After 25 years, what started as a food pantry has become a major Ohio food bank and a leader in the nonprofit community. With the need for food assistance increasing, awareness is critical.
Client: Second Harvest Food Bank of North Central Ohio
Second Harvest is a model of an organization that practices and makes believers in its brand: stakeholder perceptions of Second Harvest have never been higher.
Client Story
Led by a dynamic Executive Director and a very active board of directors, Second Harvest determined that in order to raise awareness of the food bank and its mission, it would need to re-brand.
Second Harvest's story is all about ending hunger. While this mission is focused, the stakeholders are many: foundation, corporate and individual donors; food pantries and human services agencies, state and local government entities. Projecting competence, professionalism and integrity is key.
From One Voice (clarity of messaging) and donor relations, to maintaining its visual brand framework, Second Harvest continues to be one of the most successful brand implementations in the non profit sector.
Keys to the solution, in both visible and invisible branding, are
- A comprehensive implementation of its visual brand framework (including typography!), in all print and electronic communications
- A strong presence of its mantra: More Food, Less Hunger.
- Messaging and writing that consitently explains what the food bank does in the communities it serves
- A strategic plan that revealed new opportunities and needs for donor recognition, donor relations, and awareness
- New opportunities for awareness building, such as social networking and business networking
- A comprehensive web presence, focused on the resources and informational needs of member agencies, foundations, volunteers and donors.
The results of the branding initiative have been measurable in media exposure, an increase in donations, and greater awareness and standing in the minds of the stakeholders. Second Harvest continues to make believers in its cause.
Building Awareness
The Second Harvest capabilities brochure has been instrumental in explaining the role of the food bank in the communities it serves, and how people can help by volunteering, advocating and donating.