Habitat for Humanity IMC Plan - WordPress.com Word - Habitat for Humanity IMC Plan.docx Author Amber Windell Created Date 4/25/2013 2:31:35 AM

Integrated Marketing Communications Plan

Prepared for:

Habitat for Humanity Harrison County, IN Chapter

PO Box 275 Palmyra IN 47164 812 734 0388

Prepared by: Jessica Bissinger, Gabriela Calzada, Mary Norton, Amber Windell

Habitat for Humanity-‐Strategic IMC Plan

2 PAGE

Table of Contents

Mission and Vision………………….……….pg. 3

Current Users………………………………….pg. 4

Internal Communication Audit…………pg. 5

External Communication Audit…….…..pg. 6

IMC Objectives……………………….………..pg. 8

Positioning Statement……….……………..pg. 9

Strategy Development………….………..pg. 10

IMC Tactics……………..………….…..……..pg. 11

Billboard Designs......................................pg. 12

Brochure Design........................................pg. 13

Facebook Page............................................pg. 15

News Release................................................pg. 16


PAGE 3

Mission/Vision Habitat for Humanity is a nonprofit organization that strives to help repair or build decent affordable

houses for low-‐income families worldwide. Their vision is a world where everyone has a decent place to

live. Specifically we would work with the Habitat for Humanity Harrison County chapter, which was

founded in 2000 and serves all of Harrison County.

Habitat operates with volunteers providing the manual labor needed and with corporate and individual

donors providing money and materials to build Habitat houses. The partner families invest hundreds of

hours of labor themselves into building not only their homes but also the homes of others. Their interest

free, low mortgage payments go into a revolving Fund for Humanity that is used to build more houses.

Habitat of Harrison County strives to inspire hope, empower dreams, and create opportunity through the

power of home ownership.

By working with them we hope to increase community awareness and involvement with the

organization.


4 PAGE

Current Users

Habitat for Humanity of Harrison County serves the following towns: Corydon, Crandall, Elizabeth,

Laconia, Lanesville, Maukport, Milltown, New Amsterdam, New Middletown and Palymra.

In the 2010 Census, Harrison County had a population of 39,364; of that population 30,057 were 18 and

older. As of 2011, 87.5 percent of residents had a high school diploma or higher and only 14.8 percent

had a bachelor’s degree or higher. In 2011 there were 16,757 housing units, the median income was

$52,263 and 11.9 percent of the population was below poverty level.

Habitat for Humanity found that U.S. statistics show that roughly 44.2 million Americans spend more

than 50 percent of their income on housing. If the homeless and those living in severely substandard

conditions are included, roughly one in six Americans are in need of a decent, affordable place to live.

Research shows that one in three American homeowners spend more than 30 percent of their income on

housing.

To qualify for a Habitat home, prospective homeowners must:

• Be citizens or legal residents.

• Prove steady income.

• Have good credit.

• Earn a monthly income that falls within minimum and maximum limits, depending on household

size.

• Sustain a savings account over a specified period of time.

In addition, each partner family will be required to:

• Invest sweat-‐equity hours in building his/her home and others.

• Make an affordable down payment.

• Make timely mortgage payments.

• Attend homeowner education classes.


PAGE 5

Communication Audit: Website: www.habitatharrison.com

• Easy to navigate.

• Consists of: homepage, contact, photo gallery,

events and work schedule.

• Has PayPal donation on home page.

• Has not been updated since 2011.

• Still has fundraising events listed from 2011

• Generic design

• Some pictures on gallery page do not load, needs to be updated.

• There is nothing listed on the work schedule.

• No information on how to apply, qualifications, or how to volunteer.

Facebook: Habitat for Humanity of Harrison County Indiana

• Joined August 5, 2011

• Profile photo does not fit in the frame

• No cover photo

• No description or contact info.

• Have not posted any photos.

• Last post was May 10, 2012.

• Has posted 3 times to date.

• Has 20 likes.

• President did not know it existed.

Logo:

• Simple design

• Consists of blue and green colors

• Matches corporate logo


6 PAGE

Habitat for Humanity of Metro Louisville

Habitat for Humanity of Metro Louisville was established in 1985 and currently serves the

Louisville Metro area and Oldham County. The non-‐profit organization celebrated its 300th home built in

2008, and has continued to construct and provide homes for low-‐income families of the local area. The

organization is proud to collaborate with in-‐need partner families and offer a hand up, not a hand out.

In order to qualify for a home from Habitat for Humanity of Metro Louisville, the recipients must not

make over a certain income (varies based upon number of people in household), be able to make

payments (no outstanding debts), and be willing to partner with Habitat for Humanity and provide 400

hours of service. The organization relies heavily on those families, as well as volunteers, to provide the

manpower and tools necessary to build these basic homes.

