Marketing Plan

PLNU/BUS 332 Marketing Plan Project

Lazarian World Homes
Marketing Plan: (Jan. 2009 – May 2009)

Skylar Barrett
Eileen Bering
Shawn Coward
Kenneth Kreider
Noble’D Shelton

May 2009

Lazarian World Homes Marketing Plan

Table of Contents

Preface................................................................................4
Chapter One:
Executive Summary............................................................5
Background..................................................................5
Chapter Two:
Introduction and Background..............................................7
Chapter Three:
Situation Analysis................................................................8
Company......................................................................8
Customer......................................................................9
Competition................................................................12
Macroenvironmental Factors......................................14
Conclusions from Situation Analysis..........................15
Chapter Four:
Lazarian World Homes Mission, Strategy, and Goals......17
Chapter Five:
Marketing Strategy............................................................18
Objectives ..................................................................18
Segmentation and Targeting Strategy........................19
Positioning .................................................................19
Marketing Mix Strategy..............................................21
Chapter Six:
Tactical Marketing Program Plans....................................22
Product (Good or Service).........................................22
Pricing Plan................................................................23
The service planning to be held is a silent auction and informational gathering at
Point Loma Nazarene University’s, Nicholson Commons. In terms of pricing the
products, the guests have two options: ....................23
Option one is to “adopt a block.” These prices will be based on a fixed rate scale for
twelve months. Guests can adopt blocks for $10 a month. Donations of additional
amounts will also be accepted. .................................23
Option two is bidding on a silent auction item. In this circumstance, the pricing is
relevant to what each of the donated items is worth in value. The starting price will
be lower than the actual cost of the gift basket, but not by a significant amount. This
is so that the customers will be interested because the baskets are good values,
and if it goes over in price, their money is going to a good cause. ...............23

PLNU/Bus 332 Marketing Plan Project • 2


Figures

Tables



Preface
• The objective of this assignment was to prepare a suitable and
creative marketing plan for Lazarian World Homes. At the end of
the semester we are to present our proposal at a school-sponsored
trade show.

• The intended audience of this marketing plan is Professor Coil as
well as the employees of Lazarian World Homes and experienced
marketing professionals.

• This plan will be beneficial to the employees of Lazarian World
Homes as well as any who may find the company to be a valuable
undertaking. This not only proves our successful completion of a
required assignment for BUS332, but an introduction to a
powerful and opportune endeavor.

• Throughout this project, the team has been given an ideal
opportunity of first-hand experience with a typical marketing
prospect. It has taught us how to specify a target audience, find
the strengths and weaknesses of a company, promote key,
particular attributes, and many other important marketing tasks.



Chapter One:
Executive Summary
Background
Poverty is a growing problem that cannot be ignored. Not only
are people unable to afford satisfactory housing internationally,
but destitution affects the United States as well. Lazarian World
Homes is a non-profit organization whose mission is to House
the World. They were founded with the objectives of providing
the less fortunate with proper housing accommodations that
were both affordable and environmentally friendly.
Lazarian World Homes has maintained an innovative method of
Eco-friendly construction. They utilize simple materials with
straightforward instructions. A structure can be constructed
within two days using steel rebar, concrete, and recyclable
polystyrene (EPS) blocks. This construction process is as simple
as assembling Legos. Lazarian encourages groups to purchase
the EPS blocks from them as well at a below-market cost and
begin their own building projects.
Because this company runs strictly off of donations, it is
imperative that awareness is created about the company in order
to introduce and position them favorably to the public. Lazarian
has segmented the target market based on age and life cycle
phase. The two segments that would be most marketable are the
25-years-old and under crowd along with the 51-years-old and
over age group who both frequently attend church. Even though
these two groups are clearly at different cycles in life, they each
have important things to contribute to the company.
The 25-years-old and under category would most benefit from
being appealed to by the service they can contribute: time.
Volunteer efforts are what run Lazarian projects. They may not
have excess money they can donate, but their willingness to
participate and be a voice for the cause is one of the key
attributes that will help propel the organization.
The 51-years-old and over group is most likely at a stage in life
where their disposable income is higher. They will most likely
attend church and be from middle to upper social economic
status. This will be the segment to encourage monetary
donations, which is one of the main forces necessary for
Lazarian World Homes to continue serving the less fortunate.



With Lazarian World Homes being a new competitor in the
non-profit market, it is important to concentrate on positioning
this company among other high-level competitors. Their most
threatening contender is Habitat for Humanity who boasts a
similar volunteer-based system and is highly prominent in the
market. However, Lazarian will be able to promote its
dedication to environmental protection, which will be able to
differentiate it from others.
The product in this case is a service that Lazarian is offering. In
order to gain financial support, Lazarian plans to advertise a
sponsored silent auction. Individual and local business
donations will be accepted. The auction will be held at Point
Loma Nazarene University and to encourage guests to
participate, Lazarian will supply a free raffle for all who bid on
an item.
Another method of gaining monetary assistance is the
introduction of the “adopt a block” campaign. This will enable
people to commit to donating $10 a month to send an EPS block
to a current project site. They will be updated on where their
donation is being used through an e-newsletter.
Currently, Lazarian World Homes partners with Point Loma
Nazarene University, Baylor University, and the Armenian
Relief and Development Agency. This alliance allows for a
positive association with socially-conscious institutions.
Promotion efforts are one of the primary tasks for the first
planning year. The auction and “adopt a block” campaign will
attempt to raise awareness and good-will about the company as
well as increase funding. A budget of $20,000 is being created
for promotional advances.
Lazarian World Homes is an up-and-coming organization with a
selfless mission of taking care of others. Their strengths are
many and with the help of some marketing ingenuity such as
this plan, they will be able to gain a positive perception among
the public and throughout the non-profit market.



