Professional Documents
Culture Documents
Connecting MHP Colleges
Connecting MHP Colleges
Connecting MHP
& Colleges
PREPARED FOR
Massachusetts Housing Partnership
PREPARED BY
College Connections, Inc.
Daniel Melcher
Rebecca Landry
Eliza Ramirez
Camden McLaughlin
Sean Larkin
Isabel Rodriguez
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Table of Contents
Company Statement ……………………………………………………………………………………………….......Page 2
Executive Summary …………………………………………………………………………………………………..….Page 3
Problem Statement ……………………………………………………………………………………………………...Page 4
Competitive Analysis ………………………………………………………………………………………………..…..Page 5
Personas ………………………………………………………………………………………………………………………..…..Page 8
Treatment …………………………………………………………………………………………………………………….....Page 10
Alternative Treatment ………………………………………………………………………………………………..Page 13
Site Map …………………………………………………………………………………………………………………………...Page 14
Flowchart ………………………………………………………………………………………………………………………...Page 15
Storyboard/Wireframe ……………………………………………………………………………………………….Page 16
Gantt Chart …………………………………………………………………………………………………………………….Page 22
Budget & Estimated Expenses ………………………………………………………………………………Page 24
Staff Members ………………………………………………………………………………………………………………Page 26
Limitations ……………………………………………………………………………………………………………………..Page 29
Payment Structure ……………………………………………………………………………………………………..Page 30
Payment & Sign Off Sheet …………………………………………………………………………………….….Page 31
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Company Statement
College Connections, Inc. strived to create a plan based off the vision
described by MHP. With many talented individuals working in unison, we
have created strong plan that will satisfy MHP’s needs. Our strengths in
aesthetic design, coherent writing, and creative tactics have been put
together for the final version of this plan. All staff members are proud of the
work put into this plan and are confident that it will not only meet, but also
exceed the needs of MHP.
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Executive Summary
Established in 1985 to increase housing rates and production throughout the
state, the Massachusetts Housing Partnership (MHP) is a statewide public
non-profit affordable housing organization that aims to educate the public
about the benefits of implementing affordable housing in their communities
while providing loans to low-income and first time home buyers. To create
affordable and sustainable housing, MHP has aided 60,000 people and
families in refinancing and buying affordable homes, providing over $1.2
billion for financing. With a message that powerfully impacted their
state-level government, in 1990, MHP pushed legislature to pass an interstate
banking act that requires companies that acquire Massachusetts banks to
make funds available to MHP for affordable housing.
Working towards developing more effective methods for the expansion of
affordable housing, MHP focuses its efforts in three central areas: Community
Assistance, Rental Development and Homeownership. MHP provides their
services to over 330 Massachusetts communities, provides long-term loans to
Massachusetts home buyers and renters, and has implemented a first-time
home buying program to aid low and moderate income families.
Despite MHP’s long-running exceptional reputation and immense
community impact, MHP has begun to acknowledge the value of the
millennial impact while also realizing that most millennials may be unsure of
facts or reluctant to getting involved in their community housing issues.
These issues regarding local support and/or resistance to new and affordable
housing can be combated by MHP through use of social media platforms as a
basis for learning and understanding as well as an avenue for connection.
In efforts to target millennials and renters, revealing the importance of
housing knowledge and the realities of life after college, MHP will implement
various social media tactics in order to reach their intended audience and
supply this target with sufficient yet subtle and direct knowledge about their
potential community impact. MHP aims to achieve these goals through
advertisements, interactive videos, articles and implementation of MHP
services on college campus to increase reach and visibility.
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Problem Statement
The Massachusetts Housing Partnership (MHP) has provided over $1.2 billion
for the financing of over 25,000 apartments and its ONE Mortgage Program
has helped over 21,000 low- and moderate-income families buy their first
home.
Despite these achievements, MHP believes its impact could be even greater if
there was more local support and less local resistance to new housing. This
reality on the ground was recently quantified in a Boston University study,
which found in a review of three years of public meeting minutes from 97
communities that over two-thirds of residents attending these meetings
spoke against housing development while only 14 percent spoke in support.
To increase local support for new housing – especially among millennials and
renters – MHP is exploring ways to expand its audience reach to people who
are affected by the housing crisis but who may be unsure of the facts and are
reluctant or don’t know how to get involved when their community is
considering whether to allow for more housing. MHP is looking for ideas and
strategies on any of the following:
● Looking for a global concept via social media to reach more people.
● What tools are most effective to reach this group?
● How can we help spur people into action in their own communities?
