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Creat ive Br ief • The Ithaca Farmers Market provides local producers the opportunity to sell their goods directly to con-sumers in a relaxed atmosphere.• The Ithaca Farmers Market offers customers a diverse array of locally produced crafts, foods, plants and farm fresh product at reasonable prices.• The Ithaca Farmers Market encourages the start-up of new businesses.• The Ithaca Farmers Market preserves the history of Steamboat Landing while maintaining a waterfront park for the community.

History: The Ithaca Farmers Market is an owner–operated cooperative market with over 160 members, who grow or produce their wares within 30 miles of the pavilion. You’ll find a full spread at the market with something for everyone — hot prepared foods for those in need of a meal, a full spread of vegetables, fruit, pastured meat, bakeries, and exceptionally crafted artisanal gifts for your loved ones.

Target Market: Our primary target audience is both men and women ranging from ages 18-24. This campaign will focus on both graduate and undergrade students in the Ithaca area. These college students are seeking a location to explore what their collegetown (Ithaca) has to offer and build memories with the people that dwell there. They want to spend time at a versitile location that offers experiences that will suite any occasion. This target market seeks a calm environment where they can eat, relax and shop.

Advertising Problem:

\The Big idea -- “Share” :

Advertising opportunity:

deliverables:

The Ithaca Farmer’ Market does not currently have a advertising campaign or cohesive brand image/logo. College students may not fully comprehend all of the aspects that the Ithaca Farmer’s Market has to offer.

The target market needs to be informed about all that the Ithaca Farmer’ Market has to offer. They need to understand the importance of buying local and sharing the product and memories with the people they love. The Ithaca Farmer’s Market is more than a location but a prime location to live, share and grow.

The big idea is sharing. We want our target market to not only be informed of the Farmer’s Market’s prod-ucts but of the experience they gain by visiting it. We will use on site photography and real products to display its versitility and how relationships flourish in this environment.

Within this campaign there will be a circulation of three ads that will run in the local newspapers and magazines within the surrounding areas. The idea of sharing will be carried throughout the campaign and will be reinforced within our fourth wildcard execution with a D.I.Y. inspired Ithaca Farmer’s Market Lifestyle Online Book. The book will be a collection of shared stories, recipes and a variety of D.I.Y. ideas contributed by the visitors and vendors.

misson statement:

ad #1: share with a loved one

ad #2: share with a old friend

ad #3: share with a new friend

Wildcard: Lifestyle Book

Our wildcard will be a online lifestyle book with entries “shared” from the Ithaca Community. The D.I.Y. culture and environmental conscienceness that has swept the nation will heavily influence this lifestyle book. The Ithaca Farmer’s Market Lifestyle Book will em-phasize and demonstrate the usage and creativity that can be used from the multiple products buy from vendors at the market. This online book we be accessible through their website and promoted through social media.

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process work: trend board

process work: brainstorm, thumbnail, comps., etc.

target market

PRIMARY RESEARCH

METHODS:- INTERVIEWS - OBSERVATIONS- INSIGHTS

NICK

20 YEARS OLD

JUNIOR AT ITHACA COLLEGE

BUSINESS MAJOR

BUYING LOCAL IS A HIGH PRIORITY

FLOURISHES IN SOCIAL ATMOSPHERES

INSIGHTS- MANY ITHACA COLLEGE STUDENTS HAVE NOT BEEN TO THE MARKET

- TREND OF SHARING THINGS BOUGHT AT THE MARKET AS WELL AS MEMORIES

- OLD FRIENDS, NEW FRIENDS, LOVED ONES GATHER HERE

CREATIVE EXECUTION

- PHOTOGRAPHED AT MARKET

- DISPLAY DIFFERENT RELATIONSHIPS

- DEMONSTRATES SHARING

STRATEGY

- SHOW VARIETY OF PRODUCTS AT MARKET

- DISPLAY VERSATILITY AND ATMOSPHERE

- CREATES DESIRABLE EXPERIENCES

Share THE BIG IDEA: