If the beach is your habitat, help make it a home.

Three Girls Public Relations and Marketing

Three Girls Public Relations and Marketing

Comprised of: Nicole Hill, Rachel Finkelstein, and

Katie Hennen

Who we have worked with:Gallaudet University Regional Center at Flagler CollegeHubbard House, Orlando, FloridaSecond Harvest, Jacksonville, FloridaDaytona Beach Juvenile Court SystemCombined 12 years of work experience in PR and

Marketing

Rachel Finkelstein

B.S. Communication; Minor in Psychology

Experience:

Customer Service and Relations

Event Planning

Attention to detail

Mary HennenB.S. CommunicationExperience:Community Outreach/Drug and Alcohol abusePhilanthropyNon-Profit

Nicole HillB.S. Communication; Minor in EnglishExperience:Gallaudet University Regional Center at Flagler College• Event Planning across 9

southeast regional states• Press Release Specialist• Annual Report• Fluent in American Sign

LanguageContracted to Flagler College• Event Planning• Annual Report

Three Girls Public Relations and Marketing

Executive SummaryBeaches Habitat for HumanityCelebrating 20th year Serving Beaches CommunityStaffed by 17 workersVolunteer Board of Directors and an Advisory Board comprised

of 9

Current Mission of BHFH:

“Partnering with God and the community, our mission is to eliminate substandard housing in the Jacksonville Beaches. In addition to building and rehabilitating quality, affordable homes for qualified families in need at no profit, we also guide our partner families through homeownership and provide educational opportunities so that they may build brighter futures for themselves and their children.”

Secondary ResearchCompetition: HABIJAX

Social Media:Habijax has a social media presence on the website.

Facebook, Twitter, LinkedIn, YouTube and full revolving media coverage.

Facebook page was established in 2009, 1,147 likes to date.Twitter – Habijax 669 followers

Partners with the Jacksonville Jaguars

Website:All social media links are active.Donate now button on every page of their website.Annual Reports on website encompassing the years 2006-2011.

Habijax Accomplishments during 2011:Provided homeownership to 41 familiesHosted 7,198 volunteers at their office, warehouse and construction

sites and remodeled 70 Habijax homes.

Primary ResearchExecutive Director Mary Anne Christensen indicated

that BHFH is faced with the following challenges:Social MediaDonationsDifferentiation from HabijaxHurt by the downturned economy

Built 16 houses in 2012, scheduled to build 14 in 2013.BHFH does not produce an annual report.

Primary ResearchSurvey Conducted with 25 Respondents on the UNF Campus:

1. Fifteen out of 25 had no awareness of the difference between Habijax and BHFH.

2. Twelve out of 25 said they would be interested in supporting BHFH during a Spring Break program.

3. Eighteen out of 25 indicated they would participate in a pub crawl event in the Jacksonville Beaches area.

Ages of those who participated in the Survey:

18-22, 23-26, 27-30 years of age.

Primary ResearchBeaches Habitat for Humanity Accomplishments:Habitat Young Professionals (HYP)

Mission – To “…eliminate substandard housing worldwide by acting locally and promoting Beaches Habitat for Humanity in our community.”

Social event, October 2012, $25.00 per person, $40.00 per couple.

Project Story Book - A Project to give new books to kids who move into Beaches Habitat for Humanity Homes!

2012 – Built 16 homes for those in needBHFH is celebrating their 20th anniversary in the Jacksonville Beach

area

STRENGTHS: WEAKNESSES:Name

Longevity – founded locally in 1991, nationally 1976

Promotes Home ownership regardless of race, religion, or any other difference.

Non-profit, tax exempt

Large Businesses to partner with in the Jacksonville Beaches area.

College’s to work with: University of North Florida,

Jacksonville University, Florida State College at Jacksonville and Jacksonville Art Institute.

Confused with HabiJax

Do not have a local sports team you are affiliated with.

Economy

Poor Social Media presence.No LinkedIn presence –

Facebook with a tie.

No Annual Report produced for potential donors.

Geography

SWOT Analysis

OPPORTUNITIES: THREATS:Economy rebounding Increased social media presence in the

last month Communicate with young

professionals where they communicate!

Improve email lists and contacts. More “likes” and “fans”

Draw from over 25K college students in the Jacksonville area for volunteerism.

Produce an Annual Report for potential donors, linked to the website

Break away from incorrect association with HabiJax

Local competition with HabiJax St. Johns County Habitat for

Humanity

Lack of understanding of social media

Poor website design and lack of current material featured there.

The economy

Failure to create long term relationships with publics that have the potential for ongoing support

SWOT Analysis

Strategy

To increase awareness regarding who Beaches Habitat for Humanity is, to increase social

media presence in the Jacksonville area and to create a volunteer base that will be invested in the growth and direction of Beaches Habitat

for Humanity.

