3. Executive Summary
“When I was 27, I was a single mom going to school, and I bought my first home. There was no
way I could have done it without local affordable housing resources and a homeownership program. I can
definitely vouch for the need and the success of these resources. It’s so much more than a place to live.” –
Kim Hammit, Poulsbo, WA attorney/homeowner.
The 2015 Central Washington University PRSSA Bateman Team compiled research and discovered
compelling statistical results on the Home Matters® quality, affordable housing national movement. The house-
hold income in Kittitas County is about $16,000 less than the average of Washington state, which ranks our
community in the top 22 percent hardest places to live in the United States. Nearly 13 percent of family income
in Kittitas County is below the federal poverty level - almost 50 percent more than the rest of the state.
The goal of the Your Home Matters
campaign was to recognize the need and
provision of quality, affordable housing in
Kittitas County and unify local businesses to
increase awareness of this local, regional,
and national movement.
The “Your” in our campaign name, Your Home
Matters, was created to appeal to our target audience
individually. The partnerships we built at the Your
Home Matters Affordable Housing Fair 2015 were
strategically selected and were vital to maintain continu-
ity with the Home Matters national movement.
The team recognized that Home Matters wishes to accelerate activities in: Housing, Community,
Economic Development, Education, and Learning. The vendors featured at the Your Home Matters Affordable
Housing Fair 2015 are listed below to demonstrate how they fall into each of these areas.
Housing • Community Frameworks
• Kittitas Yakima Valley Community Land Trust
• Habitat for Humanity
• Coldwell Banker
Community and
Economic Development
• Hopesource
• Knudson Lumber
Education and Learning • Umpqua Bank
• Allstate Insurance
1
4. 2
In addition to the Your Home Matters
Affordable Housing Fair 2015, Umpqua Bank and the
Kittitas Yakima Valley Community Land Trust hosted
a First-Time Homebuyer Education Class through the
WashingtonStateHousingFinanceCommission(WSH-
FC). Each of the attendees received a Certificate for
Down-Payment Assistance Programs granted through
theWSHFCtoassistwithpersonalhomebuyingsuccess.
Our team lev-
eraged the partner-
ships we built within
the community to establish a permanent impact of the Home Matters national
movement. We wanted to display the Your Home Matters campaign through-
out the community, therefore we were able to get 24 businesses to sign the
Community Support Certificate to stand behind an “Affordable Community
and Healthy Economy”. Gallery One, a frequently visited community visual art
center, displayed the artwork of 75 children in the community in their front
window. Umpqua Bank and the Kittitas Yakima Valley Community Land Trust
agreed to combine the Homebuyer Education class with the Your Home Matters
Affordable Housing Fair 2015 into an annual event. They want to continue
the visibility of Home Matters in the community. Additionally, Community
Frameworks, proud sponsor of Home Matters, published a statewide newsletter
featuring the Your Home Matters campaign, which highlighted elements of our
affordable housing movement.
The Central Washington University’s Bateman Team invites you to read more about the Your Home Matters
campaign; supporting the Home Matters national movement www.homemattersamerica.com.
Situational Analysis
We created a PEST and SWOT analysis in order to evaluate the Your Home Matters campaign in
relation to the Home Matters national movement on quality, affordable housing.
PEST Analysis:
1. National, regional issue
2. Low-income housing stigma
3. Need for affordable housing
4. Lack of quality housing
Political: Economical:
Sociological: Technological:
1. Rising cost of housing
2. Growing number in poverty
3. Lack of housing assistance resources
4. Need for housing education
1. Young parents
2. Education quality
3. Health
4. Safety
1. Social media
2. Online research
3. Greater mobile
4. Information overload
5. 3
SWOT Analysis:
1. Social media success
2. Reached target audiences
3. Major vendor participation
4. Community impact
Strengths: Weaknesses:
Opportunities: Threats:
1. Lack of emotional appeal
2. Lack of publicity
3. Need to create value
4. Greater vendor participation
1. Annual event
2. Quality housing resources
3. Maintain momentum
4. Improve local awareness of affordable
housing
1. Losing momentum
2. Competing events
3. Compassion fatigue
4. Diffusion of responsibility
Research
Secondary Research:
Home Matters’ identifies a housing crisis in America. Some do not have a home; some are in a home that
is not up to quality standards, while others are working more than one job to afford a quality home.
Finding what “quality, affordable housing” is in our community was one of the preliminary questions that
needed to be answered prior to launching our campaign. “Home Matters is a national movement that’s redefin-
ing the American Dream and Home” this grounded our research to define this in our community. Primary and
secondary research was conducted to help identify the importance of quality, affordable housing and how it
effects health, safety, education, success, and the economy.
The CWU Bateman Team was able to establish strategies necessary to successfully spread awareness on
quality, affordable housing and implement a campaign after assessing several websites, reports, social media
campaigns, target audiences, housing needs, and background research on possible partnerships.
Housing and Student vs. Local Population
• Over half of Ellensburg’s population is made up of non-residential college students, with most students
living off campus, taking up a large portion of available housing.
• Comparing the number of students living off campus to the total population in Ellensburg for 2010,
45.7 percent of the residential community was made up of students.
• The U.S. Census Bureau shows that the home ownership rate during this time was roughly 30.7 percent.
Using these numbers, it can be found that only 2,401 of total housing units were owned. This leaves about
5,422 assumed housing units available for rent.
• It is shown that students occupy 68 percent of available rental units. This is over 2/3 of the rental
availability.
Target Audiences
• Within Kittitas County, the population of baby boomers is 7, 886. This makes up 32 percent of our target
audience.
• Within Kittitas County, the population of millennials is approximately 10,701. This makes up 63 percent
of our target audience.
• In Kittitas County, there were 413 births from mothers who were under the age of 15 or over the age of
45.
6. 4
Kittitas County Housing Needs Assessment
• A minimum wage worker must work 69 hours a week to afford a two-bedroom home or earn $15.92 an
hour.
• The vacancy rate in Kittitas County is 5.9 percent, which is 75 percent higher than Washington state.
• “Affordable housing” is defined as housing that costs no more than 30 percent of an individual’s income.
• 66.8 percent of renters spend 30 percent or more of their household income on housing.
Primary Research:
With a strong foundation of secondary research, the CWU Bateman was able to further accumulate informa-
tion with primary research. The tools used to conduct this research were an online survey of 350 people, per-
son-to-person surveys, and individual interviews. Our primary research helped us to reach the target audiences
and conduct our Your Home Matters campaign.
Survey
• 66 percent of respondents ranked the importance of having a quality,
affordable home as “very important”.
• 55 percent of respondents ranked the difficulty of renting a quality,
affordable home as “difficult” or “very difficult”.
• 61 percent of respondents ranked the difficulty of owning a quality,
affordable home as “difficult” or “very difficult”.
• 70 percent of respondents were female.
• The results from asking how often the following were affected by
quality, affordable housing are as follows:
I
Individual Interviews
• “My New American Dream is to be able to provide for my loved ones
while not having to spend all my money on housing that will empty
my bank account when there are many more options that will reduce
my carbon footprint!”
• “Everyone deserves a decent, affordable place to live!” Sherri Ott,
Executive Director of Kittitas County Habitat for Humanity
• We found a common theme when asking students what their
American Dream is, which contained being successful, owning a
home, and a long lasting career.
Tiles from Sunday Funday
• Some things that were found among the tiles were fireplaces, big
bedrooms, shiny bathrooms, kitchens with lots of food, cozy
blankets, pets, and a pretty yard.
“My American Dream is to
be able to do what I want
for a living and doing what
I love, that is my real
definition of success, I don’t
have to be big and famous.”
“Being raised in a house
that wasn’t very “nice” or
good “quality” really
effected everything else in
my life. I didn’t want to do
my school work at home
or even have friends over.
Even now working two
jobs, I can’t afford that
great of a quality home
and I see the struggle my
parents had.”
- Tanner W.
7. 5
Key Messages
1. Community Frameworks (proud supporter of Home Matters) and other Washington state providers are part
of the solution to the affordable housing crisis.
2. The Your Home Matters Affordable Housing Fair 2015 brought local community partners together to spread
awareness of quality, affordable housing.
3. The Your Home Matters campaign reached out to target audiences including Young Parents, Millennials, and
Baby Boomers to create a lasting impact in our community.
Target Audiences
Primary Audience
• Young Parents born between 1991 and 2000
Secondary Audiences
• Baby Boomers born between 1946 and 1964
• Millennials born between 1992 and 1997
Challenges & Opportunities
Challenge #1:
69 percent of survey respondents thought it was either difficult or very difficult to own a quality affordable home
for themselves and their family.
Opportunity:
We provided the community with a variety of affordable housing resources to educate and change perceptions of
a house compared to a home. We focused on finding resources that could be directly available in our community.
Challenge #2:
Five college seniors on our team are very familiar with Kittitas County and our experience in the area is that
annual events have higher attendance. This made it challenging to secure vendors for the day of our event.
Opportunity:
We partnered with businesses and non-profits in the community who work with our target audiences and have
experience communicating our key messages effectively. This allowed local businesses to network with each
other and learn how they could work together to continue increasing awareness on quality, affordable housing.
Challenge #3:
Kittitas County is a rural area which has a much smaller population in comparison to urban areas. Ellensburg
has twenty thousand residents, half of which are college students. This makes it near impossible to make a large
impact on individuals within our target audience.
Opportunity:
By partnering with Community Frameworks (with locations in Spokane and Bremerton), the Your Home
Matters campaign was able to increase the reach statewide.
8. 6
Objectives, Strategies, Rationales, & Tactics
Objective #1: To increase awareness of Home Matters and the importance of quality,
affordable housing in Ellensburg by reaching 10% of the population from Feb. 1–28.
Strategy 1: Create a public relations campaign that relates to the Ellensburg community.
Rationale: According to our research and relationships with local businesses and non-profits, we discovered
there was minimal knowledge in the Ellensburg community on the topic of quality, affordable housing. People
often associate affordable housing with low-income housing. Therefore, we identified an opportunity to edu-
cate the public by creating a campaign that relates to Kittitas County.
Tactic 1: Create a campaign name personalized to the Ellensburg community. Ellensburg residents are
independent and invested in the community. Our campaign name, Your Home Matters, was chosen to keep
continuity with the Home Matters national movement. We chose the word “your” to appeal to members of
our target audience individually.
