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  1. 1. Client Profile: Founded in 2011, Edison Grainery is a family owned company located in Oakland, California. After seeing that prices for organic products were marked up by more than 200% of their wholesale value in retail stores, owners Amy and Jeffrey Barnes started Edison Grainery with the mission of providing organic ingredients at affordable prices. As more of a weekend “give-back project” than a company, and with no previous retail experience, the Barnes began selling organic ingredients from a 9’x11’ space in a public warehouse. Four years later, Edison Grainery remains true to its mission, operating on incredibly low margins, yet providing exceptional quality organic ingredients. To meet an increasing demand for its products, and experiencing 100% growth every year, Edison Grainery has expanded from its original space to three facilities totaling 30,000+ sq. ft. Almost unable to keep up with demand, today Edison Grainery is managed by the Barnes with the addition of their daughter Lyndsy and three warehouse employees. Edison Grainery’s product portfolio continues to expand, consisting of 35 grains, four flours, seven pastas, eight superfoods, 11 seeds, 13 beans, and four sweets. Edison Grainery sources its products from all over the world, only purchasing what can be sustainably grown, and, whenever possible, sourcing from regions where products grow indigenously. To complement its assortment of organic ingredients, Edison Grainey also began offering an assortment of highly popular organic, gluten-free quinoa pastas and cereals. These include Organic Quinoa Macaroni, Organic Quinoa Pasta Fusilli and Organic Quinoa Crispies (similar to rice crispies). Possible dishes for these products include Creamy Lemon Quinoa Pasta, Feta Fusilli Salad and Marshmallow Quinoa Crispies. Edison Grainery’s website was started in 2011 and is managed by the Barnes; there are currently no online marketing personnel. Although Edison Grainery was started as an online store, through its low direct-to-retail prices, earth friendly packaging, and extensive offerings, it has expanded sales to independent grocery stores, foodservice outlets, and other wholesalers. Approximately 20% of sales are from online purchases with the remaining sales divided evenly between independent distributors and retail stores. Edison Grainery has continued to expand its product portfolio by creating five lb. food service bag that it offers to restaurants, in addition to certifying all of its products as organic. To ensure food safety, Edison Grainery performs independent lab tests on all products it receives and posts the results on its website. Edison Grainery’s social
  2. 2. media consists of Facebook (704 likes), Twitter (124 followers), Pinterest (24 followers) and Google+ (1 follower); each are maintained by the Barnes. Market Analysis: Based on data drawn from PrestaShop, the current customers of Edison Grainery are primarily women ages 35- 65 (45%) and men ages 35-55 (16%). The remaining demographics, including children and the very elderly, were unavailable; however, families with autism or food allergies have found Edison Grainery to be a safe and reliable source of organic ingredients and offer potential loyal customer growth. Competitors of Edison Grainery include Bob’s Red Mill, a well established food supplier and distributor with the majority of their products being non-organic, Arrowhead Mills which offers a variety of beans, grains, and seeds, and Navitas Naturals which competes with Edison Grainery in the superfood category. Potential competitors include mainstream wholesaler/retailers, such as Safeway, expanding their selection of bulk grains and related ingredients. The unique selling proposition of Edison Grainery is that it brings special label food products to the marketplace (e.g., organic, gluten-free, kosher) at affordable prices. It also offers unique products such as Organic Quinoa Orzo (pasta) and Organic Quinoa Crispies. The current value of the mature U.S. wholesaler food industry is approximately $780 billion.1 Edison Grainery is positioned as an exclusive wholesaler of organic ingredients, accounting for less than 1% of total food wholesaler market share. In 2013, sales of organic food items grew more than 11%.2 However, sales of organic foods account for less than 4% of all food sales. Within the organic category, breads and grains account for 7% of sales, and less than 7% of all organic food purchases occur online.3 Seasonality is not a significant factor of Edison Grainery sales. Current Marketing: Edison Grainery’s website is used primarily to sell its products, share the company’s mission, and inform customers about Edison Grainery’s food certifications and quality standards. Strengths of the site include being able to read about Edison Grainery’s food certifications, independent lab tests, and product recipes. Products are also organized based on their category, making a particular product easy to find. Potential weaknesses include a non-functioning “What’s New” tab, varying sized text fonts for the informational sections of the site and a low SEO score (52/100).4 Potential improvements of the site include the addition of a page that displays Edison Grainery’s bestselling products with a comment section for customers to share 1 2 Organic Trade Association 3 4
