2. Understanding Company
• The Greater Baton Rouge Food Bank
• Non-profit organization dedicated to
feeding the hungry in Baton Rouge and
surrounding areas
• Provides opportunities for involvement
through donations of time, food, and/or
money
• Current problem:
• Lack of awareness and participation from
large college student population in the
community
3. Understanding Customers
• College Students
• Generation Y – “Millennials”
• Ages 18 – 33
• The “Digital Generation”
• 80.4M Internet users (2012)
• ~16.8 hours/week on the Internet
• Go online for EVERYTHING
• Social, informational, financial, and educational purposes
• Online Shopping Strategies
• Dominated by knowledge building and hedonic browsing
• “Fauxsumerism” – always shopping, rarely buying
4. Not the “Me Generation”
• Millennials are often portrayed in the media as
inwardly focused and selfish
• In reality, Millennials are generally:
• more socially conscious and philanthropic in their outlook
than previous generations
• actively seeking to associate with people, businesses, and
brands that share their values
• largely influenced by peer groups
• using the Internet to find service opportunities
5. Our Goal
Use a variety of internet marketing methods to
achieve increased awareness of the Greater Baton
Rouge Food Bank among college students,
specifically targeting individuals in the LSU Greek
community.
6. Why LSU Greeks?
• LSU holds the largest student population in Baton Rouge
• ~50% of all students in the community
• 39 Greek organizations on campus
• ~5,500 students
• Represents 22% of the student body
• $250,000 and 50,000 hours of community service annually
• Research
• “When compared to other college students, Greek
members appeared to be more engaged in community
service…and interested in activities involving personal
development gains”
8. I. Online Advertisements
• Horizontal banner ad on the LSU
page of “The Odyssey” online
• The Odyssey is a news source produced
by students in their respective Greek
communities
• LSU’s page:
www.theodysseyonline.com/lsu
• Banner ad provides visual representation
of organization and link to company
landing page
• Easily seen while “browsing”
• Generates awareness about ways for
students to get involved
9. II. Google AdWords
• 84% of college students listed Google as research
resource of choice (2013).
• Must get in the Google Search game
• Use strategic keywords and phrases:
• “Volunteer in Baton Rouge”
• “Donate food, time, money”
• “Greek volunteer opportunities”
• “Local food bank”
• Additional benefits:
• Location targeting (Baton Rouge)
• Only pay per click
11. III. Email Marketing
• Why?
• Inexpensive, targeted
communication
• Leads to awareness and loyalty
• Every LSU student is given an email
address upon enrollment
• Easy to obtain member email
addresses from Greek organizations
12. Newsletter Style Emails
• Sender: Greater Baton
Rouge Food Bank
• Recipient: Personalized
name (or specific fraternity/
sorority)
• Subject Line: Greater BR
Food Bank: Help Us Help
Others
• Content: Organization
history and ways to donate
13. Measuring Success: Are we
raising awareness?
• Number of Impressions and CTR on AdWords
• How often are the ads being displayed?
• How often are the ads being clicked?
• Google Analytics
• “New Sessions” – metric revealing how many of your site visitors are
new and how many are recurring
• “Acquisition” – find out where web visitors are coming from
• Analyze total number of views for website, specifically on landing pages
linked from display ad, AdWords and email campaigns
• Evaluate LSU Greek Student Involvement
• Volunteering time
• Donating food and/or money
14. Budget
• Horizontal display ad for Odyssey:
• Flat rate/month = $120
• $120 x 6 months $720
• Google AdWords
• Pay per click ($0.10/click)
• Estimated 150 clicks/month x 6 months ~$900
• Email Marketing Campaign
• Monthly plan = $62.99 x 6 months $378
• 24,000 emails to 6,000 people
• 6 Month Total: $2,000
15. Service Learning Reflection
The Greater Baton Rouge Food Bank impacts the
lives of Baton Rouge citizens of all ages through the
distribution of food and other products serving the people
in need. The organization’s current problem is a lack of
awareness, which can be aided through Internet marketing
tactics geared at college students, specifically those in the
LSU Greek community. Visual display ads on a website
that is popular amongst the target consumer will create
brand recognition and will satisfy the organizations goal of
increasing awareness. Google AdWords will serve to target
Baton Rouge students specifically, and email marketing
offers a relatively cheap way to help raise awareness
directly to the consumer. We believe our recommendations
can impact the organization by creating awareness and
building lifetime relationships with college students. This
will potentially increase volunteer efforts in the short term
and donations in the long term.
17. Appendix
• “Six Tactics for Successfully Marketing to Millennials”
http://www.marketingprofs.com/articles/2014/26042/six-tactics-for-successfully-
marketing-to-millennials
• “Triumph or Tragedy: Comparing Student Engagement Levels of Members of Greek-
Letter Organizations and Other Students”
http://eric.ed.gov/?id=EJ653329
• “Retailers, Take Note: 5 Stats on Millennials’ Buying Habits”
http://www.shoutlet.com/blog/2014/08/retailers-take-note-5-stats-millennials-buying-
habi/
• SEO and Sponsored Search
http://www.searchlightinteractive.com/seo/search-engine-optimization-seo.html
• AdWords Estimates
https://support.google.com/adwords/answer/6080608?hl=en&rd=1
• Email Campaign Information
https://www.campaignmonitor.com/pricing/#campaign
