Fresher Sacramento Brand Development: FREEThink 2017

FRESHER SACRAMENTO

MAY 7, 2017

FRESHER SACRAMENTO — FAST FOOD REDEFINED

Fresher Sacramento makes sure everyone has access to affordable, healthy food — making the healthy choice the easy choice, the first choice, the best choice. In addition, Fresher Sacramento trains young adults in entry-level job skills and culinary abilities. They have trained 24 youth with their introductory culinary program. Fresher Chefs are professional chefs that help educate and inspire residents toward healthier choices, which develop a community feeling. They prepare high-quality meals with an eye toward balancing health and appealing to existing tastes while also expanding palates. In the next evolution of Fresher Sacramento, they will be expanding to include youth entrepreneurship programming in Oak Park.

Fresher Sacramento asked for a video treatment, a pop-up marketplace experience and several marketing collateral executions to build brand awareness in Oak Park and other Sacramento-based neighborhoods.

fresher sacramento


Fresher Sacramento needs to highlight its advantages compared to the typical “fast food” that is already offered in the neighborhood. The FREEThink team used the concept “Fast Food Redefined” to help define the tagline “Making Sure Everyone’s Well-Fed” and capture their growth and positioning in the market.

fast food redefined


FREETHINK TANK brainstorming


VIDEO STYLE OVERVIEW: Emotionally-powered and informative image piece incorporating infographic artwork as well as stills/footage to highlight the natural beauty of the food. Warm, organic, fast-paced, utilizing film grain and lens flares.

TONE: Bright / optimistic / upbeat / fresh

A rough cut sample video is available in the client’s Google Drive.

video storyboard

VISUAL: Open on beauty shots/images of Fresher Sacramento working in the community.VOICE OVER: As families, as a community, we are always striving to be better.

VISUAL: Logo buildVO: Fresher Sacramento is no different.

VISUAL: Shots/stills of Fresher Sacramento educating community members on food preparation.VO: Reaching and educating members of the community in need of healthy options…

VISUAL: Food/meal images with animated F logo overlayVO: Fresher Sacramento crafts nutritious, convenient options…

VISUAL: Food/meal image with “Just $5 per meal” type treatmentVO: For just $5 per meal, and are serving more each week.

VISUAL: F logo rotates and changes to dollar sign. VO: Fresher Sacramento is better for your budget…

VISUAL: Dollar sign rotates back to F logo. The F expands to form an illustration of city streets with houses in between. VO: Better for your community…

VISUAL: We zoom into the window of one house to show an illustration of a family sitting around the dinner table. VO: Better for your family…

VISUAL: Via a circular animation, the family is transformed into a segmented dinner plate with a different food group in each segment.VO: Better for your life.

VIDEO storyboard

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VISUAL: Dinner plate rotates into F logo. VO: You don’t have to choose between fast food and healthy food.

VISUAL: Close-up food shots with “Fast Food Redefined” type treatment, using the F logo as the first letter in “Fast.” VO: With Fresher Sacramento, you can have both. VISUAL: Beauty shots/images of Fresher Sacramento working in the community.VO: We have a commitment to our neighborhood, and the people who live here.

VISUAL: Beauty shots/images of meals, with animated text and logo as support. VO: Our locally-sourced meals are affordable, fast and healthy — made by your neighborhood, for your neighborhood.

VISUAL: Full-screen infographic build supports the voice-over.VO: With our delicious, fresh meals for just $5, we are building up our neighborhood’s health…family…and community wellness.

VISUAL: “Fresh” with the F logo as the first letter. The F logo stays static as the rest of the word changes to spell “Fast.” The word changes again to spell “Food.” The word changes again to spell “Five $.” VO: Fresher Sacramento.

VISUAL: Full logo appears in middle of screen. “Making sure everyone’s well-fed” appears in type treatment at bottom of screen.VO: Making sure everyone’s well-fed.

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VIDEO storyboard (con’t.)


