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Group Campaign

Katherine Hardiman, Amanda Romagnoli, James Schanck,
Caroline Jackson, Brittany Huston, Phil Icuss

Contents:
1

Executive Summary

2

Primary Research & Secondary
Research

3

Key Findings, Primary Key Publics,
Secondary Key Publics, Goal

4

Objectives, Strategies, Key Messages

5

Tactics

6

Budget

7

Timeline

8

Evaluation

9

References

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2

Appendix

BellTower PR is a public relations firm based out of Cincinnati, Ohio. At BellTower PR, we work hard
to build relationships between our clients and their publics. We put our client’s needs first and do
everything we can to help our clients achieve their desired goals by executing a variety of outreach
strategies.
Founded in 2002, we are a growing company with over 70 employees in the Cincinnati office.
The account executives on this campaign are Amanda Romagnoli, Katherine Hardiman, Brittany
Huston, Phil Iccus, Caroline Jackson and James Schank.

Executive Summary
Home Matters is a national movement that works towards the importance of ‘home’. To Home
Matters, home means more than just a place you live. Home is where structure begins and when
there are stable homes, there are stable communities. Homeownership through Home Matters
enhances education, health, public safety, success and the economy in a community.
The importance of home has been lost, and BellTower PR aims to restore this through our
campaign. By focusing on educating the Butler County, Ohio community of the benefits to owning a
home, we hope to increase the homeownership rate. Currently, the rate of homeownership in Butler
County is 71 percent. By the end of our six-month campaign, we hope to get that number to 75
percent. Throughout the campaign, we hope to instill the importance of home throughout Butler

Problem Statement
Home Matters is not increasing
homeownership due to its lack of
brand awareness and outreach
strategies.

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Strengths

Weaknesses


Emphasize the importance of home

Promote better health, education,
success, public safety and economy
through homeownership

Not many people are familiar with Home
Matters

People may not be willing to switch from
home renters to home owners

Unite communities and families in Butler
County, Ohio

Federal, state and local funding is stagnant
or diminishing

Supported by over 225 nonprofit,
government and corporate partners

Not enough public-sector funding to
confront and solve the current housing
issues

Opportunities
O ••

Opportunities to increase homeownership
Opportunities to work with local businesses
Opportunities to increase brand awareness

Threats

Top competitors such as
NeighborWorks America

The recent great recession

Opportunities to reach out to desired publics

Primary Research

Conduct online survey in order to assess what the Butler County, Ohio public initially knows
about Home Matters.

Administrate focus groups as a way to gage attitudes and opinions towards Home Matters and
the movement towards Butler County, Ohio.

Create intercept interviews as way to target the complete demographic and understand the
attitudes toward housing options in Butler County, Ohio.

Coordinate telephone surveys based on a random sampling of Butler County, Ohio as in order
to understand the need for subsidized housing.

Coordinate telephone surveys for local business and organizations to understand their
interest in supporting Home Matters in Butler County, Ohio.

Conduct mail survey based on random sampling in Butler County, Ohio of 200 individuals to
get an idea of what the public is looking for and wants in a home.

Secondary Research

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Utilize the Home Matters website and information links.


Utilize the Butler County Visitors Bureau website.

Use Butler County, Ohio website in order to gage the effectiveness of the campaign within this
demographic.
Analyze census reports for Butler County, Ohio.

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Primary
Publics
PEOP LE WHO DON’T OWN A
HOME:
We aim to target individuals in Butler
County, Ohio who do not currently
own a home or are renting. These
would be people who need help with
home funding and connections
between stable jobs, education,
health, the economy, public safety
and other important facets of
American life. By targeting this
audience we want to increase
homeownership in Butler County,
Ohio. We want to increase the
availability of information about
owning a home to this audience.

