FINALBATEMANBOOK

INTRODUCTION
THE CLIENT: HOME MATTERS
The client for 2015 is Home Matters America,a national movement designed to ensure that every American lives in a safe,
nurturing environment with access to education,health care,public spaces and community services.Home Matters shines
a much-needed spotlight on the larger power of Home: supporting people’s identities,protecting and nurturing families,
providing essential links to communities,and serving as the base for a stronger America.
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THE BIGGEST LITTLE TEAM
The Biggest Little Bateman Team is a diverse group of students.Only one member is a Reno native,the other members relocated
to their new home for schooling.The team came from very different backgrounds.Affiliations with the Black,Muslim,Jewish,LGBT,
and local community lent a well-rounded idea of “Home”to the team.
The Home Matters Reno campaign focused on inspiring individuals throughout the Reno community to join the movement.
From politicians to students,every voice played an integral role in this campaign’s success.Our tactics encouraged participation,
explored unconventional avenues and highlighted the importance of Home Matters’presence in our city.With persistence and
commitment,we ignited interest and support for the Home Matters Reno movement.
Located in the “Biggest Little City,”our little Reno team worked to accomplish big goals! Understanding that Reno faces issues
that parallel the problems Home Matters is working extensively to improve,we quickly recognized that a campaign focused on
building local Home Matters supporters was paramount. We knew that our campaign needed to provide a foundation for future
growth of the movement,while helping overcome the many challenges the community currently faces. Overall,we worked to
establish preventative measures that would ensure sustainable and long-term growth of the Home Matters Reno movement and
we created our campaign strategically to ensure the elements were realistic.
The most influential movements in history began with an indistinguishable flame,inside the hearts of a few brave souls.A
steady increase of education raised community awareness,leading to inspiring efforts that changed our national landscape.
To accomplish such a lasting change,individuals of diverse race,gender and socioeconomic backgrounds joined together for a
common cause to benefit our nation.
The 2015 University of Nevada,Reno Bateman team aimed to establish and position Reno as the flame that would ignite
awareness for the Home Matters America movement around the nation.By kindling passion for housing issues and creating a
presence for Home Matters in our community,we built a united front against the housing crisis locally,with the intent to fuel
future growth nationally.This effort encompassed the key values of the client and is the foundation of our campaign,which
was designed as a template for Home Matters to utilize nationally for any community that does not have a local Home Matters
presence.
In 2010,Nevada ranked first in the nation with the most foreclosures per capita.In the same year,Reno’s unemployment rate
was 13.2 percent compared to the nation’s average of 9.6 percent.Nevada is also last in the nation in terms of education.
These issues illustrate the necessity of the Home Matters movement in Reno.Improvements have not been fast even though
recent initiatives -including a vibrant start up community and revitalization of the Midtown region -have pumped new hope
into our community.

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SITUATION ANALYSIS
Through extensive research of nearly 50 different institutional sources,articles and data,we discovered key findings about
each of our target audiences.Learning about each individual audience was critical to establishing a successful local presence of
Home Matters in the Reno area.
Findings for Millennials
Secondary Research
Findings for Young Mothers
Findings for Baby Boomers
”
According to Home Matters America, “more than half a million people in the United States do not have a home –a quarter
of these individuals are children.And over half of all Americans have had to make at least one sacrifice in order to pay their
rent or mortgage.Similarly,hundreds of thousands of neighborhoods in the country lack simple services,such as after-school
programs for children,affordable cultural activities,sufficient legal enforcement and other amenities that make a stable,safe
living environment in which individuals and their families and friends can thrive.
Locally,Reno struggles from similar issues on a greater scale which impact individuals,families and the community’s
ability to support quality of life initiatives around affordable,safe and sustainable housing .According to the Department
of Employment,Training and Rehabilitation,Reno and the state of Nevada were the most negatively affected during the
recession,mostly due to above average levels of employment in the construction industry and the state’s reliance on tourism
and gaming.Reno and Nevada’s recovery has lagged the national economy,but the economic situation is improving in
Nevada.Employment will likely remain below the peak levels achieved in 2007 for several more years.
To put this in perspective,Nevada lost almost 200,000 jobs.Reno’s nine percent foreclosure rate represents more than half of
the entire state of Nevada,which stands at 15 percent.Existing state organizations and committees exist to fight the jobless
and foreclosure crisis,however,resources are limited and greatly stretched. Nearly 18.6 percent of Reno’s population lives
below the poverty line.The city’s population grew nearly 3.2 percent in just the past three years as Reno is rebounding from
the recession.As the market continues to grow,so does the issue of affordable housing and poverty.
Millennials are the game changers.Their overall social awareness drives them to become involved in combating societal issues.
According to our research,87 perecent of millennials reportedly made financial contributions to non profits last year,along with
volunteering. Known as a “University town,” 31.3 percent of the city’s population is comprised of Millennials.They are a strong
voice within the community.
Young mothers as it would be expected are constantly worried about their family’s well being.In fact,in a recent study by
BabyCenterSolutions.com,young mothers today were more likely to describe themselves as “protective,worried,and enabling”
in comparison to previous generations.Their worry and care for their families combined with increased social awareness makes
young mothers the perfect audience to carry and nurture the Home Matters message.As an added bonus in targeting this audience,
according to TownCharts.com 76.1 percent of female Millennials in the Reno area are now young mothers.
According to a study by the National Conference on Citizenship,Baby Boomers are more likely to vote than any other
generation making them a critical audience to target in creating political awareness and action in the Reno community.
They are also the generation that tends to take the most pride in the perception of their home. Baby Boomers will be a key
force and a useful alliance as 22 percent make up the Reno population and Reno has been voted one of the best places for
the Baby Boomer generation to live.

