2. 1
Table of Contents
C O N T E N T
Biographies Page 2
Executive Summary Page 6
B A C K G R O U N D
Client History, Values, & Mission Page 8
Industry Page 9
External Environment Page 10
Current Opinions, Attitudes, & Values Page 11
SWOT Page 12
T H E P L A N
Situation Analysis Page 13
Problem/Opportunity Page 14
Big Idea Page 15
Key Publics Page 16
K E Y P U B L I C S
Demographics Page 17
Georgia College Students Page 18
Georgia College Employees Page 24
SNAP Recipients Page 32
Lake Country Page 40
Additional Ideas Page 45
Calendar Page 47
Budget Page 49
Communication Confirmation Chart Page 51
Evaluation Tools & Criteria Page 53
References Page 55

3. 2
Ben Arduino
Ben Arduino is currently a junior mass communication major with a minor in
digital media at Georgia College & State University. He is an Eagle Scout and is from
Lilburn, Georgia where he started pursuing his interest in creative design in high
school. He is currently seeking interest in videography where he hopes to combine
his skills to create art that is visually pleasing to the eyes of many. Ben enjoys
working with others and has been involved with the YoungLife Organization where
he volunteers as a life role model for middle school students. He hopes to find his
passion in a career where he can be creative and impact an audience with stunning
design and innovation.

4. 3
Cameron Schulte, from Lawrenceville, Georgia, is a junior at Georgia
College & State University. Cameron is studying mass communication and pursuing
a minor in marketing. In 2018, upon graduation, Cameron hopes to pursue a career
in public relations, particularly with a non-profit organization. In Milledgeville,
Cameron stays involved by volunteering with the Young Life Organization, working
at a local restaurant, and maintaining membership with the Georgia College chapter
of the PRSSA. Cameron’s hobbies include painting, meeting new people, and seeing
new places.
Cameron
Schulte

5. 4
Kaitlin Greenway is a senior at Georgia College & State University that is
majoring in mass communication. She is from Alpharetta, Georgia and is expected
to graduate in May 2017. Kaitlin is pursuing the strategic communications route of
mass communication with the hope to work within the fields of advertising or public
relations. Kaitlin is also working on her minor in Spanish and lived with a family in
Spain last summer. Kaitlin’s hobbies include photography, traveling and exploring
new restaurants.
Kaitlin
Greenway

6. 5
Will Slaten is currently a senior mass communications major at Georgia
College & State University and is also pursuing a minor in international studies.
Will Is from Roswell, Georgia and was raised with three sisters and as a result can
identify any Rogers & Hammerstein musical by just a few lyrics. His hobby is playing
guitar and recently finished building his first Telecaster. After college, Will is unsure
of what his future looks like but hopes it will involve some kind of writing or a
focus in PR. Will’s life long dream is to start a Fleetwood Mac tribute band and tour
around the Pacific Northwest.
Will Slaten

7. 6
The Green Market is the only provider of natural-home grown produce in Milledgeville but also offers
a smattering of other products such as meats and works by local artists. The market operates under a reserved
pavilion on Hancock Street on Saturdays from 9am-11am.
Despite the friendly nature of the outside exchange, the Green Market has less than satisfactory traffic
when in operation. There are other problems present, however, heightened revenue from increased traffic could
remedy many of them. Part of the reason for the wane in participants is the fact many people are unaware of the
market, the operational hours are limited and the overall inconvenience when compared to other competitors in
Milledgeville.
The solutions for these ailments are unique for each key public we have identified. The largest demographic
is GC students and therefore will be targeted very heavily. Reaching students will be done primarily via social media
and on campus advertising. Although many students are only in Milledgeville for a short while, traditions with
students build over time and often are handed down.
The GC employees key public is much smaller than students however it is just as crucial if not more. GC
employees spend more money on groceries and they will typically be in Milledgeville for a longer period of time. The
most efficient way to reach GC employees is through Front Page, social media and radio ads.
The SNAP key public has a lot to gain from the market due to the 2 for 1 discount offered. Despite the Fresh
Food bus, this public has proven difficult to reach. To get the word to the SNAP consumers the market must
continue to stress the benefit of fresh food as well as the proximity to the location on Hancock Street.
Executive Summary

8. 7
Executive Summary
The last key public is Lake Country residents who primarily live outside of Milledgeville. To get this
demographic involved it is necessary to stress that the Green Market is part of the standard Milledgeville weekend,
an experience. Lake Country folk may not be the most consistent customers due to external factors but there is still
an opportunity to bring some outside money into Milledgeville.
The overall goal of this campaign is to increase traffic and revenue for the Green Market in hopes that it
remains in business for as long as there are producers. A secondary goal, which will take time, is that the market
would eventually become as much a part of Milledgeville as the painted Coke ad downtown. The end overall goal
for this plan is that all key publics will eventually make it a habit to consistently purchase fresh, local produce not
because of price but because of the benefits that will be present in all aspects of a healthy life.

