Pink and Dude Chefs

PINK & DUDE
CHEFS
PUBLIC RELATIONS CAMPAIGN
PRESENTED TO CAL POLY SAN LUIS OBISPO STRIDE
CENTER
CREATED BY: EMILY DETWEILER, KYLIE EVERITT & LEXY
SOLOMON FOR JOUR 413

Table of Contents
Identify Client 3-4
Needs Assesment 5-15
Program Plan 16-19
Implementation 20-22
Evaluation 23-26
Appendix 27-38
Works Cited 49

Identify Client
1. Introduction
Pink and Dude Chefs is either a 6 week (two times per week) or 12 week (once a week) after-school
program that was created through the STRIDE Center at Cal Poly San Luis Obispo
in 2008. The program includes a curriculum that teaches middle schoolers about nutrition and
exercise. The product they are selling is a kit that includes different cooking utensils, as well
as a curriculum guide and workbook.
Originally STRIDE Health Ambassadors from Cal Poly would go to middle schools twice a
week and follow the curriculum, but the program is trying to expand beyond the San Luis
Obispo community. They now have those in charge of the after-school programs, or whomever
is involved with the school, teaching the Pink and Dude Chefs curriculum. The online
training program was launched specifically for this purpose, so that anyone can become
qualified to teach the curriculum. The cost of the product and kit is around $1,200. When
purchasing the online training and kit, the after-school program is provided with all of the supplies
needed to run a successful program.
“Pink and Dude Chefs provides nutrition education and hands-on culinary skills
to middle-school students. Since its creation in 2008, the Pink and Dude Chefs
program has become one of STRIDE’s most popular community efforts.
Cal Poly students, including Health Ambassadors, teach participants healthy
and safe cooking skills in a fun environment. During each six-week after-school
program, participating students learn the basics of kitchen safety and how to
prepare nutritious snacks and meals for themselves and their families.”
The mission of the program is to make a difference in communities across the country, teaching
adolescents nutrition and health to prevent unhealthy habits and obesity. They want
to create a healthier foundation for middle schoolers, teaching the importance of a healthy
lifestyle now and in the future.
The goal is to get involved in wider known after-school programs so they can make an international
impact. They want to sell their kits to programs like the Boys & Girls Club, so eventually
they will buy out the program all together (the company is too small on Cal Poly’s campus
to mass produce these kits).
2. Foreseeable Complications
Without identifying themselves as their own company, they will not be as profitable. Pink and
Dude Chefs needs to separate themselves from STRIDE via media outlets in order to reach
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Identify Client
out to a broader audience. If this problem is not solved, the company will suffer because the
publics cannot be reached.
3. Discussion
Requirements: In order for Pink and Dude Chefs to be more successful, they must
understand what is going well and what needs to be improved within the curriculum.
They need to know the process of how to implement a program like on both a local
level and a national scale.
Detailed Analysis: Our target audiences include parents who send their children to
after-school programs, PTA members and administration of both local middle
schools and Boys & Girls Clubs. The key messages directed towards our target
audiences will be focused on sharing the nutritional and educational benefits the pro
gram has to offer for adolescents. By providing them acquired qualitative and
quantitative research, they can take the necessary steps to improve the program and
expand both locally and nationally.
Approach: Pink and Dude Chefs needs to establish themselves as their own entity
from STRIDE. This can be accomplished through creating their own website,
establishing their own presence on social media outlets and building their public relations
team in order to maintain these sites successfully. In addition, by implementing
a survey that is designed to give them feedback on their piloted program, they can
assess their strengthes and weaknesses before expansion.
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1. Client Interview
Needs Assessment
Our client did not have a concrete idea of what they wanted to achieve during our campaign
this quarter. They expressed interest to sell curriculum kits to after-school programs. We
decided to include a public relations plan tailored to marketing their product to our target
audiences. Administration at Boys & Girls Clubs, as well as administration at middle schools
and PTAs might have financial concerns that come along with running certain after-school
programs. In order to help market and sell this product to our target audience, we have to
show that the kit can help satisfy some of the audience’s interests and values, in addition to
making it affordable.
Pink and Dude Chefs is a Cal Poly affiliated program, giving it well establish credibility. In
addition to having the university’s support, the curriculum is organized and complete with a
visually appealing design and brand.
The program was originally piloted at the Boys & Girls Club in Santa Maria. This gives us the
opportunity to survey previous participants and staff, allowing us to analyze the successes
and failures of the program. Because the sample size is based off of one Boys & Girls Club,
the results will not be as all encompassing, but will still serve as primary feedback.
