UBC Undergraduate Research

Marketing Plan Report Wong, Hazel; McLean, Josh; Lam, Lyndan; Shan, Meiyu; Chen, Mona 2016-12-05

Your browser doesn't seem to have a PDF viewer, please download the PDF to view this item.

Notice for Google Chrome users:
If you are having trouble viewing or searching the PDF with Google Chrome, please download it here instead.

Item Metadata


18861-Wong_H_et_al_SEEDS_2016.pdf [ 3.08MB ]
JSON: 18861-1.0343584.json
JSON-LD: 18861-1.0343584-ld.json
RDF/XML (Pretty): 18861-1.0343584-rdf.xml
RDF/JSON: 18861-1.0343584-rdf.json
Turtle: 18861-1.0343584-turtle.txt
N-Triples: 18861-1.0343584-rdf-ntriples.txt
Original Record: 18861-1.0343584-source.json
Full Text

Full Text

 UBC Social Ecological Economic Development Studies (SEEDS) Student ReportHazel Wong, Josh McLean, Lyndan Lam, Meiyu Shan, Siqi ChenMarketing Plan ReportCOMM 468December 05, 201615302186University of British Columbia Disclaimer: “UBC SEEDS Program provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or a SEEDS team representative about the current status of the subject matter of a project/report”.0 	  Dec 5th, 2016 MARKETING PLAN REPORT 1 	  Table	  of	  Contents	   	  I. Executive	  Summary……………………………………………………………………………………….…………..………3	  II. Situation	  Analysis………………………………………………………………………………………….……………………4	  A. Category	  Definition……………………………………………………………………………………………....4	  B. Category	  Analysis…………………………………………………………………………….……………..…....5	  C. Category	  Factors:	  Porter’s	  Five	  Forces……………………………………………………………….….6	  D. Environmental	  factors………………………………………………………………………………..…..….…7	  1. Economic	  2. Natural	  3. Cultural	  /	  Social	  E. Company	  Analysis………………………………………………………………………………………….….…9	  1. Current	  Objectives	  2. Current	  Positioning	  and	  Expected	  Future	  Strategies	  3. Vision/Mission	  and	  Resources	  4. Key	  Success	  Factors	  F. Customer	  Analysis……………………………………………………………………………………………….12	  	  1. Research	  Methodology	  2. Summary	  of	  Customer	  Research	  Findings	  3. Summary	  of	  Vendor	  Research	  Findings	  	  4. Segmentation:	  Consumers	  5. Segmentation:	  Vendors	  G. Competitive	  Analysis…………………………………………………………………………………………….19	  	  1. Overview	  	  2. Competition	  Matrix	  3. Benchmark	  Based	  on	  the	  Matrix	  H. Planning	  Assumptions…………………………………………………………………………………………….23	  I. SWOT	  Analysis………………………………………………………………………………………………………..24	  III. Goal	  and	  Objectives	  ……………………………………………………………………………………………………………24	  IV. Core	  Strategy…………………..………………………………………………………………………………………………….26	  A. Recommended	  Target	  Markets	  B. Recommended	  Positioning	  V. Marketing	  Strategies	  and	  Supporting	  Tactics……………………………………………………………………….28	  A. Objective	  1:	  Have	  an	  average	  of	  11	  or	  more	  vendors,	  each	  from	  different	  product	  categories,	  at	  UBC	  Farm	  Saturday	  Market	  for	  the	  2017	  season……………………………….28	  1. Strategy	  1.1	  –	  Attract	  new	  vendors	  to	  the	  UBC	  Farm	  Saturday	  Market	  1. Tactic	  1.1.A	  Referral	  program	  amongst	  existing	  vendors	  2. Tactic	  1.1.B	  Four	  weeks	  free	  attendance	  for	  new	  vendors	  3. Tactic	  1.1.C	  Comprehensive	  “UBC	  Farm	  Guide	  to	  Vending”	  2. Strategy	  1.2	  –	  Retain	  current	  vendors	  at	  the	  UBC	  Farm	  Saturday	  Market	  1. Tactic	  1.2.A	  Vendors	  posts	  on	  UBC	  Farm’s	  communication	  channels	  2 2. Tactic	  1.2.B	  Healthy	  recipes	  with	  products	  from	  multiple	  vendors	  3. Tactic	  1.2.C	  Waive	  vendor	  fee	  every	  fifth	  consecutive	  market	  B. Objective	  2:	  Increase	  the	  loyal	  customer	  base	  (attend	  5	  or	  more	  times	  per	  season)	  by	  10%	  in	  FY	  2017	  vs.	  prior	  year	  based	  on	  conversion	  of	  occasional	  customers,	  as	  measured	  by	  an	  annual	  customer	  survey……………………………………………………………………………..30	  1. Strategy	  2.1	  –	  Create	  incentives	  to	  increase	  number	  of	  returning	  visits	  1. Tactic	  2.1.A	  Stamp	  card	  reward	  system	  2. Strategy	  2.2	  –	  Organize	  events	  to	  engage	  occasional	  customers	  1. Tactic	  2.2.A	  Themed	  events	  for	  seasonal	  holidays	  2. Tactic	  2.2.B	  Community	  events	  	  3. Tactic	  2.2.C	  Promotional	  campaign	  through	  Facebook	  and	  e-­‐Newsletter	  C. Objective	  3:	  Increase	  the	  average	  spend	  per	  visit	  of	  current	  customers	  at	  the	  UBC	  Farm	  Saturday	  Market	  by	  5%	  in	  the	  FY	  2017	  vs	  prior	  year,	  as	  measured	  by	  an	  annual	  customer	  survey……………………………….…………………………………………………………………………………33	  1. Strategy	  3.1	  –	  Create	  incentives	  to	  increase	  average	  expenditure	  per	  visit	  1. Tactic	  3.1.A	  Monthly	  contests	  2. Tactic	  3.1.B	  Theme-­‐related	  product	  offerings	  D. Objective	  4:	  Drive	  attendance	  of	  20	  new	  customers	  on	  average	  per	  Saturday,	  as	  measured	  by	  an	  annual	  customer	  survey.	  (Farmers’	  markets	  Consumers)…………….33	  1. Strategy	  4.1	  –	  Educate	  new	  customers	  1. Tactic	  4.1.A	  Set	  up	  a	  pop-­‐up	  stand	  2. Tactic	  4.1.B	  Educational	  digital	  marketing	  campaign	  2. Strategy	  4.2	  –	  Public	  relations	  exposure	  1. Tactic	  4.2.A	  Develop	  an	  events	  calendar	  and	  a	  media	  kit	  2. Tactic	  4.2.B	  Online	  media	  outreach	  VI. Timeline	  for	  implementation	  of	  the	  plan…………………………………………………………………………..…36	  	  VII. Budget………………………………………………….…………………………………………………………………………..…37	  VIII. Monitors	  &	  Controls…………………………………………………………………………………………………………….39	  	  IX. Bibliography…………………………………………………………………………………………………………………………40	  X. Appendices…	  ……………………………………………………………………………………………………………………….43	  	  	   	  3 Executive	  Summary	  	  The	  purpose	  of	  this	  report	  is	  to	  identify	  and	  outline	  how	  to	  implement	  specific	  marketing	  strategies	  that	  will	  help	  UBC	  Farm	  increase	  sales	  revenue	  for	  all	  the	  vendors	  at	  its	  Saturday	  farmers’	  market.	  This	  will	  serve	  to	  attract	  and	  retain	  vendors	  who	  are	  looking	  to	  generate	  a	  profit.	  In	  return,	  by	  expanding	  the	  number	  of	  vendors	  at	  the	  market,	  UBC	  Farm	  can	  diversify	  its	  product	  offerings	  for	  its	  loyal	  and	  growing	  customer	  base.	  Thus,	  this	  report	  will	  address	  the	  following:	  identify	  and	  target	  the	  relevant	  customer	  segments;	  increase	  customer	  foot	  traffic	  to	  UBC	  Farm;	  and	  increase	  customer	  awareness	  about	  UBC	  Farm	  as	  a	  distinct	  brand.	  	  The	  research	  also	  covers	  four	  aspects:	  usage	  and	  attitudes	  of	  consumers	  towards	  farmers’	  markets;	  communication	  channels	  used	  by	  consumers	  to	  gather	  information	  about	  their	  food	  and	  community;	  	  decision	  making	  tree	  of	  a	  Farmers’	  Market	  Attendee	  versus	  a	  Grocery	  Shopper;	  as	  well	  as	  UBC	  Farm’s	  current	  positioning	  in	  consumers’	  minds.	  	  Based	  on	  the	  current	  findings,	  UBC	  Farm	  Saturday	  Market	  stands	  out	  amongst	  its	  competitors	  due	  to	  being	  located	  on	  a	  working	  farm.	  This	  contributing	  factor	  instills	  a	  sense	  of	  trust	  in	  its	  consumers	  because	  they	  know	  that	  the	  produce	  come	  straight	  from	  the	  farm.	  Leveraging	  on	  the	  global	  trend	  in	  becoming	  more	  health-­‐conscious	  and	  sustainable,	  UBC	  Farm	  has	  the	  right	  brand	  image	  that	  encompasses	  such	  values	  as	  well	  as	  being	  local,	  organic,	  and	  sustainable.	  	  After	  analyzing	  results	  from	  the	  survey	  and	  secondary	  research,	  the	  three	  recommended	  target	  segments	  for	  UBC	  Farm	  are	  the	  Loyal	  Customers,	  Occasional	  Customers,	  and	  Farmers’	  Market	  Consumers.	  “Loyal	  Customers”	  were	  defined	  as	  attendees	  who	  visited	  the	  Saturday	  Market	  5	  or	  more	  times	  a	  year.	  “Occasional	  Customers”	  include	  attendees	  who	  visited	  the	  Saturday	  Market	  1	  –	  4	  times	  a	  year.	  On	  the	  other	  hand,	  “Farmers’	  Market	  Consumers”	  are	  people	  who	  shop	  at	  farmers’	  markets,	  but	  they	  have	  never	  attended	  the	  Saturday	  Market	  and	  have	  never	  heard	  of	  UBC	  Farm.	  	  Tailored	  specifically	  to	  these	  segments,	  there	  are	  three	  SMART	  Objectives	  to	  target	  each	  segment	  as	  well	  as	  one	  SMART	  Objective	  that	  focuses	  on	  vendor	  attraction	  and	  retention.	  The	  first	  objective	  is	  to	  have	  an	  average	  of	  11	  or	  more	  vendors,	  each	  from	  different	  product	  categories,	  at	  UBC	  Farm	  Saturday	  Market	  for	  the	  2017	  season.	  Next,	  the	  second	  objective	  is	  to	  increase	  the	  loyal	  customer	  base	  by	  10%	  in	  FY	  2017	  vs.	  prior	  year	  based	  on	  conversion	  of	  occasional	  customers.	  The	  third	  objective	  is	  to	  increase	  the	  average	  spend	  per	  visit	  of	  current	  customers	  at	  the	  UBC	  Farm	  Saturday	  Market	  by	  5%	  in	  the	  FY	  2017	  vs	  prior	  year.	  The	  final	  objective	  is	  to	  drive	  attendance	  of	  20	  new	  customers	  on	  average	  per	  Saturday	  –	  targeting	  the	  “Farmers’	  Market	  Consumers”	  specifically.	  The	  last	  three	  objectives	  will	  be	  measured	  by	  an	  annual	  customer	  survey	  conducted	  at	  the	  end	  of	  the	  farmers’	  market	  season.	  The	  strategies	  and	  tactics,	  along	  with	  the	  budget	  and	  timeline,	  are	  detailed	  in	  this	  report	  to	  ensure	  that	  UBC	  Farm	  will	  achieve	  its	  goal.	  	  	  	  4 Situation	  Analysis	  	  Category	  Definition:	  UBC	  Farm	  participates	  in	  the	  Farmers’	  Market	  industry.	  Farmers’	  markets	  are	  defined	  as	  channels	  for	  independent	  vendors	  and	  farmers	  to	  sell	  directly	  to	  consumers	  (Farmers’	  Markets,	  2012).	  The	  industry	  first	  began	  in	  the	  1990s,	  in	  which	  it	  provided	  local	  farmers	  the	  opportunity	  to	  trade	  their	  products.	  The	  focus	  of	  farmers’	  market	  is	  to	  promote	  socially	  responsible	  and	  environmentally	  friendly	  goods	  and	  services.	  Operating	  on	  a	  seasonal	  basis,	  markets	  normally	  open	  in	  spring	  and	  closes	  before	  winter.	  In	  order	  to	  participate	  in	  a	  farmers'	  market,	  vendors	  will	  pay	  either	  a	  flat	  fee	  or	  a	  percentage	  of	  their	  sales.	  Markets	  are	  typically	  held	  in	  a	  public	  location	  on	  a	  weekly	  basis.	  	  	  Based	  on	  this	  definition,	  the	  competitive	  set	  for	  UBC	  Farm	  encompasses	  Vancouver	  Farmers’	  markets	  -­‐	  a	  registered	  non-­‐profit	  that	  manages	  six	  weekly	  summer	  markets	  and	  two	  weekly	  winter	  markets	  in	  Vancouver	  (Appendix	  A).	  This	  report	  will	  focus	  on	  farmers’	  markets	  as	  the	  primary	  industry.	  In	  addition,	  this	  report	  will	  also	  examine	  “specialty	  food”	  as	  a	  secondary	  industry,	  which	  has	  a	  broad	  definition.	  According	  to	  the	  National	  Association	  for	  the	  Specialty	  Food	  Trade	  (NASFT),	  specialty	  food	  is	  defined	  as	  “foods	  and	  beverages	  that	  exemplify	  quality	  and	  innovation,	  including	  artisanal,	  natural,	  and	  local	  products”.	  Since	  organic	  products	  belong	  in	  this	  category,	  this	  report	  will	  also	  take	  into	  consideration	  the	  organic	  products	  sold	  at	  grocery	  stores	  and	  supermarkets.	  	  	   	  5 Category	  Analysis:	  Aggregate	  Market	  Factors	  Industry	  size	  &	  growth	  rate:	  Farmers’	  markets	  in	  BC	  have	  been	  experiencing	  steady	  growth	  since	  2006.	  An	  Economic	  and	  Social	  Benefits	  study,	  conducted	  by	  BC	  Association	  of	  Farmers’	  Markets	  (BCAFM)	  and	  University	  of	  Northern	  British	  Columbia,	  stated	  a	  147%	  increase	  in	  total	  direct	  sales	  of	  farmers’	  markets	  in	  BC	  between	  2006	  and	  2012	  (Connell,	  2012).	  	  Due	  to	  limited	  information	  available	  regarding	  the	  farmers’	  market	  industry	  in	  Canada,	  this	  report	  will	  use	  findings	  related	  to	  organic	  production	  in	  Canada.	  From	  2012	  to	  2013,	  the	  number	  of	  organic	  producers	  had	  dropped	  from	  3590	  to	  3513.	  However,	  the	  number	  had	  increased	  back	  up	  to	  3780	  in	  2014	  (Canada	  Trade	  Organic	  Association,	  2016).	  Most	  notably,	  British	  Columbia	  had	  the	  highest	  growth	  in	  organic	  producers	  (a	  10%	  increase	  since	  2012	  in	  comparison	  to	  the	  country’s	  average	  of	  a	  5%	  increase).	  Furthermore,	  Canada	  has	  been	  experiencing	  a	  steady	  increase	  in	  the	  development	  of	  organic	  agricultural	  land	  since	  2000	  at	  a	  rate	  of	  1.3%	  since	  2013.	  Given	  this	  data,	  the	  farmers’	  market	  industry	  is	  expected	  to	  grow	  at	  a	  similar	  rate	  because	  most	  organic	  products	  are	  now	  offered	  at	  farmers’	  markets	  (i.e.	  direct	  sales	  to	  consumers)	  opposed	  to	  mainstream	  grocery	  retailers	  (MacKinnon,	  2013).	  	  Stage	  of	  industry	  maturity	  of	  farmers’	  markets:	  	  	  The	  farmers’	  markets	  industry	  is	  gradually	  transitioning	  from	  growth	  into	  the	  maturity	  stage.	  	  	  However,	  the	  products	  sold	  at	  farmers’	  markets	  continue	  to	  be	  part	  of	  the	  growth	  stage.	  Supporting	  this	  claim,	  Mintel’s	  Global	  Food	  and	  Drink	  Analyst	  Jenny	  Zegler	  indicated	  six	  upcoming	  trends	  that	  will	  impact	  the	  global	  food	  and	  drink	  market	  in	  2017.	  Five	  of	  these	  trends	  are	  directly	  related	  to	  the	  products	  sold	  at	  farmers’	  markets.	  First,	  consumers	  are	  seeking	  recognisable	  products	  to	  guarantee	  safety	  for	  consumption.	  Second,	  demand	  is	  rising	  for	  “natural,	  simple,	  and	  flexible	  diets”	  that	  includes	  fruits,	  vegetables,	  nuts,	  grains,	  as	  well	  as	  other	  plants	  (Zegler,	  2016).	  The	  third	  trend	  focuses	  on	  eliminating	  food	  waste.	  Another	  upcoming	  trend	  involves	  the	  use	  of	  food	  and	  drinks	  to	  help	  people	  restore	  their	  bodies.	  Finally,	  healthy	  food	  and	  drinks	  are	  being	  made	  affordable	  to	  low-­‐income	  consumers.	  The	  interest	  towards	  healthier	  food	  products	  will	  continue	  to	  grow	  as	  more	  consumers	  demand	  natural,	  local,	  and	  organic	  product	  offerings.	  Leveraging	  this	  growth,	  it	  is	  an	  excellent	  opportunity	  for	  UBC	  Farm	  to	  connect	  with	  consumers	  who	  are	  interested	  in	  purchasing	  products	  that	  are	  all-­‐natural,	  eco-­‐friendly,	  and	  local.	  	  Seasonality	  Farmers’	  markets	  are	  incredibly	  seasonal.	  Typically,	  a	  market	  will	  choose	  a	  particular	  season	  in	  which	  to	  operate.	  In	  Vancouver,	  there	  are	  nine	  summer	  markets	  and	  two	  winter	  markets.	  All	  of	  the	  year’s	  productivity	  occurs	  over	  the	  course	  of	  5-­‐6	  months	  for	  the	  average	  market.	  Staple	  products	  such	  as	  apples,	  beets,	  carrots,	  meats,	  seafood	  and	  dairy	  are	  offered	  year-­‐round,	  whereas	  fruits	  such	  as	  blueberries	  and	  raspberries	  are	  only	  offered	  at	  the	  summer	  markets.	  This	  also	  applies	  to	  UBC	  Farm	  which	  offers	  a	  different	  product	  mix	  during	  its	  summer	  market	  (from	  the	  beginning	  of	  June	  to	  the	  end	  of	  October)	  and	  its	  winter	  mini	  market	  (end	  of	  November	  to	  beginning	  of	  December).	  6 	  Distribution	  Channel	  Farmers’	  markets	  as	  direct	  distribution	  from	  producer	  to	  end	  consumer.	  This	  streamlined	  channel	  benefits	  both	  producers	  and	  consumers,	  as	  price-­‐hiking	  middlemen	  are	  avoided.	  	  Category	  Factors:	  Porter’s	  Five	  Forces	  Threat	  of	  new	  entrants:	  High	  The	  City	  of	  Vancouver	  is	  committed	  to	  increasing	  food	  accessibility	  for	  Vancouverites	  as	  per	  its	  “Greenest	  City	  2020	  Action	  Plan”	  (2011)	  and	  “Vancouver	  Food	  Strategy”	  (2013).	  This	  includes	  a	  commitment	  to	  ensure	  that	  local	  farmers’	  markets	  “will	  continue	  to	  expand	  in	  different	  neighbourhoods	  across	  the	  city”.	  Furthermore,	  the	  City	  of	  Vancouver	  has	  made	  it	  relatively	  easy	  to	  obtain	  a	  yearly	  farmers’	  market	  business	  license	  at	  a	  cost	  of	  $10	  per	  year.	  The	  restrictions	  and	  guidelines	  are	  reasonable	  conditions	  that	  can	  be	  fulfilled.	  For	  instance,	  it	  involves	  abiding	  by	  standard	  business	  practices	  such	  as	  following	  food	  safety	  requirements,	  obtaining	  liquor	  licenses,	  and	  addressing	  community	  concerns	  related	  to	  traffic,	  noise,	  and	  parking.	  	  Additionally,	  the	  City	  of	  Vancouver	  has	  set	  out	  to	  promote	  the	  growth	  from	  the	  current	  four	  to	  15	  “community	  food	  markets”	  by	  2020.	  Unlike	  farmers’	  markets,	  it	  cannot	  exceed	  10	  vendors	  in	  order	  to	  minimize	  neighbourhood	  impacts.	  However,	  the	  main	  point	  of	  differentiation	  is	  that	  a	  community	  food	  market	  is	  a	  mandatory	  non-­‐profit	  operation	  that	  addresses	  food	  affordability	  and	  accessibility,	  in	  which	  it	  competes	  directly	  with	  farmers’	  markets	  on	  the	  basis	  of	  offering	  local	  foods	  at	  lower	  prices.	  	  	   	  7 Bargaining	  power:	  Suppliers	  (Low)	  and	  Buyers	  (High)	  Suppliers	  have	  relatively	  low	  power	  because	  UBC	  Farm	  is	  in	  large	  part	  its	  own	  supplier,	  and	  raw	  materials	  (e.g.	  fertilizer,	  tools,	  tables)	  are	  largely	  commodities.	  When	  considering	  the	  other	  vendors	  as	  suppliers,	  there	  is	  reasonable	  bargaining	  power.	  This	  is	  due	  to	  the	  availability	  of	  other	  local	  farmers’	  markets	  that	  operate	  on	  Saturdays	  (e.g.	  West	  End	  Farmers’	  Market	  and	  Trout	  Lake	  Farmers’	  Market),	  in	  which	  these	  markets	  offer	  higher	  foot	  traffic	  than	  the	  UBC	  Farm	  Saturday	  Market.	  	  Buyers	  have	  significant	  bargaining	  power	  because	  consumers	  can	  shop	  at	  competing	  farmers’	  markets	  that	  take	  place	  on	  Saturdays	  and	  are	  generally	  more	  accessible	  than	  UBC	  Farm.	  