Heartside Gleaning Initiative Marketing Plan

2015-2016 Marketing Plan �1

01 Table of Contents


Mission Statement 3 History of Heartside Gleaning Initiative 4 Philosophy, Goals & Objectives 5 Operational Structure 6 Operational Structure Analysis 7 Facilities, Programs, Products, Services, & Policies 10 Finances & Beneficiaries 11 Brand Image History 12 Marketing History 13 SWOT Analysis 14 Organizational Analysis 15 Global Research 16 Industry Research 19 Market Research - Demographics 21 Quality Service Assessment 22 Social Media Assessment 25 Competitive Assessment 27 Competitive Assessment Conclusions 32 Target Market Assessment 33 SWOT Analysis 36 Positioning Assessment 37 What Was Learned About HGI? 38 Logo & Slogo Recommendations 39 Collateral Recommendations 40 Five Phases of an Experience 42 Suggested Marketing Mix Ideas 43 Suggested Promotional Mix Ideas 44 Social Media Calendar 45 Communication Tactics 48 Matrix Summary 51 Final Observation & Plans 52 References 53 Appendices 56


02 Mission Statement Heartside Gleaning Initiative (HGI) empowers Heartside and surrounding communities to become healthier through increased access to healthy foods and nutrition education. We do this by collecting excess produce from farmers’ markets and transporting it to the low-income neighborhood of Heartside for distribution to individuals, food pantries and free and low-cost meal programs.

2015-2016 Marketing Plan 3

03 History of Heartside Gleaning Initiative


In 2007, Lisa Sisson received a call from Paul Stansbie to look at the nutritional content of food that was being served at God’s Kitchen. Lisa said she was interested and accepted the offer. Lisa offered this experience of working with God’s Kitchen as a special topics course and received a handful of students from Grand Valley who wanted some research experience. Throughout the rest of the year, Lisa and the students worked with God’s Kitchen to find ways they could improve their foods nutritional value, and Lisa eventually published a paper from their findings.

Lisa had been told that there was someone else who was working throughout the Heartside Community, who was also focussing on their foods nutrition—Susan Couzens. Susan Couzens was also a Professor at Grand Valley at the time and she met with residents from Heartside every week to help them improve their health. All this was possible by the direct requests from the neighborhood residents. Lisa and Susan began to work side-by-side and they to this date, still meet with the Community Care and Enrichment Team every Thursday.

In 2013, Lisa took her sabbatical and decided to keep working with the Heartside Community, but to now focus on ways to improve the nutritional food in the neighborhood. Lise developed Heartside Gleaning Initiative during her sabbatical and from the research she had done on gleaning during this time. The first gleaning date for HGI was in June of 2014. As to date, there have been two successful years!

Figure 1: Picture taken from the Heartside Community

04 Philosophy, Goals & Objectives


HGI finds that there is limited access to healthy foods in the Heartside neighborhood. HGI came together to empower the Heartside community to develop food systems that can redirect, or glean, unused healthy food to residents in need. While there are many arguments to be made, the definition of healthy food is simple: unprocessed freshly grown fruits, vegetables, and herbs. HGI hopes to work with their neighbors to collect and distribute excess food to food banks, soup kitchens, and individuals.

There are two goals to this mission. First, HGI will work with local businesses, nonprofit groups,farmers markets, and community members to collect and distribute fruit, vegetables, and herbs that would otherwise be wasted. HGI is seeking out food donations, volunteers, and materials that will help the initiative improve the lives of their neighbors in need. Second, HGI will educate community members on the importance of healthy eating and the tools to prepare their own nutritious meals.

Philosophy

The overall goal of HGI is to improve access to healthy food in the Heartside community through gleaning. Provide education on healthy eating and preparing more nutritious meals. Eventually HGI wants to become a community lead and embodied organization by the community members.

Actions and Objectives:

(1) Letters of Support (2) Suggestions for finding resources, collaboration,

and volunteers (3) New members to join the Initiative (4) Increase the visibility of HGI’s group and members (5) Foster strong local community food systems and

support non-profits that serve those in need

Goals & Objectives

05 Operational Structure


Chair: Lisa Sisson

Secretary: Judy Tyner Treasurer: Melissa Harrington

Vice Chair: Emily Evers

Heartside Volunteers: Andrew Bostwick, Suzan Couzens, Crystal Lecoy, Amy Vanfossen, Tommie Wallace, & Bruce Barressi

Figure 2: Board of Directors for HGI

06 Operational Structure Analysis


(1) Directorship: The Corporation is organized on a directorship basis. The property, business and affairs of the Corporation shall be managed by its Board of Directors.

(2) Responsibilities: The members of the board are responsible for directing the HGI, maintaining these bylaws, setting long-term goals, fundraising, and short-term and long-term financial management of the organization. More specifically, board members are to:

a. Create and review a statement of mission and purpose that articulates the organization’s goals, means, and primary constituents served.

b. Ensure effective planning. The board must actively participate in an overall planning process and assist in implementing and monitoring the plan’s goals.

c. Monitor, evaluate, and strengthen HGI’s programs and services. The board’s responsibility is to determine which programs are consistent with the organization’s mission and to monitor their effectiveness.

d. Ensure adequate financial resources. One of the board’s foremost responsibilities is to provide adequate resources for the organization to fulfill its mission. To demonstrate personal stake in the organization, board members are requested (when financially feasible) to make personal financial contributions to the organization as well as to assist with raising funds from external sources.

e. Protect assets and provide financial oversight. The board must assist in developing the annual budget and ensuring that proper financial controls are in place. Annually, the board will review and approve an annual budget for the organization.



(3) Terms and Board Make-up: The board will be made up of a minimum of nine people and a maximum of 17 people. Board members are appointed for a three-year term. If a board member decides to resign prior to the end of the three-year commitment, they are requested to provide 60 days notice to the Chairperson, whenever possible.

The Board will strive to maintain a minimum of two board members who are Heartside neighborhood residents and beneficiaries of the HGI services. Inclusion of minority voices on the Board is an essential principal of HGI.

Confirmation of a nominee requires a vote by the board in accordance with the quorum requirements delineated in Article III. In short, there must be 3 voting officers at all times and a majority rule of those present.

(4) Officers: The Board of Directors will elect four officers; a Chairperson, Vice-Chairperson, Secretary, and Treasurer (Officers). These positions are three-year terms. The Chairperson and Vice-Chairperson positions should be staggered in duration when possible to have continuity between administrations. After 30 months, the Officers will nominate candidates and the board will vote to approve replacement off icers. The Chairperson-elect, Vice-Chairperson elect, Treasurer-elect, and Secretary-elect will follow a six month training period alongside the current Chairperson, Vice-Chairperson, Treasurer, and Secretary.

(5) Compensation: Board members will receive no direct or indirect compensation for performing their duties as a board member.



(6) Chairperson: The Chairperson shall be the chief presiding officer of the Corporation. The Chairperson shall appoint all committees, subject to the approval of the Board. The Chairperson shall perform such duties appropriate to the office of Chairperson and such other duties as may be assigned by the Board or required by law. The Chairperson shall preside at meetings of the Directors and in his or her absence, the Vice Chairperson will preside

(7) Vice Chairperson: The Vice Chairperson will, in the absence or disability of the Chairperson, perform the duties and exercise the powers of the Chairperson and shall perform any other duties prescribed by the Board of Directors or the Chairperson.

