Beruflich Dokumente
Kultur Dokumente
1. Brand Story/Heritage/History/Background
Feed More, Inc. itself was formed in 2008 by a merger of the Central Virginia Food Bank
and Meals on Wheels Serving Virginia. Their merger helped provide services for many during
the recession. Additionally, this created a need for the Community Kitchen that mass produced
meals for delivery by their MOW arm. Meals on Wheels predates CVFB in that it was founded in
the late 1960s to be a mobile service to those unable to leave their homes.
The original formation of Central Virginia Food Bank was done by sixty churches during the
1980s that wished to address the problem of hunger. They were able to partner with Feeding
America, and were rated Best Food Bank in the Nation in the late 1990s. FeedMore currently
operates in 31 counties and 5 cities.
3. Brand Assets (what are the marks, colors, and language that define the brand)
Feed More has a minimalistic logo as a simplification of Central Virginia Food Banks fruit
bowl logo, Meals on Wheels dinner plate logo, and Community Kitchens four squares logo.
Their working tagline appears to be Working together to feed more. To emphasize their
collaborative efforts with the community , MOW, and CVFB.
7. Communications Objectives
Establish Feed More as the go to organization for hunger related problems in Virginia
and increase volunteer activity towards the key mission.
8. Position in the market (How is the company currently positioned? Is this the best fit?)
Feed More is a non-profit organization but is well renowned for the vast scale of which
it operates. It is associated with many other successful organizations that are part of
FeedingAmerica, however, many of the counties within its territory suffer from the highest
hunger rates, especially the city of Richmond. Due to these pervading statistics it is looked at by
many that use its services as unsuccessful.
9. Whats the assignment?
than supplying only the amount of food to stay profitable and sustain business. Along with
surpluses, non-profits must run a deficit in recessions, avoiding any cuts to mission services to
make up for losses.
Fundraising never accounts for more than 25% of any non profits revenue in the last 25
years. (contributions only push key mission of the way, the other 75% is from
profitable activities meaning)
15. Executional Mandatories
Their
brand colors are purple, green, yellow, and red. Their tagline has been Working
together to feed more. Alternatively, their brand essence can be used: Nourishing the community,
empowering lives. Its important to note that they are a Non-profit 501(c) (3). Always note that
Meals on Wheels, Community Kitchen and Central Virginia Food Bank are all programs under
FeedMore, so they must be referred to as FeedMores Meals on Wheels or FeedMores Central
Virginia Foodbank.
Their official channels include Facebook, Twitter & YouTube (we have an
Instagram, but its not been used a lot-- yet). We will most likely head into LinkedIn and Pinterest as
well.
16. Deliverables
Improve and rebuild social media platforms, making them more interactive and
engaging. (Facebook, Twitter, Instagram, Youtube especially)
They have a brand, but the goal is to enhance it to gain more recognition and
increase activity.
17. Timeline (dates and gates)
Brand insights, strategy, & concepts - Monday, March 16, 2015
Creative Brief - Monday, March 30, 2015
Creative Concepts - Wednesday, April 8, 2015
Brand Campaign final presentation- Wednesday, April 22, 2015
18. Definitions of success
Increased awareness by gaining more volunteer activity as well as contributions among
the millennial audience.
19. Measuring success