BYU-IDAHOS

Hope 4 Homes

PRSSA BATEMAN CAMPAIGN

Home is something more than four walls

MINDY BARSON, JESSICA BLAIN, BRANDON GOODE, NATHAN HOHSFIELD, JESSICA MONTGOMERY

Table of Contents
Campaign Summary

Situation Analysis

Research

Target Audiences

Objectives, Strategies, Tactics & Outcomes

Budget

10

Conclusion

10

Appendix

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Campaign Summary
A home is something more than four walls. For all families, the home should be an
affordable place of refuge, safety, and love. The BYU-Idaho PRSSA Bateman Hope 4
Homes team carried this message through all facets of the Home Matters campaign,
creating hope for a quality home among many in the Twin Falls area.
As you drive west on I-84 in southern Idaho, you find an exit welcoming you to Twin Falls.
Surprisingly, Twin Falls is the eighth largest city in Idaho with only about 45,000 residents.
It is surrounded by small farming communities that utilize Twin Falls as their central
marketplace. While Twin Falls is growing, it is still able to connect with its communities in
a small-town way.
These people work hard for what they have and are just as willing to give back. At the
end of each day, they return to the place it all beganhome.
According to Linda Fleming, director of Habitat for Humanity Magic Valley, The
meaning of a home to our families is different for every single family. We have families
who we have taken from living in a garage; for them, a home meant warmth. Weve
had a family that, unless they had a home, they were going to lose their children. For
them, a home truly meant the ability to have a family.
From the moment Fleming was interviewed, the BYU-I Hope 4 Homes team knew
its mission was to educate the Twin Falls area about the importance of home. Truly
believing that a home is something more than four walls, this team developed a
clear vision to educate renters about homeownership as the focus of its campaign.
Various tactics were used to inform target audiences about the Home Matters cause.
These included a cardboard homebuilding competition involving 150-plus people, a
published article circulating to over 19,000 locals, professional videos resulting in over
350 views, a social media campaign engaging over 1,000 people, and informational
brochures placed at six different banking locations in six different cities. Overall, the
Hope 4 Homes team was able to reach an estimated 20,000 individuals, roughly half the
population in this rural market.
In order to attract the attention of Twin Falls residents and create a national dialogue
through social media, BYU-I Hope 4 Homes created a campaign that helped locals
discover what owning a strong and secure home really means.
The BYU-I Hope 4 Homes team helped the residents of Twin Falls evaluate their housing
situation, encouraged taking steps toward homeownership, and realize there was
something more as part of the 2015 PRSSA Bateman Competition.

Situation Analysis
Housing Crisis
According to the National Low Income Housing Coalition (NLIHC), In no state can a
full-time minimum wage worker afford a one-bedroom or a two-bedroom rental unit
at Fair Market Rent. FMR is currently $984 for a two-room apartment, and $788 for a
one-room apartment. In 2012, there were over 40 million rental households, a 1.1 million
increase from 2011. Further, one out of every four renters fall into an extremely low
income (ELI) category. For every 100 ELI rental households, there are only 31 affordable
and available units. Across the nation, residents struggle to find a decent place to rent.
For many, owning a home feels out of reach.
Rental Market in Twin Falls
According to Livability, 36.9% of housing units in Twin Falls are occupied by renters.
Linda Fleming, Director of Habitat for Humanity Magic Valley, said the largest problem
in Twin Falls currently is higher rental rates in a growing community. In the last three
years, Twin Falls population has grown 4%. According to the NLIHC, While some opt
for rental housing because of the flexibility it provides, many others are boxed out of
homeownership due to tight credit. Increasingly, student loan debt is being seen as
another deterrent to homeownership. For many, simply being able to make rent is a
month-to-month challenge. These are all obstacles that prevent Twin Falls residents
from pursuing homeownership.
Opportunity
The largest age group of residents in Twin Falls is 25-34, making up 10,636 of total
population. As the population is increasing with new job ventures, more families will be
looking to buy a home. About 59.4% of residents are homeowners, but many still pay
high monthly fees for rental units. Habitat for Humanity Magic Valley has a growing
presence and has helped many families work toward homeownership, providing the
means to live in a quality home. Hope 4 Homes recognized the opportunity to help the
Twin Falls community become aware of the benefits of owning a home. By partnering
with Habitat for Humanity, the team raised awareness about quality housing and the
steps to becoming a homeowner, leading Twin Falls residents to discover something
more for their families and future.

