Habitat for Humanity Marketing Plan

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This plan gives a market analysis and outlines the organization's S-W-O-T. It also provides goals, objectives, strategy and tactics as the company proceeds into the new fiscal year. There is also a branding element to encourage company value and give an edge in the increasingly competitive market.

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Habitat for Humanity Marketing Plan

  1. 1. Communications Plan Purpose Habitat for Humanity of Lee County is currently one of the largest Habitat affiliates in the nation based on house production. With more than 1,000 partner families impacted in both Lee and Hendry counties, the affiliate has also housed nearly 1,000 partner families overseas through tithe donations. For seven consecutive years, Lee County’s Habitat affiliate has been awarded the highest rating from Charity Navigator, the nation’s charity evaluator for fiscal responsibility. Less than two percent of all other charities have achieved this exemplary rating. Habitat for Humanity of Lee County has a visionary reputation amongst peer affiliates due innovative projects, most notably the 60-unit Senior Housing Complex. Habitat for Humanity of Lee County currently builds one of the largest Habitat home layouts and focuses only on single family homes. Habitat for Humanity of Lee County has never accepted federal government funding in the production of its homes. Since 2007, Lee County’s foreclosure rates have escalated to becoming the third highest metropolitan area in the country for mortgage defaults. The foreclosure crisis in Lee County has caused a surplus of existing homes, creating a more affordable housing market. Also in 2007, Lee County’s unemployment statistics began to rise and today contains the second highest unemployment rate in the nation. This has left many in the community unqualified for Habitat’s mortgage. In addition, many have moved from the area to find jobs elsewhere, thus leaving a smaller pool of target applicants. Since 2008, Habitat for Humanity of Lee County has bought some of the existing housing surplus in the community to rehab and offer at its zero interest rate on the mortgage. This buying of foreclosures has proven to be more cost efficient for Habitat, amounting to almost a third of the price of new builds. The existing housing surplus allows Habitat to be more dispersed throughout the community, instead of grounded in clusters. Because it does not cost as much to rehab homes, many donors have concluded that Habitat for Humanity of Lee County does not need additional funding. Renovating/rehabbing does not utilize as many volunteers and takes half the time of new builds. This has created a surplus in Habitat volunteers looking for ways to get involved; specifically in building. At this point, most volunteers are being redirected to serve in Habitat’s thrift store or help with bulk mailing. For homeowners trying to achieve sweat equity hours, the rehabbing strategy has prevented many applicants from associating the pride that comes with building their own home. The Habitat for Humanity campus exceeds expectations with its 10+acre property located in North Fort Myers. The campus includes Habitat’s Senior Housing Complex, an RV park, 27,000 sq.ft. thrift store, pre-build warehouse and housing for our-of-area volunteers. Habitat for Humanity of Lee County holds one of the largest thrift stores in the community. Funding nearly an entire house a month, the thrift store is an integral part of Habitat’s revenue. One large partnership with Robb and Stucky Furniture gives the store a high-end at bargain-based prices feel and consequently draws a desire from shoppers to check out the store often. Not using Habitat International’s Restore name has prevented a branding association between the thrift store and Habitat for Humanity of Lee County. This also could be preventing more building material donations. The purpose of this plan is to evaluate current marketing efforts, identify the changing market and current need for affordable housing and Habitat for Humanity. Propose new strategies based upon the board of directors agreed upon goal for fiscal year 2010.1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 1
  2. 2. The Facts Mission Statement Habitat for Humanity of Lee County, Inc. is a charitable, non-profit organization dedicated to providing housing for those who cannot otherwise afford a decent place to live, with the ultimate goal of eliminating sub-standard housing in Lee County, contributing to family and community stability. Habitat for Humanity is a hand-up, not a hand out, ecumenical, Christian housing ministry with the following features: Partnership: Homeowners and volunteers build together No profit and no interest: Homeowners are charged no interest on their mortgage and Habitat makes no profit on the sale. No federal government money: Funding sources include individuals, churches, corporations, and private foundations; no federal government money is used. Brief History Habitat for Humanity International (HFHI) was founded by Millard and Linda Fuller in 1976 in Americus, Georgia. While based on Christian beliefs, Habitat welcomes homeowners, employees, donors and volunteers from all backgrounds. Former