green zebra, portland state university campus location

Team CebraKayla Seals

Rob KoolCarlea SundinJoel VandekieftLia MahoneyEthan Wallik

JaQues KaheySolmaz Shaghaghi

Our Goal:

To launch Green Zebra in the PSU community

Our Introduction to Green Zebra

Green Zebra has its own personality

Personality Traits

Friendly

Personality Traits

FriendlyIntimate

Personality Traits

FriendlyIntimateAuthentic

Personality Traits

FriendlyIntimateAuthentic Approachable!

Personality Traits

It strives on creating opportunities in its community

Personality Traits

Values quality of life and sense of place

Food. Fun. Community.

Objectives

Objectives

Drive people into the store

Objectives

Drive people into the store

Create an impact in the community

Objectives

Drive people into the store

Create an impact in the community

Show the community who you are

Our Research

Our Research

Visit Green Zebra Grocery

Our Research

Visit Green Zebra Grocery

Create a Surveyonline and in person

Our Research

Visit Green Zebra Grocery

Create a Surveyonline and in person

Secondarydemo/geographics within 1 mile of PSU locationMedia options in the area

Green Zebra Grocery

THE PSU COMMUNITY

18-28While price is likely to be a major driver in deciding which food products to purchase, high quality ingredients, familiar brand, and locally-produced items all top the list of shoppers’ most influential product factors. These are especially important to Younger Millennials.

29-30The Older Millennial demographic consider themselves foodies and have a more positive perception of grocery store prepared foods, which also may be an opportunity for retailers looking to boost their in-store offerings. Older Millennials can be reached through comparing the flavor and quality of in-store foods compared to restaurant options.

Our Audience

Our question was…How do we bring these two

personalities together?

THE OBSTACLES:

Perception of price

THE OBSTACLES:

Perception of pricePerception of attitude

THE OBSTACLES:

Perception of pricePerception of attitudeAwareness of what you stands

for

THE OBSTACLES:

Perception of pricePerception of attitudeAwareness of what you stands

forLoyalty/ resistance to change

THE OBSTACLES:

Perception of pricePerception of attitudeAwareness of what you stands

forLoyalty/ resistance to changeHabits

THE OBSTACLES:

Perception of pricePerception of attitudeAwareness of what you stands

forLoyalty/ resistance to changeHabitsFood carts

NO PROBLEM, WE KNOW HOW TO CHANGE THAT

Overcoming obstacles

Park BlocksRec CenterLibrary

Overcoming Obstacles

What opportunities there are on campus:

Farmers market on park blocks Party in the plaza

Orientations

Guiding Insight

The way neighborhood groceries stores used to be, if they sold

Quinoa and Kombucha.

FARM TO CITY

POSTER

CREATIVEPoster

CREATIVEPOSTER

CREATIVEBillboard

guerilla

GUERILLA

banner

store front

STREET CAR stops

Launch Soft Opening

Orientation Farmer Hank with seed coupons Grand opening Party in the Plaza First week of school

PARTY IN THE PLAZA

farmer hank

seed packets

Seed Starter Kits

Stickers

banner

FARM YARD SIGNS

SOCIAL MEDIA

Media OverviewBillboard

Posters Yard Signs

Banners

Guerilla

Stickers

Social Media

Streetcar

Budget Breakdown

$5000$19,131$5204

Our Budget: 29,335

Remainder: 665

Media Schedule

Metrics of SuccessHigh Foot Traffic on Opening day

Metrics of SuccessHigh Foot Traffic on Opening day

Increased social media following

Metrics of SuccessHigh Foot Traffic on Opening day

Increased social media following

High Sticker Demand

Metrics of SuccessHigh Foot Traffic on Opening day

Increased social media following

High Sticker Demand

Increased brand awareness

Metrics of SuccessHigh Foot Traffic on Opening day

Increased social media following

High Sticker Demand

Increased brand awareness

A Healthier PSU

Summing it up

Summing it up Impacts community

Summing it up Impacts community

Embraces healthy food, fun and

community

Summing it up Impacts community

Embraces healthy food, fun and

community

Excites PSU to create a relationship

Creating a new community Together