CASE STUDY 1
TABLE OF CONTENTS Meet the Team 3
MEET THE TEAM
The Client 5 Target Audience 10 Situation Analysis 13 Research Insights 16 Campaigns 19 Social Media Analytics 39 Future Recommendations 42
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MAYA MORESCHI
ANNA GILSTRAP
SHELBY BRAND
LILLY MORGAN
MARY KATE HAYES
GENNIFER ALLEN
KAYLEY HARRISON
ANNA BARKLEY
ACCOUNT EXECUTIVE
DIGITAL SPECIALIST
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PR SPECIALIST
COPYWRITER
PROJECT MANAGER
ART DIRECTOR
FETCH STRATEGIST
INTERN
THE CLIENT
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WHAT DRIVES US
SECOND HELPINGS ATLANTA 85+
FOOD DONORS
VOLUNTEERS
ABOUT Second Helpings Atlanta is a 501(c)(3) nonprofit food rescue organization powered by a community of volunteers who pick up nutritious, surplus food and deliver it to social service agencies like soup kitchens and food pantries in the Metro Atlanta area. SHA reduces food waste by diverting the prepared food from landfills while helping feed those in need.
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450+
In September 2019, Second Helpings Atlanta celebrated its 15th anniversary. As of July 2019, SHA has rescued and distributed over 10 million pounds of food to more than fifty partner agencies.
50+
PARTNER AGENCIES
MISSIONS Make Atlanta a more environmentally responsible area by reducing food waste Provide perishable and frozen prepared foods to partner agencies that feed those in need
90 MINUTE MODEL Volunteer drivers pick up the food from donors, deliver it to a partner agency, and return home in 90 minutes or less
1 IN 7
GEORGIANS ARE FOOD INSECURE
#1
CONTRIBUTOR TO L ANDFILLS IS FOOD
1 IN 8
AMERICANS ARE FOOD INSECURE
WHAT IS FOOD INSECURITY?
THE ENVIRONMENT
Food insecurity is being without reliable access to nutritious foods due to a lack of financial resources. Food insecurity can lead to reduced food intake (hunger) and a lower quality diet.
A 2014 report by the National Resources Defense Council found that wasted food accounted for 16% of America’s methane emissions. Not only does food waste contribute greenhouse gases, it also constitutes 21% of fresh water used in food production.
THE FACTS
» Second Helpings Atlanta saves roughly 50 million gallons of water per year through food rescues
According to Feeding America, 1,783,450 Georgians are food insecure. In DeKalb County, 19.2% of people identify as food insecure which is about 7% higher than the national average. One in five Fulton County children are food insecure.
» The food Second Helpings Atlanta saves offsets the emissions of nearly 733 flights taking off and reaching elevation at Hartfield Jackson Airport
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SWOT ANALYSIS
COMPETITION
STRENGTHS
WEAKNESSES
GOODR
ATLANTA COMMUNITY FOOD BANK
» Loyal volunteer base of 450 people
» Malfunctioning blog on website
» A variety of established partners and donors in Metro Atlanta
» Low social media engagement
Goodr, a food waste management company, is SHA’s closest competitor. Its mission is to “feed more, waste less”, and it provides food pick-up similarly to SHA. However, Goodr is not a nonprofit nor is it just a pickup and delivery system. Goodr is a logistics company with a SaaS platform made specifically for large organizations and businesses.
Atlanta Community Food Bank is an indirect competitor for SHA. Although Atlanta Community Food Bank is one of SHA’s partner agencies, it does compete with SHA for volunteers and donors. Our survey showed that 59% (compared to 18% for SHA) of respondents knew of Atlanta Community Food Bank.
» 15 year history as an organization
» Younger generation unaware of organization and its efforts » Lacking physical branding material
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OPPORTUNITIES
THREATS
» Cater toward younger generations to increase volunteers
» Competition for donations, resources, and attention
» Partnerships with Athens businesses and organizations
» Inconsistent funding throughout year
» Build a cohesive digital brand presence through blogging + creative
» Keeping volunteers long-term » Crowded media field
Digital Presence: Instagram (8K followers), Facebook (5K followers)
Digital Presence: Instagram (5K followers), Facebook (19K followers) Target Market: Volunteers & Donors
Target Market: Large corporations and events with more than 5 pounds of food waste daily
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Lucy TARGET AUDIENCE
Lucy is studying environmental engineering at Georgia Tech. She’s originally from the Metro Atlanta area and is highly involved in student organizations. Lucy is a stickler for recycling and conscious of her carbon footprint. Her water bottle is steel and reusable, and she tries to stay away from one-use plastics. She is brand loyal to ecofriendly companies and follows her favorite brands on Instagram and Twitter. One of her favorite activities on campus is advocating for reduced food waste in Georgia Tech’s dining halls.
