TABLE OF CONTENTSIntroduction

City Demographics

Background

SWOT Analysis

Target Audience

Research Secondary Research Primary Research

The Campaign (Objectives, Rationale, Strategies, Tactics, Results)

Objective 1

Objective 2

TImeline

Budget

Conclusion

Appendix

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5

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8

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Home Matters 2 Me IntroductionMillennials today face a society radically different than that of their parent’s or grandparent’s generation. Fewer and fewer people dream of the traditional suburban house with a white picket fence. Home Matters believes that it is time for a new American dream. S&E Agency, formed by BYU-Idaho students, set out to help Home Matters, a nonprofit organization, get the word out on its “new American dream”. It set out to help millennials understand that it’s not about the four walls that make up a house, but everything that goes into making a comfortable, safe environment you can call a home. S&E Agency began with the goal to help millennials understand why #homematters2me. Home Matters espouses 5 values in creating a successful home – education, economy, public safety, health, and personal success. S&E Agency built its campaign around these values, and the idea that if millennials could learn how to build a successful home, they would take that knowledge with them throughout their lives and continue to strengthen the housing economy, as well as home in today’s society. As research shows, millennials are very much experience-oriented (see appendix 2.2), the campaign was focused around events and social media elements that participants could feel involved in. S&E Agency strove to motivate millennials to express why #homematters2me and then learn how they could continue to have a meaningful home.

City DemographicsRexburg is a small city in Southeastern Idaho with a population of approximately 30,000 and is considered to be America’s family community. About 55% of the city population are enrolled students at Brigham Young University–Idaho. In 2014, 89% of the student population was recorded within the age group of 18 to 25 years-old (see appendix 1.1).

The city of Rexburg has one of the youngest median ages in the nation at 23.3 (see appendix 1.2) with a population that fluctuates frequently due to students who come and go.

Of the approximate 16,000 enrolled students at BYU-Idaho, 99.7% are members of The Church of Jesus Christ of Latter-day Saints (see appendix 1.3). The city of Rexburg is made up of approximately 95% LDS church members. The denomination is a Christian sect with strong ties to family and home-oriented lifestyles that helped reinforce S&E’s campaign.

BackgroundHome Matters was created in 2013 by a group of housing professionals interested in creating an organization that would focus on improving social challenges surrounding the idea of the “home.” These challenges included health, education, personal success, public safety and the economy.

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Since 2013, Home Matters has expanded to have a coalition of over 250 partner organizations including corporations, government agencies and other non-profits, spanning from the West to the East Coast of the United States. Home Matters’ goals over the next 10 years, in conjunction with the organizations referenced above, are to: 1) decrease homelessness, 2) increase affordable rent, 3) increase homeownership and 4) increase the quality of homes and communities. This will be done through focusing on education concerning the five challenges mentioned above: health, education, personal success, public safety and economy.

SWOT AnalysisIn Rexburg, Idaho, there were many strengths and opportunities as well as weaknesses and threats that encircled the Home Matters campaign and messages. Understanding these issues helped S&E Agency form a campaign that would help Home Matters to achieve its purposes within the region.

Strengths• Small amount of competition. There are no organizations in Rexburg or the

surrounding cities that have similar goals and objectives. No other organization is doing what Home Matters does.

• Family-oriented community. 95% of the Rexburg population affiliates with The Church of Jesus Christ of Latter-day Saints. This organization has strong ties to family and home-oriented lifestyle.

• Non-profitorganization. Non-profit organizations have the ability to work in a more intimate setting with a smaller community than in a larger city.

Weaknesses• Limited Campus Access. BYU-Idaho is a private church-owned school which prohibits

outside entities from marketing or advertising in any way.• No name recognition. Home Matters is still growing on a national scale and is not a

recognizable name to the Rexburg community.• Public not educated on issues. Home Matters works to improve public knowledge

of social issues; however the Rexburg community has little previous knowledge and experience with these issues.

• No presence in community. Prior to this campaign, Home Matters had no presence in the Rexburg community.

Opportunities

• Time of year. There are less activities during the winter months in Rexburg, allowing for more exposure because of a lack of competitive noise.

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• Social media. 49.2% of the population of Rexburg is between the ages of 18 and 24. The majority of them are active users of social media platforms.

• Close-knit community. Word of mouth moves quickly in Rexburg when something exciting and new is about to happen.