In	  addition,	  consumers	  can	  purchase	  similar	  items	  at	  lower	  prices	  from	  large	  grocery	  retailers	  or	  neighbourhood	  stores,	  which	  offer	  more	  convenient	  hours	  and	  locations.	  	  	  Pressure	  from	  substitutes:	  Low-­‐Medium	  In	  this	  report,	  fresh	  produce	  and	  other	  market	  items	  offered	  at	  conventional	  grocery	  stories	  are	  considered	  substitutes	  to	  the	  products	  sold	  at	  farmers’	  markets.	  Given	  the	  growth	  in	  the	  specialty	  food	  industry,	  specialty	  and	  natural	  food	  providers	  are	  the	  key	  drivers	  of	  this	  sales	  growth.	  In	  fact,	  supermarket	  share	  of	  the	  industry	  is	  diminishing	  (Government	  of	  Canada,	  2012).	  In	  support	  of	  this	  claim,	  research	  from	  the	  Value	  Chain	  Management	  Centre	  has	  indicated	  that	  natural	  food	  stores	  and	  farmers’	  markets	  are	  increasing	  in	  popularity	  as	  consumers	  are	  becoming	  more	  health-­‐conscious.	  As	  a	  result,	  there	  is	  a	  decreasing	  pressure	  from	  substitutes.	  	  	  Industry	  rivalry:	  Direct	  Competitors	  (Low)	  and	  Indirect	  Competitors	  (Medium-­‐High)	  Rivalry	  among	  direct	  competitors	  is	  typically	  “friendly”.	  There	  are	  currently	  8	  Vancouver	  farmers’	  markets	  that	  share	  a	  single	  website	  and	  cross-­‐promote	  each	  other	  (eatlocal.org);	  two	  of	  which	  are	  winter	  markets	  that	  run	  from	  the	  beginning	  of	  November	  to	  the	  end	  of	  April.	  Ryan	  Weemhoff,	  UBC	  Farm	  coordinator,	  views	  grocery	  retailers	  as	  UBC	  Farm’s	  competitors	  rather	  than	  other	  farmers’	  markets.	  The	  farmers’	  market	  industry	  is	  composed	  of	  many	  small	  competitors	  rather	  than	  any	  large	  dominating	  forces.	  The	  prevailing	  mindset	  is	  to	  have	  all	  the	  farmers’	  markets	  succeed	  within	  their	  respective	  communities	  and	  to	  further	  the	  local,	  sustainable,	  and	  organic	  food	  movement	  	  	  	  Incorporating	  grocery	  stores	  into	  this	  industry	  analysis,	  there	  are	  three	  key	  players	  with	  substantial	  power:	  Loblaws,	  Metro,	  and	  Sobeys.	  Other	  big-­‐box	  stores,	  such	  as	  Walmart	  and	  Costco,	  have	  also	  entered	  the	  fresh	  produce	  market	  and	  possess	  considerable	  power	  as	  well.	  	  Environmental	  Factors:	  	  Economic	  Farmers’	  markets	  typically	  charge	  a	  higher	  price	  for	  similar	  goods	  that	  can	  be	  purchased	  at	  grocery	  stores	  or	  other	  channels.	  Food	  prices	  are	  a	  growing	  concern,	  and	  the	  likelihood	  to	  willingly	  purchase	  at	  a	  higher	  price	  may	  be	  affected	  if	  this	  trend	  continues.	  Furthermore,	  in	  Vancouver	  specifically,	  the	  ratio	  of	  income	  to	  cost	  of	  living	  is	  particularly	  unfavourable.	  A	  Vancity	  Credit	  Union	  report	  indicates	  that	  Vancouver	  millennials	  have	  the	  least	  purchasing	  power	  in	  Canada	  (2016).	  While	  the	  ability	  and	  8 willingness	  of	  Vancouverites	  to	  pay	  a	  premium	  price	  for	  farm	  fresh	  foods	  is	  evident	  at	  this	  time,	  economic	  downturn	  or	  increased	  cost	  of	  living	  could	  very	  well	  hinder	  the	  potential	  for	  farmers’	  markets.	  	  Natural	  Farmers’	  markets	  typically	  operate	  in	  open-­‐air	  environments.	  Their	  limited	  operating	  hours	  (on	  average,	  fewer	  than	  10	  hours	  per	  week)	  make	  natural	  environmental	  factors	  a	  huge	  concern,	  as	  inclement	  weather	  can	  greatly	  decrease	  consumers’	  likelihood	  to	  attend	  the	  market.	  A	  few	  hours	  of	  bad	  weather	  can	  thereby	  negatively	  affect	  the	  entire	  week’s	  profitability.	  	  	  Furthermore,	  farmers’	  market	  vendors	  predominantly	  offer	  fresh	  produce	  and	  other	  natural	  goods.	  A	  strong	  growing	  season	  is	  required	  in	  order	  to	  yield	  sufficient	  supply	  for	  the	  short	  market	  season.	  In	  general,	  farmers’	  market	  vendors	  operate	  on	  a	  small	  scale.	  They	  may	  not	  have	  the	  infrastructure	  or	  the	  technical	  know-­‐how	  to	  protect	  against	  an	  unfavourable	  growing	  season.	  	  Cultural	  and	  Social:	  Farmers’	  markets	  are	  enjoying	  sales	  growth,	  due	  in	  part	  to	  a	  resurgence	  in	  the	  mindset	  that	  the	  journey	  from	  farm	  to	  plate	  should	  be	  as	  direct	  as	  possible.	  The	  “local	  food	  movement”	  is	  gaining	  popularity	  and	  the	  Value	  Chain	  Management	  Centre	  suggests	  that	  consumers	  are	  becoming	  more	  health-­‐conscious.	  These	  growing	  cultural	  trends	  may	  plateau	  or	  even	  decline	  in	  the	  future.	  	  	   	  9 Company	  Analysis	  Current	  Objectives	  The	  overall	  goal	  for	  UBC	  Farm	  is	  to	  increase	  sales	  revenue	  for	  its	  Saturday	  Farmers’	  Market.	  Specifically,	  the	  main	  focus	  is	  to	  ensure	  that	  all	  the	  vendors	  at	  the	  Saturday	  Market	  will	  generate	  a	  profit.	  In	  order	  to	  meet	  this	  goal,	  there	  are	  three	  key	  areas	  that	  it	  is	  trying	  to	  address:	  1. Identify	  and	  target	  the	  relevant	  customer	  segments.	  2. Increase	  customer	  foot	  traffic	  to	  UBC	  Farm.	  3. Increase	  customer	  awareness	  about	  UBC	  Farm	  as	  a	  distinct	  brand.	  	  Current	  Positioning	  and	  Expected	  Future	  Strategies	  Product	  The	  UBC	  Farm	  Saturday	  Market	  sells	  250	  varieties	  of	  vegetables,	  fruits,	  eggs,	  herbs,	  honey	  and	  flowers.	  This	  is	  complemented	  by	  products	  sold	  by	  local	  vendors,	  which	  includes	  local	  food	  grown	  by	  farmers	  and	  products	  locally	  made	  by	  bakers	  and	  artists.	  	  At	  this	  stage,	  the	  market	  continues	  to	  expand	  and	  it	  is	  looking	  for	  additional	  vendors	  who	  sell	  complementary	  products	  such	  as	  the	  following:	  	  ● Produce	  ● Cheese/Dairy	  ● Meat/Seafood	  ● Mushrooms	  ● Honey	  ● Prepared	  food	  ● Coffee,	  tea,	  beverages	  ● Whole	  Grains/Flour	  ● Craft	  products	  (soap	  products,	  knitwear,	  jewelry,	  wood	  crafts,	  pottery,	  etc.)	  ● Nursery	  products	  ● Service	  vendors	  (knife	  sharpening,	  massage,	  bike	  repairs,	  etc.)	  Refer	  to	  Appendix	  A	  for	  a	  comparison	  of	  the	  product	  mix	  offered	  by	  UBC	  Farm	  and	  its	  competitors.	  	  Pricing	  In	  comparison	  to	  other	  local	  farmers’	  markets,	  the	  UBC	  Farm	  Saturday	  Market	  offers	  competitive	  pricing.	  It	  has	  been	  noted	  that	  products	  sold	  at	  farmers’	  markets	  are	  slightly	  more	  expensive	  than	  standard	  grocery	  stores	  and	  supermarkets.	  Nonetheless,	  farmers’	  markets	  and	  other	  grocery	  stores	  have	  a	  similar	  price	  range	  for	  staple	  products	  such	  as	  fruits	  and	  vegetables.	  In	  fact,	  Whole	  Foods	  has	  the	  highest	  overall	  price	  range	  for	  its	  natural	  and	  organic	  product	  selection.	  For	  a	  price	  comparison	  between	  UBC	  Farms	  and	  its	  competitors,	  refer	  to	  Appendix	  C	  and	  D.	  	  Place	  The	  UBC	  Farm	  Saturday	  Market	  is	  hosted	  on-­‐site	  at	  the	  University	  of	  British	  Columbia’s	  Point	  Grey	  Campus.	  As	  the	  only	  market	  west	  of	  MacDonald	  Street,	  its	  consumer	  base	  includes	  residents	  of	  UBC,	  Point	  Grey,	  Dunbar,	  Southlands,	  Kerrisdale	  and	  Kitsilano.	  The	  neighbourhoods	  in	  and	  around	  the	  university	  is	  experiencing	  an	  intense	  growth	  phase.	  In	  the	  next	  few	  years,	  	  it	  is	  projected	  that	  Wesbrook	  10 Village	  will	  expand	  from	  3,800	  residents	  up	  to	  12,000	  (Kurenoff,	  2015).	  The	  vision	  is	  for	  people	  to	  view	  UBC	  as	  a	  local	  community	  that	  provides	  services	  and	  scenery.	  As	  a	  result,	  this	  allows	  UBC	  Farm	  to	  gain	  exposure	  to	  an	  expanding	  population	  who	  will	  now	  live	  within	  walking	  distance.	  	  A	  common	  misconception	  that	  people	  have	  regarding	  UBC	  is	  its	  remoteness.	  However,	  with	  recent	  Translink	  re-­‐routes	  and	  campus	  shuttles,	  it	  takes	  approximately	  5	  minutes	  from	  West	  Point	  Grey	  and	  30	  minutes	  from	  Rogers	  Arena,	  Richmond,	  Airport,	  and	  Granville	  Island.	  There	  is	  an	  opportunity	  for	  UBC	  Farm	  to	  tap	  into	  a	  new	  customer	  segment	  by	  addressing	  this	  misconception.	  	  Promotion	  The	  UBC	  Farm	  Saturday	  Market	  has	  been	  gaining	  awareness	  through	  organic	  outreach.	  The	  biggest	  contributing	  factor	  to	  its	  growth	  stems	  from	  the	  “Save	  the	  Farm”	  movement,	  in	  which	  the	  community	  launched	  a	  campaign	  to	  preserve	  the	  UBC	  Farm.	  	  Currently,	  approximately	  $300	  is	  allocated	  towards	  advertisements.	  In	  terms	  of	  promotions,	  UBC	  Farm	  sends	  out	  a	  weekly	  newsletter	  every	  Thursday	  that	  reaches	  hundreds	  of	  customers.	  In	  addition,	  it	  advertises	  through	  other	  channels	  such	  as	  the	  UBC	  Farm	  website,	  its	  social	  media	  outlets,	  and	  Manage	  My	  Market	  -­‐	  a	  farmers’	  market	  management	  software	  that	  has	  access	  to	  a	  vast	  network	  of	  vendors	  from	  more	  than	  30	  states	  and	  Canada.	  	  A	  number	  of	  market	  festivals	  and	  special	  activities	  also	  take	  place	  at	  the	  market;	  it	  includes	  bee	  tours,	  berry	  picking,	  chef	  demos,	  live	  music,	  and	  family	  events.	  This	  serves	  to	  draw	  in	  large	  crowds	  to	  the	  market.	  Past	  advertising	  options	  that	  were	  proposed	  to	  UBC	  Farm	  included	  community	  signs,	  sandwich	  boards,	  printed	  posters,	  as	  well	  as	  flyers	  were	  proposed.	  Refer	  to	  Appendix	  E	  for	  a	  graphical	  presentation	  of	  the	  advertising	  options	  proposed.	  	  	  	   	  11 People	  	  The	  UBC	  Farm	  Saturday	  Market	  is	  at	  the	  transition	  stage,	  where	  it	  is	  moving	  from	  a	  small	  to	  an	  intermediate	  organization.	  For	  the	  year	  2016,	  five	  part-­‐time	  staff	  members	  were	  responsible	  for	  managing	  the	  market.	  There	  has	  never	  been	  a	  full-­‐time	  employee	  hired	  to	  oversee	  the	  Saturday	  Market.	  	  	  Vision/	  Mission	  and	  Resources	  Value,	  Mission,	  and	  Culture	  The	  Centre	  for	  Sustainable	  Food	  Systems	  (CSFS)	  at	  the	  UBC	  Farm	  has	  yet	  to	  define	  its	  identity	  and	  brand.	  However,	  it	  does	  have	  a	  clear	  mission,	  which	  is	  to	  create	  healthy	  and	  sustainable	  communities	  through	  several	  means:	  1. Rigorous	  research	  2. Transformative	  learning	  3. Innovative	  cross-­‐faculty	  and	  interdisciplinary	  collaboration	  4. Socially	  responsible	  community	  engagement	  5. International	  dialogue	  and	  knowledge-­‐dissemination	  	  Currently,	  UBC	  Farm	  Market	  is	  one	  component	  of	  CSFS,	  and	  its	  priority	  involves	  building	  a	  community	  that	  allows	  the	  public	  to	  be	  engaged	  in	  the	  work	  done	  by	  UBC	  Farm.	  As	  a	  result,	  UBC	  Farm	  Saturday	  Market	  serves	  as	  a	  multi-­‐vendor,	  “incubator	  market”,	  which	  aims	  to	  support	  new	  farmers	  who	  are	  in	  their	  first	  year	  of	  operation.	  Through	  the	  Saturday	  Market,	  UBC	  Farm	  provides	  an	  opportunity	  for	  new	  businesses	  to	  test	  out	  their	  products	  in	  a	  market	  setting.	  At	  the	  same	  time,	  the	  UBC	  Farm	  Market	  is	  also	  looking	  to	  diversify	  its	  products	  offerings	  for	  its	  loyal	  and	  growing	  customer	  base.	  Thus,	  the	  ultimate	  vision	  is	  to	  make	  the	  Saturday	  Market	  self-­‐sufficient	  by	  ensuring	  all	  the	  vendors	  will	  generate	  a	  profit	  as	  means	  of	  retaining	  and	  attracting	  new	  vendors.	  	  Human	  &	  Financial	  Resources	  	  In	  2015,	  UBC	  Farm’s	  Communications	  Coordinator	  left	  mid-­‐season.	  As	  a	  result,	  little	  to	  no	  advertising	  was	  carried	  out	  during	  the	  2015	  season.	  This	  position	  has	  now	  been	  filled.	  The	  primary	  responsibility	  of	  the	  Communications	  Coordinator	  is	  to	  advertise	  special	  events	  happening	  at	  the	  market,	  to	  manage	  the	  social	  media	  channels,	  and	  to	  build	  community	  connections.	  As	  noted	  earlier,	  there	  are	  five	  part-­‐time	  employees	  who	  are	  currently	  managing	  the	  Saturday	  Market.	  This	  number	  is	  expected	  to	  decrease	  to	  4	  for	  the	  upcoming	  year.	  In	  terms	  of	  financial	  resources,	  $425	  has	  been	  budgeted	  for	  advertising	  and	  promoting	  the	  Saturday	  Market,	  with	  an	  overall	  marketing	  budget	  of	  $1600.	  	  Thus,	  the	  marketing	  strategies	  proposed	  in	  this	  report	  will	  take	  these	  factors	  into	  consideration.	  	  Key	  Success	  Factors	  Experience	  Unlike	  any	  other	  location,	  the	  UBC	  Farm	  Saturday	  Market	  offers	  customers	  a	  “unique	  opportunity	  to	  experience	  a	  farmers’	  market	  on	  a	  working	  farm	  within	  a	  city”	  (UBC	  Farm	  Vendor	  Guide,	  2016).	  It	  brands	  itself	  as	  a	  “family	  friendly	  Saturday	  farm	  experience”,	  where	  visitors	  are	  encouraged	  to	  walk	  amongst	  the	  farm	  fields	  and	  forest	  trails,	  enjoy	  a	  picnic	  lunch,	  as	  well	  as	  visit	  the	  chickens,	  demonstration	  cob	  12 building,	  and	  medicinal	  garden.	  Routinely,	  market	  patrons	  and	  vendors	  would	  compliment	  the	  farm’s	  surroundings	  because	  it	  allows	  people	  to	  engage	  with	  the	  natural	  scenery.	  	  Vendor	  -­‐	  Customer	  Relationship	  Based	  on	  past	  surveys,	  vendors	  “repeatedly	  express	  their	  appreciation	  for	  the	  quality	  of	  interactions	  they	  have	  with	  customers	  at	  the	  UBC	  Farm	  market”.	  The	  visitors	  that	  are	  drawn	  to	  the	  UBC	  Farm	  are	  highly	  engaged,	  and	  this	  contributes	  to	  a	  comfortable	  environment	  where	  relationships	  can	  be	  cultivated.	  It	  is	  important	  to	  note	  that	  many	  of	  the	  returning	  customers	  had	  learned	  of	  the	  Saturday	  Market	  through	  the	  “Save	  the	  Farm”	  campaign.	  Consequently,	  this	  strengthened	  the	  loyalty	  that	  these	  customers	  have	  for	  the	  farm,	  who	  had	  fought	  to	  protect	  it.	  	  Customer	  Analysis	  Research	  Methodology	  Primary	  research	  was	  conducted	  to	  discover	  the	  types	  of	  consumers	  who	  shop	  at	  local	  farmers’	  markets,	  as	  well	  as	  the	  thinking	  and	  behaviour	  of	  these	  consumers	  with	  regards	  to	  farmers’	  markets.	  One	  aspect	  that	  this	  research	  had	  focused	  on	  were	  consumers	  who	  lived	  close	  to	  UBC	  Farm	  but	  did	  not	  attend	  the	  Saturday	  market.	  The	  goal	  was	  to	  better	  understand	  the	  obstacles	  that	  inhibit	  this	  specific	  group	  of	  consumers	  from	  visiting	  UBC	  Farm.	  Based	  on	  the	  information	  collected	  from	  the	  primary	  research,	  a	  marketing	  strategy	  was	  devised	  with	  the	  intent	  to	  increase	  foot	  traffic	  at	  the	  UBC	  Farm	  Saturday	  Market,	  and	  to	  increase	  awareness	  for	  the	  UBC	  Farm	  brand	  overall.	  	  	  The	  research	  responses	  were	  collected	  through	  a	  survey	  designed	  on	  Qualtrics	  and	  was	  administered	  online	  and	  in-­‐person.	  The	  survey	  link	  was	  distributed	  through	  UBC	  Farm’s	  weekly	  newsletter	  to	  all	  the	  subscribers	  of	  its	  email	  newsletter	  database.This	  was	  complemented	  with	  in-­‐person	  data	  collection	  that	  took	  place	  on-­‐site	  at	  UBC	  Farm,	  other	  local	  farmers’	  markets	  around	  the	  area,	  grocery	  stores	  near	  UBC,	  and	  residential	  housing.	  Specifically,	  the	  survey	  involved	  individuals	  who	  shopped	  at	  the	  UBC	  Farm	  Saturday	  Market,	  Trout	  Lake	  Farmers’	  Markets,	  Downtown	  Farmers’	  Market,	  Kitsilano	  Farmers’	  Market;	  as	  well	  as	  grocery	  stores	  and	  residential	  areas	  near	  UBC	  such	  as	  Save-­‐on-­‐Foods	  and	  apartments	  located	  at	  Wesbrook	  Village.	  The	  survey	  collected	  information	  on	  a	  total	  of	  125	  participants.	  	  	  The	  main	  limitation	  of	  this	  research	  was	  the	  portion	  of	  data	  collection	  that	  required	  responses	  to	  be	  collected	  in-­‐person.	  Since	  the	  survey	  link	  cannot	  be	  sent	  out	  to	  consumers	  attending	  other	  farmers’	  markets	  or	  to	  consumers	  living	  within	  the	  UBC	  area,	  the	  sample	  size	  of	  this	  type	  of	  consumers	  was	  limited	  in	  comparison	  to	  the	  number	  of	  responses	  received	  from	  individuals	  who	  attended	  the	  UBC	  Farm	  Saturday	  Market.	  As	  a	  result,	  the	  descriptions	  of	  individuals	  who	  do	  not	  attend	  farmers’	  market	  (or	  the	  UBC	  Farm	  Saturday	  Market)	  may	  not	  be	  as	  representative.	  	  Summary	  of	  Customer	  Research	  Findings	  Our	  team	  collected	  a	  total	  of	  125	  survey	  responses	  from	  both	  online	  and	  in-­‐person	  data	  collection	  during	  a	  two	  week	  period	  in	  late	  October.	  100	  of	  those	  respondents	  were	  aware	  of	  the	  UBC	  Farm	  Saturday	  Market,	  though	  their	  relationship	  with	  the	  market	  varied	  from	  being	  very	  frequent	  customers	  13 to	  having	  heard	  of	  the	  market	  but	  never	  attended.	  Therefore,	  the	  consumers	  that	  we	  grouped	  into	  segments	  based	  on	  their	  lack	  of	  awareness	  for	  the	  UBC	  Farm	  Saturday	  Market	  are	  underrepresented.	  	  	  Demographic	  |	  The	  majority	  of	  our	  respondents	  were	  female	  (73%)	  and	  overall	  the	  ages	  of	  our	  respondents	  fell	  within	  the	  18	  to	  24	  year	  old	  age	  range	  (28%),	  25	  to	  34	  age	  range	  (22%),	  and	  35	  to	  44	  year	  old	  age	  range	  (17.6%).	  Most	  of	  our	  survey	  respondents	  had	  income	  levels	  that	  were	  in	  the	  lower	  end	  of	  the	  income	  range	  of	  our	  survey	  (under	  $125,000	  household	  annual	  income),	  although	  it	  is	  important	  to	  also	  note	  that	  around	  38.4%	  of	  our	  survey	  respondents	  were	  UBC	  students,	  who	  are	  not	  currently	  at	  the	  stage	  where	  they	  would	  be	  earning	  high	  income	  every	  year.	  