U.S. President Jimmy Carter, an accomplished carpenter, and his wife, Rosalynn, have been longtime Habitat supporters and volunteers. More than 3,000 active Habitat affiliates in more than 90 countries have built over 300,000 homes around the world; providing more than 1 million people with safe, decent affordable housing. Habitat for Humanity of Lee County, Inc. was formed in 1982. Today, more than 1,000 Habitat homes have been raised in the community with a plan to provide another 70 during 2010. Detailed Local History As one of the first Habitat affiliates formed, Habitat for Humanity of Lee County operated under the leadership of volunteers during its first eight years, building a total of 20 homes. In 1990, the affiliate hired its first Executive Director with a projection to complete 20 homes in just 12 months. The Habitat affiliate also opened a thrift store to assist homeowners with affordable furnishings. Five years later, Habitat for Humanity of Lee County celebrated its 100th home dedication. More than a hundred homes were built in Harlem Heights and dozens more in Sabel Palms, Pine Manor, Dunbar, Alva, North Fort Myers, Lehigh Acres, Cape Coral and Bonita Springs. The Habitat affiliate started and finished a home in 24 hours and partnered with Oprah to build a house for television. In 1998, the Habitat chapter expanded to include Hendry County in its production efforts. A year later, the organization participated in the first Women’s Build (a house built completely by women) and completed 200 houses in the community. A Habitat subdivision of 73 homes was finished in the year 2000 and the nonprofit relocated its offices to accommodate the expanding organization. Four years later, Habitat for Humanity of Lee County dedicated its 500th home. November 2004, Habitat volunteers broke ground on a first-of-its-kind, 60-unit Senior Housing Complex in North Fort Myers. Two years later, Habitat for Humanity of Lee County was voted “Affiliate of the Year” by its peer Habitat affiliates and awarded the Sam Mompongo Award for giving over a million dollars in tithe to overseas building efforts. In 2007, the organization had grown to become the second largest Habitat affiliate in the country, building more than 100 homes a year. During 2008, a massive economic downturn shifted Habitat building efforts into buying up foreclosures and rehabbing the existing structures. The recession also caused Habitat to form a maintenance division that temporarily employed ‘laid off’ Habitat homeowners. March 2009, Habitat for Humanity of Lee County dedicated its 1,000th home in the community and sponsored the Jimmy & Rosalynn Carter Work Project in1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 1
  3. 3. The Facts Chiang Mai, Thailand. One year later, Habitat’s original Executive Director retired and the affiliate took on new leadership. Sources of Income Principal payments from homeowners Individual gifts and congregational gifts Fund-raising activities Private foundations and corporations Sources of Homes in 2009 (based on a $50,000 sponsorship cost) .75 purchased from churches .53 purchased from corporate organizations 5.5 purchased from grants 7.88 gifts from individuals 4.5 purchased from special events ? Mortgage dollars 1.8 provided through in-kind material donations Average Cost of Sales of Rehabilitated Houses $30,000-$60,000 – purchase prices of homes $35,000 - $70,000 – sale price of homes Criteria Used in Selecting Habitat Families A Selection Committee made up of Lee County citizens (not Habitat employees) considers applications based on the following criteria: Need: Need is determined by a number of factors including the physical condition of the current home, the safety of the neighborhood, the amount of space in the house in relation to the number of people in the family and cost of present housing. Families must have a low income level that would otherwise not qualify them for a mortgage with a bank. Ability to Pay: The ability to pay a Habitat mortgage is determined by total income, amount of monthly bills and total debt. Willingness: The partnership includes 250 hours of “sweat equity.” This is where the family helps to build Habitat homes and volunteers with the organization to give back. Homeowners must complete 13 weeks of homeownership classes before taking ownership of a home. Staff1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 2
  4. 4. The Facts Kitty Green oversees the organization as the President/Chief Executive Officer. Richard Shera, Jr. oversees the finance, mortgage, development and thrift store departments as the Chief Financial Officer. Tanya Soholt oversees the volunteer, family services, construction, senior housing and administration departments. Trisha Goins oversees the communications (public relations, marketing, video and web) department. Karen Quanstrom oversees the development (fundraising and faith relations) department. Terri Rausch oversees the volunteer department. Roger Waltrip oversees the thrift store department. Clara Sanchez oversees the mortgage department. Jackie Williams oversees the construction department. Board of Directors A 19-person board meets every month to deal with policy and staffing matters, as well as to act on recommendations from committees. Partnerships Habitat for Humanity