Marketing Campaign for BUCK

The Campus Kitchen™

at Baylor University PR Campaign

Table of Contents

The Campus Kitchen™ at Baylor University

PR Campaign

Pitch Letter & Project Goal...........................................................................Page 2

Mission Statement & History of Organization...........................................Page 3

Questionnaire.................................................................................................Page 4

Survey & Results...........................................................................................Page 5

Questionnaire Write Up.................................................................................Page 7

Situational Analysis......................................................................................Page 8

Description of Project...................................................................................Page 9

Current Efforts..............................................................................................Page 10

Key Public......................................................................................................Page 11

Messages, Strategies & Tactics...................................................................Page 12

Budget & Timeline........................................................................................Page 13

Current Efforts & Recommendations........................................................Page 15

Creative Pieces Designed for Campaign.....................................................Page 17

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Kelly BakerBaylor Campus Kitchen [email protected]

Dear Ms. Baker,

It has been an absolute pleasure to work with the Baylor University chapter of The Campus Kitchens Project. The following report contains our research and evaluation of the current public relations efforts, as well as our recommendations.

Our observation of your organization has covered online social media, as well as efforts to focus in on Campus Kitchen’s primary audience: the Baylor student body.

Once again, thank you for your assistance in this research, and your office’s willingness to open up for our project. We hope you will find our research and recommendations helpful. We feel that, with their implementation, you will see your organization’s reputation blossom campus-wide.

Many thanks and best of luck,

Kristina Ballard and Cate Westenhover

Cover Letter

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Mission StatementThe mission of The Campus Kitchens Project is to use service as a tool to:• StrengthenBodiesbyusingexistingresourcestomeethungerandnutritionalneedsinour community.• EmpowerMindsbyprovidingleadershipandservicelearningopportunitiestostudents,and educational benefits to adults, seniors, children, and families in need.• BuildCommunitiesbyfosteringanewgenerationofcommunity-mindedadultsthrough resourceful and mutually beneficial partnerships among students, social service agencies, businesses and schools.

Brief Organization History2001:

2001-2008:

2009:

2010:

2011:

National Campus Kitchens Project established.

NationalCampusKitchensProjectexpandswithchaptersat25universities.

BUCK,theBaylorchapter(firstinTexas)established,officiallybeginsonMLKDayofService.Increasedcafteriafoodpickupsfromthreetimesperweektodaily.

ExpandedwithWacoArtsInitiativeandPovertySummitpartnerships.

MLKDayofService:dedicatedCommunityGardenProjectandserved1300lunch-es to volunteers.

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Questionnaire

CampusKitchensentoutasurvey(viaemail,Twitterandtheirblog)thatwecreatedforBUCKvolunteersabouttheirexperienceworkingwiththeorganization.

The organization mentioned that volunteer consistency had been a problem, and a formervolunteertoldusherexperiencehadfeltdisorganized,westructuredthesurveytodiscoverwhatvolunteers’experienceswerelike,andhowCampusKitchencouldimprovethem.

Weaskedbasicquestionsaboutthevolunteers’latestexperiences,thenincludedopen-endedquestions about their thoughts on future volunteering.

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Survey Results

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Survey Results

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Questionnaire Write Up

In16responsesfrom12womenandfourmen(distributedacrossallfourclassifications),volunteersre-vealedthattheydesiredgreaterorganizationandplanninginthescheduledshiftsforworkers,butthatoveralltheyenjoyedtheexperience.

Half of the respondents had volunteered just once or twice, reflecting the inconsistency described by CampusKitchen.Theycamealone(ratherthaninagroupoffriends)andoverhalfcameinthelastmonth.They’dworkedalltypesofshifts:fooddelivery,kitchen,one-timeeventsandinthecommunitygarden.

Volunteerssaidtheyfeltuseful,thattheirtimewaswell-spent,theexperiencewaswell-organizedandthattheyhadfun,withmeanresponsesfrom3.25-3.75inascaled-responsequestion.

Intheopen-endedresponsequestions,fourvolunteerssaidtheexperiencecouldbeimprovedwithbetterorganizationlikespecificshiftleaders.Threestudentssaidtheyweren’tsureaboutwhenandwheretomeetto work with Campus Kitchen. This shows that Campus Kitchen needs better communication with volun-teers, showing clearly when and where workers are needed.

Sevenstudentsalsosaidtheywouldvolunteermoreoftenifthereweremoreopportunitiestoserve.Somestudents’schedulesconflictedwiththevolunteershifts,andotherssaidtheywereturnedawayordidn’thaveworktodoatashift.

Finally,thereappearstobealackofpermanenceasthestudentgetsolder.Lessjuniorsandseniorspartici-pated recently with Campus Kitchens than freshman and sophomores.

