CSR CAMPAIGN PROPOSAL FOR CITY OF SAINTS Angie Qin
Douglas Tran Mika Ya-Hui Chang PGDM 5120 FALL 2015 Prof. Rhea Alexander
BREWSON CORPORATE SOCIAL RESPONSIBILITY CAMPAIGN FOR CITY OF SAINTS
Angie Qin Douglas Tran Mika Ya-Hui Chang
PGDM 5120 Managing Creative Project & Teams Professor Rhea Alexander FALL 2015
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TABLE OF CONTENTS • •
The Team
The Challenge
What is? • • • • •
• •
7
Design Scope & Planning
13
The Opportunity
Research & Interviews
Identify Insights by Tools
11 15 31
Brainstorm Ideas
35
Assumption Testing & Modification
42
Prototype
What Wows? •
6
Project Background
What If? •
3
Get Feedback
What Works?
39
46
The Outcomes
•
Takeaways
47
•
References
49
•
48
2
THE TEAM
BREWSONERS CORE VALUE OUR MISSION
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CORE VALUE
BREWSON-ERS
We are here to LISTEN with respect, WORK with dedication, CREATE with boldness,
Angie
PLAN with tactics, and EXECUTE with
Douglas
Mika
D
mindfulness; But what we do best is to celebrate the joy of SHARING, full-heartedly.
-
NYU Graduate of
-
Linguist
-
Interaction Designer
2015
-
Communication and
-
Design in
Economics and
public relations
Technology
Business
4
“Brew” new ideas to help LOCAL businesses with existing DNA of
OUR MISSION
SOCIAL RESPONSIBILTY with the development of EFFECTIVE Corporate Social Responsibility (CSR) Programs and FACILITATE the INTEGRATION of CSR Programs into these socially-aware businesses
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By applying design thinking process and
THE CHALLENGE A Social Responsibility
Program Design for an Existing New York City
Based Brand.
research methods, our team develop a Corporate Social Responsibility (CSR) program for City of Saints, a coffee roaster in Bushwick community.
Focusing on community involvement
and development, the project aims to explore the opportunity to give back based
on
community.
the
needs
of
its
local
Through primary & secondary research,
brainstorming, assumption testing and prototyping, we proposed the solutions for
City
of
Saints
to
bridge
the
relationship with its community through the CSR campaign.
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CSR
is
a
plan
in
which
an
organization selflessly supports a cause whether it be
benefitting the environment, local
CORPORATE SOCIAL RESPONSIBILITY (CSR)
community,
charity,
or
other
cause that is not intended to increase sales.
“ Corporate Social Responsibility (CSR) refers to a BUSINESS PRACTICE that involves
participating in INITIATIVES that BENEFIT the SOCIETY.” - BUSINESS NEWS DAILY
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PROJECT BACKGROUND
VALUE BRAND DNA COMMUNITY EXPERIENCE CURRENT LOCATIONS
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BRAND DNA SHARING IDEAS AND
VALUE
A WIDE FOUNDATION OF KNOWLEDGE,
EXPERIENCE, AND PASSION.
KNOWLEDGE
“A lot of people have asked why we
would allow other roasters to come in and roast their coffee in our location. And many of our
competitors feel apprehensive or
intimidated by sharing information, but we feel there is room for
everybody, particularly those that can offer new and unique products
and programs.” - Troy Waller of City of Saints
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COMMUNITY Breaking down the wall
between the baristas and
EXPERIENCE “There are a lot of ways
customers, the coffee
to build a community, but
to interact with their
together quite as well as
bar set up allow baristas customers in an intimate way.
few things bring people fresh roasted coffee.”
