Mission Driven Marketing
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A review of my approach to marketing East End Market (Presented to the Florida Public Relations Association March 2014)
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Mission Driven Marketing
- 1. How East End Market has grown its customer base through positive social promotion MISSION DRIVEN MARKETING By Heather Grove East End Market Community Manager @Bornharvester @EastEndMkt
- 2. Gabby Lothrop, Market Director John Rife, Owner/Founder Kamrin Rife, CFO ME! Not pictured: Jess Tantalo, Chef in Residence MEET THE MISSION MAKERS
- 3. A Neighborhood Market and Food Hub, including… WHAT IS EAST END MARKET, YOU ASK? Market Hall Incubator Kitchen Market Garden Event Space Demonstration Kitchen Shared office and retail space Award-winning Caterer World-class Restaurant
- 6. “ethics of compliance” – relies on the fear of punishment as the motive that will induce people to comply. “Ethics of surplus” – giving back with extra resources. Tends to encourage the notion that being ethical is something extra that people are supposed to do once they have taken care of their OWN needs. Bernard Lonergan’s “ethics of achievement” – add value in all situations and relationships. Intrinsic part of company. MEANINGS OF “MISSION-DRIVEN”
- 7. “I imagine a world where people wake up every day inspired to go to work and return home at the end of the day feeling fulfilled by the work they do, feeling that they have contributed to something greater than themselves.” -Simon Sinek MEANINGS OF “MISSION-DRIVEN”
- 8. • Position • Be Positive • Listen • Educate • Engage • Jab • Partner • Gather HOW TO BE MISSION- DRIVEN
- 9. Mission should stand out How can you change the world? What aligns you with some and pushes you away from others? POSITION
- 10. Tell your GOOD story Be Grateful for support Promote your wins and congratulate community members BE POSITIVE
- 11. LISTEN Feedback is key Monthly Internal Customer Service Award
- 12. Classes Farm Tours Market Garden Merchants EDUCATION
- 13. People want to be a part of something Emotional connections Constant Insight-Get to know your online and offline community! ENGAGE
- 14. OSC & “Science Of” Series IDEAS For Us & Fleet Farming 1 Million Cups Donations for Events – Chairs for Charity PARTNERSHIPS
- 15. EVENTS & CLASSES
- 16. People want to be a part of something Emotional connections Constant Insight-Get to know your online and offline community! COMMUNITY PROJECTS
- 17. People want to be a part of something Emotional connections Constant Insight-Get to know your online and offline community! THE FUTURE – EXPANDING OUR TOOL SHED!
- 18. 1. Adopt a code of ethics for the business (UN recommends the earth charter initiative) 2. ensure customers’ vulnerabilities, like age, education or experience are not being taken advantage of. I like to extend that and say being disregarded. 3. Ensure consumer sovereignty by obviously not deceiving or misleading your customers, but moreover not withholding information that would influence their decision. STEPS TO START DRIVING YOUR MISSION!
- 19. WANT TO LEARN MORE? APRIL 3: FOODPRENEU R 101 WEBINAR APRIL 12: FOODPRENEU R 102 ?????????? COMMENTS QUESTIONS SUGGESTIONS ???????????????? INFO@EAST ENDMKT.COM
Notes de l'éditeur
- In case you aren’t sure what a community manager does, in the East End world, I’m responsible for all of our social media, website management, some event planning, partnership development, graphic design, and pretty much everything external. The Market Director, Gabby Lothrop, handles everything internal and operations-related and our kitchen manager, Jess Tantalo, handles a lot of our programming logistics, teaches the majority of our classes, and hosts our private educational dinners.
- Before I get too far….I want to ask who has heard of EEM? Who has been? For all those that raised your hand first and not the second one, WHY HAVEN’T YOU BEEN? JK For those of you who haven’t heard of it…EEM is a neighborhood market and culinary hub. It is the first of its kind in the southeast, really it’s the 1st ever that I know of that combines a market hall, incubator kitchen, market garden, event space, demonstration kitchen and shared office and retails space. East End Market is home to 10 merchants, an award-winning caterer and world-class restaurant, the newly opened Txokos Basque Kitchen.
