integrated marketing communication  campaign food drive
introduction <ul><li>Perry Schuckman, Executive Director of the Nonprofit Chamber of Service </li></ul><ul><ul><li>Food Dr...
<ul><li>Erik McCall </li></ul><ul><li>Aurora McCloud </li></ul><ul><li>Amanda Mulsow </li></ul><ul><li>Morgan Shoaff </li>...
research
group brainstorming <ul><ul><li>Should we hold one large event? </li></ul></ul><ul><ul><li>Should we encourage competition...
secondary research <ul><li>Food drive ideas </li></ul><ul><ul><li>Theme days </li></ul></ul><ul><ul><li>canstruction </li>...
key informant interviews <ul><li>Group tour of Kansas Food Bank </li></ul><ul><ul><li>Empty shelves, lack of balance in do...
key informant interviews <ul><li>Meeting with client, Perry Schuckman </li></ul><ul><ul><li>Received answers to our questi...
planning
problems /opportunities <ul><li>Project consisted of planning four things: </li></ul><ul><li>1) To organize our food drive...
organize our food drive <ul><li>Made a list of all questions participants may ask, then answered them. </li></ul><ul><ul><...
get nonprofits to participate <ul><li>Needed to reach target audience – nonprofit organizations – to introduce them to the...
get nonprofits to participate <ul><ul><li>Instruction Sheet </li></ul></ul><ul><ul><ul><li>Start / End Dates </li></ul></u...
gain media coverage <ul><li>Emphasize to the community the need for food drives  </li></ul><ul><li>Wanted food drive to be...
gain media coverage <ul><li>Planned press conference </li></ul><ul><ul><li>When / Where? </li></ul></ul><ul><ul><ul><li>No...
create blog/improve website <ul><li>BlogSpot </li></ul><ul><ul><li>Share ideas, stories, results </li></ul></ul><ul><ul><l...
campaign goals <ul><li>To coordinate a successful food drive that will educate public about growing need for food donation...
campaign objectives <ul><li>To have 25 NPCOS member organizations participate. </li></ul><ul><li>Collect 3 pounds of food ...
communication
communication goals <ul><li>To have high nonprofit participation </li></ul><ul><li>To gain media coverage </li></ul>
controlled media <ul><li>Mass email from Perry to NPCOS members announcing food drive </li></ul><ul><ul><li>High audience ...
one-on-one / interpersonal <ul><li>Meeting with Perry, we determined the “lowest hanging fruit.” </li></ul><ul><ul><li>Num...
press conference <ul><li>Nov. 7 – South Branch YMCA – preceding “Speed-Dating for Reporters” </li></ul><ul><li>Speeches fr...
press conference <ul><li>Distributed Media Kits at press conference </li></ul><ul><ul><li>Schedule for press conference </...
 
 
post-press conference <ul><li>Game of &quot;wait & see”; let food drive run its course </li></ul><ul><li>Follow-up emails ...
evaluation
evaluation <ul><li>Perry’s vision was made clear and was achieved </li></ul><ul><ul><li>Unified nonprofit sector </li></ul...
ideas for future <ul><li>Research & planning should begin sooner </li></ul><ul><li>This year we did not have enough time t...
intangible results <ul><li>Perry was pleased with our efforts and the amount of food collected in the first year </li></ul...
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Food Drive Presentation

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  • Food Drive Presentation

    1. 1. integrated marketing communication campaign food drive
    2. 2. introduction <ul><li>Perry Schuckman, Executive Director of the Nonprofit Chamber of Service </li></ul><ul><ul><li>Food Drive Expertise </li></ul></ul><ul><li>Vision </li></ul><ul><ul><li>Unify nonprofit sector by working collaboratively toward one common goal </li></ul></ul><ul><ul><li>Benefit the community </li></ul></ul>
    3. 3. <ul><li>Erik McCall </li></ul><ul><li>Aurora McCloud </li></ul><ul><li>Amanda Mulsow </li></ul><ul><li>Morgan Shoaff </li></ul><ul><li>Whitney Tolliver </li></ul>team members
    4. 4. research
    5. 5. group brainstorming <ul><ul><li>Should we hold one large event? </li></ul></ul><ul><ul><li>Should we encourage competition between the participating organizations? </li></ul></ul><ul><ul><li>Who is going to be involved? </li></ul></ul><ul><ul><ul><li>Schools? </li></ul></ul></ul><ul><ul><ul><li>Community? </li></ul></ul></ul><ul><ul><ul><li>Only nonprofits? </li></ul></ul></ul><ul><ul><li>Only food donations or monetary donations as well? </li></ul></ul><ul><ul><li>What type of media will we use to support our choices? </li></ul></ul>
