ABOUT

THE CAMPAIGN

Precision Prep

FEEDING THE FRONTLINE INITIATIVE
When Tulare County went on lockdown because of the pandemic in March of 2020, Kent H. Moore planned accordingly with his client, Precision Prep, Visalia’s premier meal prep company. So, within 24 hours, from idea to activation, 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. But having no case studies to read or the ability to ask an industry practitioner who has dealt with a pandemic, he understood his client’s initiative, which was part of a larger year-long campaign, had to be inventive and adaptive.
``The overall initiative timeline was from Sunday, March 29th, 2020 to Thursday, May 21st, 2020.``

CAMPAIGN

GOALS & OBJECTIVES
The main objective was to help both frontline healthcare and essential workers. The strategy was to;

INTIATIVE AWARENESS

Build awareness about the initiative within the local community.

DONATIONS

Raise money through the website for the initiative.

BUSINESS AWARENESS

Let people know that the business was still operating during the Lockdown.
Measurable objectives were tough to predict. Because of this, our objectives varied.

MONEY RAISED

Raise enough money for 100 meals. If the objective is reached then the new objectives were as followed 250, 500, 750, 1000 meals.

LOCAL REACH

Reach 5,000 people online within the local community.
``Prior to 2020, Kent found that sales rose every time content was targeted to people who like the page and their friends. This became the primary target audience. Online advocates to help spread the word.``

CAMPAIGN

TACTICS

SOCIAL MEDIA MARKETING

Kent created social media posts on the company’s Facebook and Instagram accounts promoting the initiative and giving the target audience a call-to-action.

MEDIA RELATIONS

Kent pitched the two biggest local media outlets in the county, the Visalia Times-Delta, and the Porterville Recorder, to write about when his client donated meals to the large hospitals in the area.

INFLUENCER MARKETING

Kent reached out to a handful of customers who were advocates for the company and had them post on their own personal Facebook account about donating to the initiative.

EMAIL MARKETING

Kent created several emails to a list of 600+ current and former customers, on how they could participate in the initiative with call-to-actions to donate.

WEBSITE DESIGN

Kent 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 a place to leave a heartfelt message on a meal being donated.

LOGISTICS

For 7 weeks Kent oversaw the logistics and management of how and when to transport, on average, 160+ meals to different facilities.
``The results shattered any expectations of what the client initially had.``

OVERALL

RESULTS

Below were the final results.

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Donated
DONATIONS

The community donated over $5,000 which helped make over 1,100 meals (1000% increase from the original objective) that were donated to 19 different facilities (hospitals, nursing homes, grocery stores, pharmacies).

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People Reached
SOCIAL MEDIA MARKETING

The online post about the launch of the initiative reached 10,245 people (104.9% increase from the original objective).

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People Reached
EARNED MEDIA
``The client was beyond happy with the results.``

FINAL

CONCLUSION

``It is clear that the campaign was more than successful at achieving the main objectives. Overall, this campaign, with no industry blueprint, was groundbreaking because it implemented inventive and adaptive tactics in a very uncertain time.``