Drafted by Kyler Dineen Courtesy of Melodic Marketing About land for the homeless Land for the Homeless is a nonprofit organization incorporated in New Jersey whose mission is to foster a community and advocate for those in need of shelter ID: 374383
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Promotional plan
Drafted by Kyler Dineen Courtesy of Melodic MarketingSlide2
About land for the homeless
Land for the Homeless is a nonprofit organization incorporated in New Jersey whose mission is to foster a community, and advocate, for those in need of shelterIt was founded in response to the governmental closure and destruction of the Lakewood Tent CityIt intends to purchase a plot of private land for the homeless to be able to live on legally and in peaceSlide3
Defining our target markets
The target markets of Land for the Homeless are segmented into six publics:-Clients (Homeless Individuals)
-Donors
-Volunteers
-Local Officials
-Nearby Residents
-The MediaSlide4
Communications objectives
Inform clients of the existence of the campground and its amenitiesPitch value to donors in order to increase the working capital of the organization
Pitch value to
volunteers
in order to increase the manpower of the organization
Win over
local officials
so that the organization may operate without interference
Win over
nearby residents
so that the organization may become a pillar of the community
Win over
the media
so that the organization has a favorable public imageSlide5
Unique Selling proposition
Land for the Homeless offers immediate assistance for people who have nowhere else to turn. While shelters are becoming overcrowded and the homeless are forced onto waiting lists, there are people who have no other choice but to live on the streets. There is already a major issue with the criminalization of the homeless in America and this project will create a safe and worthwhile community for those needing assistance that is accomplished through the willing cooperation and altruism of conscientious individuals without suffering a cost to taxpayers.Slide6
Marketing concept
Land for the Homeless’ marketing concept will be centered around the wide range of people who can suffer from homelessness, breaking down the stigma of the term, and the importance of people helping other people. Presenting the fact that homelessness is suffered by such diverse groups of individuals goes to show potential donors that it’s an epidemic that anyone can become subject to, be it one’s own self or those who one cares about. It will also stand to maintain the dignity of all clients of the project. This informational marketing can also tie in fantastically with potential marketing segmentation. The resonating message that this project is about people helping people will leave that “feel good” feeling with potential donors and clients and will make them feel as though they are participating in an essential movement that is bigger than themselves.Slide7
Sample messagingSlide8
Tailored messaging
For Clients: A centralized community of tents is better than a park benchFor Donors: This is a humane and low cost fashion to help the homelessFor Volunteers: This is a chance to personally interact with and assist those down on their luckFor Local Officials: This project tackles homelessness without a single taxpayer dollar
Nearby Residents: The homeless are still going to be present whether they’re on the streets or whether they’re in a well-maintained community and the latter is preferable.
The Media: This project offers an interesting and affordable approach to a worldwide problemSlide9
Promotional strategy
Land for the Homeless will promote its charitable efforts through its website, social media, online listings/digital campaigns, attendance at community events, hosting fundraising and awareness events, in-person donor canvassing, in-person homeless outreach, press releases, story placement, and interviews. Slide10
Promotional mix - $750 Budget
$601.50 for Physical Media$125 for Digital Media$28.50 for Miscellaneous ExpensesSlide11
Promotional budget - $750
$50 for Business Card Printing (5,000)$75 for Digital Ads (150 Reached with $.50 CPA)$480 for Postcard Mailers (Cost for printing and shipping via USPS nonprofit mail approximately 1,600 postcards with 400 unmailed left over)
$71.50 for Buttons (2.25” Round – 250)
$45 for Annual Website Maintenance
$28.50 for Miscellaneous
Estimated CPM - $9.87Slide12
assessment
Cumulative assessments of marketing effectiveness will be conducted monthly using the metrics of marketing reach (broken down by medium), percentage of those reached who go on to interact with the organization, fundraising ROI, and the donor retention rate. Land for the Homeless will continually control its marketing efforts through the use of surveys and public perception analyses, and will make adjustments to these efforts whenever possible in order to optimize its overall marketing strategy.Slide13
Donate at
Landforthehomeless.org