Caterina's Club PR Campaign Book by Emma

Public Rel ations Campaign By: Ryan Cohen, Krissy Hengesh, Savannah Flynn, Emma Elliott

THE POWER OF PASTA

Contents

Contents INTRODUCTION 03 Introduction / Executive Summary 04 Fact Sheet Part 1 - campaign plan 06 Situational Analysis 07 Core Problem / Opportunity 08 Goals & Objectives 09 Key Publics 11 Theme 11 Messages 13 Strategies & Tactics 14 Communication Confirmation Table 17 Calendar 19 Budget 21 Evaluation Criteria & Tactics 22 Recommendations

Part 2 - communications tac tics 24 News Release 25 Media Pitch Email 26 Spokesperson Bio 27 Event Flyer 28 Website 29 Newsletter 31 Social Media 34 Special Event Media Alert Part 3 - Appendix 36 Original Research - Survey 38 Original Research - Field Trips 39 Original Research - Interviews 41 Identification of Publics 42 Research Bibliography

Introduction / Executive Summary

Introduction / EXECUTIVE SUMMARY Caterina’s Club is an Orange County based 501(c)3 non-profit organization that aims to aid underprivileged children and their families through a variety of programs including: Feeding the Kids in America, Welcome Home, and Bruno’s Hospitality Academy. The organization was founded in 2005 with his mama, Caterina Serato. They decided to create the Club when they visited the local Boys & Girls Club and saw a boy eating potato chips because his family could not afford to feed him a hot meal.

CORE PROBLEM

KEY PUBLICS

Although Caterina’s Club has continued to expand, the Club does not present a cohesive brand image, nor does it properly communicate the benefits associated with its services. This limits its ability to positively impact hungry and homeless children and families.

•

Prospective Child Clients

Theme:

•

Prospective Parent Clients

•

Prospective Parent Donors

•

Prospective Donors / Partners

THE POWER OF PASTA

CORE GOALS

S TR ATEGIES

•

Create a stronger social media presence and brand connection that accurately portrays ongoing activities and communications within Caterina’s Club. Gain awareness and create hype around Caterina’s Club’s upcoming events, focusing on the fundraising aspect of these events

•

Encourage and invite hungry / motel children to come to Caterina’s Club to be empowered by pasta.

•

Influence low-income / motel parents to bring their families to Caterina’s Club to be empowered by pasta.

•

Demonstrate to potential donors, partners, and Bruno’s network of chefs that they can make a powerful impact on many hungry and homeless families’ lives by making donations and partnering with Caterina’s Club.

•

Attract prospective donors / partners

Create a replication campaign in order to easily grow Caterina’s Club nationally, and internationally.

Fact Sheet

887 South Anaheim Boulevard, Anaheim, California 92805 http://www.caterinasclub.org

Contact: Kaylee Duff 714.408.5762 kaylee@caterinasclub.org

Mission

Our mission is to lend a helping hand to unprivileged children, teens and their families who have been burdened by homelessness and hunger. We strive to accomplish our mission by feeding nutritious meals to kids, transitioning low income families into more stable living conditions, and offering etiquette courses to at-risk teens.

Organiz ation

We are a passionate team committed to the values that drive us to do the best we can for our organization each day. We were founded by Bruno Serato, owner and chef of the Anaheim White House Restaurant, who works actively each day to bring happiness to those he touches with his meals. We also have a board of directors and a program and operations director responsible for the daily operations of our organization. Although the team is small, we are extremely productive and influential.

Programs

Caterina’s Club started helping the community with its Feeding the Kids in America Program that serves low-income children pasta and vegetables five days a week, all year long. The organization then started its Welcome Home Program that assists homeless families by relocating them from motels to homes. The newest addition is Bruno’s Hospitality Academy that educates high school students on hospitality to aid with job employment.

Hours

Serving hours of pasta at White House: 3pm daily (M-F) •

Participants

Gender: 46% male, 54% female • Age Group: 71% Children (0-12), 26% Youth (13-18), 1.5% Adults (19-24), 1.5% Adults (25-55), 0% Mature (56+) Ethnic Background: 9% African American / Black, 5% American Indian or Alaskan Native, 13% Asian and Pacific American Islander, 51% Hispanic or Latino, 6% Multi-ethnic, 16% White

Serving hours at Boys & Girls Clubs: Varies • Restaurant Hours: 11am - 2pm & 5pm - 10pm

Feeding the Kids: Homeless youth in O.C. • Welcome Home: Qualified families in O.C. • Bruno’s Hospitality Academy: Local high school students

Funding

The entirety of funding comes from outside sources- donors, corporate sponsorships, fundraisers, and events. All of this money goes back into the 3 programs.

Facts

Every week 6,000 fresh, nutritionally balanced meals are served to underprivileged children. Caterina’s Club has relocated 95 families in need (over 400 individuals) to date. Chef Bruno has served 1,000,000 meals over the 10 years he has been feeding motel children. Caterina’s Club feeds over 1,800 children every week. One pound of spaghetti feeds seven children. They have similar programs in 40+ cities across America as well as internationally in Mexico and Italy.

