2. Outline
• Executive Summary………..3-4
• Strategies and Tactics……..5
• Campaign Goals……………..6
• Publics and Audiences……8
• Media Choices……………….10
• Measurements………………12
• Budget…………………………..13
• References…………………….15

3. Executive Summary
• Habitat for Humanity was created in 1976 by
Millard and Linda Fuller
• “The fund’s money would come from the new
homeowners’ house payments, no-interest
loans provided by supporters and money
earned by fund-raising activities” (Habitat.org,
para. 6).

4. Executive Summary
• The Dow Chemical Company and Habitat for
Humanity have been partners more than
thirty years and plan to expand into new
countries.
• Dow is a major contributor of weatherization
tools and building materials for the builds

5. Strategies and Tactics
• Building adequate
housing with sanitation
facilities
• Creating an
environment that will
attract businesses and
tourists
• Use the scientific
knowledge of Dow and
technical ability of
Habitat to enhance the
citizens quality of living
• Bringing the community
together to take
initiative and improve
their country

6. Campaign Goals
• As long-lasting partners, Dow and Habitat plan to
establish a positive reputation with Argentina, Nepal,
Columbia and Ethiopia
• “By combining Dow’s commitment to solving global
challenges such as water and sanitation, Habitat’s
expertise in creating affordable and decent housing and
the passionate support of volunteers, our partnership is
able to create more sustainable, safer communities”
(Habitat.org, 2015, para. 7).

7. Reference: The Dow Chemical Company. (2015). Dow and Habitat for Humanity Partner to Address Global Challenges in 2015.
Retrieved from Website: http://www.dow.com/news/press-
releases/dow%20and%20habitat%20for%20humanity%20partner%20to%20address%20global%20challenges%20in%202015

8. Publics and Audiences
• Those impacted by
the build, poverty
stricken communities
and governments
• Existing volunteers
• Banks and previous
donors
• Prospective
volunteers

9. SWOT Analysis
This chart enables Habitat for Humanity and Dow Chemical company to assess the strengths,
weaknesses, opportunities and threats and the SWOT analysis allow those involved to better
understand the campaign and the targeted audience, creating a campaign that will address the
shortcomings of the brand.

10. Media Choices
• Send press releases to the major news
stations, television and newspapers
• Connect to existing followers using social
media platforms
• Provide information on company websites

11. This is an example of an advertisement that will show the audience the main objectives of
the campaign, as well as the expectations of the volunteers. When this is shared on social
media, the websites for the company and organization and YouTube.

12. Measurements
The audiences’ feedback
will allow the company
and organization to
measure the success. The
feedback will show how
the audience received the
message and how it has
effected their lives.

13. Budget
The average homeowner is paying $1500 USD
total for the homes that were built in Ghana,
therefore the campaign budget should be $360,
000 USD in order for the campaign to be
successful

14. These graphs show how the money that is raised and contributed to the campaign is dispersed among the different aspects of creating a
successful campaign. The totals that are presented are a combined total for a years worth of service.
Habitat for Humanity. (2014). Because of this House. Retrieved from Website: http://www.habitat.org/sites/default/files/annual-report-2015.pdf

15. Resources
• 2014). 2014 Annual Report. http://www.habitat.org/support/annual-report/2014
• Adarkwa, K. K., & Oppong, R. A. (2007). Poverty reduction through the creation of a liveable
• housing environment. Property Management, 25(1), 7-26.
doi:http://dx.doi.org/10.1108/02637470710723236
• Chemical companies; dow and habitat for humanity honor world habitat day with renewed global
• partnership and 32 new homes in brazil. (2010). Politics & Government Week, , 70.
• Retrieved from
http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/759346710?accountid=3783
• Habitat for humanity international; dow and habitat for humanity partner to address global
• challenges in 2015. (2015). FDA Law Weekly, , 7. Retrieved from
• http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/1674741704?accountid=3783
• Habitat for Humanity International mission statement and principles. (2015). Retrieved from
• Website: http://www.habitat.org/how/mission_statement.aspx
• Retrieved from
http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/906851351?accountid=3783
• Habitat for Humanity. The history of Habitat. Retrieved from Website:
• http://www.habitat.org/how/historytext.aspx
• Habitat for Humanity. (2015). Dow and Habitat for Humanity partner to address global
• challenges in 2015. Retrieved from Website:
• http://www.habitat.org/newsroom/2015archive/4-16-15-Dow

16. Resources
• Hays, R. (2002). Habitat For Humanity: Building Social Capital Through Faith Based Service.
• Journal Of Urban Affairs,24(3), 247-269.
• Holmes. (2015). Chemical company reputation rests on ability to improve consumers' lives.
• Retrieved from Website: http://www.holmesreport.com/research/article/chemical-
• company-reputation-rests-on-ability-to-improve-consumers'-lives
• Mission and Vision. (2015). Retrieved from Website: http://www.dow.com/en-us/about-
• dow/our-company/mission-and-vision
• Stoddart, H., & Rogerson, C. M. (2004). Volunteer tourism: The case of habitat for humanity
• South Africa. GeoJournal, 60(3), 311-318. Retrieved from
http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/223667837?account
id=3783
• Weaver, R. D. (2011). Predictors of social capital among persons in receipt of TANF: Results
• from the georgia welfare reform research project. Social Work and Christianity, 38(4), 417-
439.