More Related Content
Viewers also liked
Similar to Tierra Del Sol IMC Campaign
Similar to Tierra Del Sol IMC Campaign (20)
Recently uploaded
Recently uploaded (20)
Tierra Del Sol IMC Campaign
- 2. EXECUTIVE SUMMARY • The en/re adver/sing plan has been framed and constructed around the idea of improving people’s quality of life, specifically the lives of those with low incomes. • The IMC plan provides Tierra Del Sol with valuable informa/on that will facilitate the distribu/on of informa/on to poten/al consumers.
- 3. TIERRA DEL SOL • Tierra Del Sol Housing Corpora/on was established in 1973 and has since worked to help rural New Mexicans achieve “the goal of a decent home and a suitable living environment.” • Today, Tierra del Sol is the leading producer of affordable housing in New Mexico, and one of the leading producers of single family and mul/family housing in the southwest region of the United States. • There are currently three branch loca/ons throughout the region. – Las Cruces, New Mexico – Anthony, New Mexico – El Paso, Texas
- 5. COMPETITION MFA Housing Corpora7on • Provides financing for housing and other related services to low-to-moderate income New Mexicans at no cost to taxpayers. • All state and federal housing programs are administered by the MFA, including Sec/on 8 housing, which provides low income families with help paying rent and financial assistance for housing expenses, and the Department of Energy's weatheriza/on programs. • The MFA is also administers New Mexico's regional housing authori/es.
- 6. CONSUMER SUMMARY • Primary Target: Ages 25-40, Low income • Characters: – (Housing) Character: Gabe Hernandez • Age: 31 • Happily married • 2 children, expec/ng (2 boys, expec/ng girl) • Why TDS? Currently ren/ng and wants a bigger house for family. Has some credit card debt, and doesn’t have enough money to buy a new home. Preparing for his real first home. – (Foreclosure) Character: Brian Toles • Age: 42 • Married • Children grown • Why TDS? House being foreclosed and he needs help to avoid being foreclosed. Needs financial advising. – (Educa/on/ Counseling) Character: Regina • Age: 33 • Single mother • 3 kids: 14, 6, & 3 • Why TDS? In need of financial educa/on and counseling to move towards owning her own home.
- 7. SWOT ANALYSIS STRENGTHS • Local: know community, culture, geography of region • Diverse Services: Free Counseling and Foreclosure Educa/on programs • Service tailored to customer’s individual needs • One stop service for housing and counseling WEAKNESSES • Organiza/on of informa/on • Community awareness OPPORTUNITIES • Growth of Las Cruces / West Texas = more people in need THREATS • Compe//on: Mesilla Valley Habitat for Humanity / MFA Housing Corpora/on
- 8. PROBLEMS & SOLUTION Problems: 1. Awareness & presenta/on of services/informa/on • TDS has not had very clearly defined marke/ng strategies • Lack of marke/ng communica/ons due to low awareness 2. Compe//on • Las Cruces and southwest Texas areas are becoming highly compe//ve Solu7on: Create appealing and focused marke/ng communica/ons by posi/oning TDS as local, community-oriented because of personalized services
- 9. POSITIONING / USP • Local / Community – Oriented – TDS is not doing business IN the community, it is doing service FOR the community – TDS knows the community because they are part of it • Personalized Services – TDS tailors services to each individual’s needs within the community
- 10. 2015 TDS IMC CAMPAIGN • Radio • Brochure • 4 Print Ads / Fliers • Local newspaper • Press Releases
- 11. ADVERTISING STRATEGY • Increase Awareness – TDS in the community • Crea/ng New Percep/on – Local / Community – oriented – Personalized Services
- 12. Brochure Outside
- 13. BROCHURE Inside
- 14. PRINT ADS
- 15. Print Ads
- 17. Press Release