Environmentally friendly college student 10
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Marcie
Marcie recently moved to Atlanta with her husband, two rescued dogs and 12-yearold daughter April. She currently works as a manager at Starbucks and sees food waste firsthand. Marcie’s concerned about food insecurity in Atlanta and wants to find a volunteer opportunity to get her more active in the community. She aims to get plugged into the Atlanta culture and meet other people with similar interests.
SITUATION ANALYSIS
Marcie and her daughter volunteer together at the local animal shelter.
Community focused professional 12
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CHALLENGES
STRATEGIES
Since SHA is a nonprofit, donations are key to accomplishing its goal of reducing food waste and insecurity. Our Giving Tuesday campaign needed to drive donations and inform current volunteers and the newly-identified target audiences on what SHA has accomplished in the last 15 years. SHA’s Facebook and Instagram posts showed volunteers rescuing food, but it didn’t tell the brand’s story on what SHA does or where the donations go.
We designed an information-driven Giving Tuesday campaign for Facebook and Instagram that focused on how donations affected the community by translating the money donated directly into meals.
Our challenge was to contrast SHA’s regular content with youthful, informational campaigns that would appeal to the 18-25 year olds in our target market. After Giving Tuesday, we needed to continue building SHA’s brand awareness through community events, partnerships and consistent branding material. In our holiday campaigns, we needed to identify which platforms had the highest rate of return for SHA’s advertisements and whether volunteer or donation-geared ads resonated with the target audiences the most.
We geared SHA’s social media toward a younger demographic to increase volunteerism in collegeage students. For our holiday advertising campaigns, we experimented with advertising on social media platforms— LinkedIn, Twitter, Instagram and Facebook. Our goal was to see which platforms had the greatest return on investment. We created two different versions for each platform, one centered around volunteerism and the other on donations, to better understand which platforms brought in the most volunteers and donations.
We wanted to highlight SHA’s 15th anniversary in the campaign as part of our focus. To coincide with the social media campaign, we made infographics, blog posts and partnered with Athens businesses to raise brand awareness.
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THE SURVEY
RESEARCH INSIGHTS
One of SHA’s goals was to better understand the volunteering habits of college students. Our team created a survey to figure out why the students chose to volunteer for certain organizations or cause. We also wanted to see if the students recognized the SHA name and concepts like “food insecurity”. These insights are based on a sample of 40 students from Georgia Tech, Georgia State University, Kennesaw State University, Georgia College, Georgia Southern and the University of Georgia.
IS FOOD INSECURITY A BIG PROBLEM IN THE ATLANTA AREA?
No Yes
OUR FINDINGS When asked if they had heard of the term “food insecurity”: » 53.8% of respondents said “yes” » 42.6% of respondents said “no”
Yes
No
If yes, they were asked to define food insecurity in their own words. The average answers were: » Not knowing where your next meal will come from » Lack of food (shortage) » Being unsure of what foods to eat 16
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When listing the main factors in choosing an organization to volunteer with or donate to: » 52.8% of respondents said “I am passionate about the people and/or mission this organization serves” » 19.2% of respondents said “I am able to see proof of the impact my donation or time makes”
HAVE YOU HEARD OF THESE ORGANIZATIONS?
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Second Helpings Atlanta
Goodr
Atlanta Community Food Bank
31 5 Meals on Wheels Atlanta
I haven't heard of any of these organizations
RESULTS & INSIGHTS Our results show that SHA is lesser known compared to its competitors. Only 7 of the 40 participants recognized Second Helpings Atlanta. After gaining insights on SHA’s low brand awareness, we recognized a need for stronger branded content in our campaigns. SHA frequently used terms like “food insecurity” in their advertisements to those outside of SHA, and our survey revealed that this demographic didn’t have a strong grasp on its meaning. Rephrasing or defining one of SHA’s key terms would be more appealing and educational for this audience. Nearly half of those surveyed reported that they only volunteered 1-2 times a year. Only 12.8% said they volunteered weekly. SHA’s 90-minute model matches the average time respondents were willing to volunteer with 50% saying they’d volunteer for 2 hours and the rest being willing to volunteer for longer. 18
GIVING TUESDAY CAMPAIGN
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CAMPAIGN The #GivingTuesday campaign was executed through 15 social media posts, 13 graphics and two videos, that were a call-to-action for people to donate to Second Helpings Atlanta during #GivingTuesday.
