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ReStore HOPE

A Strategic Campaign Proposal Alan Abildskov • Stephanie Stewart • Suzie Fluckiger • Anders Piiparinen • Megan White

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30Budget 34Research 37Conclusion 39Appendix B 41 Objective 1 TacticsAppendix C 49 Objective 2 TacticsAppendix D 53 Objective 3 TacticsAppendix E 55 Example TacticsAppendix F 57

Summary Situation Analysis Volunteer Need Survey Results Core ProblemGoalBig Idea Objectives Objective 1 Objective 2 Objective 3

Page SectionSummary 5Situation Analysis 6Goal 7 8 12 13 14 15 16 20 26

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Page SectionCalendar 24Budget Evaluation Strategies 30Conclusion 37Appendix A 39 ResearchAppendix B 43 Objective 1 TacticsAppendix C 45 Objective 2 TacticsAppendix D 45 Objective 3 TacticsAppendix E 46 Example Tactics

30Budget 34Research 37Conclusion 39Appendix B 41 Objective 1 TacticsAppendix C 49 Objective 2 TacticsAppendix D 53 Objective 3 TacticsAppendix E 55 Example TacticsAppendix F 57

Table of C

ontentsPage Section

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As we learned more about ReStore, we found that people do not know

what it is about. People said they liked Habitat for Humanity and supported what

you do, but they did not donate to or shop at ReStore. You need to increase awareness

about ReStore to bring in more volunteers, income and quality donations.

Our campaign focuses on the phrase “ReStore hope.” Your organization is all about restoring hope to the down-trodden and people need to know that they can help you by engaging with ReStore.

This campaign starts with getting more volunteers. After you have more volunteers you can do anything. Volun-teers for this campaign will be found through university programs and ecclesiastical leaders.

You also need more people to shop at ReStore. Homeowners and Crafters (or DIYers) will provide a good founda-tion for customers. However, you need to make ReStore more welcoming so customers have a good experience and will tell other people how great your store is.

Utah County has a large number of construction companies. If you can create a good relationship with several of these companies, you can increase your quality donations. This will help increase customers as well.

This campaign is designed to be carried out over the course of a year. Most of the campaign will be done in the first part of the year. You will be able to watch your hard work pay off with considerably less work for the rest of the year. The time, energy and money put into this campaign will pay off by the end of the year.

SummaryAn

Executive

Thank You

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So here’s the

ReStore has the resource of a large population in Utah Valley who can become donors, volunteers or shoppers. Leveraging the publics in Utah Valley will help ReStore become more profitable, obtain more volunteers and increase the number of quality donations.

ReStore is in need of both increased funding and manpower at the moment. Cities closest to the Orem store have an average income almost $16,000 higher than the rest of the county, which may cause them to make new purchases instead of used. Provo also has a pretty low homeowner rate, meaning that home building supplies cannot be used as often as in other cities with high home owner-ship rates. Cities closer to the Spanish Fork store have an average income much lower than the rest of the county, so the ReStore there has a larger customer base.

situation

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thing’s first,

We understand that in Utah county you have many different ways to get volunteers for your big projects. In our research however we have found that there is a need to have a volunteer base for just ReStore. This is very important because the more volunteers you have at ReStore the easier it will be for Rick to implement the strategies and tactics we have provided for you. That will ultimately help you get more exposure and money for ReStore

You have a huge need for volunteers. On a daily basis there are approximately four employees and two volunteers at the store. Rick McBride said you could use up to ten volunteers a day to help with processing, the organization of the store and other activities.

A common problem that you face is receiving many donations at once and not having enough manpower to organize it and put it all away. When this happens the store gets filled up and becomes very disorganized, making it hard for customers to find what they are looking for. Regularly receiving more quality donations is something that you want, but without the volunteer manpower to process all of the donations, the greater volume of donations could cause more of a problem than a profit.

The Spanish Fork ReStore has placed a large vinyl sign in front of their store that reads, “Volunteers Needed.” According to Rick McBride, this has helped them to gain a few more volunteers than they had before. The Orem ReStore could do the same.

Volunteers we need

FirstEvery part of this campaign depends heavily on a consistent volunteer base. Securing reliable volunteers is the first step towards reaching your goal. Consistancy will be reached by establishing long term partnerships with specific audiences. This is something we’ll discuss more in Objective 1.

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We created and distributed a survey as a solid form of primary research. Although the reach was small, the data gathered helps back up secondary research and assumptions. From the multiple choice and free write answers, we gathered some quantitative data for statistical analysis and qualitative data in the form of quotes and suggestions.

Survey demographics. The survey showed a good window in Utah Valley. Unfortunately the survey respondents were ethnically homogeneous; they are all White. However the respondents were of all different ages. About 71 percent of the survey takers were female. Females make up to 90 percent of the purchasing decisions in a household, so this is a good window into shopping patterns among Utah County families (Mazurkiewicz, 2008).

We also can infer from the survey findings that a large majority of Utah Valley residents have or plan to do home remodeling or building. Seventy-one percent of respondents have done home remodeling of some kind (see Graph 1). Of the 29 percent who said no, 77 percent said they did plan on someday doing a project.

