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2015 Indiana University Bateman TeamMaddy Weil, Eliza Williams, Dan Szwiec, Erin Johnson and Katie Denta

Professional Adviser: Barbara Coffman Faculty Adviser: Dr. Minjeong Kang

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Table of Contents 1 Executive Summary

2 Situation Analysis

3-4 Research

5 Key Publics/Messages

6-8 Strategies & Tactics

9 Conclusion

10 Budget 11-43 Appendices

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Executive Summary Home is more than the four walls that surround us. Home is access to tools for success, such as quality education, healthcare and a thriving local economy. Home is a community, a feeling of love, acceptance and safety. To the rest of the world, Bloomington, Ind. is a small mid-western university town known for cornfields, Hoosier basketball and Little 500. To the roughly 100,000 people that call Bloomington home, it is so much more than a flyover town. Bloomington has access to superior education, with Indiana University often being hailed as the “Ivy League of the Midwest,” and Monroe County Community School Corporation (MCCSC) students consistently scoring above state and national average on standardized tests. Bloomington has no shortage of accessible health care, offering two hospitals and many dentists, doctors and specialists, as well as several free and low-cost clinics. Bloomington is a safe community with access to nature, boasting several beautiful parks, community gardens, trails and playgrounds. With a 4.30 percent unemployment rate that’s considerably below the national average, Bloomington has a thriving economy. All of these resources allow for the success of those that call Bloomington home. We believe that Home Matters Here. As the 2015 Indiana University Bateman our goal was to raise awareness of the Home Matters movement in the Bloomington community and educate our target public on its mission while inspiring them to partner with the movement.

Our campaign inspired and educated Indiana University students and young parents through tabling events, social media interaction, bulletin boards, student ambassadors, and community outreach. We believe that this campaign can be adapted and replicated across America, making home a reality for everyone.

Above: A logo we designed to combine the existing Home Matters typeface with our “Home Matters Here” slogan was used consistently throughout our campaign. Below: New Home Matters partners show their support for Home Matters at Teter Dorm in Bloomington, Ind.

“Home is about having the resources, friends, families and organizations to create/build a lifestyle that is positive and structured.”- Bloomington Young Professional

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Situation Analysis There is an affordable housing crisis in America. More than half a million people in the United States do not have a home, and over 50 percent of Americans make detrimental sacrifices in order to afford their rent or mortgage. Just having a physical shelter is not enough; access to healthcare, economy, safety, education and ultimately personal success are critical to who we become. Our research revealed that Bloomington, Ind. has a variety of resources for low-income or homeless families and individuals, such as affordable housing communities, financial literacy programs, low-cost and free health clinics and childcare programs, rehabilitation programs and counseling services. Despite vast resources and assistance, Bloomington has a growing homeless population. According to Bloomington’s Shalom Community Center, on a single day in January 2015 there were a recorded 353 people experiencing

homelessness, 49 percent of whom were families with children. Our surveys, interviews and focus groups showed that Bloomington students and residents cared deeply about social issues such as affordable housing and access to healthcare, education, safety, economy and personal success. However, their knowledge of housing nonprofits was limited, and the vast majority surveyed had never heard of Home Matters. We recognized an opportunity to bring the community together around the Home Matters movement, generating both a local and national dialogue about the need for more affordable housing. By educating Bloomington residents about Home Matters and its mission, we can help make home a reality for everyone. We believe Home Matters Here in Bloomington.

“#HomeMattersHere because Bloomington has something for everyone and has its own unique culture. So happy I get to call this city my home.” - @melanie_metzman

Left: Indiana University students are happy to partner with Home Matters and share why they think “Home Matters Here.”

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ResearchSecondary: The purpose of our secondary research was to build a foundational understanding of the housing market in the United States, and more specifically the Bloomington community. It was critical to understand the implications of the nationwide housing crisis and the importance of affordable housing. • There are over 40,000 students in the Bloomington community, with a total population of around 100,000.• According to U.S. census data from 2012, the mean price for all types of housing units was $202,308. The median gross rent was $788.• In 2012, the median household income was $27,643, and per capita income was $18,932. Median gross rent was $788.• The unemployment rate in Bloomington is 4.30 percent.• Almost 75 percent of poor male and female residents in Bloomington are between the ages of 18 to 24.• Bloomington has over six homeless shelters and over 10 daytime resource centers that provide resources from meals and showers to hygienic products and clothing.• 52 percent of all U.S. adults have had to make at least one sacrifice to cover their rent or mortgage since 2011.· Sacrifices include getting an additional job and cutting back on healthcare and nutrition.• 70 percent of the American public believe we are still in the middle of an economic crisis or that the worst is yet to come.• 43 percent said buying a home is no longer a good long-term investment.• More than half of those surveyed (1,355 individuals) said they had to take on an additional

job or work extra hours, stop saving for retirement, accumulate credit card debt or cut back on health care in order to afford their housing payments at least once over the past three years.• Young adults, ages 18 to 34, are most likely to feel that the American dream is unattainable, with 63 percent saying it’s impossible.

“Bloomington is a very strong community and people strongly identify with it. As a “big-small” town, we care a lot about each other here and that is part of why it feels like home.” - Bloomington Young Professional

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Barriers to Participation:o Unclear financial information about donations and funds. o Home Matters appearing as competitiono Lack of local presence

Primary: The goal of our primary research was to determine our target audiences’ awareness of Home Matters and to measure their interest in joining the movement. We conducted focus groups with six Indiana University students and later with four professionals working in Bloomington’s nonprofit sector. We sent out a survey to 101 Indiana University students and Bloomington residents.

Key Survey Results: Our surveys were sent to student groups and individuals via a MailChimp campaign. The survey was also shared on the IU Bateman team’s Twitter account, Bateman team members’ personal social media pages and the social media pages of other organizations throughout the IU and Bloomington community. Pre-campaign: Nine percent of those who took the pre-campaign survey had heard of Home Matters and its mission. 86 percent said they believe the American Dream is attainable. Through our survey we also determined that people prefer receiving information through social media platforms such as Facebook and Twitter.