Research

Secondary Research
Hope 4 Homes researched over 26 different sources on topics such as homeownership,
poverty, mental attitude toward homeownership, non-profit organizations involved
in the housing movement, renting, and social impacts of affordable homes. Here are
some key takeaways:
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Lack of Affordable Housing Leads to Homelessness

According to the National Coalition for the Homeless, the lack of affordable housing
has led to high rent burdens, overcrowding, and substandard housing, which has not
only forced many people to become homeless but has also put a growing number of
people at risk of becoming homeless. In order to close the gap between the demand
for affordable housing and the supply, we would need to add 4.5 million units.
Homeownership is Drifting Out of the American Dream
According to an article in The Washington Post, owning a home is going on the back
burner for a lot of Americans. Renting is starting to be seen as the norm and not a
sign of dependence. As one woman stated, In D.C., everybody rents, Ive got a lot of
friends who make more than me who rent.
Social Housing Leads To Poorer Health
According to Housing and Health, families living in low-income housing can suffer from
severe health problems and have lower performance in formal education. The rental
population also suffers severe consequences: Unaffordable housing costs affect
health by reducing the income that a household has available for nutritious food and
necessary healthcare expenses, as well by causing stress, residential instability, and
crowding.
Studies done in Bronx, N.Y., show that families living in public housing are more likely
to suffer from obesity and cardiovascular disease than families living in subsidized, or
otherwise assisted, housing situations.

Primary Research
Part of Hope 4 Homes primary research was focused on interviews of housing
professionals. Habitat for Humanity Director Linda Fleming and landlord Gerald Tews
were interviewed to gather specific information about the housing situation in Twin Falls.
Findings from Mr. Tews, Twin Falls Landlord:
Some of his renters are looking to become future homeowners, while the majority
move from rental to rental and stay as long as they can afford to pay rent.
Many renters cannot keep up with high rental rates because of other demanding
expenses, such as car payments, medical bills, and loans.
To Mr. Tews, a home means family. A home is a safe place to get away from the
world and an important part to the success of this country.
Findings from Ms. Fleming, Director of Habitat for Humanity Magic Valley:
Having a safe, healthy environment can have a huge impact on childrens selfesteem and psychological well-being.
There are over 300 children within the Twin Falls School District living without a place
to call their own.
The rental market in Twin Falls is described as a renters nightmare, with baseline
rental costs averaging between $625 and $725 per month.
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Another part of Hope 4 Homes primary research included building a survey using
Qualtrics. This team created qualifier questions that discovered if the resident was a
homeowner or renter. Based on their answers, questions were asked that targeted their
situation.
Hope 4 Homes distributed the surveys to the Twin Falls area in three ways. First, the
team went door-to-door. Second, it made convenience sample phone calls using the
Twin Falls phone book. Third, the team sent out surveys using social media, specifically
Facebook, asking Twin Falls residents to participate in the survey. Seventy-seven surveys
were taken during the month of implementation.

Twin Falls Survey Results

Renter Findings

19% of those surveyed rent a home or apartment

54% of renters surveyed pay 30% of income or more toward renting
70% of renters feel that the renters market in Twin Falls is too expensive compared to
other rental markets.
30% are fearful or extremely fearful of buying a home
33% of renters say they are not likely to buy a home in the next five years.
Homeowner Findings
73% of those surveyed own their home.
45% of homeowners pay less than 30% of their income toward their mortgage
Only 7% pay more than 30% of their income toward their mortgage
29% need renovations (flooring, windows and doors were chosen the most).

Target Audiences

Because 59.6% of Twin Falls residents are people ages 18-65, Hope 4 Homes decided
to target two different audiences within this group. These were young families with
parents ages 25-40, as well as single young adults ages 18-30.

