{"Affiliation":[{"label":"Affiliation","value":"Other UBC","attrs":{"lang":"en","ns":"http:\/\/vivoweb.org\/ontology\/core#departmentOrSchool","classmap":"vivo:EducationalProcess","property":"vivo:departmentOrSchool"},"iri":"http:\/\/vivoweb.org\/ontology\/core#departmentOrSchool","explain":"VIVO-ISF Ontology V1.6 Property; The department or school name within institution; Not intended to be an institution name."}],"AggregatedSourceRepository":[{"label":"AggregatedSourceRepository","value":"DSpace","attrs":{"lang":"en","ns":"http:\/\/www.europeana.eu\/schemas\/edm\/dataProvider","classmap":"ore:Aggregation","property":"edm:dataProvider"},"iri":"http:\/\/www.europeana.eu\/schemas\/edm\/dataProvider","explain":"A Europeana Data Model Property; The name or identifier of the organization who contributes data indirectly to an aggregation service (e.g. Europeana)"}],"Campus":[{"label":"Campus","value":"UBCV","attrs":{"lang":"en","ns":"https:\/\/open.library.ubc.ca\/terms#degreeCampus","classmap":"oc:ThesisDescription","property":"oc:degreeCampus"},"iri":"https:\/\/open.library.ubc.ca\/terms#degreeCampus","explain":"UBC Open Collections Metadata Components; Local Field; Identifies the name of the campus from which the graduate completed their degree."}],"Contributor":[{"label":"Contributor","value":"University of British Columbia. Sustainability Office","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/contributor","classmap":"dpla:SourceResource","property":"dcterms:contributor"},"iri":"http:\/\/purl.org\/dc\/terms\/contributor","explain":"A Dublin Core Terms Property; An entity responsible for making contributions to the resource.; Examples of a Contributor include a person, an organization, or a service."}],"Creator":[{"label":"Creator","value":"Wong, Hazel","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/creator","classmap":"dpla:SourceResource","property":"dcterms:creator"},"iri":"http:\/\/purl.org\/dc\/terms\/creator","explain":"A Dublin Core Terms Property; An entity primarily responsible for making the resource.; Examples of a Contributor include a person, an organization, or a service."},{"label":"Creator","value":"McLean, Josh","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/creator","classmap":"dpla:SourceResource","property":"dcterms:creator"},"iri":"http:\/\/purl.org\/dc\/terms\/creator","explain":"A Dublin Core Terms Property; An entity primarily responsible for making the resource.; Examples of a Contributor include a person, an organization, or a service."},{"label":"Creator","value":"Lam, Lyndan","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/creator","classmap":"dpla:SourceResource","property":"dcterms:creator"},"iri":"http:\/\/purl.org\/dc\/terms\/creator","explain":"A Dublin Core Terms Property; An entity primarily responsible for making the resource.; Examples of a Contributor include a person, an organization, or a service."},{"label":"Creator","value":"Shan, Meiyu","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/creator","classmap":"dpla:SourceResource","property":"dcterms:creator"},"iri":"http:\/\/purl.org\/dc\/terms\/creator","explain":"A Dublin Core Terms Property; An entity primarily responsible for making the resource.; Examples of a Contributor include a person, an organization, or a service."},{"label":"Creator","value":"Chen, Mona","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/creator","classmap":"dpla:SourceResource","property":"dcterms:creator"},"iri":"http:\/\/purl.org\/dc\/terms\/creator","explain":"A Dublin Core Terms Property; An entity primarily responsible for making the resource.; Examples of a Contributor include a person, an organization, or a service."}],"DateAvailable":[{"label":"DateAvailable","value":"2017-04-12T17:58:42Z","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/issued","classmap":"edm:WebResource","property":"dcterms:issued"},"iri":"http:\/\/purl.org\/dc\/terms\/issued","explain":"A Dublin Core Terms Property; Date of formal issuance (e.g., publication) of the resource."}],"DateIssued":[{"label":"DateIssued","value":"2016-12-05","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/issued","classmap":"oc:SourceResource","property":"dcterms:issued"},"iri":"http:\/\/purl.org\/dc\/terms\/issued","explain":"A Dublin Core Terms Property; Date of formal issuance (e.g., publication) of the resource."}],"Description":[{"label":"Description","value":"The\r\npurpose\r\nof\r\nthis\r\nreport\r\nis\r\nto\r\nidentify\r\nand\r\noutline\r\nhow\r\nto\r\nimplement\r\nspecific\r\nmarketing\r\nstrategies\r\nthat\r\nwill\r\nhelp\r\nUBC\r\nFarm\r\nincrease\r\nsales\r\nrevenue\r\nfor\r\nall\r\nthe\r\nvendors\r\nat\r\nits\r\nSaturday\r\nfarmers\u2019\r\nmarket.\r\nThis\r\nwill\r\nserve\r\nto\r\nattract\r\nand\r\nretain\r\nvendors\r\nwho\r\nare\r\nlooking\r\nto\r\ngenerate\r\na\r\nprofit.\r\nIn\r\nreturn,\r\nby\r\nexpanding\r\nthe\r\nnumber\r\nof\r\nvendors\r\nat\r\nthe\r\nmarket,\r\nUBC\r\nFarm\r\ncan\r\ndiversify\r\nits\r\nproduct\r\nofferings\r\nfor\r\nits\r\nloyal\r\nand\r\ngrowing\r\ncustomer\r\nbase.\r\nThus,\r\nthis\r\nreport\r\nwill\r\naddress\r\nthe\r\nfollowing:\r\nidentify\r\nand\r\ntarget\r\nthe\r\nrelevant\r\ncustomer\r\nsegments;\r\nincrease\r\ncustomer\r\nfoot\r\ntraffic\r\nto\r\nUBC\r\nFarm;\r\nand\r\nincrease\r\ncustomer\r\nawareness\r\nabout\r\nUBC\r\nFarm\r\nas\r\na\r\ndistinct\r\nbrand.\r\nThe\r\nresearch\r\nalso\r\ncovers\r\nfour\r\naspects:\r\nusage\r\nand\r\nattitudes\r\nof\r\nconsumers\r\ntowards\r\nfarmers\u2019\r\nmarkets;\r\ncommunication\r\nchannels\r\nused\r\nby\r\nconsumers\r\nto\r\ngather\r\ninformation\r\nabout\r\ntheir\r\nfood\r\nand\r\ncommunity;\r\ndecision\r\nmaking\r\ntree\r\nof\r\na\r\nFarmers\u2019\r\nMarket\r\nAttendee\r\nversus\r\na\r\nGrocery\r\nShopper;\r\nas\r\nwell\r\nas\r\nUBC\r\nFarm\u2019s\r\ncurrent\r\npositioning\r\nin\r\nconsumers\u2019\r\nminds.\r\nBased\r\non\r\nthe\r\ncurrent\r\nfindings,\r\nUBC\r\nFarm\r\nSaturday\r\nMarket\r\nstands\r\nout\r\namongst\r\nits\r\ncompetitors\r\ndue\r\nto\r\nbeing\r\nlocated\r\non\r\na\r\nworking\r\nfarm.\r\nThis\r\ncontributing\r\nfactor\r\ninstills\r\na\r\nsense\r\nof\r\ntrust\r\nin\r\nits\r\nconsumers\r\nbecause\r\nthey\r\nknow\r\nthat\r\nthe\r\nproduce\r\ncome\r\nstraight\r\nfrom\r\nthe\r\nfarm.\r\nLeveraging\r\non\r\nthe\r\nglobal\r\ntrend\r\nin\r\nbecoming\r\nmore\r\nhealth-\u00adconscious\r\nand\r\nsustainable,\r\nUBC\r\nFarm\r\nhas\r\nthe\r\nright\r\nbrand\r\nimage\r\nthat\r\nencompasses\r\nsuch\r\nvalues\r\nas\r\nwell\r\nas\r\nbeing\r\nlocal,\r\norganic,\r\nand\r\nsustainable.\r\nAfter\r\nanalyzing\r\nresults\r\nfrom\r\nthe\r\nsurvey\r\nand\r\nsecondary\r\nresearch,\r\nthe\r\nthree\r\nrecommended\r\ntarget\r\nsegments\r\nfor\r\nUBC\r\nFarm\r\nare\r\nthe\r\nLoyal\r\nCustomers,\r\nOccasional\r\nCustomers,\r\nand\r\nFarmers\u2019\r\nMarket\r\nConsumers.\r\n\u201cLoyal\r\nCustomers\u201d\r\nwere\r\ndefined\r\nas\r\nattendees\r\nwho\r\nvisited\r\nthe\r\nSaturday\r\nMarket\r\n5\r\nor\r\nmore\r\ntimes\r\na\r\nyear.\r\n\u201cOccasional\r\nCustomers\u201d\r\ninclude\r\nattendees\r\nwho\r\nvisited\r\nthe\r\nSaturday\r\nMarket\r\n1\r\n\u2013\r\n4\r\ntimes\r\na\r\nyear.\r\nOn\r\nthe\r\nother\r\nhand,\r\n\u201cFarmers\u2019\r\nMarket\r\nConsumers\u201d\r\nare\r\npeople\r\nwho\r\nshop\r\nat\r\nfarmers\u2019\r\nmarkets,\r\nbut\r\nthey\r\nhave\r\nnever\r\nattended\r\nthe\r\nSaturday\r\nMarket\r\nand\r\nhave\r\nnever\r\nheard\r\nof\r\nUBC\r\nFarm.\r\nTailored\r\nspecifically\r\nto\r\nthese\r\nsegments,\r\nthere\r\nare\r\nthree\r\nSMART\r\nObjectives\r\nto\r\ntarget\r\neach\r\nsegment\r\nas\r\nwell\r\nas\r\none\r\nSMART\r\nObjective\r\nthat\r\nfocuses\r\non\r\nvendor\r\nattraction\r\nand\r\nretention.\r\nThe\r\nfirst\r\nobjective\r\nis\r\nto\r\nhave\r\nan\r\naverage\r\nof\r\n11\r\nor\r\nmore\r\nvendors,\r\neach\r\nfrom\r\ndifferent\r\nproduct\r\ncategories,\r\nat\r\nUBC\r\nFarm\r\nSaturday\r\nMarket\r\nfor\r\nthe\r\n2017\r\nseason.\r\nNext,\r\nthe\r\nsecond\r\nobjective\r\nis\r\nto\r\nincrease\r\nthe\r\nloyal\r\ncustomer\r\nbase\r\nby\r\n10%\r\nin\r\nFY\r\n2017\r\nvs.\r\nprior\r\nyear\r\nbased\r\non\r\nconversion\r\nof\r\noccasional\r\ncustomers.\r\nThe\r\nthird\r\nobjective\r\nis\r\nto\r\nincrease\r\nthe\r\naverage\r\nspend\r\nper\r\nvisit\r\nof\r\ncurrent\r\ncustomers\r\nat\r\nthe\r\nUBC\r\nFarm\r\nSaturday\r\nMarket\r\nby\r\n5%\r\nin\r\nthe\r\nFY\r\n2017\r\nvs\r\nprior\r\nyear.\r\nThe\r\nfinal\r\nobjective\r\nis\r\nto\r\ndrive\r\nattendance\r\nof\r\n20\r\nnew\r\ncustomers\r\non\r\naverage\r\nper\r\nSaturday\r\n\u2013\r\ntargeting\r\nthe\r\n\u201cFarmers\u2019\r\nMarket\r\nConsumers\u201d\r\nspecifically.\r\nThe\r\nlast\r\nthree\r\nobjectives\r\nwill\r\nbe\r\nmeasured\r\nby\r\nan\r\nannual\r\ncustomer\r\nsurvey\r\nconducted\r\nat\r\nthe\r\nend\r\nof\r\nthe\r\nfarmers\u2019\r\nmarket\r\nseason.\r\nThe\r\nstrategies\r\nand\r\ntactics,\r\nalong\r\nwith\r\nthe\r\nbudget\r\nand\r\ntimeline,\r\nare\r\ndetailed\r\nin\r\nthis\r\nreport\r\nto\r\nensure\r\nthat\r\nUBC\r\nFarm\r\nwill\r\nachieve\r\nits\r\ngoal. Disclaimer: \u201cUBC SEEDS 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 the SEEDS Coordinator about the current status of the subject matter of a project\/report.\u201d","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/description","classmap":"dpla:SourceResource","property":"dcterms:description"},"iri":"http:\/\/purl.org\/dc\/terms\/description","explain":"A Dublin Core Terms Property; An account of the resource.; Description may include but is not limited to: an abstract, a table of contents, a graphical representation, or a free-text account of the resource."}],"DigitalResourceOriginalRecord":[{"label":"DigitalResourceOriginalRecord","value":"https:\/\/circle.library.ubc.ca\/rest\/handle\/2429\/61202?expand=metadata","attrs":{"lang":"en","ns":"http:\/\/www.europeana.eu\/schemas\/edm\/aggregatedCHO","classmap":"ore:Aggregation","property":"edm:aggregatedCHO"},"iri":"http:\/\/www.europeana.eu\/schemas\/edm\/aggregatedCHO","explain":"A Europeana Data Model Property; The identifier of the source object, e.g. the Mona Lisa itself. This could be a full linked open date URI or an internal identifier"}],"FullText":[{"label":"FullText","value":" 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: \u201cUBC 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\u201d.0 \t \u00a0Dec 5th, 2016 MARKETING PLAN REPORT 1 \t \u00a0Table\t \u00a0of\t \u00a0Contents\t \u00a0 \t \u00a0I. Executive\t \u00a0Summary\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026\u2026\u2026\u2026..\u2026\u2026\u20263\t \u00a0II. Situation\t \u00a0Analysis\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u20264\t \u00a0A. Category\t \u00a0Definition\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026....4\t \u00a0B. Category\t \u00a0Analysis\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026\u2026\u2026\u2026\u2026..\u2026....5\t \u00a0C. Category\t \u00a0Factors:\t \u00a0Porter\u2019s\t \u00a0Five\t \u00a0Forces\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026.6\t \u00a0D. Environmental\t \u00a0factors\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..\u2026..\u2026.\u20267\t \u00a01. Economic\t \u00a02. Natural\t \u00a03. Cultural\t \u00a0\/\t \u00a0Social\t \u00a0E. Company\t \u00a0Analysis\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026.\u20269\t \u00a01. Current\t \u00a0Objectives\t \u00a02. Current\t \u00a0Positioning\t \u00a0and\t \u00a0Expected\t \u00a0Future\t \u00a0Strategies\t \u00a03. Vision\/Mission\t \u00a0and\t \u00a0Resources\t \u00a04. Key\t \u00a0Success\t \u00a0Factors\t \u00a0F. Customer\t \u00a0Analysis\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.12\t \u00a0\t \u00a01. Research\t \u00a0Methodology\t \u00a02. Summary\t \u00a0of\t \u00a0Customer\t \u00a0Research\t \u00a0Findings\t \u00a03. Summary\t \u00a0of\t \u00a0Vendor\t \u00a0Research\t \u00a0Findings\t \u00a0\t \u00a04. Segmentation:\t \u00a0Consumers\t \u00a05. Segmentation:\t \u00a0Vendors\t \u00a0G. Competitive\t \u00a0Analysis\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.19\t \u00a0\t \u00a01. Overview\t \u00a0\t \u00a02. Competition\t \u00a0Matrix\t \u00a03. Benchmark\t \u00a0Based\t \u00a0on\t \u00a0the\t \u00a0Matrix\t \u00a0H. Planning\t \u00a0Assumptions\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.23\t \u00a0I. SWOT\t \u00a0Analysis\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..24\t \u00a0III. Goal\t \u00a0and\t \u00a0Objectives\t \u00a0\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u202624\t \u00a0IV. Core\t \u00a0Strategy\u2026\u2026\u2026\u2026\u2026\u2026\u2026..