FeedMoreBrandAudit

1. Brand Story/Heritage/History/Background
Feed More, Inc. itself was formed in 2008 by a merger of the Central Virginia Food Bank
and Meals on Wheels Serving Virginia. Their merger helped provide services for many during
the recession. Additionally, this created a need for the Community Kitchen that mass produced
meals for delivery by their MOW arm. Meals on Wheels predates CVFB in that it was founded in
the late 1960s to be a mobile service to those unable to leave their homes.
The original formation of Central Virginia Food Bank was done by sixty churches during the
1980s that wished to address the problem of hunger. They were able to partner with Feeding
America, and were rated Best Food Bank in the Nation in the late 1990s. FeedMore currently
operates in 31 counties and 5 cities.

2. Brand Essence (what the brand is at the core)

The Feed More brand is at its core, a reliever. It has found its identity in alleviating a
global human problem, hunger. Feed More, Inc. is the umbrella company overseeing the
conjoined efforts of the Central Virginia Food Bank, Community Kitchen, and Meals on Wheels.
These separate organizations came together after the recession struck in 1990 to make sure
that people would still have a reliable provider of useful community needs. They rely on locally
derived efforts from community members and local businesses for support and maintain
support due to their complete transparency of how they use the money people donate.

3. Brand Assets (what are the marks, colors, and language that define the brand)

Feed More has a minimalistic logo as a simplification of Central Virginia Food Banks fruit
bowl logo, Meals on Wheels dinner plate logo, and Community Kitchens four squares logo.
Their working tagline appears to be Working together to feed more. To emphasize their
collaborative efforts with the community , MOW, and CVFB.

4. Brand Values (what the brand believes in)

Working together within the community to feed more people who are unable to provide
it for themselves or their family. As portrayed by the collaboration of the three Virginia
companies, Feed More values the success of their mission through teamwork and altruism by
everyday citizens, as well as local businesses. Feed More covers a massive portion of Virginia
and thus it must feed a massive amount of Virginians. Because of this Feed More approaches
the problem with quantitative strategy, feeding the most people as possible, and feeding
people quality food.
5. Mission Statement
Fight hunger in Central Virginia by feeding people who are food insecure, with limited
access to food, not enough food, reduced quality of food, or reduced food intake.
6. Brand Promise (what the brand promises to deliver/do)
Provide the resources and services necessary to assist less fortunate Virginians
with
sufficientfoodtomeetbasic
nutritiona
l
needs
.

7. Communications Objectives
Establish Feed More as the go to organization for hunger related problems in Virginia
and increase volunteer activity towards the key mission.
8. Position in the market (How is the company currently positioned? Is this the best fit?)
Feed More is a non-profit organization but is well renowned for the vast scale of which
it operates. It is associated with many other successful organizations that are part of
FeedingAmerica, however, many of the counties within its territory suffer from the highest
hunger rates, especially the city of Richmond. Due to these pervading statistics it is looked at by
many that use its services as unsuccessful.
9. Whats the assignment?

Increase volunteer contributions and activity among millennials by raising brand

awareness of FeedMore as well as awareness about Virginias food insecurity problem.
10. Whats the budget?
$3,000
11. Current Target Audience (Who are they? Is it a good fit?)
Currently they seem to target people that would like to be more active in their
community and make some kind of contribution whether it be volunteering or dropping off a
few cans. They also specifically target small businesses and organizations for contributions or
assistive services.
12. Tone and manner
Their tone is visionary-like and direct. In the past they have used the stories and voices
of the people they have helped to give a personal and heartfelt voice to their brand.
13. Competitive and market challenges
Charities often have to combat the ebb and flow of the economy.
Challenges can include, but are not limited to, decreased revenue, infrastructural
disadvantages, insufficient visibility in their community, and lack of partnerships.
Feed More wants to take on the former challenge of increasing revenue, which
can include volunteer hours.
Challenges locally and nationally concerning hunger include:
1/7 central Virginians go hungry
kids in downtown Richmond fall below the federal poverty level
Americans waste 100 billion lbs of food each year
14. Relevant trends
Trends among organizations working toward a social good include a heavy use of
community engagement, quantitative research, and mobilizing via social media. Organizations
are finding success in crowdsourcing and engaging individuals to promote or help their cause.
More specific research has helped organizations tap into who their audiences are and how to
reach them. Also, it has been observed that successful Food non-profits run a surplus in good
economies. This is important because it protects the community in times of shortage, rather

than supplying only the amount of food to stay profitable and sustain business. Along with
surpluses, non-profits must run a deficit in recessions, avoiding any cuts to mission services to
make up for losses.
Fundraising never accounts for more than 25% of any non profits revenue in the last 25
years. (contributions only push key mission of the way, the other 75% is from
profitable activities meaning)
15. Executional Mandatories
Their
brand colors are purple, green, yellow, and red. Their tagline has been Working
together to feed more. Alternatively, their brand essence can be used: Nourishing the community,
empowering lives. Its important to note that they are a Non-profit 501(c) (3). Always note that
Meals on Wheels, Community Kitchen and Central Virginia Food Bank are all programs under
FeedMore, so they must be referred to as FeedMores Meals on Wheels or FeedMores Central
Virginia Foodbank.

Their official channels include Facebook, Twitter & YouTube (we have an
Instagram, but its not been used a lot-- yet). We will most likely head into LinkedIn and Pinterest as
well.

16. Deliverables
Improve and rebuild social media platforms, making them more interactive and
engaging. (Facebook, Twitter, Instagram, Youtube especially)
They have a brand, but the goal is to enhance it to gain more recognition and
increase activity.
17. Timeline (dates and gates)
Brand insights, strategy, & concepts - Monday, March 16, 2015
Creative Brief - Monday, March 30, 2015
Creative Concepts - Wednesday, April 8, 2015
Brand Campaign final presentation- Wednesday, April 22, 2015
18. Definitions of success
Increased awareness by gaining more volunteer activity as well as contributions among
the millennial audience.
19. Measuring success

An ideal goal to measure our definitions of success would be to see a statistically

significant increase in interaction with Feed More in the capacity of volunteers.