tierra del sol imc campaign

TIERRA DEL SOL

“MORETHANAHOME”

EXECUTIVE SUMMARY

•  Theen/readver/singplanhasbeenframedandconstructedaroundtheideaofimprovingpeople’squalityoflife,specificallythelivesofthosewithlowincomes.

•  TheIMCplanprovidesTierraDelSolwithvaluableinforma/onthatwillfacilitatethedistribu/onofinforma/ontopoten/alconsumers.

TIERRA DEL SOL •  TierraDelSolHousingCorpora/onwasestablishedin1973andhassinceworkedtohelpruralNewMexicansachieve“thegoalofadecenthomeandasuitablelivingenvironment.”

•  Today,TierradelSolistheleadingproducerofaffordablehousinginNewMexico,andoneoftheleadingproducersofsinglefamilyandmul/familyhousinginthesouthwestregionoftheUnitedStates.

•  Therearecurrentlythreebranchloca/onsthroughouttheregion.–  LasCruces,NewMexico–  Anthony,NewMexico–  ElPaso,Texas

COMPETITION

MesillaValleyHabitatForHumanity•  ServesGreaterLasCrucesareainDoñaAnaCounty

•  MVHHseekstoeliminatepovertyhousingandhomelessness.Theyworkinpartnershipwithlocalorganiza/ons,businesses,andpeopleeverywheretodevelopcommuni/esforpeopleinneedbybuildingsimple,decenthomesinLasCruces.

COMPETITION

MFAHousingCorpora7on•  Providesfinancingforhousingandotherrelatedservicestolow-to-moderateincomeNewMexicansatnocosttotaxpayers.

•  AllstateandfederalhousingprogramsareadministeredbytheMFA,includingSec/on8housing,whichprovideslowincomefamilieswithhelppayingrentandfinancialassistanceforhousingexpenses,andtheDepartmentofEnergy'sweatheriza/onprograms.

•  TheMFAisalsoadministersNewMexico'sregionalhousingauthori/es.

CONSUMER SUMMARY •  PrimaryTarget:Ages25-40,Lowincome•  Characters:

–  (Housing)Character:GabeHernandez•  Age:31•  Happilymarried•  2children,expec/ng(2boys,expec/nggirl)•  WhyTDS?Currentlyren/ngandwantsabiggerhouseforfamily.Hassomecreditcard

debt,anddoesn’thaveenoughmoneytobuyanewhome.Preparingforhisrealfirsthome.

–  (Foreclosure)Character:BrianToles•  Age:42•  Married•  Childrengrown•  WhyTDS?Housebeingforeclosedandheneedshelptoavoidbeingforeclosed.Needs

financialadvising.–  (Educa/on/Counseling)Character:Regina

•  Age:33•  Singlemother•  3kids:14,6,&3•  WhyTDS?Inneedoffinancialeduca/onandcounselingtomovetowardsowningherown

home.

SWOT ANALYSIS STRENGTHS

•  Local:knowcommunity,culture,

geographyofregion•  DiverseServices:FreeCounselingand

ForeclosureEduca/onprograms•  Servicetailoredtocustomer’s

individualneeds•  Onestopserviceforhousingand

counseling

WEAKNESSES

•  Organiza/onofinforma/on•  Communityawareness

OPPORTUNITIES

•  GrowthofLasCruces/WestTexas=morepeopleinneed

THREATS

•  Compe//on:MesillaValleyHabitatforHumanity/MFAHousingCorpora/on

PROBLEMS & SOLUTION

Problems:1.Awareness&presenta/onofservices/informa/on

•  TDShasnothadveryclearlydefinedmarke/ngstrategies•  Lackofmarke/ngcommunica/onsduetolowawareness

2.Compe//on•  LasCrucesandsouthwestTexasareasarebecominghighlycompe//ve

Solu7on:Createappealingandfocusedmarke/ngcommunica/onsbyposi/oningTDSaslocal,community-orientedbecauseofpersonalizedservices

POSITIONING / USP

•  Local/Community–Oriented– TDSisnotdoingbusinessINthecommunity,itisdoingserviceFORthecommunity

– TDSknowsthecommunitybecausetheyarepartofit

•  PersonalizedServices– TDStailorsservicestoeachindividual’sneedswithinthecommunity

2015 TDS IMC CAMPAIGN

•  Radio•  Brochure•  4PrintAds/Fliers

•  Localnewspaper•  PressReleases

ADVERTISING STRATEGY

•  IncreaseAwareness– TDSinthecommunity

•  Crea/ngNewPercep/on– Local/Community–oriented– PersonalizedServices

Brochure Outside

BROCHURE Inside

PRINT ADS

Print Ads

RADIO

FirstHome

Housing

Local

Press Release

SUGGESTIONS

Website:Incorpora/ngSocialMediaBenefits:•  FREEadver/sing/wordofmouthSuggestedSites:•  FaceBook