    6. 6. secondary research <ul><li>Food drive ideas </li></ul><ul><ul><li>Theme days </li></ul></ul><ul><ul><li>canstruction </li></ul></ul><ul><li>NPCOS website </li></ul><ul><ul><li>Site needs modification </li></ul></ul><ul><ul><li>Found list of 200+ member organizations </li></ul></ul><ul><li>Kansas Food Bank website </li></ul><ul><li>Current hunger & poverty levels in Wichita </li></ul>
    7. 7. key informant interviews <ul><li>Group tour of Kansas Food Bank </li></ul><ul><ul><li>Empty shelves, lack of balance in donated items </li></ul></ul><ul><ul><li>This year donations have remained the same, but need has increased </li></ul></ul><ul><ul><li>Services 400 agencies in 86 Kansas counties </li></ul></ul><ul><ul><li>Distributed 6.4 million pounds of food in 2007 </li></ul></ul><ul><ul><ul><li>Over 7 million for first 11 months of 2008 </li></ul></ul></ul><ul><ul><li>Accepts non-perishable donations </li></ul></ul><ul><ul><li>Money is helpful to fill in the “gaps” </li></ul></ul>
    8. 8. key informant interviews <ul><li>Meeting with client, Perry Schuckman </li></ul><ul><ul><li>Received answers to our questions </li></ul></ul><ul><ul><li>Discussed his vision </li></ul></ul><ul><ul><li>Presented him with some of our ideas </li></ul></ul><ul><ul><li>Nonprofits prefer “warm & fuzzy” over competition </li></ul></ul><ul><ul><li>NPCOS Unified Food Drive vs. aircraft industry food drive </li></ul></ul>
    9. 9. planning
    10. 10. problems /opportunities <ul><li>Project consisted of planning four things: </li></ul><ul><li>1) To organize our food drive. </li></ul><ul><li>2) To get nonprofits to participate. </li></ul><ul><li>3) To gain media coverage of our </li></ul><ul><li>event. </li></ul><ul><li>4) To create a blog and improve the </li></ul><ul><li>NPCOS website. </li></ul>
    11. 11. organize our food drive <ul><li>Made a list of all questions participants may ask, then answered them. </li></ul><ul><ul><li>Allowed us to see things from their perspective </li></ul></ul><ul><ul><li>Helped us develop an overall strategy for food drive campaign </li></ul></ul>
    12. 12. get nonprofits to participate <ul><li>Needed to reach target audience – nonprofit organizations – to introduce them to the food drive & get them to register </li></ul><ul><ul><li>Registration forms </li></ul></ul><ul><ul><li>Donation bin & bulletin board fliers </li></ul></ul><ul><ul><li>List of fun food drive ideas </li></ul></ul><ul><ul><ul><li>Theme Days </li></ul></ul></ul><ul><ul><ul><li>Competitions </li></ul></ul></ul><ul><ul><ul><li>Canstruction </li></ul></ul></ul>
    13. 13. get nonprofits to participate <ul><ul><li>Instruction Sheet </li></ul></ul><ul><ul><ul><li>Start / End Dates </li></ul></ul></ul><ul><ul><ul><li>NPCOS & Kansas Food Bank contact info </li></ul></ul></ul><ul><ul><ul><li>Items to donate </li></ul></ul></ul><ul><ul><li>Logo </li></ul></ul>
    14. 14. gain media coverage <ul><li>Emphasize to the community the need for food drives </li></ul><ul><li>Wanted food drive to be seen by the public in order to motivate organizations to participate in the future </li></ul><ul><ul><li>Benefits the reputation of their organization </li></ul></ul><ul><li>Create publicity for NPCOS and member organizations </li></ul>
    15. 15. gain media coverage <ul><li>Planned press conference </li></ul><ul><ul><li>When / Where? </li></ul></ul><ul><ul><ul><li>Nov. 7 th – immediately preceding “Speed-Dating for Reporters” at South Branch YMCA </li></ul></ul></ul><ul><ul><li>Speakers? </li></ul></ul><ul><ul><ul><li>Perry Schuckman, Executive Director, NPCOS </li></ul></ul></ul><ul><ul><ul><li>Brian Walker, President & CEO, Kansas Food Bank </li></ul></ul></ul><ul><ul><ul><li>Wayne Bryan, Honorary Co-Chair </li></ul></ul></ul><ul><ul><ul><li>Bev White, Honorary Co-Chair </li></ul></ul></ul><ul><ul><li>Who to invite? </li></ul></ul><ul><ul><ul><li>Print, TV, Radio media contacts </li></ul></ul></ul><ul><ul><li>What can we do to increase attendance? </li></ul></ul><ul><ul><ul><li>Lunch? </li></ul></ul></ul><ul><ul><ul><li>Other things to draw them in? </li></ul></ul></ul><ul><ul><li>Visuals for photo/video opportunities? </li></ul></ul><ul><ul><ul><li>Banner </li></ul></ul></ul><ul><ul><ul><li>“ Food 4 Kids” backpacks, canned foods </li></ul></ul></ul><ul><ul><ul><li>Table Tents with startling Kansas Food Bank statistics </li></ul></ul></ul>
    16. 16. create blog/improve website <ul><li>BlogSpot </li></ul><ul><ul><li>Share ideas, stories, results </li></ul></ul><ul><ul><li>Inform participants what items were most-needed </li></ul></ul><ul><li>Group gmail account </li></ul><ul><li>Downloaded programs to improve website </li></ul>
