A Strategic Communications Plan forThe Greater Susquehanna Valley Chamber of

Commerce: Farm to Fork

By: Rebecca Hess, Jennifer Bello, Jordan Vitkauskas, Monica DePaul, Taylor Yandle, Emma Schmidt, Rachel Moogan, Marjorie Newton, Victoria Notte, Jayne Gac, Lauren Gobel

Table of Contents

Positioning Statement……………………………………………………………………. 2

Situational Analysis……………………………………………………………………… 3

Communication Objectives………………………………………………………………. 4

Key Publics……………………………………………………………………………….. 5

Recommended Strategies…………………………………………………………………. 6

Tactics…………………………………………………………………………………….. 7

Timetable…………………………………………………………………………………. 18

Appendix A – Appendix N……………………………………………………………….. 21

Positioning Statement

For the Greater Susquehanna Valley community, small businesses, foodies, and Locavores who are interested in eating

fresh, locally grown and prepared food, while expanding economic development and growth within Union, Snyder,

Northumberland, Montour counties, and beyond. The Greater Susquehanna Valley Chamber of Commerce has

established a Farm to Fork initiative that resembles a “countrywide” phenomenon. The Greater Susquehanna Valley’s

Farm to Fork is “Where Great People and Local Food Collide”.

Situational Analysis

Farm to Fork refers to the stages of production of food, from the farm to your fork. The Greater Susquehanna Valley

Chamber of Commerce has established a Farm to Fork initiative of its own. The program aims to connect the residents

of the region with locally grown foods in locally owned restaurants. Thus far, the initiative has had some interest from

the community. We want to change the level of interest from some to an overwhelming, must attend type of event. There

are different themed dinners that take place at various restaurants in the area. Expanding the audience and tactics will

interest more people to become actively involved in Farm to Fork.

There are challenges Farm to Fork needs to address. The goal of the GSVCC for the Farm to Fork initiative is to raise

awareness within the region, secure more dedicated patrons, create more partnerships with local businesses, and

establish economic development as a result. The desire to attend the events is lacking; marketing, promotion, and

advertisement of the initiative and events planned have not, thus far, attracted larger audiences.

Farm to Fork has great potential to grow and diversify the Greater Susquehanna Valley. It is important that Farm to Fork

creates new opportunities for itself: partnerships, sponsors, and donors. It creates a unique experience for individuals;

however, if they are not made aware of the event, they are not reaping the benefits of what this initiative has to offer. In

order to do so, they must establish and maintain more contacts with the news media and the general public to ensure the

completion of the objectives.

Communication Objectives

1. Increase awareness of the Farm to Fork initiative within the Greater Susquehanna Valley region by 10% before

the end of the first quarter.

2. Diversify the audience to reach a wider demographic of individuals: social class, age, gender, and ethnicity, that

participate in Farm to Fork by the end of the fiscal year.

3. Improve the overall perception of Farm to Fork to be measured by an increase of returning and new attendees by

the end of the fiscal year.

4. Create a working web presence including social media so that they key audiences can be reached across multiple

media platforms. To be accomplished in the first quarter, and continued.

5. Establish appropriate themed events targeted to various demographics in an attempt to increase the traffic at

each event by 5% each quarter.

Key PublicsPrimary Audiences:

Chamber Members

Development of a strong internal communications network of members is vital for the success of the campaign.

By keeping members involved and engaged, participation will grow. If you believe in what you sell, it will sell.

Internal (GSVCC)

Developing a desire for success within the Chamber will contribute to the awareness and success of the

campaign.

Current attendees

Encourage current attendees to team up with the Farm to Fork revamping and help promote the events, provide

feedback regarding the changes made, and increase attendance with friends.

News Media

By having strong communication with our media outlets we can ensure enhanced coverage of the Farm to Fork

events.

Through the use of print and online media we will deliver information and create buzz about the happenings

with this initiative.

Locavores

Locavores are those who eat fresh and locally grown foods. These individuals should be targeted considering

they meet the definition of the Farm to Fork target consumer.

