S VOR South Madison
Campaign Book 2014 Table of Contents Research and Strategy (3-12) Kaitlyn Tierney & Cameron Olson
Content (13-18) Monica Ruppert, Marlowe Jacobsen & Jamison Fox
Promotion (19-23) Becky Brown, Josie Bonefas & Marcella Bianchi
Platform (24-29) Nikki Francois, Brittany Kellen & Lauren Nicole Mather
S VOR
South Madison
RESEARCH AND STRATEGY
INTRODUCTION OUR CLASS J670 Community Service Learning: Technology for Social Change is a service learning class housed in the School of Journalism and Mass Communication. The class operates like an agency running the campaign for our official partner South Madison Metropolitan Planning Council (the “client”). There are four teams that make up the Savor South Madison campaign: Strategy and Research, Promotion, Content Development, and Platform Design. The experiential learning integrates community engagement and course content to effectively use emerging technologies in order to organize public mobilization and collective action.
SAVOR SOUTH MADISON An internet-based social media platform that integrates multimedia forms, which works as a “hub” where individuals and various groups can engage in community through foodrelated venues, events, and story-sharing. The platform is designed to integrate various levels of mediated communication, different forms of engagement, and online and offline interactions.
MISSION STATEMENT Our mission is to promote local ethnic food establishments by highlighting the rich history and culture in South Madison via digital media. Savor South Madison is designed to strengthen a greater community by better bridging South Madison with the rest of Madison, especially the University of Wisconsin-Madison community.
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RESEARCH SOUTH MADISON: UNCOVERED South Madison is defined as the community that extends from South Park Street down to the beltline about a two mile radius. Four neighborhoods create South Madison: Bay Creek, Bram’s Addition, Burr Oaks, and Capitol View Heights. In the early 20th century minority groups began to immigrate to South Madison. The immigration wave consisted mainly of Italians, Jews and African-Americans. These minority groups faced many social and economic hardships and they built their lives and expressed their culture in South Madison.
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In the mid 20th century a government “urban renewal” forcibly relocated many people in Madison and communities were disrupted. South Madison, for many reasons, has never fully recovered from this. Secondary Research: Census Data: Population form 2012 census: Tract 13: 2,328 People Tact 14.01: 6,063 Household Median Income Tract 13: $63,750 Tract 14.01: $26,222 Degrees (population 25+ with a degree) Tract 13: High School 94.3%, Bachelor’s degree 56% Tract 14.01: High School 68.5%, Bachelor’s degree: 13.2%
PRIMARY RESEARCH SOUTH MADISON BUS TOUR The census data does not summarize South Madison in the least. In order to have a better understanding of South Madison our class took a bus tour of South Madison. This bus tour was led by Margaret Nellis from the School of Human Ecology. She took us to many of the neighborhoods that make up South Madison and we were able to meet community members who quickly showed us what South Madison is really like. They quickly dispelled the negative views the media portray of South Madison.
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SAVOR SOUTH MADISON PAST, PRESENT, FUTURE The previous campaigns built the website and social media presence that Savor South Madison has utilized for digital media. The previous campaigns have also established promotions that we had longevity over the lifetime of Savor South Madison. Using the groundwork that previous campaigns have created, our 2014 campaign has had three main innovative strategies: 1. CONTINUITY • The 2014 campaign team reworked the call-to-action of Savor South Madison. In order to increase visits to South Madison we reworked the I-Pledge call-to-action to I Savor Saturdays. • Through research about social media we were able to find what was the best approach for each platform as well as what time of the day and week was most optimal to post. • Our campaign team scheduled the entire semester’s campaign together on a shared Google Doc that outlined each member’s content assignment and when that content would be posted. 2. CONSISTENCY • Our campaign team updated the Savor South Madison icon and successfully integrated the icon into our social media outlets as well as the website. 3. VISIBILITY • Savor South Madison’s online presence was increased by initiating an additional hashtag #SouthMadison into our content. This hashtag also connecting all other conversations about South Madison online to our campaign, enhances South Madison’s online community. For future campaigns, we hope for sustainability and continued innovation that allows for a smooth transition from team to team while still emphasizing the campaign’s mission developed around community and food. We believe that the campaign has room to grow in increased participation I Savor Saturdays and as a team we recommend starting the Taste Race promotion earlier in the semester to avoid the cold.
