Food Bank Branding, Marketing, and Strategic Communications
After 30 years, what started as a food pantry is now a major Ohio food bank and a leader in the nonprofit community. With the need for food assistance increasing, awareness is critical.
Second Harvest Food Bank’s ongoing branding initiative improved media relations, increased donations, and created greater awareness in the minds of the community and supporters.
Second Harvest Food Bank’s ongoing branding initiative improved media relations, increased donations, and created greater awareness in the minds of the community and supporters.
Beyond Branding to a Complete Donor Experience
Aespire had helped us create a recognizable logo and presence, and we worked with the Aespire team to create a total experience through wall color, signage, and donor recognition. While large corporations may be able to achieve this is, it is rare for non-profits. Aespire helped us open a new chapter for Second Harvest with a crisp, vibrant façade that expresses who we want to be now and in the future. —Julie Chase-Morefield, Executive Director
Second Harvest Food Annual Report
Second Harvest Food Annual Report
Second Harvest Food Annual Report
Second Harvest Food Bank Website
Second Harvest Food Bank Warehouse graphics
Second Harvest Food Bank Annual Report
Second Harvest Food Bank Environmental branding
Second Harvest Food Bank Donor Recognition
The Business Case
Branding That Grows with the Food Bank
Second Harvest is a widely-respected nonprofit that practices and makes believers in its brand: stakeholder perceptions of Second Harvest have never been higher.
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 realign itself with its brand.
Second Harvest's story is all about creating pathways to food security. 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.
Brand Strategy:
Ongoing Branding and Communication Strategies
- A comprehensive rebranding and redesign of its visual identity (including typography, photography, and color palette), in all print and electronic communications
- A strong presence of its tagline and extensions: More Food; Less Hunger. Growing Hope
- Messaging and writing that consistently explain what impact the food bank makes 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, business partnerships, and corporate support
- A comprehensive web presence focused on the resources and informational needs of member agencies, foundations, volunteers, and donors.
- Custom-wrapped trucks, trailers, and branded vehicles
- Significant contributions to a $5 million capital fundraising campaign
Outcomes:
Raising $5 Million for a New Food Distribution Center
From messaging clarity and donor relations to maintaining its visual brand framework, Second Harvest continues to be an example of one of the most successful brand implementations in the northeast Ohio nonprofit community.
Second Harvest moved into the $5M Nordson Food Distribution Center in June 2015. With its growth fueled by the growing need for emergency food assistance, its identity has been design-driven to serve its purpose and is completely integrated across media and experience.
Improved Donor Engagement
Raising Millions in New Donations
Thousands of People Served
Creating Greater Impact for Hunger Relief
Creating greater impact and advancing the cause
“Through the branding process, Aespire helped us communicate not only the mission of the organization but some of our culture as well. Starting with our new logo through our materials, website and the design of our trucks it tells our story. During a recent study a number of donors recognized our trucks with our logo as being the most identifiable thing about our organization.
Aespire has helped us be able to communicate our message in such a way the volunteers and donors understand our purpose and want to be involved. With the staff it created a cohesive image that bolsters our internal culture.”
Creating more stakeholder and community engagement
The website design has been key to community engagement and we receive many compliments on its design and functionality. But it goes further because Aespire has helped us look at everything as an extension of our brand: messaging, letters, signage, materials, website, social media, and even the shirts our staff and volunteer wear.
In particular with our fundraising event, Generous Helpings, Aespire created the logo, materials, and ads. A recent donor commented about the invitation for Generous Helpings that it was unique and well-designed and looked like us. Everything sets the tone for how we want to be perceived and the event is something that sells out every year.
Achieving strategic communications goals
By understanding what we do as an organization and the complexity of the issue of hunger, Aespire is not just using a cookie-cutter methodology of “communications for non-profits” but looking at who we are as a unique organization and helping us hone the messages to the community. — Julie Chase Morefield, CEO
Do you feel powerless because you’re competing against deep-pocketed competitors? Call today for marketing to elevate your brand, create new customers, and grow your business.
Aespire Branding
North Ridgeville, OH 44039
Phone: (440) 322-5142
Contact Aespire
Aespire is a Woman-Owned Small Business Enterprise (WBE)
Many essential services companies struggle to explain how their expertise helps customers solve problems and achieve their goals. Aespire guides leaders with brand strategy, design, and marketing so they can start, grow, and sustain high-performing teams and profitable businesses.
We're committed to helping people flourish, businesses thrive, and communities prosper.
