INTRODUCTION

THE CLIENT: HOME MATTERS

The client for 2015 is Home Matters America, a national movement designed to ensure that every American lives in a safe, nurturing environment with access to education, health care, public spaces and community services. Home Matters shines a much-needed spotlight on the larger power of Home: supporting people’s identities, protecting and nurturing families, providing essential links to communities, and serving as the base for a stronger America.

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THE BIGGEST LITTLE TEAM

The Biggest Little Bateman Team is a diverse group of students. Only one member is a Reno native, the other members relocated to their new home for schooling. The team came from very different backgrounds. Affiliations with the Black, Muslim, Jewish, LGBT, and local community lent a well-rounded idea of “Home” to the team.

The Home Matters Reno campaign focused on inspiring individuals throughout the Reno community to join the movement. From politicians to students, every voice played an integral role in this campaign’s success. Our tactics encouraged participation, explored unconventional avenues and highlighted the importance of Home Matters’ presence in our city. With persistence and commitment, we ignited interest and support for the Home Matters Reno movement.

Located in the “Biggest Little City,” our little Reno team worked to accomplish big goals! Understanding that Reno faces issues that parallel the problems Home Matters is working extensively to improve, we quickly recognized that a campaign focused on building local Home Matters supporters was paramount. We knew that our campaign needed to provide a foundation for future growth of the movement, while helping overcome the many challenges the community currently faces. Overall, we worked to establish preventative measures that would ensure sustainable and long-term growth of the Home Matters Reno movement and we created our campaign strategically to ensure the elements were realistic.

The most influential movements in history began with an indistinguishable flame, inside the hearts of a few brave souls. A steady increase of education raised community awareness, leading to inspiring efforts that changed our national landscape. To accomplish such a lasting change, individuals of diverse race, gender and socioeconomic backgrounds joined together for a common cause to benefit our nation. The 2015 University of Nevada, Reno Bateman team aimed to establish and position Reno as the flame that would ignite awareness for the Home Matters America movement around the nation. By kindling passion for housing issues and creating a presence for Home Matters in our community, we built a united front against the housing crisis locally, with the intent to fuel future growth nationally. This effort encompassed the key values of the client and is the foundation of our campaign, which was designed as a template for Home Matters to utilize nationally for any community that does not have a local Home Matters presence.

In 2010, Nevada ranked first in the nation with the most foreclosures per capita. In the same year, Reno’s unemployment rate was 13.2 percent compared to the nation’s average of 9.6 percent. Nevada is also last in the nation in terms of education. These issues illustrate the necessity of the Home Matters movement in Reno. Improvements have not been fast even though recent initiatives - including a vibrant start up community and revitalization of the Midtown region - have pumped new hope into our community.

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SITUATION ANALYSIS

Through extensive research of nearly 50 different institutional sources, articles and data, we discovered key findings about each of our target audiences. Learning about each individual audience was critical to establishing a successful local presence of Home Matters in the Reno area.

Findings for Millennials

Secondary Research

Findings for Young Mothers

Findings for Baby Boomers

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According to Home Matters America, “more than half a million people in the United States do not have a home – a quarter of these individuals are children. And over half of all Americans have had to make at least one sacrifice in order to pay their rent or mortgage. Similarly, hundreds of thousands of neighborhoods in the country lack simple services, such as after-school programs for children, affordable cultural activities, sufficient legal enforcement and other amenities that make a stable, safe living environment in which individuals and their families and friends can thrive.

Locally, Reno struggles from similar issues on a greater scale which impact individuals, families and the community’s ability to support quality of life initiatives around affordable, safe and sustainable housing . According to the Department of Employment, Training and Rehabilitation, Reno and the state of Nevada were the most negatively affected during the recession, mostly due to above average levels of employment in the construction industry and the state’s reliance on tourism and gaming. Reno and Nevada’s recovery has lagged the national economy, but the economic situation is improving in Nevada. Employment will likely remain below the peak levels achieved in 2007 for several more years.

To put this in perspective, Nevada lost almost 200,000 jobs. Reno’s nine percent foreclosure rate represents more than half of the entire state of Nevada, which stands at 15 percent. Existing state organizations and committees exist to fight the jobless and foreclosure crisis, however, resources are limited and greatly stretched. Nearly 18.6 percent of Reno’s population lives below the poverty line. The city’s population grew nearly 3.2 percent in just the past three years as Reno is rebounding from the recession. As the market continues to grow, so does the issue of affordable housing and poverty.

Millennials are the game changers. Their overall social awareness drives them to become involved in combating societal issues. According to our research, 87 perecent of millennials reportedly made financial contributions to non profits last year, along with volunteering. Known as a “University town,” 31.3 percent of the city’s population is comprised of Millennials. They are a strong voice within the community.

Young mothers as it would be expected are constantly worried about their family’s well being. In fact, in a recent study by BabyCenterSolutions.com, young mothers today were more likely to describe themselves as “protective, worried, and enabling” in comparison to previous generations. Their worry and care for their families combined with increased social awareness makes young mothers the perfect audience to carry and nurture the Home Matters message. As an added bonus in targeting this audience, according to TownCharts.com 76.1 percent of female Millennials in the Reno area are now young mothers.

According to a study by the National Conference on Citizenship, Baby Boomers are more likely to vote than any other generation making them a critical audience to target in creating political awareness and action in the Reno community. They are also the generation that tends to take the most pride in the perception of their home. Baby Boomers will be a key force and a useful alliance as 22 percent make up the Reno population and Reno has been voted one of the best places for the Baby Boomer generation to live.

Primary Research Conclusion: From our research, we determined the following findings would be crucial for engaging these target audiences in the Home Matters Reno movement: It would be necessary to provide an outlet for Millennials to get involved. Establishing an organization/ affiliation with the University would be key in reaching this audience. In order to gain the interest of young mothers, our team would have to discover a way to drive messaging through family members. They would be more inclined to listen if information came from a credible source they have a close relationship with. Baby Boomers’ tactics would have to be well-detailed and clear. They would be less swayed by creative tactics and need to experience a more solidifed presentation approach in order to consider participation.

Secondary Research Conclusion:

Our team completed one online survey, one focus groups and conducted homeowner/ professional interviews. Throughout the discovered key findings related to the opinions and feelings about the issues at hand. Having a deeper understanding of these perspectives, we would be able to strategically shape how we would approach each audience.

Findings for MillennialsReno Millennials demonstrated no prior knowledge of the Home Matters America movement. They recognized the issue of home-lessness in the community, but did not feel directly affected by the housing crisis. 90 percent shared they would be willing to get involved if provided a legitimate opportunity that focused on improving Reno’s local housing initiatives.

