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Generation CommunicationsJustin Capella, Gabriella Daidone, Gabriella Vitamia, Carly McKenna, Brittany
Conte, Brianna Maiocco STC495 – Campaigns
Table of Contents Letter of Transmittal Executive Summary History Research Secondary Primary Situation Analysis Goals and Objectives Communication Strategy Branding Platform/ Brand Tactics Metrics
James Arena-DeRosa President and CEO of Foodshare 450 Woodland Ave, Bloomfield, CT 06002 860-286-9999 Dear Mr. Arena-DeRosa, This campaign, created by Generation Communications, introduces a proposal for
increasing participation in Foodshare amongst Millennials in the local Connecticut region. The
campaign contains information about the research we conducted in order to create the most
effective strategy to raise both awareness of Foodshare’s cause and participation. We included all
of our research, goals, objectives, detailed strategies and evaluation methods.
As a team, Generation Communications conducted in depth primary and secondary
research in order to gain a thorough understanding of how Millennials want to participate in non-
profits, the best way to gain their attention and why they aren’t already involved.
The main conclusion we reached through this research is that Millennials do not realize
hunger is an issue in their local community. Using this, we created a goal to educate them as well
as use their key motivators to encourage volunteering. By tying the two together, raising
awareness and connecting to the target audience, we are confident that we will increase
Millennials involvement with Foodshare.
Thank you for giving Generation Communications the opportunity to propose this
campaign.
Sincerely,
Generation Communications
Justin Capella Gabriella Daidone President Research Director Briana Maiocco Carly McKenna Chief Financial Officer Copywriter Brittany Conte Gabriella Vitamia Art Director Interactive Communications Director Francesca Torelli Interactive Communications Director
Executive Summary
Generation Communications believes there stands a potential to garner a higher amount
of involvement within Hartford and Tolland counties towards Foodshare’s efforts of eliminating
hunger. Along with this, potential can be maximized with the help of millennial involvement.
Generation Communications ultimate goal is to raise millennial involvement within Foodshare
by 25% by 2017. Generation Communications primary audience is the millennials within
Hartford and Tolland County, as well others within the surrounding area. Our secondary
audience are the residents of the surrounding counties that are interested in helping Foodshare
reach its end goal of ending hunger and food insecurity.
Our strategy is to unveil our #HungerIsFaceless campaign to strengthen Foodshare’s
brand, while backing the message that hunger affects thousands of individuals, regardless of a
perceived stigma. This is primarily a social media campaign, with much of the focus being
garnered towards the millennial generation. Through a variety of social media platforms, we
hope that our #HungerIsFaceless campaign will capture the attention of our audiences, while
calling them to act and spread the word. The spread of our hashtag, along with the knowledge of
how millennials prefer to volunteer there time, will lead Generation Communications and
Foodshare to their ultimate goal.
History
History of Foodshare
Foodshare, formally known as The Foodshare Commission of Greater Hartford, began as
a coalition of emergency food programs and local churches within the Greater Hartford area. A
local VISTA volunteer, Cynthia Good, was tasked with getting the food bank up and running in
its first year. Beginning with early donations from delivery trucks and church parking lots,
Foodshare has grown into one of the Greater Hartford areas pristine local non-profits and food
banks. With a factory that holds enough food for 12 million meals, Foodshare is the liaison
between 300 different programs that ensure that food is delivered to the people that need it most.
Foodshare’s mission remains to work to end hunger as a part of the overall community
effort to alleviate poverty in Greater Hartford. Foodshare’s vision of universally unacceptable
hunger, not taking the availability of food for granted, and ensuring that all people work together
towards ending hunger is vital. Foodshare’s leadership role in the surrounding areas can lead to
creating a hunger-free community. They believe this community is formed through self-
sufficiency, community engagement, and food assistance, all of which are provided through
programs within Foodshare. Through their initiatives, Foodshare is looking to end hunger
insecurity throughout the Greater Hartford area and garnering community approval is key.
Secondary Research
Foodshare
Foodshare serves 42 towns and is a direct connection between the food industry and 300
partner programs (such as food pantries). The goal of the organization is not just to put a limit on
hunger but to create self-sufficiency, therefore ending hunger in itself. They have many different
economic training sessions as well as social outings, which raise awareness of the cause and
education about how to end the issue of hunger.
