Client Research

In 2013, Mayor Neitzke created a directive to start a farmers market within the City of Greenfield. He envisioned a large, open market at Konkel Park with a very family friendly, relaxing atmosphere. He wished it to be a gathering place for families. The Greenfield Health Department was put in charge of planning and creating the market starting in February 2013. The market started off average, with approximately 25 vendors. The opening market day had an outstanding attendance, and many vendors reported being sold out of product by mid-market. By August 2013, GFFM had over 50 vendors and a regular attendance of approximately 1,500 – 2,000 patrons. After a successful first year, the Greenfield Farmers Market Committee is interested in expanding their customer base. The Greenfield Farmers Market is unique is several ways:

The GFFM is a Sunday market. This gives an opportunity for patrons to shop on what is typically considered a “quieter” day. Volunteers at the market were often told by patrons that they were just too busy to get to a market on Saturdays or during the week.

The GFFM is a larger scale market than many in the area. According to vendors, it is competitive with several of the best markets in the Milwaukee area, including Brookfield Farmers Market.

The GFFM is housed in the local health department. The health department and market committee members are interested in reaching the community with educational information in a different atmosphere in a fun, meaningful way. While this is mainly focused on nutrition and access to healthy foods, there are many other topics that are provided.

Many amenities and exciting additions occurred during the market season last year, including a successful mid-season celebration with giveaways, and a fall celebration with trick-or-treat for the kids. However, with the quick expansion of the market last year, committee members were unable to focus on some of the details of the market atmosphere.

Needs and Opportunities

The market committee members’ main public relations goal is to encourage and bring young families with children between the ages of 0 and 10 to the farmers market. Last year, 64% of market-goers were above 50 years of age. The outreach for the age range of young families has been minimal and can be improved with several avenues.

One thing that can be greatly improved at the market is the child/family friendly activities. With the expansive growth and changes in 2013, there was little time or room to organize many regular activities. The fall celebration included a trick-or-treat event and pumpkin decorating. This was one of the least successful events of the 2013 season, as there was minimal advertising, and weather greatly impacted the event. The Greenfield Health Department also began slowly implementing some education pieces by presenting information at a booth toward the end of the season. Both the education and family focused activities need further planning and advertising to make them successful market additions.

The last need for growth includes the details that bring together the atmosphere. Due to construction last year, the middle grassy area was unavailable for use for the majority of the season. Patrons became accustomed to walking through and picking up the products they needed, as opposed to mingling, listening to the music, and socializing. Amenities that will help this cause include picnic tables, umbrellas for shade, restrooms close by, and space for families to gather.

Audience Research

The current outreach for patrons is the 36,740 residents of the City of Greenfield, through advertising mailed to each resident in the city. The market committee members have created a sponsorship relationship with PyraMax Bank, which will extend outreach to neighborhoods including Franklin, South Milwaukee, Mukwonago, Third Ward, West Allis, West Mitchell Street in Milwaukee, and Moreland Boulevard in Waukesha. This will reach approximately 20,000 households. Other neighborhoods the GFFM is researching with potential outreach options is in New Berlin and Oak Creek.

The GFFM is interested in building a relationship with families with young children ages 0 – 10, with any socio-economic standing.

The Greenfield Farmers Market has many opportunities to expand and succeed in creating an atmosphere where families want to spend their day, have lunch, and participate in events. In the following plan, I will outline the proposed strategies to ensure success in creating new relationship with families with young children in Greenfield and surrounding cities.

Campaign Theme

The Greenfield Farmers Market: Where families come to shop

The Public Relations Program

Objectives

Increase the number of young families attending the market on a regular basis by 25% by the end of the market

season (October 2014).

Communicate with market patrons regarding events occurring at the market on a regular basis.

Create a Pinterest account and have 500 followers by the end of the 2014 season.

Activities

Event

Objective

To increase the number of young families coming to the market by mid-season celebration by creating a more

family friendly atmosphere

Description

Last year, GFFM’s mid-season celebration was celebrated with a band, raffles, and the start of frequent shoppers cards.