Threats

• Noise. Many businesses in the Rexburg area use social media and non-traditional means for self-promotion and advertising.

• Student complacency. Many students, a majority of the population of Rexburg, do not participate in community activities because they do not feel apart of the community as they are only in Rexburg for a few years.

• Target audience is poor. Millennials in Rexburg do not have spare money. Hosting events that charge money can potentially backfire.

Target Audience: Millennials (18-25 years old)DefinitionMillennials comprise persons born between the years 1990 and 1997. Specifically in the Rexburg area, millennials range between 18-25 years old and are students attending the local university, BYU-Idaho. Most of these individuals are single, but a small group are already married with young children under the age of five. These millennials are very ingrained in their lifestyles and often find it difficult to integrate new products and companies into their current circle of influence. Despite the difficulties of marketing to millennials, it is possible due to their tech-savvy nature. This nature allows them to be contacted via new-age media such as text message marketing, Facebook and other social media platforms. Rationale Home Matters targets three groups of individuals, millennials being one of them. College students comprise 55% of Rexburg’s current population, so choosing millennials as the target audience for Home Matters was the most appropriate. Additionally, college-aged students were chosen with the anticipation that they will then move to other parts of the country and continue to practice those values they are taught about effective homeownership and successful homes wherever they settle.

Strategy for Reaching AudienceSecondary research showed that millennials are experience-based and self-broadcasting about their passions and ambitions (see appendix 2.1). Research also showed that in order to effectively market to the millennial target audience, it is imperative to inspire through stories, impact by using visuals, incentivize with intangible and tangible benefits and involve the audience in an emotionally meaningful way (see appendix 2.2).

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Research Secondary ResearchHome Matters OrganizationResearch of the Home Matters organization confirmed a national housing crisis and its efforts as an organization to educate and advocate for affordable housing through simple fact sheets found on their website (see appendix 3.1). Home Matters’ recent tactics have been preventative toward the national housing crisis by focusing heavily on education through social media channels that are directed to future and recent homeowners. Non-Profit Organization Campaign Case StudiesVarious Non-Profit organization campaign tactics were researched in order to inspire vision and approach in strategizing for the campaign. The following is a list of takeaways from these campaigns (see appendix 4.1):

• Water is Life, #FirstWorldProblems: The hashtag killing campaign taught the importance of creativity and of applying a positive message to any situation, which was applied in the Home Matters campaign by creating an event around selfies and the hashtag “#HomeMatters2Me.”

• Charity: Water, Social Mediathon: In a 24-hour period, this organization hosted Google Hangouts with different thought leaders to meet its desired goals and showed that campaigns don’t have to be long but have to be carefully planned and executed. This was applied in the Home Matters campaign with the boost of brand awareness through an attempted world record event.

Primary ResearchQualtrics SurveyThe first form of research held was an online survey, using the Qualtrics platform. The survey had two different purposes: (1) to understand the current level of awareness among the target audience of the Home Matters organization and its cause and (2) to serve as a benchmark for evaluating the level of awareness of the Home Matters organization and their cause before and after implementation of the campaign. Due to the saturated population of millennials in Rexburg attending BYU-Idaho, the Institutional Research head at BYU-Idaho was contacted with the request to conduct the Qualtrics survey among the students. Approval was granted by the head of Institutional Research at BYU-Idaho, and a random list of 300 email addresses belonging to students with the target audience was provided for sending the survey. The survey revealed that the target audience in Rexburg had a 3.1% awareness of Home Matters and their mission (see appendix 5.1).

The same survey was distributed to our target audience after implementation of the project. There was an increase in recognition of Home Matters among the target audience, with awareness reaching 10.2% (see appendix 5.2).

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Focus GroupsTwo focus groups were held on the BYU-Idaho campus. The sessions had two different purposes: (1) to better understand how to reach the millennial audience within the city of Rexburg and (2) to gauge awareness of Home Matters as an organization as well as its cause. The first focus group had six participants and the second had eight. To ensure internal validity, the focus group participants were chosen at random. Each participant came to the focus group without any familiarity of Home Matters and its cause. Discussion was opened by the facilitator with introductory questions on topics to determine (see appendix 6.1):

• Events that would be most effective for reaching millennials in Rexburg.• Values millennials in Rexburg associate with the idea of “the home.”• Current awareness of Home Matters and its cause.

