City of Saints CSR Campaign

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CSR CAMPAIGN PROPOSAL FOR CITY OF SAINTS Angie Qin

Douglas Tran Mika Ya-Hui Chang PGDM 5120 FALL 2015 Prof. Rhea Alexander


BREWSON CORPORATE SOCIAL RESPONSIBILITY CAMPAIGN FOR CITY OF SAINTS

Angie Qin Douglas Tran Mika Ya-Hui Chang

PGDM 5120 Managing Creative Project & Teams Professor Rhea Alexander FALL 2015

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TABLE OF CONTENTS • •

The Team

The Challenge

What is? • • • • •

• •

7

Design Scope & Planning

13

The Opportunity

Research & Interviews

Identify Insights by Tools

11 15 31

Brainstorm Ideas

35

Assumption Testing & Modification

42

Prototype

What Wows? •

6

Project Background

What If? •

3

Get Feedback

What Works?

39

46

The Outcomes

Takeaways

47

References

49

48

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THE TEAM

BREWSONERS CORE VALUE OUR MISSION

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CORE VALUE

BREWSON-ERS

We are here to LISTEN with respect, WORK with dedication, CREATE with boldness,

Angie

PLAN with tactics, and EXECUTE with

Douglas

Mika

D

mindfulness; But what we do best is to celebrate the joy of SHARING, full-heartedly.

-

NYU Graduate of

-

Linguist

-

Interaction Designer

2015

-

Communication and

-

Design in

Economics and

public relations

Technology

Business

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“Brew” new ideas to help LOCAL businesses with existing DNA of

OUR MISSION

SOCIAL RESPONSIBILTY with the development of EFFECTIVE Corporate Social Responsibility (CSR) Programs and FACILITATE the INTEGRATION of CSR Programs into these socially-aware businesses

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By applying design thinking process and

THE CHALLENGE A Social Responsibility

Program Design for an Existing New York City

Based Brand.

research methods, our team develop a Corporate Social Responsibility (CSR) program for City of Saints, a coffee roaster in Bushwick community.

Focusing on community involvement

and development, the project aims to explore the opportunity to give back based

on

community.

the

needs

of

its

local

Through primary & secondary research,

brainstorming, assumption testing and prototyping, we proposed the solutions for

City

of

Saints

to

bridge

the

relationship with its community through the CSR campaign.

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CSR

is

a

plan

in

which

an

organization selflessly supports a cause whether it be

benefitting the environment, local

CORPORATE SOCIAL RESPONSIBILITY (CSR)

community,

charity,

or

other

cause that is not intended to increase sales.

“ Corporate Social Responsibility (CSR) refers to a BUSINESS PRACTICE that involves

participating in INITIATIVES that BENEFIT the SOCIETY.” - BUSINESS NEWS DAILY

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PROJECT BACKGROUND

VALUE BRAND DNA COMMUNITY EXPERIENCE CURRENT LOCATIONS

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BRAND DNA SHARING IDEAS AND

VALUE

A WIDE FOUNDATION OF KNOWLEDGE,

EXPERIENCE, AND PASSION.

KNOWLEDGE

“A lot of people have asked why we

would allow other roasters to come in and roast their coffee in our location. And many of our

competitors feel apprehensive or

intimidated by sharing information, but we feel there is room for

everybody, particularly those that can offer new and unique products

and programs.” - Troy Waller of City of Saints

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COMMUNITY Breaking down the wall

between the baristas and

EXPERIENCE “There are a lot of ways

customers, the coffee

to build a community, but

to interact with their

together quite as well as

bar set up allow baristas customers in an intimate way.

few things bring people fresh roasted coffee.”

