Heartside Gleaning Initiative Marketing Plan

01 Table of Contents
2015-2016 Marketing Plan 2
Mission Statement 3
History of Heartside Gleaning Initiative 4
Philosophy, Goals & Objectives 5
Operational Structure 6
Operational Structure Analysis 7
Facilities, Programs, Products, Services, & Policies 10
Finances & Beneficiaries 11
Brand Image History 12
Marketing History 13
SWOT Analysis 14
Organizational Analysis 15
Global Research 16
Industry Research 19
Market Research - Demographics 21
Quality Service Assessment 22
Social Media Assessment 25
Competitive Assessment 27
Competitive Assessment Conclusions 32
Target Market Assessment 33
SWOT Analysis 36
Positioning Assessment 37
What Was Learned About HGI? 38
Logo & Slogo Recommendations 39
Collateral Recommendations 40
Five Phases of an Experience 42
Suggested Marketing Mix Ideas 43
Suggested Promotional Mix Ideas 44
Social Media Calendar 45
Communication Tactics 48
Matrix Summary 51
Final Observation & Plans 52
References 53
Appendices 56

02 Mission Statement
Heartside Gleaning Initiative (HGI) empowers Heartside
and surrounding communities to become healthier through
increased access to healthy foods and nutrition education.
We do this by collecting excess produce from farmers’
markets and transporting it to the low-income
neighborhood of Heartside for distribution to individuals,
food pantries and free and low-cost meal programs.

03 History of Heartside Gleaning Initiative
 
In 2007, Lisa Sisson received a call from Paul Stansbie
to look at the nutritional content of food that was
being served at God’s Kitchen. Lisa said she was
interested and accepted the offer. Lisa offered this
experience of working with God’s Kitchen as a special
topics course and received a handful of students from
Grand Valley who wanted some research experience.
Throughout the rest of the year, Lisa and the students
worked with God’s Kitchen to find ways they could
improve their foods nutritional value, and Lisa
eventually published a paper from their findings.
Lisa had been told that there was someone else who
was working throughout the Heartside Community, who
was also focussing on their foods nutrition—Susan
Couzens. Susan Couzens was also a Professor at Grand
Valley at the time and she met with residents from
Heartside every week to help them improve their
health. All this was possible by the direct requests
from the neighborhood residents. Lisa and Susan began
to work side-by-side and they to this date, still meet
with the Community Care and Enrichment Team every
Thursday.
In 2013, Lisa took her sabbatical and decided to keep
working with the Heartside Community, but to now
focus on ways to improve the nutritional food in the
neighborhood. Lise developed Heartside Gleaning
Initiative during her sabbatical and from the research
she had done on gleaning during this time. The first
gleaning date for HGI was in June of 2014. As to date,
there have been two successful years!
Figure 1: Picture taken from the Heartside Community

04 Philosophy, Goals & Objectives 
HGI finds that there is limited access to healthy foods in
the Heartside neighborhood. HGI came together to
empower the Heartside community to develop food
systems that can redirect, or glean, unused healthy food
to residents in need. While there are many arguments
to be made, the definition of healthy food is simple:
unprocessed freshly grown fruits, vegetables, and herbs.
HGI hopes to work with their neighbors to collect and
distribute excess food to food banks, soup kitchens, and
individuals.
There are two goals to this mission. First, HGI will work
with local businesses, nonprofit groups,farmers
markets, and community members to collect and
distribute fruit, vegetables, and herbs that would
otherwise be wasted. HGI is seeking out food donations,
volunteers, and materials that will help the initiative
improve the lives of their neighbors in need. Second,
HGI will educate community members on the
importance of healthy eating and the tools to prepare
their own nutritious meals.
Philosophy
The overall goal of HGI is to improve access to
healthy food in the Heartside community through
gleaning. Provide education on healthy eating and
preparing more nutritious meals. Eventually HGI
wants to become a community lead and embodied
organization by the community members.
Actions and Objectives:
(1) Letters of Support
(2) Suggestions for finding resources, collaboration,
and volunteers
(3) New members to join the Initiative
(4) Increase the visibility of HGI’s group and members
(5) Foster strong local community food systems and
support non-profits that serve those in need
Goals & Objectives

05 Operational Structure
 
Chair: Lisa Sisson
Secretary: Judy Tyner
Treasurer: Melissa
Harrington
Vice Chair: Emily Evers
Heartside Volunteers: Andrew Bostwick, Suzan Couzens, Crystal Lecoy, Amy
Vanfossen, Tommie Wallace, & Bruce Barressi
Figure 2: Board of Directors for HGI

06 Operational Structure Analysis
(1) Directorship: The Corporation is organized on a directorship basis. The property,
business and affairs of the Corporation shall be managed by its Board of Directors.
(2) Responsibilities: The members of the board are responsible for directing the HGI,
maintaining these bylaws, setting long-term goals, fundraising, and short-term
and long-term financial management of the organization. More specifically, board
members are to:
a. Create and review a statement of mission and purpose that articulates the
organization’s goals, means, and primary constituents served.
b. Ensure effective planning. The board must actively participate in an overall
planning process and assist in implementing and monitoring the plan’s goals.
c. Monitor, evaluate, and strengthen HGI’s programs and services. The board’s
responsibility is to determine which programs are consistent with the
organization’s mission and to monitor their effectiveness.
d. Ensure adequate financial resources. One of the board’s foremost
responsibilities is to provide adequate resources for the organization to fulfill
its mission. To demonstrate personal stake in the organization, board members
are requested (when financially feasible) to make personal financial
contributions to the organization as well as to assist with raising funds from
external sources.
e. Protect assets and provide financial oversight. The board must assist in
developing the annual budget and ensuring that proper financial controls are in
place. Annually, the board will review and approve an annual budget for the
organization.

(3) Terms and Board Make-up: The board will be
made up of a minimum of nine people and a
maximum of 17 people. Board members are
appointed for a three-year term. If a board
member decides to resign prior to the end of the
three-year commitment, they are requested to
provide 60 days notice to the Chairperson,
whenever possible.
The Board will strive to maintain a minimum of
two board members who are Heartside
neighborhood residents and beneficiaries of the
HGI services. Inclusion of minority voices on the
Board is an essential principal of HGI.
Confirmation of a nominee requires a vote by the
board in accordance with the quorum
requirements delineated in Article III. In short,
there must be 3 voting officers at all times and a
majority rule of those present.
(4) Officers: The Board of Directors will elect
four officers; a Chairperson, Vice-Chairperson,
Secretary, and Treasurer (Officers). These
positions are three-year terms. The Chairperson
and Vice-Chairperson positions should be
staggered in duration when possible to have
continuity between administrations. After 30
months, the Officers will nominate candidates
and the board will vote to approve replacement
officers. The Chairperson-elect, Vice-
Chairperson elect, Treasurer-elect, and
Secretary-elect will follow a six month training
period alongside the current Chairperson, Vice-
Chairperson, Treasurer, and Secretary.
(5) Compensation: Board members will receive
no direct or indirect compensation for
performing their duties as a board member.