The focus groups were recorded via audio and video for analysis purposes. The feedback from the focus groups taught that the target audience wanted to participate in a fun, free and experiential event with little-to-no commitment. The focus groups complemented the previous research findings on marketing to millennials. The group discussions also revealed that the level of awareness among the target audience of Home Matters and its cause was very low, and none of the participants had heard of the non-profit organization (see appendix 6.1).

The CampaignObjective 1Educate and advocate by increasing awareness of the mission of Home Matters for individuals already familiar with the Home Matters brand from 3.1% to 20%.

RationaleAccording to primary research, 23% of BYU-Idaho students have sacrificed food in order to pay for housing. 41% of BYU-Idaho students have given up financial stability to pay for housing. Though 3.1% of the sample surveyed were familiar with the Home Matters brand, 0% of people on BYU-Idaho camp us were familiar with the mission of Home Matters or the causes for which it advocates as of February 1, 2015 (see appendix 5.2). This trend showed a need for millennials to be educated on the foundational elements of future financial security and a stable home.

Strategy 1Educate millennials, via social media, on the importance of and components necessary to building and maintaining a stable home.

Tactic 1S&E Agency created a Facebook account with the title “Home Matters Rexburg.” Starting February 3 and continuing through until the end of February, information

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regarding both the national housing crisis and ways to prepare for homeownership were distributed to the online audience.

Home Matters Rexburg focused on re-posting all content originally shared by the official Home Matters organization page. In addition to this, content was posted helping to drive traffic to events hosted by Home Matters Rexburg throughout the month of February. The Home Matters Rexburg Facebook page can be found at facebook.com/homemattersrexburg (see appendix 7.1).

Tactic 2S&E Agency created a Twitter account with the title “Home Matters Rexburg.” Starting February 3rd and continuing through the end of the month, information was distributed via creating original content in addition to re-tweeting content posted on Twitter regarding homeownership. The Home Matters Rexburg Twitter page can be found at twitter.com/HMRexburg (see appendix 8.1).

Strategy 2Organize and host an event to educate millennials on building a stable home.

Tactic 1Hosted a “How to prepare for Homeownership” workshop on BYU-Idaho campus, including food and a raffle for prizes (see appendix 11). Food and prizes were offered to help motivate students attend the workshop to learn more about homes.

Tactic 2Contacted Jeff Morrin, a financial management professor at BYU-Idaho, and Cheryl Empey, a professor in the BYU-Idaho Home and Family department, to speak about the home and how to start preparing for homeownership now

Tactic 3Contacted local businesses to sponsor food and prizes to raffle off at the workshop event.

Tactic 4Created and handed out fliers at local student housing complexes and promoted the event on the BYU-Idaho campus through distribution of fliers and displaying of posters in various high traffic areas of campus (see appendix 10.1).

Mr. Morrin giving tips on how to save while preparing for homeownership.

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Strategy 3Used images and statistics to create an impactful visual to educate millennials and advocate for the Home Matters mission.

Tactic 1Created a video with photos of local and international homes in order to demonstrate the importance of home on a global scale and promote Home Matters’ cause and brand (see appendix 9.1). Gathered photos of homes from around the world via social media and international connections to use in the promotional video. Wrote and recorded script advocating the cause of home matters with a voice actor.

Tactic 2Promoted and shared the video across Home Matters Rexburg social media platform. It was also put on display, front and center, during the world record event. The video is searchable on YouTube under Home Matters: The New American Dream (see appendix 9.1).

ResultThere were 42 students attended the workshop that featured two guest speakers who spoke on the importance of a stable home and how to prepare financially now to own a home. Additionally, 133 people followed Home Matters Rexburg social media platforms and were exposed to the media and articles distributed via those platforms. The workshop generated 816 impressions on social media during the event. The video was created and shared via social media and received 306 impressions (see appendix 15, 16 and 17). Facebook posts reached an average of 183 individuals per post, with a ceiling of 705 people reached..

Objective 2Increase brand awareness of Home Matters on BYU-Idaho campus for millennials, ages 18-25, from to 3.1% to 20%.

RationaleAccording to primary research, 3.1% of millennials surveyed were familiar with the name and brand Home Matters. In order to better educate others about the values it espouses, S&E Agency saw it was important to also promote brand recognition (see appendix 5.2).