Chapter Two:
Introduction and Background
Lazarian World Homes is a non-profit organization that seeks to
house families in affordable, Eco-friendly, easy-to-build homes.
They also wish to be a part of expanding churches, schools, etc.
Lazarian World Homes partners with Point Loma Nazarene
University, Baylor University, and ARDA in order to bring
cost-effective structures to people in need.

Ground-breaking recyclable polystyrene (EPS) blocks are used
in conjunction with concrete and steel rebar. The process of
building these structures is a simple procedure similar to Lego
construction. It is a quick and efficient way to bring Eco-
friendly homes to low income families or anyone else in need.
This method of construction is not only cost-efficient, but has
been tested to withstand earthquakes, floods, storms, and natural
disasters. The EPS walls do not absorb water and are pest
resistant. They have an economic life of 40-50 years. When the
useful life of the building expires, the EPS blocks can be ground
into soil, exhibiting their environmentally-sound nature.

The marketing plan is to present Lazarian World Homes to
churches in the San Diego County area and encourage them to
donate time or money to Lazarian World Homes. Lazarian
World Homes has recently built a seminary in Tecate, Mexico.
The video of this project will be shown in order to give people a
better idea of the unlimited possibilities the EPS blocks can
bring to families. A secondary focus will be to convey Lazarian
World Homes’ mission and encourage the churches to develop
their own mission teams and purchase the EPS blocks to begin
their own building projects. They will also be invited to
participate in a monthly sponsorship, which will consist of
buying one EPS block for $10 a month to contribute to current
and future projects.

Churches will be shown the economic benefits of this type of
construction by comparing the costs of building a traditionally
built structure and an EPS block building. Once enough
donations are received from local businesses and individual
sponsors, they will be auctioned off at a benefit event sponsored
by Lazarian World Homes, and will be held at Point Loma
Nazarene University with all the proceeds going to Lazarian
World Homes.



Chapter Three:
Situation Analysis
Company

Strengths

Lazarian World Homes is competent in many areas. Their
mission is concise and simple: House the World. The company
boasts a dedication not only to people, but to keeping the
environment safe as well. The recyclable polystyrene blocks
used in conjunction with concrete and steel rebar make their
method of home building both affordable and user friendly. It is
these environmentally-sound building materials that could set
them apart from contenders in the market. Lazarian World
Homes brings an innovative and cost-efficient technique to Their mission is concise
those in need of housing and other facilities. Projects have and simple: House the
progressed both in Armenia and Tecate, Mexico. World.

The cost associated with the construction of their structures is
significantly less than their competitors. Walls can be erected
within two days and despite the simplicity of the construction
process, each facility has a lifespan of 40-50 years. Afterwards,
the EPS blocks can be ground into soil. The buildings have not
only been tested to withstand natural disasters, but have proved
to be pest resistant as well. The brief construction time allows
for simplistic procedures, which can be taught to those without
any prior construction experience in addition to erecting more
buildings in shorter time spans.

Lazarian World Homes has the benefit of partnering with well-
established institutions such as Point Loma Nazarene University
and Baylor University as well as the Armenian Relief and
Development Agency. This companionship is able to create
significant clout among the non-profit association circles. Along
with the institutional partnerships, Lazarian benefits from the
service of well-seasoned and knowledgeable staff members who
are dedicated not to seeking financial gain, but furthering the
mission of the company.

Although the use of polystyrene blocks for construction is not a
recent discovery, their use is relatively unknown. Lazarian
World Homes has the benefit of learning from the marketing



failures of the originator of these blocks. Society was not ready
for the “Green” movement when the blocks were first marketed,
which led to their predestined failure. However, with social
awareness actively becoming a forefront of today’s culture, this
Eco-friendly product has a great potential to succeed in the
present-day market.

Weaknesses

There are some limitations with Lazarian World Homes that are
important to be aware of. Firstly, they are a moderately new
company, which makes them unknown to the public. They are
in direct competition with organizations such as Habitat for
Humanity who have enormous influence and seniority in this
field. It could be difficult for Lazarian World Homes to make a
separate name for themselves due to the fact that their mission is
somewhat similar to their competitor’s.

Observers may not believe that the organization has enough
authority yet in the matter because of their low number of
completed projects. It also may be difficult to market the use of
the polystyrene blocks to the general public. People might
assume that the buildings built by Lazarian World Homes are
not up to proper standards because of the notion that
polystyrene is not perceived as a durable material. Although
Lazarian World Homes lays claim to the fact that both these
materials and the process are cost-efficient, the general public
may be deterred because many are often willing to pay more
money to know they are receiving a quality result.