PART i CAMPAIGN PLAN

Situational Analysis

Situational Analysis A B O U T:

CHALLENGES:

Caterina’s Club provides food for children of poverty-stricken families

Organizations like Caterina’s Club have two major issues they have to

through its Feeding the Kids in America program, and helps those

overcome - getting more donors and donations and spreading word

families get back on their feet through its Welcome Home Program

about what they do.

that relocates them from motels to homes.

OBS TACLES: INDUSTRY:

Caterina’s Club currently faces three major issues: the brand

The organization’s industry / purpose is poverty, a major national

image is not consistent with the messaging that it is attempting

issue that is affecting one of the most affluent counties in the nation.

to communicate to its audiences, its presence on social media is

Orange County, California has shockingly high poverty rates - based

not consistently active, and there is a lack of consistent theme and

on 2014 data from the U.S. Census Bureau, 13% of Orange County

exposure to its programs.

residents are below the U.S. poverty standards.

OPPORTUNITIES: M A R K E T S E G M E N T:

Caterina’s Club can create a brand guidelines book to keep

Similar organizations that help poverty stricken and hungry families

its messaging consistent throughout all media channels. The

include The Illumination Foundation, Project Hope Alliance, The Boys

organization can utilize a number of unique initiatives to build

& Girls Club of Anaheim, and Grandma’s House of Hope.

awareness of its programs. Finally, creation of strategic plans, content calendars, organizational models, and how-to guides can create more unified and consistent messaging.

Core Problem / Opportunity

CORE PROBLEM / opportunity If Caterinaâ&#x20AC;&#x2122;s Club does not present a cohesive brand image while also properly communicating the benefits associated with its services, it will be limited in its ability to positively impact hungry and homeless children and families.

Goals & Objectives

Goals & Objectives G o a l #1: Create a stronger social media presence and brand connection that accurately portrays ongoing activities and communications within Caterina’s Club.

Goal #2: Gain awareness and create hype around Caterina’s Club’s upcoming events, focusing on the fundraising aspect of these events.

Objectives:

Goal #3: Create a replication campaign in order to easily grow Caterina’s Club nationally and internationally.

Objectives:

1. Rebrand Caterina’s Club with brand guidelines to

1. Write press releases to local media for the three

1. Create a sample pitch email to be sent to prospects

use across social platforms by July 2016.

main events and send to media contacts a month

for expansion by June 2016.

2. Choose social platforms for Caterina’s Club to

prior to each event date.

2. Create a capabilities deck to be sent to prospects for

utilize, and create accounts on each by July 2016.

2. Feature event details on Anaheim White House’s /

expansion by completion of campaign.

other local media email newsletters the month prior

3. Create a landing page devoted to those interested

3. Brainstorm topics and themes to highlight in social media posts (client stories, behind the scenes, etc.) by July 2016. 4. Create a sample content calendar for the remainder of 2016 summer by July 2016. 5. Implement brand guidelines by campaign completion.

to each event. 3. Create sponsored social media advertisements on Facebook a month prior to each event with calls to action to purchase tickets / attend / donate. 4. Create flyers for local restaurants to display in their restaurants a month prior to each event. 5. Create direct mail to send to previous attendees a month and a half before each event. 6. Feature event details on local foodies’ blogs.

in expanding by June 2016. 4. Create a general assets bank online for users to utilize when marketing their organization in their respective markets by completion of campaign.

Key Publics

KEY PUBLICS

P RO SP EC T I V E CHIL D CL IEN T S

P RO SP EC T I V E PA R EN T CL IEN T S

P RO SP EC T I V E PA R EN T DONOR S

P RO SP EC T I V E DONOR S / PA R T NER S

Key Publics

P RO SP EC T I V E CHIL D CL IEN T S Girls and boys, 1-15 years old, Hispanic or Latino, whose parents are low-income / homeless in Orange County This public uses Caterina’s Club’s services - in particular, its Feeding Kids in America program - for its generous offerings of filling and nutritious meals that their own parents can’t necessarily afford elsewhere. Self Interest: receiving nutritious and filling meals, being in an accepting environment, meeting new people who they have things in common with Influentials: their parents, other children and peers, other children and peers’ parents, school faculty

P RO SP EC T I V E PA R EN T CL IEN T S

P RO SP EC T I V E PA R EN T DONOR S

Males and females, 25-55 years old, parents, Hispanic or Latino, low-income/homeless / live in short-term housing in Orange

Males and females, 30-55 years old, Caucasian parents who have a HHI +$75,000 who live

County This public has an ability to afford housing but need help to kickstart their rent, and / or need assistance feeding their families. Self-interest: finding stability for their family and children, working to make ends meet, setting up their family for success Influentials: their children, peers, coworkers, significant media celebrities

in Orange County With a high income in areas shared by families who aren’t as well off, this public may be more inclined to donate to charity. These families also likely eat at nice establishments like the Anaheim White House, which is a potential way to reach them. Self-interest: providing a comfortable life for themselves and their families, advancing in their professional career, enjoying their lives Influentials: coworkers, friends, family members, the media

P RO SP EC T I V E DONOR S / PA R T NER S Males and females, chef / restaurant-owner / occupation in the food industry who live in Southern California (Chef Bruno’s network) In the heart of Southern California, there is a plethora of top-tier restaurants and chefs. As influencers in the industry, they have the potential to partner with Bruno and Caterina’s Club. Self-Interest: promoting their name, working on building their following and credit as a well-renowned chef, continuously work on creating new flavors and perfecting their skills and talent with food Influentials: media, socialites, other chefs, food industry, friends

Theme

THEME

THE POWER OF PASTA GOAL: To spread awareness of Caterina’s Club’s programs in order to increase donations and promote cities worldwide to replicate the programs and combat hunger.

