FMC Pitch

Julie
Targeting adults 60+ to engage in the 
farmers market experience
Client: Farmers Market Coalition
Agency: Lotus Communications

Date: March 7, 2015
"Farm Fresh For Life" Campaign
About Us
Lotus Communications is a full-service PR, marketing and advertising firm based in Washington, DC. Founded in 2000, our company of 25 staff brings a wide breadth of experience in corporate, government and nonprofit sectors to solve our clients’ toughest communication challenges.
WHAT WE DO
HOW WE DO IT
WHY LOTUS
DEFINING SUCCESS
  •  Research
  •  Strategy
  •  Public Relations
  •  Partnerships
  •  Customized Planning
  •  In-depth Strategy Development
  •  Creative Services
  •  Integrated
  •  Innovative
  •  Impactful
  •  Transparent Evaluation
Plan Overview 
Situation Analysis

Challenges

Research 

Strategy

Timeline 

Budget
Situation Analysis
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2
$110 million from USDA available over 5 years for eligible seniors
Many are eligible for SFMNP and SNAP benefits
Increase awareness of SFMNP and/or SNAP
Limited social media usage
Audience labels
1
2
3
Challenges for FMC
RESEARCH
Survey
Competitive Analysis
Key Informant Interviews
Communications Audit
Environmental Scan
1
2
3
Low-income seniors who know about SFMNP benefits have a high demand for
SFMNP coupons and redeem them at a 
high rate (80% +).

Emphasize social benefits of markets, seniors may attract others (e.g., family 
members).
Extend FMC’s messages by creating alliances with entities that wield local and national reach among seniors.
Communication Opportunities for Adults 60+
TARGET CUSTOMER DEMOGRAPHICS
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2
A more detailed view of FMC's primary target audiences for the "Farm Fresh for Life" campaign:
Male & Female: ages 60-75, 
mobile/ambulatory
Individuals ages 60-75 who are eligible for federal nutrition assistance
Strategies & Overall
Goal of Campaign
Encourage Benefits Applicaton
Awareness of SNAP
& SFMNP Markets
Social Benefits of
Market Visits
Increase 60+ adults' 
visits to markets
KEY MESSAGES
FRESHER. LONGER.
DOUBLE YOUR SAVINGS.
DOUBLE THE FUN.
TACTICS
Partnership Engagement
Materials Development
Digital Promotion
Kick-Off Event
Traditional Media
Transit Ad for FMC
Quarter One
Quarter Two
Quarter Four
Jan - Mar
Apr - Jun
Jul - Sep
Oct - Dec
  •  Brainstorm strategic partners and key influencers
  •  Hone key messages for the season
  •  Finalize strategic partners and key influencers
  •  “Life of a strawberry” video planning & production
  •  Design marketing collateral
  •  Formative research
  •  Event planning
  •  Run transit ad
  •  Digital promotions
  •  Track media metrics
  •  Run digital promotions (Youtube & FB)
  •  Distribution of toolkit
  •  Run strawberry ad
  •  Run transit ad
  •  Kick-Off event
  •  Track media metrics
  •  Market survey
  •  Track media metrics
  •  Evaluation of campaign
Quarter Three
Timeline
bUDGET
Market Research -- $1,300Paid Media -- $6,075Event -- $6,865Sponsored Costs -- $1,850Miscellaneous -- $1,8007.3%34%10.1%10.3%38.4%
questions?
Elena Waskey, EVP of Food and Health
elena@lotuscommunications.com
@lotuselena
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