Reimagining The Mission: The Salvation Army
Case Study
In collaboration with SCAD-CLC Creative Learning Center at The Savannah College of Art and Design.
To better inform the regional community about The Salvation Army’s range of services and encourage the community to donate, volunteer, and participate. Research was sorted and analyzed in different ways that allowed us to distinguish certain patterns and trends within our observations.
We also developed and established a framework with categories allowing us to sort through opportunities for improvement. Then, insights were categorized into a final list of opportunities that will guide us throughout the design and production phase.
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Community development
Health
Equity -
Strategy & Positioning
Digital Strategy
Web Design
Design Consultancy
Advertising Design
Art Direction -
“Your community is as healthy
as your sickest person.”
Mrs. Takiya Gibbs
Director of Social Services- Savannah
Project Theme:
STAYS IN THE COMMUNITY
Engaging & Interactive
Joyful & Playful
Inspiring & Motivating
Belonging & Growing
Research
Observations
Perception Test
Field Visits
Interviews
Photo Documentation
Strategy Survey
Current Perception
Insights
The local community only knows about a few services.
Many in the Hispanic and handicap communities miss out on messages from the brand.
Salvation Army buildings do not communicate the other services they provide.
Web presence has been mainly content from headquarters rather than local.
There are minimal brand touchpoints within the community.
Volunteers have a difficult time completing the process to help.
Many thought The Salvation Army was more mature than youthful.
Facilities are lacking the positivity of the brand.
Windows in the Family store could be used more.
The Family store layout is not utilized as well as it could be.
Opportunities
Competitive Analysis
Personas & Journeys
