mac bread bin communications plan

COMMUNICATIONS PLAN

STRATCOMM MARCH 2014

CATHERINE CHAMBERS - SUMMER MARTIN - KAILEY MCLEOD - HOLLY STEWART

Mac Bread Bin March 2014 1

CONTENT

1. Situation Analysis............................................................................................................

2. Strategic Summary ........................................................................................................

2.1 Goals .................................................................................................................

2.2 Objectives .........................................................................................................

3. Target Audiences ...........................................................................................................

3.1 Primary Audience ..............................................................................................

3.2 Secondary Audience .........................................................................................

4. Strategy and Tactics .......................................................................................................

4.1 Mac Can Care ...................................................................................................

4.2 Students Helping Students ................................................................................

4.3 Logo ..................................................................................................................

4.4 New Events .......................................................................................................

4.4 a Launch Party .......................................................................................

4.4 b Hunger Awareness Week ....................................................................

4.5 Trick or Eat ........................................................................................................

4.6 Social Media ......................................................................................................

4.7 Year Representatives ........................................................................................

4.8 Promotional Tactics ...........................................................................................

5. Messaging ......................................................................................................................

6. Risks ..............................................................................................................................

6.1 Strengths............................................................................................................

6.2 Weaknesses ......................................................................................................

6.3 Opportunities .....................................................................................................

6.4 Threats ..............................................................................................................

7. Timeline and Budget ......................................................................................................

8. Evaluation ......................................................................................................................

9. Appendix ........................................................................................................................

10. Bibliography .................................................................................................................


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1. SITUATION ANALYSIS

MAC Bread Bin is an MSU (McMaster Student Union) service that provides

anonymous support for all McMaster Students who need food assistance. In addition to

providing food to students, MAC Bread Bin also increases awareness of health and

hunger issues with the assistance of McMaster’s chapter Meal-Exchange by providing

students with solutions to national and local hunger problems.1 To access Mac Bread

Bin’s food distribution service, all requests are granted anonymously if given a valid

McMaster email address.

Mac Bread Bin faces the challenge of identifying their brand with students. Not

enough students on campus are aware of this excellent service provided for them.

There is a misconception that students who can afford to attend post-secondary are

able to afford groceries. Tuition has rose over 200% from 1990-1991 to present day 2, a

6.2 per cent annual average increase since 1990.3 With these rising tuition costs, most

students graduate with more than $20,000 in debt.4 Our plan is to recognize this issue

and implement steps through re-branding, increasing social media participation, and

planning larger events. Through these initiatives, Mac Bread Bin will be able to identify

better with students while spreading hunger awareness more effectively.


! 1 "Mac Bread Bin - Hamilton, ON - Non-Profit Organization - About | Facebook." Facebook. https://www.facebook.com/MSUMACBreadBin/info?ref=ts (accessed March 7, 2014).

! 2 CBC/Radio Canada. "CBC News Interactive: Canada - Tuition Fees." CBCnews. http://www.cbc.ca/news2/interactives/map-tuition-fees/ (accessed March 7, 2014).

! 3 Beltrame, Julian. "Get ready for $10K tuition: Canadian university fees rising faster than incomes and inflation, report says." National Post News Get ready for 10K tuition Canadian university fees rising faster than incomes and inflation reportsays Comments. http://news.nationalpost.com/2012/09/11/get-ready-for-10k-tuition-canadian-university-fees-rising-faster-than-incomes-and-inflation/ (accessed March 7, 2014).

! 4 Nice, Dianne. "Most students expect to graduate more than $20,000 in debtAdd to ...." The Globe and Mail. http://www.theglobeandmail.com/globe-investor/personal-finance/home-cents/most-students-expect-to-graduate-more-than-20000-in-debt/article4484530/ (accessed March 7, 2014).

http://www.bibme.org/#
























2. STRATEGIC SUMMARY

The strategic summary will outline the goals and objectives of Mac Bread Bin for

the 2014-2015 school year. By recognizing these key goals, this communications plan is

able to implement ideal initiatives for Mac Bread Bin.

