$85k Contract Awarded for Study on Dairy Consumer Perceptions
The Northeast Dairy Business Innovation Center (NE-DBIC) has selected, Metro Tribal, LLC out of Charlottesville, Virginia for an $85,000 contract to analyze consumer perceptions of dairy brands, perform a brand strategy assessment, and create a marketing and branding toolkit for Northeast dairy businesses to utilize.
The contractor will develop a list of dairy businesses in the Northeast that have exemplary branding strategies, research what themes exist in those successful brands, and survey consumers about what makes those products attractive to them. From this list, 12 businesses will be selected using a combination of research tactics for case studies which will focus on branding approaches and consumer appeal through a consumer-based survey. Case studies will highlight attributes of each business’s successful branding efforts.
Based on the results of the consumer survey and case studies, the contractor will develop a dairy processor-focused branding guidance toolkit that will address aspects of successful strategies which may include characteristics such as color scheme, typography, words/descriptors, location identifying characteristics, and label/packaging characteristics (e.g., full carton printing, use of add-on stickers).
The results, toolkit and a webinar will be available to the public in the summer of 2022.
For questions about this contract, please contact Laura.Ginsburg@vermont.gov.