APATT Overview dated June 2014

1. Web & Digital Infrastructure

2. A Place At The Table
Our Approach
2
Research
Inventory and investigate
infrastructural elements from
other cause campaigns
2
Hub Concept
Determine the form and function
of the hub by mapping out the
content architecture and
conceptualizing a strategy
3
Digital Strategy
1
Formulate high level approach
and technologies for long term
APATT Digital Strategy

3. A Place At The Table
The Assumptions
Over the next 5 years, the digital Infrastructure will need to:
3
Act as foundation for
growth and scalability
1 2
Serve as the main
infrastructure for multiple
segment focused
campaigns
3
Require a World Class
Digital Marketing Engine
for optimization

4. A Place At The Table
Our Approach
1. Create a strong brand backbone for APATT that acts as a hub for all unifying digital activities.
2. Integrate targeted campaigns to funnel users back to the hub while collecting essential data
to build marketing engine.
4
Create APATT Hub
PHASE 1
Purpose: Backbone of campaign
Goal: Educate, collect & share
Integrate Targeted Campaigns
PHASE 2
Purpose: Drive segmented traffic to APATT hub
Goal: Create Awareness
Build Marketing Engine
PHASE 3
Purpose: Collect, Analyze and Target
Goal: Ignite activation & spur action

5. A Place At The Table
APATT Architecture
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• Reach various target segments
• Speak to diverse demographics
• Engage users across multiple devices
• Clear, Compelling and Consistent user experience
• Strategic information gathering tools
• Robust editorial capabilities
Integrated Campaigns
APATT Hub
• Programmatic API
• User engagement & activity tracking
• Segmented data defined by vast parameters
Data Engine

6. A Place At The Table
Hub Concept
6

7. A Place At The Table
Hub Creative Approach
The story of Hunger in America needs to be told and retold until our society, which is largely
ignorant of it, comprehends the problem. We must help the country establish connections to
the problem at an emotional level, and logically contextualize it at a cognitive level. Then and
only then will we be able to successfully activate the country to demand change.
We fully embrace A Place At The Table and its successes at a national level. We intend to extend
it to every state by telling 50 localized versions, from Alabama to Iowa, regardless of Red or
Blue.
We intend to leverage the voice of the Millennials as filmmakers, as story tellers, and as
witnesses, to bring forth the voices of the Hungry in America.

8. A Place At The Table
Hub Goals
The hub will act as the core of the hunger movement and the backbone of the APATT brand. It
will tell the story of hunger in America and offer visitors a plethora of hunger related resources
in order to:
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Educate
Create awareness about hunger
in America by sharing the story of
hunger on both the national and
the local level
Activate
Offer a toolbox of local and
national action. Ultimately
encourage users to motivate the
policy makers into action
Motivate
Provide interactive and sharable
content that will promote word of
mouth and shape brand
advocates

9. A Place At The Table
Concept – Connect by Storytelling
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To leverage the power of storytelling
the digital strategy will use a two
phased approach to recruit storytellers;
empower those affected by hunger; and
ultimately educate, motivate, and
activate everyday citizens.
Phase 1 Phase 2
ShareCollect

10. A Place At The Table
Educate
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Filmmakers:
Promote APATT documentary to educate
filmmakers about the issue of hunger in
America and inspire them to document
hunger in their local community.
Person who suffers from hunger:
Empower food insecure individuals by
making it known that they are not alone.

11. A Place At The Table
Motivate
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Filmmakers:
Provide means and exposure for winning
filmmakers in each state to expose the
real stories that come from hunger.
Person who suffers from hunger:
Share their personal experiences with
hunger and encourage others suffering
from food insecurity to stand up and be
heard.

12. A Place At The Table
Motivate
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Filmmakers:
Provide incentives for the winner in each
state to reinforce the exposure potential
and opportunity to drive an important
nationwide movement.
Person who suffers from hunger:
Lead by example. Present hunger stories
to others who face the same problems
and encourage them to join the
movement.

13. A Place At The Table
Activate
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Filmmakers:
The simple and seamless contest entry
form within the APATT hub will give
filmmakers access to guidelines and
directions. They will also be shown a short
inspirational video from the directors/
filmmakers of A Place at the Table to get
them more excited about the movement.

14. A Place At The Table
Activate
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Person who suffers from hunger:
Straightforward tools to collect in-depth
hunger narratives from individuals who
are inspired to join the movement and
share their personal story.

15. A Place At The Table
Educate
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Connect audience emotionally and
factually to the real stories of
Hunger in America.

