A Closer Look at Communications - student project

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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.

Published in: Education
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A Closer Look at Communications - student project

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

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