\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.26\t \u00a0A. Recommended\t \u00a0Target\t \u00a0Markets\t \u00a0B. Recommended\t \u00a0Positioning\t \u00a0V. Marketing\t \u00a0Strategies\t \u00a0and\t \u00a0Supporting\t \u00a0Tactics\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.28\t \u00a0A. Objective\t \u00a01:\t \u00a0Have\t \u00a0an\t \u00a0average\t \u00a0of\t \u00a011\t \u00a0or\t \u00a0more\t \u00a0vendors,\t \u00a0each\t \u00a0from\t \u00a0different\t \u00a0product\t \u00a0categories,\t \u00a0at\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0for\t \u00a0the\t \u00a02017\t \u00a0season\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.28\t \u00a01. Strategy\t \u00a01.1\t \u00a0\u2013\t \u00a0Attract\t \u00a0new\t \u00a0vendors\t \u00a0to\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a01. Tactic\t \u00a01.1.A\t \u00a0Referral\t \u00a0program\t \u00a0amongst\t \u00a0existing\t \u00a0vendors\t \u00a02. Tactic\t \u00a01.1.B\t \u00a0Four\t \u00a0weeks\t \u00a0free\t \u00a0attendance\t \u00a0for\t \u00a0new\t \u00a0vendors\t \u00a03. Tactic\t \u00a01.1.C\t \u00a0Comprehensive\t \u00a0\u201cUBC\t \u00a0Farm\t \u00a0Guide\t \u00a0to\t \u00a0Vending\u201d\t \u00a02. Strategy\t \u00a01.2\t \u00a0\u2013\t \u00a0Retain\t \u00a0current\t \u00a0vendors\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a01. Tactic\t \u00a01.2.A\t \u00a0Vendors\t \u00a0posts\t \u00a0on\t \u00a0UBC\t \u00a0Farm\u2019s\t \u00a0communication\t \u00a0channels\t \u00a02 2. Tactic\t \u00a01.2.B\t \u00a0Healthy\t \u00a0recipes\t \u00a0with\t \u00a0products\t \u00a0from\t \u00a0multiple\t \u00a0vendors\t \u00a03. Tactic\t \u00a01.2.C\t \u00a0Waive\t \u00a0vendor\t \u00a0fee\t \u00a0every\t \u00a0fifth\t \u00a0consecutive\t \u00a0market\t \u00a0B. Objective\t \u00a02:\t \u00a0Increase\t \u00a0the\t \u00a0loyal\t \u00a0customer\t \u00a0base\t \u00a0(attend\t \u00a05\t \u00a0or\t \u00a0more\t \u00a0times\t \u00a0per\t \u00a0season)\t \u00a0by\t \u00a010%\t \u00a0in\t \u00a0FY\t \u00a02017\t \u00a0vs.\t \u00a0prior\t \u00a0year\t \u00a0based\t \u00a0on\t \u00a0conversion\t \u00a0of\t \u00a0occasional\t \u00a0customers,\t \u00a0as\t \u00a0measured\t \u00a0by\t \u00a0an\t \u00a0annual\t \u00a0customer\t \u00a0survey\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..30\t \u00a01. Strategy\t \u00a02.1\t \u00a0\u2013\t \u00a0Create\t \u00a0incentives\t \u00a0to\t \u00a0increase\t \u00a0number\t \u00a0of\t \u00a0returning\t \u00a0visits\t \u00a01. Tactic\t \u00a02.1.A\t \u00a0Stamp\t \u00a0card\t \u00a0reward\t \u00a0system\t \u00a02. Strategy\t \u00a02.2\t \u00a0\u2013\t \u00a0Organize\t \u00a0events\t \u00a0to\t \u00a0engage\t \u00a0occasional\t \u00a0customers\t \u00a01. Tactic\t \u00a02.2.A\t \u00a0Themed\t \u00a0events\t \u00a0for\t \u00a0seasonal\t \u00a0holidays\t \u00a02. Tactic\t \u00a02.2.B\t \u00a0Community\t \u00a0events\t \u00a0\t \u00a03. Tactic\t \u00a02.2.C\t \u00a0Promotional\t \u00a0campaign\t \u00a0through\t \u00a0Facebook\t \u00a0and\t \u00a0e-\u00ad\u2010Newsletter\t \u00a0C. Objective\t \u00a03:\t \u00a0Increase\t \u00a0the\t \u00a0average\t \u00a0spend\t \u00a0per\t \u00a0visit\t \u00a0of\t \u00a0current\t \u00a0customers\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0by\t \u00a05%\t \u00a0in\t \u00a0the\t \u00a0FY\t \u00a02017\t \u00a0vs\t \u00a0prior\t \u00a0year,\t \u00a0as\t \u00a0measured\t \u00a0by\t \u00a0an\t \u00a0annual\t \u00a0customer\t \u00a0survey\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u202633\t \u00a01. Strategy\t \u00a03.1\t \u00a0\u2013\t \u00a0Create\t \u00a0incentives\t \u00a0to\t \u00a0increase\t \u00a0average\t \u00a0expenditure\t \u00a0per\t \u00a0visit\t \u00a01. Tactic\t \u00a03.1.A\t \u00a0Monthly\t \u00a0contests\t \u00a02. Tactic\t \u00a03.1.B\t \u00a0Theme-\u00ad\u2010related\t \u00a0product\t \u00a0offerings\t \u00a0D. Objective\t \u00a04:\t \u00a0Drive\t \u00a0attendance\t \u00a0of\t \u00a020\t \u00a0new\t \u00a0customers\t \u00a0on\t \u00a0average\t \u00a0per\t \u00a0Saturday,\t \u00a0as\t \u00a0measured\t \u00a0by\t \u00a0an\t \u00a0annual\t \u00a0customer\t \u00a0survey.\t \u00a0(Farmers\u2019\t \u00a0markets\t \u00a0Consumers)\u2026\u2026\u2026\u2026\u2026.33\t \u00a01. Strategy\t \u00a04.1\t \u00a0\u2013\t \u00a0Educate\t \u00a0new\t \u00a0customers\t \u00a01. Tactic\t \u00a04.1.A\t \u00a0Set\t \u00a0up\t \u00a0a\t \u00a0pop-\u00ad\u2010up\t \u00a0stand\t \u00a02. Tactic\t \u00a04.1.B\t \u00a0Educational\t \u00a0digital\t \u00a0marketing\t \u00a0campaign\t \u00a02. Strategy\t \u00a04.2\t \u00a0\u2013\t \u00a0Public\t \u00a0relations\t \u00a0exposure\t \u00a01. Tactic\t \u00a04.2.A\t \u00a0Develop\t \u00a0an\t \u00a0events\t \u00a0calendar\t \u00a0and\t \u00a0a\t \u00a0media\t \u00a0kit\t \u00a02. Tactic\t \u00a04.2.B\t \u00a0Online\t \u00a0media\t \u00a0outreach\t \u00a0VI. Timeline\t \u00a0for\t \u00a0implementation\t \u00a0of\t \u00a0the\t \u00a0plan\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..\u202636\t \u00a0\t \u00a0VII. Budget\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026..\u202637\t \u00a0VIII. Monitors\t \u00a0&\t \u00a0Controls\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.39\t \u00a0\t \u00a0IX. Bibliography\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u202640\t \u00a0X. Appendices\u2026\t \u00a0\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026\u2026.43\t \u00a0\t \u00a0\t \u00a0 \t \u00a03 Executive\t \u00a0Summary\t \u00a0\t \u00a0The\t \u00a0purpose\t \u00a0of\t \u00a0this\t \u00a0report\t \u00a0is\t \u00a0to\t \u00a0identify\t \u00a0and\t \u00a0outline\t \u00a0how\t \u00a0to\t \u00a0implement\t \u00a0specific\t \u00a0marketing\t \u00a0strategies\t \u00a0that\t \u00a0will\t \u00a0help\t \u00a0UBC\t \u00a0Farm\t \u00a0increase\t \u00a0sales\t \u00a0revenue\t \u00a0for\t \u00a0all\t \u00a0the\t \u00a0vendors\t \u00a0at\t \u00a0its\t \u00a0Saturday\t \u00a0farmers\u2019\t \u00a0market.\t \u00a0This\t \u00a0will\t \u00a0serve\t \u00a0to\t \u00a0attract\t \u00a0and\t \u00a0retain\t \u00a0vendors\t \u00a0who\t \u00a0are\t \u00a0looking\t \u00a0to\t \u00a0generate\t \u00a0a\t \u00a0profit.\t \u00a0In\t \u00a0return,\t \u00a0by\t \u00a0expanding\t \u00a0the\t \u00a0number\t \u00a0of\t \u00a0vendors\t \u00a0at\t \u00a0the\t \u00a0market,\t \u00a0UBC\t \u00a0Farm\t \u00a0can\t \u00a0diversify\t \u00a0its\t \u00a0product\t \u00a0offerings\t \u00a0for\t \u00a0its\t \u00a0loyal\t \u00a0and\t \u00a0growing\t \u00a0customer\t \u00a0base.\t \u00a0Thus,\t \u00a0this\t \u00a0report\t \u00a0will\t \u00a0address\t \u00a0the\t \u00a0following:\t \u00a0identify\t \u00a0and\t \u00a0target\t \u00a0the\t \u00a0relevant\t \u00a0customer\t \u00a0segments;\t \u00a0increase\t \u00a0customer\t \u00a0foot\t \u00a0traffic\t \u00a0to\t \u00a0UBC\t \u00a0Farm;\t \u00a0and\t \u00a0increase\t \u00a0customer\t \u00a0awareness\t \u00a0about\t \u00a0UBC\t \u00a0Farm\t \u00a0as\t \u00a0a\t \u00a0distinct\t \u00a0brand.\t \u00a0\t \u00a0The\t \u00a0research\t \u00a0also\t \u00a0covers\t \u00a0four\t \u00a0aspects:\t \u00a0usage\t \u00a0and\t \u00a0attitudes\t \u00a0of\t \u00a0consumers\t \u00a0towards\t \u00a0farmers\u2019\t \u00a0markets;\t \u00a0communication\t \u00a0channels\t \u00a0used\t \u00a0by\t \u00a0consumers\t \u00a0to\t \u00a0gather\t \u00a0information\t \u00a0about\t \u00a0their\t \u00a0food\t \u00a0and\t \u00a0community;\t \u00a0\t \u00a0decision\t \u00a0making\t \u00a0tree\t \u00a0of\t \u00a0a\t \u00a0Farmers\u2019\t \u00a0Market\t \u00a0Attendee\t \u00a0versus\t \u00a0a\t \u00a0Grocery\t \u00a0Shopper;\t \u00a0as\t \u00a0well\t \u00a0as\t \u00a0UBC\t \u00a0Farm\u2019s\t \u00a0current\t \u00a0positioning\t \u00a0in\t \u00a0consumers\u2019\t \u00a0minds.\t \u00a0\t \u00a0Based\t \u00a0on\t \u00a0the\t \u00a0current\t \u00a0findings,\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0stands\t \u00a0out\t \u00a0amongst\t \u00a0its\t \u00a0competitors\t \u00a0due\t \u00a0to\t \u00a0being\t \u00a0located\t \u00a0on\t \u00a0a\t \u00a0working\t \u00a0farm.\t \u00a0This\t \u00a0contributing\t \u00a0factor\t \u00a0instills\t \u00a0a\t \u00a0sense\t \u00a0of\t \u00a0trust\t \u00a0in\t \u00a0its\t \u00a0consumers\t \u00a0because\t \u00a0they\t \u00a0know\t \u00a0that\t \u00a0the\t \u00a0produce\t \u00a0come\t \u00a0straight\t \u00a0from\t \u00a0the\t \u00a0farm.\t \u00a0Leveraging\t \u00a0on\t \u00a0the\t \u00a0global\t \u00a0trend\t \u00a0in\t \u00a0becoming\t \u00a0more\t \u00a0health-\u00ad\u2010conscious\t \u00a0and\t \u00a0sustainable,\t \u00a0UBC\t \u00a0Farm\t \u00a0has\t \u00a0the\t \u00a0right\t \u00a0brand\t \u00a0image\t \u00a0that\t \u00a0encompasses\t \u00a0such\t \u00a0values\t \u00a0as\t \u00a0well\t \u00a0as\t \u00a0being\t \u00a0local,\t \u00a0organic,\t \u00a0and\t \u00a0sustainable.\t \u00a0\t \u00a0After\t \u00a0analyzing\t \u00a0results\t \u00a0from\t \u00a0the\t \u00a0survey\t \u00a0and\t \u00a0secondary\t \u00a0research,\t \u00a0the\t \u00a0three\t \u00a0recommended\t \u00a0target\t \u00a0segments\t \u00a0for\t \u00a0UBC\t \u00a0Farm\t \u00a0are\t \u00a0the\t \u00a0Loyal\t \u00a0Customers,\t \u00a0Occasional\t \u00a0Customers,\t \u00a0and\t \u00a0Farmers\u2019\t \u00a0Market\t \u00a0Consumers.\t \u00a0\u201cLoyal\t \u00a0Customers\u201d\t \u00a0were\t \u00a0defined\t \u00a0as\t \u00a0attendees\t \u00a0who\t \u00a0visited\t \u00a0the\t \u00a0Saturday\t \u00a0Market\t \u00a05\t \u00a0or\t \u00a0more\t \u00a0times\t \u00a0a\t \u00a0year.\t \u00a0\u201cOccasional\t \u00a0Customers\u201d\t \u00a0include\t \u00a0attendees\t \u00a0who\t \u00a0visited\t \u00a0the\t \u00a0Saturday\t \u00a0Market\t \u00a01\t \u00a0\u2013\t \u00a04\t \u00a0times\t \u00a0a\t \u00a0year.\t \u00a0On\t \u00a0the\t \u00a0other\t \u00a0hand,\t \u00a0\u201cFarmers\u2019\t \u00a0Market\t \u00a0Consumers\u201d\t \u00a0are\t \u00a0people\t \u00a0who\t \u00a0shop\t \u00a0at\t \u00a0farmers\u2019\t \u00a0markets,\t \u00a0but\t \u00a0they\t \u00a0have\t \u00a0never\t \u00a0attended\t \u00a0the\t \u00a0Saturday\t \u00a0Market\t \u00a0and\t \u00a0have\t \u00a0never\t \u00a0heard\t \u00a0of\t \u00a0UBC\t \u00a0Farm.\t \u00a0\t \u00a0Tailored\t \u00a0specifically\t \u00a0to\t \u00a0these\t \u00a0segments,\t \u00a0there\t \u00a0are\t \u00a0three\t \u00a0SMART\t \u00a0Objectives\t \u00a0to\t \u00a0target\t \u00a0each\t \u00a0segment\t \u00a0as\t \u00a0well\t \u00a0as\t \u00a0one\t \u00a0SMART\t \u00a0Objective\t \u00a0that\t \u00a0focuses\t \u00a0on\t \u00a0vendor\t \u00a0attraction\t \u00a0and\t \u00a0retention.\t \u00a0The\t \u00a0first\t \u00a0objective\t \u00a0is\t \u00a0to\t \u00a0have\t \u00a0an\t \u00a0average\t \u00a0of\t \u00a011\t \u00a0or\t \u00a0more\t \u00a0vendors,\t \u00a0each\t \u00a0from\t \u00a0different\t \u00a0product\t \u00a0categories,\t \u00a0at\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0for\t \u00a0the\t \u00a02017\t \u00a0season.\t \u00a0Next,\t \u00a0the\t \u00a0second\t \u00a0objective\t \u00a0is\t \u00a0to\t \u00a0increase\t \u00a0the\t \u00a0loyal\t \u00a0customer\t \u00a0base\t \u00a0by\t \u00a010%\t 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\u00a0growth\t \u00a0from\t \u00a0the\t \u00a0current\t \u00a0four\t \u00a0to\t \u00a015\t \u00a0\u201ccommunity\t \u00a0food\t \u00a0markets\u201d\t \u00a0by\t \u00a02020.\t \u00a0Unlike\t \u00a0farmers\u2019\t \u00a0markets,\t \u00a0it\t \u00a0cannot\t \u00a0exceed\t \u00a010\t \u00a0vendors\t \u00a0in\t \u00a0order\t \u00a0to\t \u00a0minimize\t \u00a0neighbourhood\t \u00a0impacts.\t \u00a0However,\t \u00a0the\t \u00a0main\t \u00a0point\t \u00a0of\t \u00a0differentiation\t \u00a0is\t \u00a0that\t \u00a0a\t \u00a0community\t \u00a0food\t \u00a0market\t \u00a0is\t \u00a0a\t \u00a0mandatory\t \u00a0non-\u00ad\u2010profit\t \u00a0operation\t \u00a0that\t \u00a0addresses\t \u00a0food\t \u00a0affordability\t \u00a0and\t \u00a0accessibility,\t \u00a0in\t \u00a0which\t \u00a0it\t \u00a0competes\t \u00a0directly\t \u00a0with\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0on\t \u00a0the\t \u00a0basis\t \u00a0of\t \u00a0offering\t \u00a0local\t \u00a0foods\t \u00a0at\t \u00a0lower\t 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\u00a0and\t \u00a0Trout\t \u00a0Lake\t \u00a0Farmers\u2019\t \u00a0Market),\t \u00a0in\t \u00a0which\t \u00a0these\t \u00a0markets\t \u00a0offer\t \u00a0higher\t \u00a0foot\t \u00a0traffic\t \u00a0than\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market.\t \u00a0\t \u00a0Buyers\t \u00a0have\t \u00a0significant\t \u00a0bargaining\t \u00a0power\t \u00a0because\t \u00a0consumers\t \u00a0can\t \u00a0shop\t \u00a0at\t \u00a0competing\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0that\t \u00a0take\t \u00a0place\t \u00a0on\t \u00a0Saturdays\t \u00a0and\t \u00a0are\t \u00a0generally\t \u00a0more\t \u00a0accessible\t \u00a0than\t \u00a0UBC\t \u00a0Farm.\t \u00a0In\t \u00a0addition,\t \u00a0consumers\t \u00a0can\t \u00a0purchase\t \u00a0similar\t \u00a0items\t \u00a0at\t \u00a0lower\t \u00a0prices\t \u00a0from\t \u00a0large\t \u00a0grocery\t \u00a0retailers\t \u00a0or\t \u00a0neighbourhood\t \u00a0stores,\t \u00a0which\t \u00a0offer\t \u00a0more\t \u00a0convenient\t 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\u00a0make\t \u00a0natural\t \u00a0environmental\t \u00a0factors\t \u00a0a\t \u00a0huge\t \u00a0concern,\t \u00a0as\t \u00a0inclement\t \u00a0weather\t \u00a0can\t \u00a0greatly\t \u00a0decrease\t \u00a0consumers\u2019\t \u00a0likelihood\t \u00a0to\t \u00a0attend\t \u00a0the\t \u00a0market.