1

Rexburg Monthly Mobile Food PantryPublic Relations Campaign 2016

2

Table of Contents

4 Situation Analysis5 Goals & Objectives6 Volunteer Goals8 Key Messages9 Mission Statement 10 Target Audiences 11 Challenges12 Communication Vehicles 13 Research Methods 14 Survey Results

3

16 Strategies & Tactics17 Budget18 Social Medial Plan22 Rebranding (logos, flyers, etc.)26 Events Plan28 Press Release30 Evaluation Plan 31 Our Campaign32 Profile Stories 34 About the Authors

4

Weaknesses:- The food pantry doesn’t have enough volunteers or supplies.- Many in the community don’t understand the importance of the food pantry, and how brings much needed assiatnce to those in the community.-The community is unaware of the food pantry, the location, and the need for more volunteers.

Threats:- Many in the community aren’t aware or understand the importance of the food pantry, and how many members of the community rely on the pantry. - Attitude of those in the community towards the RMMFP

Situation Analysis

Jessica and Hayden Goudy have taken over the needs and services of the RMMFP. They have spent time and money creating and strengthening an organization. They need more volunteers and resource involvement. They would like those in need to be aware of this service.

Strengths: - They get donations from the Idaho Food Bank in Pocatello- The Goudy’s have a strong connection to the pantry and care about the community.

Opportunities:- Service to those in the community that are in need. - Promote awareness to the community of the food pantry and it’s purpose, as well as its’ need for volunteers and donations.

5

The Rexburg Monthly Mobile Food Pantry is an important cause with an important message. Our goals are to help advocate this organization through: Informing the community of the mission statement and purpose of the Rexburg Monthly Mobile Food Pantry.

Implementing a planned process to have businesses donate supplies (bags, boxes, tape, box cutters) on a continuous basis (donations every month), and to have the food pantry establish meaningful relationships with local businesses.

Increasing awareness to the community and our target audiences of the need for the food pantry. We want people to be aware of the poverty rate in Rexburg. Inspiring the community to get involved, and to have a positive attitude towards the food pantry.

Increase volunteer attendance on a monthly basis starting in April 2016 to steadily increase to 140 volunteers. Hiring an (unpaid) intern or create a practicum position to help out with specific events, promotions etc.

Goals & Objectives

6

One of our main goals is to increase volnteers each month.

In order to reach that goal we conducted research about past volunteer numbers for 2015.

Volunteer Goals

7

This campaign will help increase volunteer numbers to an average of 140 per Tuesday and then keep that number consistent throughout the year.

Suucessfully increasing volunteer amounts will help the community and benefit the RMMFP.

8

Key Messages

9

Mission Statement

The Rexburg Monthly Mobile Food Pantry is dedicated to serving the people of Eastern Idaho by providing them with food once a month on a no questions asked basis.

As volunteers in the community, it is our hope that those in need of assistance may find strength through our efforts. Together we can share in the joy that comes from serving those in our beloved community.

10

Donations:Albertsons: Bag donations Contact: store manager Kevin at (208) 356-0555 Cal Ranch: Contact for donationsContact: manager at chickley@calranch.com Ace Hardware: Contact for donationsContact: Brian Schultz, (208) 359-5392

Dollar Tree: Box donationsContact: Brittany Nydegger (208) 356-6743(unable to donate tape and bags due to being corporate ran)

Volunteers:

BYU-Idaho service team: 10-15 people BYU-Idaho students: 40-50 peopleLDS Church auxiliaries: 40-50 people(Relief Society, Elders Quorum, Wards, Other denominations)

Target Audiences

Our main target audiences for this campaign are those who can offer donations of supplies and those who can volunteer their time.

11

Challenges

AwarenessNot reaching our goal for volunteers or not getting the exposure we hope for.

TimeWith just Jessica and her husband running this while still trying to maintain full time jobs and a family, time is hard to come by to put into this project.

