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If the beach is your habitat, help make it a home.

If the beach is your habitat, help make it a home. Three Girls Public Relations and Marketing . Three Girls Public Relations and Marketing . Comprised of: Nicole Hill, Rachel Finkelstein, and Katie Hennen Who we have worked with :

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If the beach is your habitat, help make it a home.

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  1. If the beach is your habitat, help make it a home. Three Girls Public Relations and Marketing

  2. Three Girls Public Relations and Marketing Comprised of: Nicole Hill, Rachel Finkelstein, and Katie Hennen Who we have worked with: • Gallaudet University Regional Center at Flagler College • Hubbard House, Orlando, Florida • Second Harvest, Jacksonville, Florida • Daytona Beach Juvenile Court System • Combined 12 years of work experience in PR and Marketing

  3. Three Girls Public Relations and Marketing • Mary Hennen • B.S. Communication • Experience: • Community Outreach/Drug and Alcohol abuse • Philanthropy • Non-Profit • Nicole Hill • B.S. Communication; Minor in English • Experience: • Gallaudet University Regional Center at Flagler College • Event Planning across 9 southeast regional states • Press Release Specialist • Annual Report • Fluent in American Sign Language • Contracted to Flagler College • Event Planning • Annual Report Rachel Finkelstein B.S. Communication; Minor in Psychology Experience: Customer Service and Relations Event Planning Attention to detail

  4. Executive Summary • Beaches Habitat for Humanity • Celebrating 20th year Serving Beaches Community • Staffed by 17 workers • Volunteer Board of Directors and an Advisory Board comprised of 9 Current Mission of BHFH: “Partnering with God and the community, our mission is to eliminate substandard housing in the Jacksonville Beaches. In addition to building and rehabilitating quality, affordable homes for qualified families in need at no profit, we also guide our partner families through homeownership and provide educational opportunities so that they may build brighter futures for themselves and their children.”

  5. Secondary Research Competition: HABIJAX Social Media: • Habijaxhas a social media presence on the website. • Facebook, Twitter, LinkedIn, YouTube and full revolving media coverage. • Facebook page was established in 2009, 1,147 likes to date. • Twitter – Habijax 669 followers Partners with the Jacksonville Jaguars Website: • All social media links are active. • Donate now button on every page of their website. • Annual Reports on website encompassing the years 2006-2011. Habijax Accomplishments during 2011: • Provided homeownership to 41 families • Hosted 7,198 volunteers at their office, warehouse and construction sites and remodeled 70 Habijax homes.

  6. Primary Research Executive Director Mary Anne Christensen indicated that BHFH is faced with the following challenges: • Social Media • Donations • Differentiation from Habijax • Hurt by the downturned economy • Built 16 houses in 2012, scheduled to build 14 in 2013. • BHFH does not produce an annual report.

  7. Primary Research Survey Conducted with 25 Respondents on the UNF Campus: 1. Fifteen out of 25 had no awareness of the difference between Habijax and BHFH. 2. Twelve out of 25 said they would be interested in supporting BHFH during a Spring Break program. 3. Eighteen out of 25 indicated they would participate in a pub crawl event in the Jacksonville Beaches area. Ages of those who participated in the Survey: 18-22, 23-26, 27-30 years of age.

  8. Primary Research • Beaches Habitat for Humanity Accomplishments: • Habitat Young Professionals (HYP) • Mission – To “…eliminate substandard housing worldwide by acting locally and promoting Beaches Habitat for Humanity in our community.” • Social event, October 2012, $25.00 per person, $40.00 per couple. • Project Story Book - A Project to give new books to kids who move into Beaches Habitat for Humanity Homes! • 2012 – Built 16 homes for those in need • BHFH is celebrating their 20th anniversary in the Jacksonville Beach area

  9. SWOT Analysis STRENGTHS: WEAKNESSES: Name Longevity – founded locally in 1991, nationally 1976 Promotes Home ownership regardless of race, religion, or any other difference. Non-profit, tax exempt Large Businesses to partner with in the Jacksonville Beaches area. College’s to work with: • University of North Florida, Jacksonville University, Florida State College at Jacksonville and Jacksonville Art Institute. Confused with HabiJax Do not have a local sports team you are affiliated with. Economy Poor Social Media presence. • No LinkedIn presence – Facebook with a tie. No Annual Report produced for potential donors. Geography

  10. SWOT Analysis OPPORTUNITIES: THREATS: Economy rebounding • Increased social media presence in the last month • Communicate with young professionals where they communicate! • Improve email lists and contacts. More “likes” and “fans” Draw from over 25K college students in the Jacksonville area for volunteerism. Produce an Annual Report for potential donors, linked to the website Break away from incorrect association with HabiJax Local competition with HabiJax • St. Johns County Habitat for Humanity Lack of understanding of social media Poor website design and lack of current material featured there. The economy Failure to create long term relationships with publics that have the potential for ongoing support

  11. Strategy To increase awareness regarding who Beaches Habitat for Humanity is, to increase social media presence in the Jacksonville area and to create a volunteer base that will be invested in the growth and direction of Beaches Habitat for Humanity.