– City of Saints

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CURRENT LOCATIONS

East Village Café, Manhattan

Bushwick Roastery and Tasting Bar, Brooklyn

11 Hoboken Café, New Jersey


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Design Scope • •

Utilize current resources Contribute positively

Method • • •

FIELD TRIP Stakeholder INTERVIEWS Questionnaires

Target Audience • •

Regular customers From BUSHWICK

EXPECTATIONS Short-term Goal • •

Establishment of an EFFECTIVE CSR program Give back in ways that RESONATE with the people

Long-term Goal • •

Success in integration of an uniquely COMPETENT CSR program Long-term ENDORSEMENT by targeted audiences

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PROJECT PLANNING

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PROJECT CALENDAR

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FIELD RESEARCH FREE BREWING CLASS IN BUSHWICK

The classes are, although free, not at

all attractive

to the people within the community. So we thought

that maybe t he free brewing classes that t he brand has been providing as a wa y of giving back do not

resonate with t he people within the community. So what

do the

people

really care

resonates with their believes?

about? What

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THE OPPORTUNITY Improve the existing CSR program to effectively help the brand to reach its goal of giving back to the community

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MORE RESEARCH ABOUT BUSHWICK COMMUNITY

NORTHERN part of BROOKLYN

Rapidly GENTRIFYING

WORKING- and MIDDLE-class

Population of 81,805

69.9% HISPANIC &16.8% BLACK

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Vogue: “Bushwick, the 7th

COOLEST

neighborhood in the

World.” And here is why…

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STAKEHOLDER MAP

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ECOSYSTEM MAP

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OPPORTUNITY MAP

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VALUE CHAIN ANALYSIS

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STAKEHOLDER INTERVIEWS MEETING WITH THE MANAGER We set up a meeting with the manager, Pete. He shared with us his long history and his passion t owards

coffee. He told us that his intention of giving free coffee classes is not only a n educational opportunity for people to understand what goes on behind every

cup of coffee, but also to give back in terms of spreading awareness and appreciation towards the immense hardships to create the coffee beans.

He thinks the background of coffee, the root of the

coffee industry as well as the process of how a cup of ordinary comes about are often neglected by most consumers. Therefore, as a coffee shop owner, he

feels he is obligated to share the knowledge of backstage process and show the appreciation to those hard work supporting the value chain as the spirit and mission of City of Saints.

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STAKEHOLDER INTERVIEWS GATHER CUSTOMERS’ INSIGHTS

In

order

to

better

understand

the

interest of people in the community, we interviewed with

short

the

customers

questionnaires

supporting in

the

cafe. This survey aim to help us to find the answers regarding what customers want to

see the coffee shop does in terms of giving back.

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“Which aspect specific to the Bushwick Community do you value the MOST?”

SURVEY

QUESTIONNAIRES

We got back almost 40 responses, with 72.5% suggesting projects that

have

to

do

with

art.

Additionally, a lot of customers shared their appreciation for the

art-oriented vibe that the coffee shop creates. 25 people

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“Would you participate in a FUNDRAISING OPEN GALLERY EVENT hosted by City of Saints, who will donate part of the revenue to

NON-PROFIT ORGANIZATION to support the LOCAL ARTISTS?”

7.5%

10% “Depends”

“No”

82.5% “Sure”

Given the sample population of 40 people, 82.5%=33 People 29


IDENTIFY INSIGHT BY TOOLS

PERSONA JOURNEY MAP

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1st Persona

Sam AGE GENDER OCCUPATION

It seemed something were missed that people are not resonated with our goodwill.

31 Male City of Saints Manager

MOTIVATION Sam is the manager at City of Saints who's passionate about coffee culture. He had traveled to the countries within Asia and South America of which are famous for coffee bean production. He currently works as a trainer at City of Saints in charge of educational programs.

The Manager GOAL Hope to connect with it local community through conveying its brand value and mission of City of Saints. Through coffee brewing courses to rise people's awareness towards the endeavor behind every cup of coffee.

FRUSTRATION The customers were not resonated with the free brewing classes.

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2nd Persona

Catherine AGE GENDER OCCUPATION

Don’t know how to convey the message effectively to rise their interest in the activities

27 Female City of Saints Cashier

MOTIVATION Catherine works as a cashier at City of Saints. She loves the culture of her workplace and gets along with her colleagues well. She serves each cup of coffee with heart ❤ ️ and customers' satisfaction is her primary concern.

The Cashier

GOAL Provide customers a wonderful shopping experience at City of Saints. Make sure to keep the good quality of coffee she served.