2.1 GOALS

The overall goal of this communications plan is to improve Mac Bread Bin’s

brand awareness and be able to identify better with students. Mac Bread Bin provides

food assistance anonymously to students in need. Currently, there are 20-30 students

using this service on a regular basis and Mac Bread Bin believes there are more

students on campus who would benefit from it. This communications plan will be

effective during the entirety of the 2014/2015 school year. By April 2015, the goal is to

increase participation at events, social media followers, donors, and users.

2.2 OBJECTIVES

1. Re-branding Mac Bread Bin with a logo and name change in order to better identify

their services with students.

2. Increase campus awareness through various media channels in order to see a larger

turnout at events.

3. Double the amount of social media followers by the end of the school year.

4. Acquire more donors and users by the end of the school year.

5. Increase hunger awareness initiatives across campus by implementing a week long

Hunger Awareness event in March 2015.


3. TARGET AUDIENCES

In order for Mac Bread Bin to reach their goal of establishing an identifiable brand

with McMaster students, it is imperative to recognize target audiences in order to

determine how to communicate these initiatives effectively. This includes two main

groups: primary and secondary audiences. The primary audience includes students who

need to access Mac Bread Bin services, as well as students who seek charitable

causes. The secondary audience is the community for further donations and

partnerships.

3.1 PRIMARY AUDIENCES

The primary audience intended for Mac Bread Bin can be divided into two

categories: students who require Mac Bread Bin’s assistance, and students who enjoy

philanthropy. Students who require the assistance may be hesitant to use support

services. Mac Bread Bin would like to stomp out stigma and reassure students that this

service is completely anonymous. Mac Bread Bin would also like to reach out to other

students who do not need to use their service. There are many students on campus

who enjoy helping others. Mac Bread Bin would like to reach out to these students in

order to encourage them to donate, participate in their events, and pursue volunteer

positions.

3.2 SECONDARY AUDIENCES

The secondary audience would be the Hamilton community. Currently, Mac

Bread Bin partners with numerous organizations including: Grace Lutheran Church,

LIFT Church, Fortinos at Main West, Hamilton Food Share, Living Rock Ministries, Meal

Exchange, and more.5 Mac Bread Bin would like to extend these partnerships to other


5 "Donors & Partners." Donors & Partners. https://www.msumcmaster.ca/services-directory/14-mac-bread-bin/donors-partners (accessed March 7, 2014).





organizations around Hamilton. The more donations Mac Bread Bin receives, the more

successful their campus food bank will be.

4. STRATEGIES AND TACTICS

By targeting students and the community, this communications plan is able to

implement the following strategies and tactics which will further reach the goals of Mac

Bread Bin. Strategies include a new logo and name change, social media marketing,

new events including a Hunger Awareness week, and student representatives.

4.1 MAC CAN CARE

The purpose of creating a new name for Mac Bread Bin is for various publics to

understand the objectives of the organization. Mac Can Care suggests two meanings:

McMaster can care, as in, the students of McMaster have the ability to show their care

for others; and McMaster can care, that is, drawing a relationship between canned

goods and non-perishable foods with the act of caring. Both of these meanings outline

the fundamental objective of the organization, capturing the essence in this new brand

identity.

In addition to a play on words, the new name change employs alliteration similar

to the organization’s current name “Bread Bin.” Alliteration allows audiences an easier

way to remember the name and grants simplicity.

4.2 STUDENTS HELPING STUDENTS

This short phrase encompasses the underlying values of Mac Can Care and will

constitute as the slogan for the organization. It embodies the core principles which Mac

Can Care promotes, which is students helping other students by means of food

assistance and hunger awareness.


4.3 LOGO

The logo (See Appendix 1) will be the new image that rebrands Mac Bread Bin. Despite

the name and obvious logo change, the maroon heart has been kept to add to the

caring aspect of both McMaster and the service itself. The logo is simple and

recognizable; canned goods\ allows for easy identification and recognition of the MSU

club.

4.4 NEW EVENTS

Mac Bread Bin successfully hosts and administers events throughout the school

year to raise donations and awareness. Many of these events are in association with

other organizations, such as Trick or Eat. In order to better identify amongst students,

there will be two major events in the 2014-2015 school year. This begins with a launch

party during Welcome Week 2014, followed by a Hunger Awareness Week in March

2015.