Survey Results

Graph 1. Response to question 7 of survey by 49 people

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Of those that have done projects, 87 percent have done small projects, 74 percent remodeling, and 13 percent home building. This tells us there is a large market base to tap into.

Overall survey findings• Positive opinion towards Habitat for Humanity• Many have never heard of ReStore• Strong willingness to donate to ReStore

The results of the survey suggested an overarching positive opinion towards Habitat for Humanity. Many free response answers included opinions of supporting ReStore because the participant had a positive relationship with Habitat for Humanity. One respondent said they were willing to try ReStore because “It’s Habitat for Humanity. I like just about every Habitat for Humanity effort.” Although ReStore is still relatively unknown — only 42 percent of respondents had ever heard of it — the store has its parent organization to provide brand recognition.

Of the respondents who had heard of the ReStore, most had heard through word of mouth or by driving by. Those who have driven by the store often did not recognize that the store is open to the public, or what supplies the store offers. A redesign of the store face is needed in order to change this

Another positive finding shows that an overwhelming amount of respondents would be more than happy to donate to ReStore. Of those surveyed, 88% said they were willing to donate to ReStore (see Graph 2).

Graph 2. Response to question 12 of the survey by 31 people

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Where people shop and why• Proximity of store• Knowing it will have what they need

When we asked survey takers where they normally shop, the answers were overwhelming the major chain stores like Home Depot, 97 percent, or Lowes, 48 percent (see Graph 3). Respondends preferred shopping at these suppliers for two reasons. First, they appreciated the proximity of the store. Respondents recognized that they often would need to make multiple trips to the hardware store, as something is always forgotten.Secondly, respondents knew what the store had. It’s easy to check online or by calling in to see if the store holds what is needed and it is safe to assume the store has a variety of options.

Graph 3. Response to question 4 of survey by 33 people

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What would motivate people to use ReStore?• Are happy to help fund Habitat for Humanity• Quality Products • Purchasers want brand new materials• Many like to save their old supplies

As illustrated above, when asked if respondents would shop at ReStore, over 88 percent said they would be willing. However they did raise concerns in the response section. Customers do not want to sacrifice quality when they are working on home projects. Customers also do not want to buy used materials; they prefer them new. Lastly, 93 percent of respondents said they usually save their supplies, for future prjects so they do not think they would donate supplies often.

For information on all other research topics, see Appendix A.

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Core ProblemHabitat for Humanity needs to increase awareness of ReStore so that they

can bring in more income, increase volunteers and increase quality donations or Habitat for Humanity of Utah County will have to decrease the number of houses built each year.

found aWe

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So we established a goal:Increase ReStore’s income, number of volunteers and quality donations to enable ReStore to become profitable and build more homes in Utah Valley.

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And everything we do will be tied to this

ReStore HOPE

This big idea will be included in every message we send. Each audience will get the message that, by using the services ReStore provides, they are not only helping reduce waste, but they are also helping someone become hopeful again.

Big Idea:

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Our goal will be reached by following these3 objectives.

1 Double the amount of volunteered hours at ReStore by the end of 2015.

2 Increase ReStore’s income by 5 percent in the first quarter and 5 percent each following quarter for 2015.

3 Increase quality donations to ReStore by 40 percent within three quarters of 2015.

Each objective will be accompanied by it’s specific audiences, primary messages, and supporting secondary messages. Primary messages are the main message to be sent. Secondary messages are messages to back-up the primary messages, like statistics and facts.

Big Idea:

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Objective 1BYU and UVU Students are single or married and live mostly in Orem and Provo. They are between the ages 18-26. Most are very low income and depend on their parents for financial help. Many are look-ing for volunteer opportunities to fulfill academic requirements. Many already volunteer for Habitat for Humanity builds through university programs. You have a strong relationship with students as a large charitable organization.

Primary message Give time at ReStore to give a home and ReStore hope.

Secondary messages Convenient service opportunity (location and schedule). Habitat for Humanity of Utah County helps lift people, fosters hope and unites diverse groups to improve the lives of individuals, families and communities by building, renovation and repairing homes.

Why this audience? College students need volunteer hours for their classes and degrees. Many are looking for internship and job opportunities as well. Habitat for Humanity has a well known name and can open doors for students.

How are they reached? Well established programs that can partner with are already underway at UVU and BYU. You can work with the student service programs and work with specific depart-ments to set up internships for civil engineers and similar programs. You need to convey to them how re-warding volunteering with ReStore will be. This can be done with success stories of other student volunteers and interns.

Increase ReStore’s income by 10 percent in the first quarter and 5 percent each following quarter for a year.

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Why this audience? Provo was named the most generous city in the nation in 2014. This gives you a huge opportunity. Churches are always looking for service projects. ReStore just needs to get on their radar.

How are they reached? You just need to get the word out. Word of mouth is the strongest form of communication. If you come to these leaders’ homes and show them the great opportunity we can offer, they will spread the word. The initial contact is the first step then this audience will continue to reach out to their peers.