Customer

The target customer has been segmented by age. The first is a
male or female that is 51 years or older. The customer is a
regular church attendee and is at the point in life where he/she
has extra money to support projects or causes he/she is
passionate about. They are at the stage in their life where their
children (if they have any) are older and moving on with their
own lives. This gives the customer more time to think about
contributing to the next generation and giving back to society.
The customer is environmentally conscious and although they
might not be aware of this specific company, they are more than
likely willing to support ecological homes. These people may
either be religious and/or are interested in helping others and



feel that it is their personal responsibility to help the less
fortunate.

The second segment is a young adult age 25 and under. These
customers may not have the resources to either make a monthly
donation or donate to a service. Instead, they are willing to help
with their personal time; in terms of helping run auctions,
informing others about Lazarian World Homes, volunteering
with this organization, and more.

Participants of a survey were asked to disclose their age in order
to decipher which age group would be most willing to help or
become involved with this organization. The age groups were
split up into four different categories (as seen in Figure 1).
These categories are 25 and under, 26 to 35, 36 to 50, and 51
and over. This seemed like the best way to separate people
based on stereotypical stages of the life cycle. Traditionally, a
25-year-old and a 50-year-old are in two different phases of life
in terms of family, income, occupation, and education. They
may have two completely different ideas about what is
important in terms of giving back to society and therefore, what
they can give back.

The research conducted shows that people ages 51 and older
were more interested in this product than the rest of the age
groups. The 25 and under were the second highest category, and
the 30 to 40 year olds were least interested. It appears that the
30 to 40 years olds could be in a stage of life where they have
younger dependent children, aging parents who need assistance,
demanding careers, or not enough time and resources to give.

The most common responses regarding how people thought
they could contribute to Lazarian World Homes was with
money and prayer. The benefits people are seeking with this
product are the personal satisfaction of having helped the less
fortunate, bettering the environment, and being able to give
back to the community. Figure 2 shows the average amount that
participants felt conscious and passionate about the
environment. The 63% of people who claimed to have an
average or above average amount of concern about the
environment proves that marketers would benefit from
promoting this aspect of the company.

A survey showed that 55% would or might be interested in
volunteering with Lazarian. Forty-five percent of those



surveyed said they would be willing to donate $10 a month to a
worthy cause. However, only 35% of the respondents appeared
to be interested in attending an auction to help benefit the
company; this is something to be aware of (see Figure 3).

One of the benefits of Lazarian World Homes is that people of
all ages would be able to help contribute. They would be able to
give their time and work at a silent auction, go out to business
and ask for donations, or even give a donation themselves. In
contrast, if people don’t have the financial resources to support
a silent auction, they may feel like they have nothing to
contribute, which is not true. Lazarian World Homes believes
that people can contribute in other ways such as time, energy,
and prayer.
Figure 1: Age of Respondents

Figure 2: On average how environmentally conscious
respondents claim to be

Figure 3: Willingness to attend an auction that benefits



Competition

Lazarian World Homes will inevitably face many forms of
competition in quite diversified ways. The reason for stating this
is due to the fact that many churches participate in a wide range
of not for profit organizations and the primary goal is to break
through such barriers to find churches and other organizations
that are willing to partner with Lazarian World Homes and to
help in their efforts to build economically and environmentally
sound structures.

The largest form of competition that will be faced can be
assumed to be Habitat for Humanity. Habitat for Humanity is a
sizable and reputable corporation that builds houses for less
privileged people around the world. According to research,
Habitat for Humanity typically builds a three bedroom house
that is no more than 1050 square feet wide (Habitat.org). The
houses that they build are also for low income people. This is
the same market Lazarian has been involved with.

In conducting research into Habitat for Humanity, one of the
disadvantages that they have is that the type of materials used in
their building projects is not specified. This can be a great
advantage to Lazarian because can specifically market the
benefit of using their recyclable EPS block. The building
process and standards of the establishments are advertised on
the website. This shows how user-friendly the Lazarian method
is, which makes it more accessible to the public.

Another advantage Lazarian World Homes possesses is the low
costs of production. While Habitat offers their homes for



$60,000 Lazarian World Homes can provide not only homes,
but communities for about $25,000 to $30,000 per structure.

The significant disadvantage in competing with Habitat for
Humanity is that they are a large company who has been a
prominent force in the not-for-profit industry. A major
challenge will be competing with this powerhouse. However, by
informing people the advantages that Lazarian provides, the
company can continue expanding into third world countries as
well as break into the United States market.

Lazarian would also be competing with other indirect
organizations such as Plan USA and Feed the Children
Organization, which encourages monthly sponsorships or
donations. Lazarian would be competing with these nonprofit
organizations because if a person or church is already involved
with helping this type of organization, it could prove difficult to
influence them to sponsor the “block a month” Lazarian plans to
offer. An advantage to competing with such organizations
though would be to let people know that they can take an active
approach to helping the less fortunate instead of only donating a
few dollars here and there. They can actually get involved with
Lazarian by volunteering to work on a project and not merely
donating.