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STRATEGY GOALS 1. Exploration • Encourage UW-Madison community to explore South Madison via food. 2. Community • Bridging offline and online communities via multiple media platforms to showcase South Madison culture in a positive manner. 3. Culture • Highlighting unique ethnic foods and profiling diverse individuals and groups in South Madison.
OBJECTIVES 1. Exploration • Implement effective promotions that result in an increase of UW-Madison community members attending an establishment in South Madison by December 14th. 2. Community • Build and develop online community via hashtags #SavorSouthMadison #SouthMadison #ISavorSaturday #TasteRace2014 and expand Social Media opportunities through constant and consistent content. 3. Culture • Feature all seventeen South Madison restaurants and multiple people profile stories in our content.
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STAKEHOLDERS SOUTH MADISON PLANNING COUNCIL (OUR CLIENT) The South Madison Planning Council’s mission is to “increase the civic capacity of community members, neighborhood groups, and partnerships and collaborations on the South Side. SMPC defines civic capacity as the skills and attitudes necessary for the Southside’s multicultural diversity of businesses and residents to work together cooperatively and effectively to improve community life.” Though Savor South Madison’s focused campaign we achieve these goals alongside better bridging the UW-Madison community to South Madison.
SOUTH MADISON RESIDENTS The core of this campaign is about supporting South Madison restaurants and grocery stores and the very people that make up this unique and culturally rich place. Between the numerous neighborhoods and diverse residents, one of the goals is to better bond this area together while also highlighting its unique people to the rest of the Madison community.
UW-MADISON COMMUNITY By highlighting the delicious variety of foods available in South Madison and showcasing it’s history and people, we can better educate and promote adventure to the UW-Madison community, whose perceptions of South Madison are rooted in old media portrayals of high crime and unsafe areas--all of which are overplayed to what South Madison actually represents. We also focus on including student organizations that focus on food or multicultural identities in order to invite students with an invested interested to “Savor South Madison”.
RESTAURANT AND GROCERY STORE OWNERS By partnering directly with restaurant owners and grocery store owners, we are able to promote family run establishments and feature every restaurant across our platforms. Many of these establishments don’t have an established online presence so our platforms can help users learn about these places fast. it’s also important to note that many of these owners are also South Madison residents so highlighting their lives has been central to our mission.
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COMMUNITY LEADERS By reaching out to “opinion leaders” such as news outlets and campus departments we can better promote the mission of Savor South Madison to reach more people than the 11 in our class. We also identified leaders within the South Madison community that would help us spread the world on days when we couldn’t make it down to interact ourselves.
SWOT ANALYSIS STRENGTH
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Capitalized on Savor South Madison’s established image Partnership: SMPC, Mortgage Center, DoIT Campaign team brings a diverse variety of campus resources South Madison has a variety of authentic and affordable ethnic restaurants
WEAKNESS
• Limited financial resources • Limited time to work on promotion [one semester per class]
OPPORTUNITIES
• • • •
Lost ethnic foods on campus: Library Mall and State Street construction, cold weather Connect UW community online and connect residents of South Madison together Reach out to people who already follow Savor South Madison on social media Connection about South Madison though student org partnerships
THREATS
• Greater Madison community perception about crime and safety of South Madison • Limited financial resources • Motivating enthusiasm and support to travel to South Madison
Campaign Initiatives This semester, we enacted four key initiatives that allowed us to connect with our target audience across all of our platforms”
1. CULINARY CRAWL 2. I SAVOR SATURDAYS 3. TASTE RACE 4. MEET THE COMMUNITY These are expansions of past years’ campaigns and have built awareness of South Madison’s ethnic food establishments.