These individuals will also be able to provide fresh and current ideas and feedback to expand the initiative and

continue growth.

Small business owners/Restaurant owners

In order to create new partnerships and provide a wide array of food selections, new business and restaurant

involvement is pertinent.

Include and actively involve farmers markets.

Secondary Audience:

College students

There are three universities within or near the GSV region: Susquehanna, Bucknell and Bloomsburg

Universities. By reaching out to this college demographic, there is room for Farm to Fork to grow, evolve and

last within a younger demographic.

Recommended Strategies

News Media Relations

Utilize the news media to showcase the “fomo effect” of the Farm to Fork events. The goal of the media

relations is to receive as much coverage without paying a large amount for advertising, while still remaining a

creditable source.

The “fomo effect” is defined as the fear of missing out. This can be the fear of missing out on the upcoming

events and benefits associated with being a Chamber member.

Events

Events are the heart of this campaign and the main source of success. These are used as a channel to interact

with and enhance the community, while showing them the benefits of eating fresh and locally grown foods.

Social Media

Promote the Greater Susquehanna Valley Chamber of Commerce and their Farm to Fork initiative through

various social media platforms including Facebook, Instagram, Twitter, and Yelp.

Hootsuite is a social networking management system that should be implemented, as it allows the user to

preplan the posts and scheduled dates for them to be released. This elevates hassle associated with managing

multiple accounts.

Collateral Materials

Revamp and rebrand the current Farm to Fork image, while maintaining the brand identity of the GSVCC. It is

important to have visually stimulating advertisements, brochure, flyers, websites, etc. to attract the attention of

our desired audience.

TacticsTactic: News Media

Contact local radio stations, newspapers, and online news outlets. Share with them all the flyers and information regarding the events and the revamping of Farm to Fork.

Tactic: Events

January Start to college events Send Survey Out to surrounding colleges for information research within the first week of January Colleges: Bloomsburg University, Susquehanna University, Bucknell College Contact information for Bloomsburg University: Dean Donald Young

o Phone: 570-389-4734 Contact Information for Susquehanna University: Dean Christie Kracker

o Email: kracker@susqu.edu Contact Information for Bucknell College: Dean Amy Badal

o Phone: 570-577-1638o Email: amy.badal@bucknell.edu

By the third week start to collect the surveys back in order to try to implement the results for the events

January Event Host the Start to the New Year dinner on January 8, 2016 from 6 pm - 9 pm Soup or salad appetizer, followed by an entrée of steak and mashed potatoes or a vegetable casserole and

potatoes (for anyone who is vegetarian) Serve red and white wines throughout the evening Chocolate cake for dessert Decorations should include white Christmas string lights all around restaurant Fliers posted around town for this event Pictures posted of meal

February

Super Bowl Sunday dinner on February 7, 2016 throughout the entire game Appetizers and finger foods (wings, dips) served all night along with wide variety of beers Decorations based on which teams are playing- football themed Multiple TV’s surrounding restaurant for everyone to watch Seating arrangement should be bar style Casual attire- support for your favorite team! Tweet everyday two weeks prior to event-live tweets during the game Take lots of photos, share to social media accounts Tweet three times a week about Farm to Fork and all its benefits/fun facts

March Pi Day event held on March 14, 2016 - college centered event Have a variety of different pizzas set up in a buffet style Use locally grown cheese for the pizza Use locally grown tomatoes to form the sauce for the pizza Use locally grown vegetables as toppings for the pizza Use local meats as toppings for the pizzas Have a variety of different pies set up in a buffet style Use locally grown fruits for fillings of pies Post tweets once a day two weeks before this event

March Event #2 Host a St. Patrick’s Day Lunch on Thursday, March 17, 2016 from 12 pm - 3 pm Green eggs and ham served for lunch, side dishes should be between two options (fruit or home fries) Green table cloths, 4-leaf clover wall hangings and the staff will dress in green as well Customer reward: whoever comes in dressed most festive wins 20% off dinner for two