– City of Saints
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CURRENT LOCATIONS
East Village Café, Manhattan
Bushwick Roastery and Tasting Bar, Brooklyn
11 Hoboken Café, New Jersey
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Design Scope • •
Utilize current resources Contribute positively
Method • • •
FIELD TRIP Stakeholder INTERVIEWS Questionnaires
Target Audience • •
Regular customers From BUSHWICK
EXPECTATIONS Short-term Goal • •
Establishment of an EFFECTIVE CSR program Give back in ways that RESONATE with the people
Long-term Goal • •
Success in integration of an uniquely COMPETENT CSR program Long-term ENDORSEMENT by targeted audiences
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PROJECT PLANNING
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PROJECT CALENDAR
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FIELD RESEARCH FREE BREWING CLASS IN BUSHWICK
The classes are, although free, not at
all attractive
to the people within the community. So we thought
that maybe t he free brewing classes that t he brand has been providing as a wa y of giving back do not
resonate with t he people within the community. So what
do the
people
really care
resonates with their believes?
about? What
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THE OPPORTUNITY Improve the existing CSR program to effectively help the brand to reach its goal of giving back to the community
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MORE RESEARCH ABOUT BUSHWICK COMMUNITY
•
NORTHERN part of BROOKLYN
•
Rapidly GENTRIFYING
•
WORKING- and MIDDLE-class
•
Population of 81,805
•
69.9% HISPANIC &16.8% BLACK
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Vogue: “Bushwick, the 7th
COOLEST
neighborhood in the
World.” And here is why…
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STAKEHOLDER MAP
22
ECOSYSTEM MAP
23
OPPORTUNITY MAP
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VALUE CHAIN ANALYSIS
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STAKEHOLDER INTERVIEWS MEETING WITH THE MANAGER We set up a meeting with the manager, Pete. He shared with us his long history and his passion t owards
coffee. He told us that his intention of giving free coffee classes is not only a n educational opportunity for people to understand what goes on behind every
cup of coffee, but also to give back in terms of spreading awareness and appreciation towards the immense hardships to create the coffee beans.
He thinks the background of coffee, the root of the
coffee industry as well as the process of how a cup of ordinary comes about are often neglected by most consumers. Therefore, as a coffee shop owner, he
feels he is obligated to share the knowledge of backstage process and show the appreciation to those hard work supporting the value chain as the spirit and mission of City of Saints.
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STAKEHOLDER INTERVIEWS GATHER CUSTOMERS’ INSIGHTS
In
order
to
better
understand
the
interest of people in the community, we interviewed with
short
the
customers
questionnaires
supporting in
the
cafe. This survey aim to help us to find the answers regarding what customers want to
see the coffee shop does in terms of giving back.
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“Which aspect specific to the Bushwick Community do you value the MOST?”
SURVEY
QUESTIONNAIRES
We got back almost 40 responses, with 72.5% suggesting projects that
have
to
do
with
art.
Additionally, a lot of customers shared their appreciation for the
art-oriented vibe that the coffee shop creates. 25 people
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“Would you participate in a FUNDRAISING OPEN GALLERY EVENT hosted by City of Saints, who will donate part of the revenue to
NON-PROFIT ORGANIZATION to support the LOCAL ARTISTS?”
7.5%
10% “Depends”
“No”
82.5% “Sure”
Given the sample population of 40 people, 82.5%=33 People 29
IDENTIFY INSIGHT BY TOOLS
PERSONA JOURNEY MAP
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1st Persona
Sam AGE GENDER OCCUPATION
It seemed something were missed that people are not resonated with our goodwill.
31 Male City of Saints Manager
MOTIVATION Sam is the manager at City of Saints who's passionate about coffee culture. He had traveled to the countries within Asia and South America of which are famous for coffee bean production. He currently works as a trainer at City of Saints in charge of educational programs.
The Manager GOAL Hope to connect with it local community through conveying its brand value and mission of City of Saints. Through coffee brewing courses to rise people's awareness towards the endeavor behind every cup of coffee.
FRUSTRATION The customers were not resonated with the free brewing classes.
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2nd Persona
Catherine AGE GENDER OCCUPATION
Don’t know how to convey the message effectively to rise their interest in the activities
27 Female City of Saints Cashier
MOTIVATION Catherine works as a cashier at City of Saints. She loves the culture of her workplace and gets along with her colleagues well. She serves each cup of coffee with heart ❤ ️ and customers' satisfaction is her primary concern.
The Cashier
GOAL Provide customers a wonderful shopping experience at City of Saints. Make sure to keep the good quality of coffee she served.
