Consumer Behavior | Habitat for Humanity by Becca Morrow

CONSUMER BEHAVIOR REPORT MKTG 4150 | ROBINSON FALL 2013 SIMON BLOCK | TYLER DOCKERY DAVID HU | BECCA MORROW J.C. SHEETZ

Group Golf

Habitat For Humanity By: Simon Block Tyler Dockery David Hu Becca Morrow J.C. Sheetz

Table of Contents I.

Executive Summary…………………………………………………………………………….... Pg. G4

II.

Introduction…………………………………………………………………………………………. Pg. G5

III.

Market Analysis…………………………………………………………………………………… Pg. G5

IV.

Company………………………………………………………………………………………….…... Pg. G5 i.

Strengths……………………………………………………………………………………….. Pg. G6

ii. Weaknesses…………………………………………………………………………………… Pg. G6 iii. Opportunities………………………………………………………………………………… Pg. G6 iv. Threats………………………………………………………………………………………….. Pg. G7 V.

Competition…………………………………………………………………………………………. Pg. G7 i.

Strengths……………………………………………………………………………………….. Pg. G7

ii. Weaknesses…………………………………………………………………………………… Pg. G7 iii. Opportunities………………………………………………………………………………… Pg. G8 iv. Threats………………………………………………………………………………………….. Pg. G8 VI.

Consumer…………………………………………………………………………………………….. Pg. G8 i.

Strengths………………………………………………………………………………………. Pg. G9

ii. Weaknesses…………………………………………………………………………………… Pg. G9 iii. Opportunities………………………………………………………………………………… Pg. G9 iv. Threats……………………………………………………………………………………....... Pg. G10 VII.

Conditions………………………………………………………………………………………….. Pg. G10 i.

Strengths……………………………………………………………………………………... Pg. G10

ii. Weaknesses…………………………………………………………………………………. Pg. G11 iii. Opportunities………………………………………………………………………………. Pg. G11 iv. Threats………………………………………………………………………………………... Pg. G11 VIII.

Market Analysis Summary…………………………………………………………………... Pg. G12

IX.

Market Segmentation…………………………………………………………………………. Pg. G12

Needs Sets………………………………………………………………………………………….. Pg. G12

XI.

Group IdentiWication …………………………………………………………………………… Pg. G13 i.

XII.

Volunteers…………………………………………………………………………………… Pg. G13

Pairing Groups with Needs …………………………………………………………………. Pg. G14 G2

XIII.

Targeting Groups……………………………………………………………………………...… Pg. G16 i.

Students………………………………………………………………………………………. Pg. G17

ii. Lawbreakers………………………………………………………………………………... Pg. G17 XIV.

Target Market Selection……………………………………………………………………… Pg. G18

XV.

Market Segmentation Summary…………………………………………………………... Pg. G19

XVI.

Market Strategy………………………………………………………………………………….. Pg. G19

XVII. Product………………………………………………………………………………………………. Pg. G19 XVIII. Promotion………………………………………………………………………………………….. Pg. G20 i.

Personal Selling…………………………………………………………………………… Pg. G20

ii. Advertising………………………………………………………………………………….. Pg. G21 iii. Sales Promotion…………………………………………………………………………... Pg. G23 XIX.

Price…………………………………………………………………………………………………... Pg. G24

XX.

Place…………………………………………………………………………………………………... Pg. G25

XXI.

Service……………………………………………………………………………………………….. Pg. G25

XXII.

Market Strategy Summary…………………………………………………………………... Pg. G26

XXIII. Conclusion………………………………………………………………………………………….. Pg. G26 XXIV. Appendix……………………………………………………………………………………………. Pg. G27

Executive Summary Market Analysis • Company: Americus, Georgia based International nonproWit organization that started in 1976 building sustainable, energy efWicient, healthy housing for low-‐ income families o SWOT Analysis • Competition: Any organization that seeks out volunteers or donations that will take away from Habitat. Examples: Red Cross, Atlanta Food Bank, Must Ministries. o SWOT Analysis • Consumer: Donors and volunteers sustain our organization by giving their time and money o SWOT Analysis • Conditions: Internal and external factors affect conditions o SWOT Analysis Market Segmentation • Vision: “A world where everyone has a decent place to live.” Non-‐proWit organization with a unique agenda that needs to be satisWied in order to maximize opportunities within the company. Two categories: volunteers and donators. • Habitat can help all of society o Corporations, Students, Law-‐breakers, Everyday person • BeneDits of working for Habitat o Tax breaks, Better public image, Moral Incentives, Character building, Physically active, Gift incentives for donating or volunteering. • Sub groups who can beneDit the most o Students, Lawbreakers • Group who should be targeted o Lawbreakers Market Strategy • Target Market: Lawbreakers – Primary, Parole OfWicers – Secondary • Product: Core Product: Community Service hours. Augmented BeneWits: Learning new skills and building character. • Promotion: Personal Selling: sales team aimed at parole ofWicers, Advertising: billboards and Wliers distributed. Promotion Strategy: offering sponsorships • Price: $22,521 budget. $22,061 spent on promotion. Break-‐even Analysis. • Place: North Georgia market. 31 Counties. Jasper & Cleveland County. Corrections facilities, probation/parole ofWices, attorney’s ofWices • Service: Implement customer relationship management techniques.

Introduction This Winal report comprises the steps taken to develop a unique and strategic marketing plan for Habitat for Humanity. We have analyzed our market through a series of different S.W.O.T analyses, focusing on the company, competition, consumer and conditions. We have then brainstormed possible target markets, analyzed their needs, and narrowed down our options until we chose a thoroughly researched market to target. After doing this, we developed a marketing strategy, setting up guidelines of our product, pricing strategy, distribution tactics and promotion tactics. This researched has enabled us to create a strategic marketing plan for Habitat for Humanity. All of these steps combined have resulted in a thorough marketing plan that, when implemented, will improve Habitat for Humanity as a company.

Market Analysis Company Millard Fuller and his wife Linda founded Habitat for Humanity International in 1976. Millard was very wealthy man and became a millionaire by age twenty-‐nine. The foundation of Habitat for Humanity was a result of a downward turn in their marriage. They planned to save their marriage by giving their fortune to help the poor. They wanted to do work for the lord by helping ones in need.1 Habitat for Humanity International is a non-‐proWit organization and is commonly referred to as Habitat for Humanity, or Habitat for short. Their international operational headquarters are located in Americus, Georgia and their administrative headquarters are located in Atlanta. Habitat’s mission statement is "Seeking to put God’s love into action, Habitat for Humanity brings people together to build homes, communities and hope." Habitat for Humanity builds decent homes at affordable prices for those in need. The labor used to build the houses comes from volunteers and the houses are sold to families in need for no proWit to Habitat for Humanity. Potential homeowners are chosen based on a few different qualiWications and go through extensive background checks. Potential homeowners are usually expected to put in around 500 hours of “sweat equity” into their home. Habitat for Humanity is looking for homeowners that are going to want to be part of their cause. The home that is being built is locked under the right of Wirst refusal. This means that the home attains no equity until the house mortgage is paid in full. If the homeowner wants to sell the house they can only sell it back to Habitat and only receive the amount of money that they have paid for the mortgage so far. To date, Habitat for Humanity has built or renovated 400,000 homes around the world for over 2 million people.