Findings for Young MothersYoung mothers demonstrated no prior knowledge of the Home Matters America movement. They recognized the housing issues in the community, and some were affected by it. Many felt they are still working to obtain the American Dream. Family is their primary concern and they would be inclined to participate in activities if there is significant benefit for their children.

As the primary group of homeowners out of the target audiences, many felt this issue was not necessarily relevant to the Reno community. As the previous audiences, Baby Boomers demonstrated no prior knowledge of the Home Matters movement. They are heavily influenced by political policy and regard the issue of affordable housing in the direction of their party lines.

Findings for Baby Boomers

Primary Research

Facebook is by far the most effective social media platform for us to share our content as well as the best platform to generate engagement between Home Matters Reno and people of the local community. Because of the ‘College Town’ persona Reno adopted in the last fifteen years, we decided to center a large majority of our tactics and focus to the Millennial target. According to our research, 31.3 percent of Reno’s population is comprised of Millennials, and 27.8 percent of those Millennials attend the University of Nevada.Lastly, our secondary research confirmed our beliefs that Millennials are the most socially aware of the targets. Education, poverty, and the environment are the causes Millennials care about most. Furthermore, the research revealed that despite low incomes and unsteady financial situations, Millennials place a large value on being philanthropic, with 71 percent raising money on behalf of a nonprofit, and 57 percent of doing volunteer work in the past year. These percentages are the highest of any generation.

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Progress Reno’s exponential economic and population growth provide a platform to support Home Matters locally. As number eight on the list of “Top 15 Startup Locations in the Nation,” Nevada beat out reputable contenders such as New York. The housing market has improved by 40 percent in the last four years and continues to climb. This city has the necessary urban progression.

Our primary research revealed 84 percent (61 of 73 people) of the community supports local initiatives and organizations. The abundance of backing from residents reflects the city’s collective desire to transform Reno’s image. With this percentage, it was possible to establish a strong foundation for the Home Matters movement.

Participation

“Home Means Nevada ” is a part of Reno’s identity and the fabric of our state. The idea of “home” resonates within community because it is connected to our experiences as Nevadans. 97 percent of surveyed participants said they would be willing to support local initiatives. This was an advantage to driving the emotional elements of our campaign.

Pride

AccessibilityOnly three official shelters are available to provide assistance to Reno’s poverty-stricken families. The combined capacity of the facilities falls short of aiding over 500 remaining individuals. This also fails include the 15.1 percent (out of 433,781) who live below the poverty line and struggle to maintain stability. Despite the willingness of the community to help, there is a small amount of resources available in comparison to the number people.

Lack of AwarenessAccording to our primary research, 96 percent (71 of 74 people) of our survey participants were unaware of Home Matters America. Diving into the local issue further, we also learned that many residents were unaware of the prevalence of homelessness in Reno. The issue is often overlooked in the grand scheme of community concerns. If the community does not understand the magnitude of the issue, it could be difficult to drive participation in the Home Matters Reno movement.

Negative ConnotationThere is a strong negative connotation associated with homeless individuals both nationally and locally. Within the Reno area, many research participants felt that local homeless individuals were mainly addicts or felons. The stereotype is deeply ingrained in our community, which will be challenging to counter. We must find a way to establish a new perspective, otherwise the cause will not be able to sustain growth.

CHALLENGES OPPORTUNITIES

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TEAM OBSTACLESAs a team, we faced a few unforseeable challenges in planning and implementing our objectives and tactics. These factors played into our campaign decisions and results.

Four out of five team members lost close family members in the course of this competition.Scheduling conflicts and mental duress caused difficulty in maintaining consistent project scheduling.

TimeWeather SupportMany of our tactics had to be changed due to notoriously unpredictable weather in Northern Nevada. Our team worked to find quick solutions and reasonable alternatives.

When reaching out to local political officials, we received very little support. Many officials felt that the housing problem was not one that could be fixed locally. The absence of their support shifted our plans.

Despite these difficulties, the Biggest Little Bateman Team supported each other, collaborating to make the best of their circumstances!

TARGET AUDIENCES

Millennials

Baby Boomers

Based on the research we conducted , including: census data, social media analysis, primary and secondary research, the Biggest Little Bateman Team agreed that Home Matters target audiences were spot on to help the movement grow not only nationally, but establish a local presence and grown in Reno. We discovered strong similarities between young mothers and Millennials, but still employed separate messaging and tactics to reach both. Our research also showed that the audiences we needed to focus on most would be the Millennials and Baby Boomers.

*One key finding: while all young mothers fall under the Millennial age range, not all Millennials are young mothers. Since Reno does not currently have a Home Matters supporter(s), our team identified that it would be crucial to include an additional target audience: potential Home Matters Reno supporters. We recognized the importance of developing messaging to reach potential organizations to establish a Home Matters Reno supporter(s) and evoke long-term local support for Home Matters in Reno.

Ages 18-34, variety of students, local working professionals, volunteers and employees. Millennials make up 31.3 percent (70,627) of Reno’s total population. They are still working to afford housing and do not see establishing a home as a necessary goal. Highly engaged on social media and involved in community service in the area.

Ages 18-34, running a household with one or more children, married or a single parent. Approximately 1 in 5 moms, 22 percent, is a Millennial Mother, accoutning for nearly 9 million people. According to the U.S Census, Single mothers account for 7 percent (6,402 out of 90,924) of the total households in Reno. Married young mothers account for 16.9 percent (15,335 out of 90,924) of the city landscape. They are generally financially stable, though a percentage of the Reno community mothers fall within the range of qualifying for affordable housing.

Born between the year 1946 and 1964, they make up 22 percent (49,460) of Reno’s total population. The target consists of local working professionals who have families and established homes in Reno. This group also consists of the majority of city and state lawmakers, who have the legal influence to implement change.

*Potential Supporters Educational, nonprofit and for-profit sector businesses and organizations that have credibility and notoriety in the community. These groups cater to and reach the audiences who will help the Home Matters movement grow in Reno.

KEY MESSAGES

“Home Matters parallels 'Home Means Nevada.’ The Home Matters movement aligns with the state sentiment (and official state song) “Home Means Nevada.” “Home Means Nevada” is a part of Reno’s identity. The idea of “home” resonates within community because it is connected to our experiences as Nevadans. The more states that demonstrate pride, the stronger the national movement becomes.

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Primary Audiences

Secondary Audiences

Young Millennials

Home Matters builds character.The Home Matters movement shows how “home” builds character. The Home Matters Reno social media outlets provided engaging stories, accounts and personal statements of individuals from the Reno community, and highlighted their interpretations of home. The content connected with Home Matters’ national content, but more importantly, showed the similarities of Americans around the nation . We may live in different zip codes, but we fundamentally understand that home builds an individual’s character.

