7VENTH PUBLIC MARKET COMMUNICATION AUDIT

PREPARED BY

GRADUATE STUDENTS OF The Knight School of Communication at Queens University of Charlotte

August 2011

INTRODUCTION
This limited audit tests the effectiveness of 7venth Public Markets communications and public outreach. The audit analyzes the perceptions of four distinct groups: potential vendors; consumers at existing markets; vendors at existing markets; and the e-mail distribution list entitled Friends of the Market. Each groups analysis is listed below, followed by recommendations. Section I: Interviews conducted with attendees at two meetings for potential vendors hosted by Executive Director Christy Shi at 7venth site Interviews conducted with vendors at select local markets Interviews conducted with consumers at select local markets Online survey conducted with Friends of the Market Recommendations

Section II: Section III:

Section IV: Section V:

Section I

POTENTIAL VENDOR MEETINGS ATTENDEE INTERVIEWS

Objective
This aspect of the audit is intended to test what attendees knew about 7venth prior to the meeting, and what questions remain.

Methodology
Twenty-five (25) attendees were interviewed at the vendor meetings on July 14 and 18, 2011.

Key Findings
How Attendees Heard About 7venth Public Market Potential Vendor Meetings

Section I

Most of the attendees prefer to receive communication from 7venth Public Market via e-mail.

What Attendees Knew About 7venth Prior to the Meetings

A quarter of interviewed attendees did not know anything about the market prior to the meetings. More than a third of interviewed attendees knew about the planned market location in Uptown Charlotte in the former Reids location. Some had additional knowledge about the market, including proposed opening date.

Remaining Unanswered Questions from Attendees

Many of the interviewed attendees expressed questions after attending the two potential vendor meetings. Most of the questions were focused on the following topics: Availability of Co-Ops Customer Access (e.g. parking, uptown traffic) Hours of Operation Lease Options Marketing/Vendor Support Pricing Vendor Qualifications/Selection

Who Attended 7venth Vendor Meetings

Section I

The graphic on the left illustrates the various types of attendees who were interviewed during the potential vendor meetings.

Section II

CHARLOTTE AREA MARKET VENDOR INTERVIEWS

Objective
This aspect of the audit is intended to determine what vendors at Charlotte area markets know about the 7venth and to capture their feelings about the market.

Methodology
Thirty (30) vendor interviews were conducted at four farmers markets in Charlotte between July 20 and July 30, 2011. The vendors were asked five questions. Reference Appendix C for questions and results by market. Number of market vendor interviews conducted by location: Atherton: 18 Kings Drive: 3 Regional: 31 Center City: 2

Key Findings
What Area Market Vendors Know About 7venth
A large majority (over 70%) of interviewed vendors had heard about 7venth. Most of the vendors knew about the planned market location in Uptown Charlotte in the former Reids location and the opening date in October. A few vendors knew the new market name.

Below is a word cloud of what the vendors know about 7venth. The larger the word the more often it was used in the vendor response to what they knew about the market.

What Area Market Vendors Think About 7venth

Section II

Positives: Concerns: Capacity for farms to manage production for additional market Market saturation in Charlotte region - could spread vendors and customers too thin Unclear hours of operation and vendor pricing Vendors feel disconnected and uninformed; a few have not received updated communication from 7venth after joining the market email distribution list at the potential vendor meetings 7venths ability to build a consistent customer base in Uptown Charlotte; perception that theres never been a successful Uptown market Uncertainty about operational details, e.g., parking. Good for the Uptown lunch crowd wanting fresh food Supports local farmers Fresh, local food is good for the community The more markets the better - it helps everybody Supports local farmers Good for the Uptown population

Regional Farmers Market vendors generally expressed more concern about the new market than vendors at other markets. Specifically: Confusion and a negative re-seller connotation about vendor product co-sharing. Based on an e-mail from Christy Shi, one vendor believed that 7venth would buy and then re-sell vendor products. The vendor stated that most recipients interpreted the e-mail this way. Problems may occur when non-farmers man multiple vendor booths. One vendor believes that farmers know their products best.

How Area Market Vendors Heard About 7venth

Almost half of the vendors interviewed heard about 7venth from another person - word-of-mouth (WOM). A key influencer at Atherton Market is market manager Lynn Caldwell. Her open communication with customers and vendors is a potential asset to 7venths communication strategy.
The graph below outlines displays how market vendors received information about the new market by communication channel:

WOM

WOM: Vendor Owner

Section II

WOM: Christy Shi

Television WBTV

Television News 14

NPR: Charlotte Talks

10

12

Section III

CHARLOTTE AREA MARKET CUSTOMER INTERVIEWS Objective

This aspect of the audit is intended to determine what customers at existing Charlotte-area markets know about 7venth and to capture their feelings about the market.