Irish music and dancing should be provided for entertainment Fliers around town

March Event #3 Easter Bunny Party event held on March 26, 2016 (Saturday before Easter Sunday) from 3 pm - 6 pm Kid friendly event Serve honey baked ham, mashed potatoes, corn pudding, asparagus, and chocolate cream pie for dessert Easter egg hunt after dinner for kids- winner gets a free dessert next time in Provide guests with a photo booth for pictures with the Easter Bunny Fliers around town Share menu to Facebook

April Host an Earth Day Lunch on Friday, April 22, 2016 from 12 pm – 2 pm Appetizers and main courses will be all vegetarian Appetizers -a fresh arugula and spinach salad with a balsamic dressing and bruschetta Main course- spaghetti squash with a side of garlic-sautéed spinach and lemon-butter asparagus Dessert- chocolate covered strawberries Event should be outside (depending on weather), picnic tables decorated nicely Post tweets once a day for two weeks leading up to event Post pictures of event to Facebook

May

Cinco-de-Mayo event to be held on May 5, 2016 – college centered event Local Meats for Tacos Locally grown vegetables for toppings Locally made salsa Post tweets once a day two weeks before event; after event post pictures of attendees

May Event #2

Memorial Day Dinner on Sunday, May 29, 2016 from 5 pm - 8 pm Red, white and blue floral arrangements on the tables, American flags hung around restaurant Appetizers- clam chowder or vegetable soup Main course- spaghetti with or without meatballs, freshly baked bread; blush wine served all evening Dessert- slice of cherry or apple pie with scoop of vanilla ice cream Dress code- red, white and blue to show American pride Flyers round town Post pictures to Facebook/Instagram of entrees, desserts, decorations, etc.

June National Cheese Day event on June 4, 2016 – younger demographic centered event Cheese and wine (local cheese, local wine from wineries): cheese pizza, cheese fries, cheese dogs, mozzarella

sticks, and macaroni and cheese. Post tweets once a day two weeks before event Share pictures of attendees and foods to Facebook and Instagram account

June Event #2

Summer Solstice Dinner on Monday, June 20, 2016 from 6 pm – 9 pm to celebrate the start of summer Appetizers- fried calamari or pita bread with bruschetta

Main Course- shrimp scampi/fettuccini alfredo with Caesar salad on side; craft beers served all evening Dessert- chocolate pudding or piece of cheesecake Decorations- summer and beach themed Dress code- beach themed attire Flyers around the town, post pictures of menu to Facebook/Instagram

July Fourth of July Cook Out July 2, 2016 from 2 pm – 6 pm. Include locally produced hotdogs, burgers, corn, flavorful kabobs with the finest meat and vegetable

assortments, salads (potato, macaroni, mixed greens; etc.) and more Decorations will include red, white, and blue utensils, wall hangings, tablecloths, and posters that exemplify

American pride. Have a painting station contest where children can paint their most patriotic drawing. The winner will receive a

20% discount off their next Farm to Fork visit (which families will love). Seating arrangements- tables of two, tables of four, and round tables. A DJ will also be provided for

entertainment. Social Media posts Daily

August

National Night Out held on August 2, 2016 – younger demographic centered event Advertised as a date night

August Event #2 All Night Cocktail Hour on August 20, 2016 from 7 pm – 10 pm Since cocktail hour has the widest food varieties, but end so quickly, I thought it would be appropriate to make

it last the entire night! Include a range of food options such as, fun finger foods, seafood platters, cheese stations and other hors

d’oeuvres. Provide different alcohols, typical at cocktail hours Waiters will be walking around with different platters, as there will also be buffet tables. Have a black, red, and white, to follow cocktail hour vibes. Seating arrangements- mostly high tables of two, and high tables of four-six. Flyers mailed before

August Event #3

Around the World in a Night event to be held anytime in August Have different foods from different ethnic groups

September Start of Fall Brunch on September 9, 2016 from 11 am - 2 pm Make the event more formal as a fixed menu will be provided once seated. Starter options: Smoked Salmon Toast, over arugula, Potato and Bacon Soup, or Mini Potato Waffles sided with

quinoa salad. Entrée options: Frittata with spring vegetables, ham, and cheese (goat, feta, or mozzarella), Sunny Side Up Eggs

and Bacon over Grilled Asparagus, or Mushroom, Spinach, and Ricotta Cheese Crepe with mixed fruit on the side (add chicken or shrimp.

