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Washington Grown Organic Blueberries Crystal Ashcraft Lauren Buchholz Brett Jacobsen Ashley Linn Carl Seaberg Overview Target audiences and objectives Events: breakfast feed and awareness week Schedule Budget Media kit Evaluation Mission Statement

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washington grown organic blueberries

Washington GrownOrganic Blueberries

Crystal Ashcraft

Lauren Buchholz

Brett Jacobsen

Ashley Linn

Carl Seaberg

overview
Overview
  • Target audiences and objectives
  • Events: breakfast feed and awareness week
  • Schedule
  • Budget
  • Media kit
  • Evaluation
mission statement
Mission Statement
  • We at Harney Wholesale aim to promote organic blueberries among Pacific Lutheran University students. Our goal is to increase awareness and consumption of organic blueberries.
target audience
Target Audience
  • Pacific Lutheran University
    • Dining Services
    • Undergraduate Students
  • Future Target Audience
    • University of Washington, Tacoma
    • University of Puget Sound
    • Saint Martins University
dining services
Dining Services
  • Problems
    • Price
    • Awareness
    • Storage
  • Opportunities
    • Sustainability
    • Local Produce
    • Blueberries are easily frozen
    • Awareness is growing
students
Students
  • Problems
    • Lack of awareness
    • Price
  • Opportunities
    • Generally like the taste
    • Comforting food
    • Would consume if made available
objectives
Objectives
  • Impact objectives
    • Raise awareness
    • Increase consumption
    • Blueberries become staple food in Dining Services
  • Output objectives
    • Release one press release per week of campaign to local media
    • Target student media (The Mast) with at least one press release
    • Distribute media kit within Dining Services along with the administration
event 1
Event 1
  • Blueberry breakfast feed
    • Kickoff: Saturday May 3, 2008 before Blueberry awareness week
    • Free breakfast in Red Square: 10am-noon
    • Appearance by the blueberry muffin man and sidekick
event 2
Event 2
  • Blueberry Festival
    • Goal: raise awareness for organic blueberries
    • Mon. May 5-Fri. May 9, 2008
    • Takes place at PLU
  • Week’s events
    • Monday: ‘Boast your Blue’ day
    • Tuesday: Blueberry pie eating contest
    • Wednesday: Blueberry HUMP in the CAVE
    • Thursday: Blueberry stomping contest
    • Friday: Blueberry scavenger hunt
schedule
Schedule
  • January: Begin conversation with organic blueberry growers
  • March: Contact dining services
  • Late April-early May: obtain supplies from grocers and growers
  • The night before: purchase supplies
  • The day of: decorate for Blueberry Festival
  • ‘Sea of blue’
budget
Budget…

Blueberry budget

informational packet
Informational Packet
  • Washington Blueberries: Important to Every Meal Plan
  • Growers in Your Area
  • Frequently Asked Questions
  • Brochure
  • Recipes
    • Smoothies
    • Blueberry Muffin
media
Media
  • The Mast
    • Pitch Letter
    • Press Release
  • Tacoma News Tribune
    • Awareness of PLU
    • Highlight PLU’s commitment to sustainability
evaluation
Evaluation
  • Surveys at beginning
  • Follow up surveys
    • incentive
  • Comment cards throughout week at all events
  • Increased consumption of blueberries
conclusion
Conclusion
  • Brett’s final thoughts…