Messages

MESSAGES

P RO SP EC T I V E PA R EN T CL IEN T S

P RO SP EC T I V E DONOR S / PA R T NER S

Present Problem: Children of impoverished families cannot eat dinner as their families cannot afford it and their schools / daycares do not provide dinner.

Present Problem: Impoverished families cannot afford to provide a substantial dinner for their children, and living in a small motel room with children is not a sustainable living situation.

How Caterina’s Club Can Help: Both of Caterina’s Clubs programs, Feeding Kids in America and the Welcome Home Program, offer hungry and homeless children nutritious meals and help their families relocate from motels to homes.

How Caterina’s Club Can Help: Caterina’s Club provides hearty pasta dinners for children five nights a week, and offers a program that helps relocate families to apartments.

Present Problem: People with high incomes and / or helpful resources would like to contribute to a cause. They may be torn between different organizations and do not know where to donate their money / resources.

P RO SP EC T I V E CHIL D CL IEN T S

The appeal: Through pasta, Caterina’s Club not only feeds hungry children, but also empowers them and increases their chance of succeeding in school by relocating them and their families from motels to homes.

The appeal: Children need to eat and be engaged with other children; sending them to eat with Caterina’s Club allows them to be healthy and have their minds stimulated. Motels are not adequate living situations, but these families cannot afford the deposits; Caterina’s Club pays the deposit, allowing them to move into a better living situation and prosper in life.

Theme: Be empowered by pas ta Theme: Empower your children

How Caterina’s Club Can Help: Caterina’s Club provides them with a nonprofit that helps the community in multiple ways, thus making them feel good about where their money is going. The appeal: By partnering with us, they will personally help increase the power of pasta and the reach of Caterina’s Club’s programs throughout the United States and the world.

Theme: Partner with us to increase the power of pas ta

Strategies & Tactics

STRATEGIES & TACTICS

P RO SP EC T I V E CHIL D CL IEN T S

P RO SP EC T I V E PA R EN T CL IEN T S

P RO SP EC T I V E DONOR S / PA R T NER S

S tr ategy:

Encourage and invite hungry / motel children to come to Caterina’s Club to be empowered by pasta.

Influence low-income / motel parents to bring their families to Caterina’s Club to be empowered by pasta.

Tactics: •

•

Set up a fun, interactive booth in elementary schools to educate and invite local children to come to Caterina’s Club with branded goody bags that they can take home. Reach out to local high schools to put on an assembly to educate the students about homelessness and hunger and provide them the resource of Caterina’s Club.

•

Give print materials and goody bags to sport coaches and teachers to give to students (a personal connection may aid the offer).

•

Go to Boys & Girls Club and set up a branded table to talk to students and get names for a cooking class the following week.

Tactics: •

Establish strong, supportive relationships with local school principals so that Caterina’s Club can be invited and involved in school events like school book fairs, etc.

Tactics: •

Put a pamphlet or one-page flyer inside check presenters at Anaheim White House Restaurant.

•

Send an email blast to local schools’ parent distribution lists that encourages them to come to Caterina’s Club.

•

After doing location research, select a few laundromats to hang posters and inform customers of Caterina’s Club’s programs.

Send an email blast to Bruno’s network of chefs to invite them to donate / partner with Caterina’s Club.

•

Host a gala for donors where Caterina’s Club clients will speak about the organization’s impact on their lives, and encourage donors to donate to the cause.

Communication Confirmation Table

Prospective child clients SEL F IN T ER E S T S

Their families are not well off, and cannot afford to provide their families with adequate dinners because they live in a motel without a kitchen.

ME S S A GE

Be empowered by pasta.

Inf l uen t i a l s

Teachers, friends, family, peers, after school program workers

Ob jec t i v e s

Bring in more motel children to take advantage of the pasta program so they can eat dinner each night.

S t r at egie s

Encourage and invite hungry and motel children to come to Caterina’s Club to be empowered by pasta.

ta c t ic s

•

Set up a fun, interactive booth in elementary schools to educate and invite local children to come to Caterina’s Club with branded goody bags that they can take home.

•

Reach out to local high schools to put on an assembly to educate the students about homelessness and hunger and provide them the resource of Caterina’s Club.

•

Give print materials and goody bags to sport coaches and teachers to give to students (a personal connection may aid the offer).

•

Go to Boys & Girls Club and set up a branded table to talk to students and get names for a cooking class the following week.

Communication Confirmation Table

prospective PARENT clients SEL F IN T ER E S T S

These parents and their families can benefit from provided meals and assistance moving from a motel to a home.

