Paige Engle, Callie Fisher, Elizabeth

Hartley, and Abbie Plummer

 Background on
Habitat for
Humanity
● Habitat for Humanity is a national nonprofit Christian organization that was founded in 1976.

● Habitat partners future and current homeowners to build simple, decent and affordable housing for low income
families. Volunteers and future homeowners work together in the home building process.

● Offers home appliances/furniture at ReStore

● They are mostly established with their branding guidelines, but we found they could use some help with social
media.
Analyze the Situation

● Habitat wanted help in getting more exposure

for the ReStore in the Manhattan and
surrounding communities.
● They needed help building their image with the
public and on social media.
● Could utilize students better for ReStore to have
better turnover.
● Habitat wants the community to know who they
are, what they are doing, and how they are doing
it.
SWOT Analysis

Strengths Weaknesses

● Recruiting/using volunteers ● Letting people know we are here

● Building/repairing houses ● Social Media
● Networking ● Outdated website

Opportunities Threats

● Other local partnering companies ● Corporate appliance stores

● Students/soldiers ● Budgeting
● Lack of social media
Analyze the Publics

Customers --
People in need of shelter with an ability to pay back their mortgage.
Producers --
● Needs to build up image within the
Donors such as contractors and remodeling companies.
public
Enablers -- ● Needs more marketing exposure for
Local print media (newspapers, magazines, etc..) to get the word out about HFH, ReStore
donors, city commissions and any government agencies they have to abide by their rules. ● Could utilize students better for
Manhattan technical college is another non public that could potentially contribute a lot to ReStore to have better turnover
HFH.
Limiters --
Big corporations such as as Home Depot, Walmart, Ace Hardware, etc. where
furniture items are being purchased. They sell brand new, often name brand furniture that
HFH ReStore is struggling to compete with.
Limiters

● Big corporations such as Home Depot, Walmart, ACE Hardware, Bed Bath & Beyond etc.
● These businesses are major competition because they are such big name companies and they sell brand new and brand
name furniture and appliances.
● What we have learned from limiters: Our group learned that these big stores are getting more shoppers who have the
money to spend on new furniture and appliances, but with some more advertising to the campus, ReStore could
potentially get more shoppers because this is a college town and college students don’t want the brand new furniture,
they are looking to save money.
Goal #1:
To increase marketing exposure for
Habitat for Humanity ReStore.
Objectives:

● O1: Our group will plan at least two weeks of social media captions for Habitat for
Humanity’s ReStore accounts to use during the month of May.
●
● O2: Our group will send prices and locations to Habitat for Humanity for buying two
billboards advertising the ReStore on Highway 24 and in Aggieville by May 31, 2018.

● O3: Our group will help Habitat for Humanity get in contact with the Manhattan ACE
Hardware to raise awareness for the Habitat for Humanity Restore until May 31, 2018.
Goal #2:
Educate the community about what Habitat
for Humanity does and how they help the
Manhattan area and other surrounding
communities.
Objectives:
● O1: Our group will write a script for Melody to talk about Habitat for Humanity on WIBW and KSNT for TV
and KMAN, KWCH, KJIL, Sunny 102.5, and WIBW Radio stations that could be featured as an informational
interview by May 31, 2018.
●
● O2: Our group will find a price and a location for Habitat for Humanity to plan and host three tailgates at
K-State Football games to educate K-State fans about what Habitat for Humanity does by May 31, 2018.

● O3: Our group will reach out to K-State Housing and Dining to create a partnership. When students are
moving in and out of the forms, Habitat for Humanity has a truck that will come and pick up their furniture
and appliances. We want to make this known to students and get the first donation truck organized for pick
up at Ford Hall on May 11, 2018.
Messages

● “Give so others can live”

● “More than providing stability, we maintain stability”
Tactics: In-person interactions

Advertising/PSA
● Booths - Billboards on Highway 24
○ Venues
■ ACE Hardware
■ Walmart
■ Home Depot
● Tailgates
○ HFH sponsor tailgates at KSU football game
● Partnerships
○ Partner with local home improvement stores
 Tactics: Produced by HFH