Primary Research Conclusion:
From our research,we determined the following findings would be crucial for engaging these target audiences in the
Home Matters Reno movement:
It would be necessary to provide an outlet for Millennials to get involved.Establishing an organization/ affiliation
with the University would be key in reaching this audience.In order to gain the interest of young mothers,our team
would have to discover a way to drive messaging through family members.
They would be more inclined to listen if information came from a credible source they have a close relationship with.
Baby Boomers’tactics would have to be well-detailed and clear.They would be less swayed by creative tactics and
need to experience a more solidifed presentation approach in order to consider participation.
Secondary Research Conclusion:
Our team completed one online survey, one focus groups and conducted homeowner/ professional interviews. Throughout the
discovered key findings related to the opinions and feelings about the issues at hand.Having a deeper understanding of these
perspectives,we would be able to strategically shape how we would approach each audience.
Findings for Millennials
Reno Millennials demonstrated no prior knowledge of the Home Matters America movement.They recognized the issue of home-
lessness in the community,but did not feel directly affected by the housing crisis.90 percent shared they would be willing to get
involved if provided a legitimate opportunity that focused on improving Reno’s local housing initiatives.
Findings for Young Mothers
Young mothers demonstrated no prior knowledge of the Home Matters America movement.They recognized the housing
issues in the community,and some were affected by it.Many felt they are still working to obtain the American Dream.
Family is their primary concern and they would be inclined to participate in activities if there is significant benefit for their
children.
As the primary group of homeowners out of the target audiences,many felt this issue was not necessarily relevant to
the Reno community.As the previous audiences,Baby Boomers demonstrated no prior knowledge of the Home Matters
movement.They are heavily influenced by political policy and regard the issue of affordable housing in the direction of
their party lines.
Findings for Baby Boomers
Primary Research
Facebook is by far the most effective social media platform for us to share our content as well as the best platform to generate
engagement between Home Matters Reno and people of the local community.
Because of the ‘College Town’persona Reno adopted in the last fifteen years,we decided to center a large majority of our tactics
and focus to the Millennial target.According to our research,31.3 percent of Reno’s population is comprised of Millennials,and
27.8 percent of those Millennials attend the University of Nevada.
Lastly,our secondary research confirmed our beliefs that Millennials are the most socially aware of the targets.Education,poverty,
and the environment are the causes Millennials care about most.Furthermore,the research revealed that despite low incomes
and unsteady financial situations,Millennials place a large value on being philanthropic,with 71 percent raising money on behalf
of a nonprofit,and 57 percent of doing volunteer work in the past year.These percentages are the highest of any generation.
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Progress
Reno’s exponential economic and population growth
provide a platform to support Home Matters locally. As
number eight on the list of “Top 15 Startup Locations
in the Nation,”Nevada beat out reputable contenders
such as New York.The housing market has improved
by 40 percent in the last four years and continues to
climb.This city has the necessary urban progression.
Our primary research revealed 84 percent (61 of 73
people) of the community supports local initiatives and
organizations.The abundance of backing from residents
reflects the city’s collective desire to transform Reno’s
image.With this percentage,it was possible to establish a
strong foundation for the Home Matters movement.
Participation
“Home Means Nevada ”is a part of Reno’s identity and the
fabric of our state.The idea of “home”resonates within
community because it is connected to our experiences as
Nevadans.97 percent of surveyed participants said they
would be willing to support local initiatives.This was
an advantage to driving the emotional elements of our
campaign.
Pride
Accessibility
Only three official shelters are available to provide
assistance to Reno’s poverty-stricken families.The
combined capacity of the facilities falls short of aiding over
500 remaining individuals.This also fails include the 15.1
percent (out of 433,781) who live below the poverty line
and struggle to maintain stability.Despite the willingness
of the community to help,there is a small amount of
resources available in comparison to the number people.
Lack of Awareness
According to our primary research, 96 percent (71 of 74
people) of our survey participants were unaware of Home
Matters America. Diving into the local issue further,we also
learned that many residents were unaware of the prevalence
of homelessness in Reno.The issue is often overlooked in
the grand scheme of community concerns.If the community
does not understand the magnitude of the issue,it could
be difficult to drive participation in the Home Matters Reno
movement.
Negative Connotation
There is a strong negative connotation associated with
homeless individuals both nationally and locally.Within
the Reno area,many research participants felt that local
homeless individuals were mainly addicts or felons.The
stereotype is deeply ingrained in our community,which
will be challenging to counter.We must find a way to
establish a new perspective,otherwise the cause will not
be able to sustain growth.
CHALLENGES OPPORTUNITIES
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TEAM OBSTACLES
As a team,we faced a few unforseeable challenges in planning and implementing our objectives and tactics.These factors played into our
campaign decisions and results.
Four out of five team members
lost close family members in
the course of this competition.
Scheduling conflicts and mental
duress caused difficulty in
maintaining consistent project
scheduling.
TimeWeather Support
Many of our tactics had to be
changed due to notoriously
unpredictable weather in
Northern Nevada.Our team
worked to find quick solutions
and reasonable alternatives.
When reaching out to local
political officials,we received
very little support.Many officials
felt that the housing problem
was not one that could be fixed
locally.The absence of their
support shifted our plans.
Despite these difficulties,the Biggest Little Bateman Team supported each other,collaborating to make the best of their circumstances!

TARGET AUDIENCES
Millennials
Baby Boomers
Based on the research we conducted ,including: census data,social media analysis,primary and secondary research,the Biggest Little
Bateman Team agreed that Home Matters target audiences were spot on to help the movement grow not only nationally,but establish a
local presence and grown in Reno.We discovered strong similarities between young mothers and Millennials,but still employed separate
messaging and tactics to reach both.Our research also showed that the audiences we needed to focus on most would be the Millennials
and Baby Boomers.
*One key finding: while all young mothers fall under the Millennial age range,not all Millennials are young mothers.Since Reno does
not currently have a Home Matters supporter(s),our team identified that it would be crucial to include an additional target audience:
potential Home Matters Reno supporters.We recognized the importance of developing messaging to reach potential organizations to
establish a Home Matters Reno supporter(s) and evoke long-term local support for Home Matters in Reno.
Ages 18-34,variety of students,local working professionals,volunteers and employees.Millennials make up 31.3 percent (70,627) of Reno’s
total population.They are still working to afford housing and do not see establishing a home as a necessary goal.Highly engaged on social
media and involved in community service in the area.
Ages 18-34,running a household with one or more children,married or a single parent. Approximately 1 in 5 moms, 22 percent,is a
Millennial Mother,accoutning for nearly 9 million people.According to the U.S Census,Single mothers account for 7 percent (6,402 out of
90,924) of the total households in Reno.Married young mothers account for 16.9 percent (15,335 out of 90,924) of the city landscape.They
are generally financially stable,though a percentage of the Reno community mothers fall within the range of qualifying for affordable housing.
Born between the year 1946 and 1964,they make up 22 percent (49,460) of Reno’s total population.The target consists of local working
professionals who have families and established homes in Reno.This group also consists of the majority of city and state lawmakers,who
have the legal influence to implement change.
*Potential Supporters
Educational,nonprofit and for-profit sector businesses and organizations that have credibility and notoriety in the community.These groups
cater to and reach the audiences who will help the Home Matters movement grow in Reno.
KEY MESSAGES
“Home Matters parallels 'Home Means Nevada.’
The Home Matters movement aligns with the state sentiment (and official state song) “Home Means Nevada.”“Home Means Nevada”is a part
of Reno’s identity.The idea of “home”resonates within community because it is connected to our experiences as Nevadans.The more states
that demonstrate pride,the stronger the national movement becomes.
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Primary Audiences
Secondary Audiences
Young Millennials
Home Matters builds character.
The Home Matters movement shows how“home”builds character.The Home Matters Reno social media outlets provided engaging stories,
accounts and personal statements of individuals from the Reno community,and highlighted their interpretations of home.The content
connected with Home Matters’national content,but more importantly,showed the similarities of Americans around the nation .We may live
in different zip codes,but we fundamentally understand that home builds an individual’s character.

