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REC 2040 & REC 2030: Marketing & Administration

REC 2040 & REC 2030: Marketing & Administration . Week 3 September 20, 2011 The Food Bank of Waterloo Region Fall Food Drive Flash Mob Case Study / Consultancy Project. Integrated Class Project Opportunity. Organizational Need:

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REC 2040 & REC 2030: Marketing & Administration

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  1. REC 2040 & REC 2030: Marketing & Administration Week 3 September 20, 2011 The Food Bank of Waterloo Region Fall Food Drive Flash Mob Case Study / Consultancy Project

  2. Integrated Class Project Opportunity Organizational Need: The Food Bank of Waterloo Region is kicking off their Fall Food Drive on Saturday October 1st and they are interested in creating an event that will raise awareness from both the media and the community. • The activity they have selected is a flash mob! • They are hoping to hold at least 2 small flash mobs in area grocery stores early Saturday evening, October 1st. • Need volunteers to choreograph, coordinate and perform

  3. Integrated Class Project Opportunity Our goals: • Identify and understand needs of our client • Listen • Ask questions • Timeline • Integrated project • Event planning • Volunteer recruitment & coordination • Administration • Marketing

  4. Food Bank of Waterloo Region Flash Mob Marketing – Food Bank vs. / & Flash Mob • Understand Customer Needs & Desires • Kick-off Fall Food Drive • Raise awareness – media & community • Create a unique, memorable event • Selecting & Developing a Product • Flash mob in local grocery store • Developing a Communication Program • How do we help get their message across? • Who are we trying to reach? Stakeholders

  5. 5 W’s of Event Planning • Who • What • Where • When • Why

  6. The Food Bank of Waterloo Region Mission: Through community partnerships we obtain and distribute emergency food from our neighbours to our neighbours. Vision: To channel our community’s energy so no one goes hungry.

  7. The Food Bank of Waterloo Region • Nourish Hope • So No One Goes Hungry • Nourishing • Strengthening • Sharing • Delivering Hope – Through Community Energy • Sharing with my community. Every day. • Neighbours Helping Neighbours • Engaging Support • Continuing to Feed

  8. REC 2040 / 2030 – Assignment Revision • Your participation in the Food Bank Flash Mob will replace 15% of your test grade in both REC 2040 and 2030. • To accommodate personal schedules and prior commitments you are not required to attend the actual flash mob on October 1st, however, you will be required to participate in the planning and organizing of the flash mob during class periods over the next two weeks. • A revised class schedule will be posted shortly. • The remainder of your test grade for both classes (15%) will be added to your blog grade.

  9. REC 2040 Marketing Assignment Revision Reminder to submit blog and e-Portfolio url’s and names and contact info of team members Reflection Assignment 35% • Personal Blog 25% • E-Portfolio 10% Group Research Project 25% Group Marketing Project 25% Food Bank Flash Mob 15%

  10. REC 2030 Administration Assignment Revision Reflection Assignment 15% • Minimum of two management related posts on the blog you created for marketing. (One to be an analysis of the food bank flash mob activity) Partnership Agreement Assignment 20% Agency Report 30% Training Team Presentation 20% Food Bank Flash Mob 15%

  11. Schedule for Today What do we want this to look like? Who is our real audience? • Shoppers in the grocery store • YouTube viewers • The Food Bank of Waterloo Region for promo purposes What are our marketing messages? • Raising awareness of the Fall Food Drive • Promoting The Food Bank of Waterloo Region • Promoting Conestoga College Recreation & Leisure Services How are we communicating these? • Message needs to be simple, professional and direct • Need to satisfy marketing / promotional needs of The Food Bank but at the same keep this viral

  12. Considerations for Today What lessons did we learn from our last experience? Choreography • Help is 2:18 or 2:54 minutes depending on version Flash Mob Participants • Dancers • Photography • Video • Staged shoppers • On-site coordinator • Others???

  13. Considerations for Today Marketing team • Work with Ruth and staff at The Food Bank to coordinate efforts • Develop an email / text list to get word out. • Friends, media, etc. • How many people do we want to know about / participate in this • Do we want to use facebook, twitter, etc. • How and when Logistics of working within a grocery / retail environment • Music – do we use their system or bring in our own • Considerations of working within a busy grocery store environment • We want attention but do not want to get in the way of customers

  14. Considerations for Today Research • Analyze flash mobs on YouTube to determine criteria for planning and evaluating our flash mob • What is the difference between a good and poor flash mob • What steps did they take to make it successful • What could / should they have done to make it more success • Remember to record url’s of flash mobs you are analyzing • Look at available research on flash mobs • Do guidelines exist on how to plan a flash mob • What does the literature say about flash mobs (magazines, newspapers, web, academic publications, etc.) Documentation • Develop a protocol for how to organize a successful flash mob for marketing / promotional purposes • Develop a final report for our client – The Food Bank of Waterloo Region.

  15. Flash Mobs Glamour Flash Mob, Bloomingdale’s 59th Street & Bryant Park http://www.youtube.com/watch?v=VNtFtm9--co&feature=fvwrel http://www.youtube.com/watch?v=gxNmdRBCHr4&feature=list_related&playnext=1&list=SP7FDA797C447E58E5 Bollywood Flash Mob in Whole Foods http://www.youtube.com/watch?v=8PwFsOlUAxE&feature=related Monmouth Mall Flash Mob Dance for Mary’s Place http://www.youtube.com/watch?v=xn3mTE0RCQc&feature=fvst

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