Beaches Helps Too Campaign

Prepared for: Beaches Habitat for Humanity

1671 Francis Avenue

Atlantic Beach, Fl 32233

Prepared By: Swinney-Jones Public Relations

Dustin Swinney, Estella Jones,

Courtney Buchman and Laura Berger

Executive Summary

Swinney-Jones Public Relations has prepared a campaign proposal for Beaches

Habitat for Humanity. The campaign will run for eight months, from Feb. 1, 2013 until

Sept. 30, 2013. During this time, the associates at Swinney-Jones will make the name

Beaches Habitat for Humanity better known throughout the beaches community while

increasing donations, sponsorships, volunteers and knowledge about the Neighborhood

Revitalization Initiative.

To do this, Swinney-Jones Public Relations conducted a survey of the beaches

community. The survey helped us gain a better understanding of the public’s knowledge

and willingness to support Beaches Habitat. Our associates also gathered research on

Beaches Habitat for Humanity and determined the strengths, weaknesses, opportunities

and threats to the organization. All of this information gave the associates at Swinney-

Jones a better understanding of how to effectively reach the beaches community in

order to provide assistance to Beaches Habitat for Humanity.

In order for the proposed campaign to reach its full potential numerous audiences

will be targeted. The primary target audience for volunteers is homeowners age 34 to

54. Research shows that this group is most likely to volunteer. The secondary target

audience is high school students age 16 to 19 since they have to meet a school service

requirement. Our secondary target audience also includes the community’s college

students, professionals and retirees. The primary target audience for donors is

Jacksonville residents age 35 to 54 with advanced college degrees. According to an

American Express Survey, this audience is most likely to make a contribution. The

primary target audience for sponsors is local businesses and corporations.

1

During the campaign, the agency will create 1,000 impressions on social media.

To do this, our agency will add to, maintain and upgrade the organization’s social media

sites and website. The associates at Swinney-Jones will make Beaches Habitat for

Humanity’s Facebook page more visually appealing, work to increase the number of

“likes,” make status updates daily and increase overall content. We will also upload

current videos and maintain content on the organization’s YouTube channel. Our

agency will maintain the organization’s Twitter account and post multiple tweets daily. In

order to assure that the organization is utilizing a full range of social media, Pinterest,

Instagram and Tumblr accounts will be set up and used frequently. In addition,

Swinney-Jones will continue to send the organization’s e-newsletters, maintain the

organization’s blog and update the website’s calendar of events.

Swinney-Jones will also maintain and establish new relationships with corporate

sponsors and small business sponsors in the Jacksonville community via email, e-

newsletters and events. Our goal is to increase corporate sponsorships by 5 percent. To

reach this goal, a corporate sponsorship page will be added to the Beaches Habitat for

Humanity website to facilitate easier access to information and registration.

Thirty media impressions will be made throughout the campaign. We aim to do

this by inviting local media to cover “Move In Ceremonies” and submitting press

releases to local media outlets about upcoming events in the community.

This organization will benefit from regularly scheduled community events and

volunteer drives in an effort to increase exposure and promote Beaches Habitat for

Humanity in the community.

The general theme of the campaign is supported by the tagline “Beaches Helps

2

Too.” This tagline supports all aspects of the multi-faceted campaign and since our

research indicates a recurring motivation of donors and volunteers is to “make the world

a better place,” the tagline will help to make volunteerism and contributions part of a

lifestyle in the beaches community.

Research into the organization revealed that while brand confusion exists

between Beaches Habitat and HabiJax, there is also a need for sponsors, donors,

volunteers and increased awareness of the Neighborhood Revitalization Initiative. In

order to help bring awareness and motivate enrollment of potential participants in

Beaches Habitat for Humanity’s home ownership and revitalization programs the

associates at Swinney-Jones would be happy to help create a future campaign to

address this issue.