(8) Secretary: The Secretary shall attend all meetings of the Board of Directors and record the minutes of all proceedings. These minutes will be kept electronically as well as in a hard copy book, both of which will be turned over at time of his or her death, resignation or removal from office. The Secretary shall give or cause to be given notice of all meetings of the Board of Directors for which notice may be required and shall perform any other duties prescribed by the Directors.

(9) Treasurer: The Treasurer shall oversee the financial activities of the Corporation. The Treasurer shall perform all duties incident to the office of Treasurer and other administrative duties as may be prescribed by the Board of Directors. All books, papers, vouchers, money and other property of whatever kind belonging to the Corporation which are in the Treasurer’s possession or under his or her control shall be returned to the Corporation at the time of his or her death, resignation or removal from office.

(10) Other Officers: The board may from time to time appoint other officers to perform duties and exercise authority that the Chairperson assigns or the board


07 Facilities, Programs, Products, Services, & Policies

HGI gathers excess and otherwise unused fresh fruits and vegetables and redirects them to individuals in need of healthier nutrition options and education in Heartside and surrounding neighborhoods. Farmers at the Downtown Market & Fulton Street Farmer’s Market set aside unused, excess produce. Volunteers collect the fruits and veggies, weigh the donations, and transport them. The fresh fruits & veggies are distributed to kitchens, pantries, or directly to the residents of Heartside.


08 Finances & Beneficiaries


Finances BeneficiariesAll available assets will be kept in a bank account under the name of the organization. At minimum the Treasurer and the Chairperson will be signatories on the account. Non-budgeted expenses above $500 require board approval.

A budget and finance log will be kept in a spreadsheet that is accessible by all board members. The Treasurer is responsible for keeping this document up to date with respect to revenue, assets, and expenses. The Treasurer will provide a year to date Statement of Financial Position and a Statement of Financial Activity to board members at every meeting. The Treasurer will also supply a summary of the budget upon formal request of any Board member.

2014 Financials REVENUE Contributions (3%) - $2,046 In-Kind (97%) - $59,407 (Includes donation of supplies, produce, & volunteer hourS)

EXPENSES Food Distributed (100%) - $38,040 (valued at $2.20/pound) Admin (>0%) - $163

HGI provides food to low income individuals and charitable non-profit organizations that comport with section 501(c)3 of the internal revenue code, with a focus on those organizations that serve hungry, homeless, and at risk populations.

Heartside Gleaning Initiative may decide to operate outside of the Heartside neighborhood with a majority vote by the board of directors, so long as the activity supports the overall mission.

Conclusion from HGI Financials

(1)HGI runs sole off of donations and volunteers (2)HGI is very expense sensitive (3)HGI does not bring in any form of income or revenue (4)HGI works from their board of directors, no one

person makes decisions (5)HGI distributes 100% of the food they glean (6)HGI has almost zero administration expenses

09 Brand Image History


Figure 3 is what the Heartside Gleanings Initiative logo first looked like. They made some changes and came up with their newest and up to date logo in Figure 4. Looking at Figure 3, the small writing on the bottom, and the dark colors should be changed. The font on Figure 3 is also bold which causes difficulty when reading it. After the change in logo, the new one has lighter colors, a new font that is not as bold, which is also larger in size. Figure 4 is easier to read at a quick glance, but also still has the same feel and look as the first one. The second logo is more professional and the better one out of the two.

Figure 3: Original HGI Logo Figure 4: Updated HGI Logo

10 Marketing History


Figure 5 is one of the marketing pieces HGI uses. This flyer has their updated logo on the left side, as well as pictures of their volunteer’s gleaning and giving the product to the Heartside Community. This was the only piece of physical marketing material that was given. One recommendation on this flyer would be to add all of their social media links to the flyer, not just Facebook.

Looking at the 2014 Annual Report in the Appendix, Appendix A, the cover page of the pamphlet is a wonderful, eye catching, yet simple to look at. The cover page does not overload the reader with too many words or hard to read writing. Figure 5: An original HGI Flyer used for marketing

The cover page displays the name of the non-profit, and what the pamphlet holds—simple enough. Appendix B, page 1 of the annual report gives the mission statement, a list of the board of directors, and some easy to read pie chart’s. This first page is much busier than the cover page, but the most important pieces are larger than the rest, and the colors used allow those important pieces to stand out. Appendix C holds a lot more information. It portrays the amount of fresh, and healthy fruits and vegetables that were distributed throughout the Heartside Community over the 2014 year. Appendix C also provides some statistical information on the United States food waste as well as the process that HGI takes to get the food from the farmers to the community. Appendix D provides quotes from residents who live in the Heartside Community; a list of all the farm donors; and reasons and statistics that prove why gleaning fresh fruit should be done. Appendix E shows all the community partners who helped HGI become successful in the 2014 year. Some critiques on the 2014 Annual Report include lessoning the amount of information being given to the reader. Much of the information could have been portrayed in a less “busy” way, allowing the reader to fully soak in what the HGI did in the 2014 year.

11 SWOT Analysis

Table 1 holds the strengths, weaknesses, opportunities and threats of HGI. The strengths of HGI are those that a specific market would describe as the positive attributes of an organization when compared to its competitors. The weaknesses of HGI are those elements that keep an organization from achieving a competitive advantage. The opportunities are events that occur outside the organization that could provide potential for the organization. The threats include factors beyond HGI’s control that could place HGI’s marketing strategy, or the business itself, at risk.


Heartside Gleaning Initiative

Strenghts Weaknesses

(1) Unique organization (2) Limited local competition (3) Partnerships with ministries to drop off food at any

time (4) Interns from grand valley to help with marketing/misc

work (5) Board and volunteers are people from Heartside

Community who are being benefitted (6) Not heavily reliant on donated funds—self sufficient (7) Food circles app

(1) No slogan (2) Limited amount of volunteers (3) Lack of community involvement (4) Needs funding; not sustainable long term with funds (5) Not partnered with support organizations (6) Not being able to glean year round (7) Needs a facility (8) Needs a carrier truck to transport food (9) Lack of community awareness (10)No paid staff or full-time staff

Opportunities Threats(1) Ability to grow outside of heartside community (2) Partnership opportunities with farmers for growing

rows of food (3) Grow healthy food training classes (4) Involving heartside community to run the organization

for themselves

(1) Food pantries and kitchens defeating the purpose with unhealthy foods

(2) Other ministries creating their own similar organization

(3) Seasonal weather issues with crops (4) Closings of farmers markets

Table 1: HGI SWOT Analysis

12 Organizational Analysis


Looking through all of the information gathered in the organizational assessment, it appears HGI has many weaknesses that it needs to address. Their weaknesses outweigh their strengths. HGI is a new non-profit organization, which is a reason why they do not seem as excelled in certain areas where their competition is. The Heartside Gleaning Initiative has almost zero expenses, which is a positive since they are a non-profit and have no incoming revenue. HGI has made positive steps forward when they updated their logo. Their new logo is much easier to read and identify. One critique and recommendation for HGI would be to increase the ways they market themselves to their community. One pamphlet and one flyer are not enough to market; especially a new organization.