1 http://www.habitat.org/how/historytext.aspx

Strengths Habitat for Humanity is a very strong and successful non-‐proWit organization that has been supporting communities worldwide since 1976. One particular strength that Habitat has is their exposure levels. They are a well-‐known organization, in fact 92% of survey takers have heard of Habitat for Humanity’s volunteer projects.2 This is an overwhelmingly positive statistic because people are more likely to donate and volunteer for an organization that they have a prior knowledge about. In addition, Habitat has a positive public image, in that they support local communities and offer solutions to people in need. This is a quality that most non-‐proWit organizations possess. Habitat for Humanity is a globally recognized foundation that provides their services in many different continents across the world. Together, Habitat for Humanity has helped to build or repair over 600,000 houses and serve more than 3 million people worldwide. Weaknesses Due to the nature of the organization, Habitat for Humanity does not measure success of the company based on proWit. Because of this, their level of success is harder to identify, making it a weakness of the organization. Another weakness is that they rely almost entirely on volunteers and donations. If either of these resources were to deplete for economic, personal or political reasons, Habitat would Wind itself scrambling to stay aWloat. Volunteers are a crucial factor that affects the success of Habitat’s projects. The economy is a substantial factor affecting the success of Habitat. If people or companies are lacking in disposable income, they may be more frugal and refrain from spending unnecessary money, such as donating to charity. Our biggest weakness is our dependency on other people. Opportunities A major opportunity for Habitat for Humanity is to take advantage of fundraising options. It shows a lot of potential for the company to gain support and donations. Without the proper funding, the organization will not thrive, so it is important to explore this opportunity. Luckily, according to our survey, 75% of responders would consider donating money to Habitat.3 Habitat’s great reputation among businesses is also an opportunity that is presented. We can beneWit from this reputation in terms of donations that we may receive. One of the largest ones was a, “bank’s recent investments of nearly $19 million.”4 We also have many opportunities to gain new volunteers who are not aware of Habitat’s efforts and

2 Survey Results 3 Survey Results 4 http://www.businesswire.com/news/home/20121219006068/en/U.S.-‐Bank%E2%80%99s-‐Latest-‐

Partnerships-‐Habitat-‐Humanity-‐Finance

how they can beneWit from our non-‐proWit organization. We have many unexplored demographics that could be targeted to get involved in their own community. Threats There are also threats that Habitat for Humanity may face, and we should be prepared to evade them. One potential threat is other non-‐proWit organizations that could win out over us in the battle for scarce resources such as volunteer hours and donations. We are threatened by lack of interest in Habitat’s cause, as well. Luckily, 84% of people who responded to our survey would volunteer their time to Habitat’s efforts.5 In addition, Habitat may not have the substantial funds to perform their service. Habitat for Humanity is one of many non-‐proWit organizations. This means that they have Wierce competition. Habitat's goal is to have as many volunteers and as much donation money as possible. That being said, there are plenty of organizations that people could potentially donate to before even considering Habitat. It is crucial to evaluate the competition in order to best know how to combat it as a threat. Also, our projects are completed outdoors. If the weather is severe, we cannot complete our projects. This is a large threat because it is completely out of our control. Competition The competition, in this case, includes any organization that is chasing the same donation amount or volunteer hours that we are. Some examples in the Atlanta area include the Red Cross, Must Ministries and the Atlanta Community Food bank. We are aware of these organizations and plan on analyzing them, as to better combat their need for the same resources that we need. Strengths These organizations all have different strengths, most obviously being their individual purposes. People may more strongly identify with giving blood as a good cause rather than building a house. In this case, the Red Cross wins out over us based on purpose alone. Some organizations offer a lower involvement level than Habitat. This characteristic appeals to the market of people who have an interest in volunteering but have little time to do so, or are only physically capable of doing so much. Volunteering at the food bank may require much less manual labor than building a home. Habitat also requires volunteers to travel out to various locations where houses are being built. In this case, non-‐proWits who require little to no travel would win out over Habitat. For example, the Red Cross will set up blood-‐drives at local schools and other locations, which makes it easy to get volunteers.

5 Survey Results

Weaknesses Habitat's competition also has weaknesses, which we should attempt to capitalize on. Some organizations don't offer a lot of information on their websites, while Habitat’s is very thorough and easily accessed. This alone could deter people from volunteering with other organizations. Some organizations also are not as credible as Habitat, which puts us at an advantage as well. Some of our competitors' websites may not have the option of donating money online. Because of this, people may be more inclined to donate on our website instead. Habitat is unique in that volunteers who qualify may build a new home for themselves through the organization. This is a huge beneWit that our competition is lacking, making their organization weaker than Habitat. Opportunities Our competitors do have opportunities as well, including adding on features that Habitat has but they don't. For instance, we allow volunteers to set-‐up when they would like to participate in projects online to make the process easier. Our competitors could notice our strengths and try to take them as their own. They could also develop innovative ideas that we don't have and utilize them, giving them a huge advantage over us. In 2011, people in the United States volunteered a total of almost 8 billion service hours.6 This is an exorbitant amount of time, and a massive opportunity for the competition to take advantage of. Habitat is severely outnumbered by the competition, as there are over 1.5 million non-‐proWit organizations in the United States.7 There is an overwhelming amount of competition and their vast opportunities are a threat to Habitat for Humanity. Threats Habitat's competitors also have threats. Any opportunity that we have as an organization is a threat to everyone we compete against. If we launched a successful fundraising and awareness campaign, it would threaten their success in the same area. By studying these areas we as a company can better understand our competition and use that information to our advantage. Non-‐proWit organizations that do not have a religious following may be a threat to the competition. Religious organizations account for the majority, 40%, of types of locations where people in Georgia volunteer. 8 This is a massive threat to our competition, because 44-‐50% of the total population of Georgia identify with Christianity. 9 This statistic greatly threatens our competition because certain people are