Home Matters unifies communities.As the saying goes “It takes a village.” In order for the Home Matters movement to become successful locally, quantity does matter. We needed as many people as possible to show support. Building numbers helped gain traction, build long-term buy in and help ensure future success for a Home Matters movement in Reno.

CAMPAIGN OVERVIEW

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Dream Doors

Dream Drive

Home Matters Reno Website

Valentine’s Day Video

Youth Empowerment Night

Professional Meetings

The Dream Doors were a concept created by the Biggest Little Bateman Team to inspire the Reno community to open the door to a new future. Highlighting new American Dream, we hoped to inspire a fresh way of thinking and leave a lasting impression. This creative experience sparked community members to think in a way that combines whimsical dreaming and worldly thoughtfulness. The sharing of aspirations making their dreams tangible when written on the Dream Door.

In a town that had no prior knowledge of the Home Matters movement, we set out to not only gain affiliates but make their commitment to this new movement effortless. To ensure that the Home Matters information would be easy to understand and the transition to begin to advocate for this new entity would be seamless, we created Dream Drives. Upon becoming a new affiliate and supporter of Home Matters Reno, The Biggest Little Bateman Team would present the joining force with a flash drive that entailed all information needed to begin to support the cause.

To serve as a grand central station for our social content, we created HomeMattersReno.com. The website provided a single location the team could organize and collect various types of media content, as well as prepare it to be shared over the social outlets. The website was particularly beneficial in our collection of blog submissions from community members telling their personal stories about their idea of home.

In many ways the idea and feeling home evokes is synonymous with love. Home is meant to be a safe, caring place similar to the way love offers happiness and comfort. With this in mind, we created a Home Matters Reno video specifically to launch on Valentine’s Day to show our personal associations between love and home. In a close-knit community like Reno, the sharing of personal stories is an unparalleled way of spreading a meaningful message.

The future rests with the younger generations and in a community like Reno, mountains are moved for those who strive to improve the lives of children, education and the future of our community. A youth empowerment night to raise community awareness fit perfectly with Home Matters Reno principles. To ignite our campaign we joined forces with the Reno Big Horns, the local NBA D-League team, who hosted a youth empowerment night. The Dream Doors and The Biggest Little City Team’s presence at the game launched the Home Matters Reno campaign into the community flawlessly.

Acquiring the attention of prominent figures in the community would lead us to gain affiliates, spread further awareness and gain new contacts for Home Matters Reno. A face-to-face meeting is the most beneficial way to begin such a conversation and create understanding and support for a new venture. The motto “The Biggest Little City in the World” rings loud and clear in the business networks of Reno, as it would seem everyone is connected in some way. We targeted multiple politicians, local businesses and nonprofits to set up one-on-one professional meetings with the people who could truly make a difference in the community with the Home Matters principles.

'Walk A Mile’ EventThe Home Matters Reno campaign was designed to carry on long after the month of February, so to mirror this continuity we made our campaign come full circle and ended the month with a community event, similar to the way we started the month. Walk a Mile in My Shoes is an event organized by the Reno-Sparks Gospel Mission to raise community awareness for the homeless population in the area. The Biggest Little Bateman Team joined the group for the walk and carried various props to broadcast the name Home Matters Reno and give their united team support.

OBJECTIVE ONE

Objective: To increase awareness of the Home Matters mission and movement by 20 percent in the Reno area by Feb. 28, 2015.

Strategy 2: Familiarize target audiences with Home Matters through face-to-face engagement by participating in community outreach events Rationale: According to our primary research,

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Tactic 1: Table at NBA league Reno Bighorns Youth Empowerment game night to engage target audiences in conversation about Home Matters and distribute informational collateral.Tactic 2: Participate in the Reno-Sparks Gospel “Walk a Mile in My Shoes” downtown fundraiser to highlight and spread awareness about home matters.

Strategy 1: Creatively spread the messaging of Home Matters to drive engagment and promote discussion about the Home Matters Reno movement.

Tactic 1: Paint and decorate five “Dream Doors” and set up in popular city locations for residents to sign and share their personal perspective of the American dream.Tactic 2: Create and distribute infographic with facts about homelessness and affordable housing nationally and locally. Place at locations around campus, the local community and online.Tactic 3: Create and distribute collateral materials highlighting the five key points of Home Matters movement (educate, support, collaborate, engage, celebrate) , including HMR social media handles.Tactic 4: Create “home” coloring sheets with Home Matters information included for children of young mothers to color and take home at events.Tactic 5: Create and present informational Home Matters presentation to Northern Nevada political officials, housing authorities and nonprofit organizations, while discussing potential future action. Tactic 6: Secure placement in local news and radio organizations to spread awareness of the Home Matters Reno Campaign and upcoming events.Tactic 7: Film a group of local community members sharing the meaning of the American Dream for presentation.

Objective One: Increase awareness by 20 percent Outcome: ExceededTying back to our research, nearly 96 percent of Reno citizens had not heard of the Home Matters movement, In our efforts to increase awareness, our team achieved all strategies and tactics, concrete and creative, as planned. Our research highlighted the importance of “local” over “national” in the city, so we strategically capitalized on localizing the Home Matters principles . We gained 110 signatures on the Dream Doors, passed out 224 handouts tabling at the Bighorns game, reached 145 people at the “Walk a Mile” in my shoes event along with gaining placement in video created by Reno-Sparks Gospel, and received story placement about the campaign in the Nevada Sagebrush and on Wolf Pack Radio. Along with our social media count, our campaign reached over 3,000 people during implementation month. Given there was virtually NO awareness of the Home Matters National movement in Reno, our campaign efforts overacrched our goal tenfold.

Rationale: Due to the prevalence of the art community,

Goal: For Home Matters to become a recognized and supported movement in the Reno area by kindling an awareness and focus on housing, community, economic development and education, while driving

local support for long-term change.

Keeping these key messages and our research in mind, we aimed to deliver a straightforward campaign. Based on our research, in order to spark community involvement in Reno, the best method is a grassroots campaign. Our plan was inexpensive, concise and designed to leave an impact. Although social media was a heavy hitter in our campaign, word of mouth and personal interaction was just as important and powerful. Home Matters Reno is a movement, it is a feeling and it is an entity for the greater Home Matters to use to make way into Reno.

GOAL

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OBJECTIVE TWO

Strategy 1: Develop and maintain social media platforms to engage target audiences and provide information about the Home Matters national movement and the Home Matters Reno campaign.

Rationale: Social media, specifically Facebook, is the easiest and best way to carry our message to the community. Facebook is the most popular platform for all of our target audiences. We created an Instagram and a Twitter to remain within the brand standards of Home Matters America.

Strategy 2: Increase visitation for HomeMattersReno.com and our social media sites through print and online promotional effortsRationale: Primary and secondary research showed our target audiences access news and information through online platforms.