(6) Chairperson: The Chairperson shall be the chief presiding officer of the
Corporation. The Chairperson shall appoint all committees, subject to the approval of
the Board. The Chairperson shall perform such duties appropriate to the office of
Chairperson and such other duties as may be assigned by the Board or required by law.
The Chairperson shall preside at meetings of the Directors and in his or her absence,
the Vice Chairperson will preside
(7) Vice Chairperson: The Vice Chairperson will, in the absence or disability of the
Chairperson, perform the duties and exercise the powers of the Chairperson and shall
perform any other duties prescribed by the Board of Directors or the Chairperson.
(8) Secretary: The Secretary shall attend all meetings of the Board of Directors and
record the minutes of all proceedings. These minutes will be kept electronically as well
as in a hard copy book, both of which will be turned over at time of his or her death,
resignation or removal from office. The Secretary shall give or cause to be given notice
of all meetings of the Board of Directors for which notice may be required and shall
perform any other duties prescribed by the Directors.
(9) Treasurer: The Treasurer shall oversee the financial activities of the Corporation.
The Treasurer shall perform all duties incident to the office of Treasurer and other
administrative duties as may be prescribed by the Board of Directors. All books,
papers, vouchers, money and other property of whatever kind belonging to the
Corporation which are in the Treasurer’s possession or under his or her control shall be
returned to the Corporation at the time of his or her death, resignation or removal
from office.
(10) Other Officers: The board may from time to time appoint other officers to
perform duties and exercise authority that the Chairperson assigns or the board

07 Facilities, Programs, Products,
Services, & Policies
HGI gathers excess and otherwise unused fresh fruits and vegetables and redirects
them to individuals in need of healthier nutrition options and education in
Heartside and surrounding neighborhoods. Farmers at the Downtown Market &
Fulton Street Farmer’s Market set aside unused, excess produce. Volunteers
collect the fruits and veggies, weigh the donations, and transport them. The fresh
fruits & veggies are distributed to kitchens, pantries, or directly to the residents
of Heartside.

08 Finances & Beneficiaries
 
Finances Beneficiaries
All available assets will be kept in a bank account
under the name of the organization. At minimum the
Treasurer and the Chairperson will be signatories on the
account. Non-budgeted expenses above $500 require
board approval.
A budget and finance log will be kept in a spreadsheet
that is accessible by all board members. The Treasurer
is responsible for keeping this document up to date
with respect to revenue, assets, and expenses. The
Treasurer will provide a year to date Statement of
Financial Position and a Statement of Financial Activity
to board members at every meeting. The Treasurer
will also supply a summary of the budget upon formal
request of any Board member.
2014 Financials
REVENUE
Contributions (3%) - $2,046
In-Kind (97%) - $59,407 (Includes donation of supplies,
produce, & volunteer hourS)
EXPENSES
Food Distributed (100%) - $38,040 (valued at $2.20/
pound)
Admin (>0%) - $163
HGI provides food to low income individuals and
charitable non-profit organizations that comport with
section 501(c)3 of the internal revenue code, with a
focus on those organizations that serve hungry,
homeless, and at risk populations.
Heartside Gleaning Initiative may decide to operate
outside of the Heartside neighborhood with a majority
vote by the board of directors, so long as the activity
supports the overall mission.
Conclusion from HGI Financials
(1)HGI runs sole off of donations and volunteers
(2)HGI is very expense sensitive
(3)HGI does not bring in any form of income or revenue
(4)HGI works from their board of directors, no one
person makes decisions
(5)HGI distributes 100% of the food they glean
(6)HGI has almost zero administration expenses

09 Brand Image History
Figure 3 is what the Heartside Gleanings Initiative logo first looked like. They made some changes and came up with
their newest and up to date logo in Figure 4. Looking at Figure 3, the small writing on the bottom, and the dark
colors should be changed. The font on Figure 3 is also bold which causes difficulty when reading it. After the change
in logo, the new one has lighter colors, a new font that is not as bold, which is also larger in size. Figure 4 is easier
to read at a quick glance, but also still has the same feel and look as the first one. The second logo is more
professional and the better one out of the two.
Figure 3: Original HGI Logo
Figure 4: Updated HGI Logo

10 Marketing History
Figure 5 is one of the marketing pieces HGI uses.
This flyer has their updated logo on the left side,
as well as pictures of their volunteer’s gleaning
and giving the product to the Heartside
Community. This was the only piece of physical
marketing material that was given. One
recommendation on this flyer would be to add
all of their social media links to the flyer, not
just Facebook.
Looking at the 2014 Annual Report in the
Appendix, Appendix A, the cover page of the
pamphlet is a wonderful, eye catching, yet
simple to look at. The cover page does not
overload the reader with too many words or
hard to read writing. Figure 5: An original HGI Flyer used for marketing
The cover page displays the name of the non-profit, and what the pamphlet holds—simple enough. Appendix B, page 1 of the
annual report gives the mission statement, a list of the board of directors, and some easy to read pie chart’s. This first page is
much busier than the cover page, but the most important pieces are larger than the rest, and the colors used allow those
important pieces to stand out. Appendix C holds a lot more information. It portrays the amount of fresh, and healthy fruits and
vegetables that were distributed throughout the Heartside Community over the 2014 year. Appendix C also provides some
statistical information on the United States food waste as well as the process that HGI takes to get the food from the farmers to
the community. Appendix D provides quotes from residents who live in the Heartside Community; a list of all the farm donors;
and reasons and statistics that prove why gleaning fresh fruit should be done. Appendix E shows all the community partners who
helped HGI become successful in the 2014 year. Some critiques on the 2014 Annual Report include lessoning the amount of
information being given to the reader. Much of the information could have been portrayed in a less “busy” way, allowing the
reader to fully soak in what the HGI did in the 2014 year.

11 SWOT Analysis
Table 1 holds the strengths, weaknesses, opportunities and threats of HGI. The strengths of HGI are those that a
specific market would describe as the positive attributes of an organization when compared to its competitors. The
weaknesses of HGI are those elements that keep an organization from achieving a competitive advantage. The
opportunities are events that occur outside the organization that could provide potential for the organization. The
threats include factors beyond HGI’s control that could place HGI’s marketing strategy, or the business itself, at risk.
Heartside Gleaning Initiative
Strenghts Weaknesses
(1) Unique organization
(2) Limited local competition
(3) Partnerships with ministries to drop off food at any
time
(4) Interns from grand valley to help with marketing/misc
work
(5) Board and volunteers are people from Heartside
Community who are being benefitted
(6) Not heavily reliant on donated funds—self sufficient
(7) Food circles app
(1) No slogan
(2) Limited amount of volunteers
(3) Lack of community involvement
(4) Needs funding; not sustainable long term with funds
(5) Not partnered with support organizations
(6) Not being able to glean year round
(7) Needs a facility
(8) Needs a carrier truck to transport food
(9) Lack of community awareness
(10)No paid staff or full-time staff
Opportunities Threats
(1) Ability to grow outside of heartside community
(2) Partnership opportunities with farmers for growing
rows of food
(3) Grow healthy food training classes
(4) Involving heartside community to run the organization
for themselves
(1) Food pantries and kitchens defeating the purpose with
unhealthy foods
(2) Other ministries creating their own similar
organization
(3) Seasonal weather issues with crops
(4) Closings of farmers markets
Table 1: HGI SWOT Analysis

12 Organizational Analysis
 
Looking through all of the information gathered in
the organizational assessment, it appears HGI has
many weaknesses that it needs to address. Their
weaknesses outweigh their strengths. HGI is a new
non-profit organization, which is a reason why they
do not seem as excelled in certain areas where
their competition is. The Heartside Gleaning
Initiative has almost zero expenses, which is a
positive since they are a non-profit and have no
incoming revenue. HGI has made positive steps
forward when they updated their logo. Their new
logo is much easier to read and identify. One
critique and recommendation for HGI would be to
increase the ways they market themselves to their
community. One pamphlet and one flyer are not
enough to market; especially a new organization.
Understanding all the information from the
organizational assessment is a vital component
to any marketing plan. Knowing information such
as the history of an organization, and their
capabilities allows readers to understand how
HGI currently runs, as well as assess its current
needs. Looking further into the needs of HGI, the
possibility to develop a plan to better meet
these needs is capable. As stated, HGI's specific
bylaws will guide the board members, those who
benefit from the organization and those who do
not, to successfully serve the heartside
community as stated in their philosophy, goals
and objectives. Eventually, the organizations
board will consist purely of those who benefit
from their work to lead the organization through
an expanded initiative.