    17. 17. campaign goals <ul><li>To coordinate a successful food drive that will educate public about growing need for food donations. </li></ul><ul><ul><li>Economy </li></ul></ul><ul><ul><li>Rising food costs </li></ul></ul><ul><li>To unify the nonprofit sector. We want the community to see that the nonprofits are unifying for one common cause. </li></ul><ul><li>To be able to collect food to feed the hungry this holiday season. </li></ul>
    18. 18. campaign objectives <ul><li>To have 25 NPCOS member organizations participate. </li></ul><ul><li>Collect 3 pounds of food per employee of each participating organization. </li></ul><ul><ul><li>$1.00 = 1 pound </li></ul></ul>
    19. 19. communication
    20. 20. communication goals <ul><li>To have high nonprofit participation </li></ul><ul><li>To gain media coverage </li></ul>
    21. 21. controlled media <ul><li>Mass email from Perry to NPCOS members announcing food drive </li></ul><ul><ul><li>High audience involvement </li></ul></ul><ul><ul><li>Low cost </li></ul></ul><ul><ul><li>Convenient </li></ul></ul><ul><li>Instant responders received an online media kit </li></ul><ul><ul><li>Registration form </li></ul></ul><ul><ul><li>Instruction Sheet </li></ul></ul><ul><ul><li>Food Drive Ideas Sheet </li></ul></ul><ul><ul><li>Collection bin & bulletin board fliers </li></ul></ul><ul><li>This kit was also printed & distributed at the NPCOS Congressional Forum on Oct. 10th </li></ul>
    22. 22. one-on-one / interpersonal <ul><li>Meeting with Perry, we determined the “lowest hanging fruit.” </li></ul><ul><ul><li>Number of employees </li></ul></ul><ul><ul><li>Size of organization </li></ul></ul><ul><ul><li>Willingness to involve the community </li></ul></ul><ul><li>4 – 6 per team member to call & email </li></ul>
    23. 23. press conference <ul><li>Nov. 7 – South Branch YMCA – preceding “Speed-Dating for Reporters” </li></ul><ul><li>Speeches from Perry, Brian Walker, Wayne Bryan & Bev White </li></ul><ul><li>Press Releases to 20 media contacts </li></ul><ul><li>Visual Stimulation </li></ul><ul><ul><li>Banner </li></ul></ul><ul><ul><li>“ Food 4 Kids” backpacks </li></ul></ul>
    24. 24. press conference <ul><li>Distributed Media Kits at press conference </li></ul><ul><ul><li>Schedule for press conference </li></ul></ul><ul><ul><li>Press Release </li></ul></ul><ul><ul><li>Fact Sheet </li></ul></ul><ul><ul><li>Bio Sheet </li></ul></ul><ul><ul><li>Oct. 14 th Wichita Eagle article </li></ul></ul><ul><ul><li>Food Drive fliers </li></ul></ul><ul><ul><li>CD of photos/videos/interviews </li></ul></ul>
    25. 27. post-press conference <ul><li>Game of &quot;wait & see”; let food drive run its course </li></ul><ul><li>Follow-up emails were sent to nonprofits to encourage them to keep collecting & pushing the community to donate </li></ul><ul><li>Sent results form to all participants to document # of pounds & employees </li></ul><ul><li>Our team placed a collection box in RSC </li></ul>
    26. 28. evaluation
    27. 29. evaluation <ul><li>Perry’s vision was made clear and was achieved </li></ul><ul><ul><li>Unified nonprofit sector </li></ul></ul><ul><ul><li>Helped others in need </li></ul></ul><ul><li>30 participating organizations </li></ul><ul><li>Nearly 3,000 pounds of food </li></ul><ul><ul><li>Some extending drive into December </li></ul></ul><ul><ul><li>Did not obtain # of employees from all participants </li></ul></ul><ul><li>Press release & press conference resulted in being published in Nov. 10 Wichita Eagle </li></ul>
    28. 30. ideas for future <ul><li>Research & planning should begin sooner </li></ul><ul><li>This year we did not have enough time to cover every aspect </li></ul><ul><ul><li>Had an idea to host an Open House at Food Bank to inspire nonprofits to join. Couldn’t do this due to lack of time </li></ul></ul><ul><li>Late Sept. or Early Oct. organizations should be notified so that they can register and begin collecting sooner </li></ul><ul><li>All forms and fliers should be delivered all at once via email or hand-delivered </li></ul><ul><li>Perry should utilize volunteers or co-chairs to help </li></ul>
    29. 31. intangible results <ul><li>Perry was pleased with our efforts and the amount of food collected in the first year </li></ul><ul><li>Many food drive coordinators were excited about their food drives & wanted to know how much food was collected amongst all participants </li></ul><ul><li>Planted the seed of giving </li></ul>

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