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