integrated marketingcommunication campaign

fooddrive

introduction

• Perry Schuckman, Executive Director of the Nonprofit Chamber of Service– Food Drive Expertise

• Vision– Unify nonprofit sector by

working collaboratively toward one common goal

– Benefit the community

• Erik McCall• Aurora McCloud• Amanda Mulsow• Morgan Shoaff• Whitney Tolliver

team members

research

group brainstorming– Should we hold one large event?– Should we encourage

competition between the participating organizations?

– Who is going to be involved?• Schools?• Community?• Only nonprofits?

– Only food donations or monetary donations as well?

– What type of media will we use to support our choices?

secondary research

• Food drive ideas– Theme days– canstruction

• NPCOS website– Site needs modification– Found list of 200+ member

organizations

• Kansas Food Bank website• Current hunger & poverty

levels in Wichita

key informant interviews

• Group tour of Kansas Food Bank– Empty shelves, lack of balance in

donated items– This year donations have remained

the same, but need has increased– Services 400 agencies in 86 Kansas

counties – Distributed 6.4 million pounds of

food in 2007• Over 7 million for first 11 months of

2008– Accepts non-perishable donations– Money is helpful to fill in the “gaps”

key informant interviews

• Meeting with client, Perry Schuckman– Received answers to our

questions– Discussed his vision– Presented him with some of our

ideas– Nonprofits prefer “warm & fuzzy”

over competition– NPCOS Unified Food Drive vs.

aircraft industry food drive

planning

problems /opportunities

Project consisted of planning four things:1) To organize our food drive.2) To get nonprofits to participate.3) To gain media coverage of our

event.4) To create a blog and improve the

NPCOS website.

organize our food drive

• Made a list of all questions participants may ask, then answered them.– Allowed us to see things from

their perspective– Helped us develop an overall

strategy for food drive campaign

get nonprofits to participate

• Needed to reach target audience – nonprofit organizations – to introduce them to the food drive & get them to register – Registration forms– Donation bin & bulletin board

fliers– List of fun food drive ideas

• Theme Days• Competitions• Canstruction

get nonprofits to participate

– Instruction Sheet• Start / End Dates• NPCOS & Kansas Food Bank contact

info• Items to donate

– Logo

gain media coverage• Emphasize to the community

the need for food drives • Wanted food drive to be seen

by the public in order to motivate organizations to participate in the future– Benefits the reputation of their

organization• Create publicity for NPCOS

and member organizations

gain media coverage• Planned press conference

– When / Where?• Nov. 7th – immediately preceding “Speed-Dating for

Reporters” at South Branch YMCA– Speakers?

• Perry Schuckman, Executive Director, NPCOS• Brian Walker, President & CEO, Kansas Food Bank• Wayne Bryan, Honorary Co-Chair• Bev White, Honorary Co-Chair

– Who to invite?• Print, TV, Radio media contacts

– What can we do to increase attendance?• Lunch?• Other things to draw them in?

– Visuals for photo/video opportunities?• Banner• “Food 4 Kids” backpacks, canned foods• Table Tents with startling Kansas Food Bank statistics

create blog/improve website

• BlogSpot– Share ideas, stories, results– Inform participants what items

were most-needed

• Group gmail account• Downloaded programs to

improve website

campaign goals• To coordinate a successful food

drive that will educate public about growing need for food donations.– Economy– Rising food costs

• To unify the nonprofit sector. We want the community to see that the nonprofits are unifying for one common cause.

• To be able to collect food to feed the hungry this holiday season.

campaign objectives

• To have 25 NPCOS member organizations participate.

• Collect 3 pounds of food per employee of each participating organization.– $1.00 = 1 pound

communication

communication goals

• To have high nonprofit participation

• To gain media coverage

controlled media• Mass email from Perry to NPCOS members

announcing food drive– High audience involvement– Low cost– Convenient

• Instant responders received an online media kit– Registration form– Instruction Sheet– Food Drive Ideas Sheet– Collection bin & bulletin board fliers

• This kit was also printed & distributed at the NPCOS Congressional Forum on Oct. 10th

one-on-one / interpersonal

• Meeting with Perry, we determined the “lowest hanging fruit.”– Number of employees– Size of organization–Willingness to involve the

community

• 4 – 6 per team member to call & email

press conference

• Nov. 7 – South Branch YMCA – preceding “Speed-Dating for Reporters”

• Speeches from Perry, Brian Walker, Wayne Bryan & Bev White

• Press Releases to 20 media contacts

• Visual Stimulation– Banner– “Food 4 Kids” backpacks

press conference

• Distributed Media Kits at press conference– Schedule for press conference– Press Release– Fact Sheet– Bio Sheet– Oct. 14th Wichita Eagle article– Food Drive fliers– CD of photos/videos/interviews

post-press conference

• Game of "wait & see”; let food drive run its course

• Follow-up emails were sent to nonprofits to encourage them to keep collecting & pushing the community to donate

• Sent results form to all participants to document # of pounds & employees

• Our team placed a collection box in RSC

evaluation

evaluation• Perry’s vision was made clear and

was achieved– Unified nonprofit sector– Helped others in need

• 30 participating organizations• Nearly 3,000 pounds of food– Some extending drive into December– Did not obtain # of employees from

all participants• Press release & press conference

resulted in being published in Nov. 10 Wichita Eagle

ideas for future

• Research & planning should begin sooner

• This year we did not have enough time to cover every aspect– Had an idea to host an Open House at

Food Bank to inspire nonprofits to join. Couldn’t do this due to lack of time

• Late Sept. or Early Oct. organizations should be notified so that they can register and begin collecting sooner

• All forms and fliers should be delivered all at once via email or hand-delivered

• Perry should utilize volunteers or co-chairs to help

intangible results

• Perry was pleased with our efforts and the amount of food collected in the first year

• Many food drive coordinators were excited about their food drives & wanted to know how much food was collected amongst all participants

• Planted the seed of giving