Home Matters unifies communities.
As the saying goes “It takes a village.”In order for the Home Matters movement to become successful locally,quantity does matter.We needed
as many people as possible to show support.Building numbers helped gain traction,build long-term buy in and help ensure future success for
a Home Matters movement in Reno.
CAMPAIGN OVERVIEW
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Dream Doors
Dream Drive
Home Matters Reno Website
Valentine’s Day Video
Youth Empowerment Night
Professional Meetings
The Dream Doors were a concept created by the Biggest Little Bateman Team to inspire the Reno community to open the door to a
new future.Highlighting new American Dream,we hoped to inspire a fresh way of thinking and leave a lasting impression.This creative
experience sparked community members to think in a way that combines whimsical dreaming and worldly thoughtfulness.The sharing of
aspirations making their dreams tangible when written on the Dream Door.
In a town that had no prior knowledge of the Home Matters movement,we set out to not only gain affiliates but make their commitment
to this new movement effortless.To ensure that the Home Matters information would be easy to understand and the transition to begin to
advocate for this new entity would be seamless,we created Dream Drives.Upon becoming a new affiliate and supporter of Home Matters
Reno,The Biggest Little Bateman Team would present the joining force with a flash drive that entailed all information needed to begin to
support the cause.
To serve as a grand central station for our social content,we created HomeMattersReno.com. The website provided a single location the
team could organize and collect various types of media content,as well as prepare it to be shared over the social outlets. The website was
particularly beneficial in our collection of blog submissions from community members telling their personal stories about their idea of home.
In many ways the idea and feeling home evokes is synonymous with love. Home is meant to be a safe,caring place similar to the way love
offers happiness and comfort. With this in mind,we created a Home Matters Reno video specifically to launch on Valentine’s Day to show our
personal associations between love and home. In a close-knit community like Reno,the sharing of personal stories is an unparalleled way of
spreading a meaningful message.
The future rests with the younger generations and in a community like Reno,mountains are moved for those who strive to improve the
lives of children,education and the future of our community.A youth empowerment night to raise community awareness fit perfectly with
Home Matters Reno principles.To ignite our campaign we joined forces with the Reno Big Horns,the local NBA D-League team,who hosted
a youth empowerment night. The Dream Doors and The Biggest Little City Team’s presence at the game launched the Home Matters Reno
campaign into the community flawlessly.
Acquiring the attention of prominent figures in the community would lead us to gain affiliates,spread further awareness and gain new contacts
for Home Matters Reno. A face-to-face meeting is the most beneficial way to begin such a conversation and create understanding and support
for a new venture.The motto “The Biggest Little City in the World”rings loud and clear in the business networks of Reno,as it would seem
everyone is connected in some way. We targeted multiple politicians,local businesses and nonprofits to set up one-on-one professional
meetings with the people who could truly make a difference in the community with the Home Matters principles.
'Walk A Mile’ Event
The Home Matters Reno campaign was designed to carry on long after the month of February,so to mirror this continuity we made our
campaign come full circle and ended the month with a community event,similar to the way we started the month. Walk a Mile in My Shoes is
an event organized by the Reno-Sparks Gospel Mission to raise community awareness for the homeless population in the area. The Biggest
Little Bateman Team joined the group for the walk and carried various props to broadcast the name Home Matters Reno and give their united
team support.

OBJECTIVE ONE
Objective: To increase awareness of the Home Matters mission and movement by 20 percent in the Reno area by Feb.28,2015.
Strategy 2: Familiarize target audiences with Home Matters through face-to-face engagement by participating in community outreach events
Rationale: According to our primary research,
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Tactic 1: Table at NBA league Reno Bighorns Youth Empowerment game night to engage target audiences in conversation
about Home Matters and distribute informational collateral.
Tactic 2: Participate in the Reno-Sparks Gospel “Walk a Mile in My Shoes”downtown fundraiser to highlight and spread
awareness about home matters.
Strategy 1: Creatively spread the messaging of Home Matters to drive engagment and promote discussion about the Home Matters Reno
movement.
Tactic 1: Paint and decorate five “Dream Doors” and set up in popular city locations for residents to sign and share their
personal perspective of the American dream.
Tactic 2: Create and distribute infographic with facts about homelessness and affordable housing nationally and locally.
Place at locations around campus,the local community and online.
Tactic 3: Create and distribute collateral materials highlighting the five key points of Home Matters movement (educate,
support,collaborate,engage,celebrate) ,including HMR social media handles.
Tactic 4: Create “home”coloring sheets with Home Matters information included for children of young mothers to color and
take home at events.
Tactic 5: Create and present informational Home Matters presentation to Northern Nevada political officials,housing
authorities and nonprofit organizations,while discussing potential future action.
Tactic 6: Secure placement in local news and radio organizations to spread awareness of the Home Matters Reno Campaign
and upcoming events.
Tactic 7: Film a group of local community members sharing the meaning of the American Dream for presentation.
Objective One: Increase awareness by 20 percent
Outcome: Exceeded
Tying back to our research,nearly 96 percent of Reno citizens had not heard of the Home Matters movement, In our efforts to increase
awareness,our team achieved all strategies and tactics,concrete and creative,as planned.Our research highlighted the importance of
“local”over “national”in the city, so we strategically capitalized on localizing the Home Matters principles . We gained 110 signatures
on the Dream Doors,passed out 224 handouts tabling at the Bighorns game, reached 145 people at the “Walk a Mile”in my shoes event
along with gaining placement in video created by Reno-Sparks Gospel, and received story placement about the campaign in the Nevada
Sagebrush and on Wolf Pack Radio. Along with our social media count, our campaign reached over 3,000 people during implementation
month.Given there was virtually NO awareness of the Home Matters National movement in Reno,our campaign efforts overacrched our
goal tenfold.
Rationale: Due to the prevalence of the art community,
Goal: For Home Matters to become a recognized and supported movement in the Reno area by kindling
an awareness and focus on housing,community,economic development and education,while driving
local support for long-term change.
Keeping these key messages and our research in mind,we aimed to deliver a straightforward campaign. Based on our research,in order to
spark community involvement in Reno,the best method is a grassroots campaign. Our plan was inexpensive,concise and designed to leave
an impact. Although social media was a heavy hitter in our campaign,word of mouth and personal interaction was just as important and
powerful. Home Matters Reno is a movement,it is a feeling and it is an entity for the greater Home Matters to use to make way into Reno.
GOAL

