Food Supports:
Conversations with Neighbors
Communications Strategy
Communications Support
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The Need
A months-long research project facilitated by Second Harvest Heartland in collaboration with dozens of food distribution partners and a third-party research vendor resulted in a 146-page report. Informative, but not very utilitarian for the organization's many stakeholders.
The Opportunity
Synthesize the findings into key messages and usable, compelling pieces informed by stakeholder preference and ease-of-use (e.g. summary report, social assets, vanity URL). Then roll out through a cascading, coordinated communications plan, leveraging existing stakeholder touchpoints (monthly convenings) and pre-calendared moments (Leadership Team, All Team, print newsletter).
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The Result
The summary report was well-received by stakeholders and shared widely to board members, donors and government officials. Topline messages are now core to brand, woven into evergreen content and seasonal frameworks.
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Looking ahead, this project will help inform approaches to collection and distribution of client data, an undertaking necessary every two to three years.