2006 PRSSA Bateman Case Study Competition

Project Brief: Advancing Habitat for Humanity Awareness and Involvement in Students

Project Brief: A successful Bateman case study campaign will assist Habitat for Humanity International to increase its brand awareness, educating the 18 to 25-year-old demographic audience on the Habitat mission; integrating its new logo at the affiliate level; increasing the volunteer levels for this demographic; initiate a philanthropic affinity and/or provide a resource for public relations and marketing support at the local level of the organization.

WHO IS THE CLIENT?

This year you will have the option of one of two clients – Habitat for Humanity International or a local Habitat affiliate. Both programs will have the same requirements and objectives, but for campuses or teams that do not have access or interest from their local Habitat affiliate to participate, this will provide another opportunity to compete.

In working with a local affiliate you will have more opportunity to have face-to-face meetings and integrate your campaign into ongoing Habitat initiatives in the local community. It will also provide constraints on what you might be able to conduct given you should work closely and cooperatively with the local Habitat affiliate to ensure you do not adversely impact other activities they are conducting.

Background: Habitat is a nonprofit, ecumenical Christian housing ministry. They seek to eliminate poverty housing and homelessness from the world, and to make decent shelter a matter of conscience and action.

Habitat invites people of all backgrounds, races and religions to build houses together in partnership with families in need.

Habitat has built more than 200,000 houses around the world, providing more than one million people in more than 3,000 communities with safe, decent, affordable shelter. Founded in 1976 by Millard Fuller, Habitat's work is accomplished at the community level by affiliates -- independent, locally run, nonprofit organizations. Each affiliate coordinates all aspects of Habitat home building in its local area -- fund raising, building site selection, partner family selection and support, house construction and mortgage servicing. There are currently 2,100 active affiliates in 100 countries, including all 50 states of the United States, the District of Columbia, Guam and Puerto Rico.

Each of the local affiliates has ongoing public relations and development activities to attract funding, donation of materials and volunteers for building new homes. In addition, a large amount of the organization’s energies are focused on educating homeowners on budgeting, home maintenance and other information that will be important to them as homeowners.

The majority of the affiliates have no paid staff, operating strictly on the time and energy of volunteers. From this standpoint, many do not have the training or expertise to develop and implement development and communications campaigns that would improve their success in achieving their missions or among other competing not-for-profit organizations in their area.

While the organization built 100,000 homes in its first 25 years and has accomplished the second 100,000 homes in the last five years, there is a growing need to continue to improve the fundraising and development support to match the growing need for homes. In addition, the organization realizes that the 18 to 25-year-old market is the next generation of givers and volunteers that they must begin to reach to achieve their goals. While there is a Campus Chapter and Youth Programs component of the organization, it often times is not tied in with the local affiliate. It is also recognized that additional focus needs to be made to begin reaching larger numbers of this target population. If you select this demographic for your case study, your evaluation should consider not only the affiliate’s previous activities in the community, but the Campus Chapter and Youth Programs as well in your evaluation.

About the brand: Habitat for Humanity International is included among the organizations and businesses featured in the 2004 edition of America’s Greatest Brands, a hardcover book that recognizes some of the strongest and most trusted brand icons in the United States.

In March 2005, Habitat for Humanity unveiled its new worldwide logo, which will serve as the image to symbolize Habitat’s work throughout the world beginning in May 2005. This new logo is part of an initiative to bring all the affiliates together in image and actions to enhance the organization’s success in meeting its mission to eliminate poverty housing worldwide, transcending borders, languages and cultures.

RESOURCES

In addition to the information distributed with the case study competition overview, you can visit www.Habitat.org to find local affiliate, press information and other materials on Habitat for Humanity International.

THE OPPORTUNITY

The campaign should include the four components of a campaign: research, planning, implementation and evaluation. It should assist the affiliate in raising awareness, increasing local media coverage, support fundraising initiatives and secure volunteers and materials for the affiliate. In addition, a successful campaign will provide for an ongoing learning and implementation of the most effective tools for the affiliate to use in coming years. The students have an opportunity to serve as a consultant to the local affiliate and to train the volunteer organization in effective public relations and communications.

Objectives

1. Your campaign must engage both the affiliate membership (if selecting that campaign track) and the local community, demonstrating an increase in awareness and involvement for Habitat beyond what it has had historically for the demographics you select in your marketplace.

2. Your public relations campaign should include all the elements of a complete public relations plan, including situational analysis of the local/international organization, research, goals, measurable objectives, strategies, tactics, timeline and evaluation in coordination with the local affiliate staff and board of directors, even if not following the affiliate client campaign track.

3. Your program and campaign can cover the 18-54 year-old demographic in your community; however, it should focus on the 18-25 year-old age group (high school seniors to new college graduates). You should be aware that Habitat has indicated an interest in identifying and securing the next generation of contributors and volunteers for the organization, which this age group represents. For all demographic groups you wish to reach, you should research and address barriers to participation and giving as well as a competitive analysis.

4. Please include measurable results in your final presentation. (Your team may define its own measurements.)

Once PRSSA receives the intent-to-enter forms, Habitat for Humanity and DIY Network will provide a variety of background materials, including pamphlets, fact sheets, contacts for local affiliates, and a contact sheet for whom to call for more information.

Judging Criteria

1. Four Step Process (60 points total)
   1. Research: Thoughtful analysis of the situation; primary and secondary research; fact-finding to determine statistics, trends and attitudes in marketplace in relation to not-for-profit; peer research (e.g. focus groups, surveys, etc.); use of information to determine tactics. (15 points)
   2. Planning: Development of public relations/development plan, including statement of goal, objectives and strategies, key messages, audiences, description of tactics, timeline and evaluation. Should include rationale for design of plan. (15 points)
   3. Implementation: Outline how you implemented the tactics; detail and document your activities. (15 points)
   4. Evaluation: Provide the methods of evaluation you used to measure the campaign results. Did the methods support the campaign objectives? Did you achieve the intended results? (15 points)
2. Effectiveness: How well did the team understand the situation on the local level? International? How well did the public relations and development communications plan apply to the situation? How well did they work with and meet the expectations of their client? Was it appropriate for the audience, affiliate? Did the results of the campaign meet your objectives? Did the message reach the intended target audience? Were there demonstrated results based upon their planning and implementation? (20 points)
3. Creativity: What creativity did the team show in the development of the public relations/development campaign? What kinds of creative strategies and tactics were proposed/pursued in the campaign? How did the creativity positively affect the results? What parts of the campaign have legacy effects for the affiliate? (20 points)

Your PRSSA Chapter and its team can make an important contribution to your school, the education and the future of your fellow students. Submit your Intent-To-Enter form now and become a part of this very significant 2005 Bateman Competition!

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