ME S S A GE

Empower your children with pasta.

inf l uen t i a l s

Coworkers, family, friends, the media

ob jec t i v e s

To ensure more parents send their children to eat at Caterina’s Club in addition to making them aware of the relocation program so that more people take advantage of the opportunity.

s t r at egie s

Influence low-income / motel parents to bring their families to Caterina’s Club to be empowered by pasta.

ta c t ic s

•

Establish strong, supportive relationships with local school principals so that Caterina’s Club can be invited and involved in school events like school book fairs, etc.

•

Send an email blast to local schools’ parent distribution lists that encourages them to come to Caterina’s Club.

•

After doing location research, select a few laundromats to hang posters and inform customers of Caterina’s Club’s programs.

Communication Confirmation Table

prospective donors / partners SEL F IN T ER E S T S

They want a comfortable life for themselves and their family. They want to advance their professional career, to enjoy life, and to support causes that they believe in.

ME S S A GE

Partner with us to increase the power of pasta.

inf l uen t i a l s

Media, socialites, other chefs, friends, colleagues, the food industry, family

ob jec t i v e s

To bring in more donations and form more partnerships with major clients to provide pasta, funding, services, and more.

s t r at egie s

ta c t ic s

•

Put a pamphlet or one-page flyer inside check presenters at Anaheim White House Restaurant.

•

Send an email blast to Bruno’s network of chefs to invite them to donate / partner with Caterina’s Club.

•

Host a gala for donors where Caterina’s Club clients will speak about the organization’s impact on their lives, and encourage donors to donate to the cause.

Calendar

M AY •

Create social media and invitation content for private monthly cooking classes starting the last week of June

•

Present general social media content calendar to client

•

Prepare newsletter

•

Begin website redesign

J U LY •

Outreach to CSU Fullerton and Chapman University to add internship position to career center databases

•

Monthly private cooking class with Bruno

JUNE •

Begin monthly private cooking classes with Bruno

•

Create Social Media Intern position job description

•

Release newsletter

AUGUST •

Interview and hire Social Media Intern

•

Monthly private cooking class with Bruno

•

Prepare newsletter

Calendar

SEPTEMBER •

Media / social media follow-up coverage of Red Carpet Gala

•

Monthly private cooking class with Bruno

•

Follow social media content calendar to create / distribute social

•

Release newsletter

NOVEMBER •

Monthly private cooking class with Bruno

•

Follow social media content calendar to create / distribute social

OCTOBER •

Monthly private cooking class with Bruno

•

Follow social media content calendar to create / distribute social

DECEMBER •

December 1: KFI Pastathon Event

•

Monthly private cooking class with Bruno

•

Follow social media content calendar to create / distribute social

Budget

COMMUNICATIONS TAC TICS NEWSLETTER - eNEWSLETTER

TOTAL ES TIMATE

News Release

TOTAL ES TIMATE

Writer’s fee (if not written in-house)

$500

Writer’s fee (if not written in-house)

$500

Photographer’s fee and expenses

$500

Via email

Free

Wire service distribution

$500

EXECUTIVE BIO

TOTAL ES TIMATE

Writer’s fee (if not written in-house)

$1,000

eNewsletter template Free Distribution via MailChimp / Website

Free

brochure - check PRESENTER TOTAL ES TIMATE Writer’s fee (if not written in-house)

$100

Photographer’s fee and expenses

$100

media alert

TOTAL ES TIMATE

Graphic designer’s fee

$200

Writer’s fee (if not written in-house)

$500

Printing - 1,200 copies

$1,200

Via email

Free

website - new & updated

TOTAL ES TIMATE

pitch letter

TOTAL ES TIMATE

Writer’s fee (if not written in-house)

$2,000

Writer’s fee (if not written in-house)

$500

Photographer’s fee and expenses

$2,000

Via email

Free

Graphic designer’s fee

$3,000

T O T A L

$12 , 9 0 0

Hosting

$300 / year

Budget

Private cooking cl as s Supplies

TOTAL ES TIMATE

Cooking Equipment

$1,000

Aprons

$200

Chef Hats

$100

food & Refreshments

TOTAL ES TIMATE

Food

$5,000

Refreshments

$2,000

invites

TOTAL ES TIMATE

Invitations - Social Media

Free

intern wage

TOTAL ES TIMATE

Social Media Intern

Free

T O T A L

$8,300

GRAND TOTAL: $20,200

Evaluation Criteria & Tactics

Evaluation criteria & Tactics ob je c t i v e #1: Create a stronger social media presence and brand connection that accurately portrays ongoing activities and communications within Caterina’s Club by July 2016.

