Proposition: This proposal aims to spread awareness about Habitat forHumanity Singapore (HHS), so that working adults will volunteer or donate moneyto help create a safe and sanitary home for the less fortunate elderly andthose living with disabilities in Singapore. This can be achieved via the useof Guerrilla Marketing, a YouTube Mini-series, and Distributing Brochures. PrefaceHHS is aChristian non-profit, non-governmental, volunteer organisation that was startedin 2004 and organises fundraising events and volunteer programmes. HHS has avision of a world where everyone has a decent place to live. Additionally, HHS seeksto put God’s love into action, bringing people together to build homes,communities and hope.
HHS organises many programmes andfundraisers. Locally runs Project HomeWorks, an intensive home-cleaningprogramme for the less fortunate elderly and those living with disabilitieshave a safe and sanitary home. Purely working on a volunteer basis, fundraisersare organised to financially support the various volunteer programmes.
HHS is acredible and reliable organisation but is not well-known. HHS is shown to havea good and positive public perception. HHS is also shown to being capable andreliable, as it organises various charity programmes. HHS funds and manages itsvarious volunteer programmes locally and abroad through the support of donationsand volunteers.
HHS has various social media accounts but greatly lacks in followers.HHS should maintain its social media presence as it is wasted potential if theplatform is not going to be utilised. HHS also requires more manpower to fundand manage its various programmes. There are3 solutions to help HHS spread awareness amongst the working adults so thatthey will volunteer or donate. A Guerrilla Marketing Campaign, to quicklyspread awareness about HHS to the working adults, by leaving a long lastingimpression, and further publicising about the organisation through word ofmouth marketing. A YouTube Mini-series can be produced to spread awarenessabout HHS and its programmes, while the viewers can learn more about what HHSdoes on the ground.
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DistributingBrochures around strategic locations in Singapore and individually spread awarenessabout HHS. PositionHHSmaintains a positive public perception as they have been left with good reviewsonline. In the eyes of the public, HHS is seen under a good light, based ononline reviews from Facebook and Google. According to Facebook, HHS is rated4.6 out of 5 stars, from 16 reviews.
However limited the number of reviews onHHS, it still shows the public that HHS has a good and positive public perception. HHS is alsoa fully capable non-governmental organisation. For instance, Project HomeWorksis the main local programme run by HHS. It aims to rehabilitate and refurbishthe homes of the less fortunate elderly and those with disabilities livingalone.
This important project operates on a weekly volunteer basis and requiresdonations as well as volunteers to sustain the programme or to have a chance ofexpanding it. HHS also runs various projects and programmes in and out ofSingapore. HHS has two local volunteer programmes which are, Project HomeWorksand Project UnLitter Red Dot.
HHS also manages local fundraising events such asHome Sweep Home, Cycle Out Poverty, Bare Your Sole and Small Change for BigChange; the annual Flag Day donation drive. HHS in addition, hosts overseasbuild trips like Global Village, Batam Build, Sawadee Build, StarBuilders andVietnam Big Build, excluding disaster response trips. Problem / PotentialHHS is not well-known in Singapore.This is proven by its many social media accounts. However, the numbers offollowers are extremely little for an organisation of its size. As an example,comparing with another non-governmental organisation, the World Wildlife Fund(WWF), the ratio of its Facebook followers to that of HHS is at a staggering 12:1.
Since there are only a limited number of people following HHS online it provesthat HHS has much wasted potential on social media. For example, HHS having aninactive YouTube channel with only 51 subscribers means that any content postedonline will barely reach its target audience due to a lack of publicity. Accordingto Statista, YouTube had a 75% penetration rate within Singaporean social mediausers in 2016, showing that YouTube is a great way to reach out and make a strongimpact on a target audience. This also means that using the case of having aninactive YouTube channel, HHS still has potential in reviving and rejuvenatingits social media accounts to attract new followers and gain more publicity. HHS requires more manpower to fundand manage its various programmes.
HHS requires a number of financially stabledonors for its fundraising events in order to maintain and expand theirprogrammes. However, the fundraisers that have so far been organised were completelyunable to hit its targets and goals. As an example, HHS has a fundraiser called”Give a #HomeThisChristmas”. The money raised by the fundraiser compared tothat of its goal was underwhelming. It raised SGD 780 out of its goal of SGD20,000, showing that this fundraiser was totally unable to reach even a quarterof its intended goal. Hence, spreading awareness about HHS would make the targetaudience of working adults, who are financially stable, to willingly providemonetary donations, supporting HHS and its programmes.
Lastly, at the same time,spreading awareness about HHS to the target audience of working adults will alsomean that there will be a higher chance of new volunteers able to run and manageits many programmes. Thus, with more manpower, HHS will have a better potentialto fund and manage its many volunteer programmes. PossibilitiesA Guerrilla Marketing Campaign, toquickly spread awareness about HHS to the working adults, by leaving a longlasting impression, and further publicising about the organisation through wordof mouth marketing. HHS can use some of its marketing budget to create a lowcost but lasting and impressionable static display as a form of physical guerrillamarketing. For instance, a creative and unconventional static display thatpromotes HHS can be placed within a strategic location like that of an MRTstation or a populated shopping area. This is so that the static display willbe seen by as many of those in the target audience as possible while having themost shock-value. By executing such a guerrilla marketing campaign, it willsolve the problem of HHS having a lack of followers as the campaign would undoubtedlycreate social discussions amongst the target audience, because placing asurprising and unconventional guerrilla marketing advertisement wouldeffectively capture attention and spread publicity. Also at the same time, thiswould make HHS more well-known, leading to an inclining trend of HHS gainingnew social media followers while increasing the number of potential donors andvolunteers.