  12. Audience’s Demographics • Target Audience: Young, coastal professionals age 18 - 24 • Census. Gov and Demographics Now: • Atlantic, Neptune and Jacksonville Beaches – 41, 364 people • 92 percent graduated high school, 40 percent obtained bachelor’s degree • Group living: Metro neighborhoods, urban apartments and dorms

  13. Audience’s Psychographics Claritas suggested that Young Achievers are: • In a transition period • Well-educated, well-paid individuals • Lots of leisure time –on the internet • Concerned with politics, music, and lively nightlife • Home-centered- enjoy T.V. and movies, playing games and instruments • Ease of internet access and a strong internet knowledge

  14. Media Choices • Highest internet-downloaded video and audio content. • Prefer the internet and cell phones as main source of communication. • Enjoy chatting with friends, surfing websites or downloading movies. • Never owned landlines – prefer cell phone for internet access and voicemail. • Don’t use newspapers, a magazine with sports, music and entertainment.

  15. Objectives for Beaches Habitat for Humanity Promote and Encourage: • Social Media Presence • Increase Volunteerism • Increase Donations • Distinguish Beaches Habitat from Habijax

  16. Opportunities through Objectives: • The Fall School Campaign will increase social media presence by 20% in “likes” and fans on Facebook, Twitter and Flickr. • Clean up website, project a more media friendly presence. • Attend Market Days and club events at UNF, JU, FSCJ and Jacksonville Art Institute; collect contact information for Collegiate Challenge event. • The Spring Break Collegiate Challenge will increase volunteerism of the Beaches Habitat for Humanity by 20 % during Spring 2013. • Spring Break teams from local colleges will donate their time and talents during Spring Break to BHFH to learn to repair and build homes. • 2013 Beaches Pub Crawl: Working with Habitat Young Professionals (HYP) we will target young professionals regarding donationsand awareness • Goal of $1,500.00 in Pub Crawl donations • Specialty Drink

  17. “If the beach is your habitat, help make it a home.” • Creative concepts focusing on “awareness” • Volunteerism, donations, and being separate from Habijax • Rebranding organization for a separate and more communal feel • Planning of social events, we want our volunteers to be excited to work with us • Collegiate Challenge and Volunteerism Awareness Pub Crawl

  18. Creative Concepts • Social events such as Volunteerism Awareness Pub Crawl • Guests have a chance to win a $500 prize • Specialty drink of the night “The Homewrecker”, all proceeds benefitting BHFH • Distribution of collateral materials featuring our new slogan: “If the beach is your habitat, help make it a home.” • Customized koozies, backpacks

  19. Communication Tactics • Repairing dead links on website, keeping information up-to-date. • Planning events to form social relationships with community members and potential volunteers. • Assist in the creation of an Annual Report. • Beaches Habitat for Humanity needs to take full advantage of it’s social media opportunities • Utilizing HootSuite to manage both Facebook and Twitter • Tweets – once per day; Mon – Friday • Facebook Posts- twice per day; Monday – Friday

  20. Beaches Habitat for Humanity’s Social Media Presence • Facebook, Twitter, Flickr and YouTube are now active on http://www.beacheshabitat.org/ • During the month of September these were dead links online • Facebook - created in 2009, has 1,242 likes. • Twitter – 432 followers • Beaches Habitat for Humanity Accomplishments: • Habitat Young Professionals (HYP) • Mission – To “…eliminate substandard housing worldwide by acting locally and promoting Beaches Habitat for Humanity in our community.” • Social event, October 2012, $25.00 per person, $40.00 per couple. • Project Story Book - A Project to give new books to kids who move into Beaches Habitat for Humanity Homes! • 2012 – Built 16 homes

  21. Campaign Timeline November 2012- December 2013 Seasonal events to gain high attendance • Fall 2012 promote social media presence • Spring 2013 Collegiate Challenge Spring Break event • Teams of young professionals to learn about home improvement strategies • Fall 2013 Volunteerism Awareness Pub Crawl • Featuring BHFH representatives to speak at each stop outlining activities and information • Prize drawings • Specialty drink, proceeds benefitting BHFH efforts

  22. Evaluation of Campaign • After the campaign, collect data on attendance levels and new social media contacts. Attend Board Meeting to discuss event numbers and how this can be applied to the creation of an Annual Report. • Conduct survey utilizing Survey Monkey, with event attendees about their experiences and what knowledge they now have of BHFH • Collaborate on official report with BHFH • Lessons learned • New volunteer and donation contacts

  23. Budget Staring Budget of $25,000.00 Web site Hilltop Web Design Site redevelopment $ 2,500.00 Monthly Maintenance Fee $ 85 Print and Promotional Items Office Depot, TotallyKoozies.com and GotPrint.com Campus Signs 20 @ $9.99 each $ 199 Table Tent Cards 15000 @ .06 each $ 900 Koozies 10000 @ .24 each $ 2,400.00 Flyers 5000 @ .04 $ 206.45 Water Bottles with Logo 576 @ $5.09 $ 2,931.84 Drawstring Back Packs 1000 @ $3.50 $ 3,500.00 Agency Personnel Marketing Personnel Development time 500 hrs @ 15.00 (Non Prof) $ 7,500.00 Beaches Pub Crawl Expenses Event Staff 10 staff members @ 10.00 per hour for 5 hours $ 750.00 Catering Finger Foods for 250 @ 7.00 per person $ 1,750.00 Pub Crawl Incentives $500/winner @ 4 winners $ 2,000TOTAL:$ 24,722.29

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