Methodology
Sixty-four (64) customer interviews were conducted at four different farmers markets in Charlotte between July 25 and August 2, 2011. The customers were asked five questions about their knowledge and perceptions of the market. Atherton Kings Drive Regional Center City

Key Findings
What Area Market Customers Know About 7venth
A majority (over 80%) of interviewed customers had not heard about 7venth. Most of the interviewed Atherton Market customers knew about the potential market location in Uptown Charlotte in the former Reids location.

Below is a word cloud of what the customers knew about the 7venth Public Market. The larger the word the more often it was used in the vendor response to what they knew about the market.

What Area Market Customers Think About 7venth

Positive thoughts:

Good lunch spot for those Uptown Tourist attraction

NO

6% 35%

Section III

59%

Concerns:

Parking Too far to travel Convenient for only those Uptown Loyalty to other markets

Nearly 60% of interviewed customers who knew about the market stated they would shop at 7venth.

How Area Market Customers Heard About 7venth

Nearly 80% of interviewed customers heard about 7venth from another person - word-of-mouth (WOM), including Christy Shi, Lynn Caldwell, Slow Food Charlotte, and other market vendors (specific to Atherton). The remaining interviewed customers heard about the market from local news media, including Charlotte Observer website and newspaper.

Section IV

FRIENDS OF THE MARKET ONLINE SURVEY Overview

The following is an overview of perceptions identified from the Friends of the Market online survey conducted August 3-5, 2011. This is not a verbatim recitation of responses; rather, it contains specific quotes that show 7venth has been effective in communicating its overall mission. However, considering the survey was sent to more than 600 potential participants with only 17 responses, including the survey invitation merely as a newsletter item may have led to a low response rate.

Detailed Findings
How would you describe yourself in relation to the market (potential vendor/neighbor/consumer/visitor, etc.)? Consumer: 10 Vendor: 5 No Answer: 1 Christi: 1

How would you describe the vision/mission of the market? I hope that it becomes a new gathering spot Uptown where people can congregate over healthy locallysourced food prepared with thought and care. The Market could be the conduit to change the way people shop in the Uptown and surrounding communities. To bring local food to people who can afford and be the new hip place in the area to shop and be seen. Community involvement through market outreach programs to provide good quality food at affordable prices in a learning environment.

How do you envision the community's role in making this market a success? Attendance and purchasing ... if it is convenient, parking is available, food/products are of quality and interest to them, it is squeaky clean, vendors are friendly and inviting, they see friends there. I do not believe that the community has any other role and to expect anything else will lead to disappointment. Shopping often at the market to promote local vendors and purchase produce from local farmers Community support through existing educational institutions using internships, through struggling startups that need good affordable suppliers, weekend entertainment by local musicians and art exhibits from local artists would make this a "place to go.

Section IV

How can the market best engage the community? The major theme in the respondents answers was the importance of being faithful to Charlottes culture. Community awareness and educational opportunities were frequently repeated themes. Many of our less affluent neighbors may not have access to websites, twitter, etc., and we will have to be cognizant of them when we develop an engagement plan. Be real, be humble and remember as much as Charlotte tries, it is still a small town with down to earth people that want a down to earth place to go. There are people that cannot afford to pay top dollar for goods and we need a place that can cater to them. Inviting the community in to participate, at all income levels. I think it is imperative the public know this is not some $5.00 croissant, $4.00 cup of coffee market, that this market has a mission to educate about food and nutrition, sustainability.

What should be the most important features or elements of the market and why? Respondents felt having year-round access to quality, reasonably-priced food products was the primary concern. Some of the aforementioned themes were also mentioned. Some consistency with year-round vendors who are happy and engaging people along with some seasonal-type vendors. Vendors who are friendly towards each other and help each other through purchases and "covering" for each other. I think we can use food as a draw, and develop community programming / conversation opportunities to supplement further community development. Just be real. We need more real places in Charlotte. Not hip and trendy be seen wannabees. Cater to the soul and the heart of the people, not the whims.

Section V

RECOMMENDATIONS
Based on the key findings of this audit, the following recommendations are intended to serve as a guide for improving communications between 7venth and potential vendors, customers and the Charlotte community.

