Mint Marketing Works

Challenge

The Greater Vancouver Food Bank’s (GVFB) Virtual Food Drive is a fun, easy and efficient way for individuals, groups and organizations of all kinds to hold an online food drive to raise funds for food. Having been in operation for almost a year, it was time to start planning how to actively market the Virtual Food Drive, bringing awareness to it and generating interest to hosting. A brand identity needed to be created. Target segments needed to be defined for personalized messaging and relational marketing. Compelling campaigns were needed to support fundraising efforts and collateral was needed to help spread the word at various events and through food bank volunteers.

Works

Branding: a brand strategy including a fun, descriptive visual identity

Website: re-designed website aligned with the newly created brand

Traditional: printed handouts

Planning: three-year comprehensive marketing plan; defined target market profiles with contact strategies, promotional campaigns and detailed action plan

Campaign: Annual flagship Valentines Virtual Food Drive campaign

Results

Virtual Food Drive is positioned for growth. Armed with a unique, descriptive identity and an annual flagship campaign to drive awareness, participation and donations, the Virtual Food Drive is well on its way to meeting their business objectives and fundraising goals for the next 3 years.