Mason Cityâ€s community farmers market was recently displaced from a highly visible location; the replacement site lacks visibility, although it is located along a high traffic corridor. Consequently, sales have decreased at the market. Some producers have left the market and established their own pop-up sites along heavily traveled streets

The City lacks primary data and market research to make decisions about the future of the farmers market. Students explored the necessary steps to achieving a healthy and profitable metropolitan farmers market, which City officials anticipate will support broad efforts to enhance the quality of life in the community, promote sustainability, and encourage agricultural entrepreneurialism and small business.

The student consulting team conducted research and made recommendations on best practices of metropolitan farmers†markets, including facilities recommendations supporting a vibrant year round farmers†market in Mason City, and conducted market research among current and former vendors and producers, and consumers, on their expectations, preferences and perceptions of the farmers†market, including alternative locations in the Mason City metro area.

By appealing to new target groups and individual riders of the metropolitan public transit system, Mason City officials hope to enhance the quality of life in the community, promote sustainability, and encourage workforce mobility and access to more entrepreneurialism and small business.

Students conducted research and made recommendation on the identification of new target markets, specifically customer demographics and location; and, effective marketing strategies and channels to reach those markets. The student team also conducted a competitive/best practices analysis of transit system in cities across the US of similar size and demographics in order to identify successful marketing strategies and tactics. Finally, the student made recommendations on marketing strategies to promote Mason City Transit.