IMC PROPOSAL

PROPOSED BY:

Mesha Caldwell, Jackie Gruber, Antonio Hroncich,

Brianna Paganini & Elizabeth Sincavage

PROPOSED BY
TABLE OF CONTENTS
Developmental Research........................................... 1

SWOT Analysis..................................................... 2

Primary Research.....................................................

Survey........................................................... 3-5

Social Studio................................................. 6

Competitors................................................... 7

Secondary Research.................................................

Online Donations........................................... 8

Volunteerism................................................. 9

Social Media................................................. 10-11

Video Production........................................... 12

Website......................................................... 13

Diagnosis............................................................. 14

Strategic Action Plan................................................ 15

Target Audiences/Publics..................................... 16-18

Goal/Obj/Strategy/Tactic 1................................. 19-20

Goal/Obj/Strategy/Tactic 2................................ 21-22

Goal/Obj/Strategy/Tactic 3................................ 23-24

Goal/Obj/Strategy/Tactic 4................................ 25-26

Plan Implementation................................................. 27

Project Management Tools................................... 28-29

Communication Tools........................................... 30

Refinement Research..........................................
31

Timeline.............................................................. 32

Budget................................................................ 33

Evaluation............................................................... 34-39

Bibliography............................................................ 40

Appendix.................................................................. 41
DEVELOPMENTAL
RESEARCH
Includes:
- SWOT ANALYSIS

- PRIMARY RESEARCH

- SECONDARY RESEARCH

- DIAGNOSIS

1
SWOT ANALYSIS
STRENGTHS WEAKNESSES
1. Habitat for Humanity’s resources 1. Inconsistency amongst social

and chapter affiliations media accounts

(Local College Chapters, ReStore) 2. Lack of social media management

2. Well known organization on a (Too many individuals conducting

national level. social media rather than one specific

3. Partnerships with other social media professional)

organizations and events 3. Volunteer demographics consist

(Build on Faith, Thrive Financial) mainly of older generations

4. Habitat for Humanity's purpose 4. Misunderstanding of what Habitat

does.

OPPORTUNITIES THREATS
1. Capitalize on the rise in online 1. Non-profit competitors in the area

donations 2. Weather in Dutchess County

2. Grow social media in engagement 3. Nonprofit organization budget

and interaction 4. Not receiving a sufficient amount

3. Utilize connections with local of funds for a project

chapters, college chapters, and

neighboring chapters

4. Increase loyal engagement and

retention of volunteers amongst

adults

5. Seasons and additional benefits

2
PRIMARY RESEARCH
survey results
OUR METHOD.
In order to gain a better understanding of what people think of

Habitat for Humanity and Habitat of Dutchess County, pVr

conducted a brief research survey using surveymonkey.com. The

survey consisted of 16 questions and received 179 responses. The

gender makeup was 74% females, 25% males, and 1% other. The

age makeup was 1% under 18 years old, 84% between 18-24 years

old, and 14% respondents age 25-65+ years old. The population of

Dutchess County in 2015 (295,754) and the 179 responses received

resulted in a margin of error of +/- 7% at a confidence level of

95%.

In regards to survey respondent recruitment methods, the survey

was sent on digital platforms. Members of pVr distributed the

survey via email and text message. The survey was also posted on

each pVr member's personal Facebook page as well as the Marist

Class of 2019, 2020, 2021 and 2022 pages.

We feel as though the survey will ensure our campaign will assist in

developing manageable and measurable goals by gaining an insight

to respondent volunteer habits and perception of Habitat for

Humanity.

By flipping to the appendix, the survey responses to all 14 questions

are available to you.

3
PRIMARY RESEARCH
survey results
HIGHLIGHTED RESPONSES ON THE TARGET MARKET.
Here are responses we believe are significant to understanding your

target market. Based on all of our research, we were able to determine

our research-based goals.

4
PRIMARY RESEARCH
survey results
HIGHLIGHTED RESPONSES ON VOLUNTEERISM & BEHAVIORS.
Here are responses we believe are significant to understanding the target

market's volunteering habits and behaviors. Based off of all the research,

we were able to determine our research-based goals.

Based off of Q13, we found that having an increased awareness of

opportunities (4.27) would be the biggest factor in increasing the likelihood

someone between the ages of 18 and 24 would volunteer or donate,

followed by having an institutional affiliation (4.15).

5
PRIMARY RESEARCH
social studio
SALESFORCE SOCIAL STUDIO.
Through Salesforce's Social Studio application, pVr was able to monitor

key words and phrases associated with Habitat for Humanity on social

media. By analyzing this data, we are able to keep up with trends, stay

ahead of competitors, avoid crisis, maintain awareness of current

events, and learn about potential influencers and stakeholders.

WHEN ANALYZING HABITAT FOR HUMANITY...

When analyzing Habitat for Humanity on Social Studio, we

found that generally comments regarding Habitat have an

overall positive sentiment, meaning, users think highly

and positively of Habitat as a whole. When searching for

Habitat for Humanity, keywords include "build, great,

community, home, and volunteer"

WHEN ANALYZING BRANDED HASHTAGS....

