Social Entrepreneurship: Marketing Hunger Awareness

This paper emerges from a pedagogical philosophy that business students should experience working with a real-world consulting client prior to graduation. An equally important component of this capstone experience is the opportunity for the students to study a problem and to make a set of solution-driven recommendations that will lead to social good. This research is part of a series of conference papers from graduate students at Molloy College. This paper focuses on the consulting work performed for Island Harvest. Island Harvest is the largest food bank on Long Island. The student consultants were charged with recommending a marketing program for the Coin Harvest Campaign, with the intent of refreshing this important campaign focused on Hunger Awareness. The goal was to increase the campaign’s breadth and depth