is relatively unrealistic for The GPDB, the example demonstrates how similar services can be
creative in diversifying what they offer customers.

To conclude this section, it is important to note the budget. The GPDB is willing to spend $50,000
a month on marketing efforts or promotions. The ideal situation mentioned from the CEO Rod Smith is
to acquire a customer for $25 or less. This analysis of past, present and suggested promotions, as well as
competitor examples, gives a foundation for better, more creative promotions in the future.
Promotions
18

Inside
Background Research
the Box
Market Share

This section provides insight into how much market share The GPDB may currently hold. It also
provides comparative sales figures and market potential.
General Food Retailers and Wholesalers

Market share describes the share of the market an organization controls mainly by its annual sales.
It is important to define the market context to understand the share of sales The GPDB currently holds.
For example, Supermarket News released a list of the top 75 food retailers and wholesalers concluding
the 2011 fiscal year. Certainly, The GPDB fits into the category of food retailer; however, in the context of
that overall market, it holds a miniscule share. It is worth mentioning some of the highlights of this list
to capture a broad view of the industry and competition. It is also important to note that each of the 75
companies on the list had at least $1 billion in sales in 2011.
Company
Wal-Mart
Whole Foods Market
Trader Joes Co.
United Natural Foods Inc.
The Green PolkaDot Box

Rank
1
20
22
31
NR
Annual Sales
$264.2 billion
$10.1 billion
$9 billion
$5 billion
$980,000
To summarize these findings and put them in context, The GPDB had sales of $980,000
concluding its last fiscal year. This figure may not coincide directly with when the Supermarket News list
was released, but it gives a glimpse at the disparity between major retail grocers and niche market sellers.
This is not surprising considering The GPDB serves a smaller consumer base within the organic and online
grocery purchasing crowd. No other online groceries were featured on the list. The next part of this section
provides analysis of the online and organic grocery market and assesses where The GPDB fits in that context.
Market Share
19

Inside
Background Research
the Box
Online and Organic Grocers

Online grocery sales have experienced several jumps in the past few years. According to an IBIS
World report, online grocery sales saw average declines just over 3 percent in 2008 and 2009 due to the
recession. However, these declines have been mitigated by increased Internet connectivity. Broadband
connections have increased by 16 percent since 2007, and mobile Internet connections have increased at
an annual rate of about 60 percent. These advances in communication have helped online grocery sales
experience about a 1.2 percent annual increase.

Two of the top online grocery retailers are Fresh Direct and PeaPod. Fresh Direct, an online
grocer serving the New York City area, had sales of $300 million in 2010. PeaPod, another online
grocer serving many U.S. cities, expected to experience sales of over $400 million in 2012, an increase
from previous years. There are also many organic online retailers that offer local or national services. These
include AmazonFresh, True Foods Market, Door to Door Organics, Urban Organic, Spud, Boxed Greens
and others. Recent sales figures for these companies are not readily available; however, online and organic
sales as a whole are growing.

In conclusion, it is uncertain the exact share of the market The GPDB currently holds within each
context. In comparison to general food retailers and wholesalers, it holds a very small portion. When
compared to the smaller online and organic grocers, it still has ground to cover. However, there is market
potential for The GPDB in the online and organic grocery market because those niche markets are on the
rise.
Market Share
20

Inside
Background Research
the Box
SWOT Analysis
This section will provide an analysis of the strengths, weaknesses, opportunities and threats facing The
GPDB. A summary of these elements is shown in the chart below.
Strengths
Best price guarantee
Weaknesses
Lack of social media presence
Quality products for health issues or dietary
Small online presence compared to other
restrictions
organic providers
User-friendly website
Excessive email communication
Small or large purchase amounts available
Limited produce or frozen products section
Large inventory of organic product
Appealing to overly broad audience
Delivers locally and nationally
Expensive membership fees
Family company
Opportunities
Adoption of social media practices
Establish stronger online community
Threats
Established and reputable competitors with
cheaper prices
Product promotions tailored to key publics
Celebrity competition (Oprahs food line)
Expand product line (produce, frozen products)
Lack of strong consumer relations
Younger shoppers interested in organic foods
Expensive price for organic foods
Consumers 55+ facing mortality
Local, physical markets
Demonstrate value of membership
New companies penetrating the market
Appeal to publics living trendy lifestyles
Economic recession
Expensive shipping costs
These factors are discussed in detail in the situation analysis and core opportunity summarized at
the end of this report.
SWOT Analysis
21

Inside
Background Research
the Box
Potential Publics

According to research by the Institute for Social-Ecological Research, there are several rising
publics which organic food providers can target. A sampling of these groups is shown in the graph below.
In order to target the most pertinent groups, we have analyzed the above research and specified
potential primary publics. A list of these publics and their self-interests are shown on the following page.
The figure below represents survey results of the number of members currently in each age group.
Potential Publics
22

Inside
Background Research
the Box
People ages 45+ compelled to buy organic products for dietary restrictions or health issues
Rely on organic food products
Want to prevent diseases and health issues
Seek health information and advice
Frequent buyers
Disposable income
17 percent of the organic food consumers
Young adults ages 18-25 interested in following trends or preparing for future
Connected through social media
Buy organic food as an experiment more than a commitment
Follow trends to be fashionable and current
20 percent of organic purchases
Women ages 35-45 shopping with a middle-class budget shopping for whole family
Interested in deals and bargains to supplement limited budget
Young and middle-aged women who want their children to eat organic food products
Interested in and value organic food
13 percent of all organic food consumers
Cautious and skeptical consumers

Men are predominant
Spontaneous and occasional buyers
Have young children at home
13 percent of organic food consumers
Make up 20 percent of sales
Relatively high income
Potential Publics
23

Inside
Background Research
the Box
Competition

There are several competitors in the industry that threaten the success of The GPDB. In order to
compete with these, the client must promote its price reduction on its website to attract more members
and improve business initiatives. Otherwise, customers of other competitors like Amazon and traditional
grocers will continue paying higher prices with these competitors even though a more affordable option
exists with The GPDB.

One of the largest competitors, Amazon, offers products and services in the organic and natural
food industry. According to its website, Amazon offers competitive shipping with many of its products
eligible for free shipping. A Prime membership costs $79 per year and provides membership benefits such
as free or reduced shipping costs. According to InternetRetailer.com, Amazon is the highest ranked online
retailer, reaching revenue of more than $48 billion in 2011. Millions of Amazons Prime members have
access to organic and natural foods in bulk. These members, however, can only order in bulk; The GPDB
provides a competitive advantage over Amazon because it allows its members to purchase products in
smaller quantity.

Another big competitor for The GPDB is True Foods Market. It is an online organic grocer
which does not require any membership before a customer purchases. It carries a huge inventory from
groceries and pet care to health books. In comparison, a two pound bag of long grain rice from True Foods
Market costs $2.99. The same product at The GPDB cost $3.90. The GPDB has a competitive advantage
since it carries different brand names; however, no membership cost with cheaper prices might be a better
offer for a customer.

Other competitors include local organic grocers within the immediate reach of customers, such
as Whole Foods Market. While locally grown organic produce is enticing to consumers, the convenience
Competition
24

Inside
Background Research
the Box
of doorstep delivery gives The GPDB a competitive advantage. This option is also beneficial for people
in rural areas without access to a local organic grocer as well as elderly people with limited mobility. The
GPDBs affordable pricing, shipping services, product variety, online services, quantity and convenience
gives it the competitive edge to become a rising company with growth in the natural and organic food
industry.
Competition
25

Inside
Background Research
the Box
Resources and Personnel

As stated previously, The GPDB is a family-owned business, and each of the family members
actively fills a managerial role in the company. A list of these members and their roles is displayed below.
Rod Smith - Chief Executive Officer
Sariah Smith - Executive Marketing Director
Hunter Smith - Shipping Manager
Ryan Ratliff - Director of Legendary Member Services
Pete Anderson - Creative Director

In addition to these permanent positions, the company operates with a staff of approximately 30
members. Although this is a relatively small number, the staff is committed to legendary customer service,
and consumers always talk with a real person. In addition to these employees, The GPDB currently hires
temporary interns and hopes to grow its staff as it expands its clientele and product lines.

A primary resource for The GPDB is represented in its warehouses. The client runs its primary
delivery operations out of a small warehouse in Exodus, Calif. and has its headquarters in a 20,000
square- foot warehouse located in Spanish Fork, Utah.

In terms of external supportive resources, The GPDB depends on its quality relationships with
brand name vendors. The website shows more than 240 recognizable brand names, including Blue
Diamond, Bobs Red Mill and Real Salt. One of The GPDBs greatest strengths lies in this resource; because
of the strong relationships The GPDB has with its vendors, it is able to secure reduced prices for its
consumers and guarantees quality products.

The financial resources of The GPDB are shown in the balance sheet on the next page. This provides
a record of the assets and liabilities for the 2010 and 2011 fiscal years.
26

Inside
Background Research
the Box
The Green PolkaDot Box Balance Sheet as of December 31st 2011 and 2010
CURRENT ASSETS
2011
2010
Cash
$ 391,437.00
$
535.00
Inventory
$ 521,609.00
Security deposits
$
10,994.00
Total current assets
$ 924,040.00
$
535.00
Fixed assets, net
$ 346,681.00
$ 198,298.00
Deferred costs, net
$ 493,023.00
TOTAL ASSETS
$ 1,763,744.00
$ 198,833.00
CURRENT LIABILITIES
Accounts payable and accrued
$ 301,830.00
$ 495,668.00
expenses
Convertible notes payable, net of $ 177,778.00
discount of $222,222 in 2011
Loan payable - other
$
50,000.00
$ 840,500.00
Reward point liability
$ 493,023.00
Deferred revenue - founders trust $ 1,626,910.00
members
Deferred revenue - annual and
$
28,554.00
club membership
Current portion of obligation
$
3,745.00
under capital lease
Total current liabilities
$ 2,681,840.00
$ 1,336,168.00
Obligation under capital lease,
$
16,908.00
net of current portion
TOTAL LIABILITIES
$ 2,698,748.00
$ 1,336,168.00
MEMBERS EQUITY (DEFICIT)
Members equity
$ 3,868,377.00
$ 1,385,850.00
Deficit accumulated during the
$(4,803,381.00)
$(2,523,185.00)
development stage
Total members equity (deficit)
$ (935,004.00)
$(1,137,335.00)
TOTAL LIABILITIES AND
$ 1,763,744.00
$ 198,833.00
MEMBERS EQUITY (DEFICIT)
27

Inside
Background Research
the Box
Situation Analysis

The Green PolkaDot Box is an online organic grocer seeking to build a presence in the market of
clean foods. Its current goals focus on actively acquiring and retaining members, becoming an
industry expert and providing customers with convenient, affordable and quality organic products. While
its current product line offers a variety of clean items, it needs to expand product lines such as produce and
frozen foods to satisfy customer demand. To achieve its goals, the organization is currently revamping its
social media presence to reach out to current consumers and potential buyers. It also needs to strengthen
its online community to appeal to various publics. For example, older consumers are compelled to
purchase these products based on health concerns, dietary needs or to prevent disease. Younger buyers, on
the other hand, purchase based on lifestyle choices and feel more environmentally or socially responsible.
The promotions which The GPDB offers should be tailored to these publics and should demonstrate the
value of a membership.