One economic issue Foodshare tackles is SNAP and awareness of the program. Many
people are eligible for SNAP but do not apply for it for a variety of reasons. Foodshare helps to
bridge that gap by making it easier for people to receive the help they need and deserve via
training sessions. Another key economic issue Foodshare works on is building self-sufficiency.
This can be seen through a multitude of their programs but it is most prevalent in the Bridges out
of Poverty program. This is a training session that teaches people how to build their way out of
poverty. The series of sessions help them identify their goals by envisioning their financial
future. At the end of the sessions, they are paired with an ally from the middle class who works
on showing them the ropes of financial security and stability. These two programs are directly
working towards creating a sustainable and healthy financial setting.
While the economic aspect of Foodshare is very important, so is its social influence. They
host events such as Walk against Hunger and Hunger action Teams. However, their social media
presence could be stronger. They have a very low Twitter influence of 39 out of 100
(Followerwonk), 3,157 Facebook likes, 9 YouTube subscribers and no Instagram presence.
While understanding the client is important, engaging with the local community and audiences
are equally as insightful.
Hartford and Tolland County
By researching Hartford and Tolland County our team is able to make sound conclusions
about our large target audience. Before breaking the population down by age, we thought it
would be important to look at some characteristics of the population as a whole. The key for our
research was finding out how much these countries actually need Foodshare. We did this by
looking into a study and some local data.
The study that we analyzed was conducted in order to demonstrate just how useful
Foodshare is. We know that everyone thinks hunger is a large issue, but people may not realize it
within their own town. The study surveyed 212 people who utilize Foodshare’s services. Of
these people, 73.9 percent were African American and over half were female. The fact that a
large portion was female could be due to the fact that there are more females in Hartford County.
An interesting finding was while the age range was wide (19-87) the mean was 51. Next, the
study looked at deeper facts about the participants. Of these 212 people, 23.3 percent were
employed and over 50 percent had very low food security (this means there were times that they
were hungry). These numbers show us that there is a strong need for Foodshare. Foodshare
focuses on much more than just feeding people. They focus on getting people educated to be
self-sufficient and ending hunger. This ties in directly with the fact that 42.9 percent of the 212
participants were not enrolled in SNAP. While Foodshare focuses some time on getting people
enrolled, it is clear that there is a need for this help. Overall this one study taught us that there is
a great need for Foodshare in Hartford County (Robaina and Martin).
While the study provided us with valuable incite, looking at facts and figures of the two
counties was also beneficial. Hartford is the second poorest medium sized city in the country
with a poverty rate of 31.9 percent. Tolland County follows not too far behind with 15.7 percent
of people living below poverty. This directly correlates with the high cost of living in both
counties. While the U.S. average is 100, Tolland and Hartford County are above (Hartford being
106.6 and Tolland 112.9) (City Data). Also, another key finding that could potentially help our
campaign is the political attitudes of the two counties. Tolland is a majority republican while
Hartford is one of the most democratic counties in Connecticut.
By looking at the data provided, it is obvious that the issue of food insecurity is real. It is
important for people to start realizing what actually goes on in their own backyard and how scary
it could truly be. We wanted to see if there were a percentage of people between the ages of 18-
34 who, if they knew about this issue, would volunteer. Using Info.usa as a tool we imputed
Tolland and Hartford county, the exact age range and selected “willing to volunteer” as an
option. This gave us an understanding of the size of our potential audience. The number of
people that resulted from this narrow search was 23,362. This teaches us there is opportunity.
Since it is hard to generalize the Millennial population in two specific counties, we are going to
focus all of our primary research on trying to understand the best way to reach them. However,
we did conduct some research to gain a better understanding before starting the Primary
research.