4.4 A. LAUNCH PARTY

This launch event will occur during MSU ClubsFest which typically takes place on

the Wednesday of each Welcome Week. Targeted at first year students, several

thousand students and community members peruse the clubs McMaster offers.6 During

this time, Mac Can Care would set up a table to not only promote the organization and

call for volunteers and members, but to inform first year students what Mac Can Care is,

ensuring they are familiar with the organization from the beginning of their time at

McMaster University.

The launch party would consist of already established members distributing

promotional items such as tote bags including magnets, buttons, and pamphlets about

Mac Can Care. Tote bags are environmentally friendly and relate to Mac Can Care’s

theme of food. Magnets are also food related since they are regularly used on


! 6 "ClubsFest II." MSU McMaster Students Union. https://www.msumcmaster.ca/clubs/clubsfest-ii (accessed March 7, 2014).

https://www.msumcmaster.ca/clubs/clubsfest-ii


refrigerators. Volunteers would hand out apples and oranges with personalized produce

stickers that advertise Mac Can Care (See Appendix 2). This channel is likely to reach

audiences as it is necessary to remove the sticker before consuming, ensuring it will be

seen. Lastly, a simple game such as a bean bag toss into cans to promote the new

name for a grocery store gift card would entice passersby to visit the table in hopes of

winning a prize, while learning about the organization at the same time. This will also

see the beginning of promotional materials such as coffee cup sleeves for coffee sold at

MSU Union Market.

4.4 B. HUNGER AWARENESS WEEK

Situated later in the school year, this weeklong March event would consist of

many activities. Devoting a week to the issue of hunger at McMaster, it will widen the

attention on the subject, by involving students in the many ideas planned. This chosen

week already involves the Mac Bread Bin event “Feed The Bus”. In addition to the

“Feed The Bus” event, there will be various activities throughout the week that students

are able to participate in. By making this week devoted to hunger awareness, it will gain

more attention to the already implemented event “Feed The Bus” by creating an even

bigger event to attract more students. Below is the March 16th-20th 2015 week plan:

• Monday March 16th 2015: This would be used as the kickoff day to initiate the week.

The already existing event known as “Feed the Bus” is an exclusive Mac Bread Bin

event where students are encouraged to donate enough non-perishable food items to

fill a school bus which is located outside of the McMaster University Student Centre

(MUSC). This event is a week-long event and will begin on this day. The atrium in

MUSC will hold an assembly of keynote volunteer speakers on the issue of hunger in

Hamilton, drawing attention of those in passing. Mac Can Care volunteers will recruit

students to attend their events for the rest of the week. This day will also be the

inauguration of Mac Can Care’s event “Five 4 Five Food Challenge” where

participants are encouraged to spend five or less dollars a day for five days this week.

Participants are to take and document photos of their meals to ensure honesty and


demonstrate how those who go hungry live on a daily basis. They may receive

pledges from individuals in the form of money or food.

• Tuesday March 17th 2015: Along with a continuation of “Feed the Bus” and the “Five

4 Five Food Challenge,” this night will gather volunteers for an outing of working at

various food banks in Hamilton such as Good Shepard. People would be able to sign

up the previous week through Mac Can Care or during the kickoff day in MUSC.

Outside MUSC beside the school bus, there will be volunteers promoting the rest of

the week’s events, along with a few promotional games adapted from the Price Is

Right “The Grocery Game” to win grocery store gift cards.

• Wednesday March 18th 2015: This day will see the continuation of both challenges,

along with updates from participants in the “Five 4 Five Food Challenge” – their stories

and progress will be updated on social media. While Mac Bread Bin already offers

cooking classes in community centres, Mac Can Care would establish ‘Cooking on a

Budget’ classes specifically to educate students how to limit the cost of groceries,

further instilling the values of dealing with issues of hunger and hardship.

• Thursday March 19th 2015: Although pending confirmation, this day would

expectantly entail having the Main West Fortinos location grant ten percent of a

McMaster students’ total grocery bill to be donated to the Mac Can Care organization

on request, by proof of a student card. This event is attainable due to Fortinos’

partnership with Mac Bread Bin already and their strong association with donating to

charitable funds. Also, there will be a continuation of “Feed the Bus” and the “Five 4

Five Food Challenge’” with updates posted on social media.

