Build From the Ground Up!

Presented to Our Community Place

Presented by Club 384
 EXECUTIVE SUMMARY

The Ground Up Campaign focuses on creating a visually and emotionally appealing

theme to attract consumers and persuade them to purchase. According to Entrepreneur.com,

the best way for your business to stand out is by building emotional connections with your

audience (Ellens, 2016). By focusing on the social causes and mission that drive both Our

Community Place and Ground Up, it will establish a deeper value within the consumer and

eliminate buyer's remorse. Because the main goal of the pesto product is not to make a profit,

but to make a difference, we chose to focus on the people the product will benefit rather than

the revenue OCP will receive.

The campaign will reflect the major selling idea that Ground Up helps struggling

individuals of the Harrisonburg community while simultaneously giving back to the community as

a whole. We want Ground Ups target markets to be taken through integrated steps that will

ultimately lead them to the new Ground Up landing page within the Our Community Place

website. We propose driving consumers to a place within the OCP website in order to urge

Ground Up product purchase and learn more about OCPs mission and values. In order to drive

large audiences to the Ground Up landing page, weve allocated a majority of the budget to

social media marketing and direct mail. We believe that these methods will garner the most

attention and action. Our Community Places existing and active social media following coupled

with a high response rate from direct mail will generate positive attention to the product.

We also propose using direct e-mail to alert existing Our Community Place volunteers

and customers about the Ground Up launch, events, and sales promotions because they are

already devoted members of the community. The sales promotions will promote initial purchase,

impulse buys, and repurchase. We believe that each factor of this campaign will greatly

contribute to the success of the Ground Up brand and people the product intends to benefit.

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 MARKETING STRATEGY
Marketing Mix Assumptions
We propose naming your product Ground Up Pesto to reflect the theme of building from

the ground up and calling pesto what it actually is -- ground up basil. The product will be

packaged in a clear 8 ounce glass mason jar with an info-tag tied around the lid with elastic. The

info-tag will include information about the brand and product and the social cause driving it as

seen in Appendix A. The ingredients, which are basil leaves, garlic, olive oil, salt, pepper, and

hard cheese, will also be listed on the labeling. We propose the product should sell at $7.99 for

the eight ounce jar and as the product succeeds we hope to offer different sizes of the product.

In line with the proposed promotional media plan, we project that 60% of sales will come

from online channels and 40% from offline channels. The online channel, which will be a

webpage within Our Community Places current website (ourcommunityplace.org/GroundUp),

will have an e-commerce option where customers can purchase the product directly from the

site. We also predict that, while on the Ground Up page, customers will explore the rest of your

site and learn about the history, mission, and goals of OCP. The offline channels include the

Harrisonburg Farmers Market, Friendly City Co-Op, and RedFront supermarket. The Farmers

Market gives us an opportunity to not only advertise and sell the product to a large group, but

also drives home your companys values of community and togetherness. Attending and

operating an area of the Farmers Market offers a great way to interact with customers on a

personal level and get to know your target market. The Friendly City Co-Op operates under a

mission that closely aligns with that of Our Community Place, making them an ideal partner to

exceed customers expectations by providing a product that gives back to employees, facilities,

and the community. Lastly, RedFront supermarket is independently owned by a Harrisonburg

family and reacts to the needs and wants of their community. The supermarket offers a unique

opportunity for nonprofit organizations - the nonprofit operates their West End Cafe for a week,

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RedFront provides the supplies, and the nonprofit receives the proceeds from the weeks sales.

This channel would be extremely beneficial for both the Ground Up brand and OCP as a whole.