Millennials in General
The Millennial generation is a very diverse group however; the major commonalities’ are the
ones that need to be considered for this campaign. 40 percent of Millennials are self reliant,
meaning they want to get things done themselves. Branching off this fact, 55 percent want to be
involved in the co-creation of products. 50 percent would be more willing to buy something from
a company that supports a cause. 71 percent believe the most important thing someone could
value is their time and 69 percent crave adventure (Rampton). Also, when interviewing what
Millennials consider the most important things in their lives, the third highest topic behind being
a good parent and having a successful marriage is helping others in need (Millennials: Confident.
Connected. Open to Change).
Understanding a little about the generation is important and it helps lead to information
on how to attract them as volunteers. The top three reasons that Millennials get involved with a
cause is passion, meeting people and expertise. More than 60 percent are more attracted to
nonprofits when they share “success stories” about a project they did or the people they helped.
Since they are focused on building a connection with a nonprofit they are involved with, they
prefer to be encouraged to volunteer rather than just being asked to donate money. However, if
they are being asked to donate, 52 percent will be more open to small monthly donations rather
than one big check (The Millennial Impact Research).
Once they are invested in an organization, they want to know how they are helping. “Stay
in touch. We want to know where our money went and what kind of impact it has. An annual
holiday card won’t do,” (Hawthorne). Also, they prefer to share information about the cause not
the organization itself.
While these facts may seem to be random, they all connect to the bigger picture. Relating
directly to Foodshare and charity in general, 84 percent agree with the statement “Knowing I am
helping make a positive difference in the world is more important to me than professional
recognition,” (Ganapathy). These facts give us a little incite about our customers, how to gain
attention and that they are interested in helping a good cause. These are all key topics that will be
explored in detail through our primary research.
Primary Research
Focus Group/ Brain Storm Moderator's Guide
Introduction:
Good afternoon, thanks for joining our group. This is a focus group with a brainstorm component
at the end. It is a way for us to hear your views and opinions and also create ideas based off
them. At first we are going to talk about why you may or may not volunteer, what you like to do
when volunteering and what causes get you interested. Then, we will come up with ways to get
your generation involved more in volunteering. There are no right or wrong answers because we
want to hear your personal opinions.
Part One- Norms:
1) What type of person typically volunteers?
2) Why might one of your friends not want to volunteer?
3) Why would someone want to volunteer?
Part Two:
1) Have you volunteered for charities in the past?
2) Which ones?
3) Why did you do it?
4) What did you do?
5) What were some good takeaways from volunteering?
6) What would you have changed about the experience?
7) How did you hear about volunteering opportunities/ how would you prefer to hear
about them?
Part Three:
1) What are three things that would get people your age excited about volunteering?
2) What are some suggestions about events we can host to increase involvement?
There were a total of six people who attended this focus group. Of the six people, five were
between the ages of 21 and 24 and one was 27. Four out of six were female. They were all from
the northeast and have attended or currently attend Quinnipiac.
Part One Results:
The answers to part one provided us with insight about how our target audience views
volunteering and what norms are associated with them. At first, when describing the “traditional
volunteer,” the group painted a picture of older people who are “crazy passionate” about the
cause. When asked to talk about typical volunteers in the age range of Millennials, they said an
A plus student.
When asked why their friends wouldn’t want to volunteer they reached a unanimous
decision about time. At first they discussed social image but quickly came to the conclusion that
it wasn’t an actual issue. Participants said that college students have issues balancing all of their
responsibilities as is and there is no time to add on another one. They also all agreed that they
didn’t feel like one person would make a difference.
Using this answer, we then asked what would make someone want to volunteer
regardless of his or her time constraints. They said a variety of different ideas. It would have to
be something they were passionate about, something that they could maybe do with their friends
and something where they could tell they were actually making a difference. Participants seemed
to believe their participation in walking a mile for a cause, for example, didn’t make any
difference therefore not worth the time.
The key takeaway from this section was that they want to know about the difference they are
making. By being able to see that their personal involvement makes a difference, they are willing
to overlook previous issues they had with volunteering.
