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MAP YOUR MARKETING
MAP YOUR MARKETING
Map Your Marketing
Sydney Schalit, CEO FootSteps Marketing
& Scott Gilbert,
President Habitat Roaring Fork
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MAP YOUR MARKETING
NEW VIDEO COMING
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MAP YOUR MARKETING
Scott’s Market Dynamics
• Rural & resort
• 80,000 people in a 90-mile long valley
• Many hotels and second homeowners
• Wide range of incomes
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Traditional Media Landscape• Print
– Newspaper market (3 dailies, 2 weeklies)
– Local magazines
• TV & Radio
– Minimal cable ads, no network ads
– Local radio
Modern Media Landscape
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FUNDAMENTAL PRINCIPLE
Advertising is an INVESTMENT.
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Make Sponsors Partners
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Sponsors Become Underwriters
Local business paid for entire back page news print ad, received ¼ space & association with Habitat
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Long-term Commitment Benefits
• Discounted rates / more for the money
• Premium positions (covers)
• Free space / time throughout the year
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Social MediaPrint Ad Email Newsletter
Create assets.
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Reach your audience with multi-faceted marketing.
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Website
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Direct Marketing: email, postcards
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SEO, Online Advertising & Social Media
Facebook Boosted Posts Facebook Posts Instagram Posts
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Collaborate with other ReStores.
www.coloradorestores.org
Share the burden and the benefits!
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Sell campaigns to sponsors, partners.
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SALES / DAY
+40%
Big Marketing for Black Friday
TRANSACTIONS
+60%$7,251 to $10,174 From 53 to 82
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Consistent Marketing Throughout the Year
Drive traffic during slow periods.
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Questions, Takeaways, Ideas-sparked . . .
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MAP YOUR MARKETING
Now, Let’s Map Your Marketing
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PURPOSE
Why are you here?
● To learn more?
● To increase sales?
● To build more homes?
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AUDIENCE
With whom do you want to share your story?
● Donors
● Volunteers
● Staff
● Homeowners
● Community Partners
● ReStore Customers
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MAP YOUR MARKETING
STRATEGYHow do you connect - efficiently
- with your audience(s)?
You meet them where they are… online.
Remember Scott’s tactics around frequency and reach?
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BUDGET If you have a ReStore
Revenue x 2% = Budget
BUDGETIf you do not have a ReStore
Operation Budget x 2% = Budget
Partnerships = Increased Spending Budget
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MAP YOUR MARKETING
PARTNERSHIPS
What do they get from you?
How can they help you help your community?
● Ask the bank to sponsor your new website.
● Ask the church to sponsor an event’s social media ads.
● Ask your paint vendor to sponsor your next ReStore sale advertisements.
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DELEGATION
You are not alone... but you have to ask.
● Staff
● Trusted Volunteers
● Board Members
● Minor Donors
Or, allocate resources.
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Affiliate + ReStore OverviewMid-sized, active in community
5 on Management Team plus ReStore staff
Suburban, middle-income market
4 homes built in last 2 years
ReStore is 8,500 sq. ft, is now 1 year in operation and covering expenses 🎉
Annual projected sales $200,000
Current annual marketing budget < $2,500
Case Study: Grayson County
Marketing PurposeExposure and public awareness
Volunteer recruitment
Financial impact
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Audience and Platforms
Affiliate Facebook Page - 1,200 Likes
ReStore Facebook Page - 1,800 Likes
Culture of partnership: Giving Days, Kroger, Amazon
Local businesses Build Day partnerships are strong
Active in local radio, tv with PSA’s
Donors are: individuals, businesses, churches, service groups, local community foundations
Case Study: Grayson County
Current StrategySocial: sporadic but engaged
Website: blog style, solid information, social media integration
Email: ____? ___? ___? ______
Traditional: Public Service Announcements
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Budget ReStore Annual Revenue x 2% = Annual / 12 months = Monthly Budget
$200,000 x 2% = $4,000/12 = $333 per month
Additional Budget Resources: Engage Staff/Board of DirectorsReStore Manager
WebmasterReStore Team Member
Board Members
Delegation opportunity: 32 hours additional hours of marketing assistance.Time per month is $1,280 increase in marketing budget at a $30/hour services rate
Case Study: Grayson County
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PartnershipsRecent corporate volunteers/donor included:
○ Lowes
○ Kroger
○ Texoma Medical Center
○ Wells Fargo Bank
Case Study: Grayson County
Recommended ASKS
Ask LOWES to sponsor your next ReStore sale advertisements: radio, print, social media.
Ask TexOma Medical to sponsor an event’s social media ads.
Ask WELLS FARGO BANK to sponsor ongoing email campaigns.
Your Brand is Valuable! Ask for Partners to Pay.
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DELEGATION ReStore Manager: social media ads
Webmaster: blog posts and email marketing
ReStore Team Member: social media posting
BOD Member: ask partners to pay!
Case Study: Grayson County
Summary of Delegation opportunity: 32 hours of marketing assistance per month is equivalent to a $1,280 increase in marketing budget
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Affiliate + ReStore OverviewSmall-sized, active in community
3 on Management Team and ReStore staff
Rural, low-income market
4 homes built in last 2 years 🏠
ReStore is 4,500 sq. ft, is open 1 day each month
Annual projected sales $45,000
Current annual marketing budget < $2,500
Case Study: San Angelo
Marketing PurposeExposure and public awareness
Volunteer recruitment
Financial impact
Partnerships = Additional Advertising
Budget
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Audience and Platforms
Facebook Page Habitat San Angelo - 1.9k Likes, regular posting, low engagement
Culture of partnership: Ladies’ Day, sponsored fundraising event with realtor, local restaurant
Active in tv, email and social
Longtime donor relationships
Case Study: San Angelo
Current StrategySocial: HFHI content, consistent posting, low community engagement
Website: blog style, solid information, social media integration
Email: none
Traditional: Affiliate only, Public Service Announcements
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Budget ReStore Annual Revenue x 2% = Annual / 12 months = Monthly Budget
$45,000 x 2% = $900/12 = $75 per month
Additional Budget Resources: Ideal Opportunity to Ask PartnersExecutive DirectorReStore Team Member
Board Members Partners...