Agency Name

Dustin Swinney and Estella Jones opened Swinney-Jones Public Relations in

Feb. 2001. Dustin and Estella worked together at Graham & Associates for eight years

in San Francisco, Cal. when they both decided to move east and partner to start a

public relations agency of their own. Once the pair set foot on the Florida soil, they hit

the ground running. After just four months, Swinney-Jones Public Relations was open in

Jacksonville and was ready to serve the public.

Swinney-Jones Public Relations works mainly with non-profit organizations in

North Florida. As a representative of non-profit organizations the associates at our

agency possess deeply rooted values in accomplishment, compassion, creativity,

honesty, loyalty and trust. Previous clients include Hubbard House, the Jacksonville

Humane Society and the Jacksonville Jaguars Foundation.

3

Dustin graduated from the University of North Florida with a Bachelor of Science

in Communication focusing on public relations and later with a Master of Business

Administration from the University of Southern California. With over 25 years of

experience working in various positions in the field of public relations, Dustin is the

president of Swinney-Jones.

Estella graduated from the University of Southern California with Master of Arts in

Strategic Public Relations. After working for five years at Platinum Events and

Production in Los Angeles, Estella decided to focus solely on public relations and began

working at Graham & Associates. It was while she was working there that she met

Dustin and the concept of Swinney-Jones Public Relations was established. Estella is

vice president of Swinney-Jones.

Laura Berger has been with Swinney-Jones since the company’s inception. After

working with the PGA Tour for eight years as event manager, Laura heard of the

opportunity to start with an up-and-coming public relations agency and immediately

jumped on board. With a Master of Arts in Mass Communication specializing in public

relations from the University of Florida and vast experience in management, Laura has

risen to become product manager at Swinney-Jones. She oversees all aspects of each

campaign to ensure success for the client.

Courtney applied as an intern in her senior year at the University of North Florida.

After excelling in a five-month internship, Courtney graduated from the University of

North Florida with a Bachelor of Science in Communication focusing on public relations

and was hired on as a full-time employee at Swinney-Jones in December 2001.

Courtney has worked at Swinney-Jones for over ten years, previously serving as

4

account coordinator and assistant account executive. She is now the public relations

account executive and also maintains and oversees all of the interns at Swinney-Jones.

Client Background

Beaches Habitat for Humanity is an affiliate of Habitat Humanity International.

Beaches Habitat for Humanity was founded in 1992. According to the Beaches Habitat

for Humanity website, it is a “non-profit, ecumenical Christian housing ministry

dedicated to eliminating substandard housing” throughout the beaches area in

Jacksonville. Locals in the community run the organization. Volunteers contribute

significantly to Beaches Habitat for Humanity, as they provide the majority of the labor.

Donations are used for building supplies and additional building needs. The cost of

publicity and informational materials are covered by Habitat for Humanity International.

The Beaches Habitat for Humanity has a close relationship with its sister affiliates in

Costa Rica. The organization sends 10 percent of its undesignated money to the sister

affiliates. To date, the organization has sent more than $262,000 to Habitat for

Humanity Costa Rica. This money has made it possible to build housing for more than

80 families.

Beaches Habitat for Humanity builds and rehabs homes, offers scholarships,

provides after-school tutoring and gives rewards for academic success for its partnering

families.

The current president of Beaches Habitat for Humanity is Ralph Marcello. He has

served as the president since 1996. According to the Beaches Habitat for Humanity

website its mission is “partnering with God and the community, our mission is to

eliminate substandard housing in the Jacksonville Beaches. In addition to building and

5

rehabilitating quality, affordable homes for qualified families in need at no profit, we also

guide our partner families through home ownership and provide educational

opportunities so that they may build brighter futures for themselves and their

children.” Habitat for Humanity of Jacksonville, also known as HabiJax, is a competitor

of Beaches Habitat for Humanity. Many people assume that the organizations are the

same, but each reach out to different areas in the Jacksonville community.

