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Communicating for a New Home
Ballard Food Bank grand opening ribbon cutting. Photo by Alabastro Photography.
Overview
Ballard Food Bank is a beloved nonprofit that has been providing food and hope in northwest Seattle for more than five decades.
Challenge
By 2019, Ballard Food Bank had secured property to build a new home and launched an ambitious capital campaign. But the onset of COVID-19 in early 2020 created tremendous challenges as the Food Bank pivoted its operations to meet pandemic safety protocols and increasing needs as people lost jobs and income. The Food Bank was faced with pressing communications needs around fundraising, shifting operations, and growing hardship in the community they serve.
Work
Over the course of two years, Minerva worked closely with Ballard Food Bank to create a drumbeat of communications to solidify community awareness and trust. This involved:
- Mapping out a steady cadence of announcements about progress related to the new building. Announcements included launch of the capital campaign’s public phase, construction groundbreaking, beam raise event, and major gifts from Amazon, Employees Community Fund of Boeing, and others.
- Media and social media—including a paid social campaign—to boost participation in the first-ever virtual Seattle Turkey Trot on Thanksgiving 2020. We crafted and posted daily posts for multiple social media platforms including Facebook, Instagram, Twitter, and LinkedIn. More than 1500 people participated in the Trot, raising $136,000+.
- When Ballard Food Bank updated its visual brand and tagline in summer 2021, Minerva crafted the brand narrative and helped devise a plan to introduce the new brand to the Food Bank’s many audiences.
- Ongoing coordination with communication counterparts at the new building’s real estate developer, architect, and designer, as well as digital storytelling with Food Bank leadership, partners, and staff.
- Extensive planning for the Food Bank’s opening week in fall 2021. This included advising on the opening program, crafting talking points, coordinating with partners, developing and scheduling social media, and conducting media outreach.
Ballard Food Bank Executive Director Jen Muzia
Result
In October 2021, Ballard Food Bank opened the doors to its new home with a COVID-safe celebration that included staff, board members, local elected officials, and Washington State First Lady Trudi Inslee. With the communication support of Minerva Strategies, the Food Bank successfully raised the full $13.9 million for its capital campaign.
The opening was covered extensively by Seattle media including Seattle Times, Seattle Met, Q13, Univision, Converge Media, and Daily Journal of Commerce. Perspectives from the Food Bank’s Executive Director Jen Muzia were also shared via a Seattle Times opinion piece published in July 2021. The Minerva team ran social media for the opening, which included a Facebook Live event and resulted in posts by influencers including WA State Representative Liz Berry and media leader Omari Salisbury.
Opening their new building was the culmination of more than two years of work to increase community awareness of and support for Ballard Food Bank. We are extremely proud of our partnership with the Food Bank and their efforts to bring food and hope to people in northwest Seattle.
The Minerva Strategies team has been an invaluable partner in a challenging yet exciting time for our organization. Closing a $13.9M capital campaign during a pandemic presented definite obstacles. Their communications guidance and support have been instrumental! They expertly helped us share the story of our new home and our operational pivots during a time of increased need and challenges. In addition, they provided critical assistance shaping our brand update.
Colleen Martinson
Director of Development and Communications, Ballard Food Bank