SCOM 461 - PR Campaign by Samantha Bravo

Keely Bennett

Account Executive

Aryn Brondolo research director

Paige Epstein media & issue director

Kristen Gaudian

programming director

Samantha Bravo

Creative Director/ assisting programming director

Devon Heavey

client relations director/ assistant research QUAD COMMUNICATIONS

CAMPUS KITCHEN May 1st, 2018 SCOM 461 Dr. Meganck 1

Table of Contents Table of Figures

Executive Summary

Secondary Research

Primary Research

Strategic Programming

Tactic Prototype

Calendar

Budget

Evaluation Plan

References

Appendix A

Appendix B

Appendix C

Appendix D

102

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Table of figures Figure 1: Swot Analysis

Figure 2: Objective & Strategy table

Figure 3: Snapchat post

Figure 4: Social Media Calendar

Figure 5: #Save40 Social Media post

Figure 6: 40% infographic

Figure 7: The 40% Project on the Quad

Figure 8: CK booth in Dhub

Figure 9: CK Facebook group

Figure 10: CK holiday calendar

Figure 11: CK big/little chef

Figure 12: CK Freshman move in

Figure 13: Email protoype

Figure 14: â&#x20AC;&#x153;How Toâ&#x20AC;? video prototype

Figure 15: Instagram post

Figure 16: CK brochure

Figure 17: Calendar (part 1)

Figure 18: Calendar (part 2)

Figure 19: Budget Objective 1a Strategy 1-2

Figure 20: Budget Objective 1a Strategy 3

Figure 21: Budget Objective 1b Strategy 4-6

Figure 22: Budget Objective 2a Strategy 7-8

Figure 23: Budget Objective 2a Strategy 9

Figure 24: Budget Objective 3a Strategy 10-12

Figure 25: Budget Objective 3b Strategy 13 & 15

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EXECUTIVE SUMMARY CLIENT Our client is the James Madison University chapter of Campus Kitchen. Campus Kitchen is a national leader in community service, with about 60 Campus Kitchen chapters nation-wide. The Campus Kitchen project was first founded in 2001 in Washington, D.C. Their mission is to “strengthen bodies by using existing resources to meet hunger and nutritional needs in our community; empower minds by providing leadership and service learning opportunities to students, and educational benefits to adults, seniors, children and families in need; and build communities by fostering a new generation of community-minded adults through resourceful and mutually beneficial partnerships among students, social service agencies, businesses and schools.” ISSUE STATEMENT Campus Kitchen at JMU struggles with volunteerism due to low visibility across campus. Quad Communications needs to understand why JMU students aren’t participating, how to better communicate with students on campus, and what other chapters do to increase awareness. We will do this by conducting secondary research, looking specifically into the company’s history and analyzing the publics. We will also conduct primary research, with a survey, to find out the best ways to communicate with college students at JMU and find out why they don’t want to participate in community service activities. This information will drive the rest of the campaign to address Campus Kitchen at JMU’s issues. KEY FINDINGS OF SECONDARY RESEARCH

Strength

The main strength that Campus Kitchen at JMU has is their grant for $5,000. Other strengths include resume building skills, close friendships, leadership positions and networking opportunities with JMU dietetics. Campus Kitchen at JMU also have ties with the local community centers and organizations.

Weakness

Weaknesses within Campus Kitchen at JMU includes low participation, low social media visibility, and a loss of members due to graduation in May. Campus Kitchen at JMU has also expressed uncertainty with how to reach large organizations on JMU’s campus.

Opportunities

Campus Kitchen at JMU has significant opportunities with other organizations on campus like sports teams and Greek life. Other opportunities on campus include involvement with Student Ambassadors,First yeaR Orientation Guides, court mandated community service, and majors that require community service. Campus Kitchen at JMU have opportunities beyond the JMU campus as well, specifically within the Harrisonburg community, by creating partnerships with similar organizations in the Harrisonburg community. QUAD COMMUNICATIONS

EXECUTIVE SUMMARY Threats

Threats for Campus Kitchen at JMU include other, more convenient, community service opportunities that are present on campus. There are also possible transportation issues for freshman students. KEY PUBLICS Key publics of the Campus Kitchen at James Madison University include incoming JMU freshman (Class of 2023), JMU students, current Campus Kitchen at JMU volunteers, and JMU students with majors that require community service. JMU students encompass 20,779 students, 60% female and 40% males. The students age range from 18-22 years of age. Another key public to this organization include opinion leaders including First yeaR Orientation Guides and JMU Dietetic Professors and those involved in the major. GOALS, OBJECTIVES & STRATEGIES The 40% Project campaignâ&#x20AC;&#x2122;s goal is to promote JMUâ&#x20AC;&#x2122;s chapter of Campus Kitchen as a joinable organization and increase Campus Kitchen volunteerism with JMU students. From this goal we formulated five different objectives that target awareness, acceptance and action of the organization. Overall the five objectives accumulate over 15 different strategies targeting to accomplish set objective. MESSAGE STRATEGIES Our primary message is that Campus Kitchen at JMU is an organization that students should want to volunteer with because food waste is a problem that needs to be solved in the United States. We then developed 15 strategies to help get this message across to our key public, as well as help us reach our objectives and goal. TACTICS For each strategy that we have in our campaign we came up with three to four tactics to help us implement the strategies. For 15 of our tactics we created an example of what the tactic should look like for Campus Kitchen at JMU to get a visual in our campaign booklet. These examples included social media posts, social media calendars, brochures, emails, and an image of an event setup for Campus Kitchen. Evaluation Plans To evaluate the effectiveness of our strategies we developed an evaluation plan for Campus Kitchen to easily use. This plan will consist of using Google Analytics to track social media growth, having students sign-in to track attendance at the event, counting the number of brochures handed out, and counting people to see if our goal to get more volunteers for Campus Kitchen was met by this campaign.

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secondary research Introduction Before Quad Communications could conduct primary research, the team needed to conduct secondary research to analyze the industry analysis, evaluate the public environment and construct a SWOT analysis. This process gave Quad Communication a base insight that we used when developing our primary research. Without this secondary research, the planning process would have been disorganized and the campaign would have been less successful. This research was extremely helpful to have and led the rest of our campaign. Industry/Market Analysis Campus Kitchen operates throughout the non-profit Community Food Services in the US industry. Throughout this industry, there are several major leaders such as Feeding America, The Meals on Wheels Association, and City Harvest. This industry has an annual growth of about 4.5%, with over 5,000 businesses operating (IBIS, 2017). External factors that determine the success of these businesses are poverty rates, federal funding for social services and consumer price index (IBIS, 2017). Campus Kitchen is a national leader in community service, with about 60 Campus Kitchen chapters (The Campus Kitchen Project, 2017). There are several other organizations in direct competition with the organization such as the Salvation Army and Our Community Place, and Open Doors. The Salvation Army is one of the largest community providers serving over 127 countries and provides services in 175 languages (The Salvation Army, 2017). The Salvation Army offers a number of services including hunger relief, disaster relief, providing shelter to the homeless, assisting the unemployed and much more. Every year The Salvation Army provides over 56 million meals through food pantries, meal programs and community gardens. In particular, The Salvation Army has a location right in Harrisonburg that has a food pantry which is open 6 days a week (The Salvation Army, 2017). Our Community Place operates in the Harrisonburg community and offers community meals and other basic services for the needy. In addition, every Friday, Our Community Place operates a restaurant that provides the opportunity for employment and volunteering, and the chance to make a hot meal for those who are struggling financially. In addition, Harrisonburg and Rockingham Thermal Shelter (Open Doors) is a non-profit organization that provides a place to sleep, dinner, breakfast and more to about 40 people in need each night (Valley Open Doors, 2017). There have been several current events and regulation changes that have directly affected the industry. An increase in funding for social services can boost revenue for non-profit Community Food Services. In 2017, federal funding for social services increased providing more funds for the needy. The US poverty rate is directly correlated with the demand for the Community Food Services industry. In 2017, the poverty rate increased which led to an increase in lower-income families and individuals who lack necessary funds to purchase food. As the price of goods and QUAD COMMUNICATIONS

secondary research services grows and poverty continues to rise, this industry will continue to grow. Overall, in 2017 alone there has been a 2.6% increase due to a volatile labor market which increased food insecurity and vulnerability to hunger (IBIS, 2017). Finally, as the economy continues to grow in 2018, corporate and individual contributions and donations are likely to increase over the next couple of years (IBIS, 2017). There have been very few technological changes that have impacted this industry. Developments have only minorly improved warehouse systems. Public Environment There is an issue with how the community views Campus Kitchen at JMU because there is a general lack of knowledge with certain community groups including JMU students, which makes up the members of the chapter. Reputationally, for those who are aware, it’s an organization that does well in the Harrisonburg community. It takes something that is a serious waste of resources and turns it into something that can better the lives of those who are needy in Harrisonburg. Overall, local media view Campus Kitchen at JMU positively, generally sharing their message of decreasing food waste while increasing providing healthy meals to community shelters. Media messages praise the work done in the Harrisonburg community by Campus Kitchen at JMU. Often, articles give Campus Kitchen at JMU an opportunity to address common concerns, like food sanitation and safety when obtaining, transporting, and recreating the leftover food. Campus Kitchen at JMU ensures the media that they follow specific guidelines and that the handling of food should not be a concern. The media supports Campus Kitchen at JMU but doesn’t give resources for joining the group. Relevant Media Coverage •The Breeze: “JMU’s Campus Kitchen reduces Harrisonburg’s food waste” •WHSV 3: “JMU launches ‘Campus Kitchen’ project” •FoodDay.org: “Spark the Fire for The Campus Kitchens Project” •BuyLocalShenValley.org: “Campus Kitchens Project Gaining Support in the Valley” Public Analysis Publics such as the customers, producers, enablers, limiters and opinion leaders are all important for Campus Kitchen at JMU to think about when trying to create a successful campaign for this organization. Even though Campus Kitchen at JMU might not be selling a product, or trying to get people to pay for a monthly subscription of something, they still have to be aware of who their customers are, and how they can reach their customers to provide the best service. To analyze the public’s analysis of Campus Kitchen at JMU, we will first be looking at the customers, then the producers, then the enablers, limiters and finally discussing the QUAD COMMUNICATIONS

secondary research opinion leaders. Since Campus Kitchen at JMU is a non-profit they don’t have your ordinary customers that would pay for a product. Instead, their customers are the people and organizations that receive the food that Campus Kitchen at JMU provides for them. One of the customers for Campus Kitchen at JMU is the Harrisonburg Salvation Army. The Salvation Army is a thrift and consignment store that tailors their prices to be affordable for those who are in need of help (Salvation Army, 2017). Campus Kitchen at JMU has paired up with them to provide food for the lunches and dinners that they hold. Another customer public of Campus Kitchen at JMU is a local Harrisonburg homeless shelter called Our Community Place. Campus Kitchen at JMU has teamed up with them to provide healthy meals for the homeless. Two individuals that Campus Kitchen at JMU should really focus on contacting are Annie Pangle, who is the volunteer and community care coordinator, and Randi Hagi, who is the kitchen coordinator (Campus Kitchen, 2016). RISE United Methodist Faith Community Church is another customer of Campus Kitchen at JMU. RISE was one of the groups that campaigned for Campus Kitchen to be brought to the James Madison University campus and has now received regular donations from Campus Kitchen at JMU (Campus Kitchen, 2016). A specific person from this organization that Campus Kitchen at JMU has reached out to is Amanda Garber, who is the Pastor and Founder of RISE. Campus Kitchen at JMU would not be able to donate all the food they have to these customers without the assistance of the producer for this non-profit. Campus Kitchen at JMU gets the food that was not served from James Madison University’s dining halls (Valle, 2017). JMU has six dining halls on campus that provide food for Campus Kitchen at JMU. The food from the JMU dining halls comes from the food company Aramark, which provides food for colleges and high schools across the country. For Campus Kitchen at JMU to run a smooth operation, they need to get assistance from people in their own community as well as the schools that they work with. Some enablers for Campus Kitchen at JMU include James Madison University, JMU’s Dietetics majors, the Campus Kitchen at JMU advisor, and other organizations on JMU’s campus. JMU is one of the biggest enablers to this particular charter of Campus Kitchen at JMU for the simple reason that the university has the organization on their campus and their students volunteer for the organization. The students majoring in Dietetics at JMU also are enablers for Campus Kitchen at JMU because this major is the one who campaigned for Campus Kitchen to be brought to JMU, and the students who implemented Campus Kitchen onto JMU’s campus are Dietetics majors. Adrienne Griggs is also an enabler for this charter of Campus Kitchen at JMU because she is the campus advisor for this charter and assists the students with any help they need. Finally, QUAD COMMUNICATIONS

secondary research other organizations on JMU’s campus are also enablers for Campus Kitchen at JMU. For example, the program LovePacks, which is a program that sends home nonperishable food to local elementary schools joined up with Campus Kitchen at JMU to introduce Campus Kitchen to the JMU community. Although Campus Kitchen at JMU has a lot of supporters of their non-profit, they also have some things that might be considered limitations for the organization. One of those limiters is ServSafe. ServSafe is a food and alcohol training company. Although this is a good tool for Campus Kitchen at JMU, everyone in a leadership position must be certified through this business before they can handle any of the food that they are donating. This comes as a limit for Campus Kitchen at JMU because this takes time, and might discourage people who want to be in a leadership position with this non-profit from pursuing that want. Another limiter of Campus Kitchen at JMU is the people who don’t stick to volunteering with them or sign up to volunteer but never actually volunteer. These people are limiters for Campus Kitchen at JMU because they hinder success if the organization doesn’t get enough volunteers. Opinion leaders for Campus Kitchen at JMU are important for spreading awareness to the JMU community and encouraging people to get involved with this nonprofit. A major opinion leaders for Campus Kitchen at JMU ia JMU’s President Jonathan Alger, who has the ability to reach both professors and students to encourage them to volunteer with this organization. Also, opinion leaders for Campus Kitchen at JMU include Dietetic major professors, who can influence their students to volunteer with an organization that works with something the students are already interested in. JMU’s campus newspaper, The Breeze, is also an opinion leader for Campus Kitchen at JMU because The Breeze has the ability to reach students both online and in person through their articles. And if Campus Kitchen at JMU is featured in The Breeze students might be more likely to volunteer with them. These opinion leaders are able to spread awareness about Campus Kitchen at JMU to their sorority or fraternity members, which is a large group of people on campus looking to be involved at JMU. Also, an opinion leader at JMU is also FROGs, this group is a unique opinion leader because they are able to talk specifically to Freshman, who are already looking for a way to get involved in the university. SWOT Analysis

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secondary research

Strengths

Weaknesses

•$5,000 Start Up Grant

•Low amount of volunteers

•Multiple possible leadership positions

•Social media presence

•Connections to JMU Dietetics program •Supportive advisor

•Graduating leadership in May •Uncertainty on reaching large organizations

•Ties with local community centers •Close knit current members

Opportunities:

Threats:

•Greek life involvement

•Students current involvement in other organizations on campus

•Sport team involvement •Court mandated community service •Partnerships with similar organizations in the Harrisonburg community

•Other, easier volunteer opportunities on campus. •Possible transportation issues

•FROG and Student Ambassador involvement ** see next page for the complete SWOT analysis**

FIGURE 1: Swot Analysis

Strengths:

According to Student Activities & Involvement,”Campus Kitchen at JMU won a $5,000 start-up grant with the national organization, Campus Kitchens Project Fall 2016.” (Student Activities & Involvement, Be Involved: Campus Kitchen, 2018) This grant has allowed for the volunteers to be able to shop at grocery stores to supplement donated items that may not be able to create a nutritious meal on its own. This provides more variety and creativity for the chefs and really can benefit those community members eating Campus Kitchen at JMU meals. There are also multiple leadership positions within Campus Kitchen at JMU with room to expand even more. Currently there are around seven to ten positions, depending on interest from volunteers. With more volunteers, there is even a possibility to create even more positions in the future. With so many students looking for ways to be QUAD COMMUNICATIONS

secondary research involved and possibly hold a leadership position to stand out on a resume, this is a great way to attract students to Campus Kitchen at JMU. Adrienne Griggs, the faculty advisor of Campus Kitchen at JMU, is a huge part of why the group came to Harrisonburg in the first place. There is an obvious passion for the group and willingness to work with us to create a campaign shows that she wants Campus Kitchen at JMU to be successful. Griggs is also the reason for the ties with the RISE church, where all donated food is stored and prepared. Finally, there is a close bond with the members of Campus Kitchen at JMU. Because there is such a small number of members, they are able to get to know each other quickly. Campus Kitchen at JMU has a good foundation.