Branded hashtags are a major feature to gain traction

on social media platforms for brands. Hashtags we

tracked were "#communityoutreach, #habitatrestore,

#habitatdutchess, and #restoredutchess." These

hashtags were most popular on Twitter and then

Instagram and Facebook (see chart on the right)

6
PRIMARY RESEARCH
competitors
Nonprofit's are always in competition simply based on the nature of the

organizations and the industry. The list of competitors for Habitat Dutchess

exceeds this list, but these are three organizations that pVr felt would be the

biggest competitors in the area, given the goals we want to accomplish.

AMERICAN RED CROSS

The American Red Cross prevents and alleviates

human suffering in the face of emergencies by

mobilizing the power of volunteers and the

generosity of donors.

On Instagram, the local association, @redcrossny,

currently has 210 posts, 335 followers and are

following 238 users.

UNITED WAY DUTCHESS

United Way of Dutchess-Orange Region helps

provide meals and shelter for families in need,

as well as advocate for education, health,

and financial stability.

On Instagram, @unitedwaydor has 772 posts,

674 followers and are following 781 users.

ALZHEIMERS ASSOCIATION
The Alzheimer’s Association Duchess chapter

helps eliminate Alzheimer’s disease through

the advancement of research and provide

emotional support.

On Instagram, @alzassociationh has 68 posts,

336 followers, and are following 37 users.

7
SECONDARY RESEARCH
online donations
ONLINE DONATION RESEARCH
One problem identified was that online donations are the weakest

form of donations and do not compare to individual and group

donors. According to nonprofitsource.com, roughly $128 dollars is

donated online on average. As the trend of donating online

continues to grow rapidly, it is crucial that Habitat for Humanity

Dutchess becomes an organization that millennials donate to online.

GROWTH IN DONATIONS
Online giving has been growing

significantly since 2012. Overall,

online revenue has increased by 23%

in 2017, accelerating from 15% growth

from the previous year. The

infographic on the left depicts how

online giving has grown from year to

year. As of April 2018, online giving

had already grown 10.6% from 2017.

MILLENNIALS & ONLINE DONATIONS

Nonprofitsource.com also states how 84% of millennials are

donating to charity and how in 2016, 47% of millennials donated

through an organization's website. Since millennials are active

on their phones and respond best to text messages and social

media, they are most likely to donate via mobile and watch

online videos before making a gift. This is a prime opportunity

for Habitat for Humanity Dutchess to appeal to millennial's

emotions online in order to gain online donations.

8
SECONDARY RESEARCH
volunteerism
RESEARCH ON VOLUNTEERISM
While Habitat for Humanity Dutchess currently has a strong sense of

volunteering amongst older generations, it is crucial in gaining

attention and volunteering from millennials. According to the

article "25 Volunteer Statistics That Will Blow Your Mind," research

shows 72% of volunteers are involved in only one organization,

making it imperative that Habitat for Humanity Dutchess is the

organization individuals go to when volunteering.

According to the article "12 Keys to Increasing Volunteer

Engagement," Keith Webb states that when it comes to

encouraging volunteerism an organization should present exactly

what is needed of its volunteers. A lot of the time, an organization

should go as far as answering the question: “What’s in it for me?”

Volunteers should know how much their time is appreciated by the

organization. Communication is essential, as an organization

should never appear desperate, even if they are. It is important to

communicate volunteer stories to encourage others to volunteer

because this instills an emotional appeal. Volunteers should know

the impact their time and service has on society because it makes

them feel as though their time is being donated for the better. It is

also important to stay in touch with volunteers and provide

personal invitations to come back and further their impact on their

community.

Based on this research and the primary research conducted

through our survey, this all claims to be true. By following this

approach, we believe it is a reasonable and crucial goal that

Habitat for Humanity Dutchess increases the number and frequency

of millennial volunteers.

9
SECONDARY RESEARCH
social media
RESEARCH ON SOCIAL MEDIA
According to emarketer's study on

"Social media platforms used by US

internet users," individuals between the

ages of 18-34 are prominently on

Facebook, Instagram, and Twitter.

Especially amongst millennials,

capitalizing on these social media

platforms for interaction and

engagement will not only promote the

brand of Habitat Dutchess County itself,

but will establish a loyalty amongst

volunteers, especially millennials.

HABITAT DUTCHESS' SOCIAL MEDIA

Currently, a problem with the Habitat Dutchess social media

accounts is that they are not creating a strong enough presence

to increase millennial volunteerism and social media engagement.

According to Habitat Dutchess social media analytics, Habitat

Dutchess is not seeing a positive gain in engagement on their

social media platforms. For example, the amount of impressions

on the Habitat Dutchess Instagram account decreased a total of

92 impressions in a two week time frame and the amount of

interactions, the measurement of actions people take when

engaging with Habitat's account (i.e. profile visits, website clicks,

email, and call), the account has seen a significantly low number

of 25. By capitalizing on the opportunity to utilize social media

platforms such as Instagram, Twitter and Facebook, platforms

where millennials are most active on, Habitat for Humanity

Dutchess can see an increase in volunteerism and engagement.

