STRATEGIC

PR PLAN
December 2013
Submitted by University of Oregon
PR Campaigns Team:
Ashley Shantel Hill, ashleyshantelhill@gmail.com
Hannah Lime, hlime@uoregon.edu
Marina Baldry, mbaldry@uorgeon.edu
Stacie Slater, smarti12@uroregon.edu
Stephanie Martin, sslater@uoregon.edu
Public Relations Plan for Springeld/Eugene Habitat for Humanity 3
Nov. 7, 2013
Table of
Contents
Basis for Strategic PR
.................................................................................... Plan
4
Background .......................................................................5
................................................................ SWOT Analysis 7
............................................................. Primary Research 8
....................................................... Secondary Research 11
............................................................. Situation Analysis 12
.............................................................. Core Challenge 12
.............................................................. Goal Statement 12
Target Publics
...........................................................................................
13
Donors ............................................................................13
................................... Medium-Sized Business Executives 14
.................................................................... Individuals 17
............................................. Churches and Service Clubs 19
Volunteers .......................................................................21
......................................................................... On-Site 22
...................... University of Oregon Fraternity Sorority Life 24
Partner Families................................................................27
Staff ...............................................................................31
...................................................................... Conclusion #
...................................................................... Conclusion 35
........................................................................... Budget 36
.......................................................................... Appendix #
........................................................... Whats Next Report 37
........................................................ Best Practices Report 61
Background
Situation Analysis

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Nov. 7, 2013
Basis for
Strategic PR
Plan
Background
Introduction to the Organization
The Springfield/Eugene Habitat for Humanity was founded in 1990 as an affiliate of Habitat for
Humanity International. The organization continues to work with families, volunteers and the
community to fulfill the mission of seeking to put Gods love into action. Habitat for Humanity
brings people together to build homes, communities and hope. The Springfield/Eugene Habitat
for Humanity currently builds two houses per year; however, the goal is to double that number.
Since its founding the organization has built 49 homes in the Springfield and Eugene
communities. The organizations vision is to help build a world where everyone has a decent
place to live.
The home construction program enables low-income families to invest in their future. The
organization uses three criteria for selecting individuals and families for our homebuyer
program: need, willingness to partner, and ability to pay. With a lot of hard work, or sweat
equity, and help from community volunteers, Partner Families help build their own home.
Families complete a minimum of 400-500 sweat equity hours (depending on family
configuration) prior to moving into their new home. Each Partner Family receives continued
support after becoming a homeowner through education and mentorship. After the house is built,
Habitat for Humanity provides the new homeowners the opportunity to purchase their home with
a 0 percent interest, no-profit loan. The familys monthly mortgage payments then provide the
same life-changing experience for another family in need of a decent place to live. With every
family who builds a home, the organization grows, as does the Springfield/Eugene community.
Part of the Springfield/Eugene Habitat for Humanitys mission is to ensure continual community
building. As such, the organization takes great pride in the preservation of existing community
neighborhoods. The home repair program, A Brush With Kindness, works to eliminate
substandard housing by assisting elderly or disabled homeowners and low-income veterans in
need of minor exterior home repairs. Bringing homes back to a decent, livable standard ensures
participating families are able to stay at home in a comfortable, safe and familiar environment.
A percentage of the organizations financial support comes from its ReStore program.
Springfield/Eugene Habitat for Humanitys ReStore program offers new and used building
materials, furniture and home improvement items for public purchase at a fraction of their retail
prices. Local businesses and individuals donate all items to the ReStore.
Community Relations
The Springfield/Eugene Habitat for Humanity relies on community volunteers. Volunteers help
in three ways:

Help build homes on construction sites

Help with non-construction tasks

Provide customer service at the ReStore

Springfield/Eugene Habitat for Humanity also relies on generous donors to fulfill its mission.
Donors provide:

Monthly giving

Honorary giving

Workplace giving

Planned giving

In-kind donations

Vehicle donations

ReStore donations

Homebuilding sponsor
Engaging with its audiences and encouraging community building, Springfield/Eugene Habitat
for Humanity is involved with community relations events by setting up outreach booths at
various community events. It also retains active relationships with its donors; volunteers and
community partners on its Facebook page where the organization often publicly thanks their
publics for contributions in developing the community and helping Springfield/Eugene Habitat
for Humanity achieve its mission.
News Media Coverage
The Springfield/Eugene Habitat for Humanity archive articles in S/E Habitat News, a fairly
recent self-published blog. The latest stories, both from August 2013, are Do You Know About
Our Sister Affiliate in Nicaragua? and Moss Adams Celebrates 100 Years by Helping Habitat.
The Nicaragua story includes a link to the affiliates newsletter, and the Moss Adams story
includes a link to the full article located on the KEZI website. The Moss Adams story is about a
local accounting firm that celebrated its centennial birthday by sending all 70 employees to
volunteer with S/E Habitat for the day.
The organization was recently mentioned in a blog post on the Oregonians blog, OregonLive.
Beacons Take Time to Embrace the City mentions the reason for the Beacons service: uniting
to serve the community for a few hours. It briefly describes where students and staff volunteered
and what they helped with: Habitat for Humanity also put a group of students to work indoors,
helping with organization and administrative work including stuffing envelopes for a major mail
campaign.
Communication Activities
The Springfield Eugene Habitat for Humanity is an affiliate of an international organization. The
international organization may have branding and messaging guidelines that the affiliate is
underutilizing.
The organization recently updated its website and it is now simpler to navigate. The
organizations two social media profiles are represented on the website with small share links
in the bottom right corner of the page near all the other contact information; however, it is not
represented on the Contact Us page. S/E Habitat for Humanity maintains an active presence on
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Nov. 7, 2013
Facebook through a fan page and we also have a Flickr account; however, the photostream has
not been updated since March 2013.
Branding and Messaging
The Springfield/Eugene Habitat for Humanity does not have clear communications, marketing or
public relations plan in place. Staff and Volunteers are not empowered with tools to ensure
messages are consistently telling the organizations story. The organization expressed interest in
cleaning up the marketing materials by unifying the look as well as the story across the board
because their logo, story and the mission statement are inconsistently displayed, however; the
mission statement contains wording that should be kept in all marketing materials: We bring
people together to build homes, communities and hope.
Competitive Factor
The Eugene-area market for nonprofit organizations is saturated. The combination of a saturated
market and a slow economic recovery keeps developing funds a continued challenge for the
Springfield/Eugene Habitat for Humanity. The organization identified that other family-based
service agencies, particularly those that cater to children, are its strongest competition.
Strengths

Visible effects of community prominence

Collected stories and photos from partner

families

A waiting list of future homeowner

participants

Informative marketing materials

Existing research piece

Clear call to action

Weaknesses

Inconsistent, separate marketing pamphlets

Unstable funding

Small budget for marketing

Lack of employee confidence in our story

Opportunity

Groundwork used to relay concrete message

Use of Rogue Valley and Medford branch as

positive examples

Room to grow within community through

support

Use of a clear PowerPoint presentation to

reflect the same residual story as the
portfolio

Many in the community look to fill a need.

Churches and faith communities often share
the same message as this Christian-based
nonprofit, and also look to fill a need in their
community.

Partnering with an event organizer to

promote events in exchange for fundraising.
Threats

Inability to build more homes with limited

sources of funding

Limited reach to Spanish-speaking

community

Without compelling story delivery, donors

may give funds to alternate organizations
SWOT Analysis
Primary Research
The University of Oregon PR Campaigns Team conducted primary research to inform the
organization about its current messaging strategies. First, current brochure copy was gathered
and analyzed for its contents. Then, published Facebook content was audited and analyzed.
Below are summaries of both studies.
Analysis of Brochure Copy
Analyzing the organizations current brochures (A Brush With Kindness, Partner Families and
Volunteers) helped create key messages for this strategic PR plan. The UO PR Campaigns Team
examined the language in each brochure, analyzed each for common themes and created word
clouds to visually depict the language currently used to describe the organization.
The first brochure from the A Brush With Kindness program informs the reader about the
program. Its copy gave information about what the program is, how it works, how to apply, rules
and requirements, and how a person could participate. It also explained how sweat-equity is
applied in these projects. The top five words in this word cloud are as follows:

Homeowners

Low-income

Repair

Need

Help
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Nov. 7, 2013
Next, the brochure for build families addressed how to become a Partner Family. The
information here lets applicants know what requirement they must fulfill to be a Partner Family
and how to proceed once accepted into the program. Furthermore, the brochure communicated
that the applicant must buy the house. The top five words from this word cloud are as follows:

Family

Habitat

Home

Building

Payments
Finally, the volunteer brochure informed the reader about volunteer partnerships with Habitat for
Humanity. It detailed the many ways a volunteer could participate: building, events, office work,
etc. The five words that appear most in this word cloud are as follows:

Volunteer

Work

Calendar

Orientation

Events
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This primary research helped the organization better understand what it is communicating to its
current messaging techniques and was helpful when developing a communications plan to better
reach its publics.
Facebook Audit
The Springfield/Eugene Habitat for Humanity actively posts on a Facebook fan page. Its page
features a Flickr account, but it is not representative of the organization and will be taken off the
page in the near future. The UO Campaigns Team audited the organizations Facebook content
output from July 1, 2013 to Sept. 1, 2013. Auditing the Facebook content provided information
insight about the strengths and weaknesses of its social media output. The audit could be used to
develop an analysis of its content when compared to how other Habitat affiliates utilize
Facebook.
The administrative employees at the Springfield/Eugene Habitat for Humanity run the Facebook
page. The page, which was started in October 2011, had 199 fans. The profile image is the
affiliates logo. The page lists its website URL; however, it does not link to the website in any of
its self-descriptive copy, and the URL is easily missed on first glance, making the viewer search
for the information. The organizations mission is featured; however, it is an outdated version
that does not match what is on the newly updated website. The description mentions that the
organization has built 46 houses; however, this information is inconsistent with the 50th house
build featured as a cover photo, as well as being recently highlighted on its timeline. The
organization regularly tags community partner pages in its posts of gratitude of partners
contributions. It also tags members of Partner Families in posts that reference build sites.
From July 2013 to Sept. 2013, the organizations account posted to its timeline a total of 23
times. The affiliate posted nine times in July, six in Aug. and nine times in Sept. Only seven of
the nine July posts included images, while all August and Sept. posts included images.
The organizations content was shared three times; and fans shared the organization's content
once each month. In both July and Sept., two comments were made on the organizations
content, making four total comments by fans in the three-month period. The organization was
unresponsive to some of the comments left on its page during this time.
The organization liked two of the four comments and commented back to one of the four
comments made on the organizations page. Almost half (11) of the organizations posts thanked
volunteers, donors, community partners or a combination of those. Posts asked fans to take
action seven times throughout the three months. Topics of the posts during the three-month
period were separated into following categories:

Community partnerships (15)

Thank you (11)

Build sites (nine)

Call to action (seven)

Sponsors/donations (six)

Partner families (five)

A Brush with Kindness (four)

Events (three)

Newsletter (one)

ReStore (one)

Safety (one).
In conclusion, the account used the following words most often: family, low-income, repair,
volunteer, homeowners, need, help, home, payments, building, work, calendar, and events. The
insight gained from this primary research helped prepare the key messages used in this strategic
PR plan.
Secondary Research
The Lundquist Colleges report, internal communication documents, and a best practices report
were three secondary sources used to gain a better understanding of the affiliates situation and
its position in the community. Below is a summary of the best practice report.
Best Practices Report
In order to gain a sense of familiarity with the affiliates current situation, research was
conducted by the UO PR Campaigns Team on best practice case studies of other organizations
that successfully made their way through situations similar to what the Springfiled/Eugene
Habitat for Humanity faces.
Strategies and tactics cited as best cases practices in the report included using a multimedia
campaign, events, fundraising, or creative marketing materials. The research found successful
storytelling strategies and tactics included user-friendly portfolios, strong PowerPoint
presentations and eye-catching brochures. The examples in the report resulted in increased
support for events and fundraising. The biggest takeaway from the research is that telling a brand
story cohesively throughout all channels is imperative for the organizations growth.
Situation Analysis
The Springfiled/Eugene Habitat for Humanity makes hard decisions about where to spend its
precious resources. The organization has done a number of things (brochure communication,
social media output, program development, email communication and newsletter distribution) to
move the needle and accomplish social good in the community, but its done so with out
professional looking marketing materials.
Lacking a strategic communications handbook keeps the organizations communication efforts
from their full potential. Further development of and fulfillment of its mission depends on its
ability to consistently tell its story in a compelling and effective manner. Whether drafting
emails, soliciting funding, sending a newsletter, or explaining a program to someone who walked
in the door, the organizations communications must be uniform.
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In order to increase awareness and address the need for stronger Springfield/Eugene
communities, there is a strong need for the organization to adopt both a PR plan and a
communication a guide. The plan and guide will establish a vision for Habitat for Humanitys
key messaging strategy based on key public profiles. Strategic and tactical recommendations
could be developed along with a measure for progress.
Because these materials will also enable staff to draft purposeful messages with a clear call to
action, adopting the plan and guide would help Habitat for Humanity increase its ability to secure
funding and better fulfill its mission within the community.
Core Challenge
The core challenge is to develop cohesive messaging, guidelines and materials for all the
organizations communications.
Goal Statement
After this campaign, the affiliate will be equipped to tell its brand story with professional tools
and tactics. The brand story will tell a compelling and consistent message across its
communication channels. Successfully meeting the campaign objectives will empower the
affiliate to fulfill its mission.
Donors
Volunteers
Partner Families
Staff
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Target Publics
Profiles
Messaging
Objectives and Evaluation
Strategies and Tactics
Deliverables
From the information we received from our many interviews with Springfield/
Eugene Habitat for Humanity administrative staff, the University of Oregon
Campaigns Team identified the following three donor publics as most essential to
developing a donor base: Medium-sized business executives, individuals,
churches and faith communities, and service groups.
Donors
Medium-sized Business
Executives, Individuals,
Churches and Service Clubs
Medium-sized Business Executives
Profile
Medium-sized businesses typically partner with the affiliate to sponsor events and builds.
Businesses that share values such as community development with the affiliate are the ideal
partner. Small businesses do not have the revenue to partner with the affiliate in this way;
therefore, small businesses are not as likely to partner with Springfield/Eugene Habitat for
Humanity.
Individuals who are also business executives wish to see a difference in the community but focus
primarily on showing their companys transparency and corporate social responsibility (CSR).
Service-oriented businesses, such as financial and law firms constitute a large portion of
revenues within Lane County and fit within the structure of the program. Pursuing partnerships
with executives from the following categories would be most likely to broaden the organizations
donation base:

Locally owned businesses have a bigger buy-in on making an impact in their community

Large CPA firms

Banks and credit unions

Lumber mills

Major chain grocery stores

Building- and construction-oriented sales businesses (EX - Lowes or Jerrys)

Executives
Self-Interests
Self-interests of medium-sized business executives to consider when partnering:

Exposure

Being seen as a company committed to developing a great culture for its employees

Branding and marketing

Raising awareness of their brands commitment to corporate social responsibility

Tax deductible donations

Media coverage

Visible investment in the community, or visible results

Goodwill
Influencers and Intervening Publics

Eugene Area Chamber of Commerce,

Arts & Business Alliance of Eugene,

Business Oregon

Visit Downtown Eugene

Springfield Chamber of Commerce

Corporate CSR or public affairs committees or departments http://www.springfield-

chamber.org
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Nov. 7, 2013
Current State of Relationship With Brand
This public is most likely to engage in team builds or to sponsor a build. Individual executives
can contribute greatly to the Springfield/Eugene Habitat for Humanitys ability to grow because
they make up such a large percentage of the donation base. In this community, awareness of the
brand is not as high as the organization would like because meeting with individual donors takes
time and perseverance, which are resources spent elsewhere
Messaging
Executive donors are compelled to act when they can relate to Partner Families, so storytelling is
paramount when communicating with these individuals. Messaging for this public causes
executives to answer the call to action by responding, We can help by donating, or We can
help by volunteering our time, labor and networking capabilities.
Primary Message 1
Partnering with Habitat for Humanity demonstrates the commitment youve made to your staff
and patrons to better our community through your own involvement and engagement in
community development.
Primary Message 2
Become a stand out business leader when you partner with Springfield/Eugene Habitat for
Humanity.
Secondary Messages

Network with influential business leaders while donating your time to a good cause

Network with influential business leaders while building a home for this family

Your donation helps the children and families you meet experience a brighter, better
future

Building this home helps break the cycle of poverty for this family. Because your
donation empowers this family to contribute to the communitys resources rather than
consuming them, you are not only helping a family in need, but also you are impacting
the entire community
Objectives and Evaluations
This audience would be used to help Habitat for Humanity fulfill its mission statement by
increasing donations and establishing long-term partnerships.
Objective 1
Establish 15 new business executive partnerships from Dec. 2013 to Dec. 2014.
Evaluation
Determine the success of this objective by calculating how many partnerships were established
as a result of executive build event.
Objective 2
Establish cohesive messaging guidelines for donor communication by December 2013.
Evaluation
To determine the success of this objective, count how many newly designed donor materials
were distributed.
Strategies and Tactics
Strategies and tactics for this audience are aimed at communicating the organizations brand
story and creating new business partnerships based on shared values.
Strategy
Prepare the Springfield/Eugene Habitat for Humanity to execute an Executive Build that
develops new partnerships with and for businesses and executives.
Tactical Recommendations

Use Facebook graph search to establish connections on social media

Provide a list of these businesses who share like interests to the client

Develop a letter that explains why the partnership is a good fit

Send a letter about who the executives can network with while at the event

Create a PowerPoint presentation that engages the audience, provides photos and tells the
brand story

Create slides that relay the benefits and give back around our community

Use testimonials and powerful quotes

Create cover letter

Create invitation

Create thank you note

Create a news release with the executives picture to be sent after executive build
Measurement Tools

Facebook analytics

Twitter analytics

Reach of hash tags

Number of links posted on Facebook and Twitter

Survey to measure usefulness of training sessions

Deliverables

General Brochure (displayed in Staff target audience section)

Donor Flyer

Executive Build Starter Kit

Portfolio (displayed in Staff target audience section)

Individuals
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Profile
Individuals contribute eighty percent of the affiliates donations. The client describes meetings
with individual donors as more personal and engaged. She relays stories of families with similar
circumstances, interests or histories to the individual as a means of connecting and engaging with
that individual.
Individual donors could be members of either of the previous subgroups, but it is the intimate
one-on-one connection that Jean is able to form that defines this subgroup. They wish to make a
difference in the community and often like to see their money go to families in which they share
interests or have similarities. Many of these members either have established careers or are
retirees.
Self-Interests
Individuals are motivated by both altruism and emotions. Because the money is their own, they
like to know directly where it will go.
Influencers and Intervening Publics
Service group members, church members, friends, family, and business owners
Current State of Relationship With Brand
Individual donors contribute greatly to the organizations ability to grow because they make up
such a large percentage of the donation base. The awareness level within individual donors
around the Eugene Springfield area is not as high as Habitat for Humanity would like, meetings
with individual donors take time, resources and perseverance the association may lack.
This relationship varies on an individual basis; however, the client recognizes it has not taken
care of donor relationships as it should have. The organization must take care to develop a better
plan to steward its donors. Relationships with individual donors could be built through one-on-
one contact and interaction between the individual and an affiliate representative. Leveraging
networking engagements would be a way to develop mutually beneficial partnerships.
Messaging
The messaging for this public is designed to tell the stories of families and show the individuals
how their contributions can directly aid in building a better future for Partner Families within the
community.
Primary Message 1
Through the help of your donation, children will experience a brighter, better future.
Secondary Messages

Your contribution gives this family stability and a place to call home.