● How can we use social media, together with our website, to message to
a different audiences?
● Best way to chop content into bite-sized chunks to circulate via
different social media platforms.
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Competitive Analysis
Massachusetts Housing Partnership has two main competitors, both of which
are organizations that aim to achieve similar goals as MHP, providing those
with low-income support to obtain affordable housing. Section 8 refers to a
housing program that will pay the balance of a rent payment that exceeds
30% of the renter’s monthly income. There is no time limit placed on section
8, allowing renters to keep their section 8 vouchers if they decide to move, or
even give it away to a family member. Similar to MHP, the organization that
provides housing is Mass Housing. Mass Housing provides guidance,
resources, and affordable lending options for renters newly navigating the
homebuying process.
Mass Housing mission statement claims that the organization will confront
the housing challenges facing the Commonwealth to improve the lives of its
people. Although Mass Housing is a competitor, MHP is an organization
above the rest. MHP offers more services and a deeper personal connection
with potential homeowners than Mass Housing. They take the time to teach
renters about the various housing issues in cities large and small, helping
them through the process of purchasing a home. Teaching renters about
various housing issues in cities big and small, MHP educates renters while
helping them through the process of purchasing a home.
Massachusetts Housing Partnership continues to work at a local level, facing
competition for their services across Massachusetts. Currently, the
Massachusetts Housing Partnership has an up-to-date website that can be
used across multiple platforms such as a computer, a tablet, or a mobile
phone. It is easily accessible and easy to adjust once on various devices.
Potential homeowners will be able to easily find their way around the website
as well as quickly finding their way to the direct link “One Mortgage”
program. The yellow, gray, and black are solid as the main home page colors,
but start to deter when clicking on the drop down links. By eliminating the
excess colors and keeping the home page as simplistic as possible, it creates
an easier experience for users.
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Effective content on the website available to current and upcoming
customers are the ‘One Mortgage’ ‘Resources’ and ‘Rental Financing. These
overhead links not only appear on the homepage of the website but are
consistently there throughout navigating the links. The subhead links at the
top of the website are extremely effective and create a space that customers
can take their time and browse their options. This means they will still have
full access to the resources they need while simultaneously looking for
additional information. The aesthetics of the page are clean cut and neat, and
the color scheme does not defer potential customers from the website as it is
easy to visualize and easily accessible. Customers will not face any obstacles
when using the website, and can even follow Massachusetts Housing
Partnership on a variety of social media accounts, linked at the bottom right
of the page. It is this area that we find lacking (social media), further offering
through a proposal a means to increase user activity initiatives.
Unlike Massachusetts Housing Partnership, MHFA does not present a website
with the same aesthetic design or organization that MHP carries. The MHFA
website is not lacking aesthetically, but rather how it transforms from
platform to platform. MHP has the advantage, by being easily accessible to
customers through not only their computer-accessible website, but through
mobile usage as well. Drop down links at the top of the MHP website page
mirror the same easy navigation and the color scheme of the page does not
deter potential customers. The top right corner of the website offers a
language adjustment for customers who may not be English speaking.
Contrary to MHP, the Section 8 website is less aesthetically pleasing.
Additionally, their website is not easily accessible through multi forms of
media such as a tablet or a mobile device. MHP has the advantage in not only
simplistic approach, but in easy accessibility. The format of the Section 8
website is basic and outdated, creating an obstacle for users. The website
neglects various forms of devices, therefore creating a barrier in receiving
information. While both integrate the same graphic aspect of scrolling down
and clicking on drop down links, MHP has a neater, cleaner website. The
major difference between the two websites lies in accessibility and overall
look, where Section 8 fails to deliver on either.
Where MHP faces competition is mainly in general public knowledge. While
MHP creates interpersonal relationships with its clients, it needs
enhancement in revenue to its website as well as a more widespread
knowledge of MHP itself. With the right coverage, MHP could expand their
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reach. By generating more relevancy, MHP will be able to outshine the
competitors in the best way it knows how: by building genuine connections
with their clients and potential young homeowners. MHP has the advantage
of an established and visually appealing website, along with their personal
touch.
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Personas
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Treatment
In order to understand what this treatment will be addressing, it is important
to first review what MHP currently has as its design concept. MHP currently
features the following treatment in regards to its website’s look and feel. The
site uses several cool colors (blues, greys, purples) and contrasts the
organizations logo; MHP’s logo by comparison is warm. The font choice for
the headings of this website reflect the characteristics of Bookman Old Style,
while the body and hyperlink text resembles that of Calibri. There are notable
three different formulas for which the website represents a body of content
(see Figure 1.1) The website also uses a variety of animations, including
bouncing, fades, and swipes. The information on the website is color coded,
and all children pages match the respective color of their parent category.