Situation Analysis

Beaches Habitat for Humanity is currently facing several challenges. The

organization recently launched the Neighborhood Revitalization Initiative, but is having

trouble expanding the program due to a deficiency of volunteers, sponsors and

donations. One main reason for the overall lack of participation from the community is

that Beaches Habitat for Humanity is confused with HabiJax, the Habitat for Humanity

affiliate that caters to the greater Jacksonville area. Another issue Beaches Habitat for

Humanity is facing is insufficient media exposure, especially via social media outlets.

The solution to these challenges is to create a campaign that focuses on

increasing the beaches community’s awareness of Beaches Habitat and its

Neighborhood Revitalization Initiative. Increasing awareness will then increase

volunteers, sponsors and donations, allowing Beaches Habitat for Humanity’s

Neighborhood Revitalization Initiative to reach its full potential and flourish in the

beaches community.

6

Secondary Research

Since Beaches Habitat for Humanity was created in 1992, the organization has

helped more than 260 families become homeowners in a community of just 50,000.

Beaches Habitat’s success in the community has placed it in the top 10 percent of 1,700

affiliates nationwide. The community has also helped earn the organization many

awards including the prestigious Affiliate of the Year Award and the Jimmy Carter

Award for most homes built per capita. The organization has also recently been

recognized with the Clarence Jordan Award for its innovative education programs.

Beaches Habitat is one of more than 1,700 US affiliates. With more than 550

international affiliates, Habitat for Humanity International, combined with US affiliates,

has built more than 300,000 homes throughout the world. Beaches Habitat, like all other

affiliates, is an independent, nonprofit organization that is run by local citizens, board

members and volunteers. Volunteers provide much of the labor and those who partner

with Beaches Habitat homes must provide hundreds of their own hours in sweat equity

in order to receive their home.

Ralph Marcello has served as president since 1996, bringing nearly 20 years of

sales and finance experience to Beaches Habitat. The Beaches Volunteer Board of

Directors includes: Chairman Bill Gulliford, Vice Chairman Jay McGarvey, Treasurer

Kerry Cleek, Secretary Janet Wylie, Carlos DelValle, Chuck Diebel, Curtis Ford, Fred D.

Franklin, Archie Jenkins, James Gray, Pat Thompson, Dale Wappes, Brian Wheeler

and Bill Whitmire.

The need for Habitat for Humanity can be seen in the more than 1.6 billion

people in the world who are currently living in substandard housing. With more than 100

7

million people living without homes in the United States alone, more than 95 million

people suffer from some form of housing issues.

Due to a poor economy from the recession, as well as being located in one of the

worst states in the country for new home development, Beaches Habitat for Humanity

must come up with new incentives for beach residents, making a revitalization initiative

necessary. In Jacksonville Beach, 37 percent of residents living below the poverty line

live in houses built between 1950 and 1959, making the need for renovation in the

beaches area that much more prevalent.

Though U.S. Demographics Now has Jacksonville Beach residents ranked

higher in earned income, $68,722, than the national average, $53,616, the

demographics do not account for the growing gap between the wealthy and the poor.

Among the growing number of poor families, single mothers make up 48 percent of the

poor family types in the beach area.

Primary Research

In order to gain a perspective on the community’s current awareness of Beaches

Habitat for Humanity, the associates at Swinney-Jones conducted a pre-survey of 50

people in the beaches community. Information from the survey revealed that 67.5

percent of the people surveyed did not know that Jacksonville has two Habitat for

Humanity affiliates. Of the 50 people surveyed, 52.5 percent said that they would like to

receive more information about the organization and its programs as well as 67.5

percent who said they would like to volunteer with the organization. The associates at

Swinney-Jones also learned that people are willing to make donations and sponsor the

organization.

8

Dustin Swinney and Courtney Buchman also conducted an interview with

President Ralph Marcello, Executive Director Mary Anne Christenson and Resource

Development Coordinator Ryan Treviranus. During the interview Dustin and Courtney

learned valuable information about the organization. The information helped Swinney-

Jones tailor the campaign to every need of the organization in the best way possible.

The strengths, weaknesses, opportunities and threats of the organization were much

easier to understand after the interview.

