Reaching the Big Bend

Second Harvest of The Big Bend A CAMPAIGN FIELD GUIDE

Reaching the Big Bend

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Contents Letter to The Client .................................... 4 Meet the Team ............................................ 5 Executive Summary ................................... 6 Situational Analysis ................................... 8 Problem Statement .............................. 9 SWOT ................................................. 10 Current Situation .............................. 11 Research .................................................... 14 Study One ........................................... 16 Study Two ........................................... 22

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Campaign Plan ......................................... 28 Strategy 1 ............................................ 30 Strategy 2 ............................................ 34 Strategy 3 ............................................ 36 Strategy 4 ............................................ 38 Timeline .................................................... 42 Budget ....................................................... 44 Conclusion ............................................... 46

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Letter to The Client Dear Second Harvest of the Big Bend, In January, we got to meet with you and hear about the incredible work Second Harvest does for those who experience food scarcity in the Big Bend area and the goals you have for Second Harvest as a non-profit organization. It was inspiring for us to not only work for an organization that has already done so much to aid its community but also one that is also actively seeking ways to expand its aid.

In our initial meeting, you expressed to us that it was important for Second Harvest to reach new prospective clients and strengthen brand awareness. It was also expressed that Second Harvest was interested in the demographics in which their clientele fall, particularly how many clients are new users due to Covid-19, and ways in which their online correspondences could be improved.

In facilitating research to help Second Harvest with their interests, we conducted two surveys. The client survey, which was administered at distributions, provided insight into the background of each client and gave us intel on how they ended up needing Second Harvest’s services. The general population survey, which was administered independently online, gave us insight into the number of people in the Big Bend population who are aware of Second Harvest, and if they were, how they were familiar with Second Harvest.

The data obtained by both surveys shaped the strategies presented in this book that we believe will be beneficial in helping Second Harvest further its reach in the Big Bend community. The strategies we have complied aim to expand the brand awareness of Second Harvest, thus reaching new, unaware, and prospective clients, and familiarizing the greater Big Bend population with Second Harvest and its services.

Finally, we would like to thank you for giving our team the opportunity to work for you and placing your trust in us. It has been incredibly rewarding to work alongside an organization that has a genuine concern for the well-being of our community and learn about the impact food scarcity has on people and families.

Kind regards,

Emma Padgett

Emma Padgett, Account Manager

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Emma Padgett

Brenna Moran

Krista Sinibaldi

Daryn Mink

Account Manager

Creative Director

Research Director

Copy Writer

Meet the Team

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Executive Summary

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Second Harvest of the Big Bend is a nonprofit organization for food insecure families in the Big Bend Community. Second Harvest has been in the community for years but struggles with finding the right means of communicating with future and current clients.

They are also struggling to increase brand awareness in the Big Bend area to allow them to serve more clients who experience food insecurity.

During the initial analysis of the Second Harvest of the Big Bend, it was brought to light that the communication issues they are experiencing were due to not using their social media platforms to their fullest potential. Although they are present on multiple online platforms, their uses could be improved. Clients do not know where to look initially for information about food distributions efficiently. An idea thought of to combat this is creating a Second Harvest of the Big Bend app that can be downloaded on mobile devices.

The analysis also revealed issues with brand awareness of Second Harvest of the Big Bend. Not all newly food insecure residents in the Big Bend area, prospective clients, are aware that Second Harvest is right in their backyard. Second Harvest would like to increase brand awareness in the community and aid the clients they serve in the best way possible. This might be best fixed by requiring partners of the Big Bend to put up advertising and branding material up in their centers.

Limitless Media proposes a campaign that will strengthen their communication issues with clients as well as creating heightened brand awareness of the Second Harvest of the Big Bend.

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Situational Analysis

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Problem Statement

The Second Harvest of the Big Bend should use their current resources to enhance their brand awareness and social media presence to reach new and existing clients in the community. Second Harvest can take the opportunity to focus on branding with their network organizations and have a more consistent approach to communicating with clients via online media outlets.

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Strengths Weaknesses Opportunities Threats

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• Company longevity - Founded in 1982 • Strong network - Works with 149 partner agencies • Part of larger, trusted organizations - Feeding America and Feeding Florida • Passionate and committed CEO • Effective programs • Federal funding and grants • Language barrier between clients and volunteers • Social media - Low amount of followers and inconsistent formatting • Client feedback - No exisiting way to recieve client feedback • Funding - Inconsistent and restrictive • Difficulty communicating last minute changes

• Exposure on social media • Branding opportunities with their network and partners - Placing collateral at events with partner organizations • Partnering with local companies (Publix, DoorDash, schools, etc.)