Volunteer NumbersNot enough volunteers coming.

Community DenialThey don’t believe that there is a problem.

SuppliesThey pay for everything out of their own pockets when there are not enough supplies, so they scrounge for everything when the time comes each month.

Location The community isn’t enthusiastic about them operating in Rexburg.

to overcome

12

Communication Vehicles

Scroll newspaper: (feature article) John Thompson the Student media Newsroom Manager at BYU-Idaho,208-496-3711thompsonj@byui.edu

Social Media: Make a video for the facebook page.Set up different social media pages: Facebook Page, Twitter, Instagram, & Snapchat.Link Social Medias together in order to have consistent posts.

Be in contact with different heads of auxiliaries:Daxx Dawson: LDS Church: 928-551-3784,Emily McLaws: LDS Church: 951-970-6959Hannah Peacock: 509-850-7197, Relief Society President, 107th ward, 10th YSA stakeJacob Holdon: 989-941-1093, Elders quorum president, Jared Sabin: 509- 932-1540, 2nd elders quorum president.Sarah Boley: LDS Church: (801)494-9317, Relief Society President, 23rd Ward, 8th YSA Stake.Caleb Spear: LDS Church: (610)312-3971, Elders Quorum President, 23rd Ward, 8th YSA Stake.

Create a non-paid internship/practicum position: have them set up a booth to get the word out.

Flyers at different businesses

13

Research Methods

We created and sent out a survey to as much of the public as we could and gained a total of 200 responses.

It was sent out via Rexburg social media sites to capture responses. The survey was created using Qualtrics. We believe this survey to be most effective because we were able to capture the different demographics in Rexburg for the responses. We asked qualifying questions to help us better gauge awareness of the community.

We have highlighted a few of the most important question in our survey:

This question shows that parts of the community is not inspired to receive this benefit for themselves, even when they need the help.

14

Survey Results

This question shows that the majority of the people who took the survey and part of the community do have some small awareness of the food pantry.

This question shows that the community is not inpsired to volunteer their time, most of them feel neutral or unaware about the situation.

15

Facebook is the number one used social media site according to this survey towards the Rexburg community.

This question shows the members of the community need to prepare more in advance in order to help. Exposure from this campaign will help solve that issue.

16

Strategies & Tactics

Story in Scroll

Business Contacts

Radio Station

Awareness Survey

Photos & Video

Leadership

Talk to John Thompson about getting a story in The Scroll. 208-496-3711, thompsonj@byui.edu

Find different stores in Rexburg willing to donate supplies. Contact local businesses and ask if we can place donation cans at the registers of local businesses.

Talk to the radio station at BYU-I about advertising service opportunities for the food pantry.

We will take surveys randomly. At BYU-I, Businesses, and church auxiliaries. We have created one for thos specific campaign.

Take a video/photos for the food pantry when volunteering and checking out the facility.

Have leadership meetings before night of pantry. Leaders wear name tags & t-shirts.

17

Budget

Flyers

BYUI Booth

Rexburg Unplugged Booth

Booth Supplies

.55 each*Quick Ship & Copy

Fee: $0

Fee: $75(Chamber members $40)*table & tent are not provided

$20-$30 -Candy (each time): $10 -Tablecloth: $3 -Handmade Poster: $1-$5 - Printed Poster: $15 *Quick Ship & Copy

Volunteer SuppliesT-Shirts $3.98 eachName Tags (50) $1.78

*Wal Mart

18

Social Media Plan

Facebook Page vs. Group

step by step

While a Facebook group spreads the message to the members of the group, a Facebook Page will spread the message across the community.

A facebook group has a limited number of people allowed, as well as does not have a public audience. A Facebook page is seen publicly even by those who dont “like” the page and has unlimited potential.

So its the difference between a limited audience and an unlimited audience.

19

We have created a Facebook page (ready to launch when you are ready) for you to use for the Rexburg Monthly Mobile Food Pantry.