Post-campaign: After an analysis of our post-campaign survey we were able to determine that 49 percent of people had heard of Home Matters and its mission.

ResearchFocus Group Key Findings: Focus Group I: Leaders of local social service and affordable housing nonprofitso Bloomington’s nonprofit community is tight-knit and most nonprofits work together in some way.o They would not partner with an organization or movement without tangible benefits or transparent financial information.o People like to hear personal success stories from nonprofits.

Focus Group II: Indiana University undergraduate studentso None of the participants were familiar with Home Matters.o They all felt that there is more to home than just a physical shelter.o All participants felt that the traditional American Dream is no longer attainable.o All participants said that living in a community that is safe for children is a priority.

“#HomeMattersHere because as a college student you can still be involved in your community.” - @daniellelynpage

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Key Publics and Key MessagesKEY PUBLICS Our primary audience is millennials, specifically 18 to 22-year-old undergraduate students at Indiana University’s Bloomington campus. Based on our research, this demographic is highly invested in social issues and interested in social causes such as affordable housing. In addition, most college students are preparing to live independently after graduation and their success will depend on access to affordable housing.

Our secondary audience is parents of elementary school children in the Bloomington community. As we learned through our focus groups and primary research it is very important to people that they live in a community that is safe for children. These parents have chosen to make the Bloomington community their home and the place where they will raise their children; they know that Home Matters Here.

Millennials: Undergraduate students in Bloomington, Indiana ages 18 to 22.

Parents: Parents of young children in Bloomington, Ind.

KEY MESSAGESMillennials• Home Matters is a national movement

of over 250 partners and organizations raising awareness about the importance of affordable housing. Home Matters works to promote education, health, safety, success and economy across America.

• Join a network of students supporting Home Matters and creating a better future for your generation.

• Signing up to be a partner is quick, simple and secure.

• You will not be overwhelmed with emails to your inbox upon partnering.

• Partner with Home Matters and help make your dream of success a reality.

Parents • Home Matters is a national movement

of over 250 partners and organizations raising awareness about the importance of affordable housing. Home Matters works to promote education, health, safety, success and economy across America.

• Home is the bedrock of a strong community and nation.

• Children raised in stable homes learn and achieve more in school.

• Healthy habits take root more easily in stable, affordable homes.

• Stable homes lead to a safer community.• Signing up to be a partner is quick, simple

and secure.• Join a network of parents supporting Home

Matters.

“A feeling of community, comfort and safety. A place or area that is yours, where you can fully relax and gather with friends or family.” - Bloomington Young Professional

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Goals, Objectives, StrategiesWe identified two overarching goals based on our research. Goal I: Increase awareness of Home Matters and its mission.Goal II: Inspire publics to partner with Home Matters.

Objective I: To increase awareness of Home Matters and its mission among our target audiences by 20 percent.

Strategy I: Create a campaign that starts a conversation about the definition of “home.”

Rationale: Our focus groups with nonprofit leaders in the community revealed that Bloomington has many resources that contribute to safety, health, education, economy and success. We wanted to create a campaign that would motivate our target audiences to want these resources on a national level for all Americans.

Tactic 1: Create a relevant campaign. “Home Matters Here” showed that affordable housing is important to the Bloomington community and that we believe in the Home Matters mission.

Tactic 2: Present a consistent design across all materials. We used our logo consistently and chose orange to represent our campaign because psychological studies show that this color is associated with warmth, happiness and energy, all feelings synonymous with home. We chose a circle shape because it represents unity and totality.

Tactic 3: Encourage Indiana University students to share what home means to them by creating

“#HomeMattersHere in Bloomington because our vibrant nonprofit community provides access to health, education and social services. @IUBateman” - @AmeliaTrefz

interactive and informational bulletin boards across dorms on campus. We partnered with campus resident assistants to create bulletin boards to display in residence halls. The colorful bulletin boards shared Home Matters facts about affordable housing and asked students to write what home means to them on house-shaped cutouts.

Strategy II: Educate Indiana University students about Home Matters and its mission

Rationale: According to our research, 91 percent of students surveyed had no prior knowledge of Home Matters.

Tactic 1: Information Tables: Host tabling events on campus in high-traffic areas to educate students about Home Matters and the importance of affordable housing. We hosted four tabling events where we distributed custom “Home Matters Here” cookies and fast facts about the movement and affordable housing. We asked students that stopped by to describe why affordable housing matters to them and what they feel makes Bloomington home. We then asked them to pose with “Home Matters Here” signs for a picture, which we tweeted from the @IUBateman account along with their quote.

Tactic 2: Student advocates: Train students to serve as “Homebassadors” to advocate Home Matters and its mission. We trained two Homebassadors to educate fellow students about Home Matters through social media engagement, face-to-face conversation and classroom presentations.

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Tactic 3: Pitch to campus media and student publications. We secured coverage in the Media School newsletter, the Beth Wood Chapter of PRSSA newsletter and the Media School website.

Strategy III: Inform parents in the Bloomington community of the key messages of our campaign.

Rationale: Parents have a vested interest in the Home Matters mission because they want a safe and supportive community for their children.

Tactic 1: Hold interactive, creative “home workshops” in local kindergarten classrooms to educate parents about Home Matters. Kindergarteners at Child’s Elementary School were given house-shaped worksheets and drew pictures with accompanying text of what home means to them. The worksheets were displayed on a classroom bulletin board with information about Home Matters. At the end of February the worksheets were sent home to parents with information about Home Matters and how to become a partner.

Tactic 2: Post Home Matters information, relevant news stories and contest winners on our Twitter page to encourage two-way communication about our campaign.

Tactic 3: Distribute Home Matters fast facts and communicate campaign messages face-to-face. We met with over 20 young parents at the Helping Young Professionals Excel (hYPe) meeting and educated them about Home Matters and its mission.