Tactic 2: Create a visually appealing logo that connects the campaign to our region. We designed the “H” of
our logo in the form of a house to associate the topic of the campaign to our target audience. We chose the
colors brown and green to represent the nickname of Washington state, “The Evergreen State”.
Strategy 2: Reinforce Your Home Matters campaign key messages through increased visibility in the Ellensburg
community.
Rationale: In order to share the key messages with our target audience, we utilized several communication
outlets to raise awareness. Our campaign was dispersed through different mediums, which gave our target
audience several opportunities to capture our key messages.
Tactic 1: Maintain a consistent brand image for our campaign. All of our campaign materials included our
name, logo, and the colors brown and green. Many of our documents included orange as well, to keep
continuity with the Home Matters national movement.
Tactic 2: Create a Facebook page for our campaign. We utilized Facebook to connect with the Ellensburg
community. We had 273 fans like our page, with the majority of fans between ages 18-24. Our page had
16,600 impressions, 769 engagements (any clicks), and 698 deeper engagements consisting of likes, shares,
etc.
Tactic 3: Create an Instagram account for our campaign. We utilized Instagram to share photos of our cam-
paign with the Ellensburg community. Our Instagram was the most difficult social media platform to reach
our audiences on. We had a total of 21 photos, and 3 videos posted. Our total engagement was 11.
Tactic 4: Create a Twitter account for our campaign. We utilized Twitter to further our reach in the
Ellensburg community. Over the month of February we had a high of 91 followers and ended the campaign
with 90 followers. We had 48 retweets, 140 people favorite a tweet, and 289 profile visits.
Tactic 5: Create a Pinterest account for our campaign. We utilized Pinterest to appeal to the visual people
of our target audience. This allowed us to reach people who may not be in the Ellensburg area on the Home
Matters national movement. Our profile consisted of 12 boards with 457 total pins. Our top pins had a total
of 9,553 impressions and a reach of 5,503. We averaged 454 impressions a day and our profile averaged 262
views daily.
9. 7
Tactic 6: Inform CWU students of the Home Matters New American Dream message. Our team reached out
to students in the CWU Student Union to share information about Home Matters and find out what their
New American Dream was. We found that many of these millennials didn’t want the traditional American
dream, which coincides with Home Matters’ #NewAmericanDream efforts.
Tactic 7: Reinforce campaign messages through media coverage. We were able to earn media coverage on our
campaign efforts in the Daily Record, print and online. One of our campaign members was interviewed on
the National College Radio Station of the Year, 88.1 The Burg.
Strategy 3: Build partnerships in the community with local housing vendors.
Rationale: In order to spread awareness of the Home Matters national movement, we wanted to get local
businesses involved to expand our reach. We strategically selected leading housing businesses and non-profits
that were interested in partnering with our campaign.
Tactic 1: Plan a local event to educate the community on the affordable housing resources available in the
area. We wanted to give the community an opportunity to learn more about the need for affordable
housing in Kittitas County. We created an event, Your Home Matters Affordable Housing Fair 2015, to bring
the Home Matters national movement to our area.
Tactic 2: Contact businesses and non-profits whose goals coincide with Home Matters’ efforts to accelerate
activities in housing, community, economic development, education and learning. We drafted a list of all of
the businesses and non-profits that fall into each of these areas and invited them to participate in our
campaign.
Tactic 3: Solidify event vendor list. After inviting several businesses to participate in the Your Home Matters
Affordable Housing Fair 2015, we were able to create partnerships with Community Frameworks, Kittitas
Yakima Valley Community Land Trust, Habitat for Humanity, Coldwell Banker, Hopesource, Knudson
Lumber, Umpqua Bank, and Allstate Insurance.
Tactic 4: Create publication materials for the Your Home Matters Affordable Housing Fair 2015. We
designed flyers for the event to put up in local businesses and bulletin boards in the community. The flyers
included details about the event and vendors that would be present. The flyers were published in English and
Spanish to reach a wide demographic of our audience.
Tactic 5: Publicize the Your Home Matters Affordable Housing Fair 2015. We distributed 63 flyers to local
businesses and bulletin boards in Ellensburg. The local daycares also received flyers for the children to take
home to their parents. A press release was submitted to local media in Kittitas County presenting the details
of our event.
Tactic 6: Host Your Home Matters Affordable Housing Fair 2015. The event took place on Feb. 21, 2015. We
had a total of 42 people in attendance. At the event, vendors were able to connect and discuss ways to
continue working together on the Home Matters national movement. These vendors provided a wide variety
of resources related to the topic of quality, affordable housing to those at the fair.
Objective 1 Outcome: EXCEEDED!
Through social media, publicity, and the affordable housing fair, the team reached a total of 45,700 people,
which is 228 percent more than our goal. This was exceeded from our total reach of social media platforms,
flyers, local media coverage, and working with six successful businesses and non-profits in the community.
Objective #2: Inform parents on the importance of quality, affordable housing by
identifying what “home” means to their children.
10. 8
Strategy 1: Partner with local art center, Gallery One, to involve the community with our campaign messages.
Rationale: Home Matters cites that more than half a million people in the United States do not have a home; a
quarter of these individuals are children. Families often visit Gallery One to look at the art pieces. Our
partnership with them gives the campaign a way to reach out to parents.
Tactic 1: Sponsor Sunday Funday event. We decided
to sponsor their monthly Sunday Funday event, which
provides children with the opportunity to participate in a
free art project.
Tactic 2: Secure donations and supplies for Sunday
Funday. We were able to get 200 white ceramic tiles do-
nated to our campaign. These tiles were the perfect land-
scape for kids to illustrate what “home” meant to them.
Tactic 3: Display tiles illustrating what “home” means to
the children of Kittitas County. We were able to further
our partnership with Gallery One by securing one of
their display windows. They agreed to put the ceramic
tiles on display for three weeks following the Sunday
Funday event. The tiles were featured at the Ellensburg Downtown Association’s First Friday Artwalk. This
event is highly attended by the Ellensburg community.
Strategy 2: Connect with Kittitas County schools and daycares to participate in the Your Home Matters cam-
paign by asking children to illustrate what home means to them.
Rationale: According to our secondary research, we found that parents are more inclined to understand the
importance of a quality affordable home, knowing how it impacts their children’s future. The children were
instructed to illustrate and describe what “home” means to them.
Tactic 1: Create a drawing page in English and Spanish. A drawing page of a paper tile was designed to mim-
ic the ceramic tiles used at Sunday Funday. We decided to translate the drawing page to Spanish because of
the large population of Spanish speaking people in Kittitas County. Each child took home an informational
sheet inviting parents to view their child’s artwork at the Your Home Matters Affordable Housing Fair 2015.
Tactic 2: Contact elementary schools principals in Kittitas County.
We attempted to contact principals at Ellensburg Christian School,
Mount Stewart Elementary, Valley View Elementary, and Lincoln
Elementary. We were able to disperse 500 drawing pages at Mount
Stewart, and 100 to the Ellensburg Christian School.
Tactic 3: Contact daycares in Kittitas County. We attempted to
contact the following daycares: AAA Daycare, Little Rascals Day-
care, Munchkin Land, Creative Learning, Cornerstone Preschool &
Child, Afterschool Safe place, Bright Beginnings for Kittitas Coun-
ty, Foursquare Church Daycare. We were able to disperse 25 draw-
ing pages to Foursquare Church Daycare, 20 to Creative Learning,
and 30 to Munchkin Land.
Tactic 4: Display drawing pages at Your Home Matters Affordable
Housing Fair 2015. After collecting the completed drawing pages,
they were put on display at our event.
11. 9
Objective 2 Outcome: Exceeded!
With the average attendance at Sunday Funday being 30 children, we exceeded our goal by 69 percent with
43 in attendance. A total of 75 tiles were completed and the children were very engaged and enjoyed telling
us and their parents what they loved about their home.
Children at the elementary schools that were unable to attend Sunday Funday, also got to participate by
illustrating what home means to them on a paper tile. They were able to find their tile at our event to show
their parents.
Objective #3: Engage local businesses and non-profits to support the Home Matters
national movement.
Strategy 1: Foster relationships between leading housing vendors in the Kittitas County area.
Rationale: By bringing influential businesses and non-profits together at the Your Home Matters Affordable
Housing Fair 2015, representatives were able to build relationships. This gave them the opportunity to discuss
how to host this fair in the future.
Tactic 1: Contact business and non-profits whose goals coincide with Home Matters’ efforts to accelerate
activities in housing, community, economic development, education and learning. See Objective 1, Strategy
3, Tactic 2.
Tactic 2: Host Your Home Matters Affordable Housing Fair 2015. See Objective 1, Strategy 3, Tactic 6.
Strategy 2: Maintain campaign visibility after February 2015.
Rationale: In order to continue the momentum of our campaign after February, we needed to create a lasting
impact in the community. We wanted to ensure that people will come across the Your Home Matters
campaign and the Home Matters mission after the competition has ended.
Tactic 1: Find a permanent way to display the completed tiles from Sunday Funday. We approached the CWU
Community Garden in an effort to find a permanent home for the 75 ceramic tiles created during our
campaign. They partnered with the CWU Bateman Team to place the tiles around the garden once the
display at Gallery One is taken down.
Tactic 2: Create Community Support Certificates. To engage with businesses and non-profits that were not
featured at the Your Home Matters Affordable Housing Fair 2015, we created a Community Support
Certificate. By signing this certificate, businesses and non-profits were
able to show their endorsement of an “Affordable Community and
Healthy Economy”.
Tactic 3: Get Community Support Certificates signed by local
businesses and non-profits. The CWU Bateman Team visited busi-
nesses and non-profits in the area and asked them to stand behind an
“Affordable Community and Healthy Economy” by signing our Com-
munity Support Certificate.
Objective 3 Outcome: Exceeded!
We exceeded our goal by having 28 local businesses and non-prof-
its sign and display the Community Support Certificate standing
behind an “Affordable Community and Healthy Economy”.
12. 10
Conclusion
In an attempt to decrease the housing crisis in America, the Your Home Matters campaign reached out to
the small, rural community of Kittitas County to increase knowledge and understanding on the issue. Through
the Your Home Matters Affordable Housing Fair 2015 we were able to unify and showcase local businesses and
non-profits to increase awareness of the Home Matters national movement. Our partners, Kittitas Yakima Valley
Community Land Trust and Umpqua Bank, adopted the Your Home Matters Affordable Housing Fair 2015 to
organize in future years. This partnership will ensure that the Home Matters mission will continue its visibility
and influence in Kittitas County.