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OBJECTIVE TWO
Strategy 1: Develop and maintain social media platforms to engage target audiences and provide information about the Home Matters
national movement and the Home Matters Reno campaign.
Rationale: Social media,specifically Facebook,is the easiest and best way to carry our message to the community.Facebook is the
most popular platform for all of our target audiences.We created an Instagram and a Twitter to remain within the brand standards
of Home Matters America.
Strategy 2: Increase visitation for HomeMattersReno.com and our social media sites through print and online promotional efforts
Rationale: Primary and secondary research showed our target audiences access news and information through online platforms.
Tactic 4: Create a Home Matters Reno website that acts as a landing site for more Home Matters Reno information,
personal narratives and campaign updates.
Objective Two: Capture 1,000 hits through social media and website engagement
Outcome: Achieved
Our Home Matters Reno Facebook page was successful in gaining 372 likes in 28 days.Our total reach through Facebook was 13,595 hits.
This number is made up of each post’s reach on the Home Matters Reno Facebook combined.In order to calculate the total reach of Home
Matters Reno’s Twitter posts,we added together the number of followers each person following Home Matters Reno had. Each tweet that was
retweeted had the potential of reaching 1,843 people.Home Matters Reno’s Instagram had 52 total followers.By adding the total reach of
each platform,Home Matters Reno received a total of 15,490 hits in the month of February.We exceeded this objective by nearly fifteen times
our original goal.
Tactic 1: Create and maintain a Home Matters Reno Facebook page that highlights local efforts and personal stories with
links to Home Matters national efforts.
Tactic 2: Create Home Matters Reno Twitter focused on providing facts and sharing content from the national twitter
account.
Tactic 3: Create Home Matters Reno Instagram to highlight the people,faces,and places that make up the movement.
Tactic 1: Paint social media hashtag on the set of Dream Doors.
Tactic 2: Include link to HomeMattersReno.com and social media accounts on all creative print collateral.
Tactic 3: Encourage community to visit homemattersreno.com on all social media platforms.
Tactic 4: Share links to personal blog entries from the website on Facebook,in order to drive traffic back to the site.
OBJECTIVE THREE
Objective: To establish two Home Matters affiliates within the education,nonprofit and local politics sectors in the Reno community
to ensure a Home Matters Reno presence by Feb.28,2015 that continues beyond the conclusion of campaign.
Strategy 1 : Engage in conversation with influential educational,nonprofit and city officials to garner support for a Home Matters
in the Reno community.
Tactic 1: Email the offices of Mayor Hillary Schieve,former Mayor Bob Cashell,Governor Sandoval,Economic Development
Authority of Western Nevada President/CEO Mike Kazmierski,The Washoe County Housing Consortium,Affordable housing
Municipal Home Loan program,Volunteers of America,Reno Housing Authority Board and the Reno Area Alliance for the
Homeless,University of Nevada,Reno and Nevada Panhellenic.
Tactic 2: Schedule in-office meetings with staff members throughout the month.
Tactic 3: Consistently follow up with phone calls and emails on a weekly basis.
Tactic 4: Create and provide informational packet and presentation at every scheduled meeting.
Rationale: Our primary research found that 27.8 percent of Millennials in Reno attend the University.Support from organizations affiliated
with the University will ensure brand awareness amongst Millennials in Reno as well as the future success in Reno.By engaging local officials
and uniting disparate nonprofits under a single banner,we will further establish a lasting Home Matters movement.

OBJECTIVE FOUR
Objective: To increase understanding among Millennials of the importance of Home Matters by 20 percent,in order to inspire
engagement in long-term efforts for the Reno community.
Strategy: Engage Millennials in discussion and conversation about Home Matters Reno through creative methods.
Rationale: Millennials will outnumber Baby Boomers in 2015.Millennials are also more likely to be socially aware and give their money to
nonprofit organizations.Millennials are the key to creating a lasting Home Matters presence.
Tactic 1: Create KINDLE club,an officially recognized student organization at the University of Nevada,Reno to drive awareness of
the local Home Matters movement to the university population.
Tactic 2: Create engaging,yet brief presentation about Home Matters Reno and “What Home Means”to present in classrooms
around campus.
Tactic 3: Collect personal blog stories from Millennialls to post on HomeMattersReno.com and drive traffic to the site.
Tactic 4: Create picture frame and take Home Matters pictures at the City of Reno’s Pajama Crawl on February 14; distribute
educational Home Matters Reno handouts at event touting: Education,Engage,Collaborate,Support and Celebrate.
Objective Four: To increase understand among Millennials by 20 percent
Outcome: PartiallyAchieved
Our primary and secondary research emphasized the Millennial generation’s involvement in social change and desire to help worthwhile
causes.The Home Matters frame at the Pajama Crawl tactic allowed us to reach 175 Millennials with our messaging.We collected 28,full-
page blog entries from participants,which were featured on the blog on our website.The KINDLE Club tactics were only partially met due
to the complexity of the club creation timeline/ process.However,the club was officially instated the final week of February and currently
exists in the Associated Students of the University of Nevada Club Registrar.The club has an official executive board and 15 members,who
will work with the newly established supporting organizations to fuel efforts in the months to come.
Tactic 5: Share all Home Matters Reno social media posts on our University of Nevada,Reno Bateman team’s personal pages to
expand the content reach toward Millennials.
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The final team total was $567.70 with $287.20 spent
from the original $300 allotment and $280.50 from
in-kind donations.This cost includes developing
collateral,creative costs,printing and participation
fees.An itemized budget can be found on Appendix
Page A42.
BUDGET
Objective Three: Establish two official Home Matters supporters for Reno
Outcome: Achieved/Exceeded
By the end of February,Home Matters welcomed two official affiliates from the Reno area; Nevada Panhellenic and Northern Nevada
Community Housing Resource Board.Along with achieving our original objective,we also partially exceeded it,Volunteers of America will be
officially signing up after gaining approval from their national overhead.Each of these entities received our “Dream Drive”,fully loaded with
the communication tools necessary to encourage longevity of Home Matters in Reno.
Strategy 2: Develop print and digital collateral to help new affiliates communicate the Home Matters messaging to ensure consistency and
sustainability of the local movement.
Tactic 1: Create and distribute “Dream Drive” that includes media talking points,press release samples,infographic,creative
collateral, Powerpoint presentation,“How To Guide”for expanding the Movement and contact information.
Spent
$287.20
In-kind
$280.50