Objective I Outcome: EXCEEDEDOur bulletin boards reached students in four dorms, which house roughly 3,900 undergraduate students total. Before the launch of our campaign, less than 10 percent of audiences surveyed knew about Home Matters. Post-evaluation revealed that over 40 percent of audiences know about Home Matters.

Objective II: Inspire 150 people from our target audiences to partner with Home Matters.

Strategy I: Create engaging social media campaign on Twitter.

Rationale: Our research revealed that most people prefer to receive news and other information from Twitter as opposed to other social media platforms.

Tactic 1: Create a Twitter account. Our account allowed us to share official Home Matters news and information as well as updates relevant to our campaign.

Tactic 2: Encourage Indiana University students to share on Twitter why affordable housing matters to them with the hashtag #HomeMattersHere.

Tactic 3: Host social media contests and giveaways. By following both the @IUBateman and @HomeMattersUSA accounts and tweeting with the hashtag #HomeMattersHere, our target audiences had a chance to win prizes such as Starbucks gift cards. These giveaways resulted in increased social media traffic and allowed us to spread our campaign messages.

“A feeling of community, comfort and safety. A place or area that is yours, where you can fully relax and gather with friends or family.” - Bloomington Young Professional

Goals, Objectives, Strategies

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“#HomeMattersHere because of the support. People are always willing to reach out to you.” - Indiana University Student

Tactic 4: Provide actionable links for convenience. By providing links to the Home Matters website in our Twitter bio as well as most of our content, we gave followers a quick and convenient opportunity to partner.

Strategy II: Engage in face-to-face communications with target audiences to encourage them to partner.

Rationale: People are more likely to understand your message and want to become a partner if you are speaking face-to-face.

Tactic 1: Sign students up as partners for Home Matters at our tabling events on campus. We set up laptops so that interested students could enter their information and conveniently partner on the spot.

Tactic 2: Individual meetings with young professionals and parents. We distributed Home Matters and affordable housing fast fact sheets and questionnaires to over 20 parents at the Helping Young Professionals Excel (hYPe) meeting in early February.

Objective II Outcome: EXCEEDED

By the end of our campaign, we had 209 people partner with Home Matters. We exceeded our objective by 59 individuals, almost 40 percent.

Goals, Objectives, Strategies

Above: Indiana University Bateman team members host the campaign’s first tabling event at Forest Dorm.

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“#HomeMattersHere because of the support. People are always willing to reach out to you.” - Indiana University Student

Conclusion & Recommendations

We had the challenge of raising awareness about Home Matters, educating the public on its mission and inspiring them to partner and join the movement. The “Home Matters Here” campaign empowered our target audiences to spread the Home Matters mission and share why affordable housing is important in our community. By the end of implementation, 209 people had pledged their support through partnering with Home Matters. Additionally, nearly half of those surveyed in post-campaign evaluation said that they were familiar with Home Matters and its mission. Bloomington is a community built on the foundations of education, health, safety, economy and success. It is more than just a city, it is home. Our campaign educated and inspired Bloomington residents to share why Home Matters Here. We believe that this campaign can be adapted and replicated across America, making home a reality for everyone.

Client Recommendations:Based on the input we received from our focus groups, we have put together some suggestions for Home Matters.• People do not feel comfortable partnering with

Home Matters without more transparent financial information about donations and funds.

• Be very clear about what resources will be provided for partner organizations and individuals.

• Provide more updates about the movement through social media, the Home Matters website and email newsletters.

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BudgetCampaign Budget: (Up to $300)Chipotle gift card: $10Starbucks gift cards: $30Cookies: $53.11Printing: $95Mailing: $80

Budget Total: $268.11

In-Kind donations: (Up to $1,000)Cookies: $23Plastic bags: $2Printing plotters: $16.90Colored paper $7.95

In-Kind Total: $49.85

“I think in a place like Bloomington, where many are transplants from elsewhere, home is important because it offers comfort and familiarity. I also think the concept of home means an attachment to somewhere. You live in a “house” but build a “home.”- Bloomington Young Professional

$10.00  $30.00  

$53.11  

$95.00  

$80.00  

Campaign  Budget  Chipotle  gi3  card   Starbucks  gi3  card   Cookie   Prin?ng   Mailing  

$23.00  

$2.00  

$16.90  

$7.95  

In-­‐Kind  Dona+ons  Cookies   Plas5c  bags   Plo9er  printed  banners   Colored  paper  

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Appendix - Twitter

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Pre-Campaign Survey

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Pre-Campaign Survey

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Pre-Campaign SurveyThe Beth Wood Chapter of the Public Relations Student Society of America (PRSSA) at Indiana University would like to invite you to participate in a survey concerning housing issues in Bloomington and Monroe County. The survey should take 5 minutes to complete. All responses will be kept strictly confidential.

To thank you for your time, you will have the chance to win a $10 Starbucks gift card upon entering your email at the bottom of this survey. Your email address will not be linked to your responses. If you have questions or comments regarding this study, please email Maddy Weil at msweil@indiana.edu. Thank you in advance for your participation. Your responses will help us gain a better understanding of important social issues in our community.

Are you:An IU Bloomington studentan Ivy Tech Bloomington studenta recent grad living in the Bloomington area (not working)a young professional working part time in Bloomington (not enrolled in college)a young professional working full time in Bloomington (not enrolled in college)

Volunteerism

What factors would make you support a cause?

In the last three years, have you followed non-profit organizations (check all that apply):on Facebookon Twitteron Instagramnone of the aboveOther: ______

What events in support of a cause would you be interested in attending (check all that apply):Walk/runDine/donateSporting eventBake saleAuctionGalaConcertOther: ______

What factors do you think contribute to a successful event? Purpose of eventMusicRefreshmentsFree or low costProximityUnder an hour1-2 hours3+ hours

Awareness

How would you define the “American Dream?”Do you think the American Dream is attainable? YesNoPlease elaborate why or why not:

Scale: On a 1-5 scale, 1 being no knowledge and 5 being very informed, how informed do you feel about homelessness in the Bloomington area?

