1. A Strategic Communications Plan for
The 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
2. 2
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
3. 3
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”.
4. 4
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.
5. 5
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.
6. 6
Key Publics
Primary 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.
7. 7
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.
8. 8
Tactics
Tactic: 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: 570-577-1638
o 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
9. 9
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
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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
11. 11
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
12. 12
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 flyers
o Promotion for upcoming event
o Menu for event/featured local food item at the event
o Any entertainment/special occasion in the upcoming event
o 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 offered
o 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
13. 13
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.com
o Password:farm2fork123
Provide responses to reviews left by visitors on social media sites
o Comment on posts from attendants thanking them for their time to write up a review
o Welcome them to come back to another event
o Provide apologies for those who were not satisfied with their experiences and help find a
solution for future ticket purchases
o 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.com
o 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!
14. 14
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
15. 15
Monthly Social Media Post Calendar
January
o 1st
, 3rd
, 5th
, and 7th
– reminder posts
o 8th
– EVENT
o 9th
– picture of event
o 12th
, 16th
, 19th
, 23rd
, 27th
, and 30th
– fact/promotion posts
February
o 2nd
, 5th
, 8th
, 10th
, and 11th
– reminder posts
o 7th
– EVENT
o 15th
– picture from event
o 7th
, 14th
, 19th
, 23rd, and 29th
– facts/promotion posts
March
o 5th
, 11th
, and 15th
– reminder post
o 14th
– EVENT
o 17th
– EVENT
o 18th
– picture from event
o 19th
, 22nd
, 25th
– reminder post
o 26th
– EVENT
o 28th
– picture from event
o 13th
, 20th
, 29th
– facts/promotion post
April
o 7th
, 10th
, 13, 16th
, and 20th
– reminder posts
o 22nd
– EVENT
o 23rd
– picture from event
o 3rd
, 15th
, 19th
, and 25th
– facts/promotion posts
May
o 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
June
o 3rd
, 7th
, 11th
, 13th
, and 17th
– reminder posts
o 20th
– EVENT
o 22th
– picture from event
o 15th
, 26th
, 28th
, and 30th
– fact/promotion tweet
July
o 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
August
o 4th
, 8th
, 14th
, 17th
, and 18th
– reminder posts
o 2nd
– EVENT
o 20th
– EVENT
o 21st
– picture from event
o 13th
, 16th
, 24th
, 27th
, and 30th
– facts/promotion posts
September
o 2nd
, 4th
, 6th
and 7th
– reminder posts
16. 16
o 9th
– EVENT
o 10th
– pictures from event
o 14th
, 17th
, 20th
, 26th
, and 30th
– fact/promotion post
October
o 1st
, 3rd
, 5th
, and 7th
– reminder posts
o 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 posts
o 21st
– EVENT
o 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
17. 17
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
18. 18
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 Sheet
1
1 The flyers provided are for a handful of the events, not every event. The template can be used for all
future events.
19. 19
Timetable for Execution
January
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 Lunch
March 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, 2016
Memorial 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.
20. 20
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 socialmedia
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, 2016
Around 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.
21. 21
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.
25. 25
Appendix D:
You are Cordially Invited
to the Greater Susquehanna Valley
Chamber of Commerce New Year
Farm-to-Fork-to-Glass Dinner
January 8, 2016 at 6:00 P.M
Restaurant Name
Restaurant Address
MENU
Appetizer
Based on theme of the restaurant
First Course
Based on theme of the restaurant
Second Course
Based on theme of the restaurant
Dessert
Based on theme of the restaurant
Cost
$55 per person
For reservations contact:
Renee Gerringer (570) 743-4100
Email: rgerringer@gsvcc.org
26. 26
Appendix E:
st . pa t r ick ’s Da y Lunch
by the Greater Susquehanna Valley
Chamber of Commerce
March 17, 2016
11:00 A.M - 2:00 P.M
Restaurant Name
Restaurant Address
MENU
Appetizer
Based on themeof restaurant
First Course
Based on themeof restaurant
Second Course
Based on themeof restaurant
Dessert
Based on themeof restaurant
$45 per person
For ReservationsContact:
ReneeGerringer
(570) 743-4100
rgerringer@gsvcc.org
34. 34
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.
35. 35
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)
