habitat for humanity presentation book
TRANSCRIPT
MEDIAS ORM
TA B L E O F C O N T E N T S
M e m o r a n d u m . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
M e e t t h e Te a m . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
S i t u a t i o n A n a l y s i s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
C l i e n t H i s t o r y. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
C o n s u m e r B e h av i o r. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Ta r g e t B re a k d o w n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
S t r a t e g i c R e s e a rc h . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1
P r i m a r y R e s e a rc h . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2
S e c o n d a r y R e s e a rc h . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 4
S WOT A n a l y s i s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 6
C re a t i v e B r i e f . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 9
C re a t i v e I n s i g h t s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 0
C re a t i v e C a m p a i g n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 3
O ve r v i ew. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 4
P r i n t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 5
B i l l b o a rd s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 6
A m b i e n t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 7
T V S p o t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 8
R a d i o S p o t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 9
D i re c t M a r ke t i n g . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 0
S o c i a l M e d i a . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 1
P ro m o t i o n a l I t e m s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2
P ro m o t i o n a l E ve n t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 3
B ro c h u re . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 4
M e d i a P l a n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 7
S c h e d u l e . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 8
B re a k d ow n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 0
A p p e n d i x . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 3
M E M O R A N D U MDear Habitat for Humanity of Michigan,
The Media Storm team thanks you for the opportunity to get involved with Habitat for Humanity’s
future advertising campaign.
It has been a pleasure to work with an organization that stands for something meaningful and
significant, something which our team supports. Habitat for Humanity is a wonderful group that
does amazing things for countless communities. The purpose of our campaign is to educate Michigan
about the benefits of donations. Whether it is time or money that is being donated, both have an
impact on local communities.
Our work on this campaign pushed every member of our team to develop creative solutions for
Habitat for Humanity and its needs. This gave us valuable hands-on experience that could never have
been achieved from inside a classroom. We enjoyed the challenge of coming up with new ideas and
concepts, and we are confident that you will share our excitement over the final product.
On behalf of the Media Storm team, thank you again for giving us this opportunity. Every step of
the way we continued to be inspired by the power of Habitat for Humanity and what it can do for
people in need. Our campaign is going to show that power and inspire those in our communities.
Get ready, it’s time to get our hands dirty.
Sincerely,
Media Storm
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Media Storm is the collaboration of six talented individuals. We are writers, artists, reseachers, and creative thinkers with individual specialties and unique perspectives that contributed
to the development of this vibrant, multifaceted campaign.
Lizzy is a senior advertising major graduating from the best school on earth (Michigan State University, of course) this May. She looks forward to spending her summer in Chicago biking, swimming and enjoying the sun!
Samantha is an Advertising Management and Media major graduating this May. She is originally from New Jersey, but has fallen in love with the mitten. She enjoys being outdoors, snowboarding, hiking and water skiing.
Will is a near graduate of MSU’s Advertising program with a Creative Specialization. Add a Spanish minor to the resume and the result is a young, energetic, biligual individual with a goal of continuing a career in creativity, whether at home or abroad.
Jon is a soon-to-be Advertising graduate of MSU with a focus in Management and Media. His strength lies in research, but he loves to travel, eat Bourdain style, and is anxiously anticipating those warm california mornings after graduation.
Kelsey will graduate in May from MSU with a degree in Advertising, concentrating on Management and Media. She loves this state and is excited to stick around after graduation for “up north” summers, and frigid winters (Well, maybe just the first of the two).
Anne will be graduating with a degree in Advertising Management. She will head to Chicago to work at Sevcorp after graduation. While her main focuses are branding and photography, she also loves traveling and blogging.
Lizzy Giuliani
Samantha Nowak
Will Grombala
Jon (Alec) Suleskey
Kelsey Taber
Anne McDonough
M E E T T H E T E A M
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LET’S GET TO WORKS I T U AT I O N A N A LY S I S
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C L I E N T H I S TO RY
Habit for humanity all began in the year of 1976It was the vision of the couple Millard and Linda Fuller that
“Building Homes. Building Hope.”founded HFH on Christianity and the hope of affordable housing for those in need. Since then, over 1 million homes have been repaired, changing the lives of 5 million people worldwide. Churches and social clubs help with volunteering and donating, in an effort to house low-income families that display the commitment of being able to help themselves. HFH has welcomed new employees, homeowners and donors from all affiliations to join in their adopted concept of
“partnership housing.”
