Pathways to Success
Public Relations Campaign
Welcome to my Portfolio!
My name is Rokeyah Connor, and I am an aspiring Public Relations Professional. Quite honestly it was not always this way. When I started at the University of the Virgin Islands in the fall of 2011, I wanted to become a counselor for those who suffer with Obsessive Compulsive Disorders (OCD). However, my mind quickly changed after taking Communications 119: Interpersonal Communications, with Dr. Gillian Royes. I was fascinated with the communication process after this class and switched my major to Communications in the spring of 2012. Still with a yearning for a better understanding of why people think and act the way they do, I added the minor of Psychology to my degree plan. It has been a long journey and I will complete my degree on May 13, 2016. Being a student at UVI, has afforded me many opportunities and connections. I have been a member of many clubs and organizations on campus. And must pay tribute to the close-knit-family-like environment at UVI, which has truly made my college experience unforgettable.
I have always been interested in the way people think and make decisions. Through my time at UVI I struggled to find the relationship between my major in communications, and minor in psychology. It was only after taking Communications 315: Intro to Public Relations, did I realized that this profession was the perfect for me. I believe that creating and maintaining your brand is essential to professional development. This eportfolio will be my first venture in building "Rokeyah" brand. Stay tuned!
Introduction
The Pathways to Success Co. was a class-based company developed on the belief that a consulting voice is needed to help assist a local businesses on St. Croix with the keys to successful publicity. Using our mission we sought out a business that needed to enhance their brand. After careful deliberation we decided to partner with The Harbormaster Restaurant of St. Croix, USVI.
Upon meeting with the owners of this establishment it was clear that we would need to conduct some qualitative and quantitative research to better access public’s perspective of the establishment. This step was essential in helping us pin point those areas we needed to work on improving in order to successfully completing our task.
Upon meeting with the owners of this establishment it was clear that we would need to conduct some qualitative and quantitative research to better access public’s perspective of the establishment. This step was essential in helping us pin point those areas we needed to work on improving in order to successfully completing our task.
Research Report
The first phase of our action plan was to gather intel on the community’s perception of the restaurant and its services by way of research. We choose to use two types of surveys to gather the data, qualitative, quantitative, and we sent in secret diners to dine at the establishment. We conducted our surveys over a three day period and gathered a total of 100 quantitative and five qualitative surveys. The secret diners were sent into to dine on two separate Sundays’ as that is the restaurants busiest day.
Surveys & Findings
Quantitative
Our team created a 10 question quantitative survey. We gathered our quantitative data over the course of three days: Sunday, February 7, Tuesday, February 9 and Wednesday, February 10. We selected the boardwalk of Christiansted where the Hotel on the Cays boat offloads customers’, so that we could get their post dining experience. We surveyed every third adult who disembarked the boat via traditional paper surveys but later imported the information into our survey platform, Survey Monkey. Of the 100 responses, we did have to void one survey from our data compilation.
Of the 77 responses we received from this open ended question about the music, we had 22 different types of responses. We found that 52 of the participants in our survey reacted positively to the music, 20 of them reacted negatively and 5 were neutral.
Qualitative
We gathered our qualitative data over the course of two days: Sunday, February 7 and Monday, February 8. We selected five local surrounding hotels and restaurants to conduct our interviews. Our primary focus was the front reception staff at the different establishments.
We gathered our qualitative data over the course of two days: Sunday, February 7 and Monday, February 8. We selected five local surrounding hotels and restaurants to conduct our interviews. Our primary focus was the front reception staff at the different establishments.
1. How many guests do you refer to the Harbormaster Restaurant?
Four out of the five staff members we spoke to said that they referred guests to the restaurant periodically.
2. What comments do you get from your guests after they visit the Harbormaster Restaurant?
Three out of the five staff members we spoke to said the guests came back saying it was “ok” and commented on how much they liked the beach and buffet.
3. What restaurant in this area do you recommend most to your guests and why?
Three out of the five staff members we spoke to said they recommended other local restaurant besides the Harbormaster Restaurant.
4. Why is Harbormaster not your 1st choice? (If applicable)
Three out of the five staff members we spoke to said that guests have complained the wait for the food and the round trip fare on the boat. They also cited that the beach was the main attraction.
5. Do you frequent the Harbormaster Restaurant?
Four out of the five staff members we spoke to said they did not.
6. What qualities must a restaurant possess in order for you to deem them suitable to your guests?
Five out of the five staff members we spoke to said that a restaurant must have good customer service, great food and must be inviting.
7. Are you aware that Harbormaster Restaurant is now under new management?
Five out of the five staff members we spoke to said no.
Four out of the five staff members we spoke to said that they referred guests to the restaurant periodically.
2. What comments do you get from your guests after they visit the Harbormaster Restaurant?
Three out of the five staff members we spoke to said the guests came back saying it was “ok” and commented on how much they liked the beach and buffet.