FRUSTRATION Although sometimes she tried to promote the special events host in store, the customers seemed not interested in them at all.

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3rd Persona

Kate AGE GENDER OCCUPATION

If the event is suitable for both kids and parents, that would be a choice for me.

37 Female High School Teacher

High School Teacher GOAL Balance her life between career, family, and life-long learning

MOTIVATION Kate is a teacher at Bushwick high school. She is used to grabbing coffee here every morning because the coffee here is really great. Knowing that the cafe host free brewing class on weekends, however, she has to stay at home to look after her 12-year-old twins.

FRUSTRATION Occupied by work and her kids, she hardly has leisure time to do things she is interested in or learn something new.

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4th Persona

Mike AGE GENDER OCCUPATION

Young folks here in Bushwick are passionate about graffiti arts, and we need support to spread this culture.

28 Male Graffiti Artist

MOTIVATION Mike is a street artist and a member of The Bushwick Collective who’s passionate about graffiti and his society. He often stays at City of Saints to draft his masterpieces because he feels comfortable in this open space café which inspires him to create better art works.

Graffiti Artist

GOAL Try to incorporate his neighborhood in graffiti culture and increase people’s understanding and appreciation of street art.

FRUSTRATION Most people don’t want to buy graffiti. He would love to sell his story, but the market is very niche. It’s tough to do these things without a very strong supportive background. Being an artist is very hard. Only time will tell what I can accomplish. 34


Kate’s Journey to City of Saints

Our Assumptions

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Mike’s Journey to City of Saints

Our Assumptions

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According to secondary research, we came to the following conclusions:

THE

PEOPLE

SHOW

IN

THE

COMMUNITY

INTEREST/APPRECIATION

THE ELEMENT OF ARTS.

RESEARCH INSIGHTS

We

interviewed

customers

in

TO

Bushwick

about how they feel if City of Saints host

art-related activities as a way of giving back. Most of the responses were positive.

Instead of free brewing classes, people prefer

the

activities

interactions(especially

for

benefits for their community.

with

kids)

more and

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THE

CURRENT

CLASSES

ARE

FREE

NOT

POPULAR

COMMUNITY BECAUSE…

OUR ASSUMPTIONS

COFFEE

BREWING

WITHIH

THE

§ Lack of PROMOTION during the coffee selling process.

§ The way classes host is not vivid and interesting

enough and it limits its target audiences to those who are interested in this specific TOPIC.

§ People

in

Bushwick

community

show

great

preference to attend ART-ORIENTED event than free brewing classes.

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BRIANSTROM IDEAS

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§ HOW

CAN

DESIGN

THE

PROMOTION STRATEGY

TO RISE

CUSTOMER’S

HOW CAN WE…

WE

AWARENESS/INTEREST

TOWARDS THE EVENT? § HOW

CAN

ELEMENTS

WE

OF

COMBINE

ART

REDESIGN THE EVENT

THE TO

TO MEET

THE NEEDS OF TARGET AUDIENCES?

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What Others do‌

STARBUCKS

CHARITY CAMPAIGN

Back in 2012 Starbucks teamed up with Foursquare for a charitable campaign that benefited AIDS awareness. From June 1 to 10 Starbucks donated $1 every time someone checked into one of it locations in the US and Canada. Starbucks set a limit of $250,000 on its donation to add to the $10m it has already donated to the RED charity’s fight against AIDS. For its part Foursquare gave users a specially created badge if they took part in the campaign. Resources: https: //econsultancy.com/blog/64328-eight-awesome-social-campaigns-fromstarbucks

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TIM HORTONS #WARMWISHES CAMPAIGN

#WarmWishes” campaign, a Tim Hortons restaurant in Grimsby, Ont. was turned into a “House of Warm Wishes” where visitors could drop their good deed requests for someone in the community in a “Cup of Good Deeds.” Staff from Tim Hortons then tried to fulfill as many of the deeds as they could.

