Harvest Time Marketing Plan
Harvest Time Marketing Plan
Cohort 005
December 4, 2012
1
Harvest Time Marketing Plan
2
Marketing Plan
Executive summary

Abundant Harvest: a game that harvests traditional values through conversations
that ranges from pleasurably lighthearted to abundant and thought provoking.

Combining Abundant Harvest and Abundant Harvest for Kids into one
universalized game.

Learning organizations set as the primary target for marketing instead of current
board game market.

Identify threats and opportunities presented by internal and external environment.

Modify game board and packaging to be more appealing to target market.

Determine game to be valuable at selling price.
Current Marketing Situation

No defined place in the market.

Abundant Harvest is currently being sold on Amazon.com under “toys and
games” for $29.95 with free shipping. The game is grouped with 26,274 other
games in this category online. Of the 26,274 games in this search category,
15,460 are priced under $25.

In terms of pricing, Abundant Harvest’s competition includes brand named
games. For example, Star Trek, Godzilla, Harry Potter and Twilight.

Abundant Harvest can be found under Educational Games with 988 other games.
Of these games, 736 of them are priced under $25.
Harvest Time Marketing Plan
3
Threats and opportunities analysis

Threats
o Is not cohesive with mission statement (customization and
personalization).
o Barriers to entry are high.

Appeal

Organization of the game

Lack of distribution channels
o Lack of defined position in the market place.
o Lacks inherent social responsibility.
o Lacks interactive technology

Opportunities
o Existing partnerships available with character building associations.
o Exposure at Chicago Toy Fair and similar.
o Current inherent moral value.
o Current endorsements

Featured product on ABC Eyewitness News, “Be Your Best Self”

Dr. Toy’s 2012 Best Vacation Toy Winner

Parent Tested Parent Approved™ Award Winner

Endorsements by schools, faith-based organizations (The Felician
Sisters of the Immaculate Conception Province-Lodi, New Jersey)
and families.
o
Current celebrity endorsement (Joy Behar)
Harvest Time Marketing Plan
4
Objectives and Issues

Objectives
o Redesign Abundant Harvest board game so it supports Harvest Time
Partners, Inc.’s mission statement: “To enable individuals, families and
organizations to reach their full potential in an increasingly complex and
unpredictable world through customized, character building programs and
services.”

Suggestion: To enable learning organizations to assist families and
individuals reach their full potential in an increasingly complex
and unpredictable world through customized, character building
programs and services.
o Redesign and restructure one Abundant Harvest game for the ages ten to
adult for most efficient use in diversified learning organizations.
o Rebrand successfully to exhibit current social responsibility.

Issues
o Learning organizations may not accept new Abundant Harvest game as a
tool.
o Abundant Harvest may be misconstrued as too parochial for public
organizations.
o Possible negative influences associated with specific organizations
endorsed by Harvest Time Partners, Inc.
Harvest Time Marketing Plan
5
Marketing Strategy

Redesign and incorporate the kid’s version of Abundant Harvest into the adult
version of Abundant Harvest.

Align Harvest Time Partners, Inc. with a series of non-profit, character building
organizations in North America in accordance with company’s mission and vision
statement.

Will create social awareness and personal responsibility (You reap what you
sow).

Utilize social media and apply contemporary design to increase target market
appeal.

Add customizing aspects for players of Abundant Harvest via online interaction
and/or optional expansion packages that reflect current events or topics of choice.
Action Plan