Dessert options: a Twisted Sticky Caramel-Pecan Roll, Banana Crumb Cake or Nutella Waffle with gelato and whipped cream.

Seating arrangements- tables of two, tables of four, and round tables. Facebook status’s and tweets will be posted the day before

October Columbus Day Breakfast on October 9, 2016 from 9:30 am - 12pm Have old-fashioned decorations and American styled to represent the time being celebrated. Have staff dressed in diner outfits as well. Include three tables at the walk in, one with cups of orange juice, one with cups of water, and the other with

cups of coffee. Serve breakfast about 20 minutes once doors open and everyone is seated. Have staff hand out diner looking menus to fit the theme. They will contain numerous omelet, pancake, waffle, and French toast options, as well as different breakfast

sandwiches. Seating arrangements- high top chairs on the side of the venue and three long tables in the middle. Invitations to be mailed

November Turkey Day Cookout on November 19, 2016 from 6 pm - 9 pm Thanksgiving based and include fall colored decorations, turkey and pilgrim wall hangings, leaf garnishes and

more. Have the Farm to Fork staff dressed in colonial attire to fit the theme. Set the food up like a potluck dinner where a selected group of about 10 families from TGSV will contribute

their homemade meals (strictly purchased from their local grocery store) to the event. Those who contribute in the food making will get $15 off their ticket; it will be buffet styled and will include

dishes such as Sweet Carrots, Green Beans, Corn Pudding, Cranberries, Sweet Potatoes topped with marshmallows, Mashed Potatoes, Stuffing, Turkey and more. Desserts will include: Choice of Pie: Pumpkin Apple, Pecan Pie or Ice Cream topped with cinnamon sugar: Chocolate or Vanilla, Hazelnut. There will also be a live band performance.

Seating arrangements- high top chairs on the side of the venue and three long tables in the middle. Social media reminders the morning before event

December Winter Wonderland Dinner on December 21, 2016 from 7pm - 10pm. Decorate the venue with lights, candles, fluffy snow, and more. Make the mean setup family style since it’s the holiday season and a time to be with loved ones. Have a menu smaller than previous ones since the portions are larger. It will also be Italian based. First course options: Fried Calamari, Chicken Caesar Salad, or a cold antipasto piled with fresh Mozzarella,

Salami, Roasted Peppers, Olives, and Prosciutto. Second course: Chicken/Veal Marsala, Penne Vodka (add chicken or shrimp) or Eggplant Parmesan sided with

sautéed spinach. Dessert options: chocolate mousse cake, tiramisu, or a brownie topped with choice of ice cream and hot fudge. Seating arrangements- tables of two, tables of four, and round tables. Invitations will be mailed and flyers will be posted Send promotions for the 2017 year events

Tactic: Social Media

Twitter and Instagram Approximately 10-12 posts a month

o Approximately 13-15 posts during those months that also include events targeted directly to college students/younger target audience.

4-5 posts leading up to the event. Post will include things like:o Event flyerso Promotion for upcoming evento Menu for event/featured local food item at the event

o Any entertainment/special occasion in the upcoming evento Reminder to sign up/last chance to sign up

1 post during the event/right after event is held. This post will include:o Picture of the main course, picture of “crowd favorite” dish, picture of locally grown ingredients, or

picture of all the attendees. 5-6 posts over the course of the month. Including:

o Fun facts about Farm to Fork dinners/restaurants and locally grown food o Health benefits of eating locally grown food o Any upcoming/new promotions being offeredo An over view of the farmers/farms the food comes from (farmer spotlight)

