Webinar
Executive Summary
This proposal outlines two strategic webinar concepts designed to attract and initiate ongoing engagement with the FreshWave Organics target audience, leading to brand recognition, sales, and customer loyalty to increase overall market share. FreshWave Organics can position itself as a thought leader in the competitive organic food industry and build a vibrant community by offering relevant insights and helpful resources to its target audience, who are committed to a healthy lifestyle through regular exercise and the consumption of organic non-GMO food, snacks, and beverages. Webinars are a strategic way to connect with the target audience through shared values of transparency in business operations, traceability, and collaboration with local organic farmers to scale up and meet government regulatory requirements as components of environmental stewardship.
FreshWave Organics currently needs to increase brand awareness, particularly among health-conscious consumers, millennials within the age demographic of 27 to 29 who are also highly environmentally conscious, to penetrate the highly competitive organic food market. FreshWave Organics competes with numerous companies, notably Whole Foods and Trader Joe’s Organic brands, that also claim organic and non-GMO credentials. The challenge lies in differentiating FreshWave from competitors while effectively communicating its unique selling points of sustainability, transparency, and a lower price point that does not sacrifice high quality. As a matter of necessity, FreshWave Organics needs to build stronger brand recognition in both online and retail spaces to drive sales and customer loyalty.
The proposed two virtual webinars are designed to address these challenges by targeting the specific demographic of FreshWave Organics consumers. The proposed webinars will emphasize the company’s commitment to sustainability, the full traceability and high quality of its organic non-GMO ingredients, offer healthy lifestyle tips on choosing organic food products, explainers of organic food terminologies, and the convenience of its snacks and beverages available both online and in 200 retail stores.
These events are designed to connect with the values and interests of millennial listeners who like to make informed decisions and spend money in ways that align with their values and causes. An interactive feedback format through real-time engagement features, such as chats with audiences on healthy eating and pop culture food trends, and Q&A on webinars with a longer time frame, will be incorporated to suit the duration of webinars. These webinars aim to drive virtual participation to further brand awareness, recognition, differentiation, and ultimately customer loyalty through repeated purchases of FreshWave Organics non-GMO snacks and beverages.
The two webinars aim to strategically align with Freshwave Organics goal to increase brand awareness, achieve brand differentiation, and increase its market share in a competitive organic food industry by engaging with its target audience to build a community of loyal customers in proactive ways that promote the company as a trusted brand.
Webinar 1
Beyond The Labeling: Differentiating Between Certified Organic and Non-GMO Food Products.
Webinars have become cost-effective and scalable tools for businesses to reach their target audiences. Brands like FreshWave Organics use webinars as proactive tools to position themselves as trusted thought leaders by sharing expertise and insights to enhance credibility and brand reputation among their target audience.
This 20-minute webinar, Beyond The Labeling: Differentiating Between Certified Organic and Non-GMO Food Products, is designed to maximize the benefits of webinars as a scalable business growth tool while directly connecting and engaging with FreshWave Organic’s target audience. Scheduled for Friday, July 24, at 6 p.m., the session will feature a dynamic live panel of 2 local partner organic farmers and Professor Rick Welsh of Syracuse University in New York, an organic food expert. The event will include an open chat, giving attendees a chance to join in the conversation by sharing the new information they have received and their experiences with organic food labelling.
The target audience for this event is the age demographic of 27 to 29. This demographic is committed to a healthy lifestyle, is a high consumer of organic food, and makes informed decisions about purchase choices. This demographic also buys from companies that align with their values of environmental consciousness. This age group is interested in sustainable practices and committed to environmental stewardship. It is important to them to trace the source of the organic food they eat. This webinar will align with their interests and validate their concerns about the source and labelling of organic food.
The primary goal of the webinar is to connect and engage with the target audience of FreshWave Organics through shared values and common concerns. By positioning FreshWave Organics as a transparent company committed to working with local farmers and organic food experts to produce fully traceable ingredients to earn their trust, the webinar aims to promote FreshWave Organics as a trusted brand in a competitive organic food industry. A key measurable outcome is a 30 percent increase in brand recognition and differentiation, marked by an increase in purchases of Freshwave Organics non-GMO snacks and beverages in stores and online commerce platforms within 3 months of the webinar.