If the survey yields positive results, the data can be used as a marketing opportunity to help
sell kits, and if the results are negative, it is an opportunity for the program to improve.
Another concern we have with our campaign is having a lasting impact. We want to ensure
that their is someone who will be able to continue what we have started. There needs to be
someone who is willing to update the website and social media outlets. The goal of the plan
is to increase awareness of the program, refine the flaws and ensure that the Pink and Dude
Chefs are well-equipped for expansion.
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Needs Assessment
2. Archival Research
The program was designed as a senior project through Cal Poly STRIDE in 2008. Since then
Pink and Dude Chefs has been piloted at one Boys & Girls Club located in Santa Maria.
The program is run through STRIDE within Cal Poly Kinesiology department by both students
and program coordinators. They help communicate with schools in the area as well as
help teach the program. With the development of the kit, after-school programs can adopt
the program and have their own staff teach. Part of the kit includes training information for
program advisors.
Pink and Dude Chefs have had a previous re-branding campaign done for them by students
in the graphic communications department. The re-branding focused on the design of the
curriculum handbook and logo.
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Needs Assessment
3. Mass Media Sources
There needs to be a press release sent out to PTA members in local school districts and
Boys & Girls Club administrators that summarizes the program’s benefits. By doing this, it will
not only engage community members but will also begin the networking process needed for
further expansion.
We plan to utilize Mustang News as a way to advertise for potential student interns looking
to gain work experience on campus. This way Pink and Dude Chefs does not have to spend
any excess money on a PR team.
Reaching out to local media is not the main focus of this plan. Instead, we are focusing on
energy on refining the flaws and analyzing the successes of the program. We plan to further
their brand by creating their own website and Facebook page, where the community, as well
as, the media can access information.
4. Demographic Groups
The target audiences include administrators at Boys & Girls Clubs, PTA members, the administration
of middle schools and parents who will utilize after-school programs.
The target audiences fall under one main demographic: mid-lifers.
5. Research Objectives
A. Consumer Habits and Purchasing Decisions:
Mid-lifers spend most of their money on their recently started families. Most of their
purchasing decisions are influenced by entertainment and news media.
B. Media Habits:
Mid-lifers are highly influenced by news media and entertainment media. They consume
the most amount of news media out of all of the demographic groups. The rise
of social media began when they were in their early teens, so they have had exposure
to it and utilize it.
C. Attitudes, Beliefs, and Opinions:
Mid-lifers are very family-oriented. Many of the people in this demographic just started
their own family and have established their careers.
D. Existing Knowledge:
They are tech-savvy, growing up with products like computers and iPhones. They
are the greatest entrepreneurial generation in U.S. history and their careers are a
huge focus of their lives.
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Needs Assessment
6. Qualitative Research
We had a phone conference and interviewed Jeremy Deming, the Executive Director of the
Santa Maria Boys & Girls Club. We asked him questions regarding the process of implementing
an outside, after-school program within the Boys & Girls Club. His answers provided
a better understanding of the suggested improvements that Pink and Dude Chefs needs to
make in order to get more involved locally. He also advised a plan on how to efficiently maximize
the amount of Boys & Girls Clubs the program is involved in by targeting the national
executives first. We gained the contact for the Director of Healthy Living of all Boys & Girls
Clubs of America for the Pink and Dude Chef coordinators to utilize when the program has
been refined.
8

Needs Assessment
7. Quantitative Research
Jeremy Deming sent out survey questions to both staff members and participants of the piloted
Pink and Dude Chefs program through the Boys & Girls Club in Santa Maria.
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I. Situation
Program Plan
Since Pink and Dude Chefs was created in 2008, they have not had enough employees to
implement the updates needed to progress the program. Without a website, social media
outlets and a plan to expand, it has hindered the program’s ability to grow.
2. Goal
To bring awareness of the Pink and Dude Chefs program and expand to more Boys & Girls
Clubs.
3. Objectives
Informational:
Motivational:
1) To increase awareness in the San Luis Obispo community via community
channels by the end of December
2) To create and then update a Facebook page weekly before the first of January
3) To create a webpage specific for Pink and Dude Chefs by December 31, 2015 to
create an information and purchasing outlet for parents and school programs
4) To send out a monthly press release to local PTAs starting by the first of January
1) To increase the number of PTA, administrators, and after school coordinators
interested in purchasing the product, and further implementing the program into their
schools and community centers by 10% at the end of 2015.
2) To increase the number of parents who are aware of childhood obesity rates and
the importance of having nutritional education programs in their children’s’ schools.