Weaknesses:

Campus Kitchen at JMU’s biggest weakness and the main reason for working with Quad Communications is the low amount of volunteers. According to Griggs, the number of volunteers weekly range from 12 to 20 volunteers. With a majority of these volunteers graduating in May, having enough volunteers for the fall semester is definitely a concern. Also, Campus Kitchen at JMU is lacking with a strong social media presence. With 96 followers on their Instagram account, 210 followers on their Facebook page, and 36 followers on their twitter account, their posts aren’t reaching a large enough audience for JMU’s 20,000+ student body. Social media is popular with college students, so not having a strong presence is really hurting the proof. Finally, Campus Kitchen at JMU struggles with reaching out to the organization in a way that will maximize the possibilities of getting volunteers. Griggs has explained that in the past, when she reached out to presidents of organizations, she seldom gets a response. Not knowing how to communicate with JMU’s large organizations is really hindering gaining new members.

Opportunities:

Luckily for Campus Kitchen at JMU, there are many large organizations on campus. According to Fraternity and Sorority Life (FSL) at JMU, Greek life makes up 18% of the entire student body, and all Greek life organizations require a certain amount of community service hours per semester (Fall Community Service Report, 2018). Tapping into this group would give access to approximately 3,780 students, all of which need an organization like the Campus Kitchen at JMU to complete their requirements. JMU varsity sports teams are also encouraged to complete a designated amount of community service. This would give Campus Kitchen at JMU exposure to approximately 518 students. Another group of students that need organizations on campus. According to Fraternity and Sorority Life (FSL) at JMU, Greek life makes up 18% of the entire student body, and all Greek organizations require a certain amount of community service each semester. (Fall 2017 Community Report, 2018) Tapping into this group of students would give access to approximately 3,780 students, all of which need an organization like Campus Kitchen at JMU to ce requirements. According to JMU’s annual crime statistics, in 2015 approximately 1,242 students were charging Harrisonburg, and typically as a court ruling, community service can be required. (Annual Crime Statistics, 2015) QUAD COMMUNICATIONS

secondary research ed Looking beyond groups of people who require community service involvement, there are community service hours are students with court-mandated community service at JMU to large groups of potential and actual JMU students. JMU student ambassadors also influential groups of people who have the ability to promote Campus Kitchen at JMU. JMU student ambassadors are a group that gives tours of the campus to potential students. If student ambassadors were able to promote Campus Kitchen at JMU as a possible student organization, there would be much more exposure to the group. Also, First Year Orientation Guides (FROGS) are guides during JMU freshmanâ&#x20AC;&#x2122;s first week of college. If FROGS could speak about Campus Kitchen at JMU to these very impressionable college freshman, it could be a great way to promote. Finally, the possibility of creating partnerships with similar organizations in the Harrisonburg community could give exposure as well. The Friendly City Co-Op promotes a healthy lifestyle just like Campus Kitchen at JMU. If Campus Kitchen at JMU exclusively shopped for supplementary ingredients, they could create a partnership that would reach a wider audience in the Harrisonburg community.

Threats:

Some threats that could hinder student involvement in Campus Kitchen at JMU is current involvement in other organizations on campus. According to Student Activities and Involvement, there are a total of 377 registered student-run organizations at JMU, all of which have current and active members. (Student Activities & Involvement, Be Involved, 2018) It is possible that current involvement can prevent involvement in another organization. Also, transportation to the RISE church downtown could prevent students from volunteering with Campus Kitchen at JMU, especially for the freshman who are not able to have a car on campus. Conclusion Although Campus Kitchen at JMU has a lot of growing to do, they have accomplished a lot in the Harrisonburg community. Once they increase their numbers of their current volunteers, their efficiency will increase along with their production of food deliveries. Not having enough volunteers or having the resources to attain more seems like the largest issue this organization is facing. As a result of having few consistent individuals volunteering in the Harrisonburg location, there has not been enough focus on their media presence. For instance, there has been limited focus on communication with the JMU population resulting in this Campus Kitchen at JMU location having little value to students who would love to help. Social media is extremely prevalent to the generation the organization would like to reach (college students) but all of their platforms are outdated and unappealing to this targeted group. Posting more aesthetically pleasing pictures and videos that grab their audienceâ&#x20AC;&#x2122;s attention could potentially solve this problem. This would be a great way for this organization to advertise for volunteers as students are constantly looking for leadership roles for the experience and to build QUAD COMMUNICATIONS

secondary research their resume. Another issue aligned with having a few volunteers is that once those who hold leadership roles in the organization graduate, there will be no replacements available. There are key volunteer positions that are vacant and they are continuously searching for compassionate individuals who would be interested in filling those roles. There is a great deal of opportunity for Campus Kitchen at JMU to grow in the future. This objective could be realized by reaching out to various organized group leaders on JMUâ&#x20AC;&#x2122;s campus, such as the Greek life presidents, the many sports team community service chairmen, partnerships with other non-profit organizations within Harrisonburg, and various campus leadership groups. This communication could be initiated during JMUâ&#x20AC;&#x2122;s Student Organization night and then continued by following up with those individuals in charge of those organizations that may have sparked interest. Reaching out to presidents of Greek organizations and sports teams will garner the most success. Sororities and fraternities along with sports teams have mandated community service hours each semester and would be the most worthy of primary research. As mentioned above, the current research shows that the organization has limited ability to acquire volunteers, so a grassroots effort of reaching out to organizations on campus and improving their social media would help attract the student population they require. The information provided is condensed for enhanced readability. Please refer to the Appendix A to find the entire Secondary Research Report.

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Primary research Introduction In order to formulate an effective campaign reaching the client’s objectives, Quad Communications developed the survey to gain insight on effective social media platforms and the lack of student awareness and participation within the organization. The main issues that were address in the survey were why students participate or do not participate in community service on campus, what the best ways to communicate with JMU students are, what social media channels JMU students check more frequently, and is Campus Kitchen at JMU as an organization, their social media sites and their mission visible on campus? Quad Communications also received demographic information from the participants so that they could come up with a viable target audience that would become our main focus for the entirety of the campaign. What Quad Communications wants to achieve from the campaign is to gain more volunteers for Campus Kitchen at JMU as well as increase the retention rate of those volunteers. Quad Communication’s survey answers will help us to create a more unique and personalized campaign for Campus Kitchen at JMU. Research Questions Before beginning the creation of the survey, Quad Communications identified four research questions that they hoped to get out an answer from the survey analysis: 1. What are the most common reasons that Campus Kitchen at JMU is not reaching their potential level of success on James Madison University’s campus? 2. What are the best ways to communicate information to James Madison University students? 3. What are some of the reasons that students choose to or not to volunteer with an organization? 4. Is the Campus Kitchen at JMU organization visible to James Madison University students? Method For the study Quad Communications targeted JMU students that participate in community service activities as well as those who do not participate in community service activities. The sample used for this survey was a convenience sample because Quad Communications put the survey on Qualtrics, which only allowed for JMU students to participate in the survey. The survey was conducted in order to determine why students participate or don’t participate in community service activities, how to communicate with students more effectively, and to see if students know about the Campus Kitchen at JMU. The first question asked the QUAD COMMUNICATIONS

Primary research participants if they were currently enrolled at JMU. Those who selected the answer “no” were filtered out to ensure that all of the answers accurately represented the results of the survey. In the end, the group had 323 responses but, throughout the cleaning of data, only 296 participants were left. Quad Communications had both students who did or didn’t volunteer in organizations that participated in the survey. Procedure Quad Communications used a quantitative survey which is easier to evaluate for the future campaign. Quad Communications strategically constructed 16 different questions on Qualtrics. The questions targeted three topics: student’s awareness of Campus Kitchen at JMU, student’s prior or nonexistence community service involvement, and the best social media platforms to reach the student population. The survey was primarily a Likert-scale format used to measure JMU student’s attitudes towards each topic. Also few questions were “Yes” or “No” in order to place students into categories. By understanding the target audience, perceived attitudes towards the client and media outlets, the campaign will have the edge to effectively reach the client’s goal. The survey used for the study was created through Qualtrics, a software that was able to create a complex survey using the skip logic feature. Qualtrics was compatible with the SONA system which allowed for an unchallenging upload. The survey was uploaded to SONA in order for students to obtain credit for their engagement. Students interested in participating in the survey were first given a cover letter and brief introduction of the survey that included: why it is being conducted, who could participate, animosity, etc. After the introduction, there was a question that gave age consent along with questions regarding demographics. The rest of the survey went as followed: a filter question, questions about participating in community service, questions about the type of communications student prefered, and ended with questions specifically geared toward the Campus Kitchen at JMU organization. The complete survey was a total of 16 questions. Results and Discussion The first part of the survey, students were filtered by their answers, the individuals that did and did not participate in community service answered a different set of questions. A very important piece of information that was found was that the majority of students that do participated in community service activities (59.4%), participated because it was required for their major. Another aspect Quad Communications found that was interesting was 84.7% of individuals that participate in any community service do so because they felt a strong personal connection to the organization they were involved in. Quad Communications inferred from this that students are more likely to participate in an on-campus community service organization if they feel an emotional connection to the QUAD COMMUNICATIONS

Primary research organization in some aspect. This can be related to the 91.3% of students that report participated in community service made them feel good about themselves. Only 37.7% of students said that they disagreed (on some level of the Likert scale whether it was somewhat disagree or strongly disagree) that they had heard of their community service organization through social media. This is very important because a lot of Campus Kitchen at JMU’s recruiting and marketing methods are through social media usage. Only 37.1% of students that did community service heard about it from Student Organization Night. Quad Communications now has a better gauge on how to drive Campus Kitchen at JMU to effectively marketing their organization. From those students that did not participate in community service activities, Quad Communications found very similar pieces of information. An important result found was 73.3% said that they would participate if they had more time. Of the students that did participate, about 50% of the participants said they don’t have the time to volunteer, but they made time anyway. Interestingly enough, no students chose “Strongly Disagree” for this question. From the students that did not participate in community service, 54.4% said that their friends participating in community service had no effect on if they choose to, and 46.4% said that volunteering was required for their major. For the second part of the survey, Quad Communications wanted to find which tools were the best to try and communicate with JMU students. Quad Communications asked them a variety of questions about their internet usage and communication with various organizations. Surprisingly, the group found that 72.9% of students do read the JMU mass emails sent to them. Of all the social media channels that Quad Communications tested, Twitter was the least popular and Snapchat was the most popular. With 95.6% of all students said that they used Snapchat. Ironically, this is the one social media channel that Campus Kitchen at JMU doesn’t have. The next most popular was Instagram, followed by Facebook. Only 56.8% of students use Facebook, which should make the company reconsider how much they’re using this site to market their organization. Finally, Quad Communications asked students if they’ve joined an organization just after hearing about it at Student Organization Night. The answers for this were sporadic and didn’t provide enough material for us to draw conclusions on. Therefore, Quad Communications likely won’t consider this question when coming up with the strategies. Finally, Quad Communications asked questions strictly associated to the Campus Kitchen at JMU brand. The group wanted to know if students had heard about Campus Kitchen at JMU before. Out of 296 responses only 34.8% of the students had heard about Campus Kitchen at JMU, while 65.2% students had not. This ratio was surprising to the group because a lot of the students actually knew about the organization, but Campus Kitchen at JMU still had a very low number of volunteers. Out of those 296 students, only 14.5% of them had considered QUAD COMMUNICATIONS

Primary research working for Campus Kitchen at JMU, while the other 85.5% of students had not. From this data, Quad Communications believed that Campus Kitchen at JMU is visible to JMU students, but they were not getting their message across to students. Their methods of persuasion are lacking and that is the reason students will not join. They aren’t appealing enough to students. Only 10.8% of students had seen Campus Kitchen at JMU’s social media sites. This makes sense when Quad Communications looked back on the tests the group did about social media usage because Campus Kitchen at JMU utilized Facebook the most, which was the second least popular social media site used by students. Finally, 15.2% of students were not knowledgeable about the Campus Kitchen at JMU brand meaning that the students don’t actually know the details about what Campus Kitchen at JMU did on their mission. Practical Implications One of the most prominent, and rather surprising results from the research was the low percentage of Facebook users. Only 59.8% of respondents reported daily Facebook use. As a team, Quad Communications expected that more students would use Facebook daily. When the group plans social media objectives and tasks, the group won’t be including Facebook or Twitter. Quad Communications would prefer to focus on social media that is frequently used to make sure that there is quality content rather than quantity content. The Campus Kitchen at JMU can then optimize their time to create content on the channels students actually use. The main social media focus for the Campus Kitchen at JMU should be Instagram (89.5% of respondents reported they use Instagram daily) and Snapchat (95.6% of respondents reported that they used Snapchat daily). These two social media channels warrant Campus Kitchen at JMU’s attention with some sort of fun content at least four times a week, engaging with those who follow them on these social media platforms. These two platforms are also very user-friendly, especially if Campus Kitchen at JMU has college students running them. Another implication comes from a question asking if students would volunteer more if they had more time. Respondents agreed with 73.3% of them said in various degrees that they would volunteer if they had more time. This is a really important piece of information for the Campus Kitchen at JMU to know because it was the top reason why students choose not to volunteer. With this information, the Campus Kitchen at JMU can create content for social media that supports short volunteer shifts and how little time is actually needed to volunteer. Also, with this information, Campus Kitchen at JMU can potentially send out a quick questionnaire or survey to their target demographic asking what times they are actually available to volunteer with Campus Kitchen at JMU. Since the actual volunteer work at Campus Kitchen at JMU may take a bit of time, it is important for the chapter to fully attempt to accommodate their target demographic, encouraging more people will volunteer. Finally, there is an implication relating to student’s awareness of the Campus QUAD COMMUNICATIONS

Primary research Kitchen at JMU. Some students, 15.2%, reported that they were knowledgeable about the Campus Kitchen at JMU, while 84.8% of students reported that they weren’t knowledgeable about the Campus Kitchen at JMU. This was the most staggering response to the category relating to the Campus Kitchen at JMU’s visibility. Other questions in this category asked about awareness, visibility on social media and if they had ever considered volunteering, all for the Campus Kitchen at JMU. It seems that students really aren’t connecting with the Campus Kitchen at JMU because they aren’t completely sure about their identity. Moving forward, the Campus Kitchen at JMU needs a cohesive identity that is simple and easy to understand by students. They can do this by spreading the word on campus, such as going to dining halls and passing around laptop stickers with their brand logo on it. Or finding a way to be featured on the JMU pages that students look at and actually care about, such as the Instagram account JMUlove. Conclusion In conclusion, through Quad Communications primary research with a 16 question survey to determine more insight into the Campus Kitchen at JMU’s target demographic the group found that Instagram and Snapchat are the two most used social media platforms, students don’t volunteer because they don’t have time, and Campus Kitchen at JMU is not visible to students on JMU’s campus. This information is crucial to the group planning an effective campaign for the Campus Kitchen at JMU. Quad Communications hopes that with the information gained by the research the group now has the tools to plan a unique campaign that will reach the Campus Kitchen at JMU’s goals of raising their brand awareness and gaining more loyal volunteers. The information provided is condensed for enhanced readability. Please refer to the Appendix B to find the entire Primary Research Report. The actual survey used and the results are found in the Appendix as well.

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strategic programming Problem Statement Campus Kitchen at JMU lacks volunteerism and retention within their organization as a result of weak awareness on campus. Key Publics

Incoming JMU freshman (Class of 2023) •Self-interests: They care about how the present themselves across social media platforms, 60% of generation z want to have an impact on the world •Relationship: Unaware of volunteer opportunities and Campus Kitchen at JMU •Opinion leaders: Peers, FROGs, RA’s, •Channels: YouTube, Snapchat, Instagram

JMU Students •Self-interests: 59% of millennials believe that it is their social responsibility to protect the environment, 53% of millennials believe that they are accountable for helping create social equality •Relationship: 15.2% of those surveyed knew about Campus Kitchen at JMU •Opinion leaders: 61% of millennials surveyed that parents are the most influential people in their lives •Channels: Youtube, Snapchat, Instagram, 75% have self-expression via creating a profile on a social media site

Current Campus Kitchen at JMU volunteers •Self-interests: 59% of millennials believe that it is their social responsibility to protect the environment, 53% of millennials believe that they are accountable for helping create social equality •Relationship: Active members with Campus Kitchen at JMU •Opinion leaders: 61% of millennials surveyed that parents are the most influential people in their lives, President of Campus Kitchen at JMU, Addriene Griggs •Channels: Youtube, Snapchat, Instagram, 75% have self-expression via creating a profile on a social media site

JMU students with majors that require community service •Self-interests: 59% of millennials believe that it is their social responsibility to protect the environment, 53% of millennials believe that they are accountable for helping create social equality •Relationship: Have a need for community service opportunities like Campus Kitchen at JMU but might not be aware

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strategic programming •Opinion leaders: 61% of millennials surveyed that parents are the most influential people in their lives, professors in their deptartment •Channels: Youtube, Snapchat, Instagram, 75% have self-expression via creating a profile on a social media site Goal & Objectives

Goal

To promote JMU’s chapter of Campus Kitchen at JMU as a joinable organization and increase Campus Kitchen at JMU volunteerism with JMU students.

