Beruflich Dokumente
Kultur Dokumente
Prepared by:
Mike Garza, Taylor Rees, Kamara Turner
3.5 Timeline.....................................................................................................................14
Appendices…………………………………………………………………………………….16
A. Facebook Advertisement............................................................................................16
B. Instagram Account......................................................................................................17
C. Instagram Post.............................................................................................................18
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E. Proposal Letter..............................................................................................................20
References………………………………………………………………………………………..22
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Executive Summary
Common Ground Grocery is a retailer of natural products that has been in Downtown
Bloomington since 1977. It is known for its loyalty to the Bloomington-Normal community,
which makes it one of the few markets that is purely home grown of environmentally friendly
products. Common Ground Grocery partners with local farmers and business to ensure high
quality products that benefit their customers and the economy.
The following plan is meant to help Common Ground Grocery improve its clientele and develop
a strong position in the food market industry. The plan’s success relies on the implementation of
objectives, strategies, and tactics that aim to help Common Ground Grocery grow its consumer
base in the Bloomington-Normal community, increase profits, and enhance relationships
between customers and employees. The plan is meant to guide the owner and employees through
the growth process that will expand that potential and success of Common Ground Grocery’s
business.
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1.0 Organization Background
This section contains the information that explains what Common Ground Grocery does, why it
exists, what its history and culture is, and other fundamental matters to the business.
1.2 Vision
To become a well-known organization and leading provider of vegan, bulk, body care, and
gluten-free products that serves students and families in the Bloomington-Normal community.
1.3 Mission
Common Ground Grocery is a family owned business that cultivates personal, environmental,
and economic well-being through a commitment to ethical business practices, financial
accessibility, community education, and the support of local and sustainable farmers and
producers.
Slogan: “The Common Ground between you and our local farmers.”
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generation, Lua Travis. Lua's goal is to continue to update the store while keeping the nostalgic
vibe that brings customers back.
Common Ground has a fairly laid-back culture. However, there are still important standards that
employees are required to uphold. Common Ground employees and customers care about the
environmental footprint individually and as a business. The culture is that of health
consciousness in all aspects of life, including food consumed, products used in the home, and
packaging.
Common Ground Grocery works closely with farmers and merchants in central Illinois to
provide foods and body care items that are organic, vegan, gluten-free, and carried in bulk.
Common Ground plans to become a well-known organization throughout the Bloomington-
Normal community, and it wants to appeal to both college students and local families. Despite
the organization’s opening in 1977, the following issues have yet to be addressed:
To increase student awareness of Common Ground at Illinois State University,
Illinois Wesleyan University, and Heartland Community College
To increase the understanding of Common Ground Grocery’s mission in comparison
to other local health food shops in the Bloomington-Normal community
To assist Common Ground Grocery in connecting with local organizations that serve
the interests and needs of college students and families in the area
Common Ground Grocery regularly donates unused or lightly expired items to Home Sweet
Home Ministries. The “Beans to Bags” program is another campaign that was born out of an
environmentally conscious and philanthropic mindset. Customers who do not take a bag along
with their purchase are given a bean, which represents $.05 that is saved for paper and plastic
bag purchases. Customers then choose one of four local charities to allot their bean to. At the end
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of the quarter, Common Ground tallies up the $.05 donations and cuts a check. In 2017,
Common Ground Grocery’s “Beans to Bags” program donated over $750 to 16 McLean county
charities and saved approximately 15,000 paper and plastic bags. Common Ground Grocery
prides itself in giving back to the community that has been the organization’s home for over 40
years.
2.3 Competition
Currently, there are several grocers in Bloomington-Normal that Common Ground Grocery
competes with. The competition is ranked between “very strong” and “strong.” Very strong
competition poses a threat to Common Ground as it offers virtually the same services within the
same area. Strong competition poses a threat but does not provide as much locally grown
products or services as well as Common Ground.
