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Bring Us HomeBridging Gaps Together
Adeeb SajjadJames Karban
Derek Moryson
Agenda
Background
Logistical Issues
Housing Shortage
Divided Families
Challenges and Objectives
Challenges to Obtaining
Funds
Main Campaign Objectives
Strategy
Overview
Public Funding
Private Funding
“Bring Us Home”
Implementation
Milestones
Progress Reports
Budget
Revenue
Looking Forward
Alternative Housing
Grassroots Movement
Conclusion
Background Challenges and Objectives Strategy Implementation Looking Forward
Deeper Social Issues
Housing Shortage
Logistical Issues
Divided Families
Challenges
Social Stereotype
Competition for Funding
Funding behaviour of large donors
Resources Available
Macroeconomic Environment
Background Challenges and Objectives Strategy Implementation Looking Forward
Objectives
Raise $1.5 million
Generate mass public awareness
Reconciliation of differences
Increase discussion
Grassroots movement
Background Challenges and Objectives Strategy Implementation Looking Forward
Background Challenges and Objectives Strategy Implementation Looking Forward
Public Funding
Private Funding
“Bring Us Home”
Campaign
$1.5 Million
Strategy Overview
Public Funding Strategy
Background Challenges and Objectives Strategy Implementation Looking Forward
Government
Federal
Provincial
Aboriginal Affairs
Grievances
Land Claims
Private Funding Strategy - Grants
3355 Grant Makers in Canada
295 Related Grant Makers
34 Targeted Grant Makers
Tailored Proposals for Grant Makers
Background Challenges and Objectives Strategy Implementation Looking Forward
Private Funding Strategy - Sponsorship
Communicate benefits of donating to the organization – Tiered levels of sponsorship
Specially designed communication packages
Contacting both charities and businesses
Align ourselves with organizations which support similar causes
Background Challenges and Objectives Strategy Implementation Looking Forward
SNC Lavalin OPG OLG Casino Rama Fund
Cliff Resources
Magma Resources
The Home Depot
Petro Canada
Royal Bank of Canada
“Bring Us Home” Campaign
Background Challenges and Objectives Strategy Implementation Looking
Forward
Not only raising funds for housing but initiating long-term social change.
Hope Change
Awareness Community
Interactive Integrated Relevant Content
Sense of Community
Call to Action
Unpaid interns can be obtained through our connection with the Humber Business School
Create a two-way communication between us and the community – Provoke discussion
Combine all channels of social media
It will be initiated immediately and sustained throughout campaign
Social media will play a central role
5 essential components will guide our social media campaign...
Social Media Campaign
SOCIAL MEDIA
STRATEGY
Background Challenges and Objectives Strategy Implementation Looking Forward
Events
Background Challenges and Objectives Strategy Implementation Looking Forward
Targeting the Average
Canadian
Desire To Be Involved in the Process
InteractiveOpportunity
for Sponsorship
Raise Mass Awareness and Funds
“Bring Us Home” – Direct Mail
Targeted Personalized
Measurable
Feasible
Why Direct Mail?
Background Challenges and Objectives Strategy Implementation Looking Forward
“Bring Us Home” – Direct Mail
Estimated donation of $86.49/person – based off of Ontario figures
Response rate of 2.5% - Higher because of the ability to donate through mobile phone
Neighbourhoods within selected Ontario demographics
200,000 households targeted
Total Costs - $47,307
Total Revenue- $345,960
Net Profit - $298,653
Background Challenges and Objectives Strategy Implementation Looking Forward
Implementation
Background Challenges and Objectives Strategy Implementation Looking Forward
Goals
Objectives
Milestones
Progress Report
Meetings
Critical Path
Analysis
Budget
Background Challenges and Objectives Strategy Implementation Looking Forward
Project Team Salary - $27,000
Direct Mail Campaign -
$47,307
Volunteer and Intern Incentives
- $2,500
Communication Materials - $500
Miscellaneous Expenses -
$1,000Events
Giveaways and Prizes
Advertising and Public Relations
Projected Revenue
Background Challenges and Objectives Strategy Implementation Looking Forward
Direct Mail
Public Funding
Private Funding
Individual Donations
13%
40%
20%
20%
40%
20%
20%
Alternative Housing
Background Challenges and Objectives Strategy Implementation Looking Forward
Transportation by railway to Moosonee
Contracted by the federal government to build modular homes in Attawapiskat
$100,000 – 808 square feet - designed for cold climates
Maple Leaf Homes – based out of Fredericton, New Brunswick
How do we lower the housing cost?
Looking Forward
Establishing a Support System
Grassroots Movement
Background Challenges and Objectives Strategy Implementation Looking Forward
Concluding Thoughts
Bridging Gaps Together
