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Marketing Communications I Class Project at Johnson & Wales University for the Rhode Island Coalition for the Homeless. Objective: To increase involvement of faith communities to RICH and increase awareness of the affordable housing solution.

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  • What do you think when someone talk about world peace? Impossible right? Unfortunately, that is the same way people view ending homelessness. The good news is, Rhode Island can end homelessness. This goal is possible. We have had so much fun researching and planning this campaign for the Rhode Island Coalition for the Homeless. And today we are going to share with you how we will get faith communities educated and involved in RICH’s mission to end homelessness. My name is Kayla, this is Morgan and Brandon, and Jaimie, Naja and Juliette.
  • You asked us to educate faith communities about long-term solutions to end homelessness through affordable housing in RI and drive involvement to join RICH in taking steps with the existing plan to end homelessness.
  • But there were a few things standing in our way, first we found that our audience was uninformed on the solutions that would end homelessness such as affordable housing. Secondly, we found that faith communities already have very well-established community service programs that they are committed to,And lastly, the channels of communication within faith communities are strongly protected unlike other advertising channels.So how do we overcome these barriers and meet your objectives?By understanding faith communities, connecting to key influencers and grabbing their attention with our integrated marketing campaign we will surpass these barriers.
  • We know the ultimate goal is to increase involvement in RICH, so we researched who in the faith community would be a good fit for this missionTo understand our target better we decided to segment our audience of “faith communities” into two groups: faith followers and faith leaders.With these two groups, we drilled down deeper segmenting Faith followers demographically by age and for Faith leaders we segmented by level of involvement”We chose these groups for several reasons- one because they gave RICH the opportunity for a wide reach with media that would speak directly to each segment of our target markets. We chose not to segment our markets by religion because from our findings, the major religions represented in RI share the same values on community service and solving homelessness. They will respond to our message the same way because of this shared value. But what we we did find, was opportunities for RICH to create new relationships within newer congregations and faith communities that have are not yet connected to causes.
  • To get a better picture of the faith communities in RI weLearned about each religion and specific congregations in RI by analyzing how they staff, the communication channels they use, and programs they have for adults and youth.We took an in-depth look at existing community service/charities that faith communities currently supportLearned about major influencers of faith communities in RI and analyzed their ties to RICHVisited several churches in RI andInterviewed people from our target markets
  • After extensive research, we had a lot to dig through in order to create a campaign with one unified message. We found three notable insights about how our target viewed the issue of homelessness in RI
  • We found our target cares about the issue,wants to help and thought they wereSo our campaign will create call to actions on all collateral material and advertising so our target knows exactly what they can do to helpOur target didn’t know about an existing plan or that affordable housing is the solutionSo our campaign will educate through mass and digital media to inform a greater number of people about the existing plan and affordable housing solutionLastly, Our target thinks the affordable housing solution will be expensiveSo our campaign will show them how possible and successful the affordable housing plan is by using statistical information in existing congregation communication channels
  • After our research, we were able to see who would be up for taking on the “impossible” and we found they shared a few common values: Faith is a priority in their livesThey are Busy people andThey Want to help locally and affect change in their community.Youth Faith FollowersInvolved in youth groupConsistency of attendance at youth group is more important than level of religiousness Look to social media and texting to communicate and schedule. Most use smart phonesWant volunteering to be social and funLike a party with friendsAdult Faith FollowersHelp in the communityLook to friends, family and faith community for what to contribute toVolunteer behavior based on personal experienceDo not want to feel guilted into doing things, they will ignore those types of messagesInner-Congregation Faith Leaders (New- without current programs)Experience working with non-profitsLeading the congregation is primary priority They are a very trusted source among congregationImportant to build relationships with these peopleCouncil of Faith LeadersMost informed about issues of homelessnessWell-connected to other leaders in the community, especially in other faithsMost influential group of peopleGovernment responds to these groups and looks to them for guidance
  • Now that we understand our target market’s values we can work on reaching them with our main message: Ending homelessness is possible.” Our creative concept contrasts what is thought of as impossible by illuminating the fact ending homelessness in RI is possible. We were able to have our message shine through each media channel we share this message on….
  • The first media choices are to educate our audienceThe second media choices will drive involvement to be a part of RICH.
  • This is how our message will be captured and in return showing the faith communitities in rhode island that not only is it possible to end homelessness, but that rich is the perfect leader to solve the impossible.
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