Audience’s DemographicsTarget Audience: Young, coastal

professionals age 18 - 24Census. Gov and Demographics Now:

Atlantic, Neptune and Jacksonville Beaches – 41, 364 people

92 percent graduated high school, 40 percent obtained bachelor’s degree

Group living: Metro neighborhoods, urban apartments and dorms

Audience’s PsychographicsClaritas suggested that Young Achievers are:In a transition period Well-educated, well-paid individuals Lots of leisure time –on the internet Concerned with politics, music, and lively nightlifeHome-centered- enjoy T.V. and movies, playing games

and instrumentsEase of internet access and a strong internet knowledge

Media ChoicesHighest internet-downloaded video and audio

content.Prefer the internet and cell phones as main source

of communication.Enjoy chatting with friends, surfing websites or

downloading movies. Never owned landlines – prefer cell phone for

internet access and voicemail. Don’t use newspapers, a magazine with sports,

music and entertainment.

Objectives for Beaches Habitat for Humanity

Promote and Encourage:Social Media PresenceIncrease VolunteerismIncrease DonationsDistinguish Beaches Habitat from

Habijax

Opportunities through Objectives:The Fall School Campaign will increase social media presence by

20% in “likes” and fans on Facebook, Twitter and Flickr. Clean up website, project a more media friendly presence.Attend Market Days and club events at UNF, JU, FSCJ and Jacksonville

Art Institute; collect contact information for Collegiate Challenge event.The Spring Break Collegiate Challenge will increase volunteerism of

the Beaches Habitat for Humanity by 20 % during Spring 2013.Spring Break teams from local colleges will donate their time and

talents during Spring Break to BHFH to learn to repair and build homes.2013 Beaches Pub Crawl: Working with Habitat Young Professionals

(HYP) we will target young professionals regarding donations and awarenessGoal of $1,500.00 in Pub Crawl donationsSpecialty Drink

“If the beach is your habitat, help make it a home.”

Creative concepts focusing on “awareness”Volunteerism, donations, and being separate from Habijax

Rebranding organization for a separate and more communal feel

Planning of social events, we want our volunteers to be excited to work with usCollegiate Challenge and Volunteerism Awareness Pub

Crawl

Social events such as Volunteerism Awareness Pub CrawlGuests have a chance to win a $500 prizeSpecialty drink of the night “The

Homewrecker”, all proceeds benefitting BHFHDistribution of collateral materials featuring

our new slogan: “If the beach is your habitat, help make it a home.” Customized koozies, backpacks

Creative Concepts

Communication TacticsRepairing dead links on website, keeping information up-

to-date. Planning events to form social relationships with community

members and potential volunteers. Assist in the creation of an Annual Report.Beaches Habitat for Humanity needs to take full

advantage of it’s social media opportunitiesUtilizing HootSuite to manage both Facebook and Twitter Tweets – once per day; Mon – FridayFacebook Posts- twice per day; Monday – Friday

Beaches Habitat for Humanity’s Social Media PresenceFacebook, Twitter, Flickr and YouTube are now active on

http://www.beacheshabitat.org/ During the month of September these were dead links onlineFacebook - created in 2009, has 1,242 likes.

Twitter – 432 followers Beaches Habitat for Humanity Accomplishments:Habitat Young Professionals (HYP)

Mission – To “…eliminate substandard housing worldwide by acting locally and promoting Beaches Habitat for Humanity in our community.”

Social event, October 2012, $25.00 per person, $40.00 per couple.Project Story Book - A Project to give new books to kids who move into

Beaches Habitat for Humanity Homes!2012 – Built 16 homes

Campaign TimelineNovember 2012- December 2013

Seasonal events to gain high attendanceFall 2012 promote social media presenceSpring 2013 Collegiate Challenge Spring Break event

Teams of young professionals to learn about home improvement strategies

Fall 2013 Volunteerism Awareness Pub CrawlFeaturing BHFH representatives to speak at each stop

outlining activities and informationPrize drawingsSpecialty drink, proceeds benefitting BHFH efforts

Evaluation of CampaignAfter the campaign, collect data on attendance levels and

new social media contacts. Attend Board Meeting to discuss event numbers and how this can be applied to the creation of an Annual Report.

Conduct survey utilizing Survey Monkey, with event attendees about their experiences and what knowledge they now have of BHFH

Collaborate on official report with BHFHLessons learnedNew volunteer and donation contacts

BudgetStaring Budget of $25,000.00

Web site

Hilltop Web Design Site redevelopment $ 2,500.00

Monthly Maintenance Fee $ 85

Print and Promotional Items

Office Depot, TotallyKoozies.com and GotPrint.com

Campus Signs 20 @ $9.99 each $ 199

Table Tent Cards 15000 @ .06 each$ 900

Koozies 10000 @ .24 each$ 2,400.00

Flyers 5000 @ .04 $ 206.45

Water Bottles with Logo 576 @ $5.09 $ 2,931.84

Drawstring Back Packs 1000 @ $3.50 $ 3,500.00

 

Agency Personnel

Marketing Personnel Development time 500 hrs @ 15.00 (Non Prof) $ 7,500.00

 

Beaches Pub Crawl Expenses

Event Staff 10 staff members @ 10.00 per hour for 5 hours $ 750.00

Catering Finger Foods for 250 @ 7.00 per person $ 1,750.00

Pub Crawl Incentives $500/winner @ 4 winners $ 2,000 TOTAL: $ 24,722.29