With continued interaction throughout the month of February, the Your Home Matters campaign
reached 33,600 individuals through social media, and 12,100 individuals in Kittitas County. We attained
community outreach by sharing event flyers at various events, distributing “What Does Home Mean To You”
drawing pages to children at local schools and daycares. We engaged local businesses and non-profits to show
their support of an “Affordable Community and Healthy Economy”. Media exposure for our campaign was
recognized in the Daily Record, Ellensburg’s local newspaper, and 88.1 The Burg, the Central Washington
University radio station.
Throughout our campaign we maintained continuity with the project guidelines set by Home Matters.
The Your Home Matters campaign accelerated in the areas of Housing, Community, Economic Development,
Education, and Learning with our community partners and provided Kittitas County with information on
Affordable Rent, Homeownership, and the Quality of Homes in the community.
Budget
The majority of funds received for the
Your Home Matters campaign were
in-kind donations, amounting to $520.
The remainder of the funds came from
the CWU PRSSA chapter, amounting
to $219.80. The total amount of funds
used for the campaign is $739.80.
14. Item Budgeted Funds Actual Funds Items
Home Matters
T-Shirts $63 $63.87
Home Matters T-shirts for each of our
team mebers
Bateman
registration $50 $50.00
Sharpies for
Sunday Funday $24 $23.90 17 Sharpies in various colors
Coffee for event $50 $0.00 Did not purchase for event
Decorations for
event $25 $15.12
Table cloths, ribbon, poster board, and
pens
Food for event $50 $42.16
Variety pack Wheat Thins, and Chese-
It, bottled water
Sharpies for
SURC Tabling $7 $6.75
Large black sharpies for New
American Dream Poster
SURC Tabling
Poster Paper $10 $6.00
Orange butcher paper for New
American Dream Poster
Balloons for
day of event $20 $12.00
Orange balloons for decorations at
event
Total: $299 $219.80
200 Ceramic
Tiles $0 $26
White ceramic tiles donated by Home
Depot
Drawing Page
Printing $60 $54 Printing cost for 600 drawing pages
Knudson
Lumber
Donation
$0 $320.00
Rulers, pencils and matchbooks for
event goodie bags, advertising cost for
readerboard
Allstate
Insurance
Drawstring
bags $294 $120.00
Drawstring bags filled with Allstate
goodies
Allstate
Insurance space
rental $0 $0
Cost for using office space day of
event
Total: $354 $520.00
TOTAL BUDGET $739.80
PRSSA Funds ($300)
In-Kind Donations ($1,000)
16. August 2014
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2
3 4 5 6 7 8 9
10 11 12 13 14
Liz Kerns met with
Crystal Dawn and
Bruce Tabb with
Kittitas Yakima
Valley Land Trust
15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31
17. September 2014
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1
Labor Day
2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26
Met with Kittitas
Yakima Valley
Community Land
Trust about a
partnership
27
28 29 30
18. October 2014
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4
5
Group Meeting:
3p.m.-5p.m.
Talked about
research
6 7
Group Meeting:
4p.m.-6p.m.
Looked at past
campaigns
Worked on case
studies and budget
8 9 10 11
12 13
Columbus Day
14
Group Meeting:
4p.m.-6p.m.
15 16
Group Meeting:
4p.m.-6p.m.
Contacted Carli
Schmitz at
Community
Frameworks
17 18
19 20 21
Group Meeting:
4p.m.-6p.m.
22 23
Met with Carli at
Community
Frameworks
24 25
26 27 28
Group Meeting:
4p.m.-6p.m.
29 30
Group Meeting:
4p.m.-6p.m.
Brainstormed
campaign ideas
31
Halloween
19. November 2014
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1
2 3 4
Group Meeting:
4p.m.-6p.m.
5 6
Group Meeting:
4p.m.-6p.m.
Modified the Case
Studies
7
Met with Crystal
Dawn with Kittitas
Yakima Valley
Community Land
Trust
8
9 10 11
Veterans Day
12
Phone call with Carli
at Community
Frameworks
13
Group Meeting:
4p.m.-6p.m.
14 15
16 17 18
Group Meeting:
4p.m.-6p.m.
19 20
Group Meeting:
4p.m.-6p.m.
21 22
23
Met with Kevin Brett
24
Uploaded contact list
spreadsheet
Received update
from Carli with
Community
Frameworks
25 26 27
Thanksgiving Day
28 29
30
20. December 2014
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3
Group Meeting:
5 p.m. – 7 p.m.
4
Group meeting:
Discussed event
venue criteria
Talked with possible
vendors
5 6
7 8 9
Group Meeting:
5 p.m. – 7 p.m.
10 11
Case Study Meeting:
5 p.m. – 7 p.m.
12 13
14
Group Meeting:
5 p.m. – 7 p.m.
15 16 17 18
Project Planning:
5 p.m. – 7 p.m.
19 20
Received 200 tiles
from Home Depot
21 22 23 24 25
Christmas
26 27
28 29 30 31
21. January 2015
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1
New Year's Day
2 3
4 5 6 7
Group Meeting
2p.m.-3p.m.
8
Visited possible
venue site
Group Meeting:
Made list of vendors
9 10
11 12
Group Meeting:
2p.m.-3p.m.
GOST Outline
Finalized vendor list
13
Group Meeting
1p.m.-4p.m.
14
Group Meeting
2p.m.-3p.m.
15 Group Meeting:
1p.m.-4p.m.
Add paper tiles
Contacted Kelly
Moreland and
Sandra Fretias with
MOPS
16 17
18 19
Group Meeting:
2p.m.-3p.m.
Finalized survey
Contacted local
businesses
20
Group Meeting:
1p.m.-4p.m.
Uploaded survey
Drafted & finalized
vendor
letter/application
Drafted media alert
& press release
21
Group Meeting
2p.m.-3p.m.
22
Group Meeting
1p.m.-4p.m.
23 24
25 26
Group Meeting
2p.m.-3p.m.
27
Group meeting:
1p.m.-4p.m.
Made Social Media
pages
Finalized media alert
Posted survey on
community pages
Contacted potential
vendors
28
Group Meeting
2p.m.-3p.m.
29
Community Connect
Day
Group Meeting:
1p.m.-4p.m.
Continued
contacting potential
vendors
Contacted local
elementary schools
30 31
22. February 2015
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1
Activated/published
social media
platforms
2
Sent out media alert
Group Meeting:
2p.m.-3p.m.
Continued
contacting potential
vendors and
elementary schools
3
Group Meeting
1p.m.-4p.m.
4
Group Meeting
2p.m.-3p.m.
5
Saw venue: Allstate
Insurance
Contacted potential
vendors and
elementary schools
Printed off flyers
6
First Friday Coffee:
Connected with local
businesses & handed
out flyers
First Friday Art
Walk:
Connected with
community and
talked about our
event
7
8 9
Group Meeting
2p.m.-3p.m.
10
Printed off kids
drawing page
Group Meeting
1p.m.-4p.m.
11
Group Meeting
2p.m.-3p.m.
12
Posted flyers around
town
Dropped off drawing
pages
13 14
Valentine's Day
15
Sunday funday @
Gallery One
16
News release sent
out
Group Meeting
2p.m.-3p.m.
Sent reminder to
vendors
Dropped off
drawing pages to
Day cares
17
Media coverage
88.1 The Burg
“New American
Dream” Tabling in
the Student Union
Group Meeting
1p.m.-4p.m.
18
“New American
Dream” Tabling in
the Student Union
Group Meeting
2p.m.-3p.m.
19
Picked up supplies
and drawing pages
“New American
Dream” Tabling in
the Student Union
Group Meeting
1p.m.-4p.m.
20
Event set up
Picked up drawing
pages
Media coverage:
Daily Record
21
“Your Home
Matters” Affordable
Housing Fair 2015
22
Media Coverage
(Almost) DailyBrett
Blog
23
Group Meeting
2p.m.-3p.m.
24
Group Meeting
1p.m.-4p.m.
25
Group Meeting
2p.m.-3p.m.
26
Community support
certificates signed by
local businesses
27 28
End of campaign and
end of social media
platforms
23. March 2015
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2
Group Meeting
2p.m.-3p.m.
3
Group Meeting
1p.m.-4p.m.
4
Group Meeting
2p.m.-3p.m.
5
Group Meeting
1p.m.-4 p.m.
6 7
8
Group Meeting
9:30 p.m.-10:30 p.m.
9
Group Meeting
2p.m.-3p.m.
10
Group Meeting
1p.m.-4p.m.
11
Group Meeting
2p.m.-3p.m.
12 13 14
15 16
Group Meeting
2p.m.-3p.m.
17 18
Group Meeting
10a.m.-5p.m.
19
Group Meeting
10a.m.-5p.m.
20
Mailed Out Final
Documents
21
22 23 24 25 26 27 28
29
National Deadline
30 31
24. TimelineAugust 14
• Liz Kerns met with Bruce Tabb and Crystal Dawn, of the Kittitas Yakima Valley Community Land Trust
to talk about a partnership with the CWU Bateman Team.
September 26
• CWU Bateman Team met with the Kittitas Yakima Valley Community Land Trust to talk about a
partnership and how it would be valuable on both ends to work together.
• Held a meeting to discuss primary and secondary research and ways to distribute information to the
community
• Created possible case studies topics
October 5
• Met as a group and talked about the research that we would be conducting for our campaign.
• Topics included: Generational differences with trusting social media, how to use Twitter for nonprofits,
research other land trust that have been developed in Washington State
October 7
• Reviewed past campaigns to have for further reference
• Created a timeline of due dates for research and final product
• Formed a rough draft budget breakdown
• Started working on research and case study documents
October 16
• Formed a relationship with Carli Schmitz at Community Frameworks because they are involved with the
Home Matters national movement. Discussed partnering to help spread awareness about quality,
affordable housing.
• Added Community Frameworks as a case study to understand how they benefit us as a partner
• Continued to work on case studies and research
October 23
• Met with Carli Schmitz at Community Frameworks in Bremerton, Washington to discuss event ideas for
our campaign, media outlets, and how to make this a statewide campaign.