\t \u00a0A\t \u00a0few\t \u00a0hours\t \u00a0of\t \u00a0bad\t \u00a0weather\t \u00a0can\t \u00a0thereby\t \u00a0negatively\t \u00a0affect\t \u00a0the\t \u00a0entire\t \u00a0week\u2019s\t \u00a0profitability.\t \u00a0\t \u00a0\t \u00a0Furthermore,\t \u00a0farmers\u2019\t \u00a0market\t \u00a0vendors\t \u00a0predominantly\t \u00a0offer\t \u00a0fresh\t \u00a0produce\t \u00a0and\t \u00a0other\t \u00a0natural\t \u00a0goods.\t \u00a0A\t \u00a0strong\t \u00a0growing\t \u00a0season\t \u00a0is\t \u00a0required\t \u00a0in\t \u00a0order\t \u00a0to\t \u00a0yield\t \u00a0sufficient\t \u00a0supply\t \u00a0for\t \u00a0the\t \u00a0short\t \u00a0market\t \u00a0season.\t \u00a0In\t \u00a0general,\t \u00a0farmers\u2019\t \u00a0market\t \u00a0vendors\t \u00a0operate\t \u00a0on\t \u00a0a\t \u00a0small\t \u00a0scale.\t \u00a0They\t \u00a0may\t \u00a0not\t \u00a0have\t \u00a0the\t \u00a0infrastructure\t \u00a0or\t \u00a0the\t \u00a0technical\t \u00a0know-\u00ad\u2010how\t \u00a0to\t \u00a0protect\t \u00a0against\t \u00a0an\t \u00a0unfavourable\t \u00a0growing\t \u00a0season.\t \u00a0\t \u00a0Cultural\t \u00a0and\t \u00a0Social:\t \u00a0Farmers\u2019\t \u00a0markets\t \u00a0are\t \u00a0enjoying\t \u00a0sales\t \u00a0growth,\t \u00a0due\t \u00a0in\t \u00a0part\t \u00a0to\t \u00a0a\t \u00a0resurgence\t \u00a0in\t \u00a0the\t \u00a0mindset\t \u00a0that\t \u00a0the\t \u00a0journey\t \u00a0from\t \u00a0farm\t \u00a0to\t \u00a0plate\t \u00a0should\t \u00a0be\t \u00a0as\t \u00a0direct\t \u00a0as\t \u00a0possible.\t \u00a0The\t \u00a0\u201clocal\t \u00a0food\t \u00a0movement\u201d\t \u00a0is\t \u00a0gaining\t \u00a0popularity\t \u00a0and\t \u00a0the\t \u00a0Value\t \u00a0Chain\t \u00a0Management\t \u00a0Centre\t \u00a0suggests\t \u00a0that\t \u00a0consumers\t \u00a0are\t \u00a0becoming\t \u00a0more\t \u00a0health-\u00ad\u2010conscious.\t \u00a0These\t \u00a0growing\t \u00a0cultural\t \u00a0trends\t \u00a0may\t \u00a0plateau\t \u00a0or\t \u00a0even\t \u00a0decline\t \u00a0in\t \u00a0the\t \u00a0future.\t \u00a0\t \u00a0\t \u00a0 \t \u00a09 Company\t \u00a0Analysis\t \u00a0Current\t \u00a0Objectives\t \u00a0The\t \u00a0overall\t \u00a0goal\t \u00a0for\t \u00a0UBC\t \u00a0Farm\t \u00a0is\t \u00a0to\t \u00a0increase\t \u00a0sales\t \u00a0revenue\t \u00a0for\t \u00a0its\t \u00a0Saturday\t \u00a0Farmers\u2019\t \u00a0Market.\t \u00a0Specifically,\t \u00a0the\t \u00a0main\t \u00a0focus\t \u00a0is\t \u00a0to\t \u00a0ensure\t \u00a0that\t \u00a0all\t \u00a0the\t \u00a0vendors\t \u00a0at\t \u00a0the\t \u00a0Saturday\t \u00a0Market\t \u00a0will\t \u00a0generate\t \u00a0a\t \u00a0profit.\t \u00a0In\t \u00a0order\t \u00a0to\t \u00a0meet\t \u00a0this\t \u00a0goal,\t 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Identify\t \u00a0and\t \u00a0target\t \u00a0the\t \u00a0relevant\t \u00a0customer\t \u00a0segments.\t \u00a02. Increase\t \u00a0customer\t \u00a0foot\t \u00a0traffic\t \u00a0to\t \u00a0UBC\t \u00a0Farm.\t \u00a03. Increase\t \u00a0customer\t \u00a0awareness\t \u00a0about\t \u00a0UBC\t \u00a0Farm\t \u00a0as\t \u00a0a\t \u00a0distinct\t \u00a0brand.\t \u00a0\t \u00a0Current\t \u00a0Positioning\t \u00a0and\t \u00a0Expected\t \u00a0Future\t \u00a0Strategies\t \u00a0Product\t \u00a0The\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0sells\t \u00a0250\t \u00a0varieties\t \u00a0of\t \u00a0vegetables,\t \u00a0fruits,\t \u00a0eggs,\t \u00a0herbs,\t \u00a0honey\t \u00a0and\t \u00a0flowers.\t \u00a0This\t \u00a0is\t \u00a0complemented\t \u00a0by\t \u00a0products\t \u00a0sold\t \u00a0by\t \u00a0local\t \u00a0vendors,\t \u00a0which\t \u00a0includes\t \u00a0local\t \u00a0food\t \u00a0grown\t \u00a0by\t \u00a0farmers\t \u00a0and\t \u00a0products\t \u00a0locally\t \u00a0made\t \u00a0by\t \u00a0bakers\t \u00a0and\t \u00a0artists.\t \u00a0\t \u00a0At\t \u00a0this\t \u00a0stage,\t \u00a0the\t \u00a0market\t \u00a0continues\t \u00a0to\t \u00a0expand\t \u00a0and\t \u00a0it\t \u00a0is\t \u00a0looking\t \u00a0for\t \u00a0additional\t \u00a0vendors\t \u00a0who\t \u00a0sell\t \u00a0complementary\t \u00a0products\t \u00a0such\t \u00a0as\t \u00a0the\t \u00a0following:\t \u00a0\t \u00a0\u25cf Produce\t \u00a0\u25cf Cheese\/Dairy\t \u00a0\u25cf Meat\/Seafood\t \u00a0\u25cf Mushrooms\t \u00a0\u25cf Honey\t \u00a0\u25cf Prepared\t \u00a0food\t \u00a0\u25cf Coffee,\t \u00a0tea,\t \u00a0beverages\t \u00a0\u25cf Whole\t \u00a0Grains\/Flour\t \u00a0\u25cf Craft\t \u00a0products\t \u00a0(soap\t \u00a0products,\t \u00a0knitwear,\t \u00a0jewelry,\t \u00a0wood\t \u00a0crafts,\t \u00a0pottery,\t \u00a0etc.)\t \u00a0\u25cf Nursery\t \u00a0products\t \u00a0\u25cf Service\t \u00a0vendors\t \u00a0(knife\t \u00a0sharpening,\t \u00a0massage,\t \u00a0bike\t \u00a0repairs,\t \u00a0etc.)\t \u00a0Refer\t \u00a0to\t \u00a0Appendix\t \u00a0A\t \u00a0for\t \u00a0a\t \u00a0comparison\t \u00a0of\t \u00a0the\t \u00a0product\t \u00a0mix\t \u00a0offered\t \u00a0by\t \u00a0UBC\t \u00a0Farm\t \u00a0and\t \u00a0its\t \u00a0competitors.\t \u00a0\t \u00a0Pricing\t \u00a0In\t \u00a0comparison\t \u00a0to\t \u00a0other\t \u00a0local\t \u00a0farmers\u2019\t \u00a0markets,\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0offers\t \u00a0competitive\t \u00a0pricing.\t \u00a0It\t \u00a0has\t \u00a0been\t \u00a0noted\t \u00a0that\t \u00a0products\t \u00a0sold\t \u00a0at\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0are\t \u00a0slightly\t \u00a0more\t \u00a0expensive\t \u00a0than\t \u00a0standard\t \u00a0grocery\t \u00a0stores\t \u00a0and\t \u00a0supermarkets.\t \u00a0Nonetheless,\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0and\t \u00a0other\t \u00a0grocery\t \u00a0stores\t \u00a0have\t \u00a0a\t \u00a0similar\t \u00a0price\t \u00a0range\t \u00a0for\t \u00a0staple\t \u00a0products\t \u00a0such\t \u00a0as\t \u00a0fruits\t \u00a0and\t \u00a0vegetables.\t \u00a0In\t \u00a0fact,\t \u00a0Whole\t \u00a0Foods\t \u00a0has\t \u00a0the\t \u00a0highest\t \u00a0overall\t 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\u00a0behaviour\t \u00a0of\t \u00a0these\t \u00a0consumers\t \u00a0with\t \u00a0regards\t \u00a0to\t \u00a0farmers\u2019\t \u00a0markets.\t \u00a0One\t \u00a0aspect\t \u00a0that\t \u00a0this\t \u00a0research\t \u00a0had\t \u00a0focused\t \u00a0on\t \u00a0were\t \u00a0consumers\t \u00a0who\t \u00a0lived\t \u00a0close\t \u00a0to\t \u00a0UBC\t \u00a0Farm\t \u00a0but\t \u00a0did\t \u00a0not\t \u00a0attend\t \u00a0the\t \u00a0Saturday\t \u00a0market.\t \u00a0The\t \u00a0goal\t \u00a0was\t \u00a0to\t \u00a0better\t \u00a0understand\t \u00a0the\t \u00a0obstacles\t \u00a0that\t \u00a0inhibit\t \u00a0this\t \u00a0specific\t \u00a0group\t \u00a0of\t \u00a0consumers\t \u00a0from\t \u00a0visiting\t \u00a0UBC\t \u00a0Farm.\t \u00a0Based\t \u00a0on\t \u00a0the\t \u00a0information\t \u00a0collected\t \u00a0from\t \u00a0the\t \u00a0primary\t \u00a0research,\t \u00a0a\t \u00a0marketing\t \u00a0strategy\t \u00a0was\t \u00a0devised\t \u00a0with\t \u00a0the\t \u00a0intent\t \u00a0to\t \u00a0increase\t 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\u00a0at\t \u00a0UBC\t \u00a0Farm,\t \u00a0other\t \u00a0local\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0around\t \u00a0the\t \u00a0area,\t \u00a0grocery\t \u00a0stores\t \u00a0near\t \u00a0UBC,\t \u00a0and\t \u00a0residential\t \u00a0housing.\t \u00a0Specifically,\t \u00a0the\t \u00a0survey\t \u00a0involved\t \u00a0individuals\t \u00a0who\t \u00a0shopped\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market,\t \u00a0Trout\t \u00a0Lake\t \u00a0Farmers\u2019\t \u00a0Markets,\t \u00a0Downtown\t \u00a0Farmers\u2019\t \u00a0Market,\t \u00a0Kitsilano\t \u00a0Farmers\u2019\t \u00a0Market;\t \u00a0as\t \u00a0well\t \u00a0as\t \u00a0grocery\t \u00a0stores\t \u00a0and\t \u00a0residential\t \u00a0areas\t \u00a0near\t \u00a0UBC\t \u00a0such\t \u00a0as\t \u00a0Save-\u00ad\u2010on-\u00ad\u2010Foods\t \u00a0and\t \u00a0apartments\t \u00a0located\t \u00a0at\t \u00a0Wesbrook\t \u00a0Village.\t \u00a0The\t \u00a0survey\t \u00a0collected\t \u00a0information\t \u00a0on\t \u00a0a\t \u00a0total\t \u00a0of\t \u00a0125\t \u00a0participants.\t \u00a0\t \u00a0\t \u00a0The\t \u00a0main\t \u00a0limitation\t \u00a0of\t \u00a0this\t \u00a0research\t \u00a0was\t \u00a0the\t \u00a0portion\t \u00a0of\t \u00a0data\t \u00a0collection\t \u00a0that\t \u00a0required\t \u00a0responses\t \u00a0to\t \u00a0be\t \u00a0collected\t \u00a0in-\u00ad\u2010person.\t \u00a0Since\t \u00a0the\t \u00a0survey\t \u00a0link\t \u00a0cannot\t \u00a0be\t \u00a0sent\t \u00a0out\t \u00a0to\t \u00a0consumers\t \u00a0attending\t \u00a0other\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0or\t \u00a0to\t \u00a0consumers\t \u00a0living\t \u00a0within\t \u00a0the\t \u00a0UBC\t \u00a0area,\t \u00a0the\t \u00a0sample\t \u00a0size\t \u00a0of\t \u00a0this\t \u00a0type\t \u00a0of\t \u00a0consumers\t \u00a0was\t \u00a0limited\t \u00a0in\t \u00a0comparison\t \u00a0to\t \u00a0the\t \u00a0number\t \u00a0of\t \u00a0responses\t \u00a0received\t \u00a0from\t \u00a0individuals\t \u00a0who\t \u00a0attended\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market.\t \u00a0As\t \u00a0a\t \u00a0result,\t \u00a0the\t \u00a0descriptions\t \u00a0of\t \u00a0individuals\t \u00a0who\t \u00a0do\t \u00a0not\t \u00a0attend\t \u00a0farmers\u2019\t \u00a0market\t \u00a0(or\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market)\t \u00a0may\t \u00a0not\t \u00a0be\t \u00a0as\t \u00a0representative.\t \u00a0\t \u00a0Summary\t \u00a0of\t \u00a0Customer\t \u00a0Research\t \u00a0Findings\t \u00a0Our\t \u00a0team\t \u00a0collected\t \u00a0a\t \u00a0total\t \u00a0of\t \u00a0125\t \u00a0survey\t \u00a0responses\t \u00a0from\t \u00a0both\t \u00a0online\t \u00a0and\t \u00a0in-\u00ad\u2010person\t \u00a0data\t \u00a0collection\t \u00a0during\t \u00a0a\t \u00a0two\t \u00a0week\t \u00a0period\t \u00a0in\t \u00a0late\t \u00a0October.\t \u00a0100\t \u00a0of\t \u00a0those\t \u00a0respondents\t \u00a0were\t \u00a0aware\t \u00a0of\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market,\t \u00a0though\t \u00a0their\t \u00a0relationship\t \u00a0with\t \u00a0the\t \u00a0market\t \u00a0varied\t \u00a0from\t \u00a0being\t \u00a0very\t \u00a0frequent\t \u00a0customers\t \u00a013 to\t \u00a0having\t \u00a0heard\t \u00a0of\t \u00a0the\t \u00a0market\t \u00a0but\t \u00a0never\t \u00a0attended.\t \u00a0Therefore,\t \u00a0the\t \u00a0consumers\t \u00a0that\t \u00a0we\t \u00a0grouped\t \u00a0into\t \u00a0segments\t \u00a0based\t \u00a0on\t \u00a0their\t \u00a0lack\t \u00a0of\t \u00a0awareness\t \u00a0for\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0are\t \u00a0underrepresented.\t \u00a0\t \u00a0\t \u00a0Demographic\t \u00a0|\t \u00a0The\t \u00a0majority\t \u00a0of\t \u00a0our\t \u00a0respondents\t \u00a0were\t \u00a0female\t \u00a0(73%)\t \u00a0and\t \u00a0overall\t \u00a0the\t \u00a0ages\t \u00a0of\t \u00a0our\t \u00a0respondents\t \u00a0fell\t \u00a0within\t \u00a0the\t \u00a018\t \u00a0to\t \u00a024\t \u00a0year\t \u00a0old\t \u00a0age\t \u00a0range\t \u00a0(28%),\t \u00a025\t \u00a0to\t \u00a034\t \u00a0age\t \u00a0range\t \u00a0(22%),\t \u00a0and\t \u00a035\t \u00a0to\t \u00a044\t \u00a0year\t \u00a0old\t \u00a0age\t \u00a0range\t \u00a0(17.6%).\t \u00a0Most\t \u00a0of\t \u00a0our\t \u00a0survey\t \u00a0respondents\t \u00a0had\t \u00a0income\t \u00a0levels\t \u00a0that\t \u00a0were\t \u00a0in\t \u00a0the\t \u00a0lower\t \u00a0end\t \u00a0of\t \u00a0the\t \u00a0income\t \u00a0range\t \u00a0of\t \u00a0our\t \u00a0survey\t \u00a0(under\t \u00a0$125,000\t \u00a0household\t \u00a0annual\t \u00a0income),\t \u00a0although\t \u00a0it\t \u00a0is\t \u00a0important\t \u00a0to\t \u00a0also\t \u00a0note\t \u00a0that\t \u00a0around\t \u00a038.4%\t \u00a0of\t \u00a0our\t \u00a0survey\t \u00a0respondents\t \u00a0were\t \u00a0UBC\t \u00a0students,\t \u00a0who\t \u00a0are\t \u00a0not\t \u00a0currently\t \u00a0at\t \u00a0the\t \u00a0stage\t \u00a0where\t \u00a0they\t \u00a0would\t \u00a0be\t \u00a0earning\t \u00a0high\t \u00a0income\t \u00a0every\t \u00a0year.\t \u00a0This\t \u00a0insight\t \u00a0may\t \u00a0also\t \u00a0contribute\t \u00a0to\t \u00a0why\t \u00a0the\t \u00a0largest\t \u00a0age\t \u00a0group\t \u00a0out\t \u00a0of\t \u00a0our\t \u00a0survey\t \u00a0respondents\t \u00a0were\t \u00a018\t \u00a0to\t \u00a024\t \u00a0years\t \u00a0old.\t \u00a0We\t \u00a0also\t \u00a0asked\t \u00a0our\t \u00a0survey\t \u00a0respondents\t \u00a0to\t \u00a0describe\t \u00a0their\t \u00a0marital\t \u00a0status,\t \u00a0which\t \u00a0was\t \u00a0split\t \u00a0up\t \u00a0into\t \u00a0four\t \u00a0categories\t \u00a0with\t \u00a0combinations\t \u00a0of\t \u00a0whether\t \u00a0or\t \u00a0not\t \u00a0they\t \u00a0are\t \u00a0married\t \u00a0and\t \u00a0whether\t \u00a0or\t \u00a0not\t \u00a0they\t \u00a0were\t \u00a0living\t \u00a0alone\t \u00a0or\t \u00a0with\t \u00a0others\t \u00a0such\t \u00a0as\t \u00a0roommates\t \u00a0and\t \u00a0children.\t \u00a0Our\t \u00a0overall\t \u00a0responses\t \u00a0had\t \u00a0about\t \u00a0an\t \u00a0equal\t \u00a0number\t \u00a0of\t \u00a0responses\t \u00a0for\t \u00a0each\t \u00a0type\t \u00a0of\t \u00a0marital\t \u00a0status,\t \u00a0therefore\t \u00a0each\t \u00a0category\t \u00a0was\t \u00a0well\t \u00a0represented.