Understanding all the information from the organizational assessment is a vital component to any marketing plan. Knowing information such as the history of an organization, and their capabilities allows readers to understand how HGI currently runs, as well as assess its current needs. Looking further into the needs of HGI, the possibility to develop a plan to better meet these needs is capable. As stated, HGI's specific bylaws will guide the board members, those who benefit from the organization and those who do not, to successfully serve the heartside community as stated in their philosophy, goals and objectives. Eventually, the organizations board will consist purely of those who benefit from their work to lead the organization through an expanded initiative.

13 Global Research - Childhood Obesity


According to Bishop (2005) in Childhood Obesity, “Overweight and obesity in children are significant public health problems in the United States. Not only have the rates of overweight children increased, but the heaviest children in a recent NHANES survey were markedly heavier than those in previous surveys.” Refer to Figure 6 for the survey statistics. Bishop continued on to state, “Being overweight during childhood and adolescence increases the risks of developing high cholesterol, hypertension, respiratory ailments, orthopedic problems, depression and type 2 diabetes as a youth.” When talking about nutrition and eating habits, Bishop made points saying, “Convenience has become one of the main criteria for Americans food choices today, leading more and more people to consume away-from-home quick service or restaurant meals or to buy ready-to-eat, low cost, quickly accessible meals. The nutritional composition of children's diets as well as the number of calories consumed are of interest to determine the effect of food consumption on childhood obesity.

Figure 6: Prevalence of overweight among children and adolescents ages 6-19 years

HelpGuide.org’s article named, Weight Problems and Obesity in Children talked about what families can do to deter childhood obesity. “Families should be leading by example; making healthier food choices; being smart about snacks and sweet foods; watching portion sizes; getting their kid’s moving; reducing screen time; and getting involved”. Further, they list specific ways families can help their children with their obesity problems. “The most effective way to influence your child is by your own healthy example. Helping your child beat obesity begins with helping him or her forge a healthy relationship with food. You may need to make major changes to you're eating lifestyle as well. A families home is where your child most likely eats the majority of his or her meals and snacks, so it is vital that your kitchen is stocked with healthy choices and treats. There are strategies you can employ to retrain you and your family’s appetites and avoid oversized servings when eating out. It used to be a commonplace to find children running around and playing in the streets of their neighborhoods, naturally expending energy and getting exercise; bring your child back to those times and promote physical activity. The more time your children spends watching TV, playing video games, or using the computer, the less time they’ll spend on active pastimes—so start to cut back on these times. You can make a huge impact on your children’s health by becoming involved with the details of their lives. Ask your child about how their day went at school, how their friends are—just be there of your child.”

http://HelpGuide.org

http://HelpGuide.org

14 Global Research - Effects of Climate


Clark (2012) stated, “Food is one of society's key sensitivities to climate. A year of not enough or too much rainfall can have a significant effect on local crop yields and livestock production.” Clark went on to say, “There is some evidence that climate change is already having a measurable effect on the quality and quantity of the food produced globally.” Clark stated that, “The future course of global food production will depend on how well societies can adapt to such climatic changes, as well as the influence of other pressures. An example of such pressures include competition for land from biofuel production.” Clark finished his research by informing, “The changing climate would effect the length and quality of the growing season and farmers could experience increasing damage to their crops, caused by a rising intensity of droughts, flooding or fires.”

Pimentel (2013) stated, “Changes in the world's climate will bring major shifts in food production. In some places, temperatures will rise and rainfall will increase; in others, rainfall will decrease. In addition, coastal flooding will reduce the amount of land available for agriculture.” Pimentel went on to say, “The stage of growth during which a crop is exposed to drought or heat is important. When a crop is flowering or fruiting, it is extremely sensitive to changes in temperature and moisture; during other stages of the growth cycle, plants are more tolerant.” What Pimentel is trying to say is that any sudden changes of climate during a plants flowering or fruiting stage will kill the plant and result in a detrimental effect for our crop productions. Pimentel finishes his research by stating, “In North America, projected changes in temperature, soil moisture, carbon dioxide, and pests associated with global warming are expected to decrease food-crop production by as much as 27 percent.”

http://www.guardian.co.uk/environment/2010/dec/21/what-is-climate-change

http://www.guardian.co.uk/environment/2010/dec/21/what-is-climate-change

15 Global Research Analysis


Childhood Obesity

As Bishop (2005) and helpguide.org mentioned, nutritional foods are important for fighting childhood obesity. An increase in awareness of childhood obesity will increase the demand of nutritional foods, resulting in an increase of popularity of HGI and demand for their nutritional foods.

Climate Effects

As Clark (2012) and Pimentel (2013) stated, when the environment experiences sudden changes in temperature, it directly impacts the food production. When farmers are not able to grow their crops, the Heartside Gleaning Initiative will be unable to give fresh produce to the Heartside Neighborhood, resulting in a higher calorie diet for those families who ultimately rely on their services. If and when the climate effects the farmers crops, the HGI will feel negative effects, and a possible termination of their non-profit organization.

http://helpguide.org

http://helpguide.org

16 Industry Research - New Trends


According to the USDA, “The new trend in the food industry is gleaning or collecting the fresh food that would normally be thrown away at farms, farmers markets, and even home gardens, and redistributing it to those in need”. Other waste that is collected in the industry can be found at local business, such as restaurants, at the end of each night or week before the remaining food is thrown away. Along with what the USDA does, many non-profit organizations have developed recently to join the cause in helping America’s individuals in need.

As it was said by Healthy Harvest, “Other organizations in Michigan, specifically Goodwill, have joined the team on helping gather food for the hungry in our local areas. Goodwill has a more elaborate approach compared to other smaller and newer organizations which is called Healthy Harvest. This is a partnership that was created between Goodwill, Food Rescue of Northwest Michigan, Rotary, partner agencies, and local farmers. This new industry is about creating partnerships to help grow the success of the gleaning project.

17 Industry Research - Solutions


According to Healthy Harvest, “Last year alone, Food Rescue of Northwest Michigan rescued over 1.3 Million pounds of food”. Essentially, the new trend is to involve everyone in the cause while supporting other organizations through the process.

As it was said by the USDA and Healthy Harvest, “The USDA and Goodwill are much larger organizations and they have set a new trend for organizations that are joining in on the gleaning. They have set the bar for using existing organizations that specialize in volunteer work, collecting, and farming”. This is a trend that many will follow due to the strong need for gaining partnerships within the gleaning community.

18 Market Research - Demographics


Since the beginning, the mission of (HGI) has been empowering the community and it’s residents to become healthier through nutrition, education and providing access to healthy foods. HGI serves a large segment of the 80% food insecure portion of the community by gleaning fresh food from surrounding areas of Grand Rapids and bringing it back to its residents. (HGI, 2015). As it was said in What is Food Insecurity (2015), having a community that is 80% food insecure means that they lack both nutrition, and consistent access to adequate food amounts in general. People who live in this community often lack the proper access to what they need due to financial resources.

This information about the Heartside community and its residents is pertinent. Looking at this information makes it easier to develop a strategy to gain more following, and influence by HGI within this community.

