Period: January 1st – December 31st, 2020
Client: Precision Prep
Subject: Meal Prep / Food
Because of the global pandemic, Kent H. Moore understood that COVID would eventually hit California. So early on he planned accordingly with his client, Precision Prep, Visalia’s premier meal prep company, which offers meal prep services in Tulare County. Having no case studies to read or asking an industry practitioner who has dealt with a pandemic, he understood that to have his client stay ahead of the curve, relevant, and in business while helping both the frontline and community, an integrated communications campaign would need to be fluid and groundbreaking. Implementing it would need to be inventive, unexpected, and daring. So, the “Feeding the Community” Campaign was born.
Below are the strategies and tactics that I used.
Kent went from creating “3 – 4” to “5 – 8” pieces of daily social media content. From there, on a weekly basis, ten posts were strategically boosted to the target audiences for 24 to 48 hours before the weekly online orders were due.
When California went on “Stay-at-Home” orders, through social media posts and an email newsletter, Precision Prep offered free delivery on all orders and would continue free delivery until the lockdown orders were lifted. It was the first company in Tulare County to offer free delivery. This strategy was the most difficult because setting an end date could not be planned due to the unpredictable climate.
On National Doctor’s Day, the company launched the “Feeding the Frontline” Initiative. By donating $9 people were able to buy a meal for a frontline/essential worker. For every donation Precision Prep would match that with a meal and create two meals.
By creating social media content, an email newsletter, and asking customers who were brand advocates to post content on their accounts, Kent was able to quickly raise awareness in the community about the initiative. Kent also created a landing page on the company’s website where people could donate money, learn about what is happening with COVID in the county and surrounding areas, and get updates on where meals were donated each week.
Kent also gave people who donated money on the landing page a place to leave a heartfelt message on a meal being donated, which frontline/essential workers would be able to read.
For the next seven weeks the company’s owner and her assistant chief, on average, cooked 160+ meals weekly, while Kent figured out the logistics of how to transport the meals and interacted with various managers at different facilities and organizations on when and where they would go to deliver them.
Kent also pitched the two biggest local news outlets in the county, the Visalia Times-Delta, and the Porterville Recorder, which ran stories about the initiative in both their newspapers and websites.
In the middle of summer Precision Prep started streaming live cooking workshops on Facebook. Every Thursday at 5:30pm with “Prep Live with Lauren”, a live cooking show for grownups and at 6:30pm with “Kids Kitchen with Arianna” a live cooking show for children. Kent oversaw and produced the live streaming shows each week. Kent also created social media posts and the company’s email newsletter to help brand awareness which caught the attention of the local chamber of commerce who promoted the workshops on their social media accounts.
From December to the end of January 2021 Precision Prep offered either a 15% off their order promo code deal or by clicking a button at the checkout page, whatever your total was, Precision Prep would donate 15% of that to a local non-profit that helps people with food disparities. Kent created social media posts and a landing page on the company’s website to help with brand awareness.
The overall goal was in two parts. One was to show that the business was still operating and the second was to provide frontline health care workers, essential workers, and the community with various forms of support in each quarter of the year. Though the main rule between Kent and the client was that they were going to be adaptive in real-time, as everything was changing from one day to the next.
The measurable objectives were to;
- Increase digital brand awareness.
- Increase product sales.
- Help frontline healthcare workers, essential workers, and the local community.
Prior to 2020, from April 1st to December 31st, 2019, Kent managed Precision Prep’s overall communications. Through primary research of using trial and error with social media tactics to various target audiences on the company’s social media accounts, Kent found that sales rose every time content was targeted to people who like the page and their friends. Kent also found through an online survey that “word-of-mouth” was the most common answer when asked how they found out about the company.
Also, after watching people in early 2020 make a run on grocery stores for food, in secondary research, Kent found that the Pew Research Center reported 71% of moms say they primarily handle both preparing meals and do the grocery shopping. Kent would make the target audience both people who like the page and their friends and women between the ages of 25 to 55 and who were mothers.
Below were the final results.
- Overall: The biggest outcome of the campaign was that Kent learned through the company’s website analytics that sales increased by 41% from the previous year. By having consistent record-breaking sales in 2020 and well into 2021, this has forced the company into looking into hiring more people.
- Digital Brand Awareness: The company’s social media account’s “total reach” saw a 3.30% increase from the previous year. While their traffic website saw a 26% increase and online conversion rate a 32% increase both from the previous year as well.
- Free Delivery: Precision Prep was the first business in the county to offer free delivery, as Kent was able to push the message out in real-time. The free delivery deal saw 50 – 60 customers use it weekly while stay-at-home orders were in place.
- Feeding the Frontline: People donated over $5,000, which helped make over 1,100 meals that were donated to 19 different facilities (hospitals, nursing homes, grocery stores, pharmacies, etc.) that employed frontline and essential workers. While the social media post about the launch of the initiative reached 10,245 people. On the media side, newspaper articles about the initiative at the Visalia Times-Delta generated a reach of 34,600 people, and at the Porterville Recorder a reach of 23,000 people.
- Online Workshops: The online workshops saw 33 live streaming broadcasts produced to the company’s Facebook page of 2,300 followers.
- Kindness Promotion: The kindness promotion saw 64 promo codes used and $375 raised, which will help feed 7 families for a month and buy 800lbs of fresh produce for the local non-profit food pantry.
It is clear that the campaign was more than successful at achieving the measurable objectives. The client was beyond happy with the results as it has propelled their business to the next level. Overall, this integrated communications campaign, with no industry blueprint, was groundbreaking because it implemented inventive, unexpected, and even daring strategies and tactics in an uncertain time.
Above is a picture of Visalia Times-Delta Reporter Kyra Haas who joined Precision Prep for the day and followed the whole process from cooking meals to dropping them off at the local hospital that day.