Aside from the research already conducted, in order to gain a better

understanding of the community’s awareness of Beaches Habitat for Humanity,

Swinney-Jones would conduct an awareness survey among each target audience

before and after the campaign. A focus group will be conducted to find out what

motivates people in the community to volunteer with, donate to and sponsor local

organizations.

SWOT

Strengths

Since 1991, Beaches Habitat for Humanity has helped families that might not

have been able to obtain a home become homeowners through a number of different

programs offered to bring up the community through education and hard work. Those

selected to partner with Beaches Habitat must invest at least 300 hours of labor while

working alongside volunteers. Another strength Beaches Habitat has is its building

programs that allow community members and organizations to be part of the greater

good of the community.

Some of the programs include: Woman Build, a program promoting the

9

involvement of women to work in a more comfortable, all-female environment while

building fellowship amongst each other; Apostle Build, a partnership of churches

through donations, volunteering and recruitment; and Collegiate Challenge; an

opportunity for college students to raise money and build homes for the less fortunate

on their school break.

Education programs offered by Beaches Habitat are not only a huge strength for

the organization, but also for the community. Beaches Habitat offers a wide array of

financial literacy programs such as budget and finance, understanding of financial

documents, neighborhood education, home maintenance, lawn maintenance, going

green incentives and budgeting. After-school education programs are also offered for

children in order to teach kids the importance of academic success, fitness, life skills

and encouragement.

Weaknesses

Distinguishing Beaches Habitat for Humanity as a separate organization from its

local Jacksonville affiliate, HabiJax, is an issue Beaches Habitat faces when competing

for donor dollars from other non-for-profit organizations. Although Beaches Habitat is a

separate entity with geographic boundaries and a service area east of St. Johns Bluff,

those who know little about the organization have a hard time differentiating between

the two.

Education on behalf of potential partners is also a weakness due to members of

the community in need of Beaches Habitat’s programs are unaware of the programs the

organization has to offer. Even though Beaches Habitat offers interest free low payment

plans starting at $15 to $20 a month some potential partners are hesitant to join

10

Beaches Habitat’s initiatives because they fear they won’t be able to afford the program,

Competing for donor dollars from other organizations is also a weakness for the

organization. Although building and repairing houses is a worthy cause, people may find

other non-profit organizations a higher priority when considering donating.

Opportunities

There is and will continue to be a need for revitalization within the beaches

community due to aging structures. Although there will always be a need for new

homes, remodeling is less expensive and a more readily available service the

organization can provide. Since there is not a lot of land to build on in the beaches

community due to a high occupancy, there is a much greater need for renovations. If the

Neighborhood Revitalization Initiative is a successful it could be the main body of work

done by Beaches Habitat.

As members of the community are educated about the affordable and flexible

plans offered by Beaches Habitat, there could be a significant increase in participation.

Community members that are fearful of financial issues that come from the unknown

can become confident after learning of the zero interest low down payments offered by

the organization as well as the education programs that will last a lifetime.

As the economy is strengthened, so will people’s ability and willingness to

donate.

Threats

Since the economic downturn, Beaches Habitat no longer receives funding from

documentary tax stamps, which makes the need for donor dollars that much more

important. In addition to no longer receiving support through tax stamps, Beaches

11

Habitat must also raise $2.5 million annually for its affiliate.

Campaign Strategy

Overall Campaign Goal or Strategy

The overall goal of the campaign is to make Beaches Habitat for Humanity better

known throughout the beaches community. While making Beaches Habitat for Humanity

a more familiar name, the campaign will also strive to increase donations, sponsorships,

volunteers and knowledge about the Neighborhood Revitalization Initiative.

Objectives

1) Increase awareness of Beaches Habitat for Humanity Organization in the

Jacksonville area by 15 percent between Feb. 1, 2013 and Sept. 30, 2013.

2) Increase awareness of Beaches Habitat for Humanity’s Neighborhood Revitalization

Initiative in the Jacksonville area by 10 percent between Feb. 1, 2013 and Sept. 30,

2013.