International We receive no funding from Habitat International. We tithe ten percent on all undesignated donations to support Habitat chapters overseas We are one of over 1,000 Habitat affiliates in the United States and a total of 3,000 affiliates worldwide. We support a portion of programs initiated by Habitat International and other affiliates nationwide Other Florida Habitat affiliates We share a website with Habitat of Charlotte County and Collier County as the Southwest Florida Habitat affiliates We meet with other Florida affiliates to participate in state funding opportunities We work with a Habitat state coordinator for policies and state compliance Lee and Hendry County business community and with private foundations Financial support from corporate and private foundations accounted for more than $390,000 raised in 2009. City of Fort Myers, Cape Coral, Lehigh Acres, Bonita Springs, North Fort Myers, Pine Island, Labelle and Clewiston HFHLC works closely with the Department of City Development in these areas We work with Lee and Hendry County human services and section 8 We partner with other housing-related organizations for referrals Good relations are nurtured with the city, county and other groups1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 3
  5. 5. Situational Analysis Product Homeownership Attributes • Education/Training • Self-help • Financial counseling • Affordable Pricing, Time, Effort • $20 application fee • Requires 1 hour a week for education/training class • 250 sweat equity hours • $1,200 toward closing costs Product Placement (where can people access product) • Main office in North Fort Myers • Available for scheduled application drives at Cape location and Labelle building • Regular application drives in community • Guidelines online Product Promotion • Website • Paycheck stuffer • Flyers in employee lounge • Quarterly Newsletter • Family Newsletter, distributed quarterly • E-Newsletter, distributed monthly • Annual Report • Habitat 101 presentation, twice a month • Occasional NewsPress copy Support Services • Volunteer Scheduling • Recovery Program1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 1
  6. 6. Situational Analysis Product Partnership Attributes • Tangible Results • Local impact • Philanthropic & Humanitarian • Global impact • Personal encounters with result Pricing, Time, Effort • Looking for a time, effort commitment • Possible travel expense • Donations Product Placement (where can people access product) • Website sign-up and testimonials • Newspaper announcements • North Fort Myers office, thrift store Product Promotion • Website • Quarterly Newsletter • Building on Faith Newsletter • E-Newsletter, distributed monthly • Annual Report • Habitat 101 presentation, twice a month • NewsPress • Radio Support Services • Volunteer Services • Donor Retention1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 2
  7. 7. Situational Analysis Product Service Attributes • Hands on • Humanitarian • Building/Rehabbing homes • Bulk mailing • Sorting thrift store donations • Special events • Office help Pricing, Time, Effort • No time commitment • Travel expense to service site • Could include gear expense Product Placement (where can people access product) • Website sign-up • Newspaper announcements • North Fort Myers office, thrift store Product Promotion • Website • Quarterly Newsletter • Building on Faith Newsletter • E-Newsletter, distributed monthly • Annual Report • Habitat 101 presentation, twice a month • NewsPress • Radio Support Services • Volunteer Services • Donor Retention1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 3
  8. 8. Situational Analysis Product Builder Attributes • Single family homes • Renovator • Land holder Pricing, Time, Effort • Construction materials cost • Ranges between 2 months and a year • Construction crew Product Placement (where can people access product) • Website • Newspaper announcements • Throughout Lee County Product Promotion • Website • Quarterly Newsletter • E-Newsletter, distributed monthly • Annual Report • Habitat 101 presentation, twice a month • NewsPress Support Services • Volunteer Services • Construction staff1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 4
  9. 9. Situational Analysis Product Ministry Attributes • Christian foundation • Unites all races, backgrounds, religions Pricing, Time, Effort • Free Product Placement (where can people access product) • Website • North Fort Myers office Product Promotion • Website • Quarterly Newsletter • E-Newsletter, distributed monthly • Annual Report • Habitat 101 presentation, twice a month Support Services • Faith Relations • Staff1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 5
  10. 10. Situational Analysis Product Senior Housing Complex Attributes • 60-units, 1 bedroom, 1 bathroom • Affordable rental • Community style living • Handicap accessible • Private drive Pricing, Time, Effort • $425/month • 1 year lease commitment Product Placement (where can people access product) • Website • North Fort Myers location Product Promotion • Website • Quarterly Newsletter • Habitat 101 presentation, twice a month Support Services • Senior Housing Coordinator1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 6