Communication Audit:

Website:

• Extremely easy to navigate.

• Offers many links to external social media sites.

• Consists of: homepage, about us, homeownership,

donate, volunteer, construction and login tabs

along the top bar.

• Offers: photo gallery, events, places to donate, upcoming work schedules.

• Visually stimulating. Home page offers video, links and photos.

• Ample information on where to apply and how to qualify.

• Appears to be updated regularly.

Facebook: Habitat for Humanity of Metro Louisville

(http://www.facebook.com/LouisvilleHabitat)

• Profile and cover photo visually stimulating.

• Ample information of contacts, links and

company history.

• Updated regularly, about daily.

• Has 1486 likes to date.


PAGE 7

Logo:

• Simple design.

• Consists of blue and green colors.

• Matches corporate logo.

Twitter:

• Currently have 823 followers.

• Tweets about 2-‐3 times per week.

• Tweets photos and interactive content.

• Creative profile picture and background photo.

Pinterest:

• Have 102 followers.

• Have many different boards, including boards concerning Louisville, ideas for house projects and

many other ways to create interest in habitat.

You Tube Channel:

• Has not been active in a year.

• Posts videos about house dedications, events, and anniversary of organization.


8 PAGE

IMC Objectives

Target: As we know Habitat works with Harrison County to help low-‐income families build and repair

houses. Our target is not just families that are of low-‐income. This non-‐profit organization needs

donations in order to help those who need the help. Our main goal is to target those who live in Harrison

County that care about helping its community. If we target people who care then there will be more

people to volunteer as well as donations. This is was the organization needs. Habitat needs people that

care, have the time, and money to help. By targeting people that care we would like to increase their

awareness by 10%.

• The first thing we want to do is raise awareness about this non-‐profit organization.

• We would like to raise this awareness through social media and traditional media.

• Social medias that need help would be their Facebook page and even their website. We

want to increase the traffic that visits the Facebook page. Right now their Facebook page

has about 40 likes we would like to get another 100 likes. We will keep track of awareness

by how many likes the page gains.

• On the traditional media side we would like to create print ads for local newspapers in

Harrison County and school newspapers. These print ads would tell people about

upcoming events and ways to get involved in Habitat.

• Another main thing we want to do is increase donations by 5%. We will keep track of

donations through paypal.

• Habitat currently does not have a Twitter account. We would like to create a twitter

account. This would be a good way to keep people up-‐to-‐date on events and projects

happening. Our goal is to gain at least 50 followers.

• Habitat does not have videos that talk about their upcoming events or show people

working on projects. This is a good idea to get more people interested and see the things

they do. By creating a YouTube channel we can do this. These videos can also be posted on

Habitat’s other social medias such Facebook and Twitter.


PAGE 9

Positioning Statement

Habitat for Humanity of Harrison County is the only local nonprofit organization that strives to make sure

everyone in our community has a decent and affordable place to live. With the help of wonderful

volunteers and partner families we are able to give low-‐income families a place to call home. Habitat for

Humanity of Harrison County wishes to inspire hope, empower dreams, and create opportunity through

the power of home ownership.


10 PAGE

Strategy Development

• The main problem IMC can solve is increasing awareness and the number of donations.

• Our main creative strategy to achieve this is through Facebook. Through Facebook, Habitat can

post videos and pictures to demonstrate what it is that they do and how others can get involved.

They can be more interactive with the people through social media.

• Problem: There are not enough people are aware of what Habitat really does. If not enough

people know about Habitat then they cannot receive the donations they need. Therefore, we need

a way to get people interested in Habitat so they can donate as well.

-‐ Not enough donations.

-‐ Not enough people are aware.

We need to ask ourselves what are some ways to get people interested in Habitat?

How can we increase the number of donations?

How can we get the younger generation involved in Habitat?

• Like stated before we want to be more interactive with people. We want to show them what

Habitat does and how they can get involved. We need to show pictures of houses built. We can

interact with people on social media by doing fill in the blank.

-‐ Example: My favorite thing to do to help Habitat is__________________.

-‐ We can write articles or post stories of families helped.

-‐ We can let people that have helped out with projects post pictures.

-‐ We can do contests like the best picture taken by a person or a drawing contest that

demonstrates what Habitat does.


PAGE 11

IMC Tactics

1.) Advertising: Seeing how Habitat for Humanity targets low-‐income families it will be best to place

advertisements where these individuals perform their daily activities.