3) Provide 1,000 social media impressions on YouTube, Facebook, Twitter, Instagram

and Flickr between Feb. 1, 2013 and Sept. 30, 2013.

4) Increase social media subscribers by 30 percent between Feb. 1, 2013 and Sept.

30, 2013.

5) Create 30 news media impressions between Feb. 1, 2013 and Sept. 30, 2013.

6) Increase volunteer participants by adding 300 additional volunteers between Feb. 1,

2013 and Sept. 30, 2013.

7) Increase corporate sponsorship by 5 percent between Feb. 1, 2013 and Sept. 30,

2013.

8) Increase monthly donations by 5 percent between Feb. 1, 2013 and Sept. 30, 2013.

12

Audience Analysis

Volunteers: Donors: Sponsors:

-People age 35 to 54 -People age 35 to 54 -Local Corporations

-High School Students - People age 18 to 24 -Local Small Businesses

-College Students - People with an annual

-Young Professionals income over $200,000

-Retirees

This campaign will target various audiences. In order to successfully increase

volunteers, donors and sponsors each segment needs to be examined in order to

determine the correct target public(s). According to U.S. Demographics Now Age by

Sex Comparison, the total population of people living in the beaches community is

41,215.

Volunteers: The primary target audience for volunteers is people age 35 to 54.

According to U.S. Demographics Now Age by Sex Comparison, the total population of

people living in the beaches community age 35 to 54 is 10,752. The 2011 Bureau of

Labor Statistics has narrowly tailored the segment of the population that will most likely

volunteer. According to statistics, volunteers are usually between the ages of 35 to 54.

They are college educated, married, female and white. Those most likely to volunteer

are also homeowners. According to the Volunteer in America website, a greater

attachment to the community impacts volunteer rates. Therefore, as home ownership

increases so do volunteer rates. Claritas suggests this segment orders from Barnes and

Noble, reads MacWorld, watches Discover Health Channel, drives a Volkswagen

Passat and lives a comfortable lifestyle. Claritas research also suggests this group is

13

mobile; they use smart phones to stay current with their emails.

The 16 to 19 year old age group has been selected as part of the secondary

target audience for volunteers. According to U.S. Demographics Now Age by Sex

Comparison, the total population of people age 15 to 19 living in the beaches

community is 2,468. Since the establishment of a school service requirement, there has

been a 13 percent increase in volunteering in this demographic, according to research

by the United States Department of the Interior. Therefore, reaching the high school and

youth organizations in the beaches area will be a great resource. According to the

Opinion Research Cooperation, an unexpected and humorous approach is important in

reaching this audience.

Jacksonville has many colleges, universities and college organizations that make

up the secondary target audience as well. The college student population is

approximately 26,000 full-time students. Like the 16 to 19 year old audience, the

Opinion Research Cooperation suggests that an unexpected and humorous approach is

important for this demographic.

Young professionals, age 25 to 44, and local professional organizations are also

a target audience. According to U.S. Demographics Now Age by Sex Comparison, the

total population of people age 25 to 44 living in the beaches community is 11,289.

According to Claritas, this segment of the population shops at Crate & Barrel,

participates in fantasy sports and reads Ski Magazine. Jacksonville is among three of

Florida’s hot spots for young professionals, according to the City of Jacksonville

website.

Retirees are also part of the target audience. According to U.S. Demographics

14

15 Now Age by Sex Comparison, the total population of people over the age of 65 living in

the beaches community is 5,818. Many are homeowners and are vested in their

community. Claritas suggests that residents age 65 and up living in the beaches

community tend to be civic club participants and still use landlines and dial-up Internet

service. In addition, according to the Bureau of Labor Statistics, there has been an

increase in volunteering within this age group since the Sept. 11th terrorist attacks which

suggests patriotism among this audience. In 2011, the volunteer rate for retirees was 24

percent.

Donors: According to the U.S, Department of the Interior, 82 percent of charitable

contributions are made because donors are presented with an opportunity that

motivates them. Donors usually have a giving amount in mind, but they aren’t always

sure of the purpose; they are looking for opportunities.

