the free pantry campaign book final

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Nourish OCAlyssa Stockman Camille RayAnoud Alomair Jamie Coleman

Table of Contents

Core problem and OpportunityBackground and Situational Analysis

Client Fact SheetIntroduction 1

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181922

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Executive Summaryt One: Campaign PlanPar

t Two: Communications TacticsPar

Goals and ObjectivesKey PublicsThemeMessagesStrategies and TacticsThe Big IdeaCommunication Confirmation TableCalendarBudgetEvaluation Criteria and Tactics

News ReleaseFeature ArticleSocial Media SiteSpecial Event Media Alert

Media Pitch EmailSpokesperson BioPSA RadioBrochure

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IntroductionHunger affects people from all walks of life. Nearly 350,000 people in Orange County struggle with hunger and one in five children are at risk every month. Many of those who are affected by hunger are large, low-income families who struggle to keep up with the high cost of living in Orange County. Price and income swings significantly affect these families. When prices rise, these families resort to cheaper, less-nutritious foods, which have adverse effects on their health, development and productivity.

The Free Pantry believes in providing fresh, organic and nutritious food to those in need through bi-monthly free farmers markets in Orange County. Chef Saifon, one of The Free Pantry’s co-founders, views healthy produce as a right to all, not a privilege. Most of The Free Pantry’s customers are large, low-income families, motel families, homeless and the elderly in affordable senior community centers.

The Free Pantry has a high demand and not enough produce to support its rapid growth. Each month the organization gives out staggering 40,000+ pounds of food and goods in Orange County, but this is not enough to keep up with The Free Pantry’s demand. In addition to this problem, The Free Pantry lacks volunteers during the summer months, which is the most in-need season for families with young children. As a recently started nonprofit with board members who have outside full-time jobs, The Free Pantry has not tapped into potential resources that could help solve these problems. Among these potential resources are college students, True Seasons Organic Kitchen diners and health-conscious chefs in Orange County.

The Free Pantry co-founders, Chef Saifon and David Huie, expressed two major needs: to increase monetary donations and volunteers in 2016. If The Free Pantry received more monetary donations and acquired more volunteers, more people would be served at its Free Farmers Markets and it would expand its reach across Orange County. The Nourish OC campaign focuses on three key publics to help accomplish this goal: local college students involved in clubs and organizations, diners at True Seasons Organic Kitchen and chefs of health-conscious restaurants in Orange County. These key publics are essential to the campaign’s success. College students serve as nonprofit volunteers, True Seasons diners provide monetary donations and health-conscious chefs give The Free Pantry recognition within Orange County.

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In addition to this new approach, The Free Pantry will have a new logo to reflect its core beliefs of love and hope. The logo’s redesign radiates warmth while emphasizing The Free Pantry’s mission to serve healthy, organic produce.

The Free Pantry is a one of a kind organization with altruistic leaders at its core. The implementation of this campaign by these leaders will not only bring hunger relief to Orange County, but also transform the minds and bodies of those they serve.

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The Free Pantry

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Client Fact SheetMission Statement: The Free Pantry’s mission is to provide healthy food, love, and hope to those in need. The Free Pantry’s programs help provide low-income families, motel families, homeless and the elderly in Orange County with healthy and nutritious food, groceries, clothing, and other necessities.

Programs and Services: Twice a month, The Free Pantry hosts The Free Farmers Market, a program that provides low-income families in Orange County with nutritious food, including 20,000 pounds of fruits, vegetables, baby food, dry food and other essentials. The Free Pantry also hosts a banquet called Saturday Servings once per month, where they prepare three-course meals for the local homeless. Additionally, clothing, hygienic supplies, and other essential items are donated at this event.

Volunteers:Volunteers are required to sign up on The Free Pantry’s website prior to working at a Free Farmers Market event. Each Free Farmers Market maxes out at 50 volunteers.

Contact: www.thefreepantry.com

Hours of Operation: The Free Pantry hosts The Free Farmers Market on two Saturdays each month. The Costa Mesa Free Farmers Market hours are 11:30 a.m. to 2:30 p.m., and the Garden Grove Free Farmers Market hours are 8:30 a.m. to 11:30 a.m. Saturday Servings are hosted at 1:00 p.m. at the Lighthouse Church in Costa Mesa once per month.

Organization: The Free Pantry’s board of directors is led by Chef Saifon “Stephanie” Plewtong and David Huie. Plewtong and Huie are assisted by board members Jordan Foster, Steven Goglanian, Harry Bagramian, and Cathy Frandsen.

Facility: The Free Pantry hosts events at the Garden Grove Church of the Nazarene in Garden Grove, California, and the Someone Cares Soup Kitchen in Costa Mesa, California.

Facility: The Free Pantry hosts events at the Garden Grove Church of the Nazarene in Garden Grove, California, and the Someone Cares Soup Kitchen in Costa Mesa, California.

Customers Served: The Free Farmers Market serves about 200 families at each event with approximately 20,000+ pounds of food. About 100 homeless customers attend each Saturday Serving.

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Executive Summary The Free Pantry is a nonprofit organization that supplies fresh and organic produce and whole foods to low-income families and individuals in Orange County. Through our public relations campaign, we hope to equip The Free Pantry with the tools and resources they need to expand their volunteer programs, gain awareness and make healthy foods more accessible for low-income people in our community.

Campaign Goals and Objectives: Our campaign is built around achieving three primary goals. Our first goal is to increase the number of volunteers at The Free Pantry. Our second goal is to increase The Free Pantry’s monetary and food donations in order to feed more people at farmers market events. Our third goal is to increase awareness of The Free Pantry’s programs in Orange County.

Key Messages and Publics: The message of our campaign is Nourish OC. Our first key public is local college students involved in clubs and organizations. Our second key public is diners at True Seasons Kitchen, which is a local prominent restaurant owned by The Free Pantry’s founder, Chef Saifon. Our third key public is chefs of health-conscious restaurants in Orange County.

Strategies and Tactics: Our first strategy is to show college students that they have the ability to change the lives of families affected by food insecurity in Orange County, and motivate them to volunteer to Nourish OC. We will leverage social media, email campaigns and a promotional video to reach our college student demographic.Our second strategy is to influence True Seasons Kitchen diners to make monetary donations to the Free Pantry, encouraging them to give back to Nourish OC. We will use restaurant promotions and a quarterly newsletter to target diners. Our third strategy is to motivate health-conscious chefs in Orange County to attend a community fundraising event and provide food donations. We will pitch media to promote our event, as well as foster personal relationships with local chefs to encourage them to feed to Nourish OC.

Total Budget: Our total campaign budget is $9,170. Many items in our budget will come from donations, which will bring the projected total cost down to $6,450.

