• January/February

• Individual letters or contacts with growers to encourage them to make plans to plant enough to market Downtown.
• At least one grower meeting to discuss trends and ideas.
•  
• March
• Forecast advertising needs: be specific as to dates and events.
• Plan at least one event other than opening weekend to call attention to market.
• Set budget based on needs.
  
• April/May
• Follow-up letters and contacts with growers to encourage market participation.
• At least one more grower meeting, be sure to get consensus of best starting date.
• Encourage growers to prepare for attractive displays.
• Advertising layouts finished
• posters
• opening market ads, weekly follow-ups
• radio/television spot information
  
• Six weeks before market opening
• Posters to printer
• Contacts to co-op advertising businesses.
• Banners printed or repaired; arrange for hanging
• Arrange for market opening entertainment, festivities.
  
• Three weeks before market opening
• Posters distributed
• Banners hung
• First news release about market opening
• Notify those who do community calendars, downtown marquees
• Schedule interviews on local radio talk shows
• Confirm entertainment, particularly any needs such as microphones, etc.
• Confirm grower participation
• Send letter to any sponsors to remind them to enjoy special opening activities.
  
• One week before market opening
• Second news release, highlight plans for bad weather
• Record radio/television shows
• Confirm growers/entertainment
• Arrange for photo record of opening day crowds: a good idea to have 2 people shoot, and use both photo and slide film
• Arrange for special "goody bag" for reporter or editor
•  
• Opening day
  • Have "good bag(s)" ready
  • Keep an eagle eye out for all news media and dignitaries so they can be greeted
  • Spot anyone sympathetic to your cause who might write a letter to the editor, then encourage
  • Make photo record
  • Find out how growers feel about the day, encourage appropriately
  • Smile a lot (especially if you don't feel like it)

• Day after opening day
• News release about successful opening
• Take film to be developed
• Find out about (or encourage) positive letters to the editor about opening
• Weekly after opening
• Canvas growers so information can be provided about products for following week
• Update ads as necessary
• Finalize plans for any further special events
• Last month of operation
• News release about market season ending
• Find out how growers feel about season
• Set meeting to plan next year

• After market closes
• Send thank-yous to sponsors
• News release about successful market season

II Some Marketing Ideas

• Get all the free advertising you can, but don't expect to get it all for free.
• Either make it a policy to use only free opportunities, or arrange to give both broadcast and print media some business.
• Look for unusual sources: who benefits from the market being there, then who benefits from it being Downtown?
• Be consistent
• Use any logos available, or go to the expense to get one created by a professional.
• Keep ad layouts and copy as similar as possible so public has instant recognition of your market.
• Use active "flavorful" words and phrases such as "juicy, fragrant, tasty, hot, crisp, handmade, lovingly crafted, finest fresh ingredients.
• Put the market name everywhere you can: T-shirts, apron, sacks
  
• Look for natural partners for special promotions:
• Historic museum - old farming practices still alive today, markets of bygone days, folk music
• Art interests - beauty in produce or flowers, photographs of products sold at market or art of people at the market
• Downtown businesses - visit us after the market, hats off to the market
• Extension office - displays and demonstrations about canning or gardening
• Garden club - endless potential
• Gourmet cooks - contest using produce, setting table with flowers
• Newspaper - gourmet contest, or recipes featuring local produce
• Library, bookstore - call attention to gardening and cooking selections
• Store carrying "Land of Kansas" products - local tie in
  
• Enforce grower-oriented market rules
• No sales before starting bell
• Only clean produce
• No flea market items
• Encourage fair prices - neither too high nor too low
• Allow and encourage good supply of produce, particularly at beginning of season, even if it means importing for a short time.