This	  insight	  may	  also	  contribute	  to	  why	  the	  largest	  age	  group	  out	  of	  our	  survey	  respondents	  were	  18	  to	  24	  years	  old.	  We	  also	  asked	  our	  survey	  respondents	  to	  describe	  their	  marital	  status,	  which	  was	  split	  up	  into	  four	  categories	  with	  combinations	  of	  whether	  or	  not	  they	  are	  married	  and	  whether	  or	  not	  they	  were	  living	  alone	  or	  with	  others	  such	  as	  roommates	  and	  children.	  Our	  overall	  responses	  had	  about	  an	  equal	  number	  of	  responses	  for	  each	  type	  of	  marital	  status,	  therefore	  each	  category	  was	  well	  represented.	  Since	  our	  group	  aimed	  to	  gain	  insights	  from	  those	  who	  lived	  near	  UBC	  Farm,	  it	  was	  expected	  that	  the	  majority	  of	  our	  consumers	  lived	  on	  UBC	  campus,	  Wesbrook	  Village,	  and	  West	  Point	  Grey.	  	  	  Attitudes	  Towards	  the	  UBC	  Farm	  Saturday	  Market	  |	  When	  we	  asked	  respondents	  to	  freely	  name	  the	  top	  associations	  that	  come	  to	  mind	  when	  they	  think	  of	  the	  UBC	  Farm	  Saturday	  Market	  or	  farmers’	  markets	  in	  general	  (the	  prompt	  differed	  depending	  on	  which	  branch	  of	  questions	  the	  respondent	  received),	  the	  top	  three	  associations	  were	  organic,	  local,	  and	  fresh	  (Appendix	  B).	  The	  consumer	  segments,	  which	  we	  will	  describe	  in	  further	  detail	  below,	  all	  had	  these	  three	  words	  as	  their	  top	  associations.	  It	  is	  interesting	  to	  note	  however	  that	  one	  consumer	  segment,	  those	  who	  attend	  the	  UBC	  Farm	  Saturday	  Market	  five	  or	  more	  times	  a	  season,	  had	  the	  words	  organic,	  local,	  and	  friendly/friends	  as	  their	  top	  associations,	  and	  the	  word	  fresh	  was	  in	  fourth	  place.	  This	  implies	  that	  those	  who	  are	  loyal	  to	  the	  UBC	  Farm	  Saturday	  Market	  are	  also	  connected	  to	  it	  because	  they	  see	  the	  market	  as	  a	  friendly	  environment	  or	  a	  place	  to	  enjoy	  the	  company	  of	  friends.	  	  	  The	  top	  factors	  that	  we	  found	  were	  the	  biggest	  influencers	  of	  a	  consumer’s	  choice	  in	  attending	  a	  farmers’	  market	  were	  how	  much	  the	  market	  was	  committed	  to	  being	  sustainable,	  local,	  and	  organic,	  the	  quality	  of	  the	  food	  sold	  at	  the	  market,	  how	  much	  it	  supported	  the	  local	  economy,	  and	  the	  market’s	  proximity	  to	  the	  consumer’s	  home	  (Appendix	  B).	  Currently,	  it	  seems	  that	  the	  top	  three	  factors	  could	  be	  leveraged	  by	  UBC	  Farm	  to	  promote	  its	  Saturday	  Market	  or	  improved	  as	  an	  opportunity,	  given	  that	  the	  UBC	  Farm	  Saturday	  Market	  currently	  supports	  these	  actions.	  However,	  the	  UBC	  Farm’s	  location	  acts	  as	  a	  barrier	  in	  terms	  of	  influencing	  consumers	  to	  shop	  at	  the	  Saturday	  Market,	  therefore	  marketing	  to	  residents	  who	  live	  around	  the	  UBC	  area	  is	  even	  more	  essential.	  	  	  After	  the	  survey	  participants	  ranked	  the	  level	  of	  importance	  of	  some	  of	  the	  factors	  listed	  above,	  they	  were	  also	  asked	  if	  they	  felt	  that	  the	  UBC	  Farm	  Saturday	  Market	  has	  most	  of	  what	  they	  were	  looking	  for	  in	  a	  farmers’	  market.	  57%	  of	  respondents	  either	  strongly	  agreed	  or	  agreed	  with	  this	  statement,	  while	  only	  6%	  either	  disagreed	  or	  strongly	  disagreed.	  A	  significant	  portion	  of	  respondents	  (36%)	  however,	  were	  neutral	  about	  the	  UBC	  Farm	  Saturday	  Market,	  which	  is	  both	  a	  concern	  and	  an	  opportunity.	  It	  is	  14 important	  that	  UBC	  Farm	  convert	  these	  respondents	  into	  having	  positive	  feelings	  with	  the	  Saturday	  Market	  in	  order	  to	  build	  their	  loyalty	  so	  that	  they	  do	  not	  spend	  their	  time	  at	  any	  other	  farmers’	  markets	  directly	  competing	  with	  the	  UBC	  Farm	  Saturday	  Market.	  	  	  A	  positive	  insight	  is	  that	  none	  of	  the	  consumers	  who	  were	  aware	  of	  the	  UBC	  Farm	  Saturday	  Market	  stated	  that	  they	  would	  not	  recommend	  the	  market	  to	  friends	  and	  family.	  However,	  around	  a	  fifth	  (19%)	  of	  participants	  were	  neutral	  about	  recommending	  the	  market.	  Since	  our	  group	  posed	  this	  question	  to	  participants	  who	  were	  aware	  of	  the	  UBC	  Farm	  Saturday	  Market	  but	  have	  never	  attended,	  it	  not	  a	  surprise	  that	  the	  top	  reason	  among	  participants	  who	  gave	  a	  neutral	  answer	  regarding	  recommendations	  is	  due	  to	  the	  fact	  that	  they	  have	  never	  experienced	  the	  market	  itself.	  Another	  contributing	  factor	  was	  that	  there	  were	  very	  few	  vendors,	  contributing	  to	  a	  weakness	  of	  the	  UBC	  Farm	  Saturday	  Market.	  On	  the	  other	  hand,	  those	  who	  stated	  that	  they	  would	  be	  happy	  to	  recommend	  the	  UBC	  Farm	  Saturday	  Market,	  were	  driven	  by	  the	  market’s	  local	  focus,	  the	  fact	  that	  it	  was	  on	  an	  actual	  farm,	  and	  that	  it	  supposed	  UBC	  and	  the	  students.	  	  	  Attitudes	  Towards	  Other	  Farmers’	  markets	  |	  Our	  group	  also	  wanted	  to	  understand	  consumers	  who	  chose	  to	  shop	  at	  the	  direct	  competitors	  of	  the	  UBC	  Farm	  Saturday	  Market,	  therefore	  we	  conducted	  in	  person	  surveys	  at	  various	  farmers’	  markets	  around	  Vancouver.	  Though	  our	  sample	  size	  was	  small,	  through	  our	  research,	  we	  noticed	  that	  the	  top	  three	  associations	  of	  these	  consumers	  about	  farmers’	  markets,	  was	  similar	  to	  those	  of	  consumers	  who	  were	  aware	  of	  the	  UBC	  Farm	  Saturday	  Market.	  The	  only	  difference	  regarding	  these	  associations	  however,	  would	  be	  the	  order,	  as	  the	  ranking	  was	  local,	  fresh,	  and	  organic,	  respectively	  (Appendix	  B).	  	  Given	  that	  the	  words	  that	  are	  currently	  associated	  with	  the	  UBC	  Farm	  Saturday	  Market	  relate	  to	  those	  of	  their	  direct	  competitors,	  we	  can	  see	  that	  our	  marketing	  strategy	  needs	  to	  push	  these	  associations	  to	  establish	  points	  of	  parity,	  but	  also	  that	  points	  of	  difference	  have	  to	  also	  be	  developed.	  	  	  UBC	  Farm	  Saturday	  Market	  Engagement	  and	  Usage	  |	  Of	  the	  respondents	  who	  stated	  that	  they	  were	  aware	  of	  the	  UBC	  Farm	  Saturday	  Market,	  the	  top	  sources	  that	  brought	  upon	  this	  awareness	  were	  recommendations	  from	  family	  and	  friends,	  social	  media,	  and	  the	  UBC	  Farm	  e-­‐newsletter.	  As	  a	  point	  of	  clarification,	  the	  UBC	  Farm	  e-­‐newsletter	  is	  a	  digital	  engagement	  that	  individuals	  sign	  up	  for	  to	  receive	  information	  on	  all	  aspects	  of	  UBC	  Farm,	  such	  as	  its	  research	  initiatives,	  community	  programs,	  volunteer	  opportunities,	  and	  farmers’	  markets.	  Therefore	  it	  is	  possible,	  that	  some	  survey	  respondents	  first	  became	  engaged	  with	  UBC	  Farm	  through	  other	  means,	  and	  later	  found	  out	  about	  the	  Saturday	  Market	  from	  the	  newsletter.	  	  	  Our	  group	  also	  wanted	  to	  find	  out	  if	  there	  were	  any	  other	  marketing	  channels	  that	  UBC	  Farm	  could	  use	  or	  improve	  in	  the	  future	  in	  order	  to	  better	  connect	  with	  consumers.	  Participants	  stated	  that	  they	  were	  most	  likely	  to	  engage	  with	  farmers’	  markets	  through	  the	  email	  newsletter,	  special	  events	  held	  at	  the	  market,	  and	  Facebook	  (Appendix	  B).	  With	  this	  insight,	  our	  group	  has	  noticed	  that	  the	  email	  newsletter	  and	  Facebook	  page	  are	  channels	  that	  UBC	  Farm	  currently	  owns	  and	  can	  certainly	  be	  leveraged.	  Given	  that	  UBC	  Farm	  has	  never	  hosted	  special	  events	  at	  the	  farmers’	  market	  in	  the	  past,	  this	  presents	  UBC	  Farm	  with	  an	  opportunity	  to	  encourage	  more	  customer	  visits	  to	  the	  Saturday	  Market.	  15 	  	  To	  take	  it	  a	  step	  further,	  we	  also	  wanted	  to	  understand	  what	  kind	  of	  marketing	  tactics	  would	  encourage	  consumers	  to	  try	  the	  UBC	  Farm	  Saturday	  Market,	  go	  to	  the	  market	  more	  often,	  or	  buy	  more.	  Through	  our	  research,	  we	  found	  that	  communications	  through	  the	  email	  newsletter,	  the	  promotion	  of	  special	  themes	  or	  events,	  coupons	  and	  giveaways,	  engaging	  social	  media	  posts,	  and	  interaction	  with	  UBC	  Farm	  staff	  were	  the	  top	  factors	  that	  would	  encourage	  consumers	  to	  attend	  the	  Saturday	  Market.	  	  	  Engagement	  and	  Usage	  of	  Other	  Farmers’	  markets	  |	  Respondents	  who	  shopped	  at	  other	  farmers’	  markets	  stated	  that	  they	  mainly	  engaged	  with	  those	  markets	  through	  events	  and	  the	  website	  (Appendix	  B).	  These	  two	  channels	  were	  not	  listed	  as	  some	  of	  the	  top	  sources	  of	  generating	  awareness	  for	  the	  UBC	  Farm	  Saturday	  Market.	  Since	  these	  channels	  have	  been	  successfully	  used	  by	  other	  farmers’	  markets	  to	  engage	  with	  their	  consumers,	  it	  is	  important	  that	  UBC	  Farm	  gravitate	  towards	  using	  these	  strategies	  as	  well	  to	  build	  its	  presence.	  This	  also	  pairs	  well	  with	  the	  insight	  that	  consumers	  who	  are	  already	  aware	  of	  the	  UBC	  Farm	  Saturday	  Market	  would	  more	  likely	  engage	  with	  the	  market	  if	  there	  were	  events	  in	  place.	  Although	  the	  tactics	  that	  would	  encourage	  market	  attendance	  among	  these	  consumers	  attending	  other	  farmers’	  markets	  were	  similar	  to	  those	  who	  were	  aware	  of	  the	  UBC	  Farm	  Saturday	  Market	  mentioned	  above,	  an	  interesting	  point	  is	  that	  presence	  in	  the	  local	  media	  was	  also	  a	  positively	  ranked	  factor	  among	  this	  group.	  Therefore,	  public	  relations	  could	  also	  be	  a	  consideration	  for	  UBC	  Farm	  in	  its	  marketing	  promotions	  in	  the	  future.	  	  Summary	  of	  Vendor	  Research	  Findings	  Vendors	  who	  frequently	  sell	  at	  the	  UBC	  Farm	  Saturday	  Market	  have	  great	  respect	  for	  UBC	  Farm	  and	  its	  operators.	  They	  appreciate	  the	  individual	  attention	  they	  are	  given	  by	  Ryan	  Weemhoff	  and	  his	  associates,	  and	  have	  mostly	  positive	  things	  to	  say	  about	  the	  market	  as	  a	  whole.	  Some	  points	  of	  differentiation	  that	  vendors	  value	  regarding	  UBC	  Farm	  as	  opposed	  to	  other	  farmers’	  markets	  are	  the	  lower	  vending	  fees	  and	  the	  fact	  that	  the	  market	  occurs	  on	  a	  working	  farm.	  UBC	  Farm’s	  attendance	  fee	  is	  $25	  per	  day,	  whereas	  Vancouver	  Farmers’	  market	  (comprising	  eight	  individual	  local	  markets	  such	  as	  Kitsilano	  Market	  and	  Trout	  Lake	  Market)	  charges	  approximately	  $50	  per	  day.	  Lower	  vending	  fees	  mean	  lower	  risk	  for	  vendors	  in	  the	  case	  of	  slow	  sales.	  	  	  Not	  all	  feedback	  was	  strictly	  positive.	  Speaking	  directly	  with	  vendors	  at	  the	  UBC	  Farm	  Saturday	  Market	  revealed	  that	  vendors	  who	  participate	  at	  other	  markets	  found	  repeat	  customers	  to	  be	  more	  consistent	  at	  other	  markets.	  Small	  vendors	  who	  sell	  directly	  to	  their	  customers	  rely	  on	  repeat	  customers	  and	  building	  strong	  relationships.	  If	  other	  markets	  that	  operate	  on	  Saturdays	  are	  better	  able	  to	  fulfil	  this	  need,	  UBC	  Farm	  may	  risk	  losing	  vendors	  to	  competitors.	  A	  suggestion	  from	  one	  vendor	  was	  to	  have	  a	  stronger	  presence	  on	  social	  media	  to	  remain	  top-­‐of-­‐mind	  for	  customers	  and	  encourage	  consistent	  weekly	  visits.	  	  The	  eight	  local	  markets	  that	  fall	  under	  the	  umbrella	  “Vancouver	  Farmers’	  market”	  and	  share	  the	  website	  eatlocal.org	  often	  have	  waiting	  lists	  for	  vendors,	  as	  they	  are	  at	  capacity.	  This	  leaves	  local	  vendors	  with	  just	  a	  handful	  of	  other	  options	  in	  terms	  of	  established	  markets	  at	  which	  to	  sell	  their	  products.	  UBC	  Farm	  16 is	  a	  logical	  choice	  for	  an	  “incubator	  market”	  -­‐-­‐	  a	  place	  where	  new	  vendors	  can	  learn	  the	  trade	  with	  less	  risk.	  	  Segmentation:	  Consumers	  Based	  on	  our	  research,	  we	  have	  identified	  five	  consumer	  segments:	  loyal	  UBC	  Farm	  consumers,	  occasional	  consumers,	  general	  farmers’	  markets	  consumers,	  aware	  but	  don’t	  care	  consumers,	  and	  uninterested	  consumers.	  The	  segments	  are	  described	  below	  with	  personas	  to	  better	  visualize	  each	  type	  of	  consumer.	  	  Lily	  the	  Loyal	  |	  This	  consumer	  segment	  attends	  the	  UBC	  Farm	  Saturday	  Market	  five	  or	  more	  times	  throughout	  the	  season.	  Lily	  is	  a	  married	  female	  consumer	  who	  is	  between	  ages	  of	  35	  to	  54,	  and	  is	  currently	  living	  with	  her	  partner.	  There	  are	  some	  Lilys	  who	  have	  children	  and	  some	  who	  don’t,	  either	  way,	  Lily’s	  annual	  household	  income	  ranges	  between	  $75,000	  and	  $125,000.	  Lily	  can	  be	  found	  in	  neighbourhoods	  close	  to	  UBC	  such	  as	  Wesbrook	  Village,	  UBC	  Campus,	  and	  West	  Point	  Grey,	  providing	  a	  point	  of	  convenience	  for	  her	  when	  she	  attends	  the	  UBC	  Farm	  Saturday	  Market.	  Lily	  the	  Loyal	  first	  heard	  about	  the	  UBC	  Farm	  Saturday	  Market	  from	  her	  best	  friend,	  who	  also	  lives	  in	  the	  neighbourhood	  and	  bumped	  into	  Lily	  that	  day	  after	  coming	  home	  from	  the	  farmers’	  market.	  Intrigued	  by	  her	  friend’s	  positive	  words	  and	  the	  fact	  that	  the	  UBC	  Farm	  Saturday	  Market	  was	  a	  locally	  and	  sustainably	  focused	  market	  that	  was	  just	  around	  the	  corner,	  Lily	  decided	  to	  attend	  one	  weekend	  with	  her	  husband,	  and	  has	  been	  going	  there	  every	  other	  weekend.	  Lily	  loves	  that	  the	  market	  has	  high	  quality	  food	  and	  also	  supports	  UBC	  Farm’s	  education	  and	  research	  initiatives	  as	  it	  feels	  like	  Lily’s	  purchases	  as	  a	  consumer	  are	  going	  towards	  an	  even	  greater	  cause.	  She	  also	  finds	  it	  somewhat	  interesting	  that	  the	  market	  is	  located	  on	  an	  actual	  working	  farm,	  which	  something	  new	  that	  she	  has	  not	  experienced	  at	  the	  other	  farmers’	  markets	  around	  Vancouver.	  Lily	  now	  keeps	  up	  to	  date	  with	  what	  is	  happening	  at	  the	  UBC	  Farm	  Saturday	  Market	  through	  the	  email	  newsletter.	  	  Given	  that	  she	  is	  very	  health	  conscious	  and	  puts	  great	  effort	  in	  her	  body’s	  wellbeing,	  she	  also	  purchases	  her	  food	  at	  organic	  markets,	  where	  the	  quality	  of	  food	  is	  also	  high	  and	  there	  is	  a	  wider	  selection.	  Though	  Lily	  does	  not	  think	  that	  special	  events	  are	  a	  vital	  part	  of	  a	  farmers’	  market,	  as	  its	  main	  focuses	  should	  be	  sustainability	  and	  supporting	  the	  local	  economy	  through	  high	  quality	  food,	  she	  does	  feel	  that	  the	  presence	  of	  events	  at	  the	  UBC	  Farm	  Saturday	  Market	  would	  make	  her	  feel	  more	  engaged	  and	  connected	  to	  this	  market,	  as	  she	  is	  with	  other	  farmers’	  markets.	  UBC	  Farm	  is	  currently	  not	  heavily	  targeting	  this	  segment	  even	  though	  they	  are	  the	  organization’s	  most	  important	  customers	  given	  their	  loyalty.	  Although	  expanding	  the	  consumer	  base	  of	  the	  UBC	  Farm	  Saturday	  Market	  is	  an	  important	  goal	  that	  the	  employees	  are	  focusing	  on,	  it	  is	  important	  that	  UBC	  Farm	  cater	  their	  marketing	  to	  retaining	  and	  strengthening	  their	  relationship	  with	  the	  Lily	  consumers	  as	  well.	  	  Olivia	  the	  Occasional	  |	  Olivia	  lives	  a	  bit	  closer	  to	  the	  UBC	  campus	  than	  Lily,	  mainly	  on	  the	  campus	  itself	  or	  in	  Wesbrook	  Village.	  She	  is	  single	  and	  is	  between	  25	  to	  44	  years	  old.	  Combined	  with	  the	  fact	  that	  Olivia’s	  annual	  household	  income	  ranges	  from	  $50,000	  to	  $100,000,	  she	  is	  also	  somewhat	  price	  sensitive.	  This	  price	  sensitivity	  contributes	  to	  why	  Olivia	  mainly	  shops	  at	  supermarkets	  such	  as	  Walmart	  for	  her	  purchases	  and	  only	  goes	  to	  farmers’	  markets	  around	  one	  to	  four	  times	  a	  season.	  She	  does	  enjoy	  going	  to	  the	  UBC	  Farm	  Saturday	  Market	  however,	  and	  would	  recommend	  it	  to	  her	  friends,	  which	  was	  also	  how	  she	  heard	  about	  the	  farm	  in	  the	  first	  place.	  She	  appreciates	  how	  the	  UBC	  Farm	  Saturday	  17 market	  is	  locally	  focused,	  which	  is	  an	  important	  factor	  in	  Olivia’s	  decision	  to	  attend,	  but	  does	  not	  feel	  that	  the	  small	  size	  of	  the	  market	  and	  its	  high	  price	  compared	  to	  supermarkets	  are	  always	  worth	  it.	  Like	  Lily,	  she	  stays	  engaged	  with	  the	  UBC	  Farm	  Saturday	  Market	  through	  the	  email	  newsletter	  however	  is	  occasionally	  checking	  in	  on	  the	  Facebook	  page	  for	  updates	  as	  well.	  	  Even	  price	  and	  the	  size	  of	  the	  market	  are	  two	  factors	  that	  hold	  Olivia	  back	  from	  frequently	  visiting	  the	  Saturday	  Market,	  she	  would	  be	  willing	  to	  attend	  more	  if	  there	  were	  interactive	  events	  in	  place	  for	  her	  to	  check	  out	  and	  connect	  with	  her	  local	  community.	  As	  mentioned,	  UBC	  Farm	  is	  focusing	  their	  efforts	  on	  acquiring	  new	  customers	  in	  order	  to	  expand	  their	  customer	  base.	  