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Part OneCampaign Plan

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Background and Situational AnalysisChef Saifon “Stephanie” Plewtong and David Huie, both regular volunteers of the Lighthouse Church Homeless Servings, founded The Free Pantry in 2012. Chef Saifon, who cooked the meals at the servings, found a dismaying reaction to her genuine intentions. While she cooked meals that were flavorful and high quality, the clients weren’t necessarily devouring her meals. It came to Chef Saifon’s attention that many of the customers had health problems and dietary restrictions that limited their food intake. While this issue remained at the back of her mind, Chef Saifon began to question the sustainability of the monthly servings for their customers. Chef Saifon and Huie came up with the idea of providing customers with essential food items so they can prepare their own meals at home.

At its core, the organization believes there is a spiritual commandment that dictates what food people should consume to nourish their bodies. Thus, The Free Pantry “gives freely and abundantly” to all who are hungry. While faith is a major influence to the founders and board members of The Free Pantry, they welcome any and all who need their help, regardless of their beliefs or lifestyle choices.

The Free Pantry hosts bimonthly Free Farmers Markets in Garden Grove and Costa Mesa, California, giving out around 20,000 pounds of food per event. Approximately 200 families line up at each farmers market, and the number of families served continues to grow largely due to word-of-mouth in the community. In addition to the bimonthly free farmers market, The Free Pantry also prepares a monthly three-course meal for hungry residents of Costa Mesa. Saturday Servings feed 300 elderly, homeless and hungry people each third Saturday of the month. In addition to receiving a hot meal, people who attend Saturday Servings receive clothing, hygiene products and community-based prayer.

Since the discontinuation of the federal funding for food banks in the 1980s, food banks have suffered greatly. In the nonprofit sector, receiving enough donations to keep the organization afloat is always a struggle. For food banks, many potential donors believe that these organizations need food, however, they mostly need monetary donations. Canned goods are appropriate donations for most emergency food banks, however organizations serving those in need on a consistent basis would benefit more if they buy the food themselves rather than redistribute donated canned goods. Specifically, food donations are typically unhealthy and loaded with preservatives, and food drive recipients need healthy, organic, and fresh food. In addition, raising awareness and gaining volunteers is a challenge for nonprofit

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The Free Pantry has struggled with finding the right resources for food to provide its customers. The Free Pantry prides itself on providing fresh, organic and non-GMO produce that is never canned or past expiration. Typically, the organization looks to other food banks such as the Second Harvest Food Bank for food items. The source of the organization’s funds varies. On one hand, volunteers pay a one-time $25 registration fee. These volunteers also have the option to donate money on a monthly basis. Most of the donations, however come from a small number of board members and volunteers, and there are very few donations from external sources. The majority of The Free Pantry’s funds are provided by Chef Saifon’s and Huie’s personal funds. Recently, Chef Saifon opened True Seasons Organic Kitchen in Anaheim to help support The Free Pantry. Despite all efforts, it seems that stress still builds up as they get closer to The Free Pantry events. Similar to other organizations in its industry, The Free Pantry struggles to find a consistent flow of monetary and food donations, as well as a consistent volunteer base. With low volunteer turnouts post holiday season, board members are forced to put on multiple hats, risking organizational disruption. The farmers market events typically require 35 to 40 volunteers in order for the events to run smoothly, but during slow seasons, as few as 15 volunteers will show up. The Free Pantry relies on a very small network of current volunteers, family friends, and church congregation members to keep the the farmers markets successful. As of now, the organization’s leaders have not made a significant effort to reach out to new demographics to build their volunteer base.

organizations, and food banks in particular. Because most of their efforts are focused on the food quality and coordination efforts, they do not have the opportunity to plan a public relations plan to grow the organization and recruit the needed volunteers.

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Core Problem and Opportunity

If The Free Pantry does not increase food donations and volunteers, they will not be able to expand their programs to provide food for more low-income people in Orange County.

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Goals and ObjectiveGoal #1: To increase the number of volunteers at The Free Pantry

Objectives:

Objectives:

Objectives:

1. Recruit five volunteer event coordinators by February 20162. Recruit 15 new regular volunteers by July 20163. Reach out to 30 local student organizations to obtain 30 volunteers by July 20164. Reach out to 15 community service organizations (Lions Clubs, Circle K) to obtain 30 volunteers by July 2016 5. Reach out to five local churches to obtain 15 volunteers by July 2016

Goal #2: To increase The Free Pantry’s monetary and food donations in order to feed more people at farmers market events.

1. Reach out to 10 local restaurants to make food donations by July 20162. Collect donation forms from 50 True Seasons customers by July 20163. Host one major fundraising event by July 20164. Invite five OC businesses to partner with The Free Pantry by May 20165. Secure 30 regular monthly donors by July 2016

Goal #3: To increase awareness of The Free Pantry’s programs in Orange County.

1. Reach out to 10 chefs in Orange County to attend the Pantry Potluck event by May 20162. Double social media followers and engagement on Facebook by July 20163. Create one new quarterly event in a new city in Orange County by July 20164. Secure a partnership with one community influencer to help gain support by July 20165. Invite a minimum of five local reporters to cover one of The Free Pantry’s farmers market events by July 2016

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Key Publics

Key Public #1: Local college students involved in clubs and organizations

Key Public #2: Diners at True Seasons Kitchen

Key Public #3: Chefs of Health-Conscious Restaurants in OC

True Seasons is located in Anaheim Hills, California. The current population in Anaheim Hills is nearly 60,000 with 42 as the median age, $111,354 as the medium income and $1,074,636 as the average household net worth. 44.6% of Anaheim Hills residents are married without kids living in the household. Over half of Anaheim Hills’ population, 31,000 people, are 40 years old or older. Thus, many people who live in Anaheim Hills and dine at True Seasons are older or retired and wealthy. According to U.S. News, in 2010, the median hours spent on volunteer activities for people 65+ was 96 hours. After retiring, many people look for ways to volunteer their time and money and The Free Pantry is an excellent option for the diners because of their connection to Chef Saifon and advocay for organic food. Chef Saifon promotes The Free Pantry through the True Seasons’ menus and promotional pamphlets. One way this key public could be addressed is if True Seasons included info cards about The Free Pantry inside the server book.

Studies have found that millennials are more involved and have a stronger sense of civic duty than their parents’ generation. An Associated Press-GfK poll reported that people under 30 are more likely to say that citizens have a “very important obligation” to volunteer. The Case Foundation’s 2013 Millennial Impact Report found that 79% of millennials’ chief motivation for getting involved was working for a cause they feel passionate about. In addition, college students are more eager and willing to donate their time instead of money, because most college students do not have a lot of extra money to spend while they are in school. Many college students are actively involved in numerous extracurricular activities, including Greek life, sports, and community service clubs. Many of these campus organizations already have an established interest in civic engagement. Local college students are an important public because they are already passionate about getting involved in the community. They are also extremely well-connected, and thus have the power to influence friends and fellow students to join the cause.