EVALUATION/ & CONCLUSION
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Our team whole heartedly took on the challenges that came with the Home Matters campaign.We wanted to be the spark to ignite
awareness in our community about the changing American Dream and the new idea of Home.We received words of support from the
community numerous times throughout the life of the campaign.“This is exactly what Reno needs”was reiterated to us repeatedly
during the month.The community is ready for Home Matters and is ready to make change in our city.
In order to promote sustainability for the Home Matters movement,our team kindled passion in our community by establishing
partnerships with local non-profits and other organizations around Reno and obtained three of them to become official affiliates
of Home Matters America.Nevada Panhellenic,a coalition of the five Panhellenic sororities on the University of Nevada’s campus,
became the first Home Matters affiliate in the Reno area.Nevada Panhellenic was sought after for their influence on campus as well
as their willingness to help the community.
The second affiliate to join the Home Matters movement was Northern Nevada Community Housing Resource Board (NNCHRB).
NNCHRB works closely with local businesses to raise funding to support new community housing initiatives for low-income and
at-risk families.The Northern Nevada and California chapter of Volunteers of America, a charity that dedicates itself to helping the
most vulnerable and under-served,will be signing up officially within a few weeks; they needed to gain approval from their national
marketing overhead before making an official announcement.These Home Matters affiliates will carry the torch of change in to the
future of Reno as well as inspire others in the community to take up the Home Matters movement.
Overall,our campaign reached over 15,000 people in the Reno area.Throughout implementation month,we were able to strategically
influence a long-term change in our community.By uniting together under the banner of Home Matters,these local organizations
are now in a better position to fight the housing crisis both locally and nationally.Being homeless does not solely mean living on
the street.Living below the poverty line also strips the value of home.This movement aimed to re-establish a lost connection and
build hope. At the start of our campaign journey,Home Matters America was simply a client. Five months later, we have a renewed
sense of optimism and volunteerism.Societal problems like the housing crisis do not disappear by ignoring them.They are solved by
individuals of various race,gender and socio-ecoonmic backgounds joining together for the greater good of humanity. The Biggest
Little Bateman Team is humbled to have spent the last five months dedicated to bringing awareness to such a valuable cause.This
experience has challenged us professionally,but also shined light on a greater truth. As we worked together, this school became a
home and more importantly,we became family. So as this journey ends,knowing that our little family’s efforts opened the door to a
brighter future for other familes in Reno, is something we will cherish for the rest of our lives.
“This is exactly what Reno needs.”
SUSTAINABILITY
HUMILITY

APPENDIX CONTENTS
Situation Analysis-A3
Primary Research- A4- A8
Secondary Research- A9-A12
A1
Biggest Little Team- A2- A3
Key Messages-A3-A13
Objective One-A14-A23
Objective Two-A24-A35
Objective Three-A36-A37
Objective Four-A38-A41
Budget-A42
Campaign-A13

A2
My identity is something I’ve always struggled with.My mom is French and Syrian
American and my dad is African American.Not only am I interracial,I am also a
lesbian. Growing up my dad was in the Army so we moved every few years and it
was always very hard for me to feel comfortable with myself when I had no sense
of place.It was only recently that I realized that my home is not necessarily where
I’m living –it’s wherever I feel loved and accepted for who I am.
Allison Ford
Reno has shaped every aspect of my life,especially my idea of home.Home to
me is wherever you can find peace and joy and in Reno,Nevada there are so
many ways to do just that.Growing up and living here for 23 years has shown
me that a sense of home can be found in nature,in the community and in the
people who surround you. Reno has a unique small town feel,even though
the population is quite large. Being a native made it easy to connect to locals
during this competition and I am thankful for this opportunity.
Lauren Huneycutt
Shelby Wilburn (Account Executive)
Growing up in a vibrant town like Las Vegas taught me to enjoy life,family
and adventure.I’m the mellow girl with a bright smile,My large family has
shaped who I am from the inside out and because of my stable home,even
through rough times,I have a deep understanding of selfless love and how
powerful optimism can be.I am a young professional,but more importantly
an individual.An individual who values kindness,generosity and humility.
Home is not a definition,it is a feeling.Whether I’m away at school or home
for the holidays,I am grateful for the multiple families I have in my life.
Working on this campaign has been a life-changing experience.
2015 University of Nevada, Reno Team
THE BIGGEST LITTLE TEAM

A3
Situation Analysis
Growing up as a first-generation Palestinian American,I had a very different home than
most of my peers.My mother is American and my father moved to this country when
he was a young man.Home was always synonymous with family.The most important
thing my parents taught me was to always love and honor my family.Being an Arab
and a Muslim is difficult in a post 9/11 America.I felt estranged from my home.I
grew up in America,but suddenly I was seen as an outsider.Over the years,I have
realized that America is my family.Sometimes you might fight with your family or have
disagreements,but they are still your family.And America is still my home.
Content: More than half a million people in the United States do not have a home –a quarter of these individuals are children.A
over half of all Americans have had to make at least one sacrifice in order to pay their rent or mortgage.Hundreds of thousands of
neighborhoods in the country lack simple services in which individuals and their families and friends can thrive.
Source: http://www.homemattersamerica.com/
Content: Reno and the state of Nevada were the most negatively affected during the recession.Reno and Nevada’s recovery has
lagged the national economy,but the economic situation is improving in Nevada.Employment will likely remain below the peak
levels achieved in 2007 for several more years.Reno’s nine percent foreclosure rate represents more than half of the entire state of
Nevada,which stands at 15 percent.
Source: http://www.realtytrac.com/statsandtrends/foreclosuretrends/nv/washoe-county/reno
Content: Reno and the state of Nevada were the most negatively affected during the recession.Reno and Nevada’s recovery has
lagged the national economy,but the economic situation is improving in Nevada.Employment will likely remain below the peak
levels achieved in 2007 for several more years.
Jamal Barghouti
Growing up,home was very simple for me.It was a safe place to sleep at night,a storage for
my toys,but above all,it was where my family was together.But,when I was just ten years
old,my parents,like many others across the nation,joined the divorce rate.What I learned
shortly after was how to appreciate home beyond just a place to slept at night.For me,home
is defined by the people you are with who promise to always love you and who will always
be there for you,no matter where ‘there’may be.
Mary-Kate Reilly

A4
Primary Research
Online Survey:
Our group chose to create an online survey through Surveymonkey to share on Facebook to reach
our target audiences.Our secondary research showed that Facebook is the most used social
network for Baby Boomers,Millennials,and young mothers.We launched the survey on our personal
Facebook profiles on Thursday, January 15,2015.
• [Millennials: http://digiday.com/brands/millennial-media-consumption-habits-debunked-5-charts/]
• [Baby-Boomers: http://www.marketingprofs.com/charts/2013/11209/how-baby-boomers-use-the-
web-social-networks-and-mobile]
• [Young Mothers: http://www.marketingprofs.com/charts/2013/11209/how-baby-boomers-use-the-
web-social-networks-and-mobile
The survey was made up of three questions designed to understand the Northern Nevadan audience who
would be exposed to our campaign in the month of February. The first question addressed the obvious,“Have
you heard of the organization Home Matters?”We found that out of 74 people surveyed,71 had not heard
of Home Matters and 3 people had.This gave us an understanding of how much we would need to push the
Home Matters brand in the Reno community to increase awareness about Home Matters and the Home Matters
movement.
The second question was,“Do you prefer to support local Reno businesses or to purchase from national chains?”
confirmed our belief that the Reno community would support a local movement rather than a national one.61
people confirmed that they prefer to support local businesses while 12 chose chain businesses.
The last question was to see how we should approach the idea of home within our community.The question
stated,“Which one of these words do you associate with the idea of ‘Home’?”67 people making up 89.33
percent of people surveyed chose ‘warmth’.4 people chose ‘structure’,2 people chose ‘discipline’and 2 people
chose ‘territory’.This primary research became the foundation for our idea in creating the ‘KINDLE Club’,which
promotes the Home Matters ideals as a club on the University of Nevada campus.