  11. 11. Situational Analysis Product Thrift Store Attributes • Home goods, clothing, electronics, building materials, appliances • Quality, gently used items • Revenue goes back into building • Large, open layout Pricing, Time, Effort • Affordable Product Placement (where can people access product) • Website • North Fort Myers location Product Promotion • Website • Quarterly Newsletter • Family Newsletter • E-newsletter, monthly • Habitat 101 presentation, twice a month • NewsPress Support Services • Thrift Store staff1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 7
  12. 12.   Audience  Core Audience Habitat for Humanity runs three distinct businesses (serving families, providing homes, running a retail operation) and has three core audiences: • Families • Supporters (donors, partners & volunteers) • Shoppers Families Low Income: Stress due to a high level of material hardship (food, housing, medical), Single parent, Hardworking, Strongly attached to the labor market, lack of education, foreign born, age: 20-39 Gen Xers: imaginative, creativity, relationships, team players, independent, music oriented, smallest market, loyalty, “I” defining (‘64-‘81) Gen Yers: Fun, interactivity, experiences, reject mainstream, music oriented, fast sensitive on global issues, “All” defining, integration (’82-current) Ideal Homeowner: Has a decent job with a steady income and a history of making rental payments on time. They have a strong network of friends or family in the area and involved in church activities. This family would have two adults in the household with one to three children and be outspoken. Supporters: 1) Baby Boomers 2) Gen Xers 3) Gen Yers Baby Boomers: achievement, status, performance, escape & downshift while remaining active and sustaining a healthy lifestyle, “us” defining (’46-’64) Gen Xers: imaginative, creativity, relationships, team players, independent, music oriented, smallest market, loyalty, “I” defining (‘64-‘81) Gen Yers: Fun, interactivity, experiences, reject mainstream, music oriented, fast sensitive on global issues, “All” defining, integration (’82-current) A) Humanitarians: Active, Willingness, Subject to social pressure, Interested in others, Risk, Unselfish B) Philanthropists: Uneducated on current events, Get most of their information second-hand, Busy, Giving is a vehicle of their speech, Independent, Turned off by pushy people and too many rules or requirements Ideal Donor: Lives in an older, established neighborhood with no dependants and has an estate to leave behind. They subscribe to philanthropic literature and educated on current events. This person belongs to an area country club, may own other homes and attends church on Sunday. They have built their estate through hard work and have a circle of business leader friends in the community.  1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org  Page 1
  13. 13.   Audience  Ideal Volunteer: Has an open schedule, is a fast learner and outgoing. They are active in their church and personally know a Habitat family. This person is visionary and a do-it-yourself type. Shoppers: Baby Boomers: achievement, status, performance, escape & downshift while remaining active and sustaining a healthy lifestyle, “us” defining (’46-’64) Gen Xers: imaginative, creativity, relationships, team players, independent, music oriented, smallest market, loyalty, “I” defining (‘64-‘81) Low Income: Stress due to a high level of material hardship (food, housing, medical), Single parent, Hardworking, Strongly attached to the labor market, lack of education, foreign born, age: 20-39 Women -- The most dominant segment of the four is comprised of women in the age range of 35 to 50. They are married, have a combined income between $30,000 and $130,000, own their home, and are not socially active. Their home and how it looks is not necessarily a priority. These women are do-it- yourselfers or "Martha Stewart Wanna Bes." They watch TLC’s Design on a Dime and subscribe to thrifty publications. Boomers in Transition -- This group, typically ranging in age from 50 to 65, is going through a positive and planned life transition. They are changing homes (either building or moving) or remodeling due to empty nest syndrome, retirement plans, general downsizing desires, or to just get closer to the golf course. Their surprisingly high level of discretionary income is first spent on travel, with decorating their home a close second. The woman of the couple is the decision maker, and often does not always include the husband in the selection or purchase process. Young Adults -- Couples between the ages of 25 and 35 establishing their first "adult" household fall into this group. Both work, earn between $25,000 and $80,000 annually, and now want to invest in their home. They seek to enjoy their home and communicate a "successful" image and message to their contemporaries. They buy big when they have received a promotion, a bonus, or an inheritance. Home Builders -- People in the building process, typically ranging in age from 40 to 60, are prime candidates for construction materials. Ideal Thrift Store Customer: Women with a steady, moderate income, do-it-yourselfers, and a knack for remodeling. She’s thrifty, artistic or has a thing for designing and entertains in her home. She would be single or has grown children, has time to shop around for bargains and fixing up furniture. Current Trends & Motivators: 1) Instead of acquiring materials, people want to spend money to create quality time for themselves. 2) Social networks to create communities that fit in schedules. 3) Spiritual affinities/soul searching 4) Cause marketing (companies with causes)  1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org  Page 2