Competitive Analysis
The current pesto industry is comprised of two different types: national brands and

locally sourced and sold products. Given the composition of the product, pesto is one of the

most versatile and adaptable products based on consumer preference. In an article titled Pesto

Beyond Pasta, the Fancy Food and Products magazine said Whether frozen, fresh or

shelf-stable, theres a style of pesto to fit every meal and every shoppers preference (Noblett,

2010). Therefore, it is difficult to identify any specific industry leaders given the vast number of

companies that sell a variation of pesto, whether they sell in national retail locations or only

locally. However, like most other products, locally-sourced brands are typically less

recognizable and lack strong brand loyalty that national brands attract. This explains why Heinz

Kraft Co. and McCormick & Company Inc. are the recognized as the major players in the 2016

seasoning, sauce and condiment industry (IBISWorld, 2016). In addition, given the products

typical ingredients, most pesto products can be classified as organic. According to the United

States Department of Agriculture, a product must satisfy specific requirements set forth by the

National Organic Program to be certified as an organic product (USDA, 2016). There are

different requirements for products depending on the category it is classified as, such as

livestock, vegetables, dairy (USDA, 2016). Although there are strict requirements that need to

be met, research from April 2015 shows that 40% of consumers aged 18-36 are more likely to

purchase a product classified as organic (Organic food and Beverage Shoppers, 2015).

Consumers listed safety and healthy benefits as the main purchase influences (Organic Food

and Beverage Shoppers, 2015). Therefore, it is a fair assumption that the same consumers are

more likely to purchase organic pesto over processed pesto.

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 As stated earlier, the pesto industry is currently comprised of nationally recognized

brands and local brands that vary based on geographic region. It is difficult to identify local

brands that are sold all over the nation, but OCPs target market in Augusta, Bath and

Rockingham counties has a number of locally-sourced pesto products available in various retail

locations. We analyzed 11 different pesto products on price, packaging, size, distribution and

brand awareness generated through user reviews on online grocery distribution channels, such

as Amazon Fresh and WalMart Grocery (Appendix B). Overall, many of the brands position

themselves to highlight fresh quality, abundant flavors and a traditional staple in cooking. Barilla

and Classico, two of the most well-known brands, both capture the traditional and classic Italian

feel by calling their product Traditional Pesto and having their labels more neutral, rustic colors

to capture the vintage look (Appendix C). This portrays the companies as having been in

business and selling this product successfully for a number of years to increase their reputation

as a long trusted product. In addition, many of the products try to capture the authentic Italian

positioning by naming their products with Italian words. For example, Trader Joes named their

product Giottos Pesto alla Genovese which translates to pesto from Genoa, an old city on the

Italian coast (Republic of Genoa). Based on the overall competitive landscape, we believe

OCP has an opportunity to differentiate themselves by highlighting the locally-sourced products

to capture fresh and high quality ingredients and emphasizing OCPs social cause because no

other product we analyzed had anything similar.

Target Marketing
The first segment to target is the upper and middle-class Mennonite population

surrounding the Harrisonburg area. This segment has a household income between

$85,000-$125,000 and live in the Shenandoah Valley area, more specifically from Woodstock,

VA to Staunton, VA and the counties of Shenandoah, Bath, Rockingham, and Augusta. This

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segment includes males and females between the ages of 25-44 to target adults and parents

who are purchasing food for themselves and their families. This segment regularly gets their

news from local newspapers like the Harrisonburg Daily News Record or Rockingham County

Daily Journal, and from television channels like Fox, CBS, and CNN. Appendix D shows the

typical individuals within this target market.

The second segment to target is females between the ages of 25-34 who have an

interest in cooking or gardening, have free time after school or work, and are more inclined to

spend extra money on products that benefit their community. Members of this segment normally

shop at co-ops, farmers markets and Martins grocery stores. This segment stays in touch with

national and local events by reading the Skimm email newsletter and regional newspapers such

as Harrisonburg Daily News Record or Rockingham County Daily Journal. Members of this

segment also tend to gravitate towards Facebook and Twitter for up-to-date happenings in their

community. Visuals for the typical person within this target market can be seen in Appendix D.

CREATIVE STRATEGY
IMC Objectives
To build brand awareness so that 90% of the target markets are a ware of the Ground Up
brand within 2 months of campaign launch on July 1, 2017.
To educate consumers so that 70% of the target markets know about the Ground Up
Pesto product within 3 months of campaign launch.
To appeal to consumers to that 50% of the target markets like the Ground Up Pesto
product by November 1, 2017.
To interest and persuade consumers so that 30% of the target markets p refer the
Ground Up Pesto product over competing products by November 15, 2017.
To promote positive word of mouth so that 25% of the target markets purchase and tell
their peers about the Ground Up Pesto product by December 1, 2017.
To have 15% of the target markets repurchase the Ground Up Pesto product by
December 31, 2017.

