Harvest Stand Ministries, Part 2

Delivered June 4th, 2019. Contributors: Lu J., Abelardo C., Cristina G., Quianna J., Ticia A. and

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Community Action House Messaging Analysis

A detailed analysis of Community Action House's messaging has been compiled in rows 4 – 45, column D (Community Action House), on the MESSAGING — COMPANY DETAILS tab of the attached spreadsheet. 
Community Action House's messagingThe screenshots for the website of Community Action House, including the landing page, about page, resource page, and contact page, have been compiled in the attached document. 
Community Action House's Facebook page has 1,400 followers, and the organization posts twice a day on their Facebook profile.
Community Action House's Instagram page receives, on average, 7 likes per post. 
The organization's Twitter has 529 followers and has so far posted 504 tweets. 

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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 AnalysisWEBSITE:
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 StrategyMost 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.

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Mel Trotter Messaging Analysis

 Mel Trotter is a ministry whose mission is to help others compassionately through rescue and restoration of people who are homeless and hungry. The message that the ministry wants to convey to its audience has been analyzed and presented into the attached spreadsheet.
MEL TROTTER MESSAGING ANALYSIS
WEBSITE
The tone of Mel Trotter website is professional, direct, compassionate, positive, and inspirational. The site offers ease of navigation with well-organized information such as its mission, vision, how to donate, how to join the community, among others.
The core mission and vision about the organization are well-presented with main keywords like 'hunger and homelessness,' 'compassion,' and 'Jesus Christ' being highlighted to show their position as ministry or charity institution. 
 Testimonials and true stories are provided to serve as inspiration.
DIGITAL ADVERTISING
Mel Trotter's website features blogs, press releases, and newsletters section to create awareness about the ministry's services and their mission.
Mel Trotter publishes monthly newsletters that highlight true to life stories and testimonials of individuals whose life has changed because of Mel Trotter. 
While the blogs and their PR page feature content related to the organizational meetings, gatherings, and mission. 
SOCIAL MEDIA
Mel Trotter Facebook profile has 5,647-page likes.
Mel Trotter Twitter account has 1,288 followers.
Mel Trotter Instagram page has 719 followers.
Mel Trotter has 424 followers on LinkedIn.
SCREENSHOTS: 
The screenshots for Mel Trotter's website can be found on the following link: https://docs.google.com/document/d/1Vq0SeMX6IgRweFwO-YvxK1Hr8wKDf13jZu_WRmjj3tw/edit?usp=sharing
Research Strategy:We have thoroughly reviewed the website and social media accounts of Mel Trotters to see if they have promoted any print advertising they did in the past. To identify the print advertising used by the ministry, we looked for posts that feature images, video ads, digital flyers, and brochures. Unfortunately, none was found except for their usual posts about mission information.

Secondly, we searched through industry reports and marketing related sites such as Adweek, Ad Age, Econsultancy and other similar sites to find information about any report or news from any marketing or advertising agency that has been hired by Mel Trotter in handling their print advertising. However, this was unsuccessful as there was no information found that could confirm this.

Lastly, we went through the non-profit database looking for Form 990 (s11) of Mel Trotter. The financial information found the list of expenses the ministry incurred, including advertising expenses. Further, the latest available data was for the year 2016; where notable expenses DID NOT include any advertising expenditures. These findings were similar for the 2015 report. Hence, we were able to conclude that the ministry is not utilizing print advertising and that they rely on free digital marketing platform channels such as social media, newsletters, and blogs.

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Union Mission Messaging Analysis

We analyzed the Union Mission Ministries website and social media pages and found that their messaging is related to simple donation. Their images, illustrations, and social media posts all relate to donation or on highlighting the families that have been helped.

The link to the spreadsheet is here.
MESSAGING ANALYSIS
WEBSITE
 Tone/Voice — Serious and engaging
 Keywords — Support, restore, help, hope, provide
 Major Positioning Themes — Trying to make the viewers feel sadness and compassion
 Supporting Ideas — The website is set up to make people compassionate enough to donate to their charities
 Layout — The layout is straightforward and clean. They have made designed it to be simple and professional. Even the color choices are neutral.
 Emotional Impact — The pictures are solemn, but the word choices make one feel like if they are considered “well off”, they owe a donation to someone else in need.
PRINT ADVERTISING
 Tone/Voice — Serious, real, engaging
 Keywords — Their tagline is, “Food, Clothing, Shelter, and so much more" 
 Major Positioning Themes — The newsletter focuses on biographies of people in need and people who have helped. Their stance is to convince people to donate.
 Supporting Ideas — This publication is also more of call to action to donate. There is a donation slip attached to it.
 
SOCIAL MEDIA
 Tone/Voice — Serious, engaging, informational
 Keywords — The tagline is, “Summer is brutal for our homeless neighbors.”
 Major Positioning Themes — The position across all media is a call to action to donate, the difference in their social media is that they are offering some services like summer camps to the community.
 Supporting Ideas — They are using their social media to call for donation and volunteers. All Tweets are donation or prayer related.
 
DIGITAL ADVERTISING
 Tone/Voice — Engaging, real, and a little upbeat at times
 Keywords — They use the same tagline from their print advertising, “Food, Clothing, Shelter, and so much more.”
 
