A Closer Look at Communications - student project
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Student Project The Problem: Create and present design solutions for a local BC organization. The Solution: Design recommendations were created and presented. The goal is to improve the current communication strategy for Potluck Cafe, a social enterprise in the Downtown Eastside of Vancouver.
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A Closer Look at Communications - student project
- 1. A CLOSER LOOK AT COMMUNICATIONS prepared for Potluck Cafe and Catering daveAQUINO
- 2. AGENDA Potluck. Who are we? The Challenge Current Audience Target Market Current Communications The Opportunities Recommendations Questions
- 3. AGENDA Potluck. Who are we? The Challenge Current Audience Target Market Current Communications The Opportunities Recommendations Questions
- 4. AGENDA Potluck. Who are we? The Challenge Current Audience Target Market Current Communications The Opportunities Recommendations Questions
- 5. AGENDA Potluck. Who are we? The Challenge Current Audience Target Market Current Communications The Opportunities Recommendations Questions
- 6. AGENDA Potluck. Who are we? The Challenge Current Audience Target Market Current Communications The Opportunities Recommendations Questions
- 7. AGENDA Potluck. Who are we? The Challenge Current Audience Target Market Current Communications The Opportunities Recommendations Questions
- 8. AGENDA Potluck. Who are we? The Challenge Current Audience Target Market Current Communications The Opportunities Recommendations Questions
- 9. AGENDA Potluck. Who are we? The Challenge Current Audience Target Market Current Communications The Opportunities Recommendations Questions
- 10. AGENDA Potluck. Who are we? The Challenge Current Audience Target Market Current Communications The Opportunities Recommendations Questions
- 11. What is Potluck?
- 13. “a potluck is a gathering of people where each person or group of people contributes a dish of food to be shared among the group ” online dictionary
- 14. So, what is Potluck?
- 15. • Downtown Eastside • professional cafe and catering
- 17. • leader in social enterprise • community economic development • revenue social programs • environmentally responsible
- 18. “catering to our communities”
- 19. The Challenge
- 20. How can we improve our communications?
- 21. Current Audience
- 23. • DTES foot traf c • transit passengers • drivers going in/out of Downtown
- 24. Target Market
- 25. • residents of the DTES • corporate clients • non-pro t organizations • private events
- 26. • residents of the DTES • corporate clients • non-pro t organizations • private events
- 35. 1. Potluck stories are not emphasized 2. minimal awareness of event catering 3. reactive marketing approach 4. low brand exposure Downtown 5. on-site catering menu is unavailable
- 36. 1. Potluck stories are not emphasized 2. minimal awareness of event catering 3. reactive marketing approach 4. low brand exposure Downtown 5. on-site catering menu is unavailable
- 37. 1. Potluck stories are not emphasized 2. minimal awareness of event catering 3. reactive marketing approach 4. low brand exposure Downtown 5. on-site catering menu is unavailable
- 38. 1. Potluck stories are not emphasized 2. minimal awareness of event catering 3. reactive marketing approach 4. low brand exposure Downtown 5. on-site catering menu is unavailable
- 39. 1. Potluck stories are not emphasized 2. minimal awareness of event catering 3. reactive marketing approach 4. low brand exposure Downtown 5. on-site catering menu is unavailable
- 40. 1. Potluck stories are not emphasized 2. minimal awareness of event catering 3. reactive marketing approach 4. low brand exposure Downtown 5. on-site catering menu is unavailable
- 41. Recommendations
- 42. 1. Potluck stories are not emphasized
- 43. 1. Potluck stories are not emphasized • create a Potluck blog
- 45. • engages the community • shares current stories • takes advantage of web traf c • ease of maintenance • low cost
- 46. 2. minimal awareness of event catering 3. reactive marketing approach
- 47. 2. minimal awareness of event catering 3. reactive marketing approach • create a targeted e-mail campaign
- 49. • reconnect with customers • creates awareness of other services • proactive approach • minimal impact on environment
- 50. 4. low brand exposure Downtown
- 51. 4. low brand exposure Downtown • create the social cookie campaign
- 55. • builds brand awareness • engages customers • shares the Potluck story • exible labeling for other products * consider alternative packaging methods such as plant based cellophane, soy-based inks, and biodegradable adhesives
- 56. 5. on-site catering menu is unavailable
- 57. 5. on-site catering menu is unavailable • create an in-store presentation menu
- 59. • convenience • saves money on printed copies • binder format = exible, menu items • exible labeling • 9 x 7 binder ts current menu layout * consider double-sided printing, FSC certi ed paper, rebinder or naked binder for 97% - 100% post consumer FSC certi ed binders, consider referring customers to website for catering menu requests
- 60. How can we improve our communications?
- 61. • create a Potluck blog • create a targeted e-mail campaign • create the social cookie campaign • create an in-store presentation menu
- 62. Questions?
- 63. Thank you.