PR Plan for School Cafeteria (Yonsei Univ. Korea)

Final PR Project Presen-tation

Yonsei University Co-Op Goods/ School cafeteria, Meal ser-

vices

2013-1 학기 Public Rela-tions

Professor Park Nohil

Team Banana Milk (Lee Dongchan, Han Sam, Park Minsun, Park Sangeun, Ahn Hyeji)

2013-1 학기 Public Rela-tions

Professor Park Nohil

Contents

Ⅰ. Organization IntroductionⅡ. Defining PR ProblemsⅢ. Planning and ProgrammingⅣ. Action and CommunicatingⅤ. Evaluating the Program

Ⅰ. Organiza-tion

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 Cafe-teria for our project

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

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

Ⅱ. Defining PR Prob-lems

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.

2 Research Method

2) Research Method

Informal Research

- FGI (Focus Group Interview)

- 1:1 Interview

Formal Research

- Online Survey

- Offline Enquete

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.

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 per-spective, possible change/hopes for the future.

2 Formal Research

Online Survey- Google docs survey

- 2013 / 5 / 27 ~ 5 / 28

- Total sample : 75 (person)

- Anonymous survey

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

2 Situation Analysis

SWOT Analysis

2 Research Result

3) Problem Statement

-Students generally perceive that cafeteria food is cheap but bit expen-sive 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 atti-tude.

-In conclusion, it is important to reinforce and enhance the positive perceptions about the cafeteria.

Ⅲ. Planning & Pro-gramming

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 be-cause 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?

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 envi-ronment 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

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

3 Objective

- Setting different objectives for each target segment

Segment A : maintain a positive relationship and achieve customer loyalty

→ behavioral changes that are ex-pected to create viral aftereffects

Segment B : improve their perceptions & attitudes

→ perceptional changes that could affect their behavior further after exposure to the campaign

3 Objective

- Setting different objectives for each target segment

Segment C : offering “triggers” to make them take ac-tion!!

→ 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

Ⅳ. Action & Communica-tion

4 Action and Communicating

Enjoyable & Communicative Cafeteria

Action Communication

1. Improve Atmosphere3. Hold Events 4. Menu-related

1. Make Channels2. Make a Slogan

4 Action

1. Action Program1) Improve Atmosphere

A. Staff TrainingExplanation :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

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

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 studentsBecause this can help the cafeteria transform Into a more “hip” and fun place to hang out

4 Communication

2. Communication Program1) 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

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

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

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

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

4

4) Menu-related Improvements

A. Seasonal MenuExplanation :Operation of Seasonal MenuEx) summer : NaengMyeon

Effect :-Increase visitors-Prevent students from getting tiredOf trying the same food

Communication

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

Ⅴ. Evaluating Program

5 Evaluating program

Inputs

Outputs & Out-takes

Outcomes

Appropriateness of message content, medium se-lected

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

The End.