10
SECONDARY RESEARCH
social media platforms
INSTAGRAM RESEARCH
According to Hootsuite 2018 data from Gotter, Wilks, and Caroppo, of all social

media platforms, millennials are most likely to be found on Instagram. It is a major

platform for business marketing as Instagram images get an average of 23% more

engagement than Facebook images. As a result, brands see engagement rates 10%

higher on Instagram than they do on Facebook. When analyzing the frequency of

posts on Instagram, Hootsuite found that brands post an average of 27.9X per

month and in order to increase engagement and interaction, hashtags are a major

component. 7 out of 10 hashtags on Instagram are branded hashtags and are used

in order to draw engagement to Instagram platforms.

FACEBOOK RESEARCH
There are currently over 2.1 billion users on Facebook, making it the most popular

social media platform. Two-thirds of young U.S adults (68%) classify themselves

as Facebook users and three-quarters of these adults use Facebook everyday

(Smith & Andersen, 2018, para. 3). Due to Facebook's unique features, it is

gaining more popularity amongst millennials and brand loyalty. Facebook live

allows organizations to stream what they are currently doing or working on live.

With 78% of online audiences already viewing Facebook live, it is a growing tool

that could maximize the outreach of audiences. Companies that incorporate

Facebook live experience 41% more web traffic than others who do not, proving

video on Facebook is a powerful social media engagement tool.

TWITTER RESEARCH
According to Kit Smith from brandwatch.com, Twitter consists of 330 million

users and as of 2017, there were 50 million tweets posted daily. Of 50 million

tweets, 40% contained at least one hashtag, demonstrating the importance

of brand hashtags. When interacting with users on Twitter, 77% of Twitter

users felt positive when a brand replied to their tweet and 80% of users

mentioned brands in their tweets. Twitter is a platform for two-way

interaction which is a great way to not only connect with consumers, but

journalists as well. According to Brandwatch, journalists make up 24.6% of

verified accounts on Twitter. There is major potential to connect with

influencers and consumers on Twitter.

11
SECONDARY RESEARCH
video promotion
VIDEO PROMOTION RESEARCH
“Ten years ago, most of what we shared and consumed online was text.
Now it’s photos, and soon most of it will be video. We see a world that is
video first with video at the heart of all our apps and services.”
– Mark Zuckerberg

Social media and online videos have becoming increasingly popular

throughout the last two years. When the two mediums are put together,

the response is incredible. Videos are a way to be personal and “be

more interactive and try new things” (“Why video is exploding,” 2018).

Facebook, YouTube, Instagram stories, and Snapchat are effective

ways of reaching potential volunteers and donors through videos.

Video is used by 63%

of social media

marketers and has

surpassed blogging. In

addition, over the past

two years, mobile

video usage has

increased by over 10

million minutes each

day (Mawhinney,

2018). Using video on

social media will give

Habitat Dutchess a

competitive edge

against other local

non-profits.
*Retrieved from Social Media Marketer

12
SECONDARY RESEARCH
website research
COMPANY WEBSITE RESEARCH
According to the 2018 article "Is Your Website Costing You Clients"

from SWEOR.com, it takes about 50 milliseconds for users to form an

opinion based off one's website. In addition, 85% of adults believe

that a companies website when viewed on a mobile device should

be good or better than a typically desktop view. Recommendations

based on research suggested that websites are easily navigable

when they are responsive, meaning they display “fit to screen”

features when searching on a desktop, mobile, or tablet. Finally,

38% of people will stop engaging with a website if the content and

layout are unattractive.

The importance of having a website that is easy to navigate and

attractive to consumers is crucial as 61% of users are unlikely to

return to a site if they had trouble accessing it, making 40% more

than likely to visit a competitors website instead.

HABITAT DUTCHESS' CURRENT WEBSITE

If Habitat for Humanity Dutchess wants to stand out amongst

competitors, it is imperative that the new website focuses on four

major components: organization, donations, social media, and

instructive videos. Making sure that the website is user-friendly

and easy-to-navigate is key in keeping the attention of the

consumer visiting the page.

In regards to making a donation and social media, it is currently

hard to find where to make an online donation on the website

and current social icons are not properly hyperlinked. The

instructive videos, which is a unique feature of the current

website, should be up-to-date with a hyperlink to bring to you to

original page. By addressing these problems, the Habitat

Dutchess website can gain more traffic and interaction.

13
POST-RESEARCH
diagnosis
SO NOW WHAT?
Through the use of primary and secondary research, pVr believes that

Habitat for Humanity should be focusing a majority of their attention on

engaging with millennials through multiple social media platforms, as

well as engaging within the surrounding community of Duchess Country.

Through Salesforce Social Studio, pVr was able to conclude that

Habitat for Humanity is lacking when it comes to social media

engagement. While, Habitat is focusing on using Instagram as a

platform, two thirds (68%) of young adults consider themselves

Facebook users, while three quarters of the population are using the

social networking platform everyday.

In addition to engaging with millennial, pVr believes that Habitat for

Humanity needs to be utilizing a brand awareness strategy by

interacting with local college chapters. Research is currently showing

that 72% of volunteers are involved in only one organization, therefore

it is crucial that we provide millennial with the tools and resources

needed to make Habitat for Humanity the go to non-profit organization

amongst volunteers.

