Research

Secondary Research

Primary Research

Campaign Implementation

Home Matters Rexburg Social Media

Future Homeownership Workshop World Record Event Total Campaign Impressions

Timeline

Budget

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TABLE OF CONTENTS

2ResearchSecondary Research

1. City Demographics

1.1. BYU-Idaho enrollment statistics http://www2.byui.edu/IR/stats/age_14.htm

Key Facts: Total enrolled students in Fall 2014 Semester: 16,193 89% of enrolled students in Fall 2014 were within the 18-25 age group

1.2. City of Rexburg website http://rexburg.org/admin/demographics

Key Facts: Population of Rexburg is just over 30,000 Rexburg has the lowest median age in the nation at 23.3 years-old

1.3. BYU-Idaho Religion Statistics http://www2.byui.edu/IR/stats/religion.htm

Key Facts: 16,148 members of the LDS religion enrolled at BYU-Idaho in Fall 2014 semester

2. Target Audience

2.1. http://www.bulldogreporter.com/dailydog/article/winning-pr-campaigns/pr-for-millennials-the-five-factor-recipe-for-a-winning-campai

Key Facts: 5 Tips for marketing to millennials: Be a conduit to experiences. Provide opportunities for self-broadcast. Join passion-point online hubs. Leverage strangers over friends. Give them a tastewithout the pressure to buy.

2.2.http://blog.hubspot.com/marketing/what-your-nonprofit-can-do-to-engage-millennials-ht

Key Facts: 4 Is for marketing to millennials: Inspire: Tell Stories Impact: Show It Incentivize:TangibleandIntangibleBenefits Involve: in meaningful ways

33. Home Matters Organization

3.1. http://www.homemattersamerica.com/wp-content/uploads/2013/10/Home_Matters_Fact_SheetR22.pdf

Key Facts: 5 focuses of Home Matters Organization:

Health Education Individual Success Public Safety A Strong Economy

4. Non-profit Organization Campaign Case Studies

4.1.http://www.nonprofithub.org/social-media/the-top-4-nonprofit-social-media-campaigns-of-2013-and-what-you-can-learn/

Key Facts: Water Is Life #FirstWorldProblems

Used Hashtag #FirstWorldProblems to change the conversation over social media about the message of Water is Life and encourage more donations

Created promotional videos of people in third-world countries reciting #FirstWorldProblems posts that were posted on various social media platforms

Able to provide over one million days of clean water to those in need as a result of this campaign

charity: water Social Mediathon In one day, they hosted Google Hangouts with different thought leaders People could purchase a seat in the hangout to ask questions they wanted Reached $10,000 in one day

4Primary Research

5. Qualtrics Survey

5.1. Survey Questions

Note: Depending on questions answered, not all questions were asked to each participant. (i.e. If someone was not familiar with Home Matters, we did not ask them about their history with Home Matters on social media.)

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75.2. Survey Results Before and After Campaign

1. How important is the concept of home to you?

2. Which of the following elements of home do you value most?

3. I have had to give up...in order to pay for housing. (Check all that apply)

4.Whichofthefollowingwouldbewillingtosacrificeinordertopayforhousing?

85.Haveyouheardofthenon-profitorganizationHomeMatters?

6. How did you hear of Home Matters?

7. How familiar are you with the mission of Home Matters?

98. Do you follow Home Matters on any social media platform?

9. Which social media platform do you follow Home Matters on?

10. Have you visited the Home Matters website?

11. How were you referred to the Home Matters website?

No data comparison available

Therestofthesurveyquestionswereusedmerelyasqualifiers.

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6. Focus Group

6.1. Focus Group Questions

Events

What motivates you to attend an event?What are you favorite events? and Why?Whatisthebiggestfactorthatinfluencesyourattitudetowardsanevent?What is the best way to reach you about an event?

Home Values

What is the most important element of a home to you?What factors are essential for a successful home?Why are those factors to you? Whatwouldyoubewillingtosacrificetopayforhousing?Do you feel that any factors were missing while you were growing up?What element of a successful home is most undervalued by millennials? at BYU-Idaho?

Home Matters

Have you ever heard of Home Matters?If so are you aware of their mission?If not, what do you believe their mission is?