  14. 14.     Need for Affordable Housing:  Local families must earn $20.29 per hour x 40 hours per week x 52 weeks per year to afford a modest  rental in Florida. – National Low Income Housing Coalition, April 21, 2010  The average renter earns $13.23 per hour. – National Low Income Housing Coalition, April 21, 2010  If a renter is paying more than 30% of their gross income in housing expenses they are considered cost  burdened.   In Lee County:  • 22,844 rental households  • 14,597 households make below 50% AMI (Area Median Income)  In Hendry County  • 1,261 rental households  • 956 households make below 50% AMI  Affordable Housing Available  • Over 1,250 homes in Lee County for sale under $85,000  • Nearly 22,000 foreclosure cases waiting to go through the court system (April 21, 2010)    Need for Habitat for Humanity:  Conventional Mortgage     Habitat for Humanity Mortgage  $85,000         $85,000  5% interest / 30 years      0% interest / 25 years  $457/mo        $283 / mo  $165,000 Total        $85,000      1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 1  
  15. 15. Strengths • Self-help program • Meets basic need • Life changing • Financially sound • Efficient • Affordable home goods • High production level • Team building opportunity for employers • Pride Weaknesses • Misperceptions – give-away program, social service, Habitat doesn’t need donations • Staff size • Providing a build experience for volunteer base • Lack of information/participation on global connection with local dollars • Location of thrift store • No long-term statistical data on Lee County homeowners • Residents losing source of income to afford Habitat mortgage • Lack of connection between thrift store and Habitat • Homeowner candidates aren’t keeping up with build schedule (more homes than owners) Opportunities • Strong brand value • Tangible results of our efforts • Housing prices are still out of reach • No mission competition in area • Responsible for turning around Harlem Heights community • Volunteers can fulfill office staff needs • Homeowners still can’t qualify for a conventional mortgage • Monthly house payments still lower than average mortgage • Large tithe contributions to overseas builds • Reputation in community • Thrift Store building materials niche Threats • Other nonprofits vying for the same donor dollars • Cost of houses are low • Many foreclosures still happening • Job losses in community continue to threaten current Habitat homeowners • Beecher Village leaving bad reputation on Habitat’s image  1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 1  
  16. 16.   Goals, Objectives, Strategy & Tactics  Goals 1) To provide decent housing for those who cannot otherwise afford a safe place to live. 2) To eliminate sub-standard housing in Lee & Hendry County. 3) Create family stability & community stability. Objectives 1a) To increase fundraising dollars by 8.44% or $181,751. 1b) To increase thrift store sales by ?. 2) To rehab 70 homes. 3) To increase number of homeowners by 10% or 70 families. Strategy 1a) Fully leverage Habitat’s fiscal responsibility over competing industries (other nonprofits) and capitalize on Habitat’s contribution to community stabilization and economy. 1b) Elevate thrift store image as distinct from other thrift stores and connect store as vital source to Habitat’s housing production costs. 2) Create a positive appeal for Habitat’s rehabbing homes versus new builds and promote ‘green’ efforts as an influential tool of support for Habitat building. 3) Attract a greater number of qualified homeowners. Tactics 1a) • Research top 3 nonprofit competitors financials and use comparison as an analysis for the best use of dollars in brochure and donor literature • Stamp Charity Navigator logo as a seal on all Habitat materials with a “94 cents on the dollar goes back into housing families” byline • Shoot and edit video stories from 3 Habitat families that support family stabilization and portray the long term effects on homeowners (contingent upon additional help) • Present development’s 2 new business partners with a Habitat 101 for the employees at their company location as a way to reach the most attendees with Habitat’s message • Create a 3-fold model/graph that illustrates Habitat’s operational setup • Explore the use of microsites for special event fundraising opportunities online • Target meaningful gifts by using 1 new testimonial from homeowners/donors that is applicable to the celebrated holidays • Restructure donation literature around current need for Habitat – rent still out of reach, rehabbing still cost money, homeowners still don’t qualify for conventional mortgage, low monthly mortgage payment • Publicly acknowledge a featured donor partner per quarter by posting donor logo and story of Habitat connection on website and in newsletter  1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 1