9. 8
C L I E N T H I S T O R Y, VA L U E S & M I S S I O N
The Green Market is a local sustainable farmers market in Milledgeville,
Georgia founded by Chelsea Losh-Jones. Chelsea and her husband Bobby are
owners of Babe + Sage farm in Gordon with a vision that revolves around the
idea of community. The couple’s spirit focuses on bringing people together and
making social changes where they can. In 2012, Chelsea founded the Green
Market, built upon the commitment to bring fresh, sustainably-grown food to
those
living in Central Georgia. Her efforts to bring all people of the community
together is supported by her work with establishing the acceptance of EBT and
SNAP at the Green Market, as well as piloting the Fresh Food Bus program. The
Fresh Food Bus allows community members transportation to the market at no
cost, funded by Wholesome Wave Georgia. Farmers at the market all live within
50 miles of the market, so customers can be sure that their products are local
and fresh. All of the vendors are are required to grow according to
organic standards. “Our intent was always to grow real food for real people”,
said Chelsea.
Bobby and Chelsea Losh’s journey with Babe + Sage and The Green
Market can be summed up by a line from a poem written by William Channing,
“To live content with small means, to listen to stars and birds and to babes and
sages with open heart; this to be my symphony.” This is how they live their lives
and pairs with their spirit for sustainability, social responsibility and community.
Background

10. 9
The local farmer market industry in Milledgeville is relatively free from direct competition aside from a few
independent vendors. These independent vendors do not usually sell produce at the same time as the Green Market,
however they do set up a stand in close proximity to the pavilion.
There are other well established farmers markets in Macon, Madison and Athens that operate
primarily on weekends and are situated in areas of larger population. Similar to the Green Market, these other
farmers markets offer goods that are not limited to food but also offer other things such as crafts and artisan works.
Local farmers markets have always been a staple across the South due to the proximity of production as well as
cultural value of fresh produce. In 2012, the Georgia Farm Bureau found that 1 out of every 7 Georgians worked in
Agriculture in some fashion (Georgia Farm Bureau, 2012).
Other competition that exists from local stores in terms of fresh produce would be Walmart and Kroger.
While both of these stores offer fresh produce at cheap prices, the Green Market does offer a unique range of
produce that is grown by farmers already in the community.
Georgia is one of the highest agricultural producing states in the nation and is the number one producer of
many different items such as peanuts and pecans. Because of the nature of the state’s economy, there is an
emphasis on the importance of buying local and knowing where your food came from. Also, Georgia’s climate is
warm enough to often afford two growing seasons would allows for more production.
According to a study done by the U.S. Department of Agriculture in January of 2015, there are more
farmers selling directly to consumers than ever before, the revenue at farmers markets has dwindled. There
was a national trend of farmers market growth in the early 2,000’s but has since tapered off beginning
in 2014 (USDA, 2014).
Industry

11. 10
Although Milledgeville is restricted in many ways in terms of the diversity of businesses offered, it is
home to more than 6 grocery stores. Granted the main stores that compete with the Green Market for a share of
the produce market are limited primarily to Walmart, Kroger and the Piggly Wiggly, there are other natural-food
based stores located outside of Milledgeville. The Farmview Market located outside of Madison is an example of a
competitor that is outside of the immediate area and also places an emphasis on healthy eating.
There are many farmers markets in middle Georgia and some of the larger population centers such as
Macon of Augusta have multiple markets often on different days. Many farmers markets share archetypal qualities
such as being open air and producer-only but are differentiated from the Green Market due to the amount of traffic
garnered as well as the number of producers who are available to participate.
A similar market that is hosted in Macon is the Mulberry Street Market at Tattnall Square, which, like the
Green Market is driven by a desire to make quality food available to everyone. The Mulberry Street Market has had
recent success and is also producer-only. The market is open from 3 p.m. to 6:30 p.m. on Wednesdays.
External Environment