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CULINARY CRAWL The Culinary Crawl targeted our goal to feature all seventeen restaurants on to our platforms. Members from the campaign team visited establishments in South Madison and wrote about the history of the restaurant, the food, and the people that make all happen. The Culinary Crawl allows our team to explore South Madison and tell our own stories through our dining experiences.
I SAVOR SATURDAYS I Savor Saturdays is an integrated social media campaign that involves our online audience sharing the food they try in South Madison on social media with the hashtag #ISavorSaturday. Our team developed this campaign this year stemming from last year’s, I Savor Pledge. This call-to-action centered around weekly social media content to encourage engagement and bridge online and offline communities together.
TASTE RACE In it’s fourth year, the Taste Race is a competition that melds fun with friends and trying new food. This year the event was from November 17th - 21st, with a finale event on November 23rd. In order to participate, teams would register online, visit the participating restaurants and send a photo of the food they tried with #TasteRace2014 to our social media accounts.
MEET THE COMMUNITY To emphasis that these food business are “more than just food” we interviewed several individuals in South Madison to learn more about their stories and how they have come to where they are today.
S VOR
South Madison
CONTENT
ANALYSIS OF PAST CONTENT Before our team began to create new content to continue the story of Savor South Madison we took an in-depth look at what past campaigns had done. We quickly realized that past campaigns had left us with a great foundation of work to build on as we had: • Highly functional website • Strong social media presence • A series of annual campaigns (ISavor and the Taste Race)
GENERATING OUR STORY Although we were building and expanding on the work of past teams, we realized that our team needed to develop a deeper connection to the South Madison community so that we told OUR story and not simply rehash previous year’s work. To begin this process we, along with members of the Morgridge Center for Public Service, went on a guided bus tour of South Madison. Our tour fulfilled the dual role of both allowing our team to meet the South Madison community while also allowing us to capture content which we could later use for our social campaigns. • Learned the history of neighborhoods such as Bay Creek, Burr Oaks, and Capital View Heights. • Shopped and visited at the Mercado Marimar • Visited the Quann Community Gardens • Visited and learned about the organization, Growing Power-Madison • We had a family-style dinner at Melly Mel’s
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T.E.A.M. STRATEGY Once our teams had gathered content it was imperative that our campaigns create consistent and meaningful stories to reach out to both the UW and South Madison communities. It is well understood that stories about real people are the most impactful and so we used the T.E.A.M. strategy. It is an acronym that stands for: T elling a story with E mpathy, through the use of A uthentic people, that creates M ixed Media
MEET THE COMMUNITY STORIES Savor South Madison’s continuing series of stories on community members is a prime example of how the T.E.A.M. story-telling strategy is used to full effect. Each week one profile of a community member was posted on Savor South Madison’s website and links to the article were posted on our social media sites. Through our work in South Madison this semester our whole team has come to fall in love with both its people and their diverse cultures.
CONTENT CALENDAR Content Team developed a semester-long calendar that outlined our strategy in order to ensure that our team would be able to consistently post stories. This organization allowed Content Team to delegate some content creation to other teams, which was beneficial for two reasons. First, Savor South Madison would have a greater volume of content with more people working to create it. Second, every member of Savor South Madison would be able to pursue the stories that they were most interested in seeing posted.
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The content calendar also allowed for the coordinated posting of our content across all of our social media sites simultaneously. Our National Food Holiday posts are one example of how we utilized our content across platforms such as Facebook, Twitter, and Instagram.
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I SAVOR SATURDAYS Our long-term campaign ISavorSaturday, which is predicated on encouraging people via social media to go out to eat in South Madison on the weekends, benefited our organization in that each week a different team member created posts about their own food adventures in South Madison Without a consistent Saturday presence on social media, ISavorSaturday would have been less visible and would have encouraged less exploration.
THE TASTE RACE Similarly, the Taste Race, our biggest event every year, would not have been as successful had we not consistently promoted it across all of our platforms through content original to 2014’s team. One way in which we made sure that Savor South Madison was as visible as possible throughout the week-long event was through regularly scheduled social media trivia questions.
