Fair Trade Month 2009 featured nearly 250 grassroots events, hundreds of news articles and blog posts, product launches and a big social media push that helped us reach our goal of 31,000 fans on Facebook and 3,100 followers on Twitter in 31 days! Building on this success, our efforts combined will surely get everyone talking about Fair Trade in October 2010 and beyond. TransFair USA’s team is hard at work, planning our annual campaign to build awareness and support for our movement. And with your help, Fair Trade Month 2010 will be the best yet!

1. Partner Program • TransFair USA
FAIR TRADE
MONTH
2010
Every Purchase Matters

2. get
October is involved!
Fair Trade Month
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!
www.FairTradeCertified.org
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3. Fair Trade Month
Call to Action
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:
Ask for Fair Trade
Praise retailers that sell Fair Trade Certified™ products
Support companies that manufacture Fair Trade Certified products
Organize local campaigns through Fair Trade Towns USA
Educate family and friends about the importance of Fair Trade
Donate to TransFair USA to support the expansion of Fair Trade
get
involved!
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4. Adopt a Day
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.
TransFair USA will recognize organizations
that Adopt a Day in the following ways:
Blog post
Twitter post/mention in #FollowFriday
Facebook post
Inclusion in PR outreach
Inclusion in product giveaways
Adopting a Day is free to all licensees of TransFair USA! All we ask is that your
company demonstrates support for Fair Trade Month in the following ways:
C
reate a Fair Trade Month marketing plan — tell us your plan to draw special
attention to Fair Trade through your marketing, social media and retail efforts
S
end a message to your retailers and supporters to invite them to participate in
Fair Trade Month and Fair Trade Towns
Write a guest post for TransFair USA’s blog
Donate 10 or more products for a Twitter giveaway
Donate 10 or more products for a green blogger promotion
H
ost a Fair Trade Month event or support a Fair Trade Month event of
your choosing (ie. TransFair USA’s Fair Trade Month Kickoff Party)
get
Start a Fair Trade Town campaign or join an existing campaign
involved!
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.
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5. Media 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
Relations and bloggers across the country.
Give us a heads up:
Let TransFair USA know about the events and promotions that your company
has planned for Fair Trade Month. We will try to include this information in
media pitches.
Pitch local media:
Create a press release about your company’s Fair Trade Month events and promo-
tions to send to local media. TransFair USA can help by adding a quote from CEO
Paul Rice and impact data to support your efforts.
Get bloggers pumped!
Contact TransFair USA to find out how you can donate product to be included in gift
baskets that we will send to some of the top green bloggers.
Make News!
When designing your Fair Trade Month marketing strategy, think creatively to create
a newsworthy event or promotion. The more unique your approach is, the more
likely we are to include your events in our public relations outreach. And it will make
securing local press for your event or promotion much easier on you!
get
involved!
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6. Fair Trade www.FairTradeCertified.org
Building on last year’s successful online campaign, the TransFair USA
Month Online homepage, blog, Facebook and Twitter will once again serve as important
tools for promoting Fair Trade Month.
Fair Trade Certified Blog Facebook
www.fairtradecertified.org/blog www.facebook.com/fairtradecertified
TransFair USA’s Fair Trade Certified Blog is a hub for Fair Trade-related updates 37,000 fans
about new products, producer impact stories and grassroots campaigns. During Fair TransFair USA has built up a healthy audience of 37,000 fans on the Fair Trade Certified
Trade Month we will feature new content daily from a variety of sources, including Facebook page. We’ll use this page to post daily messages about Fair Trade Month
guest bloggers! promotions and events. We will also post photos, videos and links from licensees and
get activists and engage our audience in a “tell-a-friend” drive to increase fans.
involved! get
B
ecome a guest blogger! Have your voice heard by submitting a guest blog involved!
post to socialmedia@transfairusa.org A
sk your employees and customers to become fans of Fair Trade Certified
K
eep us in the loop! Pass along interesting links, photos and videos for us to on Facebook
post on the blog. Promote the Fair Trade Month campaign in your status and updates
Share links from TransFair USA’s blog on your website, Facebook and Twitter P
ost photos and videos from your Fair Trade Month events on the
Fair Trade Certified fan page
Participate in discussions on the Fair Trade Certified fan page
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7. Fair Trade What Matters? Social Media Campaign
‘What Matters’ is TransFair USA’s integrated social media
Month Online
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
Twitter each response will generate a customized call to action and
www.twitter.com/fairtradeusa giving opportunity.