For $X amount you can give this child a bedroom of his own

Your donation of $X amount gives this family a place to enjoy Thanksgiving dinner.

The kitchen you purchase for this family is where they will create family memories.
Objectives and Evaluations
Objective 1
Develop a new donor stewarding plan to be implemented by Jan. 1, 2014.
Evaluation
Determine the success of this objective by calculating how many partnerships were established
as a result of the new donor stewarding plan.
Objective 2
Establish 15 new individual donor partnerships from Dec. 2013 to Dec. 2014.
Evaluation
Determine the success of this objective by calculating how many partnerships were established
as a result of the new donor stewarding plan.
Strategies and Tactics
Strategies and tactics for this audience are aimed at communicating the organizations brand
story and creating new business partnerships based on shared values.
Strategy
Develop emotional stories that connect individual donors to the needs of the organization.
Tactical Recommendations

Create a story-telling portfolio

Develop list of previous individuals who make large gifts

Develop calendar for donor meetings

Use portfolio in meetings with individual stories

Schedule individual donor meetings each month

Faith Communities and Service Clubs
Profile
The following is the S/E Habitat for Humanitys mission: Seeking to put Gods love into action,
Habitat for Humanity brings people together to build homes, communities and hope. Springfield
and Eugenes faith communities are a key to helping the organization fulfill its mission.
Individuals involved in religious groups and organizations respond to a higher calling and are
interested in giving back to the community. They are actively involved within their church
groups and give back to those in need. They aspire to live ethical lives and are motivated by the
will of God.
Public Relations Plan for Springeld/Eugene Habitat for Humanity 21
Nov. 7, 2013
The organization relies on this public for both financial support and volunteer support.
Self-Interests
These churches and individuals within are highly motivated by the Word, their fear and their
devotion to God. These individuals value being seen as good examples within their families,
churches and communities. Social good, care, concern, some altruism, status in their social
circles, and family are other self-interests of faith-based community members.
Influencers and Intervening Publics
Church leaders, fellow members, and spouses
Current State of Relationship With Brand
All Habitat for Humanity affiliates are tied to churches through their deep commitment to their
faith-based mission statements. However, the depth of relationships each affiliate has with their
local faith-based community differs across the nation and world.
Springfield/Eugene Habitat for Humanity no longer has a strong relationship with its faith-based
community. Whereas the affiliate used to participate in an apostle build each year, the affiliate no
longer has the relationship with its faith-based communities to do so.
The board is currently interested in how to better the organizations relationship with faith
communities. It looks to the Medford affiliate as an example. Ramping up its faith-based
relationships will be a major agenda in the upcoming year.
While relationships with faith-based communities are not strong, the organizations relationships
with service clubs are very strong.
Messaging
The University of Oregon PR Campaigns team suggests crafting messages for churches and faith
communities by appealing to their self-interests and the faith-based values the organization
shares with local churches. The team suggest pointing out the potential to establish a mutually
beneficial relationship between Habitat for Humanity and its faith-based community. After
receiving such crafted messages, churches and faith communities should respond to the call to
action by asking: How can our church help?
Because the organizations relationship with service clubs is so strong, the
University of Oregon PR Campaigns Team suggests the organization continue its
messaging and partnership and the Team makes no suggestions on altering the
organizations strategy.

Profile
Messaging
Objectives and Evaluation
Strategies and Tactics
Deliverables

Volunteers are Habitat for Humanitys backbone. The organization relies on this
public for construction work, office work, ReStore and much more. The
University of Oregon PR Campaigns Team divided this volunteer target public
into two groups: On-site volunteers, which are an established public within the
organization, and University of Oregon Fraternity and Sorority Life volunteers,
which is an un-established public the organization could pursue to boost its
volunteer participants.
Public Relations Plan for Springeld/Eugene Habitat for Humanity 23
Nov. 7, 2013
Volunteers
On-site and University of
Oregon Fraternity Sorority
Life
On-Site Volunteers
Profile
According to the Bureau of Labor, about 64.5 million Americans volunteered during 2012.
Statistically, more women than men volunteer each year, and the average age of volunteers is 35
to 44 years old. Additionally, individuals who are married or have higher levels of education tend
to volunteer more. The majority of volunteer work during 2012 was for religious organizations.
The volunteer rate by nationality is as follows:

Caucasian (27.8%)

African American (21.1%)

Asian (19.6%)

Hispanic (15.2%)
The Springfield/Eugene Habitat for Humanity built two houses this year and relied on
approximately 550 volunteers to do so.
Self-Interests

Self-confidence boost

Overall good feeling

Set example for children or youth

Contribute to community growth

Possible requirement for an organization, club or career

Messaging
The focus for this public is to continue building relationships with active volunteers and rekindle
a partnership with inactive volunteers. Messaging could convey to individuals that they can make
an impact when volunteering with Habitat for Humanity.
Primary Message 1

Volunteering for a few hours builds a place for a family to spend the rest of its life.
Primary Message 2

Your time builds a future for a family.

