Course:Course:LFS350/Projects/F2022/ILS2

Project Title

Updating Soul Bite Food Inc.'s Marketing Strategy for the Export Market

Organization Information

Organization Name

Mission and Vision of Organization

Mission

Create sustainable food recovery network available to people in need and save environment by reducing avoidable food waste.

Vision

Fighting hunger and combating food waste ·

Motto

"Food is life, don’t waste life"

Guiding Principles + Values

Equal Opportunity Statement

ILCS believes that all people are entitled to equal employment opportunity. We do not discriminate against employees or applicants on any basis that is prohibited by applicable law, including race, ancestry, place of origin, colour, religion, political belief, age, sex, sexual orientation, marital status, family status, disability and criminal conviction unrelated to employment.

Values

At ILCS, we pride ourselves on operating our charity in a socially and environmentally responsible manner, while providing our employees with an inclusive, respectful workplace that fosters professional development.

Contact Information

Primary Contact Person(s): Ali Haeri, He/him
Email: bhaeri@gmail.com
Phone: 778-861-2053
Address: 1770 Foster Ave., Coquitlam BC, V3J 2N4
Website: https://immigrantlink.ca/

Preferred Method of Contact

Best method(s) to contact: Email
Best day(s) to contact: Mondays, Tuesdays, Wednesdays, Thursdays, Fridays
Best time(s) to contact: Mornings, Afternoons

Preferred Platform(s) for Remote Collaboration

In person, Email, Google Meet, Phone, Zoom

Project Description

Note: This project will take place online and in person

Context: What challenge or issue does the project aim to address?

Soul Bite Food Inc. is the social enterprise branch of the charitable organization, Immigrant Link Centre Society. Soul Bite produces plant-based food, and donates 50% of profits to support charitable initiatives. While charities tend to rely on grants, the financial sustainability of Soul Bite is a critical consideration. Students working on this project will contribute to the development of our financial sustainability strategy beyond a reliance on grant-based funding, and affordable, effective marketing is a key component to our success.

There are many theories about marketing, but how do we know what strategies would be most effective for Soul Bite? How does a marketing campaign become viral? These questions are closely connected to others -- what is the best return on investment in a food business? How might we adjust and tailor our marketing approaches as a small business trying to expand into the United States market?

Main Project Activities and Deliverables

Students will conduct research on trends in food marketing in the USA
Based on this research, students will create marketing materials such as infographics, posters, and videos aimed at the US market
Once materials are distributed through social media and other platforms, students will work on data analysis using Later.com
Students will make recommendations on effective marketing strategies (format to be discussed with partner, e.g. report, infographic)

Student Assets and Skills (preferred or required)

Some knowledge of social media
Experience or interest in graphic design
Experience or interest in marketing

Are there any mandatory attendance dates (e.g. special event)?

n/a

Is a criminal record search (CRS) required?

No

How much self-direction is expected from the students?

Deciding on the project deliverable(s): Equal leadership between students and community partner
Developing the activity plan and timeline: Mostly led by students, with some community partner input
Scheduling and initiating the communication plan (e.g. weekly Zoom check-in, biweekly email update, etc.): Equal leadership between students and community partner
Implementing the activity plan (e.g. surveying stakeholder groups): Mostly led by students, with some community partner input
Finalizing the deliverable(s): Mostly led by students, with some community partner input

Related Community Service Opportunities for Students

Please ask about volunteering opportunities! We are happy to write an endorsement letter or project certificate if needed

Required Reading

Project/Partner Orientation Materials

Students should review the following materials prior to the first partner meeting. Additional orientation materials may be provided at the first partner meeting.

Expected Outcomes

Intended Short-term Project Outcome

Soul Bite will have increased knowledge of effective marketing strategies that can be used in future marketing campaigns, supporting the financial sustainability of the business.

Learning Outcomes

Through this project, I think students will learn about...

The importance of research in product marketing
How to implement a successful digital marketing
How to write a practical marketing plan
Differences, if any, between effective marketing strategies in Canada compared to the United States

By working on this project, I think students will develop skills and/or awareness of...

Social enterprise as a business model
Financial sustainability challenges for charitable organizations
Food "waste" diversion and processing un relation to environmental sustainability

By the end of the project, I believe students will come to appreciate...

The potential for social enterprises to fight hunger and raise awareness of environmental sustainability issues