Awareness Objectives 1a-b •O1a: To create awareness of Campus Kitchen at JMU by increasing their social media presence by posting on various social media sites over 100 times by the end of May 2019. •O1b: To increase JMU student’s awareness of the impacts of food waste by May 2019 by having at least 200 people active at The 40% Project booths.

Acceptance Objectives 2a •O2a: To increase volunteer retention by 90% for the 2018-2019 school year.

Action Objectives 3a-b •O3a: To increase the number of freshman volunteers by 50% (20-30 people) by the end of May 2019. •O3b: To increase Campus Kitchen at JMU’s media impressions to 100 posts across multiple online channels by the end of May 2019.

Key Messages

Primary Message

Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU.

Secondary Messages •40% of food is wasted in the United States every year, Campus Kitchen at JMU turns that food waste into usable food to help feed those in need. •The average college age student wastes 142 pounds of food a week. •Campus Kitchen at JMU is an organization with a company culture that encourages good relationships and friendship. •Campus Kitchen at JMU can help students gain leadership abilities.

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strategic programming Strategies & Tactics Objectives

Strategies

Objective 1a

Strategy 1: Utilizing Snapchat Strategy 2: Utilizing Facebook, Twitter, and Instagram Strategy 3: Utilizing hashtags

Objective 1b

Strategy 4: Educate JMU students Strategy 5: Enact “The 40% Project” Strategy 6: Partner with JMU Dining social media

Objective 2a

Strategy 7: Internal communication structure Strategy 8: Utilize online calendar Strategy 9: CK create partner system

Objective 3a

Strategy 10: Utilize “FROG week” Strategy 11: Work with majors

Objective 3b

Strategy 12: Partner with UREC Strategy 13: Enact “The 40% Project” Strategy 14: Refer back to O1a Str3 Strategy 15: Utilize print media FIGURE 2: Objectives & Strategies table

Objective 1a: Strategy 1: Campus Kitchen at JMU will need to utilize the social media

platform Snapchat. Key public reaching: JMU students Tactic 1: Campus Kitchen at JMU will create a Snapchat. Tactic 2: Campus Kitchen at JMU will utilize Snapchat stories at least once a day Tactic 3: Campus Kitchen at JMU will show people “behind the scene” of Campus Kitchen at JMU with their Snapchat Tactic 4: Utilize JMU’s official Snapchat for a “Campus Kitchen at JMU Snapchat Takeover”.

Strategy 2: Campus Kitchen at JMU will utilize Facebook, Twitter and

Instagram through a social media calendar. Key public reaching: JMU students Tactic 1: Campus Kitchen at JMU will look at unique holidays and put that into a strategic marketing calendar. Tactic 2: Campus Kitchen at JMU will create a social media calendar for QUAD COMMUNICATIONS

strategic programming them to put their posts for upcoming holidays and weeks. Tactic 3: Campus Kitchen at JMU will utilize the HootSuite program to schedule social media posts. (Non-profits get 50% off so it would cost $10 a month)

Strategy 3: Campus Kitchen at JMU will utilize hashtags across Facebook,

Twitter and Instagram to increase media impressions Key public reaching: JMU students Tactic 1: Campus Kitchen at JMU will utilize the #Save40 on Instagram posts Tactic 2: Campus Kitchen at JMU will utilize the #Save40 on Instagram stories Tactic 3: Campus Kitchen at JMU will have a #CampusKitchen on social media posts on partner’s social media (example: JMU dining)

Objective 1b: Strategy 4: Campus Kitchen at JMU will educate JMU’s student population of food

waste. Key public reaching: JMU students Tactic 1: Campus Kitchen at JMU will create infographics about food waste in America Tactic 2: At student organization night Campus Kitchen at JMU will focus more on educating students about food waste rather then just trying to have students sign up. Tactic 3: Campus Kitchen at JMU will post infographics about food waste in the dining halls on campus

Strategy 5: Campus Kitchen at JMU will enact “The 40% Project” on the Quad of

Strategy 6: Campus Kitchen at JMU will partner with JMU dining hall facilities.

JMU. Key public reaching: JMU students and opinion leaders of students who are already volunteering with Campus Kitchen Tactic 1: Campus Kitchen at JMU will place black garbage bags filled with balloons on the quad to represent the amount of food wasted monthly, which represents 10 trash bags, in America (The average college student generates 142 pounds of food waste a year, according to Recycling Works.) Tactic 2: Campus Kitchen at JMU will utilize the social media platform Instagram and Snapchat to advertise The 40% Project on the Quad Tactic 3: Campus Kitchen at JMU will have Campus Kitchen volunteers around the Quad to answer question and educate people walking by about food waste Tactic 4: Campus Kitchen at JMUwill hire a student videographer to document the event to promote on social media platforms

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strategic programming Key public reaching: JMU freshman and sophomores Tactic 1: Campus Kitchen at JMUwill partner with JMU dining social media to be featured on their social media in order to promote information tables Tactic 2: Campus Kitchen at JMU will set up information tables in the dining halls to educate students about food waste Tactic 3: Campus Kitchen at JMU will continue to partner with JMU dining halls to receive food from them

Objective 2a: Strategy 7: Campus Kitchen at JMU will organize their internal

communication structure Key public reaching: JMU students within Campus Kitchen organization Tactic 1: Campus Kitchen at JMU will utilize a Facebook group to communicate as a chapter Tactic 2: Campus Kitchen at JMU will send out minutes to all members after every chapter meeting Tactic 3: Campus Kitchen at JMU will send out a monthly newsletter to current members Strategy 8: Campus Kitchen at JMU will utilize an online calendar for sign ups. Key public reaching: JMU students within Campus Kitchen organization Tactic 1: Campus Kitchen at JMU will have a template for the calendar Tactic 2: On the calendar Campus Kitchen at JMU will include holidays that could be related to food waste/food Tactic 3: Campus Kitchen at JMU will use Google Drive to put their calendar and schedule Strategy 9: Campus Kitchen at JMU will create a partner system for volunteers. Key public reaching: JMU students within Campus Kitchen organization Tactic 1: Campus Kitchen at JMU will create a matching system to pair students today (similar to a Big/Little for sororities and fraternities) Tactic 2: Campus Kitchen at JMU’s Big Chef/Little Chef partners will go to volunteer together so people don’t worry about not knowing anyone they volunteer with Tactic 3: Cookies and Milk meet and greets periodically throughout the year (with cookies donated by campus cookie)

Objective 3a: Strategy 10: Campus Kitchen at JMU will utilize “FROG week” to promote Campus

Kitchen involvement. Key public reaching: JMU freshman Tactic 1: Campus Kitchen at JMU will send out a bulk promotional emails during Frog Week using email marketing tactics. Tactic 2: Campus Kitchen at JMU will set up an information table at the dining halls on campus during Frog Week Tactic 3: Current members of Campus Kitchen at JMU will assist with freshman move in while wearing their Campus Kitchen t-shirt

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strategic programming

Strategy 11: Campus Kitchen at JMU will work with courses and majors that

require community service. Key public reaching: JMU students, particularly JMU students who have majors that require community service hours Tactic 1: Campus Kitchen at JMU will create brochures to give out to the departments that require community service for their majors Tactic 2: Campus Kitchen at JMU will reach out to the Dietetic Major Professors to spread the word about Campus Kitchen to them Tactic 3: Campus Kitchen at JMU will send out an email to JMU majors that require community service discussing Campus Kitchen Strategy 12: Campus Kitchen at JMU will partner with UREC Key public reaching: JMU students Tactic 1: Campus Kitchen at JMU will create cooking demos with UREC in the UREC kitchen facility Tactic 2: Campus Kitchen at JMU will use partnership with UREC to do bonding activities with volunteers at the UREC rope course Tactic 3: Campus Kitchen at JMU should collaborate with UREC to do “How To” videos and post videos on both their social media platforms

Objective 3b: Strategy 13: Campus Kitchen at JMU will enact “The 40% Project” on the Quad

of JMU. Key public reaching: JMU students and opinion leaders of current Campus Kitchen volunteers Tactic 1: Campus Kitchen at JMUwill use social media platforms Snapchat and Instagram to spread the word about the 40% Project. Tactic 2: Campus Kitchen at JMU will use hole-in-a-face on the Quad so students can take pictures with it Tactic 3: Campus Kitchen at JMUwill put representatives from Campus Kitchen on the Quad to answer any questions about the event Strategy 14: Refer back to Objective 1a Strategy 3 Strategy 15: Utilize print media &traditional media such as flyers and radio. Key public reaching: JMU students Tactic 1: Campus Kitchen at JMU will create flyers that will be posted around dining halls on campus Tactic 2: Campus Kitchen at JMU will write PSA about food waste in the U.S to be delivered on the radio. Tactic 3: Create a press release to give out to “Breeze TV” in the hopes that they’ll present a story on it. Tactic 4: Create a brochure to give out to departments that require community service in their curriculum.

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Tactic Prototypes TACTIC 1: Social Media Objective 1a: To create awareness of Campus Kitchen at JMU by increasing their social media presence by posting on various social media sites over 100 times by the end of May 2019. •Strategy 1: Campus Kitchen at JMU will need to utilize the social media platform Snapchat. •Tactic 3: Campus Kitchen at JMU will show people “behind the scene” of Campus Kitchen at JMU with their Snapchat -Key Public (audience): JMU students that follow Campus Kitchen at JMU on Snapchat -Action desired by public: We would like all the JMU students who follow Campus Kitchen at JMU on Snapchat to watch their Snapchat stories, and the “behind-the-scene” content. This way the public will get to know the students who work at Campus Kitchen and will want to volunteer with this group. -Overriding message and tone: Campus Kitchen at JMU’s mission is to stop food waste by taking extra, unused food from JMU’s dining hall facilities and remaking the food into healthy meals. Campus Kitchen at JMU partners with local organizations to help give meals to people who are struggling to have enough money to eat. This should be an organization that students on JMU’s campus want to volunteer with. -Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMUcan be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem. -Third-party influential: FROGs, informational booths, flyers around campus

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Tactic Prototypes -Proposed Title: â&#x20AC;&#x153;Behind-The-Scene with Campus Kitchenâ&#x20AC;? -Proposed Photo: Pictures or videos of volunteers cooking and working with Campus Kitchen at JMU -Proposed Length: N/A (this is on social media) -Method and timing of distribution: Should do a behind-the scene video or photo at least once a week -Production quantity and format: On the social media platform Snapchat -Timeline/deadline: June 2018-May 2019

FIGURE 3: Snapchat post

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Tactic Prototypes TACTIC 2: Social Media Calendar Objective 1a: To create awareness of Campus Kitchen at JMU by increasing their social media presence by posting on various social media sites over 100 times by the end of May 2019. •Strategy 2: Campus Kitchen at JMU will utilize Facebook, Twitter and Instagram through a social media calendar. •Tactic 1: Campus Kitchen at JMU will look at unique holidays and put that into a strategic marketing calendar. -Key Public (audience): Campus Kitchen at JMU volunteers and staff -Action desired by public: We would like Campus Kitchen to be aware of holidays that they can incorporate into social media posts or their food. Having a calendar that has all unique holidays will keep Campus Kitchen organized and aware. -Overriding message and tone: Campus Kitchen at JMU’s mission is to stop food waste by taking extra, unused food from JMU’s dining hall facilities and remaking the food into healthy meals. Campus Kitchen partners with local organizations to help give meals to people who are struggling to have enough money to eat. This should be an organization that students on JMU’s campus want to volunteer with. -Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem. -Third-party influential: N/A (internal calendar)

-Proposed Title: “Holiday Calendar for Campus Kitchen”

-Proposed Photo: N/A

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Tactic Prototypes -Proposed Length: N/A -Method and timing of distribution: This calendar should be updated every month so that Campus Kitchen at JMU is always on top of their social posts. -Production quantity and format: Google Doc with calendar template -Timeline/deadline: June 2018-May 2019

September Calendar 2018 Sun

Mon

Tue

Wed

Thu

Fri

Sat

2 International Bacon Day

3 Labor Day

5 International Day of Charity

10 Rosh Hashana

11 Patriots Day

12 Chocolate Milkshake Day

13 National Peanut Day

15 National CleanUp Day

17 Citizenship Day

18 National Cheeseburger Day

21 International Day of Peace

FIGURE 4: Social Media calendar

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Tactic Prototypes TACTIC 3: Hashtags Objective 1a: To create awareness of Campus Kitchen at JMU by increasing their social media presence by posting on various social media sites over 100 times by the end of May 2019. •Strategy 3: Campus Kitchen at JMU will utilize hashtags across Facebook, Twitter and Instagram to increase media impressions •Tactic 1: Campus Kitchen at JMU will utilize the #Save40 on Instagram posts -Key Public (audience): JMU students -Action desired by public: We would like Campus Kitchen have more of a social media presence within the JMU community. By using hashtags the organization is able to generate views on their posts, and by having a consistent hashtag is allows people to engage with Campus Kitchen by using the same hashtag.

-Overriding message and tone: Campus Kitchen at JMU’s mission is to stop food waste by taking extra, unused food from JMU’s dining hall facilities and remaking the food into healthy meals. Campus Kitchen partners with local organizations to help give meals to people who are struggling to have enough money to eat. This should be an organization that students on JMU’s campus want to volunteer with.

-Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem. -Third-party influential: FROGs, JMUlove Instagram, JMU dining social media accounts QUAD COMMUNICATIONS

Tactic Prototypes -Proposed Title: â&#x20AC;&#x153;Save 40â&#x20AC;? -Proposed Photo: Put pictures that on the social media platforms leading up to the 40% Project on the Quad, and also the day of the project. -Proposed Length: N/A (this is a social media post)

-Method and timing of distribution: Social media posts should happen at least 2-3 times per week depending on the different platform.

-Production quantity and format: Instagram and Facebook -Timeline/deadline: October 2018-May 2019

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FIGURE 5: #Save40 social media post

Tactic Prototypes TACTIC 4: Food Waste Infographic Objective 1b: To increase JMU student’s awareness of the impacts of food waste by May 2019 by having at least 200 people active at The 40% Project booths. •Strategy 4: Campus Kitchen at JMU will educate JMU’s student population of food waste. •Tactic 1: Campus Kitchen at JMUwill create infographics about food waste in America -Key Public (audience): JMU students and staff -Action desired by public: We would like JMU students to be aware of the food waste problem in America. With these infographic it will give students clear information to help them realize how much of a problem food waste in America is and encourage them to volunteer with Campus Kitchen at JMU.

-Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem. -Third-party influential: Dining hall facilities, other JMU buildings (libraries) -Proposed Title: “Don’t Bite Off More Than You Can Chew” -Proposed Photo: Infographic created

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Tactic Prototypes

-Proposed Length: 8.5in x 11in

-Method and timing of distribution: This infographic should be put up in JMU dining facilities as well as JMU buildings at the beginning of the Fall 2018 semester. -Production quantity and format: This will be a print advertisement -Timeline/deadline: October 2018

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FIGURE 6: 40% infographic

Tactic Prototypes TACTIC 5: The 40% Project on the Quad Objective 1b: To increase JMU student’s awareness of the impacts of food waste by May 2019 by having at least 200 people active at The 40% Project booths. •Strategy 5: Campus Kitchen at JMU will enact “The 40% Project” on the Quad of JMU. •Tactic 1: Campus Kitchen at JMU will place black garbage bags filled with balloons on the quad to represent the amount of food wasted monthly, which represents 10 trash bags, in America (The average college student generates 142 pounds of food waste a year, according to Recycling Works.) -Key Public (audience): JMU students and staff -Action desired by public: We would like JMU student and staff to be educated about food waste, and realize that they contribute to food waste during our event. We want our public to ask questions about the event and be encouraged to sign up to become a part of Campus Kitchen at JMU -Overriding message and tone: Campus Kitchen at JMU’s mission is to stop food waste by taking extra, unused food from JMU’s dining hall facilities and remaking the food into healthy meals. Campus Kitchen partners with local organizations to help give meals to people who are struggling to have enough money to eat. This should be an organization that students on JMU’s campus want to volunteer with. -Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem. -Third-party influential: JMU facilities (need to allow this event to happen) -Proposed Title: “The 40% Project” QUAD COMMUNICATIONS

Tactic Prototypes -Proposed Photo: N/A -Proposed Length: N/A -Method and timing of distribution: This event will be a one time event happening on JMUâ&#x20AC;&#x2122;s Quad, this event will be on October 9th, 2018 and go from 9:00am-3:00pm. -Production quantity and format: N/A -Timeline/deadline: October 9, 2018

FIGURE 7: The 40% Project on Quad

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Tactic Prototypes TACTIC 6: Dining Hall partnership Objective 1b: To increase JMU student’s awareness of the impacts of food waste by May 2019 by having at least 200 people active at The 40% Project booths. •Strategy 6: Campus Kitchen at JMU will partner with JMU dining hall facilities. •Tactic 2: Campus Kitchen at JMU will set up information tables in the dining halls to educate students about food waste -Key Public (audience): JMU students -Action desired by public: We would like JMU students to be aware of food waste and become more educated on the impact of food waste. We would like them to come to the information tables and ask questions as well as sign up to volunteer with Campus Kitchen. -Overriding message and tone: Campus Kitchen at JMU’s mission is to stop food waste by taking extra, unused food from JMU’s dining hall facilities and remaking the food into healthy meals. Campus Kitchen partners with local organizations to help give meals to people who are struggling to have enough money to eat. This should be an organization that students on JMU’s campus want to volunteer with. -Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem. -Third-party influential: JMU dining hall facilities -Proposed Title: “Don’t Bite off More Than You Can Chew” -Proposed Photo: N/A

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Tactic Prototypes -Proposed Length: N/A -Method and timing of distribution: This information booth once a month in dining hall facilities. -Production quantity and format: Table in JMU dining hall facilities -Timeline/deadline: October 2018-May 2019 (once a month)

FIGURE 8: CK booth in Dhub

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Tactic Prototypes TACTIC 7: Campus Kitchen at JMU Facebook group Objective 2a: To increase volunteer retention by 90% for the 2018-2019 school year. •Strategy 7: Campus Kitchen at JMU will organize their internal communication structure

•Tactic 1: Campus Kitchen at JMU will utilize a Facebook group to communicate as a chapter

-Key Public (audience): Campus Kitchen at JMU volunteers and staff -Action desired by public: We would like Campus Kitchen at JMU to have an organized internal structure for their volunteers and an easy way to ask questions. Our public will be well informed, updated, and comfortable to ask questions through this Facebook group. -Overriding message and tone: Campus Kitchen at JMU’s mission is to stop food waste by taking extra, unused food from JMU’s dining hall facilities and remaking the food into healthy meals. Campus Kitchen partners with local organizations to help give meals to people who are struggling to have enough money to eat. This should be an organization that students on JMU’s campus want to volunteer with. -Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem.. -Third-party influential: N/A (internal group) -Proposed Title: “Campus Kitchen at JMU”

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Tactic Prototypes -Proposed Photo: Cover photo for group of all the Campus Kitchen volunteers together -Proposed Length: N/A -Method and timing of distribution: This Facebook group should be used regularly to communicate with volunteers. -Production quantity and format: Facebook Group -Timeline/deadline: August 2018 (first created)

FIGURE 9: CK Facebook group

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Tactic Prototypes TACTIC 8: Campus Kitchen at JMU holiday calendar Objective 2a: To increase volunteer retention by 90% for the 2018-2019 school year. Strategy 8: Campus Kitchen will utilize an online calendar for sign ups.

•Tactic 2: On the calendar Campus Kitchen will include holidays that could be related to food waste/food

-Key Public (audience): Campus Kitchen volunteers and staff -Action desired by public: We would like Campus Kitchen at JMU to be aware of holidays that they can incorporate into social media posts or their food. Having a calendar that has all unique holidays will keep Campus Kitchen organized and aware.

-Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem.. -Third-party influential: N/A (internal calendar) -Proposed Title: “Holiday Calendar for Campus Kitchen” -Proposed Photo: N/A -Proposed Length: N/A

QUAD COMMUNICATIONS

Tactic Prototypes

-Method and timing of distribution: This calendar should be updated every month so that Campus Kitchen at JMU is always on top of their social posts.

-Production quantity and format: Google Doc with calendar template -Timeline/deadline: June 2018-May 2019

FIGURE 10: CK holiday calendar

QUAD COMMUNICATIONS

Tactic Prototypes TACTIC 9: Campus Kitchen at JMU Big/Little Chef Objective 2a: To increase volunteer retention by 90% for the 2018-2019 school year. •Strategy 9: Campus Kitchen at JMU will create a partner system for volunteers. Tactic 1: Campus Kitchen at JMU will create a matching system to pair s students today (similar to a Big/Little for sororities and fraternities) -Key Public (audience): Campus Kitchen at JMU volunteers and staff -Action desired by public: We would like Campus Kitchen to create a bound and friendships within the organization. With this matching system for partners with Campus Kitchen it will create a sense of a community among student volunteers and encourage them to stay in the group. -Overriding message and tone: Campus Kitchen at JMU’s mission is to stop food waste by taking extra, unused food from JMU’s dining hall facilities and remaking the food into healthy meals. Campus Kitchen partners with local organizations to help give meals to people who are struggling to have enough money to eat. This should be an organization that students on JMU’s campus want to volunteer with. -Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem. -Third-party influential: N/A (internal program) -Proposed Title: “Big Chef, Little Chef” -Proposed Photo: N/A -Proposed Length: N/A

QUAD COMMUNICATIONS

Tactic Prototypes -Method and timing of distribution: This matching system should match students who are similar to one another, and should be given out to volunteers at the second Campus Kitchen at JMU meeting.

-Production quantity and format: N/A

-Timeline/deadline: November 2018

FIGURE 11: CK Big/Little Chef

QUAD COMMUNICATIONS

Tactic Prototypes TACTIC 10: Helping with Freshman move in Objective 3A: To increase the number of freshman volunteers by 50% (20-30 people) by the end of May 2019. •Strategy 10: Campus Kitchen at JMUwill utilize “FROG week” to promote Campus Kitchen involvement.

•Tactic 3: Current members of Campus Kitchen at JMU will assist with freshman move in while wearing their Campus Kitchen t-shirt

-Key Public (audience): Campus Kitchen at JMU volunteers and staff -Action desired by public: We would like Campus Kitchen to be something that the Freshman class at JMU know about and ask questions about. By having Campus Kitchen volunteers help out with moving in for FROG week and wearing Campus Kitchen shirts they will get their organization’s name out there to students who are new to JMU. -Overriding message and tone: Campus Kitchen at JMU’s mission is to stop food waste by taking extra, unused food from JMU’s dining hall facilities and remaking the food into healthy meals. Campus Kitchen partners with local organizations to help give meals to people who are struggling to have enough money to eat. This should be an organization that students on JMU’s campus want to volunteer with. -Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem. -Third-party influential: FROGs, RAs, JMU -Proposed Title: “Get to Know Campus Kitchen”

QUAD COMMUNICATIONS

Tactic Prototypes -Proposed Photo: N/A -Proposed Length: N/A -Method and timing of distribution: These shirts should be worn while helping move in Freshman during the beginning of FROG week. -Production quantity and format: One t-shirt for each of the volunteers. -Timeline/deadline: August 2018

FIGURE 12: CK Freshman move in

QUAD COMMUNICATIONS

Tactic Prototypes TACTIC 11: Email to JMU majors Objective 3A: To increase the number of freshman volunteers by 50% (20-30 people) by the end of May 2019. •Strategy 11: Campus Kitchen at JMU will work with courses and majors that require community service.

•Tactic 3: Campus Kitchen at JMU will send out an email to JMU majors that require community service discussing Campus Kitchen

-Key Public (audience): JMU majors that require community service: social work, nursing, nonprofit minor, criminal justice minor, psychology BA -Action desired by public: We would like students at JMU who are involved in a major that requires community service to choose volunteering with Campus Kitchen to meet those requirements. By sending them an information email they will hopefully contact Campus Kitchen with times they would like to volunteer. -Overriding message and tone: Campus Kitchen at JMU’s mission is to stop food waste by taking extra, unused food from JMU’s dining hall facilities and remaking the food into healthy meals. Campus Kitchen partners with local organizations to help give meals to people who are struggling to have enough money to eat. This should be an organization that students on JMU’s campus want to volunteer with. -Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem. -Third-party influential: JMU email system -Proposed Title: “Friendship, Food, Making a Difference and So Much More!” QUAD COMMUNICATIONS

Tactic Prototypes -Proposed Photo: N/A

-Proposed Length: N/A

-Method and timing of distribution: This email should go out to at the beginning of Fall 2018. -Production quantity and format: JMU mass email to JMU student’s emails -Timeline/deadline: September 2018

Subject Line: Friendship, Food, Making a Difference and So Much More! Hi, Do you know 40% of food is wasted in America each year? Want to do something about that? If your’ answer is yes keep reading! I’m ________ and I’m in the Campus Kitchen JMU organization. Not only have I made amazing friends in this organization, but I have also learned how it feels to truly make a difference. At Campus Kitchen we are all about helping people out and stopping the food waste problem. We partner with JMU dining halls and local organizations to give food a new purpose to the people who need it. We would love to see new faces come out and help us on our mission to not only make lifetime long friendships but to help out the Harrisonburg community. Come join us for our introductory meeting on (DAY) at (TIME) in (PLACE). Can’t wait to see you there and to start making a difference with you! CONTACT INFO

FIGURE 13: Email prototype

QUAD COMMUNICATIONS

Tactic Prototypes TACTIC 12: “How To” video Objective 3A: To increase the number of freshman volunteers by 50% (20-30 people) by the end of May 2019. •Strategy 12: Campus Kitchen at JMU will partner with UREC

•Tactic 3: Campus Kitchen at JMU should collaborate with UREC to do “How To” videos and post videos on both their social media platforms.

-Key Public (audience): JMU majors that require community service: social work, nursing, nonprofit minor, criminal justice minor, psychology BA -Key public: JMU students -Action desired by public: we would like JMU students to view these trendy how-to videos and want to volunteer and be apart of Campus Kitchen at JMU. With these videos campus kitchen will show how fun it is to volunteer with the organization and make people join the organization. -Overriding message: Campus Kitchen at JMU’s mission is to stop food waste by taking extra, unused food from JMU’s dining hall facilities and remaking the food into healthy meals. Campus Kitchen partners with local organizations to help give meals to people who are struggling to have enough money to eat. This should be an organization that students on JMU’s campus want to volunteer with. -Primary/Secondary Messages: •Help prevent food waste and simultaneously make lifelong friendships by joining Campus Kitchen at JMU. •Campus Kitchen at JMU turns dining hall food waste into usable food to help feed those in need. •Americans (per person) waste 40% of the food that they buy in one year. •Campus Kitchen at JMU is an organization with a company campus that encourages good relationships and friendship. •Campus Kitchen at JMU can be a great opportunity for those that need to do community service. •Campus Kitchen at JMU is not as time consuming as it may seem. -Third party influence: JMU dining services to share the video, UREC cooking studio QUAD COMMUNICATIONS

Tactic Prototypes -Proposed title: “How to refuse your food!” -Proposed photo: video of volunteers cooking -Proposed length: n/a

-Method and timing: These how to videos should be posted once a month on Campus Kitchens at JMU Facebook

-Timeline/deadline: October 2018-may 2018

FIGURE 14: “How To” video prototype

QUAD COMMUNICATIONS

Tactic Prototypes TACTIC 13: The 40% Project social media post Objective 3b: To increase Campus Kitchen at JMU’s media impressions to 100 posts across multiple online channels by the end of May 2019. •Strategy 13: Campus Kitchen at JMUwill enact “The 40% Project” on the Quad of JMU.

•Tactic 1: Campus Kitchen will use social media platforms Snapchat and Instagram to spread the word about the 40% Project.

-Key Public (audience): JMU students who follow Campus Kitchen at JMU’s social media accounts -Action desired by public: We would like JMU students to follow Campus Kitchen at JMU’s social media accounts and interact with these accounts during the 40% Project on the Quad. We would like students to take pictures at the event on the Quad and tag Campus Kitchen at JMU so they can repost the pictures.

QUAD COMMUNICATIONS

Tactic Prototypes

-Proposed Photo: Take photos on the Quad during the event and post them on the social media accounts, and repost photos that students tag Campus Kitchen in.

-Proposed Length: N/A -Method and timing of distribution: This social media promoting should happen the day before, day of, and day after the 40% project on the Quad. -Production quantity and format: On Campus Kitchenâ&#x20AC;&#x2122;s social media platforms -Timeline/deadline: October 2018

FIGURE 15: Instagram post QUAD COMMUNICATIONS

Tactic Prototypes TACTIC 15: Campus Kitchen at JMU brochure Objective 3b: To increase Campus Kitchen at JMU ’s media impressions to 100 posts across multiple online channels by the end of May 2019. •Strategy 15: Utilize traditional media such as flyers and radio. •Tactic 4: Create a brochure to give out to departments that require community service in their curriculum. -Key Public (audience): JMU students who follow Campus Kitchen at JMU’s social media accounts -Key Public (audience): JMU majors that require community service: social work, nursing, nonprofit minor, criminal justice minor, psychology BA

-Action desired by public: We would like students whose majors at JMU require community service to be aware of Campus Kitchen at JMU as an option for getting those community service hours done with. By handing out brochures it allows the students to become more educated about Campus Kitchen at JMU and eventually begin to volunteer with Campus Kitchen at JMU

QUAD COMMUNICATIONS

Tactic Prototypes -Third-party influential: JMU social work, nursing, nonprofit minor, criminal justice minor, psychology Professor -Proposed Title: “Volunteer with Campus Kitchen!” -Proposed Photo: N/A -Proposed Length: 8.5in x 11in

-Method and timing of distribution: These brochures should go out during Fall 2018 semester.

-Production quantity and format: This will be a printing advertisement -Timeline/deadline: December 2018 FIGURE 16: CK brochure

"OUR GOAL AS AN ORGANIZATION IS TO BECOME SUSTAINABLE." Lucy Call, JMU 2018 senior

griggsae@gmail.com www.beinvolved.jmu.edu

NEED COMMUNITY SERVICE HOURS? Campus Kitchen at JMU

QUAD COMMUNICATIONS

Tactic Prototypes

QUAD COMMUNICATIONS

Calendar Calendar (part 1) Strategy

Task

Date

Campus Kitchen will need to utilize the social media platform Snapchat.

Campus Kitchen will create a Snapchat.

June 5th

Campus Kitchen will utilize Snapchat stories at least once a day

June 1st - May 1st

Campus Kitchen will show people “behind the scene” of Campus Kitchen with their Snapchat

June 1st - May 1st

Utilize JMU’s official Snapchat for a “Campus Kitchen Snapchat Takeover”.

October 1st & January 28th

Campus Kitchen will look at unique holidays and put that into a strategic marketing calendar.

Yearly & Ongoing

Campus Kitchen will utilize Facebook, Twitter and Instagram through a social media calendar.

Campus Kitchen will create a social media calendar for them to put their posts for upcoming holidays and weeks. Campus Kitchen will utilize the HootSuite program to schedule social media posts. (Non-profits get 50% off so it would cost $10 a month) Campus Kitchen will utilize hashtags across Facebook, Twitter and Instagram to increase media impressions

Campus Kitchen will utilize the #Save40 on Instagram posts.

June

July

August

September October

November Decemeber

January

February

March

April

May

June 1st & January 5th but should be consistantly be updated

August 1st October 9- May 1st October 9- May

Campus Kitchen will utilize the #Save40 on Instagram stories. 1st Campus Kitchen will have a #CampusKitchen on social media posts on partner’s social media sites (example: JMU August 1st-May dining). 1st Campus Kitchen will educate JMU’s student population of food waste.

Campus Kitchen will enact “The 40% Project” on the Quad of JMU.

Campus Kitchen will create infographics about food waste in America.

October 9th

At student organization night Campus Kitchen will focus more on educating students about food waste rather then just trying to have students sign up.

September # and January #

Campus Kitchen will post infographics about food waste in the dining halls on campus.

October 9th

Campus Kitchen will place black garbage bags filled with balloons on the quad to represent the amount of food wasted monthly, which represents 10 trash bags, in America. (The average college student generates 142 pounds of food waste a year, according to Recycling Works.) Campus Kitchen will utilize the social media platform Instagram and Snapchat to advertise The 40% Project on the Quad. Campus Kitchen will have Campus Kitchen volunteers around the Quad to answer question and educate people walking by about food waste.

October 9th October 9thMay 1st

October 9th

Campus Kitchen will hire a student videographer to document the event to promote on social media platforms. October 9th Campus Kitchen will partner with JMU dining hall facilities.

Campus Kitchen will partner with JMU dining social media to be featured on their social media in order to promote information tables.

October 9th May 1st

Campus Kitchen will set up information tables in the dining halls to educate students about food waste.

October 9th May 1st

Campus Kitchen will continue to partner with JMU dining halls June 1stto receive food from them infinate Campus Kitchen will organize their internal communication structure.