• Friday March 20th 2015: As Hunger Awareness Week commences and the

challenges come to a close, this day will be used to gather final thoughts about the

week and thank those who have participated with a charitable coffeehouse,

showcasing those who would like to perform and speakers discussing hunger in

Hamilton. Entrance to the coffeehouse would be a non-perishable food item.


4.5 TRICK OR EAT

This event is already in association with Meal Exchange, a national non-profit

organization tackling issues of hunger.7 Its main function is for volunteers to canvas

neighborhoods on October 31st seeking non-perishable items to donate to local food

banks. Mac Can Care would like to promote this event via posters posted throughout

McMaster in key areas and also through social media outlets, expanding the exposure

to reach all audiences. Through these promotions, Mac Can Care would hope to collect

25 per cent more non-perishable food items from the previous 2013 year.

4.6 SOCIAL MEDIA

Mac Bread Bin presented a great opportunity to strengthen social media

presence considering their current state with social media platforms. They have already

implemented accounts through Facebook and Twitter, and do so excellently via

Facebook. The organization does not have access to their Twitter account due to a

miscommunication when exchanging account passwords from the 2012-2013 director to

the director of 2013-2014. This may have hindered accessing new audiences, by being

incapable of sending tweets to promote events or calls for donors and volunteers, and

unable to answer users’ questions sent via Twitter.

In combination with the objective to rebrand along with password dilemma, it

would be beneficial to create new Twitter account, under the handle of ‘@MacCanCare’.

It would be imperative to utilize a designated hashtag, such as ‘#MacCC’ when tweeting

to mark key words in tweets for not only the McMaster audience, but the greater

community beyond the school, compelling interest via social media and potentially

enticing new volunteers and donors. Advertising through social media will be a key

asset in terms of promoting for Mac Can Care. It has the ability to reach a wide


! 7 "Meal Exchange." MSU McMaster Students Union. https://www.msumcmaster.ca/services-directory/14-mac-bread-bin/meal-exchange (accessed March 7, 2014).

https://www.msumcmaster.ca/services-directory/14-mac-bread-bin/meal-exchange




audience and is relatively free of cost. Using the posters that promote upcoming events

both digitally online and physical posters will reiterate Mac Can Care’s events for

students, by seeking them online and face-to-face interactions.

A useful tool to put into effect to measure the progress of social media is an

analytic system which track new followers, mentions and the summative reach to

audiences. There are various services available for all social media types including

“Hootsuite”. In doing so, the goal of doubling social media followers can be easily

gauged in real time.

4.7 YEAR REPRESENTATIVES

By instating year representatives for Mac Can Care, students from each year will

be included with the organization and those individuals will be able to target their

respective students. This would be a volunteer position, where representatives become

ambassadors for Mac Can Care. Considering students are oftentimes looking for

opportunities to get involved with their community and their school. This is an excellent

opportunity for students to gain volunteer experience. This would be a constructive

approach to making students aware of the Mac Can Care and the services it offers.

4.8 PROMOTIONAL TACTICS

In order to ensure coverage throughout campus, Mac Can Care would utilize

advertising on Residence Information System Screens (RIS) displayed in the lobby of

each residence.8 The digital posters would advertise the upcoming events such as Trick

or Eat and outline the events included in Hunger Awareness Week. Also, by the end of

the school year, student’s meal plans are steadily depleting and students may look for

other solutions if they are unable to put more money on their meal card. Having Mac

Can Care promote through RIS would allow students on residence to recognize their

service.


! 8 McMaster Students Union Clubs. "Residence Information System Screens." Club Advertising through RIS Screens. https://msu-production.s3.amazonaws.com/content/documents/Link/CLUBS/2011-2012/CLUB%20RIS%20Screen.pdf (accessed March 8, 2014).

https://msu-production.s3.amazonaws.com/content/documents/Link/CLUBS/2011-2012/CLUB%20RIS%20Screen.pdf




Mac Can Care will promote via McMaster’s newspaper and radio station, The

Silhouette and 93.3 CFMU by placing weekly advertisements for the month of October

for Trick or Eat. For the first three weeks in March, Mac Can Care advertisements for

Hunger Awareness Week will revisit these channels.

