pr plan for school cafeteria (yonsei univ. korea)

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Final PR Project Presentation Yonsei University Co-Op Goods/ School cafeteria, Meal services 2013-1 학학 Public Relations Professor Park Nohil Team Banana Milk (Lee Dongchan, Han Sam, Park Minsun, Park Sangeun, Ahn Hyeji)

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Page 1: PR Plan for School Cafeteria (Yonsei Univ. Korea)

Final PR Project Presen-tation

Yonsei University Co-Op Goods/ School cafeteria, Meal ser-

vices

2013-1 학기 Public Rela-tions

Professor Park Nohil

Team Banana Milk (Lee Dongchan, Han Sam, Park Minsun, Park Sangeun, Ahn Hyeji)

Page 2: PR Plan for School Cafeteria (Yonsei Univ. Korea)

2013-1 학기 Public Rela-tions

Professor Park Nohil

Contents

Ⅰ. Organization IntroductionⅡ. Defining PR ProblemsⅢ. Planning and ProgrammingⅣ. Action and CommunicatingⅤ. Evaluating the Program

Page 3: PR Plan for School Cafeteria (Yonsei Univ. Korea)

Ⅰ. Organiza-tion

Page 4: PR Plan for School Cafeteria (Yonsei Univ. Korea)

1 What is Yonsei Co-Op Goods? ( 생활협동조합 )

-Established December 1994

Purpose:-Educational support for students and faculty.-Established a healthy consumer culture.

What’s under this organization:-School cafeteria, souvenir shop, stationery shop, printing stations…etc.

-We’ll be focusing on the School Cafe-teria for our project

Page 5: PR Plan for School Cafeteria (Yonsei Univ. Korea)

1 What is Yonsei Co-Op Goods? ( 생활협동조합 )

Page 6: PR Plan for School Cafeteria (Yonsei Univ. Korea)

1 Cafeteria

-The organization began to have direct control over the cafeteria since 1983-The first cafeteria was 하얀샘 (Ha-yan saem)-Some of the cafeterias are subcontracted under Samsung Everland

Page 7: PR Plan for School Cafeteria (Yonsei Univ. Korea)

Ⅱ. Defining PR Prob-lems

Page 8: PR Plan for School Cafeteria (Yonsei Univ. Korea)

2 The problem

1)Before we start…- The foundational vision of the Yonsei Co-ops cafeterias were to provide

educational support while allowing students to receive healthy and

satisfying meal services. Today the cafeterias no longer truly represent their

original mission and are gradually becoming a place for students to choose

when they’re faced with no other alternatives. So we will use various

methods to identify the problems in order to improve the current standards of the cafeteria.

Page 9: PR Plan for School Cafeteria (Yonsei Univ. Korea)

2 Research Method

2) Research Method

Informal Research

- FGI (Focus Group Interview)

- 1:1 Interview

Formal Research

- Online Survey

- Offline Enquete

Page 10: PR Plan for School Cafeteria (Yonsei Univ. Korea)

2 Informal Research

FGI (Focus Group Interview)

- 2013 / 5 / 27 17:00 p.m. ~ 18:00 p.m.

- Participants : 6 people (Yonsei students majoring in communication)

- A free discussion meeting about the cafeteria.

Page 11: PR Plan for School Cafeteria (Yonsei Univ. Korea)

2 Informal Research

1:1 Interview- Interviewer : two members of team bananamilk

- Interviewee : 8 Yonsei students (various major and nationality)

- Topic : stereotypes about the cafeteria, frequency of visit, overall per-spective, possible change/hopes for the future.

Page 12: PR Plan for School Cafeteria (Yonsei Univ. Korea)

2 Formal Research

Online Survey- Google docs survey

- 2013 / 5 / 27 ~ 5 / 28

- Total sample : 75 (person)

- Anonymous survey

Page 13: PR Plan for School Cafeteria (Yonsei Univ. Korea)

2 Formal Research

Offline Enquete- Location : Yonsei Student Union

- Total sample : 87 (random person who had a meal in the cafeteria)

- 2013 / 5 / 28 17:00 p.m. ~ 18 p.m.

- Questioned regarding their satisfaction level for the day’s visit to the cafeteria

Page 14: PR Plan for School Cafeteria (Yonsei Univ. Korea)

2 Situation Analysis

SWOT Analysis

Page 15: PR Plan for School Cafeteria (Yonsei Univ. Korea)

2 Research Result

3) Problem Statement

-Students generally perceive that cafeteria food is cheap but bit expen-sive compared to cafeteria food in other universities.

- But people still visit because it is conveniently located and easy to use when there are no other alternatives

- There are no special factor representing dissatisfaction, but also no special factor that shows satisfaction. Overall, there is a lukewarm atti-tude.

-In conclusion, it is important to reinforce and enhance the positive perceptions about the cafeteria.

Page 16: PR Plan for School Cafeteria (Yonsei Univ. Korea)

Ⅲ. Planning & Pro-gramming

Page 17: PR Plan for School Cafeteria (Yonsei Univ. Korea)

3 Goal Statement

Convenience

Quality of Foods

Cleanness, Hygiene

Quality of Foods

Price

Etc.

According to the research results, students’ perceptions and attitudes toward the cafeteria are not that negative. Many actually think of the place positively.

However, the main image of cafeteria is still remained as “a place where you can visit to grab a quick bite of food between your classes”= very lukewarm

⇒ We are trying to improve the cafeteria’s overall image to be more positive.

Strongly favored be-cause of convenience and price.

When you visit the cafeteria, which factor(s) cater to your satisfaction, in comparison to your visits to other restaur-ants outside the school?