- If you’ve ever been to Union Market in D.C. or Pike Place in Seattle, you’ll recognize where we have got a lot of our inspiration. However, the market is an extremely unique and authentic place because so much of it has been shaped by Central Florida’s local farmers and food artisans. A large part of our mission is aimed towards incubating these startups, but a greater part is to simply cultivate an appreciation for our true sustenance, a better understanding of our food system, and a dynamic local economy. Before we even knew that East End Market was going to be East End Market….Actually, before I was even in the picture, John was blogging on ALocalFolkus.com to share posts and videos about our local food scene. Our two annual Harvest Festivals, one in Winter Garden and one in Winter Park, were also pivotal for us in promoting our local producers through personal content and also gauging the community’s demand for a local food hub. In 2011 we hosted the Winter Park Harvest Festival Conference where we outlined the gaps and assets in the local food scene. To the extent that we didn’t change any zoning policies, pretty much everything that was listed as a gap became a part of the East End Market concept. …scalable and affordable retail space, a commissary licensed kitchen, shared storage and processing equipment, and more.
- WHAT WE DO: MISSION DRIVEN MARKETING WHAT DO YOU ALL ASSOCIATE IT WITH? ……. Great. I don’t think there is one specific answer. In fact, I’ve come to develop my own meaning of the phrase. I probably used the phrase before I had even read or heard of it. But my interpretation came from the overall realization of the power marketing has over society and being the one affected by and possessing that power. For me, it’s not exclusive to non-profits, B-Corps, or corporations, but descriptive of any entity that uses a mission as its foundation. It’s a marketing strategy that is focused on “collective success wherein individuals and communities enjoy greater economic opportunity, society addresses its most challenging environmental problems, and employees bring their whole selves to work.” Some B Corp examples: Method Products, King Arthur Flour Company, Patagonia
- Three types of Mission-Driven…solely based on compliance with ethics code, using “extra” resources for good, or the later and the kind I try to pursue…”ethics of achievement”…It’s attempting to add value to all situations and relationships, making your marketing an extension of your company’s values. Personally, I kept finding myself in these marketing roles, whether it was fundraising for my foundation or promoting a farmers market, and I wanted to use that power of engagement to make a positive impact. I didn’t want to use leftovers of unused marketing budget to do community activities, I wanted to use that money from the get go to do things that were news-worthy. Fortunately, the organizations I’ve been a part of have been pretty altruistic to the core, so using marketing dollars toward the public-good was always something I have always felt justified and supported in doing.
- Another person who questioned the meaning of marketing and its role in society is Simon Sinek. gives a great TED Talk about this…explaining that marketing should always answer the why…why someone should buy your product or service. But, moreover, that we also need to be thinking about HOW that why benefits society. Sinek talks about this more in “How great leaders inspire action.”
- The challenge is to understand and communicate authentically who you are, what you do, how you do it, and where you want to go. Odds are there is more than one organization with a mission like yours, so your ability to tell effective stories about the work you do and how YOU are uniquely achieving your mission is important in both attracting and maintaining your stakeholders. I think this is one area that we have been very conscious of in developing a niche market with a high demand.
- PROPER POSITIONING Your mission should make you stand out, but your positioning says exactly why and how are you different and shows how your eccentric, unique idea can change the world. You know you have a great positioning when there is some discomfort. Some WILL, be attracted (the ones you want), and others WILL NOT (the ones you don’t want). The stronger your position, the more that is true.
