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H O U S I N G M AT T E R S ! 2 0 1 8
LET’S TALKMARKETING
T I M M K R U E G E R | H O U S I N G A C T I O N I L L I N O I S
Good afternoon!
I’m Timm Krueger, I work
at Housing Action Illinois.
IHDA HAI
31 HOUSING COUNSELING
AGENCIES
$20,000 FOR MARKETING
SERVICES
CAPACITY BUILDING
INCREASE AWARENESS OF
HOUSING COUNSELING
WHAT DO I DO?
C A PA C IT Y B U IL D ING
O NL INET R A IN ING
WHY DO I DO IT?
C o m m u n i c a t i o n s m a k e u p 2 1 % o f
t o t a l s t a f f *
A g e n c i e s w/ 1 + s t a f f d o i n g
c o m m u n i c a t i o n s a n d a n o t h e r ro l e
A g e n c i e s w/ 1 + c o m m u n i c a t i o n s
s t a f f m e m b e r
21% 64% 94%
T HE Y ’R E B U S Y
T HE Y ’R E NO T M A R K E T E R S
WHY DO I DO IT?
THEBASICS
01
THINK OF A PROFESSIONAL ATHLETE
WHAT DO GOLF AND MARKETING HAVE IN
COMMON?
THEY’RE BOTH FORGOTTEN
WHAT IS MARKETING?
The process of gett ing people
interested in your organizat ion’s
product or serv ice.
WHAT IS MARKETING?
MARKETING IS BEHAVIOR CHANGE
NON-PROFITMARKETING• WEBSITE
• SOCIAL MEDIA• EMAIL MARKETING• IN-PERSON EVENTS
• PRINT MARKETING • MEDIA & PR
HAI MEMBER DATA
80.00%
82.00%
84.00%
86.00%
88.00%
90.00%
92.00%
94.00%
96.00%
98.00%
FLYERS
WEBSIT
E
WORD OF M
OUTH
SOCIAL M
EDIA
IN-PERS
ONEMAIL
COMMUNICATION TOOLS
NUMBER OF AGENCIES
WHAT WHY
WEBSITE
FACEBOOK EMAIL
2 BILLION
1 BILLION 3.8 BILLION
2.2 TRILLION
HOW DO WE DO THIS?
HEY, MY NAME IS ____________ , AND I WORK AT ___________________________ .
YOU KNOW HOW
__________________________?
WELL, WHAT WE DO IS _____________________________SO THAT __________________________ .
ELEVATOR PITCH
MESSAGINGMARKETING
02
KNOW YOUR AUDIENCE
• TARGETING CAN REDUCE YOUR AD
SPEND BY 220%• HOW DO YOU TARGET? • HIGH-LEVEL: PERSONA
KNOW YOUR AUDIENCE
• HOW DO YOU TARGET?
• LOW-LEVEL: CLIENT DATA• WHERE THEY LIVE• THEIR AGE
• CURRENT JOB• HOW THEY HEARD ABOUT YOU
CALLS-TO-ACTION
DRIVE TO THE WEBSITE
WEBSITES…
• CAN HOLD ALL YOUR INFO• INDICATE PEOPLE WANT
TO LEARN MORE
• ARE YOUR FIRST IMPRESSION
03
MEASURINGSUCCESS
WHY TRACK?
• “A GOAL WITHOUT A PLAN
IS JUST A WISH” • WE ASK OUR CLIENTS TO
TRACK THEIR PROGRESS –
WE SHOULD TRACK OURS, TOO!
NUMBER OF PRINTS
NUMBER OF DELIVERIESNUMBER OF EYEBALLS
NUMBER OF CLICKS
PRICE PER ITEM
WHAT DO YOU TRACK?
• LOOK AT YOUR CONVERSIONS
• INCREASE WHERE YOU’RE SUCCEEDING
• SCALE BACK WHERE YOU’RE
NOT MEETING YOUR GOALS• OR – ASK WHY, THEN ASK HOW
HOW DO YOU ADJUST?
TODAY TOMORROW
