Since 1989, every day Banco Alimentare recovers food and donates it to Territorial Partner Organizations that help people and families in difficulty in Italy.
The brief given by Banco Alimentare for this project was to implement a strategic realignment of their communication approach, transitioning from a business centered model of communication to a more human centered strategy targeting the general public, potential donors, volunteers and businesses.
The first stage was doing a deep research regarding the current positioning situation and impact Banco Alimentare is having, so we could reframe the problem and find our objective.
The growth had to be expanded from digital to physical and from physical to community.
The strategy designed was structured in 4 stages. Each of them included it's specific activities for the strategy to follow the correct journey and flow.
I will now show you some examples regarding each stage of the strategy.
The first one, Brand Identity and Development, here the focus was on creating a distinct and appealing brand image. This involves defining the brand's values, target audience, and positioning. Key tasks include designing visual elements like logos and colors, conducting market research, and crafting a cohesive visual brand development.
The second stage, Digital Awareness. The aim in this stage was to boost the brand's online visibility. This involves crafting a plan to utilize digital platforms effectively, creating engaging content, analyzing metrics and generating a digital strategy.
In the third phase: Physical Presence Enhancement phase, the focus is on improving the brand's impact in real-world locations. This involves strategies to enhance physical branding elements and create engaging experiences for customers, ultimately aiming to strengthen the brand's offline presence and top of mind. For example creating: "Avanzi Un Altro"
And on the last phase: Community Engagement, the focus is on building strong connections between the brand and its community. This involves listening to feedback, participating in conversations, and organizing initiatives to foster relationships and trust. So the proposal was creating different experiences for the volunteers, for the ones already inside Banco Alimentare's network and for the new ones.
In conclusion the end goal towards Implementing this communication strategy benefits Banco Alimentare by fostering community engagement, increasing resources, solidifying business partnerships, and effectively addressing food insecurity.
