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Central PA Food Bank

2015 Public Relations Campaign

Food For

Thought By: Kate Scheib, Sidney Dawson III, Cassandra

Reed, Teaira Chavis, and John Rudy

# F o o d F o r T h o u g h t P a g e | 1

Table of Contents Introduction: ........................................................................................................................................................................................2

SWOT Analysis ....................................................................................................................................................................................2

Strengths: ..........................................................................................................................................................................................2

Weaknesses: ....................................................................................................................................................................................2

Opportunities: ................................................................................................................................................................................2

Weaknesses: ....................................................................................................................................................................................2

Situation Analysis: .............................................................................................................................................................................3

Problem: ............................................................................................................................................................................................3

Central PA Food Bank Audit: .......................................................................................................................................................4

Social Media Audit ........................................................................................................................................................................4

Instagram:.........................................................................................................................................................................................4

Facebook: ..........................................................................................................................................................................................4

Twitter: ..............................................................................................................................................................................................4

Level of Engagement:..................................................................................................................................................................4

Research Proposal .............................................................................................................................................................................5

Central Pennsylvania Food Bank Survey ..........................................................................................................................6

Issues with the Administered Survey................................................................................................................................... 12

Central Pennsylvania Food Bank Survey [Updated]..................................................................................................... 13

Primary Research Results .......................................................................................................................................................... 18

Secondary Research Results ..................................................................................................................................................... 19

Key Audience/Target Audience .............................................................................................................................................. 20

Primary Audience:..................................................................................................................................................................... 20

Secondary Audience:................................................................................................................................................................ 20

Key Message: ..................................................................................................................................................................................... 22

10 Key Tactics ................................................................................................................................................................................... 22

Measurement: ................................................................................................................................................................................... 26

Division of Work .............................................................................................................................................................................. 27


Introduction: Our research was built around the Central PA Food Banks mission statement, “To reduce hunger in Central Pennsylvania, with the ultimate goal of ending hunger in the area. The mission is pursued primarily by soliciting, warehousing, processing and distributing nutritious food and grocery products to a network of community organizations that directly serve people who are hungry. The Food Bank is also committed to increasing public awareness and understanding of the hunger problem.” Our goal was to determine what the Food Bank can do to achieve a greater public awareness, and also to figure out its strengths and weaknesses. Through research and conducting a survey we have revised our survey, and have discovered five problems in the research. These problems led to the creation of five goals that we found important for the Food Bank to reach. From these goals tactics were created that the Food Bank can utilize going forward.

SWOT Analysis Strengths:

Serve all classes of people

Dedicated to ending hunger

It is the largest non-profit food distribution organization in central PA.

Serves 27 counties

The Food Bank solicits, inventories and distributes food and other donated products to more than 800 partner agencies (food pantries, soup kitchens, shelters, etc.)

Distributes more than 32 million pounds of food and grocery products (27 million meals).

Expansion in other counties.

Weaknesses: Not enough brand awareness

Unable to monitor the quality of food donations

Limited opportunities to promote organization

Opportunities: Build overall brand awareness

Increase public awareness

Add food items to warehouse inventory

Partner agencies

Community outreach

Weaknesses: Economy (increasing need, less fundraising dollars)

Lack of donations


Situation Analysis:

The Central Pennsylvania Food Bank distributes more than 32 million pounds of food and grocery products. This is equivalent to more than 27 million meals. Every year to more than 800 soup kitchens, shelters, and food pantries in the 27 central Pennsylvania counties receive food from the Central Pennsylvania Food Bank. These agencies directly feed thousands of hungry families throughout central Pennsylvania. In the Food Bank’s 27 county service area, recent reports show that more than 453,000 people received food assistance last year through programs supported by the Central Pennsylvania Food Bank.

The Food Bank recently conducted Hunger in America 2014 (HIA 2014), which is the

latest in a series of quadrennial studies that provide comprehensive demographic profiles of people seeking food assistance. The findings show that 81% of individuals receiving food assistance in central Pennsylvania have at least one household member who has received a paycheck in the last four weeks. More than 22% of individuals receiving assistance have completed at least some college, and more than 77% of individuals receiving assistance earned a high school diploma or GED. The most surprising for many is that homeless individuals comprise only about 1% of those the Food Bank serves. The study also showed that people accessing the emergency food distribution network include military families, college graduates, the working low-class and unemployed. They are our neighbors, our friends, our co-workers and the people we sit next to at our place of worship.