CONCEPT Second Helpings Atlanta is a yearly participant in Giving Tuesday, but SHA had another reason to celebrate this year. Second Helpings Atlanta had its 15th anniversary in September 2019. To celebrate this landmark we themed our campaign around “15”. Nearly every post has a “15” or “1” and “5”, and we consistently used the hashtag #HappyAnniversarySHA.
DESIGN SHA’s social media is dominated by photographs. To break up the stream of photos, we decided to create a youthful, graphics-filled campaign. Since SHA was lacking in brand recognition, some of the campaign posts have the SHA logo and all posts used the brand’s color scheme. 20
BLOG POSTS “
We’re excited to share that WSB-TV recently featured Second Helpings Atlanta alongside one of our incredible Partner Agencies, Mount Pleasant Missionary Baptist Church. SHA collaborates with Mount Pleasant Baptist to deliver fresh food to the South Atlanta Community. “Statistically, 1 in 6 people in Metro Atlanta have some sort of food insecurity issue and that number for children is 1 in 5, so we understand the importance of getting food to people in need,” says Andrea Jaron, Executive Director of SHA.
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Converting Readers to Donors
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BLOG: SMALL DONATIONS = BIG IMPACT
2 VIDEOS + 13 GRAPHICS + 1 INFOGRAPHIC + 2 BLOGS
Here at Second Helpings Atlanta, we believe that all donations have the ability to make a huge difference. That includes small amounts, just like the ones you put towards your favorite Starbucks order or a subscription to Netflix. Curious to see how much of a difference small gifts can make? Read below to learn how your everyday purchases can help drive out hunger in the metro Atlanta area! 1. $9.00 Movie Ticket = 50 Meals There’s nothing like going to a good movie after a long day. However, there’s nothing equivalent to trying to figure out where your next meal is coming from. The average movie ticket cost $9.00. This is equivalent to 50 meals, which could feed 50 people in one day. While you’re buying your ticket for your next movie outing, we would appreciate it if you donated the same amount to Second Helpings Atlanta. 2. 3 Vending Machine Snacks = 35 Meals The average vending machine snack costs almost $2. If you were to buy 3 vending machine snacks, it would be equivalent to giving 35 meals to those struggling with food insecurity. While you’re taking your snack break at work, please donate the same amount to make a difference in someone’s life. 3. $8.99 Netflix Subscription = 48 Meals Stranger Things. The Crown. You. All shows that we love and have binge-watched two times in a row. While you’re finding your new favorite show, consider how an $8.99 subscription to Netflix could provide 48 meals in the Atlanta community. That means you’d be able to feed a family of four 3 meals a day for almost a week! 22
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Giving Tuesday is tomorrow! It’s your chance to give back to those who are dealing with food insecurity. Join us in the fight to stop hunger by donating to Second Helpings Atlanta this #GivingTuesday
It’s our 15th anniversary! Help us celebrate by donating to our organization on Giving Tuesday (12.03.19). Your donations help us feed thousands of people in the Metro Atlanta community. Every little bit counts! #GivingTuesday #HappyAnniversarySHA 24
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INSTAGRAM STORIES AMOUNT RAISED
$14,524
$10, 524 from donors + $4,000 from the Arby’s Foundation for most unique donors
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FACEBOOK REACH
5,131
+ 11.2% engagement rate throughout the campaign
INSTAGRAM REACH
3,224
HOLIDAY CAMPAIGNS
+ 6.8% engagement rate throughout the campaign
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12 DAYS OF CHRISTMAS
First Draft
Both the first and final draft have an alternating red and green pattern. On Instagram or any photo feed, the pattern would create a checkerboard effect.
