PROMOTIONAL PLAN Drafted by Kyler Dineen Courtesy of

PROMOTIONAL PLAN 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 It was founded in response to the governmental closure and destruction of the Lakewood Tent City It intends to purchase a plot of private land for the homeless to be able to live on legally and in peace

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 Media

COMMUNICATIONS OBJECTIVES Inform clients of the existence of the campground and its amenities Pitch 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 image

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.

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.

SAMPLE MESSAGING

TAILORED MESSAGING For Clients: A centralized community of tents is better than a park bench For Donors: This is a humane and low cost fashion to help the homeless For Volunteers: This is a chance to personally interact with and assist those down on their luck For 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 problem

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, inperson donor canvassing, in-person homeless outreach, press releases, story placement, and interviews.

PROMOTIONAL MIX - $750 BUDGET $601. 50 for Physical Media $125 for Digital Media $28. 50 for Miscellaneous Expenses

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. 87

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.

DONATE AT LANDFORTHEHOMELESS. ORG