This webinar is a seamless alignment with the goal that FreshWave Organics has to overcome its current challenges, defined by a lack of brand recognition, brand differentiation, and the need to connect with its target audience to build brand loyalty and increase its market share.
Webinar 2
Levelling Up: Ensuring FreshWave Organics Continuous Supply Chain-Why It Matters
In a world where people have become increasingly concerned about ethical food sourcing and tracing the supply chain more than ever before, Levelling Up: Ensuring FreshWave Organics Continuous Supply Chain-Why It Matters, a 40-minute virtual event, is both timely and informative. This webinar will take place on Friday, July 31, at 6 p.m., offering attendees an inside look at the ongoing collaboration with local generational organic farmers and how FreshWave Organics is providing its technical expertise to help them meet organic farming regulatory requirements in ensuring a continuous supply chain.
The format includes a moderated conversation with FreshWave Organics Founder and C.O.O., Jason Lee, and FreshWave Organics Director of Business Operations, Claude Michaels. Lee will share his vision and commitment to making high-quality organic food affordable, and Michaels will share details about the ongoing expanded collaboration with local generational organic farmers and why it is important to maintain a continuous and sustainable supply chain in the organic food industry.
The session will also feature short live interviews followed by an interactive Q&A, giving participants the chance to ask questions in real time and gain firsthand insights into the specifics of the ongoing collaboration with local organic farmers and the general operations of FreshWave Organics.
The target audience for this event is the age demographic of 27 to 29. This demographic is committed to a healthy lifestyle, a high consumer of organic food, making informed decisions about purchase choices, and buying from companies that align with their values of environmental consciousness. This age group is interested in the ethical sourcing of their food and making sure the supply chain is credible and does not involve, for instance, child labor. This webinar will align with their interests and address their concerns about the passion and commitment of FreshWave Organics to ethical sourcing of its ingredients, ensuring a continuous supply chain built on sustainability, and helping farmers meet organic food regulations.
The primary goal of this event is to position FreshWave Organics as a company that cares and protects consumers’ interests and helps local organic farmers scale up by using its technical expertise. The desired outcome is to build a FreshWave Organics community on shared values, stir engagement on FreshWave Organics social media handles with a call to action to do so during the interactive session. The overall measurable outcome will be a 20 percent increase in social media engagement with postings and an increase in traffic to the FreshWave Organics website, with a sales conversion rate of 10 percent within 3 months of the webinar.
Levelling Up: Ensuring FreshWave Organics Continuous Supply Chain-Why It Matters webinar positions FreshWave Organics as a forward-thinking and innovative company in the competitive landscape of the organic food industry. By showing transparency in its operations, the concerns of its target audience are put to rest while building customer trust and loyalty. The webinar serves as an effective platform for FreshWave Organics to have meaningful conversations with its target audience to increase brand visibility, enhance brand awareness, recognition, and customer engagement necessary to increase overall FreshWave Organics market share.
Webinar Content Outline
Topic: Beyond The Labeling: Differentiating Between Certified Organic and Non-GMO Food Products.
All organic products are non-GMO, but not all non-GMO products are organic. Certified Organic is a holistic certification regulated by the USDA (or the CFIA in Canada) that covers the entire production system. The target audience will learn about the rigorous process leading to certification, which involves annual inspections, review of an organic system plan, and risk-based residue testing. Listeners will also be informed about the requirement for organic products to contain 95–100% certified organic ingredients, and livestock being fed 100% organic feed. Furthermore, listeners will also be informed about why GMOs, synthetic pesticides, chemical fertilizers, irradiation, and sewage sludge are prohibited, to help them differentiate between Certified Organic and Non-GMO Food Products when buying organic food products.
Duration: 20 minutes, ending with an open chat to give attendees the new information they have received and their experiences with organic food labelling.
Scheduled Time-Friday, July 24, at 6 P.M
Guest : Professor Rick Welsh of Syracuse University in New York.