Redesigned Abundant Harvest Game will include
o Age Range 10-Adult
o The board game will have a simpler component added so the appeal does
reach the lower intended age ranges indicated on the package. To achieve
this, the game card content will be simplified and diversified so that the
appeal is there, but the integrity of the game stays intact.
o The value card will be kept in its current form.
o The color scheme on the game board will be modified with brighter, more
attractive colors and game pieces will be represented by farm animals
Harvest Time Marketing Plan
6
bearing traits associated with game values (ie. Loyalty-Dog, Trust-Horse,
Patience-Donkey, Service-Mule, Courage-Bull, Love-Lamb, Honesty-Cat
Work-Farmer).
o Instead of money being used for the merit system, a merit system more
consistent with a harvest, such as corn cobs and apples, will be used in
order to add more of a fun aspect for game playing.
o Merit system will also eliminate rewards for poor behavior component and
replace it with a competition for best behavior in the form of
family/organizational recognition (Picture frame for the wall, personalized
plaque etc.)
o Can incorporate an alternative form of game play in which the rewards
are pieces of fruit at the parents’/organization’s discretion (Not necessary
to play the game but adds value).
o Create an Abundant Harvest App for iTunes/Google Play.
o Include a DVD with interactive game activities to add value and increase
market share.

Create Social Awareness and extend goodwill through
o Donations and philanthropic actions.
o Relationships with non-profit organizations and companies who share
similar mission and vision statements.
o For every Abundant Harvest board game sold, Harvest Time Partners, Inc.
will donate a board game to designated charitable organizations.
Harvest Time Marketing Plan
7
o Educational webinars, seminars, leadership building workshops associated
with schools, businesses, and not for profit organizations.
o Motivational and inspirational speaker who has a military background
(West Point Cadet and platoon combat leader), excelled in business
(Executive in corporate America), successful entrepreneur, father,
husband, coach, and teacher.
o Connection with multiple character building organizations including
“Character Building Week,” Charactercounts.org and the Josephson
Institute.

Advertising

Align existing Harvest Time Partners, Inc. Facebook and Twitter with other
similar character building groups.( Youthfrontiers.org, charactercounts.org,
character.org)
o Create more consistent consumer relationships

Allow the ability to give better feedback through the “contact us”
link on Harvesttimepartners.com

Offer incentive promotion with consumers to submit ideas for
game cards

Diversify social media websites (heavenup.com,

Further develop and frequently update Facebook page (updates
about Chicago Toy Fair)

Customizing Aspects
Harvest Time Marketing Plan
o Specific seminars to meet the needs of schools, faith based organizations
and character building organizations.
8
Harvest Time Marketing Plan
9
References
Behar, J. (2012, October). Open Sky. Retrieved from Abundant Harvest Board Game:
https://opensky.com/joybehar/product/abundant-harvest
Blair, S., Logsdon, R., Morlock, D., Naparella, J., Rhodes, J., & Zalonka, S. (2012 ,
October 12). Buffalo Hearing and Speech Staff playing Abundant Harvest Game.
(Lumba,D., Interviewer)
C, V. (2012, October). Abundant Harvest Review & Giveaway. Retrieved from Den
School: http://blog.denschool.com/abundant-harvest-review/
Conners, C. (2009, January). National Catholic Educational Association. Retrieved from
E-NEWS:
http://www.ncea.org/departments/secondary/newsletters/enews/jan09.asp?print=y
Coroy, C. A. (2012, August). Carla Anne: Uncovering God's Hope in Everyday Life.
Retrieved from Abundant Harvest Game Review:
http://www.carlaanne.com/2012/08/abundant-harvest-game-review/
Esposito, D. (2012, October 25). The Story Behind Abundant Harvest. Retrieved from
Harvest Time Partners: http://www.harvesttimepartners.com/assets/Uploads/TheStory-Behind-Abundant-Harvest.pdf
Press, A. (2012, October). PR Newswire United Business Media. Retrieved from Harvest
Time Partners, Inc. Introduces Abundant Harvest(TM), a One of a Kind Board
Game to Help Individuals, Families and Educators Address the Complexity of
Life Today: http://www.prnewswire.com/news-releases/harvest-time-partners-incintroduces-abundant-harvesttm-a-one-of-a-kind-board-game-to-help-individualsfamilies-and-educators-address-the-complexity-of-life-today-65698902.html
Harvest Time Marketing Plan
10