16. A Place At The Table
Motivate
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Provide interactive tools for visitors
to engage with local hunger stories
on a deeper level and establish an
ongoing dialog.

17. A Place At The Table
Activate
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Take visitors to a new level of
engagement by collecting opt in
email updates about local
hunger stories and events in
their community.

18. A Place At The Table
Timeline
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19. 21

20. Website User Experience and
Scope

21. A Place At The Table
The Audience
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The Citizen
Debunk hunger fallacies
commonly held by Americans
across all demographics.
Educate, motivate and activate
citizens by telling the story of
hunger in their local
community
The Food Insecure
Provide a platform for food
insecure individuals and
encourage them to drive change
by connecting with local
filmmakers to share their story
The Filmmaker
Encourage student filmmakers/
creatives across America to gain
National exposure by building off
the original APATT documentary
and telling the story of hunger in
their own community

22. A Place At The Table
The Citizen User Flow
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23. A Place At The Table
The Food Insecure User Flow
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24. A Place At The Table
The Filmmaker User Flow
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25. A Place At The Table
Scope
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APATT
Infrastructure
CMS
Video
Database
User
Database
Organization
Database
CRM
Email
Blog
Social
Integration
Forums
(Q&A)
Landing
Pages
Advocacy
Action Center
Analytics
Design
Mobile Apps
Marketing
Engine
Phase 1
Phase 2
CMS: Robust editorial tools and tie in APIs from various 3rd party sites and services to
enable extended functionality and content
Video Database: Extensive storage for user submitted videos
User Database: Record of user information, subscriptions, submitted content and activity
Organization Database: Record of partner organizations who wish to post volunteer
opportunities and events on the APATT website
CRM: Segmented data defined by vast parameters with user engagement and activity
tracking
Email: Strategic information gathering tools with segmentation capabilities
Blog: Blog integration with easy-to-use editorial tools
Social Integration: Curated social messages from various platforms
Forums (Q&A): Moderated conversation around hunger documentaries and the issue as a
whole
Landing Pages: Custom landing page templates with easy-to-use editorial tools
Advocacy Action Center: Geo-located volunteer opportunities and events, social sharing, etc.
Analytics: Analysis of data to derive actionable insights and guide website refinement
Design: Define visual mood and style, create information architecture and propose visual
concepts
Mobile App: Develop relevant apps to drive action and engagement
Marketing Engine: Custom data driven engine with powerful targeting tools to segment data,
remarket and generate actionable insights

26. A Place At The Table
Website Map
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27. A Place At The Table
Appendix
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28. A Place At The Table
CMS to Educate
Using Drupal as a foundation, SOS outlines
the problem, presents the facts, and
measures impact using:
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Shocking Hunger Stats
Effective Infographics
Resources and Links
Developmental Impact Stats
Economic Impact Stats
Educational Impact Stats
Real Stories

29. A Place At The Table
CRM to Manage Action
Using Convio/Blackbaud Luminate to manage
action, SOS leverages numerous calls to actions for
activating different demographics in a targeted way.
Donate/Fundraise
Join the national movement
Write to policy makers
Register for a webinar
Watch & Share the Story of Hungry
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30. A Place At The Table
Geo Targeting
Provides tools for individuals to get
involved in their own neighborhood
Write local policy makers
Shop at local farmers market
Local events
Local volunteer opportunities
Get local schools involved
Lead a Cooking Matters tour
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31. A Place At The Table
Wish List
In addition to the existing functionality, the SOS team identified the following functional areas
as priorities for improvement.
Mobile Applications – Become a leader in the mobile realm
Mapping / Geotargeting –Make issues and consequences locally relevant
User Generated Content – Simplify storytelling and allow those affected by hunger to share in
a variety of ways
Data Visualization – Tools to visualize hunger stats and social momentum across different
audiences and mediums
Data management – Improve collection tools, simplify segmentation and streamline actionable
insights
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32. A Place At The Table
Additional Capabilities
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Mapping
Show a variety of different data
sets with filters at a national and
local level
e.g. Tweets, Instragram Pics, Video
vignettes, Photos, Events, etc
User Generated Content
Easily submit ideas, suggestions,
images, and video to APATT
Provide filtering and up vote
mechanisms (similar to reddit)
Mini Campaigns
Templates for sports / media celebrities to
articulate in text or video their support for
APATT
Built-in data collection and sharing to reach
broad set of demographics
Setup and deploy in minutes