ftm2010 partner program
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FAIR TRADE MONTH 2010Every Purchase Matters
Partner Program • TransFair USA
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Every October, TransFair USA engages licensees, retailers, activist partners, consumers and the media in a month-long campaign to build awareness and increase sales of Fair Trade Certified products. This year’s theme, Every Purchase Matters, reflects the difference that consumers can make in the lives of farmers and workers around the world by voting with their dollars when they buy Fair Trade Certified products. Throughout the month, we ask you to help us reinforce this message through hosting events, supporting local campaigns, marketing materials and media outreach in celebration of Fair Trade.
This packet includes information on how your company can get involved and help make this the best Fair Trade Month yet!
October is
Fair Trade Month
www.FairTradeCertified.org
getinvolved!
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With your help, TransFair USA will encourage supporters to engage in six actions during Fair Trade Month aimed at increasing awareness and availability of Fair Trade products across the United States.
These actions include: AskforFairTrade
PraiseretailersthatsellFairTradeCertified™products
SupportcompaniesthatmanufactureFairTradeCertifiedproducts
OrganizelocalcampaignsthroughFairTradeTownsUSA
EducatefamilyandfriendsabouttheimportanceofFairTrade
DonatetoTransFairUSAtosupporttheexpansionofFairTrade
Fair Trade Month Call to Action
getinvolved!
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TransFair USA will recognize organizations that Adopt a Day in the following ways:
Blogpost
Twitterpost/mentionin#FollowFriday
Facebookpost
InclusioninPRoutreach
Inclusioninproductgiveaways
AdoptingaDayisfreetoalllicenseesofTransFairUSA!AllweaskisthatyourcompanydemonstratessupportforFairTradeMonthinthefollowingways:
CreateaFairTradeMonthmarketingplan—tellusyourplantodrawspecialattentiontoFairTradethroughyourmarketing,socialmediaandretailefforts
SendamessagetoyourretailersandsupporterstoinvitethemtoparticipateinFairTradeMonthandFairTradeTowns
WriteaguestpostforTransFairUSA’sblog
Donate10ormoreproductsforaTwittergiveaway
Donate10ormoreproductsforagreenbloggerpromotion
HostaFairTradeMontheventorsupportaFairTradeMontheventofyourchoosing(ie. TransFair USA’s Fair Trade Month Kickoff Party)
StartaFairTradeTowncampaignorjoinanexistingcampaign
If you are interested in Adopting a Day during Fair Trade Month, please complete the attached form and return it to TransFair USA by July 1, 2010.
TransFair USA invites you to make your support for Fair Trade Month known by Adopting a Day in October. This promotion gives your company targeted exposure to TransFair USA’s community of educated consumers.
Adopt a Day
getinvolved!
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Give us a heads up: LetTransFairUSAknowabouttheeventsandpromotionsthatyourcompanyhasplannedforFairTradeMonth.Wewilltrytoincludethisinformationinmediapitches.
Pitch local media: Createapressreleaseaboutyourcompany’sFairTradeMontheventsandpromo-tionstosendtolocalmedia.TransFairUSAcanhelpbyaddingaquotefromCEOPaulRiceandimpactdatatosupportyourefforts.
Get bloggers pumped! ContactTransFairUSAtofindouthowyoucandonateproducttobeincludedingiftbasketsthatwewillsendtosomeofthetopgreenbloggers.
Make News!WhendesigningyourFairTradeMonthmarketingstrategy,thinkcreativelytocreateanewsworthyeventorpromotion.Themoreuniqueyourapproachis,themorelikelywearetoincludeyoureventsinourpublicrelationsoutreach.Anditwillmakesecuringlocalpressforyoureventorpromotionmucheasieronyou!
In order to ensure that Fair Trade is on the tip of every tongue during the month of October, TransFair USA will hire a public relations agency to pitch journalists and bloggers across the country.
Media Relations
getinvolved!
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Fair Trade Certified Blogwww.fairtradecertified.org/blogTransFairUSA’sFairTradeCertifiedBlogisahubforFairTrade-relatedupdatesaboutnewproducts,producerimpactstoriesandgrassrootscampaigns.DuringFairTradeMonthwewillfeaturenewcontentdailyfromavarietyofsources,includingguestbloggers!
Becomeaguestblogger!Haveyourvoiceheardbysubmittingaguestblogposttosocialmedia@transfairusa.org
Keepusintheloop!Passalonginterestinglinks,photosandvideosforustopostontheblog.
SharelinksfromTransFairUSA’sblogonyourwebsite,FacebookandTwitter
Facebookwww.facebook.com/fairtradecertified37,000fans
TransFairUSAhasbuiltupahealthyaudienceof37,000fansontheFairTradeCertifiedFacebookpage.We’llusethispagetopostdailymessagesaboutFairTradeMonthpromotionsandevents.Wewillalsopostphotos,videosandlinksfromlicenseesandactivistsandengageouraudienceina“tell-a-friend”drivetoincreasefans.
AskyouremployeesandcustomerstobecomefansofFairTradeCertifiedonFacebook
PromotetheFairTradeMonthcampaigninyourstatusandupdates
PostphotosandvideosfromyourFairTradeMontheventsontheFairTradeCertifiedfanpage
ParticipateindiscussionsontheFairTradeCertifiedfanpage
www.FairTradeCertified.orgBuilding on last year’s successful online campaign, the TransFair USA homepage, blog, Facebook and Twitter will once again serve as important tools for promoting Fair Trade Month.