3) To increase the amount of contacts Pink and Dude Chefs networks with by the end
of 2015.
4. Audience
Our target audiences include parents utilizing after-school programs, administrators of Boys
of Boys & Girls Clubs, school administration and PTA members.
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5. Key Messages / Themes:
Messages:
• To promote healthy living to adolescents
• To teach nutrition to adolescents
• To increase community awareness of childhood obesity
• To prevent childhood obesity
Themes:
• Healthy eating
• Food and nutrition
• Learning culinary skills
• Obesity prevention
• Engaging adolescents in food and nutrition
Program Plan
6/7. Strategies / Tactics
1. Create a website aside from STRIDE to allow parents, and administration access to program
information. Allow for Pink and Dude Chefs to stand as its own business entity.
2. Gain a national contact through networking so the program can be implemented at a national
level and influence more local Boys & Girls Clubs of America.
3. Hire interns through STRIDE, the Kinesiology department or other Cal Poly departments
who are looking for experience. They can volunteer their time to manage the website, media
outreach and client relations.
4. Create a business pitch to appeal to local schools looking to team up with Boys & Girls
Club after-school programs. This way the cost of running the program can be covered
through the schools budget.
5. Implement a survey on the piloted program participants to gain feedback in order to adjust
curriculum before pitching to national executives.
6. Set up a farmers market booth with student interns to interact with the community. Parents
and children can participate in activities allowing them to learn about the program’s mission
and how they can be involved.
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8. Calendar / Timetable
Program Plan
October 1
October 2-15
October 16
October 17
October 21
October 24
October 28
October 29
October 30
November 12
November 13-22
November 23-30
December 3
Initial meeting with client.
Conduct secondary/primary research, including website suggestions.
Discuss with client objectives and goals for campaign.
Plan survey questions: Write questions, determine method to reach
audience that would produce the most significant results (staff of piloted
program).
Email Jeremy Deming, Executive Director of Santa Maria Boys & Girls
Club.
Develop another survey for different audience (participants of piloted
program).
Phone conference with Jeremy Deming about the process of
after-school programs within the Boys & Girls Club, as well as
discussing his contact with piloted school to distribute the two surveys.
Send out survey questions to Jeremy Deming (he is going to send out
two different surveys to the students involved in the program, as well as
the staff members involved). Get the contact of the national
director of healthy lifestyles of all Boys & Girls Clubs.
Meeting with client to discuss phone conference. Make Facebook mockup.
Deadline for the answers to the survey. Make website mock-up.
Create press release for PTAs and administrators. Analyze survey
results.
Make mock-up flyers for career fair, school packets and Farmer’s Market
booth.
Work with evaluation.
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Program Plan
9. Budget
10. Evaluation
Ongoing Evaluation:
We would like to see STRIDE continue to implement new Pink and Dude Chef programs locally
before they can reach out to a national audience. We hope to see more kits sold in the
area and our PR campaign to continue after the quarter ends. We hope that STRIDE will hire
student interns, or employees who will keep up with the creation and updating of their social
media and website.
Summative Evaluation:
Long- term: Eventually, we hope to see a national expansion of the program with an increase
of sales to clubs across the United States.
Short-term: As our short term evaluation we are hoping to see growth in the amount of kits
sold to local Boys and Girls Clubs in the area to start the expansion program and networking.
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1. Media Relations
Implementation
The only interaction Pink and Dude Chefs have had with the media is an article featured in
the Santa Maria Times newspaper a couple of years ago, as well as an article in Mustang
News. We worked to create social media accounts and a website for Pink and Dude Chefs.
Once our client establishes a website and social media sites, the goal is to increase followers,
so that Pink and Dude Chefs will further develop a relationship with local and national
media in the future and provide a place for information.
2.Media List & Contacts
BOYS & GIRLS CLUB:
Jeremy Deming
Executive Director
Boys & Girls Clubs of Santa Maria Valley
Wayne B. Moss
Senior Director of Healthy Lifestyles Boys & Girls Clubs
wmoss@bgca.org
800-815-5740
PRINT:
Paul Bittick
General Manager
Mustang News, Advertisement Department
pbittick@calpoly.edu
805-756-2537
PTA:
Melinda Kirkland
President of 24th District PTA
president@24thpta.org
(805) 703-3228
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Implementation
3. Press Kit
Please see appendix.
4. Media Tracking
Attached are copies of articles written about Pink and Dude Chefs. Please see appendix.
5. Press Release/PSA
Please see appendix.