Product Description
Competition
Target Audience
Slogan:
Our Vision
HFH has a variety of services that includes homeownership, building, renovating, and thrift stores. With the focus of housing families for the long-term, HFH helps individuals plan and sustain their residence. HFH is a “hand up, not hand out.” That is an important distinction to be
made.
HFH does not have any direct competition due to their unique services, They do however have indirect competition. A few other organizations that lead donor support are United Way, Salvation Army and Feeding America. These organizations are able to acquire more private support than HFH
for thier non profit projects.
We are working to target four different groups: retired people, age 55-64 who are still active, settled down middle class ages 35-54, middle class to wealthy adults 25-34 years old, and young adults 18-24 years old. Each of these specific target audiences can play the role of donor or volunteer, and they
will be reached accordingly.
We are tasked with providing HFH and their worthy cause with more donations and more willing volunteers. Through our comprehensive campaign, we
will achieve our mission.
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C O N S U M E R B E H AV I O R
• Altruism-Warm glow theory (James Andreoni): This theory explains that people are not only motivated by helping others when deciding whether to donate or volunteer, but also motivated by the positive emotional feeling that is experienced
from helping those in need.• Giving Money is perceived as most
effective way to help a cause to a majority of consumers.
• Donated money isn’t going to those who need it most. Consumers lose their connection with the cause, or can’t find a cause that resonates with them personally.
• Relief is the responsibility of the government.
• The donation they would be able to provide is too small to make a difference.
• Aid leads to dependency.
• Build trust by consistently connecting with consumers and conveying the message that Habitat for Humanity is a deserving organization.
• Keep the information provided to consumers about what Habitat for Humanity stands for and does simple and to the point. This will help make the message more universal and powerful.
• Disclose how donations are being used.
• Create and maintain volunteer database to improve VRM (volunteer relationship management).
• Streamline donation and volunteer sign up to create an easy way to get involved.
• Volunteer testimonials to advocate the brand and generate new and consistent volunteers.
Consumer perceptions that incentivize donations and
volunteer work:
Consumer perceptions that are barriers to donations and
volunteer work:
How can Habitat for Humanity combat these barrier perceptions?
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TA R G E T B R E A K D O W N
Age: 18-24Marital Status: Single (not married)Income: $14,400 (Debt-None-Avg Student Income)Employment: Student, Part-time, Actively seeking full-timeEducation: Current Student
Age: 25-34Marital Status: Single or MarriedIncome: W/degree $46,000, w/o degree $30,000Employment: EmployedEducation: 2-4 Year college/trade degree
This is Ryan Smith a 22-year-old student at Michigan State University in East Lansing, Michigan. Ryan is in his Senior year studying business. He has been involved in multiple extracurricular activities while in college including The Business Club, a Fraternity, and is the star of his IM Soccer league. He is currently employed at the university’s Athletic Office as a receptionist, but is on the market for a full time job before he graduates in
three short months.
This is Jessica Andrews a 32-year-old working at an Accounting Firm in Detroit, Michigan. She is single and spends her free time biking, hanging out with her co-workers, and walking her beloved golden retriever Gus. Jessica is a go-getter, and is constantly striving to better herself. Her accounting background has made her an expert at saving money and she is currently saving up to put a down payment on a house. She loves to be involved, and takes any chance she gets to sign-up for
work related activities and outings.
Young Adults Middle Class & Wealthy Adults
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Age: 55-64Marital Status: Married or WidowedIncome: $58,000 (HH)Employment: Retired, or seeking retirementEducation: 35% have education level higher than high school
Age: 35-54Marital Status: Married with kidsIncome: $61,000 (HH)Employment: Employed, working toward retirementEducation: High School Diploma/ 2-4 year College Degree
This is Janice Thompson, a 64 year old retired nurse. She has 4 children and 16 grandchildren. Her number one focus in life is to keep her family a close knit bunch through family gatherings, and weekly sunday dinners. She has lived in the same house since her children were born, and it has become a meeting place for her family and community members that she views as family. She enjoys to help others, and takes pride in being apart of community groups and efforts that lead toward a common goal. She plans the annual community barbeque that takes place in Riverside Park, a park that was
restored by the church she is a member of.