The Heartside community is located right outside of Downtown Grand Rapids, Michigan. This community has some historical value that it has gained throughout the decades. However, this value and popularity has dropped significantly over the years. Tuftier (2010), found that “A redevelopment period was launched when the Van Andel Arena was constructed in 1996”. With the majority of the residents being young business professionals, they want the community to go through progress more and more as time goes on. According to U.S. (2010), The Heartside community is composed of 62% Caucasian, leaving the other 38% of the population in the minority category. This minority group is made up of 25% African American”. All three social classes exist in this small community and with that being said, on the low end of the spectrum lies a large substance abuse problem that some residents believe is holding them back. (Tuffier, 2010)

19 Quality Service Assessment


Table 2: Quality Assessment of Heartside Gleaning

Non-Profit Organizations Facebook Personal Website MLive.com


(1) “We’re grateful for all of the farmers in Grand Rapids that grow and share with Heartside Gleaning such a huge variety of beautiful produce.”

(1) “…their team of volunteers collects produce donated by f a rmer s and t hey distribute throughout the Heartside Community at food pantries

(2) “ T h e y i n v i t e l o c a l businesses to participate and p r o v i de way s t o become involved in the inner workings of the nonprofit organization.”

(1) “By providing these people with food, they are able to spend their money on other necessities.”

Heartside Gleaning believes that to run a successful non-profit organization, knowing what the people of the surrounding community are saying about the organization is a very important aspect. Table 2 holds specific resources that have given feedback from people in the West Michigan Community about the following selected organizations--HGI, Mel Trotter Ministries, Feeding America West Michigan, and God's Kitchen. This research will help the selected organization's learn more about what people are saying about them. These data should be used to better their organization and their communities experience.

http://MLive.com



Table 3: Quality Assessment of Mel Trotter Ministries, Feeding America West Michigan, and God’s Kitchen

Non-Profit Organizations Facebook Personal Websites MLive.com

Mel Trotter Ministries

(1) “Mel Trotter Save Program allowed me to return to society and become a productive citizen. I would like to thank the staff of Mel Trotter Ministries, for the patience and time needed in order for me to regain my life.”

(1) “Mel Trotter’s client choice food pant ry p rov ides families with a variety of nutritious items to choose from to prepare their everyday meals.”

(1) “ O u r m i s s i o n i s t o d e m o n s t r a t e t h e compassion of Christ to the hungry, homeless and hurting.”

Feeding America West Michigan

(1) “An excellent organization that helps distribute food to people who are hurting for money; and can 't afford to buy food.”

(2) “If you need food, you can call them and they will let you know where their next location will be.”

(1) “…exists to ensure safe food is available to the hungry in our community. Each year, we serve an estimated 492,100 people in West Michigan and the Upper Peninsula.”

(1) “Helped us because we could save a little bit of money and instead of spending it on food we could use to get a place to live”

(2) “It got us through a month and a half where we cou ldn ’ t a f f o rd f ood because we were going through a rough patch”

God’s Kitchen

(1) “Provides home cooked meals that are healthy, delicious and appealing.”

(2) “Yo the peeps who rush the Door should learn to wait there in line. Amen”

(1) “God’s Kitchen works with c h u r c h e s a n d o t h e r o r g a n i z a t i o n s t o b r i n g w e e k l y meals to suburban lo-c a t i o n s f o r l o c a l community members”

(1) “A lot o f t imes, the i m p r e s s i o n o f l a w enforcement is negative, our goal is to get closer to the community and the community close to us.”

http://MLive.com



Similar ity between God’s Kitchen and HGI: (1) God’s Kitchen is a much smaller organization, similar to the size of HGI

Differences between the God’s Kitchen and HGI: (1) God’s Kitchen provides home cooked meals (2) Heartside Gleaning strives to promoted fresh produce ONLY (3) God’s Kitchen works with churches in the area of West Michigan to “bring weekly meals to suburban c o m m u n i t y members”

It was found through research that when God’s Kitchen serves their meals, people rush the door, causing distress to the other people waiting in line.

Heartside Gleaning Initiative: (1) Provides people with g o o d food and allowing t h e m t o spend their money on there necessitates (2) Invites local businesses to participate and provide ways to become involved (3) Has wonderful volunteers to distribute fresh produce (4) Distributes fresh produce throughout the Heart s ide Community.

Mel Trotter: (1) Food pantry provides families with a variety of nutritious items (2) Allows people to return to society and become productive citizen’s (3) Demonstrates the compassion of Christ throughout their community.

Differences between the Mel Trotter and HGI: (1) HGI is more focussed on putting healthy, nutritious foods in the hands of the H e a r t s i d e Community (2) Mel Trotter donates all foods.

Fe e d i n g A m e r i c a n W e s t Michigan: (1) Is apart of a much larger organization than others (2) Plays a huge role throughout West Michigan (3) Allows families to get through tough financial times by saving money

20 Social Media Assessment


Social media is becoming more integrated into today’s lifestyle. Businesses and organizations are learning that productive use of social media can in fact boost their bottom line. Table 4 shows how HGI, and its competitors are using three of the most popular social media cites today. The Table 4 below also holds compiled information that is relevant to show which non-profits are using social media efficiently, and which ones are not.

Table 4: Social Media Assessment of Heartside Gleaning

Social Media Heartside Gleaning Initiative

Mel Trotter Ministries

Feeding America West Michigan God’s Kitchen

Facebook

171 total page likes 74 people talking about this December 10th is last updated post

Updated: 12-10-15

2,134 total page likes 232 people talk ing about this 102 total reviews 4.4 star average of public reviews December 10th is last updated post Updated: 12-10-15

2,905 total page likes 322 people talk ing about this 21 total reviews 4.8 star average of public reviews December 10th is last updated post Updated: 12-10-15

183 total page likes 14 pubic reviews 4.2 star average of public reviews 0 posts

Updated: 12-7-15

Twitter

2 total followers 0 total tweets

Updated: 12-7-15

897 total followers 2,113 total tweets December 9th is last updated post Updated: 12-10-15

2,596 total followers 8,177 total tweets December 10th is last updated post Updated: 12-10-15

Does not have Twitter account

Updated: 12-7-15

Instagram

10 total posts 38 followers 21 weeks ago is last updated post Updated: 12-10-15

24 total posts 87 followers 6 weeks ago is last updated post Updated: 12-10-15

356 total posts 697 followers December 10th is last updated post Updated: 12-10-15

Does not have an Instagram

Updated: 12-7-15

21 Social Media Assessment Conclusions


After reviewing Table 4, the following conclusions have been made: (1) HGI does not utilize the power of social media (2) HGI made accounts for all popular social media hubs (3) HGI utilizes their Facebook quite well (4) HGI does a great job of uploading visual imagery (5) Mel Trotter’s Facebook account is lacking “people talking about them” (6) Mel Trotter lacks visual imagery (7) Mel Trotter falls behind with popularity, followers, and posts on social medias (8) Feeding America West Michigan is a perfect example on how social media hubs should be utilized (9) Feeding America West Michigan has over 2,000 page likes on Facebook, as well as 85 people talking about them (10) Feeding America West Michigan has over 2,000 followers and OVER 7,000 tweets (11) Feeding America is ranked number on Instagram popularity with 300 total posts and over 500 followers

In today’s world, social media is being utilized more and more. In order to put HGI in front of it’s competition, they need to start using their social media accounts to reach out to their followers and get in touch with their community.

Feeding America West Michigan utilizes their social media accounts better than their competition in every way. This also may be linked to the fact that they are part of a much larger non-profit, and their West Michigan competitors are based solely out of this specific community.