What factors do you think are most important for a good community? Sustainability/eco-friendlyPublic safetyArts and cultureHealthDiversityEconomyEducationPublic transportation

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Pre-Campaign SurveyHave you heard of Home Matters, a national movement designed to ensure every American has a home with access to public safety, education, healthcare and success? YesNo

If yes, how did you hear about Home Matters? Word-of-mouthHome Matters websiteTwitterFacebookInstagramOther social media sitesEventEmailOther: _____

Communication Preferences

How do you prefer to receive information? (check all that apply):Traditional mailFacebookTwitterInstagramEmailNone of the aboveOther:_____

Demographic Information

Age:17 and under18-2324 and over

Gender:MaleFemaleOther:_____

Currently live in: DormOff-campus house

Off-campus apartmentSorority or fraternity houseOther:____

Optional information:Opt in for a chance to win a Starbucks Gift card by providing your email address below.

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Post-Campaign SurveyThe Beth Wood Chapter of the Public Relations Student Society of America (PRSSA) at Indiana University would like to invite you to participate in a survey concerning housing issues in Bloomington and Monroe County. The survey should take 5 min-utes to complete. All responses will be kept strictly confidential.

To thank you for your time, you will have the chance to win a $10 Chipotle gift card upon enter-ing your email at the bottom of this survey. Your email address will not be linked to your responses. Thank you in advance for your participation. Your responses will help us gain a better understanding of important social issues in our community.

Are you:An IU Bloomington studentan Ivy Tech Bloomington studenta recent grad living in the Bloomington area (not working)a young professional working part time in Bloom-ington (not enrolled in college)a young professional working full time in Blooming-ton (not enrolled in college)

Awareness

Scale: on a scale of 1-5, 1 being no knowledge and 5 being very informed, how informed do you feel about affordable housing in the Bloomington area?

Scale: on a scale of 1-5, 1 being no knowledge and 5 being very informed, how informed do you feel about homelessness in the Bloomington area?

What factors do you think are most important for a good community? Sustainability/eco-friendlyPublic safetyArts and cultureHealthDiversity

EconomyEducationPublic transportation

Have you heard of Home Matters, a national move-ment designed to ensure every American has a home with access to public safety, education, healthcare and success? YesNo

If yes, how did you hear about Home Matters? Word-of-mouthHome Matters websiteTwitterFacebookInstagramOther social media sitesEventEmailOther: _____

Demographic Information

Age:17 and under18-2324 and over

Gender:MaleFemaleOther:_____

Currently live in: DormOff-campus houseOff-campus apartmentSorority or fraternity houseOther:____

Optional RaffleOpt in for a chance to win a Chipotle gift card by providing your email address below.

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Survey ResultsPre-Campaign Survey Results

Our results revealed that 92% of the people we surveyed had not heard of Home Matters, which was a huge issue. This was the primary statistic that we used to form our awareness campaign.

Post-Campaign Survey Results

Our post-survey results showed that we had significantly increased awareness of Home Matters and its mission. Almost half of the people we surveyed knew about Home Matters post-campaign, which exceeded our expectations. In addition, before our campaign, 46% felt that they had “very little knowledge” on affordable housing in Bloomington in comparison to our post-campaign survey which revealed that 41% felt “somewhat informed” about affordable housing. These statistics prove that our campaign successfully increased education and awareness of both Home Matters, and the housing issues in our community.

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Post-Campaign Survey

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Focus Group QuesitonsFocus Group Questions: Non-profit Organization Leaders

Tell me a little about yourself and the organization you represent.

Define “The American dream.”

Is the American Dream Irrelevant?

How would you define a good community?

Define “Home.”

For Home Matters you can join individual or as an org, what would get you to join a movement like this?

If a few businesses in Bloomington were to join Home Matters, that would encourage others to join?

What motivates you to push the like or share button?

How do you like to receive information?

Any additional comments?

Millennials

What is the American Dream?

Is the American Dream still applicable?

Define the “American Dream.”

What do you look for in a community?

Define “Home.”

Have you heard of Home Matters?

What do you want to know about an org. before you join/volunteer?

What volunteering do you do in Bloomington?

Why did you get involved with your organizations?

What would you need to know before signing on to an org?

What would it take to make you donate?

What would convince you you to push the like or share button?

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Focus Group FindingsDuring our primary research, we decided it would be best for our campaign to gauge the opinions of both campus-involved millennials and professionals of local, relevant organizations.

For our millennial focus group, we interviewed six Indiana University students who are highly involved in organizations on campus, including Young Professionals, Indiana University Student Foundation, Habitat for Humanity, and Big Brothers Big Sisters. We believed that these students would provide the best insight to the key questions we had regarding Home Matters, affordable housing, and volunteering in the community.

We spoke with Tyler Johnson, a freshman Finance major; Kaitlynn Silvers, a senior Recreational Therapy major; Payam Keshtbod, a senior Psychology major; AJ DelPrince, a senior Entrepreneurship and Finance major; Jenna Pittenger, a senior Psychology major; and Matt Resner, a junior Economics and English/Spanish major. All of these students had strong opinions on the homelessness issues in the Bloomington community; all of these students had also never heard of Home Matters prior to our focus group.

FOCUS GROUPS: Discussion Guide

Welcome and Introduction (5-10 minutes)· Welcome and introduction of participants, team members attending· Facilities – food, restrooms· Express appreciation for their being at the focus group Why we are here:· Explain purpose of project· Sponsor -- may not be applicable here since we don’t want to talk about Home Matters yet· Participants – criteria for which you were selected. You were invited to participate today because you represent the groups we are trying to reach. Some of you are official IU student liaisons working with local nonprofits and some of you represent the general undergraduate population at IU. · Project team members present – explain our roles (moderator, note taker) Rules of the discussion:· Your opinions – open, honest, informal; no right or wrong; want to hear your opinions and differences of opinion; want to hear from everyone· 45 minutes to an hour· Camera/recording to document only· Assure confidentiality – individual responses not revealed· Reiterate that we are using this information only to help us toward achieving the goal of this project.Ask questions...“If you were choosing a community to live in and a place to raise a family, what would you look for in that community?”

