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Habitat for Humanity

Jacqueline Vazquez & Gabby Lintz

Build Her Up

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Situational Analysis

Leading non-profit organization.
Well-known vision: Create “a world where everyone has a decent place to live.”
Events normally consist of volunteers helping to build or improve a home in local community
Construction is perceived as a male task.
Has a problem with perception.
Currently hosts an informative event called “Women Build” that encourages females to get involved.
Expand beyond “Women Build” and target those who aren’t interested in volunteering.

Women age 24 to 35

Prove you don't need to be an expert builder and that Habitat provides all the necessary tools and opportunities to volunteer.

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SWOT Analysis

Strengths:

Strong brand awareness
Need for its relief services
Quick to react to these tragedies + partner with other national organizations
Thousands of dedicated volunteers
Multiple branches in each state

Opportunities:

Housing market in a downturn
Opportunity is now to buy and convert houses into housing for many families

Weaknesses:

Level of success not measured by profit
Rely solely on donations and volunteers
Success based on the economy
Dependence on people

Threats:

Government funded programs can replace efforts for far less cost

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Research

Who volunteers: 35 to 44 year-olds and 45 to 54-year-olds are the most likely age demographic to volunteer their time. The Bureau of Labor Statistics shows that those who have completed a higher level of education are also more likely to volunteer.
What volunteer work: 75 percent of women said they avoid construction-related volunteering because they feel they lack the skills.
Why they volunteer: According to Lightspeed GMI Research, 77 percent of women see volunteering as a fun, social way to help others in their community.�

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Target Audience Profile: Meet Megan

24 year-old
Marketing degree, Summa Cum Laude
Account Executive, $35,000
Yorkie puppy Lacey
Brunch, HGTV & The Bachelorette, bike riding
Miami, FL is home
Loves Apple products
On all social platforms
Enjoys reading business trends
Doesn’t volunteer anymore

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Build Her Up Objective & Strategies:

Campaign Objective (Goal): To increase the amount of volunteers at Habitat for Humanity of Greater Orlando by 20 percent.

Strategies:

Target: We will specifically target young professional women ages 24 to 35.
Timeline: One calendar year starting January through December 2018. Our campaign strategy is divided into three different stages that all support our one objective.
Stages: The first stage is focused on informing, the second is focused on promotions and events, and the third is focused on the recognition of our volunteers.
Delivery: We will do this through empowering, compassionate, and informative messages that show the joy of helping other women and their families reach the dream of a happy and healthy life.

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Build Her Up

Tactics:

One direct mail piece
Two TV commercials
Three newspaper and magazine advertisements
Multiple volunteer opportunities
How-to clinic event
National Women Build week event
Two press releases to promote our events
Monthly social media promotion�

GABBY SLIDE

The tactics we have come up with will help us achieve our goal of increasing the amount of Habitat for Humanity volunteers by 20 percent. Our first tactic is to send out a direct mail piece to draw the attention of our target audience. This direct mail piece will invite the reader to connect with us through our website and social media platforms.

After this, we will reach our target audience through three different newspaper and magazine spreads, two TV commercials, a how-to clinic event, a National Women Build Week event, multiple volunteer opportunities, and monthly social media promotions. Two of our events will be highlighted through press releases in the hopes that local news organizations will promote them. Each tactic will correspond with the stage of the month they are in.

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Media Usage

Social Newspaper Magazine Television

JACKIE SLIDE

Facebook: world’s largest social media network; more women (77% of Internet users) use Facebook than men (66% of Internet users); 82% of online adults ages 18 to 29 use Facebook, along with 79% of those ages 30 to 49. Being that our target audiences range between ages 24 to 35, Facebook allows us to communicate with this demographic perfectly.

Twitter: provides quick, pertinent information to users; effective way to promote events and spread news with hashtags; relevant to our demographic because Twitter is more popular among younger adults — 30% of online adults under 50 use it, compared with 11% of online adults ages 50+

Instagram: Women continue to be more likely than men to be Instagram users (31% vs. 24%) and is more visual than other social media sites, which appeals to our target audience.

Newspapers (Florida Today, Orlando Sentinel, Orlando Business Journal): appeal to the professional interests of our target demographic (because they are college-educated, intellectual women), and it would reach them at a local level.

Magazines (Women’s Health, Orlando Weekly, Vanity Fair): these publications produce content that helps readers with self-improvement and appeal to our target audience’s younger, trendier side.

