Lost River Market and Deli: Strategizing for Customer Development Group 1
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Indiana University Center for Rural Engagement
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Lost River Market and Deli is a community-owned cooperative in Paoli, Indiana, offering locally sourced groceries, organic products, and deli services. Despite strong community ties, the co-op faces an annual deficit of $50,000 and seeks strategies to increase awareness and sales. This report focuses on engaging Paoli High School students, parents, and faculty through partnerships with the school’s agriculture program and targeted campaigns. Recommendations include after-school snack programs, social media promotions, mural competitions, and PTO-sponsored events to build brand preference and community involvement. The campaign emphasizes education, health, and local food connections to strengthen customer loyalty and drive revenue growth.
This report reflects original student research and recommendations from Indiana University MSCH-R 429 Public Relations Campaigns in collaboration with Lost River Market and Deli as part of the 2018–19 Sustaining Hoosier Communities initiative. The views expressed are those of the students and do not represent Indiana University, the Center for Rural Engagement, or Lost River Market and Deli.
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