Part Two Results:
Everyone in the group has volunteered for at least one charity in the past, the average was
two charities per person. Charities included, Make a Wish, Feed the Need, St. Jude’s Research
Hospital, American Red Cross and National Multiple Sclerosis Society. Within these
organizations ways to participate ranged from participating in “mud runs,” going to charity
dinners, donating money, packaging up food and playing with children who are in need. Some
said in high school they had to complete a certain amount of charity hours so they chose the
“most popular charities” or they picked events based on location and meaning. While all of these
are great causes and good ways to get involved, the participants said they often felt like what
they were contributing didn’t mean anything. That was a major aspect that they would change
about their experience. They said while they were participating or donating money, they felt a
“high” feeling good about themselves. “It is nice to feel like you are helping someone but it
would be even more rewarding to see how you are actually helping them” stated a participant.
For ways of hearing about events, they said through online searches, posters in their high
school or word of mouth. The preferred method of hearing about volunteering events and
opportunities was on social media. All of the participants agreed they get most of their news and
information through social media and they prefer it that way.
Part Three Results:
When asked about three things that would get people excited about volunteering the
common answers were participating with friends, knowing they were making a difference and
feeling like they were helping an actual issue or something they were passionate about.
For further suggestions they seemed to be focused on the idea of showing people the
difference they are making. Ideas ranged from after the event give the person a handout to show
them how they helped (if whatever they did fed 10 people let them know), be able to see people
that they are helping and simply be recognized for the help they are giving (hear stories about
how one volunteer helps from people who use Foodshare). Another interesting aspect was that
they want to hear from people high up in the company such as the CEO. They said having the
CEO speak about the effect one volunteer has would be beneficial.
Survey Results:
Key Takeaways From Survey and Focus Group:
While a lot was discussed at this session, we were able to walk away with a couple major
takeaways that we will try to apply to our campaign. The main one being that people want to see
or know the effect they have. We need to incorporate how important just one volunteer is and
convince them of the amazing effect just one day would have on Foodshare. We also learned that
having the CEO be present at the volunteering events would have a positive effect on volunteers.
Overall, we need to convince Millennials that they will have an effect on the organization.
The key takeaways from the survey are that majority of people believe that hunger is not
an issue in their community meaning that it is very important for us to show them that hunger is
an issue. By increasing awareness of the issue, we will be increasing the connection between
Millennials and Foodshare’s mission. Also, a large majority said they were willing to volunteer
for Foodshare or would maybe volunteer. This shows us how big the potential market is if we tap
into it correctly. Lastly, it is evident that people want to volunteer time.
Combining the results from the focus group and the survey it is clear that the best way to
increase involvement is by holding a campaign that teaches the audience that hunger is an issue,
shows the effect one volunteer can have and demonstrate different ways they can volunteer their
time and the effect each way would have on the organization. It is also clear that Foodshare
needs a strong social media presence.
Situation Analysis
Strengths:
Generation communications is researching in the Hartford Tolland County to make sound
conclusions about our large target audience. The campaign’s main goal is to raise awareness
amongst Millennial through mass communication and opportunities to volunteer. A major
strength that the campaign, “Hunger is faceless” is on the website there is a specific place for the
Millennial to go to get information about Foodshare. A big part of getting Millennials involved is
that they are the future of the company. In order to target them and reach out to them, the
campaign was aimed towards how they think about volunteering and what is important to them
at this time. Another strength of this campaign targets the Millennial generation and how they are
making an effect on Foodshare.
Foodshare receives donations, mostly from the food industry and distributes them to 300
food pantries, community kitchens, homeless shelters, and other programs in the Hartford area.
They offer a variety of different ways to get involved besides just donating time and money.
Foodshare’s involvement includes donating time, fundraising, donating money, sorting donated
food, gleaning fields, picking up from grocery stores, serve on the board and much more.
Compared to other organizations, the value of the dollar can supply more families who have food
insecurity than providing them with a canned good. Each year, Foodshare holds events such as
the walk against hunger and hunger action teams.
Another strength in the campaign is that one person can really make a difference. Just
having someone come out every once a while will help spread the word to others where they can
relate back to saying that they actually like what they are doing and feel they are making a
difference.
Weaknesses:
A weakness with targeting Millennials after reviewing the data from the focus group
states that they just don’t have the time to volunteer for the cause. A different weakness is that
students feel that they have too much on their plates and cant balance the time needed to go and
volunteer. Aside from this, the Millennial generation thinks that one person alone can’t make a
difference towards the overall organization. The Millennial generation wants to make sure they
are seeing where their involvement is making a difference.