As	  a	  result,	  Olivia	  is	  not	  a	  main	  target	  for	  the	  organization	  even	  though	  she	  has	  the	  potential	  to	  become	  a	  loyal	  consumer	  like	  Lily,	  given	  that	  touchpoints	  with	  the	  UBC	  Farm	  Saturday	  Market	  have	  already	  been	  established.	  	  Fanny	  the	  Farmers’	  Market	  Enthusiast	  |	  Fanny	  loves	  farmers’	  markets	  and	  attends	  her	  local	  farmers’	  markets	  more	  than	  five	  times	  throughout	  the	  season.	  She	  enjoys	  how	  the	  markets	  that	  she	  attends	  sell	  high	  quality,	  sustainable,	  local,	  and	  organic	  products.	  It	  is	  also	  a	  perk	  that	  the	  markets	  are	  close	  to	  her	  home	  for	  her	  to	  conveniently	  attend	  with	  her	  partner.	  Fannys	  are	  between	  the	  ages	  25	  to	  34	  years	  old,	  and	  can	  be	  found	  close	  to	  UBC	  in	  Wesbrook	  Village	  or	  in	  the	  South	  Granville	  and	  Kitsilano	  area,	  with	  an	  annual	  household	  income	  between	  $75,000	  and	  $125,000.	  Fanny	  is	  very	  in	  touch	  with	  her	  community;	  she	  is	  socially	  engaged	  mainly	  on	  Facebook	  which	  is	  how	  she	  finds	  out	  about	  farmers’	  markets	  and	  other	  events	  in	  the	  area.	  She	  also	  values	  the	  opinions	  of	  her	  friends,	  family,	  and	  vendors	  selling	  at	  the	  markets	  she	  currently	  attends.	  Therefore	  the	  best	  ways	  to	  connect	  with	  Fanny	  are	  through	  social	  media,	  online	  websites,	  and	  events.	  However,	  even	  though	  Fanny	  loves	  farmers’	  markets,	  she	  varies	  her	  shopping	  locations	  at	  organic	  markets	  and	  regular	  supermarkets	  as	  well.	  UBC	  Farm	  is	  currently	  not	  targeting	  this	  segment	  as	  the	  client	  does	  not	  want	  to	  steal	  consumers	  away	  from	  other	  farmers’	  markets.	  However,	  this	  segment	  is	  an	  attractive	  opportunity	  as	  Fannys	  already	  have	  an	  interest	  in	  farmers’	  markets	  and	  live	  somewhat	  close	  to	  UBC	  Farm,	  therefore	  the	  barrier	  for	  incentivizing	  trial	  is	  much	  lower.	  	  Aware	  but	  Don’t	  Care	  Claire	  |	  Although	  Claire	  is	  aware	  of	  the	  UBC	  Farm	  Saturday	  Market,	  she	  has	  never	  attended	  the	  weekend	  gathering	  before	  and	  therefore	  has	  no	  strong	  opinion	  about	  the	  market.	  Consumers	  who	  are	  Claire	  are	  single	  and	  is	  between	  18	  and	  34	  years	  old.	  Therefore	  some	  Claires	  are	  currently	  students	  at	  UBC	  living	  on	  campus,	  while	  others	  have	  recently	  entered	  the	  workforce.	  Those	  who	  are	  currently	  not	  in	  school	  earn	  around	  $50,000	  to	  $100,000	  each	  year	  and	  are	  living	  in	  the	  area	  East	  of	  Arbutus.	  She	  does	  agree	  that	  a	  farmers’	  market’s	  sustainability	  and	  quality	  of	  food	  are	  important,	  but	  these	  factors	  would	  not	  be	  enough	  to	  encourage	  them	  to	  divert	  from	  their	  purchases	  at	  regular	  supermarkets,	  as	  Claire	  is	  very	  price	  sensitive.	  Claire	  is	  also	  social	  media	  savvy,	  and	  is	  often	  online	  on	  these	  social	  channels	  to	  engage	  with	  her	  friends,	  family,	  and	  brands	  that	  she	  likes.	  Although	  it	  is	  great	  that	  the	  UBC	  Farm	  Saturday	  Market	  has	  awareness	  among	  this	  consumer	  segment,	  it	  is	  very	  challenging	  to	  transition	  Claire	  from	  the	  awareness	  to	  consideration	  stage,	  as	  she	  does	  not	  desire	  to	  know	  more	  about	  the	  market.	  	  Anita	  the	  Uninterested	  |	  Anita	  is	  between	  18	  to	  24	  years	  old	  and	  a	  UBC	  student.	  She	  has	  never	  heard	  of	  the	  UBC	  Farm	  Saturday	  Market	  and	  has	  never	  attended	  any	  other	  farmers’	  market	  in	  her	  life.	  She	  is	  not	  aware	  of	  any	  farmers’	  markets’	  in	  her	  area	  and	  has	  no	  intention	  of	  taking	  the	  time	  to	  search	  for	  this	  18 information.	  Anita	  is	  happy	  shopping	  at	  supermarkets	  and	  does	  not	  see	  the	  need	  to	  also	  shop	  at	  farmers’	  markets’	  as	  they	  are	  inconvenient	  and	  pricey.	  Taking	  into	  consideration	  Anita’s	  price	  sensitivity,	  it	  is	  understandable	  that	  the	  tactic	  that	  would	  encourage	  her	  to	  attend	  a	  farmers’	  market	  the	  most	  is	  a	  coupon	  giveaway.	  However,	  it	  would	  still	  not	  be	  an	  effective	  use	  of	  resources	  to	  target	  Anita	  as	  she	  is	  not	  engaged	  with	  what	  the	  UBC	  Farm	  Saturday	  Market,	  or	  any	  farmers’	  market,	  has	  to	  offer.	  	  Segmentation:	  Vendors	  	  There	  are	  three	  vendor	  segments	  for	  UBC	  Farm	  to	  consider:	  veteran	  vendors	  with	  5+	  years	  of	  experience	  and	  consistent	  sales;	  established	  vendors	  with	  1-­‐4	  years	  of	  experience	  and	  fairly	  consistent	  sales;	  and	  finally,	  new	  vendors	  with	  less	  than	  one	  year	  of	  experience.	  These	  segments	  are	  personified	  below	  to	  illustrate	  a	  vendor	  character	  more	  vividly.	  	  Victoria	  the	  Veteran	  |	  Victoria	  has	  been	  making	  and	  selling	  bread	  products	  for	  over	  5	  years,	  both	  out	  of	  her	  own	  storefront	  and	  at	  local	  farmers’	  markets.	  She	  has	  mastered	  the	  techniques	  of	  direct	  selling	  and	  earns	  a	  healthy	  profit	  from	  her	  sales.	  She	  and	  her	  husband	  maintain	  a	  website	  and	  have	  a	  consistent	  social	  media	  presence	  in	  representing	  their	  bread	  products.	  She	  has	  a	  well-­‐designed	  logo	  and	  a	  distinctive	  colour	  scheme	  for	  her	  booth.	  Victoria	  knows	  her	  customers	  on	  a	  first-­‐name	  basis	  and	  looks	  forward	  to	  seeing	  them	  at	  her	  booth	  each	  weekend.	  Her	  beautiful	  booth	  attracts	  many	  new	  customers	  as	  well,	  and	  so	  she	  values	  high	  foot	  traffic	  in	  a	  potential	  market.	  Victoria	  doesn’t	  mind	  paying	  a	  higher	  price	  to	  vend	  at	  markets	  with	  high	  foot	  traffic	  as	  she	  is	  confident	  the	  smell	  of	  her	  breads	  will	  entice	  a	  large	  percentage	  of	  passersby.	  She	  feels	  comfortable	  with	  the	  amount	  of	  time	  she	  currently	  spends	  selling	  her	  bread	  and	  is	  not	  actively	  looking	  for	  more	  venues	  at	  which	  to	  vend.	  	  Eric	  the	  Established	  |	  Eric	  sells	  handmade	  cheese	  at	  a	  booth	  that	  he	  has	  set	  up	  on	  weekends	  at	  various	  local	  farmers’	  markets	  for	  the	  past	  3	  summers.	  His	  passion	  is	  cheese,	  but	  his	  day	  job	  is	  in	  accounting.	  Eric’s	  cheese	  business	  has	  a	  logo	  designed	  by	  his	  wife,	  and	  an	  intermittent	  presence	  on	  social	  media.	  He	  values	  sustainability	  and	  supporting	  other	  local	  vendors.	  While	  he	  has	  made	  some	  profit	  from	  his	  endeavours	  thus	  far,	  he	  is	  looking	  for	  more	  opportunities	  to	  sell	  his	  cheese.	  The	  high	  cost	  of	  vending	  at	  the	  most	  popular	  markets	  has	  eroded	  some	  of	  his	  profit	  margin,	  and	  he	  is	  not	  particularly	  loyal	  to	  any	  one	  market.	  Part	  of	  the	  joy	  of	  making	  and	  selling	  cheese	  for	  Eric	  is	  getting	  out	  of	  the	  office,	  and	  he	  appreciates	  a	  natural	  environment	  for	  spending	  his	  time	  on	  weekends.	  	  Nelly	  the	  Newbie	  |	  Nelly	  has	  been	  catching	  and	  smoking	  salmon	  since	  she	  was	  a	  girl,	  but	  has	  only	  recently	  considered	  the	  prospect	  of	  selling	  her	  smoked	  salmon	  to	  the	  public.	  She	  wants	  to	  test	  out	  the	  feasibility	  of	  vending	  at	  local	  farmers’	  markets,	  but	  the	  most	  popular	  ones	  have	  a	  long	  wait	  list	  and	  high	  vending	  fees.	  Some	  other	  markets	  will	  not	  accept	  her	  as	  they	  already	  have	  a	  dedicated	  smoked	  fish	  vendor	  and	  do	  not	  want	  to	  create	  conflict.	  	  Nelly’s	  business	  consists	  of	  a	  Rubbermaid	  cooler	  filled	  with	  smoked	  salmon	  and	  a	  table	  with	  a	  plain	  white	  table	  cloth.	  She	  stands	  behind	  the	  table	  because	  she	  hasn’t	  yet	  invested	  in	  a	  chair.	  She	  has	  a	  sign	  that	  she	  printed	  at	  home	  saying	  “Smoked	  Wild	  Salmon”	  in	  big	  black	  lettering,	  which	  she	  hangs	  from	  the	  front	  of	  her	  table.	  Nelly	  fears	  that	  nobody	  will	  buy	  her	  salmon,	  and	  she	  will	  have	  wasted	  money	  on	  19 paying	  to	  vend.	  She	  is	  looking	  for	  a	  supportive	  environment	  in	  which	  to	  learn	  how	  to	  sell	  her	  product	  and	  establish	  a	  personal	  relationship	  with	  other	  vendors.	  	  Competitive	  Analysis:	  Overview	  A	  farmers’	  market	  is	  a	  physical	  retail	  market	  containing	  foods	  sold	  directly	  by	  farmers	  to	  consumers.	  In	  Vancouver,	  there	  are	  six	  summer	  markets	  and	  two	  winter	  markets	  organized	  by	  the	  Vancouver	  Farmers’	  Market.	  As	  mentioned	  in	  the	  previous	  section	  “Industry	  Rivalry”,	  	  the	  farmers’	  market	  industry	  is	  composed	  of	  many	  small	  competitors	  rather	  than	  any	  large	  dominating	  forces.	  It	  was	  established	  that	  the	  farmers’	  markets	  are	  working	  together	  to	  support	  the	  local	  and	  sustainable	  movement.	  However,	  for	  the	  purpose	  of	  this	  report,	  the	  six	  summer	  markets	  are	  selected	  as	  the	  direct	  competitors	  of	  UBC	  Farm	  on	  the	  basis	  of	  product	  offerings,	  market	  hours	  and	  geographic	  location.	  	  Direct	  Competitors:	  Vancouver	  Farmers’	  market	  Specifically,	  Trout	  Lake	  and	  West	  End	  Farmers’	  Markets	  operate	  at	  the	  same	  time	  as	  UBC	  Farm	  (Saturday,	  Beginning	  of	  June	  -­‐	  End	  of	  August).	  Out	  of	  the	  three	  markets,	  Trout	  Lake	  is	  the	  most	  well-­‐established	  with	  a	  total	  of	  60	  vendors;	  whereas	  West	  End	  has	  30	  and	  UBC	  Farm	  has	  an	  average	  of	  approximately	  9	  vendors.	  Nonetheless,	  the	  travelling	  distance	  between	  Trout	  Lake	  and	  UBC	  Farm	  is	  approximately	  1	  hour	  and	  15	  minutes.	  As	  a	  result,	  it	  is	  safe	  to	  assume	  that	  there	  is	  no	  major	  overlap	  between	  the	  customer-­‐base	  of	  the	  two	  markets.	  	  In	  terms	  of	  proximity,	  Kitsilano	  Farmers’	  Market	  is	  located	  near	  UBC	  Farm	  (approximately	  half	  an	  hour	  in	  travelling	  distance).	  Although	  it	  opens	  on	  Sundays,	  it	  is	  important	  to	  consider	  consumers’	  behaviour	  with	  regards	  to	  whether	  they	  are	  open	  to	  going	  to	  a	  farmers’	  market	  twice	  on	  the	  weekends.	  	  	   	  20 	  Exhibit	  1:	  Direct	  Competitors	  Farmers’	  Market	   Available	  Time	   #	  Of	  Vendors	  Rating	  on	  Yelp	  %	  Of	  Participants	  commonly	  shop	  	  Direct	  Competitors	  Vancouver	  Farmers’	  market	  Downtown	   Thursdays,	  	  Jun	  2-­‐Oct	  27,2016	  30	   3.5	  	   41.6	   ✔	  Hastings	  Park	  Sundays,	  Nov	  6	  -­‐	  Apr	  30,	  2017	  35	   	   	  Kitsilano	   Sundays,	  May	  8	  -­‐	  Oct	  23,	  2016	  50	   4.5	  	   ✔	  Main	  Street	  Station	  Wednesdays,	  Jun	  1	  -­‐	  Oct	  5,	  2016	  25	   5	  	   ✔	  Mount	  Pleasant	  Sundays,	  Jun	  12	  -­‐	  Oct	  9,	  2016	  25	   	   ✔	  Nat	  Bailey	   Saturdays,	  Nov	  5	  -­‐	  Apr	  22,	  2017	  70	   4.5	  	   	  Trout	  Lake	   Saturdays,	  May	  7	  -­‐	  Oct	  22,	  2016	  60	   4	   ✔	  West	  End	   Saturdays,	  May	  28	  -­‐	  Oct	  22,	  2016	  30	   	  	  ✔	  UBC	  Farm	   	   Saturdays,	  Jun	  4	  –	  Oct	  29,	  2016	  9	   4.5	  	   56.8	   	  	  	  	   	  21 Indirect	  Competitors	  Although	  UBC	  Farm	  belongs	  in	  the	  Farmers’	  Market	  industry,	  the	  products	  that	  it	  offers	  can	  be	  found	  at	  any	  grocery	  stores	  or	  supermarkets.	  Primarily,	  Whole	  Foods	  at	  Kitsilano,	  Save-­‐on-­‐Foods	  at	  Berton	  Avenue,	  and	  Costco	  at	  downtown	  are	  considered	  as	  UBC	  Farm’s	  indirect	  competitors.	  In	  terms	  of	  operating	  hours,	  these	  grocery	  retailers	  are	  opened	  year-­‐round	  at	  flexible	  hours	  from	  Monday	  to	  Sunday.	  A	  major	  advantage	  that	  these	  retailers	  have	  over	  UBC	  Farm	  is	  the	  availability	  of	  products.	  They	  are	  not	  restricted	  by	  seasonality	  or	  by	  vendors’	  limited	  supply.	  Consequently,	  customers	  can	  buy	  all	  their	  produce	  in	  one	  place	  at	  convenient	  hours.	  	  Exhibit	  2:	  Indirect	  Competitors	  Indirect	  Competitors	  Type	  Of	  Market	  %	  Of	  Participants	  Commonly	  Shop	  Location	   Average	  Spending/	  person	  Rating	  On	  Yelp	  Whole	  Foods	   Organic	  Supermarkets	  52.8	   Kitsilano	   $$$	   3	  Save-­‐on-­‐Foods	   Supermarkets	   72	   Berton	  Avenue	   $$	   2.5	  Costco	   Warehouse	  Clubs	  18.4	   Downtown	   $$	   4	  	  	   	  22 Competition	  Matrix	  The	  following	  competition	  matrix	  has	  taken	  both	  the	  direct	  competitors	  and	  the	  closest	  indirect	  competitors	  into	  consideration:	  Exhibit	  3:	  Competition	  Matrix	  	   Quality	  of	  Food	  Proximity	  to	  Home	  Price	   Support	  Local	  Economy	  Local,	  Organic,	  Sustainable	  Overall	  Standing	  UBC	  Farm	   High	   Low	   Medium	   High	   High	   4.5	  Kitsilano	  Farmers’	  Market	  High	   High	   Medium	   High	   High	   4.4	  Whole	  Foods	  (Kitsilano)	  Medium	  -­‐	  High	  High	   Low	   Low	   Medium	   3	  Costco	  (Downtown)	  Medium	   High	   Medium	   Low	   Low	   3.5	  Save-­‐on-­‐	  Foods	  (Berton	  Ave)	  Medium	   High	   Medium	   Low	  -­‐	  Medium	  Low	  	  -­‐	  Medium	  2.5	  Low	  -­‐	  Low	  quality,	  Hard	  to	  travel	  to,	  High	  prices,	  Does	  not	  support	  local	  economy,	  Not	  local/organic/sustainable	  Medium	  -­‐	  Decent	  quality,	  Relatively	  easy	  to	  travel	  to,	  Moderate	  prices,	  Partly	  supports	  local	  economy,	  Partly	  local/organic/sustainable	  High	  -­‐	  Excellent	  quality,	  Convenient	  to	  travel	  to,	  Reasonable	  prices,	  Supports	  local	  economy,	  Entirely	  local/organic/sustainable	  	  The	  relative	  ranking	  for	  was	  determined	  based	  on	  online	  reviews/	  comments	  including	  Yelp	  and	  Facebook.	  The	  overall	  standing	  was	  based	  on	  Yelp’s	  5-­‐Star	  rating	  scale.	  It	  is	  important	  to	  note	  that	  the	  number	  of	  reviews	  may	  affect	  the	  average	  score.	  Refer	  to	  Appendix	  F	  for	  a	  graphical	  presentation	  of	  where	  UBC	  Farm	  stands	  relative	  to	  its	  competitors.	  	  Benchmark	  Based	  on	  the	  Matrix	  The	  top	  5	  important	  factors	  in	  choosing	  where	  to	  purchase	  products	  were	  determined	  based	  on	  the	  survey	  results.	  Refer	  to	  Appendix	  G	  for	  the	  list	  of	  factors	  that	  affect	  purchase	  decision.	  Based	  on	  the	  primary	  and	  secondary	  research,	  UBC	  Farm	  has	  the	  highest	  overall	  standing	  in	  comparison	  to	  its	  competitors.	  However,	  despite	  a	  0.1	  lower	  rating	  than	  UBC	  Farm,	  Kitsilano	  Farmers’	  Market	  had	  a	  greater	  number	  of	  reviews.	  Consequently,	  this	  may	  affect	  the	  total	  average	  ranking.	  	  	  23 A	  key	  point	  of	  differentiation	  for	  UBC	  Farm	  was	  the	  fact	  that	  it	  was	  located	  on	  a	  working	  farm.	  Both	  the	  survey	  results	  and	  online	  reviews	  indicated	  that	  the	  primary	  reason	  for	  why	  people	  attended	  the	  Saturday	  Market	  was	  due	  to	  the	  natural	  environment,	  in	  which	  most	  consumers	  viewed	  the	  market	  as	  a	  getaway	  from	  the	  city.	  Additionally,	  they	  perceived	  UBC	  Farm	  as	  a	  destination	  for	  a	  family	  picnic	  or	  for	  an	  educational	  farm	  tour.	  In	  terms	  of	  food	  quality,	  UBC	  Farm	  has	  the	  highest	  rating	  because	  most	  consumers	  know	  that	  the	  produce	  sold	  is	  organic	  and	  it	  is	  straight	  from	  the	  farm.	  Another	  key	  factor	  contributing	  to	  UBC	  Farm’s	  success	  is	  its	  free	  range	  eggs.	  	  On	  the	  other	  hand,	  UBC	  Farm	  offers	  a	  small	  selection	  of	  produce;	  thereby,	  customers	  have	  to	  purchase	  some	  of	  their	  produce	  elsewhere.	  UBC	  Farm	  also	  has	  the	  lowest	  rating	  in	  terms	  of	  “proximity	  to	  home”.	  In	  other	  words,	  many	  customers	  feel	  that	  it	  is	  inconvenient	  to	  travel	  to	  the	  UBC	  Farm	  Saturday	  Market	  on	  a	  weekly	  basis.	  Parking	  as	  well	  as	  inexperience	  volunteers	  were	  another	  concern	  brought	  up	  the	  consumers.	  	  	  In	  comparison	  to	  Kitsilano	  Farmers’	  Market,	  UBC	  Farm	  lack	  a	  mixture	  of	  specialized	  items	  such	  as	  meats,	  dairy,	  and	  food	  carts.	  One	  major	  advantage	  that	  Kitsilano	  Farmers’	  Market	  has	  over	  UBC	  Farm	  is	  its	  location	  and	  facilities	  including	  free	  street	  parking,	  close	  proximity	  to	  a	  community	  centre	  with	  bathrooms,	  a	  kids’	  water	  park,	  accessible	  bus	  routes,	  and	  a	  good	  bicycle	  valet	  service.	  Moreover,	  many	  online	  reviews	  stated	  their	  appreciation	  for	  the	  coffee	  and	  tea,	  as	  well	  as	  crepes	  sold	  at	  the	  Kitsilano	  Farmers’	  Market.	  Notably,	  it	  is	  Kitsilano’s	  apple	  pie	  baking	  contest	  that	  attracted	  many	  new	  customers	  to	  its	  location.	  	  	  Comparing	  UBC	  Farm	  to	  Whole	  Foods,	  Costco,	  and	  Save-­‐on-­‐Foods,	  the	  Saturday	  Market	  once	  again	  falls	  short	  in	  terms	  of	  convenient	  location.	  Despite	  receiving	  the	  lowest	  ranking,	  Save-­‐on-­‐Foods	  had	  a	  strong	  points	  systems	  that	  multiple	  shoppers	  found	  beneficial.	  	  	  	  Overall,	  UBC	  Farm’s	  weaknesses	  are	  its	  product	  selection	  and	  location.	  As	  a	  result,	  the	  recommendations	  proposed	  under	  “Marketing	  Strategies	  and	  Supporting	  Tactics”	  will	  be	  focussed	  on	  acquiring	  more	  vendors	  to	  expand	  the	  current	  product	  selection	  and	  conveying	  to	  customers	  about	  the	  accessibility	  of	  UBC	  Farm.	  	  	  Planning	  Assumptions	  In	  this	  report,	  several	  assumptions	  were	  made.	  