TV channels (the CW, HGTV, E News, News 6 WKMG): The networks that we selected for this campaign include The CW, HGTV, E News and News 6 WKMG. These channels appeal to different interests of our target audience. For example, The CW and HGTV have popular TV shows that women ages 24-35 tend to binge-watch and E News is a young and current network that talks about pop culture. The local news channel, News 6 WKMG, is relevant to our demographic because it is the local news station for the area. Most millennials (age 13-33) turn to local news for their current events.

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Advertising Problem & Objective:

Problem: It's difficult to overcome the stereotype that men are “better at building.”

Objective: To empower young professional women to take the opportunity to join forces with other women in making a difference in their communities through volunteering.

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Informational Stage: January

Keeper:

A Giving Key necklace

Kicker:

New year, new you, new skills.

#BuildHerUp

Direct Mail

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Informational Stage:

February

Magazine and Newspaper Ad

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Informational Stage: March

How-to Clinic and Social Promotion

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Promos & Events Stage: April

“Women are weak.” “Women don’t have power.”

“Women can’t build. Women can’t change the world...”

“I can.” “I can.” “I can.”

“Women ARE strong. Women CAN do anything.

Women have the power to change the lives of other women.”

“We build her up, so she can build them up.”

“Women can make the future brighter, one home at time.”

To get involved with Habitat for Humanity of Greater Orlando visit our website at www.habitat-orlando.org.

TV Commercial

GABBY SLIDE

This commercial will start off National Volunteer month.

SET THE TONE OF THE COMMERCIAL WITH YOUR OVERALL IDEA

Overall idea: The ad will focus on a young, professional woman. She leaves the office where she works and walks to a nearby construction site. There she meets with other women and they start building. Light instrumental music will be playing in the background. They're also laughing, socializing and having a good time. The voice is stating that women are weak and incapable of building. But then the women stand up one at a time saying, “I can.” The house is completed, she hands the house key to the family who they were building for. They smile at each other. It then switches to a screen displaying the Habitat logo and our campaign hashtag: #BuildHerUp. It will also encourage you to volunteer in April to be a part of National Volunteer Month.

We build her up, so she can build them up. Habitat for Humanity #BuildHerUp. Volunteer today to be a part of National Volunteer Month!

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Promos & Events Stage: April

Social Promotion

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Promos & Events Stage: April

Magazine and Newspaper Ad

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Promos & Events Stage: May

National Women Build Week Event and Social Promotion

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Promos & Events Stage: June, July and August

F.U.N. and Build Site Volunteer Events and Social Promotion

JACKIE SLIDE

June, July and August is where multiple F.U.N. (Fixing Up the Neighborhood) and Build Site volunteer events will be happening. While these events happen year-round this is the time we believe our target audience will feel empowered enough to participate. The summer months are when college-educated and employed women typically have the most available vacation time, and they can use this discretionary time to volunteer. Even though we didn’t feel these events had enough news value for press releases, we still view them as an essential part to our campaign because they will be how we determine how many people are attending our events to volunteer. We will drive our target audience to these events through our advertisements, commercials and social media promotions. Each of these tactics provide a link to our website, which is where people sign up to volunteer. Provided are social posts that will be used to promote the F.U.N. and build site events.

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Promos & Events Stage: September

Magazine and Newspaper Ad

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Volunteer Recognition Stage: October

Social Promotion

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Volunteer Recognition Stage: November

“I build for the families.”

Katie, 24

“I build to give back.”

Samantha, 26

“I build for the people who gave me a second chance.” Elena, 32

“I build to learn new skills.”

Shelby, 27

“I build for the future.”

Renee, 29

“I build for the community.”

Jade, 31

“I build because I can.”

Karina, 34

“We love Orlando and we will always #BuildHerUp. Will you answer the call?”

(Voiceover)

To get involved with Habitat for Humanity of Greater Orlando visit our website at www.habitat-orlando.org.

TV Commercial

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Volunteer Recognition Stage: December

Social Promotion

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Evaluation

What we will measure:
Current number of volunteers previous to starting the campaign. At the end of December when the campaign has officially ended, we will once again measure the number of volunteers.

How we will measure:
The number of sign-ups via online registration and through email.
We will also keep contact sheets from every event to see how many recurring members attend and how many new members have signed up.
If the number of overall volunteers has increased by 20% our campaign was successful.