Use hashtags (#) like, #F2F, #Farm to Fork #Susquehanna Tag the Greater Susquehanna Valley accounts, restaurants/owners, farmers/farms, and/or attendees in posts. Usernames and Passwords:

o Gmail: Username: f2fsusquehanna@gmail.com Password: farm2fork123

o Social Media Accounts: Username: f2fsusquehanna Password: farm2fork123

Social Media Bio:o This account is a great way to learn about the health

benefits of eating locally and Farm to Fork dining. You can also get all the information you need about the Farm to Fork monthly dinner series in the Susquehanna area. Enjoy a night out while eating locally, organically, and healthy!

Example Posts:o “Tickets for our January event, Start to the New Year

dinner, are now on sale. Come and get yours today!”

Yelp and Facebook

Yelp does not allow restaurants to review themselves, however an account has been created to reply to posts in Farm2fork’s name.

o Username: f2fsusquehanna@gmail.como Password: farm2fork123

Provide responses to reviews left by visitors on social media siteso Comment on posts from attendants thanking them for their time to write up a reviewo Welcome them to come back to another evento Provide apologies for those who were not satisfied with their experiences and help find a solution for

future ticket purchaseso Example:

Thank you for your review, (username)! We appreciate you taking time to give us your feedback. Your input is always welcome in order for us to continually improve. Please let us know what we can do to make your next experience even more enjoyable.

Facebook Name: FarmtoFork Susquehanna Facebook Login:

o Email: f2fsusquehanna@gmail.como Password: farm2fork123

Utilize the same content from Twitter to post to Facebook. This will help keep the sites uniform and equal. Social Media Bio:

o This account is a great way to learn about the health benefits of eating locally and Farm to Fork dining. You can also get all the information you need about the Farm to Fork monthly dinner series in the Susquehanna area. Enjoy a night out while eating locally, organically, and healthy!

Sample Posts: Facebook January: Start off the New Year right with a balanced meal complete with (insert menu here). This will be sure

to keep you on your new diet! February: Love is in the air, Susquehanna! Treat your sweetheart to a night out complete with farm fresh dinners

and a bottle of local wine. March: Join us for our St. Paddy’s Day bash tonight! Locally brewed green beer will be served, along with

pinches for those who don’t participate!o The Easter Bunny has decided to only hide farm fresh, cage free eggs this year! Our free kids egg hunt

is tomorrow! April: Celebrate Earth Day with us by enjoying the best local ingredients! These vegetarian courses are sure to

please any taste bud. May: Treat mom to a fun filled night complete with an amazing meal, fun raffles, and live band! Skip the boring

brunches and give mom something to brag to her girlfriends about! June: Let us do the grilling for your dad this year! He will be sure to love our father’s day inspired menu and

spending the night with his favorite child (aka you for taking him to the best restaurant in town!) July: Fireworks, grilling, and fun…everything you need to kick off Fourth of July weekend with a bang! August: Who says cocktails should only last an hour? We decided to spread the happy all night long! Join us for

local cocktails and appetizers and an opportunity to talk to people in our area. September: Fall in love with our fall themed brunch! October: Discover local flavors with our Columbus Day Breakfast today from 9:30 to 12pm November: Whether you like it fried, baked, or roasted…we’ve got all the turkey you care to eat! December: Walk into our Winter Wonderland and get yourself ready for the holidays with our special winter

dinner! Don’t forget to sign up for next year’s events… they make great gifts! Be sure to tag yourself in our event pictures from last night! Share, tag, and like our photo of the month for a chance to win a free dinner! Who is your favorite local farm fresh stand? Comment below!

College Event Posts

March: Come out to celebrate our Pi Day! Bring your entire sorority or fraternity and chow down on some locally made pizza!

May: Happy Cinco de Mayo! What is a day like without tacos and other delicious Mexican food to celebrate? We will be serving locally made food from _ to _ on the quad!

Would you like some cheese with that wine? We’ve got you. Join us in celebrating National Cheese Day and you’ll be cheesing all day!