This was the first time the grassy space in the middle was usable, so there was seating available to watch the band.

Suggested Plan

It is important to get the atmosphere right for a farmers market. Some markets are a very relaxed, hang out space. Others

are more of a walk-through and go space. In order bring families in, it is important to bring the atmosphere families are

looking for. See the following things that I suggest should occur before the mid-season celebration to create a more inviting

atmosphere:

Last year, the GFFM partnered with Friends of Boerner Botanical to start creating family-based activities. One event

was put on at the end of the season – a Fall Celebration, where children could decorate a pumpkin with Friends of

Boerner Botanical. This season, there should be a children’s event at mid-season celebration. One cost-free option

includes using Greenfield Parks & Recreation to “donate” outdoor activities and yard games for kids to play for the

day.

During last year’s mid-season celebration, a local band, Second Time Around volunteered to play. This is a male

band, with an array of different music, including classic rock and some of their original music. The vendor and

patrons loved the energy and enthusiasm of the band. It is recommended that they are brought back for the mid-

season celebration event.

To best utilize this space, it is important to have quality amenities at the market. It was mentioned to me that money

had been donated to the city for the market green space. I recommend that it is utilized for the following amenities:

Quality picnic tables with umbrella usage – this is necessary due to the lack of shade on site.

Recycling bins – currently there are no recycling bins on site.

A designated family space – with only one family-focused event that occurred at the end of last

season, it is important to take part of the green space and say “this is where our family activities

will always occur” so that families will always know where to come for the activities.

The market hours run from 10 AM – 2 PM, which is right through lunch time. People with children often work around

snack and meal times. With the hours running over lunchtime, it is important to have attractive ready-to-eat food

vendors. I suggest seeking out popular ready-to-eat food vendors in the area – especially one with a good following

that will peak people’s interest.

Purchase Cost

Outdoor picnic tables & umbrellas $30,000

Total (covered by donation) $30,000

Social Media

Objective

To connect with families with younger children, using a popular site with quality and educational information

Description

The Greenfield Farmers Market already uses Facebook as an avenue to reach out to patrons, and currently has a following

of approximately 600 people. The next step is to use another avenue: Pinterest.

Modea, a full service agency, put together demographics of Pinterest users, and correlate well with the GFFM’s outreach

effort:

50% of users have children

66.9% easily fall within the age range of a young family

Whole Foods is one of the most followed brands on Pinterest (falls within product type)

68.2% of users are female

Suggested Plan

Create Pinterest with several related boards: recipes, gardening, healthy food options, local food movement, health,

exercise, and other thoughtful boards. Begin pinning prior to inviting people to the board. It is important to have some

information and pins already before outreaching people. Share Pinterest information on Facebook.

Run a short term promotion encouraging patrons to follow social media sites for an opportunity to win a basket of market

products. The market basket can include products already purchased as prizes from the GFFM, including a frequent

shoppers t-shirt, magnets, a tumbler cup, and a few items from vendors at the market.

Cost

Purchase Cost

Market items from vendors $20

Total $20

Direct Promotions

Objective

To reach young families using several previously unused avenues

To stay connected with families regarding family friendly events occurring each week

Suggested Plan

Several new avenues have been targeted for market promotion. Included is my recommendation for the most effective way

to reach each target audience.

Greenfield day care centers (reach: child population approximately 1,100). Hand-deliver a packet including an 11”x

14” poster, and 5”x 7” post cards that can be used as handouts to parents.

Greenfield School District (reach: student population approximately 4,000). Speak with the Greenfield School

District. In the past, the city and school district have worked together to post community related events. See if the

following options are available:

Send over as a PDF that can be posted on the website or otherwise accessible to families

Print 1/3 sheet flyers that can go home in a school-wide newsletter

Request information regarding school-wide events that flyers could be handed out or advertising

could be placed (such as basketball games)

Upcoming bike rodeo event (reach: approximately 60-100 families). Provide poster to attendants, as well as 5”x7”

post cards that can be handed out.

