RDA Agmt 2008 Pacific Coast Farmers Market Assn

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Pacific Coast Farmers' Market Association Advertising and Marketing: Page 6 PCFMA maintains a fulltime marketing department that organizes and implements a wide variety of community outreach and advertising strategies. The advertising strategy that PCFMA employs for each farmers' market varies according to community demographics, available media outlets and the needs of the market. One common element to each market's outreach strategy is the creation of a unique visual identity for each farmers' market beginning with a unique market logo that is included in all outreach efforts. Like the Nike "swoosh" or the "Intel Inside" circle, the farmers' market logo reinforces each exposure to the market's message. The visual identity is reinforced with a common set of colors and styles that carry across all elements of the outreach effort: paid advertising, posters, flyers, postcards, etc. Whenever possible, PCFMA tries to incorporate well-known local icons into the farmers' market logos to reinforce the local connections to the market. PCFMA hopes that all who shop at the Downtown San Leandro Farmers' Market will see the market as belonging to the citizens of San Leandro, not as belonging to PCFMA. With that in mind, PCFMA would seek a familiar image of Downtown San Leandro to incorporate into the farmers' market logo. The image below was developed by PCFMA's marketing department as an example of the type of farmers' market logo that might be used. It builds off of the San Leandro downtown logo that was part of the request for proposals, and adds in elements of fruits and vegetables that shoppers would be able to find at the Downtown San Leandro Farmers' Market. PCFMA has utilized a wide variety of paid media outlets including newspapers, magazines, radio, television and online advertising. In each community in which it operates farmers' markets, PCFMA consults with residents and business owners to learn from their experiences as both advertisers and media consumers. When launching a new market, the strategy is two-fold: first, create community excitement about the grand opening of the farmers' market by advertising in a wide variety of outlets and through a large number of community organizations; second, encourage shoppers visiting on opening day to return through follow-up advertising, in-market advertising and promotions, and the development an email distribution list of fanners' market shoppers. Opening day advertising would likely include paid advertising and media releases in the major print publications serving the San Leandro area such as the Oakland Tribune, Daily Review, or East Bay Express. Follow-up advertising would be more targeted. In most communities, print advertising in local community newspapers has proved to be the most effective and the most cost-effective. For the Downtown San Leandro Farmers' Market, PCFMA would likely place print advertising in the San Leandro Times or Daily Review. PCFMA's marketing and advertising strategy for the Downtown San Leandro Farmers' Market would be guided by the wealth of data generated by a market research project undertaken by PCFMA in 2007. In this research project, which was funded by the USDA Farmers' Market Promotion Program, over 2000 customer-intercept surveys were conducted with farmers' market customers in eight Bay Area farmers' markets. The surveys asked questions of shopping and spending patterns, media usage, and demographics. This dataset gives PCFMA unique