  3. 3. Table 1: Google Search Network Campaigns, AdGroups & AdWords Ads testimonials, UIX redesign for all pages, and SEO to help improve site traffic. Edison Grainery’s website currently has 7,926 external backlinks5 with a 2/10 page rank.6 Forty percent of site visitors use Google as an upstream site with a high bounce rate of 34.10%.7 Top organic keywords driving traffic to the site include “Quinoa Pasta” (24.29%), “Orzo” (16.62%), and “Gluten-Free Orzo” (9.41%).8 Edison Grainery does not have a Google Analytics account. Online marketing consists of bi-weekly Facebook posts and new pins to Pinterest. Edison Grainery’s past online marketing efforts include the purchase of one $75 Facebook ad. Edison Grainery currently maintains no online marketing budget, with its primary publicity coming from the testimonials of food bloggers and word-of-mouth. Current offline marketing efforts including visiting the Fancy Food Show and Natural Expo. Conclusion: To meet Edison Grainery's goal of becoming a recognized source of organic ingredients for children and adults with autism and allergies, in addition to increasing online sales by 20%, an AdWords strategy will be used to drive traffic to the Edison Grainery website in addition to increasing company social media presence. Proposed AdWords Strategy: The proposed AdWords strategy for Edison Grainery will consist of seven campaigns and 13 AdGroups on the Google Search Network (in English) with the objective of increasing brand awareness and online sales. Based on prior data gathered from the Google Keyword Planner, Google Trends, and Google search queries, the four campaigns receiving the most budget in USD include “Grains”, “Pastas”, “Beans” and “Brand”. The first campaign, “Grains”, and its respective AdGroups will target customers interested in eating unprocessed organic grains high in protein and certified free of common allergens. Research through the Google Keyword Planner indicated high competition in the area of organic 5 6 7 8 Campaigns Grains "Organic" Rice "" Quinoa "" Canahua Beans "" Beans Pastas "" Quinoa Pasta Brand Edison Grainery Gluten-free Primitive Grains "" Einkorn "" Emmer Farro "" Freekeh Superfoods "" Chia Seeds "" FlaxSeeds Cereals "" Quinoa Crispies AdGroup ("" = Organic) Organic Quinoa Pasta Gluten free, quality quinoa pasta Free shipping on orders $50 or more Organic Quinoa Buy quality, gluten free quinoa Free shipping on orders $50 or more Search: Organic Quinoa Search: Organic Quinoa Pasta
  4. 4. Table 2: Relevant & Negative Keywords beans; however, because beans are an essential part of most diets, and in order to achieve Edison Grainery’s goal of reaching autistic children and adults, a “Beans” campaign will be conducted. The “Beans” campaign will primarily target customers seeking organic ingredients in bulk. The “Pastas” campaign will be targeted at customers seeking high quality organic and gluten-free pastas. Finally, the “Brand” campaign will be targeted at children and adults with autism and gluten intolerance. The remaining campaigns will receive less emphasis (based on budget), such as the “Cereals” campaign, since its AdGroup products are less well known (e.g., Quinoa Crispies). In order to identify which keywords are most popular, each campaign will utilize “phrase” match, broad match, and broad +match modifier during the first week of the campaign, with the additional use of [exact] match during the final two weeks. Keyword bidding will be set manually. Negative keywords such as –conventional and -non-organic will be used to increase ad specificity and adjusted as CTR is monitored. To track conversions, Google Analytics will be connected to the client’s website in addition to comparing previous monthly sales to sales throughout the campaign. The CPC Bid Simulator will be used to improve the results of relatively low performing campaigns while helping to make relatively popular campaigns more cost efficient. Since Edison Grainery sells multiple variations of its products (e.g., black and red quinoa) A/B split testing, comparing ads with and without campaign site link extensions, will be tested throughout the campaign. Sixty-five percent of the three week budget will be allocated equally between “Grains”, “Beans”, “Pastas” and “Brand” ($13.54/ea. week; $1.93/ea. day; ea. campaign ) with 35% of the budget allocated equally between the remaining campaigns ($9.72/ea. week; $1.38/ea. day; ea. campaign). Based on an analysis of trending web searches for grains on the Google Trends Regional Interest Tool, campaigns will initially be targeted at San Francisco, Portland, Seattle, and gradually expanded to the entire western U.S. Customers on mobile platforms will be targeted to reach a larger audience. Since all campaigns will be run on the Google Search Network, audience targeting on the Google Display Network will not be used. Success Metrics: The overall goal of the campaign is to achieve 7,000 – 9,000 impressions on the Google Search Network with a CTR of 4.5% (avg. 360 clicks) and an average CPC of $0.694. In order to create brand awareness, we wish to see an increase in likes/followers by 25% on all social media platforms in addition to a 20% increase in overall online sales. AdGroup Keywords and keyword matching Negative Keywords Organic Quinoa quinoa, +organic +quinoa, [best quinoa], +gluten-free +quinoa, "red quinoa", "black quinoa", "golden quinoa" -conventional, -non-organic, -recipes