Several potential difficulties may hinder the achievement of these goals. One difficulty is its current
use of online communication. It lacks a strong social media presence, and it currently inundates its inactive
publics with excessive emails. Its online presence in general is weaker than competitors because the website
lacks quality search-engine optimization. Another related problem is the economic recession in the U.S.
which impedes people from buying expensive organic products. Consumers also choose not to use the
service because of membership and shipping costs. Some members have also commented on the lack of
produce or frozen food options. Another related problem is competition from other organic providers.
These companies often offer cheaper prices, require no additional shipping cost and have an established
following within the industry, especially online.
Situation Analysis
28

Inside
Background Research
the Box
Core Problem / Opportunity

The Green PolkaDot Box has the opportunity to brand itself as a thriving organic community by
improving its online environment; otherwise, it will not be able to differentiate itself from the mass of
competitors vying for attention in the organic food industry.
Core Problem / Opportunity
29

Inside
Action Planning
the Box
Action Planning

This section of the campaign sets out a plan that accomplishes certain goals and objectives
within the context of a big idea. It also outlines four target publics with suggestions for message design,
strategy and tactical implementation. The end of this section includes a table that shows how each tactic
accomplishes the campaign objectives, calendar, budget and tools for evaluation.
Problem Summary

From the research, we found that the main problem with The Green PolkaDot Box is that it lacks
social media presence even though it has Facebook, Twitter and Pinterest accounts. Compared to other
competitive organic providers, The GPDB has a small online presence. Other subsequent problems that
were noted were excessive email communication to its current members, an appeal to an overly broad
audience and expensive membership fees compared to other grocery shopping experiences.
Strengths
Weaknesses
Best price guarantee
Lack of social media presence
Quality products for health issues or dietary
Small online presence compared to other
restrictions
organic providers
User-friendly website
Excessive email communication
Small or large purchase amounts available
Limited produce or frozen products section
Large inventory of organic product
Appealing to overly broad audience
Delivers locally and nationally to doorsteps
Expensive membership fees
Family company
Problem Summary
30

Inside
Action Planning
the Box
Goal
Brand The Green PolkaDot Box as an online organic community in order to differentiate itself from
competitors
Objectives
1. Acquire 2,000 new members by October 31, 2013.
2. Increase referral traffic from social media pages to the website by 15 percent by October 31, 2013.
3. Increase member sales by 20 percent by October 31, 2013.
4. Double positive consumer-driven social media content by October 31, 2013.
Big Idea
We want consumers to think inside the box. Do what makes sense for you. We dont want you to feel like
our service presents a risk. We want you to get the best quality organic products for a great price without
having to leave your home. Be a part of a community you can trust comprised of people just like you. So,
think inside the box; when it comes, we promise youll enjoy whats in it, too.
Goal, Objectives & Big Idea
31

Inside
Action Planning
the Box
Key Publics, Messages, Strategies & Tactics
Key Public 1 45+ with dietary restrictions or health issues
Profile:
This key public consists of males and females who are compelled to buy organic product for health issues.
Most of them are Caucasian. They make up 40 percent of the total U.S. population, and approximately 62
percent of this group are female. Most people from this group have college degrees and some even went
to graduate schools. The group is formed by either people who are retired or families with an average
household income of $70,000. The younger couples of this group are medium-size families. The older
generation depends on traditional media to get information and to seek advice; they also spend several
hours a day either listening to the radio or watching TV.
Self-interests:
One of the primary self-interests of this public is also their main concern, which is health. Since most of
them are concerned about being healthy or about treating and preventing disease, they are more willing to
spend money on healthier food and choices, but they also take time to seek for information about healthy
choices. Their desire for being healthy is also influenced by their desire to have healthy children. The older
generation wants to be healthy because they value family relations and want to spend and enjoy time with
their grandchildren. They spend a lot of time watching TV and listening to the radio.
Value health
Value family relationships
Too old to exercise
Not as interested in fast food as they were before
Public 1 45+
32

Inside
Action Planning
the Box
Dont want to take risks in food
Opinion leaders:
Physicians
Friends with current health issues
Concerned family members / kids
Family members of people who died due to health issues
Relationship with organization:

This specific audience depends on high quality food and organic products that will keep them healthy.
There is also potential growth in this public. These people have health issues, and others have dietary needs
to prevent health issues. The GPDB has the potential to satisfy those needs in a timely manner and at a fair
price.
Objectives this public will accomplish:

1, 4
Primary message:
The Green PolkaDot Box offers organic products specific to your dietary restrictions and delivers them
directly to your doorstep after your personal selection from a user-friendly website.
Secondary messages:
You will be healthier and your family will be happier
Organic food makes your body work better
Want to have a stronger heart? start eating organic
Public 1 45+
33

Inside
Action Planning
the Box
The beginning of a healthy lifestyle begins by opening a green box
You dont have to exercise, but to start eating organic
While non-organic farmers use pesticides and chemical fertilizers that kill soil life, organic farmers
nurture soil life, creating rich, well-balanced, living soils that produce strong plants and more
nutritious foods. -Stonyfield Organic research
Shipping directly to your doorstep will save you the time and hassle of going to the store
Heart disease is the main cause of death for women and men. In 2009, more than 50 percent of the
deaths for heart disease were in men.
A poor diet puts people at a higher risk for high blood pressure and heart disease.
Almost 50 percent of deaths of Sudden Cardiac Death are from people under the age of 65.
A healthy diet rich in vitamins, fiber and whole grains, and low in sodium and saturated fat can help
prevent heart-related illness.
Approx. 83,000 women under the age of 65 had a heart attack; approx. 35,000 are under the age of 55.
Almost 80 percent of all cancers are diagnosed in patients of age 55 or older.
Physicians strongly recommend a limited sodium intake to less than 2,300mg per day.
Strategies & Tactics:

To develop steady customer loyalty from people from ages 45+ through online communication.
Update the content of the organizations website to show specific information for this target public
Post healthy diets and options to help prevent and treat diseases
Send emails tailored to specific demographic groups targeting their health need
Public 1 45+
34

Inside
Action Planning
the Box
To motivate customer purchasing from people from ages 45+ through opinion leaders and traditional
communication.
Create materials, such as flyers, brochures and pamphlets that show what The GPDB can do to prevent
diseases through organic food consumption
Place materials and send them to local physicians and hospitals
Create a radio commercial that targets this specific public and shows the benefits of consuming organic
food products about the $10 trial membership
Place ads in magazines, such as Readers Digest, that show articles and advertising about the benefits of
organic food
Billboard ad showcasing a simple benefit of eating organic food
Public 1 45+
35

Inside
Action Planning
the Box
Key Public 2 Young adults ages 18-25
Profile:
The members of this key public are males and females between the ages of 18 and 25. Approximately 40
percent are enrolled in some form of higher education, and 51 percent live independent from their parents
on an income of less than $25,000 annually. Depending on where these young adults live, 6 to 13 percent
are married. The majority of this public depends on technology such as cell phones, tablets and Internet
connection to perform their regular duties. An overwhelming majority spend 43 percent of their day (632
minutes) on some form of social media and gain whatever information they need about any subject from
Internet resources. This is a technologically savvy group who seeks their independence while depending on
limited financial resources.
Self-interests:
One of the primary self-interests of this public is the need for independence. As many of them either
prepare to or already live on their own, they want to establish themselves as young adults capable of surviving
in the world without the constant supervision or assistance from their parents. This desire for independence
influences every aspect of their lives. They seek for physical fitness, emotional stability and financial
consistency. Their ability to obtain these different forms of independence determines the types of choices they
make, including their grocery budget. They want affordable food that will help them stay fit, as many of them
focus on maintaining the body type that media which they so regularly consume tell them is attractive.
While they inherently have busy schedules filled with social, educational and employment commitments,
they spend much of their already booked time on popular social media or Internet websites. Part of their
motivation for doing so is to remain current with trends their circle of acquaintances or the world around
Public 2 Young adults 18-25
36

Inside
Action Planning
the Box
them is following, liking and pinning, and another fuels their desire to stay connected with people and
updated on the most recent news or gossip. Finally, this public begins to establish their futures, considering if
and when they will get married, whether or not they have children, what kind of employment to pursue and
what lifestyle they will adopt for themselves and any future family members. These young adults are looking
for affordable solutions to help them gain independence while staying connected and preparing for their
futures.
Opinion leaders:
Dominant and admired social media leaders involved with the organic industry (tweeters, bloggers, etc.)
Celebrities willing to offer celebrity endorsements
Current members within friends circles

Members of this public do not know about The Green PolkaDot Box or the services it offers.

1, 2, 4
Primary message:
As you go out in the world, stay inside the box. You dont want to be out of the loop on the latest social trends,
especially if it means falling behind on ways to save money or improve health and fitness. Youll find that
the more you cram into your busy schedules, the easier it will be to cram more into the box, and as you stay
inside it, youll find a community of mutual friends who like what you like.
Secondary messages:
Public 2 Young adults 18-25
37

Inside
Action Planning
the Box
You can interact with The GPDB through Facebook, Twitter, Pinterest, Instagram and Google+
Through these social media outlets, The GPBD often offers reward points, competitions and other
bargains and membership specials.
While non-organic farmers use pesticides and chemical fertilizers that kill soil life, organic farmers
nurture soil life, creating rich, well-balanced, living soils that produce strong plants and more nutritious
foods. -Stonyfield Organic research
A $50 membership fee grants members complete access to reduced prices and a wide selection of organic
product options.
The GPDB offers more than 240 popular brands within the organic industry.
The GPDB sells organic products at up to 60 percent less than retail prices.
Shipping directly to your doorstep will save you the time and hassle of going to the store in your busy
schedules.
Orders that total more than $75 earn free shipping.
Strategy:
Encourage positive online interaction with young adults ages 18 to 25 through social media
Tactics:
Facebook & Twitter:
Establish weekly routine for daily posts:
Mix-it-up Monday: feature recipes made entirely out of organic The GPDB products.
Top-sellers Tuesday: feature most sold item from the previous week
Whats the Brand Wednesday: feature one brand which The GPDB offers and one of that brands
Public 2 Young Adults 18-25
38

