ASRC Catering

As a part of my study at The University of Melbourne I had the opportunity to collaborate in a team to work with ASRC Catering, a social enterprise that seeks to provide employment for asylum seekers in Australia. Our team was tasked with refreshing the brand and creating a marketing campaign for the client over the course of 12 weeks.

Our main concept for the campaign was "Taste with Impact," which emphasised the connection between identity, community, and food. Through this project, I honed my skills in brand management, creating customer personas, identifying communication problems, setting business objectives, developing a content strategy for social media and earned media, building strategic partnerships, and budget planning.

At the end, we presented our marketing pitch to the client, Kon Karapanagiotidis, the CEO and founder of ASRC Catering where I was particularly praised for my insights into the business's customer profiles and target audience.

A customer persona I crafted matching a slice of ASRC Catering's target demographics, vegetarian foodies who love connecting with friends and family over food.

Another customer persona I prepared for a different portion of ASRC Catering's target audience who are culturally curious and environmentally conscious.

Businesses I curated for the client to partner with during our campaign, specifically aligned with their mission and customer base.

Proposals I made for the client's collaborations with earned media channels, based on our campaign's goal to increase brand awareness, highlighting the business's impact as a social enterprise.

To see our complete pitch to the client, have a look at the slides below:

View pitch slides

Links

ASRC Catering's website: www.catering.asrc.org.au