Reference: https://youtu.be/EJXu5UWfsHc

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PRET A MANAGER

“A LITTLE THANK YOU� CAMPAIGN

The campaign raise awareness and money for five homelessness charities. As is the case throughout the year, Pret will not use traditional advertising, instead promoting the charities through its shop windows, packaging, team members and social media channels to tell its stories and interact with customers. It says that more than two million customers a week will see the five charities' logos on its packaging and coffee cups. Reference: http://www.campaignlive.co.uk/article/pret-donates-marketing-charitychristmas/1372147 https://youtu.be/y3hrb-qlICE

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HOW CAN WE COMBINE THE

ELEMENTS OF ART REDESIGN MEET

THE

MOST

TO

EVENT

TO

OF

ITS

TARGET AUDIENCES’ NEEDS?

3 IDEAS: OPEN STUDIO DOODLE CUP CROSS-INDUSTRY FAIR

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OPEN STUDIO HOSTING OPEN-STUDIO EVENTS WITH LOCAL ARTISTS Based on our study, Bushwick

is a very artistic community attracting numerous artists nation-wide to settle here.

The idea is to host an event for the artists to display their art

works at the City of Saints shop free of charge but part of sales revenues generated (both the art sale and coffee) will be donated to the local charity organizations.

ABOUT

All-volunteer, non-hierarchical organization

MISSION

Provide platform for creative minds in the community

HISTORY

The first Bushwick Open Studios was held in 2006 to celebrate the creativity of the artists in Bushwick

70% the

of the sales revenue generated at

Fundraising OPEN GALLERY will go to

ARTSINBUSHWICK

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Reusable Thermos Cups will be

DOODLE CUP

RE-USABLE DOODLE CUP EVENTS FOR LOCAL CHARITIES Re-usable doodle cups will be

sold to customers year-round to promote environmental

sold to spread

ENVIRONMENTAL

AWARENESS and SUPPORT the LOCAL ARTISTS. City Of Saints will also

DISCOUNT for all future refills using this cups.

awareness. City of Saints will provide discount for all future refills using the reusable cups.

Will also have artists on site on weekends to assist customers with designs on their cups.

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CROSSINDUSTRY FAIR HOSTED BY CITY OF SAINTS Due to the unique atmosphere at the shop, a number of

Collaborate with other industries in the community to host fair instore. Customers will be able to

experience fine WINES, delicious local CUISINES and COFFEE &SNACKS all at once.

Revenue will be generated from event’s RAFFLE TICKETS.

different retail stores in the area have expressed strong express to host an event in store on a monthly basis. Revenue will be generated from the sales of

raffle tickets to enter the event. Customers will get a chance to

experience fine wines, delicious local cuisines and of course City of Saints coffee all at once with no extra charge. 47


In this phase, we finalized our idea to an open studio event for rapid prototyping. It is an event for local artists to display their art works at City of Saints free of charge, and all participants can attend without entrance fee. Combined with doodle cup activities, it’s fun and easy for kids to join .

PROTOTYPE DOODLE CUP OPEN STUDIO

Through coffee purchase process, the customers can decide whether to donate or not. The collected money will go to the local art organizations such as ARTSINBUSHWICK. Here we select the payment process to test the user experience, and figure out the variations that will affect people’s wiliness to donate.

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POSTER Show your support for

our local artists at City of Saints first OPEN

Invites you to MAKE A DIFFERENCE by ordering our:

GALLERY by getting

“Doodle Cup”

your personal

“DOODLE CUP” at the event!

Part of the sales revenue from the event will be going to

ARTSINBUSHWICK

Show your support for City of Saint’s first ever open gallery event for our local artists in the Bushwick Community by getting your own “Doodle Cup!” All donations will be used to support the open gallery and your “Doodle Cups” will be displayed on the day of the event!

City of Sainsts feels more responsible for more than just your coffee.

BREWSON

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DOODLE CUP EVENT IN THE CLASS

To prototype, we distribute $1 bills to a group of people and created the scenario of fundraising event at a coffee shop. We also use paper

prototype as credit card payment interface to test the variations which will affect people’s wiliness to donate.