According to a 2007 American Express charitable gift survey, 24 percent of all

donations are given between Thanksgiving and New Years. Its research also suggests

that people most likely to donate online are age 35 to 54 and households with graduate-

level degrees give more on average than any other education level.

According to the Campbell and Company Research Group, the millennial

generation, age 18 to 24, is underestimated. According to U.S. Demographics Now Age

by Sex Comparison, the total population of people age 20 to 24 living in the beaches

community is 2,752. The Campbell and Company Research Group suggests that

organizations ask for smaller donations from the millennial generation, but this group is

just as generous as other donors and non-profits should ask for more. Research also

shows that the key motivation of the millennial generation is to make the world a better

place.

High net worth donors have an annual income of $200,000 or more. This

audience gives between 9.3 percent and 11.4 percent of their income to charities.

According to 2008 Bank of America sponsored research on philanthropy, 81 percent of

high net worth donors do their own research about organizations through direct mail,

flyers, peers and financial and legal services. The research also reports that high net

worth donors consult an accountant or attorney about charitable donations. Among high

net worth donors, 46 percent report their motivations are to impact society in general.

Some report charitable giving impacts on their own personal fulfillment, while others say

they are setting an example for children and other young people.

Sponsors: According to Dr. Joanne Fritz, the most common reason corporations

contribute is to increase brand loyalty, community responsibility, brand differentiation,

brand image and to build community networks. The Jacksonville community has more

than 80 corporations and small businesses and many of these organizations have great

partnership potential.

Creative Concepts

Since the overall campaign goal is to make the name Beaches Habitat for

Humanity a more familiar name throughout the beaches community while increasing

donations, sponsorships, volunteers and knowledge about the new Neighborhood

Revitalization Initiative the tagline for this campaign will be “Beaches helps too.” This

tagline will be effective because it can be applied to all aspects of this multi-faceted

campaign.

The tagline will engage the public and show that the beaches community has an

16

organization that helps too (focusing on the issue of Beaches Habitat being confused

with HabiJax), Beaches Habitat does not just build new homes, it helps repair old

homes too (focusing on the Neighborhood Revitalization Initiative) and people living in

beaches area want to help their community just like members of any other community

(focusing on increasing volunteers, donations and sponsors).

In addition to using the tagline throughout the campaign, we have also come up

with a new logo for the organization. Since the logo for Habitat for Humanity is the same

for all of the affiliates with the exception of the area name, we chose to make minimal

changes to the current logo. The only difference in the new design is a thin, wavy blue

line above “habitat” and a simple yellow sun breaking out above the blue line to the right

of “beaches.” By adding a simple beach illustration to the current design, the logo for

Beaches Habitat will stand out next to the logo for HabiJax by bringing more attention to

the location of the organization.

Communication Tactics

The campaign will run from Feb. 1, 2013 to Sept. 30, 2013 and will consist of

several tactics.

Fundraising events will be held twice a month and alternate between eight

business in the area. Each location will host two fundraisers. California Pizza Kitchen in

St. Johns Town Center will donate 20 percent of sales generated by Beaches Habitat

for Humanity supporters on the day of the event. Chick-fil-A at Marsh Landing will

donate 15 percent of sales generated by Beaches Habitat for Humanity supporters on

the day of the event. Tropical Smoothie Café on Beach Boulevard will donate 15 to 30

percent of sales generated by Beaches Habitat for Humanity supporters on the day of

17

the event. Sweet By Holly in St. Johns Town Center will donate 15 to 20 percent of

sales generated by Beaches Habitat for Humanity supporters on the day of the event.

Tijuana Flats on Beach Boulevard will donate 10 percent of sales generated by

Beaches Habitat for Humanity supporters on the day of the event. Smashburger on

Atlantic Boulevard will donate 10 percent of sales generated by Beaches Habitat for

Humanity supporters on the day of the event. Yobe on 3rd Street will donate 15 percent

of sales generated by Beaches Habitat for Humanity supporters on the day of the event.