Primary
Individuals who rent in Twin Falls between the ages of 18-30
Rationale
The homeownership rate of Twin Falls is 59.4%, which means the rest are renters. Of
the 18,033 occupied homes in Twin Falls, around 7,000 are rentals. Twin Falls has a
junior college that caters to 7,000 students, many of whom rent. A good portion of
the renters are paying more than 30% of their income towards their rent. According to
the secondary research, this leaves renters without sufficient funds to fulfill other basic
needs. This group can learn something more about homeownership, igniting a
passion and drive to someday be homeowners.
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Secondary
Homeowners between the ages of 25-40 in Twin Falls
Rationale
Of the 18,033 housing units in Twin Falls, around 11,000 of them are individually owned.
Some of these homes date back to the 1940s. According to the primary research, 29%
of these homes need renovations. Homeowners between the ages 25-40 tend to buy
these kinds of homes because they are cheaper. Homeowners are equipped to get
involved in raising awareness that quality housing can also be affordable. This can
be done by getting involved in local housing nonprofits. This campaign encouraged
homeowners to do something more in the effort to increase affordable housing.

Tertiary
Local nonprofit housing organization Habitat for Humanity Magic Valley
Rationale
Habitat for Humanity Magic Valley is located in Twin Falls. It serves the entire county
of Twin Falls, Idaho by providing affordable housing to those in need. The mission
statement for Habitat for Humanity is similar to the one of Home Matters. This made
it a perfect partner for the campaign. Those who support Habitat for Humanity
supported the Home Matters Movement because they both provide something
more for the community.

Objectives, Strategies, Tactics & Outcomes

Objective 1
Promoted awareness of housing issues and the benefits of a home within the
Twin Falls community by reaching out to 150 individuals.
Strategy 1- Partnered with local banks in the Twin Falls area to distribute information
about homeownership.
Those who rent will one day approach a bank for a loan to buy a home. If the bank
has a simple brochure to give to potential homeowners, renters will have quick and
easy access to the steps required to own their own home.
Tactic 1- Hope 4 Homes contacted local banks in Twin Falls to receive permission
to display the brochures. Farmers Bank agreed to display the brochures in its six
locations in six different cities. Estimated total reach was 300 people.

Tactic 2- Created 8 Steps to Homeownership brochure to be distributed. (See

Appendix section 1A)
Researched the best possible steps for homeownership.
Created the 8 Steps of Homeownership brochure to be distributed.
Printed 100 brochures to be mailed to the District Manager of Farmers Bank. They
were distributed to the six locations. Additionally, a PDF file of the brochure was
emailed to the district manager to print more copies as needed.
Strategy 2- Used medium of video to promote Home Matters in the Twin Falls area.
Hope 4 Homes target audience interacts more with video than any other form of
media. Videos perform better on Facebook and other social media platforms. This
is due to their appeal to many different senses at once. The video helps people
visualize, understand, and feel the message being taught.
Tactic 1- Hope 4 Homes interviewed several housing professionals in the Twin Falls
area to acquire the necessary information to create the video.
Interviewed Linda Fleming, director of Twin Falls Habitat for Humanity, about the
rental market in Twin Falls.
Interviewed a Twin Falls landlord who knows the renters situation in Twin Falls.
Interviewed others about what a home a means to them. Volunteers of Habitat for
Humanity were interviewed about their housing situation.
Interviewed a member of the Hope 4 Homes team, Mindy Barson, about the
purpose of the Home Matters Movement.
Tactic 2- Created the Home Matters video to be promoted online.
Compiled sound bites from the various interviews into an emotion-provoking video
about Home Matters and homeownership. (See Appendix section 1B)
Posted video onto YouTube and the Hope 4 Homes Facebook page to help
promote the video and create awareness for Home Matters in Twin Falls.

Evaluation of Objective 1- Exceeded

This team was able to exceed its goal of reaching 150 people for this objective; Hope
4 Homes was able to reach an estimated 339 people.
Printed a total of 100 brochures that were placed in six locations of Farmers Bank.
Also, the team gave a PDF File to print more copies. The brochures are currently on
display. The estimated reach of the brochures is 300 people.
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 The video that was created received 24 views. (See Appendix section 1C)
While interviewing experts, Hope 4 Homes was able to inform around 15 individuals
about the Home Matters movement.