Although Foodshare provides food security for a large range of people in the Hartford
area, they don’t provide security elsewhere. There is only one location of Foodshare and the
services that they provide can be useful throughout the United States. There are a wide range of
other places that need food security and they lack in the area of expansion. For being a non-profit
organization, Foodshare would benefit greatly from expanding and opening locations in other
areas where food insecurity is a large issue. Another large weakness that Foodshare has is that
they don’t appeal to the younger Millennial crowd. In doing so, they are losing a huge group of
people that could potentially provide their time in helping out the cause.
Opportunities:
Typically they felt that the people who should be volunteering are crazy passionate and
A-plus students. This poses an opportunity to change the stereotype and broadcast to the
Millennials that people who aren’t of these stereotypes still help out and are passionate about the
cause. Another opportunity is that students who felt they did not have enough time to volunteer,
could learn to balance, overall helping their resumes putting them in a better position to get jobs
later on in the future.
Upon further review of the focus groups, the campaign saw the opportunity that it is
possible that the Millennial generation will get involved. Many of them have volunteered for
other charity organizations, so the potential to get them involved is there. Creating an enjoyable
way for people to participate is the greatest opportunity for Foodshare. Incorporating events such
as “mud runs”, packaging up food and hosting charity dinners are more appealing to the
Millennial generation.
A major opportunity for Foodshare is to get their organization to go viral online. Utilizing
all aspects of social media will help to provide people with constant updates as to what the
organization is doing. Millennials are the biggest users of social media. Since the majority of the
Millennial generation is in the local Hartford area and don’t know that Foodshare even exists,
this is the best way to get them involved. Using social media outlets such as twitter, Instagram
and Facebook will allow them to branch out and brand their name.
Another opportunity for Foodshare would be to look into the potential of expansion.
Although Foodshare is a local non-profit, spreading the word thru social media to find the right
people to potentially branch out would be a large opportunity for the company. Foodshare has
the opportunity to involve parents with young children. Children are always encouraged to get
involved at a young age. Having them get involved in Foodshare but bringing along their parents
leaves potential for the parents wanting to become members of the board. Another opportunity
that Foodshare can work towards is promoting SNAP options to people. Although this could
eliminate some of their business, they are helping with their overall mission of eliminating food
insecurity.
Threats:
One threatening aspect is that volunteering is looked at as a social image issue. Taking
the idea out of the minds that this is looked at as a bad thing, can overall improve the volunteer
rate. Another threat to Foodshare is that the Millennial generation may have already found an
organization that they like and plan on sticking with them. This generation should be reached at a
younger (high school) age to get Foodshare to be the first non-profit they volunteer for in hopes
of them sticking with it as they grow older. Spreading the word about Foodshare more will help
get people more aware and involved in the cause eliminating the threat of them helping out other
organizations over Foodshare.
As with any organization dealing with food, there are threats that can come about in
regard to its quality. Bringing food into such a large warehouse where it sits for long periods of
time causes a majority of it to become perishable. If a lot of the food goes bad than the potential
to do business could be terminated. Another threat to the organization could be that people still
think of them as a food pantry where they could come and pick up the supplies that they need. If
no one knows what the organization or company actually does than there is no need for the
services.
Goals and Objectives
Goals:
• To strengthen the connection between Foodshare/Millennials.
• To expand volunteer number within the Greater Hartford area. Objectives:
• To increase awareness regarding hunger among Millennials by 15 percent within the next year.
o Increasing awareness amongst Millennials is an obvious necessity. Through social media tactics, Millennial awareness and involvement will grow.
• To increase volunteer participation among Millennials by 25 percent by 2017.
• To maintain/increase retention rate among volunteers by 10 percent each year.
Communication Strategies
• #HungerIsFaceless (social media campaign)
-The #HungerIsFaceless campaign has been designed to increase awareness
regarding hunger among Millennials by 15 percent. This campaign will be spread
throughout Facebook, Twitter and Instagram. This campaign will feature photos
of the faces of individual Millennials to show how anyone may be suffering from
hunger. It’s not the stereotypical homeless person dealing with hunger; it may be
the businessman or even just your average classmate. A lot of people with low-
income jobs have to pick and chose what they can afford to pay for.