Moe’s Southwest Grill on 3rd Street will donate 10 to 15 percent of sales generated by

Beaches Habitat for Humanity supporters on the day of the event.

Beaches Habitat for Humanity volunteers will manage a booth at the Riverside

Arts Market twice a month beginning in March. The booth will showcase Beaches

Habitat for Humanity and inform the public of upcoming events, programs offered by the

organization and ways to get involved with the organization. Brochures and flyers will be

distributed at Riverside Arts Market containing pertinent information about Beaches

Habitat for Humanity.

Beaches Habitat for Humanity volunteers will manage a booth at the University of

North Florida Market Days on the first and third Wednesday during the months of Feb.,

March, April and Sept. The booth will showcase Beaches Habitat for Humanity and

inform visitors of upcoming events, programs offered by the organization and ways to

get involved with the organization. Brochures and flyers containing pertinent information

about Beaches Habitat for Humanity will be readily available.

Beaches Habitat for Humanity’s Family Fun Day will take place from 1-5 p.m. on

Saturday, June 8, 2013 at Jordan Park in Atlantic Beach. Attendance to the event will

18

be free, however, donations for Beaches Habitat will be accepted. The event will include

various forms of entertainment such as a volunteer balloon artist, volunteer face

painters, outdoor activities, and a live band. Several prizes donated from local

businesses will be raffled off during the event. Raffle tickets will cost $1 and all

proceeds will go directly to Beaches Habitat for Humanity. Three Jacksonville Jaguars

players and two Roar Cheerleaders will make a special appearance during the event.

They will sign autographs, hand out posters and take pictures with guests.

At all of the events decorated paint sticks will be handed out to the public. The

paint sticks will have the Beaches Habitat for Humanity logo printed on one side, along

with the tagline “Beaches Helps Too.” On the other side there will be a hand written fact

that will encourage the public to get involved with the organization. The facts will vary

and will grab the reader’s attention by giving information on how their contribution will

help Beaches Habitat for Humanity.

Local high schools will be provided with information about ways for students to

get involved with Beaches Habitat for Humanity. The information will be available to any

student interested in volunteer opportunities.

Monthly e-newsletters will continue to be sent out monthly and will contain

information about news, events and volunteer opportunities for the month. Updates to

the newsletter will be sent as needed.

Numerous press releases will be sent out to local media outlets to inform them of

upcoming events such as fundraisers, home dedication ceremonies and Beaches

Habitat for Humanity’s Family Fun Day. These press releases will be sent throughout

the campaign. Media coverage of the events will increase awareness of the

19

organization and raise participation in Beaches Habitat for Humanity.

At least one Facebook post and three tweets will be sent out each day

throughout the campaign. The posts and tweets will contain facts about Beaches

Habitat for Humanity, ways to get involved and information about upcoming events. In

order to increase the number of Facebook “likes” for every 5 percent increase, a

random person will be chosen to receive a gift donated by a local business. To increase

followers on Twitter the same tactic will be used.

Two new videos will be uploaded every month during the campaign to the

Beaches Habitat for Humanity YouTube account. The videos will showcase ways in

which the organization makes a difference in the beaches community.

A Beaches Habitat for Humanity Instagram account will be created. Photos from

various events will be shared with the Instagram community. The photos will also be

linked and shared on the organization’s Facebook, Twitter and Flickr pages.

The organization’s Flickr account is updated on a regular basis and our agency

will continue with updates.

Events during this campaign will also be promoted through Folio Weekly’s

calendar of events. Prior to each event, a “submit an event” request form will be filled

out and submitted on the Folio Weekly website. According to the Folio Weekly website,

Folio Weekly provides the most expansive calendar of events in Northeast Florida.

Beaches Habitat for Humanity has a user-friendly website. For this reason,

Swinney-Jones has decided to make minimal changes to the website. The changes that

will be made are frequent updates to the current calendar and a “Sponsor” link will be

added to the “Get Involved” tab on the home page. This link will lead to a page

20

21

containing information on how to become a sponsor as well as a list of current

sponsors.