Lastly, pVr suggests that Habitat for Humanity of Dutchess County

enhance communication between online donor and volunteers in order

to spread awareness about the organization and their mission.

Currently, 47% of millennials donated through an organization's website

while heading to social media networking sites to learn more about the

organization and why they should donate. By focusing on these three

problems, pVr believes that will generate awareness for Habitat for

Humanity and drive both donations, volunteers, and followers!

14
 STRATEGIC
ACTION PLAN
Includes:
- TARGET AUDIENCE/PUBLICS

- DEFINED GOALS

- MEASURABLE OBJECTIVES

- STRATEGIES

- TACTICS

15
ACTION PLAN
target audience
1. DUTCHESS COUNTY COMMUNITY
With over 20 non-profit organizations within the

Dutchess County Community, it is imperative to

make Habitat for Humanity Dutchess County known.

The Dutchess County community has a lot to

benefit from Habitat Builds as well as Habitat

ReStore. Dutchess County is comprised of (add

statistics here), making Habitat Dutchess a non-

profit that many Dutchess County residents can

benefit from.

2. MILLENNIAL VOLUNTEERS
The weakest volunteer segment for Habitat for

Humanity Dutchess County are millennials. Given

the large amount of millennials attending local

colleges and universities in the Dutchess County

area. These are the key volunteer group that

Habitat for Humanity should be targeting, as

primary research found that millennials would

rather donate their time than money.

3. DONORS
Based off of prior research, there is a large

trend in online donations, making a primary

target audience donors. We found that baby

boomers are more likely to donate their

money rather than their time, making these

individuals the key targets for donations.

16
ACTION PLAN
target audience
KEY MESSAGES FOR DUTCHESS COUNTY
Habitat Dutchess makes a difference in the

Dutchess County community and is a worthwhile

organization.

Whether is be restoring a local community or

building a home to give community members a

warm, safe, and affordable place to live,

Habitat Dutchess works to serve its community

in many different ways.

Habitat Dutchess relies on the community for

support and involvement.

KEY MESSAGES FOR MILLENNIAL VOLUNTEERS

Volunteering for Habitat Dutchess is more

than crossing required volunteer hours of a

to-do list.

It's easy to get involved with Habitat

Dutchess.

Through involvement with the

organization, volunteers will be able to

become more involved in their community.

KEY MESSAGES FOR DONORS

Any money donated stays within the community.

Donations go directly to improve the lives of

those who are in need.

Habitat Dutchess is an important part of the

Dutchess County community.

17
ACTION PLAN
target audience
PESO MODEL
In order to effectively reach our target audiences, we must utilize paid,

earned, shared, and owned media. Through a variety of our tactics, we

are able to communicate our key messages to our target audiences in

four different ways.

PAID EARNED
Instagram and Facebook Media coverage gained from

advertisements press releases

SHARED OWNED
Habitat Dutchess posts content to Restore video

social media accounts from the

content calendar

18
ACTION PLAN
goal 1
CAPITALIZE ON THE TREND
IN DONATING ONLINE
AMONGST MILLENNIALS

OBJECTIVE
Increase online

donations by 25% by

Giving Tuesday of 2019*

STRATEGY
Highlight where consumer

donations have gone/who

they have benefitted to

increase online donations

*#GivingTuesday is a global day of giving fueled by the power of social

media and collaboration the Tuesday after Thanksgiving. #GivingTuesday

kicks off the charitable season, when many focus on their holiday and end-

of-year giving. By integrating social and online donation, #GivingTuesday

is a prime time to capitalize on online donations.

19
ACTION PLAN
tactic 1
DONOR APPRECIATION NEWSLETTER
Currently, when someone donates to Habitat for Humanity Dutchess

County, they receive a one-time thank you email immediately after.

There is not a follow-up email stating exactly where their donation is

going/who they are helping. pVr feels as though if donors knew where

their money was going, they would be more likely to continue

donations to thus increase online donations.

pVr's idea is to create a Habitat Newsletter to send to donors monthly

in order to keep them updated on the projects completed thanks to

their generous donations. The newsletters will consist of recent

projects Habitat completed, projects that are in the works, upcoming

volunteer events, and highlighted volunteers. The newsletter will be

emailed at the end of each month.

Through canva.com, a platform

that assists in the creation of

graphic design elements, such

as newsletters, is where this

template was made. As a 501c3

non-profit, Habitat Dutchess has

the opportunity to use Canva

Premium features for free. A

Habitat Dutchess intern can

assist in the creation of the

newsletter. This allows for

Habitat Dutchess to save money

through the platform and the

newsletter creator while

drawing attention to Habitat's

projects due to donation.

20
ACTION PLAN
goal 2

INCREASE VOLUNTEERISM
AMONGST 16-24 YEAR OLDS IN THE
DTUCHESS COUNTY AREA

OBJECTIVE
Have at least 10 members

from local Habitat

chapters to volunteer for

a Dutchess County build 3

months in a year.