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ASSUMPTION TESTING & MODIFICATION

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ASSUMPTIONS

TOOLS

PROCEDURES

would increase the rate

giveaways

2. Ask if poster B is more

visualization of the prizes

3. Survey A

1. Doing Prize giveaways of participation, and

1. Poster A: Without prize 2. Poster B: With prize giveaways

1. Show the poster A and B Attractive

influence peoples decision

2. People are likely to

1. Doodle Cup Samples

1. Give out Doodle Cups at

donate more when no $

2. Computer Screen A without $

the entrance

amount/ options were

amount

2. Ask for donation, show

encourages users

amount

3. Ask again, show computer

Survey

Give out survey after the

given/ Cup art installation interactions

3. Attendants experience at the event would impact

3. Computer Screen B with $

computer screen A w/ dollar B

event

their perception of the brand.

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Prize giveaways DO NOT always increase participation

WHAT WE LEARNED

Visual displays are PERSUASIVE

Likely to donate MORE when $ amount is absent

Experiences POSITIVELY influence brand image

People prefer using CARDS over cash

Unlikely to donate when cash is not kept HANDY

Asking for donations BEFORE paying increases willingness

The PERSON asking for donations also impact the decisions

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MODIFICATIONS

Built in donation option in Square

Manual entry of donation amount

In-store installations of Doodle Cups

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Through the process of this CSR initiative,

THE OUTCOMES &TAKEAWAYS ART + PEOPLE +

LOCAL BUSINESS =

MUCH LOVE

TOWARDS BUSHWICK COMMUNITY

we gathered valuable stakeholders’ insights which help us horn the ideas which are resonated believe

to

the

target

audiences. We

City of Saints will benefit

from

further developing this CSR campaign and

deepen the relationship with its community through giving back in a right track. From the experience to work this project with

a

local

business,

we

found

that

communication plays an essential role. It is critical to ensure that the potential partner

has a thorough understanding of the core value, goal as well as the potential benefits of the proposal. Also, establishing a close and personal partner

relationship could

collaboration.

with

immensely

the

potential

facilitate

the

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TAKEAWAYS Establishing a CLOSE and PERSONAL

RELATIONSHIP with the potential partner could immensely FACILITATE the collaboration

COMMUNICATION plays an essential

role; It is critical to ensure that the potential

partner has a thorough UNDERSTANDING of the core value, goal as well as the potential benefits of the proposal

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CITATIONS v NICOLE FALLON TAYLOR, WHAT IS CORPORATE SOCIAL RESPONSIBILITY, BUSINESS NEWS DAILY, JUN 19, 2015http://www.businessnewsdaily.com/4679-corporate-socialresponsibility.html v JEREMY MARTIN, BROOKLYN’S CITY OF SAINTS COFFEE ROASTERS WELCOMES FELLOW MICROROASTERS TO BUILD COMMUNITY, BARISTA MAGAZINE, JUN 12, 2015 http://baristamagazine.com/blog/brooklyns-city-of-saints-coffeeroasters-welcomes-fellow-microroasters-to-build-community/

REFERENCES

v NICK REMSEM, GLOBAL STREET STYLE REPORT: MAPPING OUT THE 15 COOLEST NEIGHBORHOODS IN THE WORLD, VOGUE, SEP 5 2014, http://www.vogue.com/slideshow/1080625/fifteen-cooleststreet-style-neighborhoods/ v CITY OF SAINTS OFFICIAL WEBSITE http://cityofsaintscoffee.com v INTERVIEW WITH SAM & PETE

BOOKS DESIGNING FOR GROWTH: A DESIGN THINKING TOOL KIT FOR MANAGERS, LIEDTKA, JEANNE, AND TIM OGILVIE. NEW YORK: COLUMBIA BUSINESS SCHOOL PUB., COLUMBIA UP, 2011

PHOTOS & PICTURES v CITY OF SAINTS OFFICIAL WEBSITE http://cityofsaintscoffee.com v FIELD TRIP & INTERVIEW 57


WE WOULD LIKE TO THANK…….. RHEA ALEXANDER - For her support and guidance through out the process THE REST OF OUR CLASS - For your feedback and participation to make our project possible CITY OF SAINTS CAFÉ -For their participation and generosity in giving

back to the community

OUR TEAMMATES, BREWSONERS - Thank each of you to make this project from scratch to reality

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