6 h,p://www.volunteeringinamerica.gov/ 7 h,p://foundaAoncenter.org/getstarted/faqs/html/howmany.html 8 h,p://www.volunteeringinamerica.gov/GA 9 h,p://www.huﬃngtonpost.com/2012/05/29/most-‐and-‐least-‐chrisAan-‐states_n_1547045.html

more likely to volunteer with a cause that identiWies with their religion than organizations that do not. Consumer Alongside competition, the consumer also plays a key role to the organization. Our ‘consumers’ consist of volunteers and donors. This is a unique market that is comprised of many characteristics and factors that we should be aware of as we target and research them. Knowing this information will aid in our market research and segmentation variables. Consumers can range from the people whom Habitat builds homes for to celebrity or political Wigures who donate large amounts of money to an organization. Philanthropy and donations play a key role in Habitat’s success. In addition, our volunteers are priceless as well. We must know how these markets can help and potentially hurt Habitat for Humanity so that we can better anticipate their behavior. Strengths The ideal volunteers and donors that we’d like to target have a variety of strengths that have a lot of potential to aid Habitat tremendously. The strengths of our ideal consumers would be having a large disposable income and ample time to volunteer to our projects. Habitat for Humanity is a Christian organization, so if our consumers also hold these beliefs, that would be a strength. In fact, 75% of our survey responders identify with Christianity as their religion.10 In addition, our volunteers are individuals who bring their own unique skills, resources and assets to our organization. Often people who choose to volunteer are very eager and passionate about the cause. This is a strength because it is reWlected in the work that they do as a volunteer. Habitat for Humanity is able to provide their volunteers with an opportunity to volunteer and give back to those who need it most in the community. Weaknesses However, our consumers do have weaknesses to overcome. The Wirst to consider is that our potential volunteers may be limited by schedule conWlicts. Our projects mainly take place over the weekend and are set up to accommodate people who work the regular week, but that does not cover all of our potential target market. Also, some volunteers may be limited by their skill sets. Not everybody has been educated in the process of building a house. Habitat has thought of ways to overcome this through training programs and hiring supervisors who can assure the tasks are being carried out properly. Companies such as Lowes “volunteer to support local community projects and our national nonproWit

10 Survey Results

partners.”11 This can be extremely helpful when addressing this weakness because the people at Lowes are much more knowledgeable on how to build homes, making them invaluable to the Habitat for Humanity team. Opportunities Our volunteers have many opportunities around the community to give back. Many times a year people are plagued by natural disasters and misfortunes. Different geographic areas fall subject to weather disasters such as wildWires, hurricanes, Wloods, tornados, tsunamis, and earthquakes throughout the year that can destroy people’s homes and lives. One of the most recent examples of this occurred a couple months ago when Habitat went to Oklahoma to help the people affected by the tornadoes. As stated by Kip Scheidler, senior director of Global Disaster Response at Habitat for Humanity the organization main goal is to not only build houses. They are also there to, “help families return home as soon as possible and to help the community recover.”12 While no one wishes for natural disasters to occur, they open up an opportunity for Habitat for Humanity and its volunteers and donors to step in and assist those in the community who need it most. Habitat only works on projects on Saturdays. This could be seen as a weakness, however, our initial analysis of potential markets prove that it is more of an opportunity. According to our survey, 70% of our responders would be available to do volunteer work on a Saturday.13 This is a very promising statistic for Habitat and a strong opportunity to expand their customer base. Threats There are several threats to the Habitat for Humanity program. Entities such as insurance companies, local and state government, and contracting agencies can all delay projects and construction of homes that Habitat for Humanity sponsors. Threats like these will continue to be problematic for Habitat for Humanity volunteers. If the home owner had/has insurance then those companies can step in and dictate a contractor and a builder to build them a new home. Some homeowners can also be so Winancially stricken that they are unable to afford the payments to Habitat for Humanity for their homes. Not only are these threats problematic, the conditions also lead to a clear and visible path of success or demise. There is also the concern of lack of interest on the part of our target market. Our competition may offer a more attractive type of volunteer service and therefore take our volunteers away from us.

11 http://www.prnewswire.com/news-‐releases/holly-‐robinson-‐peete-‐joins-‐habitat-‐for-‐humanity-‐of-‐greater-‐

los-‐angeles-‐and-‐lowes-‐volunteers-‐to-‐rehabilitate-‐a-‐home-‐in-‐recognition-‐of-‐national-‐women-‐build-‐ week-‐206976721.html 12 http://www.habitat.org/newsroom/2013archive/05_16_2013_Texas_Tornadoes.aspx 13 Survey Results

G10

Conditions Habitat for Humanity is a very large organization with many different factors that go into making it a successful. The nature of the business offers some interesting conditions. Being aware of the conditions for which Habitat conducts business aids in our market analysis and helps us foresee what types of challenges we may encounter. Strengths Habitat for Humanity is already in a great position to acquire new business because they have an established reputation as a credible non-‐proWit organization. This great reputation can give Habitat an advantage over other community service organizations. Another strength of Habitat for Humanity is its size. Habitat not only helps people in the United States, but they also provide aid in many countries across the world. By having these strengths, Habitat is able to gain more support than other non-‐proWit organizations. Because Habitat for Humanity is a non-‐proWit organization, they rely heavily on donations from people and companies. This puts them at the will of the population, and is the main reason they need to keep a good public image. Also, being such a large company, they have access to many more resources and people than most other non-‐proWit companies. By having such a large exposure around the world, Habitat for Humanity is able to increases the likelihood of Winding more donators and supporters for their company. Weaknesses There are many different problems that are affecting the market that Habitat for Humanity is in. One of the largest factors is the economic crisis that the United States has been experiencing recently. This economic situation is creating an environment where people are less likely to donate their time and money to charities. The organization is also affected heavily by the weather. Since Habitat for Humanity only builds on Saturdays, the weather can play a critical role in how long each how it takes for each house to be built. These weather delays can not only cause problems for that project, but can also hold up the future projects that the organization is trying to take part in. Weather delays can also waste the scarce funds and minimal resources that the company has to work with. Anticipating these weaknesses will help Habitat combat possible setbacks. Opportunities Even through all of the difWiculties that have hit the United States recently, Habitat is still doing very well. One of the ways for Habitat to continue its growth is to invest in advertising. Currently the company does very little in terms of internet, television, or print advertising to raise awareness for what the organization does and the goals that they are trying to achieve. If the organization took part in even minimal amounts of advertising, they would increase the amount of donation and physical support that they currently receive. This is because it will allow the population to be more aware of the amazing services the G11

organization is performing for the community. Also, by portraying a good organizational image, companies will want to go out of their way to donate products and their employees’ time to help out Habitat for Humanity. Threats With all the opportunities the organization has, they also face many threats to their overall success. As stated before, one of the major threats to non-‐proWit organizations is the economy. Because most of their working capital comes from donation and other forms of charity, there is a fragile balance to keeping Habitat successful. Another threat that the organization faces is competition with other non-‐proWit and charitable groups. If people begin to donate their money and time to other organizations instead of Habitat for Humanity, the company will begin to struggle. Without the proper funding and support, a non-‐proWit organization cannot succeed. Because Habitat for Humanity has such a large following, this threat is not as much of a concern as others. Market Analysis Summary After analyzing the company, competition, consumer and conditions that Habitat for Humanity operates in, it is very clear why they are such a successful non-‐proWit organization. Because they are such a well-‐run and recognizable organization, they will continue to be a successful non-‐proWit organization. This leaves us with a great outlook in regards to expanding our customer base through various techniques. Habitat for Humanity has many unexplored markets that this analysis has shed light on. All companies have different ways that they fulWill the needs and desires of their customers. Habitat for Humanity is no exception. This organization has the ability to aid the community, and has been excelling at it for over 30 years. By understanding the various segmentations in Habitat’s target market, we can better evaluate these groups from a marketing approach.

