SCOPE OF SERVICES 4.1 The selected Consultant will develop and implement a comprehensive agricultural marketing program, the purpose of which is to increase the profitability of Placer Countys agricultural operations, and to educate the public about the availability and benefits of local agricultural products. Success will be measured by increased demand and sales for local agricultural products, and by documented increases in the number of consumers made aware of the benefits of Placer County Agricultural Products. The agricultural marketing program should include the following elements: A. Unique Branding of Placer County Agricultural Products Review readily available existing brands, logos, and themes, and prepare an assessment of current options and suitability for use. Develop and implement uniform branding which can be used to market Placer County agricultural products. B. Communicate Benefits of Purchasing Local Placer County Agricultural Products Develop and implement messaging which informs consumers about the benefits of eating local produce compared to other produce. Identify key specific advantages of local produce such as flavor, health benefits, social, and economic benefits. Develop messaging to address the issue of higher-priced local produce, and how the consumer benefits from paying a higher price for locally grown products. C. Implement Marketing Plan Target regional consumer base through comprehensive marketing effort. Publish articles on a monthly or weekly basis in local, regional, and national print and online publications to showcase Placer County Agriculture. On a weekly basis develop and publish new content for website and social media outlets. D. Coordinate with Placer Countys Agricultural Industry to Complement and Enhance Existing Marketing and Promotional Activities Mountain Mandarin Growers Association Placer County Vintners Association Foothill Farmers Market Association Placer County Farm Bureau E. Utilize, integrate, and improve existing marketing resources www.placeragguide.com website Placeragguide.com Facebook page Other Placer County-specific agricultural websites operated by industry groups or other agencies Placer County Agricultures Graphic Designer who works part time (20 hours per week). This individual is available for all Ag. Marketing projects. No additional specifications were given.
