HABITAT FOR HUMANITY

Rethink Habitat

An educational and awareness campaign to shift perceptions within the community about the quality of habitat homes.

This project was developed during my tenure at idgroup.

Key Contributions:

  • Account Service
  • Research & Analysis
  • Strategic Planning
  • Brand Positioning Strategy
  • Communication Strategy
  • Web & Digital Strategy
  • Copywriting
  • Concept Development
  • Creative Direction
  • Design

THE GIST

Despite housing thousands of residents across the area, Habitat for Humanity faced a reputational risk: community residents were misinformed about the mission of the organization, with many under the impression that houses were built and provided to the poor. Clearly, the wrong story was being told about that organization.

PERCEPTION

Habitat for Humanity faced a growing misperception about the quality of the homes built that would cast doubt on if Habitat was a suitable option for many who thought it only served to house the poor. We set out to get the community to think differently about Habitat, and its homes.

POSITION

We met with existing habitat owners and prospects to understand the qualities and characteristics that attracted them to seeking housing assistance from the organization. We met with Habitat employees, and construction crews, volunteers and community partners. What many did not realize is that Habitat had recently won top honors in a home showcase for design, which featured high quality construction materials one wouldn't expect from a "habitat home." This led us to create the position and campaign, Rethink Habitat, which worked to not only educate the market and promote the quality of design and construction, but to also increase qualified leads for home owner applications.

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APPLICATIONS

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SOCIAL ENGAGEMENT

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CONVERSION

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WEBSITE TRAFFIC

OUTCOMES

The campaign garnered over 300% increase in website traffic, more than 200% increase in social engagement, which resulted in over 100 applications being received within the first two weeks. An unfortunate side effect of the campaign was that the organization was not prepared for the influx in applications, and we ended up having to pause the campaign as a result.