Hootsuite

Hootsuite is a social media planning site which allows account holders to view posts, schedule out posts, and respond to social media comments.

The account that has been set up for Farm to Fork is a basic package that includes up to three separate accounts. If the popularity or the accounts are too much to handle or there are ever any more accounts to add, then a more advanced package can be purchased in the future.

Username: F2fsusquehanna@gmail.com Password: Farm2fork123

Monthly Social Media Post Calendar January

o 1st, 3rd, 5th, and 7th – reminder postso 8th – EVENTo 9th – picture of evento 12th, 16th, 19th, 23rd, 27th, and 30th – fact/promotion posts

Februaryo 2nd, 5th, 8th, 10th, and 11th – reminder postso 7th – EVENTo 15th – picture from event o 7th, 14th, 19th, 23rd, and 29th – facts/promotion posts

Marcho 5th, 11th, and 15th – reminder posto 14th – EVENT o 17th – EVENTo 18th – picture from event o 19th, 22nd, 25th – reminder posto 26th – EVENT o 28th – picture from event o 13th, 20th, 29th – facts/promotion post

April o 7th, 10th, 13, 16th, and 20th – reminder postso 22nd – EVENTo 23rd – picture from event o 3rd, 15th, 19th, and 25th – facts/promotion posts

Mayo 2nd, 4th, and 6th – reminder posts o 5th – EVENT o 9th – picture from event

o 29th – EVENT o 10th, 15th, 24th, 27th, and 30th – fact/promotion posts

Juneo 3rd, 7th, 11th, 13th, and 17th – reminder postso 20th – EVENTo 22th – picture from event o 15th, 26th, 28th, and 30th – fact/promotion tweet

Julyo 1st – reminder post o 2nd – EVENT o 3rd – 1 or 2 posts from event o 7th – list of remaining events o 10th, 15th, 19th, 21st, 27th, and 30th – fact/promotion posts

Augusto 4th, 8th, 14th, 17th, and 18th – reminder postso 2nd – EVENTo 20th – EVENTo 21st – picture from event o 13th, 16th, 24th, 27th, and 30th – facts/promotion posts

Septembero 2nd, 4th, 6th and 7th – reminder postso 9th – EVENTo 10th – pictures from event o 14th, 17th, 20th, 26th, and 30th – fact/promotion post

October o 1st, 3rd, 5th, and 7th – reminder postso 9th – EVENT o 10th – pictures from event o 12th, 16th, 20th, 23rd, 27th, and 30th – facts/promotion posts

November o 2nd, 7th, 10th, 15, and 17th – reminder posts o 19th – EVENT o 20th – pictures from event o 22nd, 26th, 28th, and 30th – facts/promotion

December o 5th, 9th, 13th, 17th, and 19th – reminder postso 21st – EVENTo 22nd – pictures from event o 10th, 15th, 23rd, 28th, and 30th – facts/promotion posts

This calendar is subject to change. Posts pertaining to non-Farm to Fork event and/or holidays should be posted about as well. (i.e. wishing followers a happy Thanksgiving, showing respect and support for those lost on 9/11, Super Bowl posts etc.) Not all the post suggested need to be made and more posts than listed could be made.

Tactic: Web

Login: f2fsusquehanna@gmail.com Password: farm2fork123

Survey link: https://www.surveymonkey.com/r/6MRPHJW

Tactic: Marketing

Digital Marketing In order for Farm to Fork to gain awareness and attract a larger public audience, we recommend using digital

marketing to grasp the attention of a broader audience. To begin, we recommend using and consistently updating all social media sites (some of which will be created by our team).

Whether it be Facebook, Twitter, or the Farm to Fork website, adding photos with ties to Farm to Fork, or updating content regularly will help the audience remain up to speed with any information about upcoming dinners or events.

To track what is working and what is not working in regards to digital marketing, Google Analytics should be used to track what viewers are attracted to the most. By using the statistics and feedback supplied by Google Analytics, you will be able to pin point what is successful digitally, and what is not.