Campus Kitchen will utilize a Facebook group to communicate as a chapter

August 1st

Campus Kitchen will send out minutes to all members after every chapter meeting

Weekly

Campus Kitchen will send out a monthly newsletter to current members Monthly

FIGURE 17: Calendar (part 1)

QUAD COMMUNICATIONS

Calendar & Budget Calendar (part 2) Strategy

Task

Date

Campus Kitchen will need to utilize the social media platform Snapchat.

Campus Kitchen will create a Snapchat.

June 5th

Campus Kitchen will utilize Snapchat stories at least once a day

June 1st - May 1st

Campus Kitchen will show people “behind the scene” of Campus Kitchen with their Snapchat

June 1st - May 1st

Utilize JMU’s official Snapchat for a “Campus Kitchen Snapchat Takeover”.

October 1st & January 28th

Campus Kitchen will look at unique holidays and put that into a strategic marketing calendar.

Yearly & Ongoing

Campus Kitchen will utilize Facebook, Twitter and Instagram through a social media calendar.

Campus Kitchen will utilize the #Save40 on Instagram posts.

June

July

August

September October

November Decemeber

January

February

March

April

May

June 1st & January 5th but should be consistantly be updated

August 1st October 9- May 1st October 9- May

Campus Kitchen will enact “The 40% Project” on the Quad of JMU.

Campus Kitchen will create infographics about food waste in America.

October 9th

At student organization night Campus Kitchen will focus more on educating students about food waste rather then just trying to have students sign up.

September # and January #

Campus Kitchen will post infographics about food waste in the dining halls on campus.

October 9th

October 9th October 9thMay 1st

October 9th

Campus Kitchen will hire a student videographer to document the event to promote on social media platforms. October 9th Campus Kitchen will partner with JMU dining hall facilities.

Campus Kitchen will partner with JMU dining social media to be featured on their social media in order to promote information tables.

October 9th May 1st

Campus Kitchen will set up information tables in the dining halls to educate students about food waste.

October 9th May 1st

Campus Kitchen will continue to partner with JMU dining halls June 1stto receive food from them infinate Campus Kitchen will organize their internal communication structure.

Campus Kitchen will utilize a Facebook group to communicate as a chapter

August 1st

Campus Kitchen will send out minutes to all members after every chapter meeting

Weekly

Campus Kitchen will send out a monthly newsletter to current members Monthly

FIGURE 18: Calendar (part 2) Budget

Objective 1a (Strategy 1-2) Detail Key Public Strategy

JMU Students Utilize Snapchat

Tactics

Campus Kitchen will create a Snapchat.

Per Item Cost Total Projected Sponsored CreditActual Projected

Campus Kitchen will utilize Snapchat stories at least once a day Campus Kitchen will show people “behind the scene” of Campus Kitchen with their Snapchat Utilize JMU’s official Snapchat for a “Campus Kitchen Snapchat Takeover”

Free; Prepared by Campus Kitchen Volunteer Free; Posted by Campus Kitchen Volunteer Free; Posted by Campus Kitchen Volunteer Free; Posted by Campus Kitchen Volunteer

JMU Students Utilize Facebook, Twitter and Instagram through a social media calendar. Campus Kitchen will look at unique holidays and put that into a strategic marketing calendar Campus Kitchen will create a social media calendar for them to put their posts for upcoming holidays and weeks. Campus Kitchen will utilize the HootSuite program to schedule social media posts.

Free; Prepared by Campus Kitchen Volunteer Free; Prepared by Campus Kitchen Volunteer Free plan; prepared by Campus Kitchen Volunteer

$0.00

$0.00 $0.00

Total

Key Public Strategy Tactics

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$0.00 $0.00

Total

Key Public

QUAD Strategy

JMU Students Utilize hashtags across Facebook, Twitter and Instagram to increase media impressions

COMMUNICATIONS

Tactics

Campus Kitchen will utilize the #Save40 on Instagram posts

Campus Kitchen will utilize the #Save40 on Instagram stories

FIGURE 19: Budget Objective 1a Strategy 1-2 Free; Posted by Campus Kitchen Volunteer Free; Posted by Campus Kitchen Volunteer

55 $0.00

$0.00

Key Public Strategy Key Public Total Tactics Strategy

Kitchen with their Snapchat JMU Students Utilize official Snapchat for a “Campus Kitchen Snapchat Utilize JMU’s Facebook, Twitter and Instagram through a social media Takeover” calendar. JMU Students Campus Kitchen will look and at unique holidays and aput that media into a strategic Utilize Facebook, Twitter Instagram through social marketing calendar. calendar Campus social holidays media calendar put their Campus Kitchen Kitchen will will create look at aunique and put for thatthem into to a strategic posts for upcoming JMU Students marketing calendar holidays and weeks. Campus Kitchen utilize the HootSuite program tofor schedule Utilize Facebook, Twitter and through a social media Campus Kitchen will will create a Instagram social media calendar them tosocial put their media posts. calendar. posts for upcoming holidays and weeks.

Budget Key Public Tactics

Strategy Total Tactics

Campus Kitchen Kitchen will will utilize look atthe unique holidays and put into a social strategic Campus HootSuite program to that schedule marketing calendar media posts. Campus Kitchen will create a social media calendar for them to put their postsStudents for upcoming holidays and weeks. JMU Campus Kitchenacross will utilize the HootSuite to schedule social Utilize hashtags Facebook, Twitterprogram and Instagram to increase media impressions posts. media JMU Students

Objective 1a (Strategy 3) Total Key Public

Strategy Key Public Total Tactics Strategy Key Public Tactics Strategy Total Tactics Total Key Public Strategy

Utilize hashtags across Facebook, Twitter and Instagram to increase Campus Kitchen will utilize the #Save40 on Instagram posts media impressions Campus Kitchen JMU Students Campus Kitchen will will utilize utilize the the #Save40 #Save40 on on Instagram Instagram stories posts Campus Kitchenacross will have a #CampusKitchen social media posts on Utilize hashtags Facebook, Twitter andon Instagram to increase partner’s social media media impressions Campus Kitchen will utilize the #Save40 on Instagram stories

Tactics Key Public Strategy Total Tactics Total Key Public Strategy Key Public Total Tactics Strategy Tactics Key Public Strategy Tactics

Total Total Key Public Strategies Key Public Total Tactics Strategies Tactics Key Public Strategies Total Tactics Total Key Public Strategy Key Public Total Tactic

Tactic

Free;plan; Prepared by Campus Kitchen Free prepared by Campus Kitchen Volunteer Volunteer Free; Prepared by Campus Kitchen Volunteer Free plan; prepared by Campus Kitchen Volunteer Free; Posted by Campus Kitchen Volunteer Free; Free; Posted Posted by by Campus Campus Kitchen Kitchen Volunteer Volunteer

Campus Kitchen will utilize the #Save40 on Instagram stories

partner’s social media JMU Students Campus Kitchenstudent will create infographics about food waste in America Educate JMU’s population of food waste. At student organization night Campus Kitchen will focus more on educating students food waste Campus Kitchen willabout create infographics about food waste in America JMU Students Campus will post infographics about food in theon dining At studentKitchen organization night Campus Kitchen will waste focus more halls on campus Educate JMU’s student population of food waste. educating students about food waste

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Campus Kitchen will have a #CampusKitchen on social media posts on Campus Kitchen will utilize the #Save40 on Instagram posts partner’s social media

the amount of food wasted by an individual per year JMU Students Balloons Aditional Materials Campus Kitchen will enact “The 40% Project” on the Quad of JMU. Trash bags Place black garbage bags filled with balloons on the quad to represent Balloons the amount of food individual year Snapchat to Campus Kitchen willwasted utilize by thean social mediaper platform advertise The 40% Project the Quad by creating a Geofilter Aditional Materials Trashon bags Campus Kitchen around the Campus Kitchen Kitchen will will have utilizeCampus the social mediavolunteers platform Snapchat to Quad to answerThe question and educate by about food waste Balloons advertise 40% Project on thepeople Quad walking by creating a Geofilter Campus student-volunteer be the videographer to Campus Kitchen Kitchen will will have have a Campus Kitchen volunteers around the Quad document the eventand toTrash promote on socialwalking media platforms bags to answer question educate people by about food waste

Campus Kitchen Kitchen will will have utilizeathe social media platform to to Campus student-volunteer be the Snapchat videographer advertise The 40% Project on the creating a Geofilter document the event to promote onQuad socialby media platforms Campus Kitchen will have Campus Kitchen volunteers around the Quad to answer question and educate people walking by about food waste JMU Students Campuswith Kitchen have a student-volunteer be the videographer to Partner JMUwill dining hall facilities. document the event to promote on social media platforms Campus Kitchen will partner with JMU dining social media to be featured JMU Students on their with social media in order to promote information tables Partner JMU dining hall facilities. Campus up information tablessocial in themedia dining to halls to Campus Kitchen Kitchen will will set partner with JMU dining be featured educate students about food waste on their social media in order to promote information tables JMU Students will continue to partner with JMU dining halls to receive Campus Campus Kitchen Kitchen will set up information tables in the dining halls to food from them Partner with JMU about dining food hall facilities. educate students waste Campus Kitchen JMU dining socialdining mediahalls to be Campus Kitchen will will partner continuewith to partner with JMU tofeatured receive on their social food from themmedia in order to promote information tables Campus Kitchen will set up information tables in the dining halls to educate students about food waste JMU Students Campus partner withcommunication JMU dining halls to receive Campus Kitchen Kitchen will will continue organize to their internal structure food from them Campus Kitchen will utilize a Facebook group to communicate as a JMU Students chapter Kitchen will organize their internal communication structure Campus Campus Kitchen Kitchen will will utilize send out minutes togroup all members after every Campus a Facebook to communicate as a chapter meeting chapter JMU Students Campus Kitchen will send out minutes to all members after every send out their a monthly newsletter to current members Campusmeeting Kitchen will organize internal communication structure chapter Campus Kitchen will utilize a Facebook group to communicate as a chapter Kitchen will send out a monthly newsletter to current members Campus Campus Kitchen will send out minutes to all members after every chapter meeting Campus Kitchen will send out a monthly newsletter to current members

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$0.69 $0.40

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$29.00 $4.00 $33.00 $10.00 $29.00

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$0.00 $29.00 $0.00 $43.00 $10.00 $0.00

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$0.00 FIGURE 20: Budget Objective 1a Strategy 3 $0.00 $0.00 $0.00

Free; Created PreparedbybyCampus CampusKitchen Kitchen Free; Volunteer Volunteer Free; Prepared by Campus Kitchen Volunteer Free; Created by Campus Kitchen Volunteer 10 Trash bags @ $0.40 ea; 100 Ecofriendly balloons @$0.29 ea.

Campus Kitchen will post infographics about food waste in the dining Campus Kitchen will create infographics about food waste in America halls on campus At student organization night Campus Kitchen will focus more on educating students about food waste JMU Students Campus Kitchen Kitchen will will enact post infographics about food waste in the dining Campus “The 40% Project” on the Quad of JMU. halls on campus PlaceStudents black garbage bags filled with balloons on the quad to represent JMU the amount of food by an40% individual peronyear Campus Kitchen willwasted enact “The Project” the Quad of JMU. Aditional Materials Place black garbage bags filled with balloons on the quad to represent

Strategy Objective 2a (Strategy 7-8) Tactic Key Public Strategy

Free; Prepared by Campus Kitchen Volunteer Free; Free; Prepared Prepared by by Campus Campus Kitchen Kitchen Volunteer Volunteer Free plan; prepared by Campus Kitchen Free; Prepared by Campus Kitchen Volunteer Volunteer

Free; Posted by Campus Kitchen Free; Posted by Partner Volunteer Free; Posted by Campus Kitchen Volunteer Free; Posted by Partner Free; Posted by Campus Kitchen Volunteer

JMU Students Objective (Strategy 4-6) Campus1b Kitchen will have a #CampusKitchen on social media posts on Educate JMU’s student population of food waste. Key Public Total Tactics Strategy

Volunteer Free; Posted by Campus Kitchen Volunteer

10 Trash bags @ $0.40 ea; 100 Eco10 Trashballoons bags @@$0.29 $0.40 ea; friendly ea.bought by Campus Kitchen Volunteer 100Trash Eco-friendly @$0.29 10 bags @balloons $0.40 ea; boughtea; by Bought by Campus Kitchen 10 Trash bags @Volunteer $0.40 ea; Volunteer 100 EcoCampus Kitchen friendly balloons @$0.29 ea. 2 20,000 sq ft filters @ $5.00 ea; Posted 100 Eco-friendly balloons @$0.29 ea; by Campus Kitchen Kitchen Volunteer Bought by Campus Volunteer Free; Completed by Campus Kitchen 10 Trash bags @ $0.40 ea; bought by 2 20,000 sq ft filters @ $5.00 ea; Posted Volunteer Campus Kitchen Volunteer by Campus Kitchen Volunteer Free; Taped by Campus Kitchen 100 Eco-friendly balloons @$0.29 ea; Free; Completed by Campus Kitchen Volunteer Bought by Campus Kitchen Volunteer Volunteer 2 20,000 sq ftbyfilters @ $5.00 ea; Posted Free; Taped Campus Kitchen by Campus Kitchen Volunteer Volunteer Free; Completed by Campus Kitchen Volunteer Free; Taped by Campus Kitchen Volunteer Free; Posted by Campus Kitchen Volunteer Free; by Campus Kitchen Free; Organized Posted by Campus Kitchen Volunteer Volunteer Free; Free; Organized Organized by by Campus Campus Kitchen Kitchen Volunteer Volunteer

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$0.00

FIGURE 21: Budget Objective 1b Strategy 4-6 $0.00 $0.00 $0.00 $0.00

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$0.00

Total

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Key Public Strategy

JMU Students Campus Kitchen will utilize an online calendar for sign ups

Tactic

Campus Kitchen will have a template for the calendar On the calendar Campus Kitchen will include holidays that could be related to food waste/food Campus Kitchen will use Google Drive to put their calendar and schedule

Free; Posted by Campus Kitchen Volunteer Free; Prepared by Campus Kitchen Volunteer Free; Prepared by Campus Kitchen Volunteer

$0.00

$0.00 $0.00

Total

FIGURE 22: Budget Objective 2a Strategy 7-8 Key Public Strategy

JMU Students Campus Kitchen will create a partner system for volunteers

Tactic

Campus Kitchen will create a matching system to pair students today

QUAD Campus Kitchen’s Big Chef/Little Chef partners will go to volunteer COMMUNICATIONS together so people don’t worry about not knowing anyone they volunteer with

Cookies and Milk meet and greets periodically throughout the year

Free; Prepared by Campus Kitchen Volunteer Free; Prepared by Campus Kitchen Volunteer Free; Prepared by Campus Kitchen Volunteer

$0.00

TotalPublic Key Strategy

Budget

Key Public Total Tactic Strategy Tactic Key Public Strategy Total

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Volunteer @ 7.38/ea; Created by Rush while wearing their Campus Kitchen t-shirt Order Tees Campus Kitchen will set up an information table at the dining halls on Free; Set up by Campus Kitchen campus during Frog JMU Students and Week Departments that require community service hours Volunteer Current members Kitchen willand assist with that freshman Campus Kitchen of willCampus work with courses majors requiremove in 25 T-shirts @ 7.38/ea; Created by Rush while wearingservice their Campus Kitchen t-shirt Order Tees community JMU Students and that require service hours Free, Printed at Madison Union by Campus Kitchen willDepartments create brochures to give community out to the departments that require community service for their and majors Campus Kitchen Volunteer Campus Kitchen will work with courses majors that require community service Campus Kitchen will reach out to the Dietetic Major Professors to spread Free; Campus Kitchen Volunteer will the word aboutand Campus Kitchen to them Communicate Campus Kitchen will create brochures to givecommunity out to the departments Free, Printed at Madison Union by JMU Students Departments that require service hours that require community service foremail their to majors majors that require Campus Kitchen Campus Kitchen willwork send out courses an Free; 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with organized by Campus Kitchen Volunteer JMUvolunteers students at the UREC rope course CampusKitchen Kitchenshould will enact “The 40% Project” QuadTo” of JMU Campus collaborate with URECon to the do “How videos Free; Prepared by Campus Kitchen and post videos both social media platforms Volunteer Campus Kitchenonwill usetheir social media platforms Snapchat and Free; Posted by Campus Kitchen JMU students Instagram to spread the word about the 40% Project Volunteer Campus Kitchen Kitchen will will use enact “The 40% Project” the so Quad of JMU Campus hole-in-a-face on theon Quad students can 1 @ $40.00; Designed by Campus Kitchen take pictures withwill it use social media platforms Snapchat and Volunteer Campus Kitchen Free; Posted by Campus Kitchen Instagram to spread the word about the 40% Project Volunteer Campus Kitchen will put representatives from Campus Kitchen on the Free; Campus Kitchen Volunteers will be JMU students Quad to answer any questions about the event there to communicate Campus Kitchen will use hole-in-a-face on the Quad so students can 1 @ $40.00; 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Campus Kitchen will put representatives from Campus Kitchen on the Free; Campus Kitchen Volunteers will be Quad to answer about the event Campus Kitchenany willquestions create flyers that will be posted around dining halls there to communicate JMU Students and Departments that require community service hours on campus Utilize traditional such asabout flyersfood and waste radio. in the U.S to be Campus Kitchen media will write PSA Free; Written by Campus Kitchen deliveredKitchen on the radio. Campus will create flyers that will be posted around dining halls Volunteer on campus Create a pressand release to give out to require “Breezecommunity TV” in the hopes they’ Free; Written by Campus Kitchen JMU Students Departments that servicethat hours llCampus present a storymedia on Volunteer Kitchen willit.write PSA about and foodradio. waste in the U.S to be Free; Written by Campus Kitchen Utilize traditional such as flyers delivered on the radio. Volunteer Create aKitchen brochure give out to departments that require Campus willtocreate flyers that will be posted aroundcommunity dining halls Free, Printed at Madison Union by service in their curriculum Campus Kitchen Volunteer Create a press release to give out to “Breeze TV” in the hopes that they’ Free; Written by Campus Kitchen on campus ll present a story on it. Volunteer Campus Kitchen will write PSA about food waste in the U.S to be Free; Written by Campus Kitchen Create a on brochure to give out to departments that require community Free, Printed at Madison Union by delivered the radio. Volunteer service in their curriculum Campus Kitchen Volunteer Create a press release to give out to “Breeze TV” in the hopes that they’ Free; Written by Campus Kitchen ll present a story on it. Volunteer Create a brochure to give out to departments that require community Free, Printed at Madison Union by service in their curriculum Campus Kitchen Volunteer