ST. PATRICK’S DAY ADS
We introduced more photographs mixed with the graphic elements to add visual appeal while showing SHA’s team of volunteers. Final Draft
OBJECTIVES For each platform, we created two posts: one focused on volunteerism and the other on donations. The objectives are to raise money and recruit volunteers. We can take the campaign results to find out which platforms and posts have the highest rate of return.
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ZOMBIE COFFEE & DONUTS
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PERCENTAGE NIGHT
THE BLOG Thank You, Zombie Donuts!
After connecting with Zombie Coffee and Donuts CEO Tony Raffa, we set up a percentage event for SHA at their downtown Athens location for Thursday, Nov. 14. Zombie donated 15% of their gross sales that afternoon to honor SHA’s 15th anniversary.
On November 14, Zombie Donuts, a bakery that serves custom made donuts in Athens, Georgia, hosted a percentage night where from 4 - 8 P.M., 15% of all proceeds benefited Second Helpings Atlanta. The event earned a total of $32.09. With this amount, SHA can provide 160 meals to those in the metro Atlanta area. As shown here, gifts and donations of any size have the power to make a huge impact.
We raised $32.09 =
People were able to buy a sweet treat and help individuals who struggle to find food, all at once. Donuts and donations make a great combination.
160 RESCUED MEALS
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Thank you Zombie Donuts for helping us advance our mission of fighting food waste and food insecurity. We’re excited to partner with you in the future! To donate or join Second Helpings Atlanta’s community of volunteer drivers, visit secondhelpingsatlanta.org. Make sure to like us on Facebook and follow us on Instagram @secondhelpingsatl. 35
THE FLYER Second Helpings Atlanta Percentage Night
Second Helpings Atlanta Percentage Night
Zombie Donuts
Zombie Donuts
350 E Broad ST. ATHENS, GA
Thursday, november 14 4- 8 p.m.
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THE STORY
350 E Broad ST. ATHENS, GA
Thursday, november 14 4- 8 p.m.
15% of proceeds will benefit Second Helpings Atlanta
15% of proceeds will benefit Second Helpings Atlanta
We Can’t Wait to See You!
We Can’t Wait to See You!
Driving Out Hunger, One Mile at a Time
Driving Out Hunger, One Mile at a Time
TERRY NEWS
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One of our challenges was gaining brand awareness and increasing volunteers in the younger audience, specifically college students. We pitched a story on Myron Smith, a SHA Board Member and UGA alumus, to UGA’s Terry News. “For Myron Smith and his two sons, giving back has become a year-round family affair through an Atlanta nonprofit organization that fights food insecurity and supports sustainability by rescuing surplus food.
The pitch was accepted by Terry’s director of communications David Dobson on Nov. 3. Anna Gilstrap, the PR specialist, wrote the story of Myron and his two sons who are also involved with SHA. 28. The article was also sent in Terry College’s email newsletter.
SOCIAL MEDIA ANALYTICS
The three Smith men – who count six University of Georgia diplomas among them – are all graduates of the Terry College of Business. And they appreciate the importance of helping their Atlanta community, choosing to commit their volunteer efforts into the work of Second Helpings Atlanta....” 38
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FACEBOOK Increased Page Likes by
Increased Followers by
40% 40
4.14%
Increased Followers by
4.64%
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COMMUNITY COOKBOOK
FUTURE RECOMMENDATIONS
The Second Helpings Atlanta Community Cookbook would be a collection of recipes from volunteers and members of the community. People would give a few of their favorite recipes, and SHA would compile the recipes into a cookbook. It’d be a great way for volunteers to remember SHA’s mission of sustainability and would be inexpensive. It’d be a unique item to give out during trade shows or events. It can also be used as an incentive for donations. Those who donate above the set target of $25 or $50 could get the cookbook.
PROFESSIONAL PHOTOGRAPHY Having professional photographs and video footage could improve SHA’s advertising and promotional efforts. High quality photos are always great to have on hand to give to reporters, feature in your own publications and share in paid advertisements. The quality of the pictures can reflect the professionalism of SHA, and the photos can be used to create stronger pieces of promotional material—whether in brochures or commercials.
SMALL DONATIONS CAMPAIGN People may feel like their $5 or $10 donation wouldn’t mean anything to SHA, but a small donations campaign could reinforce the idea that even the smallest amount of money can change someone else’s life. By converting the small donations directly into pounds of rescued food, people can see how they can make a difference just by skipping a morning coffee and donating to SHA instead. 42
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