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.

Engaging & Interactive

Joyful & Playful

Inspiring & Motivating

Belonging & Growing

Perception Test

Observations

Interviews

Field Visits

Strategy Survey

Photo Documentation

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 touch points within the community.

• Volunteers have a difficult time completing the process to help.

• Many thought The Salvation Army was more mature over youthful.

• Facilities are lacking the positivity of 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