Our Community Place Boxed Lunch Program Marketing Plan Logan McGlynn, Chris Dean, Haley Challberg, Curtis Hughes

History and Background “We Seek to build an atmosphere of love, safety, education, spiritual awareness, healing, and fun - a community center where anyone in the world is welcome to help or participate” Non Profit Organization Located in Downtown Harrisonburg Idea was started in 1992 with Ron Copeland Held OCP’s very first soup kitchen on August 18th, 2008 Creates a no strings attached meal option for members of the local community Offer Multiple programs to help members of the community Is Looking to expand to raise funds to help more people

Boxed Lunch Program: The Beginning The Boxed Lunch Program has been running out of Our Community Place for a few years as of today. Our Community Place’s purpose of The Boxed Lunch Program is to provide work experience and employment to those experiencing homelessness and employment challenges in the Harrisonburg area. The program has mainly been running on word of mouth through contacts of Our Community Place. In order to benefit Our Community Place more, The Boxed Lunch Program is seeking to be expanded by seeking a larger market.

Market Research Conducted through Google Forms Dear _____: Our Community Place and Bridgewater College students are conducting a survey to learn more about the creation of a new Boxed Lunch Catering Program for OCP. By participating in and completing this survey, you will be providing Bridgewater College students, and OCP, data that will help them with the implementation of the program. Your response will be voluntary and confidential. Please send your response before April 8, 2016. It will only take you five minutes to complete the survey! Thanks for your help and participation in this survey! Take the survey by clicking on the link below: https://docs.google.com/a/eagles.bridgewater.edu/forms/d/10Mi4Vqy30Ym6VUoU5POI77k8yNq8jqHOMgwzEAtAEoE/viewform Conducted through Google Forms Online Survey sent out to Local Organizations Focused on Companies that we thought would most be interested in the product Survey was included with a personal email explaining the survey Focused on the Product Would the product be of interest? How would Pricing affect their decision? Does working with a Charitable Organization affect your decision making?

Market Research Conclusions Companies order boxed lunches seasonally (Christmas, Graduation, etc) Companies willing to forgo more options, for cheaper costs Plan for 10-20 boxes per order Charitable nature of OCP does matter to customers Ham, Turkey, and Vegetarian are the best sandwich choices Possible additions of Roast Beef and Sliced Chicken if Economically feasible Apples and Grapes are the best fruit options Cookies and Brownies are the best dessert options Gluten Free options would be beneficial to majority of the customers

Marketing Plan Phase 1 Creation Objective: Build awareness of the existence of OCP’s boxed lunch program. Create a logo for the box lunch program. Update Facebook page and website so customers can order online and learn more about the program. Add a promotional OCP event card within all the boxed lunches to inform customers about OCP’s future events. Create an OCP boxed lunch pamphlet with order form to promote the program and facilitate orders. Promote the program in local churches and local school events. Create and e-flyer and send it through mass email to local schools and churches.

OCP Boxed Lunch Program Logo

OCP Pamphlet for Boxed Lunches

OCP Boxed Lunch Order Form / Advertising Tool

Social Media Example

E-Flyer Template

Boxed Lunch Example Product Sandwich Chips Fruit Cookie Our Community Place Flyer

Marketing Plan Phase 2 Implementation Send e-flyer to local schools and churches and to contacts who took the survey. Hand out pamphlets to farmer’s markets and local grocery stores. Visit local churches and schools to promote the boxed lunch program. Host a launching event for customers to visit OCP and meet their staff. Update Facebook and webpage on a regular basis.

Marketing Plan Phase 3 Maintain Stay up to date on OCP Boxed Lunch Social Media Stay active in local events promoting OCP Boxed Lunches Continue to get flyers and pamphlets out to events like local farmers markets Send E-flyers updating customers on new items for boxed lunches and events going on at OCP

Conclusion / Recommendations Stay focused on Seasonal Markets Market research shows that week to week orders are not popular and that most organizations will be more likely to order meals for quarterly meetings Keep Menu small to keep costs low Possible additions would include a Roast Beef or Sliced Chicken Sandwich as well as a Cookie or Brownie for dessert By being a non profit, the less inventory you have to worry about going to waste the better your profit margins will be Focus all marketing on the Boxed Lunch Program being a charitable venture for OCP

Acknowledgments Thank You Ron Copeland and Our Community Place for allowing us to work with your Organization Thank You All of our Participants in the Market Research, without your help we would not be able to provide any information to Ron and his team Thank You Dr. Maria Lugo for helping us and guiding us through this project