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Creative Rationale
The basis for the major selling idea highlights Our Community Places social cause of

helping struggling individuals while simultaneously giving back to the community as a whole.

The decision to name the brand Ground Up emphasizes that the product is made with organic,

locally-sourced ingredients. The name also ties into the major selling idea to illustrate how OCP

helps individuals rebuild their lives from the ground up. As seen in the visual representation in

Appendix E, the suggested theme includes a man kneeling next to a grey outline of the word

LIFE being filled with colorful and vibrant Ground Up pesto jars. This visualization connects

with the major selling idea that Our Community Place can help individuals rebuild their lives one

step at a time. This will appeal to customers emotions and help them connect with OCPs

inspiring cause on a deeper level. In addition, we propose that the messages are mainly

image-driven and centered around the major selling idea because of the strong emotional effect

they create. The message of helping struggling individuals will appeal to the emotional senses

of our target market.

The proposed slogan for the campaign is Build from the Ground Up. This slogan can

be used to highlight the benefits Our Community Place provides for their employees and

community members and connect it with the brand name. By placing the slogan in large, bolded

letters above the image it will grab customers attention, emphasize our major selling idea of

Our Community Places social benefits, and create visual interest. In addition, it is

recommended to include call-to-actions listed below the image such as, Visit our website for

more information, Learn more at ourcommunityplace.org/GroundUp, or For more information,

please visit our website to increase awareness and drive engagement.

MEDIA AND MESSAGE STRATEGY

Integration Map
To highlight the integration of the touchpoints, an integration map is shown in Appendix

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F. We expect potential customers to remain connected with Our Community Places website

landing page throughout each stage of their purchase journey. With that being said, Website

Landing Page is the center of each stage shown on the map. Rectangles represent media

messages and diamonds represent promotions. All arrows represent the connections that will

lead consumers the key touchpoint, which is the Ground Up landing page.

Promotional Mix Strategy

Website Landing Page
On the existing Our Community Place website (ourcommunityplace.org), we recommend

adding a page dedicated to Ground Up and inserting the brand in the A Few Things We Offer

page under the What We Do tab as seen in Appendix G and H. The Ground Up page will

include informative material about the product and its background and a place to securely order

the pesto. We also recommend featuring the product on the homepage during the first couple

months of its launch to draw attention and promote purchases. Because consumers are driven

more by an image or short video than they are by a text-based, fully rational appeal, we suggest

adding a section within the Ground Up page dedicated to the people the product is helping

(Panepinto, 2016). If those creating Ground Up pesto feel comfortable, we would also like to

feature their stories on the Ground Up web page to highlight the social causes backing Ground

Up and OCP, an example of which can be seen in Appendix I. The current OCP website is

already well-equipped with all of the social media platforms you appear on, we would simply

streamline the homepage to match the direct mail, direct e-mail, and sales promotion tactics to

ensure a seamless transition between advertisements.

Social Media
Since Our Community Place already has a company Facebook page

(facebook.com/ourcommunityplace) with a solid following of over 2,000, we recommend utilizing

the existing page to promote Ground Up Pesto. This form of social media also aligns with both

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target markets allowing high viewability. Using Facebooks Ad Manager feature, we can

promote both the OCP Facebook page and drive customers to Ground Ups landing page in

order to increase video views, product sales, and brand awareness. The Ads Manager also

allows us to target by geographic area, demographics, and psychographics to ensure that our

exact target markets are reached. More than 50% of people who come back to Facebook every

day in the US watch at least one video daily, therefore we recommend using the campaign

video as the main focus of the ad to allow a high click-through rate and landing page visits

(Facebook Media, 2015). This platform has the largest following of all OCPs social media and

contributes unique benefits that will aid in the ultimate goal of driving customers to Ground Ups

webpage within the OCP site. Examples of potential Facebook news feed ads can be found in

Appendix J.