October 30
• Bridging Community Frameworks and Kittitas Yakima Valley Community Land Trust
• Brainstormed campaign ideas
o Media both conventional and digital
• Youtube Contest
• What does home mean to you?
• Instagram competition
• “What does home look like to you?”
• Statewide media coverage
o Activities/ Events
• Build Wealth (Get out of Debt) Workshop
• Homeownership workshop
• How to cost effectively upgrade your home
• Kid friendly aspect
• Painting tiles about what home is to them
• Making it into a mural
25. November 6
• Modified case study topics
November 7
• Met with Crystal Dawn and discussed Kittitas Yakima Valley Community Land Trust role in our
campaign.
November 12
• Phone call with Carli at Community Frameworks to update her on current campaign ideas and align our
ideas with hers.
November 20
• Decided to move further with the idea of children drawing on tiles and creating a mural/collage of them
to showcase what home means to them in the community.
• Brainstormed different locations for a mural including, Ellensburg library, community gardens, activity
center, and local businesses
November 23
• Met with Kevin Brett, faculty advisor, to discuss plans for the campaign
• Discussed a PEST vs. SWOT analysis
• Looked at resources to get media coverage statewide
• Look at options for the length of event and whether is should be a weekend versus a day event
November 24
• Madalyn uploaded a Contact List spreadsheet
• Received update on partnership with Carli at Community Frameworks
• Community Frameworks is on board with the event and gave recommendations on who to invite to our
event. They are also on board with the community mural idea.
December 4
• Discussed criteria for event venue
• Researched and contacted possible venues such as Hall Home Community Center, Fairgrounds, local
hotels, and the Ellensburg High School
• Contacted possible vendors for our event
December 20
• Received/Picked up 200 tiles from Home Depot for the childrens activity
January 8
• Visited possible venue sites
• Made list of the vendors we want to invite including Allstate (home insurance), Coldwell Banker (real
estate), Knudson Lumber (home improvement), Umpqua Bank (loans, credits checks, home buyers class)
January 12
• Worked on our GHOST outline
• Started finalizing the list of vendors we would like to ask to be a part of our “Your Home Matters”
Affordable Housing Fair 2015
January 15
• Added paper tiles to our campaign allowing for more kids to be a part of the movement
• Contacted Kelly Moreland and Sandra Freitas with Mothers of Preschoolers (MOPS) about MOPS
contributing to our Community Art Project by having the kids participate in our drawing worksheet
• Continued working on our GHOST outline
• Added case studies: Young child’s perception of life through art, parents decisions based off of children’s
feelings, advertising to children and parents decision
• Discussed possibility of a press release calling for vendors
26. January 19th
• Put the final touches on our survey
• Contacted possible areas/events to conduct our survey: Fred Meyers, Safeway, First Friday Art Walk,
Community Connect Day, Community Facebook pages
• Compiled a list of local schools to contact for the paper tiles
January 20th
• Uploaded survey into Qualtrics and started sending it out
• Drafted and finalized vendor letter and application
• Drafted media alert/event press release
• Got logo design finalized
January 27
• Made “Your Home Matters” social media pages: Twitter, Facebook, Pinterest, Instagram, and LinkedIn
• Posted to different community Facebook pages about survey
• Started contacting potential vendors
• Finalized media alert
January 29
• Went to Community Connect Day to conduct surveys and connect with different housing resources
• Continued contacting potential vendors
• Started contacting local elementary schools to hand out paper tile activity
February 1
• Activated/published social media platforms
February 2
• Sent out media alert
• Continued contacting potential vendors and elementary schools
February 5
• Visited venue: Allstate Insurance
• Continued contacting potential vendors and elementary schools
• Printed off flyers for the event
February 6
• Went to First Friday Coffee to network with local business and hand out flyers
• Went to First Friday Art Walk connected with the community and talk about our event
February 10
• Printed off kids drawing page
February 12
• Connected with local business and posted flyers around town
• Dropped off kids drawing page to participating schools
February 15
• Sunday Funday at Gallery One where we had children draw on ceramic tiles what their home meant for
them. Handed out flyers for our event there as well.
February 16
• Sent news release to several media contacts
• Sent a reminder email to our vendors with details for the event and when they could set up.
• Dropped of tile drawing pages to local daycares
February 1
• Media coverage of our event on 88.1 The Burg
• New American Dream tabling in the Student Union at CWU where we asked students what their
American dream was. We compiled their answers on a large piece of butcher paper to be displayed.
27. February 18
• New American Dream tabling in the Student Union
February 19
• Picked up supplies for our event
• Picked up drawing pages from the participating elementary schools
• New American Dream tabling in the Student Union
February 20
• Set up for event
• Picked up drawing pages from participating day cares
• Media coverage for our event in the Daily Record
February 21
• Your Home Matters Affordable Housing Fair 2015
• Started set-up at 8 a.m. with our six vendors
• Ended the event at 3 p.m. that afternoon
February 26
• Went to local businesses to sign our community support certificate
February 28
• End of campaign and closed down social media outlets to analyze our impact
29. Your Home Matters: Views on Affordable Housing
This survey is being conducted by the Central Washington University Public Relations Student
Society of America Bateman Team. The results from this research will be used to determine
views on quality, affordable housing. This survey should take about 5 minutes and your
responses are completely anonymous.
Please rank how important it is to have a quality, affordable home. (please select one)
m Not Important
m Somewhat Important
m Neutral
m Important
m Very Important
How difficult is it to rent a quality, affordable home for you and your family? (please select one)
m Very Difficult
m Difficult
m Neutral
m Easy
m Very Easy
How difficult is it to own a quality, affordable home for you and your family? (please select one)
m Very Difficult
m Difficult
m Neutral
m Easy
m Very Easy
How often does living in a quality, affordable home impact the following?
Never
Impacted
Rarely
Impacted
Sometimes
Impacted
Impacted
Most of the
Time
Always
Impacted
Community m m m m m
Education m m m m m
Health m m m m m
Safety m m m m m
Success m m m m m
Please continue to the back of the page
30. What best describes your current family living situation? (please select one)
m Renting an apartment
m Renting a townhouse/condo
m Renting a single-family residence
m Own a townhouse/condo
m Own a single-family residence
m Other ____________________
What is your gender?
m Male
m Female
m Prefer not to answer
Which age range do you fall in?
m 15-25
m 26-36
m 37-47
m 48-58
m 59 +
What is your family status? (please select one)
m Single, with no children
m Single, with children
m Married, with no children
m Married, with children
m Relationship, with no children
m Relationship, with children
m Other ____________________
Please indicate your annual household income range:
m $20,000 or less
m $20,001 - $30,000
m $30,001 - $40,000
m $40,001 - $50,000
m $50,001 or more
m Prefer not to answer
31. MEMO
TO: 2014-2015 Bateman Team
FROM: Masey Peone
SUBJECT: Kittitas County Housing Needs Assessment
DATE: November 7, 2014
A case study was conducted on the Kittitas County Housing Needs Assessment, which is directly reflective of the
need for quality, affordable housing. This information was conducted through secondary research of a document
prepared by Zackery Hanshew for the Homeless & Affordable Housing Network of Kittitas County. Examining
this document will help the Bateman Team successfully base decisions off of the research found.
Background
This document assesses affordable housing and housing needs in the Kittitas Yakima Valley region. This
report was given to the Kittitas Yakima Valley Community Land Trust to assist them in evaluating the housing
needs they want to create opportunities for. This assessment concentrates on housing for renters, housing for
homeownership, and housing for the baby boomer generation. The baby boomer generation is part of the CWU
Bateman Team target audiences.
“The Kittitas County Housing Needs Assessment is intended to assist community planners in determining the need
for affordable housing within County Boundaries.” (Hanshew, 2013)
Key Findings
The results found were based on the findings of household size, income, householder age, and other
factors. These findings will help the CWU Bateman Team to put together a proper survey to further educate the
public about the need for quality, affordable housing.
Kittitas County specifically has a higher growing rate than Washington State and the nation; it remains at
“62% higher than that of the state.” (Hanshew, 2013) The median household income in Kittitas County increased
by 3.6% and Washington State’s only increased by 2.2%. (Hanshew, 2013) Continuing to compare Kittitas Coun-
ty housing to Washington State, it has a lower rate of housing units that are “owner-occupied” with 56.5%, while
Washington State is at 63.4%. (Hanshew, 2013)
There is a need for housing affordability and understanding how plausible it is for those in Kittitas Coun-
ty to own a home. “A minimum wage worker must work 69 hours a week to afford a 2 bedroom home or earn
$15.92 an hour,” which is for a single person. (Hanshew, 2013) This shows that even though it’s a possibility, it
isn’t a reasonable possibility. In Kittitas County, the vacancy rate is 5.9%, again much higher than the state, 75%
higher. (Hanshew, 2013) Since 2011, home sales have increased by 9.5% in the Kittitas region, which can be in
direct relation to the vacancy rate increasing. (Hanshew, 2013)
Housing Types in Kittitas County
One type of housing defined in this report is permanent housing. This isn’t a life long house, but more of a nor-
mal home of your own. Another housing type is permanent supportive housing, which is a place to live for those
with special needs such as, physical and mental disabilities. This type of housing has on-site services to help
those people have the opportunity to live on their own. Single room occupancy, a one-room apartment is another
type of housing. Housing that helps those come out of homelessness or those who have 20 or less of the median
income is low-income housing. This difference between this and affordable housing is that affordable housing costs
no more than 30 of an individual’s income. Public/Subsidized Housing is where the government pays for a portion
of the rent. Mixed Income Housing is an apartment complex or housing development that adjusts its price ranges
based on the income level of tenants.
32. A new type of affordable housing in Kittitas County is Community Land Trust. This is where a nonprofit owns
the land and builds housing on the land making it affordable for future homeowners. Senior housing is for the
elderly that need assisted living. (Hanshew, 2013)
Data
This report analyzes the possibilities of being able to afford a two-bedroom home in Kittitas County. As previ-
ously stated, for a minimum wage worker to afford a two-bedroom house they must work 69 hours per week, 52
weeks per year. At this rate, to afford a two-bedroom room, the household has to have 1.7 people earning mini-
mum wage working 40 hours a week, year-round. (Hanshew, 2013)
Data also shows that 66.8% of renters spend 30% + of their household income on housing. (Hanshew, 2013)
According to the report, home sales have increased and were up 18.3% in Kittitas County. Within the
state they were up 3.4%. There is a huge gap between Kittitas County statistics and state statistics showing the
affordable housing need. This significantly shows in the generation of baby boomers, “Most baby boomers will
have lower incomes in retirement than they had while in the work force.” (Hanshew, 2013) Almost a quarter of
Kittitas County population is baby boomers. (Hanshew, 2013)
33. MEMO
TO: 2014-2015 Bateman Team
FROM: Robyn Stewart
SUBJECT: Housing and Student vs. Local Population in Ellensburg, WA
DATE: January 7th, 2015
Demographic Background
Over half of Ellensburg’s population is made up of non-residential college students. Most students move off of
campus after their freshman year, taking up a large portion of available housing. According to Central Washing-
ton University Institutional Research Reports, the college freshmen population has continued to increase annu-
ally.