It	  is	  assumed	  that	  the	  farmers’	  market	  industry	  will	  continue	  growing	  for	  the	  next	  two	  years	  at	  the	  same	  rate	  as	  the	  development	  of	  organic	  agricultural	  land	  and	  organic	  share,	  which	  has	  remained	  at	  a	  rate	  of	  1.3%	  since	  2013	  (Canada	  Organic	  Trade	  Association,	  2016).	  The	  basis	  for	  this	  assumption	  is	  due	  to	  a	  rising	  trend	  for	  organic	  products	  to	  be	  sold	  directly	  to	  consumers	  (i.e.	  farmers’	  markets),	  as	  opposed	  to	  traditional	  grocery	  retailers.	  The	  second	  assumption	  is	  that	  all	  fees	  associated	  with	  the	  recommendations	  will	  remain	  unchanged	  for	  the	  fiscal	  year	  (FY)	  2017.	  The	  final	  assumption	  is	  that	  for	  the	  FY	  2017	  UBC	  Farm	  will	  not	  have	  reached	  an	  agreement	  with	  the	  Vancouver	  Farmers’	  Market	  to	  hand	  over	  management.	  	  	  24 SWOT	  Analysis	  As	  mentioned	  in	  the	  “Competitive	  Analysis”,	  UBC	  Farm’s	  key	  point	  of	  differentiation	  is	  the	  fact	  that	  the	  market	  is	  located	  on	  a	  working	  farm.	  Its	  strongest	  asset	  is	  the	  natural	  environment,	  which	  serves	  as	  a	  family	  destination	  for	  picnics	  as	  well	  as	  farm	  tours.	  Due	  to	  its	  location,	  customers	  are	  ensured	  that	  the	  produce	  is	  fresh	  and	  organic	  because	  everything	  comes	  straight	  from	  the	  farm.	  This	  contributes	  to	  UBC	  Farm’s	  high	  rating	  in	  terms	  of	  food	  quality.	  	  In	  terms	  of	  weaknesses,	  UBC	  Farm’s	  limited	  product	  selection	  and	  location	  accessibility	  affect	  the	  frequency	  at	  which	  the	  customers	  attend	  the	  market.	  In	  addition,	  the	  lack	  of	  financial	  and	  human	  resources	  have	  a	  major	  impact	  on	  UBC	  Farm’s	  marketing	  effort.	  This	  leads	  to	  inconsistent	  brand	  management,	  where	  existing	  projects	  are	  abandoned.	  	  Considering	  that	  the	  farmers’	  market	  industry	  is	  transitioning	  from	  the	  growth	  to	  maturity	  stage,	  the	  biggest	  threat	  facing	  UBC	  Farm	  is	  the	  limitation	  of	  the	  number	  of	  farmers	  that	  can	  supply	  to	  all	  of	  the	  farmers’	  markets.	  This	  means	  that	  it	  will	  become	  more	  competitive	  between	  the	  farmers’	  markets	  in	  order	  to	  secure	  popular	  vendors.	  In	  addition,	  based	  on	  our	  research	  findings,	  UBC	  Farm	  will	  have	  to	  rely	  heavily	  on	  online	  marketing	  in	  order	  to	  reach	  out	  to	  “Farmers’	  market	  Consumers”.	  This	  poses	  a	  major	  challenge	  on	  UBC	  Farm	  to	  stand	  out	  amongst	  its	  competitors	  in	  terms	  of	  content	  and	  engagement	  level.	  	  On	  the	  other	  hand,	  key	  opportunities	  for	  UBC	  Farm	  are	  the	  upcoming	  health	  trends	  impacting	  the	  global	  food	  and	  drink	  market.	  As	  highlighted	  in	  the	  “Category	  Analysis”	  section,	  the	  five	  trends	  that	  UBC	  Farm	  can	  leverage	  on	  include	  the	  following:	  1.	  	  	   Provide	  “recognizable	  products”	  that	  allow	  consumers	  to	  feel	  that	  it	  is	  safe	  to	  consume.	  2.	  	  	   Offer	  the	  right	  product	  mix	  that	  aligns	  with	  the	  consumers’	  ideas	  of	  a	  “natural,	  simple,	  and	  flexible	  diet”.	  3.	  	  	   Emphasize	  how	  UBC	  Farm	  is	  sustainable	  and	  serves	  to	  eliminate	  food	  wastes.	  4.	  	  	   Give	  tips	  on	  how	  consumers	  can	  use	  food	  to	  restore	  their	  bodies.	  5.	  	  	   Convey	  to	  consumers	  that	  healthy	  food	  and	  drinks	  are	  not	  a	  “luxury”.	  This	  is	  an	  important	  opportunity	  for	  UBC	  Farm	  to	  take	  advantage	  of.	  	  Goal	  and	  Objectives	  	  Our	  goal	  is	  to	  help	  UBC	  Farm	  (client)	  increase	  sales	  revenue	  for	  all	  vendors	  at	  their	  Saturday	  farmers’	  market.	  This	  will	  serve	  to	  attract	  and	  retain	  vendors	  who	  are	  looking	  to	  generate	  a	  profit.	  In	  return,	  by	  expanding	  the	  number	  of	  vendors	  at	  the	  market,	  UBC	  Farm	  can	  diversify	  its	  product	  offerings	  for	  its	  loyal	  and	  growing	  customer	  base.	  	  Objective	  1:	  Have	  an	  average	  of	  11	  or	  more	  vendors,	  each	  from	  different	  product	  categories,	  at	  UBC	  Farm	  Saturday	  Market	  for	  the	  2017	  season.	  Objective	  2:	  Increase	  the	  loyal	  customer	  base	  (attend	  5	  or	  more	  times	  per	  season)	  by	  10%	  in	  FY	  2017	  vs.	  prior	  year	  based	  on	  conversion	  of	  occasional	  customers,	  as	  measured	  by	  an	  annual	  customer	  survey.	  25 Objective	  3:	  Increase	  the	  average	  spend	  per	  visit	  of	  current	  customers	  at	  the	  UBC	  Farm	  Saturday	  Market	  by	  5%	  in	  the	  FY	  2017	  vs	  prior	  year,	  as	  measured	  by	  an	  annual	  customer	  survey.	  	  Objective	  4:	  Drive	  attendance	  of	  20	  new	  customers	  on	  average	  per	  Saturday,	  as	  measured	  by	  an	  annual	  customer	  survey.	  (Farmers’	  Markets	  Consumers).	  	  	   	  26 Core	  Strategy	  Recommended	  Target	  Segments	  UBC	  Farm	  Should	  Strengthen	  its	  Relationship	  with	  Current	  Customers	  (Lily	  the	  Loyal	  and	  Olivia	  the	  Occasional)	  Given	  that	  UBC	  Farm	  has	  already	  established	  a	  relationship	  with	  both	  Lily	  the	  Loyal	  and	  Olivia	  the	  Occasional,	  these	  consumers	  would	  be	  the	  first	  groups	  to	  target	  in	  order	  to	  grow	  the	  Saturday	  Market.	  This	  way,	  UBC	  Farm	  would	  not	  face	  the	  difficulty	  of	  starting	  fresh	  as	  they’re	  trying	  to	  grow	  the	  market.	  It	  is	  important	  that	  UBC	  Farm	  target	  both	  groups	  of	  current	  customers	  as	  they	  each	  play	  a	  different	  role	  in	  supporting	  the	  growth	  of	  the	  Saturday	  Market.	  	  	  From	  our	  research,	  we	  found	  that	  the	  factor	  that	  contributed	  to	  building	  awareness	  the	  most	  among	  the	  loyal	  customers	  was	  receiving	  recommendations	  from	  family	  and	  friends.	  Since	  these	  consumers	  are	  known	  to	  value	  the	  opinion	  of	  those	  close	  to	  them,	  it	  is	  likely	  that	  they	  would	  also	  be	  vocal	  about	  encouraging	  their	  network	  to	  attend	  the	  UBC	  Farm	  Saturday	  Market	  as	  well.	  In	  fact,	  97%	  of	  Lily	  the	  Loyal	  consumers	  agreed	  or	  strongly	  agreed	  that	  they	  would	  recommend	  the	  UBC	  Farm	  Saturday	  Market	  to	  their	  friends	  and	  family.	  Lily	  the	  Loyal	  not	  only	  is	  the	  consumer	  segment	  with	  the	  highest	  potential	  to	  boost	  vendor	  sales	  given	  her	  loyalty	  to	  UBC	  Farm,	  but	  she	  is	  also	  the	  consumer	  who	  will	  advocate	  for	  the	  market	  the	  most.	  Another	  key	  insight	  from	  our	  research	  that	  also	  supports	  why	  loyal	  consumers	  are	  a	  key	  segment	  for	  UBC	  Farm	  is	  that	  their	  top	  three	  associations	  for	  the	  UBC	  Farm	  Saturday	  Market	  are	  organic,	  local,	  and	  friends/friendly,	  while	  all	  of	  the	  other	  consumer	  segments	  had	  the	  same	  top	  2	  associations,	  but	  replaced	  friends/friendly	  with	  fresh.	  Since	  loyal	  customers	  associate	  friends	  with	  the	  UBC	  Farm	  Saturday	  Market,	  the	  stronger	  the	  relationship	  UBC	  Farm	  establishes	  with	  this	  segment,	  the	  more	  likely	  these	  consumers	  would	  be	  willing	  to	  bring	  their	  friends	  along	  to	  the	  market.	  	  	  Olivia	  the	  Occasional	  customers	  are	  also	  an	  important	  target	  because	  the	  only	  hurdle	  UBC	  Farm	  would	  need	  to	  tackle	  is	  incentivizing	  these	  consumers	  to	  attend	  the	  Saturday	  Market	  more	  frequent,	  thus	  converting	  them	  into	  loyal	  consumers.	  As	  stated	  above,	  the	  loyal	  customer	  base	  is	  vital	  to	  the	  success	  of	  the	  UBC	  Farm	  Saturday	  Market,	  therefore	  the	  occasional	  customers,	  who	  are	  already	  customers	  of	  the	  Saturday	  Market,	  would	  be	  the	  first	  group	  to	  target.	  Even	  though	  Olivia	  the	  Occasional	  responded	  in	  our	  survey	  that	  the	  price	  of	  products	  and	  the	  small	  size	  of	  the	  market	  were	  the	  biggest	  inhibitor	  to	  their	  attendance,	  these	  two	  factors	  can	  be	  controlled	  by	  UBC	  Farm	  either	  directly	  or	  through	  their	  marketing	  communications.	  Therefore,	  the	  potential	  to	  convert	  Olivia	  into	  becoming	  Lily	  is	  high.	  	  	  Our	  team	  does	  not	  recommend	  that	  UBC	  Farm	  target	  Aware	  but	  Don’t	  Care	  Claire.	  Even	  though	  she	  knows	  of	  the	  UBC	  Farm	  Saturday	  Market,	  she	  has	  not	  put	  in	  effort	  in	  attending	  the	  market	  since	  this	  discovery.	  It	  would	  be	  difficult	  and	  an	  ineffective	  use	  of	  UBC	  Farm’s	  limited	  resources	  to	  target	  this	  consumer	  segment	  especially	  if	  they	  do	  not	  have	  an	  interest	  for	  farmers’	  markets.	  	  	  UBC	  Farm	  Should	  Target	  High	  Potential	  Consumers	  as	  New	  Customers	  (Fanny	  the	  Farmers’	  Market	  Enthusiast)	  27 Instead	  of	  targeting	  Claire	  to	  grow	  the	  UBC	  Farm	  Saturday	  Market’s	  new	  customer	  base,	  we	  recommend	  UBC	  Farm	  focus	  their	  efforts	  on	  Fanny	  the	  Farmers’	  Markets	  Enthusiast.	  Fanny	  is	  already	  a	  shopper	  at	  farmers’	  markets	  and	  though	  she	  is	  not	  a	  current	  customer	  of	  the	  UBC	  Farm	  Saturday	  Market,	  she	  does	  have	  an	  interest	  for	  farmers’	  markets,	  which	  can	  be	  used	  to	  convert	  her	  into	  a	  UBC	  Farm	  customer.	  As	  well	  according	  to	  our	  survey,	  42%	  of	  consumers	  in	  this	  segment	  stated	  that	  they	  would	  consider	  attending	  the	  UBC	  Farm	  Saturday	  Market,	  thus	  presenting	  UBC	  Farm	  with	  an	  untapped	  market,	  as	  in	  the	  past,	  UBC	  Farm	  has	  avoided	  targeting	  these	  consumers	  in	  their	  marking	  promotions.	  A	  quarter	  of	  these	  consumers	  were	  uncertain	  regarding	  their	  consideration	  for	  the	  UBC	  Farm	  Saturday	  Market,	  however	  the	  main	  reason	  for	  this	  indecision	  is	  that	  these	  customers	  are	  not	  aware	  of	  which	  vendors	  will	  be	  present.	  UBC	  Farm	  can	  easily	  solve	  the	  this	  barrier	  for	  Fanny	  the	  Farmers’	  Market	  Enthusiast	  through	  some	  recommended	  vendor	  tactics	  that	  we	  will	  go	  into	  more	  detail	  below.	  	  Vendors:	  UBC	  Farm	  Should	  Target	  Nelly	  the	  Newbie	  and	  Eric	  the	  Established	  The	  UBC	  Farm	  Saturday	  Market	  should	  view	  itself	  as	  both	  an	  incubator,	  and	  a	  lower-­‐cost	  substitute	  to	  other	  local	  farmers’	  markets.	  UBC	  Farm	  can	  offer	  new	  vendors	  the	  attention	  and	  support	  they	  need	  to	  get	  their	  business	  started,	  while	  offering	  lower	  vending	  fees	  than	  competing	  markets.	  Through	  implementation	  of	  the	  suggested	  strategies	  and	  tactics,	  UBC	  Farm	  can	  serve	  as	  an	  incubator	  and	  support	  Nelly	  the	  Newbie	  vendor	  segment,	  while	  attracting	  Eric	  the	  Established	  away	  from	  his	  current	  markets.	  	  	  	   	  28 Recommended	  Positioning	  For	  sustainable	  and	  health-­‐conscious	  consumers,	  UBC	  Farm	  Saturday	  Market	  is	  a	  farmers’	  market	  which	  provides	  produce	  directly	  from	  and	  on	  a	  working	  farm,	  unlike	  other	  Vancouver	  Farmers’	  markets	  such	  as	  Kitsilano,	  who	  sell	  products	  that	  have	  no	  direct	  tie	  to	  local	  farms	  at	  urban	  locations.	  	  Marketing	  Strategies	  and	  Supporting	  Tactics	  	  Objective	  1	  |	  Have	  an	  average	  of	  11	  or	  more	  vendors,	  each	  from	  different	  product	  categories,	  at	  UBC	  Farm	  Saturday	  Market	  for	  the	  2017	  season.	  	  Strategy	  1.1	  -­‐	  Attract	  new	  vendors	  to	  the	  UBC	  Farm	  Saturday	  Market	  Tactic	  1.1A:	  Referral	  program	  amongst	  existing	  vendors	  Current	  vendors	  who	  recruit	  new	  vendors	  to	  the	  Saturday	  Market	  will	  have	  their	  $25	  weekly	  attendance	  fee	  waived	  for	  three	  weeks	  of	  their	  choosing	  throughout	  the	  market	  season	  per	  vendor	  referred	  (upon	  UBC	  Farm	  approval).	  There	  should	  be	  no	  limit	  to	  the	  number	  of	  referrals	  a	  current	  vendor	  can	  make.	  This	  capitalizes	  on	  the	  positive	  relationship	  that	  UBC	  Farm	  has	  with	  its	  current	  vendors,	  and	  offers	  them	  a	  tangible	  incentive	  to	  help	  the	  communal	  business	  grow.	  This	  promotion	  should	  be	  sent	  to	  current	  vendors	  through	  UBC	  Farm’s	  email	  newsletter,	  as	  well	  as	  communicated	  face-­‐to-­‐face	  at	  Saturday	  markets.	  	  Tactic	  1.1B:	  Offer	  four	  weeks	  free	  attendance	  for	  new	  vendors	  (total	  value	  of	  $100)	  UBC	  Farm	  views	  itself	  as	  an	  incubator	  for	  startup	  vendors;	  removing	  a	  portion	  of	  the	  risk	  of	  negative	  profits	  is	  an	  attractive	  incentive	  to	  vend	  at	  UBC	  Farm.	  By	  providing	  4	  weeks	  of	  low-­‐risk	  vending	  opportunities,	  UBC	  Farm	  can	  establish	  a	  pattern	  with	  new	  vendors.	  By	  their	  fifth	  week	  of	  vending,	  for	  which	  new	  vendors	  will	  have	  to	  pay	  the	  $25	  fee,	  a	  positive	  relationship	  will	  ideally	  have	  been	  built,	  and	  the	  new	  vendor	  will	  already	  feel	  at	  home	  at	  the	  market.	  This	  is	  an	  example	  of	  the	  employment	  of	  reciprocity	  theory:	  by	  giving	  vendors	  something	  of	  value,	  they	  will	  feel	  more	  compelled	  to	  “return	  the	  favour”	  through	  their	  loyalty	  to	  UBC	  Farm	  Saturday	  Market.	  	  This	  promotion	  should	  be	  advertised	  through	  targeted	  Facebook	  Adverts.	  The	  advert	  should	  feature	  an	  image	  of	  an	  attractive	  market	  booth,	  with	  large	  text	  reading	  “Vend	  for	  free	  for	  four	  weeks.”	  The	  targeted	  area	  should	  be	  Vancouver	  +	  20km	  radius.	  Demographic	  targets	  should	  include	  people	  aged	  25-­‐65+	  with	  interests	  in	  farming,	  agriculture,	  artisanal	  goods,	  entrepreneurship,	  small	  business	  ownership,	  direct	  sales.	  Targeting	  users	  with	  employment	  listed	  as	  “Self-­‐employed”	  or	  “Small	  business	  owner”	  may	  be	  worthwhile.	  It	  is	  recommended	  that	  this	  advertising	  campaign	  be	  initiated	  in	  mid-­‐April,	  as	  potential	  vendors	  begin	  to	  decide	  at	  which	  markets	  they	  will	  vend	  for	  the	  summer	  season.	  The	  budget	  for	  this	  campaign	  should	  be	  set	  to	  a	  maximum	  of	  $5	  per	  day	  and	  run	  from	  mid-­‐April	  to	  late	  May.	  Often,	  the	  campaign	  will	  not	  hit	  its	  daily	  maximum.	  The	  total	  cost	  of	  this	  campaign	  will	  be	  $100,	  as	  can	  be	  decided	  through	  the	  Facebook	  Adverts	  platform.	  	  29 Tactic	  1.1C:	  Create	  a	  comprehensive	  “UBC	  Farm	  Guide	  to	  Vending”	  brochure,	  to	  be	  distributed	  for	  free	  to	  new	  vendors.	  Share	  the	  cumulative	  knowledge	  regarding	  vending	  that	  UBC	  Farm	  has	  amassed	  over	  its	  years	  of	  operating	  the	  farmers’	  market	  through	  the	  distribution	  of	  an	  attractive	  brochure.	  Include	  helpful	  tips	  and	  tricks	  from	  established	  vendors	  in	  topic	  areas	  including,	  but	  not	  limited	  to:	  ● Product	  selection	  ● Booth	  set-­‐up	  and	  presentation	  ● Active	  selling	  (upselling,	  cross-­‐selling)	  ● Point-­‐of-­‐Sale	  efficiency	  	  The	  information	  to	  be	  shared	  should	  be	  compiled	  by	  UBC	  Farm	  employees	  anecdotally	  throughout	  the	  market	  season	  and	  documented	  in	  a	  shared	  Google	  Doc.	  The	  knowledge	  shared	  should	  be	  specific	  to	  the	  UBC	  Farm	  Saturday	  Market	  where	  possible.	  It	  is	  recommended	  that	  100	  3-­‐fold	  brochures	  be	  produced.	  In	  order	  to	  align	  with	  the	  core	  values	  of	  UBC	  Farm,	  a	  recommended	  printing	  company	  is	  Green	  Printer,	  which	  uses	  100%	  recycled	  paper,	  and	  vegetable-­‐based	  inks	  for	  its	  materials.	  Using	  Green	  Printer,	  the	  estimated	  cost	  of	  100	  brochures	  is	  $153.39	  (Green	  Printer,	  2016).	  The	  brochures	  should	  be	  distributed	  by	  a	  UBC	  Farm	  ambassador	  team	  at	  other	  local	  markets,	  as	  well	  as	  given	  to	  already	  recruit	  new	  vendors	  through	  other	  means.	  This	  is	  a	  form	  of	  content	  marketing,	  whereby	  UBC	  Farm	  is	  offering	  its	  expertise	  to	  the	  public	  for	  free	  in	  order	  to	  improve	  its	  image	  and	  ensure	  it	  is	  top-­‐of-­‐mind	  to	  potential	  vendors.	  	  Strategy	  1.2:	  Retain	  current	  vendors	  at	  the	  UBC	  Farm	  Saturday	  Market.	  Tactic	  1.2A:	  Include	  featured	  vendor	  posts	  on	  UBC	  Farm’s	  communication	  channels	  (i.e.	  social	  media	  &	  e-­‐newsletter)	  based	  on	  number	  of	  weeks	  attended	  during	  the	  season	  	  The	  rewards	  system	  should	  be	  adhered	  to	  as	  follows:	  ● If	  a	  vendor	  pre-­‐pays	  for	  6	  weeks	  then	  they	  will	  be	  featured	  in	  tailored	  posts	  on	  UBC	  Farm’s	  Facebook	  and	  Twitter	  for	  6	  weeks	  throughout	  the	  season.	  	  ● If	  a	  vendor	  pre-­‐pays	  for	  10	  weeks	  then	  they	  will	  be	  featured	  in	  tailored	  posts	  on	  UBC	  Farm’s	  Facebook	  and	  Twitter	  for	  10	  weeks	  throughout	  the	  season,	  and	  e-­‐newsletter	  bi-­‐weekly	  (5	  weeks).	  ● If	  a	  vendor	  is	  returning	  for	  the	  next	  season,	  they	  will	  be	  featured	  on	  UBC	  Farm’s	  Facebook,	  Twitter,	  and	  e-­‐newsletter	  prior	  to	  the	  beginning	  of	  the	  season	  as	  well	  as	  on	  UBC	  Farm’s	  website	  (for	  a	  limited	  time:	  June	  -­‐	  Oct	  2017).	  	  These	  featured	  posts	  should	  include	  a	  photograph	  of	  the	  vendor’s	  booth	  with	  a	  short	  bio,	  a	  detailed	  list	  of	  the	  vendor’s	  product	  selection,	  and	  relevant	  examples	  of	  uses	  of	  the	  vendor’s	  products	  where	  sensible.	  