The study proves that there is a need for food assistance in Central Pennsylvania, but

there is a lack of brand awareness in regards to the Central Pennsylvania Food Bank. In the survey we conducted on campus, which had a sample size of 103, 70% of the respondents reported hearing of the Central Pennsylvania Food Bank, and the other 30% did not. Brand recognition in regards to the “name” and the agencies pertaining to the Food Bank are positive, however the extent of knowledge about the services in which it provides is an underlying issue that needs to be addressed.

Problem:

The Central Pennsylvania Food Bank has been fighting to end hunger for more than 30 years. It implements programs and offers various resources to assist those who suffer from hunger. The Food Bank has gone as far as delivering food directly to neighborhoods where people struggling with hunger lack access to enough nutritious food. Even after being around and assisting those in need for decades, the Food Bank still lacks a high level of brand awareness in the public. Many community members appear to be unaware of the services provided by the Food Bank. The Food Bank also lacks the ability to monitoring its brand awareness, or lack thereof.


Central PA Food Bank Audit:

Social Media Audit The Central PA Food Bank’s social media strategy should focus on sharing more photos that involve past and upcoming events, programs, classes, and volunteer opportunities. With each event the Food Bank needs to be sure to encourage volunteers to take photos, tweet, follow and like the Central PA Food Bank social media pages. The Food Bank should let volunteers know that they can find pictures from a particular event they attended on the Central PA Food Bank’s social media platforms, and that they will be able to tag themselves. If they tag themselves their friends and followers will see the work they are doing and become more aware of not only the programs and events, but of the Central PA Food Bank itself. They also need to be sure to post and share stories on Facebook and Twitter that are relevant to hunger awareness and education. Their social media should be a platform for getting vital information about the food bank its services.

Instagram: Followers: 143

Posts: 142

Following: 89

Brief Description: Posts usually consist of upcoming events info, volunteers, and a lot of post it notes.

Facebook: Likes: 2,628

Location Tags: 760

Star Rating: 4.6/5

Reviews: 39

Twitter: Following: 982

Followers: 2022

Level of Engagement: Instagram: Most photos get less than 10 likes. The most was 20, followed by 13.

Twitter: Most of their tweets are rarely retweeted or favorited. They talk mainly about events and thank their supporters. Thanking supporters is something that they should keep doing because it keeps them humble and more relatable on a personal level.

Facebook: It is their most utilized and publicly viewed social media platform. They are sharing relevant posts and the community is looking at their page. The most liked posts are of photos of events with volunteers.


Research Proposal Our group’s study and social media audit will concentrate on five key points, which are:

Current public awareness.

Knowledge of the types of food available.

Public knowledge regarding how food is distributed.

People’s perceptions about hunger and who goes without food.

Knowledge of the food bank’s facilities and programs. We will use the Food Bank’s current contacts in an effort to properly craft our questionnaire so that we can fully explore our five points of interest. These questions can also be changed depending upon the information provided by the Central Pennsylvania Food Bank’s contacts/connections. The survey will be sent out to those on the food bank’s mailing list, depending upon the food bank’s stipulations the surveys will either be sent out via mail or email. We assume that the food bank has various mailing lists, so certain lists would not receive a survey (IE: volunteers and staff). This way it will be easier for us to reach people who are less involved with the food bank. One of, if not the largest, group we are interested in would be donors/contributors. Below is a list of questions that we believe to be vital in acquiring insight on what people think of the Central Pennsylvania Food Bank. These questions are essentially objectives for our group; these answers will inform the campaign:

Are people connected with food bank through social media?

Where did people first hear of the food bank?

Do people perceive hunger as pressing social issue?

What do people perceive the demographic receiving food from the food bank to be?

Rural vs. City | young vs. old | annual income.

What kind of food do people believe the food bank distributes?

How many people are aware that the food bank exists? As it stands the bulk of our research will be done via survey. However, if during the course of conducting our research we discover a need for focus groups and other research methods we will explore them. Using the information provided by the survey we plan to create instruments that the Central Pennsylvania Food Bank can be use in other regions of the state. These instruments can be used to devise a public relations campaign that is somewhat unique to that region. Aside from just giving the Food Bank a set of instruments and data we would also like to create a campaign that could be run in Harrisburg.

Our overarching goal is to measure the Central Pennsylvania Food Bank’s current status in terms of public awareness in the Harrisburg area, and then provide them with tools to


measure their brand awareness in other areas. In doing so we would be able to provide the food bank with valuable tools to grow and further the capabilities of their mission.