Ecclesiastical Leaders are individuals that are active leaders in various church organi-zations. Most ecclesiastical leaders in Utah Valley are men with families. They are concerned for the welfare of the members of their congregation as well as any community members in need. Many ecclesiastical leaders work with members of their congregations to provide assistance and service as needed.

Primary message Give time at ReStore to give a home and ReStore hope.

Secondary messages This is a project that anyone in your congregation can do. There is always a need.

Objective 1

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Through campus groups and communication collateral, inform BYU students of opportunities to serve through restore. For examples of these tactics, please see Appendix E.6 and E.7.

TacticsTactics

Objective 1

• Create a Y-Serve and UVU Service Council pro-gram.• Contact Y-Serve and UVU Service Council presi-dents and faculty advisors. • Meet with them to ensure you meet the standards of a Y-Serve group. • Secure a community liaison for the group, perhaps LeAnn. • Work with construction management major pro-fessors to create internship opportunities. For more details, see Appendix B.1.• Encourage volunteering with flyers and posters in the Wilkinson Center (WSC).• Collect student success stories for flyer designer.• Contact WSC for permission to advertise.

• Design poster for advertisement.• Design flyers for advertisements.• Encourage FHE groups with table tents and flyers in the WSC. For more details, see Appendix B.2.• Send email to students in the non-profit group on campus.• Contact the head of the group for permission to email.• Secure email addresses of students.• Write and send email to the students.

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Tactics

Through face-to-face and written communication, persuade ecclesiastical leaders that volunteering at ReStore is a good service opportunity for their congre-gation. For more details, see Appendix B.3.

Objective 1

Ecclesiastical Leaders

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Homeowners own their homes or are building their homes. They are usually between the ages of 25-75. These people buy building supplies to do renovations or repair projects on their existing homes or buy building supplies to build their homes. They want to buy quality products for the best price.

Primary message Buy quality materials at a discount to ReStore hope.

Secondary messages All ReStore proceeds go directly to Hab-itat for Humanity and are used to build homes for needy families in Utah County.

Although ReStore sells some used materials, ReStore only sells materials that are good quality. Hardware stores donate new, discontinued products to ReStore that

you can purchase at a discounted price. At ReStore, you can find many of the same products sold at Home Depot or Lowes at a discounted price. When you shop at Re-

Store, you are helping needy families in your community.

Why this audience? This audience has is contiunually working to improve their homes. They will always be looking for the best deal. If we can show them that ReStore is the cheapest route for the best quality materials. And once they are reached, they will share what they found amoung their networks encouraging even more people to come to ReStore.

How are they reached? You need to let this audience know that ReStore exists. They drive by the ReStore without realizing what it is. You can reach them by making ReStore more recogniz-able. This audience also reacts well to word-of-mouth advertising. You need to reach out to them personally and they will reach out to their peers.

Objective 2Double the amount of volunteered hours at ReStore by the end of the year.

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Crafters (DIY ers) are usually women ages 16-75. Crafters need various supplies to make their projects. They make crafts for their own use or to give to other people. They also do DIY projects so they can save mon-ey. They want to have nice decor for their own home and enjoy making them. Many are short on time and have many responsibilities including jobs, taking care of children and church responsibilities.

Primary message Buy quality crafting supplies at a discount to ReStore hope.

Secondary messages All ReStore proceeds go directly to Habitat for Humanity and are used to build homes for needy families in Utah County. Because ReStore has a diverse inventory, it is the perfect place to look for obscure crafting supplies. Although ReStore sells some used materials, ReStore only sells the best quality. Buying materials at Re-Store will allow you to save money, therefore, fit more crafts/projects into your budget. Hardware stores donate new prod-ucts to ReStore that you can purchase at a discounted price. At ReStore, you can find many of the same products sold at Home Depot or Lowes, at a discounted price. When you shop at ReStore, you are helping needy families in your community.

Why this audience? This audience is a great opinion leader. Cafters are a tight knit group who communicate through social media. They love new ideas and opportunities. A store full of trea-sures and unique items like ReStore is very appealing to them. If you reach one crafter successfully, they are likely to share their success, leading others to discover ReStore.

How are they reached? Crafters go online for new ideas and inspiration. Many of them frequent Pinterest, as well as certain blogs. Utah is teeming with local DIY bloggers you can reach out to and work with.

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TacticsTacticsIncrease awareness about ReStore’s existence among homeowners through storefront redesign and communication collateral (door-to-door flyer distribution).

For details on how to distribute flyers, see Appendix C.1.

Register a Habitat home in the Parade of Homes or secure a booth in one of the Parade of Homes. Do this by contacting the connection used when this was done previously. For more details, see Appendix C.2.

• Redesign storefront

• Downsize Habitat for Humanity office sign so that more attention is drawn to the ReStore sign.

• Add removable “Volunteers Needed” sign. • Add sign below main ReStore sign that describes what ReStore is so people driving by will know what it is. (Include “ReStore Hope”).

• Create storefront display that showcases what kind of products are for sale inside of store. This display can change depending on current inventory and the seasons.

