CASE STUDY
Talking Dog Agency
TEAM
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EXECUTIVE SUMMARY
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SITUATION ANALYSIS
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STRATEGY
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CREATIVE EXECUTIONS
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RESULTS
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FUTURE RECOMMENDATIONS
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GINA KARSEBOOM Account Executive
CARA ANDERSON Copywriter
GRACE POLLOCK Project Manager
MADDIE JAMES
Public Relations Specialist
DALENA NGUYEN Art Director
JORDAN HARKLEROAD Photographer
JORDAN CALLAWAY Digital Specialist
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Second Helpings Atlanta, Inc. (SHA) is a non-profit food rescue organization whose mission is to reduce hunger and food waste in the metropolitan Atlanta area by rescuing surplus fresh and prepared food and delivering it to those in need. Currently, with 450+ volunteer drivers, SHA serves as the link between its network of more than 80 Food Donors and the 50+ Partner Agencies who feed the hungry on a daily basis.
Second Helpings Atlanta has two goals: 1. To solve the hunger issue 2. To eliminate food waste
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Road Block
Second Helpings Atlanta was lacking a social media presence, as well as awareness of the organization and its purpose.
Strategy
Our strategy was to build awareness through social media presence, increase the amount of volunteers, and establish a stronger brand identity.
Impact
With our expertise, Second Helpings Atlanta increased their social media engagement and impressions. Additionally, our team provided SHA with content to help significantly solidify and improve their brand image.
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STRENGTHS Large existing volunteer base Established in the Atlanta community since 2004 Several partner agencies Clear mission Unique, niche organization
WEAKNESSES Improve social media presence on Instagram and Facebook Increase use of digital platforms and tools Break into the top-tier non-profit space in the Atlanta area
OPPORTUNITIES
THREATS
Lack of social media presence
Conflict of interest/direct competition with other donors and organizations during the holidays
Minimal social media expertise Food-rescue is a time sensitive endeavor Heavy dependence on volunteers and their varying schedules
Lack of centralized location Competition for volunteer time and energy against other non-profit organizations
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Second Helpings is a unique organization that does not have much direct competition. However, a relevant competitor is Goodr, a for-profit food rescue organization in the Atlanta area. Additionally, SHA indirectly competes with other non-profit organizations in the Atlanta area for volunteers’ time and donations.
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Tone
Uplifting, Positive, Thankful, Informative.
Objective
To build awareness of the brand, awareness of the hunger problem, drive donations and increase volunteers.
Mandatories
Clear display of Second Helpings Atlanta logo and/or usage of colors on all graphics/infographics and website.
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Our strategy was to increase awareness about Second Helpings Atlanta through creating a strong social media presence. Prior to our partnership, Second Helpings Atlanta had a minimal social media presence with low engagement rates. We provided SHA with curated, cohesive content to post on social media to support their new brand identity. Through our visual deliverables, SHA increased their engagement rates and followers by a significant percentage. Promotional items with SHA logos were designed as a way to further brand recognition for potential volunteers and corporate partnerships. Additionally, we reached out to media outlets for increased coverage of SHA’s mission in order to build awareness within the Atlanta community.
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DIGITAL
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The #GivingTuesday campaign was executed through social media graphics that were a call-to-action for people to donate to Second Helpings Atlanta during #GivingTuesday. The graphics followed the timeline of the campaign with countdown to the actual day, facts about the importance of supporting Second Helpings Atlanta, and ended with a huge thank you for the amazing campaign results!
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The holiday campaign for Second Helpings Atlanta was another social media execution, with the end goal of maintaining the momentum from the previous #GivingTuesday campaign. The “10 Days of Giving� were presented as ten graphics that showcased ways you could give back to Second Helpings Atlanta during the holiday season. After all, nonprofits deserve a gift too!
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We launched this campaign to increase our engagement on Instagram and Facebook while also showcasing the smiling-facing that make SHA so special. We implemented these graphics with the classic SHA border and a polaroid shot of volunteers to stick with the fun and sincere theme of our previous campaigns.