Central Pennsylvania Food Bank Survey


1. What is your current age?

a. 18-34

b. 35-45

c. 46-55

d. 56-64

e. 65+

f. Under 18

2. What is your gender? a. Female b. Male c. Prefer not to say

3. What is your current marital status?

a. Single

b. Married

c. Divorced

d. Separated

e. Widowed

4. Do you have any children?

a. None

b. 1

c. 2-3

d. 4-5

e. More than 5

5. What is your zip code? ____________________

6. What is your yearly income? a. $0 - $24,999 b. $25,000 - $44,999 c. $45,000 - $59,999 d. $60,000 - $74,999 e. $75,000 - $89,999 f. $90,000 - $104,999 g. $105,000 and above

7. If you have heard of any of food banks, where did you hear of them? Circle all that may apply

a. Social Media: Platform? __________________________ b. Email: ________________________________________ c. Community Events: ______________________________ d. Search Engine: __________________________________


e. A friend/ colleague f. Personal involvement: ____________________________ g. An organization: _________________________________ h. Other: _________________________________________

8. How far away do you live from your local food pantry?

a. Less than 1 mile

b. Between 1-5 miles

c. 6-11 miles

d. 11+ miles

e. Not Sure

9. What resource would you first utilize if you were struggling to feed yourself/family?

a. Homeless Shelter b. Local Church c. Food Bank d. Government-run programs e. Family and Friends f. Other: _________________

10. If you were donating food, where would you donate to? :

______________________________________________________

11. Check all segment(s) of the population you most associate with hunger:

a. Urban b. Rural c. Elderly d. Large Families e. Children f. Young Adults g. Other: ________________

12. What do you believe is the yearly income of someone needing food assistance? a. $0 - $14,999 b. $15,000 - $29,999 c. $30,000 - $44,999 d. $45,000 - $59,999 e. $60,000+

13. Circle all social media platform(s) you use at least 5 times a week:

a. Facebook b. Twitter c. Instagram


d. Blogging sites/ Wordpress e. Google Plus f. Pinterest g. Linkedin h. Other: ________________ i. None

14. Have you ever heard of the Central Pennsylvania Food Bank?

a. Yes

b. No If yes, how did you hear about it?

a. Internet

b. School

c. Volunteering

d. Friend/Family

e. TV/Radio/Newspaper

f. Other_________________

15. Circle and list all places you get your local news: Choose all that may apply a. Social Media: _________________________________ b. Newspaper: __________________________________ c. Television or Radio: ____________________________ d. Mobile Newspaper:_____________________________ e. Other: _______________________________________

16. How many individuals do you believe ask the Central Pa Food Bank for food assistance at some point within a year?

17. Circle all the types of food you would expect the Central Pa food bank to

provide: Circle all that may apply a. Non-perishable food items b. Fresh Fruit c. Fresh Vegetables d. Milk e. Fresh Meat f. Canned Foods g. Frozen foods h. Pet Food i.

18. Circle which region(s) in PA the Central PA food bank covers: a. North West b. North Central c. North East d. South West


e. South Central f. South East

19. Circle all of the resources the Central Pa Food bank provides: Circle all that may

apply a. Distribution of food to individuals b. Food safety classes c. Distribution of food to local food pantries d. Food drives e. Food drop off at individual’s homes f. A warehouse to store and distribute large-scale donations

20. Indicate which organization(s) you believe provides the following resources:

Resources provided: Food Bank

Food Pantry

Neither

Holds food safety classes

Has a warehouse to store and distribute large-scale donations

Drops food off directly to individuals homes

Collects, solicits, stores, repackages, and distributes large quantities of donations

Provides food directly to individuals, often in emergency situations


21.Indicate your ideas about the following:

Agree Disagree

Hunger is a large problem in Pennsylvania

College graduates ask for food assistance

People purchase inexpensive, unhealthy food when struggling financially

Food assistance is primarily for the homeless

Food from a food bank is often expired

Food banks are utilized by people too lazy to work

Food banks create dependency from the people who use them

People who use food from food banks are usually unemployed

If a person lives above the poverty level they do not need food assistance


Issues with the Administered Survey The survey that was administered for our primary research was flawed in various areas; however we have learned from said flaws and have created an updated survey. The updated survey has been better tailored to acquire much more accurate and useful information. That being said even though the survey came with its flaws we were able to take the data we gathered and create a valid tool to measure brand recognition. The successive paragraphs detail what we have perceived to be issues with the initial survey. With these issues in mind the mistakes of the past will not be repeated in the future. Initially it was decided that only 100 surveys would be administered, however there were more than 100 surveys administered. There were a total of nine people in charge of handing out surveys to student, faculty and staff of Penn State Harrisburg. Some of the survey administers had extras and handed out these additional surveys, but not everyone took record of how many surveys they were actually giving out. When the survey results were tabulated it was discovered that 103 surveys had been given out, rather than the anticipated 100. We can be unsure of the validity of a small percentage of the results as there were some surveys that lacked answers to a handful of questions. This caused uneven numbers across the board, in that some of the results that should have added up to 103 did not because no one responded. Also some answers exceeded this number because there have been an error on the part of administrators while calculating their answers. There is also the possibility that these unanswered questions were left as such because people did not understand the question. There were a host of open-ended questions that should have been more direct, or listed as a multiple choice question. One of the survey administers also reported that some potential respondents handed back the survey stating it was too long. As a result the updated survey was shortened and the questions were made much clearer and more direct.


Central Pennsylvania Food Bank Survey [Updated]


1. Have you ever heard of the Central PA Food Bank? c. Yes

d. No

2. If you have heard of the Central PA food bank, where did you hear of them?

Circle all that may apply: a. Social Media b. Community Events

c. Family/ friend d. Personal involvement

e. Church f. Advertisements g. Other: _________________________________________

3. If you were donating food, where would you donate to?

a. Shelter

b. Local Church c. Food Bank d. Government-run programs

e. Other: _________________

4. Circle all segment(s) of the population you most associate with hunger:

a. Urban b. Rural c. Elderly

d. Large Families e. Children f. Young Adults

g. Other: ________________

5. What do you believe is the yearly income of someone in need of food assistance?

a. $0 - $14,999

b. $15,000 - $29,999 c. $30,000 - $44,999 d. $45,000 - $59,999

e. $60,000+


6. Circle all social media platform(s) you use at least 3 times a week: a. Facebook

b. Twitter c. Instagram d. Blogging sites/ Wordpress

e. Google Plus f. Pinterest g. Linkedin

h. Other: ________________ i. None

7. Where do you get your news? Choose all that may apply.

a. Social Media

b. Newspaper c. Television d. Radio

e. Mobile Newspaper f. Other: _______________________________________

8. What types of food do you would think the Central Pa food bank provides. Circle all that may apply:

a. Non-perishable food items

b. Fresh Fruit c. Fresh Vegetables d. Milk

e. Fresh Meat f. Canned Foods g. Frozen foods

h. Pet Food

9. Circle which region(s) in PA the Central PA food bank covers: a. North West b. North Central

c. North East d. South West e. South Central

f. South East


10. What resources do you believe the Central Pa Food bank provides? Circle all that

may apply a. Distribution of food to individuals b. Food safety classes

c. Distribution of food to local food pantries d. Food drives e. Food drop off at individual’s homes

f. A warehouse to store and distribute large-scale donations

11. Indicate which organization(s) do you believe provides the following resources:

12. What is your current age? g. Under 18 h. 18-34

i. 35-45 j. 46-55

k. 56-64 l. 65+

13. What is your gender? a. Female b. Male

c. Prefer not to say

Resources provided: Food

Bank

Food

Pantry

Neither

Holds food safety classes

Has a warehouse to store and distribute large-scale

donations

Drops food off directly to individuals homes

Collects, solicits, stores, repackages, and distributes large quantities of donations

Provides food directly to individuals, often in emergency situations


14. What is your current marital status? f. Single

g. Married h. Divorced i. Separated

j. Widowed

15. Do you have any children?

f. None g. 1

h. 2-3 i. 4-5 j. More than 5

16. What county do you live in? ____________________

17. What is your yearly income? a. $0 - $24,999 b. $25,000 - $44,999

c. $45,000 - $59,999 d. $60,000 - $74,999 e. $75,000 - $89,999

f. $90,000 - $104,999 g. $105,000 and above


Primary Research Results

What is the public’s current awareness?

Many of our respondents reported hearing of the Central PA Food Bank from their churches. 19% of respondents said that they learned of the Central PA Food Bank through community involvement.

If our respondents are struggling with hunger they first utilize their friends/family, followed by the church, followed by the food bank. 42% would first utilize family and friends, 25% would utilize a church, and 17% would utilize a food bank.

The majority of respondents who were donating food would donate to either their church or the food bank. There were also many people who were not sure where to donate to. 29% would donate to the food bank, 27% would donate to a church, and 14% were not sure.

70 % of respondents reported hearing of the Central PA Food Bank, and 30% respondents had not heard of the Food Bank.