Market Segmentation Need Sets: Being a non-‐proWit organization, Habitat for Humanity has a unique need set that we want to better understand in order to maximize our opportunities. In order to market these needs, we must Wirst identify and understand them. The best way to do this is to brainstorm all potential needs that Habitat for Humanity can fulWill. There are two different categories in which our need fulWillment falls into; needs fulWilled by donating and needs fulWilled by volunteering service. The Wirst need that Habitat can sustain is providing community service hours, which can be fulWilled through our volunteer programs. Community service is highly sought out by many types of people for various reasons. We have many projects that take place in numerous geographic areas each week which offers plenty of opportunities for people to G12

become involved. This also threatens that we may not have enough volunteers, which is a cause for concern in an organization like ours. Another need that Habitat can fulWill is character building. Building houses and doing hard manual labor through our volunteering program is a great opportunity for volunteers to learn to work with a team to accomplish a goal. There are many things to be learned from working on a job site that can beneWit all types of people. All of these things can add to a person’s overall character and help them gain life lessons through the experience. Even further, Habitat can fulWill the need to be physically active. Volunteers often spend many hours carrying heavy lumber and other supplies around a building site. Our organization can be a fun place to get into better shape and stay physically Wit. Habitat can also sustain the possible need of some to gain a public image boost. There are many out there who could gain from this beneWit that we offer. The public likes to see others acting to help people, and it could help form a positive public opinion about people who donate to our organization. There are also personal needs that Habitat can fulWill. These needs are more vague and subjective from person to person but they include things such as the feeling that you are helping others, the feeling that you are doing good in the world or the feeling that you are paying it forward. Other needs include things such as monetary incentives, the need or desire to learn new skills and the need to belong to a group. In addition, people also Wind that volunteering their time can makes them feel better about themselves. This is an extremely important motive behind why most people volunteer, and Habitat for Humanity is one of the most rewarding of all charitable organization for people to give their time at. When you are volunteering there you are actually working with the people who are going to be living in the house that you are helping to build. This could be why eighty four percent of the people who took our survey said that they would donate their time to Habitat for Humanity. 14 By volunteering their time and making themselves feel better people can get over depressions or gain a new sense of conWidence that they did not have before. Group IdentiDication Now that we have identiWied the needs that our company is capable of fulWilling, we can Wigure out what types of people may have those needs. This is an important step in market segmentation because it allows us to better understand what is meaningful to our target market. There are two main types of customers of Habitat for Humanity since they are a nonproWit charitable organization. They are volunteers and donators. There are many types of people who volunteer and donate with many reasons behind why they choose to. Volunteers are people who spend their time working on our projects or in our ofWices for no

14 Survey Results

G13

pay and help to reach Habitat’s goal of providing housing for others. Donators are people or organizations who provide Habitat with monetary funding or supplies for our projects. Volunteers When we look for volunteers, we are trying to Wind people who have plenty of free time to commit to our organization. Habitat for Humanity is a huge organization that involves volunteers from all over the world and of different genders, race, and cultures. Volunteers are crucial for a nonproWit to survive in order for them to continue what they do. Finding people with extra time in this day and age is hard to come by. Our projects are time-‐ intensive and it helps to have volunteers who are willing and able to endure the long hours that we need. There are many reasons people volunteer and the reasons for it can strongly inWluence which organizations they volunteer for. One of the most cliché reasons people volunteer is to make themselves feel better about themselves or to build esteem. This probably stems from the idea that they are giving back to society. Another reason to volunteer is to build experience in a Wield. People can gain knowledge or new skills while volunteering and can also network with people of similar interests. Donors When looking for donors, we want to target groups that have an excess of money that they are willing to share with other organizations, or own the supplies that we need for our projects. According to the article ‘Philanthropic identity at work: Employer InWluences on the Charitable Giving Attitudes and Behaviors of Employees’ Philanthropy has always been common in the business world, but is constantly growing. The article says, “The idea of ‘giving at the ofWice’ has been around for quite awhile, but in recent decades, corporate philanthropy in the United States has grown into a multibillion dollar enterprise, from $40 million given in 1940 to $14.1 billion in 2009.15 Philanthropic activity within the corporation relates heavily to how the corporation and its employees identify with each other. Part of the goal of many philanthropic activities within corporations is to help employees identify with themselves and the corporation that they work for. Pair Groups with Needs So now that we have identiWied these two sections, we are able to pair the needs that we are able to fulWill as an organization along with the people who are potentially looking to Will those needs. This step is important in market segmentation because it allows us to get a better feel for why the consumer is actively seeking out our organization or our competition.

15http://ehis.ebscohost.com.proxy.kennesaw.edu/eds/pdfviewer/pdfviewer?sid=906a2f39-‐9017-‐4076-‐a86c-‐

ab2042693af5%40sessionmgr10&vid=7&hid=106

G14

People such as celebrities and political Wigures can beneWit from a positive public image in many different ways. A good public image can lead to a politician or celebrity become more popular and in turn can create higher proWits for themselves or their business. For instance a company that donates to women’s rights organizations might begin to see increased sales in their company from demographics that support that organization as well. Individuals are not the only ones who can beneWit from making donations to charities. When it comes to getting tax breaks many different aspects of society beneWit. The average person can beneWit from donating to charities by deducting the donation on their taxes. The ones who really beneWit from making donations are in the people and corporations that fall into the upper tax brackets. As an article from the charity navigator website states that, “As your income tax bracket increases, the real cost of your charitable gift decreases, making contributions more attractive for those in higher brackets.”16 So not only do the more wealthy and larger companies beneWit from donating by receiving tax breaks but they also gain a more favorable public image in the process. A better public image within the community is extremely important to businesses. It can bring in more business and promote future growth and opportunities. Large corporations are an interesting group. This group of people is unique in that it falls into the donor and volunteer subcategories. There are many beneWits for corporations that do volunteer work. Corporations have to keep up an image of corporate responsibility so it is great for a company’s public image and can have intrinsic rewards for the volunteers participating. According to the article ‘Giving Time, Time After Time: Work Design and sustained employee participation in corporate volunteering’ over 90 percent of Fortune 500 companies run employee volunteering programs formally sponsoring and subsidizing employees’ efforts to perform community service and outreach activities on company time.”17 They can provide a huge help to nonproWit organizations because they provide such a massive amount of volunteer hours through large pools of employee volunteers. Overall, corporate volunteering programs have been described as "one of the fastest-‐growing areas of voluntary activity" in both North America and Western Europe.” Donations to charity are another way to keep up a good image for corporate responsibility. According to the article ‘Philanthropic identity at work: Employer InWluences on the Charitable Giving Attitudes and Behaviors of Employees’ Philanthropy has always been common in the business world, but is constantly growing. The article says, “The idea of “giving at the ofWice” has been around for quite awhile, but in recent decades, corporate philanthropy in the United States has grown into a multibillion dollar enterprise, from $40

16http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=31#.UlQLmGTXiJM 17http://ehis.ebscohost.com.proxy.kennesaw.edu/eds/pdfviewer/pdfviewer?