This is Steve and Rosy Hernandez a married couple living in Grand Rapids, Michigan. Steve is 45 years old and Rosy is 44 years old. They have been married for 21 years and have two beautiful children in High School. Steve owns a local car dealership, and Rosy is living out her passion of helping others through her career as a Middle School math teacher. They both love to be involved in their local community and have established a great group of friends through their sons’ school and their church. They live
comfortably in a 3 bedroom home near the city.
RetiredMiddle- Aged and Settled Down
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LET’S GET TECHNICALS T R AT E G I C R E S E A R C H
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P R I M A RY R E S E A R C H
We did the research. Here it is. Ready to see what we
found out?
The survey results reveal information about our target market, common mis-conceptions about the brand, and useful insights that helped guide our advertising plan. Along with discovering interesting perceptions about HFH, we also found out about our target consumer’s behavior. Overall, this survey gave us a sample of how we should format the message of our
advertising campaign and plan.
• Most participants know of HFH.• 58% think HFH only build homes.• 74% think the services are free.• 96% of participants know of HFH
through school, family, friends, or church.
• 94% have donated to a non-profit.
S U RV E Y R E S U LT S
94% of participants have heard of HFH.
94% of participants have donated money to a
nonprofit.
How participants heard about getting involved:
4%Radio
50% School
25% Family orFriends
21% Church
74% of participants think HFH provides services
for free.
84% of participants have not volunteered for
HFH.
Gender of Participants:
57% Male
43% Female
Age of Survey Participants61+
41 - 60
25 - 40
Under 18
18 - 24
Perceived Services Provided Animal Care & Rescue
Community Assistence
Disaster Relief
Home Building & Restoration
Home Building for Free
Quick Insights
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A focus group was conducted and gave an in depth look at how those outside the organization view HFH. After a range of topics, we came to the conclusion that HFH is extremely misunderstood. From the first question asked, a majority of the group stated they get confused when they hear about Habitat for Humanity that it has to do with animals. This is where Media Storm comes in. We want to increase the public’s knowledge of all the services HFH provides. Below are some quick notes from the focus group and
what was discussed.
The group was comprised of 6 individuals; 2 males and 4 females, ranging between 20
and 23 years old.
To get an idea about the emotional message that we wanted to convey in our advertising plan, we thought who better to ask than previous volunteers? We reached out to various friends, family members, and peers that had Habitat for Humanity volunteer experience and asked them questions to get an idea about their experiences. Some of the questions we
asked included:
• Why did you get involved with Habitat for Humanity?
• How did you hear about the non-profit?
• Were you aware of the multitude of different services that Habitat for Humanity offered before volunteering?
• What different projects were you involved in while volunteering?
• What was your favorite or most memorable part of volunteering?
• If you could describe Habitat for Humanity in 3 words what would they
be?
These questions gave us amazing insights into the real experiences that volunteers have had, and help to shape our creative messaging in a strategic way. Here are different ways that volunteers described
their experiences:
F O C U S G R O U P I N T E RV I E W
“I’ve never felt so connected with people who I normally wouldn’t be and my help and heart is now in
their home” - Abigail Gaulin, 23
“When my husband passed away I became a full-time volunteer for Habitat for Humanity for
about 4 years. I was introduced to the opportunity by my pastor Father John. It was an amazing opportunity and I enjoyed every
second of it. It allowed me to put the home improvement hobbies
that I enjoyed to a greater cause. If I could describe Habitat in 3
words they would be togetherness, inspiration, and harmony.”
- Ruth Taber, 63
“It was rewarding to build up a community that needed it
desperately” - David Krenselewski, 41
• The majority of focus group par-ticipants agree that HFH is easily misinterpretted as an organization that helps animals.
• The group agrees that HFH builds houses for people with low income that don’t have the means to build a house on their own.