Track the statistics and feedback from Google Analytics for 6-months and readjust if needed. Additionally, sending formal invitations to events via postal mail will create a personal connection to the

attendees and the Farm to Fork events. Email invitations are to be sent as well as formal invites.

Guerilla Marketing For Farm to Fork to increase the size and alter the demographics of the current audience, Farm to Fork should

use guerilla-marketing tactics to attract a more diverse group of attendees. To promote the events and activities Farm to Fork host, set up a stand in a public place or on the side of a busy

street where many people are bound to pass by. Utilize flyers that advertise an upcoming dinner or event and hand out flyers to those who pass by.

As an incentive, you can add a $5 off coupon for the next Farm to Fork dinner. It is a more personal approach as opposed to digital marketing with face-to-face interaction.

We recommend you do events such as these for the first 3-months (at least) to create buzz.

Direct Marketing In order for people to want to attend Farm to Fork events, we need the public to understand Farm to Fork and

what it does/what it means. To create a better understanding and overall perception, you should use direct marketing to host interactive outdoors events.

For example, set up a stand in a congested area (grocery store, mall, etc.). Pick a few chamber members, a restaurant owner that hosts the Farm to Fork dinner events, and a farmer that supplies fresh food for these dinners, and gather them for this event. Have the restaurant owner or farmer bring in samples of food used with farm fresh/ local ingredients.

On the contrary, have another food item that is similar to that of the other, but made with processed or packaged food (not farm fresh). Allow passerby’s to sample the two foods and decide which one was used with farm fresh ingredients, and which was not.

If the person can identify the fresh sample from the processed sample, hand them a flyer that advertises the next Farm to Fork event and ask them to attend.

Doing this will create a more personal experience and will encourage people to take part in the next event. We recommend you do this at least twice, using two different locations.

Tactic: Collateral Material

Appendix A: Formal Invitation

Appendix B: Fourth of July

Appendix C: Easter Brunch

Appendix D: New Years

Appendix E: St. Patrick’s Day

Appendix F: All Night Cocktail Hour

Appendix G: Winter Wonderland

Appendix H: Earth Day

Appendix I: Turkey Day Cookout

Appendix J: Columbus Day

Appendix K: Start of Fall Brunch

Appendix L: Logo’s

Appendix M: Press Release

Appendix N: Fact Sheet1

1 The flyers provided are for a handful of the events, not every event. The template can be used for all future events.

Timetable for ExecutionJanuary

Events: Start to the New Year on January 8, 2016. Also, begin planning college events.

Social Media: Hype up the first event of the year using all channels of communications. Create the Hootsuite account and begin populating it with content for all social media accounts.

Collateral Material: Prepare flyers and invitations for the first event (prior). Begin preparing documents for the next month’s event and send out event invitations.

February

Events: Super Bowl Sunday on February 7, 2016

Social Media: Populate the Hootsuite account with social media posts that are congruent with what is in the social media plan section. Tweet about the benefits of Farm to Fork. Use social media to raise awareness for the upcoming college event in March.

Collateral Material: Send out invitations for March’s event

March

Events: March 14, 2016: Pi Day (College Centered Event)March 17, 2016: St. Patrick’s Day LunchMarch 26, 2016: Easter Bunny Party (Family Friendly Event)

Social Media: Populate the Hootsuite account at the beginning of the month. Engage the audience by doing a poll asking for feedback on the first event. Also, invite them to share any pictures they have of the event using the hash-tag #F2FSUSQ

Collateral Material: Send out invitations for April’s event.

April

Events: Earth Day Lunch Friday April 22, 2016

Social Media: Populate the Hootsuite account at the beginning of the month. Post pictures of the event on Facebook. Tweet reminders prior to the event.

Collateral Material: Send out invitations for May’s event.

May

Events: Cinco-de-Mayo event May 5, 2016Memorial Day Dinner May 29, 2016

Social Media: Populate the Hootsuite account at the beginning of the month. Post photos of attendees enjoying this family friendly event. Ask them to share their own pictures and thoughts on Facebook and Twitter. Update the website with pictures, interviews of guests, and upcoming events.Collateral Material: Send out invitations for June’s event.