sid=ed3cec04-‐4ff8-‐468e-‐833d-‐18b3448d6058%40sessionmgr112&vid=3&hid=116

G15

million given in 1940 to $14.1 billion in 2009.18 Philanthropic activity within the corporation relates heavily to how the corporation and its employees identify with each other. Part of the goal of many philanthropic activities within corporations is to help employees identify with themselves and the corporation that they work for. Students make up a large and diverse group that has similar yet subjective needs. Students are people who have a ton to gain from volunteering their time to charitable organization. One of the main reasons students will volunteer their time is because their schools require it of them. Some students do it because the school clubs they are members of require it of them, and others do it because they feel it is right and moral. Some students are looking to better their resume, whether it is to aid in getting in to a prominent university, or building experiences and craftsmanship knowledge. Participating in community service corporations, speciWically, Habitat for Humanity, participants can enable students to gain experience that will help better their future. Having community service hours on a resume never hurts. Service hours have the potential to help a student get into a university over another student who didn’t have any community service hours. It is not really important why these kids volunteer their time, but by doing so they have made it more likely for themselves to get into the college they want to. As an article from mycollegeguide.org says is that applying for college is very competitive, and that “One way that you can stand out is through volunteering work.”19 Students can also beneWit from volunteering by learning skills and responsibilities that they would not be able to any other way. In America it is illegal for young kids to work. This leaves open the possibility for children to be uneducated about how to be an effective worker in the future due to the fact that they had never experienced it before. By volunteering their time, kids will learn what it is like to put in a hard day of work and may begin to appreciate their parent’s work ethic and strive to have one of their own. Students can also learn many new skills from volunteering for Habitat such as contracting, architecture or construction. Some students could even develop a passion for the work they are doing and may begin planning for their future. Our group’s survey consisted of 107 people, 81 or which were in the 18-‐25 age range. 84% of those surveyed said they would volunteer for habitat for humanity.20 We would categorize these people as young volunteers. This could cover a number of different volunteers such as students, young professionals and young people with court ordered community service. According to the article ‘Motivations for Youth Volunteer Participation: Types and Structure-‐ An Analysis of interviews with twenty four young volunteers’ “Some 18http://ehis.ebscohost.com.proxy.kennesaw.edu/eds/pdfviewer/pdfviewer?sid=906a2f39-‐9017-‐4076-‐a86c-‐

ab2042693af5%40sessionmgr10&vid=7&hid=106 19 http://mycollegeguide.org/blog/11/2011/volunteer-‐work-‐college/ 20 Survey Results

G16

of the reasons young people volunteer are sense of responsibility, helping or serving other people, doing something beneWicial or meaningful for society, specialization practice, building up capabilities, expanding my circle of contacts, enriching my life, seeking opportunities and a concurrent occupation, curiosity, novelty, interests, freedom, leisure, having fun, entertaining, amusing, and pleasure.” These ideas are then broken down into three categories: Sense of responsibility (traditional motivation), Advancement (modern motivation), and Happiness (postmodern motivation). Students have the most to gain from being involved with a nonproWit organization, from resume building to life-‐skill learning. As an organization, we plan on creating awareness of this in order to tap into the great resource of volunteer work that the student body is. Targeting Groups After doing the market analysis for Habitat for Humanity our group decided that the organization should focus on getting a larger percentage of students and the lawbreakers to volunteer their time and donate their money to them. These social groups were chosen because we felt that Habitat could gain a lot of volunteers if these two groups were targeted. Students Students are people who have a ton to gain from volunteering their time to charitable organization. One of the main reasons students volunteer their time is because their schools require it of them. Some students do it because the school clubs they are in require it of them, and others do it because they feel it is right and moral. It is not really important why these kids volunteer their time, but by doing so they have made it more likely for them selves to get into the college they want to. As an article from mycollegeguide.org says is that applying for college is very competitive, and that “One way that you can stand out is through volunteering work.”21 Students can also beneWit from volunteering by learning skills and responsibilities that they would not be able to any other way. In America it is illegal for kids to work and sometimes when they grow up they do not know exactly how to be a effective worker since they had never experienced it before. By volunteering there time kids will learn what it is like to put in a hard day of work and may begin to appreciate what it takes for their parents to give them what they want. Students can also learn many new skills from volunteering. A person who gives their time to help Habitat for humanity can learn many new skills that can help them out later in life. Some students could even fall in love with what they are doing or seeing others do and can decide that is what they want to do with their lives.

21 h,p://mycollegeguide.org/blog/11/2011/volunteer-‐work-‐college/

G17

Lawbreakers Many volunteers are required to do community service based on a court order. This has been increasingly prevalent recently. According to the article ‘Community Service Help Launches a New and Innovative Charity Fundraising Program” many of these individuals choose to do their work at nonproWit organizations which has been causing problems with scheduling, insurance, and required supervision.22 This shows that there is a high demand for volunteer hours for this set of individuals. The demand is so high that the organizations can barely keep up with it. This has caused some organizations to stop working with court ordered volunteers. This makes them a very good source of volunteer labor for habitat for humanity. Habitat for humanity stands behind Christian Values so helping these individuals get there service hours and enriching their lives would be a good direction to go in for promoting volunteer work. These violators may not have had the best past. A positive direction may be what is needed for this demographic. Here, at Habitat for Humanity, these violators can learn a trade through their community service hours, to better themselves in the future. A job can turn anybody’s outlook on life, to a positive direction, by doing community service hours here, whether it be court mandated, or simply wanting to change the future of a law breaker. For example, they can choose a trade, along the lines of building houses, a plumber, electrician, construction, etc.. The participants can shadow and get involved with volunteers that have these trades, by picking up common trades to build a house, they can get certiWied through our program if they so choose to pursue a career in an interest we cater to.23 After doing the market analysis for Habitat for Humanity our group decided that the organization should focus on getting a larger percentage of lawbreakers to volunteer their time to our organization. This group was chosen because we felt that Habitat could gain a lot of volunteers if it were targeted. People that Wit into the lawbreaker category generally fall between the age of 15 and 30. Court ordered community service generally comes from a misdemeanor or series of misdemeanors instead of or along with Wines, loss of driving privileges or jail time. They can be from all social classes and economic standings, of any gender, race, education level, etc. the 15-‐30 demographic, deWined as the description of a population in terms of size, structure and distribution, typically spend considerable time with digital media and are generally difWicult to connect and sell to.24 Typically this demographic is very skeptical and

22 http://ehis.ebscohost.com.proxy.kennesaw.edu/eds/detail?sid=906a2f39-‐9017-‐4076-‐a86c-‐

ab2042693af5%40sessionmgr10&vid=3&hid=106&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ %3d%3d#db=bwh&AN=201303260809PR.NEWS.USPR.CG83494 23 http://www.cca.com/facility-‐operations/facility-‐operations/inmate-‐programs/ 24 Consumer Behavior: Building Marketing Strategy 11th edition