A YouTube Mini-series can beproduced to spread awareness about HHS and its programmes, while the viewerscan learn more about what HHS does on the ground. This can be done by filmingand uploading a weekly, episodic, Mini-series depicting Project HomeWorks andits volunteers. A film crew would follow a team of volunteers doing theirweekly Project HomeWorks routines of refurbishing homes of the less fortunateelderly and those living with disabilities. By filming consistently uploadingthe videos, the target audience of working adults who view them on YouTube willhave a clearer understanding of what HHS and in this case, Project HomeWorks volunteersdo on a regular basis. This will solve the problem of HHS being not well-knownin Singapore as the YouTube mini-series will capture the attention and sympathyof the target audience while informing them through a first person viewingexperience of what HHS does on the ground.
This would also mean that by havingmore viewers following the mini-series, the probability of gaining more manpowerthrough new donors and volunteers would increase. DistributingBrochures around strategic locations in Singapore and individually spread awarenessabout HHS. This can be implemented by first designing, then printing andfinally distributing the brochures at a physical location. Personallydistributing them at certain strategic locations such as the Central BusinessDistrict or at HDB show flats will be the most effective way to get through tothe target audience of working adults.
This is because when distributingbrochures at HDB show flats for example, the target audience can personallyrelate to those HHS is helping, as they would empathise with agree with theneed and importance of having a decent place to live, ultimately gaining commonground with HHS and its mission. This will tackle the problem of HHS being notwell-known as through the brochures, it will raise awareness regarding HHS tothe working adults who are interested while also increasing the chances of gainingfuture volunteers and donors. ProposalI feelthat the Guerrilla Marketing Campaign is the best solution. It is the most feasible and efficient methodto market HHS and spread its awareness amongst the working adults. Compared toprinting out information or slowly showcasing it through an online mini-series,the guerrilla marketing campaign can directly and quickly convey information tothe target audience.
This is due to the minimalistic while unconventionalnature of marketing, creating a lasting impression and making it viral. It isalso the most cost effective solution among the three. The guerrilla marketingcampaign would require only a single payment for setting up and displaying theadvertisement. It would also not require constant maintenance or manpower toshowcase the campaign. This is because of the fact that the static display fromthe campaign relies more on creativity and imagination compared to a highbudget. In addition, it would provide the fastest foreseeable outcome. Theguerrilla marketing campaign would attain the fastest results at the end of thecampaign due to the nature of it being a viral marketing solution.
Once itgenerates enough public discussion, word of mouth marketing would take over;ultimately there would be an increasing trend of working adults following HHSand supporting its programmes through donating or volunteering. However, adownside of the guerrilla marketing campaign would be the amount of informationthat can be shown to the target audience. Though not in detail, the guerrillamarketing campaign can convey only enough information for the target audienceto find the relevant contact information and sites for HHS.
But, that does not necessarilymean that those who have seen the advertisement would find out more about HHS fromits websites. The campaign could garner enough publicity and new followers butit still may not be enough. The campaign’s static display would only have a briefdescription of what HHS is, and hence some may not feel compelled enough to actuallyfollow through the campaign’s call to action, to be a volunteer or donor andhelp the less fortunate elderly or those living with disabilities have a decenthome. TheYouTube Miniseries is not an ideal solution. An advantage of the YouTubemini-series would be the fact that it can directly show what HHS is about andwhat a volunteer does for example, making it more engaging and personal toviewers. This is because; the episodic nature of the mini-series would makeviewers be invested in the series and perhaps even being part of it byvolunteering with HHS. However the mini-series poses more disadvantages as firstlythere is a lack of followers on YouTube. Currently, HHS has only 51 subscriberson its YouTube page.
This proves that to have enough viewers to even notice orinvest in the mini-series, a separate marketing campaign must be started. Thetime and budget used for marketing the mini-series would be wasted as it is notenough to promote and spread awareness about HHS, as only its specific YouTube mini-seriesis to be promoted. In addition, another disadvantage is that the ideal targetaudience for a mini-series is not working adults. As much as YouTube is one ofthe most popular social media platforms in Singapore, most of its users are theyouth or the elderly, not the target audience of working adults. Hence, therewill be the least outreach and lowest possibility of working adultsconsistently following up with the videos as the target audience for aneffective mini-series is not working adults. DistributingBrochures is also not an ideal solution. An advantage of it would be that itfilters out those in the target audience who are actually interested in HHS andthose who are not.
This is because a representative of HHS has to personallygive the brochure to an individual and make that person invested enough to followthrough a call to action, meaning that by accepting a brochure, common groundand interest in HHS would further compel the individual to help volunteer or bea donor. However, this solution is has more disadvantages than advantages. Thisis so as HHS would require a physical presence to distribute brochures. Inorder for the brochures to be the most effective, a physical booth or salesrepresentative of HHS must be present to give them out at strategic locations. This means that additional volunteerswould have to be unnecessarily posted to maintain a physical presence. Instead of squandering the manpower, the volunteers can beredeployed to more crucial programmes within HHS which requires more support. Alsoanother disadvantage is that it would take time to reach a favourable outcome.
Evenwith volunteer sales representatives of HHS giving out the brochures atstrategic locations, they can only give them to individuals of the targetaudience, making it a slow process to spread awareness about HHS. It would takea long time before any visible outcome can be achieved; this is due to the slowrate of distribution and individual marketing as compared to the othersolutions.