• Use Your Skill and Network!
-Before starting, each volunteer will be asked to fill out a short survey on how
they believe their volunteer hours can be best utilized by Foodshare. They will
then be placed in a group of people with the same expertise, of all different ages,
in order to give the opportunity to network.
• Sending out monthly newsletter about a different person (about the people volunteering
and about those who are being helped) (post on website and social media, Facebook
banners.)
• Sending out a monthly newsletter to an email blast, to local colleges in/near the Hartford
area, on Foodshare’s social media sites, and local newspapers. These newsletters will
contain experiences from both volunteers and those who benefit from Foodshare.
Branding Platform/Brand
For our campaign, Generation Communications used multiple platforms in order to brand
our campaign for Foodshare. All social media platforms were including Facebook, Twitter,
Instagram, website, and press releases. The campaign used the marketing tactic of
#HungerIsFaceless to brand throughout social media. This ad was posted on all of our media
platforms by showing people of all ages holding up a sign in front of their faces with the saying
“Hunger is Faceless.” The goal was to raise awareness on social media by sharing and liking the
various posts. Generation Communications also sent out email blasts when Foodshare would be
hosting events, volunteer opportunities or any other news that was important for the public to
see.
Tactics
Website http://brittanyconte.wix.com/foodshare1
Press Release
Media Contact: Generation Communications 908-255-6042 [email protected] Support local Foodshare by participating in 1st ever Stuff a Sleigh event November 30th 2015 until December 23rd 2015 HARTFORD, Conn. (Nov. 15, 2015)- Foodshare CT is calling on all Millennial’s to participate in the local fundraising event “Stuff a Sleigh” to help put an end to hunger in the Greater Hartford area. “We opened our doors to FoodShare in April 1982. Our mission is to create an environment where hunger decreases and food availability increases” said President and CEO James Arena-DeRosa. “The event will provide Millennials with a hands on opportunity to volunteer their time, money, and donations to better the Greater Hartford area food security.” With the Hunger Is Faceless campaign we hope to engage Millennials’ to aid us in the fight against hunger. Beginning November 30th up until December 23rd, the Hunger Is Faceless sleigh will be placed in various locations around the Hartford area. Participants are asked to stop by at their convenience and “Stuff the Sleigh” with non-perishable items along with monetary donations to help with those suffering for food security this holiday season. No registration is required for the event. However, volunteers are asked to sign their name on the sleigh once they arrive. Participants are encouraged to check out our website to find a convenient location where the 8 sleighs will be placed. Please keep in mind sleighs placed in Hartford public school district will only be opened to stuff during school hours. Foodshare of CT is a food pantry location in the business district of Bloomfield, Conn. The warehouse facility serves location churches, schools, and food banks with fresh along with non-perishable foods. All food is donated either from volunteers or partnerships with local grocery stores. For information, please visit http://brittanyconte.wix.com/foodshare1#!about-us/cjg9
Newsletter
Events
Foodshare CT is calling on all Millennial’s to participate in the local fundraising event
“Stuff a Sleigh” to help put an end to hunger in the Greater Hartford area! Beginning November
30th up until December 23rd, the Hunger Is Faceless sleigh will be placed in various locations
around the Hartford area. Participants are asked to stop by at their convenience and “Stuff the
Sleigh” with non-perishable items along with monetary donations to help with those suffering for
food security this holiday season. Come spread holiday cheer!
Metrics
Budget/Billable Time
Our primary research deemed that hosting and sponsoring an event would be ineffective
amongst millennial’s. Therefore, Generation Communication’s did not spend money on any
further expenses. Seven hardworking individuals make up the team at Generation
Communications. These seven individuals serve as the following positions: President, Research
Director, Chief Financial Officer, Copywriter, Art Director, and two Interactive Communications
Director(s).
The seven agency members spent many hours working on this specific campaign for
Foodshare. A total of 162.5 hours were spent working on this campaign. In total, the budget – of
billable time – is $16,250.
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