Gain awareness and create hype around Caterina’s Club’s upcoming events, focusing on the fundraising aspect of these events a month prior to each event

Hire an unpaid social media intern from a

•

Choose social media platforms to utilize and

•

• •

•

• •

Reach 1,400 followers on Twitter by July 2016

Have 200 people RSVP’d to each event by the month of each event

•

E VALUATION CRITERIA: •

Have $2,000 worth of auction items donated for the Red Carpet Gala by August 2016

Create replication program packet and “howto” supplemental material by June 2016

•

Create a tab on the website for the replication campaign by June 2016

•

Send out 30 media pitch emails on replicating Caterina’s Club’s program by June 2016

Receive 5 media leads for stories covering each event

Gain 500 followers on Instagram by July 2016

Send out 30 media pitch emails a month prior to each event

Update bio information and branding on all social platforms by July 2016

•

Create a social strategy and implementation calendar by July 2016

Have 20 reposts of event material on social media within the month prior to each event

create accounts for Caterina’s Club by July 2016

Increase newsletter subscribers by 100 people by July 2016

nearby college by August 2016 •

Create a replication campaign in order to easily grow Caterina’s Club nationally, and internationally by June 2016

E VALUATION CRITERIA:

e valuation criteria: •

objective #3:

objective #2:

•

Obtain 5 leads to potential program replicators by June 2016

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PART 2 COMMUNICATIONS TACTICS

News Release

FOR IMMEDIATE RELEASE JUNE 15, 2016 Contact: Jamie Schofield jamie@caterinasclub.org 887 S Anaheim Blvd Anaheim, CA 92805 714-851-9083 Caterina’s Club to Host Red Carpet Gala ANAHEIM, Calif. – A local non-profit organization founded to end children’s hunger worldwide, Caterina’s Club, is hosting its 11th annual Red Carpet Gala on August 28th. The Anaheim-based organization, founded in 2005 by celebrity chef and owner of the Anaheim White House, Bruno Serato, will host its Red Carpet Gala on Sunday, August 28th at the Marconi Automotive Museum in Tustin, Calif. Honored at the event will be Director of Museo Ferruccio Lamborghini, Fabio Lamborghini, Founders of Marconi Automotive Museum & Foundation, Dick and Priscilla Marconi, and Chief Operating Officer of ymarketing, Brian Yun. All proceeds from the gala will benefit Caterina’s Club, said Serato. Caterina’s Club was founded with its mission to end childhood hunger by feeding impoverished ‘motel children’ pasta dinners. Serato founded the organization in honor of his mother, Caterina, because she saw the hunger problem faced in Anaheim, Calif., and suggested Serato feed them with his pasta. Since 2005, Caterina’s Club has served over 1 million meals to children and serves over 6000 meals per week. In addition to the meal service, Caterina’s Club also offers a hospitality training program for local high school kids, and a relocation program that allows qualifying families to move into an apartment from the motels with their deposits paid by Caterina’s Club, said Serato. The Red Carpet Gala offers fundraising options through ticket purchase, individual donations, and an auction. Individual tickets are $250 and a table of ten is $2,500. Cocktail hour begins at 5:00 PM, with a presentation at 6:00 PM. A dinner and live auction will be at 7:00 PM, followed by a fashion show by Betinnis and Desserti at 8:00 PM. For reservations and inquiries, please contact Caterina’s Club directly at 714-851-9083. ###

Media Pitch Email Subject Line: Don’t Miss It! Hi Chloe, Renowned Chef Bruno Serato’s Caterina’s Club will be hosting its 11th Annual Red Carpet Gala on August 28, 2016 at Marconi Automotive Museum in Tustin, California. We would love for you to attend the event where we invite you to attend as our guest. You won’t want to miss out! Please RSVP, and we can get you more details if needed. If your readers are interested, below are some more details on the event. A table of ten costs $2,500 and individual tickets cost $250. Red Carpet attire is preferred. RSVP via Anaheim White House. · · · ·

5 PM Red Carpet Arrival & Reception 6 PM Welcome & Children’s Performance 7:00 PM Dinner & Live Auction 8:00 PM Fashion Show by Betinnis & Dessert

Celebrity Chef Bruno Serato, founder of the Anaheim White House, started Caterina’s Club in 2005 with his mother Caterina Lunardi to lend a helping hand to underprivileged children, teens, and their families who have been burdened by homelessness and hunger. Through its Feeding the Kids in American rogram, Caterina’s Club serves 6,000 meals of pasta and vegtables to over 1,800 hungry children each week. Caterina’s Club’s Welcome Home Program assists motel families by relocating them to homes, and has relocated 95 families in need so far. Thanks so much for your time. Kaylee Duff Director of Marketing 714-722-1381

CHEF BRUNO SERATO There is more than meets the eye to world-renowned Chef Bruno Serato. Many know Bruno for his culinary excellence as executive chef and owner of the Anaheim White House, a nationally recognized restaurant and historical landmark located in Orange County, California. However, others know him as their guardian who has given them a fresh start with a full belly.

Bruno founded Caterina’s Club in 2005 with his mama, Caterina Serato, after visiting his local Boys & Girls Club and realizing that, even when living in one of the wealthiest places in the United States, there are still many underprivileged children that go hungry each night and sleep in unstable living conditions due to unforeseen circumstances. Because of that visit, Bruno began feeding a handful of hungry children each night.

Since its founding, Bruno continues to feed thousands of children through his Feeding the Kids in America program. Serato has also expanded the mission of Caterina’s Club to help the families of the children he serves through the Welcome Home program, which gives housing assistance to those currently living in short-term housing such as residential motels.