Self Interests: Receiving service hours, making an impact in the community, collaborating and bonding with their friends and club/group members, meeting new people who care about similar issues, building up their resumes Influentials: On-campus student leaders, university faculty, other college students, community leaders

Self Interests: Helping less fortunate, filling their time post retirement, giving back to Orange County, supporting local businesses, feeling good about themselves, finding a low-stress and occasional community service organization, sharing their passion for organic food, finding an organization to donate their money to and serving their philanthropic obligation.

Influentials: Chef Saifon, True Seasons employees and True Seasons customers.

Self Interests:Attracting new customers, giving back to the community, enhancing publicity and branding, connecting with others, sharing their passion with others, delivering fresh produce and food, social responsibility for organic food

This key public includes Orange County chefs of local restaurants. Since The Free Pantry can be describes as a health and nutrition initiative, chefs of health conscious restaurants or simply health conscious chefs would be preferable. The chefs that are ideal for the partnership with The Free Pantry are top Orange County chefs with a willingness to give back to the community. A combined mission between potential chefs and The Free Pantry would be to bring hope and health to the people that need it. One could say that food is a universal language that brings people together, and chefs would be a great starting point. The Free Pantry would benefit greatly in using this partnership as a resource for fundraising. Not only would it be able to utilize the established network of each chef, but it will also be able to maximize on the credibility each chef has to offer. With the little resources that The Free Pantry functions on, a chef’s creativity would prove most valuable.

Influentials:Community/society leaders, current customers, other chefs in Orange County, farmers and food distributors.

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Theme

The Free Pantry was founded under the belief that there is a spiritual commandment that dictates what food individuals should consume to nourish their bodies and souls. The organization doesn’t just offer food for consumption, but rather it offers an idea of hope and spiritual enrichment. The Free Pantry envisions being able to one day expand its reach across Orange County. The idea of nourishment seemed to encapsulate what the organization does as a whole, and so inspired the “Nourish OC” campaign.

Nourish OC

The Free Pantry LogoWhile the organization’s mission focused on providing others with hope and warmth, we found that the organization may not necessarily project that feeling through its logo. It’s current logo is a green and gray outline of a pear, with the organization’s name stacked right next to it. We decided to take a more colorful approach when creating a new logo. Instead of using an illustration of a produce item next to the logo, we decided to place the organization’s name at the forefront of the logo, and have the words resemble a piece produce. We chose an eggplant as the logo’s produce illustration, mainly because of the color. We wanted the logo to represent warmth and hope, and we felt that purple would fit the criteria best.

The Free Pantry logo created for the Nourish OC campaign.

The Free Pantry’s current logo

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Messages

As involved millennials, college students are passionate about making a real impact in the community, and use their unique knowledge and talents to do so. Thousands of low-income families in Orange County cannot obtain fresh and organic foods because they are costly and difficult to access at an affordable price. A lack of proper nutrition can lead to early onset of diseases, obesity, and a shortened lifespan. Because of this, The Free Pantry has been working hard to provide free, fresh, and organic foods to low-income Orange County families in need. However, The Free Pantry needs more volunteers so they can expand their farmers market events to more local cities and provide nutritious food to more families.

Key Public #1: Local college students involved in clubs and organizations

Key Public #2: Diners at True Seasons Kitchen

Key Public #3: Chefs of Health-Conscious Restaurants in OC

VolunteerTo

Nourish OCTo

Nourish OCTo

Nourish OC

Give Back Feed

As organic food enthusiasts in one of the most affluent areas in Orange County, diners at True Seasons Kitchen can serve the less fortunate and stand behind a cause they are passionate about. Many affluent areas are unaware of Orange County’s staggering 24.3 percent poverty rate. The diners can consider The Free Pantry when choosing which nonprofit to donate to, and recognize that they can change the lives of people in their own backyard. The Free Pantry holds organic farmers market style events, which empowers poverty-ridden Orange County families and elders. The Free Pantry’s Free Farmers Markets empower customers and give them the opportunity to make healthy choices. However, these events cannot happen on their own. The Free Pantry needs monetary donations to purchase thousands of pounds of organic produce every two weeks. The donations from True Seasons diners will help The Free Pantry increase the number of hungry people they can serve in Orange County.

Health-conscious chefs in the Orange County area are passionate about philanthropy and have a strong presence in the community. Thousands of low-income families in Orange County cannot afford healthy and fresh foods, and a lack of proper nutrition can lead to early onset of diabetes, obesity, and a shortened lifespan. The Free Pantry hopes to solve this problem by providing fresh and organic fruits, vegetables and whole foods to low-income families in Orange County. Partnering with The Free Pantry would be mutually beneficial because chefs would have an opportunity to increase their community relations involvement and help provide monetary and food donations to families experiencing food insecurity.

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Strategies and TacticsStrategy #1: Show college students that they have the ability to change the lives of families affected by food insecurity in Orange County, and motivate them to volunteer with The Free Pantry.

Tactics:

Tactics:

Create an email campaign to send out to campus clubs and organizations at local universities and community colleges. The emails will include information about upcoming events that need volunteers and information about receiving volunteer hours.

Create a short promotional video available on The Free Pantry website that can be shared on multiple social media platforms. The video will include short testimonials by college-age volunteers and footage from past farmers market events that motivates viewers to volunteer

Recruit three to five college campus representatives that will visit club/organization meetings and give a short presentation on The Free Pantry to recruit new volunteers.

Create a Facebook group for The Free Pantry’s volunteers to keep them updated on new events and service opportunities.

Strategy #2: Influence True Seasons Kitchen diners to make monet ”Home - Second Harvest.” Home - Second

Include a survey link on customers’ receipts that asks them to fill out a survey about The Free Pantry in exchange for a free appetizer during their next meal at True Seasons.

Create a factual pamphlet about The Free Pantry and donation form to distribute to restaurant customers when they receive their meal checks.

Create a quarterly email newsletter to send to restaurant diners. The newsletter would include upcoming events, latest news and announcements, and current donation needs and opportunities.

Offer a promotion where people who sign up for The Free Pantry newsletter are automatically entered to win a free meal at the restaurant. Repeat contest monthly.

Include an option at the bottom of the restaurant receipts where diners can donate money to the The Free Pantry.

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Strategies and Tactics

Tactics:

Strategy #3: Motivate health-conscious chefs in Orange County to attend a community fundraising event and make food donations to support The Free Pantry’s efforts.

Create a Facebook group for Orange County’s health-conscious restaurants and chefs. The group will provide a space for ongoing communication between the restaurants, chefs, food bloggers, and The Free Pantry to help build and maintain positive relationships.