-‐Billboards: These would be a great source of advertisement because there is a significantly large

amount of people that will see the advertisements.

2) Public Relations: Habitat for Humanity of Harrison County can benefit greatly from a public relations

strategy implementation. Public relations is key for any company’s success and is part of the vital back

one Habitat for Humanity of Harrison County needs. Positive exposure in the community will increase

volunteer influx, home recipients and possible donation outlets.

-‐News Releases: Any ground breaking event on a new home, volunteer celebration, or Habitat for

Humanity event should be outlines in a news release and sent to local news outlets. Such outlets

would include newspapers, such as The News and Tribune, The Banner Gazette, and other local

papers, as well as local network news channels and radio outlets, such as Indiana 9 Radio and

Television Broadcasting.

3) Direct Marketing: Habitat for Humanity could benefit from a direct marketing tactic. Sending a mail out

to apartments in a lower income area, informing residents of the Habitat program, as well as how to get

involved, both as a volunteer and/or recipient, would get the much needed word out about the Harrison

County chapter. A direct mail piece also may reach more of the target demographic, due to the fact that

lower income residents do not always have Internet or television access. However, receiving mail is free

and therefore can reach more of the audience.

-‐Advertising/informative brochures can be mailed or placed in locations such as Food Banks and

other places that low-‐income individuals go for assistance.

4) Cyber Marketing: Although Habitat for Humanity target low-‐income families who may not have a

computer they still have places they can go to get access to them. Cyber marketing will be a good tool to

use because it is low in cost.

-‐Facebook will be the main cyber marketing tool because most of the population in the United

States is a member of Facebook. Facebook would be a great place to show new pictures of

properties and families that were helped.


12 PAGE

Billboard Designs


PAGE 13

Brochure Design

“

.”

Of Harrison County


14 PAGE


PAGE 15

Facebook Page

Habitat for Humanity of Harrison County does not have a current Facebook page. To better build brand

awareness a new Facebook page has been set up. The Facebook page needs to be updated at least 5 days

a week. This will help keep viewers updated on current events, photos, videos, and contact information. It

will allow those who are interested to get more information on this non-‐profit organization and gain

knowledge on what the mission is for Habitat for Humanity of Harrison County. Gaining more likes for

this non-‐profit through Facebook is a great way to build brand awareness.


16 PAGE

News Release

News%Release%FOR%IMMEDIATE%RELEASE%CONTACT:'(Insert'name)'

'''''''(Insert'phone'number)''''''' '''''''(Insert'email'address)''LOCAL%ORGANIZATION%BUILDING%HOMES%FOR%THE%LOWER%INCOME%COMMUNITY%OF%

HARRISON%COUNTY%

Habitat&for&Humanity&of&Harrison&County&to&build&homes&for&qualified&families&

Harrison%County,%IN%(April%2013)'–'The'local'Habitat'for'Humanity'of'Harrison'County'is'inspiring'hope,'empowering'dreams,'and'creating'opportunity'through'the'power'of'home'ownership.'Qualified'community'members'have'the'opportunity'to'either'have'their'home'repaired'or'a'new,'quality'home'built,'with'no'interest'fee,'lowFmortgage'payments,'and'a'requirement'of'sweatFhours'to'build'other'homes.''

To'qualify'for'a'Habitat'home,'prospective'homeowners'must:'•Be'citizens'or'legal'residents.'•Prove'steady'income.'•Have'good'credit.'•Earn'a'monthly'income'that'falls'within'minimum'and'maximum'limits,'depending'on'household'size.'•Sustain'a'savings'account'over'a'specified'period'of'time.''In'addition,'each'partner'family'will'be'required'to:'•Invest'sweatFequity'hours'in'building'his/her'home'and'others.'•Make'an'affordable'down'payment.'•Make'timely'mortgage'payments.'•Attend'homeowner'education'classes.''

To'learn'more'about'how'to'apply'to'be'a'participant'of'the'Habitat'for'Humanity'program'or'to'volunteer'with'the'organization,'visit'www.habitatharrison.com.''

'

HFH&of&Harrison&Co.&&has&been&serving&all&of&Harrison&County&since&2000&and&is&a&locally&run&affiliate&of&Habitat&for&Humanity&International,&a&nonprofit,&ecumenical&Christian&housing&organization.&Habitat&for&Humanity&works&in&partnership&with&people&in&need&to&build&affordable&housing.&The&houses&then&are&sold&to&those&in&need&at&no&profit&and&with&no&interest&charged.&

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Habitat for Humanity IMC Plan - WordPress.com Word - Habitat for Humanity IMC Plan.docx Author Amber Windell Created Date 4/25/2013 2:31:35 AM