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 Level UP project is to test the Oasis customer engagement campaign for obtaining new customers for the Good Food Buying Club store.

The Oasis Customer Engagement Campaign test and refinement project involves several different steps for the learners, including:

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

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

Familiarize themselves with the Oasis customer engagement campaign assets to obtain new customers for the Good Food Buying Club store.

Test paper flyer handouts with a targetted a set of prospects and measure lead to prospect to customer conversion

Test social media channel followups via email and telephone calls.

Compare the effectiveness of capturing customer interest via a QR code or via an email address.

Document leads, qualified prospects and customer conversions to measure campaign success measures

Using the data generated from each test, recommend modifications to marketing materials and customer engagement process to increase customer engagement campaign effectiveness.

Final deliverables should include:

A tested campaign for finding leads, qualifying prospects and convert them to customers for the Good Food Buying Club

A report with recommendations for continuing to take the most effective campaign to scale

Students will connect directly with the Oasis Customer Engagement Lead for mentorship throughout the project.

Our Customer Engagement and Marketing team will provide students with access to:

Oasis customer engagement system and customer metrics

Oasis Marketing campaign flyers, promotional materials

Results from our initial campaigns

Oasis Customer Engagement and Marketing team members will be on hand to provide guidance and answers to questions such as

Our Fresh Food Subscription Bundle services

Our current understanding of the target market

Input on choices, problems or anything else the students might encounter.