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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Transcript

  • 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?
  • 12. “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
  • 13. So, what is Potluck?
  • 14. • Downtown Eastside • professional cafe and catering
  • 15. • leader in social enterprise • community economic development • revenue social programs • environmentally responsible
  • 16. “catering to our communities”
  • 17. The Challenge
  • 18. How can we improve our communications?
  • 19. Current Audience
  • 20. • DTES foot traf c • transit passengers • drivers going in/out of Downtown
  • 21. Target Market
  • 22. • residents of the DTES • corporate clients • non-pro t organizations • private events
  • 23. • residents of the DTES • corporate clients • non-pro t organizations • private events
  • 24. Current Communications
  • 25. The Opportunities
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. Recommendations
  • 33. 1. Potluck stories are not emphasized
  • 34. 1. Potluck stories are not emphasized • create a Potluck blog
  • 35. • engages the community • shares current stories • takes advantage of web traf c • ease of maintenance • low cost
  • 36. 2. minimal awareness of event catering 3. reactive marketing approach
  • 37. 2. minimal awareness of event catering 3. reactive marketing approach • create a targeted e-mail campaign
  • 38. • reconnect with customers • creates awareness of other services • proactive approach • minimal impact on environment
  • 39. 4. low brand exposure Downtown
  • 40. 4. low brand exposure Downtown • create the social cookie campaign
  • 41. • 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
  • 42. 5. on-site catering menu is unavailable
  • 43. 5. on-site catering menu is unavailable • create an in-store presentation menu
  • 44. • 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
  • 45. How can we improve our communications?
  • 46. • create a Potluck blog • create a targeted e-mail campaign • create the social cookie campaign • create an in-store presentation menu
  • 47. Questions?
  • 48. Thank you.