We’ve worked with many for-profit and non-profit organizations outside of the arts; Westmoreland County Food Bank is one of them. In 2008 WCFB learned that 40,000 households in Westmoreland County, PA qualified for but were not receiving food assistance. The agency wanted to tackle this issue head-on but wasn’t quite sure where to start.
Working with a partner, Coleman Consulting, we created a pilot program in one of their neediest communities to build internal systems and establish best practices. We conducted personal interviews with current and potential food pantry clients to better understand their family needs and financial situations, how they felt about using pantries, the barriers, and common trigger points for signing on. This work was layered with telephone interviews among the same audiences and the larger community.
We used the learning to develop a strategic marketing plan to build the client base and community support, created a clear brand positioning and compelling tagline (Ending Hunger Here at Home), crafted a consumer-relevant communications strategy, and oversaw creative development. The program launched with great success and earned a prestigious award from Feeding America, the national headquarters for hunger relief efforts. WCFB’s Outreach & Expansion Project continues rolling into other deserving communities.