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