Our Community Places Twitter account (@ocplife) has the next largest following at 475

followers. Although this has a considerably smaller audience than the Facebook page, it is still a

capable platform for advertising to the female postgrad audience. Twitters advertising platform

allows us to create a campaign that will specifically promote the Ground Up brand and promote

website visits by connecting with people who are interested in our business. Twitter has a higher

lead conversion than all other platforms combined including organic and paid search, making it

an extremely useful platform for driving product purchases (Moth, 2014). Examples of potential

promoted Twitter advertisements can be seen in Appendix K. The Twitter ad will cost $5 per day

for a total cost of $920 (Twitter Ads, n.d.).

We plan to use your existing Instagram account (@ourcommunityplace) to promote and

advertise the Ground Up brand. Instagram created an algorithm that orders users feeds based

on the likelihood theyll be interested in the content, their relationship with the accounts, and the

timeliness of the posts (Instagram, 2016). This means that the people who like, share, and see

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both the promoted and organic posts are truly interested and involved in the content, giving us

an idea on who to target for other marketing expenditures. Since your Instagram account is

frequently updated and has a loyal following, we expect there to be a large positive response

with the Ground Up brand. We also suggest editing the link within the accounts bio to lead to

the Ground Up landing page. An example of the Instagram ad and changes to the account can

be seen in Appendix L and M. It is important to note that we ultimately want the potential

customer to be lead back to Ground Ups landing page within the OCP website. The Instagram

and Facebook ads will cost $17 per day with a total cost of $3,127.29 (Facebook Ads Manager,

n.d.).

Direct Mail
Direct mail is one of the most widely used and traditional forms of promotion. According

to the Direct Direct Marketing association, in 2012 direct mail had an average response rate of

3.7%, which was predicted to increase in the future (Marketing Charts Staff, 2015). Given the

high response rate, direct mail reaches the target market with a personalized and memorable

piece of content (Belch, George E., and Michael A. Belch). We plan to use a 4x6 self-mailer to

attract new customers within our geographic target market to explain the mission of OCP, and

introduce the new pesto business. We plan to send out 80,000 units total over a three month

period of time. The postcard will capture the major selling idea and promote the OCP logo

through attention-grabbing graphics (Appendix N). In addition, the postcard will feature OCPs

website URL to drive users to engage further.

Direct E-mail
We believe OCP should utilize direct e-mail promotion to introduce their new pesto

product to their already existing customer base by sending out an emails to customers in their

house list with a pulsing strategy that would start on the launch day. During the information

session, Ron Copeland described OCPs existing customer base as incredibly loyal and

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dedicated (Copeland, 2016). He explained how customers continuously attend OCP sponsored

events and support the company. Since the current customer base is so loyal, we believe they

will not require high levels of promotion to be influenced to purchase the new pesto. Therefore,

the best way to reach them is through a direct email campaign to alert them when the new

product is available. Through low levels of pulsing advertising, OCP can promote the pesto at a

consistent rate to increase recall and engagement but also avoid high advertising costs.

The email would introduce the new product and feature Ground Ups major selling idea,

the Ground Up logo and a link to the OCP website encouraging target users to seek more

information (Appendix O). This email can include Ground Ups major selling idea and Ground

Up logo, but will provide more information about where to retrieve the pesto. By providing more

information in the email about retail locations selling the product, it makes takes away additional

work for the user to go out and find.

Newspaper Print Ads

We propose that OCP publish advertisements in the Harrisonburg Daily News Record.

The Daily News Record reports a daily circulation of 25,150 from Monday-Friday and 26,419 on

Saturday (Daily News Record Rate Card, 2016). Their reach stretches across Rockingham,

Augusta and Bath counties which can be a key factor in OCP successfully reaching their target

market. A main advantage of newspaper advertising is its ability to target specific segments by

geographic area, demographics, or lifestyles by placing the advertisement in the section target

markets are most likely to read (Meisner, 2006). Based on our target analysis, we suggest OCP

place the ad in the Community section as a quarter-page, black-and-white ad featuring your

logo and the Ground Up slogan with a link to the OCP homepage, and example of which can be

found in Appendix P. The advertisement will run 6 weeks total and 3 days per week on

Thursday, Friday and Sunday to maximize the reach to potential customers.