G18

they do research before making many decisions. Product placement and online advertising have proven to be the most effective. Target Market Selection Our Winal target market for gaining volunteers is lawbreakers. Lawbreakers is a very loosely deWined segment and can range anywhere from people with trafWic violations to convicts and inmates. The reason we chose lawbreakers is because it is a group that consists of many people that are mandated to do community service hours. So, this provides a concentrated source of people who will be forced to do volunteer work at one point or another. SpeciWically, we will be looking more closely at the population of prisoners, parolees, and people on probation in North Georgia. This group of people is often overlooked as a potential market and should be seen as a great opportunity for growth. On the other hand, because a chunk of our target market does not have as many freedoms as a non-‐lawbreaking citizen, we must also consider marketing our product to people who have the authority to choose Habitat for Humanity as a community service option. These people are the parole ofWicers and sheriffs of prisons around the U.S. This is similar to how toy companies will target the parents because they have the ultimate purchasing authority. Many parole ofWicers today have caseloads of nearly 70 parolees.25 This is a vast opportunity for Habitat to take advantage of. It is our hope that by also targeting these people of authority, our reach to our initial target market will increase substantially. Market Segmentation Summary After thorough research and analysis, we feel conWident in our choice of target segments. An important component to volunteering and donating to an organization is how the set of values that an organization holds and demonstrates reWlects on a potential volunteer and how they identify with these values. People are more likely to volunteer for or donate to an organization with a set of values similar to theirs. Because of this, we hope to inWluence law breakers in a positive way that will ensure they choose Habitat for all of their volunteer work needs. After compiling a market analysis and analyzing market segmentation, it is now time to move to comprising a market strategy. Creating a market strategy is the most important step to the overall marketing plan. Habitat for Humanity’s market strategy will encompass how and where we will implement our product, price, place and promotion tactics, and how they affect the organization. This particular strategy will allow us to reach our researched target market through the use of various promotion channels and will result in a positive impact on our organization. In the market segmentation our group looked at all the different ways that habitat can help the people who donate and volunteer to their organization. After looking at all the groups that can

25 www.cdc.gov/idu/facts/cj-‐transition.pdf

G19

beneWit, we decided to target one market in particular that looked the most promising in terms of exposure and increase in volunteer numbers.

Market Strategy Product Our core product is our offering of community service hours. This is a high-‐need product within our target market, because it is often used as alternative sentencing within the criminal justice system. The population of Georgia is about 9.92 million.26 Of that population, about 435,631 people are on probation in the state of Georgia, which is more than any other state in the country.27 Our product is important to people recently being released from jail as well as to people who have committed trafWic violations or other minor offenses. Most people who commit crimes and break the law will be forced to do some form of community service for the laws they have broken, and Habitat is a very good organization for them to be involved in. Our core product is being targeted towards our lawbreaking target market. Inmates and parolees will be able to beneWit from our product by avoiding the alternative to doing community service, usually going back to jail or paying exorbitant Wines. However, community service hours are not the only product that Habitat can offer to the public. There are many augmented beneWits associated with our product. Some of these features will beneWit our second target market, the parole ofWicers. These ofWicers will be able to beneWit from having a reliable organization to refer their parolees to which will lead to peace of mind. The counties that see more success with alternative sentencing in community service will beneWit from a more positive public image and the lowering of criminals being sent back into the prisons due to incompletion of community service. Lawbreakers will see augmented beneWits as well. They will gain valuable experience while doing their community service through Habitat that other non-‐proWit organizations cannot offer. Habitat’s projects can teach the people new skills, which can help them further their lives. This is important for people who have just been released from jail because it common knowledge that ex-‐convicts have an extremely tough time Winding jobs. In an article from NBC news it states that there are, “unemployment rates sometimes as high as 75 percent for those one year out of prison.”28 By learning new skills with Habitat these people will differentiate themselves from other ex-‐convicts and give themselves a better chance at Winding a job. Experiencing community service through Habitat for Humanity can result in 26 http://quickfacts.census.gov/qfd/states/13000.html 27 http://clatl.com/freshloaf/archives/2009/03/03/report-‐georgia-‐leads-‐country-‐in-‐most-‐people-‐on-‐

probation 28 http://www.nbcnews.com/id/32208419/#.UoTgqZSxM-‐Y

G20

future beneWits that can help parolees and other ex-‐convicts assimilate into a normal societal routine. For instance, they could learn valuable job skills that could motivate them to get back into the work force instead of returning to a life of crime. Promotion Each of our target markets is exposed to different media and channels of information. We plan to reach these two different audiences through unique promotion tactics. Each tactic will serve its own purpose, which means that they will all have their own means of distribution and pricing strategy. Promotion is communication by marketers with the target market that informs, persuades and reminds potential buyers of a product order to inWluence an opinion or elicit a response. The message that Habitat wishes to send is that goal is to bring people together to build homes, communities and hope.29 This is the exact idea that our promotions are going to try to portray. Personal Selling The Wirst promotion strategy that we are going to implement is personal selling. Personal selling is face to face selling in which a seller attempts to persuade a buyer to make a purchase.30 In the case of Habitat, we are promoting the use of our service rather than the purchase of a product. This type of promotion will consist of a representative of Habitat to visit our two types of locations and interact with our target market in order to sway them to choose our service over others. The personal selling process consists of planning the presentation, pitching the sales presentation and then closing the sale. We want to hire skilled individuals in this area to carry out our personal selling tactics. A professional sales team will be hired part time for 50 days at a cost of $80 a day each and a yearly cost of $7,357. Their main goal will be to assist in getting information to jail personnel and parole ofWicers so that they can properly inform others about the opportunities at Habitat for Humanity. This promotional tactic must be implemented in the proper place in order to be effective. The two locations that Habitat will implement our personal selling techniques are county and state jails and parole ofWices. This promotion tactic is meant to target our second market of sheriffs and parole ofWicers. In order for us to be allowed to implement our personal selling techniques at the correctional facilities, Habitat would Wirst have to get permissions from the proper authorities. and convince him/ her that his the and inmates would beneWit from allowing our organization to work with them. We believe that through a strong presentation of the beneWits received from volunteering through Habitat, we will persuade parole ofWicers and sheriffs to recommend or require inmates or parolees to be involved with or organization.

29 http://www.habitat.org/how/mission_statement.aspx 30 http://www.businessdictionary.com/deWinition/personal-‐selling.html

G21

Advertising There are plenty of advertising methods which we considered to implement as a part of our promotional strategy. After much debate, we decided that there are two main methods of advertising we’d like to use. These two methods will provide us with the necessary reach to accomplish our goals.The Wirst type of advertising we will purchase is buying space on billboards. The placement of these billboards will need to be very strategic to ensure that we will reach our target audience. If someone who has recently been issued court ordered community service hours and they see a billboard for Habitat for Humanity they are more likely to include them in their set of organizations they can get their volunteer hours with. It is important that we advertise in this manor because not all people who break the law end up in jail or are forced to go to parole ofWicers. A lot of them are only caught for minor trafWic violation and other smaller crimes. So they only way Habitat is able to market to them would be through advertisements. By having the billboard near the court houses these people will be able to understand the beneWits that Habitat offers which can lead to them doing their community service hours with our organization. Billboards should be placed in close proximity to court houses, parole ofWices, half-‐way houses and correctional facilities. This will ensure that Habitat for Humanity’s message reaches to those needing community service hours. We decided on buying two billboards to advertise on and place near the two most heavily used court houses in North Georgia. Two of the larger counties in north Georgia are Cleveland and Jasper. The average price for a billboard within north Georgia is $486 per month.31 By placing a billboard in each of the mentioned counties that brings us to $972 in advertising costs each month. Annually, Habitat will spend $11,664 in billboard advertising costs. Billboards are an effective way to reach mass audiences in eye-‐catching manners. This billboard is designed with the intent to appeal to our target market’s emotions. It features photographs of actual Habitat houses that have been built and uses a calming color scheme to communicate our message. Blue is a color that exempliWies trustworthiness and honesty. We want our customers to trust that we have their best interest in mind. Green communicates nature, community and balance. The use of this color 31 http://www.outdoorbillboard.com/billboards-‐for-‐rent/georgia/all