Pitch a feature story to the Orange Coast Magazine/OC Register/Edible Orange County Magazine about The Free Pantry’s history, impact in the community and upcoming events.

Send personalized direct mail invitations to local chefs to invite them to participate in our community fundraising event.

Send a press release to local media to announce the Pantry Potluck. The press release will invite local chefs or interested donors to email The Free Pantry to learn more about the event.

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During-Event Tactics:

The Big Idea: Host an event called The Pantry Potluck to increase The Free Pantry’s presence in the community.

Pre-event Tactics:Throughout the year, foster relationships with community members including potential donors and the chef community.

Send personalized basket invitations in the mail to current and potential donors and chefs.

Send email pitches and press releases to local media outlets to invite reporters to cover the event.

Secure partnerships with organizations to donate event decorations and supplies.

Create a “rustic chic” atmosphere: an outdoor, community style event with picnic tables, rustic chandeliers, sunflowers, and music.

Chefs and donors bring their invitation basket with a donation item of their choice (gourmet meal, Angels tickets, restaurant gift certificates, etc.). Baskets will be auctioned off at the end of the evening.

Chefs will bring their own cooking equipment, and they will each prepare a dish to contribute to the collaborative meal for the event attendees.

Chefs’ dishes will be judged by The Free Pantry Board Members, and the winning dish will receive a prize donated by The Free Pantry.

Set up an informational table with donation and volunteer information.

Post-event Tactics:

Send memorable thank you mailers to all of the event attendees and media representatives. For example: Send the note in a flower pot or small basket.

The Big Idea

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Communications Table

Diners at True Seasons Kitchen

Local college students involved in clubs and organizations

As involved millennials, you are passionate about making a real impact in the community, and using your unique knowledge and talents to do so.

On-campus student leaders, university faculty, other college students, community leaders

To increase the number of volunteers at The Free Pantry

Show college students that they have the ability to change the lives of families affected by food insecurity in Orange County, and motivate them to volunteer with The Free Pantry.

Key Public Self-Interests Influentials Objectives Strategies Tactics/Tools Message

- Create an email campaign to send out to campus clubs and organizations at local universities and community colleges.

- Create a short promotional video available on The Free Pantry website that can be shared on multiple social media platforms

- Host a dinner cruise

- Recruit three to five college campus representatives that will visit club/organization meetings and give a short presentation on The Free Pantry to recruit new volunteers

- Create a Facebook group for The Free Pantry’s volunteers

“Volunteer to Nourish OC”

As organic food enthusiasts in one of the most affluent areas in Orange County, you can serve the less fortunate and stand behind a cause you are passionate about.

Chef Saifon, True Seasons employees and True Seasons customers.

To increase awareness of The Free Pantry’s programs in Orange County, and to increase monetary donations for The Free Pantry.

Influence True Seasons Kitchen diners to make monetary donations to the Free Pantry.

- Include a survey link on customers’ receipts that asks them to fill out a survey about The Free Pantry in exchange for a free appetizer during their next meal at True Seasons

- Create a factual pamphlet about The Free Pantry and donation form to distribute to restaurant customers when they receive their meal checks

“Give Back to Nourish OC”

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Chefs of Health-Conscious Restaurants in OC

Key Public Self-Interests Influentials Objectives Strategies Tactics/Tools Message

- Create a quarterly email newsletter to send to restaurant diners. The newsletter would include upcoming events, latest news and announcements, and current donation needs and opportunities.

- Offer a promotion where people who sign up for The Free Pantry newsletter are automatically entered to win a free meal at the restaurant. Repeat contest monthly.

- Include an option on the bottom of the receipt where diners can donate money to the The Free Pantry

Health-conscious chefs in the Orange County area are passionate about philanthropy and have a strong presence in the community.

Community and society leaders, current customers, other chefs in Orange County, farmers and food distributors

To increase community support of The Free Pantry and increase awareness of The Free Pantry’s programs in Orange County.

Motivate health-conscious chefs in Orange County to attend a community fundraising event and make food donations to support The Free Pantry’s efforts.

- Create a Facebook group for Orange County’s health-conscious restaurants and chefs. The group will provide a space for ongoing communication between the restaurants, chefs, food bloggers, The Free Pantry to help build and maintain positive relationships.

“Feed to Nourish OC”

Diners at True Seasons KitchenContinued

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Key Public Self-Interests Influentials Objectives Strategies Tactics/Tools

- Send personalized direct mail invitations to local chefs to invite them to participate in our community fundraising event

- Send a press release to local magazines and newspapers to announce community fundraising event

- Pitch a feature story to the Orange Coast Magazine/OC Register/Edible Orange County Magazine about The Free Pantry’s history, impact in the community and upcoming events.


Chefs of Health-Conscious Restaurants in OCContinued

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Calendar

January February

March April

Week One

Week Two

Week Three

Week Four

- Create a contact list for organizations and clubs at local colleges.

- Send volunteer recruiting email to college contact list.

- Select 3-5 campus representatives.

- Make a contact list of campus representatives.

- Send campus reps digital promo materials and their job lists for the semester

- Create a survey for True Seasons diners.

- Design promotional materials (digital flyer) for campus reps to distribute.

- Create a Facebook group for volunteers.- Design a pamphlet and donation form for True Seasons.

- Add all volunteers and sponsors to The Free Pantry volunteer page.

- Create a promo video script and recruit actors.

- Hire videographer and editor for the promotional video.

- Shoot promotional video

- Secure the Pantry Potluck venue.

- Begin distributing pamphlet and donation form in True Seasons.

- Promote monthly free appetizer raffle at restaurant.

- Select winner from restaurant for the free appetizer.

- Edit and approve final video.

- Create Facebook group for health-conscious OC chefs, restaurant owners, and bloggers.

- Write, design, and send out the first quarterly newsletter.

- Reach out to potential event sponsors

- Post finalized video to website and social media.

- Generate content for first quarterly email newsletter.

- Send email pitch to local media for feature story on Free Farmers Market.- Select winner from the restaurant for free appetizer.

- Design and print “Save The Date” mailer

- Send out a "Save the Date" mailer for the Pantry Potluck.

- Secure Pantry Potluck sponsors.

- Complete the baskets, and print the invitations.

- Select a winner from the restaurant for the free appetizer.

- Send invitation baskets to OC chefs and media to participate in Pantry Potluck

- Purchase and gather materials for invitation baskets.

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May June July

- Organize a page on the website dedicated to the event, information regarding event, sign-up sheets, RSVPs, etc.

- Send press release to media regarding Pantry Potluck to obtain more media coverage.


- Finalize decorations for event.

- Meet with sponsors and volunteers for event to plan and finalize details.

- Meet with sponsors and volunteers for event to plan and finalize details.

- Deadline for final RSVP list.

- Send email to all event attendees regarding final event information.