Inside
Action Planning
the Box
products
Think Inside the Box Thursday: feature current trends in organic industry and how The GPDB

upholds/follows those trends

For Your Family Friday: feature family-friendly products, including pet products
Weekly post questions about members recent experiences with the box or specific products using
hashtags such as #greenpolkadotbox or #organic
Did You Know? tweets, weekly sharing information about organic trends and products
Pinterest:
Create a board called Poke-a-Dot which features products that come in round packages
YouTube:
Host video contest (either through YouTube or Vine) of best reactions when receiving the box. Offer $50
in reward points to the winner of the contest
Post YouTube tutorial video of how to navigate the website according to customers needs and desires
Instagram:
Biweekly contest: post an Instagram of just a portion of a product. First member to name which product
it is receives that product for free in next order
Google+:
Live chat sessions once a month between client and customer to answer questions
Public 2 Young Adults 18-25
39

Inside
Action Planning
the Box
Public 3 Moms ages 30-45
Profile:
This public is between the age of 30 and 45 years old and lives in suburban America. These women have two
to three children between the age of 1 and 18. Some are stay-at-home moms, and most have worked or are
currently working outside the home. Their average annual family income is about $70,000. They are high
school graduates and most have some college education. Some may have a degree. This public is primarily
Caucasian; however, women of different racial or ethnic background may play a more traditional role in the
family and therefore might be a good target as well.
Self-Interests:
As it pertains to health, these women are concerned for the health of their families and their own health. They
are conscience of the food that comes into their homes and want healthy choices their family would like to
eat. They primarily do the grocery shopping and the cooking for the family, and they have the most influence
in making those decisions. They are involved in their community and are more likely to be loyal to brands
that do good work outside of just selling products or services. These women also follow trendy diets for their
own health purposes. Along with trends, they also follow social trends through blogs and other online media
sources. This public is also interested in family finances. They share this responsibility with their husbands
and will look to save money on purchases even at times when it is inconvenient (i.e. coupon clipping). They
place a higher value on marriage and parenthood over career and education. They are starved for time and
experience higher levels of stress than their male partners. As part of Generation X, they are conflicted
with being the perfect parent and/or the perfect career woman, having grown up in an era that taught them
they could do and be anything. They seek support that tells them they dont always have to be the perfect
Public 3 Moms 30-45
40

Inside
Action Planning
the Box
supermom. Overall, these women are looking for solutions that will help them manage their lives, lessen
stress and workload, and give them more time to focus on whats really important.

The overwhelming majority of women included in this public have never heard of The Green PolkaDot Box
before. However, the segment of this public we will target is already purchasing organic foods from other
sources, whether it be local stores or national chains. They will be familiar with some of the products offered
such as Bobs Red Mill Natural Foods. Few are currently purchasing through online retailers.
Opinion leaders:
Popular bloggers
Peer reviewers
Daytime talk-show hosts
Family and friends
Health magazines

1,2,3,4
Primary message:
You dont have the time or energy to think outside the box when it comes to buying groceries or taking care
of your familys health. Instead, think inside the box and choose a service through The Green PolkaDot Box
that saves you time, money and any extra stress; all while providing healthy options you and your family will
enjoy.
Public 3 Moms 30-45
41

Inside
Action Planning
the Box
Secondary messages:
We aim to set prices for our products 15 percent cheaper than the average lowest price offered by
competitors (at times up to 60 percent off retail), offering you up to ($400) of savings a year.
We save you the trip to the grocery store and deliver straight to your door to locations throughout the
United States and Puerto Rico.
We offer more than 240 popular brands within the organic industry.
I was skeptical at first. Im a busy momma like many out there, so targeted shopping online and knowing
Im getting the best deal and having it be easy and trustworthy is like a dream come true. Can I say how
great it is to come home after a hellacious day and have your grocery package on the porch! Its a good
good thing. -Lori S. (Longmont, CO)
I really have been able to get great products at a great price and I feel great about the company.
-Whole New Mom Blogger
We offer non-GMO and organic products that will complement your weekly menus and help you keep
your families healthy and happy.
Shopping can take place from the comfort of your own home, on your time, with our easy-to-use online
shopping interface.
You can interact with us through Facebook, Twitter, Pinterest, Instagram and Google+
Through these social media outlets, we often offer reward points, competitions and other bargains and
membership specials that will help you save money on your shopping experience.
Strategy:
Motivate moms to visit the website, become members and make regular purchases through online media
communication.
Public 3 Moms 30-45
42

Inside
Action Planning
the Box
Tactics:
Media kit polkadot box sent to local mommy bloggers
News release top ten list of reasons why to shop for non-GMO foods
Pitch letter (email, short facebook message, tweet) to bloggers, social media pages of popular figures and
popular magazine websites
Set up a mom club (similar to Amazon Mom) with special benefits for moms that sign up with news
release announcement
Public 3 Moms 30-45
43

Inside
Action Planning
the Box
Key Public 4 Skeptical consumers of organic food
Profile:
This public is 45 years or older. They do not have any immediate health concerns or dietary restrictions. They
are aware of their health, but are skeptical that organic products are the only means to a healthy body and
lifestyle. They may have a college degree, or have attended a trade or technical school. Their average income
is approximately $70,000 a year. They are married and may have high school or college-aged children living at
home.
Self-Interests:
They need to see and decide for themselves whether they want to commit to something. They like to try
samples just to see how the product benefits them before buying. They have the financial means to buy
organic products, but they are practical and dont want to waste it on something they dont trust or arent
familiar with. They like guarantees. They want to know beforehand how something is going to benefit them,
financially and physically, for the long-term. However, once something has been proven to work consistently
for them, they will be loyal to the brand. They hold trusted friend and family recommendations in high
regard. Expert opinions are of value to them, but not necessarily those in the organic industry. They will listen
to those people they respect within their own communities, whether its a local politician they trust or radio
host theyve listened to for 20 years. They are not easily influenced or swayed by trends. Their health and the
environment are important to them, but they dont see the need to participate in fads. They like to see results,
and they like efficiency. While they arent necessarily computer savvy, they would use the Internet if it was
easy and saved them time and money.
Public 4 Skeptical Consumers
44

Inside
Action Planning
the Box
Opinion leaders:
Trusted family and friends
Respected community leaders or members of the media

They have never heard of The GPDB and are skeptical of purchasing organic foods and products. Most likely
they dont know very much about organic products.

1, 4
Primary message:
The Green PolkaDot Box has only the best organic products for you at affordable prices shipped right to your
doorstep. Youre safe inside the box.
Secondary messages:
Buying quality and healthy foods is affordable through The Green PolkaDot Box. We aim to set prices for
our products cheaper than the average lowest price offered by competitors-at times up to 60 percent off
retail-by buying directly from growers, producers and manufacturers.
Dont waste time in line, The GPDB saves you the trip to the grocery store and delivers straight to your
door at locations throughout the United States and Puerto Rico. This has simplified my life, saved me gas
- and the prices are discounted quite a bit.- June B. Yelp Customer Review
The GPDB offers a rewards program that gives you money back for purchasing through the PolkaDot
Rewards program. The rewards program saves members a percentage off product purchases, which can
then be saved or used as credit at checkout.
45

Inside
Action Planning
the Box
The GPDB offers a variety of name brand fresh, frozen and shelf-stable foods, health and beauty and
petcare products. The Request-a-Product link lets members make product suggestions to The GPDB.
I love the Green PolkaDot Box, it is an absolute game changer! I tell my friends this is like a Costco
or Sams Club of organic products which is extremely exciting. I have saved quite a bit of money
by purchasing the items I would typically purchase at my local Whole Foods, but at a much more
competitive price.Not only am I able to save money but also have the items delivered right to my front
door in green packaging, win win. - Lizette J., Yelp customer review
Im not usually one to leave reviews, but I feel I have to here. I was skeptical at first. Im a busy single
momma like many out there, so targeted shopping online and knowing Im getting the best deal, and
having it be easy and trustworthy is like a dream come true. Can I say how great it is to come home after
a hellacious day and have your grocery package on the porch! Its a good good thing.
-Lori S. Yelp Customer Review
Strategies & Tactics:

Motivate skeptics to get a membership and make consistent purchases through traditional media outreach.
Send out a mailer or an insert in the newspaper by pinpointing zip codes that fit the public
Advertise in a trusted magazine such as Martha Stewart Magazine or Mens Health
Radio spot that advertises the $10 trial membership that allows them to test drive a membership
Advertise The GPDB in local Curves gyms, community centers, libraries, local banks or dry cleaners
Buy space in a sporting event pamphlet for a coupon or advertisement
YouTube video series with The GPDB:
First, introduce Rod and his family- who they are and how and why they started The GPDB
Next, take viewers around the facility in Spanish Fork
46

Inside
Action Planning
the Box
Then, visit a local farm to show customers where the food actually is grown and produced
Motivate skeptics to get a membership and make consistent purchases through personal contact.
Have a booth at a craft fair, college sporting event or community event where people can try their
products:
Tailgating booth at football games with free-range grilled chicken and grass-fed beef burgers, etc.
Have a float in a local parade or a booth at community 5k
Sponsor a pet adoption through a local facility or PetCo and give out free organic pet products
Provide the refreshments to the courtside ticket holders at BYU basketball or box ticket holders at BYU
football games in a mini Green PolkaDot Box
Place graphics inside the box so that when skeptical consumers purchase from The GPDB they are
reminded of our guarantee of providing the best, non-GMO organic foods at the lowest prices
47
Communication Confirmation
Young
Adults
18-25
45+ w/
health
concerns
Key Public
1. Acquire 2,000
Objectives
of people who
-Family members
/ kids
family members
-Concerned
rent health issues
1. Acquire 2,000
content.
social media
Encourage
communication.
traditional
leaders and
through opinion
purchasing
customer
2. Motivate
1. Targeted emails
1. Update the content
of the organizations
website
1. Post healthy diets
and how to prevent
and treat diseases
2. Flyers, brochures &
pamphlets that show
health of organic
2. Place materials
local in hospitals
2. Magazine/Billboard
2. Radio commercial
Tactics
- Establish weekly
Facebook routine
new members.
giants involved
- Post questions about
positive
members experiences
2. Increase
with organic
with the box or speinteraction with
referral traffic
cific products
industry
from social media young adults ages - Did You Know?
tweets, sharing infor-Friends and
pages to the
mation about organic
18
to
25
through
trends and products
family
website by 15
- Create a Poke-a-Dot
social media
-Celebrities who percent.
board on Pinterest
- Host video contest
endorse the green 4. Double positive
(YouTube or Vine)
- Post YouTube tutoconsumer-driven
movement
rial videos
social media
- Instagram contest
- Live chat sessions on
content.
Google+
-Social media
communication.
steady customer
1. To develop
Strategies
4. Double positive loyalty through

consumer-driven online
-Friends with cur- new members.
-Physicians
Influentials
user-friendly website. died due to health

issues
As you go out in the

world, stay inside the
- Time
box. You dont want
to be out of the loop
management
on the latest social
-Affordable food trends, especially if it
means falling behind
-Staying conon ways to save money
nected, current on or improve health and
fitness. Youll find that
trends and issues the more you cram into
your busy schedules,
-Establishing
the easier it will be to
cram more into the box,
futures
and as you stay inside it,
youll find a community
of mutual friends who
like what you like.
- Independence
buying
informed before
selection from a
your personal
healthy
-Like to be
to your doorstep after
delivers them directly
restrictions and
your dietary
children to eat
-Want younger
choices
money on healthy
-Willing to spend
products specific to
Box offers organic
concerned about
health issues
The Green PolkaDot
Key Message
-Start to be
Self-Interests
Communication Confirmation Table (45+ & Young Adults 18-25)