Secondary Messages

What will you build?

We build a house while a family builds its home.

You can build a place for a child to call home.

You can build a place for a family to feel safe and secure.

Make memories with your group while you build a home for a family to make a lifetime
of memories in.
Objectives and Evaluations
Objective
Increase the number of on-site volunteers signed up via VolunteerUP form from December 2013
to December 2014.
Evaluation
Measure the amount of volunteers signed up using the VolunteerUp form in December 2013 and
again in December 2014 to see if there is an increase.
Strategies and Tactics
Strategies and tactics for this audience focus on reaching out and compelling the audience to
respond to the call to action on marketing materials.
Strategy 1
Update brands story so the marketing materials show that partnering with Habitat for Humanity
is impacting and fun and makes people excited to volunteer.
Tactical Recommendations

Use images of volunteers having fun

Use images of volunteers in action

Increase social media activity by brand: images and videos

Include interactive links to the VolunteerUP form on all new marketing material

Ensure links currently in use are in working order

Brochure

Flyer

PowerPoint presentation
Measurement Tools
Analyze all newly created outreach materials and measure whether they include interactive links
to the VolunteerUP form. Analyze all links currently in use on the brands pages online and
measure whether they include links to the VolunteerUP form. Measure the percentage of links
that are in working order and establish a timeline to update any links that need repair.
Strategy 2
Increase social media activity to expand reach
Tactical Recommendations

Develop social media training sessions

Launch Pinterest account

Create albums

Post photos with engaging captions

Use hash tags in captions

Develop editorial calendar

Share posts across social media channels when appropriate

Use links in posts

Use images and videos in content

Develop hash tag for events and builds

Public Relations Plan for Springeld/Eugene Habitat for Humanity 25
Nov. 7, 2013

Develop plan to respond to fan interaction

Measurement Tools
Facebook and HootSuite analytics
University of Oregon Fraternity Sorority Life
(UOFSL)
Profile
Greek life is quite prominent at the University of Oregon. All UO FSL events have high
attendance, and most social media channels have a large following, so this public could be the
key to raising awareness on campus about Springfield/Eugene Habitat for Humanity.
The University of Oregon has 32 fraternity and sorority chapters. The age demographic of this
audience is 18-24. No local race demographics are available; however, 66 percent of students at
the University of Oregon identify as white or non-Hispanic.
FSL requires its members to maintain a certain GPA, so the fraternity and sorority average GPA
is higher than the overall collegiate GPA.
Self-Interests

Grades

Social events

Philanthropy requirements

Fun and engaging activities

Influencers and Intervening Publics

Chapter presidents

Pan-Hellenic council

Vice President of Civic Engagement

Current State of Relationship With Brand
Previously the organization had partnerships with some of the sororities but they have fallen
through.
Messaging
Messaging for the university group would be youthful and encouraging. The messaging could
appeal to a younger demographic than the on-site volunteer group.
Primary Message 1
Helping build a home is a fun way for your chapter to help your community while earning your
philanthropy hours.
Primary Message 2
Make memories with your group while you build a home for a family to make a lifetime of
memories in.
Secondary Messages

Connect with us on social media

Tweet during the build

Share your volunteer experience on our Facebook page

Strategies and Tactics
Strategy 1
Create a fun image the organization will use to inspire people to become excited to volunteer
Tactical Recommendations

Develop brochure

Develop flyer

Develop a brand ambassador or contact for FSL

Establish door presentations to be given at FSL houses

Develop door pitch

Tweet during the build

Measurement Tools

Measure number of brochures delivered at door presentations

Measure number of flyers delivered at door presentations

Measure number of door presentations

Measure number of people reached through each door presentation

Analyze social media analytics

Strategy 2
Position Springfield/Eugene Habitat for Humanity as the place to go for any volunteer work
Tactical Recommendations

Provide list, contact information and donation deadline information of local businesses
who partner

Volunteer outreach letter

Media coverage
Measurement Tools

Number of partnerships gained from list

Number of letters sent to potential partners

Amount of donations received from those on list

Media tracking

Media analysis of coverage

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Strategy 3

Increase media coverage of builds to grow relationships with UO FSL volunteers

Tactical Recommendations

Pitch story

Gain Partner Family feature story

News Release for themed build

Measurement Tools

Media tracking

Media analysis

Number of people involved in the themed build

Facebook reach from photos of themed build

Facebook reach of photos from story

Strategy 4
Increase social media activity to expand reach
Tactical Recommendations