STRATEGY
Develop an event

targeted to college-aged

millennials that creates

awareness while also

raising money for Habitat

Dutchess

21
ACTION PLAN
tactic 2
CAMPUS CAN CAMPAIGN
In order to generate awareness for Habitat Dutchess County amongst

millennials, pVr proposes a campus-wide campaign that involves a

variety of clubs and organizations. This is what we will call the

Campus Can Campaign . Working with the Marist Habitat Chapter

and A&A Redemption Center, the campaign will involve Marist clubs

and organizations who will compete in a can and bottle competition

to not only raise money for Habitat for Humanity Dutchess, but

generate awareness for the organization.

CAMPAIGN LOGISTICS
This event will run for six weeks, starting in the middle of September

and ending on November 1st. We believe this time frame is the best

time frame to run a can drive with college students because it is early

in the academic year and there are a lot of campus-wide events such

as alumni weekend and parents weekend, making the ability to collect

cans and bottles extremely high.

All clubs and organizations on Marist campus are encouraged to

participate, and participation is easy. Clubs and organizations will

collect their own bottles and cans and bring them to A&A Redemption

Center whenever it is convenient for them. After speaking with the

owner of A&A, Prince, he has informed us that he will keep a binder

that will keep record of how many cans and bottles each club has

donated.

On November 1st all data will be collected and analyzed to see which

organization won by donating the most cans and bottles. As a way to

gain more points, a representative from each participating club can

tweet pictures to Habitat for Humanity Dutchess using the new

branded hashtag #HabitatCan as well. The winner will receive

branded Habitat materials!

22
ACTION PLAN
goal 3

INCREASE INSTAGRAM
ENGAGEMENT AND FOLLOWER
INTERACTION

OBJECTIVE
Increase 16-24 year old

interactions on Instagram

by 25% within 3 months.

STRATEGY
Create a branded hashtag

that can be used on a

variety of platforms to

generate publicity and

awareness for Habitat

Dutches

23
ACTION PLAN
tactic 3
#HABITATCAN
The hashtag #HabitatCan will be used to start a conversation on

social media, especially on Twitter and Instagram, as these platforms

will reach the most millennials and use hashtags most effectively.

#HabitatCan is a fun way to get millennials to think about Habitat as

an organization, and what it can do for not only themselves, but for

the community as a whole.

The hashtag can be used to create original content, to share curated

content, and in replies and comments.

Original Content: #HabitatCan can be used to create fun posts on

social media and share content. In this case, #HabitatCan can be

used to share Habitat’s mission statement, on going projects, and

volunteer opportunities.

Curated Content: #HabitatCan is a great excuse to repost news

stories or other social media posts. Doing so will enable Habitat to

form and maintain relationships with other organizations while

contributing to the hashtag and inviting others to join the

#HabitatCan conversation.

Replies and Comments: Using #HabitatCan in replies and

comments is extremely important! Doing so creates awareness and

invites others to join in on the #HabitatCan conversation.

24
ACTION PLAN
goal 4

GENERATE AWARENESS FOR

HABITAT RESTORE

OBJECTIVE
Get people between the

ages of 18-22 to purchase

at least one item through

the Habitat Restore within

3 months

STRATEGY
Produce promotional

materials to drive

awareness around Habitat

Restore for college-aged

millennials

25
ACTION PLAN
tactic 4
RESTORE VIDEO
As part of our goal to bring awareness to the Habitat Dutchess we

plan to implement a video that will highlight the Habitat Dutchess

ReStore. The video will highlight the benefits and experience

someone gets when when purchasing something through the Habitat

ReStore. The focus of the video would be surrounding the concept of

going back to school shopping, when college students are often

looking for furniture for their dorms, off campus housing, etc. Since

college students are always looking for budget friendly options, the

video is a great way to introduce Habitat ReStore while also giving

back the community.

Partnering with MCTV, the Marist College

Television Network would enable Habitat to

create a video using outside resources

with no additional fees. The MCTV,

President Kevin Kleinschmidt is interested

in the project and would love to help

Habitat shed some light on the ReStore in

a new creative and fun way!

The planning for the video

will begin in March of 2019

with the completion of the

project in May of 2019. The

Habitat ReStore video will

launch in August 2019 as

students are getting ready

to do all their back to

school shopping.

26
 PLAN
IMPLEMENTATION
Includes:
- PROJECT MANAGEMENT TOOLS

- COMMUNICATION TOOLS

- REFINEMENT RESEARCH

- TIMELINE

- BUDGET

27
PLAN IMPLEMENTATION
Project Management Tools
MEDIA LIST
The Media lists contain information of non-profit and local

Poughkeepsie outlets provided by cision database. These lists are

categorized based on content subjects such as

community/neighbourhood news, outdoors/nature, lifestyle, and non-

editorial and outlets vary between newspapers, radio programs,

magazines and online platforms.

There is also a specific Marist College media list, containing primary

Marist College contacts as well as the contact information for the

presidents of a variety of clubs/organizations on campus, greek life

organizations, and athletic teams. This list is updated for the 2019

Spring semester, providing the direct contact information for all club

leaders as well as organization emails and websites. These contacts

can be used to notify Marist college students on upcoming Habitat

events, such as the Dragon Boat Race as well as campus visits and

community outreach projects.