G22

suggests that Habitat is eco-‐friendly and a community-‐oriented company. By using appealing typography, emotion evoking photos and a strong effective message, we believe that our billboard will bring in more volunteers. We also provided information as to where volunteers could Wind more information out about Habitat for Humanity through the company website. Another advertising tactic we would like to implement is distributing Wliers to areas where high concentration of law-‐breakers are. Flyers are a low-‐cost option that can very effectively communicate a message. Our goal here is to better inform lawbreakers of what type of difference they can make throughout the community. Our Wlyer will include the different trades that could be learned as an individual, as well as learn a little about our organization and what our mission is about. These Wlyers are a cheap, cost-‐effective plan to better inform our target market. The more we inform lawbreakers about our company, the better the chance there will be of them choosing our organization. These Wlyers can be distributed in many places where our target market may be found, such as halfway houses, parole ofWices, bus stations, lower income areas and attorney’s ofWices. We decided that we would buy 20,000 Wlyers for our company and then higher an employee to be distributed a few times a month to predestinated areas. By using this method, the people receiving the Wlyers will be able to gain extra information about Habitat and all that they offer. We can hire an individual to disperse Wliers within halfway houses for $200 for one day each month. This person will drive around to the north Georgia courthouses, jails, and parole ofWices among other locations to distribute our Wlyers. A total of $2400 in employee costs would be incurred for the year. 20,000 Wliers will be made for the entire year at a total cost of $640.32 The design elements used in the Wlier are consistent with the design of our billboard and other publications that Habitat for Humanity already distributes. The colors are all shades

32 "Start Here." Rush Flyers. N.p., n.d. Web. 14 Nov. 2013.

G23

that come from our universal and standardize logo and color palette. This photograph was chosen to show how our volunteers are involved with the process and demonstrates our teamwork atmosphere. This message will be appealing to our target market in getting them to choose Habitat. The headline and subhead are the same as the billboard so that we will create a sense of brand recognition. This is also the reasoning for using the Habitat logo on all of our advertising. We want our target audience to recognize all of our messages. This is a very contemporary design that appeals to many different audiences. Sales Promotion Sales promotions are an excellent strategy to implement. These

tactics include tools such as coupons/rebates, loyalty programs, sampling, or premiums. These tools act as a supplement to advertising and other promotional strategies, and stimulate consumer purchasing and dealer effectiveness. Because of Habitat’s unique circumstances, we must get creative with our sales promotion tactics. We can use a different strategy aimed at our parole ofWicer market by offering their organizations free or discounted sponsorship at Habitat events. Habitat throws many events throughout the year that often includes sponsors.33 This type of sponsorship is mutually beneWicial because it offers exposure for the sponsor and in our case, greater exposure to our target market. We can offer different levels of sponsorship as a reward/incentive program to the parole ofWicers. The more volunteers that each ofWice brings to our organization, the more exposure they can receive through Habitat’s various resources and connections. These tactics would again be carried out at parole ofWices and correctional facilities. There is relatively no cost, as we can tie this promotion tactic into the work that our personal selling team will be 33 http://www.habitat.org/getinv/events.aspx

G24

doing. This innovative tactic will prove to be a worthy strategy because it will offer incentives that we have not offered beforehand. Price We have already discussed price in terms of how our promotion tactics will be paid for, but we must also look at these costs in terms of our annual budget. Habitat for Humanity has a total advertising budget of $5,775,554.34 Each US state is allotted $115,511 for advertising and of the 159 counties in Georgia, 31 are counted as the north Georgia market. For these 31 north Georgia counties, there is an allotted advertising budget of $22,521. As discussed in our promotional strategy, we have planned to spend $22,061 on advertising thus far, which is under budget. However, price accounts for more than just the money that Habitat for Humanity spends on promoting our product. Price refers to that which is given up in an exchange to acquire a good or service. Our product falls into the service category, and it is unique in that there is no monetary price charged to our customers in the exchange. Instead, it can be viewed as an intangible price, much how opportunity cost is viewed. In our exchange, convicts will earn their community service hours by participating in our organization’s many projects and activities. This means that they must give up their time and, usually, manual labor in order to earn Habitat for Humanity’s community service hours. This is a fair price that is set for our product and we feel that our target market will be willing to pay it. Our budget is $22,521. The typical laborer working for a construction company would earn around $8.00/hour. This means each hour of volunteer time we receive is worth about $8.00. To Wind our break-‐even point in dollars we would divide 22,521/8 to Wind the amount of hours we would have to earn from our budget. 22,521/8=2,815.125. This means we would need about 2,815 volunteer hours from the lawbreakers we targeted to break even on our advertising budget. Another way to look at this is in terms of volunteers working entire days. A typical laborer would work an 8 hour day. So, to Wind the amount of volunteer days needed to break even we divide 2,815/8. 2,815/8=351.875. This means we would need 352 North Georgia lawbreakers to volunteer at least one full day to break even with the amount we have invested in advertising to law breakers in North Georgia. Place We have also discussed sporadically throughout our strategy as to where we will be reaching our target market. Since we are targeting lawbreakers and parole ofWicers it is important to consider where these people would be concentrated. There are many places where we can reach this audience. One place is simple enough; corrections facilities. Jails and prisons are one of our main sources of concentration for reaching our target market. 34 http://www.habitat.org/sites/default/Wiles/Winancial_statements_2012.pdf

