Table of

Contents
Farmers Market History

...........................................................................

Page 1

Analysis & Objectives

............................................................................ Page 2

Audience & Positioning

...........................................................................

Messages & Challenges

............................................................................ Page 4

Situational Analysis

............................................................................. Page 5-6

Budget Plan

............................................................................. Page 7-8

Social Media

............................................................................

Activities & Calender

............................................................................. Page 11-12

Local Businesses

............................................................................. Page 13-14

Tracking Progress

............................................................................. Page 15-16

Meet the Advisors

.............................................................................. Page 17

Page 3

Page 9-10

Market
History

Analysis &
Objectives

The Rexburg Farmers Market is a

Current Situation:

community market that has been going on

for years. There is a great mix of fresh, local

Not enough people know and participare in the Farmers Market

produce, incredibly tasty food, and very

Not enough customers are Rexburg locals

talented people selling their crafts. Its an

Advertising for the Farmers Market can be improved

appealing and friendly atmosphere for

anyone looking to have fun on Friday night.
It runs every year from May-October, 4-8 pm.

Goals:
Increase the number of people who know about the Farmers Market
Increase the number of Rexburg residents who attend

Like most Farmers Markets there is making, showing, and selling of goods. This year, the

Advertise the Market more through social media, activities and local businesses

location has been moved to College Ave, right across the BYU-I campus.

Audience&
Positioning

Messages&
Challenges

Target Audience:

Key Message:

Locals/ Rexburg Residents

Surrounding area residents

1. Bring your family home to the Farmers Markets

2. Local produce and products at the Farmers Market

Secondary Audience:

3. Every dollar spent stays in the community.

BYU-I students and Faculty

Visitors from other Idaho towns
Challenges:
Positioning:

Budgeting contraints

The Farmers Market offers a family friendly environment

Ideas that are tried and do not work

It offers unique community activites throughout the month

People can find cheaper products in other stores

It also offers fresh and locally made produce and products

Situational
Ananlysis

Research
Method
*Questionaire completed by 50 participants.

S-Strengths

Quality Products

Gives Back to the Community

Great Family Environment

Fun activities and opportunities

Marital Status:

Competitions:

Single:
Married:
Married w/ kids:

Have you liked the farmers market Facebook page?

Yes:
No:

What will bring/ brought you to the farmers market?

W-Weaknesses

Lack of Knowledge

Lack of Community Participation

Small Market

Different Specialties Based on Growing Seasons

Food:
Crafts:
Entertainment:
Other:

T-Threats

Inclement Weather

Bad Experiences

Competitive Store Prices

Every week:
Every other week:
Once a month:
Once a year:

How did you hear about the farmers market?

O-Opportunities

More Involvement as Consumers

More Vendors to Increase Size and Involvement

More Awareness and Encouragement

Build Farmers Market Reputation

How often do you attend the farmers market?

Never attended:

Word of Mouth:
Online:
Newspaper:
Other:

If we gave you an event calendar of activities at the

Farmers Market, would you be more likely to attend those
events?
Not Likely:
Likely:

Which of the following activities would you enjoy the most

at the farmers market?

Very Likely:

Live Music:

How far did you travel for the farmers market?

Children Activities:

1-5 miles:

Family Games:

6-10 miles:

Talent Show:

Research:
Budget
Survey
Plan
Expected cost of our plan: No more than $200 a month.

Cost of Activites/Events:

Depending on the month, the season and the current state of the Farmers Market, this

Team and Wagon: Discount Rate of $100 for 4 hours

plan allows flexibility and a workable budget.

Lady Bugs for Release: $49.98 for 18,000 lady bugs

Pumpkin Bowling: Donated pumkins from participants
Pumpkin Carving Contest: Participants buy and carve at the Famers Market

Costs of Visual Advertising:

FishPond for Kids: $0.10- $0.25 per fish

Calender Magnets from AlphaGraphics: 250 4x3 magnets at $126

14x9 color Poster from AlphaGraphics: $1.60 each
Cost of Social Media:
Donations for Prizes of contests: cash, gift cards, products, etc.

Social
Media
The main purpose of Social Media is to perpetuate word of mouth advertising. We plan to

Consistent Updates

use mainstream networks like Facebook, Twitter, and Instagram to create awareness and

A big part of making people aware is keeping the information available. With consistent

get the people involved.

calendar updates and weekly reminders via social networking, we can keep the
community aware of what, when, where, etc. is going on at the Farmers Market. These

Photo Contests

updates are also valuable, not just for information, but for excitement.

