The vendor is required to provide a consumer facing advertising campaign, conduct promotional work in conjunction with retailers and apple shippers, create innovative marketing strategies, and conduct market research:
• Crafting compelling and effective advertising materials (e.g., digital, print, television, radio) to drive consumer awareness and increase the demand for state apples.
• These campaigns should highlight the quality, freshness, and local value of state grown apples.
• Collaborating with retailers, distributors, and apple shippers to execute promotional strategies that increase apple sales.
• This could involve in-store promotions, special events, or joint marketing efforts that enhance the visibility of state apples in the marketplace.
• Research and analyzing market data to better understand consumer preferences, trends, and purchasing behaviors related to apples, apple varieties, and processed apple products.
• This research will be provided to growers to help guide their orchard portfolio and to sales agents for the development of more targeted, effective marketing strategies and promotional campaigns.
- The total funding available for this request is $1,750,000.
- Each initiative has a funding allocation, and the budget of any proposal for that initiative should not exceed the following: consumer marketing - $650,000; retail promotional - $850,000; innovative/novel marketing - $150,000; market research - $100,000.
- Consumer marketing (budget $650,000)
• Creation of advertising materials for digital, social media, print, tv, and radio.
• Execution of seasonal advertising campaigns to align with peak apple sales periods.
• Social media content and influencer collaborations to engage targeted consumer demographics
• Video content, storytelling, and brand messaging that highlight state unique attributes
• Email marketing campaigns targeting consumers, grocery shoppers, and food enthusiasts.
• Increase in brand awareness as measured by digital impressions, website traffic, and social media engagement and growth in consumer engagement (follower increases, shares, likes, comments, etc.)
• Development of creative assets that strengthen the “state apples” brand and prompt consumers to seek out state grown apples.
• Increase in direct consumer inquiries and online interactions with state apple promotions.
• Survey results demonstrating improved consumer awareness and perception of state apples.
- Retail promotional (budget $850,000)
• Development of point-of-sale (pos) materials, including signage, in-store displays, and branded packaging.
• Implementation of in-store sampling programs and apple tasting events.
• Coordination of retailer-specific promotions such as discounts, loyalty program tie-ins, and co-branded campaigns
• Digital advertising placements targeted at grocery shoppers.
• Training materials for retail staff to educate them on state apple varieties and selling points.
• Measurable increase in apple sales at participating retail locations.
• Number and location of retailers and distributors engaged in promotional efforts.
• Customer engagement metrics from in-store activations and promotions.
• Retailer and shipper feedback and post-promotion performance reports.
- Innovative and novel marketing (budget $150,000)
• A successful proposal will develop and implement creative, out-of-the-box marketing strategies to attract new consumers and differentiate state apples from competitors.
• These initiatives should leverage emerging trends, technology, and unique engagement tactics.
• Examples of sought-after deliverables would include pilot programs featuring innovative marketing tactics or experimental advertising campaigns that if successful could be scaled up for a greater impact in subsequent years
- Market research (budget $100,000)
a. For distributors and apple shippers:
• Comprehensive consumer preference analysis, including apple variety preferences, purchasing habits, and factors influencing buying decisions.
• Competitive analysis comparing state apples with leading competitors, including apples from other regions and other fruit categories.
b. For fresh- market apple growers:
• Inform future grower orchard portfolios by analyzing consumer preferences for apple varieties (e.g., gala, honey crisp, empire) based on demographic factors, regional differences, and buying trends. identify which apple varieties are most popular and have room for growth without diminishing grower returns; provide recommendations on which varieties state growers should prioritize, diversify, or discontinue
c. For processing apples:
• Research demand for processed apple products, such as sweet and hard cider, apple sauces, and dried apples, both domestically and internationally.
• Identify emerging trends in apple-based products that processors can capitalize on, as well as novel non-apple competitive or comparable products that could also be developed by apple processors using state apples.
• Research consumer preferences for processed apple products, focusing on factors such as packaging, convenience, and nutritional content.
- Contract Period/Term: 1 year
- Questions/Inquires Deadline: April 22, 2025