Habitat for Humanity | Rohan Somji

Habitat for Humanity of Bergen County

Duration: 6 months
Role: Marketing Specialist

Adobe Creative Suite, Google Analytics, Meta Business Suite, Dicer.ai, Constant Contact, Hootsuite, Canto CMS

What?

Why?

How?

Habitat for Humanity of Bergen County is on a mission to build affordable housing for hardworking families in need. The marketing goal was to enhance Habitat for Humanity of Bergen County’s digital presence to increase brand awareness, volunteer engagement, and drive donations to build more houses per year. This can be achieved only by elevating the visibility of projects, engaging the community, and fostering a supportive network of donors and volunteers.

Only by establishing themselves digitally could HFH Bergen demonstrate a genuine need for affordable housing, display transparency & educate the audience. This attracts more resources from surrounding townships & communities, including land, volunteers, and donations, ultimately enabling the organization to build more houses for families in need of affordable housing.

Strategic Analysis: Conducted a comprehensive assessment to align digital marketing strategies with organizational goals and identified the most effective platforms & content types.
Brand Consistency: Brought the designs back to branding guidelines set by Habitat for Humanity in 2023.
Content Development: Moved towards video and reel to increase variety of content, including testimonials, volunteer stories, and project updates, designed to resonate with our audience.
Monitoring and Optimization: Utilized real-time analytics to refine our approach, ensuring maximum engagement and effectiveness of our digital campaigns.

Adobe Photoshop + Illustrator --> Magazine Advertisement

1. Audience Segmentation

Primary Audience: Local community members in New Jersey, potential donors (individuals and corporations), and volunteers.
Secondary Audience: Local government bodies (for land acquisition) and grant foundations.

Digital & Print Brochures with open rate of 46%

2. Campaign Goals

Increase Brand Awareness: In New Jersey, focusing on the mission and impact of Habitat for Humanity.
Drive Donations: Through compelling call-to-actions (CTAs) in social media posts and emails.
Encourage Land Donations: By targeting local government and private landowners.
Boost Volunteer Enrollment: Highlighting the personal and community impact of volunteering.

Annual Gala Invitation Card sent to Corporate Sponsors

3. Platforms & Content Strategy

Social Media (Facebook, Instagram, LinkedIn, Twitter): Share compelling stories of families who have benefited, behind-the-scenes content of builds, volunteer stories, and live Q&A sessions with the team. Utilize Instagram and Facebook stories for real-time updates. LinkedIn will be crucial for engaging corporate donors and professional volunteers.
Email Marketing: Develop a series of emails with strong CTAs, including donation drives, volunteer opportunities, and progress updates on projects. Segment emails based on past engagement (donors, volunteers, general subscribers).
Website & Print : Create a dedicated campaign materials on the website with a countdown to key milestones, donation trackers, and volunteer signup forms. Publish blog posts that dive deep into the impact of donations and volunteering, success stories, and the importance of community involvement.

Two Phone Mockup Download App Instagram Post.png

Social Media Engagement increased by 32%

4. Creative Assets

Social Media Posts: Use before-and-after images of projects, video testimonials from families, and infographic stats about the housing crisis and the organization's impact.
Emails: Design visually appealing emails with impactful stories, clear CTAs, and links to the donation and volunteer pages.
Blog Content: "How Your Contribution Helps Build a Community," "The Journey of a Habitat Home," and volunteer highlight pieces.

Newsletter for "Be a Superhero Campaign" 2024

5. Call to Action

Donations: Direct, heartfelt appeals showing the tangible impact of every dollar donated.
Volunteering: Invitations to join build days, with emphasis on the community and personal growth benefits.
Land Donations: Informational content on the benefits of land donation to the donor, including tax implications and legacy impact.

Data Driven Analytics guiding 2024 campaigns

6. Metrics to Measure Success

Engagement: Monitor likes, shares, comments, and direct messages on social media.
Email Metrics: Track open rates, click-through rates, and conversion rates for donations and volunteer sign-ups.
Website Traffic: Analyze page views, bounce rate, and time spent on campaign pages.
Donation and Volunteer Sign-ups: Track incremental increases in donations and volunteer enrollment throughout the campaign.

Habitat for Humanity of Bergen County

What?

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