Strategy 1Promote recognition of Home Matters and its branding.

Tactic 1Created social media platforms (Twitter and Facebook) for Home Matters Rexburg and referred followers back to official Home Matters social media platforms and the official Home Matters website (see appendix 7 and 8).

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Tactic 2Encouraged the target audience to use the hashtag ‘#homematters2me’ on social media to post about how or why home has influenced their lives and why they view it as important to them.

Strategy 2Host an attempt to break a world record.

Tactic 1Held an event to attempt to break the world record for the number of selfies taken in one place at one time, according to recordsetter.com (appendix 14).

Tactic 2Contacted local businesses and possible vendors to act as sponsors and add credibility to the event. Businesses were invited to come promote and sell their products.

Tactic 3Sent press releases to local media, including the BYU-Idaho campus, local newspapers and local radio stations to publicize and promote the event and Home Matters (see appendix 13).

Tactic 4Created fliers and posters to advertise the event and its sponsors on social media and Created fliers and posters to advertise the event and its sponsors on social media and distributed them at student housing complexes and community businesses (see appendix 12.1).

Tactic 5Planned and held games at the event that represent the values Home Matters promotes - success, public safety, economy, education and health (see appendix 14).

Tactic 6Promoted the Home Matters mission through showing the S&E Agency educational, “Home Matters: The New American Dream” video throughout the event (see appendix 9)

“Theeventwasreallyorganized,eyecatching,andengaging,”

Blythe, BYU-Idaho student.

Social Media Banner

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ResultArticles were published in both the Rexburg Standard Journal and BYU-Idaho Scroll prior to the event. The world record event was held at a local student housing complex. All attendees were exposed to the Home Matters logo and cause. Many also signed a banner with the Home Matters logo explaining why homes matter to them (see appendix 14). Prizes were raffled off from local businesses, such as Kiwi Loco, Fat Cats, Cocoa Lodge, etc., who attended to promote their products and facilitate event-themed games. The number of people in attendance at the world record event was 142. The attempt was made to break the world record for number of selfies taken in one place at one time, according to recordsetter.com. However, the attempt to break the world record was unsuccessful as some attendees had left by the time of the actual attempt to break the world record, 4:30 p.m.

Additionally, in a survey conducted during March 2015, it was revealed that brand awareness of Home Matters in Rexburg among students at BYU-Idaho between the ages of 18-25 had increased from an initial 3.1% to 10.2%. While the end results did not reach the intended goal, the increase of 7.1% shows a positive movement in the awareness of Home Matters in Rexburg with the target audience (see appendix 5.2).

TimelineS&E Agency began research and preparation in January by conducting both primary and secondary research. During this short time period, S&E Agency met on a regular basis to discuss details as they planned and improved the campaign. February focused on implementing the campaign. During this month, the social media campaign began, sponsors were contacted and events were organized and carried out.

Evaluations were completed in March. During this month, the survey was resent to the Rexburg

Attempttobreaktheworldrecordofmostselfiestakenatonce.

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community. Also, in preparation for the PRSSA competition, S&E Agency compiled its campaign book (see detailed calendar and timeline breakdown in appendix 18).

BudgetS&E Agency implemented their campaign staying within the Bateman budget rules. The S&E budget consisted of $292.93 for personal cash expenditures and $267.65 of in-kind donations from local businesses (see appendix 20 for specific expenditure breakdown).

ConclusionS&E Agency set out with two main purposes: to educate the millennials of Rexburg, Idaho about the importance of building successful and affordable homes and to advocate for Home Matters and its mission. These purposes were fulfilled through a campaign that became more of a mission for S&E Agency - to help millennials learn about building successful homes and then take those principles with them and build their own successful homes after they leave BYU-Idaho.

Despite not being allowed access to BYU-Idaho campus to advertise Home Matters or its values to students, this campaign still garnered attention and participation within the Rexburg community. This included almost 200 direct participants in campaign events, nearly 14,000 impressions on social media, and stories about our world record event and Home Matters in local newspapers (see appendix 16).

Millennials were educated via social media, a workshop on homeownership, and an event to attempt to break the world record for number of selfies taken at one time hosted by S&E Agency as representatives of Home Matters. Overall, awareness of Home Matters and its mission was increased to 10% across campus, proving that inRexburg,#homematters2me.

= Group Expenditures

= In-Kind Donations

52%

48%