For	  example,	  	  	  Tactic	  1.2B:	  Encourage	  and	  facilitate	  vendor	  co-­‐branding	  through	  creation	  and	  distribution	  of	  healthy	  recipes	  incorporating	  products	  from	  multiple	  vendors.	  30 	  For	  example,	  a	  grilled	  chicken	  panini	  recipe	  that	  uses	  bread	  from	  Bread	  Affair,	  vegetables	  from	  UBC	  Farm,	  chicken	  from	  the	  poultry	  vendor,	  cheese	  from	  the	  cheese	  vendor,	  and	  pesto	  from	  the	  sauce	  vendor.	  Building	  a	  fruitful	  relationship	  between	  vendors	  is	  an	  important	  factor	  in	  maintaining	  each	  one’s	  satisfaction	  and	  dedication	  to	  the	  market	  as	  a	  whole.	  	  Tactic	  1.2C:	  Waive	  vendor	  fee	  for	  every	  fifth	  consecutive	  Saturday	  market	  attended.	  Incentivize	  weekly	  vendor	  consistency	  through	  monetary	  rewards.	  Building	  weekly	  consistency	  of	  vendors	  is	  critical	  to	  customer	  retention.	  	  Objective	  2	  Increase	  the	  loyal	  customer	  base	  (attend	  5	  or	  more	  times	  per	  season)	  by	  10%	  in	  FY	  2017	  vs.	  prior	  year	  based	  on	  conversion	  of	  occasional	  customers,	  as	  measured	  by	  an	  annual	  customer	  survey.	  	  Strategy	  2.1	  -­‐	  Create	  incentives	  to	  increase	  the	  number	  of	  returning	  visits	  of	  occasional	  customers.	  The	  occasional	  customers	  base	  is	  a	  large	  segment	  and	  they	  have	  higher	  disposable	  income	  on	  the	  basis	  that	  they	  do	  not	  have	  children	  to	  spend	  on.	  Therefore,	  this	  can	  be	  considered	  a	  high	  potential	  segment,	  which	  can	  become	  loyal	  customers	  later	  on	  through	  certain	  engagement,	  such	  as	  stamp	  card	  reward	  and	  themed	  events.	  	  Tactic	  2.1.A	  Stamp	  Card	  Reward	  System	  In	  order	  to	  increase	  the	  number	  of	  returning	  visits	  of	  occasional	  customers,	  UBC	  farm	  can	  create	  Stamp	  Card	  Reward	  System.	  The	  rule	  of	  this	  reward	  is	  to	  collect	  stamps	  from	  vendors	  as	  much	  as	  possible.	  Each	  vendor	  has	  a	  unique	  stamp,	  which	  is	  distributed	  by	  UBC	  Farm.	  After	  collecting	  10	  stamps,	  customers	  will	  have	  two	  reward	  choices:	  	  1) Receive	  a	  10%	  off	  when	  they	  purchase	  directly	  from	  UBC	  Farm.	  2) Receive	  a	  free	  package	  provided	  by	  UBC	  Farm’s	  CSA	  Program.	  	  	  We	  believe	  a	  10%	  off	  gift	  card	  is	  a	  reasonable	  incentive	  to	  increase	  the	  number	  of	  visits	  of	  occasional	  customers	  since	  43.2%	  of	  people	  in	  this	  segment	  are	  students	  who	  are	  more	  price	  sensitive.	  The	  free	  package	  can	  contain	  any	  UBC	  Farm	  related	  products,	  such	  as	  seasonal	  fruits	  and	  vegetables,	  which	  can	  limit	  the	  transaction	  cost.	  Even	  though	  we	  intend	  to	  increase	  the	  frequency	  of	  occasional	  customers,	  we	  are	  not	  restricting	  one	  stamp	  per	  visit	  since	  it	  may	  take	  too	  long	  to	  complete	  the	  reward	  (Approximately	  2.5	  months).	  	  The	  cost	  of	  this	  activity	  is	  relatively	  low,	  because	  UBC	  Farm	  only	  needs	  to	  purchase	  different	  stamps	  for	  each	  vendor	  and	  print	  out	  the	  stamp	  cards.	  The	  average	  cost	  per	  stamp	  is	  $1.	  If	  we	  assume	  we	  already	  have	  11	  vendors,	  the	  total	  cost	  of	  stamps	  is	  $6.38.	  The	  cost	  of	  the	  high	  quality	  paper	  is	  around	  $0.06/paper,	  and	  since	  UBC	  Farm	  have	  its	  own	  printer,	  the	  printing	  cost	  of	  stamp	  cards	  will	  be	  approximately	  zero.	  (Appendix	  H)	  	  31 Strategy	  2.2	  Organize	  events	  to	  engage	  occasional	  customers	  throughout	  the	  season.	  Tactic	  2.2.A	  Plan	  themed	  events	  based	  on	  seasonal	  holidays.	  To	  increase	  the	  engagement	  rate	  of	  occasional	  customers,	  UBC	  Farm	  Saturday	  Market	  should	  hold	  monthly	  themed	  events	  throughout	  the	  season.	  According	  to	  our	  survey,	  live	  event	  is	  one	  of	  the	  most	  effective	  factors	  to	  attract	  current	  customers.	  Therefore,	  our	  group	  decided	  to	  leverage	  this	  factor	  to	  increase	  the	  total	  engagement	  by	  organizing	  themed	  events	  based	  on	  different	  seasonal	  holidays	  in	  the	  first	  Saturday	  of	  each	  month.	  	  	   	  32 The	  details	  of	  each	  event	  are	  listed	  below:	  ● Summer	  BBQ/	  Kick-­‐off:	  UBC	  stuffs	  will	  sell	  $5-­‐$10	  BBQ	  directly	  to	  visitors.	  For	  those	  people	  who	  want	  to	  create	  their	  favorite	  meals,	  they	  can	  buy	  products,	  such	  as	  bacon	  and	  onions,	  from	  UBC	  Farm	  Vendors	  and	  our	  stuffs	  will	  help	  them	  to	  cook.	  ● Cake	  Festival:	  UBC	  farm	  will	  serve	  cakes	  with	  Canada	  flag	  on	  it	  for	  $5	  each	  ● End	  of	  Summer	  Sales:	  Selling	  more	  seasonal	  fruits	  and	  vegetable	  in	  bundle	  and	  package	  kinds	  with	  limited	  amounts.	  These	  packages	  and	  bundles	  should	  be	  value	  more	  than	  selling	  individually.	  	  ● “Drinking”	  Party:	  Providing	  different	  kinds	  of	  beverages	  and	  you	  can	  pay	  $10	  to	  drink	  as	  much	  as	  you	  can.	  ● Pumpkin	  Pie	  &	  Turkey	  Day:	  Providing	  different	  recipes	  for	  making	  pumpkin	  pies	  and	  turkeys,	  and	  also	  having	  UBC	  stuffs	  serve	  free	  sample	  for	  people	  to	  try.	  (Appendix	  I)	  	  Tactic	  2.2.B	  Host	  1-­‐2	  community	  events	  per	  month	  at	  the	  UBC	  Farm	  Saturday	  Market.	  The	  other	  way	  to	  increase	  engagement	  rate	  of	  the	  customers	  segment	  is	  to	  hold	  community	  events	  to	  educate	  them.	  Since	  UBC	  Farm	  Saturday	  Market	  has	  a	  long	  history	  and	  many	  occasional	  customers	  do	  not	  know	  about	  it,	  it	  is	  better	  to	  get	  more	  people	  emotionally	  involved	  with	  this	  community	  and	  to	  know	  more	  about	  the	  products	  UBC	  Farm	  have.	  	  First	  of	  all,	  UBC	  Farm	  can	  organize	  a	  Nature	  Walk	  community	  event	  to	  increase	  customers’	  health	  awareness	  and	  to	  learn	  more	  about	  UBC	  Farm	  organic,	  local,	  and	  fresh	  products.	  To	  do	  so,	  UBC	  Farm	  may	  collaborate	  with	  Running	  Room	  to	  host	  their	  runs	  at	  the	  UBC	  Farm	  location.	  During	  the	  event,	  UBC	  Farm	  stuff	  will	  educate	  the	  community	  about	  Green	  practices	  and	  conservation.	  Secondly,	  UBC	  Farm	  should	  screen	  short	  documentaries	  at	  the	  Quonset	  hut.	  This	  event’s	  purpose	  is	  to	  teach	  customers	  more	  about	  sustainability.	  Lastly,	  UBC	  Farm	  can	  have	  cooking	  demonstrations	  to	  teach	  customers	  how	  to	  cook	  and	  what	  products	  and	  seasonings	  should	  they	  use	  to	  make	  their	  food	  taste	  better.	  	  Tactic	  2.2.C	  Promotional	  campaign	  through	  Facebook	  and	  e-­‐Newsletter	  To	  increase	  awareness	  of	  these	  themed	  events,	  UBC	  Farm	  should	  promote	  it	  through	  Facebook	  and	  e-­‐Newsletter.	  The	  content	  may	  include	  the	  featured	  activities	  (e.g.	  kids	  activities),	  feature	  a	  specific	  food	  or	  produce	  (e.g.	  October-­‐-­‐	  Pumpkin)	  by	  providing	  recipes,	  offering	  free	  giveaways	  and	  coupons,	  or	  advertising	  a	  special	  time-­‐limited	  promotion.	  	  	  	   	  33 Objective	  3	  |	  Increase	  the	  average	  spend	  per	  visit	  of	  current	  customers	  at	  the	  UBC	  Farm	  Saturday	  Market	  by	  5%	  in	  the	  FY	  2017	  vs	  prior	  year,	  as	  measured	  by	  an	  annual	  customer	  survey.	  	  	  	  	  Strategy	  3.1	  Create	  incentives	  to	  increase	  the	  average	  expenditure	  per	  visit	  of	  each	  current	  customer.	  The	  current	  users	  include	  loyal	  customers	  and	  occasional	  customers	  like	  Lily	  and	  Olivia.	  In	  terms	  of	  revenue	  growth,	  after	  increasing	  customers’	  returning	  visits,	  we	  seek	  to	  encourage	  higher	  spending	  from	  customers	  at	  each	  visit.	  By	  using	  the	  stamp	  reward	  system,	  UBC	  Farm	  will	  have	  monthly	  contests	  as	  an	  incentive.	  More	  theme-­‐related	  products	  would	  be	  offered	  on	  special	  themed	  events	  also	  could	  encourage	  current	  customers	  to	  purchase.	  	  	  Tactic	  3.1.A	  Monthly	  contests	  During	  the	  season,	  UBC	  Farm	  could	  create	  different	  contest	  entries	  for	  each	  month.	  If	  customers	  make	  purchases	  greater	  than	  $10	  from	  4	  or	  more	  different	  vendors	  within	  a	  month,	  they	  have	  the	  chance	  to	  enter	  into	  a	  draw	  to	  win	  prizes.	  With	  the	  same	  stamp	  system,	  the	  purchase	  from	  each	  vendor	  will	  get	  a	  unique	  stamp	  on	  the	  stamp	  card.	  (Appendix	  J)	  The	  email	  address	  of	  customers	  must	  be	  provided	  to	  enter	  the	  draw	  and	  claim	  the	  prize.	  They	  can	  enter	  the	  draw	  multiple	  times	  for	  every	  visit	  that	  they	  purchased	  from	  more	  than	  4	  vendors.	  Vendors	  put	  stamps	  on	  the	  stamp	  card	  once	  the	  requirement	  is	  met.	  The	  customers	  just	  need	  to	  show	  their	  stamp	  cards	  to	  any	  UBC	  Farm	  staff	  in	  order	  to	  indicate	  that	  they	  have	  purchased	  from	  four	  different	  varieties	  of	  vendors.	  Stamps	  will	  be	  crossed	  out	  for	  each	  prize	  draw	  entry,	  which	  are	  the	  four	  stamps	  used	  to	  indicate	  an	  access.	  Customers	  could	  retain	  their	  cards	  and	  reused	  to	  reduce	  waste.	  The	  winning	  prize	  will	  be	  a	  value	  of	  $10	  gift	  certificate	  that	  can	  be	  redeemed	  at	  any	  vendor.	  UBC	  Farm	  will	  reimburse	  the	  vendor.	  There	  will	  be	  total	  of	  5	  months	  for	  the	  entire	  season.	  The	  budget	  for	  monthly	  contests	  will	  be	  $50	  solely	  for	  gift	  certificates.	  	  	  Tactic	  3.1.B	  Specific	  theme-­‐related	  product	  offerings	  tied	  to	  the	  themed	  events.	  Each	  month,	  there	  will	  a	  special	  themed	  event	  based	  on	  seasonal	  holidays.	  (Appendix	  K)The	  themed	  events	  give	  current	  customers	  reasons	  to	  come	  to	  the	  market.	  The	  attractiveness	  will	  be	  the	  limited	  edition	  products	  offered	  on	  each	  event.	  The	  variety	  of	  product	  offerings	  can	  increase	  customers’	  expenditure	  on	  each	  visit.	  Product	  offerings	  are	  all	  the	  goods	  from	  UBC	  Farm	  and	  other	  vendors.	  Apart	  from	  attracting	  customers	  with	  special	  food,	  it	  could	  also	  assist	  on	  promoting	  the	  market	  itself	  by	  demonstrating	  what	  type	  of	  dishes	  could	  be	  created	  using	  the	  produces	  from	  the	  Farmers’	  Market	  itself.	  In	  order	  to	  attract	  a	  larger	  crowd,	  UBC	  Farm	  will	  promote	  the	  monthly	  events	  and	  themed	  products	  through	  Facebook,	  email	  newsletter	  and	  communication	  channels	  of	  the	  products.	  UBC	  Farm	  also	  could	  consider	  partnership	  with	  local	  food-­‐related	  business.	  For	  example,	  for	  the	  summer	  BBQ	  event,	  UBC	  Farm	  would	  partner	  with	  local	  sauce	  businesses.	  	  	  Objective	  4:	  	  |	  Drive	  attendance	  of	  20	  new	  customers	  on	  average	  per	  Saturday,	  as	  measured	  by	  an	  annual	  customer	  survey.	  (Target:	  Farmers’	  Markets	  Consumers)	  	  Strategy	  4.1	  Educate	  new	  customers	  about	  the	  UBC	  Farm	  Saturday	  Market.	  	  34 The	  “Farmers’	  Markets	  Consumer”	  segment	  forms	  the	  new	  customer-­‐base	  whom	  UBC	  Farm	  should	  target.	  This	  consists	  of	  people	  who	  have	  neither	  heard	  nor	  attended	  the	  UBC	  Farm	  Saturday	  Market,	  but	  they	  are	  frequent	  shoppers	  of	  farmers’	  markets.	  As	  a	  result,	  in	  order	  to	  reach	  out	  to	  these	  shoppers,	  UBC	  Farm	  needs	  to	  focus	  on	  its	  promotion:	  where,	  when,	  and	  how	  it	  can	  educate	  these	  new	  customers.	  	  Tactic	  4.1.A	  Set	  up	  a	  pop-­‐up	  stand	  According	  to	  primary	  research,	  frequent	  shoppers	  of	  farmers’	  markets	  found	  the	  following	  4	  marketing	  tactics	  to	  be	  the	  most	  effective:	  staff	  interaction,	  social	  media,	  special	  events,	  and	  local	  media	  presence.	  As	  a	  result,	  one	  aspect	  that	  UBC	  Farm	  can	  capitalize	  on	  is	  staff	  interaction	  to	  engage	  with	  potential	  customers.	  In	  order	  to	  reach	  this	  targeted	  segment,	  it	  is	  recommended	  for	  UBC	  Farm	  to	  set	  up	  a	  pop-­‐up	  stand	  in	  locations	  where	  this	  segment	  visits	  frequently.	  The	  pop-­‐up	  stand	  can	  utilize	  the	  booth	  that	  is	  already	  in	  use	  during	  the	  Wednesday	  market	  located	  at	  the	  UBC	  Bookstore	  Plaza.	  	  	  As	  part	  of	  its	  promotion	  strategy,	  the	  pop-­‐up	  stand	  should	  have	  one	  UBC	  Farm	  ambassador	  to	  promote	  and	  sell	  a	  small	  selection	  of	  items	  that	  are	  normally	  found	  at	  the	  Saturday	  Market.	  UBC	  Farm	  should	  obtain	  samples	  sizes	  and	  pamphlets	  from	  each	  of	  the	  vendor,	  which	  can	  then	  be	  displayed	  and	  distributed	  at	  the	  pop-­‐up	  stand.	  This	  not	  only	  allows	  UBC	  Farm	  to	  educate	  potential	  customers	  about	  its	  product	  offerings,	  but	  it	  also	  offers	  the	  chance	  to	  establish	  the	  Saturday	  Market	  as	  a	  farmers’	  market	  that	  customers	  can	  shop	  at.	  It	  is	  important	  to	  note	  that	  most	  shoppers	  attend	  farmers’	  markets	  to	  purchase	  their	  “regular	  grocery	  items”	  specifically	  fresh	  produce	  (2010	  Shopper	  Study,	  Greenbelt	  Farmers’	  Market	  Network).	  	  	  The	  primary	  findings	  revealed	  that	  this	  segment	  is	  comprised	  mainly	  of	  females	  aged	  25	  to	  34	  years	  old	  with	  high	  discretionary	  income.	  Additionally,	  a	  majority	  of	  these	  shoppers	  are	  buying	  for	  adults	  only	  (i.e.	  no	  children	  living	  at	  home).	  Based	  on	  these	  insights,	  the	  ideal	  locations	  to	  set	  up	  the	  pop-­‐up	  stand	  would	  involve	  places	  that	  working	  female	  are	  bound	  to	  frequent.	  This	  includes	  fitness	  studios	  as	  well	  as	  lobby	  areas	  of	  residential	  housings	  located	  at	  Wesbrook	  Village.	  Refer	  to	  Appendix	  L	  for	  a	  suggested	  list	  of	  places	  to	  set	  up	  the	  stand-­‐up.	  	  Additionally,	  women-­‐specific	  events	  are	  excellent	  venues	  to	  set	  up	  the	  pop-­‐up	  stand.	  For	  example,	  YES!	  Vancouver	  is	  a	  “philanthropic	  networking	  group	  of	  professional	  women”	  who	  empowers	  women	  to	  enter	  the	  workforce.	  Throughout	  the	  year,	  this	  organization	  hosts	  events	  to	  fundraise	  for	  Dress	  For	  Success	  Vancouver	  -­‐	  a	  society	  that	  offers	  women	  professional	  attire,	  career	  services,	  and	  skills	  development	  programs.	  Recently,	  YES	  collaborated	  with	  Spin	  Society	  Cycling	  to	  offer	  a	  free	  spin	  class.	  By	  setting	  up	  a	  stand	  at	  events	  that	  are	  health-­‐focused	  and	  tailored	  towards	  women,	  UBC	  Farm	  can	  emphasize	  the	  benefits	  of	  eating	  local	  and	  offer	  easy-­‐to-­‐cook	  recipes.	  	  In	  order	  to	  promote	  these	  stands,	  posters	  should	  be	  distributed	  in	  the	  areas	  at	  which	  the	  pop-­‐up	  stand	  will	  be	  located.	  The	  goal	  is	  to	  inform	  people	  to	  be	  on	  the	  lookout	  for	  the	  UBC	  Farm’s	  stand.	  	  For	  instance,	  some	  suggested	  locations	  include	  community	  bulletin	  boards,	  changing	  rooms,	  front	  desks,	  or	  staff	  bulletins.	  The	  recommended	  number	  of	  pop-­‐up	  stands	  is	  two	  per	  month,	  alternating	  between	  the	  three	  types	  of	  locations:	  fitness	  studios,	  Wesbrook	  residential	  housing,	  and	  women-­‐related	  events.	  	  35 	  Tactic	  4.1.B	  Educational	  Digital	  Marketing	  Campaign	  As	  indicated	  in	  the	  survey	  results,	  the	  most	  effective	  social	  media	  platform	  ranked	  by	  consumers	  is	  Facebook.	  In	  order	  to	  reach	  the	  targeted	  audience	  and	  educate	  them	  about	  UBC	  Farm,	  it	  is	  highly	  recommended	  for	  UBC	  Farm	  to	  set	  up	  a	  single	  Facebook	  Ad	  Campaign	  that	  runs	  during	  the	  farmers’	  market	  season	  from	  June	  to	  the	  end	  of	  October.	  	  	  In	  order	  to	  set	  up	  the	  Facebook	  Campaign,	  there	  are	  three	  levels	  with	  specific	  considerations:	  Campaign,	  Ad	  Sets,	  and	  Ad.	  At	  the	  Campaign	  level,	  UBC	  Farm	  should	  focus	  on	  the	  objective	  of	  building	  awareness	  about	  the	  UBC	  Farm	  Saturday	  Market.	  This	  would	  be	  carried	  out	  by	  educating	  potential	  customers	  about	  the	  history	  of	  the	  market,	  what	  the	  market	  does	  (i.e.	  what	  products	  it	  offers),	  and	  the	  market’s	  contribution	  to	  the	  community	  and	  local	  economy.	  As	  a	  metric	  to	  measure	  the	  success	  of	  this	  campaign,	  UBC	  Farm	  should	  focus	  on	  “Page	  Post	  Engagement”.	  In	  other	  words,	  it	  is	  important	  to	  boost	  engagement	  with	  the	  educational	  posts	  regarding	  the	  UBC	  Farm.	  	  Next,	  for	  the	  Ad	  Set	  level,	  the	  ads	  should	  target	  health-­‐conscious	  females	  aged	  25	  -­‐	  34	  years	  who	  live	  relatively	  close	  to	  UBC	  Farm	  such	  as	  the	  Kitsilano	  area.	  As	  mentioned	  earlier,	  this	  ad	  campaign	  will	  run	  from	  June	  to	  October.	  Throughout	  the	  five	  months,	  a	  total	  of	  10	  posts	  will	  be	  promoted	  during	  the	  season	  (i.e.	  2	  posts	  promoted	  per	  month).	  	  	  Finally	  at	  the	  Ads	  level,	  the	  proposed	  recommendation	  is	  to	  create	  a	  hashtag	  campaign:	  #KnowYourEats.	  Currently,	  #KnowYourEats	  has	  not	  been	  used,	  which	  means	  that	  this	  can	  serve	  as	  UBC	  Farm’s	  signature	  hashtag.	  Every	  time	  the	  audience	  is	  interested	  in	  referring	  back	  to	  UBC	  Farm,	  he	  or	  she	  can	  type	  in	  the	  hashtag	  to	  find	  related	  information.	  