학교 구내식당 PR Plan을 위한 프레젠테이션 파일입니다.

1. Final PR Project Presentation
Yonsei University Co-Op Goods/ School cafeteria, Meal services
2013-1학기 Public Relations
Professor Park Nohil
Team Banana Milk (Lee Dongchan, Han Sam, Park Minsun, Park Sangeun, Ahn Hyeji)

2. 2013-1학기 Public Relations
Professor Park Nohil
Contents
Ⅰ. Organization Introduction
Ⅱ. Defining PR Problems
Ⅲ. Planning and Programming
Ⅳ. Action and Communicating
Ⅴ. Evaluating the Program

3. Ⅰ. Organization

4. 1 What is Yonsei Co-Op Goods? (생활협동조합)
-Established December 1994
Purpose:
-Educational support for students and faculty.
-Established a healthy consumer culture.
What’s under this organization:
-School cafeteria, souvenir shop, stationery shop, printing stations…etc.
-We’ll be focusing on the School Cafeteria
for our project

5. 1 What is Yonsei Co-Op Goods? (생활협동조합)

6. 1 Cafeteria
-The organization began to have direct control over the cafeteria since 1983
-The first cafeteria was 하얀샘(Ha-yan saem)
-Some of the cafeterias are subcontracted under Samsung Everland

7. Ⅱ. Defining PR Problems

8. 2 The problem
1) Before we start…
- The foundational vision of the Yonsei Co-ops cafeterias were to provide
educational support while allowing students to receive healthy and
satisfying meal services. Today the cafeterias no longer truly represent their
original mission and are gradually becoming a place for students to choose
when they’re faced with no other alternatives. So we will use various
methods to identify the problems in order to improve
the current standards of the cafeteria.

9. 2 Research Method
2) Research Method
Informal Research
- FGI (Focus Group Interview)
- 1:1 Interview
Formal Research
- Online Survey
- Offline Enquete

10. 2 Informal Research
FGI (Focus Group Interview)
- 2013 / 5 / 27 17:00 p.m. ~ 18:00 p.m.
- Participants : 6 people (Yonsei students majoring in communication)
- A free discussion meeting about the cafeteria.

11. 2 Informal Research
1:1 Interview
- Interviewer : two members of team bananamilk
- Interviewee : 8 Yonsei students (various major and nationality)
- Topic : stereotypes about the cafeteria, frequency of visit, overall perspective,
possible change/hopes for the future.

12. 2 Formal Research
Online Survey
- Google docs survey
- 2013 / 5 / 27 ~ 5 / 28
- Total sample : 75 (person)
- Anonymous survey

13. 2 Formal Research
Offline Enquete
- Location : Yonsei Student Union
- Total sample : 87 (random person who had a meal in the cafeteria)
- 2013 / 5 / 28 17:00 p.m. ~ 18 p.m.
- Questioned regarding their satisfaction level for the day’s visit to the cafeteria

14. 2 Situation Analysis
SWOT Analysis

15. 2 Research Result
3) Problem Statement
-Students generally perceive that cafeteria food is cheap but bit expensive
compared to cafeteria food in other universities.
- But people still visit because it is conveniently located and easy to use when
there are no other alternatives
- There are no special factor representing dissatisfaction, but also no special
factor that shows satisfaction. Overall, there is a lukewarm attitude.
-In conclusion, it is important to reinforce and enhance
the positive perceptions about the cafeteria.

16. Ⅲ. Planning & Programming

17. 3 Goal Statement
Convenience
Quality of Foods
Cleanness, Hygiene
Quality of Foods
Price
Etc.
 According to the research results, students’ perceptions and attitudes toward
the cafeteria are not that negative. Many actually think of the place positively.
 However, the main image of cafeteria is still remained as “a place where you can visit
to grab a quick bite of food between your classes”= very lukewarm
⇒ We are trying to improve the cafeteria’s overall image to be more positive.
Strongly favored because of
convenience and price.
When you visit the cafeteria, which factor(s) cater to your
satisfaction, in comparison to your visits to other restaur-
ants outside the school?

