HARVEST HOPE FOOD BANK
In my capstone course at the University of South Carolina, I was required to create a public relations campaign for a nonprofit. I worked with Harvest Hope Food Bank, the largest hunger relief organization in SC.
The marketing manager at Harvest Hope expressed that the organization's needs were to raise awareness of food waste, increase business outreach and extend into surrounding counties. I created a public relations campaign to address those needs, focusing on the discrepancy that though SC is turning into a vibrant "foodie" community, a lot of the food is wasted – while many other residents are in need of food.
This campaign invites members of the community to pledge to "Taste More & Waste Less." The strategy is that since there is a large "foodie" community already, Harvest Hope can use this to their advantage using social media, local influencers and opinion leaders to inform them about food insecurity issues.
My tactics included branding the campaign with a slogan and logo, designing a fact sheet to send to opinion leaders and influencers, creating a website for the online pledge and information hub, mocking up a social content calendar, and drafting a query letter and press releases to send to news organizations.
See the full plan here.