What are the public’s perceptions about hunger?

Our respondents most associate hunger with people living in urban areas. Large families, followed by children and the elderly, are next with being associated with hunger. Young adults and rural populations were the least associated with hunger. 76% associated hunger with urban, 45% associated with large families, 38% associated hunger with children, 38% associated hunger with elderly. 24 % associated hunger with young adults and 24% associated hunger with rural populations.

Our respondents most associate the income of those needing food assistance being 14,000 dollars a year or less. Next they associated the income between 15,000 and 29,000, and only 9 people associated higher than 30,000. 64% associated 14,000 or less, 44% associated between 15,000 and 29,000, and 9% thought >30,000.

How/ where can we reach our audience?

Our respondents’ most popular social networks were (in order of usage) Facebook, Instagram, Twitter, Pinterest, and blogging. 3% of respondents used no social networks. 88% used Facebook, 54% used Instagram, 41% used Twitter, 25% used pinterest, 19% used blogging.

Our respondents get their news most from social media, followed by television/radio, mobile newspapers, and traditional newspapers (with the least amount). 75% got news from Social, 50% from TV/radio, 41% from mobile newspapers, 32% from traditional newspaper.

What is the public’s knowledge of the Food Banks facilities and programs, and distribution?


86% of respondents believed South Central PA was covered by the Food Bank, and 46% respondents believed North Central PA was covered by the Food Bank. All other regions in PA had around 20% of respondents who believed those areas were covered.

32% of respondents believe the food bank offers food safety classes. 83% of respondents believed that the Central PA Food Bank distributes food directly to individuals. In addition, 52% of respondents believed that the Central PA Food Bank coordinates food drop-offs at individual’s homes.

57% of respondents did not identify the Food Bank as holding food safety classes. 32% of respondents identified the food pantry as having a warehouse, and 38% believed food pantries distribute large quantities of donations. 40-41% of respondents believe the food pantry drops food off to individual homes and provides food directly to individuals.

What is the public’s knowledge of food distributed at the Food Bank?

Our respondents believe that non-perishable food items and canned food items are provided most at the Central PA Food Bank. In order of availability, they believed frozen foods, milk, fresh fruits, fresh vegetables, and pet foods were provided. Our respondents believed that fresh meats were least readily available at the food bank. 88% non-perishable, 84% canned, 51% frozen food, 48% milk, 43% fruit, 41% veggies, 35% pet food, 30% fresh meat.

Secondary Research Results What is the public’s perception of hunger as a social issue?

45 percent of Americans say that hunger in the U.S. is a “serious problem.” Just 15 percent do not believe hunger is a problem at all in the United States today.

More than two-thirds believe that children often eat less nutritious and cheap food so their parents can scrape together money to pay the rent, that seniors often choose whether to pay for prescriptions or food, that families could go a week without fresh produce, and that many children are going hungry in the summer when school is out.

Two out of five Americans have either experienced hunger in the past year or personally know someone who has – that includes nearly half of people aged 18 to 34.

Nearly three in 10 Americans (and half of millennials) say that either they or a member of

their immediate family have used government food assistance programs in the past couple of years. That includes at least 25 percent of nearly every major demographic subgroup.

All statistics courtesy of a 2014 research study completed by the Food Research and Action Center, conducted by Hart Research Associates and Chesapeake Bay Consulting. How are food banks instrumental in stopping hunger and assisting other organizations?

87.2% of the pantries, 74.7% of the kitchens, and 71.5% of the shelters surveyed by Hunger in America said that the elimination of support from their food banks would have a significant or devastating impact on their operation.


Statistics courtesy of 2010 Hunger in America Report for Central PA Food Bank.

Key Audience/Target Audience

Primary Audience: Ages: 28-42 While we were unable to conduct thorough research on this demographic we believe that this age group has a strong influence on our secondary audience. This demographic can also provide more monetary and food donations to the food bank as they are more likely members of the working class. This demographic can further influence our secondary audience by bringing them to various events and encouraging them to volunteer at the Central Pennsylvania Food Bank. This group is also more likely to be personally involved with those struggling with hunger and can help promote the services the food bank provides via word of mouth.

Secondary Audience: Ages 18-24 Both the social media audit and the conducted primary research survey confirm that students gather most of their information via social media outlets. The majority of this demographic receive most, if not all, of their news through social media. Therefore we have dedicated notable time to campaign efforts in the way of social media. The secondary audience has the power to influence our primary audience, as parents tend to learn new technology through their children. This creates a loop between both audiences allowing them to influence one another.


