1. REC 2040 & REC 2030: Marketing & Administration Week 3 September 20, 2011 The Food Bank of Waterloo Region Fall Food Drive Flash Mob Case Study / Consultancy Project

2. Integrated Class Project Opportunity Organizational Need: The Food Bank of Waterloo Region is kicking off their Fall Food Drive on Saturday October 1 st and they are interested in creating an event that will raise awareness from both the media and the community.  The activity they have selected is a flash mob!  They are hoping to hold at least 2 small flash mobs in area grocery stores early Saturday evening, October 1 st.  Need volunteers to choreograph, coordinate and perform

3. Integrated Class Project Opportunity Our goals:  Identify and understand needs of our client  Listen  Ask questions  Timeline  Integrated project  Event planning  Volunteer recruitment & coordination  Administration  Marketing

4. Food Bank of Waterloo Region Flash Mob Marketing – Food Bank vs. / & Flash Mob  Understand Customer Needs & Desires  Kick-off Fall Food Drive  Raise awareness – media & community  Create a unique, memorable event  Selecting & Developing a Product  Flash mob in local grocery store  Developing a Communication Program  How do we help get their message across?  Who are we trying to reach? Stakeholders

5. 5 W’s of Event Planning  Who  What  Where  When  Why

6. The Food Bank of Waterloo Region Mission: Through community partnerships we obtain and distribute emergency food from our neighbours to our neighbours. Vision: To channel our community’s energy so no one goes hungry.

7. The Food Bank of Waterloo Region  Nourish Hope  So No One Goes Hungry  Nourishing  Strengthening  Sharing  Delivering Hope – Through Community Energy  Sharing with my community. Every day.  Neighbours Helping Neighbours  Engaging Support  Continuing to Feed

8. REC 2040 / 2030 – Assignment Revision  Your participation in the Food Bank Flash Mob will replace 15% of your test grade in both REC 2040 and 2030.  To accommodate personal schedules and prior commitments you are not required to attend the actual flash mob on October 1 st, however, you will be required to participate in the planning and organizing of the flash mob during class periods over the next two weeks.  A revised class schedule will be posted shortly.  The remainder of your test grade for both classes (15%) will be added to your blog grade.

9. REC 2040 Marketing Assignment Revision Reminder to submit blog and e-Portfolio url’s and names and contact info of team members Reflection Assignment 35%  Personal Blog 25%  E-Portfolio 10% Group Research Project 25% Group Marketing Project 25% Food Bank Flash Mob 15%

10. REC 2030 Administration Assignment Revision Reflection Assignment 15%  Minimum of two management related posts on the blog you created for marketing. (One to be an analysis of the food bank flash mob activity) Partnership Agreement Assignment 20% Agency Report 30% Training Team Presentation 20% Food Bank Flash Mob 15%

11. Schedule for Today What do we want this to look like? Who is our real audience?  Shoppers in the grocery store  YouTube viewers  The Food Bank of Waterloo Region for promo purposes What are our marketing messages?  Raising awareness of the Fall Food Drive  Promoting The Food Bank of Waterloo Region  Promoting Conestoga College Recreation & Leisure Services How are we communicating these?  Message needs to be simple, professional and direct  Need to satisfy marketing / promotional needs of The Food Bank but at the same keep this viral

12. Considerations for Today What lessons did we learn from our last experience? Choreography  Help is 2:18 or 2:54 minutes depending on version Flash Mob Participants  Dancers  Photography  Video  Staged shoppers  On-site coordinator  Others???

13. Considerations for Today Marketing team  Work with Ruth and staff at The Food Bank to coordinate efforts  Develop an email / text list to get word out.  Friends, media, etc.  How many people do we want to know about / participate in this  Do we want to use facebook, twitter, etc.  How and when Logistics of working within a grocery / retail environment  Music – do we use their system or bring in our own  Considerations of working within a busy grocery store environment  We want attention but do not want to get in the way of customers

14. Considerations for Today Research  Analyze flash mobs on YouTube to determine criteria for planning and evaluating our flash mob  What is the difference between a good and poor flash mob  What steps did they take to make it successful  What could / should they have done to make it more success  Remember to record url’s of flash mobs you are analyzing  Look at available research on flash mobs  Do guidelines exist on how to plan a flash mob  What does the literature say about flash mobs (magazines, newspapers, web, academic publications, etc.) Documentation  Develop a protocol for how to organize a successful flash mob for marketing / promotional purposes  Develop a final report for our client – The Food Bank of Waterloo Region.

15. Flash Mobs Glamour Flash Mob, Bloomingdale’s 59 th Street & Bryant Park http://www.youtube.com/watch?v=VNtFtm9--co&feature=fvwrel http://www.youtube.com/watch?v=gxNmdRBCHr4&feature=list_related&pl aynext=1&list=SP7FDA797C447E58E5 Bollywood Flash Mob in Whole Foods http://www.youtube.com/watch?v=8PwFsOlUAxE&feature=related Monmouth Mall Flash Mob Dance for Mary’s Place http://www.youtube.com/watch?v=xn3mTE0RCQc&feature=fvst