Tactic 4: Create a Home Matters Reno website that acts as a landing site for more Home Matters Reno information, personal narratives and campaign updates.

Objective Two: Capture 1,000 hits through social media and website engagementOutcome: AchievedOur Home Matters Reno Facebook page was successful in gaining 372 likes in 28 days. Our total reach through Facebook was 13,595 hits. This number is made up of each post’s reach on the Home Matters Reno Facebook combined. In order to calculate the total reach of Home Matters Reno’s Twitter posts, we added together the number of followers each person following Home Matters Reno had. Each tweet that was retweeted had the potential of reaching 1,843 people. Home Matters Reno’s Instagram had 52 total followers. By adding the total reach of each platform, Home Matters Reno received a total of 15,490 hits in the month of February. We exceeded this objective by nearly fifteen times our original goal.

Tactic 1: Create and maintain a Home Matters Reno Facebook page that highlights local efforts and personal stories with links to Home Matters national efforts. Tactic 2: Create Home Matters Reno Twitter focused on providing facts and sharing content from the national twitter account.Tactic 3: Create Home Matters Reno Instagram to highlight the people, faces, and places that make up the movement.

Tactic 1: Paint social media hashtag on the set of Dream Doors.Tactic 2: Include link to HomeMattersReno.com and social media accounts on all creative print collateral.Tactic 3: Encourage community to visit homemattersreno.com on all social media platforms.Tactic 4: Share links to personal blog entries from the website on Facebook, in order to drive traffic back to the site.

OBJECTIVE THREE

Objective: To establish two Home Matters affiliates within the education, nonprofit and local politics sectors in the Reno community to ensure a Home Matters Reno presence by Feb. 28, 2015 that continues beyond the conclusion of campaign.Strategy 1 : Engage in conversation with influential educational, nonprofit and city officials to garner support for a Home Matters in the Reno community.

Tactic 1: Email the offices of Mayor Hillary Schieve, former Mayor Bob Cashell, Governor Sandoval, Economic Development Authority of Western Nevada President/CEO Mike Kazmierski, The Washoe County Housing Consortium, Affordable housing Municipal Home Loan program, Volunteers of America, Reno Housing Authority Board and the Reno Area Alliance for the Homeless, University of Nevada, Reno and Nevada Panhellenic.Tactic 2: Schedule in-office meetings with staff members throughout the month.

Tactic 3: Consistently follow up with phone calls and emails on a weekly basis.Tactic 4: Create and provide informational packet and presentation at every scheduled meeting.

Rationale: Our primary research found that 27.8 percent of Millennials in Reno attend the University. Support from organizations affiliated with the University will ensure brand awareness amongst Millennials in Reno as well as the future success in Reno. By engaging local officials and uniting disparate nonprofits under a single banner, we will further establish a lasting Home Matters movement.

OBJECTIVE FOUR

Objective: To increase understanding among Millennials of the importance of Home Matters by 20 percent, in order to inspire engagement in long-term efforts for the Reno community.Strategy: Engage Millennials in discussion and conversation about Home Matters Reno through creative methods.

Rationale: Millennials will outnumber Baby Boomers in 2015. Millennials are also more likely to be socially aware and give their money to nonprofit organizations. Millennials are the key to creating a lasting Home Matters presence.

Tactic 1: Create KINDLE club, an officially recognized student organization at the University of Nevada, Reno to drive awareness of the local Home Matters movement to the university population.Tactic 2: Create engaging, yet brief presentation about Home Matters Reno and “What Home Means” to present in classrooms around campus.Tactic 3: Collect personal blog stories from Millennialls to post on HomeMattersReno.com and drive traffic to the site.

Tactic 4: Create picture frame and take Home Matters pictures at the City of Reno’s Pajama Crawl on February 14; distribute educational Home Matters Reno handouts at event touting: Education, Engage, Collaborate, Support and Celebrate.

Objective Four: To increase understand among Millennials by 20 percentOutcome: Partially AchievedOur primary and secondary research emphasized the Millennial generation’s involvement in social change and desire to help worthwhile causes. The Home Matters frame at the Pajama Crawl tactic allowed us to reach 175 Millennials with our messaging. We collected 28, full-page blog entries from participants, which were featured on the blog on our website. The KINDLE Club tactics were only partially met due to the complexity of the club creation timeline/ process. However, the club was officially instated the final week of February and currently exists in the Associated Students of the University of Nevada Club Registrar. The club has an official executive board and 15 members, who will work with the newly established supporting organizations to fuel efforts in the months to come.

Tactic 5: Share all Home Matters Reno social media posts on our University of Nevada, Reno Bateman team’s personal pages to expand the content reach toward Millennials.

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The final team total was $567.70 with $287.20 spent from the original $300 allotment and $280.50 from in-kind donations. This cost includes developing collateral, creative costs, printing and participation fees. An itemized budget can be found on Appendix Page A42.

BUDGET

Objective Three: Establish two official Home Matters supporters for Reno Outcome: Achieved/ExceededBy the end of February, Home Matters welcomed two official affiliates from the Reno area; Nevada Panhellenic and Northern Nevada Community Housing Resource Board. Along with achieving our original objective, we also partially exceeded it, Volunteers of America will be officially signing up after gaining approval from their national overhead. Each of these entities received our “ Dream Drive”, fully loaded with the communication tools necessary to encourage longevity of Home Matters in Reno.

Strategy 2: Develop print and digital collateral to help new affiliates communicate the Home Matters messaging to ensure consistency and sustainability of the local movement.

Tactic 1: Create and distribute “Dream Drive” that includes media talking points, press release samples, infographic, creative collateral, Powerpoint presentation, “How To Guide” for expanding the Movement and contact information.

Spent$287.20

In-kind$280.50

EVALUATION“ & CONCLUSION

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Our team whole heartedly took on the challenges that came with the Home Matters campaign. We wanted to be the spark to ignite awareness in our community about the changing American Dream and the new idea of Home. We received words of support from the community numerous times throughout the life of the campaign. “This is exactly what Reno needs” was reiterated to us repeatedly during the month. The community is ready for Home Matters and is ready to make change in our city.

In order to promote sustainability for the Home Matters movement, our team kindled passion in our community by establishing partnerships with local non-profits and other organizations around Reno and obtained three of them to become official affiliates of Home Matters America. Nevada Panhellenic, a coalition of the five Panhellenic sororities on the University of Nevada’s campus, became the first Home Matters affiliate in the Reno area. Nevada Panhellenic was sought after for their influence on campus as well as their willingness to help the community.