Develop social media training sessions

Launch Pinterest account

Create albums

Post photos with engaging captions

Use hash tags in captions

Develop editorial calendar

Share posts across social media channels when appropriate

Use links in posts

Use images and videos in content

Develop hash tag for events and builds

Develop plan to respond to fan interaction

Measurement Tools

Facebook analytics

Twitter analytics

Reach of hash tags

Number of links posted on Facebook and Twitter

Survey to measure usefulness of training sessions

Deliverables

General Brochure (displayed in Staff target public section)

Volunteer Flyer
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Partner Families

Profile
Messaging
Objectives and Evaluation
Strategies and Tactics
Deliverables

A partner family is a family who expresses an interest in Habitat for Humanity
and submits an application to the organization. The application is reviewed by a
selection committee and if the family meets the necessary criteria, goes before the
Board of Directors for approval. The family will be recommended and accepted
based on need, ability to pay for a new home and willingness to partner with
Habitat for Humanity. The University of Oregon PR Campaigns Team recognizes
the organizations need to work towards inclusion; therefore, the Team suggests
the organization translate any materials created for Partner Families from English
to Spanish so it can provide both potential English-speaking families and Spanish-
speaking families with the necessary information.
Profile
Partner Families in the Springfield/Eugene area consist of both English and Latino ethnicities
and while these two groups are extremely diverse and experience life different ways, the needs of
the family remain the same within both groups.
The area still shows signs from the most recent government recession with roughly 17.4 percent
of residents living in poverty. With local poverty rates on the rise, the chance of a family being
one paycheck away from living on the street is a reality. The Springfield/Eugene community is a
family-oriented, community-centered place to raise a young family. There is a great need for
affordable, safe housing in the area.
The majority- 92 percent- of all families in the Springfield/Eugene area speaks English as the
primary language.
Spanish is the second most widely spoken language in the area. Spanish-speaking families make
up 5 percent of the population. Tradition and family values are very important to Spanish-
speaking families and it is important to those parents to remind their family of its cultural
heritage by sharing special family customs and traditions while they adopt American
experiences.
Self-Interests

Safe and affordable place to call home

Adequate housing

Income that provides for their family

Providing food for their family

Culture and tradition

Special financing

Improving welfare of family

Improving social status of family

Influencers and Intervening Publics

Previous Partner Family ambassadors to new Partner Families

Social services and social work employees

Religious leaders, pastors, reverends and church board members

Government officials such as Kitty Pearcy

Current State of Relationship With Brand
The Springfield/Eugene Habitat for Humanity has a large following of volunteers, donors and
interested families, but they would like to see even higher numbers. By engaging the public with
more community involvement, Habitat for Humanitys perception will increase and therefore
allow more people to become involved. Raising awareness throughout the community by being
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Nov. 7, 2013
more involved is the best way for this to occur. The more potential partner families that can be
reached, the more help can be offered to secure affordable and safe housing for everyone.
Messaging
Messaging to partner families must emphasize increased stability through partnering with
Habitat for Humanity, targeting the direct needs of those families. Outreach to these families will
allow them to feel more connected with the community and will help spread Habitat for
Humanitys message of building safe affordable homes. Family values and the direct connection
to Christianity and the teachings of Jesus Christ can be stressed to encourage potential partner
families to feel secure partnering with Habitat for Humanity.
Primary Message
You can build your own place to call home by partner with us.
Secondary Messages

You dont have to live in poverty forever

Habitat for Humanity can help your family find stability

Habitat for Humanity will help you buy your own home

You can afford your own home when you partner with Habitat for Humanity

Your new house will make you feel safe and secure

Your memories deserve a home

Let Habitat for Humanity help you improve your familys condition
Objectives and Evaluation
Currently the Springfield/Eugene Habitat for Humanity has 2-3 partner families who are in the
program in some portion of the process. As more and more families start showing interest in the
program, the wait list will continue to grow directly impacting Habitat for Humanity in the other
areas. This is important because in order to grow the other areas of the organizations programs,
they must increase the number of partner families.
Objective 1
Increase the number of Partner Families who are being vetted by the committee at any given time
from 2 families to 4 families by December 31, 2014.
Evaluation
If we can increase the number of families from 2 to 4 at any time in the program than our goal
will be successful.
Strategies and Tactics
Strategies and tactics for this public aim at reaching and informing the public of opportunities.
Strategy 1
Broaden the reach of the program by updating our marketing materials by December 14, 2013.
Strategy 2
Generate interest in the Partner Family program with us by providing detailed information that
will help promote the program.
Tactical Recommendations

Create an English brochure targeted to potential partner families

Create a Spanish brochure targeted to potential partner families

Establish positive family images and colors to bring brochures to life

Measurement Tools

Number of brochures printed

Number of brochures distributed

Strategy 3
Utilize previous partner families to engage potential new families.
Tactical Recommendations

Plan meetings or potluck dinners with Partner Families

Create direct mailer or email newsletter targeted at Partner Families

Create email newsletter targeted at Partner Families

Measurement Tools

Number of months the organization was able to meet

Number of subscribers

Number of brochures distributed

Deliverables

General Brochure (displayed in staff section)