\t \u00a0Since\t \u00a0our\t \u00a0group\t \u00a0aimed\t \u00a0to\t \u00a0gain\t \u00a0insights\t \u00a0from\t \u00a0those\t \u00a0who\t \u00a0lived\t \u00a0near\t \u00a0UBC\t \u00a0Farm,\t \u00a0it\t \u00a0was\t \u00a0expected\t \u00a0that\t \u00a0the\t \u00a0majority\t \u00a0of\t \u00a0our\t \u00a0consumers\t \u00a0lived\t \u00a0on\t \u00a0UBC\t \u00a0campus,\t \u00a0Wesbrook\t \u00a0Village,\t \u00a0and\t \u00a0West\t \u00a0Point\t \u00a0Grey.\t \u00a0\t \u00a0\t \u00a0Attitudes\t \u00a0Towards\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0|\t \u00a0When\t \u00a0we\t \u00a0asked\t \u00a0respondents\t \u00a0to\t \u00a0freely\t \u00a0name\t \u00a0the\t \u00a0top\t \u00a0associations\t \u00a0that\t \u00a0come\t \u00a0to\t \u00a0mind\t \u00a0when\t \u00a0they\t \u00a0think\t \u00a0of\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0or\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0in\t \u00a0general\t \u00a0(the\t \u00a0prompt\t \u00a0differed\t \u00a0depending\t \u00a0on\t \u00a0which\t \u00a0branch\t \u00a0of\t \u00a0questions\t \u00a0the\t \u00a0respondent\t \u00a0received),\t \u00a0the\t \u00a0top\t \u00a0three\t \u00a0associations\t \u00a0were\t \u00a0organic,\t \u00a0local,\t \u00a0and\t \u00a0fresh\t \u00a0(Appendix\t \u00a0B).\t \u00a0The\t \u00a0consumer\t \u00a0segments,\t \u00a0which\t \u00a0we\t \u00a0will\t \u00a0describe\t \u00a0in\t \u00a0further\t \u00a0detail\t \u00a0below,\t \u00a0all\t \u00a0had\t \u00a0these\t \u00a0three\t \u00a0words\t \u00a0as\t \u00a0their\t \u00a0top\t \u00a0associations.\t \u00a0It\t \u00a0is\t \u00a0interesting\t \u00a0to\t \u00a0note\t \u00a0however\t \u00a0that\t \u00a0one\t \u00a0consumer\t \u00a0segment,\t \u00a0those\t \u00a0who\t \u00a0attend\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0five\t \u00a0or\t \u00a0more\t \u00a0times\t \u00a0a\t \u00a0season,\t \u00a0had\t \u00a0the\t \u00a0words\t \u00a0organic,\t \u00a0local,\t \u00a0and\t \u00a0friendly\/friends\t \u00a0as\t \u00a0their\t \u00a0top\t \u00a0associations,\t \u00a0and\t \u00a0the\t \u00a0word\t \u00a0fresh\t \u00a0was\t \u00a0in\t \u00a0fourth\t \u00a0place.\t \u00a0This\t \u00a0implies\t \u00a0that\t \u00a0those\t \u00a0who\t \u00a0are\t \u00a0loyal\t \u00a0to\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0are\t \u00a0also\t \u00a0connected\t \u00a0to\t \u00a0it\t \u00a0because\t \u00a0they\t \u00a0see\t \u00a0the\t \u00a0market\t \u00a0as\t \u00a0a\t \u00a0friendly\t \u00a0environment\t \u00a0or\t \u00a0a\t \u00a0place\t \u00a0to\t \u00a0enjoy\t \u00a0the\t \u00a0company\t \u00a0of\t \u00a0friends.\t \u00a0\t \u00a0\t \u00a0The\t \u00a0top\t \u00a0factors\t \u00a0that\t \u00a0we\t \u00a0found\t \u00a0were\t \u00a0the\t \u00a0biggest\t \u00a0influencers\t \u00a0of\t \u00a0a\t \u00a0consumer\u2019s\t \u00a0choice\t \u00a0in\t \u00a0attending\t \u00a0a\t \u00a0farmers\u2019\t \u00a0market\t \u00a0were\t \u00a0how\t \u00a0much\t \u00a0the\t \u00a0market\t \u00a0was\t \u00a0committed\t \u00a0to\t \u00a0being\t \u00a0sustainable,\t \u00a0local,\t \u00a0and\t \u00a0organic,\t \u00a0the\t \u00a0quality\t \u00a0of\t \u00a0the\t \u00a0food\t \u00a0sold\t \u00a0at\t \u00a0the\t \u00a0market,\t \u00a0how\t \u00a0much\t \u00a0it\t \u00a0supported\t \u00a0the\t \u00a0local\t \u00a0economy,\t \u00a0and\t \u00a0the\t \u00a0market\u2019s\t \u00a0proximity\t \u00a0to\t \u00a0the\t \u00a0consumer\u2019s\t \u00a0home\t \u00a0(Appendix\t \u00a0B).\t \u00a0Currently,\t \u00a0it\t \u00a0seems\t \u00a0that\t \u00a0the\t \u00a0top\t \u00a0three\t \u00a0factors\t \u00a0could\t \u00a0be\t \u00a0leveraged\t \u00a0by\t \u00a0UBC\t \u00a0Farm\t \u00a0to\t \u00a0promote\t \u00a0its\t \u00a0Saturday\t \u00a0Market\t \u00a0or\t \u00a0improved\t \u00a0as\t \u00a0an\t \u00a0opportunity,\t \u00a0given\t \u00a0that\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0currently\t \u00a0supports\t \u00a0these\t \u00a0actions.\t \u00a0However,\t \u00a0the\t \u00a0UBC\t \u00a0Farm\u2019s\t \u00a0location\t \u00a0acts\t \u00a0as\t \u00a0a\t \u00a0barrier\t \u00a0in\t \u00a0terms\t \u00a0of\t \u00a0influencing\t \u00a0consumers\t \u00a0to\t \u00a0shop\t \u00a0at\t \u00a0the\t \u00a0Saturday\t \u00a0Market,\t \u00a0therefore\t \u00a0marketing\t \u00a0to\t \u00a0residents\t \u00a0who\t \u00a0live\t \u00a0around\t \u00a0the\t \u00a0UBC\t \u00a0area\t \u00a0is\t \u00a0even\t \u00a0more\t \u00a0essential.\t \u00a0\t \u00a0\t \u00a0After\t \u00a0the\t \u00a0survey\t \u00a0participants\t \u00a0ranked\t \u00a0the\t \u00a0level\t \u00a0of\t \u00a0importance\t \u00a0of\t \u00a0some\t \u00a0of\t \u00a0the\t \u00a0factors\t \u00a0listed\t \u00a0above,\t \u00a0they\t \u00a0were\t \u00a0also\t \u00a0asked\t \u00a0if\t \u00a0they\t \u00a0felt\t \u00a0that\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0has\t \u00a0most\t \u00a0of\t \u00a0what\t \u00a0they\t \u00a0were\t \u00a0looking\t \u00a0for\t \u00a0in\t \u00a0a\t \u00a0farmers\u2019\t \u00a0market.\t \u00a057%\t \u00a0of\t \u00a0respondents\t \u00a0either\t \u00a0strongly\t \u00a0agreed\t \u00a0or\t \u00a0agreed\t \u00a0with\t \u00a0this\t \u00a0statement,\t \u00a0while\t \u00a0only\t \u00a06%\t \u00a0either\t \u00a0disagreed\t \u00a0or\t \u00a0strongly\t \u00a0disagreed.\t \u00a0A\t \u00a0significant\t \u00a0portion\t \u00a0of\t \u00a0respondents\t \u00a0(36%)\t \u00a0however,\t \u00a0were\t \u00a0neutral\t \u00a0about\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market,\t \u00a0which\t \u00a0is\t \u00a0both\t \u00a0a\t \u00a0concern\t \u00a0and\t \u00a0an\t \u00a0opportunity.\t \u00a0It\t \u00a0is\t \u00a014 important\t \u00a0that\t \u00a0UBC\t \u00a0Farm\t \u00a0convert\t \u00a0these\t \u00a0respondents\t \u00a0into\t \u00a0having\t \u00a0positive\t \u00a0feelings\t \u00a0with\t \u00a0the\t \u00a0Saturday\t \u00a0Market\t \u00a0in\t \u00a0order\t \u00a0to\t \u00a0build\t \u00a0their\t \u00a0loyalty\t \u00a0so\t \u00a0that\t \u00a0they\t \u00a0do\t \u00a0not\t \u00a0spend\t \u00a0their\t \u00a0time\t \u00a0at\t \u00a0any\t \u00a0other\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0directly\t \u00a0competing\t \u00a0with\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market.\t \u00a0\t \u00a0\t \u00a0A\t \u00a0positive\t \u00a0insight\t \u00a0is\t \u00a0that\t \u00a0none\t \u00a0of\t \u00a0the\t \u00a0consumers\t \u00a0who\t \u00a0were\t \u00a0aware\t \u00a0of\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0stated\t \u00a0that\t \u00a0they\t \u00a0would\t \u00a0not\t \u00a0recommend\t \u00a0the\t \u00a0market\t \u00a0to\t \u00a0friends\t \u00a0and\t \u00a0family.\t \u00a0However,\t \u00a0around\t \u00a0a\t \u00a0fifth\t \u00a0(19%)\t \u00a0of\t \u00a0participants\t \u00a0were\t \u00a0neutral\t \u00a0about\t \u00a0recommending\t \u00a0the\t \u00a0market.\t \u00a0Since\t \u00a0our\t \u00a0group\t \u00a0posed\t \u00a0this\t \u00a0question\t \u00a0to\t \u00a0participants\t \u00a0who\t \u00a0were\t \u00a0aware\t \u00a0of\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0but\t \u00a0have\t \u00a0never\t \u00a0attended,\t \u00a0it\t \u00a0not\t \u00a0a\t \u00a0surprise\t \u00a0that\t \u00a0the\t \u00a0top\t \u00a0reason\t \u00a0among\t \u00a0participants\t \u00a0who\t \u00a0gave\t \u00a0a\t \u00a0neutral\t \u00a0answer\t \u00a0regarding\t \u00a0recommendations\t \u00a0is\t \u00a0due\t \u00a0to\t \u00a0the\t \u00a0fact\t \u00a0that\t \u00a0they\t \u00a0have\t \u00a0never\t \u00a0experienced\t \u00a0the\t \u00a0market\t \u00a0itself.\t \u00a0Another\t \u00a0contributing\t \u00a0factor\t \u00a0was\t \u00a0that\t \u00a0there\t \u00a0were\t \u00a0very\t \u00a0few\t \u00a0vendors,\t \u00a0contributing\t \u00a0to\t \u00a0a\t \u00a0weakness\t \u00a0of\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market.\t \u00a0On\t \u00a0the\t \u00a0other\t \u00a0hand,\t \u00a0those\t \u00a0who\t \u00a0stated\t \u00a0that\t \u00a0they\t \u00a0would\t \u00a0be\t \u00a0happy\t \u00a0to\t \u00a0recommend\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market,\t \u00a0were\t \u00a0driven\t \u00a0by\t \u00a0the\t \u00a0market\u2019s\t \u00a0local\t \u00a0focus,\t \u00a0the\t \u00a0fact\t \u00a0that\t \u00a0it\t \u00a0was\t \u00a0on\t \u00a0an\t \u00a0actual\t \u00a0farm,\t \u00a0and\t \u00a0that\t \u00a0it\t \u00a0supposed\t \u00a0UBC\t \u00a0and\t \u00a0the\t \u00a0students.\t \u00a0\t \u00a0\t \u00a0Attitudes\t \u00a0Towards\t \u00a0Other\t \u00a0Farmers\u2019\t \u00a0markets\t \u00a0|\t \u00a0Our\t \u00a0group\t \u00a0also\t \u00a0wanted\t \u00a0to\t \u00a0understand\t \u00a0consumers\t \u00a0who\t \u00a0chose\t \u00a0to\t \u00a0shop\t \u00a0at\t \u00a0the\t \u00a0direct\t \u00a0competitors\t \u00a0of\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market,\t \u00a0therefore\t \u00a0we\t \u00a0conducted\t \u00a0in\t \u00a0person\t \u00a0surveys\t \u00a0at\t \u00a0various\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0around\t \u00a0Vancouver.\t \u00a0Though\t \u00a0our\t \u00a0sample\t \u00a0size\t \u00a0was\t \u00a0small,\t \u00a0through\t \u00a0our\t \u00a0research,\t \u00a0we\t \u00a0noticed\t \u00a0that\t \u00a0the\t \u00a0top\t \u00a0three\t \u00a0associations\t \u00a0of\t \u00a0these\t \u00a0consumers\t \u00a0about\t \u00a0farmers\u2019\t \u00a0markets,\t \u00a0was\t \u00a0similar\t \u00a0to\t \u00a0those\t \u00a0of\t \u00a0consumers\t \u00a0who\t \u00a0were\t \u00a0aware\t \u00a0of\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market.\t \u00a0The\t \u00a0only\t \u00a0difference\t \u00a0regarding\t \u00a0these\t \u00a0associations\t \u00a0however,\t \u00a0would\t \u00a0be\t \u00a0the\t \u00a0order,\t \u00a0as\t \u00a0the\t \u00a0ranking\t \u00a0was\t \u00a0local,\t \u00a0fresh,\t \u00a0and\t \u00a0organic,\t \u00a0respectively\t \u00a0(Appendix\t \u00a0B).\t \u00a0\t \u00a0Given\t \u00a0that\t \u00a0the\t \u00a0words\t \u00a0that\t \u00a0are\t \u00a0currently\t \u00a0associated\t \u00a0with\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0relate\t \u00a0to\t \u00a0those\t \u00a0of\t \u00a0their\t \u00a0direct\t \u00a0competitors,\t \u00a0we\t \u00a0can\t \u00a0see\t \u00a0that\t \u00a0our\t \u00a0marketing\t \u00a0strategy\t \u00a0needs\t \u00a0to\t \u00a0push\t \u00a0these\t \u00a0associations\t \u00a0to\t \u00a0establish\t \u00a0points\t \u00a0of\t \u00a0parity,\t \u00a0but\t \u00a0also\t \u00a0that\t \u00a0points\t \u00a0of\t \u00a0difference\t \u00a0have\t \u00a0to\t \u00a0also\t \u00a0be\t \u00a0developed.\t \u00a0\t \u00a0\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0Engagement\t \u00a0and\t \u00a0Usage\t \u00a0|\t \u00a0Of\t \u00a0the\t \u00a0respondents\t \u00a0who\t \u00a0stated\t \u00a0that\t \u00a0they\t \u00a0were\t \u00a0aware\t \u00a0of\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market,\t \u00a0the\t \u00a0top\t \u00a0sources\t \u00a0that\t \u00a0brought\t \u00a0upon\t \u00a0this\t \u00a0awareness\t \u00a0were\t \u00a0recommendations\t \u00a0from\t \u00a0family\t \u00a0and\t \u00a0friends,\t \u00a0social\t \u00a0media,\t \u00a0and\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0e-\u00ad\u2010newsletter.\t \u00a0As\t \u00a0a\t \u00a0point\t \u00a0of\t \u00a0clarification,\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0e-\u00ad\u2010newsletter\t \u00a0is\t \u00a0a\t \u00a0digital\t \u00a0engagement\t \u00a0that\t \u00a0individuals\t \u00a0sign\t \u00a0up\t \u00a0for\t \u00a0to\t \u00a0receive\t \u00a0information\t \u00a0on\t \u00a0all\t \u00a0aspects\t \u00a0of\t \u00a0UBC\t \u00a0Farm,\t \u00a0such\t \u00a0as\t \u00a0its\t \u00a0research\t \u00a0initiatives,\t \u00a0community\t \u00a0programs,\t \u00a0volunteer\t \u00a0opportunities,\t \u00a0and\t \u00a0farmers\u2019\t \u00a0markets.\t \u00a0Therefore\t \u00a0it\t \u00a0is\t \u00a0possible,\t \u00a0that\t \u00a0some\t \u00a0survey\t \u00a0respondents\t \u00a0first\t \u00a0became\t \u00a0engaged\t \u00a0with\t \u00a0UBC\t \u00a0Farm\t \u00a0through\t \u00a0other\t \u00a0means,\t \u00a0and\t \u00a0later\t \u00a0found\t \u00a0out\t \u00a0about\t \u00a0the\t \u00a0Saturday\t \u00a0Market\t \u00a0from\t \u00a0the\t \u00a0newsletter.\t \u00a0\t \u00a0\t \u00a0Our\t \u00a0group\t \u00a0also\t \u00a0wanted\t \u00a0to\t \u00a0find\t \u00a0out\t \u00a0if\t \u00a0there\t \u00a0were\t \u00a0any\t \u00a0other\t \u00a0marketing\t \u00a0channels\t \u00a0that\t \u00a0UBC\t \u00a0Farm\t \u00a0could\t \u00a0use\t \u00a0or\t \u00a0improve\t \u00a0in\t \u00a0the\t \u00a0future\t \u00a0in\t \u00a0order\t \u00a0to\t \u00a0better\t \u00a0connect\t \u00a0with\t \u00a0consumers.\t \u00a0Participants\t \u00a0stated\t \u00a0that\t \u00a0they\t \u00a0were\t \u00a0most\t \u00a0likely\t \u00a0to\t \u00a0engage\t \u00a0with\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0through\t \u00a0the\t \u00a0email\t \u00a0newsletter,\t \u00a0special\t \u00a0events\t \u00a0held\t \u00a0at\t \u00a0the\t \u00a0market,\t \u00a0and\t \u00a0Facebook\t \u00a0(Appendix\t \u00a0B).