There is a 30% in-kind match to receive the $35,000. The in-kind match will be accomplished with staff time on this program provided by the Community Development/Grant Coordinator, and staff from the Mariposa Chamber of Commerce and the Yosemite/Mariposa County Tourism Bureau.
Tara Schiff said this idea was formed about a year ago and a committee has been strategizing to brand, market and promote locally manufactured and grown goods and products in Mariposa County. At least 50% of the product is to be produced in the county.
Supervisor Marshall Long said he was the one who began the campaigning on this program. He said this will showcase Mariposa products. The program will allow businesses to expand and is good for the economy.
Supervisor Rosemarie Smallcombe said marketing is all about visibility and impact. And if you are not out there with some visibility then you will have zero impact.
The supervisors unanimously approved the request.
Made in Mariposa Marketing Strategy
Outline:
Provide marketing support for local businesses that sell locally grown or produced goods/products.
Target Audience:
The campaign will help brand local “Mariposa” products to:
Tourists visiting Yosemite National Park
Locals who want to support local commerce
Potential relocation businesses / Regional non-County residents
SWOT Analysis
o Strengths – The strength of the campaign is that will create a strong brand for products made in Mariposa County.
o Weakness – The campaign is easily to dilute.
o Opportunities – Social Media, Tourists, Increased economic development and stimulus, export trade
o Threats – Less expensive, commercial-brand products
Vision of plan:
- Provide agricultural, manufacturing and artist-based businesses in Mariposa County that meet the 50/50 criteria of MIM, resource to marketing plans for their products or services to local, regional, statewide and out-of-state consumers.
- Allow MIM members to be supported with marketing assistance that will work on their behalf to get their product or services seen by a domestic and international audience.
- Let MIM be the brand image of production in Mariposa County, giving Mariposa County a unique standing to showcase the talent and ability of our local producers.
- Signify to the world that Mariposa County has faith and pride in its locally-produced products and is willing to support the companies that produce the local products.
Services would include (but not be limited to):
- International standard professional website which will showcase the partner businesses of MIM.
- Social media management and marketing for MIM partners.
- Assistance with creation or progression of their marketing or brand image for digital or print, to ensure their product can compete on an international standard.
- Assistance with media buying and ad placement.
- Assistance with creation or adaptation of marketing materials for partner agencies.
- Advocate for MIM products at national and international tradeshows.
- Pitch for MIM partner products or services to be featured in statewide or national publications.
- Provide professional photography services to partner agencies to showcase their products or services in an industry leading standard.
- Provide professional videography services to partner agencies to showcase their products or services in an industry leading standard.
- Ensure that partner agencies format and display their products or services on the web and print that meets a domestic and international professional standard.
- Offer consultation to MIM partners on marketing strategy and provide feedback on consumer trends domestic and international.
Benchmarks of program success:
- Increased awareness of Mariposa County (made in) products.
- Designate and highlight Mariposa County as an attractive location for business, production.
- Increase interest for businesses to start or relocate to Mariposa County.
Conclusion:
This program requires very little involvement from the partner businesses; however, it will bring exposure to products of local companies; i.e. family farms, home-based businesses, etc., that do not have the budget for world-class marketing. It is understood that business owners do not always have the time, capital or resources to market their products or services which meet or exceed domestic and/or international standards. Standards are constantly changing, giving the MIM overseeing agency the ability to be a full time marketing agency for Mariposa County produced goods.
Overview:
Create a Marketing Committee for the branding campaign with 1 delegate from the following agencies. The committee will implement the marketing strategy and support the branding campaign.
- Chamber of Commerce
- Economic Development Corporation
- Board of Supervisors
- Tourism Bureau
MIM Marketing Budget draft:
-Collateral Material: $2,500
- Printing and reproduction materials: $10,000
- Internet & Social media paid advertisement campaign: $10,000
- Website development: $7,500
- Domain Name/Web hosting: $240
- Video and Photo equipment: $4,760
------------------------------Total: $35,000
Should the oversight committee recommend to terminate the MIM contract with the agency or individual hired, all ownership of material, equipment, remaining funds or intellectual property would be surrendered to the County of Mariposa.
12 month goals of MIM:
- Establish a relationship with a minimum of 10 local businesses or producers that meet the criteria of the program.
- Create a modern and responsive website showcasing the MIM product/brand partners “showcase” product or services.
- Create a social media presence, Facebook, Instagram, twitter, youtube which is updated weekly with information related to MIM.
- Assist partner businesses with marketing their products and services, providing insight on packaging, branding, advertisement and product presentation for a domestic and global market.