• According to the group, HFH gets funding through donations and volunteer work.
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S E C O N D A RY R E S E A R C H
The following maps display countiessegmented demographically by age groups:
To start our secondary research we first looked at geographic regions by age density and cross referenced this with multiple factors such as average household income, poverty rates, and consumer behavior regarding donations. By combining these we developed our target market age ranges, and then condensed this even further by creating HFH consumer profiles. This in turn led us to the conclusions provided in our situation analysis. We concluded that HFH has strong ties to corporate and local sponsors and holds a positive image in consumer’s minds.
18 - 24 25 - 34
55 - 6445 - 5435 - 44
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To continue our secondary research we found numerous studies that gave us an idea about the market, and how our competitors used various mediums to engage with the market audience. In the first graph we see the common objectives that non-profit organizations have and how they have differed and changed throughout the years. Brand awareness and engagement are at the top of this list, and therefore prove the importance of these goals for the Habitat for Humanity brand. In the second graph, the most common marketing tactics used by nonprofits is shown. The results show that social media and in person events were the two most commonly used mediums to increase non-profit involvement. Finally, in the third graph we see where we fall on a scale of private support among our competitors. Our advertising plan will work to increase where we stand on this list. These insights allow us to strategically shape our
plan to stand strong in the nonprofit market.
Brand Awareness
Engagement
Client Retention/Loyalty
Client Acquisition
Fundraising
Advocacy
Program Delivery
Website Traffic
Volunteer Recruitment
Thought Leadership
Lead Generation
Sales
Lead Management
Goals of Content Marketing for Nonprofits
2014
2013
11%
14%
16%
19%
43%
51%
27%
41%
79%
53%
59%
65%
73%
86%88%
84% 85%
71%
56%
61%
68%
79%
82%
84%
87%
93%89% 88% 86%
82%
Feed the Children
World Vision
United Way
YMCA
Habitat for Humanity International
American National Red Cross
American Cancer Society
Food for the Poor
SocialMedia
In-PersonEvents
E-news Website Articles
Videos
Goodwill Industries International
Catholic Charities USA
Feeding America
Boys and Girls Clubs of America
St. Jude Children’s Research Hospital
Task Force for Global Health
Salvation Army
3,926 m
1,885 m
1,660 m
1,511 m
1,477 m
949 m
891 m
889 m
827 m
826 m
802 m
699 m
687 m
674 m
614 m
U.S. Charities with Highest Private SupportTop 5 Content Marketing Tactics Used by Nonprofit Professionals in North America, 2013 & 2014
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• Corporate and local sponsors• Positive public image• High brand recognition • High employee retention • Strong blog presence• Federal funding for social services
increase in 2015• Local and State locations
S T R E N G T H S• Misperception of what the
organization does (Hand Up, not a Hand Out)
• Each location varies slightly in function and message
• Reliant upon government funding to continue operations
• Inconsistent revenue• Misconstrued brand perception
W E A K N E S S E S
S W OT A N A LY S I S
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O P P O RT U N I T I E S• Segment advertising to fit a broad
audience. • Partner with local communities &
businesses around Michigan to inform the public.
• Consistent informational branding to build recognition will inevitably lead to more volunteers and donations.
• Training and resources available for non-profits from government
• Increase in permanent housing• Prospective donors and volunteers
• Misinterpretation of public services• Rising costs of materials and land • Declining donations due to economic
difficulty• Tenants not paying mortgages • Lack of donations to the restore • Industry demand decrease• Less affordable housing
T H R E AT S
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LET’S GET DETAILEDC R E AT I V E B R I E F
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C R E AT I V E I N S I G H T S
What do we want this advertising to do? What problem are we trying to solve?
How do we want our target todescribe or respond to our brand?
What is the utmost important take-away message?
Who are we talking to and why?
• Inform the public of the multitude of services that Habitat for Humanity provides.
• Create a cohesive message that brands the overall non-profit and each affiliate as one entity. This message will be used to create consistency to reach this common goal.
• Solve the misconception that Habitat for Humanity gives away houses for free, and that is the sole mission of the organization.