13 Global Research - Childhood Obesity
According to Bishop (2005) in Childhood Obesity,
“Overweight and obesity in children are significant
public health problems in the United States. Not only
have the rates of overweight children increased, but
the heaviest children in a recent NHANES survey were
markedly heavier than those in previous surveys.” Refer
to Figure 6 for the survey statistics. Bishop continued
on to state, “Being overweight during childhood and
adolescence increases the risks of developing high
cholesterol, hypertension, respiratory ailments,
orthopedic problems, depression and type 2 diabetes as
a youth.” When talking about nutrition and eating
habits, Bishop made points saying, “Convenience has
become one of the main criteria for Americans food
choices today, leading more and more people to
consume away-from-home quick service or restaurant
meals or to buy ready-to-eat, low cost, quickly
accessible meals. The nutritional composition of
children's diets as well as the number of calories
consumed are of interest to determine the effect of
food consumption on childhood obesity.
Figure 6: Prevalence of overweight among children and
adolescents ages 6-19 years
HelpGuide.org’s article named, Weight Problems and Obesity in Children talked about what families can do to deter childhood
obesity. “Families should be leading by example; making healthier food choices; being smart about snacks and sweet foods;
watching portion sizes; getting their kid’s moving; reducing screen time; and getting involved”. Further, they list specific ways
families can help their children with their obesity problems. “The most effective way to influence your child is by your own healthy
example. Helping your child beat obesity begins with helping him or her forge a healthy relationship with food. You may need
to make major changes to you're eating lifestyle as well. A families home is where your child most likely eats the majority of his
or her meals and snacks, so it is vital that your kitchen is stocked with healthy choices and treats. There are strategies you can
employ to retrain you and your family’s appetites and avoid oversized servings when eating out. It used to be a commonplace to
find children running around and playing in the streets of their neighborhoods, naturally expending energy and getting exercise;
bring your child back to those times and promote physical activity. The more time your children spends watching TV, playing video
games, or using the computer, the less time they’ll spend on active pastimes—so start to cut back on these times. You can make a
huge impact on your children’s health by becoming involved with the details of their lives. Ask your child about how their day went
at school, how their friends are—just be there of your child.”

14 Global Research - Effects of Climate
Clark (2012) stated, “Food is one of society's key
sensitivities to climate. A year of not enough or too
much rainfall can have a significant effect on local
crop yields and livestock production.” Clark went
on to say, “There is some evidence that climate
change is already having a measurable effect on
the quality and quantity of the food produced
globally.” Clark stated that, “The future course of
global food production will depend on how well
societies can adapt to such climatic changes, as well
as the influence of other pressures. An example of
such pressures include competition for land from
biofuel production.” Clark finished his research by
informing, “The changing climate would effect the
length and quality of the growing season and
farmers could experience increasing damage to their
crops, caused by a rising intensity of droughts,
flooding or fires.”
Pimentel (2013) stated, “Changes in the world's climate will bring major shifts in food production. In some places,
temperatures will rise and rainfall will increase; in others, rainfall will decrease. In addition, coastal flooding will reduce
the amount of land available for agriculture.” Pimentel went on to say, “The stage of growth during which a crop is
exposed to drought or heat is important. When a crop is flowering or fruiting, it is extremely sensitive to changes in
temperature and moisture; during other stages of the growth cycle, plants are more tolerant.” What Pimentel is trying to
say is that any sudden changes of climate during a plants flowering or fruiting stage will kill the plant and result in a
detrimental effect for our crop productions. Pimentel finishes his research by stating, “In North America, projected
changes in temperature, soil moisture, carbon dioxide, and pests associated with global warming are expected to
decrease food-crop production by as much as 27 percent.”

15 Global Research Analysis
Childhood Obesity
As Bishop (2005) and helpguide.org mentioned,
nutritional foods are important for fighting childhood
obesity. An increase in awareness of childhood obesity
will increase the demand of nutritional foods, resulting
in an increase of popularity of HGI and demand for their
nutritional foods.
Climate Effects
As Clark (2012) and Pimentel (2013) stated, when the
environment experiences sudden changes in
temperature, it directly impacts the food production.
When farmers are not able to grow their crops, the
Heartside Gleaning Initiative will be unable to give
fresh produce to the Heartside Neighborhood, resulting
in a higher calorie diet for those families who
ultimately rely on their services. If and when the
climate effects the farmers crops, the HGI will feel
negative effects, and a possible termination of their
non-profit organization.

16 Industry Research - New Trends
According to the USDA, “The new trend in the
food industry is gleaning or collecting the fresh
food that would normally be thrown away at
farms, farmers markets, and even home gardens,
and redistributing it to those in need”. Other
waste that is collected in the industry can be
found at local business, such as restaurants, at
the end of each night or week before the
remaining food is thrown away. Along with what
the USDA does, many non-profit organizations
have developed recently to join the cause in
helping America’s individuals in need.
As it was said by Healthy Harvest, “Other
organizations in Michigan, specifically Goodwill,
have joined the team on helping gather food for
the hungry in our local areas. Goodwill has a
more elaborate approach compared to other
smaller and newer organizations which is called
Healthy Harvest. This is a partnership that was
created between Goodwill, Food Rescue of
Northwest Michigan, Rotary, partner agencies,
and local farmers. This new industry is about
creating partnerships to help grow the success
of the gleaning project.

17 Industry Research - Solutions
According to Healthy Harvest, “Last year alone, Food Rescue of Northwest Michigan rescued over 1.3 Million
pounds of food”. Essentially, the new trend is to involve everyone in the cause while supporting other
organizations through the process.
As it was said by the USDA and Healthy Harvest, “The USDA and Goodwill are much larger organizations and they have
set a new trend for organizations that are joining in on the gleaning. They have set the bar for using existing
organizations that specialize in volunteer work, collecting, and farming”. This is a trend that many will follow due
to the strong need for gaining partnerships within the gleaning community.

18 Market Research - Demographics
Since the beginning, the mission of (HGI) has been
empowering the community and it’s residents to become
healthier through nutrition, education and providing
access to healthy foods. HGI serves a large segment of the
80% food insecure portion of the community by gleaning
fresh food from surrounding areas of Grand Rapids and
bringing it back to its residents. (HGI, 2015). As it was
said in What is Food Insecurity (2015), having a community
that is 80% food insecure means that they lack both
nutrition, and consistent access to adequate food
amounts in general. People who live in this community
often lack the proper access to what they need due to
financial resources.
This information about the Heartside community and its
residents is pertinent. Looking at this information makes it
easier to develop a strategy to gain more following, and
influence by HGI within this community.
The Heartside community is located right outside
of Downtown Grand Rapids, Michigan. This
community has some historical value that it has
gained throughout the decades. However, this
value and popularity has dropped significantly over
the years. Tuftier (2010), found that “A
redevelopment period was launched when the
Van Andel Arena was constructed in 1996”. With
the majority of the residents being young business
professionals, they want the community to go
through progress more and more as time goes
on. According to U.S. (2010), The Heartside
community is composed of 62% Caucasian,
leaving the other 38% of the population in the
minority category. This minority group is made
up of 25% African American”. All three social
classes exist in this small community and with that
being said, on the low end of the spectrum lies a
large substance abuse problem that some residents
believe is holding them back. (Tuffier, 2010)

19 Quality Service Assessment
Table 2: Quality Assessment of Heartside Gleaning
Non-Proﬁt
Organizations
Facebook Personal Website MLive.com
Heartside Gleaning
Initiative
(1) “We’re grateful for all of
the farmers in Grand
Rapids that grow and share
with Heartside Gleaning
such a huge variety of
beautiful produce.”
(1) “…their team of volunteers
collects produce donated
by farmers and they
distribute throughout the
Heartside Community at
food pantries
(2) “ T h e y i n v i t e l o c a l
businesses to participate
and provide ways to
become involved in the
inner workings of the
nonprofit organization.”
(1) “By providing these people
with food, they are able to
spend their money on other
necessities.”
Heartside Gleaning believes that to run a successful
non-profit organization, knowing what the people of
the surrounding community are saying about the
organization is a very important aspect. Table 2 holds
specific resources that have given feedback from
people in the West Michigan Community about the
following selected organizations--HGI, Mel Trotter
Ministries, Feeding America West Michigan, and God's
Kitchen. This research will help the selected
organization's learn more about what people are
saying about them. These data should be used to
better their organization and their communities
experience.