  17. 17.   Goals, Objectives, Strategy & Tactics  • Add 30 new donors to e-newsletter list • Create 3 standardized presentations targeting demographics, that promote each area of Habitat as point of entry • Create a 1-page case study for donors describing cause, testimony and results 1b) • Publicize online thrift store prices for building materials and abundant donations • Publicize “Habitat Restore” name during Earth Day promotion in April; introduce restore logo on all literature/presentations • Add 30 new thrift store customers to e-newsletter list. Promote list as a way for customers to find out what’s new on the floor before others and find out about sales. This could increase traffic from those who aren’t frequent shoppers. • Create pie chart with breakdown of 4 Habitat funding sources (donations, grants, mortgages, thrift store). Use chart on thrift store literature and webpage • Restructure thrift store literature with restore name • Create 2 PSA’s, one with two shoppers talking about the deals they found on building materials in Habitat Restore, the other to focus on the Restore revenue going back into housing 2) • Identify 3 advantages to rehabbing homes over new builds. Have staff use as the uniform message conveyed to public. • Add DIY videos to webpage to support idea of Habitat as a building expert. This enhances community relations in the community. • Place emphasis on providing families with affordable homes, versus the actual building/rehabbing of house. • Distinguish 5 ‘green’ building methods Habitat uses. Promote the ‘green’ list on construction’s web page. • Establish ‘housing before hunger’ campaign as a social responsibility and prevention program 3) • Shoot and edit 3 diverse video testimonies that share the simplicity of Habitat’s program • Create postcards for family services to send to applicants denied by lenders • Place mortgage interest comparison chart on all homeownership materials. • Create business card size homeownership information for staff and realtors to carry in wallet and pass out to qualifying applicants • Create a homeowner survey to collect statistical data on applicant housing situations and long term benefits • Establish ‘housing before hunger’ campaign as a social responsibility and prevention program • Restructure homeowner literature with a clear mortgage comparison chart on each piece. Also include income requirements chart on literature • Create 3 standardized presentations targeting demographics, that promote each area of Habitat  1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 2
  18. 18.   Goals, Objectives, Strategy & Tactics  • Invite five key stakeholders/people in leadership roles in the community to witness a Habitat dedication. This can serve as a point of entry.  1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 3
  19. 19.   Branding  Marketing Communicates Your Message - Audiences Respond and Shape Your Brand – Your Brand Helps Determine Your Message Message: • Create housing. • Mobilize capital. • Develop people. Habitat Brand: 1) Logo recalls spirit of teamwork, of celebration, of triumph; blue/green symbolize our global ministry 2) Hand up, Not a Hand out 3) Teamwork Brand Value 1) Brand’s ability to influence current decisions of a potential donor/volunteer 2) Motivate donor/volunteer to increase commitment 3) Brand’s ability to develop long-term relationships with these supporters 4) Attract high-caliber employees and board members 5) $3.1 Billion (2006 Interbrand study) 6) Affiliates generate 50% of the brand value 7) Leverage global image into local impact 8) Creates buzz/word of mouth/media coverage How We Achieve Brand: 1) Relationships – Choose carefully, don’t sell Habitat short with corporate partners; there is a lot of value in Habitat’s name, set a “value” on your partnership levels. Give supporters a voice; help others tell our story and give them a story to tell. 2) Experience - Those who experience Habitat in one area will relate the experience with other Habitats. Create a Habitat experience, Brand everything (and everyone), Think beyond the actual event itself. 3) Consistency, Recognition & Loyalty – Consistent logo usage unifies the organization and projects consistent operations, clear and consistent messaging 4) Trust, Integrity, Credibility – Public trusts media before advertising, get to know reporters/editors on first name basis, pitch story ideas Marketing Brand: 1) Cultural Relevance (Need It) → Meaning (Want It) → Emotional Connection (Take It) → Loyalty (Take More) 2) Conceptualizing a brand through personalization. a. Packaging of brand (literature, website, procedures, work ethic) has to be seen to create that emotional contact—should evolve to stay relevant. b. Appeal to the brain (smart, end benefit). Appeal to the heart (emotional, generous, trust). Appeal to gut (have to have it, ‘cool’, that’s me). 3) Emotionally driven. Needs to be visionary, integrated, visceral & reflective of a true commitment from Habitat to share our values with customers. 4) Raise expectations to reevaluate, define culture. 5) Tell stories & inspire others to make up their own. 6) Build community. Social networks, website, public efforts/events unite support.   1288 N. Tamiami Trail, North Fort Myers, FL 33903 | Ph: (239)652-0434 | Fax: (239)652-0386 | www.habitat4humanity.org Page 1

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