Population Demographics of Ellensburg
According to the 2013-2014 Institutional Research Report for Central Washington University, there are roughly
11,287 students living in the Ellensburg area. The United States Census Bureau estimates that there were 18,363
total residents living in the Ellensburg area. Using these numbers, the student population makes up roughly 63%
of the total population.
Family vs. Student Households
The website www.city-data.com shows that in 2013 only 39.6% of city households were family households.
Whereas the state percentage of family households was 64.4%. The difference in total family households local-
ly and state-wide is due in part to the large student population living off of campus. In 2010, there were 11,614
CWU students enrolled (CWU Common Data Set 2010-2011). According to www.city-data.com, only 2,123 of
enrolled students lived on campus during the 2010-2011 academic year. Using these numbers, it can be found
that only 18% of the student population was living on campus during that year. This leaves 8,362 students living
in the residential community during this time. Comparing the number of students living off campus to the total
population in Ellensburg for 2010, 45.7% of the residential community was made up by students.
Assuming the percentage of students living on campus has not changed dramatically since 2010, the 18% of
students enrolled during the 2013-2014 academic year equals 2,031 students living on campus (CWU Common
Data Set 2013-2014). This leaves the 8,126 remaining students living in the residential community. Comparing
the number of students living off campus to the total Ellensburg population in 2013, 44.2% of the residential
community was made up by students in 2013.
Available Housing
According to www.city-data.com, there were only 7,823 housing units in Ellensburg in 2010. The U.S. Census
Bureau shows that the home ownership rate during this time was roughly 30.7%. Using these numbers, it can be
found that only 2,401 of total housing units were owned. This leaves about 5,422 assumed housing units avail-
able for rent (some homes may be unoccupied for other reasons). The website www.city-data.com shows that the
average household size was 2.2 persons in 2010. Applying this figure to available rental housing units, we can see
that 11,928 people are renting, assuming 2.2 persons are living in each household. Using these numbers and the
demographic information for 2010, it can be shown that roughly 68% of available rental units are occupied by
students. This is over 2/3 of the rental availability.
Conclusion
Students make up over half of the total population in Ellensburg. Because only 18% of students live on campus
each year, about 45% of the residential population is made up by students. Because of low home ownership rates
in the community (30.7% compared to state level of 63.2%), rental housing units are in high demand. With over
2/3 of rental housing units being occupied by students, a large portion of local residents may be left without the
ability to obtain quality, affordable housing.
34. MEMO
TO: 2014-2015 Bateman Team
FROM: Masey Peone
SUBJECT: Community Frameworks Organization
DATE: October 16, 2014
A case study was conducted on the Community Frameworks organization whom is directly involved with the
Home Matters Campaign. This information was conducted through Internet research. Examining how this or-
ganization is structured and their relationship with Home Matters and affordable housing will help the Bateman
Team successfully create a partnership. There are five detailed sections this case study includes itemizing details
about the organization.
Background:
The nonprofit organization Community Frameworks is active in Washington State, working directly in
the cities of Spokane, Seattle, and Bremerton. Northwest Regional Foundation, created by the people of Spo-
kane in 1974 also known as NRF, had a mission for the “betterment of communities.” (Community Frameworks
Website) They later changed to Northwest Regional Facilitators focusing on helping individuals overcome ob-
stacles to better their futures. In 2004, NRF decided to focus on creating affordable housing for individuals. NRF
branched this into its own nonprofit organization now known as Community Frameworks. This organization
focuses on “affordable rental opportunities, homeownership education and development, and affordable housing
develop services for other organizations.” (Community Frameworks Website)
Objective:
The mission of Community Frameworks is to “support and develop affordable housing as a foundation
upon which individuals, families and neighborhoods can build vital communities.” (Community Frameworks
Website) In order to accomplish this mission, Community Frameworks explains their definition of affordable
housing. The goal is that working people have the ability to afford housing and still be able to afford the daily
living expenses such as groceries and gas. (Community Frameworks Website)
The main objective is to offer affordable housing to people where the housing costs no more than “30%
of a household’s income.” (Community Frameworks Website) Community Frameworks found that families tend
to find affordable housing through rental housing and the goal is to help those families into homeownership. By
moving into homeownership, “families can begin to build assets” which is directly related to the Home Matters
Campaign. On the other side of affordable housing, Community Frameworks explains the quality of the house.
(Community Frameworks Website) The house should be safe and energy efficient, while also being affordable.
This relates to Home Matters focusing on the quality of housing and how it affects work, school, and the commu-
nity.
Community Frameworks acknowledges the housing crisis and wants to provide secure housing that will
help create better work conditions, education, and stability in family life.
Strategy:
Community Frameworks services many strategies to educate and serve the primary audience, which
are families in need of quality affordable housing. One strategy is through education by providing coaching and
courses for the families. Community Frameworks provides credit and financial coaching, mortgage education,
down payment financing, and new homes to first-time homebuyers. In Spokane, there was a need to strengthen
the local community; a strategy Community Frameworks used to help with this was to create rental opportuni-
ties along side the homebuyer opportunities. (Community Frameworks Website)
Execution & Results:
Multiple tactics have been used to implement these strategies. The most successful tactics have been
through partnerships and becoming a statewide organization. Community Frameworks localized its education
programs starting in Spokane and opened up another location in Bremerton, Washington. (Community Frame-
works Website)
35. In order to provide affordable housing, Community Frameworks had to assure they could build safe and
secure homes. Since 1997, they have built 175 homes that were offered to first-time homebuyers. With that, they
have renovated 2900 “owner occupied homes.” (Community Frameworks Website) On top of providing housing
for first-time homebuyers, Community Frameworks wanted to offer rental opportunities. In 2008, Community
Frameworks purchased three apartment developments. They work with Pioneer Park Place, Rockwell Apart-
ments, and The Hoffman Apartments. All of these are located in Spokane. Community Frameworks also expand-
ed by creating a “Self-Help Homeownership Opportunity Program”, which helps provide loan fund for nonprofit
organizations, such as land trusts. (Community Frameworks Website)
Community Frameworks is still in process of expanding on homeownership production. It is their hope
that the results of their efforts will be producing 500 units being built per year. (Community Frameworks Web-
site)
References
Community FrameworksRetrieved January 27, 2015, from http://www.communityframeworks.org
36. MEMO
TO: 2014-2015 Bateman Team
FROM: Robyn Stewart
SUBJECT: Successful Housing Campaign: Coalition for Nonprofit Housing & Economic
Development (CNHED), “Affordable Housing For All”
DATE: December 3, 2014
History and Background
Homelessness in Washington DC is a significant issue. According to the 2014 Point-in-Time Count of Homeless
Persons in the Metropolitan Washington Region report published by the Metropolitan Washington Council of
Governments’ Homeless Services Planning and Coordinating Committee, 11,946 people in the region self identi-
fied as being homeless as of January 29, 2014.
The Coalition for Nonprofit Housing and Economic Development (CNHED) assists nonprofit community de-
velopment organizations with finding housing and economic opportunities for residents with low and moderate
incomes in Washington DC. CNHED is a 501(c)(3) membership organization founded in the year 2000 after
the merging of the Coalition of Economic Development Organizations (CEDO) and the Coalition of Economic
Development Organizations (CNHD).
The organization strives to make an impact through: advocating for affordable housing, high quality training of
community development workers, researching affordable housing and neighborhood revitalization, and by con-
tinuously pushing information out to its members and the public.
The “Housing for All Campaign” is an attempt to get DC government to invest in local affordable housing pro-
grams including the “Housing Production Trust Fund, the Home Purchase Assistance Program, the Local Rent
Supplement Program, and the Permanent Supportive Housing Program. CNHED believes that the only way to
accomplish their mission of affordable housing for all is through the investment and growth of these programs.
Objective
The Coalition for Nonprofit Housing and Economic Development hoped to achieve their mission of “leading
nonprofit community development organizations in ensuring that residents with low and moderate incomes
have housing and economic opportunities in neighborhoods throughout the District of Columbia” through the
“Housing for All Campaign”.
CNHED’s campaign goal was to increase the amount of people living in affordable homes in the Washington DC
area. The organization’s objective was to gain the attention of the DC government and ultimately gain funding for
affordable housing programs.
Strategy and Execution
• Monthly campaign meetings
o Free and open to the public
• Rallies
o Rallied for the Housing Production Trust Fund on November 18, 2014 on location shortly before
voting took place
• Newsletter
o Free e-newsletter including updates, progress, etc.
• Provides free campaign resources for staff and residents
o Facts and information, communication tips, etc.
37. • Strong website
o Mission, information, why important, how to get involved
• Social Media presence
o Facebook: https://www.facebook.com/cnhed
o Twitter (@cnhed): https://twitter.com/cnhed
• Live tweeting during events
o LinkedIn: https://www.linkedin.com/company/coalition-for-nonprofit-housing-and-econom
ic-development-cnhed-
o google+: https://plus.google.com/114366266634485819208/about
o Blog: http://www.cnhed.org/housing-for-all-campaign/blog/
• Specifically for campaign
• Keeping people informed, up-to-date, pulling at heart strings
Results and Outcome
The “Housing for All” campaign was a success. The Coalition for Nonprofit Housing and Economic Develop-
ment caught the attention and the support of the DC Council. As a result of the campaign, the organization was
able to help sway the Council to approve $100 million annually for the Housing Production Trust Fund.
What the Trust Fund has done for DC
• The Trust Fund is crucial to meeting DC’s affordable housing goals of ending chronic homelessness, sup
porting first-time home buyers, and creating and preserving high quality rental housing.