Produced by HFH News Media

● Social Media posts ● Radio and TV Interviews

○ Facebook ○ ReStore Awareness
○ Instagram ○ What is HFH
● Brochures ○ How to get involved
Research Results
Research Results
Research Results
Outreach
Method #1: Facebook Advertisements.
Facebook’s ad targeting options are unparalleled. We would target the following on Facebook:

● Location: Riley County & Johnson County regions

● Age: Students (18-23) and parents of students (40-65)
● Gender: Male, Female, Unspecified
● Interests: #college, #furniture, #vintage, #deal, #student, #studentdeals, #Manhattan, #K-State, #GoCats
● Connections: City of Manhattan, Kansas State University, Habitat for Humanity
● Languages: English

Each option can be useful, depending on your audience. It’s important to primarily focus on location, age,
gender and interests for this instance. The ad is attached to the back of this sheet.
Outreach

Method #2: Print Ads

The Collegian:
1. Online Ads typically get 25,000-50,000 views per month depending on positioning. Prices for online ads range from
$80-$120 per month.
2. Parent's Guide.
3. Semester Wrap Up promotion.
Collegian contact: Jeff Bachman advertising@collegianmedia.com

Manhappenin Magazine:
To run a half page, color advertisement in all 3 issues per year is $393.75. Photos and text can be changed for each issue.
Contact: advertising@collegianmedia.com
Outreach

Method #3: Billboards

Thomas Outdoor Signs and Graphics

Contact: 785-537-2010

Thomas Outdoor Signs and Graphics has over 400 locations to rent in Kansas including on Highway 24. Their website only
shows locations that are currently available for rent. They have no minimum contract lease. Billboards could be up for as long
as Habitat for Humanity wants to pay for them. They have designers who are willing to design the billboards for their clients.
We think placing a billboard in Aggieville and one on Highway 24 would gain the most traffic with our target audiences. We
think the billboards should only stay up for three months before locating to a new location. Customers typically notice
billboards when they are brand new, but tend to overlook them when they’ve been up for too long.
 Service Expense

Budget News Release Free

Social Media News Releases Free

Audio News Release Free

Fliers in residence halls/apartment complexes Free

Facebook Advertisements Up to discretion of purchaser. Average ad runs $120 per month

Collegian Print Advertisement To run half a page, color advertisement in all 3 issues per year is $393.75

Collegian Website Advertisement $80-$120 per month

Bulletins (48’W X 14’H) $1,500-$3,000 per month

Posters (22’8”W X 10’5”H) $700-$1,500 per month

Timeline

● May 7- Contact billboard advertisers

● May 7 - Start posting on Instagram daily; (Additional social media plan included)
● May 31 - Use ACE Hardware information and start planning monthly events to
raise awareness for HFH
● May 31 - Start contacting radio and news stations to set up radio and news
interviews
● June 7 - Contact KSU Housing and Dining and surrounding apartment complexes
to pick up furniture on move out day of the 2019 school year
● Aug. 1 - Start planning HFH tailgates with the information provided to raise
awareness
Critique: ReStore Webpage

Positives
● Opening page is visually appealing
● Gives clear information such as hours, location, and
contact info
● Uses consistent brand logos & colors
● Provides space for contacting
● Provides necessary information
 Critique: ReStore Webpage

Additions/Changes

● Uses one font throughout the whole page

● Does not have separate website - only a tab on main
website
● Alignment of PDF’s & Paragraphs are confusing to user
● Very informational, but could use more visual appeals
Critique: Brand User Guide 2016 Advice:
● From 2016
● Very large- Lots of information packed
Positives into one document
● Sets the tone for how Habitat for Humanity wants ● Use these examples & key elements in
to be seen by its audiences local medias
● Provides strong brand recognition
● Uses color & symbols
● Provides appropriate language
● Explains appropriate key messaging & tactics
● Visual examples
Social Media Plan
Content Guide
Photos
Other PR Products: Releases
Other PR Products:
Residence Hall Partnership
Other PR Products:
Tailgate
Thank you!