The second affiliate to join the Home Matters movement was Northern Nevada Community Housing Resource Board (NNCHRB). NNCHRB works closely with local businesses to raise funding to support new community housing initiatives for low-income and at-risk families. The Northern Nevada and California chapter of Volunteers of America, a charity that dedicates itself to helping the most vulnerable and under-served, will be signing up officially within a few weeks; they needed to gain approval from their national marketing overhead before making an official announcement. These Home Matters affiliates will carry the torch of change in to the future of Reno as well as inspire others in the community to take up the Home Matters movement.

Overall, our campaign reached over 15,000 people in the Reno area. Throughout implementation month, we were able to strategically influence a long-term change in our community. By uniting together under the banner of Home Matters, these local organizations are now in a better position to fight the housing crisis both locally and nationally. Being homeless does not solely mean living on the street. Living below the poverty line also strips the value of home. This movement aimed to re-establish a lost connection and build hope. At the start of our campaign journey, Home Matters America was simply a client. Five months later, we have a renewed sense of optimism and volunteerism. Societal problems like the housing crisis do not disappear by ignoring them. They are solved by individuals of various race, gender and socio-ecoonmic backgounds joining together for the greater good of humanity. The Biggest Little Bateman Team is humbled to have spent the last five months dedicated to bringing awareness to such a valuable cause. This experience has challenged us professionally, but also shined light on a greater truth. As we worked together, this school became a home and more importantly, we became family. So as this journey ends, knowing that our little family’s efforts opened the door to a brighter future for other familes in Reno, is something we will cherish for the rest of our lives.

“This is exactly what Reno needs.”SUSTAINABILITY

HUMILITY

APPENDIX CONTENTS

Situation Analysis-A3

Primary Research- A4- A8

Secondary Research- A9-A12

A1

Biggest Little Team- A2- A3

Key Messages-A3-A13

Objective One-A14-A23

Objective Two-A24-A35

Objective Three-A36-A37

Objective Four-A38-A41

Budget-A42

Campaign-A13

A2

Objective One-A14-A23

Objective Two-A24-A35

Objective Three-A36-A37

Objective Four-A38-A41

Budget-A42

My identity is something I’ve always struggled with. My mom is French and Syrian American and my dad is African American. Not only am I interracial, I am also a lesbian. Growing up my dad was in the Army so we moved every few years and it was always very hard for me to feel comfortable with myself when I had no sense of place. It was only recently that I realized that my home is not necessarily where I’m living – it’s wherever I feel loved and accepted for who I am.

Allison Ford

Reno has shaped every aspect of my life, especially my idea of home.Home to me is wherever you can find peace and joy and in Reno, Nevada there are so

many ways to do just that. Growing up and living here for 23 years has shown me that a sense of home can be found in nature, in the community and in the

people who surround you. Reno has a unique small town feel, even though the population is quite large. Being a native made it easy to connect to locals

during this competition and I am thankful for this opportunity.

Lauren Huneycutt

Shelby Wilburn (Account Executive)Growing up in a vibrant town like Las Vegas taught me to enjoy life, family and adventure. I’m the mellow girl with a bright smile, My large family has shaped who I am from the inside out and because of my stable home, even through rough times, I have a deep understanding of selfless love and how powerful optimism can be. I am a young professional, but more importantly an individual. An individual who values kindness, generosity and humility. Home is not a definition, it is a feeling. Whether I’m away at school or home for the holidays, I am grateful for the multiple families I have in my life. Working on this campaign has been a life-changing experience.

2015 University of Nevada, Reno Team

THE BIGGEST LITTLE TEAM

A3

Situation Analysis

Growing up as a first-generation Palestinian American, I had a very different home than most of my peers. My mother is American and my father moved to this country when he was a young man. Home was always synonymous with family. The most important thing my parents taught me was to always love and honor my family. Being an Arab and a Muslim is difficult in a post 9/11 America. I felt estranged from my home. I grew up in America, but suddenly I was seen as an outsider. Over the years, I have realized that America is my family. Sometimes you might fight with your family or have disagreements, but they are still your family. And America is still my home.

Content: More than half a million people in the United States do not have a home – a quarter of these individuals are children. A over half of all Americans have had to make at least one sacrifice in order to pay their rent or mortgage. Hundreds of thousands of neighborhoods in the country lack simple services in which individuals and their families and friends can thrive. Source: http://www.homemattersamerica.com/

Content: Reno and the state of Nevada were the most negatively affected during the recession. Reno and Nevada’s recovery has lagged the national economy, but the economic situation is improving in Nevada. Employment will likely remain below the peak levels achieved in 2007 for several more years. Reno’s nine percent foreclosure rate represents more than half of the entire state of Nevada, which stands at 15 percent. Source: http://www.realtytrac.com/statsandtrends/foreclosuretrends/nv/washoe-county/reno

Content: Reno and the state of Nevada were the most negatively affected during the recession. Reno and Nevada’s recovery has lagged the national economy, but the economic situation is improving in Nevada. Employment will likely remain below the peak levels achieved in 2007 for several more years.

Jamal Barghouti

Growing up, home was very simple for me. It was a safe place to sleep at night, a storage for my toys, but above all, it was where my family was together. But, when I was just ten years old, my parents, like many others across the nation, joined the divorce rate. What I learned

shortly after was how to appreciate home beyond just a place to slept at night. For me, home is defined by the people you are with who promise to always love you and who will always

be there for you, no matter where ‘there’ may be.

Mary-Kate Reilly

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Primary Research

Online Survey:Our group chose to create an online survey through Surveymonkey to share on Facebook to reach our target audiences. Our secondary research showed that Facebook is the most used social network for Baby Boomers, Millennials, and young mothers. We launched the survey on our personal Facebook profiles on Thursday, January 15, 2015.

• [Millennials: http://digiday.com/brands/millennial-media-consumption-habits-debunked-5-charts/]• [Baby-Boomers: http://www.marketingprofs.com/charts/2013/11209/how-baby-boomers-use-the-web-social-networks-and-mobile] • [Young Mothers: http://www.marketingprofs.com/charts/2013/11209/how-baby-boomers-use-the-web-social-networks-and-mobile

The survey was made up of three questions designed to understand the Northern Nevadan audience who would be exposed to our campaign in the month of February. The first question addressed the obvious, “Have you heard of the organization Home Matters?” We found that out of 74 people surveyed, 71 had not heard of Home Matters and 3 people had. This gave us an understanding of how much we would need to push the Home Matters brand in the Reno community to increase awareness about Home Matters and the Home Matters movement.

The second question was, “Do you prefer to support local Reno businesses or to purchase from national chains?” confirmed our belief that the Reno community would support a local movement rather than a national one. 61 people confirmed that they prefer to support local businesses while 12 chose chain businesses.

