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A Closer Look at Communications - student project
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A Closer Look at Communications - student project

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Student Project ...

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 A Closer Look at Communications - student project Presentation Transcript

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