Case Study: Elevating Awareness for Palouse Habitat for Humanity
Client: Palouse Habitat for Humanity
Objective: Boost community awareness and engagement with the Surplus Store among Pullman residents, increasing foot traffic and fostering brand loyalty.
Background
Palouse Habitat for Humanity, an affiliate of Habitat for Humanity International, has served Whitman and Latah counties since 2012, building 21 homes and assisting over 200 individuals. Its Surplus Store in Moscow, Idaho, offers affordable home improvement supplies, furniture, and appliances. The store directly supports its mission to eliminate poverty housing.
Despite its contributions, the Surplus Store faces visibility challenges, especially in Pullman, Washington, located just 10 miles away. Pullman, home to a diverse population of renters, homeowners, and students, remains an untapped market despite its strong alignment with the store’s offerings.
Challenges and Opportunities
Challenges:
Low brand awareness in Pullman.
Misconceptions that Habitat for Humanity only serves low-income families.
Minimal engagement with social media platforms.
Competition from larger, well-known suppliers like Moscow & Pullman Building Supply.
Opportunities:
Pullman’s growing population and high percentage of renters (70%) who frequently require affordable furnishings and home improvement items.
A strong DIY culture among Millennials and Gen Z, who prioritize sustainability and affordability.
Post-pandemic increases in home improvement activities, with 82% growth in demand for renovation supplies.
Research Insights
Comprehensive qualitative and quantitative research informed the campaign’s strategies:
Shopping Habits:
58% of Pullman residents shop at thrift stores.
34% spend $101+ monthly on home improvement projects.
Product Preferences:
Lumber, furniture, and appliances were identified as the most sought-after items.
Community Engagement:
Many residents prefer in-person events and rely on word-of-mouth recommendations over social media.
Local radio and newspapers, including the Moscow-Pullman Daily News, remain effective communication channels.
Campaign Goals
Build awareness of the Surplus Store among Pullman residents.
Establish the store as a first-choice destination for affordable, sustainable home improvement supplies.
Increase store traffic and sales by 10% within a year.
Strategies and Tactics
1. Community Engagement Events
Tile Painting Workshop:
A family-friendly event where participants paint tiles using store-supplied materials.
Promote in-store products and encourage social media engagement via QR codes.
Include a $5 participation fee and a $25 gift card prize for the best design.
Quarterly Seasonal Events:
Workshops on topics like holiday decor crafting and DIY repair tutorials to keep the community engaged year-round.
2. Enhanced Marketing and Promotion
Strategic Signage:
A-frame signs placed in high-traffic Pullman locations to increase visibility.
Promotional Items:
Stickers and water bottles with the slogan “Build a Better Life on the Best Budget” to distribute at events and in-store.
Social Media Content:
Create posts showcasing affordable solutions and real-life success stories of customers improving their homes.
3. Multi-Channel Communication
Collaborate with local radio stations and newspapers to reach older demographics.
Leverage newsletters to keep existing customers informed about events and promotions.
4. Word-of-Mouth and Community Partnerships
Encourage attendees and satisfied customers to share their experiences.
Partner with local schools, community groups, and events to extend the store’s reach.
Budget
The campaign operated on a quarterly budget of $1,155, covering event supplies, signage, and promotional materials. This scaled to $4,620 annually to support consistent engagement efforts.
Evaluation and Results
Metrics for Success:
Attendance at community events.
Increased store visits and sales data.
Growth in social media engagement and group membership.
Outcome Goals:
Tile Painting Workshop Success: Generate significant foot traffic, with attendees praising the event as both enjoyable and informative.
Social Media Growth: 35% increase in membership with more active engagement.
Sales Growth: Store sales rise by 8% in the first six months, on track to meet the annual goal of a 10% increase.
Conclusion
The Palouse Habitat for Humanity awareness campaign successfully addresses visibility challenges in Pullman through a blend of community engagement, strategic advertising, and creative branding. By focusing on family-friendly events, multi-channel outreach, and word-of-mouth strategies, the campaign strengthens the store’s connection to the community while driving measurable results.
