Food for Thought

By: Madison Cherry, Kara Governor, Antonia Avelar, Sofie Hernandez, and Anna Puñet

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Company Overview

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Food for Thought is a nonprofit organization set to help reduce food waste in Austin and help those in need.

Value Proposition

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Food For Thought provides food donations to the disadvantaged to help better the environment and fight hunger.

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Headline: Making food accessible at no cost.

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Description: Food For Thought is a nonprofit organization that works with partners and the community to give those in need pantry leftover donations to create a greener environment and help change the world.

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Benefits: Sponsored by local supermarkets such as HEB, Sprouts, and local restaurants; the community is helping bring awareness to sustainability and solving world hunger.

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Branding

Our Logo

Our Colors

Our Typography

Food For Thought (Chivo)

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Food For Thought (Open Sans)

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Branding

Our Photographic Style

Executive Summary

• Food for Thought is a local nonprofit with the aims of expanding to more clients across Austin, Texas.
• Small social media presence.
• Helps those in need, but has environmental benefits.
• They have not utilized the uniqueness as a brand.
• Market the nonprofit through social media to help bring awareness to new users and possible food industry partners.

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Social Media Presence

Of all food in the U.S. is thrown out. Which equates to 119 billion pounds wasted. (Feeding America)

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40%

Of people are more aware of the amount of food they are wasting compared to 33% just three years ago. (Forbes)

72%

“In the last 12 months, there has been an 80% growth in online searches for methods to increase the shelf life of food at homes” Source

80%

Market Analysis

Market Analysis

Households in the United States are food insecure.

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U.S. households by food security status, 2021:

13.5 Million

Source: USDA, Economic Research Service using data from U.S. Department of Commerce, Bureau of the Census, 2021 Current Population Survey Food Security Supplement.

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Competitor Analysis

Feeding America

1

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Traffic Overview - 902.1k total visits (decreased by 45.09% compared to the last month).

Traffic Sources - The top traffic source is search traffic, driving 52.77% of desktop visits last month and direct is 2nd with 25.57% of traffic. The most underutilized channel is ads

Referrals - vehicles - other (32.92%), Banking Credit and Lending (12.35%), Law Enforcement and Protective Services (12.35%), Computers Electronics and Technology (6.25%), Philanthropy (6.17%), other (29.96%).

Top Referrals - hud.gov (4.93%), wikipedia.org (2.54%), flippingbook.com (2.14%).

Search - Organic (88.99%) Paid (11.01%)

Social - Feeding America gets most of its traffic from YouTube. YouTube (68.33%), Facebook (9.38%), LinkedIn (7.59%).

Display - Tumblr.com (11.53%), weather.com (11.53%), Cleveland.com (3.21%)

Audience Interests - News & Media Publishers & News (44.78% Male, 55.22% Female), ages between 25-34 years old.

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Need to take advantage of this to connect with other businesses!

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Competitor Analysis

Food Pantries

2

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Traffic Overview - 413.2k Total visits (decreased by 17.43% in the last month).

Traffic Sources - The top traffic source to foodpantries.org is search traffic 73.00%, and direct is 2nd with 19.45% traffic. The most underutilized channel is mail.

Referrals - music (11.11%), Philanthropy (11.11%), Home and garden - other (11.11%), Government (11.11%), Education (11.11%), Other (44.44%).

Top Referrals - freshfoodconnect.org (11.11%), livewellwitichacounty.com (11.11%), mapquest.com (11.11%).

Search - Organic (100.00%) Paid (0%)

Social - foodpantires.org gets most of its social media traffic from Facebook. Facebook (44.47%), YouTube (35.63%), Reddit (19.90%)

Display - N/A

Audience Interests - Food Pantries audience is interested in Community and Society. ( 42.27% Male, and 57.28% Female), ages between 25-34 years old.

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Competitor Analysis

Charity Navigator

3

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Traffic Overview - 1.5M total visits (traffic increased by 15.41% compared to last month).

Traffic Sources - The top traffic source is search traffic (69.84%), and direct traffic is 2nd (26.76%). The most underutilized channel is ads.

Referrals - Philanthropy (30.14%), Dictionaries and Encyclopedias (16.56%) News & Media Publishers (14.18%), Banking and Credit lending (12.19%), Business and Consumer Services (5.32%).

Top Referrals - brave.com (5.32%), cnbc.com (5.32%), impactful.ninja (5.32%).

Search - Organic (94.45%) Paid (5.55%)

Social - charitynavigator.org gets most of its social media traffic from reddit. Reddit (64.44%), Twitter (12.53%), Facebook (9.48%)

Display - N/A

Audience Interests - charitynavigator.org audience is interested in News & Media Publishers, and news. (48.93% Male, and 51.07% Female), ages between 25-34 years old.

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Audiences

Primary Target Audience

Women between the ages of

20 and 30 who cares about the planet and the society.

Interested in wasting the least amount of food possible, they want to donate it or take advantage of it with original recipes.

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Secondary Target Audience

Men between the ages of 32

and 45 who are interested in organic food because of health concerns. They care about themselves and their family and always look for healthy but tasty recipes.