Evaluation

Objective 1: Increase awareness of Beaches Habitat for Humanity Organization in the

Jacksonville area by 15 percent between Feb. 1, 2013 and Sept. 30, 2013.

In order to measure awareness of Beaches Habitat for Humanity in the

Jacksonville area a pre-survey will be conducted at the start of the campaign and

a post-survey will be conducted at the end of the campaign. The results from the

pre-survey will be compared to the results of the post-survey to evaluate the

effectiveness of the campaign.

Objective 2: Increase awareness of Beaches Habitat for Humanity’s Neighborhood

Revitalization Initiative in the Jacksonville area by 10 percent between Feb. 1, 2013 and

Sept. 30, 2013.

In order to measure awareness of Beaches Habitat for Humanity’s Neighborhood

Revitalization Initiative in the Jacksonville area a pre-survey will be conducted at

the start of the campaign and a post-survey will be conducted at the end of the

campaign. The results from the pre-survey will be compared to the results of the

post-survey to evaluate the effectiveness of the campaign.

Objective 3: Provide 1,000 social media impressions on YouTube, Facebook, Twitter,

Instagram and Flickr between Feb. 1, 2013 and Sept. 30, 2013.

In order to measure the amount of social media impressions the agency will keep

a record of all Facebook, Twitter, YouTube, Instagram and Flickr posts made

during the duration of the campaign.

21

Objective 4: Increase social media subscribers by 30 percent between Feb. 1, 2013 and

Sept. 30, 2013.

In order to measure the increase in social media subscribers the agency will

compare the number of subscribers to the social media sites from the beginning

to the end of the campaign.

Objective 5: Create 30 news media impressions between Feb. 1, 2013 and Sept. 30,

2013.

In order to evaluate news media impressions the agency will use a media

monitoring service.

Objective 6: Increase volunteer participants by adding 300 additional volunteers

between Feb. 1, 2013 and Sept. 30, 2013.

In order to measure the increase volunteer participants the agency will compare

the number of registered volunteers from the beginning to the end of the

campaign.

Objective 7: Increase sponsorship by 5 percent between Feb. 1, 2013 and Sept. 30,

2013.

In order to measure the increase in sponsors the agency will compare the

number of sponsors from the beginning to the end of the campaign.

Objective 8: Increase monthly donations by 5 percent between Feb. 1, 2013 and Sept.

30, 2013.

In order to measure the increase in donations we will find the average amount of

monthly donations for the 12 months prior to the campaign start date. The 12-

month average will be compared to the average monthly donations for the eight

22

months of the campaign.

Time Line

This campaign will run for eight months, from Feb. 1, 2013 until Sept. 30, 2013.

23

Recommended Budget--$25,000

Advertising $674.76

o FolioWeekly

Submit an Event Free

o Paint Sticks

Sticks (2,000—JamestownDistributers.com) $224.10

Spray Paint (Home Depot) $37.20

Labels (2,000—UPrinting.com) $405.50

Markers (Wal-Mart) $7.96

Printing $1,110.90

o Brochures (Company: Next Day Flyers)

10,000 Copies (All Events/Schools) $578.95

o Flyers (Company: Next Day Flyers)

8,000 Copies (Events/Schools) $531.95

Special Events $567.02

o Fundraisers

Flyers (Company: Next Day Flyers)

2,000 Copies (250 per fundraiser) $72.95

Fee Free (All Eight)

o University of North Florida Market Days

Chalk (Toys R Us) $5.99

Fee (For non-profits) Free

25

--Continued on next page.--

o Riverside Arts Market

Table Fee (For non-profits) Free

o Family Fun Day

Park Fee $127.50

Local Band $300.00

Face Paint (24 pack—Wal-Mart) $19.94 (For Two)

Balloons (Party City—Balloon Animals) $40.64

Jaguar Appearance Free

Roar Appearance Free

Agency Fee $15,000(Flat)

Total Budget Used $17,352.68

26