The last question was to see how we should approach the idea of home within our community. The question stated, “Which one of these words do you associate with the idea of ‘Home’?” 67 people making up 89.33 percent of people surveyed chose ‘warmth’. 4 people chose ‘structure’, 2 people chose ‘discipline’ and 2 people chose ‘territory’. This primary research became the foundation for our idea in creating the ‘KINDLE Club’, which promotes the Home Matters ideals as a club on the University of Nevada campus.

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Survey Question One

Primary Research

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Survey Question Two

Primary Research

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Survey Question Three

Primary Research

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Primary Research

Focus Group Breakdown:

Our group held a focus group consisting of twelve participants on Thursday, December 11, 2014 at 7 p.m. in the Reynolds School of Journalism, Reading Room, at the University of Nevada, Reno. The twelve participants were divided into three groups, four from each original target audience.They were each asked the same six questions which allowed for us to understand more about the target audiences within the Reno community and their feelings regarding home.

Focus Group Questions:1. Why does home matter?2. What is your idea of the new American Dream?3. On a scale of 1-10 how important is achieving home-ownership?4. Are you more likely to support local or chain?5. What does home mean to you?6. What is the best lesson you learned at home?7. What is your perception of the homeless?

Home & Business Owner Interviews Breakdown:

Our group conducted interviews with home owners and business owners in the Reno community. We wanted to obtain information about their experience in owning a home and/or a business. We wanted to see how it affected their family dynamics, business relationships, or their perception of home ownership and the American Dream. These interviews often lead in to speaking about the homeless and the housing crisis in America. This primary research revealed patterns of home ownership in the community as well as the emotional aspect of home ownership. Through these conversations, we found that political ideology plays a large role in how people think about affordable housing and homelessness as they are present in the community.

Secondary Research

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Millennial Findings

Content: According to 2010 census: Millennials = 70,627 total (out of 225,221) = 31.3 percent of total population.Source: http://www.census.gov/

Content: Illustration of why Millennials, as a generation, should be targeted for support because of their high level of social awareness.Source: https://nonprofitquarterly.org/philanthropy/24870-millennial-givers-and-a-movement-approach-to-giving.html

Content: Millennial Media Consumption: exemplifying the number of daily Millennial Facebook users and a comparison against other social media platforms.Source: http://digiday.com/brands/millennial-media-consumption-habits-debunked-5-charts/

Content: General demographic breakdown of Millennials and their behaviours.Source: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/nielsen-millennial-report-feb-2014.pdf

Young Mother Findings

Content: 1) According to 2010 census: Single Young Mothers = 6,402 of 90,924 households = 7 percent of total house-holds have a single mother householder with no husband present and children under 18 years 2) According to 2010 census: Married Young Mothers = 15,335 of 90,924 households = 16.9 percent of total households have a husband-wife family, with their own children under 18 years Source: http://www.census.gov/

Content: 1 in 5 moms (22 percent) = Millennial Moms, accounting for approx. 9 million people.Source: https://www.webershandwick.com/uploads/news/files/MillennialMoms_ExecSummary.pdf

Content: Young mothers are more likely to describe themselves as “protective, worried, and enabling” more than previous generations. Source: http://www.babycentersolutions.com/docs/BabyCenter_2014_Millennial_Mom_Report.pdf

Content: Young Mothers with kids = most active on Facebook. This research shows that moms with kids under age of five are the ones that use social media most. Moms are also twice as likely to post comments on Facebook or Twitter.Source: http://www.nydailynews.com/life-style/young-moms-active-facebook-article-1.1509828

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Content: Information about grassroots movements-Source: http://www.abcdinstitute.org/docs/PuntenneyZappiaActivism&Health.pdf

Content: Advice on how to ensure a movement continues-Source: http://www.aauw.org/2014/11/19/make-your-grassroots-project-survive/

Content: Successes of gaining recognition from college news outlets-Source: http://www.netnewscheck.com/article/27241/millennials-still-want-their-newspapers

Content: Reno is well on its way to becoming a college town-Source: http://www.unr.edu/about/reno-and-lake-tahoe/regional-highlights

Content: The Millennial generation becomes parents, for target audiences-Source: https://nonprofitquarterly.org/philanthropy/24870-millennial-givers-and-a-movement-approach-to-giving.html

Additional Secondary Resources

Secondary Research

Baby Boomer Findings

Content: According to 2010 census: Baby Boomers (51-69) = 49,460 total (out of 225,221) = 22 percent of total populationSource: http://www.census.gov/Content: According to a study by the National Conference on Citizenship, Baby Boomers are more likely to vote than any other generation making them a critical component as an audience in creating political awareness in the Reno communitySource: http://ncoc.net/226

Content: Baby Boomer Media Consumption: Specifically focuses on Social Networks. The article most importantly addressed that Facebook is the most used social network, with membership on par with that of the general population. Common activities seniors and Boomers engage in on social networks include following groups/organizaitons (55 percent), posting/watching videos (40 percent) supporting causes (26 percent) and joining groups (23 percent).Source: http://www.marketingprofs.com/charts/2013/11209/how-baby-boomers-use-the-web-social-networks-and-mobile

Understanding all audiences at once in one piece of research:

Content: This research illustrates major trends in online activities separating results into different age audiences and then displaying which age uses which online activity most frequently. Also includes results on blogging and videos which lend itself to our approach of videos on Facebook and our blog-styled website.

Source: http://www.pewinternet.org/2010/12/16/major-trends-in-online-activities/

Secondary Research

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Content: Washoe County Home Consortium-Source: http://www.reno.gov/government/departments/community-development-department/housing-neighborhood-development/affordable-housing-development/washoe-county-home-consortium-wchc-

Content: A breakdown of various entities in Reno that could be related to Home Matters Reno-Source: http://www.reno.gov/residents/our-community/community-assistance-cente

Content: Reno Housing Authority-Source: http://www.renoha.org/

Content: More information about the Millennial generation-Sources: • http://www.unr.edu/union/vendor-opportunities/demographic-population-proximity-data •http://cdn.trustedpartner.com/docs/library/AchieveMCON2013/MIR_2014_ExecSummary.pdf

Content: From the Department Housing and Urban Development-Source: http://www.safehorizon.org/page/domestic-violence-statistics--facts-52.html

Content: On homeless demographics-Source: http://www.invw.org/generation-homeless/young-homeless-on-seattle-streets

Content: Around the University-Source: http://www.nevadaasun.com/get-involved/clubs-organizations/ClubsOrgs.html

Content: Creating interactive content for audiences-Source: http://www.nbcnews.com/tech/internet/research-confirms-millennials-love-selfies-n47221

Content: When it is best to focus a campaign on social-Source: http://www.pewsocialtrends.org/files/2014/03/2014-03-07_generations-report-version-for-web.pdf

Content: The Reno Community focuses local-Source: http://biggestlittlecity.org/

Content: Why Millennials are a prime generation to target for support - Source: https://nonprofitquarterly.org/philanthropy/24870-millennial-givers-and-a-movement-approach-to-giving.html