- Send out second quarterly email newsletter.

- Host the Pantry Potluck.


- Send thank you mailers to Pantry Potluck attendees.

- Send follow up emails to the media that attended.

- Evaluate event success.

- Write, design, and send out second quarterly email newsletter.

- Complete evaluation.

- Select winner from restaurant for free appetizer.

Week One

Week Two

Week Three

Week Four

Calendar

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BudgetItem

Description Quantity Cost per Unit Total Cost Estimate

Total Cost with Donations

Promotional Materials

Student videographer

Student graphic designer for website

Volunteer flyers

Restaurant donation forms

Restaurant pamphlets

Student graphic designer for email newsletter

Email blast distribution

1

1

1

300

500

500

1

10

Student editor

Student campus representatives

Promotional Video

Digital Expenses

Printed Materials

$100.00 $100.00

$100.00

$200.00 $200.00

$200.00 $200.00

$150.00 $150.00

$500.00 $500.00

$500.00 $500.00

$100.00

$0.00

$0.00

$0.50

$1.00

$1.00

$0.00

$0.00 $0.00

$0.00

$0.00

$0.00

$0.00

$0.00 * Volunteer

* Volunteer

* Volunteer

* Volunteer

* For Credit

25

BudgetItem



Event Costs

Venue

Wine

Basic event

1

100

300

300

1

300

1

300

200

20

Baskets

Beer

Formal printed invitations

Cash mixed drink bar

“Save the Date” mailers

Bartender

“Save the Date” postage

Glassware

Scoring Sheets for Chefs

Materials

Refreshments

Food

$5.00

$2.00 $600.00 $600.00

$300.00

$140.00

$300.00

$140.00

$150.00

$100.00

$150.00

$0.00

$10.00 $10.00

$1.00

$140.00

$0.50

$0.50

$0.50

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$4,000.00

$0.00

$0.00

$0.00

$1,500.00

$4,000.00

$0.00

$0.00

$4,000.00

$0.00

$0.00

* Partial Donation

* Donation

* Donation

* Donation

* Donation

* Donation

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BudgetItem



Event Costs

60” Round Tables(seats 8-10)

10

100

1

10

20

2

100

50

1

10

50

5

White Wood-Style Chairs Deluxe Resin w/ Pad

Bar table: Whitewash Plank & Barrels

90” Round Table Linen (Burgundy)

Twinkling lights

Walnut Pine Bar

Table settings (cutlery)

Table candles

Mini Stage

Floral center pieces

Pens

Clipboards

Rentals

$4.00 $400.00 $0.00

$150.00

$140.00

$120.00

$0.00

$0.00

$0.00

$200.00

$500.00

$100.00

$200.00

$100.00

$5.00

$5.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$0.00

$150.00

$14.00

$6.00

$100.00

$5.00

$2.00

$200.00

$10.00

$0.10

$1.00

$10.00 $100.00 $0.00* Partial Donation

* Donation

* Donation

* Donation

* Donation

* Donation

* Donation

* Donation

* Donation

* Donation

* Donation

* Donation

* Donation

27

True Seasons dessert

Student photographer

100

1

Take-away gifts

Services

$5.00

$100.00

$0.00

$100.00

$0.00

$100.00

* Donation

* Donation

BudgetItem



Event Costs

Total: $9,170.00 $6,450

28

Evaluation Criteria and Tactics1. Recruit 15 new regular volunteers by July 2016

2. Reach out to 30 local student organizations to obtain 30 volunteers by July 2016

3. Reach out to 15 community service organizations (Lions Clubs, Circle K) to obtain 30 volunteers by July 2016

a. Record the number of regular volunteers in December 2015

b. Record the number of regular volunteers in July 2016

a. Record the number of students who have volunteered with The Free Pantry up until December 2015

a. Record the number of volunteers from community service organizations that have volunteered up until December 2015

b. Record the number of students who have volunteered with The Free Pantry between January 2016 and July 2016

b. Record the number of volunteers from community service organizations that have volunteered between January and July 2016

4. Reach out to five local churches to obtain 15 volunteers by July 2016

a. Record the number of volunteers from local churches in December 2015

b. Record the number of volunteers from local churches between January and July 2016

5. Recruit five volunteer event coordinators by July 2016a. Record the total number of potential coordinators we reach out to in January 2016b. Record the number of volunteer event coordinators we have secured by July 2016

6. Reach out to 10 local restaurants to make food donations by July 2016a. Record the total number of local restaurants we reached out to requesting food donations by July 2016b. Record the number of local restaurants who have actually made donations by July 2016

7. Collect donation forms from 50 True Seasons customers by July 2016

a. Track the number of donation forms handed out to True Seasons customers from January-June 2016b. Track the number of completed donation forms turned in by restaurant customers in July 2016

29

Evaluation Criteria and Tactics

8. Invite five OC businesses to partner with The Free Pantry by July 2016

9. Secure 30 regular monthly donors by July 2016

10. Reach out to 10 chefs in Orange County to attend the Pantry Potluck by May 2016

11. Double social media followers and engagement on Facebook by July 2016

12. Invite a minimum of five local reporters to cover one of The Free Farmers Market by July 2016

a. Record total number of OC businesses we invite to create sponsorships

a. Track the number of donors who regularly donate to The Free Pantry in December 2015

a. Record the number of chefs we reach out to in total

a. Measure the amount of social media followers in December 2015

a. Record the number of reporters we reach out to in January-February 2016

b. Record number of businesses who we secure partnerships with by July 2016

b. Track the number of donors who regularly donate to The Free Pantry in July 2016

b. Record the number of chefs we secure to attend our event by May 2016

b. Measure the amount of social media followers in July 2016

b. Record the number of reporters who actually cover our event by July 2016

32

Communications Tactics

Part Two

33

News Release

34

Feature Article

The Someone Cares Soup Kitchen of Costa Mesa might be easy to miss if you’re driving drive down 19th Street on any given day. However, on the second Saturday of each month, the soup kitchen is transformed into a full-fledged farmers market.Dozens of people line up outside the building with grocery baskets and empty shopping bags in hand. At 1:00 p.m. sharp the doors open, and customers hand their entry tickets to a smiling attendant who ushers them inside the building. Customers then have the opportunity to browse aisles

