Meals on Wheels for WNY was not perceived as a “life-sustaining” service when positioned against higher-profile charities in WNY.
Awareness of Meals on Wheels for WNY’s services and the dire need for donors and volunteers was low.
Survey general public, volunteers, clients and staff/board members to understand perceptions and tap into the emotion behind Meals on Wheels for WNY’s mission.
Compile, analyze and interpret responses (over 1,000 from four surveys).
Develop positioning, imagery and tone of voice that puts a face on Meals on Wheels for WNY and communicates the vital need for their services in our community—without it, many would go hungry.
Create a communications strategy that utilizes multiple media to raise awareness and attract donors and volunteers.
New website with volunteer and donor forms, as well as meal service sign-up. The site includes testimonials and imagery that depict the many faces of Meals on Wheels for WNY—clients, volunteers, donors and staff.
New media plan, including print, TV and radio.
Brochure series to promote various aspects of services and recruit volunteers.
Digital banner and retargeting ads to “follow” website visitors and encourage them to volunteer and/or donate.
:30 TV Spot
Prior to launching the broadcast campaign, the Meals on Wheels for WNY website is already receiving daily form submissions from new volunteers, donors and individuals who are signing up to receive services.