A5
Survey Question One
Primary Research

A6
Survey Question Two
Primary Research

A7
Survey Question Three
Primary Research

A8
Primary Research
Focus Group Breakdown:
Our group held a focus group consisting of twelve participants on Thursday,December 11,2014
at 7 p.m.in the Reynolds School of Journalism,Reading Room,at the University of Nevada,Reno.
The twelve participants were divided into three groups,four from each original target audience.
They were each asked the same six questions which allowed for us to understand more about
the target audiences within the Reno community and their feelings regarding home.
Focus Group Questions:
1. Why does home matter?
2. What is your idea of the new American Dream?
3. On a scale of 1-10 how important is achieving home-ownership?
4. Are you more likely to support local or chain?
5. What does home mean to you?
6. What is the best lesson you learned at home?
7. What is your perception of the homeless?
Home & Business Owner Interviews Breakdown:
Our group conducted interviews with home owners and business owners in the Reno
community.We wanted to obtain information about their experience in owning a home and/
or a business.We wanted to see how it affected their family dynamics,business relationships,
or their perception of home ownership and the American Dream.These interviews often lead
in to speaking about the homeless and the housing crisis in America.This primary research
revealed patterns of home ownership in the community as well as the emotional aspect of
home ownership.Through these conversations,we found that political ideology plays a large
role in how people think about affordable housing and homelessness as they are present in
the community.

Secondary Research
A9
Millennial Findings
Content: According to 2010 census: Millennials = 70,627 total (out of 225,221) = 31.3 percent of total population.
Source: http://www.census.gov/
Content: Illustration of why Millennials,as a generation,should be targeted for support because of their high level of social
awareness.
Source: https://nonprofitquarterly.org/philanthropy/24870-millennial-givers-and-a-movement-approach-to-giving.html
Content: Millennial Media Consumption: exemplifying the number of daily Millennial Facebook users and a comparison against
other social media platforms.
Source: http://digiday.com/brands/millennial-media-consumption-habits-debunked-5-charts/
Content: General demographic breakdown of Millennials and their behaviours.
Source: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/nielsen-millennial-report-
feb-2014.pdf
Young Mother Findings
Content: 1) According to 2010 census: Single Young Mothers = 6,402 of 90,924 households = 7 percent of total house-
holds have a single mother householder with no husband present and children under 18 years
2) According to 2010 census: Married Young Mothers = 15,335 of 90,924 households = 16.9 percent of total
households have a husband-wife family,with their own children under 18 years
Content: 1 in 5 moms (22 percent) = Millennial Moms,accounting for approx.9 million people.
Source: https://www.webershandwick.com/uploads/news/files/MillennialMoms_ExecSummary.pdf
Content: Young mothers are more likely to describe themselves as “protective,worried,and enabling”more than
previous generations.
Source: http://www.babycentersolutions.com/docs/BabyCenter_2014_Millennial_Mom_Report.pdf
Content: Young Mothers with kids = most active on Facebook.This research shows that moms with kids under age of
five are the ones that use social media most.Moms are also twice as likely to post comments on Facebook or Twitter.
Source: http://www.nydailynews.com/life-style/young-moms-active-facebook-article-1.1509828

A10
Content: Information about grassroots movements-
Source: http://www.abcdinstitute.org/docs/PuntenneyZappiaActivism&Health.pdf
Content: Advice on how to ensure a movement continues-
Source: http://www.aauw.org/2014/11/19/make-your-grassroots-project-survive/
Content: Successes of gaining recognition from college news outlets-
Source: http://www.netnewscheck.com/article/27241/millennials-still-want-their-newspapers
Content: Reno is well on its way to becoming a college town-
Source: http://www.unr.edu/about/reno-and-lake-tahoe/regional-highlights
Content: The Millennial generation becomes parents,for target audiences-
Additional Secondary Resources
Secondary Research
Baby Boomer Findings
Content: According to 2010 census: Baby Boomers (51-69) = 49,460 total (out of 225,221) = 22 percent of total population
Content: According to a study by the National Conference on Citizenship,Baby Boomers are more likely to vote than any other
generation making them a critical component as an audience in creating political awareness in the Reno community
Source: http://ncoc.net/226
Content: Baby Boomer Media Consumption: Specifically focuses on Social Networks.The article most importantly addressed
that Facebook is the most used social network,with membership on par with that of the general population.Common activities
seniors and Boomers engage in on social networks include following groups/organizaitons (55 percent),posting/watching videos
(40 percent) supporting causes (26 percent) and joining groups (23 percent).
Source: http://www.marketingprofs.com/charts/2013/11209/how-baby-boomers-use-the-web-social-networks-and-mobile
Understanding all audiences at once in one piece of research:
Content: This research illustrates major trends in online activities separating results into different age audiences and then
displaying which age uses which online activity most frequently.Also includes results on blogging and videos which lend itself to
our approach of videos on Facebook and our blog-styled website.
Source: http://www.pewinternet.org/2010/12/16/major-trends-in-online-activities/

Secondary Research
A11
Content: Washoe County Home Consortium-
Source: http://www.reno.gov/government/departments/community-development-department/housing-neighborhood-development/
affordable-housing-development/washoe-county-home-consortium-wchc-
Content: A breakdown of various entities in Reno that could be related to Home Matters Reno-
Source: http://www.reno.gov/residents/our-community/community-assistance-cente
Content: Reno Housing Authority-
Source: http://www.renoha.org/
Content: More information about the Millennial generation-
Sources:
• http://www.unr.edu/union/vendor-opportunities/demographic-population-proximity-data
•http://cdn.trustedpartner.com/docs/library/AchieveMCON2013/MIR_2014_ExecSummary.pdf
Content: From the Department Housing and Urban Development-
Source: http://www.safehorizon.org/page/domestic-violence-statistics--facts-52.html
Content: On homeless demographics-
Source: http://www.invw.org/generation-homeless/young-homeless-on-seattle-streets
Content: Around the University-
Source: http://www.nevadaasun.com/get-involved/clubs-organizations/ClubsOrgs.html
Content: Creating interactive content for audiences-
Source: http://www.nbcnews.com/tech/internet/research-confirms-millennials-love-selfies-n47221
Content: When it is best to focus a campaign on social-
Source: http://www.pewsocialtrends.org/files/2014/03/2014-03-07_generations-report-version-for-web.pdf
Content: The Reno Community focuses local-
Source: http://biggestlittlecity.org/
Content: Why Millennials are a prime generation to target for support -
Content: Benefits of having -
Source: http://blog.marketo.com/2014/11/4-things-you-can-learn-from-non-profit-social-media-success.html
Content: Statistics on Reno’s status in housing and foreclosures-
Source: http://www.realtytrac.com/statsandtrends/foreclosuretrends/nv/washoe-county/reno