- KEEP IT POSITIVE You may know, every year since 1976, Gallup has conducted a poll on the ethics and honesty of various professions, and the each year, marketing, advertising and sales rank near the very bottom of the list, lower than politicians and lawyers. These stats really While I’ve worked on very altruistic projects, I wanted to give a little anecdote on my personal experience with my foundation and how even then, doing good, mission-drivin work, I felt unethical in the way we raised funds. In a sense, we were “profiting off of the plight.“ I’ll admit I never took a penny from the organization, but I didn’t like that we had to make people pitty the community that we were trying to help. These folks had become my friends and I respected them, far from pittied them. It simply felt unethical. I then started working with Tabasco, but instead of marketing AGAINST something-fighting pollution, breaking the chains of poverty, etc….I started to PROMOTE… sustainable agriculture, composting, etc. I focused on the positive news, the potential, not the plight. I found such a greater response by promoting the good over the bad. However, I was still working within the corporate social responsibility model…doing a little good within a company that’s core wasn’t necessarily in line with an ethical mission. I wanted to be a part of something that didn’t need a CSR dept,, but that was rather good to the core….like a B-CORP/Social Enterprise. When I began working on the Winter Park Harvest Festival I quickly saw the potential for profit in the power behind the supportive community and following. My thoughts on positive engagement were re-affirmed. I want to put dollars behind our mission, not print ads. ----Good.IS for the local Good Food Movement: showcasing food entrepreneurs, chefs, tradespeople and artists.
- STRATEGIES It's been an incredible experience over the last year and a half, going from 0 to 7,500 Facebook fans, and manifesting that online community into a physical 14,000 sq. ft. community space. LISTENING -people wanted music…so….we give them music…the local version -internal customer service award for one market hall employee/mnth. Driving our mission internally to influence everyone under the East End roof.
- EDUCATION I strive to make East End a source of information on the Good Food Movement and a reflection of authentic producers and community. I mean, we built a community around no physical structure…East End was really just the physical manifestation of a community that was already strong, just without a gathering space. Develop a niche. (a little bit of target marketing, but also created our own market of yippies) -classes -farm tours -market garden -tenants – educate. Avoid intimidating experience—Kombucha?
- SOCIAL MEDIA/BLOG/NEWSLETTERS -Public Engagement: The Fund-people want to be a part of something, be personable, be able to identify with you. Birthday donations-people have been invited to be a part of this journey….they are a part of the Good Food MOvement People were a part of the EEM process>growth>creation “Scott Harrison” Charity Water -Constant Insight in beta: Marriage between technology and face to face. Getting to know our online community
- PARTNERSHIPS As a student of Geography and Environmental Science, I don't come from the traditional school of marketing and PR; which has led me on a path to find my own concoction of communications strategies, including social and relationship marketing. -OSC -IDEAS Fleet Farming -1 Million Cups – place to network, associate as a community space. 4 community org sponsorships/yr. -Donations to Charity Events
- Events Winter Park Harvest Festival ---mission driven to the core., but also through the merchants downstairs…incubating business, but also having Locally Grown Words Book Fair and Bringing It To Market Feedback Fair. -Leveraged dynamic events and programming: get in event calendars in print and on blogs! Partner with GreatDatesOrlando.com for Couple’s Classes. According to Google Analytics, had lots of site visits from her. -Watermark Social-donate the space
- COMMUNITY PROJECTS putting advertising dollars into community projects pays back -Result in FREE editorial coverage -Revive Audubon Park Elementary School Gardens
- THE FUTURE Webinars - free Videos-classes sign up for. Not hands on, but more affordable and accessible. While the opening of East End has taken away from posting more of this kind of content, I aim to incorporate more farmer and foodpreneur interviews and valuable video posts this spring.
- HOW YOU CAN START MISSION-MARKETING Adopt a code of ethics for the business (UN recommends the earth charter initiative) consumer capability….ensure customers’ vulnerabilities, like age, education or experience are not being taken advantage of. I like to extend that and say being disregarded. Ensure consumer sovereignty by obviously not deceiving or misleading your customers, but moreover not withholding information that would influence their decision
- INTERESTED IN MORE? April 12 BRINGING IT TO MARKET 12-3 April 3rd Webinar of Foodpreneur 101