• Urge potential volunteers and donors to get involved.
• To increase brand awareness and have the public view our brand as a “jack of all trades”, that helps the community in a multitude of ways.
• To convey a feeling of togetherness and helping out to bring a feel-good response to our audience, and increase the number of volunteers and donors that get involved.
• The main message that we want our audience to take from our advertisements is that your helping hands matter. Even if you’re just one person you have the ability to be apart of group and greater cause.
• Your hands have the ability to help people, help communities and overall make a difference.
• Potential volunteers and donors to inspire them to get involved.
• The general public to inform and increase brand awareness.
• We are talking to a large range of age groups so we will need to cater our message to a variety of people from all different backgrounds.
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What tactics will we use in order to convey this message?
How can we make this connection in the mind of our target audience?
What tone do we want throughout the advertising?
• Our target audience will be reached through the following mediums:
Print Outdoor (billboard/ambient) TV Spot Radio Spot Direct Marketing Social Media Promotional Items Promotional Events Informational Brochure
• Often times individuals do not feel that they can make a difference by themselves, we want to inspire our audience with our message in order to make them believe that they can through Habitat for Humanity.
• Hands are a symbolic representation that allows this message to reach our target audience. You use your hands to do work, and help others. By conveying a message that utilizes the consistent theme of using your hands to make a difference, this message will resonate with our audience.
• “It’s time to get your hand’s dirty” will be the main call to action that inspires potential donors and volunteers to get involved. Other hand-related phrases will include:
“Lend a helping hand” “Hands do work”. “Hand-up not a Hand-out”. “Give them a hand”.
• Our advertising will have a tone that is consistent with the following qualities:
A Group effort Togetherness Harmony Confidence Feel good Equality One person makes a difference
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LET’S GET CREATIVE
C R E AT I V E C A M PA I G N
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At Habitat for Humanity, there is a focus on hands.We lend our hands and look for others to lend their hands as well. We are passionate about the work that our hands do, improving the lives others in our communities.We’re a helping hand, but not a hand out. We’re a hand up. That’s more
like it.
With this campaign, the message will be clear that our hands provide homes for those in need. HFH is all about the service of others.The call to action in the tagline will recruit more hands for future projects. New volunteers are not only welcome, they are a necessity. As the old saying goes, many hands make a lighter load, or something like that.
In any case, it’s time to get our hands dirty.
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O V E RV I E W
“Time to get our hands dirty.”
P R I N T A D SPrint is a great way to reach Habitat for Humanity’s diverse target audience. Whether placed in a local newspaper or magazine, these inspirational ads will draw the attention of potential volunteers and donors. The theme of lending a hand is conveyed through strong quotes that represent Habitat for Humanity.These print ads will convey
the campaign message and rally more troops to the cause.
“The best way to find yourself is to lose yourself in ther service of others.”
Ghandi
www.habitat.org
“Many hands make light work.”John Heywood
Put your hands to work by volunteering.What are you waiting for?
It’s time to get your hands dirty.
Find yourself with Habitat for Humanity.What are you waiting for?
It’s time to get your hands dirty.
www.habitat.org
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B I L L B O A R D S
Lend a Hand.
We know you’re handy.
(and your talents)
We’re talking about your time.
Hand it over.
Going along with our theme of helping hands, we designed billboards that contain the basics of outdoor advertising. They are easy to follow, with a strong visual, simple copy, and a clear call to action. What makes these billboards unique is the spectacular aspect of the tools coming off the frame, grabbing the attention of those who see this outdoor
campaign.
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A M B I E N T
The best way to grab the attention of others is to make something that is out of the ordinary. Here, we
captured just that.
With this massive saw cutting into the corner of the building, our ambient piece demands
recognition.It is unique and catches the eye, giving people that pass by a reason to pull out their phones and capture this image with the clear HFH logo. Something of this nature draws a lot of admiration, and will provide Habitat for Humanity with free publicity due to the viral pictures of the ambient piece. We envision potential volunteers and donors going home, pulling out their smart phones, and searching for more information on Habitat
for Humanity.
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T V S P OTv i d e o a u d i o
Hand using ruler and pencil on a board.
