Download - Tierra Del Sol IMC Campaign
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TIERRA DEL SOL
“MORETHANAHOME”
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EXECUTIVE SUMMARY
• Theen/readver/singplanhasbeenframedandconstructedaroundtheideaofimprovingpeople’squalityoflife,specificallythelivesofthosewithlowincomes.
• TheIMCplanprovidesTierraDelSolwithvaluableinforma/onthatwillfacilitatethedistribu/onofinforma/ontopoten/alconsumers.
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TIERRA DEL SOL • TierraDelSolHousingCorpora/onwasestablishedin1973andhassinceworkedtohelpruralNewMexicansachieve“thegoalofadecenthomeandasuitablelivingenvironment.”
• Today,TierradelSolistheleadingproducerofaffordablehousinginNewMexico,andoneoftheleadingproducersofsinglefamilyandmul/familyhousinginthesouthwestregionoftheUnitedStates.
• Therearecurrentlythreebranchloca/onsthroughouttheregion.– LasCruces,NewMexico– Anthony,NewMexico– ElPaso,Texas
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COMPETITION
MesillaValleyHabitatForHumanity• ServesGreaterLasCrucesareainDoñaAnaCounty
• MVHHseekstoeliminatepovertyhousingandhomelessness.Theyworkinpartnershipwithlocalorganiza/ons,businesses,andpeopleeverywheretodevelopcommuni/esforpeopleinneedbybuildingsimple,decenthomesinLasCruces.
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COMPETITION
MFAHousingCorpora7on• Providesfinancingforhousingandotherrelatedservicestolow-to-moderateincomeNewMexicansatnocosttotaxpayers.
• AllstateandfederalhousingprogramsareadministeredbytheMFA,includingSec/on8housing,whichprovideslowincomefamilieswithhelppayingrentandfinancialassistanceforhousingexpenses,andtheDepartmentofEnergy'sweatheriza/onprograms.
• TheMFAisalsoadministersNewMexico'sregionalhousingauthori/es.
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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.
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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
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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
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POSITIONING / USP
• Local/Community–Oriented– TDSisnotdoingbusinessINthecommunity,itisdoingserviceFORthecommunity
– TDSknowsthecommunitybecausetheyarepartofit
• PersonalizedServices– TDStailorsservicestoeachindividual’sneedswithinthecommunity
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2015 TDS IMC CAMPAIGN
• Radio• Brochure• 4PrintAds/Fliers
• Localnewspaper• PressReleases
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ADVERTISING STRATEGY
• IncreaseAwareness– TDSinthecommunity
• Crea/ngNewPercep/on– Local/Community–oriented– PersonalizedServices
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Brochure Outside
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BROCHURE Inside
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PRINT ADS
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Print Ads
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RADIO
FirstHome
Housing
Local
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Press Release
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SUGGESTIONS
Website:Incorpora/ngSocialMediaBenefits:• FREEadver/sing/wordofmouthSuggestedSites:• FaceBook