This	  can	  be	  complemented	  with	  another	  popular	  hashtag	  such	  as	  #sustainability,	  #organic,	  and	  #local.	  The	  idea	  behind	  #KnowYourEats	  is	  to	  convey	  to	  the	  targeted	  audience	  that	  they	  have	  the	  right	  to	  “know	  what	  they	  are	  eating”.	  	  There	  are	  three	  major	  pillars	  for	  this	  campaign	  that	  the	  featured	  posts	  will	  communicate	  to	  the	  audience.	  	  1. Sustainable:	  Know	  that	  the	  produce	  sold	  at	  the	  Saturday	  Market	  is	  grown	  sustainably.	  2. Local:	  Know	  that	  the	  produce	  sold	  at	  the	  Saturday	  Market	  is	  grown	  by	  local	  farmers.	  3. Community:	  Know	  that	  the	  Saturday	  Market	  supports	  the	  community.	  Refer	  to	  Appendix	  M	  for	  the	  posting	  schedule	  and	  Appendix	  N	  for	  the	  suggested	  post	  content.	  	  Strategy	  4.2	  Public	  Relations	  Exposure	  Given	  that	  a	  significant	  amount	  of	  awareness	  of	  UBC	  Farm	  was	  built	  through	  recommendations	  from	  family	  and	  friends,	  it	  can	  be	  noted	  that	  word	  of	  mouth	  is	  extremely	  important	  in	  attracting	  customers.	  Therefore,	  it	  is	  essential	  that	  UBC	  Farm’s	  marketing	  strategy	  includes	  a	  public	  relations	  communications	  piece	  in	  order	  to	  generate	  more	  earned	  media.	  Although	  UBC	  Farm	  greatly	  benefited	  from	  the	  media	  exposure	  a	  few	  years	  ago	  due	  to	  the	  Save	  the	  Farm	  movement,	  UBC	  Farm	  must	  maintain	  this	  buzz	  among	  the	  general	  public.	  	  36 Tactic	  4.2.A	  Develop	  an	  events	  calendar	  and	  a	  media	  kit.	  As	  our	  earlier	  recommendations	  involved	  encouraging	  UBC	  Farm	  to	  host	  events	  and	  special	  themed	  markets	  in	  the	  future,	  these	  unique	  and	  limited	  additions	  to	  the	  market	  would	  serve	  as	  an	  attractive	  piece	  that	  can	  be	  pitched	  to	  the	  media.	  If	  UBC	  Farm	  were	  to	  leverage	  these	  events	  in	  the	  media	  to	  build	  exposure,	  it	  is	  strongly	  advised	  that	  UBC	  Farm	  has	  a	  finalized	  event	  calendar	  prior	  to	  media	  outreach.	  By	  providing	  a	  full	  list	  of	  events,	  the	  media	  contacts	  can	  select	  which	  events	  they	  would	  like	  to	  promote	  beforehand.	  As	  well,	  another	  aspect	  of	  the	  farm	  that	  UBC	  Farm	  can	  leverage	  in	  its	  media	  stories	  is	  the	  fact	  that	  the	  market	  is	  located	  on	  a	  farm	  itself.	  This	  is	  a	  differentiating	  factor	  that	  sets	  it	  apart	  from	  other	  farmers’	  markets,	  which	  would	  provide	  media	  contacts	  with	  a	  fresh	  topic.	  	  Complementary	  to	  the	  events	  calendar,	  the	  immediate	  action	  that	  UBC	  Farm	  must	  take	  is	  to	  build	  a	  media	  kit	  that	  would	  be	  sent	  to	  various	  media	  contacts.	  This	  kit	  should	  include	  multiple	  press	  releases	  focused	  on	  different	  aspects	  of	  the	  farm,	  such	  as	  the	  upcoming	  themed	  events,	  the	  farm	  tours,	  or	  vendor	  features.	  In	  addition,	  the	  kit	  should	  also	  include	  some	  digital	  assets,	  such	  as	  graphics	  and	  videos	  that	  online	  media	  channels	  could	  use	  in	  their	  article	  when	  they	  promote	  UBC	  Farm.	  Finally,	  in	  order	  to	  exhibit	  UBC	  Farm’s	  worth	  in	  community	  engagement,	  the	  media	  kit	  should	  include	  past	  press	  publications	  and	  articles,	  especially	  stories	  that	  were	  written	  for	  the	  Save	  the	  Farm	  movement.	  	  	  Tactic	  4.2.B	  Online	  Media	  Outreach	  Based	  on	  the	  survey	  results,	  online	  sources	  were	  deemed	  to	  be	  a	  stronger	  communications	  channel	  for	  building	  awareness	  for	  UBC	  Farm	  in	  comparison	  to	  traditional	  media	  channels	  such	  as	  radio	  and	  posters.	  Therefore,	  UBC	  Farm	  should	  focus	  its	  media	  outreach	  on	  online	  channels.	  	  As	  UBC	  Farm	  is	  well-­‐known	  for	  its	  community	  ties,	  we	  recommend	  that	  UBC	  Farm	  contact	  local	  news	  and	  publishing	  companies	  that	  are	  well	  connected	  with	  the	  community	  population,	  such	  as	  Vancouver	  Magazine	  and	  Business	  in	  Vancouver.	  Vancouver	  Magazine	  has	  multiple	  sections	  that	  UBC	  Farm	  can	  submit	  related	  content	  to	  such	  as	  Taste,	  City,	  Go,	  and	  Best	  of	  the	  City	  .	  Refer	  to	  Appendix	  O	  for	  a	  list	  of	  suggested	  content	  that	  can	  submit	  to	  Vancouver	  Magazine.	  Likewise,	  Business	  in	  Vancouver	  is	  another	  great	  platform	  to	  showcase	  UBC	  Farm	  as	  a	  sustainable,	  local	  and	  community-­‐focused	  business	  venture.	  	  	  Social	  media	  presence	  was	  another	  channel	  that	  many	  other	  farmers’	  markets	  leveraged	  in	  their	  communications.	  According	  to	  the	  survey	  results,	  many	  high	  potential	  customers	  ranked	  social	  media	  as	  the	  top	  channel	  that	  informed	  them	  about	  their	  local	  farmers’	  market.	  With	  this	  insight,	  it	  is	  recommended	  that	  UBC	  Farm	  reaches	  out	  to	  local	  influencers	  whose	  main	  fanbase	  consists	  of	  middle-­‐aged	  health	  conscious	  females.	  Some	  potential	  influencers	  would	  be	  Miss604	  and	  Yoyomama.	  Miss604	  is	  a	  Vancouver-­‐winning	  blog	  that	  features	  Vancouver	  events,	  contests,	  and	  photos,	  whereas	  Yoyomama	  is	  tailored	  towards	  working	  moms	  by	  featuring	  products,	  services,	  and	  events	  that	  are	  family-­‐oriented.	  	  	  Timeline	  The	  recommendations	  will	  be	  implemented	  through	  three	  phases:	  Pre-­‐Season,	  During	  Season,	  and	  Post-­‐Season.	  	  37 Phase	  1:	  Pre-­‐Season	  The	  Pre-­‐Season	  phase	  consists	  of	  planning	  out	  the	  events’	  logistics	  and	  curating	  content	  for	  online	  media	  outreach.	  Starting	  in	  January,	  UBC	  Farm	  should	  establish	  the	  rules	  and	  criteria	  for	  its	  Referral	  Program.	  Then	  from	  Feb	  to	  May,	  it	  can	  promote	  this	  program	  during	  the	  recruitment	  for	  vendors.	  From	  the	  beginning	  of	  March	  to	  the	  end	  of	  May,	  planning	  for	  the	  themed	  events	  as	  well	  as	  creating	  the	  events	  calendar	  and	  media	  kit	  will	  take	  place.	  By	  mid-­‐April,	  it	  is	  expected	  that	  UBC	  Farm	  will	  begin	  reaching	  out	  to	  Running	  Rooms	  near	  the	  UBC	  Campus	  to	  propose	  the	  idea	  of	  hosting	  “nature	  runs”	  at	  the	  UBC	  Farm.	  In	  addition,	  from	  mid-­‐April	  to	  late-­‐May,	  a	  Facebook	  advertising	  campaign	  for	  the	  “four	  weeks	  free	  attendance”	  will	  be	  carried	  out.	  During	  the	  month	  of	  May,	  the	  necessary	  materials	  for	  the	  Stamp	  Card	  will	  be	  purchased	  and	  content	  related	  to	  the	  #KnowYourEats	  campaign	  and	  featured	  recipes	  will	  be	  compiled.	  For	  the	  monthly	  contests,	  the	  stamps	  purchased	  must	  be	  different	  for	  each	  vendor.	  Finally,	  during	  the	  last	  2	  weeks	  of	  May,	  returning	  vendors	  will	  be	  featured	  on	  UBC	  Farm’s	  social	  media	  and	  website.	  	  Phase	  2:	  During	  Season	  During	  the	  month	  of	  June,	  the	  stamp	  card	  will	  be	  distributed.	  Additionally,	  a	  Summer	  Kick-­‐Off	  event	  will	  take	  place	  during	  the	  second	  or	  third	  week	  of	  June.	  For	  the	  duration	  of	  the	  season	  from	  June	  to	  October,	  the	  themed	  events	  will	  be	  hosted	  (Appendix	  I).Prior	  to	  each	  themed	  event,	  UBC	  Farm	  needs	  to	  create	  the	  Facebook	  post	  and	  start	  promoting	  3	  weeks	  in	  advance	  (e.g.	  promote	  Summer	  Kick-­‐Off	  during	  the	  second	  week	  of	  May).	  Several	  action	  items	  must	  also	  be	  completed	  throughout	  the	  season.	  This	  includes	  curating	  content	  for	  the	  comprehensive	  “UBC	  Farm	  Guide	  to	  Vending”,	  which	  would	  require	  UBC	  Farm	  staff	  members	  to	  obtain	  tips	  from	  vendors	  throughout	  the	  season.	  Furthermore,	  the	  Social	  Media	  Coordinator	  will	  be	  responsible	  for	  the	  following:	  creating	  featured	  posts	  on	  Facebook	  and	  Twitter	  for	  vendors	  who	  had	  pre-­‐paid;	  carrying	  out	  the	  #KnowYourEats	  campaign;	  promoting	  the	  monthly	  contests;	  reaching	  out	  to	  online	  media	  channels;	  and	  arranging	  the	  pop-­‐up	  stands	  (i.e.	  obtain	  sample	  sizes	  and	  pamphlets	  from	  each	  vendor	  during	  the	  first	  week	  of	  each	  month).	  During	  the	  last	  month	  of	  October,	  an	  annual	  survey	  should	  be	  conducted	  to	  measure	  the	  whether	  or	  not	  the	  objectives	  were	  achieved	  by	  collecting	  data	  from	  at	  least	  125	  participants.	  	  Phase	  3:	  Post-­‐Season	  The	  last	  phase	  is	  comprised	  of	  heavy	  analysis	  and	  preparation	  for	  the	  FY	  2018.	  During	  November,	  the	  survey	  results	  will	  be	  sorted	  and	  analyzed.	  Furthermore,	  the	  Social	  Media	  Coordinator	  will	  reflect	  on	  the	  season’s	  success	  by	  determining	  which	  events	  had	  the	  highest	  turnout	  and	  which	  content	  resulted	  in	  the	  highest	  engagement.	  Finally,	  during	  December,	  the	  “UBC	  Farm	  Guide	  to	  Vending”	  should	  be	  completed,	  along	  with	  a	  rough	  draft	  of	  the	  2018	  events	  calendar	  and	  media	  kit.	  Refer	  to	  Appendix	  P	  for	  the	  breakdown	  of	  tasks.	  	  Budget	  The	  cost	  considerations	  for	  each	  of	  the	  four	  objectives	  are	  broken	  down	  fully	  in	  Appendix	  Q.	  38 Since	  UBC	  Farm	  is	  operating	  with	  a	  very	  limited	  marketing	  budget,	  our	  team	  was	  cognizant	  of	  leveraging	  channels	  that	  UBC	  Farm	  currently	  had	  for	  its	  promotions	  and	  keeping	  costs	  low	  within	  the	  first	  year.	  Once	  UBC	  Farm	  has	  implemented	  these	  strategies	  for	  the	  upcoming	  2017	  season,	  they	  can	  revise	  the	  amount	  of	  money	  allocated	  to	  each	  section	  accordingly	  based	  on	  results.	  Outlined	  below	  are	  tactics	  that	  included	  some	  cost	  assumptions.	  	  	  Work	  Done	  by	  a	  Creative	  Agency	  Our	  team	  is	  assuming	  that	  UBC	  Farm	  will	  use	  a	  small	  to	  medium	  sized	  agency	  to	  help	  design	  its	  vendor	  recipe	  posters	  and	  promotional	  digital	  assets	  that	  will	  be	  included	  in	  the	  media	  kit.	  It	  is	  important	  to	  note	  that	  some	  of	  the	  digital	  assets	  that	  will	  be	  created	  for	  the	  media	  kit	  will	  also	  be	  used	  for	  other	  tactics.	  For	  example,	  a	  graphic	  promoting	  one	  of	  the	  special	  themed	  events	  will	  be	  included	  in	  the	  media	  kit,	  but	  this	  same	  graphic	  can	  also	  be	  used	  as	  one	  of	  the	  promoted	  Facebook	  posts	  as	  UBC	  Farm	  is	  marketing	  its	  upcoming	  event.	  All	  costs	  related	  to	  the	  digital	  asset	  development	  have	  been	  grouped	  under	  the	  media	  kit	  development	  tactic.	  The	  hourly	  rate	  of	  a	  small	  to	  medium	  size	  agency	  was	  estimated	  based	  on	  our	  team	  members’	  experiences	  working	  with	  a	  creative	  agency.	  Our	  team	  has	  assumed	  the	  number	  of	  hours	  it	  would	  take	  the	  agency	  to	  complete	  their	  projects	  based	  on	  the	  level	  of	  simplicity	  of	  these	  digital	  assets	  and	  given	  that	  the	  process	  of	  creating	  the	  vendor	  recipe	  posters	  will	  get	  repetitive	  once	  the	  designer	  has	  gotten	  used	  to	  the	  template.	  	  	  Hosting	  Special	  Events	  Our	  team	  assumed	  that	  some	  of	  the	  costs	  that	  UBC	  Farm	  would	  incur	  when	  hosting	  each	  special	  event	  would	  include	  decorations,	  small	  food	  items	  or	  ingredients,	  and	  activities	  such	  as	  arts	  and	  crafts	  for	  children.	  With	  this	  in	  mind,	  each	  event	  was	  budgeted	  to	  cost	  $100.	  If	  an	  event	  were	  to	  cost	  less	  than	  this	  amount,	  then	  the	  saved	  funds	  would	  be	  allocated	  to	  future	  special	  events.	  In	  total,	  the	  events	  should	  cost	  $500	  for	  the	  full	  2017	  season.	  	  	  Remaining	  Funds	  for	  Vendor	  and	  Customer	  Redemption	  Specified	  amounts	  were	  not	  budgeted	  for	  the	  price	  reductions	  that	  vendors	  would	  receive	  from	  being	  new	  vendors,	  referrals,	  and	  consecutive	  weeks.	  Although	  our	  team	  is	  confident	  that	  the	  UBC	  Farm	  Saturday	  Market	  would	  be	  able	  to	  reach	  11	  vendors	  by	  the	  next	  season,	  it	  is	  difficult	  to	  predict	  the	  exact	  number	  of	  vendors	  who	  will	  refer	  other	  vendors,	  how	  many	  of	  these	  referred	  vendors	  are	  new	  vendors,	  and	  the	  amount	  of	  vendors	  who	  will	  choose	  to	  sell	  for	  5	  consecutive	  weeks.	  Therefore	  this	  amount	  was	  not	  included	  in	  the	  budget	  in	  order	  to	  ensure	  that	  the	  amount	  was	  not	  skewed	  based	  on	  a	  wild	  assumption.	  The	  amount	  of	  funding	  that	  would	  go	  towards	  paying	  for	  the	  10%	  discount	  at	  the	  UBC	  Farm	  stand	  was	  also	  not	  included	  since	  the	  prices	  of	  products	  sold	  at	  the	  stand	  varied.	  It	  is	  up	  to	  UBC	  Farm	  how	  much	  they	  would	  like	  to	  allocate	  to	  the	  current	  budget	  to	  go	  towards	  promotion	  redemption.	  The	  $10	  monthly	  prize	  draw	  from	  tactic	  3.1A	  has	  already	  been	  included	  in	  the	  budget	  as	  the	  redemption	  amounts	  were	  predictable.	  	  	  	  	  39 Monitors	  &	  Controls	  Objective	  1	  The	  average	  number	  of	  vendors	  is	  easily	  measured,	  with	  a	  UBC	  Farm	  employee	  taking	  record	  of	  which	  vendors	  are	  present	  at	  each	  Saturday	  market	  throughout	  the	  2017	  season.	  If	  in	  the	  first	  two	  months	  of	  the	  market	  season	  fewer	  than	  11	  vendors	  are	  present	  on	  average,	  further	  paid	  advertising	  of	  the	  “First	  four	  markets	  free”	  campaign	  through	  Facebook	  should	  be	  employed	  (as	  per	  Tactic	  1.1B).	  Increasing	  the	  cost-­‐saving	  rewards	  to	  current	  vendors	  who	  refer	  new	  vendors	  (as	  per	  Tactic	  1.1A)	  should	  be	  considered	  in	  the	  event	  of	  underperformance	  within	  this	  objective.	  Overall,	  a	  simple	  average	  calculation	  at	  the	  end	  of	  the	  season	  will	  reveal	  whether	  or	  not	  this	  target	  has	  been	  achieved.	  	  Objective	  2	  The	  conversion	  of	  occasional	  customers	  into	  loyal	  customers	  can	  only	  be	  estimated	  through	  the	  implementation	  of	  a	  customer	  survey.	  Asking	  respondents	  the	  number	  of	  times	  they	  visit	  UBC	  Farm	  Saturday	  Market	  per	  season	  and	  classifying	  them	  according	  to	  the	  labels	  utilized	  throughout	  this	  report	  (i.e.	  occasional	  customers	  =	  1-­‐4	  visits	  per	  season;	  loyal	  customers	  =	  5+	  visits	  per	  season)	  will	  need	  to	  be	  done	  each	  year	  in	  order	  to	  measure	  the	  effectiveness	  of	  the	  strategies	  and	  tactics	  employed	  under	  Objective	  2.	  It	  is	  recommended	  that	  a	  sample	  size	  of	  at	  least	  100	  be	  used.	  If	  a	  larger	  fraction	  of	  customers	  fall	  into	  the	  loyal	  category	  in	  FY2017	  than	  FY2016,	  the	  strategies	  and	  tactics	  implemented	  to	  achieve	  Objective	  2	  will	  be	  considered	  successful.	  	  Objective	  3	  An	  annual	  customer	  survey	  is	  the	  best	  way	  to	  measure	  the	  effectiveness	  of	  the	  strategies	  and	  tactics	  implemented	  in	  fulfillment	  of	  Objective	  3.	  By	  asking	  customers	  their	  typical	  spend	  at	  the	  Saturday	  Market	  and	  comparing	  to	  previous	  years,	  UBC	  Farm	  can	  find	  a	  rough	  estimate	  to	  measure	  their	  success.	  As	  this	  specific	  question	  was	  not	  asked	  in	  2016,	  a	  year-­‐over-­‐year	  comparison	  cannot	  be	  made	  until	  2018.	  UBC	  Farm	  can	  also	  analyze	  its	  own	  sales	  data	  to	  determine	  any	  change	  in	  average	  spend	  for	  their	  booth	  at	  the	  market.	  UBC	  Farm	  also	  has	  access	  to	  some	  of	  its	  vendors’	  sales	  data.	  Combining	  these	  two	  sets	  of	  data,	  UBC	  Farm	  can	  infer	  to	  what	  degree	  total	  spend	  per	  visit	  has	  changed	  throughout	  the	  season	  for	  all	  vendors.	  	  Objective	  4	  Again,	  the	  success	  of	  this	  objective	  can	  be	  measured	  through	  administration	  of	  an	  annual	  customer	  survey.	  The	  number	  of	  respondents	  who	  are	  attending	  the	  market	  for	  the	  first	  time	  can	  be	  extrapolated	  to	  represent	  the	  total	  number	  of	  new	  visitors	  for	  the	  season.	  Throughout	  the	  market	  season,	  UBC	  Farm	  staff	  can	  ask	  customers	  if	  it	  is	  their	  first	  time	  visiting	  to	  get	  a	  general	  feel	  for	  the	  level	  of	  success	  surrounding	  Objective	  4.	  	  	  	  	   	  40 Bibliography	  	  	  About.	  (n.d.).	  Retrieved	  December	  05,	  2016,	  from	  	  	  	  	  	  	  	  <http://ubcfarm.ubc.ca/about/>	  	  	  	  ClassPass	  -­‐	  Work	  out	  at	  the	  best	  studios	  in	  your	  city.	  (n.d.).	  Retrieved	  December	  05,	  2016,	  from	  <https://classpass.com/get/vancouver>	  	  	  Connell,	  D.	  J.,	  PhD.	  (2012,	  November	  26).	  Economic	  and	  Social	  Benefits	  Assessment	  Provincial	  Report	  British	  Columbia,	  Canada.	  Retrieved	  December	  4,	  2016,	  from	  <http://www.bcfarmersmarket.org/sites/default/files/files/BCAFM	  Economic	  and	  Social	  Benefits-­‐	  Final	  Report	  2013(2).pdf>	  	  	  	  	  Conner,	  D.,	  Colasanti,	  K.,	  Ross,	  R.	  B.,	  &	  Smalley,	  S.	  B.	  (2010).	  Locally	  Grown	  Foods	  and	  Farmers	  Markets:	  Consumer	  Attitudes	  and	  Behaviors.	  Retrieved	  December	  05,	  2016,	  from	  <http://www.mdpi.com/2071-­‐1050/2/3/742/htm>	  	  	  Costco	  -­‐	  Downtown	  -­‐	  Vancouver,	  BC,	  Canada.	  Retrieved	  December	  04,	  2016,	  from	  <https://www.yelp.com/biz/costco-­‐wholesale-­‐vancouver-­‐2>	  	  	  DeMers,	  J.	  (2015,	  August	  20).	  The	  Definitive	  Guide	  To	  Marketing	  Your	  Business	  On	  Facebook.	  