We expect that the participants will offer a long list, which we hope will include the elements that are identified by Home Matters: access to quality education, access to quality healthcare, economic stability, safety, and others. One technique we can use in a focus group is to write down on a

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Focus Group Findingswhite board all the concepts that the participants suggest and then have them each vote for the (for example) five that they think are the most critical for a community they would want to live in. If it turns out the way we hope, having the participants see later that the elements that they think are most important are also the ones most important to Home Matters would make them more receptive to becoming partners with Home Matters.

This might be a good place to introduce Home Matters, part 2 of the goal statement.

We could start by asking if any of them have heard of Home Matters. (If so, ask what they know about it and where they heard of it.)

Describe what Home Matters is.

Explain what is involved in becoming a Home Matters individual partner.

Now that you know a little about Home Matters and the process of becoming a partner, how likely would you be to sign up with Home Matters? Why or why not? What questions, concerns, reactions do you have? -What would make you actually sign up or become a partner to an organization?

Suppose you wanted to get your friends to sign up as partners with Home Matters. Who or what do you think would be most influential in persuading them? (Sometimes people have new things to say if you turn the tables on them and put them in your position.)Transition … Home Matters is a national program but it does have local partners. Let’s talk now on the local level.

Do you currently volunteer with any nonprofits in Bloomington or Monroe County?

-What motivates you to volunteer for a local nonprofit?-If someone approached you about a new

volunteer opportunity, what would you want to know? IQWho or what would convince you to donate to an organization?Who or what would convince you to advocate for an organization? To hit the ‘share’ or ‘like’ button?

Ending questions –What do you think were the most important ideas that came up today?Summary question – moderator gives 2-3 minute summary and participants reactInsurance question – Have we missed anything? Is there anything you would like to add? Thank you!

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Focus Group FindingsMILLENNIALS FOCUS GROUP

Key quotes:

What is the American Dream (AD)?KS: “I don't know if there is a way to describe it anymore. I guess it would be having a job and a family. America is so diverse so it really depends what you are/who you are.”PK: “It depends on your perspective; what you believe in. The AD can be different for each person, so if you ask someone who might be a medical student from India, their dream might be to become a doctor. For me, it’s to have a house. The AD is such a loose term, you can have such a broad range of perspectives.”AD: “I feel like it’s changed. The standard dream was to have your own family. Now it’s to do whatever makes you happy.”JP: “It means making it to the middle class. It really depends on your perspective. It means working hard from where you’re at, and you should be able to improve and work your way up. But some people work full time, with multiple jobs, and are still in the middle class, or still on the poverty line.”

Is the AD still applicable?KS: “It depends what social standing your from. The kids I tutors are from lower SES and their goals are to just Get By. Because social statuses have become so far spread out, it’s hard to apply the AD.”TJ: “Maslow’s Hierarchy of Needs rings true. If you can’t supply basic needs, you can’t think beyond that. “PK: “The biggest issue is amount of resources. If you have a lack of these (such as bad teachers/advisors, who are not motivating you…there are potential issues with believing in that dream). It’s narrowly concentrated with who can achieve it.”JP: “It shapes how we think about life (The AD). We all do it: if someone didn't go to college, there’s just a negative stigma. If someone has no intentions of having a family, for example.… the

AD does shape our perception of people, we just don't really know it.”

What do you look for in a community? What are the most important factors?

JP: “A good education system, well cultured, diversity… Here in Bloomington, we see a range from poor to rich, especially in the school systems; schools that have diversity are the struggling schools though. It’s hard to get it get both ways.”PK: “It can’t be ghetto.. kids have to be able to be safe, to be able to walk around the neighborhood. If they can’t do that, it’s not worth it to live there.”AD: “Communities like Carmel are built around their education. Families go there because people flock to education systems and that builds the economy and community.”MR: “Cost of housing, living, price of food, location, parks, distance to school, grocery stores, whether or not jobs are located there.”PK: “A community means a sense of belonging. I lived in California at one point, there was little neighborhood shopping, we didn't really have community events in Cali, people didn't really get together as a community. Here though [in Bloomington], there’s a great sense of community and so many activities.”

Define “Home.”

AD: “A safe place with people you love. Shelter, warmth, and place with a bed. A place where I feel completely comfortable. Even if you’re living somewhere, if you’re not happy or excited to go there, it’s not a home.”TJ: “A place for family, nuclear or multi generational. MG families are more common.”

Have you heard of Home Matters? All: “No.”

What do you want to know about an organization

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Focus Group Findingsbefore you join/volunteer?KS: “What actions are they going to do besides just educating people? I’d want to hear a success story, statistics.”PK: “If you’re trying to get people involved… be socially engaged. Be an open book, tell everyone what you are doing, set goals, what are you trying to do? When people know this stuff, they want to get involved. A web page that says what you’ll do is important, so people are aware of what is going on and that the organization is making a change.”AD: “I’d want to know what kind of resources they will provide.”

Why did you get involved with your organizations?AD: “I did a Habitat for Humanity build for one of the organizations I’m in called Global Sales. They just volunteer as a tradition.”KS: “My mom was in similar situation back when, to the people I volunteer for now, so now that I’m older I can see how it has affected her and I want to give back to people in similar situations.”MR: “I work for the City of Bloomington in the Dept. of Economics. I’m assigned to my job because I have to as a Cox scholar. I’ve integrated into social issues and its been interesting. My program works with community agencies around B-town. I advocate for community engagement. In my program, there is one person for almost every major nonprofit in B-town.”TJ: “I volunteer at Circle K. I like all the various activities and services. I wanted to find my niche, and this provided me with different opportunities to find what I like. Interfaith Homeless Shelter is one.”JP: “I volunteer at Headstart and work with 3-5 year olds. It’s really just helping them out; they have to be low SES to qualify. We serve all their meals and snacks. I was in a service learning class which was why volunteering there, but I kept doing it because I liked it. PK: “I worked at ENQ mentoring in Cali. I

mentored a 13 yr old kid in a low SES status. I would take him to parks, do things he couldn't usually do because his family didn't have a car and they constantly worked. His mom was disabled. I started doing it because I’m passionate about helping teenagers. Mostly because I was going through depression in HS, so I wanted to somehow, when I got better, help people out.”

