ABOUT

THE CAMPAIGN
Feeding The Community Campaign

Precision Prep

FEEDING THE COMMUNITY CAMPAIGN
Because of the global pandemic, Kent H. Moore understood that COVID would hit California. So early on he planned accordingly with his client, Precision Prep, Visalia’s premier meal prep company.

 

Though having no case studies to read or ability to ask 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 the community, an overall comprehensive campaign would need to be created that was inventive and adaptive in an uncertain time. From that the Feeding the Community” Campaign was born.

``Success would be measured by the previous year’s statistics.``

CAMPAIGN

GOALS & OBJECTIVES
The overall objective was to show that the business was still operating. While the strategy was to provide the community with support in each quarter of the year. Measurable objectives were tough to predict as the year was volatile and extremely uncertain. So, success would be measured by the previous year’s statistics.
``Prior to 2020, 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.``

CAMPAIGN

TACTICS

BRAND AWARENESS (Q1 - Q4)

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.

FREE DELIVERY (Q1, Q3)

When California went on “Stay-at-Home” orders, Kent offered, in real-time through social media posts, email newsletter, and website, customers free delivery on all orders.

ONLINE WORKSHOPS (Q3 - Q4)

Started livestreaming cooking workshops on Facebook for people to participate in from home. Every Thursday at 5:30 and 6:30pm a live cooking show for grownups and kids. Kent promoted the livestreams through social media and produced the live shows each week.

KINDNESS PROMOTION (Q4)

Offered customers either 15% off their entire meal prep order or by clicking a button at the checkout page, whatever the customer’s total was, Precision Prep would donate 15% of that amount to a local non-profit that helps people with food disparities.

FEEDING THE FRONTLINE (Q1, Q2)

On National Doctor’s Day, the “Feeding the Frontline” Initiative was launched. 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. By creating social media content, an email newsletter, a landing page on the company website, and asking online brand advocates to share a post about it, Kent was able to quickly raise awareness in the community. For 7 weeks, Kent oversaw the logistics and managing transporting of, on average, 160+ meals to different facilities. Kent also pitched the two biggest local news outlets in the county, the Visalia Times-Delta, and the Porterville Recorder.
``The results shattered any expectations of what the client initially had.``

OVERALL

RESULTS

Below were the final results.

0
% +
BRAND AWARENESS (SALES)

The biggest outcome of the campaign was that sales increased by 41% from the previous year.

0
% +
BRAND AWARENESS (WEB TRAFFIC)

Website traffic to the company website saw a 26% increase from the previous year.

0
% +
BRAND AWARENESS (ONLINE CONVERSION RATE)

Online conversion rate saw a 32% increase from the previous year.

0
+ People
FREE DELIVERY

Free Delivery offer saw 50+ people use it weekly. Precision Prep was the first company in the city to offer it.

0
ONLINE WORKSHOPS

The online workshops saw 33 livestreams produced to the company’s Facebook page with an average of 8 – 12 people watching weekly.

$
0
KINDNESS PROMOTION

The kindness promotion raised $375, which will feed 7 families for a month and buy 800lbs of fresh produce for a local non-profit food pantry.

$
0
Donated
FEEDING THE FRONTLINE (FUNDRAISING)

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.

0
People Reached
FEEDING THE FRONTLINE (SOCIAL MEDIA)

The social media post about the launch of the initiative reached 10,245 people.

0
People Reached
FEEDING THE FRONTLINE (EARNED MEDIA)
``The client was beyond happy with the results as it has propelled their business to the next level.``

FINAL

CONCLUSION

It is clear that the campaign was more than successful at achieving the measurable objectives. 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.