Table 3: Quality Assessment of Mel Trotter Ministries, Feeding America West Michigan, and God’s Kitchen
Non-Profit
Organizations
Facebook Personal Websites MLive.com
Mel Trotter Ministries
(1) “Mel Trotter Save Program
allowed me to return to
society and become a
productive citizen. I would
like to thank the staff of
Mel Trotter Ministries, for
the patience and time
needed in order for me to
regain my life.”
(1) “Mel Trotter’s client choice
food pantry provides
families with a variety of
nutritious items to choose
from to prepare their
everyday meals.”
(1) “ O u r m i s s i o n i s t o
d e m o n s t r a t e t h e
compassion of Christ to the
hungry, homeless and
hurting.”
Feeding America West
Michigan
(1) “An excellent organization
that helps distribute food
to people who are hurting
for money; and can't
afford to buy food.”
(2) “If you need food, you can
call them and they will let
you know where their next
location will be.”
(1) “…exists to ensure safe
food is available to the
hungry in our community.
Each year, we serve an
estimated 492,100 people
in West Michigan and the
Upper Peninsula.”
(1) “Helped us because we
could save a little bit of
money and instead of
spending it on food we
could use to get a place to
live”
(2) “It got us through a month
and a half where we
couldn’t afford food
because we were going
through a rough patch”
God’s Kitchen
(1) “Provides home cooked
meals that are healthy,
delicious and appealing.”
(2) “Yo the peeps who rush
the Door should learn to
wait there in line. Amen”
(1) “God’s Kitchen works with
c h u r c h e s a n d o t h e r
o r g a n i z a t i o n s t o
b r i n g w e e k l y
meals to suburban lo-
c a t i o n s f o r l o c a l
community members”
(1) “A lot of times, the
i m p r e s s i o n o f l a w
enforcement is negative,
our goal is to get closer to
the community and the
community close to us.”

Similarity between God’s
Kitchen and HGI:
(1) God’s Kitchen is a much
smaller organization, similar to
the size of HGI
Differences between the God’s
Kitchen and HGI:
(1) God’s Kitchen provides home
cooked meals
(2) Heartside Gleaning strives to
promoted fresh produce ONLY
(3) God’s Kitchen works with
churches in the area of West
Michigan to “bring weekly meals
to suburban c o m m u n i t y
members”
It was found through research
that when God’s Kitchen serves
their meals, people rush the
door, causing distress to the
other people waiting in line.
Heartside Gleaning Initiative:
(1) Provides people with g o o d
food and allowing t h e m t o
spend their money on there
necessitates
(2) Invites local businesses to
participate and provide ways to
become involved
(3) Has wonderful volunteers to
distribute fresh produce
(4) Distributes fresh produce
throughout the Heartside
Community.
Mel Trotter:
(1) Food pantry provides families
with a variety of nutritious items
(2) Allows people to return to
society and become productive
citizen’s
(3) Demonstrates the compassion
of Christ throughout their
community.
Differences between the Mel
Trotter and HGI:
(1) HGI is more focussed on
putting healthy, nutritious foods
in the hands of the H e a r t s i d e
Community
(2) Mel Trotter donates all foods.
Fe e d i n g A m e r i c a n W e s t
Michigan:
(1) Is apart of a much larger
organization than others
(2) Plays a huge role throughout
West Michigan
(3) Allows families to get
through tough financial times by
saving money

20 Social Media Assessment
 
Social media is becoming more integrated into today’s lifestyle. Businesses and organizations are learning that
productive use of social media can in fact boost their bottom line. Table 4 shows how HGI, and its competitors are
using three of the most popular social media cites today. The Table 4 below also holds compiled information that is
relevant to show which non-profits are using social media efficiently, and which ones are not.
Table 4: Social Media Assessment of Heartside Gleaning
Social Media
Heartside Gleaning
Initiative
Mel Trotter
Ministries
Feeding America
West Michigan
God’s Kitchen
Facebook
171 total page likes
74 people talking about
this
December 10th is last
updated post
Updated: 12-10-15
2,134 total page likes
232 people talking
about this
102 total reviews
4.4 star average of
public reviews
updated post
Updated: 12-10-15
2,905 total page likes
322 people talking
about this
21 total reviews
4.8 star average of
public reviews
updated post
Updated: 12-10-15
183 total page likes
14 pubic reviews
4.2 star average of
public reviews
0 posts
Updated: 12-7-15
Twitter
2 total followers
0 total tweets
Updated: 12-7-15
897 total followers
2,113 total tweets
updated post
Updated: 12-10-15
2,596 total followers
8,177 total tweets
updated post
Updated: 12-10-15
Does not have Twitter
account
Updated: 12-7-15
Instagram
10 total posts
38 followers
21 weeks ago is last
updated post
Updated: 12-10-15
24 total posts
87 followers
6 weeks ago is last
updated post
Updated: 12-10-15
356 total posts
697 followers
updated post
Updated: 12-10-15
Does not have an
Instagram
Updated: 12-7-15

21 Social Media Assessment Conclusions
 
After reviewing Table 4, the following conclusions have been made:
(1) HGI does not utilize the power of social media
(2) HGI made accounts for all popular social media hubs
(3) HGI utilizes their Facebook quite well
(4) HGI does a great job of uploading visual imagery
(5) Mel Trotter’s Facebook account is lacking “people talking about them”
(6) Mel Trotter lacks visual imagery
(7) Mel Trotter falls behind with popularity, followers, and posts on social medias
(8) Feeding America West Michigan is a perfect example on how social media hubs should be utilized
(9) Feeding America West Michigan has over 2,000 page likes on Facebook, as well as 85 people talking about them
(10) Feeding America West Michigan has over 2,000 followers and OVER 7,000 tweets
(11) Feeding America is ranked number on Instagram popularity with 300 total posts and over 500 followers
In today’s world, social media is being utilized more and more. In order to put HGI in front of it’s competition, they need to
start using their social media accounts to reach out to their followers and get in touch with their community.
Feeding America West Michigan utilizes their social media accounts better than their competition in every way. This also may be
linked to the fact that they are part of a much larger non-profit, and their West Michigan competitors are based solely out of
this specific community.
One positive that HGI can take away from Table 4 is that they are not doing the worst job with social media! God’s Kitchen
comes in last with social media popularity and utilization. God’s Kitchen’s Facebook page has over 150 page likes, but they do
not have a Twitter account or an Instagram. These two social media hubs can be very useful when it comes to getting
information out fast and visually showing the surrounding community what the non-profit is doing. God’s Kitchen should also be
advised to not only make a Twitter and Instagram account, to but utilize them.

