The Campus Kitchen™ at Baylor University PR Campaign
Mar 28, 2016
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.