What would you need to know before signing on to an organization?

KS: “Honestly, people start volunteering for their own, selfish reasons. Initially, they think ‘what am I going to get out of it?’”PK: “I would need to know how much impact it’ll make. I’m not gonna spend time doing something unless it will be really impactful or enduring.:JP: “Exactly what population I’d be serving. Efficient volunteering somewhere where people are struggling in some way. I wouldn’t necessarily want to work for a rich school.”KS: “A profile of the people I’d be dealing with.”

What would it take to make you donate?AD: “It’s easier to get someone to donate than to volunteer. It takes less time. I would want to know exactly what my money is going to…” JP: “When people update you with what your money went to. For ex., how many books, hygienic products, etc. they bought due to your donation. I’d be more likely to donate an item than money.”PK: “It’s helpful if you quantify it somehow. If, like, 500 people were to donate a dollar, we could do this much impact…. I would want to see a scale that shows how much more we need. I want to see the progress. Visuals.”AD: “It’s important the organization itself is successful for me to donate.”

What would convince you to share something on social media?

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Focus Group FindingsTJ: “I would have to feel emotionally attached or involved. For example, a video about a struggling school would make me share, more than if it was just a typed status. I want to have an emotional connection.”AD: “Emotional connection. Heart strings.”PK: “When the article or video starts with something like… ‘if 3,000 people like this, we’ll do x for x many people.’”KS: “Maybe profiling volunteers with a picture and story… that person would then share with friends, parents, who would then reshare with their friends and family.”

For our organization professionals focus group, we interviewed three key figures in our community who greatly contribute to affordable housing and volunteer organizations in Bloomington, IN. We interviewed Amber Grass of the Bloomington Housing Authority; Mark Voland, the Big Brothers Big Sisters of Bloomington program director; and Dick Rose, board member at Shalom Community Center and Interfaith Winter Shelter. We believed that these professionals would provide the best insight to the key questions we had regarding Home Matters, affordable housing, and volunteering in the community.

At The Bloomington Housing Authority, Grass provides affordable housing opportunities in Bloomington. They own 3 communities for a total of 310 affordable housing units. She created the housing choice voucher program, giving out subsidies that make up rent above 30% of income. Grass is hoping to launch a non profit corporation, and attract some funding streams.

Voland says that The Big Brothers Big Sisters of Bloomington’s mission is to serve youth ages 6-17 for mentoring services. The program has been around for 42 years.

The Interfaith Winter Shelter is an emergency

winter shelter for homeless in Bloomington. It started 6 years ago as an outreach program, and it recognized the danger of severe cold for the homeless. Rose worked there for just one winter before it blossomed into an ongoing winter shelter. It is hosted by 4 congregations: Trinity, First United, First Methodist, and First Christian. Jewish, Muslims, Buddhists, and Mongolians also participate. They strictly need volunteers in winter months.

ORGANIZATION PROFESSIONALS FOCUS GROUP

Key quotes:

Define the American Dream (AD).

DR: “Equality, however I wouldn't have used this word 6 months ago. It would’ve been freedom. We are nowhere near equality of opportunity.”AG: “Access to opportunities and resources. Some folks don't have proper education or access to resources.”MV: “There was a time where in this country, our kids were expected to do better than what we’ve accomplished. I don't see that as a possibility anymore. It’s more challenging for youth growing up to better themselves. The dream has changed; is on overdrive, or a higher speed over the last few years. There are a lot more challenges out there now which makes the AD harder to accomplish.”DR: “There’s a disparity over income and wealth. I never thought of anyone having anything more than what we had growing up, and we didn't have much. That’s not true anymore though: no one these ages think everyone is the same. They think everyone is totally different.”

Is the American Dream relevant?

MV: The AD still has potential, but right now I don't think it’s available. It’s so many things, the

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Focus Group Findingseconomy, how kids are being raised now, it's really a combination of everything. It’s not just the rich getting richer, or the poor getting poorer, it's a combination of everything. The kids that we work with [at BBBS] are high risk kids. They have one or all of these characteristics: on probation, one parent is incarcerated, free or reduced lunch, etc. I’ve seen that over years: that’s not getting easier. There are 3000 kids in Monroe County that need a mentor. That says a lot right there.AG: “I graduated from college when the recession hit in 2008 and my job offer was revoked. I’m in that age group where a lot of my classmates from my tiny major have switched careers just from 2008. Maybe for the next 3 or 4 years I saw my friends struggle: they moved back in with their parents, went into retail, etc. I see all these articles about kids graduating with tons of debt or not being financially responsible. They can’t afford to buy a home, etc. I see a lot of our clients struggling with jobs that can have for a career path, such as developing skills around a particular sector or career opportunities. Jobs are more likely to hire the guy who needs less pay over you. I think its harder to have that stable job. Our economy is always fluctuating. You used to be able to work in a career with one company for 30 years, but we’re not seeing that anymore.”MV: There’s a lack of messaging: for example, for a long time, if you have good support at home, you were going to be able to go to college. That's good and something to strive for, however some kids don't have that support. For example, we did a tour with about 18 teens at Tosses (a manufacture rubber material) and the kids we brought, who have been in this town for a number of years, hadn’t even heard of this place. They gave a great tour, they said that manufacturing is coming back, that it’s going to need young people. They have a package thing for students: give us a full year of your employment, and we’ll help you pay for college, and when they told the kids that, they lit up. For the first time they saw an opportunity. Our

communities don't see that anymore. When I grew up, the community was closely knit, good support, and everyone knew everyone. It wasn't perfect but there was more support. They grow and get bigger, less information is getting out to the young people that there are other options. Not every kid needs to go to college, they just don't. But, there could be some great opportunities out there to take advantage of.”

How would you define a good community?