Delegation opportunity: Board of Directors and Trusted Volunteer to find one more co-sponsor per event. Those funds will be allocated directly for advertising on social media and in local newspaper
Case Study: San Angelo
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PartnershipsCorporate donors included:
○ Republic Services (waste & recycling)
○ Road Lizards (running group)
○ RiverView Restaurant
○ Local Realtor
Case Study: San Angelo
Recommended ASKS
Ask YOUR BANK to sponsor a year’s worth of social media ads for your monthly ReStore Openings.
Ask REPUBLIC SERVICES to sponsor the newsprint ads four times each year.
Remember Scott’s tactics around partnerships?
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DELEGATION ReStore Manager or Trusted Volunteer: social media ads
Board Member: blog posts
Affiliate Staff: social media posting
Board Member: ask partners to pay!
Case Study: San Angelo
Summary of Delegation opportunity: entrust your team (staff, board, volunteers) to take ownership of projects, get your board to find partners to fund.
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MONTHLY FOCUS● National, Regional Holidays● Events, Deadlines● Sales, Specials● Cultural, Social Themes
CREATE A PLAN● Website Update● Email Campaign● Social Campaign● Traditional Campaign
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ReStore
Specials/Sales
New Arrivals
In-Store Events
Affiliate
Homeownership
Board Meetings
Women in Building
Donor/VolunteersOpportunities
Fundraising Campaigns
Furniture Donation
Events
Dedications
Fundraisers
Specials/Sales
Standard Best Practices● 1-2 emails / month● 1 website update / month● 4-8 social posts / month● 1-2 traditional
advertisements / month
Categorize your month by topic● Affiliate ● ReStore ● Donors/Volunteers ● Events
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MAP YOUR MARKETINGAugust Marketing Plan: Grayson County
Affiliate● Statewide conference
ReStore● Back to School Sale
Events● New home dedication
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MAP YOUR MARKETINGAugust Marketing Plan: Grayson County
ReStore Marketing Plan: $333/mo Budget + Delegated EffortsWebsite by WebMaster
● Post Back to School sale dates
Email by Board Member
● Create email marketing campaign with Back to School sale dates, donation opportunity
Reach & Frequency
PARTNERSHIPS
Ask TexOma Medical for $300 to sponsor social media ads.
Ask WELLS FARGO BANK for $300 to sponsor email campaigns.
Social Media by ReStore Manager and Staff
● Facebook posting, boosting: ○ 2 posts/week throughout the Back to
School sale by Staff ○ Boost $5/post x 4 posts/month =
$20/month ● Facebook advertising:
○ 1 ad campaign dedicated to Back to School sale by Manager
○ Set campaign for $200/month
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MAP YOUR MARKETINGAugust Marketing Plan: Grayson County
Affiliate Marketing Plan: $333-$220= $113 mo Website by WebMaster● Post New Home Dedication event date and blog about Lone Star
Summit
Email by Board Member● Create email marketing campaign with New Home Dedication
dates and a link to the website about the Lone Star Summit
Social Media by ReStore Manager and Staff
● Facebook posting, boosting: ○ 2 posts/week about Affiliate news and events○ Boost $5/post x 4 posts/month = $20/month
● Facebook advertising: ○ 1 ad campaign/month by ReStore Manager○ Set campaign for $80/month
Sell Your Campaigns
Ask LOWES to sponsor your all Home
Dedication event advertisements for the
year: radio, print, social media.
Without Partner Support:
Balance $13
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MAP YOUR MARKETINGAugust Marketing Plan: San Angelo
Affiliate● Statewide conference
ReStore● Upcoming ReStore day
Events● Handbags for Habitat event
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MAP YOUR MARKETINGAugust Marketing Plan: San Angelo
ReStore & Affiliate Marketing Plan: $75/mo Budget + Partner FundsWebsite by Trusted Volunteer or Board Member● Post ReStore Open Schedule and blog explaining why
Social Media by ReStore Manager and Staff● Facebook posting, boosting:
○ 2 posts/week by Staff ○ Boost $5/post x 2 posts/month = $10/month
● Facebook advertising: ○ 1 ad campaign dedicated to ReStore upcoming opening
day by Executive Director○ Set campaign for $65/month
(or get it paid for by your bank)
Reach & Frequency
PARTNERSHIPS
Ask YOUR BANK to sponsor a year’s worth of social media ads for your monthly ReStore Openings.
Ask REPUBLIC SERVICES to sponsor the newsprint ads four times each year.
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Newsprint Ad Social PostEmail Campaign
EXAMPLE Frequency & Reach: Back to School
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Social PostWebsite Blog Post
EXAMPLE Frequency & Reach: Viking Appliances
Email Campaign
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MAP YOUR MARKETINGAssess Affiliate & ReStore Events & News MONTHLY
Schedule Social Posts 2x/week, Boost Regularly
Create Assets to Update Across All Channels
Lean on Your Team
Sell Campaigns to Partners & Augment Budget
Know Your Audience & Be Seen Where They Are: Online!