See Appendix 1a for Media Lists

CONTENT CALENDAR
The content calendar is a useful tool when organizing and

planning social media content to post. The content calendar

contains guidelines and posting ideas for Twitter, Facebook, and

Instagram. This will allow for volunteers to know how to manage

the social media platforms to ensure consistency amongst the

Habitat Dutchess County social media platforms.

See Appendix 1b for Content Calendar

28
PLAN IMPLEMENTATION
Project Management Tools
GANTT CHART
A Gantt Chart is a visual timeline that will allow Habitat for Humanity

of Dutchess County break down tasks, responsibilities, and deadlines

over an extended period of time. One of the benefits of using a Gantt

Chart is the ability to assign different tasks to a multitude of staff

members at the same time with fixed deadlines. .

See Appendix 1c for Gantt Chart

INTERNSHIPS
As a non-profit organization near a variety of colleges and

universities, Habitat Dutchess has a prime opportunity to take

advantage of students seeking hands-on experience through

internships. After meeting with Sara Nowlin, the Internship

Director for the Marist School of Communication and the Arts,

Habitat Dutchess is a perfect organization to partner with Marist

for communications internships. By emailing

Sara.Nowlin@marist.edu, she can add Habitat Dutchess to the

Marist Internship Database FoxQuest for future internship

opportunities.

NORTH ROAD COMMUNICATIONS

North Road Communication is a non-profit IMC firm at Marist

College. NRC is dedicated to producing quality work for our

clients and providing hands-on learning opportunities for students

while maintaining a professional presence at Marist College and

in the surrounding communities. The services provided through

NRC consists of media relations & social media, research &

strategic communication, as well as event planning. Becoming a

client of NRC will allow Habitat for Humanity Dutchess County to

gain awareness on Marist campus and receive assistance for free.

29
PLAN IMPLEMENTATION
Communication Tools
INTERNSHIPS DESCRIPTIONS
Based on research, pVr has created Internship Desription templates for

a Social Media Intern and a Marketing/Advertising Internship. These

are two positions pVr feels Habitat Dutchess will benefit the most from.

Internship Director Sara Nowlin reviewed, corrected, and approved of

the internship descriptions provided.

See Appendix 2a for Social Media Internship Description

See Appendix 2b for Graphic/Advertising Internship Description

NRC APPLICATION
Any questions regarding North Road Communications can be sent to

northroadcomm@gmail.com. Jackie Gruber and Kerri-Ann Seredinsky are

the Firm Directors of NRC and are awaiting your application! While the

application is available online, attached in the Appendix is a copy of

the North Road Communication application.

See Appendix 2c for NRC Application

GRANT LIST
In order to ensure Habitat is reaching their full potential, pVr has

developed a list of grants that the organization could potentially apply

for. If received, these grants could allow Habitat to further their social

media reach, have a bigger impact through community work, and attract

more volunteers and donors.

See Appendix 2d for Grant List

PRESS RELEASE TEMPLATE

When Habitat Dutchess has an event, fundraiser, build, project, or

really anything at all going on, a press release can be a useful

tool to let the press gain news coverage and form relationships.

Press Releases can be sent to the entire media list and should be

followed up with a phone call to the journalist.

See Appendix 2e for Press Release Template 30

REFINEMENT RESEARCH
Analytical Tools
ANALYTICAL TOOLS
Facebook Insights : An analytical platform that allows users to

track their performance on business or organizational pages.

Facebook Insights will help determine what time of the day is best

to post, what time of the day are users most active, as well as

what content to post. Utilizing this evaluation method, Habitat will

be able to engage with the proper target audience ultimately

increasing brand awareness.

Twitter Analytics : Allows organizations to track their

engagement and interactions on Twitter. In addition, Twitter

Analytics allows you to craft more personalized tweets by

providing organizations with customized tips to meet their

everyday needs. By utilizing Twitter Analytics it will help Habitat

track the amount of impressions, interactions, and the return on

investment of the #HabitatCan Campaign.

Instagram Analytic s: Instagram has become one of the most

popular social networking sites for millennials. In order to utilize

the platform to the best of its ability, Habitat should refer the the

analytic database to gather information on followers, trending

hashtags, and content information.

Followers+ : A free application that focuses on pulling data from

users Instagram accounts. Followers+ tracks engagement over a

period of time, while also showing who engages with the account

most often. This would be a great tool to utilize when trying to

increase volunteerism within the Dutchess county area.

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PLAN IMPLEMENTATION
Timeline

Each of the four tactics will take a different amount of time, but all will go

through a planning, implementation and evaluation phase.

HABITAT NEWSLETTER CAMPUS CAN CAMPAIGN

Planning : August to October Planning : May to September

Gathering stories for Newsletter with Establishing partnerships with the

testimonials and photos Habitat Chapter at Marist and A & A

Implementation : Giving season from Redemption Center, Inc.

