Public

Relations
Plan

John Faust
Braydon Graf
Joseph Meldrum

John Faust

John Faust is an Economics major attending Brigham
Young University-Idaho. He is a small business owner and an
economist. He is from Chicago, Illinois.

Braydon Graf

Braydon Graf is a Communications major attending
Brigham Young University-Idaho. He designs shirt prints
and other paraphernalia and works with graphic design. He
enjoys playing sports. Braydon currently lives in Vancouver,
Washington.

Joseph Meldrum

Joseph Meldrum is a Communications major attending
Brigham Young University-Idaho. He has worked with the
campus to produce scripts for videos featured on the school
website. He enjoys baking and watching movies. He is from
Renton, Washington.

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Table of Contents
4........... Goals and Objectives
5........... Key Messages
6........... Research Summary
7....................

Who is the customer
8....................

What do they want
9....................

How do they spend
10......... Plan Summary
11..................

Why Bundles
12......... Public Outreach
13..................

Press Release
14..................
Internship
15..................

Social Media
16..................
Blogs
17..................
Advertisement
18......... Budget
19......... House Keeping

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Goals and Objectives

Increase the attendance of the Rexburg Farmers Market to 500 visitors a
week by the end of 2015 season.
Implement the bundle program at the start of the 2015 season.

Strengths, Weaknesses, Opportunities, Threats

The Rexburg Farmers Market offers a unique service to the community.

The market provides fresh produce grown locally at a convenient
location. It is viewed as a singular event occurring weekly that provides
both entertainment and quality products. Vendors are always found in
attendance each week and people flock to it with the intent to buy.

The prices at the market are higher than those found in the local
grocery stores. The market itself is only in operation once a week
and can only make so much money in one evening. Also, the Market has a
very small marketing and advertising budget.

Being a local farmers market in a college town provides an

opportunity to reach out to a diverse group of people. Every few
months guarantees more people will be brought in.

Local grocery stores such as Broulims and Albertsons creates a

competitive alternative to the Rexburg Farmers Market. Many local
residents live below the poverty line and will see spending extra for fresh
food as a luxury.

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Key Messages
Fresh
We know it, but does the customer?
-We have to let the customer know through public outreach.
Your food speaks for itself, we dont want to do a thing to it.

Convenient
We can change the problem of convenience.
-Pre-made bundles with everything you need for a dish.
-Customers can grab a bundle, pay, and be off to soccer practice.

Sustainable
We want to brand the environmentally friendly nature of your food.
-To highlight this, we will be using printed bags.
We want you guys to be here and growing in the future.
-Our ideas are budget positive in long run and cheap until then.

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Research - summary
The first thing to do when tackling a challenge in any business is to

know your customers. We conducted a survey of 50 shoppers across two

days at different times. The complete results of the survey are provided on
the included flashdrive. The survey gives insight into the average shopper
in Rexburg as well as demographics information, spending habits, and
cooking behavior.

96% of shoppers are between 19-25

74% are female

The vast majority make less than $10,000 a year

55% cook meals from scratch 1-4 times a week

29% cook from scratch 5-8 times a week

The average customer who will make the food decisions in a
household is a local, female, 19-25, with very little disposable income,
who cooks from scratch 1-4 times a week, sometimes as high as 5-8.
She typically will spend $1-$10 for a meal which jumps to $11-$20 for a
date, sometimes as high as $30.

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Research - Who is the Customer

our Survey said-

2010 censusAccording to the 2010 US census,

there were 25,484 people, 7,179
households, and 4,925 families
residing in the city. There were
7,179 households of which 33.8% had
children under the age of 18 living with
them, 62.6% were married couples
living together, 4.4% had a female
householder with no husband present,
1.6% had a male householder with no
wife present, and 31.4% were nonfamilies. 9.2% of all households were
made up of individuals and 3.5% had
someone living alone who was 65
years of age or older. The average
household size was 3.41 and the
average family size was 3.17.
The median age in the city was 22.3
years. 20.4% of residents were under
the age of 18; 49.2% were between
the ages of 18 and 24; 19.9% were
from 25 to 44; 7% were from 45 to
64; and 3.7% were 65 years of age or
older. The gender makeup of the city
was 47.3% male and 52.7% female.

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Research - What do they want

People were given the ability to pick from many
different potential finished products and asked what they
would make themselves.

68% want berry smoothies

66% want to make healthy meals
64% want desserts
56% want soup and/or salad
48% want a date in a bag

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Research - How do they spend

What do they spend typically?
CensusSurveyThe median income for a household in
the city was $26,965, and the median
income for a family was $36,047. Males
had a median income of $27,280 versus
$17,592 for females. The per capita
income for the city was $9,173. About
13.2% of families and 44.4% of the
population were below the poverty line,
including 11.7% of those under age 18
and 12.3% of those age 65 or over.

What affects spending habits?

Call it a date!
People were willing to spend
100%-200% more if you called it a
date.

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Plan - Summary
The farmers market has a convenience problem. If a customer wants a salad,
they have to visit multiple vendors to get everything they need. Moms are the chief
buyer of groceries and tend to be the ones who make dinner. There will be days
where they come and sample jerky and grab a burger, but some days moms are
busy. Surely there can be a better way for the Farmers Market to meet their needs
as well.
The Bundle program is a one stop shop grab and go way to allow for more people
to be fed with your fresh, delicious, food when customers cant go to each vendor
and pick out what they want. This leads to more overall sales and customer
satisfaction.
I have no doubt of your salesmanship, which is why we arent changing the
system you have right now, this addition is going to make sure the Farmers Market
remains a staple of Rexburg for a long time.