The 20-minute webinar, Beyond The Labeling: Differentiating Between Certified Organic and Non-GMO Food Products, is designed to be informative and interactive. The webinar will help position FreshWave as a thought leader in the organic food industry that consumers can trust for factual resources and high-quality organic food products. This webinar is also a useful, scalable tool for business growth by directly connecting and engaging with the target audience.
This informative and interactive session features Professor Rick Welsh of Syracuse University in New York, an organic food expert. The event will conclude with an open chat session, giving attendees a chance to share their experiences with organic food labelling.
Key Talking Points and Transitions
Introduction: 2 Minutes
“Hi, Christine here! Welcome to this highly informative and engaging webinar. I am a public relations professional working with FreshWave Organics, high-quality non-GMO snacks and beverages, affordable to all lovers of organic food at a lower price point than what is found out there! Our goal today is to have a very educational and engaging conversation with our special guest, Professor Rick Welsh of Syracuse University in New York, an organic food expert.
Today, we will be discussing the key difference between certified organic and non-GMO Food Products. Secondly, we will be discussing the rigorous process for certification, which involves annual inspections, review of an organic system plan, and risk-based residue testing. We will also talk about why GMOs, synthetic pesticides, chemical fertilizers, irradiation, and sewage sludge are prohibited, what to watch out for in labels before you buy any organic food product, why FreshWave Organics non-GMO snacks and beverages label is trustworthy, and conclude with an open Q&A session moderated by me.
Our special guest, Rick Welsh, is an organic food expert and a professor at Syracuse University in New York, who has conducted extensive peer-reviewed research on our topic for discussion today. He also served on government panels on regulatory issues in the organic food industry, focusing on safety and compliance. Professor Welsh, Welcome to the program, and thank you for joining us today.”
Professor Welsh: “Thank you for your invitation to be here today.”
Transition
Multimedia Idea: Graphic of the topic of discussion
Quick Icebreaker Question: For those who have already joined us, have you ever bought an organic food item and later wished you had more label information? Put your answers in the chat section to share your experience.
Segment 1-Origin Stories: 3 Minutes
- Professor Welsh is asked to share his early life.
- Brief discussion of Professor’s Welsh educational background, interests, and first opportunities in his area of expertise.
Transition:
“It is quite interesting to know that the love and passion for high-quality organic Food can be connected to our early eating habits nurtured by our parents who just want their children to be healthy. Thank you for sharing this story that listeners can connect to…”
Segment 2-The Key Difference Between Certified Organic and Non-GMO Food Products: 3 Minutes.
- Why organic products are non-GMO, but not all non-GMO products are certified organic.
- Key components that differentiate certified organic and non-GMO food products.
Transition:
“Now that you know that all organic products are non-GMO, but not all non-GMO products are organic, we can better understand the key components that differentiate certified organic and non-GMO food products…”
Multimedia Idea: Graphic Slide of the key components that differentiate certified organic and non-GMO food products
Segment 3-The rigorous process for certifying organic food products: 4 minutes
- Explainers of annual inspections, review of an organic system plan, and risk-based residue testing in simplified terms.
Transition:
“Now, let’s build on our knowledge of how organic food is certified and look into why GMOs, synthetic pesticides, chemical fertilizers, irradiation, and sewage sludge are prohibited in organic food farming from our organic food expert, Professor Welsh, who has been so generous with his time today …”
Segment 4-Why GMOs, synthetic pesticides, chemical fertilizers, irradiation, and sewage sludge are prohibited in organic food farming: 3 Minutes
- The harmful effects of synthetic pesticides, chemical fertilizers, irradiation, and sewage sludge in organic food farming.
Transition:
“Thank you for joining in today! Now is the time to share what new information you have learned or your experience with organic food labeling through the chat box”
Segment 5-Moderated open discussion with an open Q&A session: 5 Minutes
Conclusion:
“The next time you check FreshWave Organics labels, you can rest assured that tests for high-risk ingredients, supply chain segregation, and documentation to ensure compliance in all its processes have already been conducted, so you can enjoy our non-GMO snacks and beverages with peace of mind. See you at our next webinar, where we share details of our supply chain processes. Please take time to look up Professor Rick Welsh’s LinkedIn Profile to follow his impactful work and the FreshWave Organics website to find out more about our non-GMO snacks and beverages.”