Figure 1.1: Massachusetts Housing Partnership’s Current Design Profile
The goal for updating the website is simple: to provide both first-time and
returning users with a simple yet engaging and informative experience. It is
important for the user to easily gain the information they need without being
overwhelmed with the amount of information and visual aids. The header will
contain the links to five categories: Rental Financing, Community, ONE
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Mortgage, Resources, and About Us; these categories will also have brief
descriptions on the homepage that allow the user to gain insight on what
each section will consist of. The home page will also feature a simple
application in which shows the feeds from the MHP Facebook and Twitter
accounts.
Clicking on any of the five categories will bring the user to the category’s hub
page, in which users will be able to click on their section of interest (for
example, if a user clicks on “Rental Financing”, they will be taken to a page in
which they can choose to click on “Portfolio”, “Interest Rates”, “Loan
Programs”, etc.). The information on these pages will be the same as what
MHP already features on their website, but adapted to the new simplistic
style for easy navigation for both technological novices and advanced users
alike. Some topics have been moved to other categories in order to keep
similar topics together, but not to the point of separating important
information or causing issues with where to find existing information.
Studies show that users are attracted to warm colors, as they not only give off
welcoming, friendly atmosphere but also eye-catching and quickly grab a
user’s attention. These characteristics and qualities complement the nature
of the friendly, informative environment that MHP creates while assisting and
informing people interested in their services. The new treatment seeks to
bring these warmer colors into the updated website; these warmer colors
include burgundy, orange, and gold. The contrasting colors in this case would
be varying shades of cool gray, enabling the warm colors to pop and grab the
user’s attention. This updated color scheme will not only complement MHP’s
existing logo, but also will allow users to quickly find the information they
need. The font choices will remain the same as they are professional and
easy-to-read. (see Figure 1.2) The colors and fonts featured in Figure 1.2 would
be used universally for all promotional materials (including banners, posters,
business cards, fliers, etc.) in addition to all online materials (videos, statistics,
graphs, etc.).
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Figure 1.2: Massachusetts Housing Partnership’s New Design Profile
The purpose for renovating this website is not only to help first-time users
clearly find the information they are looking for, but also to give people more
reason to return to the website afterwards. This renovated website will not
only feature information for first-time users, but also information and news
that is clearly displayed to help keep people engaged with MHP as an
organization.
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Alternate Treatment
In the event that the design costs overshoot the proposed budget or time
becomes an issue, the website can undergo a less drastic change. What is
most important about the renovations to the website is that information is
clear and easy-to-find while keeping with a more consistent color scheme.
Recycling of current graphics but with updated colors would also help reduce
the costs of graphic designers and minimize the chances of technical issues
arising when implementing art assets. The main goal of this renovation is to
enable users to have a seamless, easy-to-use, and this can still be achieved
with an alternate design.
Due to the plan updating and refining the current website, this should not be
a huge problem. College Connections, INC. acknowledges that the core goals
of the revision can still be achieved in the scenario that the actual costs do
not match those proposed.
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Site Map
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Flow Chart
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Storyboard/Wireframe
Figure 2.1: Home Page - Entire Page Layout
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Figure 2.5: Social Media Widget - Facebook Feed
Figure 2.6: Social Media Widget - Twitter Feeds
Figure 2.7: Webpage Button with Social Media Shortcuts & Contact Info
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Figure 2.8: Community Page - Entire Page Layout
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Figure 2.9: Community Page - Success Stories Preview
Figure 2.10: Success Story - Full Article with Navigation Button
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Figure 2.11: Rental Financing - Entire Page Layout
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Gantt Chart
Receive Problem Statement …………………………………………………………………………………(5 hours)
Interview Prep …..………………………………………………………………………………………………………(20 hours)
Client Interview ……………………………………………………………………………………………………………...(1 hour)
Delegate Roles …………………………………………………………………………………………………………....(5 hours)
Determine Objectives ………………………………………………………………………………………….….(15
hours)
Post Interview Research
Determine Content ………………………………………………………………………………………………….(15 hours)
Determine Look & Feel …………………………………………………………………………………………..(12 hours)
Establish Treatment ……………………………………………………………………………………………… (10 hours)
Design Site Map & Flow Chart ……………………………………………………………………………...(5 hours)
Establish Budget ………………………………………………………………………………………………………..(5 hours)
Design Storyboard/Wireframes …………………………………………………………………………(25 hours)
Final Revision ……………………………………………………………………………………………………………..(15 hours)
Client Presentation & Sign Off ……………………………………………………………………………..(2 hours)
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Production
Client Meeting - Review Content ………………………………………………………………………..(5 hours)
Post Meeting Revision …………………………………………………………………………………………..(24 hours)
Client Meeting - Finalize Content ………………………………………………………………………..(2
hours)
Design Web Elements & Coding ……………………………………………………………………..(120 hours)
Record & Edit Footage for Web Series ………………………………………………………….(100 hours)
Publish Videos & Updated Site …………………………………………………………………………..(24 hours)
Total Hours: 410
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Costs
Website Updates: The cost of hiring outside personnel for website edits
would fall between $5000.00 and $6000.00. This would allow us to edit the
website to include a section with information about MHP events being
hosted on campuses within the Greater Boston area, and to clearly organize
website sections.
