Online content communication plan for the promotion of organic food in Flanders

Online communication has received a boost as a channel for telling a message. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. In addition to a  current EU programme, where we focus on reaching a broad audience through main media such as tv, we want to expand the online communication and focus further on specific target groups (social rationals and achievers). The bottom line is that both target groups have great economic potential for organic growth, and by creating engagement we can further stimulate their purchasing behaviour.
The core message that highlights the added value of organic products will be inspired by 5 principles of organic produce: pure and delicious, enjoy a healthy life, good for the environment, animal friendly, 100% future. The secondary message highlights the EU organic label and its guarantees. The core message of the online content campaign will be wrapped in a creative way in visual communications. The way of communicating, the way we  tell about the advantages of organic, is custom made for each target group. And a multi-channel approach is the most efficient way to communicate: digital advertising, social media, influencers, native articles, video''s,  infographics and animations, … If we can change the target group of spectators into participants (buyers) we will be magnified and reinforce organic. A well thought touch point strategy is particularly important for behaviour change: we need the right moments, right media and right creativity to confront people,  in motion with our message. The marketing objective is to have the growth of organics surpass normal (linear) growth. So, to increase the 2.2% market share of Flanders in 2020 to 3.3% by the end of 2024. 
The total budget is 704 942.33 euros.