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HOUSING FAMILIES
INTERN PRESENTATION
Housing Families Goals
➜ Increase brand awareness
➜ Encourage donations
➜ Encourage volunteering
○ Various volunteer opportunities
available throughout the year
➜ Build interest in the gala
○ Increase ticket sales
➜ Build social media presence and
engagement2
What do you identify
yourself by?What’s your story?
Brand Asset: “Our Stories”
Crafting the Housing Families Story
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Volunteer Target Audience Personas
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Target Audience Persona 1
Meet: MariaAge: 20 years oldOccupation: Current College StudentWhy HF: Loves to give back to the community by taking on volunteer work.
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Target Audience Persona 2
Meet: JamesAge: 31 years oldOccupation: Young Business ProfessionalWhy HF: He is part of a company that encourages employees to get involved and volunteer.
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Target Audience Persona 3
Meet: AaronAge: 45 years oldOccupation: Tech firm CEOWhy HF: Encourages company-wide service initiatives. Would be responsible for booking a full table for events.
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Illustrating the Housing Families Story
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Volunteer Free T-Shirt Design
To take the story with them11
,
MBTA Bus Stop Ad 1
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MBTA Bus Stop Ad 2
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Presenting Housing Families’ Story to the
Public
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Housing Families Fact Sheet
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Agency Values
Respect Caring Integrity
Growth Teamwork
Mission Statement
Housing Families works to end homelessness. We provide safe, temporary shelter and quality affordable housing to homeless and at-risk families. We offer individualized support services to enrich children’s lives, nurture the potential of each family member and help families maintain permanent housing.
@housingfamilies
/housingfamilies
Services
Ending Family HomelessnessChildren’s Services
Keeping Families Housed
Emergency ShelterLow Income HousingPro Bono Legal Services
/housing-families-inc-
Media to Reach
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General Media List
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30th Anniversary Gala PR Strategy
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Gala Releases & Media Advisories
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Calendar Listings
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Mock Email – Chef’s Announcement
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Gala Social Media Strategy
➜ Weekly updates to promote event
➜ Create “share” button on event page on website for people to share event on social media
➜ Have attendees from last year’s gala write a blog post about their experience
➜ Utilize LinkedIn for volunteering opportunities
Ticket Contest:
➜ Twitter contest: Retweet
a fact posted by HFI in
order to get a discount
on a gala ticket
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Gala Price Promotions and Ticket Contests
Pricing:
➜ Early bird pricing: First 30
people to purchase
tickets get them at a
discount
➜ Advertise discounted
prices for tables when
reaching out to groups
and businesses
Holiday Ice Skating Event PR Strategy
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About – Ice Skating Event
● Engage community● Raise awareness and funds● Bring traffic to donation site
Winter on the Wharf Invitations
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Media Advisory/Press Release – Ice Skating Event
Social Media Mockups
28TwitterFacebook
The Housing Families Story Online
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Current Social Presence
1,170 likesFacebook
141 followersLinkedIn
1,946 followersTwitter
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Posting on Social Media Platforms
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➜ Twitter ○ Post 2-3 times a day
■ 9am, 12pm, and 5pm-6pm➜ Facebook
○ Post 1-2 times a day■ 8am-9am and 5pm-6pm■ Thursday and Fridays - CTAs
➜ LinkedIn ○ Post Tuesday, Wednesday, and Thursday
■ 7am-8am and 5pm-6pm
➜ Videos➜ Images➜ Volunteer
and Donation CTAs
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Content
➜ Reach out and connect with local schools
➜ Connect with local organizations
➜ Share articles about homelessness
➜ Retweet articles/news
➜ Use no more than 3 hashtags
➜ Write full sentences
➜ Add images and videos
Outreach:➜ Five sentences at most➜ Casual tone➜ Personalize message if you can➜ Closing with a question opens up a dialogue ➜ Follow up after 3-7 days ➜ Do outreach as often and consistently as possible
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➜ #HFIbecause ➜ #WhatYouDoMatters➜ #DidYouKnow
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Suggested Hashtags
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1#WhatYouDoMatters
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3 4 Facebook Video
5#DidYouKnow
6Child’s Story
7#HFIBecause
8#WhatYouDoMatters
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10 11Facebook Video
12#DidYouKnow
13Child’s Story
14#HFIBecause
15#WhatYouDoMatters
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17 18Facebook VideoMartin Luther King
19#DidYouKnow
20Child’s Story
21#HFIBecause
22#WhatYouDoMatters
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24 25Facebook Video
26#DidYouKnow
27Child’s Story
28#HFIBecause
29#WhatYouDoMatters
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31 35
January 2016 Content Calendar
New Year's Resolution Social Series
New Year's Day
Facebook and Twitter Example Posts
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Suggestion: Instagram Post Example
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➜ Volunteers and volunteer opportunities
➜ Housing Family events○ 30th Anniversary Gala○ Summer camps○ Item drives
➜ Art and stories of children served
➜ Motivational quotes
Why Blog
Good content builds strong relationships with users and potential volunteers, and establishes your organization as a helpful authority in the field.➜ Quality content helps you rank in search
engines.➜ It keeps your site and organization relevant.➜ You can share blog posts across social
channels.
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Blog Ideas
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➜ New Categories:
○ Our Stories → “Children’s Stories”, “Family Stories”, “Volunteer Stories”, “Thanks”, and “Events”.
■ Make sure to tag all posts with their corresponding category
➜ Topic Ideas:○ Weekly spotlights on children in the
program, interviews with volunteers, stories from Housing Families events
➜ Post at least once a week, share across social channels
Sample Blog Post
Friday SpotlightMeet 9-year-old Luke. He has been
involved with Housing Families for 4 years. When we first met him he was shy and afraid to grow attached to those he met, because he had become accustomed to packing up and moving on. Every morning when he woke up, he did not know if he was going to be coming back to the place where he woke up.
“Housing Families has given me a place to call home. I can now make friends and know that tomorrow I will be going back to the same school.”
- Luke
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Search: Organic Recommendations
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➜ Fix noted technical errors to increase overall website ranking and usability.
➜ Fix minor on-site design/layout problems for improved User Experience.
➜ Use Search Engine Optimization best practices to get website ranking for relevant keywords.
Peer Analysis
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On Site Recommendations
On Site Recommendations
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Title Tags and Meta Descriptions Recommendations
Housing Families is committed to ending family homelessness and helping children in Massachusetts. Learn more about us!
Home | Housing Families
Check out videos about stories, events and updates at Housing Families.
Videos | Housing Families
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Paid Results(Adwords/”PPC”)
Local Results(“Blended”/SEO)
Organic Results(“Natural”/SEO)
Search Query
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Search: Paid Recommendations
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➜ Optimize current Google AdWords campaigns and keywords to increase effectiveness and decrease costs
➜ Refresh ad copy for current campaigns➜ Target current campaigns to New England
to maximize success➜ Create Google Analytics goals to measure
effectiveness of campaigns➜ Sponsor/promote social’s Facebook posts
to extend reach to similar audiences