Fair Trade Month Online
getinvolved! get
involved!
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Twitterwww.twitter.com/fairtradeusa4,800followers
TwitterisagreattooltoquicklyspreadthewordaboutFairTradeMonthandbuildawarenessaboutdedicatedcompaniesanddeliciousproducts.Throughoutthemonth,TransFairUSAwillhostproductgiveawaysandshareinformationaboutlicensees,promotionsandevents.
getinvolved!
Tagpostswith#FairTradeMonthor#FairTrade
Sendmessages@FairTradeUSA–we’llretweetormentionyouina#FollowFriday
AnnounceyourFairTradeMonthevents
HoldaFairTradeMonthproductgiveaway
Uploadtwitpicsofyoureventsorproducts
Fair Trade Month Online
What Matters? Social Media Campaign‘What Matters’ is TransFair USA’s integrated social media campaign for Fair Trade Month 2010. Building on the theme Every Purchase Matters, the campaign will feature an interactive tool that asks consumers ‘What Matters’ to them – women’s rights, conscious consumerism, environmental conservation, education, etc. – and allows them to share their answer with friends via Facebook and Twitter. Real time responses will aggregate on the TransFair USA website, and each response will generate a customized call to action and giving opportunity.
WidgetA widget will be created to allow users to access the tool from blogs, Facebook, and partner web pages (like yours!). The widget will feature icons and comments from the last few participants (real time feed) in the What Matters campaign. Consumers will be encouraged to click and will be directed to the Fair Trade Month promotion page on the Fair Trade USA website.
What Matters? Promotional Page Housed on TransFair USA’s web site, the What Matters? promotional page will feature a real time feed of user icons and responses. Layered over this feed will be a poll where consumers can vote on the Impact Area most important to them. They will also be able to leave comments with their vote. Once they’ve voted, an option will appear to share on Facebook, Twitter, learn more about Fair Trade, or donate to Fair Trade USA. Their Facebook or Twitter icon will then appear in the page and widget feeds.
Questions? Contact socialmedia@transfairusa.org
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TheFairTradeTownscampaignsthroughoutthecountryplayanintegralpartincelebratingFairTradeMonth.Visitwww.fairtradetownsusa.orgtofindoutifthereisaFairTradeTowncampaignnearyou.Ifnot–whynotstartone?
Duringthemonth,FairTradeTownscampaignsareencouragedtoholdeventstoeducatethepublicaboutFairTrade.TheywillbeabletoregistertheireventsontheTransFairUSAwebsite.
getinvolved!
Contact Billy Linstead Goldsmith, National Coordinator of Fair Trade Towns USA at wlinsteadgoldsmith@transfairusa.org to find out how to get involved with a Fair Trade Town campaign near you!
Fair TradeTowns New for 2010! Hero KitsHero Kits will be delivered to each Fair Trade Town committee to deliver to local retailers and cafes that sell Fair Trade Certified products. These kits will include point of sale materials such as java jackets, window clings, shelf talkers, stickers and more. The point is to celebrate local retailers who are Fair Trade Heroes because of their commitment to the cause.
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Help Spread the Word! Educateyourselfandothersbyvisiting:www.FairTradeCertified.organd
www.FairTradeTownsUSA.org
Tellyourcoworkers,familyandfriendsaboutFairTrade
HoldatrainingsessionforemployeesaboutFairTrade
BecomeafanofFairTradeCertifiedandFairTradeTownsonFacebookandfollowusonTwitter@FairTradeUSAand@FairTradeTowns
Hostorcosponsoracommunityevent
Postpicturesofyourevents,displays,storeandstafftoFlickr
Putabannerorlinkonyourwebsitetowww.FairTradeCertified.org
IncludeanarticleaboutFairTradeCertifiedine-newsletters,marketfliers/circulars,oryourlocalpaper
Ideas for Retailers UseourFREEPointofSalematerials
Createcolorfulend-capdisplaystohighlightFairTradeCertifiedproducts
Stockuponnewproductsthroughdistributorsusingourlicensedpartnerspageatwww.transfairusa.org/content/certification/licensees.php
UseshelftalkersandchannelstripstodistinguishFairTradeCertifiedproductsontheshelf
DisplayFairTradeCertifiedwindowclingsatthefrontofthestore
Atthepointofpurchase,offercustomersaFairTradeCertifiedmagnetorsticker,youcanorderthesethoughtheTransFairUSAwebsite.
Additional Ideas: Sample/demoFairTradeCertifiedproductsinstore
OffergrocerylistsoftheFairTradeCertifiedproductsyourstorecaries
HoldaraffleforagiftbasketfilledwithFairTradeCertifiedproducts
AskyourdistributorsaboutOctoberspecialsonFairTradeCertifiedproducts
ContactyourlocalFairTradeTownsCommitteeformoreideas,ortosupportapromotionalevent.
How to Promote Fair Trade Certified Products
Remember:UNFI, Kehe, Tree of Life and other distributors run Fair Trade Month sections in their catalogs and online listings.
Contact your distributor or TransFair USA representative for more information.
getinvolved!
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Point of Sale Materials
Point of Sale MaterialsTransFairUSAwillprovidelicenseeswiththefollowingmaterialstopromoteFairTradeproductsinstores,restaurantsandcafes:
JavaJackets
TableTents
WindowClings
Newwindowsign
Stickers&Magnets
Materials can be ordered beginning August 20, 2010.
Several Samples:
WindowCling
getinvolved!
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