\t \u00a0With\t \u00a0this\t \u00a0insight,\t \u00a0our\t \u00a0group\t \u00a0has\t \u00a0noticed\t \u00a0that\t \u00a0the\t \u00a0email\t \u00a0newsletter\t \u00a0and\t \u00a0Facebook\t \u00a0page\t \u00a0are\t \u00a0channels\t \u00a0that\t \u00a0UBC\t \u00a0Farm\t \u00a0currently\t \u00a0owns\t \u00a0and\t \u00a0can\t \u00a0certainly\t \u00a0be\t \u00a0leveraged.\t \u00a0Given\t \u00a0that\t \u00a0UBC\t \u00a0Farm\t \u00a0has\t \u00a0never\t \u00a0hosted\t \u00a0special\t \u00a0events\t \u00a0at\t \u00a0the\t \u00a0farmers\u2019\t \u00a0market\t \u00a0in\t \u00a0the\t \u00a0past,\t \u00a0this\t \u00a0presents\t \u00a0UBC\t \u00a0Farm\t \u00a0with\t \u00a0an\t \u00a0opportunity\t \u00a0to\t \u00a0encourage\t \u00a0more\t \u00a0customer\t \u00a0visits\t \u00a0to\t \u00a0the\t \u00a0Saturday\t \u00a0Market.\t \u00a015 \t \u00a0\t \u00a0To\t \u00a0take\t \u00a0it\t \u00a0a\t \u00a0step\t \u00a0further,\t \u00a0we\t \u00a0also\t \u00a0wanted\t \u00a0to\t \u00a0understand\t \u00a0what\t \u00a0kind\t \u00a0of\t \u00a0marketing\t \u00a0tactics\t \u00a0would\t \u00a0encourage\t \u00a0consumers\t \u00a0to\t \u00a0try\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market,\t \u00a0go\t \u00a0to\t \u00a0the\t \u00a0market\t \u00a0more\t \u00a0often,\t \u00a0or\t \u00a0buy\t \u00a0more.\t \u00a0Through\t \u00a0our\t \u00a0research,\t \u00a0we\t \u00a0found\t \u00a0that\t \u00a0communications\t \u00a0through\t \u00a0the\t \u00a0email\t \u00a0newsletter,\t \u00a0the\t \u00a0promotion\t \u00a0of\t \u00a0special\t \u00a0themes\t \u00a0or\t \u00a0events,\t \u00a0coupons\t \u00a0and\t \u00a0giveaways,\t \u00a0engaging\t \u00a0social\t \u00a0media\t \u00a0posts,\t \u00a0and\t \u00a0interaction\t \u00a0with\t \u00a0UBC\t \u00a0Farm\t \u00a0staff\t \u00a0were\t \u00a0the\t \u00a0top\t \u00a0factors\t \u00a0that\t \u00a0would\t \u00a0encourage\t \u00a0consumers\t \u00a0to\t \u00a0attend\t \u00a0the\t \u00a0Saturday\t \u00a0Market.\t \u00a0\t \u00a0\t \u00a0Engagement\t \u00a0and\t \u00a0Usage\t \u00a0of\t \u00a0Other\t \u00a0Farmers\u2019\t \u00a0markets\t \u00a0|\t \u00a0Respondents\t \u00a0who\t \u00a0shopped\t \u00a0at\t \u00a0other\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0stated\t \u00a0that\t \u00a0they\t \u00a0mainly\t \u00a0engaged\t \u00a0with\t \u00a0those\t \u00a0markets\t \u00a0through\t \u00a0events\t \u00a0and\t \u00a0the\t \u00a0website\t \u00a0(Appendix\t \u00a0B).\t \u00a0These\t \u00a0two\t \u00a0channels\t \u00a0were\t \u00a0not\t \u00a0listed\t \u00a0as\t \u00a0some\t \u00a0of\t \u00a0the\t \u00a0top\t 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\u00a0in\t \u00a0the\t \u00a0future.\t \u00a0\t \u00a0Summary\t \u00a0of\t \u00a0Vendor\t \u00a0Research\t \u00a0Findings\t \u00a0Vendors\t \u00a0who\t \u00a0frequently\t \u00a0sell\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0have\t \u00a0great\t \u00a0respect\t \u00a0for\t \u00a0UBC\t \u00a0Farm\t \u00a0and\t \u00a0its\t \u00a0operators.\t \u00a0They\t \u00a0appreciate\t \u00a0the\t \u00a0individual\t \u00a0attention\t \u00a0they\t \u00a0are\t \u00a0given\t \u00a0by\t \u00a0Ryan\t \u00a0Weemhoff\t \u00a0and\t \u00a0his\t \u00a0associates,\t \u00a0and\t \u00a0have\t \u00a0mostly\t \u00a0positive\t \u00a0things\t \u00a0to\t \u00a0say\t \u00a0about\t \u00a0the\t \u00a0market\t \u00a0as\t \u00a0a\t \u00a0whole.\t \u00a0Some\t \u00a0points\t \u00a0of\t \u00a0differentiation\t \u00a0that\t \u00a0vendors\t \u00a0value\t \u00a0regarding\t \u00a0UBC\t \u00a0Farm\t \u00a0as\t \u00a0opposed\t \u00a0to\t \u00a0other\t \u00a0farmers\u2019\t 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\u00a0with\t \u00a0the\t \u00a0Lily\t \u00a0consumers\t \u00a0as\t \u00a0well.\t \u00a0\t \u00a0Olivia\t \u00a0the\t \u00a0Occasional\t \u00a0|\t \u00a0Olivia\t \u00a0lives\t \u00a0a\t \u00a0bit\t \u00a0closer\t \u00a0to\t \u00a0the\t \u00a0UBC\t \u00a0campus\t \u00a0than\t \u00a0Lily,\t \u00a0mainly\t \u00a0on\t \u00a0the\t \u00a0campus\t \u00a0itself\t \u00a0or\t \u00a0in\t \u00a0Wesbrook\t \u00a0Village.\t \u00a0She\t \u00a0is\t \u00a0single\t \u00a0and\t \u00a0is\t \u00a0between\t \u00a025\t \u00a0to\t \u00a044\t \u00a0years\t \u00a0old.\t \u00a0Combined\t \u00a0with\t \u00a0the\t \u00a0fact\t \u00a0that\t \u00a0Olivia\u2019s\t \u00a0annual\t \u00a0household\t \u00a0income\t \u00a0ranges\t \u00a0from\t \u00a0$50,000\t \u00a0to\t \u00a0$100,000,\t \u00a0she\t \u00a0is\t \u00a0also\t \u00a0somewhat\t \u00a0price\t \u00a0sensitive.\t \u00a0This\t \u00a0price\t \u00a0sensitivity\t \u00a0contributes\t \u00a0to\t \u00a0why\t \u00a0Olivia\t \u00a0mainly\t \u00a0shops\t \u00a0at\t \u00a0supermarkets\t \u00a0such\t \u00a0as\t \u00a0Walmart\t \u00a0for\t \u00a0her\t \u00a0purchases\t \u00a0and\t \u00a0only\t \u00a0goes\t \u00a0to\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0around\t \u00a0one\t \u00a0to\t \u00a0four\t \u00a0times\t \u00a0a\t \u00a0season.\t \u00a0She\t \u00a0does\t \u00a0enjoy\t \u00a0going\t \u00a0to\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0however,\t \u00a0and\t \u00a0would\t \u00a0recommend\t \u00a0it\t \u00a0to\t \u00a0her\t \u00a0friends,\t \u00a0which\t \u00a0was\t \u00a0also\t \u00a0how\t \u00a0she\t \u00a0heard\t \u00a0about\t \u00a0the\t \u00a0farm\t \u00a0in\t \u00a0the\t \u00a0first\t \u00a0place.\t \u00a0She\t \u00a0appreciates\t \u00a0how\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a017 market\t \u00a0is\t \u00a0locally\t \u00a0focused,\t \u00a0which\t \u00a0is\t \u00a0an\t \u00a0important\t \u00a0factor\t \u00a0in\t \u00a0Olivia\u2019s\t \u00a0decision\t \u00a0to\t \u00a0attend,\t 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\u00a0are\t \u00a0between\t \u00a0the\t \u00a0ages\t \u00a025\t \u00a0to\t \u00a034\t \u00a0years\t \u00a0old,\t \u00a0and\t \u00a0can\t \u00a0be\t \u00a0found\t \u00a0close\t \u00a0to\t \u00a0UBC\t \u00a0in\t \u00a0Wesbrook\t \u00a0Village\t \u00a0or\t \u00a0in\t \u00a0the\t \u00a0South\t \u00a0Granville\t \u00a0and\t \u00a0Kitsilano\t \u00a0area,\t \u00a0with\t \u00a0an\t \u00a0annual\t \u00a0household\t \u00a0income\t \u00a0between\t \u00a0$75,000\t \u00a0and\t \u00a0$125,000.\t \u00a0Fanny\t \u00a0is\t \u00a0very\t \u00a0in\t \u00a0touch\t \u00a0with\t \u00a0her\t \u00a0community;\t \u00a0she\t \u00a0is\t \u00a0socially\t \u00a0engaged\t \u00a0mainly\t \u00a0on\t \u00a0Facebook\t \u00a0which\t \u00a0is\t \u00a0how\t \u00a0she\t \u00a0finds\t \u00a0out\t \u00a0about\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0and\t \u00a0other\t \u00a0events\t \u00a0in\t \u00a0the\t \u00a0area.\t \u00a0She\t \u00a0also\t \u00a0values\t \u00a0the\t \u00a0opinions\t \u00a0of\t \u00a0her\t 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\u00a0Analysis:\t \u00a0Overview\t \u00a0A\t \u00a0farmers\u2019\t \u00a0market\t \u00a0is\t \u00a0a\t \u00a0physical\t \u00a0retail\t \u00a0market\t \u00a0containing\t \u00a0foods\t \u00a0sold\t \u00a0directly\t \u00a0by\t \u00a0farmers\t \u00a0to\t \u00a0consumers.\t \u00a0In\t \u00a0Vancouver,\t \u00a0there\t \u00a0are\t \u00a0six\t \u00a0summer\t \u00a0markets\t \u00a0and\t \u00a0two\t \u00a0winter\t \u00a0markets\t \u00a0organized\t \u00a0by\t \u00a0the\t \u00a0Vancouver\t \u00a0Farmers\u2019\t \u00a0Market.\t \u00a0As\t \u00a0mentioned\t \u00a0in\t \u00a0the\t \u00a0previous\t \u00a0section\t \u00a0\u201cIndustry\t \u00a0Rivalry\u201d,\t \u00a0\t \u00a0the\t \u00a0farmers\u2019\t \u00a0market\t \u00a0industry\t \u00a0is\t \u00a0composed\t \u00a0of\t \u00a0many\t \u00a0small\t \u00a0competitors\t \u00a0rather\t \u00a0than\t \u00a0any\t \u00a0large\t \u00a0dominating\t \u00a0forces.\t \u00a0It\t \u00a0was\t \u00a0established\t \u00a0that\t \u00a0the\t \u00a0farmers\u2019\t 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\u00a0market\t \u00a0as\t \u00a0a\t \u00a0whole.\t \u00a0\t \u00a0Tactic\t \u00a01.2C:\t \u00a0Waive\t \u00a0vendor\t \u00a0fee\t \u00a0for\t \u00a0every\t \u00a0fifth\t \u00a0consecutive\t \u00a0Saturday\t \u00a0market\t \u00a0attended.\t \u00a0Incentivize\t \u00a0weekly\t \u00a0vendor\t \u00a0consistency\t \u00a0through\t \u00a0monetary\t \u00a0rewards.\t \u00a0Building\t \u00a0weekly\t \u00a0consistency\t \u00a0of\t \u00a0vendors\t \u00a0is\t \u00a0critical\t \u00a0to\t \u00a0customer\t \u00a0retention.\t \u00a0\t \u00a0Objective\t \u00a02\t \u00a0Increase\t \u00a0the\t \u00a0loyal\t \u00a0customer\t \u00a0base\t \u00a0(attend\t \u00a05\t \u00a0or\t \u00a0more\t \u00a0times\t \u00a0per\t \u00a0season)\t \u00a0by\t \u00a010%\t \u00a0in\t \u00a0FY\t \u00a02017\t \u00a0vs.\t \u00a0prior\t \u00a0year\t \u00a0based\t \u00a0on\t \u00a0conversion\t \u00a0of\t \u00a0occasional\t \u00a0customers,\t \u00a0as\t \u00a0measured\t \u00a0by\t \u00a0an\t \u00a0annual\t \u00a0customer\t \u00a0survey.\t \u00a0\t \u00a0Strategy\t \u00a02.1\t \u00a0-\u00ad\u2010\t \u00a0Create\t \u00a0incentives\t \u00a0to\t \u00a0increase\t \u00a0the\t \u00a0number\t \u00a0of\t \u00a0returning\t \u00a0visits\t \u00a0of\t \u00a0occasional\t \u00a0customers.\t \u00a0The\t \u00a0occasional\t \u00a0customers\t \u00a0base\t \u00a0is\t \u00a0a\t \u00a0large\t \u00a0segment\t \u00a0and\t \u00a0they\t \u00a0have\t \u00a0higher\t \u00a0disposable\t \u00a0income\t \u00a0on\t \u00a0the\t \u00a0basis\t \u00a0that\t \u00a0they\t \u00a0do\t \u00a0not\t \u00a0have\t \u00a0children\t \u00a0to\t \u00a0spend\t \u00a0on.\t \u00a0Therefore,\t \u00a0this\t \u00a0can\t \u00a0be\t \u00a0considered\t \u00a0a\t \u00a0high\t \u00a0potential\t \u00a0segment,\t \u00a0which\t \u00a0can\t \u00a0become\t \u00a0loyal\t \u00a0customers\t \u00a0later\t \u00a0on\t \u00a0through\t \u00a0certain\t \u00a0engagement,\t \u00a0such\t \u00a0as\t \u00a0stamp\t \u00a0card\t \u00a0reward\t \u00a0and\t \u00a0themed\t \u00a0events.\t \u00a0\t \u00a0Tactic\t \u00a02.1.A\t \u00a0Stamp\t \u00a0Card\t \u00a0Reward\t \u00a0System\t \u00a0In\t \u00a0order\t \u00a0to\t \u00a0increase\t \u00a0the\t \u00a0number\t \u00a0of\t \u00a0returning\t \u00a0visits\t \u00a0of\t \u00a0occasional\t \u00a0customers,\t \u00a0UBC\t \u00a0farm\t \u00a0can\t \u00a0create\t \u00a0Stamp\t \u00a0Card\t \u00a0Reward\t \u00a0System.\t \u00a0The\t \u00a0rule\t \u00a0of\t \u00a0this\t \u00a0reward\t \u00a0is\t \u00a0to\t \u00a0collect\t \u00a0stamps\t \u00a0from\t \u00a0vendors\t \u00a0as\t \u00a0much\t \u00a0as\t \u00a0possible.\t \u00a0Each\t \u00a0vendor\t \u00a0has\t \u00a0a\t \u00a0unique\t \u00a0stamp,\t \u00a0which\t \u00a0is\t \u00a0distributed\t \u00a0by\t \u00a0UBC\t \u00a0Farm.\t \u00a0After\t \u00a0collecting\t \u00a010\t \u00a0stamps,\t \u00a0customers\t \u00a0will\t \u00a0have\t \u00a0two\t \u00a0reward\t \u00a0choices:\t \u00a0\t \u00a01) Receive\t \u00a0a\t \u00a010%\t \u00a0off\t \u00a0when\t \u00a0they\t \u00a0purchase\t \u00a0directly\t \u00a0from\t \u00a0UBC\t \u00a0Farm.\t \u00a02) Receive\t \u00a0a\t \u00a0free\t \u00a0package\t \u00a0provided\t \u00a0by\t \u00a0UBC\t \u00a0Farm\u2019s\t \u00a0CSA\t \u00a0Program.\t \u00a0\t \u00a0\t \u00a0We\t \u00a0believe\t \u00a0a\t \u00a010%\t \u00a0off\t \u00a0gift\t \u00a0card\t \u00a0is\t \u00a0a\t \u00a0reasonable\t \u00a0incentive\t \u00a0to\t \u00a0increase\t \u00a0the\t \u00a0number\t \u00a0of\t \u00a0visits\t \u00a0of\t \u00a0occasional\t \u00a0customers\t \u00a0since\t \u00a043.2%\t \u00a0of\t \u00a0people\t \u00a0in\t \u00a0this\t \u00a0segment\t \u00a0are\t \u00a0students\t \u00a0who\t \u00a0are\t \u00a0more\t \u00a0price\t \u00a0sensitive.\t \u00a0The\t \u00a0free\t \u00a0package\t \u00a0can\t \u00a0contain\t \u00a0any\t \u00a0UBC\t \u00a0Farm\t \u00a0related\t \u00a0products,\t \u00a0such\t \u00a0as\t \u00a0seasonal\t \u00a0fruits\t \u00a0and\t \u00a0vegetables,\t \u00a0which\t \u00a0can\t \u00a0limit\t \u00a0the\t \u00a0transaction\t \u00a0cost.\t \u00a0Even\t \u00a0though\t \u00a0we\t \u00a0intend\t \u00a0to\t \u00a0increase\t \u00a0the\t \u00a0frequency\t \u00a0of\t \u00a0occasional\t \u00a0customers,\t \u00a0we\t \u00a0are\t \u00a0not\t \u00a0restricting\t \u00a0one\t \u00a0stamp\t \u00a0per\t \u00a0visit\t \u00a0since\t \u00a0it\t \u00a0may\t \u00a0take\t \u00a0too\t \u00a0long\t \u00a0to\t \u00a0complete\t \u00a0the\t \u00a0reward\t \u00a0(Approximately\t \u00a02.5\t \u00a0months).\t \u00a0\t \u00a0The\t \u00a0cost\t \u00a0of\t \u00a0this\t \u00a0activity\t \u00a0is\t \u00a0relatively\t \u00a0low,\t \u00a0because\t \u00a0UBC\t \u00a0Farm\t \u00a0only\t \u00a0needs\t \u00a0to\t \u00a0purchase\t \u00a0different\t \u00a0stamps\t \u00a0for\t \u00a0each\t \u00a0vendor\t \u00a0and\t \u00a0print\t \u00a0out\t \u00a0the\t \u00a0stamp\t \u00a0cards.\t \u00a0The\t \u00a0average\t \u00a0cost\t \u00a0per\t \u00a0stamp\t \u00a0is\t \u00a0$1.\t \u00a0If\t \u00a0we\t \u00a0assume\t \u00a0we\t \u00a0already\t \u00a0have\t \u00a011\t \u00a0vendors,\t \u00a0the\t \u00a0total\t \u00a0cost\t \u00a0of\t \u00a0stamps\t \u00a0is\t \u00a0$6.38.\t \u00a0The\t \u00a0cost\t \u00a0of\t \u00a0the\t \u00a0high\t \u00a0quality\t \u00a0paper\t \u00a0is\t \u00a0around\t \u00a0$0.06\/paper,\t \u00a0and\t \u00a0since\t \u00a0UBC\t \u00a0Farm\t \u00a0have\t \u00a0its\t \u00a0own\t \u00a0printer,\t \u00a0the\t \u00a0printing\t \u00a0cost\t \u00a0of\t \u00a0stamp\t \u00a0cards\t \u00a0will\t \u00a0be\t \u00a0approximately\t \u00a0zero.