November to December Implementation : October to mid

Sending the newsletter to previous November

donors Marist Campus-Wide Can Campaign

Evaluation : January Evaluation : End of November to

January

#HABITATCAN
Planning : May to mid June
RESTORE VIDEO
Utilizing the social media content Planning : March to June

calendar to distribute the hashtag MCTV films, edits and produces video

Implementation : End of June to Implementation : July to mid September

November Video is posted to Youtube and social

Utilize the hashtag on Twitter during media channels

the campus can campaign Evaluation : End of September to

Evaluation : December to January December

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PLAN IMPLEMENTATION
Budget

For the budget, pVr wanted to remain as realistic as possible

when implementing our #HabitatCan campaign ideas. After

analyzing secondary and primary research, it was concluded that

a majority of the budget should be dedicated to social media

advertising in order to attract millennials to the platforms.

pVr decided to use a base of 125 clicks per Facebook and

Instagram advertisement. Facebook has a price of $0.27 per click,

which totals to be $33.75 per month. Instagram has a price of

$0.70 per click, which totals to $87.50 per month.

Over three months, the total cost of social media advertising

would be $363.75, which is $136.25 under the original $500

overall planned campaign budget. The remaining #136.25 can be

dedicated to other aspects of the campaign, such as the campus

can campaign prize incentives.

By utilizing the grants resources provided in the appendix, Habitat

Dutchess has the opportunity to receive money to make the

budget larger and have more advertisements.

33
 EVALUATION
Includes:
- EVALUATING

- REPORTING

34
EVALUATION
tactics
SUCCESS OF NEWSLETTER
Mailchimp allows users to track the progress of their emails sent,

including recipients who have and have not opened the email

message. Analyzing this data provides insight into whether or

not publics are resonating with the newsletter.

SUCCESS OF CAN CAMPAIGN

Tracking how many cans were collected and how many

organizations participated in the campaign through A&A

Redemption Center is the major way to evaluate this campaign.

Setting a specific number of cans and participating organizations

before the campaign begins, and then comparing it to the final

number can determine success.

SUCCESS OF INCREASED ENGAGEMENT

A multitude of free platforms, such as Instagram Analytics and

Followers Plus will be used. We will then use these tools to track

engagement of millennials throughout the entire duration of the

campaign.

SUCCESS OF RESTORE VIDEO

The video will be tracked through free social analytics platforms

such as Instagram analytics, Twitter analytics, Facebook, and

YouTube analytics. By using a wide array of platforms, Habitat will

be able to better understand who the video is reaching. In addition,

to the social analytics platforms pVr will be making use of a brief

point of purchase interview where cashiers will ask millennials

about how they found out about the ReStore.

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REPORTING
Post-Survey
IMPORTANCE OF POST-SURVEY RESEARCH
Before this campaign was created for Habitat Dutchess, research

was conducted to gather information about: the target audience,

awareness, volunteering behaviors, etc. The research was then

used to guide the campaign in areas such as, ensuring proper

mediums for communication would be used, and therefore the

correct audiences would be reached through these mediums.

In order to measure the success of the campaign, post research

can be conducted. If results show an overall increase in

involvement and positivity with Habitat, then this campaign can be

considered a success in creating awareness for the organization.

Although the original survey was 14 questions, pVr has modified it

to 10 to ensure the survey stays within the free account that

SurveyMonkey offers to save money within the budget. A shorter

survey will also generate more complete responses, which will be

useful in determining the success of the campaign.

In order to evaluate the success of this campaign most effectively,

Habitat should launch the survey in February of 2020, after the end

of the campaign. The survey should be shared via social media at

least twice a week for two weeks, or until approximately 179 or

more responses are collected. Distributing the post-survey to

individuals who were apart of the campus can campaign, as well as

those who were not, will provide another insight into the success of

campaign ideas.

36
REPORTING
Post-Survey
POST SURVEY QUESTIONS
Questions 1-4 will consist of demographic questions

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REPORTING
Executive Summary
WHAT IS AN EXECUTIVE SUMMARY?
The Executive summary will be used to reflect on Habitat for

Humanity, the issues that the organization had before this

campaign, the solution that pVr proposed, and why Habitat for

Humanity Dutchess wanted to improve now.  

GUIDELINES
The executive summary should be no longer than one page front

and back. The executive summary should start with an attention

grabbing hook. The problems that should be highlighted in the

problem section of the executive summary should be about how

Habitat for Humanity wanted to increase donations and millennial

volunteers since these are the problems that we were challenged

to fix by creating this campaign. The solution section should

include the four tactics that we proposed; the donor appreciation

newsletter, the campus can drive, #HabitatCan, and the Restore

video.  The “why now” comes from the employees of Habitat for

Humanity Dutchess that decided now was a good time to try and

attract millennial volunteers and donors.

The tone of the executive summary can be fitting for the

organization, it can either be humorous, or serious.

IMPACT ON HABITAT DUTCHESS

The executive summary is a good way for people to read the plan

for Habitat and understand it in a shorter form. Since this

campaign strives to complete a variety of goals and measurable

objectives, the executive summary allows publics to understand

how and why such goals and objectives were accomplished.

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REPORTING
PRSA Silver Anvil
HOW TO APPLY
PRSA offers its members innovative lifelong learning opportunities and

professional development, celebrates innovation and excellence within

the industry, upholds principles of ethics, and acts as one of the

industry’s leading voice that distributes awards yearly.