AG: “Quality of life, are the schools good? Do they have nice neighborhoods? Are there civic activities? I don't move to a community because it has two Wal-Mart’s. I want a city that's involved and has good character and quality of life.”DR: “One change that's occurred in American society is that it’s much more mobile now. It used to be that families lived in area where they were born/where their families were born. That leads to community cohesion and a safety net. Everyone cared about everyone. We’re almost in an anonymous society today. I’ve been 40 years in my house, but not a lot of people or towns are like that anymore. Society as a whole is like that. There’s no way to address this, because we value mobility and if we can move if we see opportunity, we do. We tend to move where there are people like us, too. We assort with people like ourselves. Politically, religiously, race, ethnicity, etc. What used to be melting pot is now mini cohesive communities, very homogenous communities. A desirable aspect of community is cohesion and community caring. Parts of Bloomington have that, others do not.”

Define “Home.”

MV: “Safe. Warmth. Part of you. Gonna always be there, so you don't have to worry about where you’ll be living next week. Stability.”AG: “Home means stability. Providing affordable housing means someone can go back to school,

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Focus Group Findingsor pursue employment opportunities. Kids don't have to bounce around in school districts. Safety, stability, a focus more on health.”DR: “Role models-- home means it's a place there should be some role modeling, which is difficult for many families. It’s invaluable. It’s not just how to behave as a man or a woman. Part of it is achievement motivation, maximizing the outcome of abilities and talents.”

For Home Matters, you can join individual or as an organization. What would get you to join a movement like this?

DR: “Locally, my understanding is that it’s almost always done individually, who supports all these organizations. Public face of the government, whether city or country, they all do the same things. But the great bulk of support from agencies I know is individual members of communities.MV: “For Bloomington, agencies collaborate well together, which is always something to look at. We all kind of have clients who live… can we all work better together?”AR: “If I was a member of HM, I would want data info, research, the best practices. That's what I would be interested in. It’s often trainings, webinars, and conventions that interest me. I’d want information and data.”MV: “I think in Bloomington itself, there is good collaboration in general. If brought to the table, something you’d need is to totally get everyone engaged a little bit. It can be done if the right message is there.”

What motivates you to share media?

DR: “Human success stories. They’re good things to talk about.”AG: “Creative solutions to problems. We go through daily work routines and don't see much success, but if I see an article that could inject creativity into how we do things, I’d share.”

DR: “I know it’s important to younger people to use social media. An example of fundraising for interfaith, is that someone at the library suggested a crowdfunding effort. Unexpectedly someone ended up writing a $30,000 check. It was in the newspaper article the day before. Apparently it was something I said that made her write a check. Media is VERY important.” DR: “Putting a human face will get beyond global aspiration.”AR: “Storytelling is very effective. A lot of people haven’t met people who are struggling. That's not their fault. But storytelling is very powerful.”

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Programming Dates & Locations

Date: Event Type & Location:Wednesday February 4th, 2015 Tabling event at Forest DormWednesday February 11th, 2015 Tabling event at Teter DormWednesday February 18th, 2015 Tabling event at Collins DormWednesday February 25th, 2015 Tabling event at Forest DormEntire month of February 2015 Informational bulletin boards posted at

Briscoe, McNutt, Forest.

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Tabling Photos - Students

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Tabling Photos

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Tabling Photos

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Tabling Photos

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Tabling Photos - Students

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Tabling Photos - Students

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Tabling Fact Sheets Experts have found that parks serve as an important setting for more social interaction, which increases trust, cooperation and the overall health of all residents.

When a lot of new small businesses start popping up around town, the value of your home increases.

One out of two Americans have to make big sacrifices (like medicine, security and quality education) just to be able to afford their rent or mortgage.

More than half a million people don’t even have a place to call Home, including 125,000 kids.

People who take public transportation often get the recommended daily 30 minutes of exercise walking to and from bus stops and train stations, which also reduces stress levels and saves money.

When it comes to kids’ academic performance, the quality of a neighborhood matters almost as much as the quality of their school.

By living close to work/school, you can walk or bike there, which is much healthier than driving and saves you money.

A better community usually means better grades and better graduation rates for students.

Those who live in affordable, quality homes have better physical health and mental health in the long term.

60% of Americans feel that renters can be just as successful at achieving the American Dream as people who own their home.

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Tabling Photos

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Bulletin Board Photos

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Classroom Activity

To target our young parents audience in Bloomington, we decided to reach out to the people closest to them: their children. Kim Williams of Childs Elementary allowed us to create an activity for her kindergarten class in which the students, ages 4-6, drew pictures of what home meant to them. They completed this activity after reading Home Sweet Tree by Stan and Jan Berenstain, a book that describes the importance of homes. After the activity, a newsletter was sent out to all of the parents of the students describing the activity, and how it ties in with Home Matters.

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Classroom Activity Results

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Classroom NewsletterHi Parents,

The children worked on a special project today during writer’s workshop. My daughter, a senior at IU in the journalism school, is part of a group of students that are working on a national public relations campaign to raise awareness about the importance of affordable housing. Home Matters works to promote education, health, safety, success and economy across America. We read a book called Home Sweet Tree by Stan and Jan Berenstain. The bears talk about the importance of their home and why they love it so much. After hearing the story, the Stars shared thoughts about their home and why they love it so. We also talked about how our community of Bloomington offers many activities that we love, so we are proud to call Bloomington our “home” town. The Stars wrote about why “home matters” to them, and we have them hanging on our classroom “Wall of Stardom”. I also shared some samples of the writing, no personal information about the children, with my daughter. She plans to use them in their campaign as examples of why our homes are so important to us. Following is a little more information that was sent to me from the student group:

“Home Matters is a national movement of over 250 partners and organizations raising awareness about the importance of affordable housing. Home Matters works to promote education, health, safety, success and economy across America. You can learn more and partner for free to pledge your support at www.homemattersamerica.com<http://www.homemattersamerica.com>.