He has been named one of CNN’s 10 Heroes of the Year and has been featured in People, The New York Times, The LA Times and many other media outlets for his success in transforming the lives of those he has fed. Additionally, he has received numerous humanitarian awards for his effort and has been knighted by the Italian government where he is formally known as Sir Bruno Serato. He hopes that chefs, restaurant owners, and philanthropists alike will join in his mission in ending child hunger through his program ambassador program. For information regarding how you can help Chef Bruno in his mission, please visit our website at www.caterinaclub.org.

Spokesperson Bio

Event Flyer

August 28, 2016 Marconi Automotive Museum

Website

Newsletter

FOOD FOR THOUGHT A c c o r d i n g t o N o K i d H u n g r y,

16.2 million children live in households that lack the means to get enough nutritious food on a regular basis

FEATURE ARTICLE

UPCOMING EVENTS

“THE POWER OF PASTA”

RED CARPET GALA

FROM OUR KITCHEN TO YOURS

CATERINA’S COLORING CORNER

CLASSIC SPAGHETTI

download now!

supporter spotlight RYAN & KRISSY

letter from our founder bruno serato

Newsletter

S u g g e s t i o n s f o r C at e r i n a’ s C l u b N e w s l e t t e r C o n t e n t •

Feature article (i.e. KFI Radio event summary)

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Upcoming social events

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Showcasing a family / child (per approval of parent) or donor

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Awards received or honors recognized (received by Caterina’s Club only)

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Executive letter from Chef Bruno on monthly updates

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Focus on a topic regarding child homelessness (highlighting a fact or stat)

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Updates regarding major changes within Caterina’s Club (i.e. “Rita Redaelli to Join Sir Bruno Serato to Raise Funds For Nonprofit”)

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Exclusive Content for eNewsletter participants only such as: a coloring page for children to print out / download or a recipe section on a cheap meal created exclusively by Chef Bruno

Social Media

SOCIAL MEDIA CONTENT CALENDAR W E E K LY F R A M E W O R K

MONDAY

WEDNESDAY

FRIDAY

FFF

Key •

Awareness Post (AP): Stats, figures, numbers on what Caterina’s Club has done, or current numbers on hunger and homeless issues in OC / world. This could also be money raised by donors or events, and a highlight about Caterina’s Club’s different programs.

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Beneficiary Post (BP): Stories, thoughts, highlights on stand out kids, a pasta feed, families being relocated, student in the hospitality program.

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Fun Fact Friday (FFF): Interesting elements about current happenings within Caterina’s Club - can include event recaps, donor / partner information, behind the scenes, and upcoming event information including honored attendees, location details, party favors, food, and any interesting elements of event.

Social Media

SOCIAL MEDIA CONTENT CALENDAR Ke y DATES FOR GAL A •

7/28 - Month Away Post

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8/21 - Week Before Post

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8/28 - Day of Post

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8/29 - Day After Post

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9/2 - Post Photos from Gala

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9/5 - Post Amount of Money Raised

Ke y Dates for Pas taThon: •

Follow same layout as Gala, but center around Pastathon date.

Special Event Media Alert

MEDI A A DV IS ORY M onday, m a rch 2 8, 2016

Caterina’s Club to Hold its 11th Annual Red Carpet Gala August 28, 2016 Caterina’s Club will hold its 11th Annual Red Carpet Gala on August 28, 2016 at Marconi Automotive Museum in Tustin, California. All proceeds from the gala will benefit Caterina’s Club in its mission to end child hunger. Parents, supporters, and community members are encouraged to attend.

W H AT

Caterina’s Club’s 11th Annual Red Carpet Gala

W HEN

August 28, 2016 - 5 PM

W HERE

Marconi Automotive Museum - 1302 Industrial Dr, Tustin, CA 92780

W HO

Director of Museo Ferruccio Lamborghini Fabio Lamborghini, Founders of Marconi Automotive Museum & Foundation Dick & Priscilla ‘Bo” Marconi, COO / Partner of yMarketing Brian Yun

WHY

Create awareness and fundraise money for Caterina’s Club

Celebrity Chef Bruno Serato, founder of the Anaheim White House, started Caterina’s Club in 2005 with his mother Caterina Lunardi to lend a helping hand to underprivileged children, teens, and their families who have been burdened by homelessness and hunger. Through its Feeding the Kids in American Program, Caterina’s Club serves 6,000 meals of pasta and vegtables to over 1,800 hungry children each week. Caterina’s Club’s Welcome Home Program assists motel families by relocating them to homes, and has relocated 95 families in need so far. More information about Caterina’s Club 11th Annual Red Carpet Gala can be found at www.caterinasclub.org.

PART 3 APPENDIX

Original Research

survey In the upcoming future, we recommend deploying the following survey shown through the distribution list Caterina’s Club possesses. We recommend sending out this preliminary survey and an additional “brand audit” each year to understand shifts in the Caterina’s Club audience. The following preliminary survey’s goal is to accomplish the following objectives: 1.

To better understand the demographics that are familiar with the Caterina’s Club organization. These demographics include: ethnicity, gender,

age, and location. These demographics help paint of a picture of each group of Caterina’s Club audiences (volunteers, donors, and clients). *Please note: only respondents who select that they are from Orange County will be taken to page 2 to further specify what city they reside in. This helps when finding marketing opportunities with those specific cities. 2.