Multimedia Idea: Video Clip of FreshWave Organics non-GMO snacks and beverages showing clear labelling.
Follow-Up Resources
- Link to Professor Rick Welsh’s LinkedIn profile.
- Link to FreshWave Organics Website.
Promotion Plan
Press Release for Webinar:
FOR IMMEDIATE RELEASE
Contact: Christine Legg | FreshWave Organics | freshwaveorganics.online
Phone: (240) 437-8865
Email: chlegg@freshwaveoranics.online
Beyond The Labeling: Differentiating Between Certified Organic and Non-GMO Food Products.
Free webinar with Organic Food Expert Educates for Informed Choices.
[Harrisonburg, VA.] FreshWave Organics invites the Gen Z audience to its upcoming virtual event, Beyond The Labeling: Differentiating Between Certified Organic and Non-GMO Food Products, with organic food expert, Professor Rick Welsh of Syracuse University, New York, happening on Friday, July 24, at 6 p.m.
This free 20-minute webinar will feature a live conversation with Professor Rick Welsh of Syracuse University, New York, who has published his research in peer-reviewed journals and served on government regulatory committees for organic farming. The live conservation will include the key components of certified organic and non-GMO food products and explainers of annual inspections, how an organic system plan is reviewed, and risk-based residue testing in simplified terms.
“The demographic committed to buying organic food must be fully informed on the key differences between certified organic and non-GMO food products labels, be empowered to make informed choices before every purchase, and be aware of the stringent process of organic food certification and our commitment to compliance at FreshWave Organics before and during the production of every snack and beverage,” said Jason Lee, the founder and C.O.O of FreshWave Organics.
Event Details:
Date: Friday, July 24
Time: 6:00 p.m. (20-minute session)
Location: Online via Zoom
Register: freshwaveorganics.online/webinars
This webinar is free and open to the public. To learn more or register, visit freshwaveorganics.online/webinars
Target Promotional Channels
Webinar Promotional Flyer
Target Promotional Channels
The 3 marketing channels that will be used to promote the webinar: social media marketing, email marketing, and music radio station announcements. Social media platforms will be an effective strategy to connect and engage with FreshWave Organic’s target audience to gain brand recognition, expand customer base, and build a vibrant FreshWave online community.. FreshWave Organics target audience is very active and has a high engagement rate on social media platforms such as Facebook, LinkedIn, X, Pinterest, and Instagram. The webinar will be promoted with compelling visuals, flyers, and short-form videos to be used as teasers in daily posting in a countdown format.
Email marketing is a cost-effective and high-ROI channel for businesses. Email marketing has been proven to nurture leads and retain customers for years to come. FreshWave Organics can maximize the benefits by sending personalized email campaigns to reach the target audience and encourage them to purchase the non-GMO snacks and beverages. The webinar promotion via email will be sent every Thursday for 4 weeks with webinar details and a free registration link.
Radio stations, especially music stations, remain an effective method of traditional advertising. FreshWave Organic’s target audience listens to music on the radio for relatable and authentic content. Radio holds a broad reach, with millions of listeners tuning in every day. Furthermore, radio advertising has the advantage of being repetitively broadcast. Webinar announcements will occur three times for 3 weeks- during lunch breaks and evenings in between shows in the early and late evenings. This repetition will help FreshWave Organics build brand awareness, gain brand recognition, and achieve brand differentiation among avid listeners.
