April 23, 2012
To: FOOD For Lane County
From: Shannon Brophy
Re: FOOD for Lane County Client Meeting
FOOD for Lane County (FFLC) is a nonprofit organization that strives to eliminate hunger in Lane County by creating a greater access to food. FFLC is dedicated to alleviating hunger. FOOD for Lane County excels regarding volunteer and donor support.
However, FFLC needs to increase their outreach within the Hispanic community. Currently, 6 percent of those receiving assistance from FFLC are Hispanic. Raising the percentage of Hispanic assistance in Lane County is crucial. Food is a basic right for everyone – regardless of race, religion, gender or language.
• According to the 2010 Census, 7.4 percent of the Lane County population is Hispanic
• Lane County unemployment rose 8 percent over 2008, reaching 14 percent in May 2009
• 1 in 5 households in Lane County experience food insecurity
• 1 in 3 people in Lane County is eligible for emergency food
Reaching out to the Hispanic population will prove extremely beneficial in ending hunger throughout Lane County. Making social media sources Hispanic friendly will help inform the Latino community. “Hispanics tend to be high information seekers and go to trusted interpersonal and official sources in Spanish and English,” (Ford, 6). Posting tweets and Facebook posts in both Spanish and English would increase knowledge regarding FOOD for Lane County programs.
Furthermore, creating YouTube videos in Spanish would help promote the many FOOD for Lane County programs. If possible, finding a member of the Latino community in Lane County to be the face of the videos would humanize FFLC. Additionally, the YouTube videos would familiarize FFLC programs within the Hispanic community. As a result, the percentage of Hispanics benefiting from FFLC would increase.
According to John Elasser: “Yet money spent of the Hispanic market often generates better in-market results than those comparative dollars in the mainstream market. The companies that give the market proper attention are seeing huge ROI, not only from public relations but in overall response from Hispanic consumers.”
By creating a Facebook and Twitter account in Spanish, search engine optimization would be largely impacted. Becoming accessible to Spanish speakers will help raise awareness about FFLC programs.
Recommendations:
• Create a Spanish twitter account and Facebook page
• Blog posts informing the Spanish community about FFLC programs
Thank you for your time. I look forward to hearing from you,
Shannon I. Brophy
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