Highlighting that Fresher Sacramento provides affordable, fast, healthy meals, made by the neighborhood for the neighborhood, the FREEThink Team developed cohesive marketing materials that captured the idea of “fast, fresh and five dollars.”

marketing / collateral

COPY: Fresher Sacramento redefines fast food by combining the convenience and cost of the drive-thru with the health and flavor of fresh local ingredients. You don’t need to choose between fast or healthy—you can have both! Our fresh-packaged meals are prepared by local youth from your neighborhood. Just choose your meal, heat it up, and enjoy! All for only $5.

Fresher Sacramento: Making sure everyone’s well-fed.

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MARKETING / COLLATERAL posters

Community redefined

Fresher Sacramento has trained 500 youth as

nutrition educators, who have implemented service learning projects, installed

garden beds at the Sac County Youth Detention facility and taught gardening to

incarcerated youth— inspiring the next generation

of culinary experts.

Fresher Sacramento redefines fast food by combining the

convenience and cost of the drive-thru with

the health and flavor of fresh local ingredients.

You don’t need to choose between fast or healthy—

you can have both! Our fresh-packaged

meals are prepared by local youth from your

neighborhood. Just choose your meal,

heat it up, and enjoy! All for only $5.

Fresher Sacramento Making sure

everyone’s well-fed.

page 10


MARKETING / COLLATERAL postcard

EXTERIOR

ATTACHED MAGNET

INTERIOR

OAK PARK(916) 295-1884

EVERY WEDNESDAY & FRIDAY

Pick up your meal at St. Pauls on 14th Ave.

Enjoy a home-cookednutritious meal with your family!

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MARKETING / COLLATERAL trifold brochure

$ IN-KIND SPONSOR

QUARTER-PAGE AD

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MARKETING / COLLATERAL print ad

$ IN-KIND SPONSOR

page 13


MARKETING / COLLATERAL calendar widget & banner


The pop-up marketplace focuses on the point-of-sale experience, which includes sidewalk stamps, a urban table wrap and standalone banners to highlight other events and facts about Fresher Sacramento.

pop-up marketplace


POP-UP MARKETPLACE tent & exterior banners


POP-UP MARKETPLACE directional signage


POP-UP MARKETPLACE directional graphics


POP-UP MARKETPLACE promo merchandise


POP-UP MARKETPLACE tote bag


The social media components include a “Fresher Facts” campaign to help inform the consumer about the health benefits of Fresher meals and the organization.

social media


SOCIAL MEDIA facebook graphics


SOCIAL MEDIA facebook sample posts

EVENT/LOCATION-BASED CTA

• Join us tomorrow at [location] for Fresh [entree] for $5 each. Got a big family to feed? Pre-order your meals by calling us at (xxx) xxx-xxxx.

• [Healthcare Partner] resources are available every Wednesday and Friday at St. Paul’s.

FRESH FACTS

• Did you know the average cost to feed a family per person is $7.25 a day in the United States? With Fresher Sac, it’s $5 per person for a well-rounded, healthy meal.

• The average cost to feed a family of 4 at McDonalds is $28. With Fresher, it costs only $20 to feed that same family. That’s a 33% savings for a healthier, chef-prepared meal. #eatfresher

• Did you know that Fresher was the first service to provide fully prepared meals that accept EBT?


SOCIAL MEDIA instagram


Following are marketing and funding recommendations.

recommendations


1) ENHANCE CONSUMER EXPERIENCE

Make Meals a Fun Experience• Focus on kids

- Potential “Happy Meal” Prize

Focus on Flavor Attributes• What is “trending flavor profile”

of community

• Emphasize flavor profile of meals on weekly basis

Packaging • Make stickers more “professional”

- Name of Meal with Color Picture

- Ingredients listed on back of double adhesive sticker

• Motivational messaging/quote

- Related to mission (how purchase creates impact in community)

2) INCREASE PROGRAM POTENTIAL

i.e., Toms Shoes model • For each consumer meal for higher

demographic, provides one meal in community

- Outside demographic meal = $8 (provides one $5 meal for community)

RECOMMENDATIONS marketing


RECOMMENDATIONS funding

ADDITIONAL LANGUAGE TO USE FOR GARNERING INSTITUTIONAL SUPPORT, INDIVIDUAL DONATIONS, CORPORATE PARTNERSHIPS & GOVERNMENT FUNDING

• More research needs to be conducted for capacity of funding and granting deadlines. According to details, last funding cycle was in 2012. However, there are separate areas that are currently available for funding, such as the specialty block grants.

