©Public Relations Plan by Allez Vert Inc.

SITUATION ANALYSIS Organic food store with one location in Vancouver owned by Havelock and Harmony Tresvert Widely known by Vancouverites for outstanding organic product Green to the core, their business mantra is “recycle, reuse, reduce” © Allez Vert Inc.

SITUATION ANALYSIS GMOM intends to open a second store in the downtown Toronto market Ideally focusing on high income/low carbon footprint individuals GMOM requires a PR plan in an effort to gain positive awareness surrounding the launch of their new store © Allez Vert Inc.

SITUATION ANALYSIS Toronto is increasing its organic market According to the Toronto Environmental Alliance, Toronto residents are determined to spend billions on green products over the next decade. The City will have a significant impact on these expenditures both as a purchaser of green products and through policy decisions. “Already, we see a growing desire from Torontonians to buy locally grown food. That’s because it’s better for the environment, it’s fresher and it supports our farming neighbours in surrounding areas.” Source: Toronto Environmental Alliance © Allez Vert Inc.

SITUATION ANALYSIS The Organic Trade Association said in August that Toronto sales for 2010 were projected to be 18 percent higher this year and next. A survey by market researcher The Hartman Group found that the use of organics in Toronto began increasing in 2008, a trend it expects to continue next year, and an Information Resources survey of 1,000 consumers in May found that 52 percent were buying more organics because of health concerns. Source: Organic Trade Association’s 2010 Organic Industry Survey © Allez Vert Inc.

PUBLICS 1.Consumers Chief Household Officer (C.H.O) & Urban Affluent Spender 2. Media TV, Print & Web Journalists © Allez Vert Inc.

TARGET AUDIENCE: CONSUMERS Chief Household Officer (CHO) Refer to middle-class suburban women who are the model of household efficiency. They are mothers between the ages of , who spend a significant amount of time transporting their children to sporting events or other activities Inclined to buy into the concept of organic foods as it would aid in the growth and livelihood of their children © Allez Vert Inc.

TARGET AUDIENCE: CONSUMERS Urban Affluent Spender 1.Young Urban Professional - “Yuppie” Someone who is young, possibly just out of college, and who has a high- paying job and an affluent lifestyle – would be inclined to buy organic foods as it represents a higher social status 2.Affluent Spender Individuals who are Indifferent to spending a premium on products they perceive to be of higher quality. May also include any rich person who is not hesitant to exercise their financial resources. – would support the organic trend as it is in alignment with their goals of being socially responsible and concerned about their daily consumptions Urban Affluent Spender: © Allez Vert Inc.

TARGET AUDIENCE: MEDIA Media: TV, Print & Web Journalists All Ontario news papers, radio stations and TV news Breakfast Television show with CityTV Local Bloggers who specialize in healthy lifestyle, foodies and moms Best of the City guides including: Now Magazine, Toronto Life, BlogTO, Eye Weekly Vancouver media: news papers, radio stations and TV news © Allez Vert Inc.

OBJECTIVES 1.Raise consumer awareness of GMOM within the Toronto community 3. Create awareness of the GMOM core value: “Recycle, Reuse & Reduce“ 2. Create awareness of the benefits of consuming the finest organic foods © Allez Vert Inc.

KEY MESSAGES GMOM’s is the ideal market for purchasing organic food and choosing a healthy lifestyle Consuming organic food improves overall heath and wellness Be environmentally responsible by recycling, reducing and reusing © Allez Vert Inc.

STRATEGIES 1.Build GMOM brand awareness utilizing current technology, social trends & events within the Toronto community 2.Develop a campaign to generate interest and awareness of the benefits of fine organic foods 3.Promote and publicize GMOM's green philosophy © Allez Vert Inc.

TACTICS Strategy #1: Build GMOM brand awareness utilizing current technology, social trends & media events within the Toronto community 1. Social media campaign & online message forums within communities to establish GMOM brand: Facebook.com, Youtube, Twitter.com 2. An exclusive launch event at the market in Toronto for media and bloggers 3. Gain presence on local reality TV programming 4. Street Sampling in the crowded areas © Allez Vert Inc.

SOCIAL MEDIA © Allez Vert Inc.