18. 3 Goal Statement
Our goal is to transform the cafeteria into :
1) a welcoming place you can easily and comfortably visit alone
or with friends; the friendly and pleasing environment that make
s you want to spend more time in and visit more often.
2) an organization that is within your (the students’) reach and
can communicate directly.
(unlike many other school’s administrative offices)
by the end of 2013

19. 3 Target Public
- Target public = Yonsei Undergraduate Students @ Sinchon Campus
① they are the most frequent/ majority of the visitors of cafeteria
② they are accustomed to communicating via Social Network∵
- Specifying Target Public Segment based on their attitude and frequency

20. 3 Objective
- Setting different objectives for each target segment
 Segment A
: maintain a positive relationship and achieve
customer loyalty
→ behavioral changes that are expected to
create viral aftereffects
 Segment B
: improve their perceptions & attitudes
→ perceptional changes that could
affect their behavior further after
exposure to the campaign

21. 3 Objective
- Setting different objectives for each target segment
 Segment C
: offering “triggers” to make them take action!!
→ remove obstacles they may have and
offer them incentives to motivate their
visits to the cafeteria
 Segment D
: improve their perceptions & attitudes
→ in order to preclude them from making
negative remarks and worsening the
reputation, improving their perception is essential for us

22. Ⅳ. Action & Communication

23. 4 Action and Communicating
Enjoyable & Communicative Cafeteria
Action Communication
1. Improve Atmosphere
3. Hold Events
4. Menu-related
1. Make Channels
2. Make a Slogan

24. 4 Action
1. Action Program
1) Improve Atmosphere
A. Staff Training
Explanation :
Staff should greet the visitors with a genuine
smile and a welcoming statement.
Ex) Have a nice meal!
Effect :
-Improve Closeness
-Change perception (Negative->Positive)
-A friendlier environment

25. 4 Action
B. BGM (background music)
Explanation :
Playing music at cafeteria
Effect :
-Give enjoyable feeling
-Can be a Trendy Space,
or the “it” place for students

26. 4 Action
C. Interior Enhancements
Explanation :
-Decorate the wall with students’ photos
-Put on photos of the menu/ food on the wall
Effect :
-Can be a Interesting experience for the students
Because this can help the cafeteria transform
Into a more “hip” and fun place to hang out

27. 4 Communication
2. Communication Program
1) Make Channels
A. Open the Cafeteria’s Facebook Page
Explanation :
-To hold events
-To announce news
-To interact more with students
-To introduce the menu
Effect :
-Feeling of closeness
-Communicating with students
-Giving positive image

28. 4 Communication
B. Facebook Events
Explanation :
-Hold various events using Facebook
-All “friends” and “fans” can participate
Effect :
-Allows direct communication
-Offer incentives for motivation
-More fans=more likes, shares, comments
-Can reach a bigger audience

29. 4
C. Create a board on the wall
Explanation :
-Inform news about cafeteria
-Make a space for students’ dissatisfaction messages
Effect :
-Can Communicate with students
-Give positive perception through Improving stated dissatisfactions
Communication

30. 4
2) Make a Slogan
Ex) “Can you taste Yonsei”
Explanation :
-Use it repeatedly through the Communication channels
-Make sure the slogan comes to represent the organization
Effect :
-Give positive perceptions to the students
-Enhance school pride while motivating more visits at the same time
Communication

31. 4
3) Hold Events
A. Take pictures of students!
Explanation :
Take pictures of students once a month & hang them on the wall
Effect :
-Motivate more visitors to come in
-Give an enjoyable experience
-Feeling of closeness
-Image of a friendly hang-out spot rather than just a school cafeteria
Communication

32. 4
4) Menu-related Improvements
A. Seasonal Menu
Explanation :
Operation of Seasonal Menu
Ex) summer : NaengMyeon
Effect :
-Increase visitors
-Prevent students from getting tired
Of trying the same food
Communication

33. 4 Communication
B. “Vote” on the Popular Menu
Explanation :
-Remove the unpopular food from the menu
-Operate the voting on the walls of the cafeteria
Effect :
-Receive direct & fast feedbacks from students
-Students can feel like their voice is heard
-Enhance direct communication between students and administration
-Menu improvements can mean more visitors

34. Ⅴ. Evaluating Program

35. 5 Evaluating program
Inputs
Outputs
& Out-takes
Outcomes
Appropriateness of message content, medium selected
What does target audience know, think, feel?
What do they need?
# of messages sent, messages place in media
# who received / consider / understand messages
# who change attitudes, behaviors

36. The End.