City Harvest on the Menu

The city of New York is known as the cultural capital of the country with the
largest population. It is a city that offers some of the finest, most varied cuisine. But
with so many options, how does one go about selecting a place to eat in New York
City? Our campaign, “City Harvest on the Menu,” will introduce New Yorkers to City
Harvest restaurants and give them an incentive to not only dine at them but to
donate through them.

The City Harvest on the Menu campaign is aimed at City Harvest’s most
valued donors, middle and upper class individuals. The campaign incorporates a
few different tactics to draw in diners and make it easy for them to help support City
Harvest. The first is an outdoor tactic that will draw the public to the restaurants.
We will be placing finely set tables that will appear as though they were taken right
out of a high class restaurant in areas of high human traffic such as Times Square,
Columbus Circle and the Guggenheim. Accompanying the tables will be descriptive
sandwich boards and copies of the City Harvest Restaurant Guide. This tactic will
catch people’s attention and draw them in to the restaurant guides so they can
familiarize themselves with City Harvest and its mission. Joined by our tagline
“Reserve New York’s most generous table,” these tactics will inspire those who
interact to think about dining at a City Harvest restaurant the next time they go out.

After drawing the public into the City Harvest restaurants, they will have the
ability to donate to City Harvest through a variety of tactics implemented in the
restaurant. First, diners will have the option to pay extra money to obtain priority
seating, even during rush hours, at our City Harvest table. This reserved table will
have a green table cloth so other diners will know the customers seated there have
donated to City Harvest by paying to sit there. Every restaurants menu will be
accompanied with “City Harvest Specials;” selected appetizers for which a portion of
the cost will be donated to City Harvest. When paying for their meal, the customer
will find the option to donate to City Harvest stamped at the bottom of their receipt
alongside the tip and total. Lastly, any customers who require a to-go-box will be
provided with a City Harvest branded to-go-box to take home with them. These
boxes will thank the customers for choosing to dine at a restaurant that supports
City Harvest. They will also provide facts about hunger in NYC and a link to the City
Harvest website donation page.

Rather than waiting for donators to come to City Harvest, this campaign will
put City Harvest in the hands and faces of the NYC public. The campaign’s success
can be measured based on statistics; how many donations came in through
restaurant receipts, to-go boxes and menu donations? Due to the fact that none of
these new tactics exist and they create new avenues of support, it will allow City
Harvest to determine the effectiveness of the campaign.
 The majority of donations City Harvest receives come from individuals,
mainly of middle and upper class. These individuals are already dining out. City
Harvest on the Menu will get them dining out and donating at City Harvest
restaurants.