ENDORSEMENTS Christine Cushing Chef Susur Lee Ruth Tal – founder Fresh restaurants Chef Lynn Crawford

TACTICS & EVALUATION Strategy #1 - Build brand awareness 1. Social Media Campaign and online message forums within communities to establish GMOM brand. MEASUREMENT : Number of followers, Number of comments or messages, in the blog and the web page number of views, Number of people sharing this. The quality of the comments they leave, if the feedback is positive. 2. Exclusive launch event at the market in Toronto MEASUREMENT : Number of attendees (media and otherwise), publicity of the event – number or articles, twitter hash-tags, press and online mentions. The quality of the comments or tweets, what did the articles say about the event. © Allez Vert Inc.

TACTICS & EVALUATION Strategy #1 - Build brand awareness 3. Gain presence on local reality TV programming MEASUREMENT: Reach of the TV program, paid publicity of the program, media mentions of the show and of GMOM in association. Time, rating and viewership of the program 4. Street Sampling in the most crowded areas MEASUREMENT : Number of products given away, Number of discount coupons used at the store. Feedback from sampling, when people try the products © Allez Vert Inc.

TACTICS Strategy #2: Develop a campaign to generate interest and awareness of the benefits of fine organic foods Campaign is called: Come Clean. Tag line: GMOM encourages you to Come Clean and go organic! 1. Become a sponsor of Organic Week Hold a 30 day family challenge prior to Organic Week 3. Weekly recipes featured on website to "Clean Up Your Favs" 4. A booth at the Organic Week Show, for food sampling © Allez Vert Inc.

TACTICS & EVALUATION Strategy #2: Campaign 1.Become a sponsor of Organic Week every participant will receive a green bag with the GMOM logo with organic facts printed on it - reasons to Come Clean MEASUREMENT: Awareness is measured by number of bag handed out at Organic Week 2.Hold a 30 day challenge prior to Organic Week where 4 families 'Come Clean and Go Organic‘ and blog/vlog about their experience. Winners will be announce at the Organic Week to generate awareness MEASUREMENT: Measure hits on the site/blog/vlog © Allez Vert Inc.

TACTICS & EVALUATION Strategy #2: Campaign 3Weekly recipes on the website: "Clean up your favs“. Users are encouraged to share their favourite dishes before and after (now feature local organic foods). The difference between the environmental impact of both dishes. MEASUREMENT: Measure recipe contributions and downloads 4A booth at the Organic Week show, inviting partnering suppliers to samples of organic products available for purchase MEASUREMENT: Measure number of people visiting booth as well as purchases made

TACTICS Strategy #3: Promote and publicize GMOM's green philosophy 1. Green section on the company website on tips & tricks of going green 2. Create an e-Newsletter promoting GMOM’s efforts to be green © Allez Vert Inc.

TACTICS & EVALUATION Strategy #3: Promote and publicize GCOM's green philosophy 1. Green section on the company website on tips & tricks of going green MEASUREMENT: Number of hits on the “go green” tab on the website 2. Create an e-Newsletter promoting GMOM’s efforts to be green MEASUREMENT: Number of e-newsletters ed (as this information will be obtained as customers sign up in-store) © Allez Vert Inc.

“Go Green” Website © Allez Vert Inc.

e-Newsletter © Allez Vert Inc.

CALENDER/TIMELINE JUNE - NOVEMBER TASKSSTARTENDDURATION JUNJULAUGSEPTOCTNOV (DAYS) Social Media Campaign21-Jun-1030-Nov Exclusive event at the market in Toronto09-Aug-10 1 Gain presence on local TV programming26-Jul-1030-Sep-1066 Street Sampling in the most crowded areas15-Jul-1030-Aug-1046 Media Drop25-Jul-10 1 Come Clean Campaign08-Sep-1016-Oct Hold a 30 day challenge prior to Organic Week08-Sep-1008-Oct Sponsor "Organic Week Oct-1016-Oct-107 -Have recipe section on website10-Aug-10N/Aon-going Have a "green" section21-Jun-10N/Aon-going Send out an e-newsletter showing09-Sep-10 1 © Allez Vert Inc.

BUDGET © Allez Vert Inc.

©Public Relations Plan for Granola Munchers Organic Market by Allez Vert Inc. THANK YOU.