Problem Found in Research Goal

If our respondents are struggling with hunger they first utilize their friends/family, followed by the church, followed by the food bank. 42% would first utilize family and friends, 25% would utilize a church, and 17% would utilize a food bank.

Raise public awareness of the Food Bank as a resource for the hungry to utilize.

Our respondents most associate the income of those needing food assistance being 14,000 dollars a year or less. 64% associated hunger with those 14,000 or less, 44% associated between 15,000 and 29,000, and 9% thought >30,000.

Educate the public that many people living above the poverty level require food assistance.

70 % of respondents reported hearing of the Central PA Food Bank , and 30% respondents had not heard of the Food Bank

Increase overall brand awareness.

Our respondents believed that fresh meats were least readily available at the food bank. 88% non-perishable, 84% canned, 51% frozen food, 48% milk, 43% fruit, 41% veggies, 35% pet food, 30% fresh meat.

Increase awareness of fresh food offerings at the Central PA Food Bank.

32% of respondents believe the food bank offers food safety classes. 83% of respondents believed that the Central PA Food Bank distributes food directly to individuals. In addition, 52% of respondents believed that the Central PA Food Bank coordinates food drop-offs at individual’s homes.

Educate the public about scope of the Food Bank’s operations and understanding of distribution.

The majority of respondents who were donating food would donate to either their church or the food bank. There were also many people who were not sure where to donate to. 29% would donate to the food bank, 27% would donate to a church, and 14% were not sure

Build brand awareness of the Central PA Food Bank as the place to donate food to.

Young adults and rural populations were the least associated with hunger. 24 % associated hunger with young adults and 24% associated hunger with rural populations.

Educate the public that hunger is a problem for all sectors of population, including young adults and rural.

The Following were goals we identified but chose not to focus on in our campaign:


Key Message: The purpose of this campaign is to raise brand awareness for the Central Pennsylvania Food Bank, as well as educate the public about hunger.

10 Key Tactics Tactic 1: Create a blog titled “Food For Thought.” Tactic 2: Create a “Food For Thought” video series to be shared across blog, social media. Tactic 3: Host information sessions to educate key local influencers. Tactic 4: Leverage social media (i.e. Facebook, Instagram, Twitter, Blog) to educate people

through pictures, charts, graphs, videos, testimonials, etc., all using #Food For Thought. Tactic 5: Create a series of Public Service Announcements (PSA’s) to educate public. Tactic 6: Create a bi-monthly “Food For Thought” segment on ABC 27. Tactic 7: On WITF incorporate a weekly cooking demonstration titled “Food For Thought,”

demonstrating ways people can learn to cook, volunteer, and donate. Tactic 8: Strategically place infographics with key publics. Tactic 9: Pitch stories to Penn Live’s Deb Kiner, creating a print “Food For Thought” series of

feature stories investigating hunger. Tactic 10: Create a 5k Hunger Walk/Run, and invite sponsors and donors to the event. Allow

certain donors such as Giant to have their own booths. The event would ideally be held at City Island in Harrisburg.

Goal 1: Raise public awareness regarding the Food Bank as a resource for the hungry to

utilize.

Objective: Increase awareness by 10%, as measured by comparing results from pre-campaign

survey and post-campaign survey on the specific question: “What resource would you utilize if you needed food assistance?” Tactics:

Tactic 1: Create blog posts with people sharing stories of how their local food pantry,

shelter, or church’s donations (some distributed from the food bank) have helped them to feed their families. Include stories from directors of the food pantry talking about how they have seen people directly helped. Include posts about breaking stereotypes of those needing food assistance, a post about negative ways that people cope with being hungry, and a post about how easy it is to sign up for food assistance. Share these blog posts on Facebook on Twitter. #Foodforthought

Tactic 2: Make a digital tour in “Food For Thought” series of the steps a person would go

through to get food assistance, simplifying and clarifying the process. Put this video on the Facebook page/ blog, share with local organizations whose members may require food assistance. Share as a news release on website and distribute to news media.

Tactic 3: Research and target local “influencers” who work in positions where they may

come in contact with people requiring food assistance. Invite them for a luncheon or evening “Food For Thought Seminar” at the Central PA Food Bank. They will have a free meal/ social time, a tour of the food bank, and a thorough explanation of the process of getting food assistance from the food bank. The hope is that they will take this new information back to their organization, as well as the video, and educate their


organization’s stakeholders and clients. We want these “influencers” to send people to the food bank and help promote it as a place to receive food assistance.