Local Nonprofit, The Free Pantry, Fights to End Food Insecurity in Orange County

income families and individuals who are struggling with food insecurity in Orange County. Chef Saifon “Stephanie” Plewtong founded The Free Pantry in 2012 when she realized that low-income people in Orange County did not have easy access to healthy foods. “For many families who are struggling financially, buying expensive organic foods is just not an option,” says Chef Saifon. “We wanted to find a way to provide nutritious foods to the people who need them the most.”At each farmers market event, The Free Pantry gives away 20,000 pounds of food to

more than 200 families. An average of 10 to 15 volunteers help out at each event, greeting and assisting customers with a smile. “It’s important to me to be a part of helping those who can’t help themselves,” says Adam Gadwell, a volunteer who has been with the nonprofit for four years. “I truly believe in doing my part in the community.”Chef Saifon is hopeful about expanding the organization’s free farmers market events to new cities in the near future. “We would love to be able to expand our events so we can reach more people. The poverty rate in Orange County is nearly 25 percent. As long as there are people going hungry in our own backyards, we will be here to help them in any way we can.” The Free Pantry is currently looking for more volunteers to join their growing team. If you would like to volunteer or make a donation to The Free Pantry, please visit www.thefreepantry.com to learn more.

of colorful, fresh fruits and vegetables, selecting the items and quantities that they desire. The catch? All of the food is free.The Free Pantry is a local nonprofit that hosts a bimonthly free farmers market in Costa Mesa and Garden Grove. The Free Pantry’s mission is to give fresh and organic foods “freely and abundantly” to low-

“We wanted to find a way to provide nutritious foods

to the people who need them the most.”

The Free Pantry’s Free Farmers Market at The Someone Cares Soup Kitchen.

35

Social Media Site

The Free Pantry’s mock up Facebook page (in June)

Creating a Healthier Community Together

The Free Pantry’s current Facebook page The Free Pantry’s most recent Facebook post

The Free Pantry’s mock up Facebook post for its event, The Pantry Potluck

Creating a Healthier Community Together

36

Special Event Media AlertThe Free Pantry with OC chefs: Jarvis Yuan, Kris Kirk, Ryan Adams, Luca Cesarini, Carlos Salgado, Linh Nguyen, Jamie Carrano, Chris Rubinstein, and Saifon “Stephanie” Plewtong.

To fundraise for The Free Pantry, Orange County’s favorite chefs will create a family-style potluck dinner for 100 potential and current donors in a casual “rustic chic” atmosphere at The Free Pantry’s Pantry Potluck.Each guest will receive an invitation in a basket, which they will return to the event with a donated gift to be auctioned off at the end of the evening. Chefs will prepare their dish outdoors, allowing guests to ask questions and mingle while they prepare dinner. Guests can taste each chef’s dish as they cook and give a star-rating. At the end of the night, the chef with the highest rating will be announced. After the meal is served, a mother who once relied on The Free Pantry as a food source will speak before the auction portion begins. *Chef Saifon “Stephanie” Plewtong will critique and chop contestants.All funds and donations will go toward buying fresh, organic produce for The Free Pantry’s bimonthly free farmers markets.

Red Horse Barn at Huntington Beach Central Park18381 Goldenwest StreetHuntington Beach, California 92648

June 30, 20166:30-10:00 p.m.

RSVP to [email protected]

Alan CJ Jaca / JACA PR/ [email protected]/ 714-735-0095

RSVP:

Media Contacts:

The Free Pantry provides organic produce to low-income families, elderly or otherwise in need people in Orange County through bimonthly free farmers markets. The organization is a nonprofit that relies on monetary donations to purchase $3000-$4000 of fresh produce at each event. The Free Pantry believes that eating fresh, organic produce should be a right, not a privilege.

Who:

What:

Where:

When:

Why:

37

Media Pitch Email

Publication: Orange County Register

David Whiting

Local Nonprofit Gives Away 40,000 Pounds of Fresh Produce

Dear David,

The Free Pantry is a local nonprofit that empowers low-income families to choose the ingredients they put on their own dinner tables. Twice each month, The Free Pantry hosts free farmers market events that allow customers to browse aisles of fresh and organic produce offerings as if they were shopping in a full-service grocery store.

At each farmers market event:More than 200 families are served.20,000 pounds of food is distributed.All grocery items are given freely and abundantly.

Unlike most food banks and pantries, The Free Pantry provides only organic fruits, vegetables and whole foods. The organization gives food insecure individuals a chance to take control of their health and make positive, permanent changes in the lives of their families.

We would like to invite you to an exclusive in-person interview with The Free Pantry’s founder, Chef Saifon “Stephanie” Plewtong, and give you an opportunity to learn the full story of The Free Pantry’s history and their growing impact on the people of Orange County.

Please email me to schedule an interview time that is convenient for you, and visit the website below to learn more about The Free Pantry.

I look forward to hearing from you soon.

Alyssa StockmanPublic Relations Specialist(408) 858-9440http://www.thefreepantry.com/

38

Spokesperson Bio

Chef Saifon “Stephanie” PlewtongThere’s something refreshing about Chef Saifon “Stephanie” Plewtong. “Food heals,” she’ll tell you. While cooking is one way to bring out the healing power of food, Chef Saifon has other ideas up her sleeve. Chef Saifon uses food as a way to reach out to others and instill a sense of hope in the community.

Chef Saifon is the co-founder of The Free Pantry, a 100 percent free farmers market for low-income families. The nonprofit was officially established in 2011, however, Chef Saifon had been helping the community long before that. After working tirelessly to cook meals for the homeless servings program at The Lighthouse Church, she noticed that people weren’t eating her dishes. She was surprised and a bit disappointed, only to discover the reason behind the dismay toward her food. Many of the serving’s customers had health issues and dietary restrictions that she hadn’t considered before. “I thought, well, how can I maximize my impact? What can I do that will really help them?” said Chef Saifon. This was when the idea of a free farmers market was born.

“The Free Pantry isn’t just about giving people food, it’s about instilling hope, listening to their stories and being compassionate and understanding,” said Chef Saifon. She quickly realized that personally funding The Free Pantry wouldn’t be sufficient and found a way to use her passion for cooking to aid in The Free Pantry’s success. Her understanding of the healing properties of organic food inspired the creation of True Seasons Organic Kitchen in Anaheim in 2014.

Chef Saifon grew up on a small island abundant in fruits and vegetables. “Growing up I witnessed the cycle and design of nature. I saw flowers turn to fruits, and seeds fall on the grounds,” said Chef Saifon. Orange County was a far cry from the abundantly lush island she grew up on. “Back then I could eat as much as I wanted, whenever I wanted,” said Chef Saifon.

It’s a rare sight to find people that are willing to give almost everything to a cause, and Chef Saifon never hesitates to help. To her, healthy food shouldn’t be a privilege, it’s a basic right.

39

PSA Radio

30 Second PSA Script:

David: Nearly a quarter of Orange County residents live below the poverty line and cannot afford fresh produce or proper nutritious foods. Not only that, but one in seven families cannot provide fresh produce to feed their children.

Stephanie: The Free Pantry aims to solve this problem by providing free, fresh, and organic produce to people in the community who cannot afford the proper nutrition. But we cannot solve this problem alone. With your help, we can nourish these souls and provide the healthy foods they need.

