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Strategic Marketing Plan for the Biloxi Model Homes Project
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TAKING HOMES UP A NOTCH FOR FAMILIESSTRATEGIC MARKETING FOR THE BILOXI MODEL HOMES PROJECT. ARCHITECTS FOR HUMANITY 2014
WHY BILOXI?
OBJECTIVESINTRODUCE ARCHITECTS FOR HUMANITY TO NEW AUDIENCESDEMONSTRATE VALUE TO SUPPORTERS & TRANSFORM THEM INTO DONORSREWARD EXISTING DONORS & ENCOURAGE FURTHER PARTICIPATIONASSIST DEVELOPMENT IN ENSURING PROJECT FUNDRAISING SUCCESS
KEY PERFORMANCE INDICATORSSOCIAL REACH, UNIQUE PAGEVIEWS, NEW SUBSCRIBERS, CLICK-THROUGH RATESMAJOR PRESS PLACEMENTS NEW OR INCREASED DONATIONS (BOTH PROJECT & GENERAL)
THE FOUNDATION; PHASE I6 MONTHS FUNDRAISING & AWARENESS
MAJOR FUNDRAISING EVENT WITH FINANCIAL GOAL, ACCOMPANING DIGITAL CAMPAIGNBEGIN DEVELOPING EMOTIONAL, PERSONAL CASE FOR WORK WITHIN OWNED MEDIA
IDENTIFY NEED WITH EXTERNAL VALIDATORSDEVELOP CONCEPT & BRANDIDENTIFY CO-MARKETERS, VESTED VIPS
PEOPLE FIRSTTHESE ARE HOMES NOT JUST HOUSES
CONCEPT&BRAND
DEMONSTRATED VALUE: PHASE II1 YEAR PROJECT DURATION
PHASE III3 MONTHS PROJECT CONCLUSION
CLOSING EVENTS & EARNED MEDIA REWARD PARTNERS AND DONORS, OFFER CHANCE TO PITCH FUTURE PROJECTSPUBLICIZE POSITIVE OUTCOMES OF PROJECT