Tactic 5: Create a 30 second radio Public Service Announcement (PSA) that

incorporates a series of statements (ex. Hungry people are lazy) accompanied by facts about hunger. The goal of the PSA is to educate the public about common misconceptions about hunger and make people feel that asking for food assistance is not something to be ashamed of.

Tactic 6: In one “Food For Thought” segment Valerie Pritchett she will investigate hunger

and how people cope with hunger (ie. Asking family/ friends for assistance, neglecting healthcare, heating, gas, etc. to pay for food). Have her interview director of food bank, and coordinator for food pantries discussing hunger stereotypes and how easy it is to apply for food assistance.

Tactic 9: Pitch a print op-ed feature story piece to Deb Kiner of Penn Live discussing

common stereotypes with food assistance, and the way that people cope with being hungry. At the end promote local food pantries (who get their donations from the food bank) as a solution for people to avoid struggling with bills. Find one person for Deb to follow and document their struggles, and how the food bank has helped them.

Goal 2: Educate the public that many people living above the poverty level require food assistance. Objective: Increase the amount of public awareness by 10% by comparing results from pre-

campaign survey and post-campaign survey on the specific question: “What do you believe is

the yearly income of someone in need of food assistance?” Tactics:

Tactic 3: Host a Food For Thought informative session and luncheon/dinner to educate people of the public about the need for food assistance above the poverty level. The Food Bank can send out its volunteers to different places or events to conduct these information sessions and talk about research and studies that have been developed over the years.

Tactic 4: Use social media (i.e. Facebook, Instagram, Twitter, Blog) to educate people

that people of all social classes require food assistance, not just the “poor.” Share infographics, statistics, and write posts sharing personal stories. People can also use these sources to interact and learn more about the Central PA Food Bank and its small distributors, which include, local food pantries, soup kitchens, and churches.

Tactic 5: Create a Public Service Announcement (PSA) targeted specifically to those who live above poverty. The video will include a series of images with music. The images will consist of a soldier, a graduating college student, a middle-age man leaving a courthouse in a business suit, a nurse, and middle class family, which all seem to appear “wealthy” or financially stable. The music will fade into a scene where the child (boy or girl) of the middle class family opens an empty refrigerator and in the moment the director of the Central PA Food Bank will step on screen and talk about who suffers from hunger, who the Food Bank helps, how many people it serves, the local agencies who it partners with, how those in need can seek assistant, and the easy process of


obtaining a food assistance form. The PSA will be played on all the local news stations, uploaded on the Central PA Food Bank website as well as all its social media platforms. It will be shown at community outreach events and at information session held at the main site of the Food Bank.

Tactic 8: Create a “did you know” infographic for visual representation of the Central PA Food Bank’s recent research on Hunger in America. Subjects covered will include reality of the incomes of those requiring food assistance, statistics of those who are working, disabled, veterans, etc.

Goal 3: Increase awareness of fresh food offerings at the Central PA Food Bank.

Objective: Increase awareness of fresh offerings by 10%, through a survey conducted before and after the campaign, using a select all that apply question on the survey. Tactics:

Tactic 1: Create blog posts about cooking healthy meals with fresh food while on a

budget. They could also write about general nutrition, provide recipes, and write posts about how the Central PA food bank strives to provide healthy meals.

Tactic 2: Create Food For Thought videos of people cooking with the food they have

received from the Central PA Food Bank, and a video of the Food Bank receiving fresh food from various distributers.

Tactic 3: Have an informative stand that travels around central PA to farmers markets,

street fairs, and other events. The stand would have a sample of seasonal fresh offerings that the food bank distributes, as well as brochures and other handouts about the organization.

Tactic 4: Post pictures of different fresh offerings, recipes, and information about healthy

eating on a budget on social media, and use #Foodforthought and track likes and comments. Share food infographics on social media.

Tactic 7: On WITF’s Food For Thought segments incorporate a weekly cooking

demonstration on ways people can learn to cook healthy food while on a budget. This segment will help people to associate healthy eating with the Central Pennsylvania Food Bank.

Tactic 8: Create infographics that show all the different offerings that the food bank has in categories, and what percentage of those items are distributed. Send the posters to targeted organizations and other heavy foot traffic areas, and if they are successful expand them to billboards, and possibly vinyl wraps for the sides of all the food bank’s trucks.

Tactic 8: Work with various child care organizations like daycares, and doctor’s offices to

hang up infographics about how important milk is to child development and that all children need it for growth. It would also include information about how many families can’t afford it, and about how the food bank is the first and only food bank in the area to be able to offer milk to people who need it.


