#5

the local First Nations peoples has given rise to one of the highest poverty rates in Canada; a local economy which is dominated by the public service and employment opportunities requiring a minimum of post-secondary education has made finding work difficult for individuals relocating from the rural communities in search of work as the rural resource-based economy dries up; higher than average living costs in the region due to the remote location; and the added burden of the latest economic recession have all conspired to create a local context where poverty is easily entered into and difficult to climb out of.

Market Advantages and Challenges

As stated, local socio-economic factors present challenging circumstances for a social service such as the food bank to operate under. However the local community has proven to be incredibly generous in its support of the food bank's work, and despite certain challenges, being located in the Yukon can also be seen as a distinct advantage for a variety of reasons. To begin, the small size of the community makes for easy networking and contact with key local players. Also, the generosity of the local population may be attributed to the small size of the community and sense of collectivity that comes with living under such isolated and harsh northern conditions.

Target AudienceThe society seeks to target families and individuals in the Whitehorse community who have a disposable income and demonstrated history of giving (financially or otherwise) to community based social welfare projects. Demographically this target audience is very broad and is not centrally located. The society will have to rely on its connections with current donors and ensure that the strategic message used in the campaign appeals on an emotional level to those who might consider giving.

Current Brand ImageThe food bank society identifies five core values: respect, inclusiveness, collaboration, compassion, and transparency. The society strives to offer a high quality service and desires to be a respected community player. Among the general public, it is uncertain what brand image the food bank has cultivated; media coverage of the food bank's opening and public food drives has been positive and public has donated generously. However, stereotypes do persist and it would be wise of the society to ensure that that it does not pander to the popular notion of the food bank as a destination for the poor or social outcasts, and should emphasize that access to food is not something to be feel shame over.

Desired Brand ImageThe society strives to be recognized as a leader in the fight for the establishment and preservation of a just, sustainable, and local food system in Whitehorse. It recognizes the food bank as an essential component in this. The society would like to see the popular image of the food bank associated with the principals of food equity and accessibility for all, not just the poor.

Direct Competitors and Brand ImagesAs a not-for-profit organization serving community needs, the society does not see its service in competition with the services of other organizations. It strives to build partnerships between and across the private and public sectors.