12. 11
C U R R E N T O P I N I O N S , AT T I T U D E S A N D VA L U E S
A series of focus groups were conducted in October 2016, showing that the current opinions, attitudes,
and values of the public are generally positive. Overall, many concluded that they enjoyed farmers markets and the
opportunity to purchase locally grown fruits and vegetables. In today’s society, it is becoming a cultural trend to eat
organic and live a healthy lifestyle. As a result of this many people are intrigued by the Green Market. Participants
said that it was a great market, with a laid back atmosphere.
The main drawback for the general public is the lack of advertising and publicity. Many said that they would
like to attend the Green Market, but often times they forget about it. It was also stated, that customers did not have
a good way of knowing what would be available for purchase each week. People generally responded with interest,
but were highly uninformed as to what would be at the farmer’s market, when the market took place, and did not
see a great need to attend.
Along with lack of publicity, many view the Green Market as an expensive source of food. When grocery
shopping, a vast majority of Milledgeville locals and college students voiced that they were looking for cheap
options. Since the Green Market is all fresh and locally grown, the prices are substantially higher than one would
find at a grocery store with lower quality products. The Green Market does sell their products at a good price for
the value, but college students are less likely to be concerned with quality versus price. Along with that, college
students have a negative opinion towards the market due to the time that it is at.
General Public

13. 12
SWOT Analysis
Strengths Weaknesses
Good contact with school/GCSU alumna, legitimacy with
city (has established relationship, uses city’s pavilion),
quality of produce (organic & natural), willingness to
adapt, clean canvas (not much awareness), local farmers
Operating time, geographically/physical distance
from wealthier demographics, awareness problems
(not knowing what’s at market), cost (can always get
something cheaper at walmart; college/mocal not
necessarily looking for healthy food), not traditional
grocery store, lack of physical location visibility, parking,
flexibility of time, product supply
Opportunities Threats
Expand outreach of social media, opportunity for more
awareness, flexibility of schedule (later start time),
sustainability of Green Market (brand--event), keeping
up with school (become involved), lack of activities in
Milledgeville, Sounds of South, location (closer to DT;
Deep Roots Lot), Satellite Farmer’s Market (research
spring events in greensboro and eatonton), iconic food
(the best hot boiled peanuts in town).
Warren aka ‘Mater Man’, Greensboro/Eatonton farmer’s
market, Farmview, potential loss of participation by
vendors (not enough business), weather (cold spring
mornings), alternate activities (sec football, spring
sporting events), lack of relationship with civics, Atlanta
& Athens farmers markets drawing away vendors

14. 13
The Green Market is a local, sustainable, producer-only Farmer’s Market in Milledgeville, Georgia. The Market
offers meat, vegetables, eggs, breads, jams, jellies and more. It has been in existence for four years, but has failed to attract
consistent customers after moving locations. According to our research, the traffic problem is simply due to a general
lack of awareness. There is dynamic potential for increasing the awareness of the Green Market, and thereby, increasing
traffic, which will lead to more customers. The Green Market is a cooperative of farmers from within Middle Georgia
that is committed to provide “land-to-hand” service to the residents of the Lake Country. The Market is held every two
weeks on Saturdays from 9 a.m.-Noon at the Pavilion (222 E. Hancock St.). The Market offers payment through cash or
electronic means (credit, debit, EFT or SNAP). SNAP users receive $2 worth of goods for every $1 they spend with SNAP
currency. The Market also offers “The Fresh Food Bus,” a minibus that takes customers to and from the market. It has
five other stops (Wray Homes, the Boys and Girls Club, Arts and Sciences, Harrisburg Center, and West Campus) and has
service from 9 a.m. until the last drop at 1:10 p.m. It currently has been featured in local magazines, it has a website (http://
greenmarketmilledgeville.weebly.com/) and three social media accounts it maintains (Facebook, Twitter, Instagram).
The Green Market must pay a $50 fee every time the space is used to the City of Milledgeville. This must be
collected from the attending farmers. The City of Milledgeville dictates the times and days of the site’s availability which
does have the potential to restrict the market in the future. The selection of products and farmers participating can vary
from week to week, thereby limiting the reliability of customer traffic and reciprocal service. Despite time, location
and financial constraints, the primary challenge is awareness but also making sure people begin to associate the
Green Market with the pre-existing cultural fabric of Milledgeville. Milledgeville itself is very spaced out
and most of the grocery outlets are a few miles away and require driving, while most Georgia College
students (primarily underclassmen) have meal plans redeemable at the school. While many
Georgia College students do go home on the weekend, there is still a substantial amount of
students who spend most of their school year weekends in Milledgeville. The Market has
an advertising budget of $2,000 for this coming Spring and will be used strategically
to achieve time-bound objectives in terms of spreading awareness and
continuing the Green Markets message of healthy living.
Situation Analysis

