The document discusses CampusKitchens, a nonprofit organization that partners with schools to recover unused food and combat hunger among students. It operates in 51 schools across the country. The organization's mission is to strengthen bodies, empower minds, and build communities. The team profiles the customer as financially disadvantaged students who need help affording meals. Their value map shows the gains of saving money and a variety of healthy meal options, while the pain relievers are reduced worry about nutrition and eliminating concerns about their next meal. The team tested different marketing hypotheses and found that private Facebook events were most effective. They assessed their roles and limitations encountered regarding student privacy.

1. CampusKitchens
Grace Burkard, Caroline Stropes, Coral Krentz,
Annelle Roensch and Trisha Vertz

2. Agenda
● Overview of Campus
Kitchens
● Customer Profile
○ Customer jobs, gains
and pains
● Value Map
○ Service, pain relievers
and gain creators
● Hypothesis Testing
● Prototype
● Team Assessment
● Summary

3. Overview--CampusKitchens
● “The Campus Kitchens Project”
○ Nonprofit organization
● Partner with both high schools and universities
○ 51 schools around the country
● Mission
○ Strengthen bodies
○ Empower minds
○ Build communities
● Recover food that would be wasted
● Combating hunger
○ Of 4,300 students surveyed, 1 in 5 students suffered from hunger in
the last 30 days (Goldrick-Rab & Broton, 2015)

4. CustomerProfile

5. Valuemap
Gain Creators
❖ Saving money
➢ More focus on studies
➢ More money for textbooks
❖ Variety of options
❖ Comfortable environment
❖ Learning potential from
speakers
❖ Possibility for growth in
friendships
Pain Relievers
❖ Reduced worry about nutrition
➢ Balanced meals
➢ Healthier meals
❖ Environment reduces stigma
❖ No need to travel far
➢ Events held at local churches
❖ Eliminates: where will my next
meal come from?

6. HypothesisTesting
1. Fliers/Posters
- Free Food brings in the wrong audience
- “Financially disadvantaged” carries negative stigma
2. VS.
- Individual privacy for sensitive issue vs. popular social
media platform
3. Announcement during club meeting
- Personal and immediate general interest

7. Results
● Facebook seemed
to have further
reach and greater
interest among
target audience.
● Clubs either
didn’t get back
to us or were
reluctant to
allow our
announcement.
Chancellor’s Scholars Powers-Knapp

8. Prototypes
Hypotheses
● Defining best marketing
methods. - Survey
● Determining the interest in
speakers. - Survey
● Is email or Facebook more
effective. - Market test
Obstacles
● Student privacy
○ Emails
○ Facebook post
○ Interviews
○ Couldn’t publicly post
Overcoming obstacles: worked
through club leaders. Used private
marketing approaches.

9. Summaryandrecommendations
● Entrepreneurial Orientation and
Intensity
○ Organization itself is very
entrepreneurial (combines charity, food
service, and student organization into
one venture)
○ Not a lot of innovation on current
products and service offerings
○ Very well aligned with their mission
○ Only organization like this in the
Madison area
● Private Facebook Events
○ Build customer base for Campus Kitchen
○ Gain creators and pain relievers
Relays
Information
Reminders
Know others from
same club
Quick and Easy
Communication
No
Judgement
Hassle-free
Communication

10. Teamassessment
Grace: Main contact CK, journalist/anthropologist
Coral: Main contact TFA
Annelle: journalist/anthropologist
Caroline: meetings/documentations
Trisha: meetings/secondary research

11. Questions?

12. References
Goldrick-Rab, S., & Broton, K. (2015, December 4). Hungry, Homeless and in College.
Retrieved April 22, 2016, from The New York Times:
http://www.nytimes.com/2015/12/04/opinion/hungry-homeless-and-in-college.html?_r=1
"How Millennials Use and Control Social Media." American Press Institute RSS. N.p., 16
Mar. 2015.Web. 15 Apr.2016.<https://www.americanpressinstitute.
org/publications/reports/survey-research/millennials-social-media/>.
Schneider, P. (2016, February 3). Priced out: Low-income students struggle to meet costs,
participate in college community. Retrieved from The Cap Times:
http://host.madison.com/ct/news/local/education/university/priced-out-low-income-students-struggle-to-meet-costs-participate/ar
ticle_57c2996f-6786-5b9d-852e-90007fccb3e9.html