3 Rebranding Goals Strong link between organization, mission and impact A united, uniform and consistent presence (look and feel, messaging) across all Share Our Strength organizational platforms, programs and activities Be seen as an innovative leader in ending childhood hunger in America Wide adoption of our brand by national corporate partners (media, consumer products, etc.) into existing and future events, marketing and communications channels Broad awareness of Share Our Strength
4 Target Audiences PRIMARY Boomer Foodies Restaurant Community NEW: –Gen-X Parent Foodies SECONDARY Staff Volunteers Board/Culinary Council/Advisory Board Media Corporate partners and targets
Gen-X Parent 5 ‘Gen Xers approach life as what we call ‘Life Entrepreneurs.’ They don’t subscribe to all the institutions + traditions that are in place, but instead take bits and pieces that work for them and throw out the rest. They are inventing their own system, approaching parenting in very individualistic ways.’ Successful professional Driven, successful and hardworking Well-educated: 29% have a bachelor’s or graduate degree [6% more than their parents] Entertainment, leisure, food Aspirational in their foodie pursuits yet level of interest is expected to grow over time Caring parent Parents with strong family values and modern day traditionalism Raising more than half of all children under 18 [40MM kids] 47% of Gen X v. 36% of Boomer parents wish they could spend more time with their children Charitable/Socially conscious Looking for ways to share, but are leery about seeing their investment or time wasted – they want to get the most for their money and effort
6 Share Our Strength’s Value Proposition Share Our Strength Hunger Hunger + National Hunger + National + Strategic Partnerships (corporate + non-profit) Hunger + National + Strategic Partnerships + Domestic Focus Hunger + National + Strategic Partnerships + Domestic Focus + Focus on Children Share Our Strength is a national organization which brings together a diverse group of partners to end childhood hunger in the U.S. America’s Second Harvest Share Our Strength Mazon Bread for the World End Hunger Network Feed the Children Food for All America’s Second Harvest Greater Chicago Food Depository Northwest Harvest City Harvest Capital Area Food Bank of Austin Share Our Strength Mazon Bread for the World End Hunger Network Feed the Children Food for All America’s Second Harvest Share Our Strength End Hunger Network Feed the Children Food for All America’s Second Harvest Share Our Strength
7 Manifesto THE INVISIBLE HUNGER It invades our schools. It preys on children. It destroys families. And it tears communities apart. You can’t see it by looking. The victims are black, white, Asian and Hispanic. You can’t measure it in pounds. It affects short and tall, thin and chubby. You can’t see it, but it lives next door. The problem is hunger. A shameful, unthinkable hunger. Child hunger. In the wealthiest nation in the world. On any given night, 12.4 million children in America will go to bed wondering if they will eat in the morning.
8 Manifesto That’s one in six. Next time you see a playground, count heads. One, two, three, four, five...hungry. The invisible hunger is everywhere. No child should grow up hungry. We are Share Our Strength. We connect families with food. Our volunteers and community organizations find the invisible hunger where it hides. We surround those children with food where they live, learn and play. We’re weaving a net to ensure no kid in America grows up hungry. And we want your help. Poverty is complex; feeding a child is not. Everyone has a strength, and everyone has something to share. Chefs, companies, volunteers and everyday Americans that care. It’s time to roll up our sleeves and put an end to childhood hunger.
9 New Messaging Share Our Strength® is a national organization working to make sure no kid in America grows up hungry. We weave together a net of community groups, activists and food programs to catch children at risk of hunger, and surround them with nutritious food where they live, learn and play. We work with the culinary industry to create engaging, pioneering programs like Share Our Strength’s Taste of the Nation®, Share Our Strength’s Great American Bake Sale®, Share Our Strength’s A Tasteful Pursuit®, Share Our Strength’s Great American Dine Out™, and Share Our Strength’s Operation Frontline®..
22 Materials For Your Use Media Center on Strength.org Food Network-produced identity reel- :1, :2, :6 Manifesto Fact Sheets New Childhood Hunger Brochure Logos and logo guidelines Boilerplate Messaging guidelines
How YOU Can Help Keep a journal, blog Participate in social networking sites Take pictures Share impact stories with the communications staff Let us know what you find interesting in newsletter or what you need on the Web 23
How WE Can Help YOU Margie Fleming Glennon Communications Director 202.478.6549 firstname.lastname@example.org Strength.org/media 24