Almost 90% of households in St. James Town in Toronto have faced food insecurity. The St. James Town Community Cooperative tackles the longstanding issue of food accessibility in this diverse community with its OASIS Community Food Hub that provides healthy, culturally appropriate food to those in need.

The OASIS Community Food Hub is developing an online marketplace to increase access to healthy, affordable, culturally appropriate food, including produce sourced from local eco-farmer partners, for low-income households in the community. Based on the Open Food Network platform, the OASIS Good Food Buying Club has a customer facing online store for members to buy a monthly $50 subscription for healthy food.

The objective of this project is to develop a social media lead acquisition campaign to obtain new customers for the Good Food Buying Club store

This is a social media marketing campaign prototyping project that will involve several different steps for the learners, including:

·      Familiarize themselves with our target market, online store and fresh food subscription services

·      Familiarize themselves with our lead to customer acquisition pipeline and metrics for measuring successful steps

·      Write a powerpoint for management, demonstrating understanding of the requirements of the social media lead acquisition campaign to obtain new customers for the Good Food Buying Club store.

·      Design a campaign to target a leads via instagram and one other social media channel

·      Design promotional material for social media, including Instagram posts and an online brochure page.

·      Design the call to action to capture interested leads

·      Define the data capture model to document leads, prospects and customers and measure campaign success measures