Sales Promotion

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 On the launch day of Ground Up, July 1, 2017, we propose giving a 10% discount to any

customer that purchases your brand of pesto. Since there are a variety of brands of pesto, we

believe that offering prospective consumers an extra incentive towards purchasing Ground Up

will give the product necessary exposure. We also propose offering a 10% discount of the

product on Small Business Saturday (November 25, 2017) to promote the holiday and bring in

more customers. We plan to also offer a downloadable online coupon promoting the discount

starting the week before the event (November 18, 2017) (Appendix Q). Volunteers from OCP

can go to The Harrisonburg Farmers Market, Red Front supermarket, and Friendly City Co-Op

to set up Point-of-Purchase displays at the end of aisles and checkout counters. As the daily

consumer is waiting in line to checkout their groceries this display will draw their attention and

cause them to make an impulsive purchase of Ground Up. The cost of end cap displays is $735

(ULINE, 2016) and cost of point-of-purchase displays is $299.55 (Displays2Go, 2016). The

design of the POP display can be found in Appendix R.

Media Plan Timeline

The overall length of the campaign is about six months and the marketing tactics are

fairly spread out. An important factor to highlight are that all social media marketing methods will

be continuous for the first six months after the launch. We propose the direct mail method be

used at the beginning of the launch and two months after the launch attract new customers and

remind them of the product before the holidays. We suggest using zip code targeting to send

the self-mailers during the two proposed times. Please see Appendix S for the proposed Media

Plan Timeline.

Budget Allocated by Media

Please visit Appendix T for the Budget Allocated by Media. The budget is broken out by

media method and color-coded for easy reading.

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Copeland, R. (2016, October 27). OCP Information Session [Interview].

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 APPENDIX

Appendix A: Packaging and Labeling of Ground Up Product

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Appendix B: Competitive Analysis of Pesto Industry

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Appendix C: Competitor Labels
Barilla:

Classico:

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Appendix D: Target Market Personas

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Appendix E: Visual Representation of Major Selling Idea

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Appendix F: Integration Map

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Appendix G: Mock-Up OCP Website Landing Page

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Appendix H: Addition to the A Few Things That We Offer Webpage

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Appendix I: Mock-Up Ground Up Webpage Feature Story

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Appendix J: Mock-Up Desktop & Mobile News Feed Facebook Ads

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Appendix K: Mock-Up Mobile Twitter Ad

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Appendix L: Mock-Up Mobile Instagram Ad

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Appendix M: Changes to Our Community Place Instagram Page

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Appendix N: Mock-Up Direct Mail Self-Mailer

FRONT

BACK

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Appendix O: Mock-up Direct Email

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Appendix P: Mock-Up Newspaper Advertisement

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Appendix Q: Ground Up Loyalty Program Punch Card

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Appendix R: Point-of-Purchase Displays

Display: Left Side:

Right Side: Top Box:

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Appendix S: Media Plan Timeline

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Appendix T: Budget Accrual for Ground Up Marketing Campaign

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 ACKNOWLEDGEMENTS

We, Team Club 384, would like to thank everyone at Our Community Place for partnering with
James Madison University and providing us with this valuable learning experience. We deeply
admire all of the lives OCP impacts, and appreciate the help you provide to the greater
Harrisonburg and Virginia community.

Team Members & Contact Information: (Pictured from left to right):

Christian Durrett
Email: [email protected]
LinkedIn: https://www.linkedin.com/in/christian-durrett-587b39128

Brad Videon - Team Leader

Email: [email protected]
LinkedIn: www.linkedin.com/in/brad-videon-11a957a9

Allison Gill
Email: [email protected]
LinkedIn: www.linkedin.com/in/allison-gill-b51337102

Alyssa Greene
Email: [email protected]
LinkedIn: https://www.linkedin.com/in/alyssacgreene

Nick Yore
Email: [email protected]
LinkedIn: https://www.linkedin.com/in/nick-yore-52381bb8

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