Food and Shelter, Inc Messaging Analysis
Food and Shelter Inc. focuses its messaging on its mission to "empower people in need of food, home, and hope" through their use of images and words that emphasize the impact that they make on their recipients. The requested information has been provided in the attached spreadsheet, rows 4-45, column E (Food and Shelter Inc), on the "Messaging — Company details" tab. Food and Shelter, Inc Messaging Analysis
WEBSITE:
- Tone / Voice: Friendly and engaging
- Keywords or phrases used: "Empower people in need of food, homes and hope," "provide," and "serve."
- Major Positioning Themes: They position their messaging around the idea that food and shelter are the necessities a human being needs and when they are given to those in need, they become better equipped to handle the stresses of life.
- Supporting Ideas: The messaging and imagery on the website feature families getting food from their soup kitchen and their shelter program.
- Layout: The website has a simple design complete with a light color scheme. The links to the different parts of the website are clearly labeled at the top of the site for those in need and those who want to be involved.
- Emotional Impact: This website invokes an emotional response by emphasizing the needs and fears of the people they help.
Research Strategy
Most of the information were taken straightforward, but the research team could not find any conclusive information on print and digital advertising related to Food and Shelter Inc. We checked and reviewed the website and social media accounts of Food and Shelter Inc. to see if they have promoted any print or digital advertising they did in the past. We attempted to look for the organization's Instagram and LinkedIn page, but upon searching the respective sites, it seems that they do not have either, relying on their Facebook and Twitter social media accounts. We looked for posts showing images, video ads, digital flyers, and brochures for any ad that has been uploaded on those platforms to identify which print or digital advertising the organization has utilized. Unfortunately, none was found, except for their usual posts of Food and Shelter Inc. events and gratitude posts.
Next, we looked at industry reports and marketing related sites such as Adweek, Ad Age, Econsultancy, and other similar sites to find if there's any report or news about any marketing or advertising agency that has been utilized by Food and Shelter Inc. in handling their advertising. However, this was unsuccessful as there is no information found about any marketing or advertising agency that has been utilized by the company.
Lastly, we went to non-profit databases looking for Form 990 of Food and Shelter Inc. Their financial information showed the list of expenses the organization incurred, including advertising expenses, if there was any. Upon checking the financial information, the latest available was in 2015 where notable expenses did not include any advertising expenditures. We also checked their 2014 financial information but we received the same result. This shows that the ministry is not utilizing any kind of paid advertising and most likely relies on organic advertising such as through word of mouth or through their events and social media posts.