To better understand how aware each respondent is about Caterina’s Club programs and what media outlets each respondent uses most often.

This is important to understand because it will allow Caterina’s Club to see where it may need to place additional marketing efforts towards certain programs. The less awareness the program has, the more attention through marketing efforts the program may need. It is also important to understand where audiences like their news to come from since that is where Caterina’s Club should update them. * Please note: we added a question regarding how familiar the respondent is with Chef Bruno because it gives insight to understand whether or not Bruno’s publicity has affected the success of the organization. 3.

To test rebranding of the organization. With correct branding, audiences are easily able to identify the organization, which helps to drive them

to take action through donations and volunteering. By having the survey randomly show the old logo and the new logo to respondents through A/B testing, Caterina’s Club will be able to understand what emotions are evoked through the logos. It will give feedback regarding future steps in the rebranding process.

Surve y > Insight > Ne w Ide as > Compe titive Advantage > Success

Original Research

survey SAMPLE survey QUESTIONS •

What is your age?

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What is your gender?

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What is your race / ethnicity?

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How are you associated with Caterina’s Club?

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Where do you currently reside?

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In which city do you live?

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On a scale from 1 (never heard at all) to 10 (extremely familiar), please rate how familiar you are with Caterina’s Club.

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How did you first hear about Caterina’s Club?

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What programs of Caterina’s Club’s are you familiar with / have you participated in?

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On a scale from 1 (never heard at all) to 10 (extremely familiar), please rate how familiar you are with Chef Bruno Serato.

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How would you describe Caterina’s Club?

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How do you prefer to receive updates on Caterina’s Club?

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When doing A/B testing of the current logo versus the redesigned logo: •

How visually appealing is the logo above?

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What words / emotions come to mind when you see the logo above?

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What products / services do you think a company with this logo offers?

Original Research

field trip

On Tuesday, April 12, two of our team members, Ryan Cohen and Krista Hengesh, had the privilege of joining Caterina’s Club founder and

executive director, Sir Bruno Serato, on one of his visits to the Boys & Girls Club of Anaheim to see how he interacts with and serves the children. This particular Boys & Girls Club is the club that Serato visited with his mother in 2005 that prompted him to start Caterina’s Club. Caterina’s Club serves children fresh pasta five nights a week in this location, serving between 70 and 100 children on a normal basis. Children are served their pasta between 3:00 and 4:00 PM. On this particular Tuesday, Serato brought a special treat for the kids—nearly 60 pounds of donated candy. As soon as we walked in the door with the tubs of candy, the children, ranging in age from 5-13, ran up to us and politely asked if they could have some candy before diving in. As Serato introduced us to the staff at the club, including one worker who was one of the first kids Caterina’s Club served in 2005, all of the children swarmed the candy bins, filling their pockets, shirts, and backpacks with all they could take. Serato took us into the snack bar area, where a large chafing dish full of fresh fettuccine alfredo sat, ready to be served to the kids. He showed us the right amount of pasta to put on each plate and put us to work, setting no less than five plates on the snack bar ledge at a time. Due to the amount of candy the kids were consuming, the pasta was not as big of a hit as Serato said it usually would be. As we handed out plates to the kids, several of the kids stayed at the snack bar and talked to us the whole time, as we were newcomers they had never seen before. Many of the kids also ran up to Serato and gave him a hug, and his eyes lit up with joy every time. Although only half of the pasta was served that afternoon, there were an estimated 110 kids in the club that day who all got a meal, whether they chose candy or pasta. The kids would grab their food and go play outside, eat with each other, and they all seemed to really enjoy themselves. Although Serato does not attend the club every day, the kids are still fed his pasta every weekday. In addition to the pasta meal, the Boys & Girls Club has a variety of programs for the kids, including a functioning snack bar where they can earn and buy themselves popsicles and other snacks. It was a wonderful experience getting to interact with the children at the Boys & Girls Club and see our main key public directly benefit from the services Caterina’s Club provides. These children would not have eaten dinner that night had it not been for the food Serato’s organization provides. The daily success of feeding these underprivileged children at the Boys & Girls Club led to the vast growth and expansion of Caterina’s Club, spreading to similar clubs across the globe and combating hunger one pasta dinner at a time.

Original Research

interviews In-person Interview B r u n o S e r at o 3/14 /16 Ryan Cohen and Krista Hengesh met with Bruno Serato, the client executive and founder of Caterina’s Club. They discussed the issues currently facing Orange County in regards to homelessness and hunger and how Caterina’s Club is currently working to fight against those issues. Bruno is a very open guy, and his passion was extremely evident and contagious. He shared the history of Caterina’s Club, its process in obtaining a non-profit 501c(3) status, their current strengths and weaknesses and how they would like us to assist them, in depth facts about “motel kids” and hunger, and walked us through their big dreams and aspirations for 5, 10, and 15 years down the road. At the end of the interview, both parties were inspired to get after it, and make Caterina’s Club all that it could be.

