The Giving Kitchen Campaign Pitch
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The document summarizes The Giving Kitchen, a non-profit organization that provides emergency assistance to restaurant workers in Atlanta. It introduces the team, describes the organization's mission and values, and outlines strategies and creative concepts to increase donations and awareness. Key goals are to become the top-of-mind nonprofit in the Atlanta restaurant community and increase donations to keep up with grant utilization. The proposed strategies target regular restaurant patrons and industry employees through social media campaigns, paid search, influencers, and community activation initiatives.
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The Giving Kitchen Campaign Pitch
- 1. The Giving Kitchen The Giving Kitchen The Giving Kitchen
- 2. Meet the Team Lauren Lisa Samantha Olivia Sacha Caroline Emily
- 3. What is The Giving Kitchen? Its part of a chefs civic duty to help in the community, but its also important for us to take care of our own - Forbes Magazine
- 6. The ChallengeThe Challenge Increase donations to keep up with the utilization of grants Become the top-of-mind non-pro鍖t 501c3 amongst Atlanta restaurant community
- 10. Age: 22+ Income: $35k+ Location: Urban and suburban Atlanta Behavior: Eat out 4x or more per month and donate to charities each year Social Media Behavior: Avid users of Facebook and Instagram The Dining Regulars
- 11. Cooper: 27 A known food lover and bachelor Entertains his dates at the different Atlanta restaurants Weekend brunches are a must Very familiar with the menu and faces at his favorite spots Cary: 36 A great love for dining out in Atlanta Foodie/lifestyle focused Instagram Restaurant recommendation guru, she's seen as a personal Yelp to friends and family Close to employees at her favorite spots Meet Cary and Cooper
- 12. The Restaurant Family Member Age: 18-54 Income: $19k+ Location: Urban and suburban Atlanta Behavior: Work long hours into the night with Wednesday-Sunday being their "work week" Social Media Behavior: Facebook user, big on restaurant focused Facebook groups/ communities and Instagram
- 13. Yohan: 33 Laid back cook from Colombia Moved to the US 7 years ago with his wife Has a 3-year-old son and 4-year-old daughter Good friends with the restaurant owner Abby: 22 Spunky waitress and psychology major Works to pay her way through college Studies and volunteers at youth shelters Meet Abby and Yohan
- 14. How do we speak to them? Familiarity Closeness Shared experiences Celebration
- 15. Support your restaurant family."
- 16. In times of need, The Giving Kitchen allows you to pick up lifes tab for the ones who are always with you.
- 17. Creative
- 19. The Restaurant Family MembersThe Dining Regulars
- 21. The Restaurant Family Members Learn More Learn More Learn More
- 22. rent assistance Atlanta nonpro鍖ts need help with rent Atlanta rent assistance 鍖nancial help Atlanta + 11 others Paid Search
- 27. Kevin Gillespie Owner of Gunshow and Revival @topchefkevin Instagram: 14.9k followers Facebook: 40.2k followers Jeff Dauler Radio Host Jeff and Jenn Show @jeffdauler Instagram: 41.8k followers Facebook: 85k followers Erica Key eatingwitherica.com @eatingwitherica Instagram: 16.5k followers Facebook: 2.7k followers In鍖uencers
- 28. The Contest Take a Picture #thegivingkitchen Share Win
- 29. Media
- 31. The Dining Regulars Ad Placements and KPIs Engagement Promoted Image Video Link Ad Carousel Video views Clicks to site Video Ad Brand Awareness Clicks to site 60% of total social budget $2,460
- 32. The Restaurant Family Members Ad Placements and KPIs Promoted Image Clicks to site Engagement Clicks to site Brand Awareness Carousel Video Link Ad 40% of total social budget $1,640 **Note: Facebook optimizes content across both channels
- 35. Next Steps Repurpose paid media as organic content Create a content calendar to establish a uniform social media presence Unify social media names Implement condensed landing page Implement community activation
- 36. Back of House Posters* Stickers*油 Spanish paid search油油 Table in the restaurant油 Announcement wall take over* * Spanish and English options
- 37. Thank you!
- 38. Appendix
- 39. Media Mix Tactic Channel Roles Budget Allocation % of Spend Paid Search High awareness driver Low cost with high engagement $400 8% Social Channel built on sharing & engaging Low cost awareness driver $4,100 82% In鍖uencers Extensive social networks not otherwise accessible Inexpensive $0 0% Incremental Aligns with The Giving Kitchens values Provides a tangible connection to the campaign $500 10%
- 40. Paid Search Projections rent assistance best charities in Atlanta need help with rent Atlanta rent assistance 鍖nancial help Atlanta charity charitable donations donate donate to charities Atlanta nonpro鍖ts donate now donation website best charities grant money for rent list of charities 2 month campaign with $400 spend $6.60/day 6+ clicks daily 231 impressions daily 360+ clicks, 13,860 impressions total
- 42. The Contest
- 44. The Landing Page