Objective 2a (Strategy 9)

Tactic

Total Key Public Strategy Key Public Total Tactic Strategy Tactic Key Public Strategy Total Tactic

Objective 3a (Strategy 10-12) Total Key Public

Strategy Key Public Total Tactic Strategy Key Public Tactic Strategy Total Tactic Total Key Public Strategy Key Public Total Tactic Strategy Key Public Tactic Strategy Total Tactic TotalPublic Key Strategy Key Public Total Tactic Strategy Tactic Key Public Strategy Total Tactic TotalPublic Key Strategy

Objective 3b (Strategy 13 & 15)

Key Public Total Tactics Strategy Tactics Key Public Strategy Total Tactics TotalPublic Key Strategy Key Public Total Tactics Strategy Tactics Key Public Strategy Tactics TOTAL TOTAL

$0.00

$0.00 $0.00

$0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00

$0.00 $0.00

$0.00 $0.00 $0.00

$0.00

$0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00

$0.00

$0.00 $0.00

$0.00 $0.00 $0.00

$0.00 $0.00 $7.38 $0.00

$0.00 $0.00 $184.50 $0.00 $184.50

$0.00 $0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $184.50 $0.00 $184.50

$0.00 $7.38

$0.00 $184.50 $184.50 $0.00

$0.00 $0.00 $0.00 $0.00

$0.00 $184.50 $184.50 $0.00

$0.00

$184.50 $184.50 $0.00

$0.00 $0.00 $0.00

$184.50 $184.50 $0.00

$0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00

$0.00 $0.00

$0.00 $0.00 $0.00

$10 $0.00 $0.00 $10

$100.00 $0.00 $0.00 $100.00 $100.00

$0.00 $0.00 $0.00 $0.00 $0.00

$100.00 $0.00 $0.00 $100.00 $100.00

$0.00 $0.00 $10

$0.00 $0.00 $100.00 $100.00

$0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $100.00 $100.00

$0.00

$100.00 $0.00

$0.00 $0.00

$100.00 $0.00

$40.00 $0.00 $0.00 $40.00

$40.00 $0.00 $0.00 $40.00 $40.00

$0.00 $0.00 $0.00 $0.00 $0.00

$40.00 $0.00 $0.00 $40.00 $40.00

$0.00 $0.00

$0.00 $0.00 $40.00 $40.00

$0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $40.00 $40.00

$0.00 $40.00

$0.00 $0.00

$0.00 $40.00

JMU Students Campus Kitchen will utilize an online calendar for sign ups

TOTAL

$0.00 Objective $0.00 FIGURE 23: Budget 2a $0.00 Strategy$0.009

$0.00 $7.38

FIGURE 24: Budget Objective 3a Strategy 10-12 $0.00 $0.00 $0.00 $0.00

$40.00 $0.00

$0.00

$0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00 $0.00

$0.00 $0.00

$0.00 $0.00 $367.50 $0.00 $0.00

$0.00 $0.00 $0.00 $0.00 $0.00

$0.00 $0.00 $367.50 $0.00 $0.00

$367.50 $0.00 $0.00

$0.00 $0.00 $0.00

$367.50 $0.00 $0.00

$0.00 $0.00

$367.50

$0.00

$367.50

FIGURE 25: Budget Objective 3b Strategy 13 & 15

GRAND TOTAL: QUAD COMMUNICATIONS

$367.50

Evaluation Plan Evaluation Plan Objective 1a: To create awareness of Campus Kitchen at JMU by increasing their social media presence by posting on various social media sites over 100 times by the end of May 2019. •Criteria: Campus Kitchen at JMU will post on various social media sites over 100 times by the end of May 2019. •Tool: We will plan to use Google Analytics and social media analytics to keep track of our posts.

Objective 1b: To increase JMU student’s awareness of the impacts of food waste by May 2019 by having at least 200 people active at The 40% Project booths. •Criteria: Campus Kitchen at JMU will have at least 200 people in attendance at the 40% Project booths •Tool: We will keep a record of the number of students that attend our events and informational booths with sign-in sheets. Objective 2a: To increase volunteer retention by 90% for the 2018-2019 school

year. •Criteria: 90% of volunteers will continue to be active volunteers for the 2018-2019 school year. •Tool: By comparing each semesters total amount of volunteers we will be able to track volunteer retention.

Objective 3a: To increase the number of freshman volunteers by 50% (20-30 people) by the end of Fall Semester 2019. •Criteria: Campus Kitchen at JMU will increase the number of freshman volunteers by 50% for the 2018-2019 school year •Tool: We will use the data on Campus Kitchen at JMU’s applications to compare it to the applications for this semester to measure difference. Objective 3b: To increase Campus Kitchen at JMU ’s media impressions to 100

posts across multiple online channels by the end of May 2019. •Criteria: Campus Kitchen at JMUwill gain 100 media impressions across multiple online channels by the end of May 2019. •Tool: We will track social media impressions across Facebook, Instagram and Twitter.

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References Annual Crime Statistics. (n.d.). Retrieved January 30, 2018, from https://www.jmu. edu/publicsafety/clerycompliance/annual_crime_stats.shtml DC Central Kitchen About Us. (n.d.). Retrieved January 25, 2018, from https:// dccentralkitchen.org/about-us/ Deloitte. (2017, January 31). Making an impact through their employers | Deloitte | Social impact, Innovation. Retrieved January 29, 2018, from https://www2. deloitte.com/global/en/pages/about-deloitte/articles/millennial-survey making-impact-through-employers.html#empowerment Duggan, M. (2015, August 19). The Demographics of Social Media Users. Retrieved January 29, 2018, from http://www.pewinternet.org/2015/08/19/ the-demographics-of-social-media-users/ Gee. (2017, July 19). Advantages of Using Likert Scale Questions. Retrieved March 20, 2018, from https://blog.smartsurvey.co.uk/advantages-of-using-likert scale-questions/ Gruber, V., Holweg, C., & Teller, C. (2016). What a Waste! Exploring the Human Reality of Food Waste from the Store Managers Perspective. Journal of Public Policy & Marketing, 35(1), 3-25. doi:10.1509/jppm.14.095 Fall 2017 Community Report. (2018, January 4). Retrieved January 30, 2018, from http://info.jmu.edu/fsl/snapshot/ IBISWorld Industry Report 62421 Community Food Services in the US. (2017). Retrieved January 28, 2018, from http://clients1.ibisworld.com/reports/us/ industry/default.aspx?entid=1610 Kitchen , C. (2016, November 1). James Madison University. Retrieved January 25, 2018, from https://www.campuskitchens.org/2016/11/jmu/ Nanna, M. J., & Sawilowsky, S. S. (1998). Analysis of Likert scale data in disability and medical rehabilitation research. Psychological Methods, 3(1), 55. Open Doors Harrisonburg VA. (n.d.). Retrieved January 28, 2018, from https://www. valleyopendoors.org/ Student Activities & Involvement, Be Involved: Campus Kitchen. (n.d.). Retrieved January 25, 2018, from https://beinvolved.jmu.edu/organization/ campuskitchensproject The Campus Kitchen at Virginia Tech. (2018). Retrieved March 20, 2018, from https://www.engage.vt.edu/programs/campus_kitchen.html

QUAD COMMUNICATIONS

References The Campus Kitchens Project. (n.d.). Retrieved January 28, 2018, from https://www. campuskitchens.org/ The Salvation Army USA. More than 43 million Americans live in poverty. (n.d.). Retrieved January 28, 2018, from http://www.salvationarmyusa.org/usn/ Unkown . (2014 ). Inspiring the Next Generation Workforce: The Millennial Impact . Retrieved February 20, 2018, from http://cdn.trustedpartner.com/docs/ library/AchieveMCON2013/MIR_2014.pdf Unknown. (2018, January 07). How Diverse is James Madison University? Retrieved January 25, 2018, from https://www.collegefactual.com/colleges/james madison-university/student-life/diversity/ Unknown. (2017). Facts and Figures. Retrieved January 25, 2018, from https://www. jmu.edu/about/fact-and-figures.shtml ,U.S. Hunger Relief Organization | Feeding America®. (n.d.). Retrieved January 30, 2018, from http://www.feedingamerica. org/?referrer=https%3A%2F%2Fwww.google.com%2F Student Activities & Involvement, Be Involved: Campus Kitchen. (n.d.). Retrieved January 25, 2018, from https://beinvolved.jmu.edu/organization/ campuskitchensproject Valle, T. (2017, September 14). JMU’s Campus Kitchen reduces Harrisonburg’s food waste. Retrieved January 25, 2018, from http://www.breezejmu.org/news/jmu s-campus-kitchen-reduces-harrisonburg-s-food-waste/article_409efc06 97d9-11e7-b6ec-bb4d28b19c52.html Wheeler, A. (2017, May 2). Welcoming James Madison University! Retrieved January 25, 2018, from https://www.campuskitchens.org/2017/05/welcoming-james madison-university/

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appendix a FULL SECONDARY RESEARCH Executive Summary Our client is the James Madison University chapter of Campus Kitchen. Campus Kitchen is a national leader in community service, with about 60 Campus Kitchen chapters. They were first founded in 2001. Their mission is to “Strengthen bodies by using existing resources to meet hunger and nutritional needs in our community; empower minds by providing leadership and service learning opportunities to students, and educational benefits to adults, seniors, children and families in need; and build communities by fostering a new generation of community-minded adults through resourceful and mutually beneficial partnerships among students, social service agencies, businesses and schools.” The issue that our client is having is trying to get students to participate as a result of not having enough visibility on campus. What we need to find out is why students aren’t participating, how to better communicate with students on campus, and what other chapters do to increase awareness. We will do this by doing research into the company’s history and other chapters of Campus Kitchen. We will also conduct a survey to find out the best ways to try and give out information to college students at JMU and find out why they don’t want to participate in community service activities. A SWOT analysis was completed to begin our research on Campus Kitchen. The strengths within the company at first glance are the grant for $5,000 that they received in 2005. The other strengths are mainly strengths that affect the students involved including important resume building skills, close friendships, and networking opportunities with JMU dietetics. The weaknesses are what our team are trying to fix such as low participation, low social media visibility, and a loss of members due to graduation in May. Their opportunities lie within other organizations on campus like collaborations with sports teams and Greek life. Their threats are the other, more convenient, community service opportunities that are present on campus. Company Background The Campus Kitchen Project was developed in 2001 and is located in Washington DC. The founder of the organization, Robert Egger, based The Campus Kitchen Project off of two other organizations, DC Central Kitchen and Homerun. DC Central Kitchen was also founded by Robert Egger in 1989. The purpose of this organization was to teach unemployed adults about working skills and developing those skills through reusing/recycling food around the Washington D.C area. Later, in 1999, Homerun was founded by two students that attended Wake Forest University. Homerun’s goal was to use students to cook and deliver dinner to individuals in Winston-Salem area (where Wake Forest is located). With these two

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appendix a organizations in mind, Robert Egger wanted to engaged college students in the same way he engaged the unemployed adults in DC Central Kitchen so he put into effect The Campus Kitchen Project. The first Campus Kitchen chapter began at Saint Louis University in Missouri. From 2001 the organization has expanded to 63 college chapters across the rest of the United States. Within the 63 college chapters across the nation, James Madison Universityâ&#x20AC;&#x2122;s (JMU) Campus Kitchen chapter became the 62nd college chapter. The Campus Kitchen at JMU began in early May of 2017. The Campus Kitchen advisor, Adrian Griggs, oversees the organization making sure it is running properly as well as communicating with headquarters. Every campus kitchen across the nation is run by student volunteers and is kept running by the dedication students have for community service. Campus Kitchen at JMU has a mission to provide students with a way to contribute to their community while providing for hunger relief. They aim to strengthen bodies, empower minds, and build mutually beneficial communications. They value education on food waste and hope to recover as much food as possible to create a new dish for a person in need. Campus Kitchen JMU partners with Aramark to receive donations of excess food every Friday. As stated before, Campus Kitchen at JMU is run by student volunteers. There are currently 12 student volunteers contributing to hunger relief through this organization. Five of the 12 students have leadership roles including president, vice president, secretary, volunteer coordinator and public relations coordinator. Another leadership role includes kitchen chef management, a role that reinvents the leftover food that is given to them. Since the Campus Kitchen at JMU has just recently started they are trying to get the word out to as many students as possible. The media channels that they have used in order to communicate with the public include their own website, JMUâ&#x20AC;&#x2122;s Be Involved website, Instagram, Facebook, and Pinterest. Campus Kitchenâ&#x20AC;&#x2122;s national headquarters uses the majority of the same media channels but they invest more of their time into their Facebook feed and their Pinterest boards. Campus Kitchen at JMU is starting to target Instagram than other forms of media due to the target public being on this channel the most. Industry/Market Analysis Campus Kitchen operates throughout the non-profit Community Food Services in the US industry. Collecting and preparing meals for the needy is the general task that Campus Kitchen aims to achieve. Throughout this industry, there are several major leaders such as Feeding America, The Meals on Wheels Association, and City Harvest. This industry has an annual growth of about 4.5%, with over 5,000 businesses operating (IBIS, 2017). External factors that determine the success of QUAD COMMUNICATIONS

appendix a these businesses are poverty rates, federal funding for social services and consumer price index (IBIS, 2017). Feeding America has a 25.2% market share and is the largest nonprofit hunger relief organization in the United States (IBIS, 2017). With about 200 food banks nationwide, the organization has grown tremendously since being founded in 1979 (Feeding America, 2017). Feeding America is headquartered in Chicago but serves all 50 states. Feeding America receives about 80% of its revenue as donated goods and services, and the donations are then distributed to food banks (IBIS, 2017). In addition to supporting food banks, Feeding America coordinates several anti-hunger programs aimed at helping the needy put together food plans and increasing enrollment in the Supplemental Nutrition Assistance Program. Overall, Feeding America provides food to about 1 million people per year (Feeding America, 2017). The Meals on Wheels Association of America is a national organization with about 5,000 community based senior nutrition assistance programs (IBIS, 2017). The goal of this program is to provide some nutritious meals to men and women that are elderly, homebound, or cannot prepare a meal for themselves due to their age. Meals on Wheels Association of America generates about 3.7 million dollars in revenue (IBIS, 2017). City Harvest is another nonprofit organization that delivers food to about 600 associations including soup kitchens, food pantries, and shelters throughout New York. City Harvest feeds about 200,000 people every week, and receives donations and government funding (IBIS, 2017). This industry serves people nationally and regionally depending on state and bandwidth. Campus Kitchen is a national leader in community service, with about 60 Campus Kitchen chapters (The Campus Kitchen Project, 2017). There are several other organizations in direct competition with the organization such as the Salvation Army and Our Community Place, and Open Doors. The Salvation Army is one of the largest community providers serving over 127 countries and provides services in 175 languages (The Salvation Army, 2017). The Salvation Army offers a number of services including hunger relief, disaster relief, providing shelter to the homeless, assisting the unemployed and much more. Every year The Salvation Army provides over 56 million meals through food pantries, meal programs and community gardens. In particular, The Salvation Army has a location right in Harrisonburg that has a food pantry which is open 6 days a week (The Salvation Army, 2017). Our Community Place operates in the Harrisonburg community and offers community meals and other basic services for the needy. In addition, every Friday, Our Community Place operates a restaurant that provides the opportunity for employment and volunteering, and the chance to make a hot meal for those who are struggling financially. In addition, Harrisonburg and Rockingham Thermal Shelter (Open Doors) is a non-profit organization that provides a place to sleep, dinner, breakfast and more to about 40 people in need each night (Valley Open Doors, 2017).