Retrieved	  December	  4,	  2016,	  from	  <http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/jaysondemers/2015/08/20/the-­‐definitive-­‐guide-­‐to-­‐marketing-­‐your-­‐business-­‐on-­‐facebook/&refURL=&referrer=#2898c4552acf>	  	  	  	  Fleming,	  J.,	  &	  William-­‐Ross,	  L.	  (2016,	  April	  16).	  Vancouver	  farmers'	  markets	  2016	  guide.	  Retrieved	  December	  04,	  2016,	  from	  <http://dailyhive.com/vancouver/vancouver-­‐farmers-­‐markets-­‐2016-­‐guide>	  	  	  	  Gumirakiza,	  J.	  D.,	  Curtis,	  K.	  R.,	  &	  Bosworth,	  R.	  (2014).	  Who	  Attends	  Farmers’	  Markets	  and	  Why?	  Understanding	  Consumers	  and	  their	  Motivations.	  Retrieved	  December	  4,	  2016,	  from	  <http://ageconsearch.umn.edu/bitstream/167905/2/420130109.pdf>	  	  	  Green	  Printer.	  (2016).	  Brochures	  8.5”	  x	  11”.	  Retrieved	  December	  04,	  2016	  from	  <http://www.greenprinteronline.com/product/brochure-­‐printing>	  	  Holloway,	  A.,	  &	  Iglesias,	  P.	  (2016,	  April	  11).	  Who’s	  winning	  the	  grocery	  cart	  wars?	  Retrieved	  December	  04,	  2016,	  from	  <http://www.canadiangrocer.com/top-­‐stories/whos-­‐winning-­‐the-­‐grocery-­‐cart-­‐wars-­‐63753>	  	  	  	  Home	  Page	  -­‐	  Save-­‐On-­‐Foods.	  (n.d.).	  Retrieved	  December	  04,	  2016,	  from	  <https://www.saveonfoods.com/>	  	  	  	  41 Kurenuff,	  G.	  (2015,	  July	  13).	  Vancouver’s	  Wesbrook	  Village	  anchors	  growing	  residential	  neighbourhood	  on	  university	  campus.	  Retrieved	  December	  4,	  2016,	  from	  <http://www.vancouversun.com/business/commercial-­‐real-­‐estate/vancouver	  wesbrook	  village	  anchors	  growing	  residential/11211039/story.html>	  	  MacKinnon,	  S.	  (2013,	  November).	  The	  National	  Organic	  Market	  Growth,	  Trends	  &	  Opportunities,	  2013.	  Retrieved	  December	  4,	  2016,	  from	  <https://ota.com/sites/default/files/indexed_files/COTA_NationalOrganicMarketSummary.pdf>	  	  	  “Mintel	  announces	  six	  key	  global	  food	  and	  drink	  trends	  for	  2017”.	  (2016,	  November	  11).	  Retrieved	  December	  04,	  2016,	  from	  <http://www.mintel.com/press-­‐centre/food-­‐and-­‐drink/mintel-­‐announces-­‐six-­‐key-­‐global-­‐food-­‐and-­‐drink-­‐trends-­‐for-­‐2017>	  	  	  	  (n.d.).	  Retrieved	  December	  4,	  2016,	  from	  <http://www.portal.euromonitor.com.ezproxy.library.ubc.ca/portal/analysis/tab>	  	  	  Parsons,	  R.	  (n.d.).	  Has	  the	  farmers	  market	  movement	  peaked?	  Retrieved	  December	  04,	  2016,	  from	  	  	  	  	  <http://www.latimes.com/food/dailydish/la-­‐dd-­‐has-­‐the-­‐farmers-­‐market-­‐movement-­‐peaked-­‐20150209-­‐story.html>	  	  	  Rachel,	  D.,	  Mark,	  H.,	  Vichukan,	  A.,	  Nicole,	  C.,	  &	  Trang,	  L.	  (2014).	  Consumer	  Choice	  and	  Farmers'	  Markets.	  Retrieved	  December	  4,	  2016,	  from	  <http://search.proquest.com.ezproxy.library.ubc.ca/docview/1529728206?pq-­‐origsite=summon&accountid=14656>	  	  	  Save	  On	  Foods	  -­‐	  UBC	  -­‐	  Vancouver,	  BC.	  Retrieved	  December	  04,	  2016,	  from	  	  	  	  	  	  	  	  <https://www.yelp.ca/biz/save-­‐on-­‐foods-­‐vancouver-­‐2>	  	  	  Store	  List	  -­‐	  Canada.	  (n.d.).	  Retrieved	  December	  04,	  2016,	  from	  <http://www.wholefoodsmarket.com/stores/list/canada>	  	  	  Trout	  Lake	  Farmers	  Market	  -­‐	  Kensington-­‐Cedar	  Cottage	  -­‐	  Vancouver,	  BC.	  Retrieved	  December	  04,	  2016,	  from	  <https://www.yelp.ca/biz/trout-­‐lake-­‐farmers-­‐market-­‐vancouver-­‐2>	  	  	  	  “The	  Specialty	  Food	  Market	  in	  North	  America”.	  (2012,	  March).	  Retrieved	  December	  4,	  2016,	  from	  <http://www.agr.gc.ca/eng/industry-­‐markets-­‐and-­‐trade/statistics-­‐and-­‐market-­‐information/agriculture-­‐and-­‐food-­‐market-­‐information-­‐by-­‐region/canada/the-­‐specialty-­‐food-­‐market-­‐in-­‐north-­‐america/?id=1410083148460>	  	  	  UBC	  Farm	  Market	  -­‐	  UBC	  -­‐	  Vancouver,	  BC.	  Retrieved	  December	  04,	  2016,	  from	  	  	  	  	  	  	  	  	  <https://www.yelp.ca/biz/ubc-­‐farm-­‐market-­‐vancouver>	  	  	  42 	  Vancouver,	  C.	  O.	  (n.d.).	  Farmers	  markets.	  Retrieved	  December	  04,	  2016,	  from	  <http://vancouver.ca/people-­‐programs/farmers-­‐markets.aspx>	  	  	  Vancouver	  Farmers	  Market.	  (n.d.).	  Retrieved	  December	  04,	  2016,	  from	  	  	  	  	  	  	  	  <http://eatlocal.org/>	  	  	  West	  End	  Farmers	  Market	  -­‐	  CLOSED	  -­‐	  West	  End	  -­‐	  Vancouver,	  BC.	  Retrieved	  December	  04,	  2016,	  from	  <https://www.yelp.ca/biz/west-­‐end-­‐farmers-­‐market-­‐vancouver>	  	  	  	  Welcome	  to	  Costco	  Wholesale.	  (n.d.).	  Retrieved	  December	  04,	  2016,	  from	  	  	  	  	  	  	  	  <http://www.costco.ca/>	  	  	  	  Whole	  Foods	  Market.	  (n.d.).	  Retrieved	  December	  4,	  2016,	  from	  <https://www.yelp.com/biz/whole-­‐foods-­‐market-­‐vancouver-­‐3?start=20>	  	  	  “Why	  Vancouver	  millennials	  have	  the	  lowest	  discretionary	  income	  in	  Canada”.	  (2016,	  May	  11).	  Retrieved	  December	  4,	  2016,	  from	  <https://www.vancity.com/SharedContent/documents/reports/2016-­‐May11-­‐NoFundsCity_Millennials-­‐DI-­‐Report.pdf>	  	  	  	  Wolf,	  M.	  M.,	  Spittler,	  A.,	  &	  Ahern,	  J.	  (2005,	  March).	  A	  Profile	  of	  Farmers’	  Market	  Consumers	  and	  the	  Perceived	  Advantages	  of	  Produce	  Sold	  at	  Farmers’	  Markets.	  Retrieved	  December	  4,	  2016,	  from	  <http://ageconsearch.umn.edu/bitstream/26768/1/36010192.pdf>	  	  	  Yelp.	  (n.d.).	  Retrieved	  December	  04,	  2016,	  from	  	  	  	  <https://www.yelp.com/topic/san-­‐diego-­‐can-­‐anyone-­‐give-­‐me-­‐the-­‐actual-­‐dollar-­‐range-­‐for-­‐the-­‐dollar-­‐sign-­‐symbols-­‐in-­‐rrgards-­‐to-­‐pricing>	  	  	  “2016	  UBC	  Farm	  Market	  Vendor	  Guide	  Official.”	  UBC	  Farm.	  21	  Oct.	  2016.	  	  <http://lfs-­‐ubcfarm.sites.olt.ubc.ca/files/2014/03/2016-­‐UBC-­‐Farm-­‐Market-­‐Vendor-­‐Guide-­‐OFFICIAL.pdf>	  	  	  	  	  	  	  	  	  	  	  	  43 Appendices	  	  Appendix	  A:	  UBC	  Farm	  vs.	  Competitors	  	  Vancouver	  Farmers’	  Markets’	  Weekly	  Markets	  Summer	  Markets	  Market	   Location	   Date	   Time	  Downtown	   Queen	  Elizabeth	  Theatre	   Jun	  2	  -­‐	  Oct	  27	   Thurs	  2PM	  -­‐	  6PM	  Kitsilano	   Kitsilano	  Community	  Centre	   May	  8	  -­‐	  Oct	  23	   Sun	  10AM	  -­‐	  2PM	  Main	  Street	  Station	   110	  Station	  Street	   Jun	  1	  -­‐	  Oct	  5	   Wed	  2PM	  -­‐	  6PM	  Mount	  Pleasant	   Dude	  Chilling	  Park	   Jun	  12	  -­‐	  Oct	  9	   Sun	  10AM	  -­‐	  2PM	  Trout	  Lake	   Lakewood	  Drive	  +	  E	  13th	  Ave	   May	  7	  -­‐	  Oct	  22	   Sat	  9AM	  -­‐	  2PM	  West	  End	   Comox	  St	  +	  Bute	  St	   May	  28	  -­‐	  Oct	  22	   Sat	  9AM	  -­‐	  2PM	  Winter	  Markets	  Hastings	  Park	   Hastings	  Park	  -­‐	  Centregrounds	   Nov	  6	  -­‐	  Apr	  30	   Sun	  10AM	  -­‐	  2PM	  Nat	  Bailey	   4601	  Ontario	  Street	   Nov	  5	  -­‐	  Apr	  22	   Sat	  10AM	  -­‐	  2PM	  	  	   	  44 Product	  Mix	  of	  UBC	  Farm	  and	  its	  competitors	  	   UBC	  Farm	  (Farmers’	  Market)	  Whole	  Foods	  (Organic	  Supermarkets)	  	  Save-­‐on-­‐Foods	  (Supermarkets)	  Costco	  (Warehouse	  Clubs)	  	  Bakery	   ✔	   ✔	   ✔	   ✔	  Bulk	   	   ✔	   ✔	   ✔	  Coffee/	  Tea	   	   ✔	   ✔	   ✔	  Dairy/	  Cheese	   	   ✔	   ✔	   ✔	  Flowers/Floral	  Arrangement	  ✔	   ✔	   ✔	   ✔	  Meat/	  Poultry	   	   ✔	   ✔	   ✔	  Packaged	  Products	   	   ✔	   ✔	   ✔	  Personal	  Care	  Products	  	   ✔	   ✔	   ✔	  Pet	  Supplies	   	   ✔	   ✔	   ✔	  Prepared	  Foods	   	   ✔	   ✔	   ✔	  Produce	  (Fruits	  and	  Vegetables)	  ✔	   ✔	   ✔	   ✔	  Seafood	   	   ✔	   ✔	   ✔	  Wine	   	   ✔	   ✔	   ✔	  	  	   	  45 Appendix	  B:	  Consumer	  Survey	  Results	  	  	  	  	  46 	  	  47 	  	  	  48 	  	  Appendix	  C:	  	  Price	  Comparison	  between	  UBC	  Farm	  and	  its	  competitors	  	  	  UBC	  Farm	   Kitsilano	  Farmers’	  market	  Save	  on	  Foods	  (Berton	  Avenue)	  Whole	  Foods	  (Kitsilano)	  Costco	  (Downtown)	  New	  Apple	  Farm	  Market	  (Kitsilano)	  $$	   $$	   $$	   $$$	   $$	   $	  12	  Reviews	   19	  Reviews	   12	  Reviews	   22	  Reviews	   136	  Reviews	   18	  Reviews	  Note:	  This	  is	  based	  on	  Yelp’s	  ratings.	  Refer	  to	  Appendix	  D	  to	  understand	  the	  $	  value.	  	  Appendix	  D:	  Yelp’s	  Price	  Range	  	  	  Scale	   Price	  Range	  Level	  1	  -­‐	  $	   Under	  $10	  Level	  2	  -­‐	  $$	   $11	  -­‐	  $31	  Level	  3	  -­‐	  $$$	   $31	  -­‐	  $60	  Level	  4	  -­‐	  $$$$	   Above	  $61	  (Cost	  per	  Person)	  	  49 Appendix	  E:	  Past	  Advertising	  Options	  Proposed	  to	  UBC	  Farm	  	  	  Wesbrook	  Village	   UBC	  Communities	   UBC	  Greater	  Communities	  -­‐ Community	  Signs	  -­‐ Sandwich	  Boards	  -­‐ Flyers	  -­‐ Printed	  Posters	  -­‐ Step	  Stake	  Signs	  -­‐ Translink	  Advertisements	  -­‐ Flyers	  Delivery	  	  Appendix	  F:	  Competition	  Matrix	  -­‐	  UBC	  Farm	  Overall	  Standing	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	   	  50 Appendix	  G:	  Factors	  Affecting	  Purchase	  Decision	  	  	   Not	  at	  all	  important	  [-­‐2]	  Unimportant	  [-­‐1]	  Neither	  important	  nor	  unimportant	  [0]	  Important	  [+1]	  Very	  important	  [+2]	  Total	  Score	  Quality	  of	  Food	   1	   3	   4	   46	   58	   157	  Proximity	  to	  Home	  0	   2	   13	   51	   41	   131	  Variety	  of	  Products	  0	   6	   15	   71	   16	   97	  Variety	  of	  Vendors	  2	   10	   39	   46	   12	   56	  Reasonable	  Price	  of	  Products	  Sold	  1	   6	   15	   60	   25	   102	  Live	  Events/Activities	  10	   21	   47	   27	   7	   0	  Operating	  Hours	  3	   8	   30	   56	   13	   68	  Parking	  /Service	   20	   15	   33	   30	   7	   -­‐11	  Support	  local	  economy	  1	   3	   14	   54	   38	   125	  Sustainability,	  local,	  and	  Organic	  0	   2	   7	   38	   56	   148	  Interested	  in	  visiting	  a	  working	  farm	  6	   10	   19	   33	   28	   67	  Other	  (please	   3	   1	   5	   4	   4	   5	  51 specify):	  	  	  Appendix	  H	  -­‐	  Stamp	  Card	  Reward	  	  	  	  	   	  52 Appendix	  I	  -­‐	  Themed	  Events	  	  Month	   Seasonal	  Holidays	   Themed	  Events	  June	   Summer	  Start	   Summer	  BBQ/Kick-­‐off	  July	   Canada	  Day	   Cake	  Festival	  August	   End	  of	  Summer	   End	  of	  Summer	  Sales	  September	   Back-­‐to-­‐school	   “Drinking”	  Party	  October	   Thanksgiving	  &	  Halloween	   Pumpkin	  Pie	  &	  Turkey	  Day	  	  Appendix	  J:	  Stamps	  design	  for	  vendors	  	  	   	  	  	   	  53 Appendix	  K:	  Product	  Offerings	  for	  Themed	  Events	  	  Month	   Themed	  Events	   Special	  Product	  Offerings	  June	   Summer	  BBQ/Kick-­‐off	  Kebab,	  chicken	  souvlaki,	  grilled	  meat	  (sausage,	  steak,	  patty,	  pork	  tenderloin),	  grilled	  vegetables	  (corn,	  asparagus),	  grilled	  seafood	  (shrimps,	  fishes)	  July	   Cake	  Festival	   Special	  cupcakes	  (Canada	  Day	  “Eh”	  Cupcakes),	  buttermilk	  waffle	  with	  maple	  syrup,	  red	  velvet	  cookies,	  gingerbread,	  Canada	  day	  layered	  Jell-­‐O	  August	   End	  of	  Summer	  Sales	  Seasonal	  greens	  and	  fruits	  (celery,	  cherries,	  cantaloupe,	  corn,	  beets,	  blueberries,	  strawberries)	  September	   “Drinking”	  Party	   Beverages:	  soft	  drinks,	  juice	  &	  smoothies,	  teas,	  coffee,	  hot	  chocolate	  October	   Pumpkin	  Pie	  &	  Turkey	  Day	  Free	  samples	  (Pumpkin	  Soup,	  pumpkin	  pie,	  home-­‐style	  smoked	  turkey,	  stuffed	  turkey)	  	  Appendix	  L	  -­‐	  Pop-­‐Up	  Stand	  Locations	  Location	   Description	  Gold’s	  Gym	  University	  Marketplace	  Fitness	  gym	  located	  on	  UBC	  Campus.	  	  Includes	  a	  fitness	  studio	  and	  spinning	  room.	  	  Pop-­‐Up	  Stand	  Idea:	  -­‐ Sell	  fresh	  produce	  that	  are	  good	  for	  juicing	  -­‐ Provide	  juicing	  recipes	  -­‐ Set	  up	  a	  stand	  on	  Saturday	  7AM	  -­‐	  11AM	  to	  direct	  traffic	  to	  the	  UBC	  Farm	  The	  Hot	  Box	  Yoga	   Hot	  yoga	  studio	  located	  at	  Wesbrook	  Village.	  Pop-­‐Up	  Stand	  Idea:	  -­‐ Sell	  fresh	  produce	  that	  are	  good	  for	  juicing	  -­‐ Provide	  both	  juicing	  and	  snack	  recipes	  -­‐ Set	  up	  a	  stand	  on	  Saturday	  9AM	  -­‐	  11AM	  to	  direct	  traffic	  to	  the	  UBC	  Farm	  	   	  54 Academy	  Institute	  of	  Higher	  Stamina	  Fitness	  academy	  located	  along	  W	  10	  Avenue.	  Offers	  three	  types	  of	  training	  sessions:	  Fit,	  Ride,	  Yoga.	  Pop-­‐Up	  Stand	  Idea:	  -­‐ Promote	  the	  benefits	  of	  eating	  food	  that	  restores	  the	  body	  -­‐ Provide	  recipes	  for	  fast	  and	  healthy	  cooking	  	  -­‐ Set	  up	  a	  stand	  on	  Saturday	  9AM	  -­‐	  11AM	  to	  direct	  traffic	  to	  the	  UBC	  Farm	  Wholey	  Fit	  Inc.	   Located	  along	  Alma	  Street.	  Offers	  fitness	  (Tabata)	  classes	  and	  indoor	  cycling.	  Pop-­‐Up	  Stand	  Idea:	  -­‐ Promote	  foods	  that	  are	  good	  for	  weight	  loss	  and	  muscle	  gain	  -­‐ Provide	  recipes	  for	  fast	  and	  healthy	  cooking	  	  -­‐ Set	  up	  a	  stand	  on	  Friday	  5PM	  	  -­‐	  7PM	  or	  Saturday	  8AM	  -­‐	  11AM	  to	  direct	  traffic	  to	  the	  UBC	  Farm	  Pulse	  Cycling	  Studio	  Limited	   Located	  along	  W	  16	  Avenue.	  Focuses	  on	  indoor	  cycling.	  Pop-­‐Up	  Stand	  Idea:	  -­‐ Promote	  foods	  that	  are	  good	  for	  juicing	  -­‐ Provide	  snack	  or	  juicing	  recipes	  -­‐ Set	  up	  a	  stand	  on	  Friday	  5PM	  	  -­‐	  6PM	  to	  promote	  the	  UBC	  Farm	  Saturday	  Market	  Lobby	  Areas	  	  (Wesbrook	  Residential	  Housing)	  Wesbrook	  Village	  Apartments	  -­‐ Greenwood	  Commons	  -­‐ Mews	  -­‐ Granite	  Terrace	  -­‐ Village	  Square	  Note:	  Besides	  setting	  up	  a	  pop-­‐up	  stand	  inside	  the	  lobby	  area	  by	  the	  main	  entrance,	  another	  location	  is	  the	  area	  outside	  of	  these	  apartments.	  (i.e.	  where	  the	  summer	  events	  are	  held)	  Pop-­‐Up	  Stand	  Idea:	  -­‐ Promote	  “Today’s	  Daily	  Special”	  (i.e.	  Provide	  a	  list	  of	  produce	  that	  are	  in	  season	  or	  offered	  at	  a	  discount)	  -­‐ Provide	  fast	  and	  healthy	  recipes	  -­‐ Display	  an	  events	  calendar	  to	  indicate	  what	  events	  will	  take	  place	  at	  the	  UBC	  Farm	  Saturday	  Market	  	  -­‐ Set	  up	  a	  stand	  on	  Saturday	  9AM	  	  -­‐	  11AM	  to	  direct	  traffic	  to	  UBC	  Farm	  	  Appendix	  M:	  Facebook	  Posting	  Schedule	  	  Month	   Content	  June	   Sustainable	  +	  Community	  55 July	   Local	  +	  Community	  August	   Community	  +	  Sustainable	  September	   Sustainable	  +	  Local	  October	   Local	  +	  Community	  10	  posts	  for	  the	  season	  duration	  running	  from	  June	  to	  October	  	  (3	  Posts	  -­‐	  Sustainable,	  3	  Posts	  -­‐	  Local,	  4	  Posts	  -­‐	  Community)	  	  	  Appendix	  N:	  Facebook	  Posts’	  Content	  Categories	   Ad	  Ideas	  Sustainable:	  	  1. Market	  is	  located	  on	  a	  “Working	  Farm”	  that	  works	  towards	  building	  a	  sustainable	  living	  food	  system	  (pollination,	  medicinal	  plants,	  flowers,	  produce).	  2. As	  a	  “Working	  Farm”,	  UBC	  Farm	  strives	  to	  maintain	  and	  expand	  the	  living	  food	  system	  to	  ensure	  quality	  and	  long-­‐term	  sustainability.	  (i.e.	  renewable	  resources).	  3. UBC	  Farm	  has	  been	  used	  as	  research	  sites	  to	  support	  sustainable	  initiatives	  such	  as	  variety	  trials,	  crop	  improvement,	  breeding,	  stock	  seed	  production	  -­‐	  these	  seeds	  are	  grown	  into	  the	  produce	  sold	  at	  the	  market.	  	   	  56 Local:	  .	  1. From	  the	  research	  initiatives	  carried	  on-­‐site,	  UBC	  Farm	  promotes	  and	  markets	  BC-­‐Grown	  seed	  to	  BC	  farmers	  -­‐	  these	  seeds	  are	  grown	  locally	  to	  become	  the	  produce	  sold	  at	  the	  market.	  2. UBC	  Farm	  Saturday	  Market	  can	  guarantee	  that	  all	  its	  produce	  are	  grown	  locally	  at	  the	  farm.	  3. Through	  research	  initiatives	  conducted	  at	  the	  UBC	  Farm,	  customers	  can	  safely	  consumer	  different	  varieties	  of	  vegetables	  and	  fruits	  that	  are	  grown	  straight	  from	  the	  farm.	  	  Community:	   1. UBC	  Farm	  is	  an	  “Incubator	  Market”	  for	  new	  farmers	  (i.e.	  a	  starting	  point	  for	  new	  farmers	  to	  reach	  out	  to	  the	  community	  and	  sell	  their	  fresh	  produce)	  2. Saturday	  Market	  is	  located	  on	  the	  “UBC	  Farm	  Site”	  which	  offers	  community	  groups	  a	  chance	  to	  learn	  about	  the	  activities	  carried	  out	  at	  the	  farm	  -­‐	  links	  it	  to	  issues	  in	  biodiversity,	  education,	  sustainable	  agriculture,	  food	  systems,	  indigenous	  territory	  3. Save	  the	  Farm	  Campaign:	  prevented	  the	  land	  from	  being	  used	  for	  market	  housing.	  4. Everything	  sold	  at	  the	  market	  is	  ethically	  produced	  with	  consideration	  of	  the	  community:	  -­‐ Care	  about	  the	  farmers	  -­‐ Respect	  indigenous	  territory	  -­‐ Respect	  the	  land	  itself	  	  	   	  57 Appendix	  O:	  Suggested	  Content	  for	  Vancouver	  Magazine	  	  Vancouver	  Magazine	  Sections	   Content	  Suggestions	  Taste	   1. Provide	  recipes	  and	  cooking	  tips	  2. Recommend	  a	  restaurant	  that	  uses	  produce	  grown	  at	  the	  UBC	  Farm	  	  City	   1. Recommend	  specific	  types	  of	  food	  that	  are	  good	  for	  health	  and	  fitness	  Go	   1. Refer	  UBC	  Farm	  as	  the	  destination	  to	  go	  on	  a	  “Day	  Trip”	  or	  “Weekend	  Getaway”.	  (Provide	  a	  list	  of	  events	  or	  farm	  tours	  that	  people	  can	  take	  part	  in.)	  Best	  of	  the	  City	   1. Under	  the	  sub-­‐section	  “Stuff	  we	  love/Trending”,	  UBC	  Farm	  should	  send	  content	  that	  connects	  its	  product	  offerings	  to	  the	  latest	  health	  trends.	  Events	   1. Contact	  the	  media	  director	  to	  see	  if	  specific	  themed	  events	  can	  be	  included	  in	  Vancouver	  Magazine’s	  Events	  Calendar.	  51 Appendix	  P:	  Timeline	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	   	  51 Appendix	  Q:	  Budget	  	  	  	  51 	  


Citation Scheme:


Citations by CSL (citeproc-js)

Usage Statistics



Customize your widget with the following options, then copy and paste the code below into the HTML of your page to embed this item in your website.
                            <div id="ubcOpenCollectionsWidgetDisplay">
                            <script id="ubcOpenCollectionsWidget"
                            async >
IIIF logo Our image viewer uses the IIIF 2.0 standard. To load this item in other compatible viewers, use this url:


Related Items