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PROMOTIONS
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The informational postcards will be used during presentations that SHA conducts regularly with potential volunteer, corporate donor and educational audiences who can take the cards after the meeting. The cards explain programs that are relevant to each audience, for example volunteers learn about the 90 minute model and corporations learn about large event food rescue. The info cards have a reminder to read and then recycle, underlining Second Helping Atlanta’s dedication to sustainability.
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One need expressed by Second Helpings Atlanta was the need for a way to identify volunteers when they arrive at a partner agency, either while picking up or dropping off food. These aprons would serve as an easy, one size fits all, unisexual article of clothing that readily identifies volunteers with the Second Helpings Atlanta logo.
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The Helping Hands are heavy duty gloves that have the company logo on them to both identify the volunteer and protect their hands. These were inspired by the testimonial of a volunteer who cut her hand while lifting a heavy tin of rescued food. The solution, these gloves, act as a needed protection that allows volunteers to always be able to lend a helping hand.
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One of the factors Second Helpings Atlanta wanted us to help overcome was raising awareness. An important trait companies should work towards inheriting is a “top-of-mind� awareness. Business cards are a simple, but influential first impression. These business cards have helped polish their look to look clean and professional.
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Similar to a business card, a letterhead is a part of a company’s first-impression and represents them as a brand to their audience. These letterheads provide two different looks for Second Helpings Atlanta that match their brand and give their marketing team two opportunities to stand out.
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MEDIA
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Second Helpings Atlanta and Talking Dog were featured in an article in The Red & Black. After reaching out to The Red & Black with a story about Second Helpings Atlanta, a reporter contacted the team in order to collaborate on a story that featured Second Helpings Atlanta, as well as explain the work the Talking Dog team was doing for them. The article was published in January and included an explanation of Second Helpings Atlanta, information on Talking Dog and the team’s work, and quotes from two of the team members regarding how working with Second Helpings Atlanta was positively impacting their lives.
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Second Helpings Atlanta won an advertising grant for a monthly print ad spot in Natural Awakenings magazine from February 2019 - January 2020. Natural Awakenings Atlanta is a magazine publication that has a target market of Atlanta natives that value health, wellness and sustainable living. The publication is available at target rich locations such as Whole Foods. The two prints ads that were designed will be cycled throughout the year. One highlights the sustainable nature of the nonprofit, the other showcases the difference that volunteering can make for Atlanta natives.
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Second Helpings Atlanta was featured in an article in the Atlanta Journal-Constitution in their Doing Good section. The article was published in March and highlighted the great hunger-relief and food-rescue work that Second Helpings Atlanta does in the Atlanta metropolitan area. The article included quotes from Second Helpings Atlanta executive director Joe Labriola, as well as quotes from the Talking Dog team’s account executive, Gina Karseboom, on the team’s work with Second Helpings Atlanta and how it has impacted them.
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These blogs were written for the blog section of Second Helpings Atlanta’s website, which covers topics regarding food-rescue, hunger, food waste, volunteers, Second Helpings Atlanta news and much more. The blogs provided by the Talking Dog team talked about ways people can reduce food waste in their day-to-day lives, trends in food sustainability for 2019, and the realities of food waste and the effects it has on the environment.
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RESULTS
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LAST YEAR
$6,355 THIS YEAR
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AVERAGE INSTAGRAM IMPRESSIONS
INSTAGRAM FOLLOWERS
AVERAGE INSTAGRAM ENGAGEMENTS
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The future of Second Helpings Atlanta is bright with the organization continuing to grow through volunteers and corporate sponsorships to fight the hunger issue in Atlanta. We created a comprehensive social media guide to help direct the marketers of SHA to keep creating content that is cohesive with the brand identity via Instagram and Facebook. With specific directions on the frequency and overall look of future posts and campaigns, SHA will continue to increase awareness to current and potential volunteers on social media.
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