Page 18: PR Plan for School Cafeteria (Yonsei Univ. Korea)

3 Goal Statement

Our goal is to transform the cafeteria into :

1) a welcoming place you can easily and comfortably visit alone or with friends; the friendly and pleasing envi-ronment that make s you want to spend more time in and visit more often.

2) an organization that is within your (the students’) reach and can communicate directly. (unlike many other school’s administrative offices)

by the end of 2013

Page 19: PR Plan for School Cafeteria (Yonsei Univ. Korea)

3 Target Public

- Target public = Yonsei Undergraduate Students @ Sinchon Campus

① they are the most frequent/ majority of the visitors of cafeteria ② they are accustomed to communicating via Social Network∵

- Specifying Target Public Segment based on their attitude and frequency

Page 20: PR Plan for School Cafeteria (Yonsei Univ. Korea)

3 Objective

- Setting different objectives for each target segment

Segment A : maintain a positive relationship and achieve customer loyalty

→ behavioral changes that are ex-pected to create viral aftereffects

Segment B : improve their perceptions & attitudes

→ perceptional changes that could affect their behavior further after exposure to the campaign

Page 21: PR Plan for School Cafeteria (Yonsei Univ. Korea)

3 Objective

- Setting different objectives for each target segment

Segment C : offering “triggers” to make them take ac-tion!!

→ remove obstacles they may have and offer them incentives to motivate their visits to the cafeteria

Segment D : improve their perceptions & attitudes

→ in order to preclude them from making negative remarks and worsening the reputation, improving their perception is essential

for us

Page 22: PR Plan for School Cafeteria (Yonsei Univ. Korea)

Ⅳ. Action & Communica-tion

Page 23: PR Plan for School Cafeteria (Yonsei Univ. Korea)

4 Action and Communicating

Enjoyable & Communicative Cafeteria

Action Communication

1. Improve Atmosphere3. Hold Events 4. Menu-related

1. Make Channels2. Make a Slogan

Page 24: PR Plan for School Cafeteria (Yonsei Univ. Korea)

4 Action

1. Action Program1) Improve Atmosphere

A. Staff TrainingExplanation :Staff should greet the visitors with a genuine smile and a welcoming statement.

Ex) Have a nice meal!

Effect :-Improve Closeness-Change perception (Negative->Positive)-A friendlier environment

Page 26: PR Plan for School Cafeteria (Yonsei Univ. Korea)

4 Action

C. Interior Enhancements

Explanation :-Decorate the wall with students’ photos-Put on photos of the menu/ food on the wall

Effect :-Can be a Interesting experience for the studentsBecause this can help the cafeteria transform Into a more “hip” and fun place to hang out

Page 27: PR Plan for School Cafeteria (Yonsei Univ. Korea)

4 Communication

2. Communication Program1) Make Channels

A. Open the Cafeteria’s Facebook Page

Explanation :-To hold events-To announce news-To interact more with students-To introduce the menu

Effect :-Feeling of closeness-Communicating with students-Giving positive image

Page 28: PR Plan for School Cafeteria (Yonsei Univ. Korea)

4 Communication

B. Facebook Events

Explanation :-Hold various events using Facebook-All “friends” and “fans” can participate

Effect :-Allows direct communication-Offer incentives for motivation-More fans=more likes, shares, comments-Can reach a bigger audience

Page 29: PR Plan for School Cafeteria (Yonsei Univ. Korea)

4

C. Create a board on the wall

Explanation :-Inform news about cafeteria-Make a space for students’ dissatisfaction messages

Effect :-Can Communicate with students-Give positive perception through Improving stated dissatisfactions

Communication

Page 30: PR Plan for School Cafeteria (Yonsei Univ. Korea)

4

2) Make a Slogan

Ex) “Can you taste Yonsei”

Explanation :-Use it repeatedly through the Communication channels-Make sure the slogan comes to represent the organization

Effect :-Give positive perceptions to the students-Enhance school pride while motivating more visits at the same time

Communication

Page 31: PR Plan for School Cafeteria (Yonsei Univ. Korea)

4

3) Hold Events

A. Take pictures of students!Explanation :Take pictures of students once a month & hang them on the wall

Effect :-Motivate more visitors to come in-Give an enjoyable experience-Feeling of closeness-Image of a friendly hang-out spot rather than just a school cafeteria

Communication

Page 32: PR Plan for School Cafeteria (Yonsei Univ. Korea)

4

4) Menu-related Improvements

A. Seasonal MenuExplanation :Operation of Seasonal MenuEx) summer : NaengMyeon

Effect :-Increase visitors-Prevent students from getting tiredOf trying the same food

Communication

Page 33: PR Plan for School Cafeteria (Yonsei Univ. Korea)

4 Communication

B. “Vote” on the Popular Menu

Explanation :-Remove the unpopular food from the menu-Operate the voting on the walls of the cafeteria

Effect :-Receive direct & fast feedbacks from students-Students can feel like their voice is heard-Enhance direct communication between students and administration-Menu improvements can mean more visitors

Page 34: PR Plan for School Cafeteria (Yonsei Univ. Korea)

Ⅴ. Evaluating Program

Page 35: PR Plan for School Cafeteria (Yonsei Univ. Korea)

5 Evaluating program

Inputs

Outputs & Out-takes

Outcomes

Appropriateness of message content, medium se-lected

What does target audience know, think, feel?

What do they need?

# of messages sent, messages place in media

# who received / consider / understand messages

# who change attitudes, behaviors

Page 36: PR Plan for School Cafeteria (Yonsei Univ. Korea)

The End.