15. 14
Problem/Opportunity
P R O B L E M
T H E M A I N C O N F L I C T D I R E C T LY T H R E AT E N I N G T H E C O N T I N U E D
E X I S T E N C E O F T H E G R E E N M A R K E T I S T H E C U R R E N T L A C K
O F E X P O S U R E I N T H E C O M M U N I T Y A S W E L L A S A L E S S -T H A N
S AT I S FA C T O R Y A M O U N T O F F O O T T R A F F I C O N D AY S O F
O P E R AT I O N
O P P O R T U N I T Y
M I L L E D G E V I L L E ’ S L A C K O F C O M P E T I T I O N W I T H I N T H E A R E A
P R O V I D E S A N O P P O R T U N I T Y F O R T H E G R E E N M A R K E T T O
R A I S E A W A R E N E S S A N D R E A C H I T S K E Y P U B L I C S B Y I M P L E -
M E N T I N G N E W TA C T I C S .

16. 15
The Green Market is here to
give the people of Milledgeville,
a local shopping experience,
that provides the freshest and
most unique products.
“From Farm to Family.”
Big Idea

17. 16
Key Publics
1
4
3
2
G E O R G I A C O L L E G E S T U D E N T S
G E O R G I A C O L L E G E E M P L O Y E E S
S N A P R E C I P I E N T S
L A K E C O U N T R Y R E S I D N E T S

18. 17
Demographics

19. 18
D E M O G R A P H I C S
Out of the 430 respondents that identified themselves as students, the average age was 20 years old, the gender
was primarily female and the race is nearly 95% white. Most of the students (62%) live within the Milledgeville
31061 zip code.
The average distance from downtown for this demographic is around 3.5 miles, but are willing to drive nearly 9 miles
for groceries. The average dollar amount spent on groceries per week is $50. GC students are the heaviest social
media users as well as one of the largest key publics for the Green Market. Because so many students live in close
proximity to downtown it is imperative that social media be capitalized on and have a consistent presence online as
well as in the local businesses. The most effect means of reaching students will be posts after 5 p.m. in conjunction
with premeditated posts that advertise what the Market will be doing in the future.
The key self interests of this demographic are convenience and the price point of the produce. Many Georgia
College upperclassmen students stay in town on the weekends especially in the spring when football is not in
season. One facet of the data analyzed is the fact 9 a.m. in relatively early for students to be conducting business
around town. Also, 9 a.m. is before many of the businesses downtown open, thus less foot traffic in the downtown
area.
Georgia College Students
1

20. 19
G O A L S & O B J E C T I V E S
Our goal is to create a culture for a need and want to attend the Green Market.
Our objectives are to increase student traffic at the Market by 15% by the end of the 2017 spring semester
Increase Instagram follower base by 25 GC students by the end of January 2017 and to increase premeditated
promotional efforts prior to the market opening by a minimum of 24 hours.
M E S S A G E S
P R I M A R Y
Jumpstart your weekend with the Green Market where we offer a variety of healthy foods at your convenience.
Experience the family-farm culture every weekend with us.
S E C O N D A R Y
The Green Market has a diverse range of local produce and artisanal goods located in the convenient location of
downtown Milledgeville. We are the only market in central Georgia that requires our farmers to grow their food
according to organic standards.
Georgia College Students

21. 20
S T R AT E G I E S
Show Georgia College students through social media and on campus advertising that the Green Market is worth
attending on Saturday mornings due to the experience it will provide and the freshness and uniqueness of products.
Promote the farmer’s market as a traditional, local event, where they can see freinds while enjoying Milledgdeville.
Georgia College Students

22. 21
Georgia College Students
TA C T I C S
- Follow active opinion leaders
Opinion leaders on a college campus are relatively easy to find and often have a presence on social media. This will
help in disseminating messages.
- Increase online user engagement (giveaways, followback deals, coupons)
It will not be enough to simply reach students on social media, there must be some sort of interaction. This would
best be done through giveaways and followback deals of some sort.
- Use Hootsuite to help plan cross platform social media posts during high traffic and at least 24 hours before big
events/markets
It is very important that the social media be consistent and that it allows people time to make the choice to attend
the market ahead of time Posts on social media after an event has already started is great but does not increase
traffic in that moment.
-Change market time to afternoon (cold spring mornings and late wake up time for students)
Data indicated that students like the idea of a farmer’s market as well fresh food. However, students also expressed
misgivings about the early morning hours of operation for the market.