One positive that HGI can take away from Table 4 is that they are not doing the worst job with social media! God’s Kitchen comes in last with social media popularity and utilization. God’s Kitchen’s Facebook page has over 150 page likes, but they do not have a Twitter account or an Instagram. These two social media hubs can be very useful when it comes to getting information out fast and visually showing the surrounding community what the non-profit is doing. God’s Kitchen should also be advised to not only make a Twitter and Instagram account, to but utilize them.


22 Competitive Assessment - HGI “We find that there is limited access to healthy food in the Heartside neighborhood. We came together to empower the Heartside community to develop food systems that can redirect, or glean, unused healthy food to residents in need. We hope to work with our neighbors to collect and distribute excess food to food banks, soup kitchens, and individuals. First, we will work with local businesses, non-profit groups, farmers markets, and community members to collect and distribute fruit, vegetables, and herbs that would otherwise be wasted. We are seeking out food donations, volunteers, and materials that will help the initiative improve the lives of our neighbors in need. Second, we will educate community members on the importance of healthy eating and the tools to prepare their own nutritious meals. The Heartside community encompasses one of the central districts in the downtown Grand Rapids area. Stretching east for several blocks along the Grand River from Wealthy St. to Fulton St. Heartside contains a diverse collection of parks, residencies, businesses, mixed use buildings, and commercial and industrial space.” (http://www.heartsidegleaning.org/about.html)


http://www.heartsidegleaning.org/about.html

http://www.heartsidegleaning.org/about.html


22 Mel Trotter Ministries “When you’re hungry, nothing else matters. That’s why everyone is invited to share an evening meal at Mel Trotter Ministries. We’ll greet you with kind words and caring smiles. We’ll provide a nourishing meal; we’ll get to know you, and we hope that as you eat bread for life, you’ll get to know the Bread of Life. Mel Trotter’s client choice food pantry provides families with a variety of nutritious items to choose from to prepare their everyday meals. Guests are welcome to visit the Grand Rapids food bank once a month. Our mission statement for Mel Trotter Ministries exists to demonstrate the compassion of Jesus Christ toward the hungry, homeless and hurting of the greater Grand Rapids area.” (http://www.meltrotter.org/evening-meals)


http://www.meltrotter.org/evening-meals

http://www.meltrotter.org/evening-meals


22 Feeding America West Michigan “Feeding America West Michigan exists to ensure safe food is available to the hungry in our community. Each year, we serve an estimated 492,100 people in West Michigan and the Upper Peninsula. We distribute reclaimed food to pantries, shelters, and other local anti-hunger organizations in 40 West Michigan counties. More than 1,100 local organizations use Feeding America West Michigan to provide food to an estimated 492,100 people every year. Besides supplying local anti-hunger groups, we also send food directly to people in need through our local Mobile Pantry Program. The Food Bank gets surplus food from hundreds of donors: farmers, manufacturers, distributors, and retailers that have edible food they can’t sell because of overruns, order errors, misprints and other unexpected occurrences.” (http://www.feedingamericawestmichigan.org/realstories/)


http://www.feedingamericawestmichigan.org/mobile/

http://www.feedingamericawestmichigan.org/foodsources/

http://www.feedingamericawestmichigan.org/realstories/

http://www.feedingamericawestmichigan.org/mobile/

http://www.feedingamericawestmichigan.org/foodsources/

http://www.feedingamericawestmichigan.org/realstories/


22 God’s Kitchen “Our Mission In the spirit of our Catholic tradition, we lead our diverse communities with hope and compassion by offering innovative, collaborative programs. Through our team of highly trained employees, dedicated volunteers and generous community, we deliver the highest quality social services. Our Vision Following in the footsteps of Christ, we are the leaders in empowering people to achieve their God given potential by providing help and creating hope. Our Values Compassion • Collaboration • Compliance • Service to All People • Sanctity of All Life” (http://ccwestmi.org/about-us/mission)


http://ccwestmi.org/about-us/mission

http://ccwestmi.org/about-us/mission

22 Competitive Assessment


Table 5 contains seven variables from HGI, Mel Trotter Ministries, Feeding America West Michigan and God’s Kitchen. These seven specific variables were chosen to research and allow HGI to compare themselves more to their competition. With these seven variables highlighted in the Table 5, HGI will have the opportunity to take a look at their competitors from a perspective they have not yet seen before.

Table 5: Competitive Assessment of Heartside Gleaning

Heartside Gleaning Initiative Mel Trotter Ministries Feeding America West

Michigan God’s Kitchen

Serving Times

(1) 2015 Season: starting Saturday, June 6, and c o n t i n u i n g e v e r y Saturday until October 10

(2) Meet in the Heartside neighborhood at 1:30 p.m.

Food Pantry: Open every Thursday, 10am – 1:45pm.

(1) Distributes food to other food pantries and mobile trucks.

(2) Individual information on pantry times or mobile food pantries varies and is available online.

Monday- Saturday: 12:30-2:00PM Sundays: 2:30-4:00PM *Closed 1st Friday of each Month

How To Receive Food

Heartside Gleaning sets up shop on a curb in the Heartside neighborhood. Community members gather here.

First time guests: Bring an ID for everyone in the household and a recent piece of mail.

Coming to the food bank and the mobile food bank.

A noontime hot meal is served daily at God's Kitchen in the Heartside Neighborhood of Grand Rapids.

Services

Provides healthy food (things that grow; unprocessed, f r e s h l y g r o w n f r u i t s , vegetables and herbs.

(1) Food pantry (2) Women/chi ldren/men

meals (3) Emergency and holiday

food boxes (4) Thanksgiving banquet (5) Christmas luncheon

(1) Food pantries and mobile food pantries

(2) Soup kitchens (3) Homeless shelters

(1) Food Pantry (2) Meals served in kitchen (3) Home Delivery Meals

23 Competitive Assessment Conclusions

After compiling the research into Table 5, conclusions have to be made. It was made clear through all of the research that each non-profit organization has served thousands of people in the West Michigan community. Looking from the HGI perspective, it looks like they are slightly behind when it comes to total outreach. This may be because they are a newer non-profit and have not been given the same amount of time that it’s competitor’s have been given. One thing that sets HGI apart is that they are the only non-profit that solely provides healthy, nutritional food. HGI is also restricted to a weekend schedule for serving, whereas their competitors can serve the community every single day. One staggering conclusion is that both HGI and God’s Kitchen occupy the premise of the Heartside community. It was found that the other non-profit’s have certain available times for services depending on your gender, but with HGI, anyone can come at anytime.


Table 5 Continued: Competitive Assessment of Heartside Gleaning

Heartside Gleaning Initiative Mel Trotter Ministries Feeding America West

Michigan God’s Kitchen

Websitewww.hearsidegleaning.org http://www.meltrotter.org/

programs-and-services http://www.feedingamericawestmichigan.org

http://ccwestmi.org/food-baby-support/god-s-kitchen-meal-programs

Organization Size

**Not available 4,345 volunteers completed 31,450 hours of service

Organization Size: 15 board members, 21 staff members, 14 partnering companies and 8 warehouses

In 2013: 265 dedicated staff members; 4,266 volunteers gave a total of 44,458 hours

Location

Stretching east for several blocks along the Grand River from Wealthy St. to Fulton St. Heartside

Food Pantry: 47 Williams Street

Main: 864 W. River Center Dr NE, Comstock Park

Meal Program: 303 Division Ave. S Food Pantry: Loaves and Fishes Food Pantry 1095 Third Street, Muskegon

People Served

Gleaned more than 32,960 pounds of food since 2014

2014: 158,651 hot meals served Average Per Day: 435 Individuals and Families Served: 9,511

492,100 people struggling with hunger each year

In 2013: over 156,000 people were fed; 7,824 famil ies nourished

http://www.hearsidegleaning.org/

http://www.meltrotter.org/programs-and-services

http://www.feedingamericawestmichigan.org/

http://ccwestmi.org/food-baby-support/god-s-kitchen-meal-programs

24 Target Market Assessment


A target market of HGI includes all farmers—who produce edible food crops—within a 45 mile radius of the Downtown Market, that are willing to donate a portion of their grown food crops towards the Heartside Gleaning Initiative.