6.2. Focus Group Photos

Focus Group #1 Focus Group #2

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Campaign ImplementationHome Matters Rexburg Social Media Campaign

7. Facebook

7.1. https://www.facebook.com/homemattersrexburg Home Matters Rexburg Facebook Page Screenshot

7.2. Home Matters Rexburg Facebook total page likes as of February 28th, 2015 = 115.

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8. Twitter

8.1. https://twitter.com/HMRexburgHome Matters Rexburg Twitter Page Screenshot

9. YouTube

9.1. Home Matters Video Link https://www.youtube.com/watch?v=Xs320CEHtvc Home Matters Video Screenshot

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Future Homeownership Workshop

10. Print Media

10.1. Event Poster and Flier Design

11. Workshop Images

11.1.LivePhotooffirstspeaker,Mrs.Empey,teachingabouttheimportanceofthehome.

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World Record Event

12. Print Media 12.1. Event Poster and Flier Design

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13. Press Release

FOR IMMEDIATE RELEASE Contact: William Cook (541) 870-1400 Home Matters to host event to break a world record REXBURG,Idaho--AgroupofBYUIdahostudentsrepresentingnon-profitHomeMatterswillbehostinganeventtobreaktheworldrecordfornumberofselfiestakenatone time on Saturday, February 28. The World Record Event will be held at student housing complex Mountain Lofts and will featureanattempttobreakthecurrentworldrecordfornumberofselfiestakeninoneplace at one time, which stands at 97. Additionally,theeventwillfeaturegames,vendors,educationalbooths,andrafflesforprizes, including authentic Chicago Bulls jerseys. Activities will occur from 3-6pm. There is no entrance fee and all are welcome to attend. William Cook, one of the event organizers, said that they hoped the event would be one all members of the community could attend, enjoy, and learn. We really wanted to hold an event where college students and families could all have a good time, Cook said. Well have games, food, prizes, and well be breaking a world record! But we also hope that people will come away with a better understanding of how important affordable homes are. ThegrouprepresentsHomeMatters,anationalnon-profitorganizationthatsupportsaffordable housing efforts and advocates awareness of the importance of home. AccordingtoWhitneyClaflin,anothermemberofthegroup,theyhopethiseventwillhelpto educate the community on Home Matters cause. Ultimately, we really want people to understand how important things like a good education,asafecommunity,financialstability,etc.aretoasuccessfulandstablehome,saysClaflinoftheevent.Wehopetohelppeopleunderstandhowimportantaffordablehousing and homes are in America today. But we also want everyone to come and just have fun too.

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14. World Record Event Photos

SelfieStickCompanypromotingtheirstickattheWorldRecordofmostselfiesevent

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15. World Record Event Timeline

2:00pm - OUR TEAM ARRIVES AND SETUP STARTS

2:30pm - businesses arrive and begin to set up their booths

3:00pm - EVENT BEGINS

3:15 - begin game booths & begin making announcements

3:30 - MC makes announcement to sign banner

4:00-drawingforraffleandhomemattersfact(HMF)

4:15 - 15 minute warning on world record

4:30 - HEAD OUTSIDE FOR WORLD RECORD

5:00-drawingforraffleandHMF

5:15 - HMF

5:30-drawingforraffleandHMF

6:00 - GAME BOOTHS AND EVENT ENDanddrawingforraffle

7:00 - TAKEDOWN AND CLEAN UP ENDS - return speakers to event BYU-Idaho campus services

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Total Campaign Impressions

16. Total Impressions: 13,902

Facebook Page: 115 likes

Twitter Page: 18 followers

Home Workshop Participation: 42 attendees

World Record Event Participation: 127 attendees (65 in world record)

Dealio Texting: 2,700 people

Dealio Email: 1,200 people

Dealio Facebook: 3,800 people

Dealio Instagram: 3,400 people

Dealio Twitter: 1,150 people

Dealio Snapchat: 200 people

Dealio Website: 150 people

Dealio App: 1,000 people

17. Video Impressions Total: 306

YouTube: 36 views

Facebook: 101 views

World Record Event: 127 impressions

Workshop: 42 impressions

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Timeline18. Calendar and Timeline Breakdown

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Budget 19. Budget Overview

20. Budget Breakdown ( Personal Expenditure + In-Kind = 560.58)