June

Events: National Cheese Day June 4, 2016 (Younger Demographic Centered) Summer Solstice Dinner June 20, 2016

Social Media: Populate the Hootsuite account at the beginning of the month.

Collateral Material: Create materials for the next 6th months (in order). Send out flyers for upcoming events.

July

Events: Fourth of July Cook Out July 2, 2016

Social Media: Populate the Hootsuite account at the beginning of the month. Engage community via social media, especially referencing the upcoming cocktail event. Continue to reference the social media plan. Update the website.

Collateral Material: Send out material for August events in the middle of the month. Promote the upcoming cocktail hour event.

August

Events: National Night Out event on August 2, 2016 (Younger Demographic Centered) All Night Cocktail Hour August 20, 2016Around the World in a Night event: anytime in August

Social Media: Populate the Hootsuite account at the beginning of the month.

Collateral Material: Send out survey to gain feedback on the success of the events. Send out the next month’s flyers and invites.

September

Events: Start of Fall Brunch September 9, 2016. Begin planning the upcoming year’s events.

Social Media: Populate the Hootsuite account at the beginning of the month. Update the website. Create a question (relating to next month’s event) on Facebook, incentivizing the community by offering a discount for the first 3 correct answers.

Collateral Material: Send out the next month’s flyers and invites.

October

Events: Columbus Day Breakfast October 9, 2016

Social Media: Populate the Hootsuite account at the beginning of the month.

Collateral Material: Send out flyers and invites for November.November Events: November 19, 2016 Turkey Day Cookout

Social Media: Populate the Hootsuite account at the beginning of the month. Update the website. Tweet and post on Facebook reminders for the upcoming event.

Collateral Material: Send out promotional material for the next event.

December

Events: Winter Wonderland Dinner December 21, 2016. Prepare for the kickoff of the next year.

Social Media: Populate the Hootsuite account at the beginning of the New Year.

Collateral Material: Create new materials for the upcoming year. Mail content to keep members excited about the events coming in the 2017 year.

Appendix A:

Appendix B:

Appendix C:

Appendix D:

Appendix E:

Appendix F:

Appendix G:

Appendix H:

Appendix I:

Appendix J:

Appendix K:

Appendix L:

Appendix M:

Greater Susquehanna Valley Farm to Fork Dinner Series

Contact: Bob Garrett FOR IMMEDIATE RELEASE (Enter phone)(Enter email)

Farm to Fork Dinner Series

Greater Susquehanna Area PA, Recently the team responsible for the Farm to Fork series revamped the entire calendar of events including some new events targeted towards college students. Monthly events are now offered on various days of the week. Events range from breakfast, lunch, dinner and cocktail hours. The price for dinner ranges from 20-70 dollar. Time and place vary from time and place. Some themes for this upcoming year include a fourth of July barbeque, Pi day, which supports Greek philanthropies and a new years celebration. The atmosphere is a social laid-back setting and the menu consists of locally grown ingredients.

The Farm to Fork dinner series is a great way to support your local businesses and enjoy a night out while eating healthy.

The Greater Susquehanna Valley dates back to 1921 and consists of Montour, Snyder, Northumberland, and Union counties. Our mission is to drive community and economic development.

Appendix N:

Greater Susquehanna Valley Farm to Fork Dinner Series

Contact: Bob Garrett (Enter phone)(Enter email)

Fact Sheet: Main Contact: Bob Garrett, President of the Greater Susquehanna Chamber of Commerce. Prices range from $20-70 with a wide variety of events. Locations are variable from event to event, but the reoccurring theme of a farm fresh dinner remains. Local ingredients are used in every dish from farmers located in the Greater Susquehanna Valley. Benefit the local farmers and restaurants while providing a healthy meal to all participants. College events now included in our 12-month plan to further broaden our audience.

(Facts can be elaborated, changed, or added to this Fact Sheet)