FRUSTRATION Although sometimes she tried to promote the special events host in store, the customers seemed not interested in them at all.
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3rd Persona
Kate AGE GENDER OCCUPATION
If the event is suitable for both kids and parents, that would be a choice for me.
37 Female High School Teacher
High School Teacher GOAL Balance her life between career, family, and life-long learning
MOTIVATION Kate is a teacher at Bushwick high school. She is used to grabbing coffee here every morning because the coffee here is really great. Knowing that the cafe host free brewing class on weekends, however, she has to stay at home to look after her 12-year-old twins.
FRUSTRATION Occupied by work and her kids, she hardly has leisure time to do things she is interested in or learn something new.
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4th Persona
Mike AGE GENDER OCCUPATION
Young folks here in Bushwick are passionate about graffiti arts, and we need support to spread this culture.
28 Male Graffiti Artist
MOTIVATION Mike is a street artist and a member of The Bushwick Collective who’s passionate about graffiti and his society. He often stays at City of Saints to draft his masterpieces because he feels comfortable in this open space café which inspires him to create better art works.
Graffiti Artist
GOAL Try to incorporate his neighborhood in graffiti culture and increase people’s understanding and appreciation of street art.
FRUSTRATION Most people don’t want to buy graffiti. He would love to sell his story, but the market is very niche. It’s tough to do these things without a very strong supportive background. Being an artist is very hard. Only time will tell what I can accomplish. 34
Kate’s Journey to City of Saints
Our Assumptions
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Mike’s Journey to City of Saints
Our Assumptions
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According to secondary research, we came to the following conclusions:
THE
PEOPLE
SHOW
IN
THE
COMMUNITY
INTEREST/APPRECIATION
THE ELEMENT OF ARTS.
RESEARCH INSIGHTS
We
interviewed
customers
in
TO
Bushwick
about how they feel if City of Saints host
art-related activities as a way of giving back. Most of the responses were positive.
Instead of free brewing classes, people prefer
the
activities
interactions(especially
for
benefits for their community.
with
kids)
more and
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THE
CURRENT
CLASSES
ARE
FREE
NOT
POPULAR
COMMUNITY BECAUSE…
OUR ASSUMPTIONS
COFFEE
BREWING
WITHIH
THE
§ Lack of PROMOTION during the coffee selling process.
§ The way classes host is not vivid and interesting
enough and it limits its target audiences to those who are interested in this specific TOPIC.
§ People
in
Bushwick
community
show
great
preference to attend ART-ORIENTED event than free brewing classes.
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BRIANSTROM IDEAS
39
§ HOW
CAN
DESIGN
THE
PROMOTION STRATEGY
TO RISE
CUSTOMER’S
HOW CAN WE…
WE
AWARENESS/INTEREST
TOWARDS THE EVENT? § HOW
CAN
ELEMENTS
WE
OF
COMBINE
ART
REDESIGN THE EVENT
THE TO
TO MEET
THE NEEDS OF TARGET AUDIENCES?
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What Others do‌
STARBUCKS
CHARITY CAMPAIGN
Back in 2012 Starbucks teamed up with Foursquare for a charitable campaign that benefited AIDS awareness. From June 1 to 10 Starbucks donated $1 every time someone checked into one of it locations in the US and Canada. Starbucks set a limit of $250,000 on its donation to add to the $10m it has already donated to the RED charity’s fight against AIDS. For its part Foursquare gave users a specially created badge if they took part in the campaign. Resources: https: //econsultancy.com/blog/64328-eight-awesome-social-campaigns-fromstarbucks
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TIM HORTONS #WARMWISHES CAMPAIGN
#WarmWishes” campaign, a Tim Hortons restaurant in Grimsby, Ont. was turned into a “House of Warm Wishes” where visitors could drop their good deed requests for someone in the community in a “Cup of Good Deeds.” Staff from Tim Hortons then tried to fulfill as many of the deeds as they could.