There are amazing features while using a page such as pre-scheduled posts, and drfated posts. We have already created drafts for you to use during this campaign and futher on.

You can also control who has access to change things about the page. You can change photos, slogans, whatver you need.

To take it a step further you can even “promote” the page to extend your reach to the community starting at $5.

20

Social Media Plan

This is an example of what a planned month will look like. We suggest these ideas in order to increase volunteer attendance, increase awareness for those in need, and to continue our relationship with local businesses.

timeline & posts

*choose one of these days to do the BYU-Idaho booth.

21

22

Rebrandinglogos, flyer & more

Rebranding the RMMFP through new flyers, logos, business cards, and other promotional material will grab the attention of the community. We have come up with a few different options for you to choose from for logos, and flyers etc. They help show the message of the food pantry while also grabbing your audience’s attention.

Business Card

23

Logos

24

flyers

Every 3rd TuesdayWilcox Fresh Warehouse 4915 S Highway 191just outside of RexburgVolunteers needed 4:00-8:30 PMFood Pick up 5:30-7:30 PM

(please dont arrive early)

Do you...want to support Rexburg?need food assistance?join us

Rexburg MobileFood Pantry

Like our Facebook page for more information & updates

Rebranding

25

Like our Facebook page for more information & updates

Rexburg MobileFood Pantry

Every 3rd TuesdayWilcox Fresh Warehouse 4915 S Highway 191just outside of RexburgVolunteers needed 4:00-8:30 PMFood Pick up 5:30-7:30 PM

(please dont arrive early)

Do you...want to support Rexburg?need food assistance?join us

26

Events Plan

Rexburg UnpluggedContact: Hemming Village (208) 356-6142Application: http://rexburgchamber.org/events/rexburg-unplugged/ - Apply by September 4th for early discount - Chamber members also receive extra discount Date: September 17, 2016 1-5pm @ Hemming Village

Other Hemming Village EventsHemming Village puts on many different events throughout the year. - Hocus Pocus October - Zombie Chase October - Christmas Event December(stay up to date by liking Hemming Village on Facebook)

Teton Dam MarathonVolunteer & raise awareness for the organization.Fee: $0 for volunteers, $500+ for sponsors - more info: http://rexburg.org/teton-dam-volunteers

BYU-Idaho BoothContact: careernavigator@byui.edu Hannah Ogles (208) 496-9824Date: Refer to Timeline Calendar (two weeks inadvance)

Madison Cares & Other Madison School District Events

Audio-visual requirementsCreate a promotional video to help encourage volunteering & eliminate the stigma of receiving help.

27

28

Press Release

News Release

February 25, 2016

FOR IMMEDIATE RELEASE

FOOD PANTRY RECEIVES GENEROUS DONATION FROM UNKNOWN SOURCE

Director and Volunteers Able to Keep Pantry Running

REXBURG, Idaho- The Rexburg mobile food pantry received an anonymous donation of $5,000 from an

unknown source this past Tuesday, according to Jessica Goudy, director of the food pantry.

$5,000 makes all the difference, since the food pantry almost had to close its’ doors last week due to

lack of funding.

4891 South, Highway 191Rexburg, Idaho

83440

A press release can be sent to local newspapers in order to get the news out quickly for the pantry. Below is a fictional example that you may use as a template. Follow the layout but change the content according to whats relevant.

29

“I’m just so completely overwhelmed by this whole thing,” said Jessica Goudy, director of the

Rexburg Mobile Food Pantry. That’s a lot of money to give, so someone was definitely watching over

us. This is going to help so many people, and go towards such a good cause. I can’t express adequately

what this means to us!”

Goudy went on to explain that the money mostly goes towards paying for supplies.

“The food pantry is always in need of supplies. Any donations of plastic bags, tape, and boxes are

always welcome!” said Goudy.

With the donation received, Goudy expects the food pantry to be able to run for at least another 6

months.