3. What restaurant in this area do you recommend most to your guests and why?
Three out of the five staff members we spoke to said they recommended other local restaurant besides the Harbormaster Restaurant.
4. Why is Harbormaster not your 1st choice? (If applicable)
Three out of the five staff members we spoke to said that guests have complained the wait for the food and the round trip fare on the boat. They also cited that the beach was the main attraction.
5. Do you frequent the Harbormaster Restaurant?
Four out of the five staff members we spoke to said they did not.
6. What qualities must a restaurant possess in order for you to deem them suitable to your guests?
Five out of the five staff members we spoke to said that a restaurant must have good customer service, great food and must be inviting.
7. Are you aware that Harbormaster Restaurant is now under new management?
Five out of the five staff members we spoke to said no.
Secret Diner Report
To better assess the quality of the restaurant and its components, Pathways to Success thought it best to send in secret diners to this establishment on two (2) separate occasions.
To better assess the quality of the restaurant and its components, Pathways to Success thought it best to send in secret diners to this establishment on two (2) separate occasions.
Sunday, February 28, 2016
On February 28, 2016 two (2) secret diners were sent into to dine at the HarborMaster Restaurant, this report will detail their experience at the restaurant. Here are some key points our diners shared from their experience:
• No greeting upon entry to restaurant
• The wait staffs on a whole were poorly dressed.
• The wait staff needs serious training.
• The initial greeting was very unprofessional (Ex. Hey mama!).
• Their order was taken in a timely manner.
• The bartender is very efficient however, he is not very friendly.
• The food was good.
• Food was served in a timely manner.
• The beach and restaurant area were very well maintained.
• They found the items on the menu to be well priced.
• Diners would not recommend this restaurant to anyone
Sunday March 13, 2016
On Sunday March 13, 2016 two (2) secret diners were sent into to dine at the HarborMaster Restaurant, this report will detail their experience at the restaurant. Here are some key points our diners shared from their experience:
• No greeting upon entry to restaurant.
• Seated them self. (They found this acceptable because it is a beach restaurant)
• The beach and restaurant area were very well maintained.
• Took about 10 minutes for someone to take their order. (Acceptable)
• Took about 45 minutes to an hour for the food to be served. (Unacceptable)
• Waitress was dressed appropriately in their opinion since it is a beach restaurant.
• Staff is in need of serious training.
• Waitress never introduced herself.
• Waitress had to take their order twice because she forgot the first time
• Food order arrived incorrect and had to be sent back
• Diner 1 rated waitress at a 4 on a scale of 1 10
• Diner 2 rated waitress at a 6 on a scale of 1 10
• Waitress removed plate from table before diner 1 was finished. (She should have asked a question)
• Diner 2 had to send back her initial order because it was not of good quality. (She said it was terrible). She then reordered and said that her second option was better
• Diner 1 rated her food at a 6 out of 10.
• Diner 2 rated her food at a 4 out of 10.
• They stated that their interactions with the bartender were very good.
• They stated that the music was the best part of their dining experience, because the DJ had a good mix of music.
• They stated that the ambiance of the restaurant was very good.
• Although the restaurant is on the beach some upgrades are needed. (Ex. New paint job, new tables and chairs)
• The bathroom was extremely poor and needs some serious upgrading.
• Bathroom tall is too small.
• Paper products in the bathroom are placed too high
• The faucet at the sink are dated and need to be replaced.
• Diner 1 would not recommend this restaurant to a friend.
• Diner 2 would only recommend others to the buffet on Tuesday.
On February 28, 2016 two (2) secret diners were sent into to dine at the HarborMaster Restaurant, this report will detail their experience at the restaurant. Here are some key points our diners shared from their experience:
• No greeting upon entry to restaurant
• The wait staffs on a whole were poorly dressed.
• The wait staff needs serious training.
• The initial greeting was very unprofessional (Ex. Hey mama!).
• Their order was taken in a timely manner.
• The bartender is very efficient however, he is not very friendly.
• The food was good.
• Food was served in a timely manner.
• The beach and restaurant area were very well maintained.
• They found the items on the menu to be well priced.
• Diners would not recommend this restaurant to anyone
Sunday March 13, 2016
On Sunday March 13, 2016 two (2) secret diners were sent into to dine at the HarborMaster Restaurant, this report will detail their experience at the restaurant. Here are some key points our diners shared from their experience:
• No greeting upon entry to restaurant.
• Seated them self. (They found this acceptable because it is a beach restaurant)
• The beach and restaurant area were very well maintained.
• Took about 10 minutes for someone to take their order. (Acceptable)
• Took about 45 minutes to an hour for the food to be served. (Unacceptable)
• Waitress was dressed appropriately in their opinion since it is a beach restaurant.
• Staff is in need of serious training.
• Waitress never introduced herself.