 Major Positioning Themes — Their digital ads are focused on the happier side of volunteering and donating. They list success stories and more ways to donate.
 Supporting Ideas — The ads seem more to highlight the families and people that have been helped and the people who have helped them.
PRODUCT LITERATURE
This type of media was not available on the company website.
SUPPORTING PAPERS
This type of media was not available on the company website.
SALES TEAM INPUT
This type of media was not available on the company website.
IMAGERY ANALYSIS
WEBSITE
 Dynamic Impact — Static, close-up, and candid shots are used. 
 Style — The style is authentic portraits.
 Authenticity — All images seem genuine and real, nothing looks setup or posed.
 Relevance — For the fact that they are interested in receiving donations, all the photos are either family related or pictures of elderly homeless individuals.
PRINT ADVERTISING
 Dynamic Impact — Static, close-ups
 Style — The style is authentic portraits. The illustrations are simple and assists in getting their message across the globe.
 Authenticity — All photos are candid portraits. They seem genuine and real, nothing looks setup or posed.
 Relevance — For the fact that they are interested in receiving donations, all the photos are either family related or pictures of elderly homeless individuals.
 
SOCIAL MEDIA
 Dynamic Impact — Static, close-ups, and mid-range. They also have photos of donated items and volunteers.
 
 Style — The style is authentic portraits and group photos of volunteers and families.
 Authenticity — All photos are candid portraits. They seem genuine and real; nothing looks setup for posed.
 Relevance — For the fact that they are interested in receiving donations, all the photos are either family related or pictures of elderly homeless individuals.
DIGITAL ADVERTISING
 Dynamic Impact — Static, close-ups and images that are holiday related
 Style — The style is authentic portraits and group photos of volunteers and families.
 Authenticity — All photos are candid portraits. They seem genuine and real, nothing looks setup or posed.
 Relevance — Images are of families that have been helped and few other holiday related images. It’s not as serious as other media.
PRODUCT LITERATURE
This type of media was not available on the company website.
SUPPORTING PAPERS
This type of media was not available on the company website.
SALES TEAM INPUT
This type of media was not available on the company website.
SOCIAL MEDIA ANALYSIS
FACEBOOK
 Number of Likes — 5,178
 Frequency — 14 in May 2019, 15 in April 2019, 10 in March 2019, 39 posts in 12 weeks = About 3 posts per week.
 
 Brief Description — They rarely engage with the audience, but when they do they are saying polite things such as ‘Thank you so much! God bless you’ or making other kind and polite remarks.
TWITTER
 Number of followers — 269
 Number following — 146
 
 Number of tweets — 214
 
 Frequency — No tweets since November 2018. Less than 12 Tweets in 2018.
 
 Brief description — They are not really engaging with the audience at all on their Twitter page. There aren’t many comments and very few likes on their Twitter content.
INSTAGRAM
The company doesn't have an Instagram page.
LINKEDIN
 Number of followers — 74
 Frequency — They have not posted anything on LinkedIn (except for their general information)
 Brief Description — N/A
your Research team applied the following Strategy:Since this project is a Website and Social Media analysis, we only used Union Mission's company website and social media accounts. For Product Literature, Supporting Papers, and Sales Team Input, we searched the homepage, the about me page, and the news page, as well as other web pages on the site. However, we were unable to locate the information.

For their Instagram page,
 we reviewed the homepage of the website, the about me, page, and the contact page. There was no link to an Instagram profile. Therefore, we visited Instagram and searched for the company. But, we couldn't find Union Mission. We also looked at other social media profiles that they do have and there was no link to their Instagram account there either.

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Harvest Stand Ministries Messaging Analysis

After carrying out an analysis of Harvest Stand Ministries, we found that their images, illustrations and social media posts are all related to encouraging people to donate. Harvest Stand Ministries has no social media presence on Twitter, Instagram and Linkedin as the only social media account they have is Facebook and also, there no supporting papers and sales team available on their website.

Our findings can be found on the attached spreadsheet and screenshot of the website pages can be found in the attached Docs. A brief overview of our findings can be found below.
FindingsWEBSITE MESSAGING ANALYSISTone / Voice — Engaging and aggressive.
Key Words or phrases used — "CHOOSE TO GIVE BACK".
Major Positioning Themes — Providing support and resources to those in need. 
Supporting Ideas — The website is set up to reach out to people who want to share and give support and resources to those in need.
Layout — Not much of images but simple and straightforward.
Emotional Impact — The website's words may lead you to feel fulfilled and the emotion of happiness when you give support and resources.
IMAGERY ANALYSISDynamic Impact — Background photo of a rice field.
Style — Sepia and static.
Authenticity — Authentic and real, photos taken in the real place of their agency.
Relevance — Photos are taken where they stock food and clothing.
PRINT ADVERTISING MESSAGING ANALYSISTone/Voice — Serious and engaging.
 Keywords — "Food Pantry", "Life Coaching", "Clothing", "Financial Coaching".
Major Positioning Themes — No newsletter or advertising available but their website says all on what services they offer.
Supporting Ideas — They have supporting partners of their resources in the community for health and food: 
IMAGERY ANALYSIS Print advertising features only on photos which is relevant and authentic on what they usually offer. Photos do not evoke an emotional response. Photos are used only to explain what they offer.
RESEARCH STRATEGY:For the items Product Literature, Supporting Papers and Sales Team Input, we combed through the website of the organization. These items are nowhere on the organization's website.

Social media account for this organization only includes Facebook and statistics for the organization account used is also included. We searched for its Instagram, LinkedIn and Twitter Account. Unfortunately, Harvest Stand Ministries has no Twitter, Instagram and Twitter accounts on the platforms.