22 Competitive Assessment - HGI
“We find that there is limited access to healthy food in the Heartside neighborhood. We
came together to empower the Heartside community to develop food systems that can
redirect, or glean, unused healthy food to residents in need. We hope to work with our
neighbors to collect and distribute excess food to food banks, soup kitchens, and
individuals. First, we will work with local businesses, non-profit groups, farmers markets,
and community members to collect and distribute fruit, vegetables, and herbs that would
otherwise be wasted. We are seeking out food donations, volunteers, and materials that will
help the initiative improve the lives of our neighbors in need. Second, we will educate
community members on the importance of healthy eating and the tools to prepare their own
nutritious meals. The Heartside community encompasses one of the central districts in the
downtown Grand Rapids area. Stretching east for several blocks along the Grand River from
Wealthy St. to Fulton St. Heartside contains a diverse collection of parks, residencies,
businesses, mixed use buildings, and commercial and industrial space.”
(http://www.heartsidegleaning.org/about.html)

22 Mel Trotter Ministries
“When you’re hungry, nothing else matters. That’s why everyone is invited to share an
evening meal at Mel Trotter Ministries. We’ll greet you with kind words and caring smiles.
We’ll provide a nourishing meal; we’ll get to know you, and we hope that as you eat bread
for life, you’ll get to know the Bread of Life. Mel Trotter’s client choice food pantry
provides families with a variety of nutritious items to choose from to prepare their everyday
meals. Guests are welcome to visit the Grand Rapids food bank once a month. Our mission
statement for Mel Trotter Ministries exists to demonstrate the compassion of Jesus Christ
toward the hungry, homeless and hurting of the greater Grand Rapids area.”
(http://www.meltrotter.org/evening-meals)

22 Feeding America West Michigan
“Feeding America West Michigan exists to ensure safe food is available to the hungry in our
community. Each year, we serve an estimated 492,100 people in West Michigan and the
Upper Peninsula. We distribute reclaimed food to pantries, shelters, and other local anti-
hunger organizations in 40 West Michigan counties. More than 1,100 local organizations use
Feeding America West Michigan to provide food to an estimated 492,100 people every
year. Besides supplying local anti-hunger groups, we also send food directly to people in
need through our local Mobile Pantry Program. The Food Bank gets surplus food
from hundreds of donors: farmers, manufacturers, distributors, and retailers that have
edible food they can’t sell because of overruns, order errors, misprints and other
unexpected occurrences.” (http://www.feedingamericawestmichigan.org/realstories/)

22 God’s Kitchen
“Our Mission
In the spirit of our Catholic tradition, we lead our diverse communities with hope and
compassion by offering innovative, collaborative programs. Through our team of highly
trained employees, dedicated volunteers and generous community, we deliver the highest
quality social services.

Our Vision
Following in the footsteps of Christ, we are the leaders in empowering people to achieve
their God given potential by providing help and creating hope.

Our Values
Compassion • Collaboration • Compliance • Service to All People • Sanctity of All Life”
(http://ccwestmi.org/about-us/mission)

22 Competitive Assessment
 
Table 5 contains seven variables from HGI, Mel Trotter
Ministries, Feeding America West Michigan and God’s
Kitchen. These seven specific variables were chosen to
research and allow HGI to compare themselves more to
their competition. With these seven variables highlighted
in the Table 5, HGI will have the opportunity to take a
look at their competitors from a perspective they have
not yet seen before.
Table 5: Competitive Assessment of Heartside Gleaning
Heartside Gleaning
Initiative
Michigan
God’s Kitchen
Serving Times
(1) 2015 Season: starting
Saturday, June 6, and
c o n t i n u i n g e v e r y
Saturday until October
10
(2) Meet in the Heartside
neighborhood at 1:30
p.m.
Food Pantry: Open every
Thursday, 10am – 1:45pm.
(1) Distributes food to other
food pantries and mobile
trucks.
(2) Individual information on
pantry times or mobile
food pantries varies and
is available online.
Monday- Saturday: 12:30-2:00PM
Sundays: 2:30-4:00PM
*Closed 1st Friday of each
Month
How To Receive Food
Heartside Gleaning sets up
shop on a curb in the
Heartside neighborhood.
Community members gather
here.
First time guests: Bring an ID
for everyone in the household
and a recent piece of mail.
Coming to the food bank and
the mobile food bank.
A noontime hot meal is served
daily at God's Kitchen in the
Heartside Neighborhood of Grand
Rapids.
Services
Provides healthy food (things
that grow; unprocessed,
f r e s h l y g r o w n f r u i t s ,
vegetables and herbs.
(1) Food pantry
(2) Women/children/men
meals
(3) Emergency and holiday
food boxes
(4) Thanksgiving banquet
(5) Christmas luncheon
(1) Food pantries and mobile
food pantries
(2) Soup kitchens
(3) Homeless shelters
(1) Food Pantry
(2) Meals served in kitchen
(3) Home Delivery Meals

23 Competitive Assessment Conclusions
After compiling the research into Table 5, conclusions have to be made. It was made clear through all of the research that each
non-profit organization has served thousands of people in the West Michigan community. Looking from the HGI perspective, it
looks like they are slightly behind when it comes to total outreach. This may be because they are a newer non-profit and have
not been given the same amount of time that it’s competitor’s have been given. One thing that sets HGI apart is that they are the
only non-profit that solely provides healthy, nutritional food. HGI is also restricted to a weekend schedule for serving, whereas
their competitors can serve the community every single day. One staggering conclusion is that both HGI and God’s Kitchen
occupy the premise of the Heartside community. It was found that the other non-profit’s have certain available times for
services depending on your gender, but with HGI, anyone can come at anytime.
Table 5 Continued: Competitive Assessment of Heartside Gleaning
Heartside Gleaning
Initiative
Michigan
God’s Kitchen
Website
www.hearsidegleaning.org http://www.meltrotter.org/
programs-and-services
http://
www.feedingamericawestmich
igan.org
http://ccwestmi.org/food-baby-
support/god-s-kitchen-
meal-programs
Organization Size
**Not available 4,345 volunteers completed
31,450 hours of service
Organization Size: 15 board
members, 21 staff members,
14 partnering companies and
8 warehouses
In 2013: 265 dedicated staff
members; 4,266 volunteers gave
a total
of 44,458 hours
Location
Stretching east for several
blocks along the Grand River
from Wealthy St. to Fulton
St. Heartside
Food Pantry: 47 Williams
Street
Main: 864 W. River Center Dr
NE, Comstock Park
Meal Program: 303 Division Ave.
S
Food Pantry: Loaves and Fishes
Food Pantry 1095 Third Street,
Muskegon
People Served
Gleaned more than 32,960
pounds of food since 2014
2014: 158,651 hot meals
served
Average Per Day: 435
Individuals and Families
Served: 9,511
492,100 people struggling
with hunger each year
In 2013: over 156,000 people
were fed; 7,824 families
nourished

24 Target Market Assessment
A target market of HGI includes all farmers—who produce edible food crops—within a 45 mile radius of the
Downtown Market, that are willing to donate a portion of their grown food crops towards the Heartside Gleaning
Initiative.
Figure 7: 45 Mile Radius from the Downtown Market
A 45 mile radius of the Downtown Market includes land that falls within the counties of West Michigan—Mason, Lake,
Osceola, Oceana, Newaygo, Mecosta, Muskegon, Kent, Montcalm, Ottowa, Ionia, Allegan, Barry—as shown in Figure 7.
According to the United State Department of Labor (2014), “There were 9,292 farming, fishing, and forestry occupations
in the year 2014”.