5. MESSAGING

The message that we would like to promote through Mac Can Care is “Students

Helping Students.” We believe that this slogan will improve Mac Can Care’s awareness

around campus and attendance at events by advertising this organization as one which

is managed by students who are committed to supporting other students. Mac Can Care

is a non-profit organization sustained by a student peer group and their main objective

is to assist those in need through benevolent giving and caring. This slogan encourages

the idea that McMaster students are part of a large community of students that upholds

the values and beliefs of helping each other out when someone is in need. By focusing

on “Students Helping Students” we can encourage both students who require Mac Can

Care’s resources, and students who enjoy giving back to get involved with Mac Can

Care.

6. RISKS

6.1 STRENGTHS

Mac Bread Bin does an excellent job at promotions for the organization and their

associated events. At this time there are promotions being done for Mac Bread Bin that

target students via visual posters, radio advertisements, The Silhouette, and coffee

sleeves from union market. It is evident that there has been a great deal of thought,

time, and effort put into promotions for Mac Bread Bin and this is an area in which they

excel in their market.


6.2 WEAKNESSES

Although Mac Bread Bin promotes through various media channels, there still

seems to be a number of students who do not know what Mac Bread Bin does. They

need to instill their ideologies into their promotions to better identify with students. Mac

Bread Bin also needs to gain control of all their social media sites (ie. Twitter which is

not currently accessible) in order to further promote their organization.

6.3 OPPORTUNITIES

There is a huge opportunity for Mac Bread Bin to succeed at this given time.

Students are always looking to gain volunteer experience. Mac Bread Bin allows

students to help out their community while building their resume. Social media is also an

avenue Mac Bread Bin should take advantage of. As of right now, they do not have

access to their Twitter account. With the overall re-brand and new social media

accounts, Mac Can Care will be able to apply social media strategies to further their

visibility to students.

6.4 THREATS

Mac Bread Bin is the only food bank on campus, and therefore does not compete

with any other food aid programs to students. However, there is a stigma attached to

students who require food assistance. There is a misconception that students who can

afford to go to university, must be able to afford food. Students therefore may be

hesitant to access this service. As it continues with being Mac Can Care, they will have

to focus on assuring students that the assistance is absolutely anonymous.


7. TIMELINE AND BUDGET

Our plan is composed of preliminary work focusing on finalizing and updating

social media websites, brochures, posters, and other promotional tactics that promote

the name change from Mac Bread Bin to Mac Can Care. Throughout the year,

promotions via Internet, a weekly newsletter, the Silhouette newspaper, and CMFU

radio will be carried out in order to remind McMaster students of the services available

through the Mac Can Care organization.

Allocated Budget

• $9000 for the 2014-2015 school year

• $1500 for promotions throughout the 2014-2015 school year

• $1200 for the Hunger Awareness Week (formerly just the Feed The Bus event)

• $6300 for any additional costs throughout the year

Approximate Budget Used

• $1494.00 for promotions during the 2014-2015 school year

• $933.20 for the Hunger Awareness Week (formerly just the Feed The Bus)

• 150+ personal labour hours

August 2014: [Preliminary Work] Name Change and Steps for Promotion

• Update social media with new name and slogan (Website, Facebook, Twitter, create

Google Local page); 10 person hours

• Design updated brochure with new name and slogan; 3 person hours

• Register for ClubsFest Event (which takes place during Welcome Week) ; $15.00/

table and 1 person hour. 9


! See note 6.

September 2014: Mac Can Care Launch

• Mac Can Care promotion at ClubsFest ; 8 person hours.

• Promotions include handing out tote bags with miscellaneous Mac Can Care items

inside to the first 150 students. The items include:

• Tote bag with Mac Can Care logo; 150 = $138.45 10

• Pamphlet promoting Mac Can Care and Trick or Eat; 150 X 0.30 each = $45.00.

Printed by MSU Underground Media + Design11

• Mac Can Care custom pin-back buttons; 150 X 0.22 each= $33.0012

• Custom Mac Can Care Magnets; 150 X 0.51= $76.50 13

• *Overall cost = $292.00

• Fruit (by donation) to be handed out with Mac Can Care stickers = 500 for

$233.20 14

• Promoting Mac Can Care through Union Market’s coffee sleeves (this is a

promotion which is already in effect) ; 2600 sleeves = $197 15

October 2014: Promotions for Trick or Eat, Trick or Eat Event on Halloween 2014

• Promote Mac Can Care and Trick or Eat event via social media throughout the month;

8 person hours


! 10 Wholesale Discount Promotional Bulk Tote Bags ." Cheap Totes . http://cheaptotes.com (accessed March 9, 2014).