Content: Benefits of having -Source: http://blog.marketo.com/2014/11/4-things-you-can-learn-from-non-profit-social-media-success.html

Content: Statistics on Reno’s status in housing and foreclosures-Source: http://www.realtytrac.com/statsandtrends/foreclosuretrends/nv/washoe-county/reno

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Content: Nevada’s education standingsSources: • http://lasvegassun.com/news/2010/jul/14/foreclosure-rate-eases-nevada-still-ranks-no-1/ •http://www.reviewjournal.com/news/education/nevada-education-ranked-last-nationContent: About Reno’s Young Mother populationSources: •https://www.facebook.com/RenoMomsBlog •http://www.meetup.com/MOMS-Club-of-Reno/ •http://renomomsblog.com/ •http://moms.meetup.com/cities/us/nv/reno/ •http://www.prb.org/Publications/Articles/2012/us-working-mothers-with-children.aspxContent: Local movements in RenoSources: •http://renoama.com/reno-food-movement/ •http://creativecoalitionreno.com/ •http://artspotreno.com/ •http://www.renoisartown.com/ •https://www.facebook.com/midtowndistrictreno?fref=nf •http://renostartuprow.com/ •http://renotahoeypn.com/ •http://www.edawn.org/Content: About Reno’s homeless populationSources: •http://www.newsreview.com/reno/8-things-you-didnt-know/content?oid=8722212 •http://www.reno.gov/government/departments/community-development-department/housing-neighborhood-development/home less-programs •http://www.voa-ncnn.org/family-shelter-reno •http://www.restartreno.org/ •http://www.homelessshelterdirectory.org/cgi-bin/id/city.cgi?city=Reno&state=NV •http://www.rgj.com/story/news/2015/01/14/volunteer-groups-say-homeless-youths-rise-reno/21778335/

Content: About Baby Boomers in Reno-Sources: •http://bestboomertowns.com/towns/reno_nevada/ •http://www.renoboomers.com/ •http://finance.yahoo.com/news/safe-money-launches-safe-money-070820819.html •http://www.myfoxmaine.com/story/28205380/self-employment-grows-as-baby-boomers-choose-to-postpone-retirement-on- their-own-terms •http://www.deseretnews.com/article/865624905/Baby-boomers-rejoice-65-is-the-new-45.html •http://www.forbes.com/sites/nealegodfrey/2015/03/22/how-mr-potato-head-can-teach-baby-boomers-millennials-and-todays- children-about-entrepreneurship/

Content: About the Baby Boomer generation-Source: http://www.nytimes.com/2011/01/01/us/01boomers.html?_r=0

Content: Projections for 2015 and our target audiences-Sources: http://www.pewresearch.org/fact-tank/2015/01/16/this-year-millennials-will-overtake-baby-boomers/

Key Messages/Campaign

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Nevadans are very proud to be from Nevada. “Home Means Nevada” is the official state song.

Our research showed that Reno would not respond well to a national movement. Reno is currently undergoing a rebirth. The economy is growing in almost every aspect. Residents of the Biggest Little City prefer local efforts. With this in mind we molded our ideas and campaign into a grassroots effort knowing that it would take hold faster in our city and with the hope that the movement would last.

Source: http://www.abcdinstitute.org/docs/PuntenneyZappiaActivism&Health.pdf

Source: http://www.aauw.org/2014/11/19/make-your-grassroots-project-survive/

Source: http://biggestlittlecity.org/

'Home Means Nevada’ Reasoning

Grassroots Movement Rationale

Objective One

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Content: In Reno there are multiple independent creative initiatives that demonstrates Reno citizens are receptive to activities and efforts relating to the arts. Reno has the only accredited art museum in Nevada. Reno also hosts an annual month-long Summer event, Artown, where the community comes together to share their various artistic talents whether it be in dance, music or theater, for free shows around town. Independent startups such as The Holland Project and The Creative Coalition, famous in Reno’s burgeoning Midtown district, champion for the arts around the city. For the Home Matters Reno movement to take off in this town, it was vital that we included an artistic and creative initiative,

The Nevada Art Museum http://www.nevadaart.org/Artown: http://www.visitrenotahoe.com/reno-tahoe/what-to-do/events/special-events/07-01-2014/artownThe Holland Project: http://www.hollandreno.org/The Creative Coalition: http://creativecoalitionreno.com/

Tactic One ReasoningThe Dream Doors were a concept designed by our team to creatively reach out to the community at large. The idea was to artistically allow people to display their personal dream, but also to make them tangible. Sometimes, just saying your dream out loud or being able to write it out can empower someone to make them possible. Our research showed that our target audiences, especially the millennial generation, would be receptive to these doors because of the age of social media. It has become a normal sight to see people taking “selfies” and broadcasting their activities across social platforms and the doors played into these actions perfectly. There was a door set up at the Big Horns basketball game and at local urban restaurant Laughing Planet in the heart of Midtown on Valentine’s Day, Feb. 14.

Sources:

Reason for connecting with Reno’s Artisic Culture

Objective One

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Objective One Objective One

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The team created this infographic with the intention it be used for various events and purposes throughout the Biggest Little Bateman Campaign. It is a simple and esthetically pleasing visual representation of what Home Matters knows statistically about housing in the nation and what the movement is trying to change.

Tactic Two

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Objective One

Objective One

These bright fliers were used to spark interest about the Home Matters Reno movement. The team launched the flier use on social media, used them during Dream Door signings and used them to drive the general public to our social outlets through passing them out at the city Valentine’s Day pub crawl.

Tactic Three

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Objective One

The home coloring sheets were particularly successful at our first community event, The Youth Empowerment Night at the Reno Big Horn’s basketball game. The sheets gave young children a chance to color their “home” and in turn drew their young mothers to the table as well. The sheets included our name and social media handles.

Objective One

Tactic Four

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We were successful in gaining local news and radio placement during the month of February. We received placement for the Bateman team and the Home Matters movement in the Nevada Sagebrush. Account Executive Shelby Wilburn and team member Mary-Kate Reilly were interviewed live on Wolf Pack Radio on Talk that Talk with Terrance Bynum.

Tactic Five

This article was shared to the Nevada Sagebrush Facebook and had an organic reach of 1,165!

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Objective One

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Objective One

Objective One

In order to spread awareness about Home Matters Reno, we created a video asking community members to share their meaning of the American Dream. This video encouraged them to open their minds and think of what the American Dream truly means to them.

Strategy TwoLocal grassroots movements are the best way to reach out to the Reno community. Reno is in the process of changing its percep-tion and growing as a city. Local movements are given more attention in the media as well as citizen’s day-to-day lives. Because of Reno’s unique sense of community, we had to engage the community in face-to-face conversations.