Secondary
Publics

Key
Findings

THOSE LOOKING TO GET

• Total population of Butler
County, Ohio is 371,272.
INVOLVED:
• The total number of renter
occupied housing in is 41,203.
Local builders, government and local • Renters make up 28 percent of
the Butler County, Ohio
stores are vital to a community. We
population.
aim to target those organizations
• The median resident age is 36.
that could get involved or donate to • The count of home sales since
2012 has decreased from
Home Matters. These organizations
6,000 to just over 1,000 in two
years.
have the capability to bring together
• 84.1 percent of Butler County,
the community under one common
Ohio residents live in the same
house one year and over,
goal, whether it be shopping for

There
are 148,555 housing Units
essentials or building a home.
in Butler County, Ohio.
• The median value of owneroccupied housing units is
$185,000.
• 13.6 percent of the population is
below the poverty level, Oxford,
OH the largest at 48.5 percent

Goal
Increase homeownership and
stability in Butler County, Ohio by
establishing partnerships between
Home Matters and local
organizations.
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Objectives
Increase homeownership in Butler County, Ohio by eight percent within six
months.
Decrease the number of home renters in Butler County, Ohio by 10
percent within six months.
Obtain partnerships with five local organizations in Butler County, Ohio
within six months.

Strategies

Increase homeownership in Butler County, Ohio through Home Matters by using
media relations methods
Establish homeownership through Home Matters in Butler County, Ohio by
utilizing print media techniques
Create homeownership through Home Matters in Butler County, Ohio by
establishing strategic partnerships with local organizations and the local
government.

Key Messages
Ho me Matte rs is a national organization that strives to emphasize
the importance of affordable housing in local communities.
∗ Ho me Matte rs aims to collaborate with local organizations within the
community to increase homeownership.
∗ By providing the resources to establish a home, Ho me Matte rs helps
to build stronger communities.
∗ Homeownership is important because it creates a stable environment
for the future success of families and communities.

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Tactics
Kroge r and Ho me Dep ot Fundraiser
Collaborating with nine branches of Kroger Co., The, and six branches of Home Depot Inc. in the Butler
County area to raise funds for Home Matters. At checkout, customers will be given the option of donating
$2 to the bettering the community through Home Matters. After donating the ‘star’ will be hung up near
the entrance of the store to create awareness. A memo will be sent to local organizations and residents to

30 Second Radio Advertisement
Create a 30 second radio advertisement during morning daypart and evening daypart in order to target
local Butler County, Ohio residents who work during the day. During the months of the fundraiser, the
advertisement will switch focus from homeownership to bringing awareness to the fundraiser with Kroger
and Home Depot.

Door Hangers
Provide door hangers for local home renters in Butler County, Ohio advising them to the benefits of
homeownership and where to find more information.

Event Speakers
These monthly speakers will be held at venues in the towns in Butler County, Ohio. Some speakers will be
testimonials about how switching from renting to homeownership has changed their life; others will be
from organizations that have worked with, or work for, Home Matters.

Half Page Advertise ment in Cincinnati Magazine
This advertisement will tell Greater Cincinnati residents about the benefits of living in a home rather than
renting. The advertisement will be printed out every month for six months to increase awareness about
homeownership through Home Matters.

Lunch and Learn
Will provide local organizations the ability to learn about Home Matters and the benefits to partnering with
the movement. Will be held every month in different towns within Butler County, Ohio.

Fact Sheet
The fact sheet would be sent to several local organizations and businesses to provide them with details on
Home Matters and what the organization aims to do. These fact sheets will be single-paged.
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Budget
TAC TIC

AMOUNT OF UNITS

PRICE PER UNIT

TOTAL COST

Door Hangers
∗ Paper

500

$0.16

$81.47

30 Second Rad io
Advertisement
∗ Every Tuesday
and Thursday
of month

122

$25.00

$3,050.00

Cincinnati Magazine
Advertisement
∗ 4 colors

6

$350.00

$2,100.00

6

$400.00

$2,400.00

600

$1.25

$750.00

6

$600.00

$3,600.00

500 at each store

$0.18

$180.00

∗ Printing

∗ Half page
∗ 1/month

Event Speakers
∗ 1/month
∗ Refresh ments

Factsheets
∗ Paper
∗ Printing

Lunch and Learn
∗ Concessions
∗ Tables

Fundraiser At
Kroger and Home
Depot
∗ Printing placards
TOTAL SPENDIN G

$12,161.47

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Evaluation

Timeline

January
• Half page Cincinnati Magazine
• Jan. 12, 2015: Lunch and Learn
• Jan. 15, 2015: Event Speaker

April
• Half page Cincinnati Magazine
• April 6, 2015: Lunch and Learn
• April 13, 2015: Event Speaker

Fe bruary



Half page Cincinnati Magazine
Feb. 3, 2015: Door Hangers
Feb. 7, 2015: Lunch and Learn
Feb. 22, 2015: Event Speaker
March