Homeowners

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TacticsTactics

Objective 2

• Reorganize interior: A more organized interior where shoppers can more easily find what they are looking for will increase the amount of purchases made. While this is the most expensive tactic, we are confident the cost will be more than made up through additional income. • Organize large volunteer groups to do the reorganization on three consecutive days when the store is closed.

• Close store for those three days (or fewer depending on the amount of volunteer) to reorganize and re-label to make the store more shopper-friendly. This includes updating the signs throughout the store that identify where products are located and adding specialized shelving for carpets, window treatments and doors.

• If closing the store is not an option, you can do this after hours or over a holiday weekend

Expense Breakdown

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TacticsTacticsThrough social media, we will persuade DIYers and crafters that they can buy quality project/crafting supplies from ReStore and doing so will help them save money and ReStore for other families. For more details, see Appendix C.3 and Appendix E.12.

Crafters (DIY ers)

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TacticsTactics

Expense Breakdown

Objective 2

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Construction Companies and Contractors care about the bottom line while getting their work done efficiently, on time and within budget. They care about their employees, the proj-ect and themselves. They appreciate any tax write-off availble. Donating extra items can be a good way for them to get tax write-offs. Busy and jumping from one project to the next, they do not have much time to deliver extra supplies to ReStore. As these companies put themselves out there, positive reviews about their company can help gain more clients. Including that they donate to Habitat for Humanity on their website or marketing materials would help put them as a company that gives back to the community.

Primary message Recycle, Reuse, ReStore Hope

Secondary messages Instead of throwing it out, donate your extra supplies to ReStore.

Objective 3Increase quality donations to ReStore by 40 percent within three quarters.

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Why this audience? Construction companies and contractors will be a strong ally for ReStore. They have access to an important element: extra supplies. Raising the quality of supplies at ReStore will helps its image and bring in more costumers. They also are part of a strong network of companies and builders, and creating awareness with this audience will help awareness permeate other networks.

How are they reached? This audience is busy; you will need to go to them. But you also have good opportunities for them. We can offer tax write-off opportunities and raise awareness for their brand.

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Through communication collateral and an event, reach out to the personal local contractors in Utah county who could help donate.

• Make a flyer to send to the contractors explaining your cause and what you can do for the community and to help their business. For more details, see Appendix D.1 and Appendix E.2

• Create an annual support ReStore Hope 5k in June where proceeds go to struggling families in Utah County in need of a home with construction companies and contractors

as sponsors.• Work with city of Provo to secure course location. Starting at the Utah Valley

Convention Center• Set up registration webpage at www.eventbrite.com

• Through BYU’s volunteer program gather volunteers to help in putting the event together. • Pitch event to local media (Deseret News and the Salt Lake Tribune) to publicize the charity 5k.

• Go to various businesses, including construction companies, to inform them of the event and invite them to sponsor.

• Create ReStore T-shirts and race bibs to give to all participants of the 5k. • Seek donations for or purchase food and drinks for race participants.

Expense Breakdown

TacticsTactics

Objective 3

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Through face-to-face communication, inform local construction companies in Utah County that ReStore is a viable option for donating extra supplies to.

• Have a personal presentation given to each of the companies explaining your cause.

Expe

nse

Brea

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Objective 3

• Gather contact info via Google and email each of the companies to establish initial contact. • Set up a phone or face-to-face meeting to introduce ReStore and its mission. • Design a personal presentation on Power-point that will assist your solicitation for donations. For a sample please look in the appendix.

• After the presentation leave a flyer with the Restore logo, contact information and address with business hours. • Via Google search, contact local companies to secure a date for the donation solicitation presentation.• After a day or so, follow up,the presentation, with a phone call and reminder of how to help out at the ReStore.

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Calendar

31 Calendar

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Calendar Cont.

33 Calendar Cont.

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Budget

35Budget

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Objective 1 Increase ReStore’s income by 10 percent in the first quarter and 5 percent each following quarter for a year.

Evaluation: Log volunteer hours each month and compare January to December.

Objective 1 Double the amount of volunteered hours at ReStore by the end of the year.

Evaluation: Compare income to January every three months to track increase

Objective 3Increase quality donations to ReStore by 40 percent within three quarters.

Evaluation: Audit donations the last week of each month, keeping track of the quality. Com-pare data to each previous month, as well as January to evaluate increase.

Evaluation Strategies

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Carrying out this plan will lead to an increase in volunteers, income and quality donations. We are confident that the work put into carrying out this plan will shy in the success of the Orem ReStore. Our instructions make this plan easy to implement. You will be able to do so much more with ReStore and Habitat as a whole once you have completed our plan.

Soin conclusion

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Appendix AAppendix A.1Utah County analysis

White 83.60%Black 0.70%American Indian 0.80%Asian 1.60%Pacific Islander 0.80%2 or more races 2.40%Hispanic/Latino 11.00%18-64 years old 58.00%Homeownership 68.50%Household income $59,864.00

Alpine, Cedar Hills, Highland, Mapleton and Salem are over 90 percent White. Alpine, American Fork, Cedar Hills, Highland, Mapleton and Salem are less than 5 percent Hispanic or Latino. Alpine is the least diverse with 94.1 percent White and 0.1 percent Hispanic or Latino. Statistics for all of Utah County are found in Table 1.