Figure 7: 45 Mile Radius from the Downtown Market

A 45 mile radius of the Downtown Market includes land that falls within the counties of West Michigan—Mason, Lake, Osceola, Oceana, Newaygo, Mecosta, Muskegon, Kent, Montcalm, Ottowa, Ionia, Allegan, Barry—as shown in Figure 7. According to the United State Department of Labor (2014), “There were 9,292 farming, fishing, and forestry occupations in the year 2014”.



This target market wants to work with HGI because it is a way these farmers can give back to their surrounding community. The target market needs HGI because when farmers have all their left over crops that they cannot sell, HGI gives the farmers an outlet where they can donate their food instead of throwing it away or letting it go to waste. Donating their left over crops gives the farmers the feeling of satisfaction, knowing their hard work is being donated to a family in need.

What Do Farmers Do? This market of farmers buys animal feed for their livestock, pesticides for their crops, and possibly transferred water so they can water their crops. Farmers also buy gas to run their farming equipment, seeds to grow crops, fertilizer to keep the crops growing healthy and money for marketing themselves. When farmers aren’t working alongside The HGI, they tend to their crops, other days they are harvesting their crops and everyday they are tending to their livestock.

Figure 8: West Michigan Farmer collecting his celery crop



Why Farmers?Reaching Out to FarmersThis specific target of farmers was selected because HGI needs more reliant farmers who can donate their vegetables and fruits. If HGI has farmers who will donate a certain percentage of their crops to them, they will not have to go out and waste time and energy looking for farmers to donate and have more time giving back to the community. The farmer’s already sell a portion of their crops to farmers markets and when they don’t sell what they are stuck with. If HGI can get in touch and make relationships with these farmers, they will have an abundance of fruits and vegetables already available to them.

This target market of farmers can be reached on NPR radio, country radio stations such as 92.5, 94.5, 93.7, 91.3, and 107.9. Flyers posted in stores such as Ace Hardware, Family, Farm and Home, Home Depot., Lowe’s, Menards, Wal-Mart, Farmer’s Co-op Elevator Company, John Deere Landscapes, and Tractor Supply. Farmer’s markets and fairgrounds are also great places to reach out to farmers within a 45 mile radius of the downtown market who produce edible crops and are willing to donate them to HGI.

25 SWOT Analysis


Analyzing the target market of selected farmers and comparing HGI to it’s competitors—God’s Kitchen, Mel Trotter, and Feeding America West Michigan—a list of the organizations strengths, weaknesses, opportunities, and threats reflecting our particular target market was made. These strengths, weaknesses, opportunities, and threats can be found above in Table 6. These lists were made from the view of the target market looking at HGI. Table 6 shows there are more negatives that strengths for the farmers, but some of the strengths outweigh the negatives, such as limited competition and easy access to deliver food.


Strenghts Weaknesses1. Way to get rid of extra crops 2. Easy community involvement 3. Building relationships with non-profits in the

community

1. Limited amount of volunteers 2. Not being able to take of their excess food 3. Needs a facility to store food in 4. Needs a carrier truck to transport food 5. Lack of community awareness

Opportunities Threats

1. Ability to grow outside of heartside community 2. Great opportunity to give back to the community 3. Involving heartside community to run the organization

for themselves

1. Seasonal weather issues with crops 2. Closings of farmers markets 3. Lack of food for farmers to sell if they are donating it

Table 6: Target Market SWOT Analysis

26 Positioning Assessment


Easily Accessible to Give

Feeding America West Michigan

Not relatable Good Cause

Relatable Good Cause

Mel Trotter Farmers

God’s Kitchen

HGI

Limited Accessibility to

Give

Farmer’s were positioned at this specific spot because they are relatable to HGI’s cause. They do have excess food after each season and they do need an easy, accessible outlet to give these crops too. The two variables used in the brand mapping assessment are as follows: (1) Is it easily accessible to give? (2) It it a relatable cause? As the map shows, HGI is the least accessible when it comes to giving. They lack numerous aspects in their non-profit that would make it very easy for farmers to give. Feeding America West Michigan were ranked the highest when talking about accessibility because they are part of such a large corporation and they have a lot deeper budgets than their listed competitors. All of the non-profits used in this map have similar relatable causes—giving food to the less fortunate. What sets them apart from each other is truly their accessibility to give. If HGI can get in touch with a facility and a truck, they will be able to move closer to their target market. HGI is positioned so poorly due to their lack of transportation. HGI is placed to closely to the “Relatable Cause” viable because they have an outlet that the farmers are in need of.

27 What Was Learned About HGI?


- HGI needs to target farmers who have the ability to grow them a row of their crops on their farm

- HGI needs to market farmers specifically as a target of their’s instead of simply asking them; market to the farmers in the area

- HGI needs to specify the foods they really need so farmers who grow these crops are aware of their specific needs and wants

- Out of all the competitors, HGI is the farthest from reaching the target market of farmer’s successfully

- Out of all the competitors, HGI holds the least accessible position for reaching the farmers and their crops

28 Logo & Slogan Recommendations

01 Collateral As 01 Collateral As


This designed logo is very appropriate for the farming target market. Recommendations:

1. Changing the font so it is easier to read.

2. The images portrayed on the logo should be changed to the fruits and vegetables that HGI is actually looking for in farmer donations.

3. Slightly brighter colors so this logo stands out and won’t be easily looked over.

HGI does NOT needs to design a new logo for the farm market.

“We provide health to grow your heart ♥”

Using this new slogan portrays:

1. HGI is proving healthy fruits and vegetables

2. HGI is concerned with the well being of people

3. HGI is a loving non-profit

Figure 9: Updated HGI Logo

29 Collateral Assessment


Figure 10 depicts what a poster for HGI could look like. The poster, if made, would be without the lines in the background, but it would follow the same format. This poster can be changed in anyway necessary to formally fit the want of HGI and to further attract the interest of the target market of farmers.

This poster is: 1. Easy to read 2. Shows important information quickly 3. Follows same theme as HGI 4. Grabs the attention of the target market 5. Speaks the target market’s language

Figure 10: Poster for HGI

29 Collateral Assessment


This Card is: 1. Short in length 2. Shows important information quickly 3. Does not distract the reader 4. Grabs the attention of the target market 5. Speaks the target market’s language 6. Highlights what HGI want 7. Holds he same theme as HGI does 8. Exhibit’s the logo of HGI

Figure 11: A card example to be used to marketing

Figure 11 depicts what a card for HGI could look like. The card, if made, would be without the lines in the background, but it would follow the same format. This card should include slightly darker writing, but it holds a very eye appealing picture and easy to read concept.

30 Five Phases of an Experience


Marketing Objective

The Heartside Gleaning Initiative will add an additional 5 farmers to their 2016 farm donors list by September 1, 2016.