A disadvantage that these companies face is their marketing
technique. With organizations like Plan USA it almost seems as
though viewers are being forced to participate due to the fact
that their advertisements market to one’s conscience and lays
guilt on those who refuse to donate. Feed the Children employs
the same tactics when they try to guilt the potential investor into
contributing by showing starving children in Africa. There are
better ways to get the message across and Lazarian can
capitalize on that.

A.M.O.R. would be a more practical competitor in this market
because they take a much more tactful approach to their
advertising endeavors. They also allow people to either donate
or volunteer, which would make competing with them a harder
task. However, this ministry particularly targets inhabitants of
Mexico, which doesn’t allow for much growth into other
markets.

Lazarian has the benefit of learning what works and what
doesn’t in this market. Although they may lack in comparison to



particular forerunners in the industry, they have advantages that
if capitalized on, could make them a major threat for others.
Figure 4 shows a current comparison between Lazarian World
Homes and its competitors.

Figure 4: Competition within the non-profit service industry
6
5
4
Lazarian
3
Habitat
2
Feed the Children
1
0 Plan USA
A.M.O.R.

Note. Vertical axis scale ranges from 0-6: six being the top score.

Macroenvironmental Factors
When it comes to social factors, Lazarian Homes needs to
remember who they are targeting. Lazarian is in the business to
provide the underprivileged and the poor with affordable, eco-
friendly housing. Therefore, Lazarian has the upper hand in
their social standing because based on the survey, 78% of
participants believe it is important to help the less fortunate.
This finding should be consistent with the general public and
shows that a non-profit organization has the potential to prosper.

Unfortunately, in this poor economy it is going to be difficult to
get the general public to donate money to this cause. People are
on a tight budget and are not as likely to give money away to
non-profits such as Lazarian. Lazarian needs to market properly
and find people who are still willing to give their extra money
away in this tough economy.

Lazarian World Homes has the edge when it comes to a new
idea. No other competitor is using the same tools to build
homes. They need to use this to their advantage and let the
population know that they have a breakthrough way to build
inexpensive homes. That is why letting churches know what this



new technology is and having them spread the news will get
people excited about Lazarian.

Politically and socially speaking, Lazarian needs to be aware
that people in the United States right now are focusing on how
to fix this country’s needs. Lazarian is building homes for other
countries and they might need to focus on helping the poor in
the United States as well before gaining enough credibility.

Conclusions from Situation Analysis

Lazarian World Homes is an exceptional organization with a
fantastic mission statement. There are many positives about this
company as well as obstacles that should be monitored. They
offer environmentally-sound building materials that could set
them apart from contenders in the market. The innovative
technique used is both practical and efficient. Lazarian also has
the benefit of learning from the successes and failures of its
predecessors. It appears that the current market is more willing
to entertain an Eco-friendly idea.

Lazarian World Homes has an advantage with this new
innovative idea. There is no one else in the field using the same
materials or methods. Lazarian has the upper hand in their
marketing strategy because based on the survey an
overwhelming amount of participants had at least an average
amount of awareness about the environment. This shows that
the environmental nature of the process can be an advantage in
their marketing strategy.

However, a number of issues have arisen from the situation
analysis. Lazarian is limited by their lack of exposure and the
fact that they are a relatively new organization. Unlike Lazarian,
Habitat for Humanity has an enormous influence and longer
history in this field. Habitat for humanity has made this non-
profit sector largely popular to the general population. Entering
the market may be difficult as well as trying to establish a name
for themselves in the process. In addition to the low numbers of
completed projects, the public may not take them as a serious
competitor. With their lack of exposure it will be tough to get
donations from the target market, who may already donate to a
similar non-profit.



The customer has been separated into segments. Because the
51-years-old and older population should be at a stage in the life
cycle where they have more disposable income, this segment
should be able to contribute financially. Marketers should make
a strong effort to appeal to this target market in order to gain the
most financial support. The 25-years-old and under segment
must be influenced in a particular manner as they will most
likely not have a significant amount of excess income. Lazarian
should encourage the fact that donations come in all shapes and
forms.

Habitat for Humanity is the leader in this market, but Lazarian
World Homes faces other competitors as well. Organizations
such as Plan USA and Feed the Children operate on a monthly
sponsorship and advertise by appealing to human emotion.
These tactics are seen as excessive and so Lazarian should be
advised to avoid creating an image based on these approaches.
Habitat for Humanity will most likely be the foremost
competitor, but marketers should make sure to emphasize and
develop the already existing strengths of Lazarian.

Culturally speaking, Lazarian has a good chance of succeeding
because findings show that 78% of participants believe it is
important to help the less fortunate. Based on this finding that
most people feel an obligation to be involved, Lazarian may be
able to gain an advantage in the market. However, at the present
time people in the United States are focusing on how to adjust
and survive in the current economic situation. Due to the poor
economy, it will be difficult to find people that are willing to
donate. Lazarian needs to market properly and target those who
are still willing to donate their extra money away in this tough
economy.

Lazarian World Homes may be relatively unknown at this point
in time, but their fresh and innovative tactics will greatly play to
their advantage. They have much to expand and work on as they
continue to grow in this industry, but their simple mission of
“House the World” and their passion for helping the less
fortunate will take them far. Marketers must seriously take into
account the current economic state and promote the company to
its target audience in the appropriate manners.