Snow Communications Action Planning
Thinking
Inside
the Box
48
Communication Confirmation
Consumers
& friends
respected family
-Trusted and
leaders
doorstep. Youre safe

inside the box.
- Ease of access
- Trust is
by trends
- Not influenced
paramount
-Local media
members &
& time)
Objectives
percent
ber sales by 20
3. Increase mem-
new members
1. Acquire 2,000
- Popular bloggers 1. Acquire 2,000

new members
- Peer reviewers
2. Increase refer- Daytime talkral traffic from
social media
show hosts
pages to the web- Family/friends
site by 15 percent
3. Increase
- Health
member sales by
magazines
20 percent
4. Double positive
consumer-driven
social media
content
Influentials
you at affordable prices -Community
organic products for
Box has only the best
The Green PolkaDot
You dont have the

time or energy to think
outside the box when it
comes to buying
groceries or taking care
of your familys health.
Instead, think inside
the box and choose a
service through The
Green PolkaDot Box
that saves you time,
money and any extra
stress, all while
providing healthy
options you and your
family will enjoy.
Key Message
shipped right to your
- Efficiency (price
products
- Physically try
price guarantees
- Health of family
and self
- Want healthy
food choices
- Shoppers and
key decision
makers for family
- Buy socially responsible brands
- Like to follow
trends
- Want to save
money and time
- Want to be good
parents/women
- Search for less
stress in life
- Quality and
Moms
30-45
Skeptical
Self-Interests
Key Public
Tactics
- News Release
top 10 list
- Pitch letter to
key influentials
- Mom club w/
key benefits
including news
become
members and
make regular
purchases
through online
media c
ommunication.
1. Motivate skeptics 1. Mailers or

newspaper inserts
to get a member1. Ads: magazines,
ship and make con- radio, local gyms,
community centers,
sistent purchases
banks, sporting
through traditional event pamphlet
2. Community
media outreach.
action efforts:
2. Motivate skeptics tailgating, parade
float, pet adoption,
to get a memberrefreshments to
ship and make con- courtside ticket
holders at BYU
sistent purchases
basketball or
through personal
football games.
2. Box graphics
contact
release announce
mommy bloggers
visit the website,
Motivate moms to - Media kit to
Strategies
Communication Confirmation Table (Moms & Skeptics)

Thinking
Inside
the Box
49
Detail
Projected
Actual
Social media
manager to search,
create and publish
posts
Send emails tailored to

specific demographic groups
targeting their healthy needs
$0
$0
$0
$0
$0
$0
May
June
Budget & Calendar 45+
50
Design $10/hr
2,050 Posters, sizes
37 x 40
50 hospitals
$150 per location
2,000 offices
$50 per office
26-week or yearly
contract for each
commercial.
15-30 sec.each one
write own copy
ROS: not high traffic
times
10mil readers
Full page/color
Once/mth
8 sheet poster
Place materials and send

them to local physicians and
hospitals
Radio commercial
Magazines ad (Readers
Digest)
Billboard Ad
Public Subtotal:
Designers wage $10/

hr
Printing 100,000
materials 8.5 x 11
Create materials, such as

flyers, brochures and
pamphlets
$164,590
$300
$18,750
$1,750 to
create
commercial
$3,000
per week
$20,000
media test
$25,000 per
commercial
$20
$4,500
Printing
$7,500
$100,000
$20
$8,500
Printing
$164,590
$300
$18,750
$25,000
$112,020
$8,520
Strategy: Motivate customer purchasing through opinion leaders and traditional communication
Social media
manager to search,
create and publish
posts
Post healthy diets and

options to help prevent and
treat diseases
create and publish

posts
Tactics: Update the content Social media

of the organizations website manager to search,
Strategy: To develop steady customer loyalty through online communication
Public: 45+
July
August
Budget & Calendar 45+ w/ health concerns
Sept.
Oct.

Thinking
Inside
the Box
Detail
Projected
Actual
May
June
July
$0
$240
$290
$0
$0
$0
$240
annually
$290
Rod or Sierra
Smith to alternate
as host of live chat
session
Social media
Create pinterest board called
Poke-a-Dot featuring products manager to create
and publish posts
that come in round packages
Camera: already
own
Editing software:
already own
One product
will be given
away twice each
month - 24 times
in a year.
Qualifying
products cost less
than $10.
Public Subtotal:
Post YouTube tutorial video

on navigating the website
based on customer needs or
desires
Semi-weekly contest: post
an instragram of just a
portion of a product. First
member to name which
product it is receives that
product for free in next
order.
$0
$0
$50
$50
$50 in reward
points to winner
$0
Host video contest (either

through YouTube or Vine)
of best reactions when
receiving the box
Live chat sessions regularly
between client and customer
to answer questions
$0
Social media
manager to create
and publish posts
Tactics: Establish weekly

routine for daily posts on
Facebook
Budget & Calendar Young Adults 18-25

x
August
Strategy: Encourage positive online interaction with young adults ages 18 to 25 through social media
Public: 18-25
Budget & Calendar Young Adults 18-25
Sept.
Oct.

Thinking
Inside
the Box
51
Detail
Projected
Actual
May
June
July
August
Sept.
Budget & Calendar Moms 30-45
News release top ten list

of reasons why to shop for
non-GMO foods (could be
something different)
Pitch letter (email, short

facebook message, tweet) to
bloggers, social media pages
of popular figures and
popular magazine websites
Set up a mom club (similar
to Amazon moms club)
with special benefits for
moms that sign up
News release announcing
the mom club; sent w/ kit
$90
Public Subtotal:
$0
Write the release

$0
$10
membership
benefits for
signees @ $10ea
Write the release
$0
Write the pitches
$46
$0
$0
$10
$0
Strategy: Motivate moms to visit the website, become members and make regular purchases through online media
communication
x x
x x
15 boxes @ $2ea
$30
$30
Tactics: Media kit polkadot
food samples
$50
spons ($0)
box sent to local mommy
bloggers
paper @ .10ea
$6
$6
Public: Moms
Budget & Calendar Moms 30-45
Oct.

Thinking
Inside
the Box
52
Detail
Projected
Actual
May
June
July
August
$25,000
$500
$500
$1,750
develop,
$3,000/wk
initial media
test, $20,000
media test
$500
$500
12-week or yearly
contract
15-30 sec.
write own copy
ROS: not high
traffic times
x
Budget & Calendar - Skeptical Consumers

$500
$1,500
$130,550
$295,520
Box production:
150 @ .75 ea.
food: $400
travel & labor
Public Subtotal:
Campaign Total:
Provide the refreshments to the

courtside ticket holders at BYU
basketball or football games in
mini Green PolkaDot Boxes
YouTube video series w/ The GPDB
53
$295,476
$130,550
$1,500
$500
$200
$200
use same box

printer
Print graphics inside the box
$350
$350
product samples:
1,000
print fliers/handouts
for giveaway: 500 @
.10 ea.
Have a float in a parade or a

booth at community 5k, etc.
$1,000
Supplies: tent ($75

@Amazon), grill
(already own or
$400@Amazon),
grill utensils ($15),
paper products ($50
@Costco), food
fliers: 200 @ .10 ea.
Have a tailgating booth at football

games with free-range grilled
chicken and grass-fed beef
burgers, etc.
$1,000
(w/ grill)
Strategy: Motivate skeptics to get a membership and make consistent purchases through personal contact
Advertise The GPDB in local

Poster printing
Curves gyms, community centers, costs: 30 @ .30
libraries, or local banks
each
Buy space
Ad in college sports program
Buy ad space
$98,000
$98,000
Buy ad space (1/2

pg.)
Advertise in a trusted magazine

such as Mens Health (circ 1.8 mil)
Advertise through radio spots the
$10 trial membership that allows
them to test drive a purchase
insert in the newspaper to

appropriate zip codes
$3,000
$3,000
Buy space
Tactics: Send out a mailer or an
Strategy: Motivate skeptics to get a membership and make consistent purchases through traditional media outreach
Public: Skeptical Consumers
Budget & Calendar Skeptical Consumers
Sept.
Oct.

Thinking
Inside
the Box

Inside
Action Planning
the Box
Evaluation
Objective 1:
Criteria: Acquire 2,000 new active members within six months
Tool: Compare membership count in May (benchmark) and October

Our goal for this campaign is to gain 2,000 new active members. This business will thrive on
growth, and growth is realized through acquiring new members. An inventory of active members will best
help us evaluate this objective.
Objective 2:
Criteria: Increase member referral traffic from social media pages to the website by 15 percent by October 31
Tools: Compare Google analytics results showing daily visits and traffic types to The GPDB website in
May (benchmark) and October

Daily visits and traffic types will show us who visits the website, for how long and frequency of their
visits. This shows the websites popularity and would eventually lead people to join the club and becoming
active members. This tool best helps us analyze this data because it will show progress over this time
period.
Objective 3:
Criteria: Member sales increased by 20 percent by six months
Tool: Compare member sales in May (benchmark) and October

Businesses thrive and grow on profits and sales. In order to maximize profits, people must have
sustainable needs for the business to continue satisfying these needs. Increased membership counts will
affect membership sales and thereby achieve this goal. Comparing member sales validates the overall
Evaluation
54

Inside
Action Planning
the Box
success of our campaign.
Objective 4:
Criteria: Positive consumer-driven social media content doubled by October 31, 2013
Tools: Compare NUVI analytics results (or a comparable service) that shows sentiment-based data for
social media sites in May (benchmark) and October

The GPDB is an online grocer and thus communicates with consumers and customers in the same
way. Positive interaction with consumers will show that The GPDB is not only interested in their money,
but that it also cares about their health and strives to provide positive feedback. Data analytics services,
such as NUVI, that measure sentiments on social media sites will best help us measure consumer-driven
content.
Evaluation
55

Inside
Tactics
the Box
Tactics

This section features seven copy outlines used in the production of the tactics associated with each.
It also features 15 tactics or products to be used in carrying out this campaign. As a guide, this page lists
each copy outline and tactic with its corresponding public and page number.
Copy Outlines
Tactics
Webpage (45+) 57
Webpage (45+) 66
Brochure 58
Brochure 68
Newsletter 59
Newsletter 70
Billboard ad 60
Billboard ad 72
Media kit (Moms)
61
Photo contest flyer (Young Adults) 73
Staged event (Skeptics)
62
Social media routine
74
Direct mail piece
65
Media kit (Moms)
80
Pitch letter 81
News release 82
Event Flyer & Menu (Skeptics)
83
Direct mail piece
85
YouTube video script
88
Magazine ad 93
Introduction to Tactics
Radio ad script
94
Inside the Box Design
95
56
Snow Communications Tactics
Thinking
Inside
the Box
Copy Outline Webpage

Key public: People above 45 years of age with dietary restrictions or health issues.
Action desired from public: Use the website to look for healthy recipes based on organic products.

