Proposition: lasting impression, and further publicising about the

Proposition: This proposal aims to spread awareness about Habitat for
Humanity Singapore (HHS), so that working adults will volunteer or donate money
to help create a safe and sanitary home for the less fortunate elderly and
those living with disabilities in Singapore. This can be achieved via the use
of Guerrilla Marketing, a YouTube Mini-series, and Distributing Brochures.

 

Preface

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HHS is a
Christian non-profit, non-governmental, volunteer organisation that was started
in 2004 and organises fundraising events and volunteer programmes. HHS has a
vision of a world where everyone has a decent place to live. Additionally, HHS seeks
to put God’s love into action, bringing people together to build homes,
communities and hope. HHS organises many programmes and
fundraisers. Locally runs Project HomeWorks, an intensive home-cleaning
programme for the less fortunate elderly and those living with disabilities
have a safe and sanitary home. Purely working on a volunteer basis, fundraisers
are organised to financially support the various volunteer programmes.

 

HHS is a
credible and reliable organisation but is not well-known. HHS is shown to have
a good and positive public perception. HHS is also shown to being capable and
reliable, as it organises various charity programmes. HHS funds and manages its
various volunteer programmes locally and abroad through the support of donations
and 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 the
platform is not going to be utilised. HHS also requires more manpower to fund
and manage its various programmes.

 

There are
3 solutions to help HHS spread awareness amongst the working adults so that
they will volunteer or donate. A Guerrilla Marketing Campaign, to quickly
spread awareness about HHS to the working adults, by leaving a long lasting
impression, and further publicising about the organisation through word of
mouth marketing. A YouTube Mini-series can be produced to spread awareness
about HHS and its programmes, while the viewers can learn more about what HHS
does on the ground.  Distributing
Brochures around strategic locations in Singapore and individually spread awareness
about HHS.

 

Position

HHS
maintains a positive public perception as they have been left with good reviews
online. In the eyes of the public, HHS is seen under a good light, based on
online reviews from Facebook and Google. According to Facebook, HHS is rated
4.6 out of 5 stars, from 16 reviews. However limited the number of reviews on
HHS, it still shows the public that HHS has a good and positive public perception.

 

HHS is also
a fully capable non-governmental organisation. For instance, Project HomeWorks
is the main local programme run by HHS. It aims to rehabilitate and refurbish
the homes of the less fortunate elderly and those with disabilities living
alone. This important project operates on a weekly volunteer basis and requires
donations as well as volunteers to sustain the programme or to have a chance of
expanding it. HHS also runs various projects and programmes in and out of
Singapore. HHS has two local volunteer programmes which are, Project HomeWorks
and Project UnLitter Red Dot. HHS also manages local fundraising events such as
Home Sweep Home, Cycle Out Poverty, Bare Your Sole and Small Change for Big
Change; the annual Flag Day donation drive. HHS in addition, hosts overseas
build trips like Global Village, Batam Build, Sawadee Build, StarBuilders and
Vietnam Big Build, excluding disaster response trips.

 

Problem / Potential

HHS is not well-known in Singapore.
This is proven by its many social media accounts. However, the numbers of
followers 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 proves
that HHS has much wasted potential on social media. For example, HHS having an
inactive YouTube channel with only 51 subscribers means that any content posted
online will barely reach its target audience due to a lack of publicity. According
to Statista, YouTube had a 75% penetration rate within Singaporean social media
users in 2016, showing that YouTube is a great way to reach out and make a strong
impact on a target audience. This also means that using the case of having an
inactive YouTube channel, HHS still has potential in reviving and rejuvenating
its social media accounts to attract new followers and gain more publicity.

 

HHS requires more manpower to fund
and manage its various programmes. HHS requires a number of financially stable
donors for its fundraising events in order to maintain and expand their
programmes. However, the fundraisers that have so far been organised were completely
unable to hit its targets and goals. As an example, HHS has a fundraiser called
“Give a #HomeThisChristmas”. The money raised by the fundraiser compared to
that of its goal was underwhelming. It raised SGD 780 out of its goal of SGD
20,000, showing that this fundraiser was totally unable to reach even a quarter
of its intended goal. Hence, spreading awareness about HHS would make the target
audience of working adults, who are financially stable, to willingly provide
monetary donations, supporting HHS and its programmes. Lastly, at the same time,
spreading awareness about HHS to the target audience of working adults will also
mean that there will be a higher chance of new volunteers able to run and manage
its many programmes. Thus, with more manpower, HHS will have a better potential
to fund and manage its many volunteer programmes.

 

Possibilities

A Guerrilla Marketing Campaign, to
quickly spread awareness about HHS to the working adults, by leaving a long
lasting impression, and further publicising about the organisation through word
of mouth marketing. HHS can use some of its marketing budget to create a low
cost but lasting and impressionable static display as a form of physical guerrilla
marketing. For instance, a creative and unconventional static display that
promotes HHS can be placed within a strategic location like that of an MRT
station or a populated shopping area. This is so that the static display will
be seen by as many of those in the target audience as possible while having the
most shock-value. By executing such a guerrilla marketing campaign, it will
solve the problem of HHS having a lack of followers as the campaign would undoubtedly
create social discussions amongst the target audience, because placing a
surprising and unconventional guerrilla marketing advertisement would
effectively capture attention and spread publicity. Also at the same time, this
would make HHS more well-known, leading to an inclining trend of HHS gaining
new social media followers while increasing the number of potential donors and
volunteers.