! 11 Price List." MSU McMaster Students Union. https://www.msumcmaster.ca/services-directory/22-underground-media-design/price-list (accessed March 9, 2014).

! 12 Custom Magnets - Custom Pinback Buttons - Custom Buttons ." Custom Buttons. http://www.halfpricebuttons.com (accessed March 9, 2014).

! 13 Ibid.

! ! 14 Over 25 Years of Custom Label Printing.." Consolidated Label . http://www.consolidatedlabel.com (accessed March 9, 2014).

! 15 Advertising at UM." MSU McMaster Students Union. https://www.msumcmaster.ca/services-directory/10-union-market/advertising-at-um (accessed March 9, 2014).

https://www.msumcmaster.ca/services-directory/22-underground-media-design/price-list




• Promotion advertisements for the Trick or Eat event; Promotions will be done weekly

via The Silhouette: $ 9.00 per column inch (2" wide X 1" high) and CMFU 93.3

McMaster Radio: 30 sec. advertisement $30/spot.

• The Silhouette advertisement will be (4” wide X 2” high) = $18.00 X 4 = $72.00 16

• CMFU 93.3 McMaster Radio advertisement = $30/spot X 4 = $120.00 17

• Posters to be distributed throughout specific areas on campus; 100 X .75 each =

$75.00 18

November and December 2014: Focus on Social Media Promotions

• Mac Can Care promotions and increasing awareness via social media (Facebook and

Twitter) ; 8 person hours total

• Registration for ClubsFest during Frost Week (January) ; $15.00 19

January 2015: Promotions During Frost Week

• Mac Can Care promotion at ClubsFest ; 8 person hours.

• Promotions include handing out tote bags with miscellaneous Mac Can Care items

inside to the first 150 students. The items include:

• Tote bag with Mac Can Care logo; 150 = $138.45 20

• Pamphlet promoting Mac Can Care and Hunger Awareness Week; 150 X

0.30each = $45.00. printed by Underground Media + Design 21

• Mac Can Care custom pin-back buttons; 150 X 0.22 each= $33.0022


! 16 Contact." The Silhouette. http://www.thesil.ca/contact (accessed March 9, 2014).

! 17 Advertising ." 93.3 CFMU - McMaster Campus Radio. http://cfmu.msumcmaster.ca (accessed March 10, 2014).

! 18 See note 11.

! 19 See note 6.

! 20 See note 10.

! 21 See note 11.

! 22 See note 12.

• Custom Mac Can Care Magnets; 150 X 0.51= $76.5023

• *Overall cost = $292.00

• Promoting Mac Can Care through Union Market’s coffee sleeves (this is a

promotion which is already in effect) ; 2600 sleeves = $197 24

• Mac Can Care promotions and increasing awareness via social media (Facebook

and Twitter) ; 10 person hours total

February 2015: Focus on Social Media Promotions


Twitter) ; 8 person hours total

March 2015

Promotions for Hunger Awareness Week, the Five 4 Five Food Challenge, and

Feed the Bus

• Promote Hunger Awareness week via social media ; 10 person hours

• Advertisements for the Hunger Awareness Week will be done weekly leading up to the

event via The Silhouette: $ 9.00 per column inch (2" wide X 1" high) and CMFU 93.3

McMaster Radio: 30 sec. advertisement $30/spot.

• The Silhouette advertisement will be (4” wide X 2” high) = $18.00 X 3 = $54.00 25

• CMFU 93.3 McMaster Radio advertisement = $30/spot X 3 = $90.00 26

• Posters to be distributed throughout specific areas on campus; 100 X .75each =

$75.00 27

Hunger Awareness Week and Feed the Bus Event Feed the Bus (March 16th-20th

2015)


! 23 Ibid.

! 24 See note 14.

! ! 25 See note 15.

! ! 26 See note 16.

! ! 27 See note 11.