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Situational Analysis

The Campus Kitchens Project is a national nonprofit that creates opportunities for students to participate in community service, as well as help battle hunger in their area. Currently at 26 schools around the country, Campus Kitchens empowers students to help in rescuing unserved food from local cafeterias, turn that into nourishing meals and deliver those meals around the community to thosewhoneedit.Studentsruntheentireprocess,fromplanningmenus,obtainingthefood,runningtheshiftsandorganizingtheotherstudentworkers.

ThelocalchapteratBaylorUniversity,BUCK,ispartoftheMcLennanCountyHungerCoalition,which is comprised of local pantries, government organizations, hunger fighting groups, commercialfoodprovidersandindividualsallfightingtostophungerintheHeartofTexasarea.

Althoughtheworkgetscompletedeachday,manyparticipantshavecomplainedofmomentswhere they were turned away due to a surplus of workers that day, or lack of work. There is a lack of communicationbetweentheorganizationexecutiveteamandthestudentworkers.Pastandcurrentresolutionsforthisissuearefliersandablog,thoughthelatterisnotupdatedoften.Thereis also evidence of commitment problems for the organization, as fewer upperclassmen participate aftertheirinitialfirstyearsofservice.

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Campus Kitchen has had many one-time volunteers, but only a core group of faithful, committed workers. BUCK needs to communicate and build a relationship with every volunteer in order to create a steady workforce.

Goal:Toincreasepermanenceandfluidityamongvolunteers.

oObjective:Gain15-20regularvolunteerswhocanbecountedontoworkscheduledshiftsinthefallsemester(currently,the12executiveboardmembersaretheonlyscheduledvolunteers)bythefourthweekofschoolinSeptember.

o Objective: Create order in the distribution of volunteers per event in order toensureeachshiftreaches100%ofitsdesiredamountofvolunteersneeded,according to the Campus Kitchen event.

Problems and Opportunities & Description of Project

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TheBaylorUniversityChapterofCampusKitchens,orBUCK,trulybeganin2009.Sincethen, many public relations efforts have been made to connect with the student body, the primary audience. The Baylor Chapter currently operates Facebook, Twitter accounts as wellasablog.Beyondthat,thereistheoccasionalwriteupinTheLariat,thoughthereisnoway to measure how effective that method is.

Physically, fliers are placed around campus to catch the attention of students, as well as booths set up during Dr Pepper Hour or during the Bearathon.

Toviewexamplesofcurrentefforts,seesamplesonpages14-15.

Current Efforts

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Key Public

* BUCK’s key public for this campaign o Baylor students who are interested in serving the community o Baylor students who have previously volunteered with BUCK > These publics are crucial because BUCK is a student-run organization, officiallyaffiliatedwithBaylor.Withoutthestudents,BUCKcouldn’texist.

* The current relationship with publics are: o Non-committal: many students volunteer only once. BUCK wishes to see a continuance and consistency in their relationship with students through their years at Baylor.oLackinginformation:somestudentssaidthey’dvolunteermoreiftheysimply knew more about the available opportunities.

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Campaign Messages, Strategies & Tactics

• GOAL: Increase permanence and fluidity among volunteers. o Objective:Gain15-20regularvolunteerswhocanbecountedontoworkscheduledshiftsinthefall semester(currently,the12executiveboardmembersaretheonlyscheduledvolunteers)bythe fourthweekofschoolinSeptember.

•Strategy: Keep Campus Kitchen in volunteers’ minds. Campaign Message: BUCK needs your support every day.

•Tactic: Monthly e-newslettero Covers CK events, upcoming and past.o Reminds of upcoming needs and opportunities.o Includes recipes and support from others on campus.

• Tactic: TwitteroAtleastthreeupdates/weekaboutwhat’sgoingonintheorganization (useBit.lytotracklinkpopularityandviewers).oPRexecutiveshouldworkwithotherstaffmembersforcontentideas, to include links to blog or pertinent articles.

• Tactic: Facebook oLinkwithTwitteraccountforsimultaneousupdates.o Post photos from volunteer sessions. o Use event feature for special events (forexample,TheCommunityGardenopening).

•Tactic: Flierso Posted on campus to advertise upcoming events.

• Strategy: Create incentives or stakes to encourage loyalty.•Tactic:Establishmembershipprogramsorofficerstocounteracttrendofjuniorsand seniors losing interest.

o Objective:Createorderinthedistributionofvolunteerspereventinordertoensureeachshiftreaches its desired amount of volunteers needed, according to the Campus Kitchen event.