How:
1. Pick a recipe from what is in season
2. Price the bundle $5 side/dessert $10
for dinner.
3. Shoot a video and make recipe card
4. Promote the bundle on social media
5. Keep track of how many sold and
distribute revenue accordingly

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Plan - Why Bundles

Benefits to the Farmers Market as a whole
Provides a stream of revenue to the market as an organization.
Increased revenue for traditional advertising and marketing.
Promotes cooperation between the vendors.
As more people purchase bundles, the more customers show up each
week.

Benefits to the customers

Customers can buy their bundle and be on their way.
Customers can spend more time socializing and less time in line.
Customers are presented with ready made ideas, less pressure.
Customers bond with the vendors through the recipes, videos and
social media.

Benefits to vendors
Vendors can sell more of the stuff they have excess.
Vendors can have a more steady income.
Vendors can utilize their vast knowledge of their products to create
new recipes and bundle ideas.

Rexburg Farmers Market

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Public Outreach

In an effort to get the word out to the public, there are many
ways that the Rexburg Farmers Market can publicize and update local
residents.

These include:
Advertisement
Press Release
Social Media
Blogs

Keeping the public informed about what is going on and what there
is to do at the Farmers Market will give everyone a good outlook of the
market and will erg them to attend the events and market every week.

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Press Release

246 Main Street, E / Rexburg, ID 83440

NEWS RELEASE
Contact
Telephone
Email
Website

Braydon Graf
(208) 555-7341
rexburgfarmersmarket@gmail.com
www.rexburgfarmersmarket.org

FOR IMMEDIATE RELEASE

June 1, 2014

REXBURG FARMERS MARKET CREATES NEW METHOD OF SALE

Ready-to-Make Food Bundles Will Be Sold to the Public
REXBURG, Idaho New ways for buying food at the Rexburg Farmers Market will make it easier for students
and families to make their meals.
Fruits and vegetables will now be sold as a bundle package alongside the produce that you can buy
individually. The bundle program will help everyone who purchases one, efficiently use the produce the market
has to offer.
The bundles of produce will also come with recipes that can be used for that specific bundle, said
Joseph Meldrum. There will be various types of bundles and recipes for everyone to make in their own home.
The bundles will also come in different sizes to accommodate a large family to small number of people.
Prices will also differ to the different sizes.
If you would like more information, please contact Braydon Graf at (208) 555-7341 or email at
rexburgfarmersmarket@gmail.com.
The Rexburg Farmers Market was established in 2009 to promote local farmers. The weekly market is a
collection of local venders who sell original hand made products. Fresh. Convenient. Sustainable.
-###-

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Internship

As most of the work for the Farmers Market is all voluntary,
it would be advised if the Market has some extra help. Hiring a free
intern from local BYU-I Communications department can effectively
promote the Farmers Market for you. Utilizing them by giving them set
schedules.

Weekly Schedule
Monday
Facebook: highlight story about
one of the vendors.
Tuesday
Twitter: Re-tweets of favorite
comments and posts.
Wednesday
Facebook and Twitter: What to
expect at this weeks market.
Events, special vendors and
products, etc.
Thursday
Reminder to come to the Farmers
Market and promote the bundle
program on all social media
outlets.

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Friday
Live updates during the Farmers
Market on all social media outlets.
Instagram: Photos of visitors and
merchandise available.
Twitter: Tweets of what is available
Facebook: Post of the weather and
what there is to purchase.

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Social Media

Regularly posting on various social media outlets will increase
the publicity and outlook to the public.

Facebook

There are currently on average 25-35 likes on every post that
the Farmers Market already puts out. Regularly posting will increase
the amount of traffic you receive.

Instagram

Posting pictures every week at the Friday market will promote to
the local residents on Instagram. What is available? Who all is there?

Twitter

Sending out tweets during the week and while at the market will
also help spread the word that the Rexburg Farmers Market is the
place to be.

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Blogs

Blogs are a great way to reach local mothers and families in
Rexburg. Creating a blog for the Rexburg Farmers Market will attract
in more families to the market.

The blog should include fun and memorable experiences and
be open for residents to post their own memories and testimonials.

Collaborating with other local blogs will also help get the word
out about the farmers market.

Blogs such as Rexburg Moms have over 700 moms that view
and read the posts every week that they are published.

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Advertisement
Canvas Bags

Low cost canvas bags with the logo of the Farmers Market will
visually remind people.
www.discountmugs.com

Logo Options

Rexburg Farmers Market

Rexburg Farmers Market

*Single color is less expensive.

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Budget- Build your budget

Bags-

$163.00 for 100 logo printed bags

If sold at $3.00
$4.00
x 100 bags
x 100 bags
$300.00
$400.00
-$163.00
-$163.00
$ 137.00 Profit $237.00 Profit

Bundles-

We can scale as high as you want. As you

make more bundles, they get cheaper.
If you are strategic with your recipes, you can
sell of the produce you have a lot of.

Ex. Zucchini Bread
Example Bundle

1/2 lbs of Strawberries= $1.00 (Retail)

1/2 lbs of Cherries= $1.50 (Retail)

Bundle Could be sold w/ bag for $5 and

makes 4 smoothies

You profit a dollar plus the profit margin

on the berries.

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House Keeping

With every event there is always room for improvement.

The arrangement of the farmers market could be better utilized for
more efficient costumer satisfaction.
The entrances and exits of the market are hard to find when visiting, the
vendors are all enclosed in a circle trapping everyone in. If both ends of
the market were open, the market would have better flow.
Including two to three garbage bins for visitors.
Locating the vendors in set positions and not randomly spread out.
Grouping like vendors together.

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