Very strong competition includes Green Top Grocery. The business provides a wide
variety of locally grown products and services for its consumers. The business is also
committed to building long-lasting relationships with its customers, which is similar
to Common Ground Grocery’s position. Green Top provides loyalty programs for its
shoppers that incorporate discounts on select items and purchases.
Additionally, Meijer, Walmart, Sam’s Club, Jewel, and Kroger are also very strong
competitors because they offer massive quantities and varieties of foods at highly
competitive prices in comparison to Common Ground. Specifically, Meijer, Walmart,
and Sam’s Club are “chain stores” with very large networks of food and other
supplies from all over the nation and beyond. Because of their high familiarity, these
chain stores enable them to offer alternatives at very competitive prices to Common
Ground’s products that appeal to all customer types due to these stores’ top-of-mind
awareness and prime locations.
Strong competition includes Hy-Vee and Fresh Thyme Farmers Market, both located
in Bloomington-Normal. Hy-Vee has a large staff and facility that exceeds nearly
110,000 square-feet. Hy-Vee's variety of natural and organic products is similar to
Common Ground’s, but Hy-Vee also appeals to the needs of the average shopper with
basic supplies. Much like Common Ground, Fresh Thyme Farmers Market sources
produce from local farms, organic items from certified growers, and freshly picked
items. Fresh Thyme’s large facility places higher prices on some produce and meats
compared to other grocers in Bloomington-Normal, such as Common Ground. Both
businesses pose threats to Common Ground Grocery because they offer similar
services, but because of their large facilities, they lack the ability to create personal
relationships with their shoppers that are offered by Common Ground Grocery.
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Aspects
Implications Possible Actions
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Green Top Grocery, Hy-Vee, and
Fresh Thyme Farmers Market offer
similar services.
Common Ground could
potentially lose customers Common Ground can
because its competitors could research what local
be offering the same services. competitors are not
providing or
implementing in their
Threats Common Ground’s local competitors, stores.
such as Walmart, Sam’s Club, and
Meijer have large facilities with Common Ground may not have
substantial employee numbers and the power to compete with the Common Ground can
accessible hours. build intimate and loyal
same kind of grocery store relationships with their
experience that customers will customers by providing
get from competing businesses. incentive programs for
their shoppers.
Raise visibility through media news
coverage.
In the Bloomington-Normal area, Common Ground Grocery holds a niche position in the market.
While many competitors offer similar services, Common Ground provides an atmosphere of
friendliness and homeliness like local grocery stores have offered communities for many
decades. Similar to what microbreweries have done for the beer industry, “micro grocers” can do
for the grocery store industry. Common Ground is a small organization that is not well-known
but can be because it prides itself on its goods and services. The locally grown products offered
within a friendly and intimate atmosphere sets Common Ground apart from competitors that do
not provide such highly personal and intimate shopping experience. Common Ground strives to
serve customers one on one and form truly lasting relationships. The experience and knowledge
contained within Common Ground’s walls are impressive.
3.0 Plan
This section presents the specific actions that Common Ground must do this fiscal year in order
to best fulfill its mission and to work closer toward meeting its vision. This section includes
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objectives, strategies, tactics, critical success factors, key performance indicators (KPIs), budget
and resource allocations, timeline, evaluation method, and anticipated results.
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Create a loyalty reward program that allows
customers to earn points for every bulk
order they place.
2. Measure customer understanding
output objectives of the benefits of
buying herbs and spices in bulk by 50%
by the end of the fiscal year. Create - There will be personal accounts for each
loyalty customer on the Common Ground website
program that will allow the customer to understand
how many points they received and what
they can redeem those points for.
Common Ground is not currently
promoting any benefits of shopping at its
- With every order that someone purchases,
store.
Promotion hand them a small pamphlet of all the
strategy benefits of buying herbs and spices in bulk.
Benchmark: Provide customers with a Reiterate the benefits of shopping at
survey about if their understanding of the Common Ground.
benefits of buying herbs and spices in
bulk with an incentive to take the same
- On the front page of Common Ground’s
survey by the end of the fiscal year.
website, provide an informational video
about the benefits of eating foods with no
GMO’s and buying in bulk.