The cities that are closest to the Orem ReStore are Alpine, American Fork, Cedar Hills, Draper, Highland, Lehi, Lindon, Orem, Pleasant Grove, Provo, Eagle Mountain and Saratoga Springs. The median household income for these cities in $75,795, which is almost $16,000 higher than the average for the county. The diversity of these cities can be found in Graph 1. It should be noted that Provo homeownership considerably lower than the county average at only 43 percent. All cities except Provo would be good for high quality donations more than for customers. Since household income is higher in this area than the rest of the county, most people have the ability to buy new and choose to do so. The best cities for customers to the Orem store would be Orem and Lindon.

The cities closest to the Spanish Fork ReStore are Mapleton, Payson, Salem, Santaquin, Spanish Fork and Springville. Homeownership for this area is 14 percent higher than the county average. Diversity for this area can be found in Graph 2. The Spanish Fork store has a larger customer base because of the high homeownership rate.

Appendix A

Employees only beyond this point

Research

Appendix A.2Online reviews

There are no customer reviews for Utah County ReStores online. However, a Google search for customer reviews found reviews on Yelp.com for the Salt Lake City ReStore. Outside of Utah, there are reviews for ReStores in San Carlos, California; Santa Ana, California; Charlotte, North Carolina; Grant Park, Georgia; Chalfont, Pennsylvania and Durham, North Carolina. High ratings come from good inventory and customer service. The lowest ratings are from overpriced furniture and a lack of organization.

The highest rated ReStore on Yelp.com is the San Carlos store. The reviews praised the store’s inventory and customer service (“Habitat for Humanity ReStore,” n.d.a).

The lowest rated ReStores are in Charlotte, North Carolina and Durham, North Carolina. The Charlotte store reviews mostly agree that the problem with the store is the price of the furniture. Chelly T. said, “While the stuff is old and used, and not always in great condition, they still price it as if they were in a retail store - actually, I think you could buy some of the same kinds of things at Target or Walmart for less than they are asking at the ReStore!” However there is a café and used book store attached that the customers really like (“Habitat for Humanity ReStore,” n.d.b).

The Durham ReStore has mixed reviews. Several reviews say the prices are too high, while others say the prices are reasonable. People also disagree on whether the staff is nice or rude. Most people mentioned that it is hard to find items because of the size of the store and a lack of organization (“Habitat for Humanity,” n.d.c).

Appendix A.3Current Marketing Strategies

You are occasionally using the following marketing strategies, usually at no or minimal cost, to target potential customers: radio advertisements (93.7), PSA’s and advertisements in the Value Pages, Thrifty Nickel and on KSL.com.

You have distributed flyer advertisements on driveways throughout the community. These flyer advertisements contain coupons that customers are able to use in the store. According to Rick McBride, these door-to-door-flyer distribution efforts have been successful. We think this is a valuable marketing strategy and encourage you to continue doing this.

Appendix A

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Appendix A.4Demographics of Utah County

According to the 2010 U.S. Census, Utah County is 84 percent White and 11 percent Hispanic or Latino. All other races are under 3 percent. With Whites and Hispanics being the most common races in Utah County, it would be best to direct most communications to these two groups. However, each city needs customized communication in order to be an efficient use of money.

Population between Provo and St. GeorgeOur research has shown that it would not be worth your time to reach out to cities between Provo and St. George.

There are ten relatively large cities between Provo and St. George on I-15. Those cities are Santaquin, Mona, Nephi, Scipio, Fillmore, Beaver, Parowan, Cedar City, Paragonah and St. George. The combined population of these ten cities (about 130,000 people) is only slightly higher than the population of Provo (about 112,000 people). It would be in your best interests to focus your efforts on Utah County.

Appendix A.5Southwest Utah ReStore

The Southwest Utah ReStore in St. George has a much bigger presence on Facebook than the Utah County ReStore does, with 2,002 likes. St. George posts pictures of the items that are donated to their store, motivating customers to come in and buy items. St. George also has a form on their Facebook page that allows donors to request a pick up, making it even easier to donate to their store.

Appendix A

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Appendix A.6Social Media

There are a lot of good things that you are doing well on your social media. There are also some great opportunities that you may have not considered. There are some relevant and recent posts on your Facebook page to help keep those visiting engaged. However there are not a lot of people who are engaging with you on your Facebook page. TAs of September 2014 there were 400 likes and about 20 page visits.

One of the miracles of social media is the potential outreach that you have. You need to make your posts more exciting and emotionally gripping. You have an amazing arsenal with all Habitat for Humanity’s content.

Engaging your audience is one of the most important parts of any post. You need to make the few people that visit the page want to share something right away. This will increase page visits. One way to do this is to reply to comments. This is how people can communicate with your brand. This can also be a powerful tool to make a better name for your ReStore in Orem.

Appendix A

45 Appendix B

Crafting postsSuggestion for making social media posts more sharable from Richie Kawamoto of Imagibrand:

1. Display company culture. Share fun photos of people working together, picking up donations and having a good time. 2. Show brand personality. When you think about ReStore, what thoughts come to mind? Ask yourself what kind of perceptions people have of your brand and why.