Chapter Four:
Lazarian World Homes Mission,
Strategy, and Goals
Lazarian World Homes is a non-profit organization that
attempts to house families in affordable, Eco-friendly, easy-to-
build homes. Their mission is brief and to the point: House the
World. The company is dedicated to helping people in need,
while in an environmentally-safe manner.

Because Lazarian World Homes is a not-for-profit organization,
therefore they depend on donations for funding. In order to
increase funding Lazarian is going to sponsor a silent auction
with the proceeds going to future projects as well as
constructing an “adopt a block” campaign that will be presented
at the auction. Each month sponsors will donate a tax-deductible
gift of $10 a month to send an EPS block to a project site.
Donors will be kept up-to-date on where their contributions are
being sent and new information via e-newsletter.

Lazarian World Homes is committed to helping the less
fortunate, while in the process building long lasting
relationships with their customers. A key factor in the success of
Lazarian’s projects is the volunteers. Along with these long
lasting relationships, Lazarian World Homes would like to
achieve a base of customers that are willing to commit to a
monthly donations program. Through the volunteers it is a hope
to obtain entrusted customers, who feel they are a part of the
Lazarian Family and assisting in the fight against poverty.
These relationships will in addition, allow Lazarian to build a
trusted reputation among the community. Building long lasting
relationships forms a lasting impression on customers, while
enabling Lazarian to provide for the less fortunate.



Chapter Five:
Marketing Strategy
Objectives

Lazarian has a number of objectives the organization anticipates
to accomplish in the planning period. The biggest objective of
Lazarian World Homes is to stand by their mission statement:
House the world. Every goal they set will follow their main
objective. This organization is not driven by profits, but instead
focuses on the people in need. This will be reflected in their
actions and their decision making.

Lazarian would like to recruit new volunteers. According to the
survey, people most likely to volunteer time are men and
women under the age of 25. Lazarian World Homes has
benefitted from partnering with well-established institutions
such as Point Loma Nazarene University and Baylor University;
many of their volunteers have come from this relationship. By
focusing marketing efforts towards institutions such as these,
Lazarian could recruit more volunteers by pairing with school
organizations such as student development. A select, student-led
service club would be able to inform and recruit potential
volunteers. Lazarian would like to recruit 100 new volunteers
each year during the early years of development. This will give
them the man power needed to complete more projects, as well
as keeping the labor cost down to a bare minimum. Volunteers
will also be recruited during the auction night and information
presentations at local churches.

Lazarian also has some outcome objectives they would like to
accomplish. Lazarian would like to increase production by 30
percent in the next fiscal year. Lazarian will have to search out
foreign governments who would allow this company to be
involved or underprivileged and needy people in the United
States. Increasing production will give Lazarian more
opportunities to prove how effective their method is and help
building credibility with the general public. They also aim to
increase the locations they serve by expanding into two new
third world countries next year as well as beginning two new
projects within the United States. These objectives would
tremendously affect Lazarian’s exposure and help them create a
name for themselves. It will also help them begin to compete



with some of the well-known nonprofit organizations. During
these difficult times, Lazarian would like to increase their
fundraising by 20% in 2010. This increase in donations would
give them the required capital for materials to begin new
projects. The increase in fundraising will begin in 2009 with the
first sponsored auction followed by the introduction of the
“adopt a block” campaign.

Segmentation and Targeting Strategy

The market has been segmented into homogenous groups,
which will allow the marketers to specifically target and market
to each group.

Age was the first defining factor in the segmentation process.
Lazarian World Homes is focusing specifically on the 25 and
under age group as well as the 51 and over. This is in
accordance with the findings that these two groups were more
willing to participate in this organization. The different life-
cycle phases in which these two groups occupy are conducive to
donating their available resources (i.e. time, money, etc). The 51
and over group will more specifically, most likely be middle to
upper class.

Another segment that is being targeted is those who attend
church on a regular basis. The data shows that the majority of
the target age ranges attend church. This fact, along with the
common belief that regular church-goers are more aware of the
need to help those less fortunate, make this segment a notable
target.

Finally, a segment that could prove to be quite powerful in the
marketplace is made up of those who consider themselves to be
at least somewhat environmentally-conscious. Because the 63%
surveyed believed themselves to have at least an average
concern about the environment, Lazarian World Homes should
make an attempt to market the Eco-friendliness of the EPS
blocks and their objectives at large in order to gain the attention
of a vast majority.

Positioning



A goal of Lazarian World Homes is to be a leader of the Eco-
friendly building market. Because they are offering an
innovative product into the current market, they have an edge on
other relevant competitors. An objective is to create a high
positioning of the product in poorer countries by encouraging
individuals and local churches to create their own mission teams
using Lazarian World Homes materials and building homes for
the needy. Positioning of the new building structures is
currently targeted at third world countries and areas that cannot
afford to build homes and other structures at reasonable prices.