4,800 followers
Twitter is a great tool to quickly spread the word about Fair Trade Month and build
awareness about dedicated companies and delicious products. Throughout the
Widget
month, TransFair USA will host product giveaways and share information about A widget will be created to allow users to access the
licensees, promotions and events. tool from blogs, Facebook, and partner web pages (like
get yours!). The widget will feature icons and comments from
involved! the last few participants (real time feed) in the What Matters
Tag posts with #FairTradeMonth or #FairTrade campaign. Consumers will be encouraged to click and will be
Send messages @FairTradeUSA – we’ll retweet or mention you in a #FollowFriday directed to the Fair Trade Month promotion page on the Fair
Announce your Fair Trade Month events
Trade USA website.
Hold a Fair Trade Month product giveaway
Upload twitpics of your events or products 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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8. Fair TradeTowns
New for 2010!
Hero Kits
Hero 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,
The Fair Trade Towns campaigns throughout the country play an integral part in window clings, shelf talkers, stickers and more. The
celebrating Fair Trade Month. Visit www.fairtradetownsusa.org to find out if there is a
Fair Trade Town campaign near you. If not – why not start one?
point is to celebrate local retailers who are Fair Trade
During the month, Fair Trade Towns campaigns are encouraged to hold events to
Heroes because of their commitment to the cause.
educate the public about Fair Trade. They will be able to register their events on the
TransFair USA website.
get
involved!
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!
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9. How to Promote Fair Trade
Certified Products
Help Spread the Word! Additional Ideas:
E
ducate yourself and others by visiting: www.FairTradeCertified.org and Sample/demo Fair Trade Certified products in store
www.FairTradeTownsUSA.org Offer grocery lists of the Fair Trade Certified products your store caries
Tell your coworkers, family and friends about Fair Trade Hold a raffle for a gift basket filled with Fair Trade Certified products
Hold a training session for employees about Fair Trade Ask your distributors about October specials on Fair Trade Certified products
B
ecome a fan of Fair Trade Certified and Fair Trade Towns on Facebook and C
ontact your local Fair Trade Towns Committee for more ideas, or to support a
follow us on Twitter @FairTradeUSA and @FairTradeTowns promotional event.
Host or cosponsor a community event
Post pictures of your events, displays, store and staff to Flickr
Put a banner or link on your website to www.FairTradeCertified.org
I
nclude an article about Fair Trade Certified in e-newsletters,
market fliers/circulars, or your local paper Remember:
UNFI, Kehe, Tree of Life and other distributors run
Ideas for Retailers Fair Trade Month sections in their catalogs and
Use our FREE Point of Sale materials
online listings.
Create colorful end-cap displays to highlight Fair Trade Certified products
S
tock up on new products through distributors using our licensed partners page
Contact your distributor or TransFair USA
at www.transfairusa.org/content/certification/licensees.php representative for more information.
U
se shelf talkers and channel strips to distinguish Fair Trade Certified products
on the shelf
Display Fair Trade Certified window clings at the front of the store
A
t the point of purchase, offer customers a Fair Trade Certified magnet or sticker,
get
y ou can order these though the TransFair USA website.
involved!
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10. Point of Sale Materials
Point of Sale Materials
TransFair USA will provide licensees with the following materials to promote Fair
Trade products in stores, restaurants and cafes:
Java Jackets
Table Tents
Window Clings
New window sign
Stickers & Magnets
Materials can be ordered beginning August 20, 2010.
Several Samples:
get
Window Cling
involved!
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