(1) Anticipation - In this phase, HGI can build anticipation for their gleaning by providing quick to read cards that they can pass out at farmers markets. HGI can also utilize their social media sites to remind their target market of their gleaning by posting eye catching, easy to read pictures or utilizing Figure 8. This sole purpose of this phase is to build anticipation for the gleaning and get their target market excited, and talking.

(2) Travel To - To make this phase easier for the target market, HGI should update their social media accounts and website on the days they are gleaning with their location of drop off. This allows their target market to know the exact location, and to make this process as easy and accessible as can be.

(3) Destination - When the target market arrives at the drop off destination, they tend to have a lot of trailers and cargo. With this being said, HGI needs to make sure they have properly labeled the drop off area. HGI should also have an easy entrance and exit for the truck drivers to have a hassle free drop off.

(4) Travel From - In order for HGI to keep the farm donors they currently have, they need to utilize this phase. HGI should give first time donors a keep sake to take home with them—something the farmers could use on a daily basis. Such keepsakes could be a coffee mug, a travel mug, a vegetable/fruit cutting knife, a floatable key ring, a vegetable/fruit cleaning brush, or a carabiner. All of these merchandise examples would keep reminding the farmers of HGI after they leave.

(5) Reflection - To capture HGI’s target market in this phase, when a new farmer donates to HGI, HGI should take a picture of them and their crops. HGI should then post this picture to their social media accounts where the farmer and neighboring farmers can see their involvement. This picture will allow the farmers to reflect on their experiences with HGI on days they are not gleaning.

31 Suggested Marketing Mix Ideas


Offerings (1) Crops donated could be tax deductible for the farmers so they can then write them off at the end of the year (2) HGI should create relationship’s with grain silo’s so when farmers donate a certain amount of crops, they can

then receive a discount on their next years grain purchases

Distribution Place (1) HGI should partner with farmers markets so they have a spot placed aside for them each weekend (2) HGI should partner with businesses around the West Michigan community such as hardware stores and

greenhouses to allow for easier, accessible drop off locations (3) HGI should partner with radio stations to get their voice out and heard by the community as to where their

location’s for drop off will be (4) HGI should consider partnering with a rent-a-truck company to utilize their trucks when farmers cannot drop of

their crops

Pricing (1) HGI should encourage their target market to post, like, and share HGI’s pictures and articles that are on their social media accounts. When target market’s do this a certain amount of set times, the farmers can receive discounts around the community at business HGI has made relationships with.

32 Suggested Promotional Mix Ideas


Brand Message (1) Currently, HGI is targeted toward the Heartside Community with whom they are gleaning for. In order to boost

their gleaning amounts, HGI should start to market toward farmers. HGI does not have to change their look necessarily, just broadcast themselves more towards farmers.

(2) HGI does not need to change their mission statement—it speaks towards farmers as well as their other target markets.

Collateral (1) HGI should handout flyers and cards—such as Figure 10 and Figure 11—at farmers markets. (2) HGI should make donor packages that they can also pass out at farmers markets. The donor packages will have all

the information on what HGI does for the community and their history as a non-profit. The donor packages should also list out the opportunities that the farmers have when becoming a donor of HGI, as well as the strengths of the company.

Promotional Events (1) HGI could hold an event on certain Saturday’s throughout the year where when farmer’s donate crops. When

farmers donate on these days, they get discounts at near by restaurants for that day only. (2) HGI could also hold an event every fall for near by schools or Universities as a blitz to kick off the gleaning

season. This event would help schools with their volunteer hours and HGI would get a lot of help.

33 Social Media Calendar

Table 7 indicates what the social media calendar looks likes for HGI when targeting the farmers. Each day is color coded with the specific post and specific social media hub that the post will be uploaded to. Below is a brief description of what specifics will be posted to each social media on the correlating day.


Table 7: Social Media Calendar

KEY:Facebook

TwitterYoutube

Sunday Monday Tuesday Wednesday Thursday Friday Saturday1. Promote HGI’s Gleaning2. Promote HGI’s Gleaning

1. Promote Farm’s 1-52. Promote Farm # 1-5

1. Promote HGI’s mission and vision

1.Promote farmer’s crops nutritional facts (Farms’s 1-5)

1. Promote the farmer’s and their crops they donate

1. Promote Farmer’s Crops (Farm’s 1-5)

FARMER’S MARKET

1. Promote HGI’s Gleaning2. Promote HGI’s Gleaning



1. Promote farmer’s crops nutritional facts (Farms’s 1-5)



FARMER’S MARKET







FARMER’S MARKET







FARMER’S MARKET



Sunday: HGI will make a post on Facebook and Twitter portraying their gleaning amounts from the day before. The post will show the daily gleaning pounds and the overall gleaning pounds; these posts will have pictures of the gleaning produce that was given. There will be no people in the post, just an image.

Monday: HGI will promote the top five farmers—based on amount of donations—on Facebook and Twitter. These posts can be video’s and pictures of the farmers and their land and will inform the people of all that the farmer’s do on their farms and what they do for the community.

Tuesday: HGI will upload videos on youtube of what HGI’s mission, values and goals are. Each week they will update the video’s of live stream from the previous week’s gleaning and words from the community members and volunteers. These videos will be given from the chair of HGI—she will do the talking.

Wednesday: HGI will upload posts promoting the nutritional facts from the top five farmers—based on amount of donations. These posts can show informational videos and pictures. The videos will hold nutritionalists talking about the specific foods.

Thursday: HGI will promote the top five farmers—based on amount of donations—on Youtube. These video’s of the farmers and their land will inform the people of all that the farmer’s do on their farms, and what they do for the community.

Friday: HGI will promote the crops that the top five farmer’s will be bringing to the farmer’s markets the next day. These posts will be pictures of the crops at the farmer’s farm; and some small nutritional facts. There will not be people shown in these posts but there will be the voice of a speaker.

Saturday: Last minute rush of all social media posts before the farmers markets begin. Facebook and Twitter posts will be reposted from the posts that went up all throughout the prior week.


Table 8 illustrates the current popularity of HGI in each social media hub selected to reach the farmers. The current users # is update as of December 10, 2015. Table 8 also shows what HGI wants their user goal number to be by December 31, 2016.


Table 8: Social Media Popularity

Social Media Sites Current User # User Goal #

Facebook 171 500

Twitter 3 150

Youtube 0 100

34 Communication Tactics


Public Relations (1) Summary: Build a relationship with Eight West have them do a taping of a day gleaning with HGI. Detailed Communication: Working with Eight West is a great way to get HGI on the communities radar. This small showing of HGI’s gleaning will let the community know the locations where HGI gleans and where they distribute their donated crops. Forming a partnership between a local news station and HGI to reach community members will not only bring attention to HGI, but it will also be helping to support and glean for the Heartside Community.

(2) Summary: Build a relationship with MLive and have them write a personalized story about a farmer that has been personally touched by donating to HGI. Detailed Communication: Partnering with MLive is a great way to reach the farming market. MLive is a newspaper and also is online. With MLive writing a personal story, it will highlight the impacts donating to HGI has taken on a farmers life. This will entice other famers to start donating to HGI.