23. 22
Georgia College Students
TA C T I C S
- Keep a running calendar of Downtown events and post flyers in businesses to increase reach.
Downtown has the most foot traffic in Milledgeville and is very accessible. A simple calendar of events downtown
will make it easier to know when to place flyers around for maximum exposure.
- Hand out free samples at bus stops
Many students use the GC shuttle system for transportation which means it is easy to predict where students will be
congregated for a moment of time. Handing out some form of sample could be an effective way to advertise as well
as gain a personal connection.
From our research, we can see that the best way to promote Green Market content is over social media. It may be in
the Green Market’s best interest to adjust the hours of opperation to accommodate to the student’s most popular
time to shop as you can see in the graphs.

24. 23
Georgia College Students
TA C T I C S
- Host fun event in The Nest of Blackbird for students to engage with brand
Blackbird is very popular with students and is relatively open with the use of their downstairs space. An event of
some sort in the space would be a good avenue for students and other locals to connect with the market in a more
social environment.
- Place signs at bus stops where the Fresh Food Bus Stops
Part of the budget will go to color posters that will be placed at bus stops where the fresh food bus makes its
rounds. The stops on GC campus should have a poster with an ad as well as times the bus arrives and departs.
- Utilize the Story function on Instagram during the times of the market to broadcast live happenings and
reminders
Instagram is very popular with students and the story feature allows the user to give a look into a personal
window. Students will respond to consistent posts on instagram as well as buy into the markets mission. The story
feature allows the Green Market to show a side most people do not get to see such as production or the general
responsibility of running a farm.

25. 24
Georgia College Employees
D E M O G R A P H I C S
Out of the 86 respondents that identified themselves as Georgia College employees, the average was 24 years old,
the gender was primarily female (65%) and the race was a majority 87% white. The majority of the employees (72%)
live within the Milledgeville 31061 zip code.
The average distance from downtown for this demographic is around 6 miles, but are willing to drive about 9 miles
for groceries. The average dollar amount spent on groceries per week is $64. The Georgia College employees are
avid users of social media in the evenings. Since they live just as close to downtown Milledgeville as students, they
have the potential to become an important key public to help grow the business of the Green Market. The most
effective way to reach this public is by pushing online ads through the Green Market’s social media on the platforms
that are heavily used by the employees during the times they use them most.
The key self interests of this demographic are the prices of the available selection of goods that are for sale and the
days of the week that the Green Market is open for business because the time it takes them to shop and drive to
buy groceries is very important to them. The majority of the surveyed Georgia College employees usually spend their
time shopping on the weekends between 3 and 5 p.m. or 5 p.m. and later.
2

26. 25
G O A L S & O B J E C T I V E S
The goal for our Georgia College employees is to increase sales from GC employees and create a consistent, active
customer base.
Our objectives to help achieve the goal is to entice more GC employees to attend the market gaining 5-10 loyal cus-
tomers by May 2017. We also would like to expand advertising reach to employees by promoting the Green Market
through at least one new channel by the beginning of the semester.
M E S S A G E S
P R I M A R Y
The Green Market is an untapped and underappreciated local resource that provides a higher quality of produce as
well as a welcoming environment.
S E C O N D A R Y
The Green Market has been continually supplying the Milledgeville community with fresh produce since 2012 and
offers excellent customer service with friendly vendors.
Georgia College Employees

27. 26
Georgia College Employees
S T R AT E G I E S
- Convince Georgia College employees through social media and campus communication that the Green Market
should be their source of fresh groceries. This will satisfy the employees’ desire to buy local and support societies’
health initiatives.

28. 27
Georgia College Employees
TA C T I C S
- Use monetary incentive such as percentage off for GC Employees
Price is one of the most important values for this key public. Targeting these local members with reasonable priced
food that organic and fresh will spark interest to attend the Green Market more often.

29. 28
Georgia College Employees
TA C T I C S
- Implement advertising in Georgia College’s Employee Newsletter “Front Page”
38.6% of the employees surveyed use social media. This is the most used media section for this group and Front
Page is a system already in place to contact every faculty member of Georgia College. Using this system will allow
free and easy access to send out ads to the entire faculty.

30. 29
TA C T I C S
- Promote the Green Market through social media platforms that GC Employees regularly use such as: Facebook,
Instagram and Snapchat starting 2-3 days before the market in the evening from 5 p.m. and later.
The top three most used social media sites used by the Georgia College Employees are Facebook, Instagram and
Snapchat. Our data shows that these three social media platforms are used the most during the evening from 5 p.m.
and later. 54% of the people surveyed use Facebook at 5 p.m. and later. 57.8% of the people surveyed use Instagram
from 5 p.m. or later. 50.6% of the people surveyed use Snapchat from 5 p.m. and later.
Georgia College Employees

31. 30
Georgia College Employees
TA C T I C S
- Use mass media ads to air on the Friday morning and evening drive times before the weekend of the market.
Another Large portion of media that is consumed by Georgia College Employees, is the radio. Creating a short 30
second audio advertisement to play on the popular local radio station, 97.7, during Friday morning and evening
commute times will allow the Green Market to promote its business a day in advance to help build more awareness
especially when Saturday and Sunday are the two most popular days to shop for groceries in this key public.

