Prescott Meals on Wheels

Project overview

I developed more than 50 pages of campaign and capital planning for Prescott Meals on Wheels. The assignment brought together audience research, personas, positioning, messaging, budgeting, donor engagement, volunteer recruitment, public relations, email, and measurement planning.

This was academic campaign work created for an organizational context. The strategy and deliverables were evaluated, but the proposed campaign was not represented as a completed organizational rollout.

Context and challenge

The campaign needed to explain that meal delivery also supports connection and safety while creating a clearer path for awareness, volunteer interest, donor confidence, and future expansion.

The work had to respect the organization’s existing mission while giving leaders a coordinated set of messages and materials they could review and use.

Audience and research

I organized the available demographic and organizational information around distinct audiences, including families, civic leaders, prospective volunteers, and individual donors. Research informed the personas, communication priorities, channel choices, and measurement plan.

The goal was not to make every audience hear the same thing. It was to give each group enough relevant context to understand the need and see an appropriate way to respond.

Kristina’s role

I served as the researcher, campaign planner, writer, and designer. I was responsible for connecting the strategy across the awareness plan, capital planning, email, public relations, and campaign visuals.

What I owned

• Audience research and personas
• Positioning and message structure
• Campaign themes and channel planning
• Donor and volunteer communication
• Budget considerations
• Email and public relations assets
• Creative direction and page design
• Measurement and evaluation criteria

Strategic decisions

I framed Prescott Meals on Wheels as a community lifeline rather than only a meal delivery service. That gave the campaign room to connect nutrition, human contact, volunteer participation, donor support, and expansion readiness without losing the clarity of the central mission.

I also built the deliverables as a connected system. The awareness plan led into the capital planning and was supported by campaign copy, email, and a facility expansion press release.

Deliverables

• Comprehensive community awareness marketing plan
• Capital fundraising strategy
• Audience personas and positioning recommendations
• Campaign messaging and creative examples
• Donor and volunteer communication
• Email and public relations materials
• Budget and measurement planning

Read the facility expansion press release PDF (opens in a new tab)

Measurement plan

The plan defined ways to monitor awareness, engagement, volunteer interest, donor response, and campaign delivery. These measures were designed to help the organization evaluate a future rollout and adjust its activities based on evidence.

Evaluation and recognition

The work earned a WGU Excellence Award and a 5 out of 5 student quality score. After university leaders reviewed the campaign, I was invited to Western Governors University headquarters for a video feature.

The Prescott project contributed to three WGU Excellence Awards earned across my graduate marketing work.

View Gary Fretwell’s complete capstone evaluation image (opens in a new tab)

Gary Fretwell recommendation

“Your multi-part submission spanning the \"Comprehensive Community Awareness Marketing Plan,\" the \"Capital Campaign Plan,\" and the press release assets is an absolute triumph.”

Gary FretwellBoard President, Prescott Meals on Wheels and WGU capstone evaluator

Campaign documents

Review the complete strategy work behind this case study, including the 22-page comprehensive community awareness campaign, the 17-page capital campaign, and the facility expansion press release.