• It has produced and preserved over 8,500 affordable homes across every ward in the District. There are
2,300 more affordable homes in the pipeline with Trust Fund commitments.
• Estimated conservatively, more than 18,000 DC residents currently live in units funded by the Trust
Fund.
• For every dollar invested from the Trust Fund, $2.50 was invested from other sources.
• It has created an estimated 10,000 short-term and permanent jobs.
• It has strong guidelines that prescribe levels and lengths of affordability to serve District residents with
the greatest housing need.
• When used with DC’s Tenant Opportunity to Purchase Act, it provides tenants with the opportunity to
stay in their homes and preserve affordable housing for themselves and their neighbors. (Taken from the
CNHED blog, http://www.cnhed.org/housing-for-all-campaign/blog/)
Works Cited
Homelessness in Metropolitan Washington. (2014, May 14). Retrieved December 3, 2014, from
http://www.mwcog.org/uploads/pub-documents/ql5bX1820140714163555.pdf
The Coalition for Non-Profit Housing and Economic Development. (2014, November 18).
Retrieved December 3, 2014, from http://www.cnhed.org/housing-for-all-campaign/
About. Retrieved December 3, 2014, from http://www.cnhed.org/about/
The Coalition for Non-Profit Housing and Economic Development. (2014, November 18).
Retrieved December 3, 2014, from http://www.cnhed.org/housing-for-all-campaign/blog/
38. MEMO
TO: 2014-2015 Bateman Team
FROM: Masey Peone
SUBJECT: Social Media Campaign Case Study
DATE: October 16, 2014
A case study was conducted on successful social media campaigns. This information was received
through Internet research and scholarly articles. Examining how these campaigns were structured and their
relationship to Home Matters and affordable housing will help the Bateman Team successfully create and execute
a social media campaign. There are five detailed sections this case study includes itemizing details about the cam-
paigns.
Background:
A blog written by Erin Skarda in September of 2014 discusses the five most successful social media cam-
paigns that were for social change. These are the social media campaigns the Bateman team will be learning and
acknowledging in order to help increase awareness about quality, home affordability. Two of the five successful
social media campaigns that have recently taken place are the Ice Bucket Challenge and the It Gets Better Proj-
ect.
The ice bucket challenge started with Pat Quinn, one who was diagnosed with amyotrophic lateral scle-
rosis, known as Lou Gehrig’s disease. (Cary, 2014) The challenge was set for people all over the country to dump
buckets of ice water over their heads, video record it, then challenge a few friends to do the same in 24 hours. If
they didn’t want to do the challenge then they were to donate $100 to the ALS charity fund. (Cary, 2014)
Dan Savage and his husband Terry Miller created the It Gets Better Project. (Skarda, 2014) They created
this media campaign because of the amount of suicides occurring in teens that were “bullied because of their
sexual orientation.” (Skarda, 2014) In September 2010 there were eleven teens that committed suicide because of
sexual orientation. (Ward, 2013) Savage saw an opportunity with social media to speak to kids directly and help
prevent suicides. (Ward, 2013) The project started with a video on YouTube and became a worldwide movement.
(Ward, 2013)
Objective:
The objective of the ice bucket challenge campaign on social media was to help raise money for the dis-
ease and increase awareness of Lou Gehrig’s disease. (Cary, 2014)
The objective of the It Gets Better Project was to let teens know that life will “get better.” (Skarda, 2014)
Savage wanted to engage the public while persuading them to take action. (Ward, 2013) The stories shared in the
videos were intended to give the campaign an “authentic voice”, which research shows to be important in a public
relations campaign. (Ward, 2013) The authentic voice drives social change. The hope is that the videos will let
kids know they have a support system and that they are not alone in their struggles. (Ward, 2013)
Strategy:
Facebook was the main social media platform used to spread awareness about the ALS ice bucket chal-
lenge. (Skarda, 2014) Strategies for the social media campaign was being fun, easy, having a sense of urgency, and
leaving people feeling satisfied. (Hansraj, 2014) The challenge was fun to watch, which helped people want to
raise awareness about it. Having a deadline of 24 hours to complete the challenge makes people actually com-
plete the challenge. Afterwards participant’s felt like they helped make a difference, which in turn helped spread
the campaign. (Hansraj, 2014) Studies show that the success of the Ice Bucket Challenge was strategized through
social media marketing, celebrities’ influence, word-of-mouth phenomenon, viral marketing and right-timing
marketing. (Phing, 2014) This can be directly applied to the Your Home Matters campaign by our social media
being fun, yet having a sense of urgency in order to engage the public.
39. YouTube is the main social media platform used to spread awareness for the “It Gets Better” campaign.
Thousands of people are inspired to upload their own messages about the campaign. The goal is to engage the
community in person and online for the rights and equality of sexual orientation. (Skarda, 2014) This campaign
used social media to create relationships among the public, which research shows are the “key to successful pub-
lic relations campaigns.” (Ward, 2013) A strategy used to create a successful campaign is the “Dragonfly Effect”,
which is a campaign with a call to action that is easy and fun. (Ward, 2013)
Execution & Results:
The ice bucket challenge spread all across the country and has received $15.6 million in donations. (Cary,
2014) Executing the given strategies, more than just the everyday Joe took the challenge, it challenged nation
leaders and celebrities. World leaders including Oprah Winfrey, Bill Gates, George Bush, Selena Gomez, and
Taylor Swift participated in the ice bucket challenge. (Phing, 2014) Celebrities participating encourage their
followers to participate as well. More than 3 million people donated for various ALS organizations and the videos
have seen more that 1 billion views. (Skarda, 2014)
The “It Gets Better” campaign engaged celebrities, activists, politicians, and the community. Some of
those who contributed are Obama, Ellen DeGeneres, and Lady Gaga. (Skarda, 2014) With more than 50,000
videos, this campaign went national and it became more than a social media campaign. (Skarda, 2014) Programs
starts, conferences were held, and pride festivals happened reaching out to youths. (Skarda, 2014) The cam-
paign was successful because it engaged with a wide diversity of people. Creating the diversity helps to not put
limitations on the campaign. (Ward, 2013) This campaign was also successful because “individual needs have
remained the forefront of the campaign.” (Ward, 2013)
References
Cary, B. (2014, August 21). Ice Bucket Challenge creator Pat Quinn thrilled ALS is getting attention.
Retrieved January 28, 2015, from http://www.lohud.com/story/news/2014/08/18/ice-bucket-challenge-creator-
thrilled-als-getting-attention/14243223/
Skarda, E. (2014, September 16). What You Need to Know About the 5 Most Successful Social Media
Campaigns for Social Change. Retrieved January 28, 2015, from http://nationswell.com/social-media-cam-
paigns-successful-at-change/
Hansraj, B. (2014, September 1). Perfect Viral Marketing from the ALS Ice Bucket Challenge. Retrieved
January 28, 2015, from http://www.winmarketing.co.uk/perfect-viral-marketing-from-the-als-ice-bucket-chal-
lenge.html
Phing, A. N. M., & Yazdanifard, R. (2014). How Does ALS Ice Bucket Challenge Achieve its Viral Out-
come through Marketing Via Social Media?.What is the It Gets Better Project? Retrieved February 5, 2015, from
http://www.itgetsbetter.org/pages/about-it-gets-better-project/
Ward, J. (2013). The Next Dimension in Public Relations Campaigns: A Case Study of the It Gets Better
Project. Diversity in Public Relations, 7(2), 157-186. Retrieved from http://www.prsa.org/Intelligence/PRJournal/
Documents/20132Ward.pdf
40. MEMO
TO: 2014-2015 Bateman Team
FROM: Aubree Downing
SUBJECT: Home Matters Case Study Identifying our Target Audiences
DATE: January 1, 2015
For this case study I was charged with researching the target audience and provide a clear understanding of what
they look like in Kittitas County. This evaluation will provide a definition of each target audience which include
baby boomers (1946-1964), millennial (1992-1997), and young parents, how they fit into Kittitas County and
what type of groups they may be involved in. The purpose of this research is to provide a better understanding of
what makes up each group and how we may be able to connect with them in order to inform them of our cam-
paign.
Definitions:
Baby Boomers:
As stated in The Baby Boomers Cohort in the United Stated: 2012 to 2060 by Sandra Colby and Jennifer
Ortman, which gives the populations and projections for that time frame, the generation born post-World War II
in which a boom of birth took place is referred to as the Baby Boom generation. This boom took place between
the years 1946-1964 which would mean that today this generation would be between the ages 54-72. (Colby *=&
Ortman, 2012)
Millennial:
The Millennial generation is made up of people who are born between the years 1981 to the early 2000s.
Due to this, the Millennial generation is made up of many different ages ranging from the mid thirties to early
teens. While the definition of this generation includes many different ages for the purpose of this competition we
will focus on those born between 1992- 1997, making the target audience in the Millennial generation consists of
those between the ages 17-22.
Young Parents:
Understanding that the young parents demographic could include a wide range of ages, through research
we deiced to limit the age group of young parents to people between the ages 15-24.
Demographics of Kittitas County:
Kittitas County is made up of a wide range of people. According to the Census the county has a pop-
ulation of 40,915. Within this community the number of Baby Boomers who live here is approximately 7,886.
According to the research the young Baby Boomer generation, between the ages 55-59 is the most prominent
making up 32% of our target audience in that age range. (Census, 2010)
The number of Millennial that make up Kittitas County is approximately 10,701. This number includes
people between the ages 15-24. While this number gives more information than just our target audience of those
between the ages 17-22, it does give a clear picture of both the Millennial and young parent target audience. Due
to the fact that Ellensburg has a university in it the largest part of this target audience comes from those between
the ages 20-24 with 6,822 people making up 63% of our total number. (Census, 2010)
According to the Washington State Department of Health more than 86,566 births were recorded in
2013. This number includes mothers who are under 15 to over 45. Within our target audience for young par-
ents, ages 15-24, the number of births in Washington State in 2013 was 21,786. In Kittitas County there were 413
births to mothers who where between the ages under 15 to over 45. Within our target audience for young parents
the number of births included 111.As stated in the of Mother’s Age Group by County Residence 2013, provided
by the Washington State Department of Health, the highest number of babies born to mothers between the ages
in our target audience was 85 making up 76% of our audience. (Washington State Department of Health, 2013)
Finding our Target Audience
Due to the fact that the largest age ranges for those in our Baby Boomers generation is 55-59 we have
ome to find that most people in that age range are
41. come to find that most people in that age range are still working or just now in retirement. They will be promi-
nent figures in our community in both the business and social side of the community. In order to make sure that
we will inform this age group of our campaign we would look into groups such as Rotary, The Elk, professionals
who go to the first Friday coffee talk with business professionals, and many others.