Example of Social Media Posts
LinkedIn Webinar Post
Instagram Webinar Post
Facebook Webinar Post
FreshWave Organic Live Webinar
Creation and Execution
The overall concept for creating the webinar and its execution is to connect to an audience of organic food lovers who care about the details of food labeling and the process of organic food farming and certification. The format was designed to be informative and conversational while providing important information and specific operational information on FreshWave’s strict compliance with all organic farming regulatory requirements for attendees to have peace of mind when purchasing FreshWave non-GMO snacks and beverages. The purpose of the helpful resources at the end of the live webinar is to encourage attendees to do their own research and not take things at face value, which in turn enhances FreshWave’s credibility as a brand customers can trust. The webinar ends in a friendly manner and with a teaser for the following week’s live webinar to stay connected with attendees.
Live Event Proposal
Event Concept Brief
Mood Board
Event Name: FreshWave Organics Free Sampling Bar
Theme-“Clean energy for your day—real ingredients, real freshness.”
Event Type: Pop-Up Free Sampling Event
Venue: Turner Pavilion, Harrisonburg Farmers Market, 228 South Liberty Street, Harrisonburg, VA 22801.
Date | Time: August 8, 2026 | 9:00 AM-2:00 PM
Purpose and Strategic Objectives
The FreshWave Organics Harrisonburg Farmers Market sampling event is built around the habits and interests of the target audience and intended to have a “habitual feel and natural pull”. The purpose and strategic objectives are to engage with the target audience who love to shop for fresh organic food items at the farmers’ markets in Harrisonburg, VA, to increase brand awareness, drive after-event sales, invite them to follow and engage with FreshWave Organics on social media, and to strengthen existing community ties. The free event will also feature a social media photo booth with the event theme, “Clean energy for your day—real ingredients, real freshness.” in the background. The founder and C.O.O., Jason Lee, who graduated from James Madison University, one of the local universities in Harrisonburg, and never left, will also be at the event for a meet-and-greet with the target audience.
Target Audience and Estimated Attendance
The target audience for this event is within the age demographic of 27 to 29 . They are wellness-oriented Gen Z who love to adopt healthier lifestyles. This demographic is very active and can be found hiking, running, biking, and going to the gym in Harrisonburg, located in the Shenandoah Valley of Virginia. They prefer local organic food vendors and are interested in sustainability, traceable food, and ingredients. The target audience is also very vocal about demanding supply chain transparency in business operations.
The estimated attendance for this event is 250 attendees. The event will be held on a Saturday when the target audience spends more time at the Farmers Market to purchase organic food products and to socialize with their friends and peers. The venue is an open location and a community hub. It is also easily accessible to those living with disabilities. The Turner Pavilion also has accessible bathrooms, and there will be no need for extra considerations.
Date,Time and Venue
The date, time, and venue of the FreshWave Organics pop-up event are most appropriate for a sample bar of FreshWave Organics non-GMO snacks and beverages. The venue is a well-known community hub with live music from local bands, where the target audience, their friends, and peers spend a lot of time, and purchase food items from local organic farmers. The venue aligns with FreshWave Organics’ goal of directly connecting with the target audience to build brand awareness and recognition. The timing of the event also aligns with the time frame the target audience visits the Harrisonburg Farmers Market.
How The Harrisonburg Farmers Market Sampling Bar Pop-Up Event Supports FreshWave Organics Brand image, Customer relationships, Community Engagement, and Marketing Goals.
Expected outcomes from the free sampling of FreshWave Organics non-GMO snacks and beverages event include email leads from sign-up sheets, an influx of sales after the event, and a strong repeat customer base, which is necessary to increase market share. Sales will increase due to an increase in the sales conversion rate, through an increase in the number of website visits and other e-commerce platforms where FreshWave Organic products are sold. Growth opportunities include scaling to recurring markets and partnering with local businesses to expand retail presence. The public perception of the brand will be positive, especially when the target audience learns, during interactions, that FreshWave Organics collaborates with local organic farmers to ensure a traceable supply chain and offers its technical expertise to help local organic farmers scale up production and meet regulatory requirements.
The customer relationship will also be greatly improved when the target audience learns that FreshWave Organics is the “neighbor” that they can “see” and interact with, rather than a faraway, abstract company. This event also presents an opportunity for FreshWave Organics to have a more meaningful engagement in the community in which it operates since Jason Lee, founder and C.O.O, became a long-time community member after graduating from James Madison University.