Tactic 9: As a part of the “Food for Thought” series, Deb Kiner can write a feature story investigating how many people turn to unhealthy foods when struggling with hunger. At the end of this story, Kiner can explore how the Central PA Food Bank and other organizations are working to provide healthy, nutritious food options to the hungry.

Goal 4: Educate the public about scope of the Food Bank’s operations and understanding of

distribution. Objective: Increase media impressions in the area of television by 10 percent in 6 months.

Tactics:

Tactic 2: Create an in-depth Food For Thought video of a person touring the food bank

and learning all of the work that goes into distributing food. Include interviews from important shareholders within the Central PA food bank, as well as interviews from Food Pantry coordinators and Food Bank volunteers.

Tactic 4: Post frequent pictures and videos of what is going on inside of the food bank, so outsiders can get an idea of the warehouse image and the program offerings.

Tactic 6: In Food For Thought segment Valerie Pritchett will interview local food pantry

coordinators, discussing where they get a majority of their food from. Show shots of Central PA Food Bank’s large warehouse, paired with shots of local food pantries, shelters, and soup kitchens feeding and providing food to local people, explaining how the food bank is vital to the success of the smaller distributors.

Tactic 6: Create a Food For Thought segment where Valerie Pritchett takes a tour of the food bank and sees the massive distribution process.

Tactic 7: On WITF’s Food For Thought segments incorporate a weekly cooking

demonstration on ways people can learn to cook healthy food while on a budget. At the end, explain that the Central PA food bank offers healthy food options, as well as food safety classes. Make one segment explaining the kitchen in the food bank and how it has been created to help with food safety classes. In another segment include a brief tour of the food bank, showing all of the fresh food offerings.

Tactic 9: In Penn Live’s “Food For Thought” series write a feature story explaining how

distribution from the Food Bank helps support smaller food pantries and churches. Interview food pantry and church coordinators, and find a specific story of a small organization receiving help from the food bank so that Deb has a story she can focus in on. Include statistics from the Hunger in America research.

Goal 5: Increase overall brand awareness. Objective: Increase the amount of brand recognition by 10% by comparing results from pre-

campaign survey and post-campaign survey on the specific question: “Have you heard of the Central PA Food Bank?”


Tactic 10: The Central Pennsylvania Food Bank’s hunger walk/run would take place at

the end of the six month campaign. Supporters and donors of the food bank would be invited to attend the event and would have various booths for them to explain their role in the Food Bank’s distribution process. The Central PA Food Bank would talk about the services they provide, and talk about the critical role of the food bank in the fight against hunger in PA. There would also be an informational session conducted by Adam Richman, the host of the hit TV series Man vs Food. He will do a food demonstration using the products provided by the food bank. The hunger walk/run will be located at City Island in Harrisburg, PA and it will be a 5k event. Depending upon the number of sponsors the cost of participating in the hunger walk/run could range from $15 to $35, and participants would be given a shirt to further promote the hunger walk/run. Along the path of the run signs would be planted in the ground that list different facts about the food bank’s services and about hunger. First, second and third place would receive a trophy that will be engraved and will state their placing in the event and the name of the event.

Measurement: Each objective provides a measureable benchmark, allowing success to be measured by post-campaign surveys. In addition, likes, views, shares, retweets, and click-throughs on social media should all be monitored and benchmarked at the beginning and end of the campaign, to measure success in increased reach.


Division of Work

Sidney Dawson III

Research Proposal Issue with administered survey Key message Proofread final written piece

Teaira Chavis

SWOT Analysis Situation Analysis Problem Visual Presentation Microsoft excel sheet - documented experience with calculating survey data

Kate-Lynn Scheib

Central PA Food Bank Audit Social Media/Level of Engagement Audiences

Cassandra Reed

Original Food Bank Survey Primary and Secondary Research Results Problems found in Research/ Goals Chart Measurement Put together parts into written piece

John Rudy

Introduction Conclusion

Group Collaboration

Tactics, objective, and goals – (all) Target Audience – (Sidney, Kate-Lynn) Revised Food Bank Survey – (Cassie, Sidney, Kate-Lynn)


Group Member Contact Information

Teaira M. Chavis

Email: [email protected]

Phone: (717) 982-2281

Sidney Dawson III


Phone: (360) 808-3900

Kate-Lynn Scheib


Phone: (717) 585-5138

Cassandra Reed


Phone: (717) 479-6134

mailto:[email protected]




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