Highland Farms Integrated Marketing Campaign Brief - Winter 2019

This document presents a comprehensive marketing brief for Highland Farms, an organization focused on providing organic and local produce. The campaign aims to build a strong brand image, emphasizing the company's history and commitment to traditional, chemical-free farming methods. Key goals include increasing brand awareness, expanding market share, and driving customer visits to Highland Farms stores. The target audience consists of health-conscious consumers, fitness enthusiasts, and individuals seeking affordable organic options. The core message emphasizes Highland Farms' dedication to high-quality production standards, customer experience, and promoting a healthy lifestyle. The brief outlines mandatory elements such as the company logo, website, social media pages, and certifications. The proposed media channels include print, TV, and YouTube, with a focus on friendly and informative commercials incorporating customer testimonials. The campaign's success will be gauged by sales revenue, profit margins, customer retention rates, and cost of customer acquisition. The document also includes references to support the strategies and objectives outlined in the brief. Desklib provides a platform for students to access similar solved assignments and past papers.

Client Brief
Brand: Highland Farms Client: Charles Coppa (Owner of Highland
Farms)
Company Overview
Proposed Launch Date: 15th February 2019
Goals:
The main goals of this campaign are –
 To build an image of the organization that produces the best organic and local
produces, which is offered to the customers at reasonable prices. The campaign
should convey the history of the organization and its connection with the old age
methods of farming that did not utilize any chemicals for production.
 To increase the brand awareness of the organization also with its market share. The
campaign has to force the targeted people to start talking about the organization. Also,
it should push the customers to visit the Highland Farms store after the completion of
the campaign.
 The organization should earn revenues that surpass the return on investment. The
organization wants to expand and for this, it requires massive funds thus, the
campaign should open various opportunities for the organization to spread further.
Desired Consumer Response:
The organization wants the consumer to respond to the campaign positively. The organization
wants to increase their customer base, thus through the campaign, they want the customers to
visit the Highland Farms store and try their various products. But, the main aim of the
organization is that the consumer should consider Highland Farms as an organization that is
trustworthy and offers the customer with great experience.
Additional Details
Campaign Budget: $15,000
Proposed Campaign Length: The campaign length will be one month.
Priority Media Channel: Print, TV, and YouTube.
Messaging
Target Audience
The main target audience of the organization are people who have switched to organic
products from products that are conventionally produced. The organization aims at attracting
such customers who have included organic products in their lives for the purpose of living a
healthy lifestyle. The organization also aims to target people who are fitness freaks and who
easily gets attached to products that have high health benefits. Other than that, the
organization also is targeting the people who want to adapt to organic products that are
available at reasonable prices.

Most crucial aspect that the campaign should communicate
The most important message that the campaign should convey to the targeted audience is that
Highland Farms is an organization that utilizes production methods that are of high standards,
for offering the customers with the best quality organic product, as the organization
prioritizes their customers the most. Also, the organization has a certificate from the Organic
Material Research Institute of Canada (Highland Farms, 2017).
The core message should focus on
The core message that has to be conveyed with the campaign should emphasize the following
that Highland Farms is an organization that -
 Provides customer with great customer experience.
 Their methods include no chemicals like pesticides, fungicides, and insecticides that
are used in the production of conventional products.
 They help the customers to build a healthy lifestyle with their special recipes,
available on the organization’s official page.
 Provides customers with the opportunity to watch live, the production of different
products.
Mandatories
The mandatory elements that the campaign should definitely include are –
 The organization’s logo.
 The official website of the Highland Farms.
 The different social media pages of the organization.
 The certificate from the various authorities and institutes which the organization has
received for their high-quality products.
Gauging Success
The key performance indicators of the organization are –
 Sales revenue
 The net profit margin of the organization.
 The increase in sales from the initiation to the completion of the campaign. Also, the
increase in sales for the next six months after the campaign completed.
 The increase in the customer retention rate of the organization.
 The cost of customer acquisition.
Brand Voice
The tagline of the organization Highland Farms is “Start Fresh”. In accordance with the
tagline of the organization, it is crucial that the brand voice of the organization should be
uniform yet differentiated. Thus, the brand voice for the organization Highland Farms is -
“Reliable, Fresh, Healthy Lifestyle”
This is a perfect brand voice of the organization and should be communicated to the targeted
customers in a friendly voice. This will help in building a personality of the organization that
can be trusted as it wants its customers to lead a healthy life and thus the main aim of the
organization is to deliver fresh organic products (Zoghaib, 2017).

Commercial
The advertisement commercial mainly for TV, print, and YouTube should target the
customers with a friendly tone. This should be conducted in such a way that the organization
is for the customers and works for their benefit only. The campaign should also include the
testimonials of the current customers of the organization in which the customers are
expressing their experience with the Highland Farms and the products they are offering.
These testimonials should be used in the advertisement precisely.
All these various messages along with the different certificates that the organization has
received will serve as the reasons to believe the organization. Apart from this, the print
commercial should also inform the different problems that the organization is resolving with
their products. The television commercial should draw a comparison between the production
of organic products and the production of conventional products with chemicals. All these
various aspects will increase the credibility of the organization in the eye of the targeted
customers.
The campaign should aim at building an image of the organization as a world that focuses
only on improving the health of the people and directing the customers to build a better
lifestyle. For example, Disneyworld has created an image in the opinion of people as a world
that offers fun and entertainment with the help of fantasies. In the same manner, the
campaign should create an image of the organization in front of the customers that
automatically builds a world of a healthy lifestyle with organic products.
Apart from the selected channels for the campaign, other channels should also be used
especially social media. The campaign should ask the targeted customers to post their
queries, questions, and feedback on the social media page of the Highland Farms, like in
many big organizations, Twitter is used as a feedback and complaint posting platform. The
campaign should utilize Instagram for posting videos, showing the different natural methods
utilized by the organization to produce products.

References
Highland Farms (2017). Organics. [online] Highlandfarmri.com. Available at:
http://highlandfarmri.com/organics.htm [Accessed 4 Feb. 2019].
Zoghaib, A. (2017). The contribution of a brand spokesperson’s voice to consumer-based
brand equity. Journal of Product & Brand Management, 26(5), pp.492-502.