David: For more information on how to volunteer or donate, visit thefreepantry.com.

40

Brochure

Sample image of The Free Pantry’s Brochure.

41


Brochure

42


Brochure

43

Brochure


44


Brochure

46

Appendix

47

Original ResearchConducting our original research for our campaign gave us a better understanding of the challenges The Free Pantry faces, as well as its needs in order for it to continue to succeed. Our research, which included surveys, focus groups, interviews and observations helped increase our awareness of not only the issues The Free Pantry faces, but also the issues within society. Our sample for our research includes the board of directors, The Free Pantry volunteers, and community members, which include students and residents. One of the most important issues we discovered from our research was the amount of time and resources it takes to host the Free Farmers Market. We also learned about the dynamics within the organization, and the amount of responsibility assumed by each member of the leadership board.

Interview with Client Executive: Chef SaifonCo-founder of The Free Pantry.Interviewing Chef Saifon “Stephanie” Plewtong played a great role in helping us understand what The Free Pantry is, and most importantly why it exists. Chef Saifon and David have been doing this type of work for 10 years, and didn’t officially create The Free Pantry as a 501(c)(3) nonprofit, until four years ago. The Free Pantry is a 100 percent selfless organization. To the founders, the only profit they make out of it is the gratitude of serving the community.

One of the prominent parts of any organization is understanding its evaluation process and measure for success. From our interview with Chef Saifon, we discovered that The Free Pantry does not have an adequate evaluation process, if any even exists. When asked about her measure of success, Chef Saifon says “We know we’re doing things right, when we see the families coming back, and when we’re able to reach people that may not have the best of luck.”

When The Free Pantry was still a smaller organization, both Chef Saifon and David were able to fund the project on their own, however, in order for the organization to make a greater impact and expand their reach, they’ll need more financial resources from outside parties. Chef Saifon noted that in the event that the organization continues to use personal funding, it may have to decrease its frequency and quantity of the Free Farmers Market. This interview also helped us understand the different roles and responsibilities of each of

Chef Saifon at the True Seasons Organic Kitchen

48

the leadership board. David is essentially the co-founder and face of the organization. He handles the legal aspect of the organization, as well as the tax issues, liability forms, and insurance. As the greeter, David’s role is more important than ever, because he sets the tone for the rest of the event. According to Chef Saifon, success is very much reliant on the David’s greeting efforts.

Interviews:Interview with Lisa and Wayne, Prayer Group Leads

Lisa and Wayne volunteer their time to help lead The Free Pantry’s prayer group. Lisa and Wayne don’t have an formal title within the organization, they do however volunteer their time in order to help support the vision of The Free Pantry. Their responsibilities include praying with customers, getting to know them, and talking to them. They believe in making a difference in the lives of the customers, in lifting them up and helping them get through life. Lisa and Wayne, as with all the other members of the board, genuinely care about the well-being of The Free Pantry customers. The two became involved with The Free Pantry when it was only a serving event at the Lighthouse Church, but as the organization started to grow and expand, they wanted to help and become a part of something that’s growing.

Original Research

Interview with Robin and Jill,Children’s Ministry Leads

Robin and Jill have been involved in the leadership team for about four years. Robin’s main role is running the children’s ministry and Jill runs the ticket system. Not only does Jill run the ticket system, but she’s also responsible for the ID check in the Costa Mesa location. Jill runs the ticket system and ID check. On an average day, The Free Pantry assists about 150 shoppers who are shopping for families from four to 12. Many of the participants bring their children along with them to The Free Pantry. On average, there are about 60 to 80 kids that stop by the ministry. Not only is The Free Pantry concerned with nutrition but it also places education in high regard. While the children’s ministry does involve a spiritual element, it teaches children how they should treat their bodies in respect to the food they put into it. For some kids this is the only opportunity to learn about health. To The Free Pantry, quality is important, which is why food is picked seasonally and because of that the amount of food varies from event to event. The leftovers of every event stay with the soup kitchen to use for its meals for the day or week.

Wayne and Lisa (right) along with the prayer group at the Someone Cares Soup Kitchen.

Robin and her family at the Someone Cares Soup Kitchen.

49

Interview with Adam GadwellRegular Volunteer

Original Research

Adam Gadwell started volunteering with The Free Pantry before it was even established as an official nonprofit. He was invited by Mariners Church to help with the homeless feedings that Chef Saifon and David led. Gadwell has been involved ever since and kept returning because of his strong belief in giving. “It’s important to me to be a part of helping those who can’t help themselves. I truly believe in doing my part in the community,” said GadwellAs a volunteer, Gadwell pays a monthly 50 dollar fee to help pay for the food. While the volunteer fee is encouraged, volunteers wouldn’t be turned away if they couldn’t pay the fee. Gadwell is one of the few regular volunteers The Free Pantry has, and while he encourages his friends and family to help out, he says “keeping a regular flow of volunteers is a bit of a struggle.” The Free Pantry requires volunteers with different skills, but most importantly volunteers should be willing to open up and talk to others and make them feel welcomed.

50

Original ResearchFocus Groups:Key audience: volunteers and donors between the age of 18-60

Because one of the main goals of the organization is a steady volunteer and donor base, we believe targeting a group of 15 individuals with volunteer experience as well as donor tendencies will help us better understand how to strategize our campaign. Our focus group consisted of Chapman students and older residents of Orange and Yorba Linda. The focus group took place in Chapman University during at Chapman University Lions Club meeting on September 29 from 9:00 p.m.- 10:00 p.m. Our questions were focused on understanding what motivates individuals to volunteer and donate to organizations.

Our focus group consisted of enthusiastic individuals, which was expected since they were all active volunteers. Our group gave us great insight into what they would want to participate in and donate to. The majority of the participants in this focus group have volunteered to help with fundraising events for a variety of nonprofits such as the American Cancer Society, Grant’s Wishes, and Pretend City. According to the group, these events vary in the amount of resources and funds put into it. Many of the younger volunteers mentioned their interest and enjoyment in participating in galas hosted by these organizations. To them, these vents are both work and fun. The volunteers are typically assigned roles of selling raffle tickets to guests, and because of this, they have great insight into what donors typically opt for. Our group described raffle items as “extravagant” and “typically costly” trips, services, and items. These packages however strike the most interest among guests. According to one of our focus group participants, the guests are typically “looking for a good time, and are coming to these events with the intention of spending.” One participant expressed both awe and concern over the extravagance of these events. Her concern revolved around the effort, time, and funds needed to create such events, and awe over the grandness and even creativity of these events. Another volunteer shared that the gala he helped at wasn’t at all extravagant, and was on the more casual side. Guests dressed in nicer clothes but a good amount of them were in jeans. The organization was still able to raise a good amount of money from this event, despite it not being so extravagant. The attendees for this event weren’t large billion dollar corporations or millionaires. Instead, they were community members that believed in the cause.