Filming/Editing: The cost of hiring outside personnel for filming and editing
would be around $5,000.00. This would allow us to film informational videos
for the MHP YouTube Channel. Videos would include topics such as “how to
use ONE mortgage”, “debunking the myths”, and so forth as well as
highlights from their previous meetings. These videos are also able to be
shared on the MHP Twitter and Facebook accounts as well as archived on the
MHP website.
Print Materials: Print materials would consist of flyers and business cards with
a QR code that leads to the MHP website. MHP posters and banners would
also be printed to utilize at college visits. The cost of developing print
materials would fall between $2,000 and 3,000. Printing costs $0.65 per flyer,
$14.99 for 500 business cards, $90 per poster, and $29.50 per banner using
prices from an office supply store.
● If MHP visits fifty colleges within the Greater Boston area, with twenty
state schools and thirty private universities, it is recommended that
each school receives twenty-five fliers to hang around campus grounds
and 500 company cards. Both fliers and company cards will have a QR
code, which is free to generate.
● For fifty campuses, a total of 1,250 fliers would be needed. At a rate of
$0.65 per flier, this amounts to $812.50. Including the MA sales tax, this
would come to a total of $863.28.
● For fifty campuses, a total of 25,000 company cards would be needed.
At a rate of $14.99 per 500 cards, this amounts to $749.50. Including the
MA sales tax, this would come to a total of $796.35.
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● In addition, it is recommended that MHP has four display posters for
stands. These posters would feature highlights of MHP and offer
information and statistics about the company. In the event that MHP
does not have these already, four high-quality display posters at $90
per poster amounts to $360.00. Including MA sales tax, this would come
to a total of $382.50. This would ideally be a one-time purchase.
● It is also recommended that MHP has four personalized tablecloths to
be used for campus tours in addition to other seminars and meetings.
In the event that MHP does not have these already, four high-quality,
personalized tablecloths at $29.50 per tablecloth amounts to $118.00.
Including MA sales tax, this would come to a total of $125.38. This would
ideally be a one-time purchase.
Contingencies:
● The budget listed below consists of mid-high range prices and does
contain some flexibility. College Connections, Inc. would like to note
that this budget is subject to change in the event of cheaper
alternatives. The budget also provides an approximately $2000.00
cushion in the event of unexpected costs.
ITEMS QUANTITY PRICE COST (w/ Tax)
TOTAL $ 13167.51
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Staff Members
The College Connections, Inc. staff members were hand-picked to evolve
around a balanced mix of specialties in writing, graphics, information
research, and group wide public speaking skills to create the best possible
presentation to cater to what MHP. With the large number of confident
writers this will create strong media material paired with a well budgeted
plan of action to effectively convey our message to MHP.
Camden McLaughlin will be taking the role of Project
Manager, info and graphic designer, and a role in
presenting. In addition to a small role as a writer and editor.
His strengths evolve around being well versed in social
media and client experience, in with the Professional
Communications major as well as marketing work from
hiss business administration minor. Interactive media
design experience includes proficiencies in art, with the softwares Photoshop
and Adobe Illustrator. Since high school Cam has taken classes geared
towards public speaking with a heavy course load in writing in the arts. He
Graduated high school as a three sport captain a leadership role and
dedication portraits naturally as it has carried over from the field into the
classroom.
Rebecca Landry is a Project Manager and Editor for
College Connection, Inc. She is currently studying
Professional Communications in the Communications
Media program at Fitchburg State University, and she is
working towards a minor in Psychological Science. During
her high school experience, she studied journalism for two
years. She became a journalist and an editor for The Devil’s
Advocate, the Leominster High School newspaper. These opportunities
provided her with professional writing and editing experience. Her
involvement in The Devil’s Advocate caused her to become passionate about
writing, and she intends to pursue a career in journalism after earning her
bachelor’s degree.