 
This target market wants to work with HGI because
it is a way these farmers can give back to their
surrounding community. The target market needs
HGI because when farmers have all their left over
crops that they cannot sell, HGI gives the farmers
an outlet where they can donate their food instead
of throwing it away or letting it go to waste.
Donating their left over crops gives the farmers the
feeling of satisfaction, knowing their hard work is
being donated to a family in need.
What Do Farmers Do?
This market of farmers buys animal feed for their
livestock, pesticides for their crops, and possibly
transferred water so they can water their crops.
Farmers also buy gas to run their farming
equipment, seeds to grow crops, fertilizer to keep
the crops growing healthy and money for marketing
themselves. When farmers aren’t working alongside
The HGI, they tend to their crops, other days they
are harvesting their crops and everyday they are
tending to their livestock.
Figure 8: West Michigan Farmer collecting his celery crop

Why Farmers?Reaching Out to Farmers
This specific target of farmers was selected because HGI
needs more reliant farmers who can donate their
vegetables and fruits. If HGI has farmers who will donate
a certain percentage of their crops to them, they will not
have to go out and waste time and energy looking for
farmers to donate and have more time giving back to the
community. The farmer’s already sell a portion of their
crops to farmers markets and when they don’t sell what
they are stuck with. If HGI can get in touch and make
relationships with these farmers, they will have an
abundance of fruits and vegetables already available to
them.
This target market of farmers can be reached on NPR
radio, country radio stations such as 92.5, 94.5, 93.7,
91.3, and 107.9. Flyers posted in stores such as Ace
Hardware, Family, Farm and Home, Home Depot.,
Lowe’s, Menards, Wal-Mart, Farmer’s Co-op Elevator
Company, John Deere Landscapes, and Tractor Supply.
Farmer’s markets and fairgrounds are also great places to
reach out to farmers within a 45 mile radius of the
downtown market who produce edible crops and are
willing to donate them to HGI.

25 SWOT Analysis
Analyzing the target market of selected farmers and comparing HGI to it’s competitors—God’s Kitchen, Mel
Trotter, and Feeding America West Michigan—a list of the organizations strengths, weaknesses, opportunities,
and threats reflecting our particular target market was made. These strengths, weaknesses, opportunities,
and threats can be found above in Table 6. These lists were made from the view of the target market looking
at HGI. Table 6 shows there are more negatives that strengths for the farmers, but some of the strengths
outweigh the negatives, such as limited competition and easy access to deliver food.
Heartside Gleaning Initiative
Strenghts Weaknesses
1. Way to get rid of extra crops
2. Easy community involvement
3. Building relationships with non-profits in the
community
1. Limited amount of volunteers
2. Not being able to take of their excess food
3. Needs a facility to store food in
4. Needs a carrier truck to transport food
5. Lack of community awareness
Opportunities Threats
1. Ability to grow outside of heartside community
2. Great opportunity to give back to the community
3. Involving heartside community to run the organization
for themselves
1. Seasonal weather issues with crops
2. Closings of farmers markets
3. Lack of food for farmers to sell if they are donating it
Table 6: Target Market SWOT Analysis

26 Positioning Assessment
Easily Accessible
to Give
Michigan
Not relatable
Good Cause
Relatable
Good Cause
Mel Trotter Farmers
God’s Kitchen
HGI
Limited
Accessibility to
Give
Farmer’s were positioned at this specific spot because they are relatable to HGI’s cause. They do have excess food after each
season and they do need an easy, accessible outlet to give these crops too. The two variables used in the brand mapping
assessment are as follows: (1) Is it easily accessible to give? (2) It it a relatable cause? As the map shows, HGI is the least
accessible when it comes to giving. They lack numerous aspects in their non-profit that would make it very easy for farmers to
give. Feeding America West Michigan were ranked the highest when talking about accessibility because they are part of such a
large corporation and they have a lot deeper budgets than their listed competitors. All of the non-profits used in this map have
similar relatable causes—giving food to the less fortunate. What sets them apart from each other is truly their accessibility to
give. If HGI can get in touch with a facility and a truck, they will be able to move closer to their target market. HGI is positioned
so poorly due to their lack of transportation. HGI is placed to closely to the “Relatable Cause” viable because they have an
outlet that the farmers are in need of.

27 What Was Learned About HGI?
- HGI needs to target farmers who have the ability to grow
them a row of their crops on their farm
- HGI needs to market farmers specifically as a target of
their’s instead of simply asking them; market to the
farmers in the area
- HGI needs to specify the foods they really need so farmers
who grow these crops are aware of their specific needs and
wants
- Out of all the competitors, HGI is the farthest from
reaching the target market of farmer’s successfully
- Out of all the competitors, HGI holds the least accessible
position for reaching the farmers and their crops

28 Logo & Slogan Recommendations
01 Collateral As
01 Collateral As
This designed logo is very appropriate for the farming target
market.
Recommendations:
1. Changing the font so it is easier to read.
2. The images portrayed on the logo should be changed
to the fruits and vegetables that HGI is actually looking
for in farmer donations.
3. Slightly brighter colors so this logo stands out and
won’t be easily looked over.
HGI does NOT needs to design a new logo for the farm market.
“We provide health to grow your heart ♥”
Using this new slogan portrays:
1. HGI is proving healthy fruits and vegetables
2. HGI is concerned with the well being of people
3. HGI is a loving non-profit
Figure 9: Updated HGI Logo

29 Collateral Assessment
Figure 10 depicts what a poster for HGI
could look like. The poster, if made, would
be without the lines in the background,
but it would follow the same format. This
poster can be changed in anyway
necessary to formally fit the want of HGI
and to further attract the interest of the
target market of farmers.
This poster is:
1. Easy to read
2. Shows important information
quickly
3. Follows same theme as HGI
4. Grabs the attention of the
target market
5. Speaks the target market’s
language
Figure 10: Poster for HGI

29 Collateral Assessment
This Card is:
1. Short in length
2. Shows important
information quickly
3. Does not distract the
reader
4. Grabs the attention of
the target market
5. Speaks the target
market’s language
6. Highlights what HGI
want
7. Holds he same theme
as HGI does
8. Exhibit’s the logo of
HGI
Figure 11: A card example to be used to marketing
Figure 11 depicts what a card for HGI could look like. The card, if made, would be without the lines in the
background, but it would follow the same format. This card should include slightly darker writing, but it holds a very
eye appealing picture and easy to read concept.

30 Five Phases of an Experience
Marketing Objective
The Heartside Gleaning Initiative will add an additional 5 farmers to their 2016 farm donors list by
September 1, 2016.
(1) Anticipation - In this phase, HGI can build anticipation for their gleaning by providing quick to read cards that
they can pass out at farmers markets. HGI can also utilize their social media sites to remind their target market
of their gleaning by posting eye catching, easy to read pictures or utilizing Figure 8. This sole purpose of this
phase is to build anticipation for the gleaning and get their target market excited, and talking.
(2) Travel To - To make this phase easier for the target market, HGI should update their social media accounts and
website on the days they are gleaning with their location of drop off. This allows their target market to know the
exact location, and to make this process as easy and accessible as can be.
(3) Destination - When the target market arrives at the drop off destination, they tend to have a lot of trailers and
cargo. With this being said, HGI needs to make sure they have properly labeled the drop off area. HGI should also
have an easy entrance and exit for the truck drivers to have a hassle free drop off.
(4) Travel From - In order for HGI to keep the farm donors they currently have, they need to utilize this phase. HGI
should give first time donors a keep sake to take home with them—something the farmers could use on a daily
basis. Such keepsakes could be a coffee mug, a travel mug, a vegetable/fruit cutting knife, a floatable key ring, a
vegetable/fruit cleaning brush, or a carabiner. All of these merchandise examples would keep reminding the
farmers of HGI after they leave.
(5) Reflection - To capture HGI’s target market in this phase, when a new farmer donates to HGI, HGI should take a
picture of them and their crops. HGI should then post this picture to their social media accounts where the
farmer and neighboring farmers can see their involvement. This picture will allow the farmers to reflect on their
experiences with HGI on days they are not gleaning.