Furthermore, this event will achieve the overall marketing goal of connecting directly with the target audience, increasing brand awareness, and brand recognition, which will in turn, help FreshWave Organics overcome its current challenges of a lack of brand differentiation and limited market share. The metrics for the success of this event also include an increase in interactive social media engagement, building an online community where customers become brand ambassadors, and posting organic user-generated content on their social media platforms of FreshWave Organics non-GMO snacks and beverages, 6 months after the Harrisonburg Farmers Market event.
Board Summary
Logistics & Budget Plan
Venue Details and Rental Needs
Harrisonburg Farmers Market is an open-air venue with one row of pavilion with abundant space for vendors to set up canopies and for visitors to freely move around. The venue has the capacity to accommodate 500 people, with ample space for adjoining parking spaces. The open layout with multiple accessible male, female, and family restrooms for every attendee makes it ideal for the FreshWave Organics Free Sampling Bar Pop-Up event.
Additionally, the venue is a well-known community hub with live music from local bands, where the target audience, their friends, and peers spend a lot of time, and purchase food items from local organic farmers. The vendor requirements include a $100.00 event fee, event insurance, vendor setup with the client’s own canopies, tables, chairs, promotional items, and clean-up after the event. Event insurance purchased by the client, in this case FreshWave Organics, is designed to cover both company staff and attendees’ actions throughout the event. For example, decorations placed in a walkway can cause someone to trip and fall. The insurance also covers property damage caused by attendees at the venue.
Timeline of Key Milestones
- Booking the venue-June 2, 2026.
- Booking of Set Up Crew and local live band -June 4, 2026
- Marketing launch-July 8, 2026
- Rehearsals or walkthroughs-July 31, 2026
- Event day of event-August 8, 2026
Vendors and Staffing Needs
- Audio Visual/ lighting/Setup crew is responsible for setting up FreshWave Organics 3 branded canopies, 10 Chairs, social media booth, connecting to power outlets, and ensuring ADA compliance in the restroom areas after setup. This crew will also take down the pop-up store and clean up after the event. The services of the local crew company will be booked in advance, immediately after securing the venue, to ensure their availability on the day of the FreshWave Organic Pop-Up event at the Harrisonburg Farmers Market.
- Local live band-Georgia Saunders. Ms. Saunders and her acoustic band will provide light music from 10:30 AM to 1:30 PM. She will, between transmissions, encourage attendees to visit FreshWave Organic pop-up for a free tasting and take pictures at the social media booth to tag FreshWave Organics on social media.
- Security or crowd control-The Harrisonburg City police and the Harrisonburg fire departments will be informed about the FreshWave Organics event, which falls within the regular hours of the Harrisonburg Farmer Market that occurs every Saturday. The Harrisonburg City police and fire departments are 5 minutes away from the venue and usually mingle with the crowd. The police and the fire departments will assist in emergencies as needed.
- Check-in staff-20 FreshWave Organics Staff wearing branded t-shirts will be strategically positioned to welcome attendees and offer a free sampling of FreshWave Organics non-GMO Snacks and beverages. FreshWave Organic staff direct them to the pop-up store and encourage them to take photos while enjoying the product. The staff members will also ask attendees to sign up for FreshWave Organics non-GMO snacks and beverages promotional email list.
Event Day Timeline
- 6:30 AM-7:30 AM-Set up FreshWave Organics Pop-up store and social media booth with 3 branded Canopies, 10 Chairs, and signage.
- 7:30 AM-8:30 AM-Connecting FreshWave Organics 3 refrigerators to venue power outlets and filling the refrigerators with FreshWave Organics beverages to back up the refrigerated van with beverages. Place non-GMO snacks on the designated table for display.
- 8:30 AM-8:45 AM.-Final Staff Briefing on activities for the day.
- 9:00 AM-Staff starts welcoming attendees and offering a free sampling of FreshWave Organics non-GMO Snacks and beverages. FreshWave Organic staff wearing branded t-shirts will also mingle and interact with the target audience as they arrive to direct them to the pop-up store and encourage them to take photos while enjoying the product. The staff members will also ask attendees to sign up for FreshWave Organics non-GMO snacks and beverages promotional email list.