Sponsor for Miltownmoms.com weekend guide (reach: approximately 3,000 families). Sponsor the Greenfield

Farmers Market in the weekend guide, advertising the opening day. Also, offer a free reusable market shopping bag

if they come to the information booth and mention Miltown Moms (so the return can be tracked).

Float opportunity in the Greenfield 4th of July Parade (reach: approximately 3,000 families). Have several handouts

for different people, including:

Post card handouts

Magnets

Stickers focused on fruits and vegetables for children (available via KidsLoveStickers.com).

Coupons donated by vendors for free items from the market (i.e. free half dozen ears of corn for

the July 6th market date).

To focus on staying better connected with the families, I recommend creating a schedule of events for the market. This can

include the main events, including opening day and the mid-season celebration, musicians, and special guests. See the

following image for an example of a market events calendar that can be used.

Cost

Purchase Cost

11”x14” Posters (100) $76 (C & G Printing)

2 ¼ x 4 ¼ Magnets (1,000) $290 (4imprint)

Post card handouts (2,000) $157.90 (Next Day Flyers)

Stickers – 4th of July Parade (3,500) $98.93 (Kids Love Stickers)

Miltown Moms sponsorship $50

Total: $672.83

Media Relations

Objective

Have a representative of the Greenfield Farmers Market speak on The Morning Blend

Suggested Plan

See the following pitch email that can be sent to the producers at The Morning Blend:

To: Contact name

Subject: Know Your Food – Shop Local

Message: Your viewers may be interested in information on choosing quality produce, the importance of buying locally, and

tips on growing their own vegetables. The Greenfield Farmers Market has one particular knowledgeable farmer interested in

sharing his expert and personal experiences with farming, local produce, and more. Also, families attending the Greenfield

Farmers Market will have the opportunity to learn about a new product each week, including the best way to store and cook

items they may have never tried before!

This story is a great fit for your Morning Blend show during the spring season, when many people begin their vegetable

gardens. A news release is attached. If you would like to interview Mr. Simon about the local food movement, Wisconsin

grown produce, or gardening information, I would be happy to arrange a meeting. Several farmers market photos are

available.

I’ll call to follow up. Thank you for your consideration.

Please see the following news release:

Greenfield Farmers Market

7325 W Forest Home Avenue

Greenfield, WI 53220

NEWS RELEASE

For release: May 26th, 2014

For more information: Jessica Freitag, Committee Member

Greenfield Farmers Market

Desk: (414) 329-5261

JessicaF@greenfieldwi.us

Cell: (414) 336-5163

SUNDAY MARKET OPENS FOR ROUND TWO AFTER EXPLOSIVE FIRST SEASON

(Greenfield, Wis.) Always going and going during the week through most of your weekend? Forgot about that Tuesday

evening or Saturday morning market because you had prior commitments? The Greenfield Farmers Market is running on

Sundays, 10 AM – 2 PM at Konkel Park for its second season after extremely successful season last year. Opening day is

Sunday, June 1st.

On June 1st, we have several new and exciting things happening. Friends of Boerner Botanical will be showing children how

to make seed tape to grow a special surprise in their garden or back yard. Also, the frequent shoppers cards will be

available at the information booth – if you get the frequent shoppers card stamped each week you attend, you have the

opportunity to receive a prize at the end of the market season. Also new to the market this season is the option of

credit/debit/EBT. Stop by the information booth to swipe your card and receive tokens to shop the entire market!

“This year, we are greatly focused on amenities that create a comfortable and relaxed atmosphere for our patrons,” said

Mayor Neitzke, “We want you to sit down, enjoy lunch, listen to the music, and enjoy the family activities that we have to

offer.” With construction taking over much of their grassy space in 2013, the GFFM offers the opportunity to relax in the

center, with shady umbrellas, and eclectic music each week. There are many must see additions to the market that create a

great family gathering place!

On opening day, the first 300 families will receive the new reusable Greenfield Farmers Market shopping bag. For more

information regarding the Greenfield Farmers Market, visit the website at greenfieldwi.us/farmersmarket.