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appendix a There have been several current events and regulation changes that have directly affected the industry. An increase in funding for social services can boost revenue for non-profit Community Food Services. In 2017, federal funding for social services increased providing more funds for the needy. The US poverty rate is directly correlated with the demand for the Community Food Services industry. In 2017, the poverty rate increased which led to an increase in lower-income families and individuals who lack necessary funds to purchase food. As the price of goods and services grows and poverty continues to rise, this industry will continue to grow. Overall, in 2017 alone there has been a 2.6% increase due to a volatile labor market which increased food insecurity and vulnerability to hunger (IBIS, 2017). Finally, as the economy continues to grow in 2018, corporate and individual contributions and donations are likely to increase over the next couple of years (IBIS, 2017). There have been very few technological changes that have impacted this industry. Developments have only minorly improved warehouse systems. Public Environment: There is an issue with how the community views Campus Kitchen at JMU because there is a general lack of knowledge with certain community groups including JMU students, which makes up the members of the chapter. Reputationally, for those who are aware, it’s an organization that does well in the Harrisonburg community. It takes something that is a serious waste of resources and turns it into something that can better the lives of those who are needy in Harrisonburg. Overall, local media view Campus Kitchen at JMU positively, generally sharing their message of decreasing food waste while increasing providing healthy meals to community shelters. Media messages praise the work done in the Harrisonburg community by Campus Kitchen at JMU. Often, articles give Campus Kitchen at JMU an opportunity to address common concerns, like food sanitation and safety when obtaining, transporting, and recreating the leftover food. Campus Kitchen at JMU ensures the media that they follow specific guidelines and that the handling of food should not be a concern. The media supports Campus Kitchen at JMU but doesn’t give resources for joining the group. Relevant Media Coverage: •The Breeze: “JMU’s Campus Kitchen reduces Harrisonburg’s food waste” •WHSV 3: “JMU launches ‘Campus Kitchen’ project” •FoodDay.org: “Spark the Fire for The Campus Kitchens Project” •BuyLocalShenValley.org: “Campus Kitchens Project Gaining Support in the Valley” Public Analysis: Publics such as the customers, producers, enablers, limiters and opinion leaders are all important for Campus Kitchen at JMU to think about when trying to create

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appendix a a successful campaign for this organization. Even though Campus Kitchen at JMU might not be selling a product, or trying to get people to pay for a monthly subscription of something, they still have to be aware of who their customers are, and how they can reach their customers to provide the best service. To analyze the public’s analysis of Campus Kitchen at JMU, we will first be looking at the customers, then the producers, then the enablers, limiters and finally discussing the opinion leaders. Since Campus Kitchen is a non-profit they don’t have your ordinary customers that would pay for a product. Instead, their customers are the people and organizations that receive the food that Campus Kitchen provides for them. One of the customers for Campus Kitchen at JMU is the Harrisonburg Salvation Army. The Salvation Army is a thrift and consignment store that tailors their prices to be affordable for those who are in need of help (Salvation Army, 2017). Campus Kitchen at JMU has paired up with them to provide food for the lunches and dinners that they hold. Another customer public of Campus Kitchen at JMU is a local Harrisonburg homeless shelter called Our Community Place. Campus Kitchen at JMU has teamed up with them to provide healthy meals for the homeless. Two individuals that Campus Kitchen at JMU should really focus on contacting are Annie Pangle, who is the volunteer and community care coordinator, and Randi Hagi, who is the kitchen coordinator (Campus Kitchen, 2016). RISE United Methodist Faith Community Church is another customer of Campus Kitchen at JMU. RISE was one of the groups that campaigned for Campus Kitchen to be brought to the James Madison University campus and has now received regular donations from Campus Kitchen at JMU (Campus Kitchen, 2016). A specific person from this organization that Campus Kitchen has reached out to is Amanda Garber, who is the Pastor and Founder of RISE. Campus Kitchen at JMU would not be able to donate all the food they have to these customers without the assistance of the producer for this non-profit. Campus Kitchen at JMU gets the food that was not served from James Madison University’s dining halls (Valle, 2017). JMU has six dining halls on campus that provide food for Campus Kitchen at JMU. The food from the JMU dining halls comes from the food company Aramark, which provides food for colleges and high schools across the country. For Campus Kitchen at JMU to run a smooth operation, they need to get assistance from people in their own community as well as the schools that they work with. Some enablers for Campus Kitchen at JMU include James Madison University, JMU’s Dietetics majors, the Campus Kitchen advisor, and other organizations on JMU’s campus. JMU is one of the biggest enablers to this particular charter of Campus Kitchen at JMU for the simple reason that the university has the organization on their campus and their students volunteer for the organization. The

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appendix a students majoring in Dietetics at JMU also are enablers for Campus Kitchen at JMU because this major is the one who campaigned for Campus Kitchen to be brought to JMU, and the students who implemented Campus Kitchen onto JMU’s campus are Dietetics majors. Adrienne Griggs is also an enabler for this charter of Campus Kitchen at JMU because she is the campus advisor for this charter and assists the students with any help they need. Finally, other organizations on JMU’s campus are also enablers for Campus Kitchen at JMU. For example, the program LovePacks, which is a program that sends home non-perishable food to local elementary schools joined up with Campus Kitchen at JMU to introduce Campus Kitchen to the JMU community. Although Campus Kitchen at JMU has a lot of supporters of their non-profit, they also have some things that might be considered limitations for the organization. One of those limiters is ServSafe. ServSafe is a food and alcohol training company. Although this is a good tool for Campus Kitchen, everyone in a leadership position must be certified through this business before they can handle any of the food that they are donating. This comes as a limit for Campus Kitchen at JMU because this takes time, and might discourage people who want to be in a leadership position with this non-profit from pursuing that want. Another limiter of Campus Kitchen at JMU is the people who don’t stick to volunteering with them or sign up to volunteer but never actually volunteer. These people are limiters for Campus Kitchen at JMU because they hinder success if the organization doesn’t get enough volunteers. Opinion leaders for Campus Kitchen at JMU are important for spreading awareness to the JMU community and encouraging people to get involved with this non-profit. A major opinion leaders for Campus Kitchen at JMU ia JMU’s President Jonathan Alger, who has the ability to reach both professors and students to encourage them to volunteer with this organization. Also, opinion leaders for Campus Kitchen at JMU include Dietetic major professors, who can influence their students to volunteer with an organization that works with something the students are already interested in. JMU’s campus newspaper, The Breeze, is also an opinion leader for Campus Kitchenat JMU because The Breeze has the ability to reach students both online and in person through their articles. And if Campus Kitchen at JMU is featured in The Breeze students might be more likely to volunteer with them. These opinion leaders are able to spread awareness about Campus Kitchen at JMU to their sorority or fraternity members, which is a large group of people on campus looking to be involved at JMU. Also, an opinion leader at JMU is also FROGs, this group is a unique opinion leader because they are able to talk specifically to Freshman, who are already looking for a way to get involved in the university. The key target public for Campus Kitchen at JMU are James Madison University students. JMU is a large public university located in Harrisonburg, Virginia, with 20,779 undergraduate students (JMU, 2017). The university is compiled of 60% females and 40% males (JMU, 2017). 75% of the students at JMU live in the state

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appendix a of Virginia and 25% of the students are from out of state (JMU, 2017). The cost of tuition for in-state students is $10,878 whereas the tuition for out-of-state students is $27,278. Room and board at this university are $9,898 (JMU, 2017). JMU is a primarily white university with 75.44% of their students being this ethnicity (JMU, 2017). African American students make up 4.68% of the universityâ&#x20AC;&#x2122;s population, students of an Asian ethnicity make up 5.65% of students (JMU, 2017). 6.10% of students are Hispanic, 3.86% of students are two or more races, and the university has 0.13% of their students that are American Indian/Alaska Native (JMU, 2017). JMU also has 0.12% of their students are Hawaiian or Pacific Islander and 4.02% of their students did not report what ethnicity they are (JMU, 2017). JMU has age of students ranging from under 18-years-old, at 1%, 18-19-year-olds at 37.4%, 20-21-year-olds at 39.9%, 22-24-year-olds at 14.2%, 25-29-year-olds at 3.2%, 30-34-year-olds at 1.4%, and 35-year-olds and up at 2.9% (Unknown, 2018). According to a 2015 PEW research study, 71% of adults use the social media platform Facebook, out of that 71% of adults, 82% of them range from 18-29-yearsold (Duggan, 2015). Pinterest has a smaller percentage then Facebook with only 31% of adults use Pinterest (Duggan, 2015). But, out of that 31% 37% of them are adults ranging from 18-29-years-old. Instagram only has 28% of adults in America using it, but 55% of those users come from 18-29-year-olds (Duggan, 2015). The social media platform Twitter is also a notable platform for this age demographic. Although on 23% of American adults are on Twitter, 32% of those on Twitter are 18-29-year-olds (Duggan, 2015). The age group that Campus Kitchen at JMU is targeting is 18-22-year-olds, which falls within the millennial group. When looking at what social values millennials care about it was found that 59% of surveyed millennials believe that it is part of their responsibility to protect the environment (Deloitte,2017). Also, 53% of surveyed millennials believe that they are accountable for helping create social equality (Deliotte, 2017). This is good for Campus Kitchen at JMU to know and look at because the organization can alter how they try to reach this group of people based on what this group of people care about. The millennial age group is surveyed to be liking and be involved with volunteering. According to a 2014 study 52% of millennials had volunteered for 4-5 hours in the past month, and 55% of millennials had volunteered for 10-20 hours in the past month (Unknown, 2014). And when it comes to choosing a job millennials also want a company who believes itâ&#x20AC;&#x2122;s important to volunteer, with 57% of millennials saying they want to see more company-wide volunteering in where they work (Unknown, 2014). Not only are millennials willing to volunteer for organizations, they are also willing to put their money where their mouth is. 87% of millennials had donated to their favorite non-profit within the last year of them being surveyed (Unknown, 2014). The willingness to volunteer and help non-profits strive is good

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appendix a news for Campus Kitchen because this means their target demographic can be easily persuaded to volunteer for them through a good campaign. SWOT Analysis:

Strengths

Weaknesses

•$5,000 Start Up Grant

•Low amount of volunteers

•Multiple possible leadership positions

•Social media presence

•Connections to JMU Dietetics program •Supportive advisor

•Graduating leadership in May •Uncertainty on reaching large organizations

•Ties with local community centers •Close knit current members

Opportunities:

Threats:

•Greek life involvement

•Students current involvement in other organizations on campus

•Sport team involvement •Court mandated community service •Partnerships with similar organizations in the Harrisonburg community

•Other, easier volunteer opportunities on campus. •Possible transportation issues

•FROG and Student Ambassador involvement

Strengths:

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appendix a multiple leadership positions within Campus Kitchen at JMU with room to expand even more. Currently there are around seven to ten positions, depending on interest from volunteers. With more volunteers, there is even a possibility to create even more positions in the future. With so many students looking for ways to be involved and possibly hold a leadership position to stand out on a resume, this is a great way to attract students to Campus Kitchen at JMU. Adrienne Griggs, the faculty advisor of Campus Kitchen at JMU, is a huge part of why the group came to Harrisonburg in the first place. There is an obvious passion for the group and willingness to work with us to create a campaign shows that she wants Campus Kitchen at JMU to be successful. Griggs is also the reason for the ties with the RISE church, where all donated food is stored and prepared. Finally, there is a close bond with the members of Campus Kitchen at JMU. Because there is such a small number of members, they are able to get to know each other quickly. Campus Kitchen at JMU has a good foundation.

Weaknesses:

Opportunities:

Luckily for Campus Kitchen at JMU, there are many large organizations on campus. Accprding to Fraternity and Soroity Life (FSL) at JMU, Greek life makes up 18% of the entire student body, and all Greek life organizatins require a certian amount of community serive hours per semester (Fall Community Service Report, 2018). Tapping into this group would give access to approxamately 3,780 students, all of which need an organization like the Campus Kitchen at JMU to complete their requirements. JMU varsity sports teams are also encouraged to complete a designated amount of community service. This would give Campus Kitchen at JMU exposure to approximately 518 students. Another group of students that need anizations on campus. According to Fraternity and Sorority Life (FSL) at JMU, Greek life makes up 18% of the entire student body, and all Greek organizations require a certain amount of community service each semester. (Fall 2017

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appendix a Community Report, 2018) Tapping into this group of students would give access to approximately 3,780 students, all of which need an organization like Campus Kitchen at JMU to ce requirements. According to JMUâ&#x20AC;&#x2122;s annual crime statistics, in 2015 approximately 1,242 students were chargin Harrisonburg, and typically as a court ruling, community service can be required. (Annual Crime Statistics, 2015) ed Looking beyond groups of people who require community service involvement, there are community service hours are students with court-mandated community service at JMU to large groups of potential and actual JMU students. JMU student ambassadors also influential groups of people who have the ability to promote Campus Kitchen. JMU student ambassadors are a group that gives tours of the campus to potential students. If student ambassadors were able to promote Campus Kitchen at JMU as a possible student organization, there would be much more exposure to the group. Also, First Year Orientation Guides (FROGS) are guides during JMU freshmanâ&#x20AC;&#x2122;s first week of college. If FROGS could speak about Campus Kitchen at JMU to these very impressionable college freshman, it could be a great way to promote. Finally, the possibility of creating partnerships with similar organizations in the Harrisonburg community could give exposure as well. The Friendly City Co-Op promotes a healthy lifestyle just like Campus Kitchen at JMU. If Campus Kitchen at JMU exclusively shopped for supplementary ingredients, they could create a partnership that would reach a wider audience in the Harrisonburg community.

Threats:

Some threats that could hinder student involvement in Campus Kitchen at JMU is current involvement in other organizations on campus. According to Student Activities and Involvement, there are a total of 377 registered student-run organizations at JMU, all of which have current and active members. (Student Activities & Involvement, Be Involved, 2018) It is possible that current involvement can prevent involvement in another organization. Also, transportation to the RISE church downtown could prevent students from volunteering with Campus Kitchen at JMU, especially for the freshman who are not able to have a car on campus. Conclusion & Suggestions for Future and Primary Research The Campus Kitchens Project, a non-profit that strives to help meet hunger and nutritional needs in communities with existing resources, is headquartered in Washington, D.C., with satellite locations at numerous universities across the country. Several locations have worked hard to accumulate a large student following with support from various groups on and off the campuses. Although Campus Kitchen at JMU has a lot of growing to do, they have accomplished a lot in the Harrisonburg community. Once they increase their numbers of their current volunteers, their efficiency will increase along with their production of food deliveries. Not having enough volunteers or having the resources to attain more seems like the largest issue this organization is facing.

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appendix a As a result of having few consistent individuals volunteering in the Harrisonburg location, there has not been enough focus on their media presence. For instance, there has been limited focus on communication with the JMU population resulting in this Campus Kitchen location having little value to students who would love to help. Social media is extremely prevalent to the generation the organization would like to reach (college students) but all of their platforms are outdated and unappealing to this targeted group. Posting more aesthetically pleasing pictures and videos that grab their audience’s attention could potentially solve this problem. This would be a great way for this organization to advertise for volunteers as students are constantly looking for leadership roles for the experience and to build their resume. Another issue aligned with having a few volunteers is that once those who hold leadership roles in the organization graduate, there will be no replacements available. There are key volunteer positions that are vacant and they are continuously searching for compassionate individuals who would be interested in filling those roles. There is a great deal of opportunity for Campus Kitchen at JMU to grow in the future. This objective could be realized by reaching out to various organized group leaders on JMU’s campus, such as the Greek life presidents, the many sports team community service chairmen, partnerships with other non-profit organizations within Harrisonburg, and various campus leadership groups. This communication could be initiated during JMU’s Student Organization night and then continued by following up with those individuals in charge of those organizations that may have sparked interest. Reaching out to presidents of Greek organizations and sports teams will garner the most success. Sororities and fraternities along with sports teams have mandated community service hours each semester and would be the most worthy of primary research. As mentioned above, the current research shows that the organization has limited ability to acquire volunteers so a grassroots effort of reaching out to organizations on campus and improving their social media would help attract the student population they so desperately require. Future research that needs to be completed is to determine what motivates college students on James Madison University’s campus to want to volunteer in their community. The organization needs to establish new ways to attract new students to Campus Kitchen at JMU and create an environment that they would enjoy volunteering in. We will be conducting a survey to examine which social media platforms students desire to use in communication.