Reference: https://youtu.be/EJXu5UWfsHc
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PRET A MANAGER
“A LITTLE THANK YOU� CAMPAIGN
The campaign raise awareness and money for five homelessness charities. As is the case throughout the year, Pret will not use traditional advertising, instead promoting the charities through its shop windows, packaging, team members and social media channels to tell its stories and interact with customers. It says that more than two million customers a week will see the five charities' logos on its packaging and coffee cups. Reference: http://www.campaignlive.co.uk/article/pret-donates-marketing-charitychristmas/1372147 https://youtu.be/y3hrb-qlICE
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HOW CAN WE COMBINE THE
ELEMENTS OF ART REDESIGN MEET
THE
MOST
TO
EVENT
TO
OF
ITS
TARGET AUDIENCES’ NEEDS?
3 IDEAS: OPEN STUDIO DOODLE CUP CROSS-INDUSTRY FAIR
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OPEN STUDIO HOSTING OPEN-STUDIO EVENTS WITH LOCAL ARTISTS Based on our study, Bushwick
is a very artistic community attracting numerous artists nation-wide to settle here.
The idea is to host an event for the artists to display their art
works at the City of Saints shop free of charge but part of sales revenues generated (both the art sale and coffee) will be donated to the local charity organizations.
ABOUT
All-volunteer, non-hierarchical organization
MISSION
Provide platform for creative minds in the community
HISTORY
The first Bushwick Open Studios was held in 2006 to celebrate the creativity of the artists in Bushwick
70% the
of the sales revenue generated at
Fundraising OPEN GALLERY will go to
ARTSINBUSHWICK
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Reusable Thermos Cups will be
DOODLE CUP
RE-USABLE DOODLE CUP EVENTS FOR LOCAL CHARITIES Re-usable doodle cups will be
sold to customers year-round to promote environmental
sold to spread
ENVIRONMENTAL
AWARENESS and SUPPORT the LOCAL ARTISTS. City Of Saints will also
DISCOUNT for all future refills using this cups.
awareness. City of Saints will provide discount for all future refills using the reusable cups.
Will also have artists on site on weekends to assist customers with designs on their cups.
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CROSSINDUSTRY FAIR HOSTED BY CITY OF SAINTS Due to the unique atmosphere at the shop, a number of
Collaborate with other industries in the community to host fair instore. Customers will be able to
experience fine WINES, delicious local CUISINES and COFFEE &SNACKS all at once.
Revenue will be generated from event’s RAFFLE TICKETS.
different retail stores in the area have expressed strong express to host an event in store on a monthly basis. Revenue will be generated from the sales of
raffle tickets to enter the event. Customers will get a chance to
experience fine wines, delicious local cuisines and of course City of Saints coffee all at once with no extra charge. 47
In this phase, we finalized our idea to an open studio event for rapid prototyping. It is an event for local artists to display their art works at City of Saints free of charge, and all participants can attend without entrance fee. Combined with doodle cup activities, it’s fun and easy for kids to join .
PROTOTYPE DOODLE CUP OPEN STUDIO
Through coffee purchase process, the customers can decide whether to donate or not. The collected money will go to the local art organizations such as ARTSINBUSHWICK. Here we select the payment process to test the user experience, and figure out the variations that will affect people’s wiliness to donate.
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POSTER Show your support for
our local artists at City of Saints first OPEN
Invites you to MAKE A DIFFERENCE by ordering our:
GALLERY by getting
“Doodle Cup”
your personal
“DOODLE CUP” at the event!
Part of the sales revenue from the event will be going to
ARTSINBUSHWICK
Show your support for City of Saint’s first ever open gallery event for our local artists in the Bushwick Community by getting your own “Doodle Cup!” All donations will be used to support the open gallery and your “Doodle Cups” will be displayed on the day of the event!
City of Sainsts feels more responsible for more than just your coffee.
BREWSON
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DOODLE CUP EVENT IN THE CLASS
To prototype, we distribute $1 bills to a group of people and created the scenario of fundraising event at a coffee shop. We also use paper
prototype as credit card payment interface to test the variations which will affect people’s wiliness to donate.
