Direct Markets - Local Food Marketing Campaign Feedback

The Farm to Plate Network is working to develop, launch, and administer a statewide local food campaign to increase purchases, participation, and awareness in Vermont’s local food economy. Campaign messaging will be targeted to outdoor enthusiasts, young working professionals, and value-driven shoppers in different Vermont regions to increase consumer demand for local food at restaurants, institutions, direct sale markets (e.g. CSA, farm stand, farmers markets), and retail stores.

NOFA-VT is a partner in the Farm to Plate Network and has developed the following survey to get feedback on how the local food campaign could best provide marketing tools, tactics, and resources to those who participate in or support direct sales markets. Your responses from this survey will help inform the marketing strategy development of the campaign and it’s eventual statewide launch. Thanks!

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* 1. Contact Info:

Name: *

Farm/Farmers Market:

Email Address:

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* 2. Are you a (please check all that apply):

CSA farmer

Farm stand

Farmers market vendor

Farmers market organizer

Other (please specify)

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Below are the draft visual identities that have been developed for the Farm to Plate Local Food Marketing Campaign:

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* 3. What is your general reaction to these visuals?

Positive

Negative

In a few short comments, please explain why you have this reaction.

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* 4. Which concept do you prefer?

Share a Slice of Vermont Food

Rooted in Vermont Food

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* 5. Do you primarily do your marketing via:

Online

I use both

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* 6. If you use online marketing, what platforms do you use (please select all that apply)?

I do not use online marketing

Website

Online newsletters (mail chimp, constant contact, etc.)

Facebook

Instagram

Twitter

Tumblr

Other (please specify)

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To give you an idea of how these visuals might be used, below are three examples of how the visuals could be used for direct marketing:

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* 7. Please select any of the following ways that you would be interested in using these materials in your own farm’s promotions (you may check more than one).

I would like to use the tag-line in my own marketing materials.

I would like to use the logo in my own marketing materials.

I would like posters to display at my farm/farmers market.

I would like posters to display at my delivery sites.

I would like information I could easily include in my newsletter (print or online).

I would like this campaign to have a social media component that encourage consumers to share their experiences with our farm/farmers market on social media (twitter, facebook, instagram, etc.).

I would like a template where I can insert photos/information of my farm/farm stand/farmers market (print or online).

I would signs like the Agency of Agriculture’s past “buy local” campaign with blank boxes to write items and prices.

Are there other materials or ways you would like to use the Local Foods Marketing Campaign to promote your farm/farmers market that are not listed above?

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* 8. Of the choices below, please rank them in the order that you’re most likely to use in your own promotions (with 1 being highest).

I would like to use the tag-line in my own marketing materials.

I would like to use the logo in my own marketing materials.

I would like posters to display at my farm/farmers market.

I would like posters to display at my delivery sites.

I would like information I could easily include in my newsletter (print or online).

I would like this campaign to have a social media component that encourage consumers to share their experiences with our farm/farmers market on social media (twitter, facebook, instagram, etc.).

I would like a template where I can insert photos/information of my farm/farm stand/farmers market (print or online).

I would signs like the Agency of Agriculture’s past “buy local” campaign with blank boxes to write items and prices.

If you added a choice in the 'other' box in question 7, please rank that one with this box.

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* 9. Are you interested in helping to do outreach for the Local Food Marketing Campaign when it launches? If yes, please select yes below and we’ll send you an update as the campaign is closer to launching.

Yes

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* 1. Contact Info:

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* 2. Are you a (please check all that apply):

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Below are the draft visual identities that have been developed for the Farm to Plate Local Food Marketing Campaign:

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* 3. What is your general reaction to these visuals?

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* 4. Which concept do you prefer?

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* 5. Do you primarily do your marketing via:

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* 6. If you use online marketing, what platforms do you use (please select all that apply)?

Question Title

To give you an idea of how these visuals might be used, below are three examples of how the visuals could be used for direct marketing:

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Question Title

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* 7. Please select any of the following ways that you would be interested in using these materials in your own farm’s promotions (you may check more than one).

Question Title

* 8. Of the choices below, please rank them in the order that you’re most likely to use in your own promotions (with 1 being highest).

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* 9. Are you interested in helping to do outreach for the Local Food Marketing Campaign when it launches? If yes, please select yes below and we’ll send you an update as the campaign is closer to launching.

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* 10. Any other comments?