In order to reach the Millennial generations we would have to focus on the University or those who are
seniors in high school. This would mean that we would have to go to events or put on events in these locations
because that is where our target audience will be.
Reaching young parents can be done in many different ways. First we can send information home with kids at
the local elementary schools or day cares. We could also find them at places such as Mothers with Preschoolers
(MOPS) or get in contact with organizations that work with young parents such as WICK or Hopesource.
Work Cited
American FactFinder - Results. (2010, January 1). Retrieved March 19, 2015, from http://factfinder.census.gov/
faces/tableservices/jsf/pages/productview.xhtml?src=bkmk
Birth Tables by Topic. (2014, July 1). Retrieved March 19, 2015, from http://www.doh.wa.gov/DataandStatistical-
Reports/VitalStatisticsData/BirthData/BirthTablesbyTopic
Colby, S., & Ortman, J. (2014, May 1). The Babohort in the United States: 2012 to 2060. Retrieved March 19,
2015, from http://www.census.gov/prod/2014pubs/p25-1141.pdf
42. MEMO
TO: 2014-2015 Bateman Team
FROM: Aubree Downing
SUBJECT: Definition of Affordable Housing
DATE: October 24, 2014
For this case study I was charged with researching affordable housing and what situations those who need it
are in. In order to gain a better understanding we will look at different resources for quality affordable housing.
These resources will include the United States Department of Housing and Urban Development (HUD), Nation-
al Low Income Housing Coalition, and the Washington Low Income Housing Alliance.
The purpose of this research is to provide a better understanding of affordable housing so we can in return make
an effective campaign.
United States Department of Housing and Urban Development
Background- In 1937 the U.S. Housing Act was signed and in 1965 the Department of Housing and Urban
became a Cabinet-level agency, with Robert C. Weaver becoming the first HUD Secretary in 1966. Today Julian
Castro holds that title. HUD mission is “to create strong, sustainable, inclusive communities and quality afford-
able homes for all.” They do this by offering many different programs (U.S. Department of Housing and Urban
Development, 2015).
Affordable Housing Defined- According to HUD.gov (2015) families who pay more than 30 percent of their
income for housing are considers cost burdened. This means that that renter or home owner may find it difficult
to afford common necessities such as food, clothing, or medical care. Today an estimated 12 million renter and
homeowners use more than 50 percent of their annual income for housing, thus making the dream of having a
quality affordable home for those who work-full time with a minimum wage salary a hard thing to achieve(U.S.
Department of Housing and Urban Development, 2015).
National Low Income Housing Coalition
Background- The National Low Income Housing Coalition was founded in 1974 by Cushing N. Dolbeare. To-
day the coalition works “to educated, organize, and advocate to ensure decent, affordable housing for everyone.”
There goals include “preserve existing federally assisted homes and housing resources, expand that supply of low
income housing, and establish housing stability” (National Low Income Housing Coalition, 2015).
Affordable Housing Defined- Like the United States Department of Housing and Urban Development, the Na-
tional Low Income Housing Coalition defines an affordable unit as “one in which a house hold, at the defined
income threshold, can rent without more than 30 percent of their income on housing and utility costs” (National
Low Income Housing Coalition, 2015).
Washington Low Income Housing Alliance
Background- The Washington Low Income Housing Alliance is a statewide organization that works with a wide
range of organizations and individuals to advocate for positive policy change, mobilize people to make a differ-
ence “to build and protect safe, healthy, affordable homes for everyone in Washington State”(Washington Low
Income Housing Alliance, 2015).
According to their website:
• In Washington State about 87,000 people face homelessness each year
• 250,000 Washington households have to choose between common necessities and rent
• 47 percent of families with children make up the homeless population in Washington State
43. Affordable Housing Defined- As a partner with the National Low Income Housing Coalition, the Washington
Low Income Housing Alliance defines affordable housing as allowing people to have a safe, healthy, home that
will not take more than 30 percent of renters or homeowner’s income on housing and utility costs.
Conclusion
Through research of different organizations that work to provide quality affordable housing to people we have
found that most define affordable housing as a home that does not take more than 30 percent of a person’s in-
come. We have also found that more people are dealing with this issue due to the fact that they are not receiving
a substantial wage that allows them to have an affordable house. It is our hope that with this information we will
be able to make an effective campaign.
References
About Us: National Low Income Housing Coalition. (2015, January 1). Retrieved March 20, 2015, from
http://nlihc.org/about
About Us. (n.d.). Retrieved March 20, 2015, from http://wliha.org/about-us/overview
Affordable Housing - CPD - HUD. (n.d.). Retrieved March 20, 2015, from http://portal.hud.gov/hudportal/
HUD?src=/program_offices/comm_planning/affordablehousing
45. Vendor Letter & Application
January
21,
2015
Name
of
Business
Street
Address
City,
State
Zip
Code
Dear
Potential
Sponsor
(Name),
The
Central
Washington
University
Bateman
Team
invites
you
to
become
a
partner
for
our
“Your
Home
Matters
Affordable
Housing
Fair
2015”.
This
informative
fair
will
be
9
a.m.
to
3
p.m.,
February
21,
2015
at
Allstate
Insurance,
1320
S.
Canyon
Rd.,
Ellensburg,
WA
98926.
This
fair
features
multiple
booths,
educating
the
public
on
all
aspects
of
affordable
housing.
Home
Matters
and
the
Public
Relations
Student
Society
of
America
(PRSSA)
sponsor
the
Bateman
Case
Study
Competition.
This
gives
students
an
opportunity
to
implement
full
public
relations
campaigns.
The
goal
of
this
competition
is
to
educate
the
public
about
the
importance
of
local,
affordable
housing,
and
inspire
the
community
to
take
action.
To
help
this
fair
thrive,
and
to
increase
community
outreach,
we
depend
on
partnerships.
As
an
influential
local
business,
we
would
welcome
your
participation
at
this
February
21
fair.
At
this
fair,
you
will
have
the
opportunity
to
market
how
your
business
is
connected
to
the
issue
of
quality,
affordable
housing
in
our
community.
We
will
be
contacting
you
shortly.
We
look
forward
to
your
participation.
Sincerely,
Masey
Peone
CWU
Bateman
Team
masey-‐peone@hotmail.com
(360)
265-‐6087
46.
Vendor
Application
Company
Contact:
__________________________________________________________________________
Company
Name:
____________________________________________________________________________
Address:
_____________________________________________________________________________________
City/State/Zip:
______________________________________________________________________________
Phone:
_______________________________________________________________________________________
E-‐mail:
_______________________________________________________________________________________
By
signing
this
form
you
are
committing
your
participation
at
the
Your
Home
Matters
Affordable
Housing
Fair
2015
on
February
21
from
9
a.m.
to
3
p.m.
Signature:
_____________________________________________
Date:
_______________________________
52. Media
Advisory
Media
Contact:
FOR
IMMEDIATE
RELEASE
Silver
Caoili
CWU
Bateman
Team
SilverLCaoili@gmail.com
253-‐830-‐4449
Your
Home
Matters
Affordable
Housing
Fair
2015
ELLENSBURG,
Wash.
(Feb.
2,
2015)
-‐
The
Central
Washington
University
Bateman
Team
is
holding
the
“Your
Home
Matters
Affordable
Housing
Fair
2015”.
This
February
21
fair
features
multiple
booths,
educating
the
public
on
all
aspects
of
affordable
housing.
WHO:
The
Your
Home
Matters
Affordable
Housing
Fair
2015
will
feature
booths
from
invited
and
confirmed
leading
housing
vendors
including:
Allstate
Insurance,
Bailey’s
Bibliomania,
Coldwell
Banker,
Community
Frameworks,
Cornerstone
Home
Lending
INC.,
Kittitas
Yakima
Valley
Community
Land
Trust,
Knutson
Lumber,
Libenow
Property
Management,
Sherwin
Williams,
Stewart
Title,
and
Umpqua
Bank.
WHAT:
Home
Matters
and
the
Public
Relations
Student
Society
of
America
(PRSSA)
sponsor
the
Bateman
Case
Study
Competition,
which
this
year
focuses
on
the
issue
of
the
provision
of
affordable
housing.
The
fair
features
a
series
of
providers
offering
strategies
to
address
the
difficulties
associated
with
finding
adequate
rental
and
ownership
housing.
WHEN:
Saturday,
Feb.
21;
9
a.m.
to
3
p.m.
WHERE:
Allstate
Insurance,
1320
S.
Canyon
Rd.,
Ellensburg,
WA
98926
WHY:
To
showcase
leading
affordable
housing
experts
in
order
to
address
the
affordable
housing
issue
in
Washington
state.
Media Alert
53. News
Release
Media
Contact:
FOR
IMMEDIATE
RELEASE
Silver
Caoili
CWU
Bateman
Team
SilverLCaoili@gmail.com
253-‐830-‐4449
Your
Home
Matters
Affordable
Housing
Fair
2015
ELLENSBURG,
Wash.
(Feb.
18,
2015)
–
The
Your
Home
Matters
Affordable
Housing
Fair
2015
is
9
a.m.
to
3
p.m.
on
Feb.
21
at
Allstate
Insurance,
1320
S.
Canyon
Rd.,
Ellensburg,
WA
98926.
This
fair
features
multiple
booths
from
leading
housing
vendors
to
educate
the
community
on
all
aspects
of
affordable
housing.
This
event
is
free
and
open
to
the
public.
The
vendors
who
will
be
present
at
this
fair
are:
• Allstate
Insurance
• Coldwell
Banker
• Habitat
for
Humanity
• Hope
Source
• Kittitas
Yakima
Valley
Community
Land
Trust
• Knutson
Lumber
• Umpqua
Bank
“Affordable
housing
is
a
big
issue
in
Kittitas
County
with
22.6%
of
the
population
below
the
poverty
line”
said
Robyn
Stewart,
Central
Washington
University
Bateman
team
member.
“This
is
extremely
high
compared
to
the
13.4%
of
people
below
the
poverty
line
in
Washington.”