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ASSUMPTION TESTING & MODIFICATION
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ASSUMPTIONS
TOOLS
PROCEDURES
would increase the rate
giveaways
2. Ask if poster B is more
visualization of the prizes
3. Survey A
1. Doing Prize giveaways of participation, and
1. Poster A: Without prize 2. Poster B: With prize giveaways
1. Show the poster A and B Attractive
influence peoples decision
2. People are likely to
1. Doodle Cup Samples
1. Give out Doodle Cups at
donate more when no $
2. Computer Screen A without $
the entrance
amount/ options were
amount
2. Ask for donation, show
encourages users
amount
3. Ask again, show computer
Survey
Give out survey after the
given/ Cup art installation interactions
3. Attendants experience at the event would impact
3. Computer Screen B with $
computer screen A w/ dollar B
event
their perception of the brand.
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Prize giveaways DO NOT always increase participation
WHAT WE LEARNED
Visual displays are PERSUASIVE
Likely to donate MORE when $ amount is absent
Experiences POSITIVELY influence brand image
People prefer using CARDS over cash
Unlikely to donate when cash is not kept HANDY
Asking for donations BEFORE paying increases willingness
The PERSON asking for donations also impact the decisions
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MODIFICATIONS
Built in donation option in Square
Manual entry of donation amount
In-store installations of Doodle Cups
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Through the process of this CSR initiative,
THE OUTCOMES &TAKEAWAYS ART + PEOPLE +
LOCAL BUSINESS =
MUCH LOVE
TOWARDS BUSHWICK COMMUNITY
we gathered valuable stakeholders’ insights which help us horn the ideas which are resonated believe
to
the
target
audiences. We
City of Saints will benefit
from
further developing this CSR campaign and
deepen the relationship with its community through giving back in a right track. From the experience to work this project with
a
local
business,
we
found
that
communication plays an essential role. It is critical to ensure that the potential partner
has a thorough understanding of the core value, goal as well as the potential benefits of the proposal. Also, establishing a close and personal partner
relationship could
collaboration.
with
immensely
the
potential
facilitate
the
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TAKEAWAYS Establishing a CLOSE and PERSONAL
RELATIONSHIP with the potential partner could immensely FACILITATE the collaboration
COMMUNICATION plays an essential
role; It is critical to ensure that the potential
partner has a thorough UNDERSTANDING of the core value, goal as well as the potential benefits of the proposal
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CITATIONS v NICOLE FALLON TAYLOR, WHAT IS CORPORATE SOCIAL RESPONSIBILITY, BUSINESS NEWS DAILY, JUN 19, 2015http://www.businessnewsdaily.com/4679-corporate-socialresponsibility.html v JEREMY MARTIN, BROOKLYN’S CITY OF SAINTS COFFEE ROASTERS WELCOMES FELLOW MICROROASTERS TO BUILD COMMUNITY, BARISTA MAGAZINE, JUN 12, 2015 http://baristamagazine.com/blog/brooklyns-city-of-saints-coffeeroasters-welcomes-fellow-microroasters-to-build-community/
REFERENCES
v NICK REMSEM, GLOBAL STREET STYLE REPORT: MAPPING OUT THE 15 COOLEST NEIGHBORHOODS IN THE WORLD, VOGUE, SEP 5 2014, http://www.vogue.com/slideshow/1080625/fifteen-cooleststreet-style-neighborhoods/ v CITY OF SAINTS OFFICIAL WEBSITE http://cityofsaintscoffee.com v INTERVIEW WITH SAM & PETE
BOOKS DESIGNING FOR GROWTH: A DESIGN THINKING TOOL KIT FOR MANAGERS, LIEDTKA, JEANNE, AND TIM OGILVIE. NEW YORK: COLUMBIA BUSINESS SCHOOL PUB., COLUMBIA UP, 2011
PHOTOS & PICTURES v CITY OF SAINTS OFFICIAL WEBSITE http://cityofsaintscoffee.com v FIELD TRIP & INTERVIEW 57
WE WOULD LIKE TO THANK…….. RHEA ALEXANDER - For her support and guidance through out the process THE REST OF OUR CLASS - For your feedback and participation to make our project possible CITY OF SAINTS CAFÉ -For their participation and generosity in giving
back to the community
OUR TEAMMATES, BREWSONERS - Thank each of you to make this project from scratch to reality
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