G25

Another place that could possibly be even more affective for reaching law breakers is courthouses. If Habitat for Humanity could reach lawbreakers as soon as they are sentenced to doing community service hours, then it would very likely that we would be one of the Wirst volunteer organizations they considered. One other very effective location would be probation ofWices. If probation and parole ofWicers informed their cases about Habitat for Humanity, they would be more likely to choose them as a source for their volunteer work. By purchasing billboard space near courthouses, jails, probation ofWices and half-‐way houses will get the Habitat for Humanity name and mission out to the target market of citizens on probation. These groups of people generally need community service hours which need to be performed on a deadline. Parole ofWices and half-‐way houses are generally required places that parolees or people on probation have to visit. Within these locations informational packets and Wlyers can be posted on bulletin boards and dispersed to those in need of community service hours. This gets the Habitat for Humanity name and goal directly into the hands of the people on probation. These are the places that seem most likely to recruit lawbreaking volunteers for Habitat for Humanity. They are places where both our primary and secondary target markets can be reached. Service Service is a widely important component of an effective marketing strategy. Relationship building is the most important element of marketing. Because of this, we must keep in mind that our customer is the most important piece. Habitat for Humanity will take customer service very seriously. We plan to train our personal selling teams so that they excel in customer service. We will have Habitat invest in starting up customer relationship management tactics. Customer relationship management is a company-‐wide process that focuses on three strategies (learning, managing, and empowerment) that lead to customer satisfaction. Learning your target market’s buying habits, demographics, income, etc., is important because it will allow you to better relate to your target market, meet their needs, solve their problems and meet their goals. This is done through market research, information collection, social media and feedback. Once we have this information, we must be able to manage it efWiciently in order to recall information about our clients and customers. Habitat will build a database in order to manage what we learn while interacting with our customers. Empowerment is a tactic that involves giving the employees authority to Wix a problem or issue a customer runs into, without needing upper management involvement. If the employee can take care of it without having to jump through hoops and involve a manager, you can keep the customer and enhance the relationship. It is Wive times more expensive to get a new customer than to keep the existing ones. And, most importantly, we will educate our sales team on how to send follow up letters or emails after meeting with clients. This will instill a positive image in the minds of our clients and they may consider our sales proposal more seriously if we show our concern for building personal relationships. Through the use of all of these tactics, we will G26

ensure that our clients have a positive experience with Habitat which will build on existing relationships and provide large opportunities for repeat business in the future. Market Strategy Summary Our marketing strategy has been thoroughly thought out and will be a success once is it implemented. Our core product has many augmented beneWits that our target market of law breakers will beneWit from. We have researched various methods of promotion and have three strategies which will put our product on the map and reach our target market. We have considered pricing and placement strategies and implemented customer service tactics. The combination of these things in our market strategy will result in an increase of volunteers at Habitat for Humanity’s many projects throughout the north Georgia area. Conclusion Habitat for Humanity is a company that will continue to grow in the future. It is important for Habitat as a company to continually brainstorm new ways to reach further markets. The point of this marketing plan was to accomplish just that. By targeting the unique market of lawbreakers in North Georgia, we believe that Habitat for Humanity will see positive results and an increase in the amount of volunteers that they receive for their various home improvement projects.

G27

Appendix

Ini$al Report Last Modiﬁed: 09/24/2013

1. I understand par$cipa$on in this survey is voluntary and my iden$ty will remain anonymous and I consent to the use of my answers for the purpose of developing a market analysis for the Consumer Behavior (MKTG 4150) course at Coles College of Business, Kennesaw State University. #

Answer

Yes

No (Stop Survey)

Total

StaAsAc

Response

107

100%

107

100%

Value

Min Value

Max Value

Mean

1.00

Variance

0.00

Standard DeviaAon

0.00

Total Responses

107

G28

2. I cer$fy that I am at least 18 years old. #

Answer

Yes

No (Stop Survey)

Total

Response

107

100%

107

100%

StaAsAc

Value

Min Value

Max Value

Mean

1.00

Variance

0.00

Standard DeviaAon

0.00

Total Responses

107

3. What age group do you fall into? #

Answer

18-‐25

26-‐32

33-‐45

46-‐60

60+

Total

G29

Response

76%

12%

107

100%

StaAsAc

Value

Min Value

Max Value

Mean

1.50

Variance

0.95

Standard DeviaAon

0.97

Total Responses

107

4. What is your gender? #

Answer

Male

Female

Total

StaAsAc

Response

66%

34%

106

100%

Value

Min Value

Max Value

Mean

1.34

Variance

0.23

Standard DeviaAon

0.48

Total Responses

106

G30

5. What best describes your ethnicity? #

Answer

African American

Hispanic

White/Caucasian

Asian

Indian

Other

Total

StaAsAc

Response

10%

79%

107

100%

Value

Min Value

Max Value

Mean

2.87

Variance

0.76

Standard DeviaAon

0.87

Total Responses

107

G31

6. What best describes your individual income level? #

Answer

$0-‐15,000/year

$15-‐30,000/year

$30-‐50,000/year

$50-‐75,000/year

$75,000+/year

Total

StaAsAc

Response

63%

11%

14%

105

100%

Value

Min Value

Max Value

Mean

1.98

Variance

2.25

Standard DeviaAon

1.50

Total Responses

105

G32

7. What best describes your religious following? #

Answer

ChrisAan

Jewish

Hindu

Other

None

Total

Response

75%

15%

106

100%

StaAsAc

Value

Min Value

Max Value

Mean

1.85

Variance

2.38

Standard DeviaAon

1.54

Total Responses

106

8. Have you ever par$cipated in volunteer work before? #

Answer

Yes

Total

G33

Response

100

94%

106

100%

StaAsAc

Value

Min Value

Max Value

Mean

1.06

Variance

0.05

Standard DeviaAon

0.23

Total Responses

106

9. Have you heard of Habitat for Humanity volunteer projects? #

Answer

Yes

Total

StaAsAc

Response

92%

106

100%

Value

Min Value

Max Value

Mean

1.08

Variance

0.08

Standard DeviaAon

0.28

Total Responses

106

G34

10. How far would you be willing to travel if you were to par$cipate in Habitat for Humanity? #

Answer

5-‐15 miles

15-‐20 miles

30-‐50 miles

50+ miles

Total

StaAsAc

Response

36%

31%

21%

12%

107

100%

Value

Min Value

Max Value

Mean

2.10

Variance

1.06

Standard DeviaAon

1.03

Total Responses

107

G35

11. How many hours of volunteer work a month would you be willing to oﬀer to Habitat for Humanity? #

Answer

0-‐10 hours

10-‐20 hours

20-‐30 hours

30+

Total

StaAsAc

Response

63%

32%

107

100%

Value

Min Value

Max Value

Mean

1.46

Variance

0.48

Standard DeviaAon

0.69

Total Responses

107

G36

12. Have you ever contributed money to a volunteer organiza$on? #

Answer

Yes

Total StaAsAc

Response

80%

20%

107

100% Value

Min Value

Max Value

Mean

1.20

Variance

0.16

Standard DeviaAon

0.40

Total Responses

107

G37

13. Would you consider dona$ng money to Habitat for Humanity? #

Answer

Yes

Total

Response

75%

25%

107

100%

StaAsAc

Value

Min Value

Max Value

Mean

1.25

Variance

0.19

Standard DeviaAon

0.44

Total Responses

107

14. What days of the week would you be most available to do volunteer work? (Check all that apply)

G38

Answer

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

None

Response

51%

12%

38%

70%

10%

StaAsAc

Value

Min Value

Max Value

Total Responses

106

15. Would you volunteer for Habitat for Humanity?

G39

Answer

Yes

Total StaAsAc

Response

84%

16%

107

100% Value

Min Value

Max Value

Mean

1.16

Variance

0.13

Standard DeviaAon

0.37

Total Responses

107

G40