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Target Market & Buyer Persona

  • Primary Market: Millennials and Gen Z who prioritize sustainability, wellness, and convenience.

  • Secondary Market: Busy professionals and young families seeking healthier snack alternatives delivered to their door.

Persona Example:
“Alicia,” 33, lives in Las Vegas, works remotely, and shops organic at Sprouts. She values transparency in brands, pays extra for eco-friendly packaging, and prefers subscriptions that simplify her grocery routine.

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Strategic PR Campaign

Objective

Boost brand awareness and market penetration by positioning FreshWave Organics as the go-to choice for health-conscious and eco-conscious consumers, while increasing direct-to-consumer e-commerce sales by 25% through subscription memberships.

Challenges

  • Over saturation in the organic/non-GMO snack space — competitors already dominate shelf visibility.

  • Slim profit margins and short shelf life → campaigns must emphasize value + sustainability to justify pricing.

  • Consumers are skeptical of “greenwashing”; FreshWave must prove authenticity.

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Opportunities

  • FreshWave’s traceability and eco-packaging can differentiate it in a crowded market.

  • Vegas has a rising demand for health-focused food and beverage brands, creating local PR opportunities.

  • Subscriptions offer a chance to lock in loyal, repeat customers.

Tactics​

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       Media + Influencer Strategy:

 

                         • Secure features in VegNews, Green Matters, and Eater Vegas.

                    • Partner with sustainability influencers and Las Vegas lifestyle creators to                                  showcase subscription unboxing.

 

         Experiential PR Activations:

                         • Pop-up booths at Vegas farmers markets and wellness events.

                    • Interactive “Know Your Snack” campaign where customers can trace

                       ingredients from farm to package.

         Digital & Social Media:

                         • Partner with Las Vegas wedding venues and planners for cross-promotion.

                         • Monthly sustainability challenges (“Plastic-Free Week” with FreshWave                                  rewards).

           Community Engagement:

                          • Host a free “mini-shoot day” for small business owners in downtown

                     • Sponsor eco-initiatives in Las Vegas, like park clean-ups and wellness fairs.

Timeline (3 months)

  • Month 1: Launch PR push → media kits, influencer seeding, social teasers.

  • Month 2: Farmers market activations + subscription push.

  • Month 3: Evaluate metrics + scale successful tactics into regional markets.

Budget (sample)

  • Influencer + digital campaigns: $5,000

  • Experiential activations: $3,500

  • Media/PR support: $2,500

  • Total: ~$11,000

KPIs

  • 25% growth in direct-to-consumer subscriptions

  • 15% increase in social engagement on TikTok/Instagram

  • Coverage in at least 5 wellness/food publications

  • 20% boost in Las Vegas market trial/sales

Closing Line

  • This campaign positions FreshWave Organics as a sustainable, trustworthy lifestyle brand, not just another snack company—building loyalty through transparency, community, and eco-conscious innovation.

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