\t \u00a0(Appendix\t \u00a0H)\t \u00a0\t \u00a031 Strategy\t \u00a02.2\t \u00a0Organize\t \u00a0events\t \u00a0to\t \u00a0engage\t \u00a0occasional\t \u00a0customers\t \u00a0throughout\t \u00a0the\t \u00a0season.\t \u00a0Tactic\t \u00a02.2.A\t \u00a0Plan\t \u00a0themed\t \u00a0events\t \u00a0based\t \u00a0on\t \u00a0seasonal\t \u00a0holidays.\t \u00a0To\t \u00a0increase\t \u00a0the\t \u00a0engagement\t \u00a0rate\t \u00a0of\t \u00a0occasional\t \u00a0customers,\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0should\t \u00a0hold\t \u00a0monthly\t \u00a0themed\t \u00a0events\t \u00a0throughout\t \u00a0the\t \u00a0season.\t \u00a0According\t \u00a0to\t \u00a0our\t \u00a0survey,\t \u00a0live\t \u00a0event\t \u00a0is\t \u00a0one\t \u00a0of\t \u00a0the\t \u00a0most\t \u00a0effective\t \u00a0factors\t \u00a0to\t \u00a0attract\t \u00a0current\t \u00a0customers.\t \u00a0Therefore,\t \u00a0our\t \u00a0group\t \u00a0decided\t \u00a0to\t \u00a0leverage\t \u00a0this\t \u00a0factor\t \u00a0to\t \u00a0increase\t \u00a0the\t \u00a0total\t \u00a0engagement\t \u00a0by\t \u00a0organizing\t \u00a0themed\t \u00a0events\t \u00a0based\t \u00a0on\t \u00a0different\t \u00a0seasonal\t \u00a0holidays\t \u00a0in\t \u00a0the\t \u00a0first\t \u00a0Saturday\t \u00a0of\t \u00a0each\t \u00a0month.\t \u00a0\t \u00a0\t \u00a0 \t \u00a032 The\t \u00a0details\t \u00a0of\t \u00a0each\t \u00a0event\t \u00a0are\t \u00a0listed\t \u00a0below:\t \u00a0\u25cf Summer\t \u00a0BBQ\/\t \u00a0Kick-\u00ad\u2010off:\t \u00a0UBC\t \u00a0stuffs\t \u00a0will\t \u00a0sell\t \u00a0$5-\u00ad\u2010$10\t \u00a0BBQ\t \u00a0directly\t \u00a0to\t \u00a0visitors.\t \u00a0For\t \u00a0those\t \u00a0people\t \u00a0who\t \u00a0want\t \u00a0to\t \u00a0create\t \u00a0their\t \u00a0favorite\t \u00a0meals,\t \u00a0they\t \u00a0can\t \u00a0buy\t \u00a0products,\t \u00a0such\t \u00a0as\t \u00a0bacon\t \u00a0and\t \u00a0onions,\t \u00a0from\t \u00a0UBC\t \u00a0Farm\t \u00a0Vendors\t \u00a0and\t \u00a0our\t \u00a0stuffs\t \u00a0will\t \u00a0help\t \u00a0them\t \u00a0to\t \u00a0cook.\t \u00a0\u25cf Cake\t \u00a0Festival:\t \u00a0UBC\t \u00a0farm\t \u00a0will\t \u00a0serve\t \u00a0cakes\t \u00a0with\t \u00a0Canada\t \u00a0flag\t \u00a0on\t \u00a0it\t \u00a0for\t \u00a0$5\t \u00a0each\t \u00a0\u25cf End\t \u00a0of\t \u00a0Summer\t \u00a0Sales:\t \u00a0Selling\t \u00a0more\t \u00a0seasonal\t \u00a0fruits\t \u00a0and\t \u00a0vegetable\t \u00a0in\t \u00a0bundle\t \u00a0and\t \u00a0package\t \u00a0kinds\t \u00a0with\t \u00a0limited\t \u00a0amounts.\t \u00a0These\t \u00a0packages\t \u00a0and\t \u00a0bundles\t \u00a0should\t \u00a0be\t \u00a0value\t \u00a0more\t \u00a0than\t \u00a0selling\t \u00a0individually.\t \u00a0\t \u00a0\u25cf \u201cDrinking\u201d\t \u00a0Party:\t \u00a0Providing\t \u00a0different\t \u00a0kinds\t \u00a0of\t \u00a0beverages\t \u00a0and\t \u00a0you\t \u00a0can\t \u00a0pay\t \u00a0$10\t \u00a0to\t \u00a0drink\t \u00a0as\t \u00a0much\t \u00a0as\t \u00a0you\t \u00a0can.\t \u00a0\u25cf Pumpkin\t \u00a0Pie\t \u00a0&\t \u00a0Turkey\t \u00a0Day:\t \u00a0Providing\t \u00a0different\t \u00a0recipes\t \u00a0for\t \u00a0making\t \u00a0pumpkin\t \u00a0pies\t \u00a0and\t \u00a0turkeys,\t \u00a0and\t \u00a0also\t \u00a0having\t \u00a0UBC\t \u00a0stuffs\t \u00a0serve\t \u00a0free\t \u00a0sample\t \u00a0for\t \u00a0people\t \u00a0to\t \u00a0try.\t \u00a0(Appendix\t \u00a0I)\t \u00a0\t \u00a0Tactic\t \u00a02.2.B\t \u00a0Host\t \u00a01-\u00ad\u20102\t \u00a0community\t \u00a0events\t \u00a0per\t \u00a0month\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market.\t \u00a0The\t \u00a0other\t \u00a0way\t \u00a0to\t \u00a0increase\t \u00a0engagement\t \u00a0rate\t \u00a0of\t \u00a0the\t \u00a0customers\t \u00a0segment\t \u00a0is\t \u00a0to\t \u00a0hold\t \u00a0community\t \u00a0events\t \u00a0to\t \u00a0educate\t \u00a0them.\t \u00a0Since\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0has\t \u00a0a\t \u00a0long\t \u00a0history\t \u00a0and\t \u00a0many\t \u00a0occasional\t \u00a0customers\t \u00a0do\t \u00a0not\t \u00a0know\t \u00a0about\t \u00a0it,\t \u00a0it\t \u00a0is\t \u00a0better\t \u00a0to\t \u00a0get\t \u00a0more\t \u00a0people\t \u00a0emotionally\t \u00a0involved\t \u00a0with\t \u00a0this\t \u00a0community\t \u00a0and\t \u00a0to\t \u00a0know\t \u00a0more\t \u00a0about\t \u00a0the\t \u00a0products\t \u00a0UBC\t \u00a0Farm\t \u00a0have.\t \u00a0\t \u00a0First\t \u00a0of\t \u00a0all,\t \u00a0UBC\t \u00a0Farm\t \u00a0can\t \u00a0organize\t \u00a0a\t \u00a0Nature\t \u00a0Walk\t \u00a0community\t \u00a0event\t \u00a0to\t \u00a0increase\t \u00a0customers\u2019\t \u00a0health\t \u00a0awareness\t \u00a0and\t \u00a0to\t \u00a0learn\t \u00a0more\t \u00a0about\t \u00a0UBC\t \u00a0Farm\t \u00a0organic,\t \u00a0local,\t \u00a0and\t \u00a0fresh\t \u00a0products.\t \u00a0To\t \u00a0do\t \u00a0so,\t \u00a0UBC\t \u00a0Farm\t \u00a0may\t \u00a0collaborate\t \u00a0with\t \u00a0Running\t \u00a0Room\t \u00a0to\t \u00a0host\t \u00a0their\t \u00a0runs\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0location.\t \u00a0During\t \u00a0the\t \u00a0event,\t \u00a0UBC\t \u00a0Farm\t \u00a0stuff\t \u00a0will\t \u00a0educate\t \u00a0the\t \u00a0community\t \u00a0about\t \u00a0Green\t \u00a0practices\t \u00a0and\t \u00a0conservation.\t \u00a0Secondly,\t \u00a0UBC\t \u00a0Farm\t \u00a0should\t \u00a0screen\t \u00a0short\t \u00a0documentaries\t \u00a0at\t \u00a0the\t \u00a0Quonset\t \u00a0hut.\t \u00a0This\t \u00a0event\u2019s\t \u00a0purpose\t \u00a0is\t \u00a0to\t \u00a0teach\t \u00a0customers\t \u00a0more\t \u00a0about\t \u00a0sustainability.\t \u00a0Lastly,\t \u00a0UBC\t \u00a0Farm\t \u00a0can\t \u00a0have\t \u00a0cooking\t \u00a0demonstrations\t \u00a0to\t \u00a0teach\t \u00a0customers\t \u00a0how\t \u00a0to\t \u00a0cook\t \u00a0and\t \u00a0what\t \u00a0products\t \u00a0and\t \u00a0seasonings\t \u00a0should\t \u00a0they\t \u00a0use\t \u00a0to\t \u00a0make\t \u00a0their\t \u00a0food\t \u00a0taste\t \u00a0better.\t \u00a0\t \u00a0Tactic\t \u00a02.2.C\t \u00a0Promotional\t \u00a0campaign\t \u00a0through\t \u00a0Facebook\t \u00a0and\t \u00a0e-\u00ad\u2010Newsletter\t \u00a0To\t \u00a0increase\t \u00a0awareness\t \u00a0of\t \u00a0these\t \u00a0themed\t \u00a0events,\t \u00a0UBC\t \u00a0Farm\t \u00a0should\t \u00a0promote\t \u00a0it\t \u00a0through\t \u00a0Facebook\t \u00a0and\t \u00a0e-\u00ad\u2010Newsletter.\t \u00a0The\t \u00a0content\t \u00a0may\t \u00a0include\t \u00a0the\t \u00a0featured\t \u00a0activities\t \u00a0(e.g.\t \u00a0kids\t \u00a0activities),\t \u00a0feature\t \u00a0a\t \u00a0specific\t \u00a0food\t \u00a0or\t \u00a0produce\t \u00a0(e.g.\t \u00a0October-\u00ad\u2010-\u00ad\u2010\t \u00a0Pumpkin)\t \u00a0by\t \u00a0providing\t \u00a0recipes,\t \u00a0offering\t \u00a0free\t \u00a0giveaways\t \u00a0and\t \u00a0coupons,\t \u00a0or\t \u00a0advertising\t \u00a0a\t \u00a0special\t \u00a0time-\u00ad\u2010limited\t \u00a0promotion.\t \u00a0\t \u00a0\t \u00a0\t \u00a0 \t \u00a033 Objective\t \u00a03\t \u00a0|\t \u00a0Increase\t \u00a0the\t \u00a0average\t \u00a0spend\t \u00a0per\t \u00a0visit\t \u00a0of\t \u00a0current\t \u00a0customers\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0by\t \u00a05%\t \u00a0in\t \u00a0the\t \u00a0FY\t \u00a02017\t \u00a0vs\t \u00a0prior\t \u00a0year,\t \u00a0as\t \u00a0measured\t \u00a0by\t \u00a0an\t \u00a0annual\t \u00a0customer\t \u00a0survey.\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0Strategy\t \u00a03.1\t \u00a0Create\t \u00a0incentives\t \u00a0to\t \u00a0increase\t \u00a0the\t \u00a0average\t \u00a0expenditure\t \u00a0per\t \u00a0visit\t \u00a0of\t \u00a0each\t \u00a0current\t \u00a0customer.\t \u00a0The\t \u00a0current\t \u00a0users\t \u00a0include\t \u00a0loyal\t \u00a0customers\t \u00a0and\t \u00a0occasional\t \u00a0customers\t \u00a0like\t \u00a0Lily\t \u00a0and\t \u00a0Olivia.\t \u00a0In\t \u00a0terms\t \u00a0of\t \u00a0revenue\t \u00a0growth,\t \u00a0after\t \u00a0increasing\t \u00a0customers\u2019\t \u00a0returning\t \u00a0visits,\t \u00a0we\t \u00a0seek\t \u00a0to\t \u00a0encourage\t \u00a0higher\t \u00a0spending\t \u00a0from\t \u00a0customers\t \u00a0at\t \u00a0each\t \u00a0visit.\t \u00a0By\t \u00a0using\t \u00a0the\t \u00a0stamp\t \u00a0reward\t \u00a0system,\t \u00a0UBC\t \u00a0Farm\t \u00a0will\t \u00a0have\t \u00a0monthly\t \u00a0contests\t \u00a0as\t \u00a0an\t \u00a0incentive.\t \u00a0More\t \u00a0theme-\u00ad\u2010related\t \u00a0products\t \u00a0would\t \u00a0be\t \u00a0offered\t \u00a0on\t \u00a0special\t \u00a0themed\t \u00a0events\t \u00a0also\t \u00a0could\t \u00a0encourage\t \u00a0current\t \u00a0customers\t \u00a0to\t \u00a0purchase.\t \u00a0\t \u00a0\t \u00a0Tactic\t \u00a03.1.A\t \u00a0Monthly\t \u00a0contests\t \u00a0During\t \u00a0the\t \u00a0season,\t \u00a0UBC\t \u00a0Farm\t \u00a0could\t \u00a0create\t \u00a0different\t \u00a0contest\t \u00a0entries\t \u00a0for\t \u00a0each\t \u00a0month.\t \u00a0If\t \u00a0customers\t \u00a0make\t \u00a0purchases\t \u00a0greater\t \u00a0than\t \u00a0$10\t \u00a0from\t \u00a04\t \u00a0or\t \u00a0more\t \u00a0different\t \u00a0vendors\t \u00a0within\t \u00a0a\t \u00a0month,\t \u00a0they\t \u00a0have\t \u00a0the\t \u00a0chance\t \u00a0to\t \u00a0enter\t \u00a0into\t \u00a0a\t \u00a0draw\t \u00a0to\t \u00a0win\t \u00a0prizes.\t \u00a0With\t \u00a0the\t \u00a0same\t \u00a0stamp\t \u00a0system,\t \u00a0the\t \u00a0purchase\t \u00a0from\t \u00a0each\t \u00a0vendor\t \u00a0will\t \u00a0get\t \u00a0a\t \u00a0unique\t \u00a0stamp\t \u00a0on\t \u00a0the\t \u00a0stamp\t \u00a0card.\t \u00a0(Appendix\t \u00a0J)\t \u00a0The\t \u00a0email\t \u00a0address\t \u00a0of\t \u00a0customers\t \u00a0must\t \u00a0be\t \u00a0provided\t \u00a0to\t \u00a0enter\t \u00a0the\t \u00a0draw\t \u00a0and\t \u00a0claim\t \u00a0the\t \u00a0prize.\t \u00a0They\t \u00a0can\t \u00a0enter\t \u00a0the\t \u00a0draw\t \u00a0multiple\t \u00a0times\t \u00a0for\t \u00a0every\t \u00a0visit\t \u00a0that\t \u00a0they\t \u00a0purchased\t \u00a0from\t \u00a0more\t \u00a0than\t \u00a04\t \u00a0vendors.\t \u00a0Vendors\t \u00a0put\t \u00a0stamps\t \u00a0on\t \u00a0the\t \u00a0stamp\t \u00a0card\t \u00a0once\t \u00a0the\t \u00a0requirement\t \u00a0is\t \u00a0met.\t \u00a0The\t \u00a0customers\t \u00a0just\t \u00a0need\t \u00a0to\t \u00a0show\t \u00a0their\t \u00a0stamp\t \u00a0cards\t \u00a0to\t \u00a0any\t \u00a0UBC\t \u00a0Farm\t \u00a0staff\t 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\u00a0reach\t \u00a0this\t \u00a0targeted\t \u00a0segment,\t \u00a0it\t \u00a0is\t \u00a0recommended\t \u00a0for\t \u00a0UBC\t \u00a0Farm\t \u00a0to\t \u00a0set\t \u00a0up\t \u00a0a\t \u00a0pop-\u00ad\u2010up\t \u00a0stand\t \u00a0in\t \u00a0locations\t \u00a0where\t \u00a0this\t \u00a0segment\t \u00a0visits\t \u00a0frequently.\t \u00a0The\t \u00a0pop-\u00ad\u2010up\t \u00a0stand\t \u00a0can\t \u00a0utilize\t \u00a0the\t \u00a0booth\t \u00a0that\t \u00a0is\t \u00a0already\t \u00a0in\t \u00a0use\t \u00a0during\t \u00a0the\t \u00a0Wednesday\t \u00a0market\t \u00a0located\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Bookstore\t \u00a0Plaza.\t \u00a0\t \u00a0\t \u00a0As\t \u00a0part\t \u00a0of\t \u00a0its\t \u00a0promotion\t \u00a0strategy,\t \u00a0the\t \u00a0pop-\u00ad\u2010up\t \u00a0stand\t \u00a0should\t \u00a0have\t \u00a0one\t \u00a0UBC\t \u00a0Farm\t \u00a0ambassador\t \u00a0to\t \u00a0promote\t \u00a0and\t \u00a0sell\t \u00a0a\t \u00a0small\t \u00a0selection\t \u00a0of\t \u00a0items\t \u00a0that\t \u00a0are\t \u00a0normally\t \u00a0found\t \u00a0at\t \u00a0the\t \u00a0Saturday\t \u00a0Market.\t \u00a0UBC\t \u00a0Farm\t \u00a0should\t \u00a0obtain\t \u00a0samples\t \u00a0sizes\t \u00a0and\t \u00a0pamphlets\t \u00a0from\t \u00a0each\t \u00a0of\t \u00a0the\t \u00a0vendor,\t \u00a0which\t \u00a0can\t \u00a0then\t \u00a0be\t \u00a0displayed\t \u00a0and\t \u00a0distributed\t \u00a0at\t \u00a0the\t \u00a0pop-\u00ad\u2010up\t \u00a0stand.\t \u00a0This\t \u00a0not\t \u00a0only\t \u00a0allows\t \u00a0UBC\t \u00a0Farm\t \u00a0to\t \u00a0educate\t \u00a0potential\t \u00a0customers\t \u00a0about\t \u00a0its\t \u00a0product\t \u00a0offerings,\t \u00a0but\t \u00a0it\t \u00a0also\t \u00a0offers\t \u00a0the\t \u00a0chance\t \u00a0to\t \u00a0establish\t \u00a0the\t \u00a0Saturday\t \u00a0Market\t \u00a0as\t \u00a0a\t \u00a0farmers\u2019\t \u00a0market\t \u00a0that\t \u00a0customers\t \u00a0can\t \u00a0shop\t \u00a0at.\t \u00a0It\t \u00a0is\t \u00a0important\t \u00a0to\t \u00a0note\t \u00a0that\t \u00a0most\t \u00a0shoppers\t \u00a0attend\t \u00a0farmers\u2019\t \u00a0markets\t \u00a0to\t \u00a0purchase\t \u00a0their\t \u00a0\u201cregular\t \u00a0grocery\t \u00a0items\u201d\t \u00a0specifically\t \u00a0fresh\t \u00a0produce\t \u00a0(2010\t \u00a0Shopper\t \u00a0Study,\t \u00a0Greenbelt\t \u00a0Farmers\u2019\t \u00a0Market\t \u00a0Network).\t \u00a0\t \u00a0\t \u00a0The\t \u00a0primary\t \u00a0findings\t \u00a0revealed\t \u00a0that\t \u00a0this\t \u00a0segment\t \u00a0is\t \u00a0comprised\t \u00a0mainly\t \u00a0of\t \u00a0females\t \u00a0aged\t \u00a025\t \u00a0to\t \u00a034\t \u00a0years\t \u00a0old\t \u00a0with\t \u00a0high\t \u00a0discretionary\t \u00a0income.