• Bus provided by Attridge ; $0.00

• Monday: Promotion table in The Donaldson Family Marketplace

(Student Centre Atrium); Full Day (8 Hours) = $600.00, 9 person hours 28

• Tuesday: Prizes for games outside Feed The Bus; 10 X $10.00 gift cards to Fortinos

Supermarket = $100 , 6 person hours

• Wednesday: Cooking classes provided by Grace Lutheran Church; $0.00, 2 person

hours

• Friday: Coffee House with volunteer entertainment at Bridges Cafe (requires booking

the cafe for after 4pm) ; $0.00, 4-6 person hours

• Approximately 21-23 person hours for the week.

April, May, June, July 2015:


Twitter) ; 10 person hours per month

8. EVALUATION

In conclusion, this communications plan will meet the objectives and goals Mac

Bread Bin has by the end of the 2015 school year. Re-branding an organization is

always a challenge but with the new brand identity, Mac Can Care will be able to identify

their organization’s services more effectively with students. For further success, Mac

Can Care should reach out to more sponsors within the community to attribute more

donations, in order to increase their budget to hold more events and keep up with the

possible increase in users throughout the year.


! ! 28 Reservation ." McMaster University Student Centre . http://www.muscmcmaster.ca/muscmcmaster3_027.htm (accessed March 9, 2014).

9. APPENDIX

A1.

A2.


10. BIBLIOGRAPHY

Advertising ." 93.3 CFMU - McMaster Campus Radio. http://cfmu.msumcmaster.ca (accessed March 10, 2014).

Beltrame, Julian. "Get ready for $10K tuition: Canadian university fees rising faster than incomes and inflation, report says." National Post News Get ready for 10K tuition Canadian university fees rising faster than incomes and inflation reportsays Comments. http://news.nationalpost.com/2012/09/11/get-ready-for-10k tuition-canadian-university-fees-rising-faster-than-incomes-and-inflation/ (accessed March 7, 2014).

CBC/Radio Canada. "CBC News Interactive: Canada - Tuition Fees." CBCnews. http://www.cbc.ca/news2/interactives/map-tuition-fees/ (accessed March 7, 2014).

"ClubsFest II." MSU McMaster Students Union. https://www.msumcmaster.ca/clubs/ clubsfest-ii (accessed March 7, 2014).

Custom Magnets - Custom Pinback Buttons - Custom Buttons ." Custom Buttons. http://www.halfpricebuttons.com (accessed March 9, 2014).

"Donors & Partners." Donors & Partners. https://www.msumcmaster.ca/services- directory/14-mac-bread-bin/donors-partners (accessed March 7, 2014).

"Mac Bread Bin - Hamilton, ON - Non-Profit Organization - About | Facebook." Facebook. https://www.facebook.com/MSUMACBreadBin/info?ref=ts (accessed March 7, 2014).

McMaster Students Union Clubs. "Residence Information System Screens." Club Advertising through RIS Screens. https://msu-production.s3.amazonaws.com/ content/documents/Link/CLUBS/2011-2012/CLUB%20RIS%20Screen.pdf (accessed March 8, 2014).

"Meal Exchange." MSU McMaster Students Union. https://www.msumcmaster.ca/ services-directory/14-mac-bread-bin/meal-exchange (accessed March 7, 2014).

Nice, Dianne. "Most students expect to graduate more than $20,000 in debtAdd to ...." The Globe and Mail. http://www.theglobeandmail.com/globe-investor/personal finance/home-cents/most-students-expect-to-graduate-more-than-20000-in-debt/ article4484530/ (accessed March 7, 2014).


http://cfmu.msumcmaster.ca

http://cfmu.msumcmaster.ca























http://www.halfpricebuttons.com

http://www.halfpricebuttons.com



























Over 25 Years of Custom Label Printing.." Consolidated Label . http:// www.consolidatedlabel.com (accessed March 9, 2014).

Price List." MSU McMaster Students Union. https://www.msumcmaster.ca/services- directory/22-underground-media-design/price-list (accessed March 9, 2014).

Reservation ." McMaster University Student Centre . http://www.muscmcmaster.ca/ muscmcmaster3_027.htm (accessed March 9, 2014).

Wholesale Discount Promotional Bulk Tote Bags ." Cheap Totes . http://cheaptotes.com (accessed March 9, 2014).


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