We reached out to the Reno Bighorns to launch Home Matters Reno at the Youth Empowerment Night. We set up our Dream Door and passed out informational fliers with our social media contacts on it.

Tactic One

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Tactic Seven

We were also asked to participate in the Reno-Sparks Gospel Mission’s “Walk a Mile in My Shoes”. The annual event raises awareness about homelessness in the community. We were also featured in their informational video posted on their page.

Tactic Two

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Objective One

Objective Two

Objective Two was to increase awareness of the local Home Matters Reno movement by driving social media engagement that will drive Millennials, young mothers and Baby Boomers to Home Matters content and capture 1,000 hits by Feb. 28, 2015. We were able to successfully meet this goal by focusing on the tactics that created the foundation for the objective.

Strategy One: Based on our research, we knew we needed to create a local movement with local social media. However, we wanted to drive followers to the national content so that the movement would live on after the Bateman Competition had ended. Through sharing a mix of original content featuring local stories as well as national content provided by Home Matters, we were able to drive traffic between the two entities. We also used the national website, www.HomeMattersAmerica.com as our official url for all Social Media.

Create a Home Matters Reno Facebook page which highlights local efforts and personal stories with links to Home Matters national content. According to our research, Facebook would be the best and easiest way to reach each of the three target audiences mentioned in the overall goal of objective two. Millennials, young mothers, and even Baby Boomers are all actively involved in Facebook and in high numbers when it comes to charity involvement. We thought linking to national content through Facebook posts would be the most effective way to drive locals from our Home Matters Reno page to the national Home Matters content.

Tactic One

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Objective Two

Strategy One

Objective Two

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Objective Two

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Create a Home Matters Twitter page focused on quick hitting content. This would focus less on impactful stories as seen on the Facebook profile and focus more on fact sharing and attention grabbing. We shared local facts regarding topics of homelessness, affordable housing as well as posts regarding local efforts and “re-tweets” of the national Home Matters content. This tactic was essential, however most definitely our least effective social media platform which was expected after our research revealed Face-book being the most used by all demographics. Twitter is used far less for charity and nonprofit movements.

Tactic Two

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Objective Two

Objective Two

Create a Home Matters Instagram to highlight the people, faces, and places that make up the local movement. Like the twitter, Instagram was not able to reach nearly as many people as the Facebook. We shared direct links to the Instagram posts on all social media platforms which drew engagement on those individual platforms, but not for the Instagram account itself. Essentially we took a lot of the pictures we shared through the Instagram and gave them a place to live on the other platforms as well. This maintained consistency among platforms but it didn’t make for too much engagement on the Instagram. We also tried launching a contest using the hashtag #HomeMattersReno but the contest was not so successful.

Tactic Three

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Objective Two

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Objective Two

Create a Home Matters Reno blog that allows for more narrative story telling of Reno housing reality stories, success stories, and a place to offer Home Matters Reno movement updates. We decided we wanted our blog to live on a Wix page made up of different blog posts. We named it: www.homemattersreno.com and were very pleased with how it turned out both stylistically and functionally. It was a place where we shared stories we gathered speaking with students in different classrooms on campus, friends, acquaintances, and strangers stories relating to housing and the meaning of home.

Tactic Four

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Objective Two

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Objective Two Objective Two

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Objective Two

In the second strategy, we aimed to integrate our social media through our entire campaign as well as drive traffic to the website through all social media channels.

Strategy Two

Paint Social Media hashtag on the set of Dream Doors. Tactic one

Include the link to www.HomeMattersReno.com and social media accounts on all collateral materials.Tactic Two

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Objective Two

Tactic Three

Tactic FourShare links to personal blog entries from the website on Facebook to drive traffic back to the www.HomeMattersReno.com.

Encourage community to visit www.HomeMattersReno.com on all social media platforms.

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Objective Two

Objective ThreeBy establishing two affiliates, the BLBT wanted to create a lasting presence in the Reno community. Home Matters is something that the Reno market desperately needs. With a high unemployment rate and the highest foreclosure rates in the nation, the Home Matters mission directly aligns with the goals of the City of Reno.

Strategy OneDirectly ask influential officials within the education, non-profit, and local politics sectors to become Home Matters Affiliates through face-to-face explanations of Home Matters America.

Tactic OneEmailing offices of city officials asking to talk to them about Home Matters Reno.

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Objective Two Objective Three

Strategy TwoWe wanted to make sure we continued to support our new affiliates and make it as easy as possible to support the Home Matters Movement by providing printed and digital collateral to communicate official Home Matters messaging.

Objective Four Objective four specifies Millennials as the target audience for furthering understanding about how “home” contributes to educa-tional achievement, enhances favorable health outcomes, public safety, the economy, personal success and contribution to society. By specifically targeting Millennials with the education of what Home Matters Reno does, we aimed to ensure the movement would continue after February.

To ensure the longevity of the Home Matters movement in the Reno area, we worked to create the K.I.N.D.L.E. Club at UNR. The name of the club was generated from the foundation principles of Home Matters.

Tactic One:

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Tactic One We created a dream drive with the communications tools to help new affiliates communicate the Home Matters message to their communities. SEE THE ATTACHED DREAM DRIVE.

Objective Three

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To successfully accomplish this effort we targeted students in the Reynolds School of Journalism to question students about their idea of home. These students were shown the following:

Tactic Two

Objective Four

Slide 1

Slide 2

Objective Three

In presenting this power point, we were making an effort to collect personal stories of those who heard the pitch of the Home Matters Reno movement. The team collected nearly 30 personal stories from members of the community and shared them on the Home Matters Reno blog on the website.

Tactic Three

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Slide 3

Objective Four

Reno is constantly improving its culinary culture and the town is slowly growing its reputation in said department. As a part of these expansion efforts, Reno holds monthly crawls to drive people downtown and to the revived Midtown area, which is a spot in the heart of Reno, flooded with locally owned restaurants, bars and businesses. To reach Millennials outside of the university, we attended the Pajama Crawl on February 14. These crawls draw people from every ethnic background and all ages 21 and over. To spread awareness and make Home Matters Reno a memorable entity at such an event, our team created the Home Matters Reno Frame, complete with a social media component.

We carried around a five-foot by five-foot frame wrapped in bright orange feathers and encouraged crawlers to take a photo with the frame. Those who participated were handed different fliers all of which had an educational fact about Home Matters Reno on it as well as the Home Matters Reno outlet handles, so participants could find their photo online and would be driven to the Home Matters Reno Facebook page and encourage likes. In doing so, we were able to educate the public and increase likes and awareness on the social media side.

Tactic Four

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Objective Four

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Objective Four

Pajama Crawl Participants

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Budget