Bandit5

presents
Stahlbush
farms
island
table
contents
of
Situation Analysis & SWOT ...... 3
Competitors ...... 7
Creative Brief ...... 9
Target Audience ...... 11
Research ...... 13
Media Summary ...... 16
Executions ...... 18
Schedule & Budget ...... 22
Situation Analysis
& SWOT
3
brand
manifesto.
Stahlbush Island Farms is a family of believers.
We believe in the potential of the produce that we
grow, which is why we allow it to ripen on the
vine. We believe in the power of using technolo-
gy for good, ash-freezing our produce so that it
stays fresher longer. And we believe in the
power of Moms, who work hard to provide the
best they can for their kids. Thats why we give
moms reliably nutritious foods they can count
on, season after season.
Situation
analysis
The primary challenges for Stahlbush Island
Farms are brand awareness and storytelling.
They have so many excellent products to offer
and stories to tell that it is hard to identify the
message that is most important to them. The
lack of singularity in their story makes it hard
to stand out as a brand amongst many
competitors in a rising market. Stahlbush
must strive to reach a specic audience with
whom they can increase their brand afnity.
whats that,
you say?
Weaknesses
Opportunities
Threats
Strengths
Stahlbush
islandfarms
sustainability
farmer & Producer
high-quality
product
HERON ROOKERY biogas plant
transparency quality control
IQF Technology
education
storytelling
media
twitter youtube
frozen is fresher
family
values
the journey of produce
non-organic
brand awareness
market demand
for organic
strong competitors
alternatives
social trends
changing expectations
u-pick farms unfrozen
deliverables
limited
similar external identity
labeling value
unfrozen
deliverables
limited
The Competition
7
Direct indirect
Competition
VS.
At a 65% market share in organic produce,
Earthbound Farms is the primary competitor
to Stahlbush. In 2013, the owners sold their
company to White-Wave foods for $600
million. Sustainability, outreach and food
education are integral to their brand identity.
Earthbound Organic Farms
Focuses on organic cereals
and produce which come
at a marginally higher price
than Stahlbush. Cascadian
is now owned by General
Mills. They also have their
own U-Pick farm, which
develops their brand as
community-oriented and
family friendly.
Organic and non-GMO.
Woodstock Foods is
Stahlbushs most expensive
competitor. They have also
recently partnered with the
American Farmland Trust
to raise awareness &
funds for the importance
of saving lands for
sustainable farming.
Cascadian Farms Woodstock Foods
With $4.25 billion in sales, it is the largest
producer of fruits and vegetables in the
world. Their 300+ products can easily be
found in stores. Due to their sheer size, they
are able to provide their products for much
cheaper than Stahlbush can.
Dole
A local U-Pick farm in
Junction City. Especially
with the rising trend of
buying local products, the
success of U-pick farms
could become a serious
threat to Stahlbush.
Lone Pine Farms
Competition
Creative Brief
& Target Audience
9
8
creative
brief
What problem
are we solving?
Who are we
solving it for?
Objective?
Why should the
customer care?
increase
sales
by 10%
Mothers
ages 25-35
Lack of brand
afnity in the
Pacic Northwest.
Its in a mothers nature to be
a protector and provider; the
high-quality and nutritious
food options that Stahlbush
provides means peace of
mind when it comes to
feeding her kids.
How are we
solving it?
Community event
Social media
Magazine
Radio
8
Meet
laura.
As a part-time accountant and
mother of two, Laura knows the value
of quality and convenience. She cant
make it to the grocery store every week,
and she struggles to nd foods she can
prepare quickly and easily after work.
On particularly tiring days, she will
accept defeat and grab some fast food
for dinner on her way home. Laura is
looking for high-quality produce for
her kids from a brand she can rely on.
Stahlbush Island Farmss ripe-pick freezing
practices gives kids unrivaled nutrition which
means better performance throughout the
most important
thought.
single
day.
Research Methods
13
Andrea, 29
Im more likely to choose a farm if I can see how they
grow things or treat their animals. If theyre a local
farm and they dont let me on it, I think its weird.
Maria, 29
I would probably buy more frozen if I knew that
it was equally nutritious.
Shannon, 33
The four most important questions as a mom are will
they eat it, how easy is it to make, how much time
does it take to make, and is it organic?
Elizabeth, 34
Frozen is great to have when you dont have time to
go get fresh food. But frozen really remains second
to fresh.
Primary
research
Even in difcult economic times,
mothers make their childrens health
and nutrition a priority. *
32%
82%
93%
Only 32 % of moms trust companies and
businesses when they tell them they are
environmentally friendly
82% think it is important to teach their
children about healthy
eating habits
93% of moms want to see more
green products on the market
* (Survey conducted on a total of 11,000 moms
by the Mom Central Consulting Company)
Secondary
research
Media Summary
& Executions
16
16
Traditional non-Traditional
Media Mi
To convey the idea that Stahlbush is family
friendly without jeopardizing the premium
safety standards on farm, we suggest that
Stahlbush Farms sponsors plots of land at
schools across the Pacic Northwest.
A kick-off party at the beginning of the
school year would invite students and their
families to the community garden to plant
seeds. Then, the garden would turn into a
class project as students learned the benets
of nutritious foods while growing it at the
same time.
Community Outreach
Advertisements will be placed in magazines
that circulate throughout Washington and
Oregon, such as Portland Monthly and Seattle
Magazine. These subscriptions are read by
young, educated, home-owning parents,
and average over 222,000 readers per month.
Magazines
The most effective ad spots are 6am -10am
and 3pm-7pm. Our target mother would be
listening to the radio or Spotify during her
commute. A 30-second commercial would
give our listeners the information they need
in a short amount of time.
FM Radio & Spotify
radio.
Female narrator:
Mom, we know youre busy. After
a long day, the temptation to grab a
drive-thru dinner is all too real. But
what if you could make them the
wholesome meal they deserve with
real, fresh ingredients straight from
the freezer? At Stahlbush Island
Farms, we give our produce time to
ripen on the vine, and ash-freeze it
3 days after picking, making it fresh,
fully nutritious, and giving your kids
the power to be the champions that
they are.
Extra time to ripen on the vine
means fresh, fully nutritious produce
that gives your kids the power to be
the champions that they are.
Our frozen berries
are a vitamin
slam-dunk!
Stahlbush Island Farms
print
Stahlbush Island Farms
Extra time to ripen on the vine
means fresh, fully nutritious produce
that gives your kids the power to be the
champions that they are.
give their metabolism
a mega-boost!
Featuring multiple berry superheros
Berry good for your heart!
Its a vitamin slam-dunk!
Action-packed with antioxidants
Give their metabolism a mega-boost!
Harvest
Garden Parties
Stahlbush Island Farms will sponsor plots of donated land at
two elementary schools in Oregon. Classes will be introduced
to the garden in May, so that they can start to mark their
planting spots. An end-of-the-year Garden Party will allow
for students to invite their families to plant their seeds in the
garden. The students will then come back to school in
September to see that their seeds are now almost fully ripe
fruits. This will be held at the annual Harvest Party, kicking
off the school year. The garden would turn into a continuous
class investment, so that the students would learn the
benets of nutritious foods while caring for it in the nal
stages before picking, and then enjoy the delicious fruits.
&
media
print
radio
Event
s.e.o.
jan feb mar apr may jun jul aug sep oct nov dec
schedule
budget
media
Search Engine Optimization
$600 per month (contracted work),
January - December Total est. $7, 200

