green zebra, portland state university campus location
TRANSCRIPT
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