Transaction Description:
THIS PROJECT WILL SUPPORT IMPLEMENTATION OF A SUCCESSFUL MEMBER ENGAGEMENT CAMPAIGN TO INCREASE GFFN ANNUAL REVENUE BY 30%. TO ACHIEVE THIS OUTCOME, THE PROJECT HAS TWO KEY OBJECTIVES: (1) TO INCREASE AVERAGE TRANSACTION VALUE BY 15% OR $12 PER ORDER, AND (2) TO INCREASE WEEKLY MEMBER ORDER RATE BY 15%, FROM 52% TO 60% WEEKLY PARTICIPATION, AN ADDITIONAL 22 ORDERS PER WEEK. ACHIEVING THESE TWO STRATEGIC OBJECTIVES WILL RESULT IN $115,000 ANNUALLY IN ADDITIONAL DIRECT PAYMENTS TO PRODUCERS, AND $45,000 ANNUALLY IN ADDITIONAL GFFN NET REVENUE OF WHICH APPROXIMATELY $35,000 PER YEAR WILL BE ALLOCATED FOR ANNUAL SUPPORT OF THE PART-TIME MEMBER ENGAGEMENT COORDINATOR POSITION AND $10,000 PER YEAR FOR ANNUAL GENERATION OF PRINT MATERIALS AND OTHER COLLATERAL. BASED ON ESTIMATED GFFN MEMBER-HOUSEHOLD DEMOGRAPHICS, WE EXPECT TO REACH 725 ADULTS AND 200 CHILDREN WITH EDUCATIONAL MATERIALS ABOUT AGRICULTURAL PRODUCTS AND TO PROCESS 1,056 ADDITIONAL TRANSACTIONS FOR REGIONAL FOOD PRODUCTS BASED ON 22 ADDITIONAL ORDERS PER WEEK WITH 48 DELIVERY WEEKS PER YEAR. WE EXPECT ALL 25 PARTICIPATING PRODUCERS TO SEE AN INCREASE IN SALES AS A RESULT OF THIS MEMBER ENGAGEMENT CAMPAIGN. WE WILL COMPLETE THIS PROJECT WITHIN THE 24-MONTH PROJECT PERIOD SPECIFICALLY FROM JANUARY 1, 2025 THROUGH AUGUST 31, 2026. THE PROJECT WILL BE LED BY THE AOR GFFN GENERAL MANAGER, PROJECT COORDINATOR, AND THE MEMBER ENGAGEMENT COORDINATOR (TO BE HIRED). THE PROJECT MANAGEMENT TEAM WILL MEET MONTHLY TO IMPLEMENT STRATEGIES OUTLINED IN THIS PROPOSAL, ENSURE MILESTONES ARE MET, EVALUATE RESULTS, AND COMPLETE GRANT REPORTING.SIX COLLABORATORS IDENTIFIED IN THE PROPOSAL INCLUDE A GRAPHIC DESIGN AND WEB CONSULTANT, PROFESSIONAL PHOTOGRAPHER, PRINT MATERIALS VENDOR, MERCHANDISE VENDOR, AND TWO GFFN FARMS. DURING THE PROJECT PERIOD, THE PROJECT TEAM WILL COMPLETE: TWELVE DAYS OF SEASONAL PHOTOGRAPHY TO GENERATE HIGH QUALITY PHOTOGRAPHS OF GFFN FOODS, FARMERS, FARMS, AND STAFF FOR PRINT MATERIALS, SOCIAL MEDIA, E-NEWSLETTERS, AND WEBSITE UPGRADES. CREATION OF FUN, FARM-THEMED YOUTH AND ADULT T-SHIRTS, NOTEPADS, AND PENS. THESE WILL BE DISTRIBUTED DURING THE PROJECT PERIOD WITH DELIVERIES AND AT EVENTS. PRINT MATERIALS THAT FOSTER THE CONNECTION BETWEEN GFFN AND ITS MEMBERS AND PROVIDE USEFUL MEMBER RESOURCES INCLUDING 36 SEASONAL RECIPE CARDS FOR CONVENIENT MEALS USING GFFN FOODS, 18 UNIQUE QUICK TIP CARDS EACH FEATURING A SPECIFIC GFFN ITEM AND EASY MEAL IDEAS, 4 SEASONAL WHATS IN SEASON FLIERS OUTLINING UPCOMING CROPS, 25 FARM CARDS WITH FARM PHOTOS AND FARMER INTERVIEWS, AND 1 BROCHURE TO SUPPORT EVENTS. WEBSITE UPGRADES TO SUPPORT CAMPAIGN STRATEGIES INCLUDING INTEGRATION OF AN EVENTS CALENDAR FOR ON-FARM EVENTS AND UPCOMING ITEM SPECIALS RECIPE AND CROP DATABASE WITH SEARCH FEATURES TO LINK DIRECTLY TO SOCIAL MEDIA, NEWSLETTERS, AND AS A GFFN-SPECIFIC MEMBER RESOURCE HOLIDAY-THEMED PAGES AND TEMPLATES TO INCREASE HOLIDAY SALES INTEGRATION OF NEWSLETTERS, SOCIAL MEDIA, AND ORDERING PLATFORM TO SHARE CONTENT BETWEEN PLATFORMS AND INCREASE ACCESSIBILITY FOR MEMBERS CUSTOM SEARCHABLE DELIVERY AREA MAP TO MAINTAIN GFFN TARGETED MEMBERSHIP DELIVERY AREA UPDATED FARM PROFILES AND MEMBER-ONLY FORUM TO SUPPORT MEMBER-TO-MEMBER AND FARMER-TO-MEMBER SHARING OF RECIPE IDEAS, COOKING TIPS, AND OTHER RESOURCES. THREE GARLIC-THEMED ON-FARM EVENTS CO-HOSTED BY TWO GFFN FARMS WHERE EACH EVENT WILL PRESENT AN OPPORTUNITY FOR GFFN MEMBERS TO BE ON THE LAND, INTERACTING WITH AND LEARNING DIRECTLY FROM FARMERS. ESTABLISHMENT OF MEMBER ENGAGEMENT COORDINATOR POSITION THAT WILL PROVIDE TIMELY RESPONSES TO MEMBER INQUIRIES ACROSS PLATFORMS MAINTAIN AN ENGAGING SOCIAL MEDIA PRESENCE CREATE TWICE-WEEKLY E-NEWSLETTERS THAT BUILD ON CURRENT OPEN RATES (82%) AND CLICK RATES (35%) MANAGE DISTRIBUTION OF PRINT MATERIALS AND MERCHANDISE PLAN, HOST, AND PROMOTE EVENTS AND, CONDUCT MEMBER SURVEYS TO ANALYZE IMPACT AND MEMBER SATISFACTION AND TO INFORM STRATEGIES.