\t \u00a0Additionally,\t \u00a0a\t \u00a0majority\t \u00a0of\t \u00a0these\t \u00a0shoppers\t \u00a0are\t \u00a0buying\t \u00a0for\t \u00a0adults\t \u00a0only\t \u00a0(i.e.\t \u00a0no\t \u00a0children\t \u00a0living\t \u00a0at\t \u00a0home).\t \u00a0Based\t \u00a0on\t \u00a0these\t 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\u00a0\t \u00a0Next,\t \u00a0for\t \u00a0the\t \u00a0Ad\t \u00a0Set\t \u00a0level,\t \u00a0the\t \u00a0ads\t \u00a0should\t \u00a0target\t \u00a0health-\u00ad\u2010conscious\t \u00a0females\t \u00a0aged\t \u00a025\t \u00a0-\u00ad\u2010\t \u00a034\t \u00a0years\t \u00a0who\t \u00a0live\t \u00a0relatively\t \u00a0close\t \u00a0to\t \u00a0UBC\t \u00a0Farm\t \u00a0such\t \u00a0as\t \u00a0the\t \u00a0Kitsilano\t \u00a0area.\t \u00a0As\t \u00a0mentioned\t \u00a0earlier,\t \u00a0this\t \u00a0ad\t \u00a0campaign\t \u00a0will\t \u00a0run\t \u00a0from\t \u00a0June\t \u00a0to\t \u00a0October.\t \u00a0Throughout\t \u00a0the\t \u00a0five\t \u00a0months,\t \u00a0a\t \u00a0total\t \u00a0of\t \u00a010\t \u00a0posts\t \u00a0will\t \u00a0be\t \u00a0promoted\t \u00a0during\t \u00a0the\t \u00a0season\t \u00a0(i.e.\t \u00a02\t \u00a0posts\t \u00a0promoted\t \u00a0per\t \u00a0month).\t \u00a0\t \u00a0\t \u00a0Finally\t \u00a0at\t \u00a0the\t \u00a0Ads\t \u00a0level,\t \u00a0the\t \u00a0proposed\t 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Sustainable:\t \u00a0Know\t \u00a0that\t \u00a0the\t \u00a0produce\t \u00a0sold\t \u00a0at\t \u00a0the\t \u00a0Saturday\t \u00a0Market\t \u00a0is\t \u00a0grown\t \u00a0sustainably.\t \u00a02. Local:\t \u00a0Know\t \u00a0that\t \u00a0the\t \u00a0produce\t \u00a0sold\t \u00a0at\t \u00a0the\t \u00a0Saturday\t \u00a0Market\t \u00a0is\t \u00a0grown\t \u00a0by\t \u00a0local\t \u00a0farmers.\t \u00a03. Community:\t \u00a0Know\t \u00a0that\t \u00a0the\t \u00a0Saturday\t \u00a0Market\t \u00a0supports\t \u00a0the\t \u00a0community.\t \u00a0Refer\t \u00a0to\t \u00a0Appendix\t \u00a0M\t \u00a0for\t \u00a0the\t \u00a0posting\t \u00a0schedule\t \u00a0and\t \u00a0Appendix\t \u00a0N\t \u00a0for\t \u00a0the\t \u00a0suggested\t \u00a0post\t \u00a0content.\t \u00a0\t \u00a0Strategy\t \u00a04.2\t \u00a0Public\t \u00a0Relations\t \u00a0Exposure\t \u00a0Given\t \u00a0that\t \u00a0a\t \u00a0significant\t \u00a0amount\t \u00a0of\t \u00a0awareness\t \u00a0of\t \u00a0UBC\t \u00a0Farm\t \u00a0was\t \u00a0built\t \u00a0through\t \u00a0recommendations\t \u00a0from\t \u00a0family\t \u00a0and\t \u00a0friends,\t \u00a0it\t \u00a0can\t \u00a0be\t \u00a0noted\t \u00a0that\t \u00a0word\t \u00a0of\t \u00a0mouth\t \u00a0is\t \u00a0extremely\t \u00a0important\t \u00a0in\t \u00a0attracting\t \u00a0customers.\t \u00a0Therefore,\t \u00a0it\t \u00a0is\t \u00a0essential\t \u00a0that\t \u00a0UBC\t \u00a0Farm\u2019s\t 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\u00a0Posters\t \u00a0-\u00ad\u2010 Step\t \u00a0Stake\t \u00a0Signs\t \u00a0-\u00ad\u2010 Translink\t \u00a0Advertisements\t \u00a0-\u00ad\u2010 Flyers\t \u00a0Delivery\t \u00a0\t \u00a0Appendix\t \u00a0F:\t \u00a0Competition\t \u00a0Matrix\t \u00a0-\u00ad\u2010\t \u00a0UBC\t \u00a0Farm\t \u00a0Overall\t \u00a0Standing\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0 \t \u00a050 Appendix\t \u00a0G:\t \u00a0Factors\t \u00a0Affecting\t \u00a0Purchase\t \u00a0Decision\t \u00a0\t \u00a0\t \u00a0 Not\t \u00a0at\t \u00a0all\t \u00a0important\t \u00a0[-\u00ad\u20102]\t \u00a0Unimportant\t \u00a0[-\u00ad\u20101]\t \u00a0Neither\t \u00a0important\t \u00a0nor\t \u00a0unimportant\t \u00a0[0]\t \u00a0Important\t \u00a0[+1]\t \u00a0Very\t \u00a0important\t \u00a0[+2]\t \u00a0Total\t \u00a0Score\t \u00a0Quality\t \u00a0of\t 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\u00a0 125\t \u00a0Sustainability,\t \u00a0local,\t \u00a0and\t \u00a0Organic\t \u00a00\t \u00a0 2\t \u00a0 7\t \u00a0 38\t \u00a0 56\t \u00a0 148\t \u00a0Interested\t \u00a0in\t \u00a0visiting\t \u00a0a\t \u00a0working\t \u00a0farm\t \u00a06\t \u00a0 10\t \u00a0 19\t \u00a0 33\t \u00a0 28\t \u00a0 67\t \u00a0Other\t \u00a0(please\t \u00a0 3\t \u00a0 1\t \u00a0 5\t \u00a0 4\t \u00a0 4\t \u00a0 5\t \u00a051 specify):\t \u00a0\t \u00a0\t \u00a0Appendix\t \u00a0H\t \u00a0-\u00ad\u2010\t \u00a0Stamp\t \u00a0Card\t \u00a0Reward\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0 \t \u00a052 Appendix\t \u00a0I\t \u00a0-\u00ad\u2010\t \u00a0Themed\t \u00a0Events\t \u00a0\t \u00a0Month\t \u00a0 Seasonal\t \u00a0Holidays\t \u00a0 Themed\t \u00a0Events\t \u00a0June\t \u00a0 Summer\t \u00a0Start\t \u00a0 Summer\t \u00a0BBQ\/Kick-\u00ad\u2010off\t \u00a0July\t \u00a0 Canada\t \u00a0Day\t \u00a0 Cake\t \u00a0Festival\t \u00a0August\t \u00a0 End\t \u00a0of\t \u00a0Summer\t \u00a0 End\t \u00a0of\t \u00a0Summer\t \u00a0Sales\t \u00a0September\t \u00a0 Back-\u00ad\u2010to-\u00ad\u2010school\t \u00a0 \u201cDrinking\u201d\t \u00a0Party\t \u00a0October\t \u00a0 Thanksgiving\t \u00a0&\t \u00a0Halloween\t \u00a0 Pumpkin\t \u00a0Pie\t \u00a0&\t \u00a0Turkey\t \u00a0Day\t \u00a0\t \u00a0Appendix\t \u00a0J:\t \u00a0Stamps\t \u00a0design\t \u00a0for\t \u00a0vendors\t \u00a0\t \u00a0\t \u00a0 \t \u00a0\t \u00a0\t \u00a0 \t \u00a053 Appendix\t \u00a0K:\t \u00a0Product\t \u00a0Offerings\t \u00a0for\t \u00a0Themed\t \u00a0Events\t \u00a0\t \u00a0Month\t \u00a0 Themed\t \u00a0Events\t \u00a0 Special\t \u00a0Product\t \u00a0Offerings\t \u00a0June\t \u00a0 Summer\t \u00a0BBQ\/Kick-\u00ad\u2010off\t \u00a0Kebab,\t \u00a0chicken\t \u00a0souvlaki,\t \u00a0grilled\t \u00a0meat\t \u00a0(sausage,\t \u00a0steak,\t \u00a0patty,\t \u00a0pork\t \u00a0tenderloin),\t \u00a0grilled\t \u00a0vegetables\t \u00a0(corn,\t \u00a0asparagus),\t \u00a0grilled\t \u00a0seafood\t \u00a0(shrimps,\t \u00a0fishes)\t \u00a0July\t \u00a0 Cake\t \u00a0Festival\t \u00a0 Special\t \u00a0cupcakes\t \u00a0(Canada\t \u00a0Day\t \u00a0\u201cEh\u201d\t \u00a0Cupcakes),\t \u00a0buttermilk\t \u00a0waffle\t \u00a0with\t \u00a0maple\t \u00a0syrup,\t \u00a0red\t \u00a0velvet\t \u00a0cookies,\t \u00a0gingerbread,\t \u00a0Canada\t \u00a0day\t \u00a0layered\t \u00a0Jell-\u00ad\u2010O\t \u00a0August\t \u00a0 End\t \u00a0of\t \u00a0Summer\t \u00a0Sales\t \u00a0Seasonal\t \u00a0greens\t \u00a0and\t \u00a0fruits\t \u00a0(celery,\t \u00a0cherries,\t \u00a0cantaloupe,\t \u00a0corn,\t \u00a0beets,\t \u00a0blueberries,\t \u00a0strawberries)\t \u00a0September\t \u00a0 \u201cDrinking\u201d\t \u00a0Party\t \u00a0 Beverages:\t \u00a0soft\t \u00a0drinks,\t \u00a0juice\t \u00a0&\t \u00a0smoothies,\t \u00a0teas,\t \u00a0coffee,\t \u00a0hot\t \u00a0chocolate\t \u00a0October\t \u00a0 Pumpkin\t \u00a0Pie\t \u00a0&\t \u00a0Turkey\t \u00a0Day\t \u00a0Free\t \u00a0samples\t \u00a0(Pumpkin\t \u00a0Soup,\t \u00a0pumpkin\t \u00a0pie,\t \u00a0home-\u00ad\u2010style\t \u00a0smoked\t \u00a0turkey,\t \u00a0stuffed\t \u00a0turkey)\t \u00a0\t \u00a0Appendix\t \u00a0L\t \u00a0-\u00ad\u2010\t \u00a0Pop-\u00ad\u2010Up\t \u00a0Stand\t \u00a0Locations\t \u00a0Location\t \u00a0 Description\t \u00a0Gold\u2019s\t \u00a0Gym\t \u00a0University\t \u00a0Marketplace\t \u00a0Fitness\t \u00a0gym\t \u00a0located\t \u00a0on\t \u00a0UBC\t \u00a0Campus.\t \u00a0\t \u00a0Includes\t \u00a0a\t \u00a0fitness\t \u00a0studio\t \u00a0and\t \u00a0spinning\t \u00a0room.\t \u00a0\t \u00a0Pop-\u00ad\u2010Up\t \u00a0Stand\t \u00a0Idea:\t \u00a0-\u00ad\u2010 Sell\t \u00a0fresh\t \u00a0produce\t \u00a0that\t \u00a0are\t \u00a0good\t \u00a0for\t \u00a0juicing\t \u00a0-\u00ad\u2010 Provide\t \u00a0juicing\t \u00a0recipes\t \u00a0-\u00ad\u2010 Set\t \u00a0up\t \u00a0a\t \u00a0stand\t \u00a0on\t \u00a0Saturday\t \u00a07AM\t \u00a0-\u00ad\u2010\t \u00a011AM\t \u00a0to\t \u00a0direct\t \u00a0traffic\t \u00a0to\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0The\t \u00a0Hot\t \u00a0Box\t \u00a0Yoga\t \u00a0 Hot\t \u00a0yoga\t \u00a0studio\t \u00a0located\t \u00a0at\t \u00a0Wesbrook\t \u00a0Village.\t \u00a0Pop-\u00ad\u2010Up\t \u00a0Stand\t \u00a0Idea:\t \u00a0-\u00ad\u2010 Sell\t \u00a0fresh\t \u00a0produce\t \u00a0that\t \u00a0are\t \u00a0good\t \u00a0for\t \u00a0juicing\t \u00a0-\u00ad\u2010 Provide\t \u00a0both\t \u00a0juicing\t \u00a0and\t \u00a0snack\t \u00a0recipes\t \u00a0-\u00ad\u2010 Set\t \u00a0up\t \u00a0a\t \u00a0stand\t \u00a0on\t \u00a0Saturday\t \u00a09AM\t \u00a0-\u00ad\u2010\t \u00a011AM\t \u00a0to\t \u00a0direct\t \u00a0traffic\t \u00a0to\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0\t \u00a0 \t \u00a054 Academy\t \u00a0Institute\t \u00a0of\t \u00a0Higher\t \u00a0Stamina\t \u00a0Fitness\t \u00a0academy\t \u00a0located\t \u00a0along\t \u00a0W\t \u00a010\t \u00a0Avenue.\t \u00a0Offers\t \u00a0three\t \u00a0types\t \u00a0of\t \u00a0training\t \u00a0sessions:\t \u00a0Fit,\t \u00a0Ride,\t \u00a0Yoga.\t \u00a0Pop-\u00ad\u2010Up\t \u00a0Stand\t \u00a0Idea:\t \u00a0-\u00ad\u2010 Promote\t \u00a0the\t \u00a0benefits\t \u00a0of\t \u00a0eating\t \u00a0food\t \u00a0that\t \u00a0restores\t \u00a0the\t \u00a0body\t \u00a0-\u00ad\u2010 Provide\t \u00a0recipes\t \u00a0for\t \u00a0fast\t \u00a0and\t \u00a0healthy\t \u00a0cooking\t \u00a0\t \u00a0-\u00ad\u2010 Set\t \u00a0up\t \u00a0a\t \u00a0stand\t \u00a0on\t \u00a0Saturday\t \u00a09AM\t \u00a0-\u00ad\u2010\t \u00a011AM\t \u00a0to\t \u00a0direct\t \u00a0traffic\t \u00a0to\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Wholey\t \u00a0Fit\t \u00a0Inc.\t \u00a0 Located\t \u00a0along\t \u00a0Alma\t \u00a0Street.\t \u00a0Offers\t \u00a0fitness\t \u00a0(Tabata)\t \u00a0classes\t \u00a0and\t \u00a0indoor\t \u00a0cycling.\t \u00a0Pop-\u00ad\u2010Up\t \u00a0Stand\t \u00a0Idea:\t \u00a0-\u00ad\u2010 Promote\t \u00a0foods\t \u00a0that\t \u00a0are\t \u00a0good\t \u00a0for\t \u00a0weight\t \u00a0loss\t \u00a0and\t \u00a0muscle\t \u00a0gain\t \u00a0-\u00ad\u2010 Provide\t \u00a0recipes\t \u00a0for\t \u00a0fast\t \u00a0and\t \u00a0healthy\t \u00a0cooking\t \u00a0\t \u00a0-\u00ad\u2010 Set\t \u00a0up\t \u00a0a\t \u00a0stand\t \u00a0on\t \u00a0Friday\t \u00a05PM\t \u00a0\t \u00a0-\u00ad\u2010\t \u00a07PM\t \u00a0or\t \u00a0Saturday\t \u00a08AM\t \u00a0-\u00ad\u2010\t \u00a011AM\t \u00a0to\t \u00a0direct\t \u00a0traffic\t \u00a0to\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Pulse\t \u00a0Cycling\t \u00a0Studio\t \u00a0Limited\t \u00a0 Located\t \u00a0along\t \u00a0W\t \u00a016\t \u00a0Avenue.\t \u00a0Focuses\t \u00a0on\t \u00a0indoor\t \u00a0cycling.\t \u00a0Pop-\u00ad\u2010Up\t \u00a0Stand\t \u00a0Idea:\t \u00a0-\u00ad\u2010 Promote\t \u00a0foods\t \u00a0that\t \u00a0are\t \u00a0good\t \u00a0for\t \u00a0juicing\t \u00a0-\u00ad\u2010 Provide\t \u00a0snack\t \u00a0or\t \u00a0juicing\t \u00a0recipes\t \u00a0-\u00ad\u2010 Set\t \u00a0up\t \u00a0a\t \u00a0stand\t \u00a0on\t \u00a0Friday\t \u00a05PM\t \u00a0\t \u00a0-\u00ad\u2010\t \u00a06PM\t \u00a0to\t \u00a0promote\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0Lobby\t \u00a0Areas\t \u00a0\t \u00a0(Wesbrook\t \u00a0Residential\t \u00a0Housing)\t \u00a0Wesbrook\t \u00a0Village\t \u00a0Apartments\t \u00a0-\u00ad\u2010 Greenwood\t \u00a0Commons\t \u00a0-\u00ad\u2010 Mews\t \u00a0-\u00ad\u2010 Granite\t \u00a0Terrace\t \u00a0-\u00ad\u2010 Village\t \u00a0Square\t \u00a0Note:\t \u00a0Besides\t \u00a0setting\t \u00a0up\t \u00a0a\t \u00a0pop-\u00ad\u2010up\t \u00a0stand\t \u00a0inside\t \u00a0the\t \u00a0lobby\t \u00a0area\t \u00a0by\t \u00a0the\t \u00a0main\t \u00a0entrance,\t \u00a0another\t \u00a0location\t \u00a0is\t \u00a0the\t \u00a0area\t \u00a0outside\t \u00a0of\t \u00a0these\t \u00a0apartments.\t \u00a0(i.e.\t \u00a0where\t \u00a0the\t \u00a0summer\t \u00a0events\t \u00a0are\t \u00a0held)\t \u00a0Pop-\u00ad\u2010Up\t \u00a0Stand\t \u00a0Idea:\t \u00a0-\u00ad\u2010 Promote\t \u00a0\u201cToday\u2019s\t \u00a0Daily\t \u00a0Special\u201d\t \u00a0(i.e.\t \u00a0Provide\t \u00a0a\t \u00a0list\t \u00a0of\t \u00a0produce\t \u00a0that\t \u00a0are\t \u00a0in\t \u00a0season\t \u00a0or\t \u00a0offered\t \u00a0at\t \u00a0a\t \u00a0discount)\t \u00a0-\u00ad\u2010 Provide\t \u00a0fast\t \u00a0and\t \u00a0healthy\t \u00a0recipes\t \u00a0-\u00ad\u2010 Display\t \u00a0an\t \u00a0events\t \u00a0calendar\t \u00a0to\t \u00a0indicate\t \u00a0what\t \u00a0events\t \u00a0will\t \u00a0take\t \u00a0place\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0\t \u00a0-\u00ad\u2010 Set\t \u00a0up\t \u00a0a\t \u00a0stand\t \u00a0on\t \u00a0Saturday\t \u00a09AM\t \u00a0\t \u00a0-\u00ad\u2010\t \u00a011AM\t \u00a0to\t \u00a0direct\t \u00a0traffic\t \u00a0to\t \u00a0UBC\t \u00a0Farm\t \u00a0\t \u00a0Appendix\t \u00a0M:\t \u00a0Facebook\t \u00a0Posting\t \u00a0Schedule\t \u00a0\t \u00a0Month\t \u00a0 Content\t \u00a0June\t \u00a0 Sustainable\t \u00a0+\t \u00a0Community\t \u00a055 July\t \u00a0 Local\t \u00a0+\t \u00a0Community\t \u00a0August\t \u00a0 Community\t \u00a0+\t \u00a0Sustainable\t \u00a0September\t \u00a0 Sustainable\t \u00a0+\t \u00a0Local\t \u00a0October\t \u00a0 Local\t \u00a0+\t \u00a0Community\t \u00a010\t \u00a0posts\t \u00a0for\t \u00a0the\t \u00a0season\t \u00a0duration\t \u00a0running\t \u00a0from\t \u00a0June\t \u00a0to\t \u00a0October\t \u00a0\t \u00a0(3\t \u00a0Posts\t \u00a0-\u00ad\u2010\t \u00a0Sustainable,\t \u00a03\t \u00a0Posts\t \u00a0-\u00ad\u2010\t \u00a0Local,\t \u00a04\t \u00a0Posts\t \u00a0-\u00ad\u2010\t \u00a0Community)\t \u00a0\t \u00a0\t \u00a0Appendix\t \u00a0N:\t \u00a0Facebook\t \u00a0Posts\u2019\t \u00a0Content\t \u00a0Categories\t \u00a0 Ad\t \u00a0Ideas\t \u00a0Sustainable:\t \u00a0\t \u00a01. Market\t \u00a0is\t \u00a0located\t \u00a0on\t \u00a0a\t \u00a0\u201cWorking\t \u00a0Farm\u201d\t \u00a0that\t \u00a0works\t \u00a0towards\t \u00a0building\t \u00a0a\t \u00a0sustainable\t \u00a0living\t \u00a0food\t \u00a0system\t \u00a0(pollination,\t \u00a0medicinal\t \u00a0plants,\t \u00a0flowers,\t \u00a0produce).