A12
Content: Nevada’s education standings
Sources:
• http://lasvegassun.com/news/2010/jul/14/foreclosure-rate-eases-nevada-still-ranks-no-1/
•http://www.reviewjournal.com/news/education/nevada-education-ranked-last-nation
Content: About Reno’s Young Mother population
Sources:
•https://www.facebook.com/RenoMomsBlog
•http://www.meetup.com/MOMS-Club-of-Reno/
•http://renomomsblog.com/
•http://moms.meetup.com/cities/us/nv/reno/
•http://www.prb.org/Publications/Articles/2012/us-working-mothers-with-children.aspx
Content: Local movements in Reno
Sources:
•http://renoama.com/reno-food-movement/
•http://creativecoalitionreno.com/
•http://artspotreno.com/
•http://www.renoisartown.com/
•https://www.facebook.com/midtowndistrictreno?fref=nf
•http://renostartuprow.com/
•http://renotahoeypn.com/
•http://www.edawn.org/
Content: About Reno’s homeless population
Sources:
•http://www.newsreview.com/reno/8-things-you-didnt-know/content?oid=8722212
•http://www.reno.gov/government/departments/community-development-department/housing-neighborhood-development/
home
less-programs
•http://www.voa-ncnn.org/family-shelter-reno
•http://www.restartreno.org/
•http://www.homelessshelterdirectory.org/cgi-bin/id/city.cgi?city=Reno&state=NV
•http://www.rgj.com/story/news/2015/01/14/volunteer-groups-say-homeless-youths-rise-reno/21778335/

Content: About Baby Boomers in Reno-
Sources:
•http://bestboomertowns.com/towns/reno_nevada/
•http://www.renoboomers.com/
•http://finance.yahoo.com/news/safe-money-launches-safe-money-070820819.html
•http://www.myfoxmaine.com/story/28205380/self-employment-grows-as-baby-boomers-choose-to-postpone-retirement-on-
their-own-terms
•http://www.deseretnews.com/article/865624905/Baby-boomers-rejoice-65-is-the-new-45.html
•http://www.forbes.com/sites/nealegodfrey/2015/03/22/how-mr-potato-head-can-teach-baby-boomers-millennials-and-
todays-
children-about-entrepreneurship/
Content: About the Baby Boomer generation-
Source: http://www.nytimes.com/2011/01/01/us/01boomers.html?_r=0
Content: Projections for 2015 and our target audiences-
Sources: http://www.pewresearch.org/fact-tank/2015/01/16/this-year-millennials-will-overtake-baby-boomers/

Key Messages/Campaign
A13
Nevadans are very proud to be from Nevada.“Home Means Nevada”is the official state song.
Our research showed that Reno would not respond well to a national movement.Reno is currently undergoing a rebirth.The
economy is growing in almost every aspect.Residents of the Biggest Little City prefer local efforts. With this in mind we molded
our ideas and campaign into a grassroots effort knowing that it would take hold faster in our city and with the hope that the
movement would last.
Source: http://www.abcdinstitute.org/docs/PuntenneyZappiaActivism&Health.pdf
Source: http://www.aauw.org/2014/11/19/make-your-grassroots-project-survive/
Source: http://biggestlittlecity.org/
'Home Means Nevada’ Reasoning
Grassroots Movement Rationale

Objective One
A14
Content: In Reno there are multiple independent creative initiatives that demonstrates Reno citizens are receptive to activities and
efforts relating to the arts.Reno has the only accredited art museum in Nevada.Reno also hosts an annual month-long Summer
event,Artown,where the community comes together to share their various artistic talents whether it be in dance,music or theater,
for free shows around town. Independent startups such as The Holland Project and The Creative Coalition,famous in Reno’s
burgeoning Midtown district,champion for the arts around the city.For the Home Matters Reno movement to take off in this town,
it was vital that we included an artistic and creative initiative,
The Nevada Art Museum http://www.nevadaart.org/
Artown: http://www.visitrenotahoe.com/reno-tahoe/what-to-do/events/special-events/07-01-2014/artown
The Holland Project: http://www.hollandreno.org/
The Creative Coalition: http://creativecoalitionreno.com/
Tactic One Reasoning
The Dream Doors were a concept designed by our team to creatively reach out to the community at large.The idea was to
artistically allow people to display their personal dream,but also to make them tangible.Sometimes,just saying your dream
out loud or being able to write it out can empower someone to make them possible. Our research showed that our target
audiences,especially the millennial generation,would be receptive to these doors because of the age of social media. It has
become a normal sight to see people taking “selfies”and broadcasting their activities across social platforms and the doors
played into these actions perfectly.There was a door set up at the Big Horns basketball game and at local urban restaurant
Laughing Planet in the heart of Midtown on Valentine’s Day,Feb.14.
Sources:
Reason for connecting with Reno’s Artisic Culture

The team created this infographic with the intention it be used for various events and purposes throughout the Biggest Little
Bateman Campaign. It is a simple and esthetically pleasing visual representation of what Home Matters knows statistically about
housing in the nation and what the movement is trying to change.
Tactic Two
A17
Objective One

Objective One
These bright fliers were used to spark interest about the Home Matters Reno movement. The team launched the flier use on
social media,used them during Dream Door signings and used them to drive the general public to our social outlets through
passing them out at the city Valentine’s Day pub crawl.
Tactic Three
A18

The home coloring sheets were particularly successful at our first community event,The Youth Empowerment Night at the Reno
Big Horn’s basketball game. The sheets gave young children a chance to color their “home”and in turn drew their young mothers
to the table as well.The sheets included our name and social media handles.
Objective One
Tactic Four
A19

We were successful in gaining local news and radio placement during the month of February.We received placement for the
Bateman team and the Home Matters movement in the Nevada Sagebrush. Account Executive Shelby Wilburn and team member
Mary-Kate Reilly were interviewed live on Wolf Pack Radio on Talk that Talk with Terrance Bynum.
Tactic Five
This article was shared to the Nevada Sagebrush Facebook and had an organic reach of 1,165!
A20
Objective One