• Other food pantries • COVID-19 - Causes uncertainty in distributions, employee / volunteer scheduling and funding • Uncertainty with funding • Stigma surrounding food insecurity • Uncertainty with partner agencies and food distributions

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Current Situation Second Harvest currently has a Facebook, Instagram, and Twitter but engagement and following can be improved. These feeds are somewhat inconsistent in terms of content. The website could use improvement as well. The flow of the website may be confusing to potential clients, volunteers and donors. Distributions have been hindered by COVID-19 because of a lack of volunteers and extra safety percautions the organization must take. Second Harvest has strong programs such as the backpack initiative. Programs such as these are highlighted on the website.

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Examples of Inconsistent Content

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Research Limitless Media conducted two separate surveys, a general population survey and client-based survey. The goal of the general population survey was to evaluate the Big Bend public’s knowledge of Second Harvest and their services. The goal of the client-based survey was to gain an understanding of who various current clients are and their preferred method of communication.

The general population was distributed online through various social media outlets, while the client-based survey was distributed on-site at Second Harvest distribution events.

The client-based survey was delivered orally by our team to the respective clients at distributions and similar events.

These surveys revealed clients demographics, preferred communication outlets, and overall satisfaction of Second Harvest’s services.

These surveys were administered to assist Second Harvest in understanding how to best communicate with current and prospective clients.

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Study One Client-Based Survey The purpose of this survey was to understand the demographics, preferred communication outlets, and overall satisfaction of Second Harvest’s current clients.

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Research Questions 1. What kinds of individuals are clients of Second Harvest of the Big Bend?

2. What is the best method for communicating with current clients?

3. Is Second Harvest effectively serving the needs of their current clients?

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White 3% Two or More Ethnicities 3%

Prefer Not to Answer 3%

Hispanic or Latino 6% RQ18: What is your race or ethnicity?

85%

of Second Harvest’s current clients are Black or African American.

0 18.2% 1 6.1% 2 36.4% 3 18.2% 4 6.1% 5 9.1% 6 3% 7 3%

Black or African American 85%

RQ21: In addition to yourself, how many people live in your household?

36.4%

of Second Harvest’s current clients have 2 people, in addition to themselves, in their household.

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Demographics RQ19: What is your age?

Age of Second Harvest’s Current Clients

Age

42%

of Second Harvest’s current clients are between the ages of 45 and 64.

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Results

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30% of Second Harvest’s current clients use Facebook multiple times a day.

50% of Second Harvest’s current clients use traditional local news media multiple times a day.

82% of Second Harvest’s current clients are extremely satisfied with Second Harvest.

76% of Second Harvest’s current clients said they would sign up for a text update service.

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Interpretation Current clients of Second Harvest of the Big Bend are extremely satisfied with their services thus far. However, Second Harvest should build relationships and continue communication with these clients. The best way to do this is through Facebook and traditional local news outlets. Another way to keep current clients up to date on distribution events is through a text update service.

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Study Two General Population Survey The purpose of this survey was to understand the general population’s prior knowledge of Second Harvest of the Big Bend and evaluate how they view their brand and their services. The survey also gathered information about the general population’s preferred media outlets.

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Research Questions 1. How knowledgeable is the Big Bend population of Second Harvest?

2. What media outlet is preferred amongst the Big Bend population?

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Prefer Not to Answer 2.33% Black or African American Two or More Ethnicities 3.49% 6.98% Asian 4.65%

Hispanic or Latino 15.3%

RQ27: What is your race or ethnicity?

66.28%

of the general population in the Big Bend is White.

White 66.28%%

RQ19: In addition to yourself, how many people live in your household?

27.6%

of the Big Bend population have 3 people, in addition to themselves, living in their

4 23.6% 3 27.6% 0 4.9% 1 15.4% 6 0.8% 2 21.1% 5 5.7% Other 0.8%

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Demographics RQ15: What is your age?

Age of the General Population

Age

50%

of the general population are between the ages of 18 and 24.

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Results 70.92% of the Big Bend population were aware of Second Harvest.

67.18% of the Big Bend population use Facebook multiple times a day.

59.38% of the Big Bend population use Instagram multiple times a day.

46.77% of the Big Bend population would use a search engine (Google) to find food assistance if they were in need.

