1. © 2010 Recipe Marketing

2. San Luis Obispo Food Bank
Case Study
© 2012 Recipe Marketing

3. San Luis Obispo Food Bank
Marketing Challenge
• SLO Food Bank was chosen amongst
thousands of charities to participate in
Toyota’s 100 Cars for Good promotion,
where they would compete on Facebook for
votes against four other charities to win a
free car. The challenge was, SLO Food
Bank had no social media in place except a
personal Facebook profile. They had three
months to compete and had no budget for
this effort.
© 2012 Recipe Marketing

4. San Luis Obispo Food Bank
Marketing Strategy
• The strategy was to establish the
SLO Food Bank’s social presence
as quickly as possible, support the
effort online and offline to build
awareness of their participation in
the competition and identify key
influencers to help generate votes.
Email, public relations and
advertising were used to help build
awareness and drive votes for the
Food Bank.
© 2012 Recipe Marketing

5. San Luis Obispo Food Bank
Creative Mix
• SLO Food Bank’s Facebook
profile was transferred to a
page. A welcome page was
designed to increase likes by
47%. A consistent schedule of
posts were developed to
generate excitement about
the competition as well as
encourage sharing.
© 2012 Recipe Marketing

6. San Luis Obispo Food Bank
Creative Mix
• As part of Toyota’s contest,
SLO Food Bank needed to
submit a video explaining why
they needed to win a car.
Recipe Marketing donated
their services, created the
video and annotated it with
the Toyota 100 Cars For
Good URL to increase votes.
© 2012 Recipe Marketing

7. San Luis Obispo Food Bank
Creative Mix
• Recipe Marketing created a branded
SLO Food Bank Twitter page to build
awareness. To spread the word
quickly about the contest, other Food
Banks nationwide were encouraged
to follow the SLO Food Bank and
retweet their message to support
them in their quest to win a car.
Celebrities (chefs, local politicians,
etc) who supported the Food Bank
were also followed.
© 2012 Recipe Marketing

8. San Luis Obispo Food Bank
Creative Mix
• Toyota provided the SLO Food Bank
with $200 of free Facebook ads.
These ads were implemented the last
week of the contest to maximize
reach and frequency and were
targeted to SLO County residents.
The local paper donated and ran free
ads about the contest.
© 2012 Recipe Marketing

9. San Luis Obispo Food Bank
Results
• In three months, the SLO Food Bank’s
fans grew 70% and twitter followers
grew 450%. While the SLO Food
Bank did not win the car, they finished
third, capturing 22% of the vote. They
also now have a solid social media
presence, greater community
engagement and a larger reach to
generate future donations.
© 2012 Recipe Marketing