Implement a strategic communication plan Many attendees were unclear of the intent of the potential vendor meetings and left with unanswered questions. While the email invitation did not promise that certain information would be delivered during the meeting, many of the attendees interviewed were under a different impression. A detailed communication plan would address this issue by outlining clear objectives, targeting specific audiences and streamlining messages. As the market grows, short-term, mid-range and long-term communication planning will be necessary. The plan should incorporate considerations for two-way communication with the various audiences and focus on translating the mission/vision of the market into action. Once finalized, the plan should be continuously revisited to evaluate what is working well, lessons learned, and improvement opportunities or new areas requiring focus.

Focus on fundamentals: Objective, audience, channel, credibility Objective: The results of surveys and interviews showed that messages were at times unclear. As a result, some vendors interviewed at area markets expressed a negative perception of the markets resale concept. Audience: It is vital to strategically tailor messages to the appropriate audience. As an example, non-potential vendors attended the potential vendor meetings. Channel: Continue to leverage e-mail as main channel of communication. Utilize website as a repository of information and direct traffic to the site. Ensure the site is user friendly and compatible with all electronic devices. Credibility: Establish a unified voice, one to whom each audience will respond as it carries a perception of expertise in each audiences areas of focus or need.

Appendix A

APPENDIX A

ATHERTON MARKET VENDOR INTERVIEWS

Findings
Interviewed 18 vendors at Atherton Market on three dates - Tuesday, July 26, 2011 (3:00 p.m.); Wednesday, July 27, 2011 (11:00 a.m.); and Saturday, July 30, 2011 (10:00 a.m.) A large majority (nearly 90%) of the vendors had heard about 7venth Atherton Market vendors knew the potential market location in Uptown Charlotte in the former Reids location and the opening date in October. A few vendors knew the new market name.

Below is a word cloud of what the vendors knew about the 7venth Public Market. The larger the word the more often it was used in the vendor response to what they knew about the market.

How did you hear about the market?

More than half of the Atherton Market vendors heard about 7venthfrom another person - word-of-mouth (WOM).

The graph below outlines displays how Atherton market vendors received information about the new market by communication channel:

WOM

WOM: Vendor Owner

Appendix A

WOM: Christy Shi

Television WSOC

NPR: Charlotte Talks

Comments: Share your thoughts about the market.

Atherton vendors generally had positive comments about the new market: Good for the uptown lunch crowd wanting fresh food Supports local farmers Fresh, local food is good for the community

Atherton vendors expressed concern about the following topics: Capacity to manage farm production for an additional market Concern that there are already too many markets in Charlotte region - could spread vendors and customers too thin. Hours and vendor pricing are unclear, which makes it difficult to determine if vendors should apply to be a vendor at 7venth Public Market. Vendors feel disconnected and uninformed. A few have not received updated communication from 7venth after joining the market email distribution list at the vendor meetings.

Appendix A

KINGS DRIVE FARMERS MARKET VENDOR INTERVIEWS

Findings
Interviewed three (3) vendors at the Kings Drive Farmers Market on Tuesday, July 26, 2011, at 9:00 a.m.

Have you heard about the 7venth Public Market / City Market?
Two out of three vendors had heard about the new market.

What have you heard about the market?

Kings Drive Farmers Market vendors knew the potential market location in Uptown Charlotte.

How did you hear about the market?

Charlotte Observer Newspaper Television - WBTV (Channel 3)

Comments: Share your thoughts about the market.

Vendors generally had positive comments about the new market: The more markets the better - it helps everybody Supports local farmers and keeps them working Good for the Uptown population

Vendors expressed concern about the following topics: Concerned about success of a market in uptown Charlotte - never been successful Confused about how the market will be organized, e.g., parking

WOM

Appendix A
Charlotte Observer

WOM: Christy Shi

Email: Charlotte Center City Partners

Television: News 14

10

Regional Farmers Market

VENDOR INTERVIEWS

Findings
Interviewed thirty-one (31) vendors at the Regional Farmers Market Saturday, July 23, 2011 from 10 a.m. to 12 p.m., and July 30, 2011 at 12 p.m.

Have you heard about the 7venth Public Market / City Market?
Half of Regional Farmers Market vendors interviewed had heard about the market.

Comments: Share your thoughts about the market.

Vendors had only a few positive comments: One staff member would like to work at the new market and planned to visit it as a consumer. A vendor is planning to visit to the market once it is open to learn more about co-sharing.

Most vendors expressed concern about the following topics: Confusion and a negative re-seller connotation about vendor product co-sharing. Based on an e-mail from Christy Shi, one vendor believed that the 7venth Public Market would buy and then re-sell vendor products. The vendor stated that most people interpreted the e-mail this way. Problems may occur when other people work multiple vendor booths. Once vendor believes that farmers know their products best. Capacity to manage work on the farm, manage existing booth, and along side an additional market. 7venth Public Markets ability to build a consistent customer base to support vendors.