Objective One
In order to spread awareness about Home Matters Reno, we created a video asking community members to share their meaning of
the American Dream. This video encouraged them to open their minds and think of what the American Dream truly means to them.
Strategy Two
Local grassroots movements are the best way to reach out to the Reno community.Reno is in the process of changing its percep-
tion and growing as a city.Local movements are given more attention in the media as well as citizen’s day-to-day lives.Because of
Reno’s unique sense of community,we had to engage the community in face-to-face conversations.
We reached out to the Reno Bighorns to launch Home Matters Reno at the Youth Empowerment Night.We set up our Dream Door
and passed out informational fliers with our social media contacts on it.
Tactic One
A22
Tactic Seven

We were also asked to participate in the Reno-Sparks Gospel Mission’s “Walk a Mile in My Shoes”.The annual event raises
awareness about homelessness in the community.We were also featured in their informational video posted on their page.
Tactic Two
A23
Objective One

Objective Two
Objective Two was to increase awareness of the local Home Matters Reno movement by driving social media engagement that will
drive Millennials,young mothers and Baby Boomers to Home Matters content and capture 1,000 hits by Feb.28,2015.We were
able to successfully meet this goal by focusing on the tactics that created the foundation for the objective.
Strategy One: Based on our research,we knew we needed to create a local movement with local social media.However,we wanted
to drive followers to the national content so that the movement would live on after the Bateman Competition had ended.Through
sharing a mix of original content featuring local stories as well as national content provided by Home Matters,we were able to
drive traffic between the two entities.We also used the national website,www.HomeMattersAmerica.com as our official url for all
Social Media.
Create a Home Matters Reno Facebook page which highlights local efforts and personal stories with links to Home Matters
national content.According to our research,Facebook would be the best and easiest way to reach each of the three target
audiences mentioned in the overall goal of objective two.Millennials,young mothers,and even Baby Boomers are all actively
involved in Facebook and in high numbers when it comes to charity involvement.We thought linking to national content through
Facebook posts would be the most effective way to drive locals from our Home Matters Reno page to the national Home Matters
content.
Tactic One
A24
Objective Two
Strategy One

Create a Home Matters Twitter page focused on quick hitting content.This would focus less on impactful stories as seen on the
Facebook profile and focus more on fact sharing and attention grabbing.We shared local facts regarding topics of homelessness,
affordable housing as well as posts regarding local efforts and “re-tweets”of the national Home Matters content.This tactic was
essential,however most definitely our least effective social media platform which was expected after our research revealed Face-
book being the most used by all demographics.Twitter is used far less for charity and nonprofit movements.
Tactic Two
A27
Objective Two

Objective Two
Create a Home Matters Instagram to highlight the people,faces,and places that make up the local movement.Like the twitter,
Instagram was not able to reach nearly as many people as the Facebook.We shared direct links to the Instagram posts on all
social media platforms which drew engagement on those individual platforms,but not for the Instagram account itself.Essentially
we took a lot of the pictures we shared through the Instagram and gave them a place to live on the other platforms as well.This
maintained consistency among platforms but it didn’t make for too much engagement on the Instagram.We also tried launching a
contest using the hashtag #HomeMattersReno but the contest was not so successful.
Tactic Three
A28

Create a Home Matters Reno blog that allows for more narrative story telling of Reno housing reality stories,success stories,
and a place to offer Home Matters Reno movement updates.We decided we wanted our blog to live on a Wix page made up of
different blog posts.We named it: www.homemattersreno.com and were very pleased with how it turned out both stylistically and
functionally.It was a place where we shared stories we gathered speaking with students in different classrooms on campus,friends,
acquaintances,and strangers stories relating to housing and the meaning of home.
Tactic Four
A31
Objective Two

In the second strategy,we aimed to integrate our social media through our entire campaign as well as drive traffic to the website
through all social media channels.
Strategy Two
Paint Social Media hashtag on the set of Dream Doors.
Tactic one
Include the link to www.HomeMattersReno.com and social media accounts on all collateral materials.
Tactic Two
A34
Objective Two

Tactic Three
Tactic Four
Share links to personal blog entries from the website on Facebook to drive traffic back to the www.HomeMattersReno.com.
Encourage community to visit www.HomeMattersReno.com on all social media platforms.
A35
Objective Two

Objective Three
By establishing two affiliates,the BLBT wanted to create a lasting presence in the Reno community.Home Matters is something
that the Reno market desperately needs.With a high unemployment rate and the highest foreclosure rates in the nation,the Home
Matters mission directly aligns with the goals of the City of Reno.
Strategy One
Directly ask influential officials within the education,non-profit,and local politics sectors to become Home Matters Affiliates
through face-to-face explanations of Home Matters America.
Tactic One
Emailing offices of city officials asking to talk to them about Home Matters Reno.
A36
Objective Three

Strategy Two
We wanted to make sure we continued to support our new affiliates and make it as easy as possible to support the Home Matters
Movement by providing printed and digital collateral to communicate official Home Matters messaging.
Objective Four
Objective four specifies Millennials as the target audience for furthering understanding about how“home”contributes to educa-
tional achievement,enhances favorable health outcomes,public safety,the economy,personal success and contribution to society.
By specifically targeting Millennials with the education of what Home Matters Reno does,we aimed to ensure the movement
would continue after February.
To ensure the longevity of the Home Matters movement in the Reno area,we worked to create the K.I.N.D.L.E.Club at UNR. The
name of the club was generated from the foundation principles of Home Matters.
Tactic One:
A37
Tactic One
We created a dream drive with the communications tools to help new affiliates communicate the Home Matters message to their
communities.SEE THE ATTACHED DREAM DRIVE.
Objective Three

A38
To successfully accomplish this effort we targeted students in the Reynolds School of Journalism
to question students about their idea of home.These students were shown the following:
Tactic Two
Objective Four
Slide 1
Slide 2

In presenting this power point,we were making an effort to collect personal stories of those who heard the pitch of the Home
Matters Reno movement. The team collected nearly 30 personal stories from members of the community and shared them on the
Home Matters Reno blog on the website.
Tactic Three
A39
Slide 3
Objective Four

Reno is constantly improving its culinary culture and the town is slowly growing its reputation in said department. As a part of
these expansion efforts,Reno holds monthly crawls to drive people downtown and to the revived Midtown area,which is a spot in
the heart of Reno,flooded with locally owned restaurants,bars and businesses. To reach Millennials outside of the university,we
attended the Pajama Crawl on February 14. These crawls draw people from every ethnic background and all ages 21 and over. To
spread awareness and make Home Matters Reno a memorable entity at such an event, our team created the Home Matters Reno
Frame,complete with a social media component.
We carried around a five-foot by five-foot frame wrapped in bright orange feathers and encouraged crawlers to take a photo with
the frame. Those who participated were handed different fliers all of which had an educational fact about Home Matters Reno on
it as well as the Home Matters Reno outlet handles,so participants could find their photo online and would be driven to the Home
Matters Reno Facebook page and encourage likes. In doing so,we were able to educate the public and increase likes and awareness
on the social media side.
Tactic Four
A40
Objective Four

A41
Objective Four
Pajama Crawl Participants

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