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Daniel Melcher is currently a senior at Fitchburg State
University in the Game Design program. He transferred in
with an associate’s degree in Criminal Law and a certificate
in Law Enforcement from Bristol Community College. Daniel
will be assisting in the with the graphic design and visuals
during this project. During his senior year at Bishop Feehan
High School, he took four years of studio art, was part of the
yearbook committee, participated in the Scholastic Art & Writing
competition, and was in AP Studio Art. In addition, Daniel is on his third year
as a wedding assistant and administrator at Judy’s Village Flowers. As a result,
he has a strong sense of organization, time management, and the ability to
think quickly at a moment’s notice. Outside of his studies, Daniel dabbles in
creative writing, graphic and traditional art, and studies French and Japanese.
Eliza Ramirez is a senior student studying Communications
Media with a concentration in Professional Communication
at Fitchburg State University. During her undergraduate
career at Fitchburg State, Eliza has taken her interest in
interactive and print media and obtained significant roles in
various groups and projects that have driven her passion for
writing, media, critical thinking and problem solving.
During her junior year, Eliza was published in the Spring Commencement
issue of The Point, Fitchburg State’s school newspaper, covering and
reporting on Visions, a juried honor’s exhibition of student work from the
Communications Media department. Eliza is member of the Fitchburg State
cheerleading team, whose social media accounts she maintains daily. She
also participated as the Communications Manager in the Fitchburg Art
Museum’s marketing project to improve their relationship with the University
and the Art Museum. Eliza will complete her Bachelor’s Degree in
Communications Media in the Spring of 2019.
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Isabel Rodriguez is a senior at Fitchburg State University
and will be the writer for the group as needed, as well as
any other functions needed for the group. She is proficient
in various forms of writing including feature magazines,
newspaper publications, as well as marketing campaign
plans books, with an emphasis on interviewing. She is
skilled in Microsoft Word and familiar with Adobe
Photoshop and Adobe InDesign, with a minor experience
in graphic design. Isabel is has an extensive history with listening to clients,
adept at researching, and presents the project to clients clearly and with
ease. She enjoys working in teams and bringing creative ideas to the
forefront. She has worked in the communications and marketing fields
throughout her college years, while also researching trends and handling
social media campaigns for other client projects.
Sean Larkin is in his senior year at Fitchburg State
University. Sean is majoring in Professional
Communications and will be going on internship for his
final semester in the spring. Sean has worked for
organizations such as Community Health Connections
and Fitchburg Community Connections Coalition during
his time at Fitchburg State. Sean identifies some of his
strengths as public speaking, social media marketing, and managing events.
Sean was a member of the Fitchburg Rugby club for three seasons and
despite retiring from the team still volunteers his time by helping at practice
and recording the games. Sean will complete his Bachelor’s Degree in
Communications Media in the Spring of 2019.
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Limitations
Being composed of students, College Connections, Inc. has limitations
outside the abilities of our staff members regarding this plan. Every staff
member is a professional with many skills that will ensure this plan is
completed efficiently and exceeds MHP needs, but outside personnel would
need to be hired to complete tasks we are unable to complete ourselves. A
professional web programmer will need to be outsourced to update the site
regularly for college campus meetings and other content. A film production
team will need to be recruited to ensure high quality videos are filmed for the
Youtube channel. Despite these limitations, this plan is composed of effective
ideas that will develop a strong connection between MHP and young adults.
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Payment Structure
The plan proposed by College Connections, Inc. will take ten weeks for
production from beginning to completion. As such, there will be a three-step
payment plan to work with College Connections, Inc.
The first payment is a deposit fee to work with College Connections, Inc. This
consists of a $500 deposit fee that will be paid upon the first meeting after
signing off. This payment will be applied to MHP’s balance with College
Connections, Inc
The second payment will be due at the meeting to finalize content and
details. The amount is subject to change at the time of the meeting
depending on details changed or revisions made by either MHP or College
Connections, Inc. This payment however will not exceed more than half of the
final balance.
The final payment will be due during the launch of the updated website and
social media platforms. This payment will be the remaining balance MHP has
with College Connections, Inc.
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_____________________________________ ___________________________________
Rebecca Landry Camden McLaughlin
Project Manager Project Manager
College Connections, Inc. College Connections, Inc.
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