Along with targeting the third world market, they seek to
position Lazarian World Homes as a leader of the non-profit,
volunteer-oriented building organizations. Taking a much more
reasonable approach, the first step would be to tackle churches
in the San Diego community and to inform people within the
church how they can actively become involved with Lazarian
World Homes. Informing people within churches that Lazarian
World Homes is an Eco-friendly project can sway churches that
already have similar projects going on and persuade them to
support Lazarian.

The current tagline is “House the World.” This implies that
Lazarian is not only concerned about those outside of the United
States, but everyone in every corner of the world. This mission
may help Lazarian to be recognized as certainly different from
organizations such as A.M.O.R. and Plan USA who are
constricted to one geographic area. This statement shows that
Lazarian is equipped and prepared for growth to all areas.

Lazarian World Homes seeks to make each target segment feel
that they are personally contributing to this cause with whatever
means possible. For the more affluent group, their efforts can be
seen as giving back to others with either monetary donations or
donations of time, prayer, etc. The youth will feel productive by
being able to donate their time and physical abilities. It makes
no difference what stage in life each person is at because every
contribution is effective.

It is the goal and hope of Lazarian World Homes to be a top
competitor with companies such as Habitat for Humanity. They
also hope that the quality of their product and mission can
contend with those such as World Vision. It will no doubt take
time, but they can quickly separate themselves from firms such
as Feed the Children who use questionable techniques to gain



support. Lazarian World Homes has the advantage of an
environmentally-friendly claim, which will also enable them to
be recognized as a reputable and commendable company.

Marketing Mix Strategy

The product that Lazarian World Homes is attempting to put out
into the economy is recyclable polystyrene blocks that are used
to build eco-friendly, affordable, long lasting, easy-to-build
homes. The key to Lazarian World Homes lies in the blocks.
The blocks are what differentiate Lazarian from any other home
building, non-profit organizations.

The marketers plan to persuade people to commit to donating a
block a month, which comes out to equal $10 a month. This
kind of donating has worked in the past with other non-profits in
which a person sponsors a child by giving monthly donations.
Those who choose to participate in this monthly sponsorship
will then receive e-newsletters and updates on where Lazarian is
building the homes and how their donations are being put to
use. This will keep the donors connected to the organization and
enable them to be aware of how their donations are being spent.
Along with a monthly donation, Lazarian World Homes also
offers the chance to volunteer for future projects. Since the
construction process is extremely user-friendly, even people
who have no prior experience in building are able to participate.

The distribution plan entails traveling to local churches around
the San Diego area and eventually expanding to other cities to
create awareness of Lazarian World Homes. It is the expectation
of the marketers that by informing socially-conscious people of
the mission and benefits of Lazarian World Homes, they will be
eager to donate and become involved.



Chapter Six:
Tactical Marketing Program Plans
Product (Good or Service)
For the auction, tables will be set up throughout the room
displaying the gift baskets available for purchase. In another
part of the room there will be tables with information about
Lazarian World Homes. The Lazarian World Homes tables will
give information about future projects, have pamphlets, and
give people the opportunity to “adopt a block.” People at the
auction will have the choice to donate money, participate in the
silent auction, or “adopt a block.”

The “adopt a block” sponsorship will be similar to sponsoring a
needy child from another country. They will be able to give
their checking account number so that Lazarian can access the
$10 a month donation without troubling the donor. An e-
newsletter will be sent via e-mail to provide updates on the
company and where their valued donations are being used.

During the evening, guests will be offered appetizers and
beverages and will have time to look at all the silent auction
items and visit the Lazarian World Homes tables. By attending
the event they will also have a chance to enter the free raffle
with gifts donated from Lazarian World Homes. Once the silent
auction has closed, the guests will be invited to sit and watch an
introductory video about Lazarian World Homes. Next a staff
member will expand upon the nature of the company, their
mission, what donations have gone towards in the past, and how
their donations will be used in the future. Following this, the
silent auction and raffle winners will be announced and their
gifts will be distributed.

The people working the silent auction will be staff members
from Lazarian World Homes, and also volunteers from Point
Loma Nazarene University. The volunteers will be trained the
night before. They will be divided into groups so they can greet
and direct guests, help run the auction, cater the food, and
provide information to guests.



Pricing Plan
The service planning to be held is a silent auction and
informational gathering at Point Loma Nazarene University’s,
Nicholson Commons. In terms of pricing the products, the
guests have two options:
Option one is to “adopt a block.” These prices will be based on
a fixed rate scale for twelve months. Guests can adopt blocks
for $10 a month. Donations of additional amounts will also be
accepted.
Option two is bidding on a silent auction item. In this
circumstance, the pricing is relevant to what each of the donated
items is worth in value. The starting price will be lower than the
actual cost of the gift basket, but not by a significant amount.
This is so that the customers will be interested because the
baskets are good values, and if it goes over in price, their money
is going to a good cause.
The gifts that will be auctioned off are all donations from local
businesses around San Diego as well as private donors. The
money raised will go to Lazarian World Homes and their future
projects. Because Point Loma Nazarene University is a current
partner of the organization, the location will be free and the
school’s catering service will provide the food and service.
Lazarian will also sponsor a free raffle for those in attendance,
which will be desirable enough to draw forth an audience.
Should someone be interested in purchasing the construction
materials to start his/her own project using this method,
Lazarian World Homes will be able to provide the materials at a
below market cost. These structures typically cost $25 per
square foot or $4.50 per EPS block.