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appendix B FULL PRIMARY RESEARCH Executive Summary Quad Communication’s client, the Campus Kitchen at James Madison University, is a national leader in community service. Their mission is to “Strengthen bodies by using existing resources to meet hunger and nutritional needs in our community; empower minds by providing leadership and service learning opportunities to students, and educational benefits to adults, seniors, children and families in need; and build communities by fostering a new generation of community-minded adults through resourceful and mutually beneficial partnerships among students, social service agencies, businesses and schools.” (Campus Kitchen, 2017). With little visibility on James Madison University’s campus, the chapter is struggling to grow and gain new, motivated volunteers that are dedicated to making a difference. Many volunteers initially show interest and then students lose interest before they get the chance to start. The James Madison University Chapter also struggles with communicating with students. With an off-campus location, it can be difficult for staff to properly reach out to the student body. In order to understand why students aren’t participating, a survey targeted towards James Madison University students was created. With just 16 questions, 296 responses were collected. The survey was aimed at figuring out why students participate in community service, the best ways to communicate with students and share information, and understanding what students think about Campus Kitchen at JMU. Major findings include: the majority of students contribute in community service because it is a requirement for their major and the majority of students that participate in community service do so because they feel a personal connection to the organization. In addition, most students enjoy community service because it makes them feel good about themselves. Finally, the majority of students stated that they do not hear about community service opportunities through social media channels. Introduction Campus Kitchen at JMU’s goal is repurposing food, but Quad Communications wanted to see the level of awareness from students of Campus Kitchen at JMU. Quad Communications has undertaken the task of creating a public relations campaign that would help build awareness and attract more James Madison University (JMU) students to be active participants in the Campus Kitchen at JMU. The Campus Kitchen Project intends to strengthen bodies, empower minds, and build mutually beneficial communications. They value education on food waste and hope to recover as much food as possible, that might be thrown away, to create a new dish for a person in need. Chapters of Campus Kitchen at other universities have thrived on student volunteers in order to create better relations between their students and the surrounding communities while providing for hunger relief. QUAD COMMUNICATIONS

appendix B The Campus Kitchen Chapter at Virginia Tech has involved over 500 volunteers from the school and delivered 71,258 pounds of unused food from their dining halls (Virginia Tech, 2018). The quantity of volunteers organized by Virginia Tech is the quantity that JMU’s Chapter is trying to reach. Campus Kitchen’s mission is to partner with schools and universities to repurpose food and then deliver it to those in need. Food waste is a problem that America needs to address and do something about. The solution to food waste in America could be repurposing the food. In a 2016 study, What a Waste! Exploring the Human Reality of Food Waste from the Store Managers, the researchers interviewed 32 store managers about the food waste that they see from their store every day. The longer the managers stayed at their positions the harder it was for them to ignore the morality of throwing away food (Gruber, Holweg, & Teller, 2016). This is where this research connects to Campus Kitchen. Campus Kitchen wants to take the food from these big food facilities, such as from college campus dining halls, and be able to repurpose the food in a safe, secure way to families and individuals needing help. Therefore, these managers would no longer feel bad about the food waste because they would be giving it to an organization who has the tools to repurpose the food. Beginning in May 2017, the Campus Kitchen at JMU has been working toward reducing hunger in the Harrisonburg community (JMU Campus Kitchen, 2018). With their new presence on JMU’s campus, they want this campaign to generate brand awareness as well as an increase in student-volunteer involvement. With Campus Kitchen being so new to the JMU campus, and by JMU having so many clubs and organizations offered on campus, Quad Communications goal was to tailor a survey to see if JMU students knew about Campus Kitchen. In order to formulate an effective campaign reaching the client’s objectives, Quad Communications developed the survey to gain insight on effective social media platforms and the lack of student awareness and participation within the organization. Before Quad Communications began the primary research they looked into trends by millennials in their secondary research report and were then able to tailor the survey questions to fit the target demographic. When Quad Communications looked into the social media platforms used by the target demographic, 18-22-year-olds, they found already collected data by PEW Research study that showed 71% of American adults use Facebook, 28% of adults use Instagram, and 32% of adults use Twitter (Duggan, 2015). Based off that already known information, Quad Communications was able to ask about the specific communication channels that JMU students use, and they wanted to see if that information shown by PEW Research still holds true. Quad Communications also chose to focus one of the research questions on learning why some people do or do not volunteer. Quad Communications tailored QUAD COMMUNICATIONS

appendix B the survey questions to figure out if people simply did not volunteer based on the amount of time they had, or if people did not volunteer because they had no desire to. Quad Communications believe this information is important for Campus Kitchen to know and understand because when they were trying to get people to volunteer for their chapter they can utilize the right and appropriate strategies. This information will also help the team when creating a strong campaign for the Campus Kitchen at JMU. If Quad Communications understands why people volunteer, they can understand what the strategy is to target people who may be interested in volunteering with Campus Kitchen. To initially begin the campaign the agency must strategically organize the tactics based on the future awareness Campus Kitchen is trying to gain. The goal of increasing brand awareness amongst the student population about the JMU Chapter of Campus Kitchen will result in an increase of JMU student involvement. With the primary research, Quad Communications now gained insight into how the JMU Chapter of Campus Kitchen should communicate with their target public, and research their goal of getting more volunteers. This way Quad Communications are able to clearly outline a public relations campaign that will be successful for Campus Kitchen’s goals. Research Questions Before beginning the creation of the survey, Quad Communications identified four research questions that they hoped to get out an answer from the survey analysis: 1. What are the most common reasons that Campus Kitchen is not reaching their potential level of success on James Madison University’s campus? 2. What are the best ways to communicate information to James Madison University students? 3. What are some of the reasons that students choose to or not to volunteer with an organization? 4. Is the Campus Kitchen organization visible to James Madison University students? Methods

Sample

For the study Quad Communications targeted JMU students that participate in community service activities as well as those who do not participate in community service activities. The sample used for this survey was a convenience sample because Quad Communications put the survey on Qualtrics, which only allowed for JMU students to participate in the survey. In order to determine why students participate or don’t participate in community service activities, how to communicate with students more effectively, and to see if students know about the Campus Kitchen at JMU. The first question asked the participants if they were currently enrolled at JMU. Those who selected “No” were filtered out to ensure

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appendix B that all of the answers accurately represented the results of the survey. In the end, the group had 323 responses but, throughout the cleaning of data, only 296 participants were left. Quad Communications had both students who did or didn’t volunteer in organizations that participated in the survey.

Procedure

Quad Communications used a quantitative survey which is easier to evaluate for the future campaign. Quad Communications strategically constructed 16 different questions on Qualtrics. The questions targeted three topics: student’s awareness of Campus Kitchen, student’s prior or nonexistence community service involvement, and the best social media platforms to reach the student population. The survey was primarily a Likert-scale format used to measure JMU student’s attitudes towards each topic. Also few questions were “Yes” or “No” in order to place students into categories. By using a Likert-scale, Quad Communications was able to assure that the questions were clear to those taking the survey. Some advantages to using a Likert-scale are it’s a very basic, user-friendly, and easy questionnaire format. And, since a Likert-scale offers a complete range of answers it allows those taking a survey to answer however they want, rather than being forced into an either-or type of situation (Gee, 2017). By understanding the target audience, perceived attitudes towards the client and media outlets, the campaign will have the edge to effectively reach the client’s goal. The survey used for the study was created through Qualtrics, a software that was able to create a complex survey using the skip logic feature. Qualtrics was compatible with the SONA system which allowed for an unchallenging upload. The survey was uploaded to SONA in order for students to obtain credit for their engagement. Students interested in participating in the survey were first given a cover letter and brief introduction of the survey that included: why it is being conducted, who could participate, animosity, etc. If they were comfortable with the terms of this study, they continued forward to the Qualtrics survey. After the introduction, there was a question that gave age consent along with questions regarding demographics. The rest of the survey went as followed: a filter question, questions about participating in community service, questions about the type of communications student prefered, and ended with questions specifically geared toward the Campus Kitchen organization. The complete survey was a total of 16 questions. Individuals who answered “No” to “Do you attend James Madison University?” were eliminated from taking the rest of the survey. The number of questions also differed depending on whether the student answered “Yes” or “No” to the question, “Do you participate in community service activities?” After thoroughly reading each of the questions given, participants were asked to fill out the provided Likert-scale associated with each question.

Results and Discussion

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appendix B The first part of the survey, which is a section dedicated to finding out why students do or do not participate in community service organizations, Quad Communications gained a ton of useful information for the client. Students were filtered by their answers, the individuals that did and did not participate in community service answered a different set of questions. All of the questions were related to each other and shared a slight correlation. To start, a very important piece of information that was found was that the majority of students that do participated in community service activities (59.4%), participated because it was required for their major. Another aspect Quad Communications found that was interesting was 84.7% of individuals that participate in any community service do so because they felt a strong personal connection to the organization they were involved in. Quad Communications inferred from this that students are more likely to participate in an on-campus community service organization if they feel an emotional connection to the organization in some aspect. This can be related to the 91.3% of students that report participated in community service made them feel good about themselves. Only 37.7% of students said that they disagreed (on some level of the Likert scale whether it was somewhat disagree or strongly disagree) that they had heard of their community service organization through social media. This is very important because a lot of Campus Kitchen’s recruiting and marketing methods are through social media usage. Only 37.1% of students that did community service heard about it from Student Organization Night. Quad Communications now has a better gauge on how to drive Campus Kitchen to effectively marketing their organization. From those students that did not participate in community service activities, Quad Communications found very similar pieces of information. An important result found was 73.3% said that they would participate if they had more time. Of the students that did participate, about 50% of the participants said they don’t have the time to volunteer, but they made time anyway. Interestingly enough, no students chose “Strongly Disagree” for this question. From the students that did not participate in community service, 54.4% said that their friends participating in community service had no effect on if they choose to, and 46.4% said that volunteering was required for their major. For the second part of the survey, Quad Communications wanted to find which tools were the best to try and communicate with JMU students. Quad Communications asked them a variety of questions about their internet usage and communication with various organizations. Surprisingly, the group found that 72.9% of students do read the JMU mass emails sent to them. A lot of students neither agree or disagree, with the lowest percentage of students (6.4%) disagreeing altogether that they read the JMU mass emails. Of all the social media channels that Quad Communications tested, Twitter was the least popular and Snapchat was the most popular. With 95.6% of all students said that they used Snapchat. Ironically, this is the one social media channel that Campus Kitchen

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appendix B doesn’t have. The next most popular was Instagram, followed by Facebook. Only 56.8% of students use Facebook, which should make the company reconsider how much they’re using this site to market their organization. Finally, Quad Communications asked students if they’ve joined an organization just after hearing about it at Student Organization Night. The answers for this were sporadic and didn’t provide enough material for us to draw conclusions on. Therefore, Quad Communications likely won’t consider this question when coming up with the strategies. Finally, Quad Communications asked questions strictly for Campus Kitchen. The group wanted to know if students had heard about Campus Kitchen before. Out of 296 responses only 34.8% of the students had heard about Campus Kitchen, while 65.2% students had not. This ratio was surprising to the group because a lot of the students actually knew about the organization, but Campus Kitchen still had a very low number of volunteers. Out of those 296 students, only 14.5% of them had considered working for Campus Kitchen, while the other 85.5% of students had not. From this data, Quad Communications believed that Campus Kitchen is visible to JMU students, but they were not getting their message across to students. Their methods of persuasion are lacking and that is the reason students will not join. They aren’t appealing enough to students. Only 10.8% of students had seen Campus Kitchen’s social media sites. This makes sense when Quad Communications looked back on the tests the group did about social media usage because Campus Kitchen utilized Facebook the most, which was the second least popular social media site used by students. Finally, 15.2% of students were not knowledgeable about the Campus Kitchen brand meaning that the students don’t actually know the details about what Campus Kitchen did on their mission. For the entirety of the survey, Quad Communications was only able to run descriptive statistics because of how basic the survey questions were. The data did just in depth enough that Quad Communications can make inferences using the answers and pitch realistic strategies to the client, Campus Kitchen. Quad Communications now has a better understanding of why Campus Kitchen is not reaching their fullest potential on JMU’s campus and intend to use that to make practical implications. Practical Implications One of the most prominent, and rather surprising results from the research was the low percentage of Facebook users. Only 59.8% of respondents reported daily Facebook use. As a team, Quad Communications expected that more students would use Facebook daily. When the group plans social media objectives and tasks, the group won't be including Facebook or Twitter. Quad Communications would prefer to focus on social media that is frequently used to make sure that there is quality content rather than quantity content. The Campus Kitchen at JMU can then optimize their time to create content on the channels students actually

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appendix B use. The main social media focus for the Campus Kitchen at JMU should be Instagram (89.5% of respondents reported they use Instagram daily) and Snapchat (95.6% of respondents reported that they used Snapchat daily). These two social media channels warrant Campus Kitchen’s attention with some sort of fun content at least four times a week, engaging with those who follow them on these social media platforms. These two platforms are also very user-friendly, especially if Campus Kitchen has college students running them. Another implication comes from a question asking if students would volunteer more if they had more time. Respondents agreed with 73.3% of them said in various degrees that they would volunteer if they had more time. This is a really important piece of information for the Campus Kitchen at JMU to know because it was the top reason why students choose not to volunteer. With this information, the Campus Kitchen at JMU can create content for social media that supports short volunteer shifts and how little time is actually needed to volunteer. Also, with this information, Campus Kitchen can potentially send out a quick questionnaire or survey to their target demographic asking what times they are actually available to volunteer with Campus Kitchen. Since the actual volunteer work at Campus Kitchen may take a bit of time, it is important for the chapter to fully attempt to accommodate their target demographic, encouraging more people will volunteer. Finally, there is an implication relating to student’s awareness of the Campus Kitchen at JMU. Some students, 15.2%, reported that they were knowledgeable about the Campus Kitchen at JMU, while 84.8% of students reported that they weren't knowledgeable about the Campus Kitchen at JMU. This was the most staggering response to the category relating to the Campus Kitchen at JMU’s visibility. Other questions in this category asked about awareness, visibility on social media and if they had ever considered volunteering, all for the Campus Kitchen at JMU. It seems that students really aren't connecting with the Campus Kitchen at JMU because they aren't completely sure about their identity. Moving forward, the Campus Kitchen at JMU needs a cohesive identity that is simple and easy to understand by students. They can do this by spreading the word on campus, such as going to dining halls and passing around laptop stickers with their brand logo on it. Or finding a way to be featured on the JMU pages that students look at and actually care about, such as the Instagram account JMUlove. Conclusion: In conclusion, through Quad Communications primary research with a 16 question survey to determine more insight into the Campus Kitchen at JMU’s target demographic the group found that Instagram and Snapchat are the two most used social media platforms, students don’t volunteer because they don’t have time, and Campus Kitchen is not visible to students on JMU’s campus. This information is crucial to the group planning an effective campaign for the Campus Kitchen at JMU. Quad Communications hopes that with the information gained by the

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appendix B research the group now has the tools to plan a unique campaign that will reach the Campus Kitchen at JMU’s goals of raising their brand awareness and gaining more loyal volunteers. For future research, Quad Communications suggest either doing focus group format or qualitative format, such as a open-response survey, when testing. Quad Communications suggests that because it would then be easier to draw more concrete conclusions about why people do or don’t volunteer, or the group could ask follow-up questions to better understand why people don’t volunteer. If future research is able to have a focus group, the researchers will also need to taker selfserving bias into account because students may seem like they volunteer or help out the community more than they actually do. For this focus group it would be a good idea to do a preliminary survey determining who volunteers and who does not volunteer. That way, the participants can be in a room with people that align with their volunteering experience and be more transparent on what it takes to get them to volunteer.

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appendix c IRB FORM, QUESTIONNAIRE, & DATA ANALYSIS OUTPUTS

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appendix c Questionnaire

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appendix c Data Analysis Output

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appendix D Team Member Approval Sheet Name _Keely Bennett_______ Signature__Keely Bennett______ Date _4/30/18__ Account Executive Name _Aryn Brondolo______ Signature__Aryn Brondolo_________ Date__4/30/18__ Research Director Name _Devon Heavey____ Signature__Devon Heavey____ Date __4/30/18______ Client Relations Director/ Assistant Research Director Name _Paige Epstein______ Signature__Paige Epstein____ Date __4/30/18______ Media and Issue Director Name _Kristen Gaudian_____ Signature__Kristen Gaudian______ Date _4/30/18_______ Programming Director Name _Samantha Bravo_____ Signature__Samantha Bravo______ Date _4/30/18_______ Creative Director/Assistant Programming Director

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