The next issue we addressed was the types of events that they would participate in as volunteers. One participant expressed his need to see change happening in front of him. In this case, he meant that as a volunteer he would prefer seeing the difference he’s making in real time. Another participant mentioned that helping the largest amount of people with the greatest need was an important criteria for deciding where to volunteer. This seemed to be a unanimous perspective on volunteerism.

51

Original ResearchField Trip:We joined The Free Pantry for their bimonthly farmer’s market located in Costa Mesa at the Someone Cares Soup Kitchen. We arrived at 11:00 a.m and watched as the volunteers trickled in to help set up for the free farmer’s market. The Free Pantry customers began to arrive an hour or so before the event actually started. The event was running late, as Chef Saifon was still purchasing the food to be given away that day. The soup kitchen was arranged so that participants would follow a path around the tables placed at the center of the room and walk out toward the exit. A prayer group assembled next to the exit as an option for those who would like to participate before leaving. The prayer group had assembled lunch bags with treats for anyone that participated in the event. The children’s ministry was located behind the check in table placed across from the entrance.

There were about 15-20 volunteers that day, specifically from Stanbridge College, as well as a few return volunteers. Before the doors opened, David and Chef Saifon gave an uplifting introduction about what The Free Pantry is, and why they’re passionate about what they do. Their hope from this talk was to spread their passion to the volunteers and others around them. They also went through some ground rules for safety and risk management. Despite running behind schedule, the event seemed to run smoothly.

The Someone Cares Soup Kitchen.

Volunteers setting up The Free Pantry’s Free Farmers Market at the Someone Cares Soup Kitchen.

52

Original Research



53

Original Research

The produce at The Pantry’s Free Farmers Market.

The produce at The Pantry’s Free Farmers Market.

54

Original Research

Customers and volunteers at The Free Pantry’s Free Farmers Market.

Customers and volunteers at The Free Pantry’s Free Farmers Market.

55

Survey:SurveyMonkey - Chapman Student Volunteering SurveyParticipants: 34

Original Research

Survey Analysis:We surveyed a sample of 34 Chapman students. Nearly 50 percent of our participants were juniors, and approximately 35 percent were seniors. We had no freshman participants.

Summary of Findings: We found that 55.88 percent of participants volunteer 1-2 times per month, and 14.71 percent volunteer 3-4 times per month, 14.71 percent volunteer more than five times per month, and 14.71 percent do not volunteer.

The most popular type of volunteer work was education and childcare, which 55.88 percent of participants said they were involved in. 20.59 percent of participants are active in volunteer work that has to do with hunger and poverty.

52.94 percent of participants said that most of their volunteer roles are one-time events. 20.59 percent said their volunteer roles last less than six months, and 26.47 percent said their roles last longer than six months.

Most participants said that they want to volunteer for a cause that they care passionately about, where they can directly see their work pay off, and where they can meet like-minded people with similar interests. Volunteering with friends and receiving volunteer hours were less important to participants.

41.18 percent of participants indicated that they believed mandatory volunteer training sessions are helpful, but take up too much time. Only 26.47 percent believe that training sessions are both necessary and helpful.

94.12 percent of participants said that they were somewhat or very likely to volunteer with an organization more than once. Only 5.88 percent said they would not volunteer with an organization more than once.

In conclusion, our survey reinforced our belief that college students are passionate about volunteering, especially for causes they care about personally. In order to reach our demographic of involved college students, we have to cater to their desire to see their work pay off directly and meet like-minded people.

56

Original Research

57

Original Research

58

Original Research

59

Original Research

60

Preliminary Identification of Publics1. Local College Students involved in clubs and organizations.

2. People who dine at True Seasons Organic Kitchen

3. Chefs of health-conscious restaurants in Newport/Costa Mesa

4. Elderly people living in affordable housing communities in Costa Mesa and Garden Grove

5. Low-income Spanish speaking households

6. Low income families with multiple children

7. Families of the Christian faith

8. Homeless people in Costa Mesa and Garden Grove

9. Individuals with lower educational level

10. Low-income single mothers with multiple children

11. Low-income college students in Costa Mesa and Garden grove

12. Parents working two or more minimum wage jobs

13. Low-income young parents age 25 and under

14. Families with children who attend nearby elementary schools: Pomona Elementary School, Wilson Elementary School, Victoria Elementary School and Whittier Elementary School

15. Christian churches in OC

16. Other religious groups in OC: Synagogues, Mosques, Buddhist temples

17. Community organizations: Lions Club, Rotary, etc.

18. Law firms in Orange County

19. Local small businesses

20. Grocery stores in Orange County: Ralphs, Vons, Trader Joe’s

61

Preliminary Identification of Publics

21. Big corporations In OC with an interest in increasing community relations efforts

22. Local family-owned farms in OC

23. Local food banks: Second Harvest, Los Angeles Regional Food Bank, Orange County Food Bank

24. Local universities and high schools: Newport-Mesa Unified School District

25. NCL: National Charity League

26. Nutrition clinics

27. Hospitals and health organizations

28. PTAs

29. Little League sports teams

30. College/high school sports teams in OC

62

BibliographyPreliminary Identification of Publics

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County Register. Web. 16 Sept. 2015. <http://www.ocregister.com/articles/housing-659773-percent-county.html>.

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"Hunger In America 2014." Feeding America. Web. <http://www.feedingamerica.org/hunger-in-america/our-research/hunger-in-

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James, Sandy. "Mobile Food Truck Heading to Orange." Orange County Review. Web. 16 Sept. 2015. <http://www.dailyprogress.

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Lee, Greg. "Feed SoCal: Orange County Food Banks Supply Dwindles during Summer." ABC7 Los Angeles. Web. 16 Sept. 2015.

<http://abc7.com/society/feed-socal-oc-food-banks-supply-dwindles-during-summer/791280/>.

Mcgray, Douglas. "California’s Food Banks Go Locavore." The New York Times. The New York Times, 10 Oct. 2009. Web. 16 Sept.

2015.

Mutert, Emilie, and Ashley Ragovin. "Food Banks and Food Stamp Programs Struggle to Meet Soaring Demand." California Watch.

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programs-struggle-meet-soaring-demand

Glander, Alison. "'Kind California' Campaign Launches at OC Food Bank." The Orange County Register. Web. 16 Sept. 2015.

<http://www.ocregister.com/articles/food-675496-kindness-nguyen.html>.

Guzman-Lopez, Adolfo. "As UC Tuition, Living Costs Rise, Students Tap Food Programs." Southern California Public Radio. KPCC,

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opinionator.blogs.nytimes.com/2015/05/22/allying-choice-and-nutrition-at-food-pantries/>.

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