\t \u00a02. As\t \u00a0a\t \u00a0\u201cWorking\t \u00a0Farm\u201d,\t \u00a0UBC\t \u00a0Farm\t \u00a0strives\t \u00a0to\t \u00a0maintain\t \u00a0and\t \u00a0expand\t \u00a0the\t \u00a0living\t \u00a0food\t \u00a0system\t \u00a0to\t \u00a0ensure\t \u00a0quality\t \u00a0and\t \u00a0long-\u00ad\u2010term\t \u00a0sustainability.\t \u00a0(i.e.\t \u00a0renewable\t \u00a0resources).\t \u00a03. UBC\t \u00a0Farm\t \u00a0has\t \u00a0been\t \u00a0used\t \u00a0as\t \u00a0research\t \u00a0sites\t \u00a0to\t \u00a0support\t \u00a0sustainable\t \u00a0initiatives\t \u00a0such\t \u00a0as\t \u00a0variety\t \u00a0trials,\t \u00a0crop\t \u00a0improvement,\t \u00a0breeding,\t \u00a0stock\t \u00a0seed\t \u00a0production\t \u00a0-\u00ad\u2010\t \u00a0these\t \u00a0seeds\t \u00a0are\t \u00a0grown\t \u00a0into\t \u00a0the\t \u00a0produce\t \u00a0sold\t \u00a0at\t \u00a0the\t \u00a0market.\t \u00a0\t \u00a0 \t \u00a056 Local:\t \u00a0.\t \u00a01. From\t \u00a0the\t \u00a0research\t \u00a0initiatives\t \u00a0carried\t \u00a0on-\u00ad\u2010site,\t \u00a0UBC\t \u00a0Farm\t \u00a0promotes\t \u00a0and\t \u00a0markets\t \u00a0BC-\u00ad\u2010Grown\t \u00a0seed\t \u00a0to\t \u00a0BC\t \u00a0farmers\t \u00a0-\u00ad\u2010\t \u00a0these\t \u00a0seeds\t \u00a0are\t \u00a0grown\t \u00a0locally\t \u00a0to\t \u00a0become\t \u00a0the\t \u00a0produce\t \u00a0sold\t \u00a0at\t \u00a0the\t \u00a0market.\t \u00a02. UBC\t \u00a0Farm\t \u00a0Saturday\t \u00a0Market\t \u00a0can\t \u00a0guarantee\t \u00a0that\t \u00a0all\t \u00a0its\t \u00a0produce\t \u00a0are\t \u00a0grown\t \u00a0locally\t \u00a0at\t \u00a0the\t \u00a0farm.\t \u00a03. Through\t \u00a0research\t \u00a0initiatives\t \u00a0conducted\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Farm,\t \u00a0customers\t \u00a0can\t \u00a0safely\t \u00a0consumer\t \u00a0different\t \u00a0varieties\t \u00a0of\t \u00a0vegetables\t \u00a0and\t \u00a0fruits\t \u00a0that\t \u00a0are\t \u00a0grown\t \u00a0straight\t \u00a0from\t \u00a0the\t \u00a0farm.\t \u00a0\t \u00a0Community:\t \u00a0 1. UBC\t \u00a0Farm\t \u00a0is\t \u00a0an\t \u00a0\u201cIncubator\t \u00a0Market\u201d\t \u00a0for\t \u00a0new\t \u00a0farmers\t \u00a0(i.e.\t \u00a0a\t \u00a0starting\t \u00a0point\t \u00a0for\t \u00a0new\t \u00a0farmers\t \u00a0to\t \u00a0reach\t \u00a0out\t \u00a0to\t \u00a0the\t \u00a0community\t \u00a0and\t \u00a0sell\t \u00a0their\t \u00a0fresh\t \u00a0produce)\t \u00a02. Saturday\t \u00a0Market\t \u00a0is\t \u00a0located\t \u00a0on\t \u00a0the\t \u00a0\u201cUBC\t \u00a0Farm\t \u00a0Site\u201d\t \u00a0which\t \u00a0offers\t \u00a0community\t \u00a0groups\t \u00a0a\t \u00a0chance\t \u00a0to\t \u00a0learn\t \u00a0about\t \u00a0the\t \u00a0activities\t \u00a0carried\t \u00a0out\t \u00a0at\t \u00a0the\t \u00a0farm\t \u00a0-\u00ad\u2010\t \u00a0links\t \u00a0it\t \u00a0to\t \u00a0issues\t \u00a0in\t \u00a0biodiversity,\t \u00a0education,\t \u00a0sustainable\t \u00a0agriculture,\t \u00a0food\t \u00a0systems,\t \u00a0indigenous\t \u00a0territory\t \u00a03. Save\t \u00a0the\t \u00a0Farm\t \u00a0Campaign:\t \u00a0prevented\t \u00a0the\t \u00a0land\t \u00a0from\t \u00a0being\t \u00a0used\t \u00a0for\t \u00a0market\t \u00a0housing.\t \u00a04. Everything\t \u00a0sold\t \u00a0at\t \u00a0the\t \u00a0market\t \u00a0is\t \u00a0ethically\t \u00a0produced\t \u00a0with\t \u00a0consideration\t \u00a0of\t \u00a0the\t \u00a0community:\t \u00a0-\u00ad\u2010 Care\t \u00a0about\t \u00a0the\t \u00a0farmers\t \u00a0-\u00ad\u2010 Respect\t \u00a0indigenous\t \u00a0territory\t \u00a0-\u00ad\u2010 Respect\t \u00a0the\t \u00a0land\t \u00a0itself\t \u00a0\t \u00a0\t \u00a0 \t \u00a057 Appendix\t \u00a0O:\t \u00a0Suggested\t \u00a0Content\t \u00a0for\t \u00a0Vancouver\t \u00a0Magazine\t \u00a0\t \u00a0Vancouver\t \u00a0Magazine\t \u00a0Sections\t \u00a0 Content\t \u00a0Suggestions\t \u00a0Taste\t \u00a0 1. Provide\t \u00a0recipes\t \u00a0and\t \u00a0cooking\t \u00a0tips\t \u00a02. Recommend\t \u00a0a\t \u00a0restaurant\t \u00a0that\t \u00a0uses\t \u00a0produce\t \u00a0grown\t \u00a0at\t \u00a0the\t \u00a0UBC\t \u00a0Farm\t \u00a0\t \u00a0City\t \u00a0 1. Recommend\t \u00a0specific\t \u00a0types\t \u00a0of\t \u00a0food\t \u00a0that\t \u00a0are\t \u00a0good\t \u00a0for\t \u00a0health\t \u00a0and\t \u00a0fitness\t \u00a0Go\t \u00a0 1. Refer\t \u00a0UBC\t \u00a0Farm\t \u00a0as\t \u00a0the\t \u00a0destination\t \u00a0to\t \u00a0go\t \u00a0on\t \u00a0a\t \u00a0\u201cDay\t \u00a0Trip\u201d\t \u00a0or\t \u00a0\u201cWeekend\t \u00a0Getaway\u201d.\t \u00a0(Provide\t \u00a0a\t \u00a0list\t \u00a0of\t \u00a0events\t \u00a0or\t \u00a0farm\t \u00a0tours\t \u00a0that\t \u00a0people\t \u00a0can\t \u00a0take\t \u00a0part\t \u00a0in.)\t \u00a0Best\t \u00a0of\t \u00a0the\t \u00a0City\t \u00a0 1. Under\t \u00a0the\t \u00a0sub-\u00ad\u2010section\t \u00a0\u201cStuff\t \u00a0we\t \u00a0love\/Trending\u201d,\t \u00a0UBC\t \u00a0Farm\t \u00a0should\t \u00a0send\t \u00a0content\t \u00a0that\t \u00a0connects\t \u00a0its\t \u00a0product\t \u00a0offerings\t \u00a0to\t \u00a0the\t \u00a0latest\t \u00a0health\t \u00a0trends.\t \u00a0Events\t \u00a0 1. Contact\t \u00a0the\t \u00a0media\t \u00a0director\t \u00a0to\t \u00a0see\t \u00a0if\t \u00a0specific\t \u00a0themed\t \u00a0events\t \u00a0can\t \u00a0be\t \u00a0included\t \u00a0in\t \u00a0Vancouver\t \u00a0Magazine\u2019s\t \u00a0Events\t \u00a0Calendar.\t \u00a051 Appendix\t \u00a0P:\t \u00a0Timeline\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0\t \u00a0 \t \u00a051 Appendix\t \u00a0Q:\t \u00a0Budget\t \u00a0\t \u00a0\t \u00a0\t \u00a051 \t \u00a0","attrs":{"lang":"en","ns":"http:\/\/www.w3.org\/2009\/08\/skos-reference\/skos.html#note","classmap":"oc:AnnotationContainer"},"iri":"http:\/\/www.w3.org\/2009\/08\/skos-reference\/skos.html#note","explain":"Simple Knowledge Organisation System; Notes are used to provide information relating to SKOS concepts. There is no restriction on the nature of this information, e.g., it could be plain text, hypertext, or an image; it could be a definition, information about the scope of a concept, editorial information, or any other type of information."}],"Genre":[{"label":"Genre","value":"Report","attrs":{"lang":"en","ns":"http:\/\/www.europeana.eu\/schemas\/edm\/hasType","classmap":"dpla:SourceResource","property":"edm:hasType"},"iri":"http:\/\/www.europeana.eu\/schemas\/edm\/hasType","explain":"A Europeana Data Model Property; This property relates a resource with the concepts it belongs to in a suitable type system such as MIME or any thesaurus that captures categories of objects in a given field. It does NOT capture aboutness"}],"IsShownAt":[{"label":"IsShownAt","value":"10.14288\/1.0343584","attrs":{"lang":"en","ns":"http:\/\/www.europeana.eu\/schemas\/edm\/isShownAt","classmap":"edm:WebResource","property":"edm:isShownAt"},"iri":"http:\/\/www.europeana.eu\/schemas\/edm\/isShownAt","explain":"A Europeana Data Model Property; An unambiguous URL reference to the digital object on the provider\u2019s website in its full information context."}],"Language":[{"label":"Language","value":"eng","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/language","classmap":"dpla:SourceResource","property":"dcterms:language"},"iri":"http:\/\/purl.org\/dc\/terms\/language","explain":"A Dublin Core Terms Property; A language of the resource.; Recommended best practice is to use a controlled vocabulary such as RFC 4646 [RFC4646]."}],"PeerReviewStatus":[{"label":"PeerReviewStatus","value":"Unreviewed","attrs":{"lang":"en","ns":"https:\/\/open.library.ubc.ca\/terms#peerReviewStatus","classmap":"oc:PublicationDescription","property":"oc:peerReviewStatus"},"iri":"https:\/\/open.library.ubc.ca\/terms#peerReviewStatus","explain":"UBC Open Collections Metadata Components; Local Field; Identifies whether or not the resource is peer-reviewed. Applies to published resources only."}],"Provider":[{"label":"Provider","value":"Vancouver : University of British Columbia Library","attrs":{"lang":"en","ns":"http:\/\/www.europeana.eu\/schemas\/edm\/provider","classmap":"ore:Aggregation","property":"edm:provider"},"iri":"http:\/\/www.europeana.eu\/schemas\/edm\/provider","explain":"A Europeana Data Model Property; The name or identifier of the organization who delivers data directly to an aggregation service (e.g. Europeana)"}],"Rights":[{"label":"Rights","value":"Attribution-NonCommercial-NoDerivatives 4.0 International","attrs":{"lang":"*","ns":"http:\/\/purl.org\/dc\/terms\/rights","classmap":"edm:WebResource","property":"dcterms:rights"},"iri":"http:\/\/purl.org\/dc\/terms\/rights","explain":"A Dublin Core Terms Property; Information about rights held in and over the resource.; Typically, rights information includes a statement about various property rights associated with the resource, including intellectual property rights."}],"RightsURI":[{"label":"RightsURI","value":"http:\/\/creativecommons.org\/licenses\/by-nc-nd\/4.0\/","attrs":{"lang":"*","ns":"https:\/\/open.library.ubc.ca\/terms#rightsURI","classmap":"oc:PublicationDescription","property":"oc:rightsURI"},"iri":"https:\/\/open.library.ubc.ca\/terms#rightsURI","explain":"UBC Open Collections Metadata Components; Local Field; Indicates the Creative Commons license url."}],"ScholarlyLevel":[{"label":"ScholarlyLevel","value":"Undergraduate","attrs":{"lang":"en","ns":"https:\/\/open.library.ubc.ca\/terms#scholarLevel","classmap":"oc:PublicationDescription","property":"oc:scholarLevel"},"iri":"https:\/\/open.library.ubc.ca\/terms#scholarLevel","explain":"UBC Open Collections Metadata Components; Local Field; Identifies the scholarly level of the author(s)\/creator(s)."}],"Series":[{"label":"Series","value":"UBC Social Ecological Economic Development Studies (SEEDS) Student Report","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/isPartOf","classmap":"oc:PublicationDescription","property":"dcterms:isPartOf"},"iri":"http:\/\/purl.org\/dc\/terms\/isPartOf","explain":"A Dublin Core Terms Property; A related resource in which the described resource is physically or logically included."},{"label":"Series","value":"University of British Columbia. COMM 468","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/isPartOf","classmap":"oc:PublicationDescription","property":"dcterms:isPartOf"},"iri":"http:\/\/purl.org\/dc\/terms\/isPartOf","explain":"A Dublin Core Terms Property; A related resource in which the described resource is physically or logically included."}],"Title":[{"label":"Title","value":"Marketing Plan Report","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/title","classmap":"dpla:SourceResource","property":"dcterms:title"},"iri":"http:\/\/purl.org\/dc\/terms\/title","explain":"A Dublin Core Terms Property; The name given to the resource."}],"Type":[{"label":"Type","value":"Text","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/type","classmap":"dpla:SourceResource","property":"dcterms:type"},"iri":"http:\/\/purl.org\/dc\/terms\/type","explain":"A Dublin Core Terms Property; The nature or genre of the resource.; Recommended best practice is to use a controlled vocabulary such as the DCMI Type Vocabulary [DCMITYPE]. To describe the file format, physical medium, or dimensions of the resource, use the Format element."}],"URI":[{"label":"URI","value":"http:\/\/hdl.handle.net\/2429\/61202","attrs":{"lang":"en","ns":"https:\/\/open.library.ubc.ca\/terms#identifierURI","classmap":"oc:PublicationDescription","property":"oc:identifierURI"},"iri":"https:\/\/open.library.ubc.ca\/terms#identifierURI","explain":"UBC Open Collections Metadata Components; Local Field; Indicates the handle for item record."}],"SortDate":[{"label":"Sort Date","value":"2016-12-05 AD","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/date","classmap":"oc:InternalResource","property":"dcterms:date"},"iri":"http:\/\/purl.org\/dc\/terms\/date","explain":"A Dublin Core Elements Property; A point or period of time associated with an event in the lifecycle of the resource.; Date may be used to express temporal information at any level of granularity. Recommended best practice is to use an encoding scheme, such as the W3CDTF profile of ISO 8601 [W3CDTF].; A point or period of time associated with an event in the lifecycle of the resource.; Date may be used to express temporal information at any level of granularity. Recommended best practice is to use an encoding scheme, such as the W3CDTF profile of ISO 8601 [W3CDTF]."}]}