The departments at Habitat Kent County were accustomed to working autonomously, but under new leadership, there was a desire to unify communications. After interviewing directors, staff, volunteers and homeowner families, we were able to develop a personal corporate voice, key messages and a brand identity that unified the communications within the Habitat affiliate.
We also performed secondary and primary research, including mystery shoppers, to increase brand awareness and sales for ReStore. We developed an integrated marketing plan that strategized how to improve customer service, store appearance, merchandise, pricing and messaging. Within a year of implementing this plan, ReStore achieved record-breaking sales and is considering opening a third location.
We needed to convey that Habitat Kent was revitalizing multiple homes in one neighborhood as opposed to a few homes in multiple neighborhoods. The building blocks identity we developed can be interpreted in numerous ways, all holding true to the impact of Habitat in Kent County: Habitat is selecting specific neighborhood blocks to target revitalization efforts, by donating, you are putting the building blocks in place, setting the foundation for Habitat’s future, and building blocks represent a child’s toy, representing the children impacted by Habitat’s neighborhood revitalization efforts
Habitat’s Family Services department was struggling to find qualified homebuyers. Together, we strategized how to target homebuyer applicants in West Michigan. By simplifying key messages, refining their follow-up process and sharing the message through TV, print, outdoors and referrals, Habitat increased their number of prequalified applicants by 650% in four months.