3. Promoting good causes. Make sure people know that ReStore is helping your company build houses for people in the future.

4. Share Customer Success Stories and Testimonials. You have done little of this. Think about inviting even more people to share pictures and stories of what they do with the supplies that they get from your store.

5. Demonstrate Brand Creativity. It is very important that you show people new and interesting ideas and ways of using your products. Pinterest is an easy tool here that you can utilize to help with this step.

6. Use your brand as a vehicle to educate. This is something that can be very powerful for ReStore. YouTube, Pinterest and blogs can be used to help educate people on how to use your products for DIY products.

7. Provide brand inspiration. This makes people have very positive associations with a brand.

8. Tell Stories. Restore has many success stories; use them. Success stories create an emotional response in the readers.

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Appendix A.7Utah remodeling and construction companies

Oakland Construction has an office in Utah County and has contributed to many building projects going on in the valley. This construction company focuses on mostly industrial projects. The BYU College of Life Sciences, Nu Skin building and the Utah Valley Convention Center are all projects that have been carried out by Oakland. One of the largest, and most iconic is the $100 million Adobe building in Lehi (Bihlmeier, 2013).

Edge Homes is “a leader among Utah home builders” and brands themselves as “the nation’s fastest growing home builder.” The company is based in Orem, but works on projects in more than 30 communities along the Wasatch Front. The Ponds at Sleepy Ridge, Whisper Rock and Maple Highlands are a few of the communities Edge Homes is working to build in Utah County (Edge Homes, n.d.).

Drew’s All-Around is a typical handyman service. The company has been providing handyman services in Provo and Orem for more than 30 years. The company’s website is only one page, with a brief description, but represents many small businesses that focus on home repairs or rebuilding. Due to the small number of employees, they do not do big projects or as many projects as larger corporations. That said, their records show that they have been around the block and have trustworthy customers that keep them in business (Drew’s All-Around, n.d.).

Three of largest groups for remodeling and construction companies in Utah County are the Utah Valley Home Builder’s Association, Utah County Community Development and Utah Home Builder’s Hub. These organizations are communities for builders that offer advice, events, direction and more for local businesses that specialize in construction or home building/repair.

The Yellow Pages list nearly 600 construction and remodeling companies in Utah County.

Appendix A

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Appendix BAppendix B.1• Work with construction management major professors to create internship opportunities.

• Contact Construction management faculty advisor/intern placement office to propose internship opportunity.

• Flesh out propose and requirements for internship.

• Take proposal to the deans.

• Meet with internship standards.

• Use student success stories as incentive for students.

Objective 1 Tactics

Appendix B

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Appendix B.1• Work with construction management major professors to create internship opportunities.

• Contact Construction management faculty advisor/intern placement office to propose internship opportunity.

• Flesh out propose and requirements for internship.

• Take proposal to the deans.

• Meet with internship standards.

• Use student success stories as incentive for students.

Appendix B.2• Encourage FHE groups with table tents and flyers in the WSC.

• Contact WSC for permission to advertise.

• Design, print and distribute table tent/flyer for FHE ideas.

Appendix B

51 Appendix B

Appendix B.3• Write letters and address them to church organizations. A template is included in the appendix.

• Mail out letters to ecclesiastical leaders. Many names and mailing addresses can be found at http://www.utahval-leyinterfaith.org/.

• Personally hand out letters to selected influential ecclesiastical leaders, such as stake presidents or those that also have radio programs. KLOVE is the main christian radio station along the Wasatch Front. Pastors involved with the station can be found at http://www.klove.com/about/leadership/.

• Put together a printed agenda for volunteer opportunities including calendar dates and times. This agenda gives a one hour, two hour and four hour outline with possible days ReStore needs volunteers.

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Appendix c.1• Design and print flyers advertising what ReStore is and where it is located.• Purchase rubber bands, punch holes in flyers, and distribute flyers door-to-door in a different neighborhood every month, starting in Orem and eventually expanding to other cities in Utah Valley. Flyers will be assembled and distributed by ReStore volunteers on Saturday mornings.

Appendix c.2• Design and create simple booth. This could be as simple as a table and two chairs with a sign on the front that advertises ReStore’s message of “ReStore Hope”. •Design and print brochure (or use existing brochure) that advertises what ReStore is and where it is located.• Booth will be manned by ReStore employees and/or volunteers who will distribute flyers to the Parade of Home guests.

Appendix c.2• Share the blog posts of the bloggers (mentioned above) on Utah Valley ReStore’s current Facebook page and current Insta-gram, and use the hashtag (#ReStoreHope) on all posts. Whoever currently handles these social media accounts can do this. (Examples of FB and Instagram posts in Appendix E).

Appendix c

Appendix C

Objective 2 Tactics

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Appendix D.1• Design a handout with ReStores contact information, business address, and store hours.

• Distribute handout through email and personal contact in presentations as described above.

Appendix D

Appendix D

Objective 3 Tactics

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Appendix ETactic Examples

The following are examples of tactics to be used for the different examples. Each tactic has been crafted to convey the big idea of “ReStore Hope.”