How that action ties to the primary publics self-interest: By finding these recipes online, people
will be healthier
Overriding message and tone: Making and preparing healthy meals is not as difficult as most people think.
Design elements (logos, pictures, colors, etc.): GPDBs logo. Each recipe will show a picture of the actual
meal. The colors are the same as the GPDB uses on its website.
Primary messages for the home page:

Primary Message: The GPDB offers easy and healthy recipes that will help you be healthy.
Primary Message: It is easy to navigate on GPDBs website to find healthy recipes for you and your family.
Primary navigation categories and sub-categories (indicate how they appeal to the key publics
self-interest):
A. Example of healthy recipes based on organic food

a.
It shows that the website is easy to navigate

b.
It confirms that the GPDB is concerned about their health
B. Why choosing GPDB

a.
It offers healthy recipes based on organic food products
List databases that will need to be connected (electronic sources): The organization can add links of
websites that contain organic food recipes, or the organization can make their own recipes.
Planned publicity to drive traffic to URL: www.greenpolkadotbox.com

Timeline/deadline: It will start according to schedule.
Copy Outline Webpage
57
Thinking
Inside
the Box
Copy Outline Brochure

Key public: People above 45 years of age with dietary restrictions or health issues
Action desired from public: Have them become consumers of GPDBs organic products

How that action ties to the primary publics self-interest: These specific public seeks healthy food to
avoid diseases and/or for health issues.
Primary Message: The Green PolkaDot Box offers organic products that are specific to this publics dietary
restrictions. These products are sent directly to the costumer.
Secondary Messages:
People of 45+ are more likely to develop heart diseases.
The GPDB delivers the products to your doorstep.
Research shows that having a diet based on fibers, vitamins and low sodium decreases the chances to develop
heart diseases.
Influentials (third-party opinion leaders who may influence the key public): Physicians

How they will be used to influence the key public (testimonials, examples, etc): The brochures
will be placed in hospitals and doctors offices. Their recommendations about eating healthy will make people
choose a healthy diet.
Proposed cover photos/graphics (if any): Picture of the founders, a mature happy couple, food.
Method and timing of distribution (self-mailer, point of purchase display, etc.): It will be placed in
hallways of hospitals (waiting rooms, cafeterias, etc) and doctors offices.
Brochure size and paper (weight, finish, etc): 8.5 x 11 the kind of paper to use will be the regular for
brochures.
Print quantity and number of colors: 2,500 in color

Timeline/deadline: The materials should be finished and placed according to schedule.
Copy Outline Brochure
58

Copy Outline Newsletter
Thinking
Inside
the Box
Key public: 45+ with dietary restrictions or health issues

Secondary publics: Moms ages 30-45
Action desired from public(s): Stay updated with current announcements and discussions regarding The
GPDB and its contribution to the clean food industry, visit the website and make purchases

How that action ties to the primary publics self-interest:
These publics want access to products that will help them and their families develop healthy lifestyles for an
affordable price with easy accessibility.
Influentials (third-party opinion leaders): Industry experts, The GPDB newsletter editor, other customers

How they will be used to influence the key public (testimonials, examples, etc): The newsletter
will include at least one article from an industry expert, the editor of the newsletter will insert content that
will drive customers to the website, and other customers will purchase products that will be highlighted in the
newsletter because of their popularity
Proposed lead story: Thinking Inside the Box

Proposed lead story art: A Green PolkaDot Box
Regular features or sections (special columns, reports and letters) and how they appeal to the key publics
self-interest (each feature and news story should have its own copy outline).
a. Product of the Month

- Appeals to the publics interest in accessibility, following trends
b. Previous months top-sellers

- Appeals to the publics desire to know what is trending and ease to obtain it
c. Straight from the Smiths (a message from Rod or other family member)

- Helps moms and elderly people feel secure in the trustworthiness and relatibility of the founders of the
company.
d. Main article (seen above)
Other photos/art:
- Product of the month (pictured in top right corner with description and link to buy)
- Previous month top-seller (three top-sellers pictured in the bottom left brief price comparison and link to buy)
- Social media links
- Straight from the Smiths (picture of whoever wrote the message in bottom right)
Method and timing of distribution (self-mailer, point of purchase display, etc.): Email to members by
the 1st of the month
Finished size, number of pages, and paper (weight, finish, etc.) 1-2 pages depending on size of the main
article (links will lead customers to more extensive material since it will be delivered online)
Timeline/deadline: Straight from Smiths letter sent to editor by 15th; Draft submitted to Rob by 20th; Final
draft ready to send by 25th; Newsletter sent on 1st of month
Copy Outline Newsletter
59
Thinking
Inside
the Box
Copy Outline Billboard Ad

Key public: People above 45 years of age with dietary restrictions or health issues
Action desired from public: Start choosing a healthy diet based on organic products from GPDB

How that action ties to the primary publics self-interest: These specific public seeks healthy food to
avoid diseases and/or for health issues.
Overriding message and tone: Making and preparing healthy meals is not as difficult as most people think.
Primary Message: The Green PolkaDot Box offers organic products that help people live better and be
healthier.
Secondary Messages:
By eating organic products from GPDB, people will be healthier and will live the best.
The GPDB delivers the products to your doorstep.
Slogan or tagline: Eat well. Eat Organic. Live the best.

Proposed art: A picture of a meal with fruits/vegetables, cereal, milk, etc
Size of billboard or poster: 193.7 ft2 (adaptable depending on management)
Location of billboard/poster: Highways, main streets throughout the country
Method and timing of distribution (self-mailer, point of purchase display, etc.): It will be on high-traffic
driving areas
Print quantity and number of colors: Pay for one year in color
Timeline/deadline: The materials should be finished and placed on locations according to schedule.
Copy Outline Billboard Ad
60

Copy Outline Media Kit
Thinking
Inside
the Box
Key Public: Moms 30-45 years old

Secondary publics: Young adults 18-25, Skeptical consumers
Action desired from public(s): Buy a membership, visit the website, buy products, share positive experience
on social media sites

How that action ties to the key publics self-interest: Moms are interested in the overall health of
their family, like to follow trends, search for less stress in their lives and want to save time and money. Hopefully,
the service will be presented in a way on the blogs so that moms feel that using it will appeal to those interests.
They like trends and thereby will be persuaded to check out the website and post about their experience on
social sites.
Third-party influential and how they will be used: We will use popular mommy bloggers as influentials.
We will send the media kits to them and invite them to write about us.
Special event or reason to send the kit: Introducing a new moms club during the month of May around
Mothers Day
Proposed contents and how they appeal to the key publics self-interests:
Pitch Letter the letter will be used to introduce the kit and invite the outlet to use it to write about the
organization
News release it will outline the features of the new mom club
Fact sheet it will be used to outline key information about the organization
Product samples the samples will help bloggers understand more about the service and how it actually
works
Proposed packaging: Small green polkadot box (actual smallest size sent to consumers or a special box for this
purpose)
Packaging art: Real consumer box or a replica with actual art featured on the package
Method and timing of distribution: These will be mailed to popular national mommy bloggers
Print quantity: about 15
Specific media to receive kit: PUREmamas, KristensRaw, What a Healthy Family Eats, Pig in the Kitchen,
Veggie Kids, Love and Greens, The Spunky Coconut, She Let them Eat Cake, Raw Therapy, Yummy Mummy,
Organaholic, Deliciously Organic, EcoCrazyMom, Teach Me 2 Save, Another Lunch
Follow-up with media: Send thank you emails to those who posted about the company; follow up with
bloggers that didnt make a post by July
Timeline/deadline: First week in May
Copy Outline Media Kit
61
Thinking
Inside
the Box
Copy Outline Staged Special Event (Tailgate Party)

Purpose:
We want skeptical consumers to be able to try The Green PolkaDot Box products in person and in a fun and social
environment that will entice them to sign up for a GPDB membership and purchase products. They get to try and
taste for themselves and see how delicious and fresh our products are. More importantly, we want them to recognize
that GPDB products are not scary, but that they can be fun and theyre good for you. We want people to know we
care about what they care about. We want them to be a part of our community, and we want to be a part of theirs.
Overriding message/theme and tone:
Its game time and The Green PolkaDot Box is serving up delicious, organic food!
Event date and time:
Saturday, September 7 (Texas)

TBD
Event location:
Tailgate Details
Where: Lot 20 is located directly north of the BYU Broadcasting Building
Time: Lot opens four hours prior to each home game
Space: Tailgaters are allowed two parking stalls per vehicle
Vehicles: No RVs or oversized vehicles are allowed in Lot 20 (see RV information below)
Types of cooking: Only propane grills are allowed (no charcoal or wood fires)
Other:
- No alcohol is allowed on campus
- Restrooms and trash bins are available
- No electrical or water hookups are available
- No tent pegs or spikes
- No pets
Copy Outline Staged Special Event
62
Thinking
Inside
the Box
RV and oversized vehicle parking:

BYU has also created a new football parking lot for RV and oversized vehicle parking. RV tailgating is allowed in this
area. The lot is located at 2230 North 150 East, approximately three blocks north of LaVell Edwards Stadium on
Canyon Road. Occupancy in this lot is limited and must be reserved through BYU Campus Scheduling at
(801)422-3134. RV parking is available the day prior to the football game, and patrons must be out of the lot the day
following the event. There are no water or power hookups in this area. There is parking available in this lot for tow
vehicles and RV guests.
Decorations/signage:
- Banner for pavillion tent advertising free food from The GPDB
- Vehicle decal for onsite tailgating vehicle advertising The GPDB
- Green polkadot plastic tablecloths
- Large menu listing food items available (Menu: burgers and brats (Organic sweet apple chicken sausage, multigrain
snack chips, chocolate chip cookies, beverages like Zevia sodas and water). Special recipes will be shared on blog.
- Sample green polkadot boxes in varying sizes with sample products inside
- Small fliers (4 by 6 inches or smaller) to be handed out at the event to advertise The GPDB, includes reference
website and social media sites
Invitation list:
Anyone is invited to the event. Digital invitations will be sent via Facebook, Twitter, and Instagram. It will be included
as part of the monthly email newsletter. Direct mail is an option for known BYU fans or regular customers. Friends
and family will be invited personally.
Event time management checklist:

2-3 weeks before event:
- Distribute invitations
- Decide on menu and order food
- Blog about the event
- Post on social media sites
2-4 hours before the event:

- Find spot
- Park
- Unpack
- Tomatoes and lettuce can be sliced morning of event, or just prior, and can be kept in a cooler
One hour before event:
- Setup table(s). One for serving (with plates, napkins and cups) and one for a computer for patrons to
sign up for memberships or the email newsletter. Fliers will also be placed on this table.
- Decorate with tablecloths, plates, napkins and cups
- Set up pavillion tent (if being used) and hang banner on tent
- Set up propane grill (have backup propane tank if necessary)
- Unpack food. Leave frozen or refrigerated foods in coolers until just before event. Some might need to be thawed
before theyre put on the grill.
63
Thinking
Inside
the Box
During event:
- Monitor temperature of cold and frozen foods. Replenish with ice as often as necessary.
- Monitor use of propane and packaged foods. Keep stored in truck bed or under tables.
- Keep water cooler filled up
- Monitor trash (no littering!). Make sure it gets taken to a dumpster during the event so it doesnt overflow, fly away
or spill
- Have GPDB staff members interacting with people, encouraging them to sign up for emails
- Distribute flyers to patrons and those walking past
- Post on photos on Twitter and Instagram
- Take videos to post on social media
- Take notes of peoples reactions so they can improve with suggestions
- Keep fire extinguisher on hand in case of fire
After event:
- Clean grill and cooking utensils
- Store propane tank(s) safely
- Cleanup. Take all garbage and recycling to appropriate locations
- Load up truck with leftover food and tables, etc.
- Post on social media about the results (talk about food and outcome of the game)
- Donate leftover food to local food bank or homeless shelter
3 days to one week after event:
- Blog about the event
- Post any recipes used on the blog or other social media
- Follow up with people who participated via email or social media
- Follow up with people who signed up for email newsletter or membership at event
64
Thinking
Inside
the Box
Copy Outline Direct Mail Piece
Key public: Skeptical and cautious consumers

Action desired from public: Visit The Green PolkaDot Box online, become a member and place an order

Self-interest: The GPDB is convenient and healthy for families. Saves you time in the summer when
youre busy, so groceries are delivered straight to your doorstep and are ready to take with you wherever you go
this summer.
Overriding message and tone: Summer is here and you can trust that The Green PolkaDot Box has all of
your familys summer favorites. The quick and easy delivery service, discounted price and healthy options wont
disappoint. Bright, friendly and fun tone and presentation will entice people to open the mailer, visit the website
and purchase products.
Proposed headline: Summer is here!

Proposed p.s.: The Green PolkaDot Box is an online green grocer that supplies you with the highest quality
organic, nonGMO products at lower prices than competitors, shipped right to you. (guarantee) Visit us today!
(link to website and social media)
Primary messages:
1. The GPDB has all of your favorites for summer.

The GPDB has a variety of organic products that fit your lifestyle.
Kids will love them, you will love them!
On-the-go healthy foods and snacks.
You can take them anywhere, anytime!
Healthy foods for you and your family!
2. All of your favorites are shipped directly to your door.
It takes only two days to receive produce.
Guaranteed freshness!
Save time and money by ordering online.
Proposed cover title and cover copy: Summer is here and The Green PolkaDot Box is ready to play and go
wherever you go this summer!
Proposed cover photos/figures/art (if any): The cover will be a beach scene, with bright and fun colors. It will
include a palm tree, sand and sun.
Source of mailing list: Acquire target zip code lists from marketing company and distribute.
Mailer size and paper: Four by six with flaps in the front; semigloss finish; heavyweight paper grade
Print quality and number of colors: High quality, seven-color (including black for text, white
for background, spot color for cover title)
Other art to be used (other than cover): Inside will be a threefold with a green polkadot background
with white space for images and text. It will have images of fresh produce and GPDB snack products. The third
fold will have another beach scene very similar to the front scene.
Timeline/deadline: End of June (coordinate with the official beginning of the summer season,
availability of quality seasonal products, 4th of July holiday beginning of barbecue season)
Copy Outline Direct Mail Piece
65
45+ Webpage
Recipes Select your desire feature from the list below
Reset
Search
Welcome to the Green PolkaDot Box Recipes site, a place where you can find easy and healthy food recipes for you and your family.
These recipes are based on dietary needs for those who are concerned about their health.
Recipes
Recipes

Thinking
Inside
the Box
66
45+ Webpage
A healthy snack to satisfy your cravings.
Read more
A salad for those who are very careful

with their blood pressure. Read more
Search
A simple but nutritious sandwich. Low in

cholesterol, but high in fiber. Read more
Reset
A delicious recipe with chicken, pasta

and some veggies for those who
watch their weight. Read more
Recipes Select your desire feature from the list below
Welcome to the Green PolkaDot Box Recipes site, a place where you can find easy and healthy food recipes for you and your family.
These recipes are based on dietary needs for those who are concerned about their health.
Recipes

Thinking
Inside
the Box
67
45+ Brochure (front, back, inside flap)
*Sources:
1. Centers for Disease Control and Prevention.
www.cdc.gov/heart disease.
2. The Heart Foundation. www.theheartfoundation.org.
3. National Cancer Institute. www.cancer.gov
Physicians strongly recommend a limited

sodium intake to less than 2,300 mg per day.
Almost 80% of all cancers are diagnosed in

patients of age 55 or older.
Aprox. 83,000 women under the age of 65

had a heart a attack; aprox. 35,000 are under
the age of 55.
A healthy diet rich in vitamins, fiber

and whole grains, and low in sodium and
saturated fat prevent heart-related illness.
Almost 50% of deaths of Sudden Cardiac

Death are under the age of 65.
A poor diet puts people at a higher risk for

high blood pressure and heart disease.
Heart disease is the main cause of death

for women and men. In 2009, more than 50%
of the deaths for heart disease were in men.
Facts and Stats*
www.greenpolkadotbox.com
All Rights Reserved.
2011-2013 The Green PolkaDot Box.
(877) 655-2368 Monday thru Friday 8am to 5pm MST
Buying
organic
is now
easy

Thinking
Inside
the Box
68
45+ Brochure (inside)
Besides having an active life, consuming

a healthy diet based on organic food and
products reduces the risks of cancer, high
blood pressure and heart disease.
More and more people are becoming aware

of the benefits of eating a healthy diet based
on organic food and natural products.
This situation has made people look for other

food choices to prevent and treat diseases.
Thus, people have turned to organic food to
improve their health.
The Green PolkaDot Box is an organization

that sells natural and organic, non-GMO
food at wholesale prices, and delivers them
directly to your doorstep.
In the last few years, the number of people with

heart diseases have increased dramatrically
in the United States. In the same way, the
number of death due to heart diseases have
increased.
Our job is to make organic food availablke
and affordable to everyone by delivering
fresh, high quality, safe and clean products.
Who Are We?
Why Organic Food?
We want them and their children to be a

healthy happy family.
At the GPDB, we want to make things easy

for people who are concerned about their
health by giving them information about
healthy organic alternatives.
Many people find that eating a healthy diet

is difficult and impossible because the prices
are expensive and the products are scarce.
Why The Green PolkaDot Box?

Thinking
Inside
the Box
69
Thinking
Inside
the Box
May 2013
Product of the Month

USDA Organic Sugar Baby Watermelon Seeds
from Souther Exposure Seed
Exchange
20-50 seeds yield watermelons of 6-10 lbs.
Best grown in the Mid-Atlantic or similar regions.
Save 32% when you buy from
us as a special price of $1.58.
Buy It Now!
Thinking Inside the Box

The Green PolkaDot Box has
become a labor of love and
family affair for us. Every one
of our childrenSariah, Hunter, Dillon, Rachel and Oliviacontinue to play key roles
in the company. We want you
to join our Green PolkaDot
family. You can count on us to
do the homework to make sure
that the foods in our shop are
of the highest quality.
We can educate the public

about the links between diet
and disease.
We share a big idea. We want
consumers to think inside the
box. Do what makes sense for
you. We dont want you to feel
like our service presents a risk.
We want you to get the best
quality organic products for a
great price without having to
leave your home. Be a part of a
community you can trust comprised of people just like you.
So,think inside the box; when it
comes, we promise youll enjoy
whats in it, too.
With enough of us together,

well be able to accomplish
some wonderful things:
We can eliminateorganic
deserts where people have no
access to clean organic foods.
We can make organic food
Please look around, ask us a
affordable to everyone.
question, or sign up to join us.
April Top-Sellers
Size: 16 oz.
Retail Price: $9.99
Member Price: $7.48
Buy
Size: 9.5 oz.

Retail Price: $5.29
Member Price: $4.07
Buy
45+ Newsletter
Size: 6 oz.
Retail Price: $4.29
Member Price:$2.99
Greetings, GPDB-ers!
I want to take a moment to
honor the mothers. I cant
count the times my mother
would remind me to eat
my vegetables and make
sure I followed a healthy
diet, habits that continue to
sustain me today. Mothers
are often the ones planning
meals and buying groceries,
and we thank all of you
Green PolkaDot Box moms
for including us in that
process-I promise you and
your family wont regret it.
Happy Mothers Day!
This month we welcome the
summer months, allowing
us to supply organic summer
foods. Our products are
made from produce picked
directly from organic
gardens. Choose your
favorites in the store today!
Rod Smith
Founder &CEO
Buy
70
Thinking
Inside
the Box
May 2013
Insiders Information
While researching how to ensure we provide you with the best

organic options, we came across this article from the Mayo Clinic.
nce found only in health

food stores, organic food
is now a regular feature
at most supermarkets. And thats
created a bit of a dilemma in the
produce aisle. On one hand, you
have a conventionally grown
apple. On the other, you have one
thats organic. Both apples are
firm, shiny and red. Both provide
vitamins and fiber, and both are
free of fat, sodium and cholesterol.
Which should you choose?
regulate how such

foods are grown,
handled and
processed.
Conventionally grown produce

generally costs less, but is organic
food safer or more nutritious? Get
the facts before you shop.
If a food bears a USDA Organic

label, it means its produced and
processed according to the USDA
standards. The seal is voluntary,
but many organic producers use it.
Conventional vs. organic

farming
The word organic refers to the
way farmers grow and process
agricultural products, such as
fruits, vegetables and meat.
Organic farming practices are
designed to encourage soil and
water conservation and reduce
pollution. Farmers who grow
organic produce and meat dont
use conventional methods to
fertilize, control weeds or prevent
livestock disease. For example,
rather than using chemical
weedkillers, organic farmers may
conduct more sophisticated crop
rotations and spread mulch or
manure to keep weeds at bay.
Organic or not? Check the label
The U.S. Department of
Agriculture (USDA) has
established an organic certification
program that requires all organic
foods to meet strict government
standards. These standards
Any product labeled as organic

must be USDA certified. Only
producers who sell less than
$5,000 a year in organic foods
are exempt from this certification;
however, theyre still required to
follow the USDAs standards for
organic foods.
Organic produce carries

significantly fewer pesticide
residues than does
conventional produce.
-USDA
Products that are completely
organic such as fruits,
vegetables, eggs or other singleingredient foods are labeled
100 percent organic and can carry
the USDA seal.
Foods that have more than one
ingredient, such as breakfast
cereal, can use the USDA organic
seal plus the following wording,
depending on the number of
organic ingredients:
100 percent organic. To use this
phrase, products must be either
completely organic or made of all
organic ingredients.
Organic. Products must be at least
95 percent organic to use this.
greenpolkadotbox.com
45+ Newsletter
Products that contain at least

