Cohort 11: Second Harvest Food Bank of Central Florida
Stetson University’s Executive MBA Cohort 11 developed marketing plans for the Second Harvest Food Bank of Central Florida for their final project in the Marketing Decision-Making course facilitated by Dr. Michelle DeMoss in Spring 2014. Cohort 11 was instrumental in generating ideas for the development of Second Harvest Food Bank’s marketing objectives, strategies, and assisting them with maximizing marketing opportunities to improve their deliverables to the community. The objective of this project was to apply real world learning experiences to benefit both students and the community.
Second Harvest incorporated some of Stetson’s Executive MBA marketing plan solutions to use in both the short and long term. With September being the Hunger Action month, Second Harvest was dedicated to promote hunger awareness across the US through special events, e-newsletters, blogs as well as their staff and volunteers wearing orange t-shirts in support of their going orange campaign to fight hunger.
During this time, Second Harvest was also competing to receive a Walmart Fighting Hunger, Spark Change $60,000 grant which would help them provide 315,000 meals to the Central Florida community.
Keith Henry, a current Stetson Executive MBA student and search marketing manager at the Walt Disney Company, helped Second Harvest create their first Facebook campaign. Keith leveraged his professional talents, expertise, and shared strategies to increase their fundraising exposure and marketing efforts, during a timeframe well beyond the conclusion of the advanced marketing course offered in the Executive MBA program. Through collaborative efforts of the Second Harvest team and Keith Henry, success was achieved by winning the Walmart grant for $60,000. “Giving back to those less fortunate is a passion of mine, said Keith Henry. I considered this more than just a class project, for me, it was an opportunity to utilize my expertise for the benefit of an organization I truly believe in. I feel privileged to have played a part in Second Harvest being awarded the $60,000 Walmart grant”. Second Harvest is very appreciative of Keith who donated time out of his busy work, school and family schedule to help them achieve this success and contribute to the Central Florida community.