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Interpretation The general population is aware of Second Harvest. The best way to relay information to new clients is to use Facebook and Instagram. If there was a potential client within the general population they would use Google to search for nearby food assistance.

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Campaign Plan

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Despite being successful in aiding 11 counties for the past few decades, Second Harvest is now struggling to get first time clients since the Coronavirus pandemic began in March of 2020. Realizing that amount of individuals and households that may be food insecure is higher than ever before, their main efforts are focused into finding these individuals through multiple communication channels and getting them the food services that they need. The overall goal is to bring in first time clients and establish a well-known brand awareness within the Big Bend community, thus broadening its reach further by having the greater Big Bend community be aware of Second Harvest and it’s contributions.

Our team’s campaign sets out to provide strategies that we believe will best assist Second Harvest in achieving their reach goals. The strategies described are designed specifically for Second Harvest as a food distribution organization and coincide with what we perceive as the most efficient ways of reaching prospective clients and the Big Bend community as a whole.

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Strategy 1 Create a stronger brand presence for Second Harvest of the Big Bend by utilizing social media accounts such as Facebook and mandating Second Harvest collateral at all distributions.

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Tactics

1.1: Use a specific format and template for all posts regarding updates or changes.

1.2: Set up the upcoming distributions post to resemble a calendar to make it easier to read and comprehend the dates and time.

Evalutation: This will be evaluated by seeing if engagement on Facebook and Instagram increase, specifically followers and likes.

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Tactics cont.

1.3: Create branded materials for Second Harvest to give to their partner organizations for distributions.

1.4: Create a yard sign to use at every distribution outside the establishment. These signs need to say Second Harvest and include the logo to create a unified brand stance.

1.5: Create a Second Harvest sticker used to seal every box given out at the distributions.

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1.6: Mandate that every volunteer and worker at distributions wear a Second Harvest t-shirt.

Note: From the survey, people indicated they have received food assistance from churches. These distributions might have been partnered with Second Harvest without any branding representation present.

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Strategy 2 Leverage relationships with local radio and television stations.

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Tactics 2.1: Build a relationship with journalists by sending a weekly email to inform them of upcoming distributions and events.

2.2: Ask for a news segment about Second Harvest and speak about the upcoming distributions for the week.

2.3: In the news segment, the speaker should wear a Second Harvest shirt, nametag, etc. to increase awareness. All the images on the news presentation should have Second Harvest’s logo on it and be consistent from week to week.

2.4: Ask the local radio stations to notify their listeners of distributions on the day they are happening. Many clients said they listen to local radio stations everyday, so a reminder on distribution days may increase the number of people that will go.

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Strategy 3 Promote the new Second Harvest text message service.

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Tactics 3.1: Create a QR code flyer. This QR code will bring the client to the site where they can sign up for automated text messages from Second Harvest of the Big Bend.

3.2: Attach this QR code flyer to boxes given to clients at Second Harvest’s distributions.

3.3: Volunteers and employees should notify clients of this service and encourage them to download it.

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Strategy 4 Hire a student intern from Florida State or FAMU.

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Tactics 4.1: Hire an intern who would be in charge of posting the designated graphics for the upcoming distributions and updates. They would also be responsible for checking the website for dead links, old information, and keeping it up to date.

4.2: This student will be offered school credit for working with Second Harvest. This will give interns an incentive to work with the company.

4.3: To recruit students from Florida State University use Nole Network (go to career.fsu.edu/employers/hireanole, scroll down to “Post a Job or Internship, click “Learn More”, create account, and post the listing using the information found on next page).

4.4: For Florida A&M University, use Handshake (go to www. famu.edu/index.cfm?careercenter, scroll to “Employer” on the left, click “HireARattler powered by Handshake”, create an account, post a listing using the information found on next page).

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Communications Intern – Second Harvest of the Big Bend Position Type: Internship Minimum GPA: 3.0 Academic Year(s): Sophomore, Junior, Senior Degree Level: Highschool Desired Skills: Advertising writing, Brand awareness, Marketing, Multimedia advertising, Online advertising, Brand development, Ability to communicate effectively orally Description: Second Harvest of the Big Bend is searching for a hard-working, motivated, and passionate intern to work for their communications team and assist with online correspondence and branding and maintaining relationships with local media outlets. Candidates must have an interest in graphic design, social media, and communications. Experience with social media is required and experience with Canva and/or Adobe Creative Suite is desired.

Position Overview: The social media intern will manage content creation Second Harvest’s Facebook and Instagram account, organize social media campaigns, foster relationships with organization leaders in the community, and analyze social media performance with the goal of increasing the quality of our social media and brand presence.

