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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.