6. Marketing Activities
Printed Posters and Flyers: We created mock-up flyers for program awareness and recruitment
opportunities. They can be distributed at the Farmer’s Market booth, Cal Poly career
fair booths and included in weekly PTA meetings and school packets. Please see appendix.
Web Media: Please see appendix for mock-up website design and website host cost comparison.
Facebook: See appendix for mock-up Facebook page.
Community Outreach: By implementing a booth at Farmer’s Market, with activities for parents
and children, it will provide information about the program and how to get involved.
Campus Outreach: By implementing a booth at a Cal Poly Career Fair, it will encourage
students to participate as interns for the Pink and Dude Chefs program. With the recruitment
of student employees, it will serve as an alternative to hiring full-time, paid employees.
7. Event Activities
There are no events currently planned, but in the future we hope the client will consider putting
on a fundraiser or some type of event involving the community.
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8. Crisis Communication
Implementation
Although we are hoping to receive positive feedback, we will also need to prepare for negative
feedback regarding the survey response.
Negative Feedback: Figure out a way to address the negative feedback and improve the
program so that future participants have higher satisfaction rates. Address the problems and
figure out the most efficient solution that is not only affordable, but doable.
Lack of interest amongst student recruits: To resolve this, Pink and Dude Chefs could team
up with departments on campus that require internships in order to graduate, that way students
and the program are mutually benefited.
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1. Ongoing Evaluation
Evaluation
The first method we used to adjust the program included working with the client to help them
create a website and Facebook page, since sharing a website with Cal Poly’s STRIDE program
was hard to navigate and made the program seem as if it were combined with STRIDE,
when it stands on its own. We also created a mock Facebook page due to the lack of social
media. Social media is a quick way to spread the word about this program, and starting with
Facebook was the smartest option, since it appeals mainly to our target demographic. Lack
of social media and no personal website was not working, and we used this method to improve
this problem, and point our clients in the right direction. We originally planned to help
them create a website, and go through the process with them, but our plan changed due to
other needs that would be more beneficial for the client.
They had little networking and not a lot of knowledge on how to successfully pitch their program.
They also did not have any feedback, therefore were unable to figure out how to improve
the program. They had established relationships with a few local schools and even the
Boys & Girls Club of Santa Maria at some point in time, but did not maintain the connection.
We worked to re-establish the connection by sending out a survey to students and staff who
have previously/or currently been apart of the program, and then analyzing the results. We
spoke to a coordinator at the Boys & Girls Club and developed a plan in order to satisfy the
needs of our client and target audiences, in order to create a successful pitch. This was not
part of our original plan, and it turned out to be more helpful. The plan changed and evolved
into what was mentioned above, due to being connected with Jeremy Deming at the Boys &
Girls Club of Santa Maria.
2. Summative Evaluation
The campaign has been slow and ongoing, but overall, our methods that we used for Pink
and Dude Chefs have been successful. For now, the short-term benefits include receiving
feedback from local schools that are currently using the program, and being in contact with
Jeremy Deming, the Executive Director at the Boys & Girls Club in Santa Maria. It has been
extremely helpful and beneficial to be in contact with Mr. Deming. He is a great contact to
have, and he has connections within the Boys & Girls Club that have already helped this
program build a contact list.
He helped us create and send out a survey, which will give us the feedback that is essential
to improving this program. Feedback is extremely important, and Pink and Dude Chefs
never had any in the past, so we think this will also be a long-term benefit for the program.
The next step is to be in contact with the Director of Healthy Lifestyles at the National Headquarters,
which will be very beneficial in the long run. We have his contact information and
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Evaluation
believe once this program is established locally; the national contact will be a great resource
for expanding the program in the future.
3. Planning Understanding
We believe that we adequately planned our campaign. It took us longer than desired to
come up with a concrete plan that the client agreed would be helpful. The client was open
to any help we could provide, leaving it up to us to determine the direction of the campaign.
It took our group time to think about the most effective and manageable plan. Having a full
spectrum of possibilities, without client preference, required additional strategic planning for
optimal results.
4. Effectiveness
The program strategy could have been more effective if we were aware from the beginning
that the curriculum had already been used at a Boys & Girls Club in Santa Maria. We did not
find this information out until we had a phone conference with the Executive Director. This
would have changed our process from the beginning and would have allowed us to develop
survey questions and analyze the results earlier. This would have allowed us time to develop
more ideas on how to change the program to make it more successful or pitch the program
to the national contact.
5. Audience Reach
Our campaign was “pre-message.” We focused on making connections and interacting with
our target audiences to receive feedback, in order to improve the program, so that future
messaging could be successful.