70 percent organic ingredients
may say made with organic
ingredients on the label, but
may not use the seal. Foods
containing less than 70 percent
organic ingredients cant use the
seal or the word organic on
their product labels. They can
include the organic items in their
ingredient list, however.
Other considerations
Many factors influence the
decision to choose organic
food. Here are some other
considerations:
Pesticides. Conventional
growers use pesticides to protect
their crops from molds, insects
and diseases. When farmers
spray pesticides, this can leave
residue on produce. According
to the USDA, organic produce
carries significantly fewer
pesticide residues than does
conventional produce. However,
residues on most products
both organic and nonorganic
dont exceed government safety
thresholds.
Food additives. Organic
regulations ban or severely
restrict the use of food additives,
processing aids and fortifying
agents commonly used in
nonorganic foods,
Environment. Some people buy
organic food for environmental
reasons. Organic farming practices
are designed to benefit the
environment by reducing pollution
and conserving water and soil
quality.
Read the full article here.
71
45+ Billboard Ad
Delivery to your doorstep inside the Box
L I V E T H E B E S T.
EAT WELL. EAT ORGANIC.

Thinking
Inside
the Box
72
Thinking
Inside
the Box
PHOTO CONTEST
WHERE HAS YOUR
BOX BEEN?
Submit a picture of your
going where no box has

gone and win up to $100
on your next GPDB order!
Most creative entry will win $100 in points for the Green PolkaDot Box store. Entries must be original picutres;
edited or photoshopped versions will not be accepted. Photos must be submitted by midnight on July 30th. Winner and honorable mentions will be announced August 5th and will be featured in our monthly newsletter and
on our social media sites. For further details about the contest and how to submit your photo, visit
greenpolkadotbox.com/photocontest.com.
to win this contest, think [INSIDE] the box!
Young Adults 18-25 Contest Flyer
73
Thinking
Inside
the Box
Social MediA
Tactic
a weekly routine for daily posts
If theres one place to get your pubilcs to think inside the
box, its social media. Facebook, Twitter and Pinterest,
among others, operate under very-box-like standards:
theres a place to post, a place to see other posts and a place
to respond to posts. Your publics like that mentality.
This tactic encourages that thinking, and does so through
a weekly outline of daily posts with specific themes. Social
media promotions will encourage customers to explore and
participate in the natural foods, wholesome prices and
simple wellness you offer.
Motivation Monday: features a product that can help boost
energy at the beginning of the week
Top-seller Tuesday: features the top-selling product of the
previous week
Whats-the-Brand Wednesday: features one of the many
GPDB brands and one of its best products
Think-Inside-the-Box Thursday: features current trends in
the organic industry
For-Your-Family Friday: features products the whole family can enjoy from food to shampoo to pet supplies
Young Adults 18-25 Social Media Routine
74
Thinking
Inside
the Box
75
Thinking
Inside
the Box
Top-Seller
Tuesday
weekly social media component
Did you know March is National Peanut Month? You must
because Once Again Nut Butters Smooth Peanut Butter
was last weeks bestseller! It is tasty with apples, bananas, bread or really anything! Whats your favorite way
to eat peanut butter?
Once Again Nut Butters Peanut Butter
http://www.greenpolkadotbox.com/food/
peanut/butter...
Its part of Elvis favorite sandwich and it was last weeks #GPDBbestseller! Once Agains Smooth Peanut Butter #topseller #organic
http://tinyurl.com/bw4eqks
Once Agains Creamy Peanut Butter was last weeks GPDB bestseller!
#GPDBbestseller #Organic #gpdb
76
Thinking
Inside
the Box
Whats the Brand

Wednesday
Its a wheaty Wednesday. Did you remember to include
wheat or whole grains in your diet today? todays brand is
#BobsRedMill Bulgur Red Wheat. Did you know that Bulgur
(also called ala) from toasted, cracked hard red wheat is used
to make delicious salads? Try it!
Blugar Tomato Salad-Bobs Red Mill
snacks/dried-fruits...
Want something different? Try Bulgur Red Wheat and enjoy the journey to Middle East.
#WheatyWednesday #organic greenpolkadotb...
Here is a new summer salad to try.

BULGUR (CRACKED WHEAT) TOMATO SALAD #whatsthebrand
77
Thinking
Inside
the Box
Think Inside the

Box
Thursday
Its Think Inside the Box Thursday! Here are ten
trendy foods you shouldnt ignore and where you
can find them at The Green PolkaDot Box. Read the
full article for more information on each food.
Chia Seeds, Maca Root and more!
blue-corn-chips...
10 trendy foods you shouldnt ignore and where to find them

#GPDB #TrendyThursday #thinkinsidethebox fb.me/4Lo9543
Whale Tails TorChia Chips- 10

Trendy Foods you shouldnt ignore
available at The GPDB
78
Thinking
Inside
the Box
For-Your-Family
Friday
Funk Monkey Bananamon Dried Fruit is a fun snack
that will keep your whole family swingin! Get these
inside your box in multiple flavors for only $2.12.
Funky Monkey Dried Fruit
snacks/dried-fruits...
Find a fun snack for your family with #FunkyMonkey Bananamon

Dried Fruit. Have you tried it yet? #foryourfamily #organic green-
Funky Monkey Bananmon Dried

Fruiet, perfect for family snacks and
perfectly organic, too!
79
Thinking
Inside
the Box
Media Kit Outline

Container Design: We will use actual production boxes to send to
mommy bloggers to introduce them to the experience of receiving
a green polkadot box in the mail. Ideally, this package will be small
so the contents just fit perfectly inside (about 15 X 13 X 3).
If we do not currently have boxes that small that are printed for
distribution, we will need to have some made. Also, in keeping with
the campaign big idea, we will print stickers to put on the outside of
the boxes that say Inspiring INSIDE THE BOX thinking.
Inspiring
INSIDE THE BOX
Thinking
Content List:
1. Pitch Letter
2. News Release
3. Fact Sheet
4. Product Samples (can be specific to each blogger)
Moms 30-45 Media Kit
80
Thinking
Inside
the Box
Beki Winchel
bekiwinchel@gmail.com
801.555.5555
facebook.com/greenpolkadotbox
@GPDB
Gretchen,
I thought your readers might want to know about how The Green
PolkaDot Box can help them eat healthier foods with their families.
Included in this media kit are samples of our non-GMO, organic
foods, as well as information about our new club especially for
moms just like you.
The Green PolkaDot Box is an online green grocer that delivers
affordable whole foods right to your door. We decided that for
Mothers Day this year we wanted to give moms out there an
opportunity to try our unique service to help them and their
families eat healthier. So, we created the PolkaDot Moms Club. The
club offers special benefits like recipes, coupons and a newsletter for
moms everywhere. We know moms are faced with busy schedules,
but we hope this service will reinforce healthy habits in the home
and make grocery shopping an easier, more enjoyable experience.
Feel free to check out our website at greenpolkadotbox.com to learn
more about our organization. Also, you may contact me through
the information provided if have any questions. Thank you for
considering us in your future blog posts.
Sincerely,
Beki Winchel
Moms 30-45 Pitch Letter
81
Thinking
Inside
the Box
Suite 103, 629 E. Quality Drive

American Fork, UT 84003
Phone: 801.478.2500
Website: greenpolkadotbox.com
For Immediate Release
Communications Contact:
Beki Winchel
bekiwinchel@gmail.com
801.555.5555
Online Grocery Releases New PolkaDot Mom Club for Mothers Day
American Fork, Utah This year, Mothers Day brings with it a special new online buying club for clean
and organic foods, promising to offer special benefits like time-saving solutions to participating moms and
child caregivers nationwide.
First and foremost, this new club will help moms who dont have time to think outside the box when
it comes to buying groceries or taking care of their families, says Rod A. Smith, founder of The Green
PolkaDot Box. Its our way of saying Happy Mothers Day to all the moms out there by offering time-saving
and stress-free grocery solutions.
Moms who join the club will receive coupons for products and recipes to use those products in their weekly
meals. It also includes a weekly newsletter that discusses topics such as child allergies, the benefits of buying
organic foods or the importance of eating a well-balanced diet. It even allows shopping moms to select
certain items to have shipped automatically each month for an extra 5 percent discount.
The club is open to child caregivers, so moms, dads, grandparents, expecting mothers and anyone else
who takes care of a child is eligible to sign up. The premise behind the club is to provide support to those
who take care of children by offering discounts, recipes, educational resources and time-saving shopping
methods.
Please visit greenpolkadotbox.com/moms.html to learn more about how to sign up for this new club and
start receiving the benefits of being a PolkaDot Mom.
About The Green PolkaDot Box
The Green PolkaDot Box is a clean foods online buying collective membership club that provides the
lowest pricing on organic and all-natural healthy foods and products, delivered nationwide directly to
consumers doorsteps. The Green PolkaDot Box (GPDB) was founded by Rod A. Smith and his family
as a result of their efforts to eat healthier after being faced with a diet-related health issue. Affordable
organic and all-natural products are now available to every household in America! Learn more at
greenpolkadotbox.com.
###
Moms 30-45 News Release
82
Thinking
Inside
the Box
Tailgate Party Invitation

(for social media)
is inviting you to a tailgate party!
Saturday, September 7
BYU vs. Texas
4:00 pm
Lavell Edwards Stadium
Parking Lot 2
Were servin up burgers and bratsorganic style!
Skeptical Consumers Social Media Flyer Invite
83
Thinking
Inside
the Box

Tailgate Party Menu
(11 x 17 size, to be displayed onsite)

color printing on heavy weight coated paper, mounted on foam board
grass-fed beef burgers

organic sweet apple chicken sausages
multigrain snack chips
organic chocolate chip cookies
Zevia sodas
All of these delicious foods are
available inside the box!
Visit us at:
Skeptical Consumers Poster Menu
84
Thinking
Inside
the Box
Direct Mail Piece