Hands clasped and shaking in agreement.
Hand using hammer.
Hand sawing a board.
White frame with logo.
cut to:
cut to:
cut to:
cut to:
Music: Inspirational
Anncr: at Habitat for Humanity, there is a
focus on hands.
Anncr: our hands go to work, providing homes for those in
need.
Anncr: our hands are improving lives and
bettering communities
Anncr: and right now, our hands could use
some company.
Anncr: So what are you waiting for? It’s
time to get your hands dirty. It’s time to get involved with Habitat
for Humanity.Time to get your hands dirty.
Lights, camera, action! The TV spot featured here will run 15 seconds (short and sweet) and will deliver a strong and simple message: we are looking for
more involvement.
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R A D I O S P OT
H a b i t a t f o r H u m a n i t y“ T i m e t o g e t o u r h a n d s d i r t y ”
: 2 0
SFX: Insp irat iona l , s lowly paced music
SFX: construct ion noises (hammering , sawing , power tools)
Anncr : Hear that? That ’s the sound of Habitat for Humanity ; the sound of our hands going to work. The sound of our hands improving the l ives of those in the community. The sound of our hands provid ing a home for those in need. What have your hands done late ly? Volunteer and jo in us . I t ’s t ime to get our hands d ir ty.
SFX: Insp irat iona l music fades out .
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D I R E C T M A R K E T I N G
Now let ’s get prec ise . Time for some di-rect market ing . Work g loves branded with the Habitat for Humanity logo wi l l be sent d irect ly to chosen targets .
Inc luded with the g loves is a note that reads :
“Time to get our hands d ir ty.”
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S O C I A L M E D I A
It’s t ime to step up the socia l media for Habitat for Humanity.
To star t , the hashtag “LastTimeIGotMyHandsDir ty” wi l l be ut i l i zed on severa l soc ia l media p lat forms
(Facebook, Twitter, Instagram) to get young people act ive ly par t ic ipat ing in Habitat for Humanity ’s soc ia l
media presence .
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P R O M OT I O N A L I T E M
Our c lever way of lending a hand.
Creat ing promotional products such as these back-scratchers i s an excel lent wayto grab attent ion and increase brand awareness .The back scratchers are based on our campaign that focuses on hands .The message conveys ( in a comedic fash ion) the help ing hand that Habitat for Humanity of fers . Now it i s the turn of the rec ip ient to lend a hand.
We scratch your back, you scratch ours
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P R O M OT I O N A L E V E N T
“Black Glove Af fa ir” - Annual Volunteer & Donor Appreciat ion Gala
The event i s an end of the year event that each a f f i l i a te of the state attends .
During th is event volunteers and donors throughout the year are provided a d inner, photo booth, s i lent auct ion, and award ceremony.
The event ’s act iv i t ies inc lude: S i lent Auct ion Dinner Award Ceremony Photo Booth with props
Awards Inc lude: Volunteer of the year, etc .
What ’s to come? Volunteer s ign up Donat ions welcome Prev iew of upcoming events at each a f f i l i a te .
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B R O C H U R E
Contact UsHabitat for Humanity Michigan618 S. Creyts Rd. Suite CLansing, MI 48917
Phone: 517-485-1006Toll Free: 1-855-422-6424Mortgage questions: 800-467-5430
www.habitatmichigan.org
How can you lend a hand?
Don’t have time to get your hands dirty?
Keep your hands clean through donations. You can donate money, materials, vehicles, stocks, bonds, anything, really. We gladly accept it all. Corporate sponsorship is also encouraged.
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What’s Habitat for Humanity?
Habitat for Humanity is an organization that aims to create affordable housing for families in need. We renovate existing homes, buildings, and neighborhoods with the goal of improving lives and communities across the globe.
There are a lot of ways to get involved with Habitat for Humanity and volunteers are always a necesity. We offer numerous programs that specialize in different forms of volunterring. For example:
-A Brush with Kindness - Give a hand with the maintenance and weatherization of homes! -Youth Programs including Collegiate Challenge,Habitat Young Professionals, Youth United and so many more! -Women Build - Learn construction skills alongside fellow women! -Veterans Build - Homeownership, volunteer, and employment opportunities for military members, veterans and families!