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Persona: Primary Target Audience

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Sustainable Sarah

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Persona: Secondary Target Audience

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Local Lucas

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Increase the of testimonials from participants in the program by 15% by the Q2

KPI: Testimonials, page views, bounce rate Data Source: Behavior> Site Content> Content Drilldown

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Increase the amount of shares and likes on social media content on platforms such as Facebook and Instagram by 20% within the next 6 months

KPI: Engagement rates Data Source: Acquisition> Social> Conversions:

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KPI Measurement Plan

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Increase ad impressions by 20% by the end of Q1

KPI: Ad impressions, % new users Data Source: Audience> Behavior>New vs. Returning Visitors

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Increase the amount of email subscriptions by 10% within the next 3 months

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KPI: Email subscriptions Data Source: Real time> Events

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Increase the number of donations by 15% by the end of Q2

KPI: Purchase rate Data Source: Behavior> Site Content> All Pages

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Customer Journey

Instagram

Content

Caption: Community Spotlight! Meet Kelly. She is an incredible volunteer that has dedicated two years to helping us collect and hand out our perfectly imperfect foods to those in need. If your interested in volunteering with us, click the link in the bio! #foodforthought #nonprofit #foodrescue #volunteer #fooddonations #foodwaste #localnonprofit #ATXnonprofit #foodcharity #fooddrives #volunteercommunity

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@KellyBrooks

FoodForThought

Facebook

Content

Caption: Mark your calendars! We’re hosting a canned food drive 02/10 through 02/14. When you donate up to 10 or more cans of food you will receive a complimentary tote bag! Click the link for more info! www.foodforthought.com #fooddonation #foodforthought

@FoodForThought

FoodForThought

LinkedIn

Content

Caption: We’re looking for partners! If you’re interested in collaborating in our non-profit click the link for more information. www.foodforthought.com/contact

#nonprofit #foodindustry #foodcharity

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@FoodForThought

Food for Thought

@foodforthought

TikTok

Content

• Use voiceover with captions displayed over video
• Explain food waste in the U.S.
• Show clips of large piles of unused food. (15 seconds)
• Show clips of what the nonprofit is doing to improve the problem (15 seconds)
• Ex: clip of organizing food donations & shaking hands with one of our grocery partners.

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TikTok Idea Outline

Here at Food for Thought we are making an effort to help reduce food waste in Texas and we need your help! Link in bio for more information. #foodwaste #foodforthought

Caption and hashtags

Keyword Analysis

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• Food waste
• Food donations
• Food charity
• Food recovery
• Homelessness
• Donate Food
• Food Bank
• Food drives
• Nonprofit charity
• Food Pantry
• Nonprofit

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Long Tail

Short Tail

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• Food drive near me
• Where food waste goes
• Can food waste be used as a fertilizer
• How food waste affects the environment
• Food waste in America
• Food waste statistics
• Food waste solutions
• Food near me / Food donations near me
• Food donations needed
• Food charity organizations
• Food waste recipes
• Ideas for food waste

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• 10 ways to reduce your food waste
• Food donations in my area
• Food waste environmental impact
• What is a solution to food waste?
• Food recovery organizations
• Where to donate food for the homeless near me?
• How to get food from a food bank?
• Food waste for compost
• Food waste app

Google Ads

Keyword Planner

Authoritative

Web Pages

Email example of what we would send to the authors of these webpages:

https://www.homelessshelterssite.org/

https://freshfoodconnect.org/blog/dropofffooddonations/

https://www.midsouthfoodbank.org/mobile-pantry

https://www.foodbankrockies.org/find-food/

https://endhomelessness.org/how-to-get-hel

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Subject line: I loved your article on (insert article name)

Dear author,

I came across your website and read your article (insert article name) I appreciated the attention to detail, ways to get help from local food banks.

Are you interested in adding a source about food waste in america, or even adding another food bank to your list for those in need.

I am Madison reaching out from Food For Thought. I’d like to send you one of our blogs and some of our information about what we do not only for the homeless, but the environment as well!

If so, let me know and I’ll send it your way! :)

Sincerely,

Madison Cherry

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Source Code

Title Tag

Currently: <title>Food For Thought</title>

New Code: <title>Food For Thought: Local Nonprofit Food Charity</title>

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Headings

Currently: <h1 class="entry-title">Homepage</h1>

New Code: <h1 class=”entry-title”>Donate Today To Your Local Food Bank</h1>

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Canonical Tag

Currently 1 Canonical Tag: <link rel="canonical" href="https://foodforthoughtcharity.wordpress.com/" />

Updates Canonical Tags:

<link rel=”canonical” href=”https://foodforthoughtcharity.wordpress.com/about-me/” />

<link rel=”canonical” href=”https://foodforthoughtcharity.wordpress.com/where-to-find-us/” />

<link rel=”canonical” href=”https://foodforthoughtcharity.wordpress.com/list-of-posts/” />

<link rel=”canonical” href=”https://foodforthoughtcharity.wordpress.com/testimonials/” />

<link rel=”canonical” href=”https://foodforthoughtcharity.wordpress.com/how-to-donate/” />

<link rel=”canonical” href=”https://foodforthoughtcharity.wordpress.com/contact/” />

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Description Tag

There is currently no description tag

Description tag : <meta name=”description” content=”Food for Thought is a nonprofit organization set to help reduce food waste in the United States and help those in need. “/>

Site Map

Wireframe:

HomePage

Wireframe:

About Us

Our Website

Thanks

Food for Thought

By: Madison Cherry, Kara Governor, Antonia Avelar, Sofie Hernandez, and Anna Puñet

Appendix: Metadata