• Waitress had to take their order twice because she forgot the first time
• Food order arrived incorrect and had to be sent back
• Diner 1 rated waitress at a 4 on a scale of 1 10
• Diner 2 rated waitress at a 6 on a scale of 1 10
• Waitress removed plate from table before diner 1 was finished. (She should have asked a question)
• Diner 2 had to send back her initial order because it was not of good quality. (She said it was terrible). She then reordered and said that her second option was better
• Diner 1 rated her food at a 6 out of 10.
• Diner 2 rated her food at a 4 out of 10.
• They stated that their interactions with the bartender were very good.
• They stated that the music was the best part of their dining experience, because the DJ had a good mix of music.
• They stated that the ambiance of the restaurant was very good.
• Although the restaurant is on the beach some upgrades are needed. (Ex. New paint job, new tables and chairs)
• The bathroom was extremely poor and needs some serious upgrading.
• Bathroom tall is too small.
• Paper products in the bathroom are placed too high
• The faucet at the sink are dated and need to be replaced.
• Diner 1 would not recommend this restaurant to a friend.
• Diner 2 would only recommend others to the buffet on Tuesday.
Research Day
Pathways to Success was fortunate enough to participate in this year’s Research Day. We created a poster
board – leaving out the name of the business. Centered on our qualitative and quantitative research and present in to the public and the judges in attendance.
We divided the presentations into shifts so that everyone had a chance to present. I found this experience exciting and helpful. There were about 20 other students who were present at research day all speaking on a wide variety of research topics. Our group truly stood out amongst the crowd, because we were the only Communication students in attendance and the only group whose research was focused on customer service.
We divided the presentations into shifts so that everyone had a chance to present. I found this experience exciting and helpful. There were about 20 other students who were present at research day all speaking on a wide variety of research topics. Our group truly stood out amongst the crowd, because we were the only Communication students in attendance and the only group whose research was focused on customer service.
Brief video of one of my presentation at Research Day 2016.
Me at Research Day 2016.
Poster used at Research Day 2016.
Team members Zoe Walker (left) & Augustus Laurencine Jr. (right) at Research Day 2016.
Social Media
Social media posts examples: Facebook on the left, Instagram on the right.
After numerous meetings with our client, we brainstormed on tools that would improve our client’s image and as a result produce new customers. A device we knew our company could befefit from was a healthy social media campaign.
The Social Media Employed
As a group we agreed the mediums most appropriate for our clients would be Instagram and Facebook. Both Instagram and Facebook are amongst the top ten most popular social media sites. Facebook is the top networking site especially since it has recently become somewhat of a marketplace. The site allows its users to broadcast and showcase their products, lives all while building not only friendships but brands. Instagram however, is a social media website that is predominantly centered on pictures and videos. Instagram is less centered on connections but is predominately focused on pictures and videos. This allows users to use their phones to share pictures and videos of they are seeing or experiencing in real time. These sites combine to make what we believed would be the best social media team for Harbourmaster Restaurant.
Our team created an Instagram with the handle @harbourmasterstx. The Instagram page has a total of 133 followers and averages of 10 likes on a post. The account focuses on showcasing the breathtaking beauty of the restaurants location, and its wonderful cuisine. The Facebook page can be fouund with a simple Facebook search of the establishhments name HaborMaster Restaurant currently has a total of 794 friends, the page is updated regularly with pictures and promotional posts that speak of the establishments weekly activities. These pages, afford Harbourmaster the opportunities to interact and monitor the comments, posts and pictures of restaurant patrons.
Social media posts examples: Facebook on the left, Instagram on the right.
Event
Brief video of cudtomer dervice training.
Trying to find an event for the Harbormaster Restaurant was very challenging. When we first began this project, we planned on having an event at the restaurant. Our target audience initially were the students in the University of the Virgins Islands St. Croix - Residence Hall. With the idea that we could throw a party to attract the young crowd during their spring break recess. It later switched to the art community of St. Croix. In hopes that we could host an “Art on the Beach” event. However; as we progressed and assessed the needs of The Harbormaster Restaurant we learned that such an event would not be beneficial to our clients. As they had some core issues within their customer service and management techniques.
We knew we needed to fix these existing problems before we thought about techniques to bring in new customers. Upon speaking with our class instructor Dr. Gillian Royes we arrived at our final idea. A customer service training for the staff at the restaurant. The event took place on Sunday, April 24, 2016 at the restaurant. Professionals in the field of customer service and hospitality were the speakers at the training. Advisors and professors of the University of the Virgin Islands Hospitality Club and Hospitality Department, Professor John Morosco and Shanta Roberts. The training was mandatory with twelve of the restaurants staff present. The training was well received by those in attendance.
Pictures of customer service training.
Final Class Presentation
Click below to view Power Point presentation.
Conclusion
Through this class I have developed a great appreciation for the art of good Public Relations and its practices. I faced many personal challenges in this class, and at times even questioned if I could see myself perusing a career in this field. However as I sit and compile this collection of amazing work, I realize that this is what I love and that I cant wait to explore the field as a professional.
I hope you enjoyed, Thank you for stopping by!
