International Hunger Charity Rebrands to Widen Digital Appeal to Fortune 500 Leaders that Practice Corporate Social Responsibility
Borenstein Group Helps Outreach Program, International Hunger Charity, Launch High-Impact Digital Awareness with C-Suite Corporate Decision Makers to Promote Ending Hunger.
Marketing Challenge
Outreach Program, founded by Floyd Hammer and Kathy Hamilton, is a non-profit 501 (c)(3) corporation that organizes food-packaging events around the country. With more than 300 million meals packaged to date, the organization’s mission is to provide safe water, food, medical care, and education to those in need, at home and abroad. The organization has remained steadfast in its mission to feed the world. Recently, more than 5000 AARP volunteers and employees worked with Outreach Program to package over 1.2 million meals to help feed hungry seniors and veterans in the DC area. Through meal packaging events such as this, communities, corporations, and individuals can work together to give back to those who need it most. Outreach Program engaged Borenstein Group with developing a new digital strategy and brand destination centered around the goals of increasing web traffic, maximizing social media exposure and donations, and optimizing brand awareness. Additionally, BG focused efforts on the rising use of Corporate Social Responsibility programs in Corporate America to ‘do good’, ‘feel good’, all while building team spirit and helping those less fortunate by packing food.
Strategic Solution
To set Outreach Program apart from other organizations, Borenstein Group designed a modern, responsive website and developed key strategic messaging which included the new corporate tagline, “Ending Hunger. Enriching Lives.” The Borenstein Group team also gave Outreach Program’s brand identity a refresh with new colors and bold graphics that support the holistic focus of the brand and the organization’s vision. With the digital rebrand and new website, Borenstein Group helped Outreach position itself for future growth. Through compelling content and bold graphics, the website effectively communicates the need and impact Outreach Program has globally while highlighting the importance of getting involved. The website is highly intuitive with an easily navigable site structure that engages users and encourages them to take action.
Results
With the successful digital rebranding of Outreach Program, Borenstein Group was able to help its client expand its mindshare among corporate decision makers as well as recruitment of new volunteers in cities across America, with an easy and intuitive and responsive website that simplified the choices and buyer’s journey to say ‘YES’ to helping end hunger here and abroad. Rick McNary, Vice President VP of Private and Public Partnerships at Outreach Program, who spearheaded the collaborative efforts with Borenstein, elaborated “Outreach Inc. has already accomplished incredible international success as a nonprofit because of the business acumen of our founders, Floyd Hammer and Kathy Hamilton. To ensure our growing brand reflects the magnitude of our accomplishments and to allow us to scale and expand the reach of our company, we engaged the Borenstein Group. The strategy was to enhance our brand, create a new website, and launch a new social media platform to engage corporations in their Corporate Social Responsibility initiatives. Borenstein Group captured our business ideals and objectives, then transitioned our website from an information-based platform to an active, deliberate and interactive engagement of website and mobile users for a friendly User Interface (UI) and User Experience (UX). Borenstein worked as a partnering team with Outreach Inc. to navigate the transitions both from an ideological perspective and a digital infrastructural architecture. Borenstein’s expertise in technical as well as relational dynamics provided an exceptional product of which Outreach can boast.”
As third party validation, this new digital brand destination for ending hunger through Corporate Social Responsibility, has won numerous creative accolades including the Silver Award for Best Non-Profit Website by the International Davey Awards. The Davey is judged and overseen by the Academy of Interactive and Visual Arts (AIVA).