32. 31
TA C T I C S
- Partner with Blackbird Coffee Co. and use part of the budget to make coffee sleeve stickers with the Green
Market logo. The morning of the market place the stickers on the first 100 coffee sleeves.
Our group proposed this idea as a cheap way to brand and help spread the image of the Green Market was to make
coffee cups, sleeves, or stickers for the coffee at blackbird. Each customer will be handed an advertisement after
ordering his or her drink.
Georgia College Employees

33. 32
D E M O G R A P H I C S
Out of the 63 respondents that identified themselves as Snap recipients the average age was 38 years old, the
gender was primarily female (63%) and the race was a majority 64% black. The majority of Snap recipients (81%) live
within the Milledgeville 31061 zip code.
The average distance from downtown for this demographic is around 10 miles, but are willing to drive about 14
miles for groceries. The average dollar amount spent on groceries per week is $108. The Snap recipients are not very
active users of social media. However when they do use social media it is most likely to be Twitter in the mornings.
With the EBT doubling system in place at the Green Market, the market can become an excellent alternative to
customers using SNAP. If the awareness is increased among this key public, they can become a valuable loyal
customer base for the Green Market. The most effective way to reach this public is through the radio, and word of
mouth. Creating visuals and handouts will aid in the spread of buzz about the Market and increase the amount of
visitors who attend.
The key self-interests of this demographic include the prices of the available selection of goods, the type of goods
that are and the distance that the Green Market is in respect to where they live. Snap users want to be able to get as
much food that they can for the lowest price in one trip so that they don not have to make frequent visits to the
grocery store. The majority of the surveyed SNAP recipients usually spend their time shopping on Sundays
and Mondays between the hours of 3 p.m. to 5 p.m.
SNAP Recipients
3

34. 33
G O A L S & O B J E C T I V E S
Our goal for SNAP Recipients is to increase the amount of loyal customers to gain word of mouth promotion and let
them know that the Green Market is a healthy and affordable option.
Our objectives are to gain 5 to 10 consistent loyal SNAP customers over the spring season in hopes of aiding with
word of mouth reach and to pursue relationships with local organizations in the community that have a broad base
of support and participation.
M E S S A G E S
P R I M A R Y
The Green Market offers a unique range of local farm-grown produce at affordable prices paired with the
convenience of its downtown Milledgeville location.
S E C O N D A R Y
Accessibility to a balanced and healthy diet is key to a healthier lifestyle, this is why the Green Market doubles SNAP
benefits used at the market.
SNAP Recipients

35. 34
S T R AT E G I E S
- Convince SNAP recipients that the Green Market is a good source for quality food for their family through tradi-
tional advertisements and rewards programs. SNAP recipients are motivated by price, therefore promoting rewards
and benefits will be most useful.
SNAP Recipients

36. 35
TA C T I C S
- Create reward/promotion system for referring people to the Green Market. SNAP users will be given an
additional discount (at Chelsea’s discretion) for referring a friend, Fresh Rewards.
Snap users will be encouraged to bring a friend with them to the Green Market that they have referred in order to
receive the discount. This will bring more customers to the Green Market and increase the awareness with “buzz” or
“word of mouth”.
SNAP Recipients

37. 36
TA C T I C S
- Place Fresh Food Bus graphic poster at the locations where the Fresh Food Bus stops (Wray Homes, Boys & Girls
Club, Arts & Sciences, The Green Market, Harrisburg Center, and West Campus).
By placing posters at these locations people will become more aware that it is a stop for the Fresh Food Bus. The
poster provides information on the Snap doubling benefits and provides the other locations for people to see if
there is a stop closer to where they live. This will spark interest for those who see it while passing the location.
SNAP Recipients

38. 37
TA C T I C S
- Use the social media outlet Twitter to make posts about the Green market and inform customers that the Green
Market accepts and doubles SNAP dollars.
The majority of SNAP users reported not using social media. However, of the social media platforms Twitter was
listed as their most used form of Social media. Tweets directed at this key public can include a graphic that explains
in a very simple way how EBT doubling works. The graphic can be tweeted as a reminder a few days before the day
of the market between 6 a.m.-11 a.m., when SNAP users are most frequently on Twitter.
SNAP Recipients