Community Relations (1) Summary: Establish the first Saturday of the gleaning season a gleaning Blitz. Detailed Communication: Dedicating the first Saturday as a Blitz day is a fun way to get the season kicked off and to grab as many volunteers as you can. To make this Saturday Blitz enticing, provide live music at the drop off location, as well as small appetizers and drinks for the farmers to bring their wives and make a relaxing afternoon of it. If this Blitz Saturday is marketed correctly, HGI will also receive some free public relations out of the event!

(2) Summary: Piggy back on another non-profit’s event and use each other’s community reach and popularity to benefit each non-profit individually. Detailed Communication: HGI’s regular volunteer staff and board members can volunteer at a Red Cross event or Make-A-Wish event, or Big Brothers Big Sisters event. In return, these non-profits would also have their workers work a HGI gleaning day. Once the community sees the relationships that are being built, HGI, as well as these other non-profits will also get free public relations.



Advertising (1) Summary: Buy a full-page advertisement in a local magazine or newspaper that targets the farmers. Detailed Communication: Buying a full page in the Grand Rapids Press Newspaper not only will reach farmers who read the newspaper, but also those who utilize the internet as well. The page purchased can depict images of what HGI does, past events HGI has held, the year’s schedule of gleaning dates and their upcoming events. The article should also give the readers contact information to become donors and volunteers.

(2) Summary: HGI building relationships with community churches and having a part in their “Upcoming Events” section in bulletins and updates. Deta i led Communicat ion: When HGI bu i lds relationships with near by community churches in West Michigan, they will get their word out when the Pastor’s or Priests talk about community involvement and giving back. HGI could also be placed in their upcoming events sections in their bulletins. This will help with gaining volunteers and farm donors.

Sponsorship (1) Summary: HGI will obtain sponsors from community businesses who are also trying to reach the same market segment. Detailed Communication: HGI will develop a sponsor for certain gleaning days to help get their word out to the community. Examples of such sponsors include The Downtown Market, Nourish Organic Market, Harvest Health Foods, and even Tractor Supply and Greenhouses near Grand Rapids. These businesses can help market HGI’s gleaning days throughout their business prior to their sponsored gleaning day. Sponsors an also provide coupons to the volunteers signed up for their specific day of gleaning, as well as small merchandise that the people of Heartside and the volunteers can take home with them.



Direct Sales (1) Summary: Write thank-you letters, and make personal contact with individuals who have referred groups or volunteers or farm donors. Detailed Communication: Writing letter to past and present volunteers, farm donors and organizations who have helped HGI would build stronger relationships and possibly ignite new ones. Along with thank-you letters, HGI should send out Christmas cards as well as personalize birthday cards. The birthday’s of each volunteer and farm donor can be obtained when they sign up to work with HGI.

(2) Summary: Lisa Sisson can attend seminars for healthy and nutritional eating and present her causes on the subject, as well as promote what HGI does to the listeners. Detailed Communication: When attending nutrional eating related seminars, Lisa Sisson can speak on behalf of dietitians and then end by promoting HGI and their role in the community. She can talk about always needs more volunteers and farm donors and then end her talk by telling the crowd what HGI can do for them.

3) Summary: Purchase a booth at trade shows that are held in Grand Rapids. Detailed Communication: With the purchase of a booth at food and nutritional eating trade shows that take place in Grand Rapids, HGI will be able to have one-on-one contact with people and small groups. HGI will have the opportunity to speak with people and tell them of their purpose and the reason they glean for the Heartside Community. During the trade shows, HGI will obtain names, emails, and phone numbers of people interested in becoming volunteers and/or farm donors.

(4) Summary: HGI will partake in a Telemarketing day. Detailed Communication: HGI will utilize the names, and numbers they obtained from the trade shows and have a day donated to calling these individuals and selling themselves to them. This gives HGI another personal one=on-one talk with potential volunteers and farm donors. During these talks, HGI will once again relay their purpose and the reason they give back to the Heartside Community. HGI will share with their potential volunteers and donors what they can also do for them to end the conversation.

35 Matrix Summary


Revenue Vs. Cost Once HGI successfully completes it’s SMARTT objective of adding an additional 5 farmers to their 2016 farm donors list by September 1, 2016, they will have no revenue. The definition of a non-profit is to make zero profit. Based on Table 9 though, if all of the scheduled events were to take place as planned, HGI would incur $4,000 in costs. This is upsetting considering HGI does not make any revenue to off-set these costs. Although this target market has already been established for HGI, this is the first year that HGI will be actively targeting and marketing directly to them. By creating elements within the community to foster the growing relationships with these farmers, HGI should expect to see a growing market for their 2016 season.

Table 9: Matrix Summary for HGI


36 Final Observations & Plans HGI can greatly benefit from the growth in the farmer market. HGI has a lot of elements in place to build this market and maximize it’s potential. After making the changes talked about above, not offer does HGI offer easy and assessable drop off locations, HGI will also offer a great opportunity for West Michigan’s famers to give back to a hurting community. With the help of some of the communication tactics listed above, HGI will have an increase of opportunist to bring attention to this target market. HGI is a great non-profit for the West Michigan community, specifically the Heartside community for not only personal growth, but community growth as a whole. This investment into this market is a great strategy to build the non-profit, its reputation, and it popularity.


37 References


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37 References


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Heartside Gleaning Initiative. (2015). Retrieved 10 27, 2015, from About Heartside Gleaning Initiative: http://

www.heartsidegleaning.org/about.html

Homeless Shelter | Food Pantry | Mel Trotter Ministries - Grand Rapids, MI. (n.d.). Retrieved December 9, 2015, from

http://www.meltrotter.org/home

MDARD - Department of Agriculture & Rural Development. (n.d.). Retrieved December 9, 2015, from http://

www.michigan.gov/mdard

Preventing Obesity in Children, Causes of Child Obesity, and More. (n.d.). Retrieved December 9, 2015, from http://

www.webmd.com/children/guide/obesity-children

Serving local families in need since 1981. (n.d.). Retrieved December 9, 2015, from https://www.feedingameri

cawestmichigan.org

Tuffier, N. M. (2010, Feburary 25th). Development in Heartside- Part 1: The Homeless Perspective. Retrieved 10 23,

2015, from The Rapidian: http://www.therapidian.org/development-heartside-part-one

https://www.feedingameri

https://www.feedingameri

37 References


U.S. (2010). U.S. 2010 Census. Retrieved 10 26, 2015, from Heartside Geographic Profile: http://cridata.org/

GeoProfile.aspx?type=31&loc=2634000031013

USDA | OCE | U.S. Food Waste Challenge | Resources | Recovery/Donations. (n.d.). Retrieved October 29, 2015.

What is food Insecurity? (2015). Retrieved 10 28, 2015, from Texas Food Bank: http://tfbn.org/food-insecurity/

Weight Problems and Obesity in Children. (n.d.). Retrieved December 10, 2015, from http://www.helpguide.org/

articles/diet-weight-loss/weight-problems-and-obesity-in-children.htm

http://www.helpguide.org/

http://www.helpguide.org/

38 Appendices Appendix A: Cover Page of the 2014 Annual Report


38 Appendices Appendix B: Page 1 of the 2014 Annual Report


38 Appendices Appendix C: Page 2 of the 2014 Annual Report


38 Appendices Appendix D: Page 3 of the 2014 Annual Report


38 Appendices Appendix E: Page 4 of the 2014 Annual Report


Documents

Heartside Gleaning Initiative Marketing Plan