31 Suggested Marketing Mix Ideas
Offerings
(1) Crops donated could be tax deductible for the farmers so they can then write them off at the end of the year
(2) HGI should create relationship’s with grain silo’s so when farmers donate a certain amount of crops, they can
then receive a discount on their next years grain purchases
Distribution Place
(1) HGI should partner with farmers markets so they have a spot placed aside for them each weekend
(2) HGI should partner with businesses around the West Michigan community such as hardware stores and
greenhouses to allow for easier, accessible drop off locations
(3) HGI should partner with radio stations to get their voice out and heard by the community as to where their
location’s for drop off will be
(4) HGI should consider partnering with a rent-a-truck company to utilize their trucks when farmers cannot drop of
their crops
Pricing
(1) HGI should encourage their target market to post, like, and share HGI’s pictures and articles that are on their
social media accounts. When target market’s do this a certain amount of set times, the farmers can receive discounts
around the community at business HGI has made relationships with.

32 Suggested Promotional Mix Ideas
Brand Message
(1) Currently, HGI is targeted toward the Heartside Community with whom they are gleaning for. In order to boost
their gleaning amounts, HGI should start to market toward farmers. HGI does not have to change their look
necessarily, just broadcast themselves more towards farmers.
(2) HGI does not need to change their mission statement—it speaks towards farmers as well as their other target
markets.
Collateral
(1) HGI should handout flyers and cards—such as Figure 10 and Figure 11—at farmers markets.
(2) HGI should make donor packages that they can also pass out at farmers markets. The donor packages will have all
the information on what HGI does for the community and their history as a non-profit. The donor packages should
also list out the opportunities that the farmers have when becoming a donor of HGI, as well as the strengths of
the company.
Promotional Events
(1) HGI could hold an event on certain Saturday’s throughout the year where when farmer’s donate crops. When
farmers donate on these days, they get discounts at near by restaurants for that day only.
(2) HGI could also hold an event every fall for near by schools or Universities as a blitz to kick off the gleaning
season. This event would help schools with their volunteer hours and HGI would get a lot of help.

33 Social Media Calendar
Table 7 indicates what the social media calendar looks likes for HGI when targeting the farmers. Each day is color
coded with the specific post and specific social media hub that the post will be uploaded to. Below is a brief
description of what specifics will be posted to each social media on the correlating day.
Table 7: Social Media Calendar
KEY:
Facebook
Twitter
Youtube
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1. Promote
HGI’s Gleaning
2. Promote
HGI’s Gleaning
1. Promote
Farm’s 1-5
2. Promote
Farm # 1-5
1. Promote
HGI’s mission
and vision
1.Promote
farmer’s crops
nutritional facts
(Farms’s 1-5)
1. Promote the
farmer’s and
their crops they
donate
1. Promote
Farmer’s Crops
(Farm’s 1-5)
FARMER’S
MARKET
1. Promote
HGI’s Gleaning
2. Promote
HGI’s Gleaning
1. Promote
Farm’s 1-5
2. Promote
Farm # 1-5
1. Promote
HGI’s mission
and vision
1. Promote
farmer’s crops
nutritional facts
(Farms’s 1-5)
1. Promote the
farmer’s and
their crops they
donate
1. Promote
Farmer’s Crops
(Farm’s 1-5)
FARMER’S
MARKET
1. Promote
HGI’s Gleaning
2. Promote
HGI’s Gleaning
1. Promote
Farm’s 1-5
2. Promote
Farm # 1-5
1. Promote
HGI’s mission
and vision
1. Promote
farmer’s crops
nutritional facts
(Farms’s 1-5)
1. Promote the
farmer’s and
their crops they
donate
1. Promote
Farmer’s Crops
(Farm’s 1-5)
FARMER’S
MARKET
1. Promote
HGI’s Gleaning
2. Promote
HGI’s Gleaning
1. Promote
Farm’s 1-5
2. Promote
Farm # 1-5
1. Promote
HGI’s mission
and vision
1. Promote
farmer’s crops
nutritional facts
(Farms’s 1-5)
1. Promote the
farmer’s and
their crops they
donate
1. Promote
Farmer’s Crops
(Farm’s 1-5)
FARMER’S
MARKET

Sunday: HGI will make a post on Facebook and Twitter portraying their gleaning amounts from the day
before. The post will show the daily gleaning pounds and the overall gleaning pounds; these posts will have
pictures of the gleaning produce that was given. There will be no people in the post, just an image.
Monday: HGI will promote the top five farmers—based on amount of donations—on Facebook and Twitter.
These posts can be video’s and pictures of the farmers and their land and will inform the people of all that
the farmer’s do on their farms and what they do for the community.
Tuesday: HGI will upload videos on youtube of what HGI’s mission, values and goals are. Each week they will
update the video’s of live stream from the previous week’s gleaning and words from the community
members and volunteers. These videos will be given from the chair of HGI—she will do the talking.
Wednesday: HGI will upload posts promoting the nutritional facts from the top five farmers—based on
amount of donations. These posts can show informational videos and pictures. The videos will hold
nutritionalists talking about the specific foods.
Thursday: HGI will promote the top five farmers—based on amount of donations—on Youtube. These video’s
of the farmers and their land will inform the people of all that the farmer’s do on their farms, and what they
do for the community.
Friday: HGI will promote the crops that the top five farmer’s will be bringing to the farmer’s markets the
next day. These posts will be pictures of the crops at the farmer’s farm; and some small nutritional facts.
There will not be people shown in these posts but there will be the voice of a speaker.
Saturday: Last minute rush of all social media posts before the farmers markets begin. Facebook and Twitter
posts will be reposted from the posts that went up all throughout the prior week.

Table 8 illustrates the current popularity of HGI in each social media hub selected to reach the farmers. The current
users # is update as of December 10, 2015. Table 8 also shows what HGI wants their user goal number to be by
December 31, 2016.
Table 8: Social Media Popularity
Social Media Sites Current User # User Goal #
Facebook 171 500
Twitter 3 150
Youtube 0 100

34 Communication Tactics
 
Public Relations
(1) Summary: Build a relationship with Eight West
have them do a taping of a day gleaning with HGI.
Detailed Communication: Working with Eight West is a
great way to get HGI on the communities radar. This
small showing of HGI’s gleaning will let the community
know the locations where HGI gleans and where they
distribute their donated crops. Forming a partnership
between a local news station and HGI to reach
community members will not only bring attention to
HGI, but it will also be helping to support and glean for
the Heartside Community.
(2) Summary: Build a relationship with MLive and
have them write a personalized story about a farmer
that has been personally touched by donating to
HGI.
Detailed Communication: Partnering with MLive is a
great way to reach the farming market. MLive is a
newspaper and also is online. With MLive writing a
personal story, it will highlight the impacts donating to
HGI has taken on a farmers life. This will entice other
famers to start donating to HGI.
Community Relations
(1) Summary: Establish the first Saturday of the
gleaning season a gleaning Blitz.
Detailed Communication: Dedicating the first Saturday
as a Blitz day is a fun way to get the season kicked off
and to grab as many volunteers as you can. To make
this Saturday Blitz enticing, provide live music at the
drop off location, as well as small appetizers and
drinks for the farmers to bring their wives and make a
relaxing afternoon of it. If this Blitz Saturday is
marketed correctly, HGI will also receive some free
public relations out of the event!
(2) Summary: Piggy back on another non-profit’s
event and use each other’s community reach and
popularity to benefit each non-profit individually.
Detailed Communication: HGI’s regular volunteer staff
and board members can volunteer at a Red Cross event
or Make-A-Wish event, or Big Brothers Big Sisters
event. In return, these non-profits would also have
their workers work a HGI gleaning day. Once the
community sees the relationships that are being built,
HGI, as well as these other non-profits will also get
free public relations.