Promotion Plan



The promotional plan will include a significant amount of
personal selling to local churches, affiliated institutions, and
local businesses. The marketers will customize their
promotional presentations to fit each target market. For
instance, when presenting to the 25-years-old and under age
group they will appeal to them by highlighting the opportunities
to volunteer with the organization and devote time as their
donation. With the 55-years-old and over age range they will
focus on attracting them by urging them to donate some of their
disposable income. The difference between the two promotional
strategies is important because of the distinction between the
stages in the life cycle.
The company will attempt to gain positive publicity from
promoting specifically to the partner universities of Point Loma
Nazarene University and Baylor University. By creating a buzz
about the organization and its mission in this youthful
environment via viral marketing tactics, the expectation is that
public awareness will increase.
A silent auction sponsored by Lazarian World Homes will also
be advertised to the different segments via announcements and
flyers. Each targeted church and participating university will be
informed of the opportunities to donate a gift of some sort and
offered the chance to be entered in a free raffle should they
attend the event. The auction will help raise awareness as well
as financial donations to help fund future Lazarian World
Homes projects.
The “adopt a block” campaign will utilize a direct selling
technique as well as advertising to churches and other
partnerships. Mailers will be sent out to those who have shown
interest in the company and its operations. Those who commit
to sponsoring Lazarian through this option (as well as those who
are interested yet not ready to make a monthly contribution) will
receive a newsletter describing the new and current projects as
well as other information.
(See Appendix B for promotional budget).

Partners Plan
Currently Lazarian World Homes has begun relationships with
private schools and other not for profit organizations to aid in
their efforts to provide the world with Eco-friendly structures.
Lazarian is currently partnering with Point Loma Nazarene



University, Baylor University, and ARDA. Lazarian World
Homes is currently looking to partner with organizations that
have a desire to help in aiding the less fortunate with homes,
schools, and church community centers. Partnerships with
institutions such as these show potential donors that these
alliances are committed to serving the less fortunate and
promote environmental awareness.

The marketers hope to also create alliances with local churches.
The plan is to market to organizations such as The Rock, The
Flood, First Church of the Nazarene, and other church
organizations in the greater San Diego area. Starting
partnerships with churches is not conditional on their size. If the
church is willing and interested in partnering with Lazarian
World Homes and is consistent with the company’s mission and
beliefs, a partnership will be welcomed. A direct relationship
with church leaders is ideal. It is the hope that they will be able
to promote Lazarian World Homes and adopt the organization
into the church’s group of charities and participate in the
sponsored auction and “adopt a block” campaign. The churches
will be able to inform their congregations about Lazarian and
how to get involved either by sponsoring the “adopt a block”
campaign, volunteering their time to a current project, or
creating their own teams to build the Eco-friendly structures.

Lazarian will benefit a great deal from having church
organizations as partners. Some of the most visible benefits that
Lazarian will get from partnering with churches are exposure as
well as a larger number of people willing to volunteer time and
money. The church organizations benefit from partnering with
Lazarian by receiving tax write-offs for their donations as well
as the personal benefit of helping to sustain an Eco-friendly
world. The alliance of the two entities will help to further the
plan by spreading the word to people through church-wide
relationships as well as will help Lazarian to expand and grow
exponentially. The development process of building such
relationships can be quite time consuming, but very much
worthwhile in the final outcome. Since partnerships with
specific universities are already under way, the next step is to
acquire relationships between local churches, which will
hopefully be accomplished by December 2009.



Chapter Seven:
Measures and Evaluation
Measuring the achievement against objectives will primarily be
measured with statistical data. Lazarian plans to record the
number of volunteers recruited every month. By tracking the
number of enlisted volunteers along with the actual number of
participants, Lazarian should be able to verify if the goal of 100
new recruits was achieved. Lazarian subsequently plans to track
the number of projects they complete each year. Lazarian would
like to increase production by 30 percent in the next fiscal year.
To complete this objective, Lazarian has to formulate a steady
increase in production. These measures will be recorded in a
project monitor folder, which will include number of completed
projects, number of new recruits, percentage increase of
production from the previous year, and percentage increase of
recruits from the previous year. These stats will show the
movement and growth of the Lazarian organization in terms of
production and expansion of the organization.

Lazarian is determined to aid the less fortunate; being able to be
apart this movement is satisfaction in its own right. Donors will
receive a picture of the finished masterpiece accompanied with
a letter of appreciation from the family. Thus allowing our
customers to witness the change Lazarian has made by housing
this family. This will emphasize how their generosity and
sacrifice made the completed project possible. The interaction
between the volunteers and Lazarian Staff will make them feel
as if they are a part of the organization. The effect of seeing the
change they are making will make the experience that mush
more fulfilling. Upon completion of the project, volunteers will
take a survey and be asked how Lazarian can make this
experience more rewarding.



Appendix A – Marketing & Promotional
Calendar
The Marketing and Promotional Calendar will begin the month
of June 2009 and carry on until the end of the month of
December 2009.

