athens area habitat for humanity...build brand awareness we build community what we build, repair,...

Athens Area Habitat for Humanity

Team Aruba: Morgan Green, Kaitlyn Hemstreet, Janie Hester, Jaewon Lee, and Lisee Pullara

Background

➔ Nonprofit ➔ “We seek to put God’s love into

action, by bringing people together to build homes, communities and hope”

➔ Athens Area◆ Bridget Sivewright◆ Home construction and Re-Store

While all Habitat for Humanity entities share a common mission, vision and logo, we don’t yet share a singular voice that establishes an unmistakable brand presence.”

“

Issues➔ Lack of strong brand awareness➔ Lack of regular volunteers➔ Lack of creative content in posts

Biggest Misconception

“Only builds houses”

Strengths and Opportunities

➔ Little competition

➔ Committed donors

➔ UGA campus organization

Research

Volunteering is an altruistic and productive way to spend free time. If you can't change the world right now, you can at least help change your community!”

– Ines Tulic, UGA Senior

“ Being able to give back, help out the community & come together for a bigger purpose.”

– Tiesha Cullins, UGA Senior

“

Target Audience: College Students

Upper middle class families

Plenty of free time

Likes to be social

Cares about community

Meet David

➔ 21 year old Fraternity member at The University of Georgia

➔ Enjoys the outdoors and manual labor

➔ Passionate about Athens community

➔ Has a significant amount of free time

Meet Kristin

➔ 18 year old freshman at Athens Tech planning to transfer to UGA

➔ Needs time to study and wants more volunteer hours

➔ Likes a quiet and consistent schedule

➔ Use to volunteer in high school

Industry Competitors

Athens Land Trust

"What's happening at ALT"

Social media needs improvement

Doesn’t involve students

Goodwill

Over posts on social media

Visually appealing social media content

Utilizes customer generated content

Local Competitors for Volunteers

Foodbank of NE Georgia

Promotes events on Facebook

Focuses on volunteers and their responsibilities

Website design allows for easy donating / volunteering

Athens Boys and Girls Club

Quality video content

Website fully informs user

Showcases the kids on social media

Coordinates with national branch

Athens Area Humane Society

Very cute animal pictures

Celebrates adoptions and events

Informational and user friendly website

Positioning

➔ Utilize community partners➔ Showcase a variety of volunteer

opportunities➔ Eye catching graphics and videos

Alter Consumer Perceptions

Build Brand Awareness

We Build Community

WHAT

We build, repair, or restore houses that match the value of the community for families. It’s a hand up, not a hand out.

WHY

We believe everyone deserves a nice place to live. We hope to eradicate housing projects but instead have single family homes built by volunteers and families together.

HOW

All volunteers are welcome to help build or restore homes for community members or work at the ReStore to help fund Athens Habitat for Humanity.

IMC Component Social Media

Facebook + Instagram➔ Create a visual brand

➔ Send a cohesive message

➔ Consistent frequency

➔ 6 months - 1 year

➔ Storytelling

➔ Testimonials

50%of survey respondents say they

would like to hear about

volunteer opportunities on

Social Media

The theme of our campaign is to highlight

the FEELING of

volunteering and the

SMILE on the face of

someone with a new home

in our unique ATHENS community.

Getting SocialHere are some posts we created for Athens Habitat of Humanity’s social media.

Getting Social

Video Content

Measurements of Success: KPIs

10% increase in followers per social platform

20% increase in shared content across both platforms

5,000 successful video views*successful view = videos viewed for 30 seconds or more.

Summary

➔ Purpose: Develop a brand story and increase brand awareness.

➔ Recommendations: Create a strong, consistent message using improved social media content.

➔ Statement: Use engaging graphics and videos on social platforms we will tell their brand story.

Questions?