3. Establish four collaborations with local Create events with local collaboration.
restaurants, township centers, Illinois
State University, Illinois Wesleyan
University, Heartland Community Event
College, and gyms by the end of the fiscal Strategy
year.
- Events can be focused on raising money
for nonprofits. -This will promote being
Common Ground does not participate in involved in the community.
any on-campus events, such as - Running a local dry food and can pick up
Oktoberfest Promotion to donate to charity.
Strategy
Benchmark: Common Ground works - Seek three opportunities to join events,
with local farmers and businesses. fairs, and clubs to promote Common
Ground.
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3.2 Critical Success Factors
The following table describes four categories of positive and negative factors that could affect Common
Ground when attempting to fulfill its objectives along with the implications related to each category.
Improve
employee
1. Increase college College students
Opportunity to engagement
student awareness from may not want to
target a new Build a with the
Illinois State pay prices even
audience. relationship with community.
University, Illinois with the discount.
college students.
Wesleyan University,
Opportunity to More
and Heartland Creates another
increase revenue. Increase employees
Community College expense for a
awareness of will be needed
about Common marketing budget.
Possibility of College to conduct
Ground’s student
making loyal discount. guerilla
discount within 2
customers. marketing.
months.
Strengthen
May cost more
relationship Common
Opportunity to money to advertise
between Ground will
increase revenue. the benefits of
Common need to update
2. Increase customer buying in bulk.
Ground and its its website.
understanding of the If bulk item sales customers.
benefits of buying increase, the owner Could affect
Create a
herbs and spices in can buy in bigger customer
Builds Common loyalty reward
bulk by 50% by the quantity, thus relationships
Ground’s program on
end of the fiscal year. saving Common negatively if
reputation as a Common
Ground money on Common Ground
caring company. Ground’s
each sale. does not stay on
Website.
message.
More
3. Establish 4 Allows owner to
Traveling to employees
collaborations with conduct more Common
events will add to will be needed
local restaurants, business-to- Ground is
the responsibilities to be involved
township centers, business sales. located near
of the Common in running
Illinois State restaurants and
Ground staff. events.
University, Illinois Allows Common colleges.
Wesleyan University. Ground to promote
This is expense Information
Heartland Community their company. Provide
that Common about
College and local gyms employees with
Ground will have Common
by the end of the fiscal It shows Common sales training.
to budget for. Ground will
year. Ground is actively
need to be
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involved in the brought to
community. events.
Objective 1— Increase college student awareness from Illinois State University, Illinois
Wesleyan University, and Heartland Community College about Common Ground’s
student discount within 2 months.
o Benchmark— This will be a survey handed to ISU, IWU, and HCC students
focused on the interest of visiting Common Ground with the known fact of the
college discount. This objective assumes Common Ground has not been active
about promoting the college discount on college campuses.
o KPI—Handout out 300 surveys at ISU, IWU, and HCC. Target about 100
students from each campus who are interested in visiting Common Ground with
the knowledge of the college discount within two months.
Objective 2— Increase customer understanding of the benefits of buying herbs and spices
in bulk by 50% by the end of the fiscal year.
o Benchmark— Reoccurring customers take a survey about their understanding of
the benefits of buying herbs and spices in bulk at checkout.
o KPI— Give customers the same survey at checkout at the end of the fiscal year
after promoting the benefits of buying herbs and spices in bulk for a couple of
months prior to the fiscal year ending.
o Calculate the increase or decrease of customer awareness and adjust process if
deficient.
Objective 3— Establish four collaborations with local restaurants, township centers,
Illinois State University, Illinois Wesleyan University, Heartland Community College
and local gyms by the end of the fiscal year.
o Benchmark—This objective assumes that Common Ground works with local
farmers and businesses, but is unaware of any new opportunities of
collaborations. We will assume that Common Ground fiscal year will end January
31.
o KPI—Common Ground will seek out and participate in at least one local event
with a business they have not worked with by January 31. This will allow
Common Ground to be part of four local collaborations by the end of the fiscal
year.
