A Closer Look at Communications - student project

A CLOSER LOOK AT COMMUNICATIONS prepared for Potluck Cafe and Catering daveAQUINO

AGENDA Potluck. Who are we? The Challenge Current Audience Target Market Current Communications The Opportunities Recommendations Questions

What is Potluck?

“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

So, what is Potluck?

• Downtown Eastside • professional cafe and catering

• leader in social enterprise • community economic development • revenue social programs • environmentally responsible

“catering to our communities”

The Challenge

How can we improve our communications?

Current Audience

• DTES foot traf c • transit passengers • drivers going in/out of Downtown

Target Market

• residents of the DTES • corporate clients • non-pro t organizations • private events

Current Communications

The Opportunities

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

Recommendations

1. Potluck stories are not emphasized

1. Potluck stories are not emphasized • create a Potluck blog

• engages the community • shares current stories • takes advantage of web traf c • ease of maintenance • low cost

2. minimal awareness of event catering 3. reactive marketing approach

2. minimal awareness of event catering 3. reactive marketing approach • create a targeted e-mail campaign

• reconnect with customers • creates awareness of other services • proactive approach • minimal impact on environment

4. low brand exposure Downtown

4. low brand exposure Downtown • create the social cookie campaign

• 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

5. on-site catering menu is unavailable

5. on-site catering menu is unavailable • create an in-store presentation menu

• 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

How can we improve our communications?

• create a Potluck blog • create a targeted e-mail campaign • create the social cookie campaign • create an in-store presentation menu

Questions?

Thank you.

A Closer Look at Communications - student project

by Dave Aquino on May 25, 2010

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