Estimated Budget with Line Items
Accessibility and Risk Management
The event will accommodate all participants and will be fully ADA-compliant. The venue has multiple accessible ramps and bathrooms with designated parking spots for people living with disabilities. The event is a free movement event but has some permanent tables and chairs in the designated area where the local live band usually performs. There will be no need for interpreters at the event as the target audience speaks English.
There is a First-aid station at the stand. FreshWave Organics will also have 3 additional first-aid kits to boost emergency preparedness. The Harrisonburg City police and fire departments are 5 minutes away from the venue and usually mingle with the crowd. The police and the fire departments will assist in emergencies as needed. The event is scheduled for summer 2026. The pavilion has electric outlets for fans to cool attendees if the temperature gets too high. FreshWave Organics 3 branded canopies will provide extra shade as attendees sample free snacks and cold beverages.
Event Site Layout
- Front: Sampling Area
- Side: Product Display
- Back: Brand Story
Color Palette
Natural colors signal eco-friendliness and mindfulness, aligning well with brands like FreshWave Organics focused on sustainability. Earth tones and fresh greens are associated with tranquility, stability, and renewal, aligning with FreshWave Organics brand feel. Browns add warmth and work beautifully with greens to create a balanced palette. Wooden and natural textures give an earthy rustic look that blends well with the natural landscape in Harrisonburg and the fresh produce from local farmers at the Farmers Market.
Signage Texts
Signage texts, including the wording- ORGANIC | NON-GMO, clearly communicates the message to attendees and what they should expect at the free sampling event.
Media & Promotion Strategy
The primary objectives of the media and promotion strategy for Fresh Wave’s free sampling of its organic, non-GMO snacks and beverages are to achieve 250 event attendees, generate local brand awareness, increase social media engagement and follower growth, collect consumer feedback, email sign-ups, and encourage future product purchases through post-event promotions.
Pre-Event Promotion Strategy
The strategy across the PESO model includes paid email marketing and music radio station announcements. Email marketing is a high-ROI channel for businesses. Email marketing has been proven to nurture leads and retain customers for years to come. FreshWave Organics can maximize the benefits by sending personalized emails to reach the target audience and invite them to save the date and attend the free sampling event. The event promotion via email will be sent every Thursday for 4 weeks. I-Heart’s Harrisonburg’s #1 Hit Music Station, 93.7, is very popular with the target audience who studies have shown listen to music on the radio for relatable and authentic content. FreshWave Organics will gain brand awareness, brand recognition, and achieve brand differentiation among avid listeners through repeated announcements of the invitation to attend the event during specific time frames or shows.
Earned media comprises press releases, news coverage, and media interviews with the local newspaper, the Daily News Record, and the local Television station, WHSV3. The earned media coverage from the local press will generate publicity for FreshWave Organics’ free sampling event at the Harrisonburg Farmers Market, boosting community engagement and participation. Shared media includes social media engagement, reposts, and community shares by the target audience and staff of FreshWave Organics, driven by engaging, visually compelling posts about the event with hashtags. The owned media event promotion strategy is content marketing on the website. Blog posts and short-form videos promoting the event will be uploaded and updated, and email newsletters will be sent to customers on email lists with the invitation to attend the event. This channel is an effective and result-driven way to directly interact with a section of the target audience who are already customers of FreshWave Organics non-GMO snacks and beverages
Messaging Plan
Event Announcement
Let’s celebrate the goodness of Organic Food at FreshWave Organics Free Sampling of its non-GMO snacks and beverages on August 8, 2026, from 9:00 pm to 2:00 pm! Come, enjoy music from local sensation, Georgia Saunders, a community gathering, and learn more about our organic ingredients you can trust. The event is free!
Example of Social Media Posts
Facebook Event Post
Instagram Event Post
LinkedIn Event Post
Media Outreach Plan
Press Release Headline
FreshWave Organics Sampling Event at Harrisonburg Farmers Market.