Partner Family Flyer

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Staff
An Intervening Public
Profile
Messaging
Objectives and Evaluation
Strategies and Tactics
Deliverables
The Springfield/Eugene Habitat for Humanitys staff includes board members,
administrative staff, volunteers and a social media intern. The organizations
board is composed of roughly 13 members, and there are approximately seven
administrative staff members. Many volunteers choose to support the organization
by volunteering in the office rather than, or in addition to, volunteering on a build
site. The University of Oregon PR Campaigns team recognizes the organizations
staff as an intervening public.
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Profile
Because staff will have a hand in fulfilling most of the objectives of this campaign the
organizations administrative staff is the primary public for this campaign. The goal of the
campaign aims to empower staff; therefore, securing the support and involvement of not only the
organizations administrative staff, but also the organizations board will be crucial to the
campaigns success
Self-Interests

Doing good in the community in which they are invested

Filling a need

Leaving a legacy

Being an influencer

Board members may be motivated by creating partnerships

Achieving goals

Securing sustainable funding and personal financial well-being

Influencers and Intervening Publics

Family

Other influential members of the business community

Administrative staff
The board recently expanded the organizations administrative staff. Members are directly
involved in guiding the organization to successfully achieve its mission. Some members of the
board are more involved, working on daily projects alongside administrative staff. The
administrative staff is involved in the every-day business of the organization. Administrative
staff members rely on volunteers to complete many daily tasks such as housekeeping, taking
phone calls and greeting visitors.
Messaging
Staff of the Springfield/Eugene Habitat for Humanity must be convinced that the proposed
recommendations will benefit the Springfield/Eugene Habitat for Humanity, as well as the
community it serves. While the board must be shown a return on investment before it will move
forward with changes, the rest of the staff needs to be encouraged that they all play a part in
communicating the organization's story effectively.
Primary Message 1
Adopting the social media changes the University of Oregon PR Campaigns team recommends
will better equip the organization to fulfill its mission.
Primary Message 2
We can ready ourselves for growth by adopting these changes.
Secondary Message

These are low-cost changes with good ROI

Adopting the recommendations wont drastically change day-to-day activities in the

office

There are timesaving strategies that will help Springfield/Eugene Habitat for Humanity
grow while conserving resources

Telling the affiliates brand story cohesively throughout all channels is imperative for the
organizations growth

The new marketing materials use concise yet rich content to strategically tell the
affiliates brand story
Objectives and Evaluation
To gain support from the publics, objectives must be followed by evaluative measures. These
objectives are geared toward gaining the boards support and continuing involvement from all
staff members.
Objective
To empower staff to effectively communicating the organizations story using Pinterest,
Facebook and updated brochures.
Evaluation

Measure whether board approved programs by Dec. 31, 2013

Determine whether staff received training

Demonstrate internal understanding of messaging strategies through survey results by

June 1, 2014

Determine whether there was a program established to help staff learn and adapt to new
tools and technologies

Measure how staff feels about the usefulness of the program with survey
Strategies and Tactics
To decide which strategies and tactics to use, the organization needs to consider timeframes and
how to best use limited resources. These strategies and tactics are focused on using the staff to
influence and direct the three other audiences.
Strategy 1
To empower staff by developing a working environment that encourages them to learn and adapt
to new tools and technology.
Tactical Recommendations

Develop social media training manuals

Develop social media training workshop

Develop sustainable social media training solutions

Post photos on social media platforms

Tag staff

Encourage staff to post to platforms

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Encourage staff to use hash tags

Encourage staff to include brand in personal status updates

Use Facebook graph search to research staffs Facebook interests to strategize content
production

Post content relevant to staff

Share staffs content

Post photos of training sessions

Live tweet tips from training sessions

Measurement Tools

Number of training sessions posted about

Social media analytics

Strategy 2
Train administrative staff how to use communication materials by February 28, 2014.
Tactical Recommendations

Present staff with existing communication guideline materials to guide daily messaging
responsibilities

Develop workshop for Facebook training session

Develop workshop for Pinterest training session

Develop workshop for HootSuite training session

Develop measurement surveys for training sessions

Measurement Tools

Use a survey to measure staffs awareness of tools and how useful staff feels training
sessions have been

Count number of training sessions in Dec. 2013

Count number of employees an volunteers involved in training sessions

Deliverables

General Brochure

ReStore Flyer

Flyers (displayed in respective target audience sections)

Portfolio

Social Media Manual

Executive Build Starter Kit

Habitat for Humanity is an international organization with local connections right here in
our community. The Springfield/Eugene affiliates message has inspired many to come
forward to volunteer, donate and work to improve the lives of people in our community
by building one home at a time.
With the proper tools and training the Springfield/Eugene Habitat for Humanity will be
able to implement this strategic public relations plan, which will help the organization to
fulfill its mission and continue to partner with the community to build safe and warm
places families call home.

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Conclusion