Mobile Marketing Integration Pitch for FoodMaven

Jay McGinley
University of Denver University College
March 1, 2020
Faculty: Mindy Weinstein
Director: Cindy Cragg, MPS
Dean: Michael J. McGuire, MLS

In this presentation, I pitch a plan for how FoodMaven - an online marketplace and logistics company that sells high-quality, local, oversupplied, and imperfect foods - can integrate a mobile marketing initiative into its marketing plan.

Transcript

1. Mobile Marketing Integration Pitch Master of Communication Management Marketing Communication Jay McGinley University of Denver University College March 1, 2020 Faculty: Mindy Weinstein Director: Cindy Cagg, MPS Dean: Michael J. McGuire, MLS
2. Organization Analysis  Mission: FoodMaven is laser-focused on capturing lost food that falls through the cracks of traditional distribution systems and making sure that it gets sold, donated, or sent to environmentally conscious alternatives (FoodMaven, n.d.).  Vision: To help restaurant and foodservice buyers save on high-quality ingredients while protecting the environment, supporting local producers and feeding the hungry (FoodMaven, n.d.).
3. Organization Analysis  Branding: "FoodMaven is good for profits, good for people and good for the planet" (FoodMaven, n.d.).  Marketing Assets:  Blog  Newsletter  Website Content  Social Media Content  Video Testimonials  FAQs  Logos  Impact One-Sheets  Press Releases  Articles  Informational Videos  Brand Guide
4. Business Goals: Support a zero- waste landfill policy. Eliminate CO2 and methane from contributing to climate change. Help hunger relief by donating any food we can't sell. Support local business, such as farmers, ranchers, and producers. (FoodMaven, n.d.)
5. SWOT Analysis Strengths Can offer products up to 50% off the market price (FoodMaven, n.d.) Tax credits for donations get passed on to suppliers (FoodMaven, n.d.) Consolidates large amount of suppliers down to one Supports local producers and provides buyers with a sustainability story (FoodMaven, n.d.) Weaknesses Inventory can vary; not a good fit for customers who plan menus in advance (Clancy 2019) Perception that products are lesser than; need to educate customers on "sell by" stickers Can be difficult to quickly build up infrastructure for new outpost Forces lower prices on local producers (Chung 2019) Opportunities Take advantage of sustainability movement and trend of eco-friendly practices Expand to other areas of the country where infrastructure can be built up Speed up distribution by using push notifications to immediately notify when new stock becomes available Threats Renegotiated supplier contracts could minimize percentage on non-contractual purchases Coronavirus spreading in US could disrupt supply chain and taint the products Severe winter weather can influence efficiency of distribution Becoming too big, too soon will affect ability to remain agile
6. User Personas: "Cluster[s] of users who exhibit similar behavioral patterns in, for example, their purchasing decisions, use of technology or products, customer service preferences and lifestyle choices" (Stokes 2018, 25). Quote •"I want to bring sustainable and affordable food to those in need in our community" (Volunteers of America Colorado 2019). Demographics •Age: 46 •Job: Director of Development and Partnerships •Location: Colorado Springs, CO Goals •Increase the amount and quality of food donations •Help individuals in community struggling to find their next meal •Find a sustainable source of donations Frustrations •Inconsistencies in frequency of donations •Struggles with convincing general public to care about issue Nonprofit Nancy
7. Quote •"As a chef, I think we should all be stewards of the environment, so we seek out the world's best ingredients, people that are raising hormone, antibiotic-free, organic foods" (FoodMaven 2019). Demographics •Age: 32 Job: Executive Chef Location: Denver, CO Goals •Create great food sourced from local, organic ingredients •Keep inventory budget low •Keep restaurant running smoothly Frustrations •Inability to find quality, inexpensive ingredients •Unable to get needed ingredients in a pinch •Too much time spent dealing with orders from multiple suppliers Chef Shea
8. Quote •"Yes our fruit is delicious! It's also certified organic and grown on a zero food-waste farm powered by 80% renewable energy" (Ela Family Farms, n.d.). Demographics •Age: 42 Job: 4th-Generation Fruit Farmer Location: Hotchkiss, CO Goals •Find buyers for product •Minimize impact on environment •Research new ways to innovate organic agriculture Frustrations •Competing with suppliers who can offer lower prices due to non-sustainable practices •Finding an environmentally- friendly way of dealing with oversupply •Figuring out logistics for delivery Supplier Sam
9. Current Marketing Mix: Social marketing through Facebook, Instagram, Twitter, and LinkedIn Content marketing through blog, white papers, videos, and testimonials Corporate and brand marketing Trade shows, seminars and other local events SEO marketing Email marketing through weekly newsletter (FoodMaven, n.d.)
10. Mobile Marketing Idea Create a FoodMaven App A mobile app offer convenience, has a built-in payment system, and provides accurate audience measurement (Stokes 2018, 153-56). Buyers will be able to select orders through the marketplace like they do on the desktop site Suppliers will be able to send notifications about available product to the nearest warehouse Nonprofits will be able to sign up to receive donated products and receive a notification when their supply is ready for pickup
11. Integration into Current Marketing Create a video to promote the convenience and ease of use of the new app Design app to include logo and brand colors to increase brand awareness Facilitate easy download through QR codes on white papers, Impact One-Sheets Deploy native app install prompt banner if visitors log in to site through mobile Promote app through weekly newsletter, blog, and social channels and at trade shows and seminars
12. Impact on User Experience Conveniently in the user's pocket whenever they need it (Stokes 2018, 153) Phone has built-in payment system making checkout easier (Stokes 2018, 155) Integration with OS makes app faster than website (Stokes 2018, 162) Reminders and delivery alerts can be sent via push notification Provide an easy portal to reach customer service
13. Summary According to Stokes (2018, 160), "the best apps take user needs into account, become a strong touchpoint for the brand, enable the sales of products, and importantly, solve user problems." This app will offer users the convenience of being there at the moment of inspiration (Stokes 2018, 155). It will be a powerful new touchpoint for the company to increase reach and strengthen brand awareness. It will create a more intimate relationship between the user and the company. Finally, it will optimize the paramount goal of the company: capturing lost food and reducing food waste.
14. References: Chung, Tamara. 2019. "America trashes 40% of its food. A Colorado startup is connecting the discards to dinner tables." The Colorado Sun, November 26, 2019. https://coloradosun.com/2019/11/26/american-food-waste-foodmaven-colorado/. Clancy, Heather. 2019. "Meet the startup behind Hilton’s recipe for curbing food waste." GreenBiz, July 25, 2019. https://www.greenbiz.com/article/meet-startup-behind- hiltons-recipe-curbing-food-waste?fbclid=IwAR2qWldA- 95j_3DE2m4obD7VrnEM2CPFRhyXrZmrUsjo7PoaJYXlN7XAzqI. Ela Family Farms. n.d. Accessed February 28,2020. https://elafamilyfarms.com/. FoodMaven, 2019. "Caveman Chefs: Stewards of the Environment." Interview of Chef David Kenney, April 16, 2019, video, :59, https://www.youtube.com/watch?time_continue=26&v=hA7w0xCUmb8&feature=emb_l ogo. FoodMaven. n.d. Accessed February 28, 2020. https://foodmaven.com/. Stokes, Rob. 2018. eMarketing: The essential guide to marketing in a digital world (6th Edition). Cape Town: Red & Yellow Creative School of Business. Volunteers of America Colorado. 2020. "Thank you, FoodMaven, for awarding us as your Non Profit Partner of the Year for 2019!" Facebook, January 23, 2020. https://www.facebook.com/foodmaven.co/posts_to_page/.