Along with her team of monthly volunteers, Goudy wishes to express gratitude to the anonymous

donor, and to the community of Rexburg for their constant support.

The Rexburg Mobile Food Pantry was established in 2012 and is a volunteer run organization. The

pantry opens its’ doors once a month to needy community members, without questioning why they

need assistance. To volunteer at the food pantry, look for updates on their Facebook page about

upcoming dates. The Facebook page is titled, “Rexburg Monthly Food Pantry”.

Kathryn Hyer, Communications DirectorOffice: (509) 309-5201Email:kathrynhyer@gmail.com

30

Evaluation Plan

Measuring the Success & Productivity of this campaign:

Use the awareness survey at the beginning, middle, and end of the PR campaign.

This will help to gain a better understanding of public opinions regarding the food pantry. Create a spreadsheet that lists the amount of volunteers that participate before the PR campaign, during the PR campaign, and after the PR campaign.

This will help to document the effectiveness of the survey, and PR campaign strategies and tactics.

Measure the amount of supplies received monthly before the PR campaign, during and after the PR campaign.

This will help to document the effectiveness of our goals and objectives, regarding establishing a relationship with local businesses.

31

By running this successful campaign, the number of volunteers will steadily increase to an average of 140 and be able to keep a steady consistency moving forward. This campaign will inform the community about the message and opportunities the food pantry offers.

This campaign will inspire those in the community to serve others.

This campaign will help the community understand the need and benefit of the food pantry, and gain a positive perspective.

Our Campaign

32

“Me and my husband moved back to Rexburg in January. Our grants did not come through until March. We were really tight on money, and had about $60 in our account after rent. We were really worried and didn’t know how we would make it to the next month. We really did live off the food we got from the food pantry. Thank you so much. We love the food drive and appreciate it so much!”

“My husband and I LOVE giving back to the community and helping others. This program has been such a blessing to us and the others around us we have told about this!”

Profile STories

33

“I bring my son and volunteer so he knows how important it is to help other people.”

“It is a wonderful program. At the end of the year I received a box with food. Even a turkey is a gift for a single mother like me that’s trying to keep on top of life and all the craziness that comes with it. This help from the Rexburg Mobile Food Pantry is a blessing in my life and I know it is for my friends in the Rexburg community too. I am so grateful for all the work that goes into helping us each and every month . The volunteers are awesome. I know it is an essential program for our community!”

34

About the Authors

Hannah Cummins is from Rescue, California and currently a sophomore studying Visual Communications at BYU-Idaho. She holds a passion for anything to do with design, and visual media. She loves speaking, creating, photoshoots, Harry Potter, and her husband. She says helping create this campaign for the Rexburg Monthly Mobile Food Pantry has been one of the best learning and most rewarding experiences of her time at BYU-Idaho.

Victoria Gregory is from Houston, Texas and she is a Junior at BYU-Idaho. She is studying Communications with an emphasis in Public Relations. She enjoys Mexican food, sports, horror movies, and her family. She has enjoyed learning, researching, and advocating for the Rexburg Monthly Mobile Food Pantry.

35

Amelia Thomas is from Weiser, Idaho and a junior at BYU-Idaho. Her major is Communication with an emphasis in Public Relations. She enjoys all things Disney, cooking, watching romantic comedies and reading books. Her dream is to do Public relations work for Disney Animation Studios or a similar aspect of Disney. She loves helping others and hopes that this Campaign will help Jessica Goudy and the Rexburg MobileFood Pantry.

Kathryn Hyer is from Spokane, Washington and is a junior at BYU-Idaho studying Communication with an emphasis in Public Relations. She loves volunteer opportunities, and has enjoyed getting to advocate for the Rexburg Monthly Mobile Food Pantry. She loves ice skating, tennis, Harry Potter, Amish made cinnamon rolls and anything that has to do with Ohio.

36

an opportunity to help, an opportunity to get help