- Client – Precision Prep
- Industry – Meal Prep / Charity Event
- Date – 2020
When Tulare County went on lockdown because of the pandemic in March of 2020, Kent H. Moore planned accordingly with his client, Precision Prep, Visalia’s premier meal prep company. So, within 24 hours, from idea to activation, on National Doctor’s Day, the “Feeding the Frontline” Initiative was launched. By donating $9 people were able to buy a meal for a frontline/essential worker. For every donation Precision Prep would match that with a meal. But having no case studies to read or the ability to ask an industry practitioner who has dealt with a pandemic, he understood his client’s initiative, which was part of a larger year-long campaign, had to be inventive and adaptive.
While the overall timeline was from Sunday, March 29th, 2020 to Thursday, May 21st, 2020. Prior to 2020, Kent found that sales rose every time content was targeted to people who like the page and their friends. This became the primary target audience. Online advocates to help spread the word. The main objective was to help both frontline healthcare and essential workers. The goals were to;
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- Build awareness about the initiative within the local community.
- Raise money through the website for the initiative.
- Let people know that the business was still operating. (this was a part of the larger year-long campaign)
Measurable objectives were tough to predict as the situation was volatile and extremely uncertain on a daily basis. Because of this, our objectives varied.
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- Raise enough money for 100 meals. If the objective is reached then the new objectives were as followed 250, 500, 750, 1000 meals.
- Reach 5,000 people online within the local community.
Below are the strategies and tactics that I used.
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- Social Media Marketing: I created social media posts on the company’s Facebook and Instagram accounts promoting the initiative and giving the target audience a call-to-action.
- Media Relations: I pitched the two biggest local media outlets in the county, the Visalia Times-Delta, and the Porterville Recorder, to write about when his client donated meals to the large hospitals in the area.
- Influencer Marketing: I reached out to a handful of customers who were advocates for the company and had them post on their own personal Facebook account about donating to the initiative.
- Email Marketing: I created several emails to a list of 600+ current and former customers, on how they could participate in the initiative with call-to-actions to donate.
- Website / Landing Page: I created a landing page on the company’s website where people could donate money, learn about what is happening with COVID in the county and surrounding areas, and get updates on where meals were donated each week. I also gave people who donated money a place to leave a heartfelt message on a meal being donated.
- Logistics: For 7 weeks I oversaw the logistics and management of how and when to transport, on average, 160+ meals to different facilities.
Below were the final results.
The community donated over $5,000 which helped make over 1,100 meals (1000% increase from original objective) that were donated to 19 different facilities (hospitals, nursing homes, grocery stores, pharmacies). While the online post about the launch of the initiative reached 10,245 people (104.9% increase from original objective). On the media side, newspaper articles about the initiative at the Visalia Times-Delta generated a reach of 34,600 people, and at the Porterville Recorder a reach of 23,000 people. It is clear that the campaign was more than successful at achieving the main objectives. Overall, this campaign, with no industry blueprint, was groundbreaking because it implemented inventive and adaptive tactics in a very uncertain time.
This campaign won awards in 2021.
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- Public Relations Society of America “Image Awards” – Award of Excellence: Social Media
- Public Relations Society of America “Image Awards” – Award of Merit: Reputation