Objective 2
Promoted participation in a local non-profit housing organization in the Twin
Falls area by 200 individuals.
Strategy 1- Partnered with Habitat for Humanity to create the Volunteer Cardboard
Extravaganza. This was an event that promoted both Habitat for Humanity and the
Home Matters Movement.
Habitat for Humanity is an established non-profit in the Twin Falls area. Its mission
statement is very similar to that of Home Matters. Partnering with it would help carry the
Home Matters mission forward into the Twin Falls area for years to come.
Tactic 1- Coordinated the Volunteer Cardboard Extravaganza alongside the Habitat
for Humanity team.
Contacted Linda Fleming, director of Habitat for Humanity. Worked with her to set
up the details for the event.
Located eight organizations to participate in the event, showing their support for
Home Matters and Habitat for Humanity. Lowes and First Federal Credit Union
participated directly in the event, building their dream cardboard home alongside
the Habitat ReStore and the Hope 4 Homes team.
Sought donations for the cardboard and for the winning prize. Great Harvest, Papa
Murphys, Tomatos Italian Restaurant and Franklin Building Supply donated to the
event.
Bought remaining supplies for the event. This included duct tape, markers, candy
and other assorted building supplies. (See Appendix 4A)
Tactic 2- Designed materials to help promote the Volunteer Cardboard Extravaganza.
Designed team T-shirts with the theme of the event, A home: something more than
four walls. Also sought a company to donate the T-shirts. (See Appendix section
2A)
Designed a welcome poster to be displayed at the event. (See Appendix section
2B)

Tactic 3- Hope 4 Homes solicited media coverage for the Volunteer Cardboard
Extravaganza.
Created media kits to be sent to local TV station KMVT and Times News. (See
Appendix section 2C)
Sent media kits to KMVT and Times News
Asked Linda Fleming to personally invite KMVT to the event
Interviewed by Times News for a feature article (See Appendix section 2D)
Strategy 2- Created two videos that promote Habitat for Humanity: the first one to
promote the mission of Habitat for Humanity; the second to highlight the event and
promote shopping at the Habitat ReStore.
It has been said if you want to ignite change you must hit people where it matters.
Videos hit many of the senses. The people saw, felt, and heard the message this team
was sending. Videos create a response and action from the target audience.
Tactic 1- Created a video that promoted Habitat for Humanity by emphasizing the
importance of a home for children. Video received 70 views. (See Appendix section 2E)
Interviewed Linda Fleming, director of Habitat for Humanity.
Interviewed Alexis Victoria, future Habitat homeowner, with her two sons.
Filmed b-roll of the Twin Falls area. Five locations were used to create B-roll.
Edited and created story of the video.
Posted video on the Hope 4 Homes Facebook page to drive traffic to the video.
Showed Habitat for Humanity promotion video at the Volunteer Cardboard
Extravaganza.
Donated the video to Habitat for Humanity to further both their and the Home
Matters, cause.
Tactic 2- Created a video that highlighted the Volunteer Cardboard Extravaganza and
help promote the Habitat ReStore. Video received nearly 300 views. (See Appendix
section 2F)
Interviewed volunteers of Habitat for Humanity
Filmed the Volunteer Cardboard Extravaganza.
Edited and created the storyline of the video.
Placed the video on the Facebook page to promote shopping at the Habitat
ReStore, as well as challenge others to get involved in their local community. (See
Appendix section 2G)
Donated the video to Habitat for Humanity for further use.
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Evaluation of Objective 2- Exceeded

Hope 4 Homes exceeded its goal of reaching 200 people for this objective. Hope 4
Homes had more than 150 people get involved with Habitat for Humanity. The event
and news article combined reached an estimated 19,799 people.
Hope 4 Homes reported more than 150 people in attendance at its Volunteer
Cardboard Extravaganza.
Eight organizations participated in the event, with two companies directly
participating to show their support for Habitat for Humanity and Home Matters.
Reported 70 views of the Habitat for Humanity promotion video.
Reported 298 views of the event and Habitat ReStore promotion video.
Hope 4 Homes published an article in the Times News that spoke of the event,
Habitat for Humanity and Home Matters. Circulation of the Times News was 19,431.