In-person Interview K ay l e e D u f f 3/14 /16 Ryan Cohen and Krista Hengesh continued their interviews and sat down with Kaylee Duff, the Assistant Executive Director. She mirrored much of what Bruno had said before with a few more specifics in terms of numbers and stats. She also provided a breakdown of the demographic they are currently serving and a few rough ideas of their budget. She is very goal oriented and professional, and painted a very clear picture of what they are looking for and how we can be of the best assistance to them. Kaylee takes on the majority of Caterina’s Club work on her shoulders, and was very excited for us to get on board and help her.

Original Research

interviews In-person Interview C h i l d r e n 3/14 /16 During the field trip to the Boys & Girls Club, Ryan and Krista had the opportunity to talk to many of the children that Caterina’s Club served. The children ranged in age between 5 and 13 years of age, with a mix of both boys and girls. Demographically, around 60% were Hispanic, 20% Caucasian, and 20% African American. The children seemed very well-mannered and were full of energy and happiness. The kids were overjoyed to have the candy that we brought them, but were also happy to be served the pasta. According to Serato, the fettuccine alfredo that he brought that day is not as big of a hit with the kids as the red meat sauce pastas, but he likes to switch it up to make sure they get a large variety of meals. As we served the kids, several of them stayed around us to talk to us and interact with Serato. Several of them hugged him, and were ecstatic to see him. The kids that talked to us were mostly curious about us, but answered some of our questions. We wanted to know how long they had been coming to the club, and two of the girls said a few months, one of the young boys had only been there a week, and another boy said a year. They also told us they loved Serato’s pasta, but were most excited about the candy. Although we could not interview the children, one of our key publics, we could tell the impact that Caterina’s Club had on them. They all seemed very happy to be eating both the candy and the pasta, food they surely would have gone without had they not come to the Boys & Girls Club of Anaheim that day and been served by Caterina’s Club.

Identification of Publics

Identification of publics People who use / could use your client’s services •

Hispanic low-income families in North O.C.

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White low-income families in North O.C.

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African American low-income families in North O.C.

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Asian low-income families in North O.C.

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Homeless youth in O.C.

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Homeless families in O.C.

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“Motel” families and youth

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High-school students (who would be a part of new program)

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Elementary school children enrolled in Boys & Girls Club

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Elementary school children enrolled in The Illumination Foundation

People, groups, companies and other nonprofits who can make donations or volunteer •

Italian food brands

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Local grocery stores

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Local O.C. restaurant owners

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Local O.C. apartment owners

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O.C. mothers who have younger children

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O.C. mothers with children (who would like to participate in cooking classes promoted by Caterina’s Club)

Influential s that can encour age others to use the organiz ation’s services, volunteer or donate. •

Bruno’s network of chefs

Bibliography

Research bibliography Interviews • •

Sir Bruno Serato – Executive Director and Founder of Caterina’s Club Kaylee Duff – Assistant Executive Director of Caterina’s Club

Sources • • • • • • • • • • • • •

“About StandUp For Kids.” StandUp For Kids. N.p., n.d. Web. 17 Feb. 2016. “About Us.” Second Harvest. N.p., n.d. Web. 16 Feb. 2016.

“Caterinas Club | Chef Bruno Serato | Anaheim CA.” Caterina’s Club. N.p., n.d. Web. 10 Feb. 2016. “Events.” Illumination Foundation. N.p., n.d. Web. 15 Feb. 2016.

“Facts on Hunger and Poverty in the United States and Internationally.” Bread for the World. N.p., 16 July 2015. Web. 16 Feb. 2016.

“Here’s Where You Can Drop off Food and Donations for Caterina’s Club! | Radiothon 2015 | KFI AM 640.” KFI AM 640. N.p., n.d. Web. 16 Feb. 2016. “Hunger Fact Sheet.” California Association of Food Banks |. N.p., n.d. Web. 16 Feb. 2016. “Hunger in California.” Feeding America. N.p., n.d. Web. 16 Feb. 2016.

“Hungry Children Suffer. And 16 Million Kids in America Aren’t Getting the Food They Need.” Child Hunger in America Statistics & Facts. N.p., n.d. Web. 16 Feb. 2016. Johnson, Alex M. “Hiding in the Shadows: Don’t Forget About California’s Homeless Children.” The Huffington Post. TheHuffingtonPost.com, n.d. Web. 16 Feb. 2016. “Key Findings.” Feeding America. N.p., n.d. Web. 16 Feb. 2016.

“The Need.” Grandmas House of Hope RSS. N.p., n.d. Web. 25 Feb. 2016.

“Orange County’s Crisis of Poverty.” Orange County Communities Organized for Responsible Development (2015): n. pag. Orange County Communities Organized for Responsible Development, 17 Sept. 2015. Web. 15 Feb. 2016.

• • • • •

“Our Story.” Project Hope Alliance. N.p., n.d. Web. 16 Feb. 2016. “Poverty.” Poverty. N.p., n.d. Web. 16 Feb. 2016.

“Reducing Child Hunger in California.” Black Voice News. N.p., n.d. Web. 14 Feb. 2016. “Services.” South County Outreach. N.p., n.d. Web. 17 Feb. 2016.

“What We Do.” Boys & Girls Club of Anaheim. N.p., n.d. Web. 16 Feb. 2016.

THANK YOU

Spring 2016 PR Campaigns