• Half page Cincinnati Magazine
• March 2, 2015: Lunch and Learn
• March 22, 2015: Event Speaker

May




Half page Cincinnati Magazine
May 1, 2015: Fundraiser begins
May 3, 2015: Lunch and Learn
May 13, 2015: Event Speaker
May 20, 2015: Factsheets
June




Half page Cincinnati Magazine
June 2, 2015: Lunch and Learn
June 10, 2015: Event Speaker
June 30, 2015: Fundraiser ends
July

• Half page Cincinnati Magazine
• July 7, 2015: Lunch and Learn
• July 23, 2015: Event Speaker

∗ 30 Second Radio Advertisement – Every Tuesday and Thursday for six months,
starting Jan. 6, 2015 – July 30, 2015
∗ Kroger Co., The and Home Depot Inc. Fundraiser will last from May 1, 2015 to
June 30, 2015

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Evaluation
To evaluate our campaign we will implement several evaluation techniques to gage whether our
objectives were successful or not.
During the initial phase of our campaign we utilized several research techniques in order to gage the
potential in Butler County, Ohio. We conducted a before-and-after study in order to understand the
effectiveness of our campaign goals and if there was an action towards homeownership. We
measured the potential support of Home Matters from local residents as well as local businesses. We
measured these publics through telephone surveys, focus groups and intercept interviews. We
evaluate the success of the campaign through observation of our publics and the relative media
effectiveness.
After the six month period we will see if there has been an eight percent rise in homeowners of local
residents in Butler County who do not own a home, or renters. We will evaluate the increase of
homeownership through the success of media and written tactics. The success of the door hangers
will be evaluated based on how many requests we received for more information about Home
Matters after implementing the tactic and then how many people followed through with purchasing a
home. The radio advertisement will be successful based on how many residents called for more
information and then how many people followed through to purchase a home. The fundraiser radio
advertisement will be evaluated based on how many people contribute to the fundraiser.
One way we will evaluate the decrease in home renters in Butler County is by evaluating attendance
at the monthly speakers. The success of the speaker will be evaluated based on the number of guest
that sign in and then look for more information on buying a home. We will gage the decrease in home
renters through the half page advertisement in Cincinnati Magazine. In the advertisement, we will be
bring attention to the issue and provide information for people seeking to purchase a home, we will
gage its effectiveness by how many people seek more information. We will evaluate the use of fact
sheets based on the amount of media or companies that utilize the information in their network.
We will evaluate whether we obtained seven partnerships with local organizations based on the
results from the lunch and learn, the response to the fact sheets and the fundraiser with Kroger Co.,
The, and Home Depot Inc. Two of the seven desired partnerships are already met with the fundraising
collaboration set with Kroger and Home Depot, so we would be looking for five additional partners. If
we obtain at least two sponsors at each event, we will be able to meet the goal of obtaining the other
five partnerships. Through the Lunch and Learns we hope to gain support with local residents or
organizations. We will collaborate with nine local Kroger’s and six Home Depot’s in Butler County for
a fundraiser. At checkout, customers will be able to purchase a $2 donation towards Home Matters
and bettering the Butler Community. We will evaluate the effective of this based on how much money
is raised in honor of Home Matters.
We were given an original budget of $15,000.00. After reviewing the predicted costs of our tactics,
we found that we only needed a budget of $12,686.47. By falling below the predicted budget, we will
have extra money for additional expenses throughout the campaign.

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References
Home. (n.d.). Retrieved November 28, 2014, from
http://www.neighborworks.org/
Home Matters | Home is where it all starts. (n.d.). Retrieved November
28, 2014, from http://www.homemattersamerica.com/
Neighborworks Collaborative of Ohio. (n.d.). Retrieved November 18, 2014, from
http://www.ohionwc.org/
Ohio CDC Association - Columbus, Ohio. (n.d.). Retrieved November 22, 2014, from
http://www.ohiocdc.org/
Ohio Free Public Records Directory. (n.d.). Retrieved October 15, 2014, from
http://publicrecords.onlinesearches.com/view/lid/24162
Ohio Rent Assistance. (n.d.). Retrieved October 29, 2014, from
http://www.lowincomehousing.us/rasc/oh-fairfield
Stock Photos, Stock Illustration, Fonts - Veer.com. (n.d.). Retrieved November 29, 2014, from
http://www.veer.com/
United States Census Bureau. (n.d.). Retrieved November 28, 2014, from
http://quickfacts.census.gov/qfd/states/39/39017.html
Welcome to Butler County Ohio! (n.d.). Retrieved November 28, 2014, from
http://www.butlercountyohio.org/countyPortal.cfm?1233001
Welcome to the Ohio Capital Corporation for Housing. (n.d.). Retrieved November 4,
2014, from http://www.occh.org/default.html