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PROMOTIONAL VIDEOS Content Team was also responsible for the promotional videos that we used for both the Taste Race and our end of year presentation. These videos brought together the strategies that we learned through classroom instruction and the content that we collected through own team’s explorations into South Madison’s cuisines and cultures.
CONTENT GOING FORWARD Our team wants there to be a consistent social media presence between when our team’s work ends and when the next Savor South Madison team begins its work. To accomplish this we will use our surplus of content to schedule social media posts over the next few months. When trying to reach people and encourage them to try something new as Savor South Madison does it is important that we do not let our sites lie dormant for extended periods of time.
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PROMOTIONS
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PROMOTIONS The Promotions team is responsible for maintaining the social media accounts, primarily Facebook, Instagram, and Twitter. On these platforms, the team monitors and responds to user’s engagement Additionally, the team is responsible for planning, hosting, and promoting events. Savor South Madison’s main events are the Taste Race and I Savor Saturday. • Focus on offline community engagement by encouraging participation in the Taste Race. • Combated collective action problem by encouraging group interaction instead of individual consumption. • Targeted opinion leaders in order ensure lasting and purposeful participation new page.
OBJECTIVES This year’s Promotions Team emphasised community engagement and overcoming collective action problems. We identified that these would be our objectives based on previous years results and our own research within the class.
CHALLENGES Two challenges we identified from previous semesters: 1. Lack of offline engagement 2. Not identifying opinion leaders when cultivating offline participation.
COMBATING THESE CHALLENGES We managed the Savor South Madison Facebook, Twitter, and Instagram to promote the Taste Race and I Savor Saturday in order to turn an online audience into an offline active community. The purpose of both I Savor Saturday and the Taste Race was to prove to the UW- Madison community that South Madison is not as far as it seems and to demonstrate the rich history and multicultural representation that is so close to campus. These events were created with the intentions of encouraging students to travel to South Madison and inspire them to return in the future.
STRATEGIES Once the Promotions team identified the objectives for the semester, we determined three strategies to accomplish our goals. 1. Utilize digital and traditional marketing strategies in order to promote Savor South Madison’s mission and supporting events. 2. Target opinion leaders to foster long lasting partnerships between Savor South Madison and campus organizations. 3. Combat collective action problem by facilitating group interaction instead of individual consumption.
PROMOTIONAL EVENTS The main two promotional events we facilitated were the Fourth Annual Taste Race and I Savor Saturday.
THE FOURTH ANNUAL TASTE RACE The Taste Race is a competition that melds fun with friends and trying new food. This year the event was from November 17 - 21, with a finale event on November 23. In order to participate, teams would register online, visit the participating restaurants and send a photo of the food they tried with #TasteRace2014 to our social media accounts. There were also additional ways to earn points, by answering our trivia questions on social media, sharing an #ISavorSaturday social media post and attending the finale event. The participating restaurants for this year were Jade Garden, Tacqueria Guadalajara, Edo and Fraboni’s, and the finale event was held at Cargo Coffee.
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ADDITION OF FRABONI’S Including Fraboni’s in this year’s participating restaurants was a new addition and ended up being very successful. The promotions team wanted to include a restaurant that is closer to campus to serve as a bridge deeper into South Madison. Fraboni’s is a family owned restaurant that specializes in Italian food and raw ingredients. This relates well to what Savor South Madison stands for in terms of ethnic food and local businesses.
FINALE We also had a finale for the first time this year. We chose to have a finale event for the Taste Race because we wanted the week to culminate into a fun event where the teams could gather together, share stories and meet others in the community. During the Taste Race, teams operate independently of each other and do not have any idea of who else is participating. The finale event solved that because it created the community aspect that Savor South Madison advocates for in all their campaigns.
PROMOTING THE TASTE RACE To promote the Taste Race, the promotions team contacted opinion leaders in the Madison community. We told campus organizations that were related to food or multicultural events about the event. The event was very successful this year, with 11 teams registering for the event, which is an increase from last year. Also, the Facebook event reached over 1,500 people.
