Spurrier Group, a marketing and media agency with offices in Richmond and Washington, D.C., has joined forces with FeedMore, Central Virginia’s core hunger-relief organization, to collaborate in the development of several strategic campaigns to reach targeted audiences about hunger issues and critical food needs in the region.
This collaboration will include media research, strategic planning, channel and media planning, media negotiation and placement of messaging, and evaluation, the majority of which is a pro bono offering from Spurrier Group.
Earlier this year, FeedMore completed a detailed segmentation study to gain a deeper understanding of its supporter base, increase engagement and strengthen receptivity of communications amongst its supporters. Spurrier Group will build upon the findings of that study to define media consumption habits and social sentiment of these audiences, and then create a multi-faceted strategic media plan to engage those audiences with FeedMore over the next two years.
Donna Spurrier, founder and CEO of the company, began consulting with FeedMore’s marketing department last year on a volunteer basis. “The alarming issue of hungry children and the parents that struggle to feed them is near to my heart. Fueling our body is fundamental, not just for physical health, but also for our ability to concentrate, to learn and to function at our potential,” she said. “All of us at Spurrier Group wanted to support FeedMore’s efforts to raise awareness about the children, families and seniors in our region who are in dire need of nourishment to stay healthy.”
“We are so appreciative of the expertise and resources that Donna and Spurrier Group will bring to our organization,” said Suzy Rohler, director of marketing and communications for FeedMore. “Their skills in customized media targeting for high-impact engagement will help us continue to improve the quality of life for many people throughout Central Virginia. The collaborative, media-savvy team at Spurrier Group shares our vision to provide our neighbors who face hunger with healthy meals and help others in need, making this a natural partnership!”
Photo credit: FeedMore