Hope 5K

5k T Shirt Design

Appendix E.1

59

Appendix E.2

5k flyer

Let’s

Hope5KJuly 14th Provo Convention Center

Come See ReStore’s REDESIGN!

• New look!• New organization!• New products!

A Home Improvement Thrift Store340 S. Orem Blvd., Orem, UT 84058 Phone: (801) 373-7867

Store Hours: Mon - Sat, 10:00 a.m. - 6:00 p.m.

Located in Orem on Orem Blvd.

Reopening flyerAppendix E.3

Appendix E.4

A Home Improvement Thrift Store

Need an idea for FHE?Come volunteer at Habitat for Humanity’s ReStore in Orem!• Easy, convenient, rewarding• One-time and regular opportunities

available

Call (801) 373-7867 to make an appointment!

All proceeds from ReStore go to build homes for needy families in Utah County.

340 S. Orem Blvd., Orem, UT 84058 Phone: (801) 373-7867 Store Hours: Mon - Sat, 10:00 a.m. - 6:00 p.m.

Family activity night idea flyer

ReStore needs any extra building materials that you may have after you

complete a project.

Please help us restore HOPE

340 S. Orem BlvdOrem UT 84058

Phone: (801) 373-7867Mon - Sat, 10:00 a.m. - 6:00 p.m.

Profits made from these materials go to the building of homes to

people of need in your community.

Thank You!

Donations FlyerAppendix E.5

63

Volunteer Student Flyer

Reduce

So you separate your plastics. But maybe you’re ready for a little bit more. Habitat for Humanity is looking for you. We need volunteers, interns, and, potentially, employees.The ReStore helps fund the efforts of Habitat for Humanity. It helps reduce waste, reuse building products, and recycle goods into good homes. Come visit us at Y-Serve office or habitatuc.org/restore.

ReStore HOPE

ReuseRecycle

Appendix E.6

Hello [Name of Student],

There is an ongoing opportunity to serve at the local Habitatfor Humanity ReStore locations. Whether you are seeking one hour of service or 40 hours of service, this is a perfect opportunity for you. Help ReStore hope to community members of Utah County by volunteering at one of our two ReStore locations:

To learn more and to become a volunteer, click here.

We look forward to working with you soon and thank you for your desire to serve.

Rick McBrideReStore DirectorHabitat for Humanity of Utah County801-373-7867www.habitatuc.org

Habitat for Humanity ReStores are nonprofit home improvement stores and donation centers that sell new and gently used furniture, home accessories, building materials, and appliances to the public at a fraction of the retail price. Habitat for Humanity ReStores are proudly owned and operated by local Habitat for Humanity affiliates, and proceeds are used to build homes, community, and hope locally and around the world.

Orem ReStore340 S. Orem BlvdOrem UT 84058

Phone: (801) 373-7867Store Hours: Mon - Sat10:00 a.m. - 6:00 p.m.

Spanish Fork ReStore253 W. Arrowhead TrailSpanish Fork UT 84660Phone: (801) 877-0202Store Hours: Mon - Sat10:00 a.m. - 6:00 p.m.

Email proposition for student volunteersAppendix E.7

Rick McBride ReStore Director Habitat for Humanity of Utah County 801-373-7867 www.habitatuc.org November 13, 2014 Bishop Baldwin Provo 197th Ward 1466 E 50 S Pleasant Grove, UT 84062 Dear Bishop Baldwin, I am writing this as letter as a formal request for consideration as you look for service opportunities this holiday season. As you know, there are many of families (some in your congregation) that are in need this holiday season. Habitat for Humanity of Utah County provides various service opportunities, one of them being at our ReStore location in Orem. Habitat for Humanity ReStores are nonprofit home improvement stores and donation centers that sell new and gently used furniture, home accessories, building materials, and appliances to the public at a fraction of the retail price. Habitat for Humanity ReStores are proudly owned and operated by local Habitat for Humanity affiliates, and proceeds are used to build homes, community, and hope locally and around the world. We have had a variety of service groups volunteer in the past, some with dozens of volunteers and others with only a few. Regardless of the size of the volunteer group, these are memorable experiences for the volunteers and for us. We continue to see many volunteers come back to help out as they see the good accomplished from volunteering at ReStore. Please let me know if you would be interested in setting up an opportunity for you and members of your organization to volunteer. We would be happy to host you. Sincerely, Rick McBride

Email proposition for ecclesiastical leaders

Appendix E.8

Email proposition to bloggers

Example Pitch to DIY/Craft Bloggers

Hi Jen, My name is Kena Mathews, and I represent Habitat for Humanity’s Orem ReStore. I recently came across your blog, Tatertots and Jello, and I’m a big fan. I love all the DIY tutorials you do and how you encourage everyone to develop their creative side. We at ReStore also believe that anyone can be creative as long as they have the right materials. In fact, the goal of finding the right materials is what brings a lot of people to our ReStore in Orem. ReStore is a nonprofit home improvement store and donation center owned and operated by Habitat for Humanity that sells new and gently used furniture, home accessories, building/project materials and appliances to the public at a fraction of retail prices. All proceeds from ReStore are used to build homes for needy families in Utah County. We would love to work with you to increase awareness of ReStore in Utah Valley by sponsoring one of your DIY projects on Tatertots and Jello, and in turn, increasing awareness of your blog. Please contact me at your earliest convenience if you are interested. I look forward to hearing from you! Sincerely, Kena Mathews Habitat for Humanity – ReStore 801-373-7867 kena@habitatuc.org    