Everyone likes a good photo contest! We plan to implement contest themes to

These updates:

celebrate events and involve the community like:

Keep the community informed

Cutest baby (Anytime)

Remind about events

Farmers Market Selfie (Anytime)

Bring excitement about events and products

Caption the picture (Anytime)

Summer fun (1st day of Summer)

Most American (4th of July)

Pumpkin Patch Sweethearts (Fall)

The winner with the most likes, retweets, favorites, etc. wins treats from the vendors, a gift
certificate to the farmers market, or another prize of some sort.

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Activites&
Calender
Our purpose in creating a calendar of unique experiences is to help sharpen the
atmosphere that already exists and make the Farmers Market a place where families can
come to experience something new and exciting in one way or another.

Veterans Day (VFW): 25% discount to all veterans. Announce through social media.
VFW contact: Richard Pingry- Cheif recruiter & Vice Commander (208) 821-5197
Health Fair & Awarness Day: Madison Memorial Hospital (208) 359-6900
Corn Husking Contest/ Watermelon Eating Contest: Offer prizes

We have contacted groups, businesses, and organizations and have created a potential

Country Dancing: BYU-I Talent and Activities (208)496-7300

game plan to be followed in the event this plan is selected. Each of these events is only

Local Music Talent/ Band Concert Series: Facebook Group- Musicians who live in

a phone call away and have been preplanned and arranged. They are flexible for your

Rexburg, Idaho. *This page is a great source for contacting musicians who wish to

timeline.

perform. BYU-I Student Talent & Acitivies is also a great source. They have been
contacted are willing to work with the Famers Market in announcing music events

Events with contact information:

Team and Wagon: Russ Little (208)351-7766
Lady Bug Day

Many are willing to return and play for multiple performances.

Plan special and exclusive deal days, and announce this on social media. Put events
on the Flyer Calender provided.

Pumpkin Bowling
Pumpkin Carving Contest
BYU-I Faculty Discount Night: Send announcement to newsdesk@byui.edu
Cutest Baby Contest: Farmers Market Board can be the judges. Winner recieves
donated prize from vendors or gift card to the Farmers Market.
Fishpond For Kids: Kids keep the fish they catch.

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Local
Businesses
Business Cooperation: All of these businesses said they would be willing to advertise in

These business are willing to advertise for the Farmers Market by:

their store and collaborate with the Farmers Market.

Puting up posters for the FM on their bulletins
Kiwi Loco: (208) 356-5494

Having Farmers Market Flyers/Calenders in their stores

Nielsens Frozen Custard: (208) 356-3500

Are willing to work with the Famers Market for certain events

Broulims Grocery Store: (208) 356-4651

Grand Teton Spinal Rehab: (208) 359-2264

By collaborating with these business, the Farmers Market is getting free advertisment, and

C&B Operations (John Deere): 208) 356-5414

at the same time, will advertise for those businesses that are helping as well.

BYU-Idaho David O McKay Library: (208) 496-9500

Madison County Library: (208) 356-3461
Sammys: (208) 419-0816

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Tracking
Progress
Performance Goals:
Increase awareness of the Market by 50% within a season.
Increase Market traffic by 25% within the 6 months of the season
Promote family events, key messages, entertainment, products and services.

Measuring Performance:
Compare vendor sale numbers with the plan vs. past seasons without the plan.
Survey the community after the plan is implemented (Refer to survey on P. 6).

16

Meet the
Advisors

Clara Swift was born

and raised in Colorado
Springs, Colorado. She
is a Communication
major with an emphasis in Public Relations
and a module in Visual
Media at BYU-Idaho.
She is hoping to become an event planner and specialize in
weddings. Her favorite
item at the Rexburg
Farmers Market is the
fresh made pizza and
the goat milk lotion.

Bridget

Heredia

was

Aubrey

Nielson

was

born in Houston, Tex-

raised in St. George,

as. She is a Commu-

Utah. She is a com-

nication

with

munications major at

an emphasis in Public

BYU-Idaho with a Public

Relations and a mod-

Relations emphasis.

ule in Visual Media at

Aubrey is hoping to

BYU-Idaho. She is hop-

work as a Public Re-

ing to do PR for her fa-

lations

vorite basketball team

company that she is

back home and con-

passionate about. Her

tinue her photo busi-

favorite thing at the

ness. Her favorite thing

Farmers Market is the

at the Farmers Market is

home-baked

El Elote Loco.

bread.

Major

agent

for

artisan

Chase Burk was born

in Emmett, Idaho. He is
a communication major with an emphasis
in Public Relations at
BYU-Idaho. He is hoping to train and teach
professional
groups
and help them reach
their full capacity. His
favorite thing about
the Farmers Market is
the atmosphere. He
enjoys seeing different
people from the community having a good
time.

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