Advertising
(1) Summary: Buy a full-page advertisement in a local
magazine or newspaper that targets the farmers.
Detailed Communication: Buying a full page in the
Grand Rapids Press Newspaper not only will reach
farmers who read the newspaper, but also those who
utilize the internet as well. The page purchased can
depict images of what HGI does, past events HGI has
held, the year’s schedule of gleaning dates and their
upcoming events. The article should also give the
readers contact information to become donors and
volunteers.
(2) Summary: HGI building relationships with
community churches and having a part in their
“Upcoming Events” section in bulletins and updates.
Detailed Communication: When HGI builds
relationships with near by community churches in West
Michigan, they will get their word out when the
Pastor’s or Priests talk about community involvement
and giving back. HGI could also be placed in their
upcoming events sections in their bulletins. This will
help with gaining volunteers and farm donors.
Sponsorship
(1) Summary: HGI will obtain sponsors from
community businesses who are also trying to reach
the same market segment.
Detailed Communication: HGI will develop a sponsor
for certain gleaning days to help get their word out to
the community. Examples of such sponsors include The
Downtown Market, Nourish Organic Market, Harvest
Health Foods, and even Tractor Supply and
Greenhouses near Grand Rapids. These businesses can
help market HGI’s gleaning days throughout their
business prior to their sponsored gleaning day. Sponsors
an also provide coupons to the volunteers signed up for
their specific day of gleaning, as well as small
merchandise that the people of Heartside and the
volunteers can take home with them.

Direct Sales
(1) Summary: Write thank-you letters, and make personal contact with individuals who have referred groups or
volunteers or farm donors.
Detailed Communication: Writing letter to past and present volunteers, farm donors and organizations who have
helped HGI would build stronger relationships and possibly ignite new ones. Along with thank-you letters, HGI should
send out Christmas cards as well as personalize birthday cards. The birthday’s of each volunteer and farm donor can
be obtained when they sign up to work with HGI.
(2) Summary: Lisa Sisson can attend seminars for healthy and nutritional eating and present her causes on the
subject, as well as promote what HGI does to the listeners.
Detailed Communication: When attending nutrional eating related seminars, Lisa Sisson can speak on behalf of
dietitians and then end by promoting HGI and their role in the community. She can talk about always needs more
volunteers and farm donors and then end her talk by telling the crowd what HGI can do for them.
3) Summary: Purchase a booth at trade shows that are held in Grand Rapids.
Detailed Communication: With the purchase of a booth at food and nutritional eating trade shows that take place in
Grand Rapids, HGI will be able to have one-on-one contact with people and small groups. HGI will have the
opportunity to speak with people and tell them of their purpose and the reason they glean for the Heartside
Community. During the trade shows, HGI will obtain names, emails, and phone numbers of people interested in
becoming volunteers and/or farm donors.
(4) Summary: HGI will partake in a Telemarketing day.
Detailed Communication: HGI will utilize the names, and numbers they obtained from the trade shows and have a day
donated to calling these individuals and selling themselves to them. This gives HGI another personal one=on-one talk
with potential volunteers and farm donors. During these talks, HGI will once again relay their purpose and the reason
they give back to the Heartside Community. HGI will share with their potential volunteers and donors what they can
also do for them to end the conversation.

35 Matrix Summary
Revenue Vs. Cost
Once HGI successfully completes it’s SMARTT objective of adding an additional 5 farmers to their 2016 farm donors
list by September 1, 2016, they will have no revenue. The definition of a non-profit is to make zero profit. Based on
Table 9 though, if all of the scheduled events were to take place as planned, HGI would incur $4,000 in costs. This is
upsetting considering HGI does not make any revenue to off-set these costs. Although this target market has already
been established for HGI, this is the first year that HGI will be actively targeting and marketing directly to them. By
creating elements within the community to foster the growing relationships with these farmers, HGI should expect to
see a growing market for their 2016 season.
Table 9: Matrix Summary for HGI

36 Final Observations & Plans
HGI can greatly benefit from the growth in the farmer market. HGI has a lot of
elements in place to build this market and maximize it’s potential. After making the
changes talked about above, not offer does HGI offer easy and assessable drop off
locations, HGI will also offer a great opportunity for West Michigan’s famers to give
back to a hurting community. With the help of some of the communication tactics
listed above, HGI will have an increase of opportunist to bring attention to this
target market. HGI is a great non-profit for the West Michigan community,
specifically the Heartside community for not only personal growth, but community
growth as a whole. This investment into this market is a great strategy to build the
non-profit, its reputation, and it popularity.

37 References
(n.d.). Retrieved December 10, 2015, from http://www.theguardian.com/environment/2012/sep/19/climate-change-
affect-food-production
ASPE Childhood Obesity White Paper. (2015, June 13). Retrieved December 10, 2015, from https://aspe.hhs.gov/
basic-report/aspe-childhood-obesity-white-paper
Climate Changes and Food Supply. (n.d.). Retrieved December 9, 2015, from http://www.ciesin.org/docs/
004-138/004-138.html
Facebook. (n.d.). Retrieved December 9, 2015, from https://www.facebook.com/heartsidegleaninginitiative/pho
tos_stream
Farm Land Appears to be a Good Investment, with Global Warming. (n.d.). Retrieved December 10, 2015, from
https://bootheglobalperspectives.com/article/1373931534WBG353484444/farm-land-appears-to-be-a-good-
investment-with-global-warming
God's Kitchen Meal Programs. (n.d.). Retrieved December 9, 2015, from http://ccwestmi.org/food-baby-support/god-
s-kitchen-meal-programs

37 References
HEALTHY HARVEST. (n.d.). Retrieved October 29, 2015.
Heartside Gleaning Initiative. (2015). Retrieved 10 27, 2015, from About Heartside Gleaning Initiative: http://
www.heartsidegleaning.org/about.html
Homeless Shelter | Food Pantry | Mel Trotter Ministries - Grand Rapids, MI. (n.d.). Retrieved December 9, 2015, from
http://www.meltrotter.org/home
MDARD - Department of Agriculture & Rural Development. (n.d.). Retrieved December 9, 2015, from http://
www.michigan.gov/mdard
Preventing Obesity in Children, Causes of Child Obesity, and More. (n.d.). Retrieved December 9, 2015, from http://
www.webmd.com/children/guide/obesity-children
Serving local families in need since 1981. (n.d.). Retrieved December 9, 2015, from https://www.feedingameri
cawestmichigan.org
Tuffier, N. M. (2010, Feburary 25th). Development in Heartside- Part 1: The Homeless Perspective. Retrieved 10 23,
2015, from The Rapidian: http://www.therapidian.org/development-heartside-part-one

37 References
U.S. (2010). U.S. 2010 Census. Retrieved 10 26, 2015, from Heartside Geographic Profile: http://cridata.org/
GeoProfile.aspx?type=31&loc=2634000031013
USDA | OCE | U.S. Food Waste Challenge | Resources | Recovery/Donations. (n.d.). Retrieved October 29, 2015.
What is food Insecurity? (2015). Retrieved 10 28, 2015, from Texas Food Bank: http://tfbn.org/food-insecurity/
Weight Problems and Obesity in Children. (n.d.). Retrieved December 10, 2015, from http://www.helpguide.org/
articles/diet-weight-loss/weight-problems-and-obesity-in-children.htm

Heartside Gleaning Initiative Marketing Plan

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (13)

Similar to Heartside Gleaning Initiative Marketing Plan

Similar to Heartside Gleaning Initiative Marketing Plan (20)

Heartside Gleaning Initiative Marketing Plan