39. 38
SNAP Recipients
TA C T I C S
- Create an ad to play on on local radio station 97.7 to air on the Friday morning and evening drive times before the
weekend of the market.
A portion of media that is consumed by those receiving Snap benefits, is the radio. Creating a short 30-second audio
advertisement to play on the popular local radio station, 97.7, during Friday morning and evening commute times
will allow the Green Market to promote its business a day in advance to help build more awareness especially when
Saturday and Sunday are the two most popular days to shop for groceries in this key public.
- Print handouts of the EBT doubling system and distribute at locations around Milledgeville communities near
Wray Homes, Boys & Girls Club, and the Harrisburg Center.
By engaging in personal encounters with SNAP recipients we can bridge the gap of disconnect. Handing out flyers
allows the customers to speak directly with someone about any questions they might have and offers the chance
to receive a clear explanation of the benefits of attending the market. The flyer will later serve as a reminder to
potential customers to visit the Green Market when they review it and can be easily hung on someone’s fridge
where they can see the dates and times of the market in their homes.

40. 39
S T R AT E G I E S & TA C T I C S
- Distribute handouts at local churches located in the south side of Milledgeville to include in their Sunday bulletins
both paper and online. (Baptist Church of Hardwick, Grace Baptist Church, Freedom Church, Flagg Chapel Baptist,
First Baptist Milledgeville)
Local churches located in areas where SNAP users tend to reside would be a great way to get awareness out to the
public. Those attending the church can have a friendly reminder to visit the Green Market in their Sunday bulletin
providing information on the quality, price and freshness of the products at the market. SNAP users report on
buying predominantly milk, eggs, bread and vegetables. The handout can inform the readers that these products are
offered at the Green Market at an affordable price and are the healthiest versions of these products that they can
get.
SNAP Recipients

41. 40
D E M O G R A P H I C S
Out of all of the respondents, 210 made up the “Lake Country” public. Of these 210, the average age was 44. The
majority of the respondents were white (68%), females (75%). The Lake Country encompassed many different zip
codes, ranging from Milledgeville to surrounding cities.
In completing research, this demographic was defined as residents who lived at least 10 miles or further from
downtown Milledgeville, most likely in communities on Lake Sinclair or Lake Oconnee. The average respondent lived
30 miles from downtown Milledgeville, and would be willing to drive an average of 12 miles for groceries, making
them a difficult public to reach. Although distance is a challenge, respondents claimed that social media was their
most reliable source of media (33%). Therefore, targeting them through Facebook and Instagram could bridge the
communication gap.
On average, these respondents spend $78 per trip to the grocery store. This would make the Lake Country residents
a valuable public to have because they could potentially bring a lot of revenue. Along with that, these respondents
are self-interested in having the best, highest quality products for their family. We believe that by marketing the
freshness and uniqueness of the products, the families with more disposable income will be more excited to invest.
The opinion leaders in this public are the “stay-at-home” mothers. By appealing to their want to provide the best
for their families, we believe they could be a valuable asset to the Green Market customer base.
Lake Country
4

42. 41
G O A L S & O B J E C T I V E S
Our goals for this key public is to create a more appealing environment and selection to cater to the wants and
needs of those with higher disposable income as well as marketing the products and produce as unique items that
cannot be found at typical grocery locations as fresh as the Green Market
Our objectives are to craft strategic messages directed to Lake Country residents in order to increase social media
engagement by end of the spring season and to gain 10 new subscribers to join the newsletter mailing list.
M E S S A G E S
P R I M A R Y
Shop with the Green Market to ensure the safest and healthiest foods for your family.
S E C O N D A R Y
The Green Market is the only market in Central Georgia that requires its vendors to to grow according to Organic
standards.
Lake Country

43. 42
S T R AT E G I E S
- Persuade Lake Country residents to come to the Green Market through promotion via social media and online
newsletter. Milledgeville residents with a higher disposable income are highly motivated by having the best brands
and highest quality products. By highlighting the freshness and uniqueness of the products at the market and
appealing to mothers, the Lake Country residents will be more likely to buy these products for their family.
Lake Country

44. 43
TA C T I C S
-Post on social media prior to the day of the market.
Respondents said that they most regularly checked social media outlets, such as Facebook and Instagram in the
evenings, 5 p.m. or later. By advertising the market on weeknights leading up the market, we are more likely to reach
this public.
Lake Country