Magazine Advertisements
Portland monthly: full page, $6061 for 10 issues
Seattle mag: full page, $5,000 for 10 issues
March - December Total est. $11, 060
Community Outreach
Land donated by the host school
2 site managers @ min. wage, $10, 362
Refreshments, decorations & music, $378 Total est. $10, 740
Radio
30-second spot during commute hours, $500
April - September (to boost summer produce lines) Total est. $12, 000

total estimated cost: $41, 000
Meet
the bandit5
Joslyn Budd
Copywriter
A left-handed and
introverted wordsmith,
bass-slapper, and ukulele
novice. Oregon born and
raised.
Natalie Williamson
Creative
I went skydiving and
hangliding within the
same 24 hours. You could
say Im adrenaline junkie
who still likes long walks
on the beach.
Jordan Brown
Creative
Born and raised in Ore-
gon. I love backpacking
and hiking... But most
importantly, a good, old
fashioned bubble-bath.
Garrett Debeau
Account Executive
The rst person I told that
I would be attending the
University of Oregon said,
Oregon? Now why would
you leave the country to
go to college.
Jenny Suh
Planner
When Im not in bed
saving recipes on
Pinterest, you can nd me
in Oregons wilderness
exploring its waterfalls,
lakes, and mountains.
Sources
Cohn, D., Livingston, G., & Wang, W. (2014, April 8). Chapter 3: How do Mothers Spend Their Time at Home? Retrieved from
http://www.pewsocialtrends.org/2014/04/08/chapter-3-how-do-mothers-spend-their-time-at-home/

Earthbound Farm Organic. (2013). Charles Sweat | CEO. Retrieved from http://cdn.ebfarm.com/sites/default/les/EarthboundFarm-KeyStaff_051513.pdf

Irwin, T. (2010, April 19). Earthbound Farms Greenman Leads Organic Mission. Retrieved from http://www.mediapost.com/publications/article/126358/earth-
bound-farms-greenman-leads-organic-mission.html

Food Marketing Institute. (2012). U.S. Grocery Shopper Trends 2012 Executive Summary. Retrieved from http://adage.com/images/random/1109/aa-newfemale-whitepa-
per.pdf

Gasparro, A. (2014, June 26). Frozen Foods Grow Cold as Tastes Shift to Fresher Fare. Retrieved from http://online.wsj.com/articles/frozen-foods-grow-cold-as-tastes-
shift-to-fresher-fare-1403826097

GoodGuide. Best Woodstock Farms Ratings. Retrieved from http://www.goodguide.com/brands/270895-woodstock-farms

Hornick, M. Earthbound Farm sale hits dead end. Retrieved from http://www.thepacker.com/fruit-vegetable-news/Report-Dead-end-for-Earthbound-Farm-
sale-227100231.html

Miley, M., & Maick, A. (2009, November 16). The New Female Consumer: The Rise of the Real Mom. Retrieved from http://adage.com/images/random/1109/aa-newfe-
male-whitepaper.pdf

Statista. (2014). Consumers weekly grocery shopping trips in the United States from 2006 to 2012 (average weekly trips per household). Retrieved from http://www.statista.
com/statistics/251728/weekly-number-of-us-grocery-shopping-trips-per-household/

Stampler, L. (2014, May 13). Organic Food Sales on the Rise. Retrieved from http://time.com/97949/organic-food-sales-on-the-rise/

Shute, N. (2013, April 19). Frozen Food Gets Ready For Its Image Upgrade. Retrieved from http://www.npr.org/blogs/thesalt/2013/04/18/177797900/frozen-food-gets-
ready-for-its-image-upgrade

Statista. (2014). Leading supermarkets in the United States in 2013, based on retail sales (in billion U.S. dollars). Retrieved from http://www.statista.com/statis-
tics/197899/2010-sales-of-supermarket-chains-in-the-us/

Stahlbush Island Farms. Stahlbush Island Farms. Retrieved from http://www.stahlbush.com/