 

A YouTube Mini-series can be
produced to spread awareness about HHS and its programmes, while the viewers
can learn more about what HHS does on the ground. This can be done by filming
and uploading a weekly, episodic, Mini-series depicting Project HomeWorks and
its volunteers. A film crew would follow a team of volunteers doing their
weekly Project HomeWorks routines of refurbishing homes of the less fortunate
elderly and those living with disabilities. By filming consistently uploading
the videos, the target audience of working adults who view them on YouTube will
have a clearer understanding of what HHS and in this case, Project HomeWorks volunteers
do on a regular basis. This will solve the problem of HHS being not well-known
in Singapore as the YouTube mini-series will capture the attention and sympathy
of the target audience while informing them through a first person viewing
experience of what HHS does on the ground. This would also mean that by having
more viewers following the mini-series, the probability of gaining more manpower
through new donors and volunteers would increase.

 

Distributing
Brochures around strategic locations in Singapore and individually spread awareness
about HHS. This can be implemented by first designing, then printing and
finally distributing the brochures at a physical location. Personally
distributing them at certain strategic locations such as the Central Business
District or at HDB show flats will be the most effective way to get through to
the target audience of working adults. This is because when distributing
brochures at HDB show flats for example, the target audience can personally
relate to those HHS is helping, as they would empathise with agree with the
need and importance of having a decent place to live, ultimately gaining common
ground with HHS and its mission. This will tackle the problem of HHS being not
well-known as through the brochures, it will raise awareness regarding HHS to
the working adults who are interested while also increasing the chances of gaining
future volunteers and donors.      

 

Proposal

I feel
that the Guerrilla Marketing Campaign is the best solution.  It is the most feasible and efficient method
to market HHS and spread its awareness amongst the working adults. Compared to
printing out information or slowly showcasing it through an online mini-series,
the guerrilla marketing campaign can directly and quickly convey information to
the target audience. This is due to the minimalistic while unconventional
nature of marketing, creating a lasting impression and making it viral. It is
also the most cost effective solution among the three. The guerrilla marketing
campaign would require only a single payment for setting up and displaying the
advertisement. It would also not require constant maintenance or manpower to
showcase the campaign. This is because of the fact that the static display from
the campaign relies more on creativity and imagination compared to a high
budget. In addition, it would provide the fastest foreseeable outcome. The
guerrilla marketing campaign would attain the fastest results at the end of the
campaign due to the nature of it being a viral marketing solution. Once it
generates enough public discussion, word of mouth marketing would take over;
ultimately there would be an increasing trend of working adults following HHS
and supporting its programmes through donating or volunteering. However, a
downside of the guerrilla marketing campaign would be the amount of information
that can be shown to the target audience. Though not in detail, the guerrilla
marketing campaign can convey only enough information for the target audience
to find the relevant contact information and sites for HHS. But, that does not necessarily
mean that those who have seen the advertisement would find out more about HHS from
its websites. The campaign could garner enough publicity and new followers but
it still may not be enough. The campaign’s static display would only have a brief
description of what HHS is, and hence some may not feel compelled enough to actually
follow through the campaign’s call to action, to be a volunteer or donor and
help the less fortunate elderly or those living with disabilities have a decent
home.

 

The
YouTube Miniseries is not an ideal solution. An advantage of the YouTube
mini-series would be the fact that it can directly show what HHS is about and
what a volunteer does for example, making it more engaging and personal to
viewers. This is because; the episodic nature of the mini-series would make
viewers be invested in the series and perhaps even being part of it by
volunteering with HHS. However the mini-series poses more disadvantages as firstly
there is a lack of followers on YouTube. Currently, HHS has only 51 subscribers
on its YouTube page. This proves that to have enough viewers to even notice or
invest in the mini-series, a separate marketing campaign must be started. The
time and budget used for marketing the mini-series would be wasted as it is not
enough to promote and spread awareness about HHS, as only its specific YouTube mini-series
is to be promoted. In addition, another disadvantage is that the ideal target
audience for a mini-series is not working adults. As much as YouTube is one of
the most popular social media platforms in Singapore, most of its users are the
youth or the elderly, not the target audience of working adults. Hence, there
will be the least outreach and lowest possibility of working adults
consistently following up with the videos as the target audience for an
effective mini-series is not working adults.

 

Distributing
Brochures is also not an ideal solution. An advantage of it would be that it
filters out those in the target audience who are actually interested in HHS and
those who are not. This is because a representative of HHS has to personally
give the brochure to an individual and make that person invested enough to follow
through a call to action, meaning that by accepting a brochure, common ground
and interest in HHS would further compel the individual to help volunteer or be
a donor. However, this solution is has more disadvantages than advantages. This
is so as HHS would require a physical presence to distribute brochures. In
order for the brochures to be the most effective, a physical booth or sales
representative of HHS must be present to give them out at strategic locations. This means that additional volunteers
would have to be unnecessarily posted to maintain a physical presence. Instead of squandering the manpower, the volunteers can be
redeployed to more crucial programmes within HHS which requires more support. Also
another disadvantage is that it would take time to reach a favourable outcome. Even
with volunteer sales representatives of HHS giving out the brochures at
strategic locations, they can only give them to individuals of the target
audience, making it a slow process to spread awareness about HHS. It would take
a long time before any visible outcome can be achieved; this is due to the slow
rate of distribution and individual marketing as compared to the other
solutions.