Position Duties/Responsibilities: Plan and organize social media campaigns, create content for the campaigns, and analyze the progress of social media content.

Position Qualifications: We are looking for a self-motivated enthusiastic student with an interest in learning about business in the nonprofit industry and an interest in managing social media accounts. Applicants should: • Have completed their freshman year of college.

• Be familiar with and have experience using Facebook and Instagram.

• Be eager to learn and grow.

• Have talent, interest, and experience in a core communications discipline, such as, advertising, media, public relations, etc.

• Possess excellent written and verbal communication skills.

• Be available to work a minimum of 10 hours a week.

• Be available to work during the internship term.

• Have reliable access to a computer and the Internet.

• Must be legally eligible to work in the United States.

Position Remuneration: This is currently an unpaid position, but we are willing to complete paperwork for students to receive course credit for this internship.

Employer Snapshot: Second Harvest of the Big Bend is a nonprofit charity started in 1982 to address the urgent problem of hunger in the community. Our mission is to feed hungry, food insecure people in North Florida’s Big Bend region, and to educate and engage the community in the fight to end hunger. The food bank provides healthy food and other needed items for low-income and unemployed people to relieve situations of emergency and distress.

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Position Function(s): Advertising, Media & Marketing, Computer & Information Technology, Public Relations & Communications, Sales, Writing, Editing, & Content Creation Set Salary Amount: 0 Approximate Hours Per Week: 10-20 Work Hours: Regular Business Hours, Flexible Is the start and end date flexible: We are willing to work with the student’s schedule to determine start and end dates.

How many candidates do you expect to hire for this position?: 1 Is your organization able to complete performance evaluations to enable FSU student to earn academic credit?: Yes Minimum Academic Credit Hours Completed: 30 Desired Major(s): Media, and Culture, Editing Writing and Media, Creative Writing, Business/Marketing, Business/Professional Sales, Communication and Information/Media Communication Studies, Advertising, Public Relations, Digital Media Production, Integrated Marketing and Management, Mass Communication, Public Interest Media and Communication, Multicultural Marketing Communication, Media and Communication Studies Required Documents: Resume, Writing Sample, Graphic Design Sample

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Timeline July

• Post intern application on NoleNetwork and Handshake.

• Begin to build/maintain relationships with local newspaper, radio, and TV stations.

• Purchase collateral material (t-shirts, flyers, stickers and yard signs).

• Interview potential interns.

• Train hired intern.

August

• Begin to distribute collateral material.

• Have an intern design a weekly distribution post for Facebook and Instagram that includes all of the distributions, times and locations to be posted every Sunday before the new week.

December

• Give out a survey at distributions to evaluate the effectivness of the campaign strategies and tactics.

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When discussing a timeline, it is best to start all of these strategies right away. The specific graphics for the social media and the Second Harvest signs and stickers etc. for branding should be made immediately. The posters and stickers should be printed following that and disbursed as quick as possible. The intern applications should also come out as soon as possible. Communication with the local news should ideally start immediately in order to maintain and foster new relationships in time for the August campaign start date.

For the post campaign surveys whose purpose is to ask how they heard about Second Harvest, those should start happening about a month after the new graphics and news story happens. Data should be collected to about 100 people and then after that conduct the same survey once a month to see where most people are finding their information.

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Budget Item

Tac

Yard Signs (50)

1.

Stickers (3,000)

1.

Shirts (500)

1.

QR Flyers (2000)

3.

Total 44

ctic

Cost

.4

$750

.5

$219

.6

$3,215

.1

$379 $4,563 45

Conclusion The main goal of our campaign is to further the brand awareness and better the communication of Second Harvest with the Big Bend population. Our research thus far shows an emphasis on traditional local forms of media among current clients of Second Harvest. Our strategy of establishing relationships with local new outlets and using an intern to foster these relationships reflect this. Despite many current clients favoring traditional media, there is still improvement to be made on the social media front. Second Harvest could expand its social media image by regularly posting on their social accounts and using an intern, designated to running them. Further, the introduction of an app could help assist current clients of Second Harvest follow distributions.

We believe these initiatives we have presented will work best in furthering the brand awareness and communication tactics between Second Harvest and the Big Bend population.

We hope these strategies assist these goals in order to help Second Harvest foster their own goals of actively reaching and aiding as many people and families in the Big Bend area that may need it.

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Reaching the Big Bend

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