Go to www.habitat.org/local to find an affiliate, ReStore, or volunteer opportunity near you!
How are homeowners chosen?
Our selection committees at each affiliate branch around the world choose homeowners based need, future partnership, and willingness to repay the loan through an affordable payment plan. Everyone is welcomed and considered.
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LET’S GET ORGANIZED
M E D I A P L A N
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S C H E D U L E J A N F E B M A R A P R M AY
Outdoor
TV
Radio
Direct Marketing
Social Media
Promotional Items
Promotional Events
Brochure
AmbientPage 38
J U N J U L A U G S E P O C T N O V D E C
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B R E A K D O W N
Outdoor
TV
Radio
Direct Marketing
To create our comprehensive media plan we evaluated factors found in our secondary research that influence the effectiveness of our advertising plan. First, we based decisions off peak volunteer and construction seasons each year. We took this seasonal approach to certain campaign elements in order to ensure our advertising tactics affects potential volunteers and donors. The following information gives insights on our media plan and the reasoning behind the time
span for each medium.
Due to the inexpensive nature of print ads, we will distribute print ads throughout the entire year. We hope to increase the knowledge of our target audience by constantly placing print ads out on the
targeted markets.
Billboards and other outdoor ads (like the ambient piece) will be on display throughout the months when home improvement is most common. During these months the outdoor advertisements will make a bold statement to those who pass by, and will attract the attention of onlookers, prompting them to lend
a helping hand.
We will have radio spots that run during the peak of construction season and the annual peak housing market. These call-to-action spots will hit our target audience during a time that they are most likely to
get involved.
A new pair of construction gloves can be put to use the most during construction season. The goal of our direct marketing campaign is for people to use our product with the brand on it and be constantly reminded that their hands are
capable of helping others.
In order to get the most volunteers and donations, we will utilize television ads the hardest during the winter, before construction season in the spring. The TV campaign will also run during the fall months. Consumers are stuck inside during the winter months and are excited to start new projects. By seeing our TV ad they will be intrigued
and excited to help. Page 40
Social Media
Promotional Items
Promotional Events
Brochure
AmbientNot only is social media easy, but also has the promise of going viral which catches the attention of many consumers. Updating social media throughout the year will keep people up to date with new projects HFH is doing as well as
press releases.
We will be hosting two promotional events, one after a successful year of HFH work, and one in the middle of construction season to revamp volunteers and donors. Our black glove event will be in January and will recognize donors and volunteers. This will also stand as way to attract new volunteers/donors by hosting an event with exciting incentives and activities.
This will be parallel to our direct marketing because it will be given out throughout construction season to give prospective volunteers and donors more information on what HFH does. One thing HFH needs is for the public to be more informed on the services it provides. The brochure will help with this by answering lots of questions in an
easy handout.
Next to print ads, promotional items are easy to distribute and stand as a constant reminder for people to help HFH in donations and volunteer work. Whether the promotional items are related to what HFH stands for or not, our goal is for it to remind people that HFH can uses everyone’s helping
hands.
Our ambient ad will be on display before and during the peak of construction season. As soon as the winter snow thaws, those passing by will be instantly attracted to the large saw cutting through a building. May to August is during the summer vacation months when schools are out and people have more time to spend volunteering.