All of our target audiences were reached in our survey. We narrowed it down to three audiences
with the help of the Executive Director at the Boys & Girls Club of Santa Maria. It was
helpful that we were able to send a survey that would allow us to receive feedback from all of
our audiences: staff, volunteers, and students who have participated in the program.
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6. Goal Achievement
Evaluation
The desired goal was to help Pink and Dude Chefs expand their program nationally, and I
think the goal was achieved by putting them in contact with the Executive Director of Healthy
Lifestyles at the National Headquarters. We were able to get the national contact through
Jeremy Deming. They had no idea how to expand the program nationally, and this contact
will provide an opportunity for them to complete their goal of national recognition.
7. Instructional Objectives
We haven’t created their Facebook page because they don’t have a PR team to run it. But,
we created a mock up Facebook page, as well as a mock up website with suggestions included.
We wrote a press release to send to local PTAs.
We established a national contact for them to reach out to once any modifications have taken
place based on survey results.
8. Motivational Objectives
The motivational objective to increase the amount of contacts Pink and Dude Chefs networks
with by the end of 2015 was achieved. Coming in contact with the Executive Director allowed
us to get feedback on the program and analyze the results to make it more successful. He
also provided us the national contact, which opens a lot of doors when Pink and Dude Chefs
is ready to expand nationally.
9. Unforeseen Circumstances
The process of preparing and approaching the survey questions took much longer than anticipated.
This affected our ability to analyze the survey results and make recommendations.
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Evaluation
10. Budget
Since Pink and Dude Chefs does not have a budget, the free implementation of the survey
was ideal. It ended up being a great and inexpensive way to improve the program. Creating
and maintaining a website is also inexpensive and simple, and we were able to provide our
client with suggestions regarding building a website inexpensively.
11. Formative Evaluation
There are many opportunities for future campaigns involved with Pink and Dude Chefs. After
receiving feedback from students, staff, and volunteers who have previously experienced or
are currently experiencing the program, our client has the opportunity to use this feedback to
make the necessary improvements to the program. To improve the success of similar future
activities, our client could sample a larger group involved with the program. The group we
surveyed ended up not being very large, and is not representative of all participants past and
present. However, the program had no feedback at all, and the feedback we received from
the surveys was very helpful in evaluating what needs to be changed.
12. Group Evaluation
The group dynamic was really successful for this campaign. We all worked together and split
up all the work evenly. We each had our own strengthes and weaknesses, and divided the
work based on that. It was a good balance of design, writing skills and website knowledge.
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Website Mock-up
Appendix: Press Kit
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Website Host Cost Comparison
1 eHost https://www.ehost.com/
$2.75/month
2
HostClear
https://www.hostclear.com/
$2.99/month
3
Ipage
http://www.ipage.com/ipage/
$1.99/month
4
IdeaHost
https://www.ideahost.com/
$2.99/month
5
GoDaddy
http://www.webhostingbest10.
com/hosting-reviews/godaddy
$7.99/month
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Flyer Mock-up
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Facebook Mock-up
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Press Release
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Appendix: Media Tracking
The Sun Article
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Mustang News Article
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Heal SLO Article
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Santa Maria Times Article
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Approach (3rd ed.). Delaware: Allyn & Bacon.
“Kids Dig into Cooking Program.” Santa Maria Times. N.p., n.d. Web. 10 Dec. 2015.
“Now Is a Great Time to Join Expedia+ Rewards!” Expedia Travel: Vacations, Cheap Flights,
Airline Tickets & Airfares. N.p., n.d. Web. 10 Dec. 2015.
“Pink and Dude Chefs Serves Nutrition to Local Students - Mustang News.” Mustang News.
N.p., 09 Nov. 2010. Web. 10 Dec. 2015.
“San Luis Obispo, California.” (CA 93401) Profile: Population, Maps, Real Estate, Averages,
Homes, Statistics, Relocation, Travel, Jobs, Hospitals, Schools, Crime, Moving,
Houses, News, Sex Offenders. N.p., n.d. Web. 10 Dec. 2015.
“Santa Maria Sun / News.” Healthy Schools, Healthy Futures. N.p., n.d. Web. 10 Dec. 2015.
“Top Chefs Start out Young in Arroyo Grande.” HEALSLO. N.p., n.d. Web. 10 Dec. 2015.
“Top 10 Best Website Hosting Sites.” Top 10 Best Webste Hosting. N.p., n.d. Web. 10 Dec.
2015.
“Web.com.” Best Website Builder: Get Started with a Top Site Creator. N.p., n.d. Web. 10
Dec. 2015.
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