By Jestin D. Johnson Marketing Plan PADM 7040

1. By Jestin D. Johnson Marketing Plan PADM 7040

2. I. Mission Statement “To support the basic needs of the homeless and working poor with the goal of providing immediate assistance to restore them to their life paths of self actualization. Through year round activities clients and partner organizations receive food, housing referrals, cleaning supplies, toiletries and clothing.” (Source: http://www.volunteermatch.org/orgs/org49659.html)

3. II. Functions • A. Food Preparation and Service • B. Home Delivery • C. Transportation & Security • D. Resource Development • E. In-house Material Production • F. Social Services • G. Advocacy and Research (Source: www.hoseafeedthehungry.org)

4. II. Goals • A. Services to the Poor and Working Poor • 1. The Building Collaborations in Service project provides food and supplies to 40 Human Service organizations and churches that serve the poor and working poor throughout the State of Georgia. • 2. The Bread Of Life Food Pantry and Rescue Day Center: provides emergency food boxes to 3,613 families per year (Source: www.hoseafeedthehungry.org)

5. III. Goals Cont. • 3. Homeless Prevention Program provides Rent and Utility assistance • 4. Transportation Department: provides public transportation cards and tokens for over 100 walk-in clients in need. HFTH also offers a free long distance phone center re-united persons with their family members. • 5. HFTH Outreach Team: takes hot food and 200 blankets, hats and gloves to the homeless in metro Atlanta. (Source: www.hoseafeedthehungry.org)

6. III. Goals Cont. • B. Arts Projects • 1. Chapter 1 Summer Arts Camp: for neighborhood youth and 17 at-risk teens in Dekalb County provides professional instruction in Drama, Dance, Visual Arts and Creative writing. • C. International Relief Work • 2. HFTH International Relief Team: The HFTH International Relief Team was sent to the devastated country of HAITIwith medicine in collaboration with Latino Doctors creating an emergency medical team.

7. IV. Culture of the Organization • A. Feeding the hungry is work that is eternal to the core mission of the organization. This is the cultural facet that drives the administration and volunteers of the organization. (Source: www.hoseafeedthehungry.org)

8. VI. Competition and Environment • A. Hands on Atlanta is a major stakeholder in the nonprofit community in the Atlanta area. HFTH must compete with this organization due to the efficiency of and ubiquitous areas of service in the community.

9. VII. Strengths, Weaknesses and Threats • A. Strengths: The major organizational strength is that of the history of its founder. Being a token of the civil rights movement, people are able to readily identify with the organizational strength stemming from the major affiliations of civil rights activist Hosea Williams and Rev. Joseph Lowery.

10. VII. Strength, Weakness and Threats Cont. • B. Weakness: The major weakness of the organization is the inability to sustain continuous numbers of volunteers when annual dinners events are not taking place. The events receive a great deal of media attention during these events and people are aware of what's going on with the organization. However, when there are no dinner events taking place the public is not aware of the continued efforts of the organization.

11. VII. Strength, Weakness and Threats Cont. • C. Threats: The major threat to the organization is the lack of financial support throughout the year. Most financial donations are received when dinner events are nearing. With this being the case revenue sources decrease significantly during summer months.

12. VIII. Methods for Core Mktg Strategy • A. HFTH depends heavily on word of mouth, radio plugs and its website as its main marketing tools. With the organization being a year round community resource they find it difficult to sustain a substantial budget for marketing campaigns. With such a dense history, the organization has made dramatic impact in the Atlanta area and surrounding communities, that it has been able to sustain itself with its rate of growth. • B. Additionally, the organization does not have a clearly defined competitive position or core marketing strategy.

13. IX. Building Membership • A. This is an area that needs the most marketing attention. HFTH is having a difficult time with sustaining its volunteer force during the work week. • 1. “Offer modification” would greatly aid with the recruitment of students and homemakers who may have the time to commit to the organization during normal weekday business hours.

14. IX. Building Membership Cont. • B. Currently the organizations marketing priority is to solicit money to support its current obligations to displaced residents in the city. Campaigns are also directed to the upcoming dinner event that is expected to feed over 10,000 people on thanksgiving day. The dinner events have been identified as the “easiest” events to solicit volunteer assistance because of its popularity during the holiday season. If people want to donate their time they must fill out the online membership form found at www.hoseafeedthehungry.org.

15. Conclusion • HFTH has had a great deal of success throughout the years in receiving volunteer assistance for its programs. However, given that they have experienced a great deal of growth, they are having difficulty in securing consistent volunteer efforts during work week hours. Possible alternatives are: • Modification of New markets: senior citizens, homemakers and fulltime students. • Geographical Expansion: marketing to individuals that reside in surrounding counties in the metro Atlanta area.

16. Sources • www.hoseafeedthehungry.org • www.volunteermatch.org/orgs/org49659.html

17. III. Goals • A. Community Outreach • 1. Hosea feed the Hungry and Homeless seeks to serve the poor and working poor. This is accomplished through projects such as: • A.Building Collaborations in Service: The Building Collaborations in Service project provides food and supplies to 40 Human Service Organizations and Churches that serve the poor and working poor throughout the State of Georgia • B. The Bread Of Life Food Pantry and Rescue Day Center: provides emergency food boxes to 3,613 families per year. In addition our Rescue Day Center distributes clothes, furniture, and toiletries, toys, books and school supplies.