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LET’S SETTLE IN
A P P E N D I X
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Change in Marketing Budget Among US Nonprofit Organizations, Oct 2012 (% of respondents). (2013, January 17). Retrieved March 16, 2015, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=132482&dsNav=Ntk:basic|change in marketing budget among US nonprofit organizations|1|,Ro:-1,Nr:NOT(Type:Comparative Estimate) Content Marketing Tactics Used by Nonprofit Professionals in North America, 2013 & 2014 (% of respondents). (2014, November 5). Retrieved March 17, 2015, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=147094&dsNav=Ntk:basic|content marketing tactics used by nonprofit professionals in north america|1|,Ro:0,Nr:NOT(Type:Comparative Estimate)
Email Metrics for US Nonprofits, by Email Type, 2013. (2014, March 31). Retrieved March 2, 2015, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=154563&dsNav=Ntk:basic|email metrics for US nonprofits, by email type|1|,Ro:-1,Nr:NOT(Type:Comparative Estimate)
Forbes. U.S. charities that received the most money through private support in 2013 (in million U.S. dollars). In Statista - The Statistics Portal. Retrieved April 16, 2015, from http://www.statista.com/statistics/238378/us-charities-to-receive-the-most-in-private-support/
Forbes. Largest charities in the United States 2013, by total revenue (in million U.S. dollars). In Statista - The Statistics Portal. Retrieved April 16, 2015, from http://www.statista.com/statistics/238289/us-charities-with-the-highest-total-revenue/
Frequency with Which US Nonprofit Organizations Use Select Social Media Sites, Oct 2012 (% of respondents). (2013, January 17). Retrieved March 12, 2015, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=132484&dsNav=Ntk:basic|frequency with which US nonprofit organizations use select|1|,Ro:-1,Nr:NOT(Type:Comparative Estimate)
Geographic Research, Inc. (2008). Population Density by % Age Map. Retrieved from SimplyMap database.
Goals of Content Marketing According to Nonprofit Professionals in North America, 2013 & 2014 (% of respondents). (2014, November 5). Retrieved February 26, 2014, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=147096&dsNav=Ntk:basic|Goals of content marketing according to Nonprofit professionals|1|,Ro:-1,Nr:NOT(Type:Comparative Estimate)
A P P E N D I X
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Housing Zone. The largest U.S. home builders in 2012, based on revenue (in million U.S. dollars). InStatista - The Statistics Portal. Retrieved April 16, 2015, from http://www.statista.com/statistics/199304/leading-us-homebuilding-companies-based-on-revenue/
Metrics Used to Measure Content Marketing Success According to Nonprofit Professionals in North America, 2013 & 2014 (% of respondents). (2014, November 5). Retrieved March 10, 2015, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=147097&dsNav=Ntk:basic|metrics used to measure content marketing success according to nonprofit|1|,Ro:-1,Nr:NOT(Type:Comparative Estimate)
Paid Advertising Methods Used by Nonprofit Professionals in North America, Aug 2014 (% of respondents). (2014, November 5). Retrieved February 26, 2015, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=163643&dsNav=Ntk:basic|paid advertising methods used by nonprofit professionals|1|,Ro:-1,Nr:NOT(Type:Comparative Estimate) Social Media Sites and Tools Used by US Charity and Nonprofit Social Media Administrators, Spring 2014 (% of respondents). (2014, June 5). Retrieved February 26, 2014, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=155885&dsNav=Ntk:basic|social media sites and tools used by US charity and Nonprofit|1|,Ro:-1,Nr:NOT(Type:Comparative Estimate) Usefulness of Social Media for Fundraising Initiatives According to US Charity and Nonprofit Social Media Administrators, Spring 2014 (% of respondents). (2014, June 5). Retrieved March 12, 2015, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=155886&dsNav=Ntk:basic|usefulness of social media for fundraising initiatives|1|,Ro:-1,Nr:NOT(Type:Comparative Estimate)
Ways in Which US Charity and Nonprofit Social Media Administrators Measure the Effectiveness of Their Social Media Efforts, Spring 2014 (% of respondents). (2015, June 5). Retrieved March 16, 2015, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=155889&dsNav=Ntk:basic|ways in which US charity and nonprofit social media|1|,Ro:-1,Nr:NOT(Type:Comparative Estimate) Ways in Which US Internet Users Would vs. Have* Supported Social/Environmental Issues Digitally, Aug 2014 (% of respondents). (2014, November 12). Retrieved February 27, 2015, from http://totalaccess.emarketer.com.proxy1.cl.msu.edu/Chart.aspx?R=163235&dsNav=Ntk:basic|ways in which US internet users would vs have supported social|1|,Ro:-1,Nr:NOT(Type:Comparative Estimate)
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Thank you again for the opportunity to get involved with such a noble organization. We learned a considerable amount throughout the process and are grateful
for the experience.
Sincerely,
MEDIAS ORM