Central
Washington
University
students
are
organizing
this
fair
as
a
part
of
the
Home
Matters
and
the
Public
Relations
Student
Society
of
America
(PRSSA)
Bateman
Case
Study
Competition.
###
About
Home
Matters
Home
Matters™
(www.homemattersamerica.com)
is
a
national
movement
that
aims
to
build
public
support
for
the
essential
role
that
Home
plays
as
the
bedrock
for
thriving
lives,
families,
and
a
stronger
nation.
Participating
in
Home
Matters
is
a
coast-‐to-‐coast
coalition
composed
of
members
of
the
general
public,
leaders
of
housing
and
community
development
organizations,
as
well
as
other
organizations
concerned
about
increasing
the
positive
impact
of
Home
in
their
communities.
The
coalition
includes
regional
and
local
organizations
from
across
the
nation,
as
well
as
national
entities
like
the
National
NeighborWorks®
Association,
Citi
Community
Development,
and
Wells
Fargo.
54. Affordable Housing Fair 2015
Saturday, February 21
drop-in from
9 a.m. to 3 p.m.
• Allstate Insurance
• Kittitas Yakima Valley
Community Land Trust
• Coldwell Banker
• Cornerstone Pie
• Knudson Lumber
• Hopesource
• Habitat for Humanity
• Housing Authority
• Umpqua Bank
THE NEW AMERICAN DREAM
This event will feature booths about the importance of quality,
affordable housing. These vendors will provide financial help,
insurance advice, community outreach, and home improvement.
Featured Partners:
Allstate Insurance
1320 S. Canyon Rd.
Ellensburg, WA 98926
55. Affordable Housing Fair 2015
Sabado, el 21 de Febrero
Pasa a las
Nueve del la manana hast
alas tres de la noche
• Allstate Insurance
• Kittitas Yakima Valley
Community Land Trust
• Coldwell Banker
• Cornerstone Pie
• Knudson Lumber
• Hopesource
• Habitat for Humanity
• Housing Authority
• Umpqua Bank
El Nuevo Sueno Americano
Este evento contará con cabinas de la importancia de la calidad, vivien-
do asequible. Estos proveedores se proporcionan ayuda financiera, ase-
soría de seguros, alcance a la comunidad y mejoras de la casa.
Companeros Presentados:
Allstate Insurance
1320 S. Canyon Rd.
Ellensburg, WA 98926
57. Nombre_______________________________________
Escuela______________________________________
Grado________
Que significa La casa para ti?
-------------------------------------------------------------------------------------------
Ver lo que significa “ La casa” a tu hijo en la feria de “ Your Home Matters Afford-
able Housing” en Allstate Insurance el 21 de Febrero a las 9 de la manana hast alas
3 de la tarde. Los proveedores de esta feria proporcionará ayuda financiera,
seguros asesoramiento, alcance a la comunidad, y mejoras de la casa.
Averigua mas aqui:
58.
Visual/Audio
Image
Release
Form
I
hereby
grant
permission
to
the
CWU
Bateman
team,
its
employees,
its
officers
and
its
agents,
to
take
and
use
visual/audio
images
of
me.
Visual/audio
images
are
any
type
of
recording,
including
photographs,
digital
images,
drawings,
renderings,
voices,
sounds,
video
recordings,
audio
clips
or
accompanying
written
quotes
and/or
descriptions.
I
agree
that
the
CWU
Bateman
team
owns
the
visual/audio
images
and
all
rights
related
to
them.
The
audio/visual
images
may
be
used
in
any
manner
or
media
without
notifying
me
including,
but
not
limited
to,
CWU
Bateman
sponsored
Web
sites,
publications,
promotions,
broadcasts,
advertisements,
posters,
and
slides
and
like
materials,
as
well
as
for
any
non-‐Bateman
uses.
I
waive
any
right
to
inspect
or
approve
the
finished
images
or
any
printed
or
electronic
matter
that
may
be
used
with
them.
I
further
acknowledge
that
if
the
audio/visual
image(s)
is/are
submitted
to
the
CWU
Bateman
team
by
me,
I
willingly
transfer
copyright
claims
to
CWU
Bateman
Team.
I
release
the
CWU
Bateman
team,
its
employees,
its
officers
and
its
agents,
including
any
firm
authorized
to
publish
and/or
distribute
a
finished
product
containing
the
audio/visual
images,
from
any
claims,
damages
or
liability
which
I
may
ever
have
in
connection
with
the
taking
or
use
of
the
audio/visual
images
or
printed
material
used
with
the
audio/visual
images.
I
am
competent
to
sign
this
release
and
at
least
18
years
of
age
or
signing
with
a
competent
parent
or
guardian.
I
have
read
this
release
before
signing.
I
understand
its
content
and
freely
accept
the
terms.
_______________________
_____________________
________________
Printed
Name
Signature
Date
__________________
_______________________
__________________________
Printed
Name
(Minors)
Signature
(Parent
or
Guardian)
Telephone
or
e-‐mail
Address
____________________________________________________________________________
Address
(optional)
Project Name:
Photographer name/signature/contact information/notes:
Media Release Form
59. Sunday Funday
Sunday Funday event at Galler One Some finished tiles
Mother & daughter displaying their
favorite part of their home
Children drawing what their home
means to them
61. New American Dream
Surveying CWU students about
a New American Dream
A Drama student from California writes
his New American Dream
Three CWU students write their
New American Dreams
A CWU studnet writes his
New American Dream
62. Your Home Matters
Affordable Housing Fair 2015
Event Sign
The 2015 CWU Bateman Team
Photo booth
Welcome table & gift bags
Paper tiles displayed at event
63. Your Home Matters
Affordable Housing Fair 2015
Vendor signing support flier
Guests at the event
Guests at the photo booth
Habitat for Humanity booth
A guest at the Community
Land Trust booth
64. Your Home Matters
Affordable Housing Fair 2015
Allstate Insurance booth
Knudson Lumber booth
Guests at the photo booth
Hopesource booth
Homeowners class by Umpqua Bank
65. Media Coverage
Bateman Team Leader Madalyn Freeman
doing radio spot for Affordable Housing Fair
Madalyn Freeman at 88.1 The Burg
66. Media Coverage
Article about the Your Home Matters Affordable Housing Fair 2015
published on the Daily Record online
69. SWOT Analysis
1. Social media success
2. Reached target audiences
3. Major vendor participation
4. Community impact
Strengths: Weaknesses:
Opportunities: Threats:
1. Lack of emotional appeal
2. Lack of publicity
3. Need to create value
4. Greater vendor participation
1. Annual event
2. Quality housing resources
3. Maintain momentum
4. Improve local awareness of affordable
housing
1. Losing momentum
2. Competing events
3. Compassion fatigue
4. Diffusion of responsibility
PEST Analysis
1. National, regional issue
2. Low-income housing stigma
3. Need for affordable housing
4. Lack of quality housing
Political: Economical:
Sociological: Technological:
1. Rising cost of housing
2. Growing number in poverty
3. Lack of housing assistance resources
4. Need for housing education
1. Young parents
2. Education quality
3. Health
4. Safety
1. Social media
2. Online research
3. Greater mobile
4. Information overload
70.
71. My Report
Last Modified: 03/09/2015
1. Please rank how important it is to have a quality,
affordable home:
# Answer Response %
1
Not
Important
3 1%
2
Somewhat
Important
16 5%
3 Neutral 4 1%
4 Important 80 24%
5
Very
Important
234 69%
Total 337 100%
Statistic Value
Min Value 1
Max Value 5
Mean 4.56
Variance 0.66
Standard Deviation 0.81
Total Responses 337
Survey Results
72. 2. How difficult is it to rent a quality, affordable home
for you and your family?
# Answer Response %
1
Very
Difficult
57 17%
2 Difficult 137 42%
3 Neutral 96 29%
4 Easy 32 10%
5 Very Easy 7 2%
Total 329 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.38
Variance 0.91
Standard Deviation 0.95
Total Responses 329
3. How difficult is it to own a quality, affordable home
for you and your family?
# Answer Response %
1
Very
Difficult
107 33%
2 Difficult 107 33%
3 Neutral 54 17%
4 Easy 45 14%
5 Very Easy 11 3%
Total 324 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.22
Variance 1.32
Standard Deviation 1.15
Total Responses 324
73. 4. How often does a quality, affordable home impact the
following?
# Question
Never
Impacte
d
Rarely
Impacte
d
Sometim
es
Impacted
Impacte
d Most
of the
Time
Always
Impacte
d
Total
Respons
es
Mea
n
1
Communi
ty
3 12 66 116 101 298 4.01
2 Education 4 16 90 97 91 298 3.86
3 Health 4 14 100 96 84 298 3.81
4 Safety 2 8 74 96 118 298 4.07
5 Success 6 30 89 99 73 297 3.68
Statistic Community Education Health Safety Success
Min Value 1 1 1 1 1
Max Value 5 5 5 5 5
Mean 4.01 3.86 3.81 4.07 3.68
Variance 0.81 0.93 0.89 0.81 1.03
Standard
Deviation
0.90 0.96 0.95 0.90 1.02
Total
Responses
298 298 298 298 297
74. 5. What best describes your current family living
situation?
# Answer Response %
1
Renting an
apartment
51 17%
2
Renting a
townhouse/condo
21 7%
3
Renting a single-
family residence
56 19%
4
Own a
townhouse/condo
3 1%
5
Own a single-
family residence
147 49%
6 Other 20 7%
Total 298 100%
Other
RENTING A ROOM
MANUFAC.HOME
living witg family
Renting a house and sub-renting out 4 rooms to keep it affordable.
living with parentals!
living with family after retirement
living in a house my parents own
living with parents cant afford housing after divorce on single income
renting from family to save money!
Statistic Value
Min Value 1
Max Value 6
Mean 3.79
Variance 2.73
Standard Deviation 1.65
Total Responses 298
75. 6. What is your gender?
# Answer Response %
1 Male 49 16%
2 Female 245 82%
3
Prefer not
to answer
5 2%
Total 299 100%
Statistic Value
Min Value 1
Max Value 3
Mean 1.85
Variance 0.16
Standard Deviation 0.40
Total Responses 299
76. 7. Which age range do you fall in?
# Answer Response %
1 15-25 56 19%
2 26-36 87 29%
3 37-47 61 20%
4 48-58 57 19%
5 59 + 37 12%
Total 298 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.77
Variance 1.69
Standard Deviation 1.30
Total Responses 298