Pop-Up Store gathers community for free sampling of organic non-GMO Snacks and beverages, live music, and a social media booth.
Relevant local media
- Daily News Record-DNR
- WHSV3-Television Station
- 93.7 Now-Harrisonburg’s # 1 Hit Music Station
The Pitch Angle
FreshWave Organics free sampling event is a community-centered event taking place at Harrisonburg Farmers Market, a well-known community hub. It is newsworthy because it is a community gathering of organic food lovers with local organic farmers who are suppliers of the traceable ingredients used in FreshWave Organics high-quality non-GMO snacks and beverages. The event featuring local music sensation, Georgia Saunders, and a social media booth makes it an interesting news story that the readers, audience, and listeners of the listed local media will want to know more about. The event is a template on how organic food companies can enhance transparency, traceability, and directly connect with their customers to promote brand trust and credibility.
Community Partnership
Community organization
Friendly City Food Co-op is a consumer cooperative owned by over 2700 local shoppers that operates with a mission to ensure “that the Shenandoah Valley has a vibrant, local economy; fair and friendly relationships; healthy, informed consumers and producers; and a healthy environment.” Their goal is to create relationships/agreements that are equally good for their customers, the co-op, and their vendors.
Friendly City Food Co-op is one of the 200 retail outlets that sell FreshWave Organics non-GMO snacks and beverages, and a natural fit to promote the free sampling event at a local community hub, Harrisonburg Farmers Market. The partnership approach is to publicize the free event on the Friendly City Food Co-op website and on the in-store events board. Furthermore, the event flyers will be available for customers to pick up in the store, as encouraged by cashiers at the check-out points.
Event Registration and Follow-Up Strategy
The FreshWave free sampling event will also be promoted on Eventbrite. Attendees will have the option to register on Eventbrite or show up at the FreshWave free sampling event. Reminder emails will be sent out to those who registered to attend on Eventbrite and to customers on the FreshWave Organics newsletter mailing list.
A post-event survey on attendees’ sharing experience at the event and product rating will be conducted. FreshWave Organics will stay engaged with attendees afterward through promotional offers, social media engagement, a user-generated content contest with the tag #FreshWavePop-Up, with free product rewards to generate 100+ posts, newsletter subscriptions, and content marketing that is both informative and meets their interests.
Metrics for Success
The key performance indicators (KPIs) to track and measure the effectiveness of Freshwave Organics free sampling event at the Harrisonburg Farmers Market include both quantitative and qualitative metrics. The overall goal is to convert free sampling to purchase and retain customers. The campaign will be considered successful if it:
- Attendees reach or exceed 250
- Generates strong earned media coverage.
- Produces meaningful social media engagement and user-generated content.
- Expands Freshwave’s customer database.
- Increases awareness of Freshwave’s organic, non-GMO snacks and beverages.
- Creates measurable opportunities for future product sales and retailer partnerships.
Measurement and Evaluation
| Objective | KPI | Target |
| Attendance | Event check-ins | 250 attendees |
| Awareness | Media mentions | 3–5placements |
| Reach | Social impressions | 50,000+ |
| Engagement | Social interactions | 2,000+ |
| Community Engagement | User-generated posts | 100+ |
| Lead Generation | Email sign-ups | 150+ |
| Partnership Reach | Audience exposure | 2,000–5,000 |
| RSVP Conversion | Event registrations | 250+ |
| Consumer Feedback | Survey responses | 100+ |
| Sales Conversion | Post Event Purchase | 15–20% of attendees |
Event Proposal Presentation
Reflection
As an organic food lover, the visualization of this event was drawn from my real-life experience. The Harrisonburg Farmers Market is a place I have shopped numerous times, know the layout, listened to live music from local bands, and made friends.
My goal for the presentation was to be professional and also convey my familiarity in a way that it would be seen as the ideal strategic venue, along with the overall concept of the event for my client, FreshWave Organics, who are seeking to directly connect with their target audience to gain brand recognition, build a vibrant social media community of loyal customers and increase their market share in the competitive organic food industry.