Formerly the Daily Bread Food Bank, Feeding South Florida™ is a nonprofit organization that empowers approximately 350 other South Florida nonprofit organizations in Palm Beach, Broward, Miami-Dade and Monroe Counties to assist individuals in need of food assistance. It does this by providing immediate access to nutritious food, leading hunger and poverty advocacy efforts, and transforming lives through innovative programming and education. In South Florida, nearly 1 million individuals are food insecure on a daily basis; almost 300,000 of these are children and 150,000 are older adults.
In April 2010, the organization was renamed Feeding South Florida, opened a new headquarters/warehouse building, launched a new Web site, www.feedingsouthflorida.org, and was re-branded with the campaign “Fighting Hunger. Feeding Hope.” The goal was two-fold: to launch the organization’s new identity within the local and national media, as well as to continue to gain press coverage of Feeding South Florida’s special events, fundraising efforts, relationships with celebrity chefs, major donations and more.
Strategies & Tactics
To raise awareness of Feeding South Florida’s new identity, Durée & Company organized the promotion and handling of a media military-themed grand opening/renaming cocktail event at the organization’s new Pembroke Park, Fla.-based headquarters/warehouse. Hundreds of media, donors and local members of the community attended.
While promoting Feeding South Florida’s new identity to the media, Durée & Company has continued to handle the organization’s media relations, supporting Sorting Saturdays volunteer events, food distributions, major check presentations and donor opportunities, community relations, working with major donors, local celebrity chefs, and other influential players in the food industry to create awareness and support of the organization; and events, organizing media efforts on behalf of Feeding South Florida for their participation as a beneficiary for many top culinary events. In addition, Durée & Company promotes local fundraising events such as the March For Hunger 5K to benefit Feeding South Florida walk/run. The company has also coordinated major celebrity appearances for Feeding South Florida events, including the February 2011 “Ham Brigade” featuring Paula Deen. In addition, Durée & Company handles media coverage for joint events such as the annual Stamp Out Hunger with the United States Postal Service and more.
From July 1, 2010-June 30, 2011, Durée & Company secured exceptional editorial coverage, resulting in a 42:1 ROI for Feeding South Florida (excluding online placements). During that time, Durée & Company achieved an ad equivalency of more than $1 million for Feeding South Florida through print and television broadcast media, in addition to hundreds of online pieces and radio segments.
Key media placements during that time period included featured articles and cover stories with many local and regional print, broadcast and online outlets including
- The Miami Herald
- South Florida Sun-Sentinel
- South Florida Business Journal
- Boca Raton magazine
- Palm Beach Post
- Chicago Tribune
- Community Newspapers
- WPLG-TV ABC
- WFOR-TV CBS
- WTVJ-TV NBC
- WSVN-TV FOX
- WPTV-TV NBC
- WFLX-TV FOX
- WPEC-TV CBS
- justaskboo.com and socialmiami.com, driving coverage of events, creating awareness of the name change, new location and ongoing activities