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3.4 Budget and Resource Allocations
Common Ground Grocery has been in business for over 40 years and has appealed to the needs
of consumers since 1977. Common Ground Grocery has not disclosed internal revenues for
outside parties, so a specific budget was not available to construct to implement this plan.
Common Ground Grocery will continue to work closely with local partners and investors that
help increase revenues. It is unclear to external parties as to how much Common Ground
Grocery pays its employees at an hourly rate, but this may become a factor regarding bonuses or
pay increases.
Although this information has not been disclosed to external audiences, Common Ground
Grocery may also impose specific taxes on buyers and sellers of their products. Local farms and
other markets who are in business with Common Ground may be charged at a higher rate when
providing goods and services to the grocer. Overall, the information provided does not clearly
state a specific agenda to follow when implementing a budget for Common Ground. The
information provided are key factors that affect Common Ground Grocery’s financial status and
how the business manages its revenue.
3.5 Timeline
The success of the plan will be determined on implementing what is on the schedule on the date
given. Measuring benchmarks (or a place where things can be compared or assessed) will also be
keen on the success of the plan. For example, surveying current customers about the awareness
of buying herbs and spices in bulk will be essential before running a promotion. This will allow
Common Ground to measure the promotion and see if it is effective.
Common Ground’s fiscal year will end January 31, 2019. Majority of the plan is created to be
executed through January 31. The only exception would be to execute the plan to reach a greater
number of college students by January 15, 2019 and ending March 15, 2019. There will be
limited holiday breaks to hinder the results of any promotion being run. There are many
scheduled tasks throughout the year, and it is essential to find employees that can deliver on
these objectives and tactics.
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Appendices
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Appendix B. Instagram Account
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Appendix C. Instagram Post
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Appendix D. Instagram Event Post
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Appendix E. Proposal Letter to Illinois State University
Common Ground Grocery is a retailer of whole, natural foods that focuses on fitting the needs
and budget of their customers. Common Ground grocery focuses on providing healthy and local
foods. All of the foods that are sold in Common Ground Grocery are provided by local farms.
These farms include: Legacy of the Land farm, PrairiErth Farm, Adams Acres, Finding
Eminence Farm and Dearing Country Farms. Common Ground Grocery is dedicated to
providing foods that are organic and antibiotic free, unlike many foods today.
In order to expand the growth and success of Common Ground, we are seeking opportunities to
work with Illinois State University’s Agriculture - Food Industry Management department to not
only expand the knowledge of students, but also expand the growth of Common Ground
Grocery. We are planning to host annuals events on the campus of Illinois State University
where students, faculty, staff and local families can come to learn about the different foods
Common Ground provides, where they come from, and how they are grown. We will have
pamphlets that provide information about Common Ground Grocery and the Agriculture - Food
Industry department at Illinois State University.
To help build awareness about the event, there are blueprints included to assist with the creation
of the event:
These occasions will be little to no cost events for locals and other participants. Common Ground
Grocery plans to become a well-known grocer in the Bloomington-Normal community and
among members of Illinois State University. Many Illinois State University students believe
eating healthy, local and organic foods are costly, which is typically the case -- however, our
partnership will give students the opportunity to learn the importance of healthy and local eating,
even on a budget.
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For more information about the event, free to contact us by email at
commongroundbloomington@gmail.com
Thank you for your time,
Colleen Connelly
Marketing and Social Media Manager
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Appendix F. Custom Online Bulk Order for Herbs and Spices
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References
Ford, M.A. (2015, March 10). Hy-Vee ready for today’s opening. The Pantagraph. Retrieved
from https://www.pantagraph.com/news/local/hy-vee-ready-for-today-s-
opening/article_f09cd538-2277-5441-b41e-a91f7c96c49c.html
Smudde, P.M. (2015). Managing public relations: Methods and tools for achieving solid
success. New York: Oxford University Press.
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