Lombard, Ill.—Stevens & Tate Marketing has launched an integrated media campaign for Habitat for Humanity in Chicagoland to promote the organization’s ReStores.
ReStores are retail locations that accept gently used items and resell them to the general public and small contractors. Individuals and corporations can donate home furnishings, appliances, cabinets, tools, building materials, and more. Revenue generated from the sales supports local Habitat for Humanity initiatives.
“Despite all the positive work done by Habitat for Humanity, recent surveys have shown that brand recognition is extremely low,” said Matt Johnson, chief executive officer for Chicagoland Habitat for Humanity. The organization supports eight independent affiliates in the greater Chicago area including Northern Fox Valley, DuPage County, Lake County, McHenry County, Chicago South Suburbs, Fox Valley, Chicago, and Will County.
“For a group of eight stores, the ReStore brand was relatively unknown,” agreed Dan Gartlan, president of Stevens & Tate Marketing. “Many consumers who had heard about ReStores did not realize they were open to the public. We needed to change that perception. It was time to pool resources and promote ReStores at a metro-wide level.”
Prior to the campaign launch, each ReStore was marketed separately, which limited geographic reach due to spending constraints, Gartlan explained. This also restricted the ability for ReStore’s brand awareness to grow throughout Chicagoland.
Stevens & Tate was brought in to execute a Chicago metro market media buy that included broadcast and online components with the goal of creating the best media mix to reach a larger audience with a stronger voice than individual stores could do independently.
The anchor of the plan was radio, with spots placed on multiple stations to blanket the city and suburban markets and reach both male and female audiences. Cable television was added to the mix to support each store locally. Focusing on select zones allowed higher frequency and minimized waste. Plus, ads were concentrated on stations and programming that aligned with the target audience. An ad network provided further targeting—behavioral, geographical and contextual—to deliver the highest return on investment in the digital space.
By consolidating efforts and capitalizing on economies of scale, Stevens & Tate now is telling the brand story on a ?larger scale and achieving efficiencies in spending to reach more potential donors and shoppers.
“Even though manufacturers such as GE and Whirlpool and retailers like Darvin donate items to ReStores, personal donations are important, too,” said Johnson. “Having a fresh inventory of sought-after household goods and building materials brings shoppers in the door…and keeps them coming back.”
As a result, Stevens & Tate is focusing messaging to attract donors, as well as shoppers.
“A key component of this outreach program is to increase the number of donated items for sale to the ReStores while also improving shopper count by building awareness of the stores, their locations, and the types of merchandise available,” said Gartlan.
To complete the story on ReStores and Habitat for Humanity’s mission in Chicagoland, Stevens & Tate developed a new, market-wide website that serves as a single portal for consumers to gather information. The responsive design allows shoppers and donors to find a local ReStore quickly and easily on a mobile device.
This marketing initiative for Habitat for Humanity in Chicagoland was made possible in part by Stevens & Tate, which chose the organization as its 2015 Lend-A-Hand Marketing Giveaway recipient.
“From time to time, Stevens & Tate offers a thriving non-profit the opportunity to utilize our expertise to push its mission forward,” Gartlan explained. “Being even a small part of an organization’s success is satisfying. It’s our way of giving back. Beyond that, it infuses our shop with meaningful work and helps our team members spread their wings and stretch their imaginations.”
The “Habitat for Humanity ReStores in Chicagoland” campaign was chosen for 2015’s Lend-A-Hand project because it exhibits three qualities critical for success: a vision for the organization, strong leadership and the financial ability to execute what is created.
“We thank Stevens & Tate for selecting Habitat for Humanity for their 2015 Lend-A-Hand project,” said Matt Johnson, ”and are grateful for this opportunity to raise awareness of the Habitat and ReStore brands as well as begin working collaboratively among the eight locations.”
Stevens & Tate is a full-service Chicago advertising and marketing agency offering award-winning, on-strategy creative; integrated message development; Internet and digital advertising; and cost-effective media planning and execution. Stevens & Tate creates focused, targeted solutions for its clients in the food/grocery, retail, senior living, real estate, healthcare, business-to-business, travel/tourism, and non-profit industries. To learn more about Stevens & Tate’s services or work, visit the company’s website at www.stevens-tate.com or call (630) 627-5200.