Objective 3
Created a national dialogue of Home Matters and the benefits of homeownership on
a national scale through social media that reached 1000-plus individuals.
Strategy 1- Created a Facebook page focused on the Home Matters movement that
sparked a national dialogue.
Facebook is the king of all social media. This teams targets are known to spend a lot
of time on Facebook, upwards of four hours per day. By using Facebook to create
a national dialogue, Hope 4 Homes was able to post articles and information that
reached thousands of individuals with every post.
Tactic 1- Created a Hope 4 Homes Facebook page that sparked a national dialogue
of homeownership and the true meaning of a home.
Created the Facebook page with the name Hope 4 Homes. It had the Hope 4
Homes logo as the profile picture and the Home Matters logo as the cover photo.
It also had a description of the Hope 4 Homes campaign for Home Matters. (See
Appendix section 3A)
Posted two times per day. The first post of the day was to be uploaded before 9
a.m. The second post was uploaded no later than 9 p.m.
Created posts that had a mix of housing articles and infographics that display the
benefits of homeownership. (See Appendix section 3B)
Posted the two videos for Habitat for Humanity and the one video for Home Matters
on the Facebook page to boost views on the videos to help promote their message.
(See Appendix section 3C)
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Tactic 2- Created and promoted a social media contest to create a dialogue of the
true meaning of a home. The people who liked and commented on the picture were
placed in a raffle. The winner received a $25 gift card. (See Appendix section 3D)

Evaluation for Objective 3- Reached

Hope 4 Homes successfully achieved its goal of reaching more than 100 individuals
through its social media campaign.
Total of 203 likes on the Facebook page.
On average, it had 50-100 views on posts that highlighted housing articles
The page had 100-200 views on posts that were infographics and pictures.
The team had an average of 100 views for every video that was posted.
At the peak of the campaign, the page had a total reach of 1,411 and a post
reach of 1,321.
154 people engaged in posts with likes, comments, shares and post clicks. (See
Appendix section 3E)

Budget
Another successful aspect of this
teams campaign was the in-kind
contributions from the local businesses
of Twin Falls. The in-kind donations
totaled $238.70, while Hope 4 Homes
out-of-pocket expenditures totaled
$274.98. It was because of the
generosity of these businesses that it
was possible for the Hope 4 Homes
team to remain under budget and
still have a creative and effective
campaign. (See budget details in
Appendix section 4A)

Conclusion
Through social media, brochures, newspaper, surveys, videos and a live event,
the BYU-I Hope 4 Homes Team educated the public and created an awareness
and excitement for homeownership. By directly engaging over an estimated
20,000 people with their campaign, they sent the message that a home really is
something more than four walls.

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Appendix
Section 1- Objective 1
1A- 8 Steps to Homeownership Brochure
1B- Still Images of Home Matters Video
1C- Analytics of Home Matters Video

Section 2- Objective 2
2A- T-shirt Design
2B- Welcome Poster Design
2C- Media Kit Materials
2D- Article in Times News
2E- Still Images of Habitat for Humanity promotion video
2F- Still Images of Habitat ReStore promotion video
2G- Facebook Post of Videos and Analytics of Videos

Section 3- Objective 3
3A- Screenshots of Facebook profile picture, cover photo and description
3B- Screenshots of various Facebook posts
3C- Facebook Posts of Videos
3D- Facebook Posts of Social Media Contest
3E- Analytics of Hope 4 Homes Facebook Page

Section 4- Budget Details and Sources

4A- Budget Details Chart
4B- List of Secondary Sources

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Section 1- Objective 1
1A-8 Steps to Homeownership Brochure

12

1B- Still images of Home Matters Video

13

1C- Analytics of Home Matters Video

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Section 2- Objective 2
2A- T-Shirt Design

2A- T-Shirt Design

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2C- Media Kit Materials

16

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2D- Article in Times News

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2E- Still Images of Habitat for Humanity Promotion Video

2E- Still Images of Habitat ReStore Video

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2G- Facebook Posts and Analytics of Videos

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Section 3- Objective 3
3A- Screenshots of Facebook profile picture, cover photo, and description

25

3B- Screenshots of various Facebook Posts

26

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3C- Facebook Posts of Videos

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3D- Facebook Posts of Social Media Contest

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3E- Analytics of Hope 4 Homes Facebook Page

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Section 4- Budget Details and Sources

4A-Budget Details

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4B-List of Secondary Resources

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