Front
Summer
is here. . .
and The Green PolkaDot Box is

ready to play!
Open flaps
Back
Hey friend,
We wanted to tell you about the
great seasonal sales weve got
going on now. Its the freshest and
most delicious summer produce
sent right to your door. To order
some today, visit us on the web at
www.thegreenpolkadotbox.com!
P.S. The Green PolkaDot Box is

an online green grocer that
offers you the highest quality
organic products at competitive prices right to your
doorstep!
Skeptical Consumers Direct Mail Piece (as sent)
85
Skeptical Consumers Direct Mail Piece (Inside)
3 x 2.5
Seedless watermelons
fresh peaches
Look for season favorites

like these!
Wilderness Poets
Almond & Cocoa Nib
Wild Mix
3 x 5
So grab some snacks. . .
not to scale
Inside flaps
Annies Homegrown
Organic Family Size
Cheddar Bunnies
3 x 2.5
The Green Polka Dot Box!
. . .and the kids and head to the

beach with

Thinking
Inside
the Box
86
Dot Box is
is here. . .
er
P.S. The Green PolkaDot Box is
an online green grocer that
offers you the highest quality
organic products at
competitive prices right to
your doorstep!
We wanted to tell you about the

great seasonal sales weve got
going on now. Its the freshest and
most delicious summer produce
sent right to your door. To order
some today, visit us on the web at
www.thegreenpolkadotbox.com!
Hey friend,
896 S Auto Mall Dr

American Fork, UT 84003
(801) 478-2500
and The Green Polka

ready to play!
Summ

Thinking
Inside
the Box
Skeptical Consumers Direct Mail Piece (unfolded)
87
Thinking
Inside
the Box
YouTubeVideoStoryboardandScript
Videoconcept:ThisvideowillbeanintroductiontoRodandhisfamily,whotheyareapartfromThe
GPDB.
Videopurpose:Wewanttoshowcustomerswhoweare,asafamilyfirst,andthenasacompany.We
wantthemtotrustusbygettingtoknowwhoweareandwhatmatterstous.Thisfirstvideowillbethe
firstinaseriesofthreevideosthatwillintroduceGPDBcustomerstoRodandhisfamily,followedby
theircompany,andthenaninsidelookatwheretheygettheirorganicproductsfrom(farmlands,etc).
Theysaidinoneoftheirvideostheywereexcitedandgratefultheyarebuildingthisbusinesstogetherasa
familybuttheyneedtoshowuswhatmakesthemafamilyandabusinesspeoplecantrust.
Videocomposition:Thevideowillconsistofshotsoffamilymemberstalkingdirectlytothecamera.There
willalsobevoiceoversoffamilymemberstalkingabouttheirfamilycuttingtooldfamilyphotosandhome
videos.Familymemberswontbesitting,butstandingorwalkingnaturally.
Thephotobelowisagoodrepresentationofhowthevideoshouldlookclear,crispandlightwithnatural
colorsandtextures.
Timeofday:midafternoon/lateafternoon,whenthelightissofter
Setlocation:RodandJeanshome
TotalVideoTime:Approximately3.5minutes
*Thisvideostoryboardismeanttobeaguide,notanexactscript.Usethepromptsalludedtointhe
storyboardforconversationtopicsforthevideo.
Skeptical Consumers YouTube Script
88

Scene
1
Thinking
Inside
the Box
Script
ThevideowillopenonRod,dressedcasually,maybe
standingonhisfrontporch.
ImRodSmith,founderofTheGPDB.Itsafamily
businesssoletsmeetthem...Opensdoortohouseand
walksin.
Approx.runtime:10sec
Rodwalkstohiswife,Jean.
ThisisJean...
Approx.runtime:5sec
RodandJeanlookthroughfamilyphotobooksor
preparefoodinthekitchenwhiletheytalkabouthow
theymet.
Wemetwhenwewere...
Approx.runtime:5sec
CutstophotosofRodandJeanstartingtheirlife
together.
Voiceover:RodandJeantellingfunstories.Thiswas
ourfirsthouse...firstchild...
Backgroundmusicplays
89

5
Thinking
Inside
the Box
CutsbacktoRodandJean.Theywalkintoanotherroom
ofthehouse(orcutstoSariahandfamilyplayingata
playgroundorbuildingafortinthelivingroom)
ImSariah,thisismyfamily...Iwenttocollegehere...
hadafamily...Talkaboutwhatshelovesabouther
family,aweirdtalentorhobbyshehas.
CutstoHunterSmithbarbecuingoutback.
ImHunter.Im23yearsold...Rightnowinmylife,I
amdoing...Lighthearted,quickintroduction
CutstoDylanSmithsittingatapatiotableorthrowinga
footballorathishome.
ImDillon...
CutsbacktoRodandJeaninthekitchenagain,getting
readytotakefoodoutside.
5yearsagoIwasdiagnosedwith..RodsaidtheGPDB
wasfoundedbecausetheyweretryingtoeathealthier
afterbeingfacedwithadietrelatedhealthissuetellus
howthischangedyourlifeandinspiredthebusiness.
Sad/classicalmusicplaysinbackground
90

9
Thinking
Inside
the Box
RodandJeanwalkoutbacktowheretheirfamilyis
playingandcooking.
Sowetalkedtoourkidsandsaid,hey,Ihavethisidea
forabusiness,whatdoyouthink?...
Backgroundmusicplays
10
Cutsbackandforthbetweenphotosofthebeginningof
TheGPDBandthefamilytalkingtogether.
Voiceoverphotos:Rodandfamilytalkingabouthow
theystartedthebusiness.Westartedwiththisidea...It
wasalotofhardwork...Weregratefulweregettingto
doittogether...
11
CutstoRodspeaking,withhisfamilyallaroundhim.
Thanksforcomingaroundtoday.Weregladyougotto
meetafewofus.Wellseeyouaround.
Funbackgroundmusicplays:
91
12
Thinking
Inside
the Box
FadestoTheGPDBlogo,withwebsiteaddressand
sloganbelow.
Funbackgroundmusicplays
Approx.runtime:5sec
13
Fadestopreviewofnextvideo(withlink),FollowRod
aroundTheGPDBoffices,warehouses,communities
wheretheyarelocated.
END
Approx.totalvideoruntime:205sec/3.5mins
92
Thinking
Inside
the Box
am what
eat!!
VS
Think inside the box and you'll

find a healthy new you!
Visit greenpolkadotbox.com for more information.
Skeptical Consumers Magazine Ad
93
Thinking
Inside
the Box
Radio Announcement
P.M. After school
SFX: (BOX OPENING)
Young Girl: Today, were going to doing a simple taste test
SFX: (KIDS SCREAMING AND GRABBING CANDY BARS AND FRUIT SNACKS
OUT OF IT.)
Young Girl: The Green Polka Dot box brand versus the leading brand. This brand
has a lot of healthy goodies in the box. Looks really nicely packaged. Lets see how it
tastes!
MMMMMM! Not bad.
It has a delicious and clean taste but what else would you expect from this natural
food with unnatural prices?
Announcer: Things can get pretty crazy when youre bored after school.

SFX: (YOUNG GIRL ZOOMS OFF AT A REALLY FAST PACE INTO THE
DISTANCE)
Young girl: Wow this product keeps you healthy and strong all day long.
Announcer: Well now you see for yourself. The Green Polka Dot Box seems to have
taken over. The kids love it and so will you. Try it. Think inside the box and find the
healthy new you. Natural food with unnatural prices. For more information, visit on
the web at greenpolkadotbox.com
Skeptical Consumers Radio Script
94
Thinking
Inside
the Box
thInK
InsIde the box
When you think inside the box, youll be delighted with what you find. And even when thats gone, these images
will remind you of our guaratnee for the best, non-GMO, organic foods at the lowest price.
desIgn #1
Skeptical Consumers Inside the Box Design
95
Thinking
Inside
the Box
desIgn #2
96
Thinking
Inside
the Box
desIgn #3
97

Inside
Tactics
the Box
Appendix A
Works Cited
Begley, Sharon. Fat and getting fatter: U.S. obesity rates to soar by 2030, Reuters. 18 Sep 2012. Web. 25
Jan. 2013.
Dimitri, Carolyn, Oberholtzer, Lydia. Marketing U.S. Organic Foods: Recent Trends from Farmers to
Consumers, United States Department of Agriculture Economic Research Service. United States
Department of Agriculture Economic Research. Sept. 2009. Web. 25 Jan. 2013.
Gold, Mary V. Organic Production/Organic Food: Information Access Tools, United Organic
Certification. United States Department of Agriculture. June 2007. Web. 25 Jan. 2013.
Green PolkaDot Box, The. SEC filing. 7 June 2012. Web. 28 Jan. 2013.
Palmer, Brian. The environmental footprint of organic vs. conventional food. The Washington Post. 17
Sept. 2012. Web. 25 Jan. 2013.
Makatouni and Davies, et al. What Motivates Consumers to Buy Organic Food in the UK? Soil
Association. 2000. Web. 25 Jan. 2013.
States Department of Agriculture National Agricultural Library. Web. 25 Jan. 2013.
The Daily Mail. 10 Reasons organic food is expensive. FOXNews. 11 March 2012. Web. 25 Jan. 2013.
The Institute for Social-Ecological Research: New target group in the organic food market. ISOE. 2010.
Web. 14 Jan. 2013.
Works Cited
98

Inside
Tactics
the Box
Snow Communications
Thinking
Inside
the Box
99

GPDB Strategic Communications Plan

Transféré par

Informations du document

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

GPDB Strategic Communications Plan

Transféré par

Droits d'auteur :

Formats disponibles

Snow Communications

Final Campaign Book

Snow Communications Thinking

Snow Communications Thinking

Snow Communications Thinking

Industry and External Environment

Industry and Environment

Snow Communications Thinking

Industry and Environment

Snow Communications Thinking

Industry and Environment

Snow Communications Thinking

Industry and Environment

Snow Communications Thinking

Snow Communications Thinking

Snow Communications Thinking

Product and Services

Snow Communications Thinking

Product and Services

Snow Communications Thinking

Snow Communications Thinking

Other Promotional Efforts

Snow Communications Thinking

Snow Communications Thinking

Snow Communications Thinking

Snow Communications Thinking

Snow Communications Thinking

provides comparative sales figures and market potential.

General Food Retailers and Wholesalers

Snow Communications Thinking

Snow Communications Thinking

Quality products for health issues or dietary

Small online presence compared to other

Excessive email communication

Small or large purchase amounts available

Limited produce or frozen products section

Large inventory of organic product

Appealing to overly broad audience

Delivers locally and nationally

Expensive membership fees

Product promotions tailored to key publics

Celebrity competition (Oprahs food line)

Expand product line (produce, frozen products)

Lack of strong consumer relations

Younger shoppers interested in organic foods

Expensive price for organic foods

Consumers 55+ facing mortality

Local, physical markets

Demonstrate value of membership

New companies penetrating the market

Appeal to publics living trendy lifestyles

the end of this report.

Snow Communications Thinking

Snow Communications Thinking

Cautious and skeptical consumers

Snow Communications Thinking

Snow Communications Thinking

Snow Communications Thinking

Resources and Personnel

Snow Communications Thinking

Resources and Personnel

Snow Communications Thinking

Snow Communications Thinking

Core Problem / Opportunity