Indiana University students are working on a national public relations campaign to raise awareness about Home Matters and its mission. To support their campaign, follow @IUBateman on Twitter and share why #HomeMattersHere.”

Please let me know if you have any questions!

Thank you,

Mrs. WilliamsChilds ElementaryKindergarten Plus

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Homebassador HandoutTo extend our programming efforts, we decided to train two journalism students, Allison Kline, freshman, and Jessica Graham, sophomore, to be our Community Ambassadors--or “Homebassadors.” We promoted position via PRSSA newsletters, word-of-mouth and social media outlets, and held an information session at Ernie Pyle on February 8th. After our information session, we chose the two students who we thought would best convey the Home Matters message and who would likely recruit the most students. Both students reached out to their respective organizations, their sororities, and their dorms, as well as spoke in front of their classes about our team’s tabling events and other social media contests. We provided incentives for the Homebassadors as well: whoever could recruit the most students to partner with Home Matters would receive a $10 Starbucks gift card. In addition, they would receive two free, professional headshots from a member of PRSSA. We measured who recruited the most students by using a “Homebassador Partner Log” that they were to distribute. The log stated which Homebassadors recruited each person who partnered. We also has weekly check-ins with our Homebassadors every Sunday, where we exchanged updates on our campaign and noted all of their marketing efforts for the week. By the end of their three-week ambassador positions, they had reached a combined number of ~645 Indiana University students via social media, word-of-mouth and their classes.

Homebassador Handout and Requirements/Goals:

IU Bateman Team:Five students from Indiana University’s Public Relations Student Society of America (PRSSA) competing in a national case competition. The IU Bateman Team seeks to increase awareness among the American public and educate them about the serious consequences of poor

quality housing, as well as inform and engage communities in steps they can take to help Home Matters take action now. About Home Matters:Home is the bedrock of a strong community and nationHome Matters is a national movement uniting America around HomeChildren raised in stable Homes learn and achieve more in schoolHealthy habits take root more easily in stable, affordable HomesStable homes lead to a safer community Homebassadors:Community ambassadors serving as Home Matters brand champions on the IU campus Weekly goals:Home Matters partners:10 new Home Matters partners per week (minimum)Input new partner’s information to the GoogleDoc: http://bit.ly/homebassadorsFacebook:One FB post per week (share something that HomeMatters posts, become a member, following Twitter account)Twitter:Follow IUBateman and tweet why you think #HomeMattersHereEach week retweet two posts from either @IUBateman or HomeMattersIf you retweet something from HomeMatters, quote it and add our hashtagFind 10 people per week to follow @IUBateman and/or engage with the #HomeMattersHere hashtagSample tweets:Home Matters is a national movement uniting America around Home. Join the movement and share why #HomeMattersHere http://bit.ly/WSR4P2#HomeMattersHere because Bloomington is a big town with a close knit community

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Homebassador Data Form

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Media Coverage - The BuzzIU Bateman team prepping for competition deadlineHaley Church | Feb. 10, 2015

The IU team of public relations students partici-pating in the Bateman Case Study Competition is implementing its campaign this month with an eye toward the deadline to submit their work in March.

That’s why team members were in the Ernie Pyle Hall lounge Monday night, staging a recruitment and awareness event for their client, Home Mat-ters, a coalition of seeking to raise awareness about the issue of affordable housing in the U.S.

“We started working on this in late September, early October, and did a bunch of research for the first few months,” said account executive Maddy Weil, a member of the Beth Wood Chap-ter of the Public Relations Student Society of America. “February is our implementation month, so now we are starting to do all of our events, such as tabling, and we want to eventually have a concert to raise awareness.”

The annual Bateman competition is one of na-tional PRSSA’s top programs. This is the sev-enth year an IU team has participated, designing a public relations campaign for a client, then competing against other teams across the nation in the Bateman competition.

Any members of the IU affiliate PRSSA who have taken J321 Principles of Public Relations Writing are eligible to apply for the Bateman team. This year’s members are seniors Weil, Erin Johnson, Katie Denta, Eliza Williams and Dan Szwiec.

Clients vary from year to year, so not every team works with a coalition like Home Matters. Last year’s team worked with Fiserv Incorporated, which is a financial technology service provider.

Williams discussed the challenges of working for a real-life client. First is juggling the time com-mitment of classes, jobs and the team’s nearly nightly meetings.

“It is a lot of work, but it’s fun,” Williams said.

Monday night, the team was seeking “Homebas-sadors,” or community ambassadors, for Home Matters, which formed in 2013 to bring attention to the issue of affordable housing. It partners with more than 250 other organizations and gov-ernment agencies to make the “New American Dream” a reality.

“Right now, we are trying to spread awareness, increase education on how to help out in the community and with affordable housing, and, eventually, raise donations,” Weil said.

At the callout meeting for ambassadors, the team pitched the idea of how being an ambas-sador can be a resume builder. Presenters out-lined the responsibilities, such as participating in social media and telling people about the client.

“The best way to get people to talk is meeting with them face to face,” said team member Eliza Williams.

Team members host weekly “tabling events,” where a few members pass out information in public areas. The next one is 5-8 p.m. Feb. 18 at Teter Residence Center.

More:

Follow the team on Twitter.

- See more at: http://mediaschool.indiana.edu/news/iu-bateman-team-prepping-for-competi-tion-deadline/#sthash.RwZEjMIz.dpuf

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Media Coverage - The Beth Wood Chapter of PRSSA Newsletter The IU Bateman team is working with Home Matters (http://wordpress.us2.list-manage1.com/track/click?u=16f6f690ce16ee3aace4841dd&id=e2d8297e82&e=3038b7a0a3) to raise awareness about the importance of affordable housing in America. We are currently seeking students to serve as community ambassadors ("Homebassadors") for Home Matters and the Bateman team. If you are interested in nonprofit PR and cause marketing, consider joining this movement and gaining hands-on experience throughout the month of February. We are holding a mandatory information/train-ing session for those interested TONIGHT at 6 p.m. in the EP Lounge. Email elirwill@indiana.edu if you have any questions. Hope to see you there!