Next Article in Journal
Comparison of Organic and Integrated Nutrient Management Strategies for Reducing Soil N2O Emissions
Previous Article in Journal
The Study on Biomass Fraction Estimation for Waste Incinerated in Korea: A Case Study
Open AccessArticle

Improving Transfer in the Food Sector by Applying a Target Audience-Centered Approach—The Development of a Nonprofit Marketing Campaign Guide Based on a Case Study of the LAV Platform

1
Institute of Sustainable Nutrition (iSuN), Münster University of Applied Sciences, Corrensstr. 25, 48149 Münster, Germany
2
Institute of Nutritional and Food Sciences, Cold Chain Management Working Group, University of Bonn, Katzenburgweg 7-9, 53115 Bonn, Germany
*
Author to whom correspondence should be addressed.
Academic Editor: Ingo Eilks
Sustainability 2017, 9(4), 512; https://doi.org/10.3390/su9040512
Received: 14 November 2016 / Revised: 16 March 2017 / Accepted: 21 March 2017 / Published: 28 March 2017
(This article belongs to the Section Sustainable Education and Approaches)
This article presents a marketing campaign guide to support nonprofit and governmental organizations, such as academic research institutes or governmental agencies, that wish to develop support tools for the food industry. It offers a systematic and target audience-centered approach which guides nonprofits through the various steps of a marketing campaign, from defining the required values of a new product or service to ultimately launching it. The text also explains how a target audience-centered marketing approach was applied in a case study of developing and transferring the LAV platform (LAV—Avoiding Food Waste, from the German “Lebensmittel Abfall Vermeiden”), a website that has been specifically set up and targeted to small- and medium-sized companies (SMEs) in the German food sector that wish to reduce food waste in their operations. Currently, there are more than 500 tools available in the English or German language which attempt to support companies in the food sector in their food waste reduction efforts. However, so far there has been no platform that could gather all these tools to facilitate SMEs’ access to them. The LAV platform compiles various relevant tools from academia as well as from industry and makes the most suitable tools available in a toolbox published on the Internet platform. Here, the tools are structured by topic and market segment; its user-friendliness was tested applying participatory methods which involved SMEs and industry organizations. The LAV platform, as well as target audience-centered marketing approaches more generally, could act as role models for other international projects that also have the goal of setting up and promoting tool-gathering systems. View Full-Text
Keywords: marketing campaign; nonprofit marketing; food waste reduction; resource efficiency; participation; sustainability marketing campaign; nonprofit marketing; food waste reduction; resource efficiency; participation; sustainability
Show Figures

Figure 1

MDPI and ACS Style

Strotmann, C.; Niepagenkemper, L.; Göbel, C.; Flügge, F.; Friedrich, S.; Kreyenschmidt, J.; Ritter, G. Improving Transfer in the Food Sector by Applying a Target Audience-Centered Approach—The Development of a Nonprofit Marketing Campaign Guide Based on a Case Study of the LAV Platform. Sustainability 2017, 9, 512. https://doi.org/10.3390/su9040512

AMA Style

Strotmann C, Niepagenkemper L, Göbel C, Flügge F, Friedrich S, Kreyenschmidt J, Ritter G. Improving Transfer in the Food Sector by Applying a Target Audience-Centered Approach—The Development of a Nonprofit Marketing Campaign Guide Based on a Case Study of the LAV Platform. Sustainability. 2017; 9(4):512. https://doi.org/10.3390/su9040512

Chicago/Turabian Style

Strotmann, Christina; Niepagenkemper, Linda; Göbel, Christine; Flügge, Fara; Friedrich, Silke; Kreyenschmidt, Judith; Ritter, Guido. 2017. "Improving Transfer in the Food Sector by Applying a Target Audience-Centered Approach—The Development of a Nonprofit Marketing Campaign Guide Based on a Case Study of the LAV Platform" Sustainability 9, no. 4: 512. https://doi.org/10.3390/su9040512

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Search more from Scilit
 
Search
Back to TopTop