Appendix E.9

DIY/Craft Bloggers in Utah County

www.tatertotsandjello.comContact: Jen - jennifer@tatertotsandjello.com

www.crapivemade.comContact: Char - crapivemade@gmail.com

www.thehouseofsmiths.comContact: Shelly – shelly@thehouseofsmiths.com

www.theidearoom.netContact: Amy Huntley - amy@theidearoom.net

www.lesscakemorefrosting.comContact: Lara Garner - elle.ee.gee@gmail.com

www.organizeyourstuffnow.comContact: Leanne - leanneja@organizeyourstuffnow.com

www.interiorsbykenz.comContact: Kenz - interiorsbykenz@gmail.com

www.craftlakecity.comContact: Jennifer Murdock – jen@craftlakecity.com

www.todaysmama.comContact: Rachael Herrscher - info@todaysmama.com

www.utahcountymom.comContact: Jessica – Jessica@utahcountymom.com

www.snapcreativity.comContact: Tauni – snapcreativity@gmail.com

www.myalteredstate.coContact: Pauline Henderson – pauline@myalteredstate.com

www.sixsistersstuff.comContact: Camille - sixsistersstuff@gmail.com

Reorganizing ReStore

Guidelines for a more welcoming store

• Label everything. Do not make the customer guess where to find things. • Always place like items near each other. The only exception to this rule is if something is being

showcased. Then be sure it is set up nicely and neatly. • Maintain order through training. If employees are trained on where everything should go, the

store will only need to be reorganized once.

Entrance

• Remove FAM club sign since this club is not being used. • Replace all tables with 3-shelf shelves. • Reprint sign with houses being built. The new sign’s title should say “ReStore Hope with Habitat

for Humanity.” The subtitle should say “Providing affordable housing to families in need since 1991.”

Front Room

• Maintain central section for showcasing products donated by hardware stores. • Hang “Showcase” sign from ceiling. • Tack another “Showcase” sign on the half wall by the stairs. • On the east side set up carpet racks for showing carpets. • Hang “Carpets” sign from ceiling by the carpets. • Remove all tables and replace them with ¾ height shelves on the far wall. • Hang all wall decoration above shelves. • Post a sign that says “Please ask for assistance for retrieval of wall decorations” • Hang “Paint” sign above paints. • Organize paints by color. • Label shelves for each color to make them easier to find.

Furniture Room

• Create horizontal rows instead of vertical rows. • Put all lighting fixtures along north wall, including lamps. • Hang “Lighting” sign. • Organize furniture by type. • Hang signs before each row stating the type of furniture in each row. • If necessary, have a “Miscellaneous Furniture” section at the back of the room.

Plumbing and Doors Room

• Set up shelves that can hold doors like at Home Depot along east wall. • Set up shelves for window treatments along east wall after doors, wrapping around to south

wall if needed. • Hang “Doors” sign at the beginning of the doors section.

New Floor PlanAppendix E.10

69

Sinks

WindowTreatments

Countertops

CarpetsPaint

Signs for ReStore redesignThese signs will be printed on large posters and hung from the ceiling to aid in better store navigation.

Appendix E.11

Furniture

Showcase

Flooring

Toilets

Pipes

Doors

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Business Name: Habitat for Humanity of Utah County – ReStore

Username: www.pinterest.com/UTcountyReStore

Login info: email – meganlooney@icloud.com, password - utahcountyrestore

(Email the above email at your convenience and we will have the email address connected to the account changed.)

Your current Pinterest boards:•Pin projects/crafts that people could make with materials often sold at ReStore

•Pin pictures of seasonal decor for decorating ideas

•Pin pictures of successful craft projects using ReStore materials.Who you currently follow:

•Follow Utah DIY/Craft bloggers, other home improvement stores, DIY and craft boards, etc.

Pinterest CampaignAppendix E.12

71

Pinterest  Campaign    Business  Name:  Habitat  for  Humanity  of  Utah  County  –  ReStore  Username:  www.pinterest.com/UTcountyReStore  Login  info:  email  –  meganlooney@icloud.com,  password  -­‐  utahcountyrestore  (Email  the  above  email  at  your  convenience  and  we  will  have  the  email  address  connected  to  the  account  changed.)    Your  current  Pinterest  boards:  

• Pin  projects/crafts  that  people  could  make  with  materials  often  sold  at  ReStore  

-­‐

 

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Follow the link in profile to see our newest DIY tutorial courtesy of @tatertotsandjello made with ReStore materials. #ReStoreHope #ReStore #HabitatUC #DIY

#ReStoreHope

Instagram post Facebook postAppendix E.14Appendix E.13

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ReStore HOPE