• According to language in Bill, active need and funding is available from the state to enhance and address community needs that relate directly to the “Fresher Sacramento” Mission.

• See the following Bill language and link to use for potential funding proposals.

Problem/Mission Relevant:

“In California, PolicyLink, along with the California Center for Public Health Advocacy and the California Pan-Ethnic Health Network sponsored a bill (Senate Bill 581), authored by Senator Elaine Alquist (D-CA), to address healthy food access. Modeled after the Pennsylvania initiative, the California bill, known as the Healthy Food Access Act, proposed to bring together state and private dollars to create an Innovations Fund that would provide one-time assistance to help communities develop creative, economically sustainable models to meet the healthy food needs of underserved residents.

The bill garnered support from 36 organizations, representing a wide range of community-based and health organizations, economic development groups, grocery associations, local governments and private sector supporters. It passed two policy committees in the California Senate, the Senate Appropriations Committee, the Senate Floor and two Assembly policy committees before being voted down in the Assembly Appropriations Committee this fall.

[ Approved by Governor October 05, 2011. Filed with Secretary of State October 06, 2011. ]

LEGISLATIVE COUNSEL’S DIGEST

AB 581, John A. Pérez. Public health: food access.

Existing law requires the Department of Food and Agriculture, headed by the Secretary of Food and Agriculture, to promote and protect the agricultural industry of the state.

This bill would, until July 1, 2017, create the California Healthy Food Financing Initiative. It would require, by July 1, 2012, the Secretary of Food and Agriculture to prepare recommendations, to be presented upon request to the Legislature, regarding actions that need to be taken to promote food access in the state. The bill would establish the California Healthy Food Financing Initiative Council and would require the council to implement the initiative, as specified. The bill would require the department to establish an advisory group, as specified.

The bill would create the California Healthy Food Financing Initiative Fund in the State Treasury, to be comprised of federal, state, philanthropic, and private funds, for the purpose of expanding access to healthy foods in underserved communities and, to the extent practicable, to leverage other funding, as specified. Moneys in the fund would be expended upon appropriation by the Legislature.

DIGEST KEY Vote: MAJORITY Appropriation: NO Fiscal Committee: YES Local Program: NO


RECOMMENDATIONS funding (con’t.)

Assembly Bill No. 581

CHAPTER 505

An act to add and repeal Article 3 (commencing with Section 104660) of Chapter 2 of Part 3 of Division 103 of the Health and Safety Code, relating to public health.

BILL TEXT THE PEOPLE OF THE STATE OF CALIFORNIA DO ENACT AS FOLLOWS:

SECTION 1. The Legislature hereby finds and declares all of the following:

(a) California has some of the most productive farmlands in the world. California’s farmlands produce more than 350 commodities and food items.

(b) Access to healthy food items is a basic human right. Lack of access to healthy, affordable food items may result in higher levels of obesity and other diet-related diseases. Communities without access to affordable, quality, and nutritious foods are known as food deserts.

(c) Opportunities for increasing the number of grocery stores, urban and rural farm stands, farmers’ markets, community gardens, direct farm to institution, and direct farmer to consumer marketing activities in underserved communities should be actively pursued and fostered to ensure that all Californians have access to healthy foods.

(d) Ensuring access to nutritional foods for Californians who currently reside in food desert communities means improved economic health as well as boosting a community’s physical health and well-being. Increasing access to healthy foods means new jobs and opportunities in the areas of food distribution, retail sales, and store management.

http://www.treasurer.ca.gov/chffic/meeting/staff/2012/20121204/attachment4_1.pdf

thank youaafsacadclub.com/freethink-2017-recap

Fresher Sacramento Brand Development: FREEThink 2017

Government & Nonprofit

Transcript of Fresher Sacramento Brand Development: FREEThink 2017