Applicants must include basic entry information (the selected category

they wish to apply to, the title of the entry, name of the organization, and

name of the agency.) Next a two page summary must be created

containing insights, analysis, planning, execution and evaluation must all

be addressed within the summary. Supporting materials are also required

(our separate PDFs that contain any detailed supporting information that

was referenced in the insights, analysis, planning, execution, and

evaluations noted in the summary section.) Three graphic images will be

uploaded that serve as a representation of the program. These images

will be utilized in the Finalist Ceremony if the program is selected as a

finalist for the award and will be displayed on screen.

PRSA SILVER ANVIL & HABITAT DUTCHESS

Some of the prospective categories that Habitat for Humanities may fall

under would be, Community Relations, Marketing, Most Effective

Campaign on a Shoestring Budget ($5,000 or less), and Reputation/

Brand Management. Community Relations includes programs that aim to

improve relations with, or seek to win the support or cooperation of,

people or organizations in communities in which the sponsoring

organization has a particular interest in, need of people or opportunity

creation. Most Effective Campaign on a Shoestring Budget talks about

having a successful campaign despite the constraints of a small budget.

Reputation/ Brand Management bases programs designed to enhance,

promote or improve the reputation of an organization with its publics or

key elements of its publics.

39
 REFERENCES
Gotter, A., Wilks, D., & Caroppo, F. (2018, October 10). The 30 Instagram

statistics you need to know in 2018. Retrieved from

https://adespresso.com/blog/instagram-statistics/

Is your website costing you clients? (2018, May 31). Retrieved September

30, 2018, from https://www.sweor.com/firstimpressions

Kit, S. (2017, December 17). 45 Incredible and Interesting Twitter

Statistics. Retrieved from https://www.brandwatch.com/blog/44-

twitter-stats/

Mawhinney, J. (n.d.). 45 Visual Content Marketing Statistics You Should

Know in 2018.

Retrieved from https://blog.hubspot.com/marketing/visual-content-

marketing-strategy

Smith, A., & Anderson, M. (2018, March 01). Social media use in 2018.

Retrieved from http://www.pewinternet.org/2018/03/01/social-media-

use-in-2018/

Social media platforms used by US internet users (% of respondents, Aug

2018). (2018, August). Retrieved from

https://www.emarketer.com/Chart/Social-Media-Platforms-Used-by-

US-Internet-Users-of-respondents-Aug-2018/222862

Twenty-five volunteer statistics that will blow your mind. (2017, December

20). Retrieved from https://www.volunteerhub.com/blog/25-volunteer-

statistics/

Why Video is Exploding on Social Media in 2018. (n.d.). Retrieved from

https://www.wyzowl.com/video-social-media-2018/

Webb, K. 12 keys to increasing volunteer engagement. Retrieved from

https://keithwebb.com/12-keys-increasing-volunteer-engagement/

10 Social Video Statistics That Will Make You Rethink Video. (2018,

September 13).

Retrieved from https://sociallysorted.com.au/social-video-statistics/

2018 online giving statistics, trends & data: The ultimate list of giving

stats. (2018). Retrieved from https://nonprofitssource.com/online-

giving-statistics/
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 APPENDIX
Project Management Tools........................................... 42

Media List............................................................. 43-45

Free Platform Resources..................................... 46

Content Calendar.................................................. 47-50

Gantt Chart.......................................................... 51

Communication Tools................................................... 52

Internship Descriptions.......................................... 53-54

NRC Application.................................................... 55

Grant List.............................................................. 56

Press Release Template......................................... 57

Primary Research......................................................... 58

Informed Consent ...................................................... 59

Survey Results........................................................ 60

41
 Appendix

PROJECT
MANAGEMENT
TOOLS

42
 Appendix

COMMUNICATION
TOOLS

52
Appendix

PRIMARY
RESEARCH

58
 INFORMED CONSENT
You are being asked to participate in a research study. Your participation in this

study is voluntary. Participation in this study is part of the researchers COM 418

class. The study's purpose is to gather information about your opinions on

Habitat for Humanity. 

Please read this Informed Consent Statement carefully before continuing. 

If you participate in the study, you will complete a brief survey that will take

about 5-10 minutes. 

Your answers will be completely anonymous and remain confidential.

You can skip questions or withdraw from the study at any time without

consequence.

Risks: There are no anticipated risks associated with participating in this study.

Benefits: You may benefit from increased awareness and an improved community

based on the results of this study.

If you have questions or concerns, you may contact student researchers working

on this project:

Elizabeth Sincavage- elizabeth.sincavage1@marist.edu

Brianna Paganini- brianna.paganini1@marist.edu

Jacqueline Gruber - jacqueline.gruber1@marist.edu

Antonio Hroncich - ahroncich92287@gmail.com

Emmesha Caldwell - emmesha.caldwell1@marist.edu

You may also contact the Marist College faculty member supervising this

project:

Dr. Jennifer Robinette, Assistant Professor of Communication and Public

Relations, at Jennifer.Robinette@Marist.edu or by calling (845) 575-3000, ext.

2653. 

Marist College Institutional Review Board Chairperson:

Dr. Erik Moody at Erik.Moody@Marist.edu or by calling (845) 575-3000, ext. 2692.

By continuing to the survey, you agree to the informed consent.

59