•Strategy: Implement a community organization method. • Tactic: Create and maintain an online sign-up where volunteers can view and sign up forshiftsonSign-UpGenius.

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Budget & Timeline

Timeline  (and  Budget)  Objective   Action   Start  Date   End  Date   Action  

Leader  Cost  

Gain  15-­‐20  regular  volunteers  for  the  fall  semester  

E-­‐newsletter   Present   Ongoing   PR  Exec  (Amanda  Rodriguez)  

Free  

  Twitter  activity  

Present     Ongoing   PR  Exec    

Free  

  Facebook  activity  

Present   Ongoing   PR  Exec,  Marketing  Exec  

Free  

  Fliers   Present   Ongoing   Special  events  coordinator  

Free  

  Publicity  in  Lariat  (informational  or  feature  story)  

First  week  of  school  (August)  

End  of  first  week  of  school  

PR  Exec   Free  

Organize  volunteer  shifts  

Sign  Up  Genius:  online  organizer  

Present   Ongoing   Volunteer  coordinators  

Free  

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Current Efforts & Recommendations

Currently tweets 12 times a month. Recommendations: Tweet three times a week with links to blog, interacting questions, interesting links (to their blog, possibly) or the national organization webpage for participants’ stories.

Evaluation method: Increase followers from 55 to 65 by the end of May 2011.

Blogging roughly twice a month.

Recommendations: Three times a week, with references to

recipes made that week, open comments and link the blog to both

Facebook and Twitter.

Evaluation method: Track clicks on blog link via Bit.ly.

Updating profile seven times a week.

Recommendations: Link both blog and Twitter account to Facebook, eliminating the need to log into all three for constant

updates. Therefore, audiences on all three platforms will be attended to.

Evaluation method: Increase from 27 “likes” to 40 by the end of May 2011.

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Appears in Lariat roughly 3.5 times a year.

Recommendations: Maintain a consistency with appearance in The Lariat Bear briefs or

general content. Establish a weekly or monthly connection in which the organization gets

publicity or mention for volunteers.

Evaluation method: See increase in Lariat mentions rise from 3.5 a year to seven times.

Interest Meeting @ 5:00pm!

Distribute fliers roughly # a month.

Recommendations: Add more eye-catching design to the fliers as well as logo-consistancy with the blog, Twitter and Facebook account.

Evaluation method: See an increase of students attending meetings from # to # by the end of May 2011.

Current Efforts & Recommendations

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THE CAMPUS KITCHEN @ BU

BUCK gives students an opportunity to develop leadership

skills and serve others, while building relationships with

those in poverty throughout the community.

THE

OPPORTUNITY OF A LIFETIME

ampus Kitchen at

Baylor University, an

affiliate of the national non-

profit Campus Kitchens

Project, rescues food from local

cafeterias and restaurants.

Volunteers then prepare and

deliver the rescued food to

those experiencing hunger in

Waco.

BUCK gives students an

opportunity to develop

leadership skills and serve

others, while building

relationships with those in

poverty throughout the

community.

Monday

Donec Egestas

Lorem ipsum dolor sit

amet, ligula

suspendisse nulla

pretium, rhoncus tempor placerat

fermentum, enim integer ad vestibulum

volutpat.

Tuesday

Scelerisque Dolor

Nisl rhoncus turpis est, vel elit, congue

wisi enim nunc ultricies sit, magna

tincidunt. Maecenas aliquam maecenas.

Wednesday

Vivamus nec Nunc

ligula nostra, accumsan taciti.

Sociis mauris in integer, a dolor

netus non dui aliquet, sagittis

felis sodales, dolor sociis

mauris, vel eu libero cras.

Thursday

Quisque Porta

Interdum at. Eget habitasse elementum

est, ipsum purus pede porttitor class, ut

adipiscing, aliquet sed auctor, imperdiet

arcu per diam dapibus libero duis..

Friday

Fringilla Sapien

Incidunt et labore et dolore magna

aliquam. Consectetur adipiscing elit, set

eiusmod tempor incidunt et labore ipsum

lorem varis ligula nulla feugiat mauris

pretium et dolore adipiscing.

Our Mission and Goal

C

What’s Happening

The Campus Kitchen @ BU E-newsletter, designed by Kristina Ballard

To be distributed monthly to all involved with BUCK.

New Designs

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New Designs

The Campus Kitchen @ BU SignUp Genius account

The account will be accesible to all involved with BUCK. Each person will be allowed to sign up for a shift, but once the shift is full, it closes.

Flier for Baylor University campus bulletin boards with concept consistency.

Designed by Kristina Ballard

The hand holding a bowl of peas and corn will help identify who BUCK is for the students, as that logo is everywhere else.