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Appendix
Half Page Advertisement for Cincinnati Magazine:

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Door Hangers:

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Lunch and Learn Flyer:

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Home  Matters  Fact  Sheet  

Aims  to  ensure  that  every  American  lives  in  a  safe,  nurturing  environment  

Allows  access  to  education,  healthcare,  public  spaces,  and  community  services  

Shows  the  larger  power  of  Home:  
o Supporting  people’s  identities  
o Protecting  and  nurturing  families  
o Providing  essential  links  to  communities  
o Serving  as  the  base  for  a  stronger  America  

What  does  Home  Matters  do?  
o Spread  the  word  about  the  benefits  of  Home  
o Bring  disparate  organizations  and  industries  together  under  one  banner  
o Rally  local  leaders  and  mobilize  the  public  
o Raise  funds  and  increase  investments  to  sustain  the  work  that  makes  Home  a  
reality  
o Promote  and  honor  the  incredible  impact  of  Home  

Home  Matter  was  launched  in  2013  with  the  hope  to  link  Home  with  the  core  societal  
issues  such  as  health,  safety,  individual  success,  and  the  economy  

For  more  information,  visit  our  website  at  www.HomeMattersAmerica.com  or  connect  
with  us  on  Facebook  and  Twitter.  

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30 Second Fundraiser Radio Advertisement:
 
Title:  Build  a  Better  Community  –  Fundraiser  
Client/Sponsor:  Home  Matters  
Length:  30  seconds  
Air  Dates:  Every  other  Tuesday  and  Thursday  of  May  and  June  2015  

SFX:  Sounds  of  grocery  checkout  
 (Establish,  then  fade)  
 
ANNOUNCER:  

Home.  Everyone  needs  it,  but  not  
everyone  has  it.    

 
MUSIC:  Upbeat  (Establish,  then  fade)  

 

 
ANNOUNCER:  

At  Home  Matters,  we  want  to  make  home  a  
reality  for  everyone.  Home  Matters  is  a  
movement  that  works  with  communities  
and  organizations  to  revitalize  the  idea  of  
home.  Join  the  Butler  County  movement.  

 
ANNOUNCER:  

Visit  your  local  Kroger  or  Home  Depot  and  
donate  as  little  as  $2  to  Home  Matters  to  
make  your  community  stronger.  

 
MUSIC:  (Fade,  out  at  :27)  
 
 
ANNOUNCER:    

 

 

 

 

Together,  let’s  build  a  better  community.    

 
 
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Fundraising Letter:

April  28,  2015  
Dear  Mary  Swanson:  
 

Can $2 really change a community?
Butler  County,  home  to  371,272  people  and  with  the  homeownership  rate  is  71.0  percent.  
Where  do  the  107,669  left  live?  Many  live  in  subsidized  or  low-­‐rent  housing  but  with  the  more  
people  needing  housing,  the  quality  of  life  gets  much  worse.    
Home  Matters  is  a  national  movement  that  works  with  nonprofit,  government,  and  corporate  
organizations  to  make  home  a  reality.  We  go  beyond  just  housing,  but  stabilizing  homes  and  
bringing  communities  together  by  bringing  people  together.  Over  the  next  six  months,  Home  
Matters  will  be  working  with  nine  local  Kroger’s  and  six  Home  Depots  in  order  to  generate  the  
money  needed  to  make  your  community  stronger.    
No  one  person  can  do  everything,  but  everyone  can  do  something.  Starting  Friday,  May  1,  the  
next  time  you  shop  at  Kroger  or  Home  Depot,  please  donate  $2,  $5,  $10  or  more  to  your  
community.    
Sincerely,    

Katherine  Hardiman  
Foundation  Director  
 
P.S.  Fairfield  Mayor  Steve  Miller  has  endorsed  Home  Matters  as  “the  best  thing  to  happen  to  this  
community  and  the  families  in  it.”  

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Speaker Events Flyer:

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