Professional Documents
Culture Documents
Katelynn Corodemus, Rob Kleiman, Dianna Loevner Marketing for Social Change Professor Michael Carberry 4 December 2012
Campaign Purpose
The purpose of the Trinidad Community Garden Campaign is to : Strengthen the food supply in the area and create a sustainable urban partnership that brings healthy food to the community
Campaign Focus
The focus of the Trinidad Community Garden Campaign is to : "We believe that building community gardens would have the greatest impact on the problem of food deserts in Trinidad, Washington DC.
SWOT Analysis
Opportunities:
Establish community forum, new model in urban environment, goal, expansion, organizations seeking CSR image through capital investments
SWOT
Weaknesses: possible staff turnover, leadership, organization, funds, distribution strategy, marketing/pr
Threats: disinterest, theft, lack of volunteers, weather, budget, environmental factors, poor harvest
Primary Target Audience: Women ages 30 and over from low-income families in the Trinidad neighborhoods
Secondary Target Audience: Men and children connected to target audience residing in the Trinidad area
Objectives
Behavior Objective Local community members develop and maintain individual garden lots at the community garden Gardeners eat produce that they grow on their individual lot
Knowledge Objective The benefits of eating organic vegetables The risks of eating no vegetables/conventional vegetables Diseases that could be prevented by intake of vegetables Belief Objective The time that gardening takes is worth the primary targets health and that of their family
Objectives
Target Goal
Gardeners harvest and eat 85% of produce grown on their individual plots each season
Barriers + Benefits
Barriers Poor diet habits Unmotivated to put in time to a garden Unmotivated to socialize with community members Lack of knowledge regarding health
Benefits Elongated lifespan Added quality of life Decrease risk of disease and certain cancers Healthier families Involvement within the community Opportunity to socialize with others
Focus groups
Secondary Data Research reports on the growing concerns of food deserts U.S. Census reports Trade Association studies
Competing Behaviors
Competing Behaviors Eating junk food Spending time elsewhere Shopping at the grocery store Buying conventional vegetables Growing a personal garden
Influential Others
Influential Others
Middle-aged children of their elderly, low-income parents Grandchildren of elderly, low-income grandparents Friends of low-income individuals Family of low-income individuals Doctors Church Clergy
Positioning Statement
Positioning Statement:
We want the women in the Trinidad neighborhood to view
planting and tending a community garden as a low cost way to provide fresh produce for their families and as more beneficial than depending on grocery stores and engaging in unhealthy eating habits.
Promotion
Promotion
Direct mailing- Flyers and documentation distributed to residents in the area Distributing flyers- Drop off flyers to neighborhood establishments and through the area Attractive signage- Creation of attractive sign location by the garden that will lure community members in Contacting local news media- Make news media aware of the initiative to promote garden Free gardening lessons and seminars- lessons and seminars to enhance the act of gardening and to bring people into the garden to become active Farmers Market event- Local farmers come in to the garden to sell other kinds of organic food products to provide further options for the community
Place
Place
Current Lot
Place
Renovation Plans
Costs
Evaluation
Move beyond initial phase of start-up Establish good organization and staff to communicate the uniqueness of mission Increase in donations, sponsors and funding are necessary Marketing/PR push Information on garden will be circulated throughout the community Garden will be monitored during operation times and locked after dark