45. 44
TA C T I C S
- Open at least one hour later during the Spring season.
The weather on a spring, morning is somewhat cold and could prove to be a turn-off by many. Families are more
likely to make a trip if the conditions are pleasant.
- Share Newsletter sign-up through Facebook.
By sharing the newsletter sign-up via social media, the Green Market could gain more subscribers. The mailing list
offers a menu of items that will be provided at the market, which is something that key public mentioned as being of
importance to them. In the newsletter, it would also be important to explain the benefits of fresh fruits and
vegetables. Along with that, one could include healthy recipes that can be made from the products for the family.
- Search residents who live in Greensboro area and invite them to like the Green Market Facebook page.
Of the 210 respondents, 176 claimed to use Facebook. In order to capitalize on this communication channel, we
plan to search Lake Oconee and Lake Sinclair residents. By following people on Facebook, we hope to gain follows
back, which would in turn lead to engagement. By posting announcements of the market and selection of upcoming
goods, followers would be well informed. In conducting focus groups, their main comments were that they were
uninformed about the market. By boosting Facebook engagement with this public, they could become more
active participants.
Lake Country

46. 45
Additional Ideas

47. 46
Additional ideas to potentially boost traffic and exposure of the Green Market are coming up with a staple product
to offer, changing the location or to possibly change the times. The first tactic of coming up with a staple product is
two fold. The first reason would be to pull in people travelling through Milledgeville that otherwise would not stop
at the Green Market. The same passerby that may like the staple product, let’s say it is boiled peanuts, may not be
the same person that would normally stop at a farmers market on a Saturday morning. The second goal of a staple
product is that an established consistent product that is unique to the Green Market would generate returning
customers from pre-existing clientele base.
While we realize the importance of the current location where the market is held, keeping an open mind about
potentially moving the Green Market closer to downtown could be profitable. The parking lot where the Deep Roots
festival is held is closer to functioning businesses and is a larger space. One final idea we suggest strictly due to the
data of all key publics is that many people do not actively shop at 9 a.m. in the morning. Obviously this is the best
time at present for the Green Market to operate as it is already functioning. However, changing times or extending it
could allow the Green Market to potentially reach more people.
Additional Ideas

48. 47
Calendar

49. Calendar

50. 49
Budget

51. Budget

52. 51
Communication
Confirmation
Chart

54. 53
Evaluation Tools
& Criteria

55. 54
Evaluation Tools
In order to evaluate the effectiveness of this campaign for the Spring 2017, we would use the follow measurements
of reach. The plan would be evaluated at the beginning of June, which would conclude the Spring season.
F I R S T M E A S U R E R E A C H :
-Were all the advertisements placed as planned?
-Was every public reached through at least one media channel?
S E C O N D M E A S U R E T R A F F I C :
- Did website traffic increase at all over the span of 5 months?
- How many new followers on Instagram and Facebook were gained per public? Were the objectives for these social
media met?
- Did we reach the objective of new newsletter subscribers?
T H I R D M E A S U R E C O N V E R S I O N O F T R A F F I C T O L E A D S :
-Did social media engagement increase (likes/comments/shares)?
-Did overall attendance to the Green Market increase?
F O U R T H M E A S U R E C O N V E R S I O N O F L E A D S T O C U S T O M E R S :
-Track sales from the beginning of Spring season to the end.
-Track amount of SNAP and EBT used at Green Market
F I F T H C O M PA R E C O N V E R S I O N R AT E S O F D I F F E R E N T TA C T I C S :
-Identify which key publics had the largest amount of new customers in order to determine
which tactics worked best.

56. 55
References

57. References
G. (n.d.). Agriculture - $74 Billion Industry. Retrieved from http://www.gfb.org/aboutus/georgia_agriculture.html
Losh-Jones, C. (n.d.). The Green Market. Retrieved December 1, 2016, from
http://greenmarketmilledgeville.weebly.com
New Data Reflects the Continued Demand for Farmers Markets. (n.d.). Retrieved from
http://www.usda.gov/wps/portal/usda/usdahome?contentid=2014/08/0167.xml
Inc., H. M. (n.d.). Home. Retrieved December 05, 2016, from https://hootsuite.com/
State Exports from Georgia. (2015). Retrieved December 1, 2016, from
https://www.census.gov/foreign-trade/statistics/state/data/ga.html
VistaPrint (n.d.). Retrieved December 05, 2016, from http://www.vistaprint.com/
Zazzle | Personalized Gifts, Custom Products & Décor. (n.d.). Retrieved December 05, 2016, from
http://www.zazzle.com/