WINNERS
The winning team was made up of people involved with Madison Yelp. The second place team was students and the team most engaged on social media was also students. Overall, the promotions team focused on emphasizing community engagement and combatting the collective action problem by melding online action with offline events.
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I SAVOR SATURDAY I Savor Saturday used these same concepts. This was an integrated social media campaign that involved our online audience sharing the food they tried in South Madison on social media with the hashtag #ISavorSaturday. This campaign was new this year and took the I Savor Pledge from previous years to a new level. We centered the social media content around Saturdays to create social media stories that our audience could expect every week, as well as to encourage and challenge our online audience and offline community to try new food during the week, specifically on Saturday. One way we accomplished this was using the hashtag on all platforms for consistency. We also worked to combat the collective action problem by encouraging offline action through an online medium. Both I Savor Saturday and the Taste Race integrated online and offline initiatives to enhance the feeling of community during the campaign.
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PLATFORM
PLATFORM TEAM GOALS The Platform Team’s main goals in 2014 are to create all of our platform designs to be fresh, clean and functional.
SOCIAL MEDIA Our goal for our social media design was to create a consistent presence. We want to be visually appealing over all platforms, thus we use images and fonts that match each other. We achieved this by creating new cover photos, a new logo for Taste Race, posters, infographics and much more. We created a new Icon for social media, so that it would be aesthetically pleasing in each form of social media. We wanted to freshen the image and create more interest in our social media websites.
WEBSITE A platform is more than just a website. It’s interactive, connected to something else, and a positive experience for users. It’s a place for storytelling. SavorSouthMadison.com achieves these aspirations, making it a perfect space for our community to share, learn and join. Our main goals for our website includes: • Increase functionality and integration • Update photos and infographics to tell stories • Incorporate cohesive fonts and increased aesthetic appeal of the landing home page
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HOME PAGE First of all, on our right side we have the ISavorSaturday Button. It’s simple and eye-catching in order to entice people to click on it. Once you click on it, you can view all ISavorSaturday posts through an instagram feed. Secondly, we’ve used rich media incorporated in a large slider so that our most important features are highlighted, such as how to connect with us. We’ve decided to include links to South Madison stories as well, such as how Shellie Pierce wears high heels while farming and an infographic on the history of South Madison. Once you’ve scroll down, we have three visually appealing buttons with the action words “Eat,” “Learn” and “Join.” Additionally, we’ve paired the buzzwords with updated images to offer our users more
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options to get involved in our community. Additionally, at the bottom of our platform, we have an interactive map that makes it simple to find restaurants in South Madison. The map allows the community to find what restaurant is closest to them and where each restaurant is. Each of our top navigation main menu buttons has “Call-to action” words to make our platform feel more like a community. Our “Eat” allows our community to learn about each restaurant with an easy-to-use category searcher. If one of our community members wanted to know more about a restaurant, and she or he could discover new restaurants with short blurbs of what that restaurant is about. We want to be the best resource of information for our community when they are looking to try a new restaurant in South Madison. We have also included a page filled with stories of user’s experiences at each restaurant, called “The Culinary Crawl.”
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Our “Learn� tab is rich with information, including about the community, restaurants, history and partners. We fill these pages with interactive material, such as a Community Gardens visit video. Each post is an interesting story about south Madison, from learning about how Jan and Greg Karst moved to South Madison from New York and opened up Cargo Coffee to why Greenbush bakery uses kosher practices. We also included an updated graphic-rich infographic to show how the history of South Madison has changed over the past centuries, from the first fisherman to the creation of the Catholic Multi-cultural center to Quann community gardens in 2002.
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Our “Join” tab is the most interactive part of our platform, where community is encouraged. We have an ISavorSaturday page that has its own feed of instagram posts. Not only can the visitor see our posts, but also their own posts will show up on the page if they use our #ISavorSaturday hashtag. It’s a way for our users to feel that they are part of our community. This page is linked from various other points on our website. Additionally, we’ve included pages on information about The Taste Race 2014 and Celebrate South Madison.