Project Grant 23FMPPNY1177

CORNELL COOPERATIVE EXTENSION OF BROOME COUNTY PROPOSES THE MARKETS OF BROOME TARGET SENIORS, LOW-INCOME AND VETERANS TO LEVERAGE BENEFITS AT FARMERS MARKETS PROJECT WHICH WILL FURTHER STRENGTHEN THE FIVE MEMBER MARKETS IN BROOME COUNTY THROUGH A COORDINATED BRANDING AND SOCIAL MEDIA MARKETING CAMPAIGN WITH PROMOTIONAL MATERIALS AND LOCALLY DESIGNED ACTIVITIES WHICH WILL INCREASE TRAFFIC AND SALES BY THREE TARGET POPULATIONS: VETERANS, LOW-INCOME HOUSEHOLDS AND SENIOR CITIZENS. THESE THREE GROUPS COMPRISE 53.5 OF THE POPULATION OF BROOME COUNTY. IN THE ABSENCE OF A FULLY CAPITALIZED MARKETING CAMPAIGN THE MEMBER MARKETS ARE NOT POSITIONED TO COMPETE WITH TRADITIONAL FOOD ACCESS POINTS, EVEN WHEN ABLE TO OFFER NUTRITION-BASED INCENTIVES TO THESE SPECIFIC AUDIENCES. AS PART OF THE PROJECT A MARKETING PLAN WILL BE CREATED AND IMPLEMENTED WITH INPUT FROM THE MEMBER MARKETS. MARKETING AND PROMOTIONAL MATERIALS WILL ALSO BE CREATED, TO INCLUDE: CREATION OF A BRAND, SOCIAL MEDIA TOOLKIT, AND SOCIAL MEDIA PRESENCE, ALONGSIDE A TWICE A YEAR, THREE-MONTH, SOCIAL MEDIA CAMPAIGNS FOCUSED ON BUY LOCAL CONSUMER EDUCATION AND UTILIZING AND LEVERAGING VARIOUS NUTRITION INCENTIVE PROGRAMS FOR FARMERS MARKETS IN NEW YORK STATE, AND A CONSUMER SHOPPING GUIDE AND A SEASONAL FARMERS MARKET COOKBOOK. THESE WILL ALL AID IN BUY LOCAL CONSUMER EDUCATION AND DRIVING SALES AT FARMERS MARKETS. MEMBER MARKETS WILL RECEIVE FUNDS TO IMPLEMENT LOCAL MARKETING AND PROMOTIONS ACTIVITIES TO BEST SUIT THEIR COMMUNITYS NEEDS. PRE AND POST EVALUATION WILL OCCUR TO UNDERSTAND THE IMPACT OF THE MARKETING CAMPAIGNS AND PROMOTIONAL ACTIVITIES ON CONSUMER KNOWLEDGE, INCREASE IN REPEAT VISITS SALES AT THE MEMBER MARKETS, AND INCREASE IN FARMER SALES. DUE TO THE INCREASE IN CUSTOMER TRAFFIC AND SALES AT FARMERS MARKETS THIS PROJECT ANTICIPATES 20 NEW FARMERS WILL START SELLING AT FARMERS MARKETS AND 30 JOBS WILL BE CREATED RETAINED IN THE FOOD AND FARM INDUSTRY. THERE WILL BE AN INCREASE IN KNOWLEDGE BY 20,000 CONSUMERS, 2500 OF WHICH WILL INCREASE THEIR FREQUENCY AND OR VALUE OF FARMERS MARKET PURCHASES, AND AN INCREASE IN FARMER SALES BY 15 BY THE 125 VENDORS SELLING AT THE MEMBER MARKETS. THROUGH THE MARKETING CAMPAIGNS AND PROMOTIONAL ACTIVITIES THE FIVE MEMBER MARKETS WILL INCREASE ACCESS TO LOCAL, HEALTHY, NUTRITIONALLY-DENSE, FOODS. KEY COLLABORATORS INCLUDE THE FIVE FARMERS MARKETS IN BROOME COUNTY (BROOME COUNTY REGIONAL, DOWNTOWN BINGHAMTON, ENDICOTT, VESTAL WINDSOR) WHO WILL BE ENGAGED IN EVALUATION FOR THE PROJECT THROUGH SETTING BENCHMARKS FOR CUSTOMER TRAFFIC, VENDOR SALES AND NUTRITION INCENTIVE PROGRAM REDEMPTIONS AT THEIR MARKET, RUNNING LOCALLY-DESIGNED MARKETING AND PROMOTION ACTIVITIES, GIVING GUIDANCE TO THE MARKETING AGENCY TO DESIGN THE MARKETING CAMPAIGN, AND IMPLEMENTING THE SOCIAL MEDIA TOOLKIT DESIGNED THROUGH THE PROJECT. MEMBER MARKETS WILL ALSO DISTRIBUTE THE PROMOTIONAL MATERIALS AND BE THE FACE OF THE MARKETS OF BROOME COLLABORATIVE AND BRAND.