For the Month of May 2009
• May 7, present marketing plan to Lazarian and
other potential partners and marketers of
• May 7, have pamphlets and brochures prepared
to hand out to clients
• May 7, promotional wristbands to hand out to
prospective clients
For the Month of June 2009
• June 1-21, Presentation of Lazarian World
Homes to prospective churches
• June 1-30, Development and Processing of
auction advertisements
• June 1-30, Start sending direct mail to potential
clients
• June 1-30, The “adopt a block” campaign is
announced and promoted
For the Month of July 2009
• July 1, Partnerships should continue to develop.
Provide more information through direct mail
and continue to advertise
For the Month of August 2009
• August 1, Advertisement for the free raffle at the
silent auction
• August 3, 10, 17, 24, Send out pamphlets
describing the mission and donation
opportunities to be distributed via viral
marketing techniques to Point Loma Nazarene
University and Baylor University students
• August church nights, present information about
auction donations to churches and local
businesses
• August on going through the month have
pamphlets and brochures handed out to people
who attend the church
For the Month of September 2009



• September 1-19, Continue to hand out pamphlets
and brochures during church services
• September 1-19, Continue delivering
information via email
• September 20, Lazarian World Homes sponsored
auction night
For the Months of October through December 2009
• Continue to deliver information on upcoming
projects through emails
• Begin marketing to other potential church
organizations and build partnerships through
spreading awareness
• Maintain relations with already existing church
partners
• Assess success of auction to decipher next best
promotion strategy
• Continue updating “adopt a block” participants
via e-newsletters
• Continue promoting campaign



Appendix B – Promotional Elements
• User-friendly Web design
• Pamphlets describing mission and donation
opportunities to be distributed via viral marketing
techniques
• Promotional Eco-friendly, silicon wristbands
• Sponsored silent auction
• Flyers advertising free raffle at the silent auction
• Direct mail pamphlets
• E-newsletters
• Personal selling to individual venues

Table 1: Promotional Budget as a Task-Oriented Percentage

TOTAL DOLLARS ALLOCATED TO
PROMOTION $20,000
Promotional Activities Cost Balance
Website maintenance $600 $19,400
Pamphlet leaflets 200 $19,200
Sponsored auction night 5000 $17,200
Auction advertisements 500 $16,700
Eco-friendly wristbands 300 $16,400
Direct mailers 400 $16,000
Postage 100 $15,900
E-newsletters 100 $15,800
TOTAL PROMOTIONAL EXPENDITURES $4,200 $15,800



Appendix C – Survey Instrument
1. Sex:

2. What age range do you fall between?

3. Do you attend church on a regular basis?



4. Are you aware of any non-profit organizations your
church is involved with?

5. Do you feel that it is our duty to take care of those less
fortunate than us?

6. Have you ever donated to charity before?



7. Which of the following would you be willing to
contribute?

8. Would you be willing to attend a silent auction, with the
proceeds going to building Eco-friendly homes?

9. Are you familiar with the non-profit organization known
as Lazarian World Home?



10. Would you be interested in learning/becoming involved
with building homes for those living below the poverty
level?

11. Have you ever participated in ministry work?

12. If so, how long did the work last?



13. Have you ever participated in a monthly sponsorship?

14. How conscious about the environment are you?

15. Do you think environmentally-sound homes could
become popular in the United States?



16. Would you be willing to live in a safe, Eco-
friendly, affordable home?

17. Would you like to receive more information about
Lazarian World Homes and their mission of "Housing the
World?"

18. What is the best way to contact you with more
information about Lazarian World Homes?



19. Even in these difficult economic times, would you be
willing to spend $10 a month if you believed in a cause?



Author Profiles
Skylar Barrett is a business administration major and a junior
at Point Loma Nazarene University. He is from Edmonds,
Washington; the great Northwest. After he receives his degree,
he plans to move back to the Seattle area and spend his
summers in Alaska working at a fishing lodge. His dream is to
coach college basketball and lead young men to the Lord.
Eileen Bering is a junior Psychology major with a
concentration in Therapeutic and Community Psychology and a
minor in Business Administration. She enjoys being active with
sports and extracurricular activities. She is originally from a
small city in Orange County, California and hopes to pursue a
career in fashion marketing.
Shawn Coward is originally from San Clemente, California,
and is currently a junior at Point Loma Nazarene University.
She is majoring in Fashion Merchandising with a Minor in
Business Administration. After college, she plans to travel
around Europe for a few months before settling down and
getting a job. Eventually she would like to become a Buyer for a
department store.
Kenneth Kreider is a junior Business Administration major at
Point Loma Nazarene University. He recently transferred to
Point Loma from the University of New Mexico and the change
has been very beneficial. He is originally from Albuquerque,
New Mexico and is excited to graduate from Point Loma
Nazarene University with his degree in business. After he
obtains his degree, he wishes to go to law school to become an
attorney.

Noble’D Shelton is a business administration major and a
junior at Point Loma Nazarene University. He is a member of
the basketball team at Point Loma. He will be the first person in
his family to graduate from college. After college he plans on
furthering his education and obtaining his master's degree.


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