ReStores Challenge - Team FTW
11
Team FTW Dimitri Giller & Hina Khan October 3, 2010
-
Upload
ocri-talentbridge -
Category
Documents
-
view
246 -
download
2
description
A presentation given at the Ottawa Community Challenge (www.communityottawa.com) : a solution to the Habitat for Humanity ReStore Challenge. The Challenge: In order to help further the impact of ReStores in decreasing waste and in supporting Habitat NCR projects, ReStores requires a new marketing strategy that uses a combination of in-house, traditional, non-traditional and online marketing tools and strategies, to increase foot traffic and sales. As well as being effective, strategies must result in solutions that are low in cost and can be easily maintained by in-house staff and volunteers (there are currently 8 full time employees). ReStores is specifically looking for: • Detailed research and analysis of the Restore business model and a comparative analysis of similar models in place globally leading to a detailed “new marketing strategy”. The new strategy should: o Be Creative and Impactful o Be consistent with the ReStores branding o Present minimum stress on current ReStores resources • Systemized method for implementation and follow up of the proposed strategy This team was the winner of the Habitat for Humanity ReStore Challenge
Transcript of ReStores Challenge - Team FTW
Team FTWDimitri Giller & Hina Khan
October 3, 2010
Overall strategy
“Your first stop for renovations”• Offering “New and Used quality
products
Brand recognition
Name recognition
• What is ReStore?– Storage facility?– Car restoration?
Recycle your building supplies Support Habitat for Humanity Renovate with new building
supplies
Who to Target?
How to Engage
• Create a “Constant Buzz”o Articles/Blogs
o 1,2,4o Instructional Information Sessions
o 1,2o Inventory updates via twitter
o 3,4o “Find of the week”
o 1,2,3,4o LinkedIn
o 3,4o Craigslist
o 1,2o Target text online ads
o all
Recycling Awareness
• Awareness Campaign– Home Depot notifications.
• “Need a new door? We’ll take your old one!” • Receipt/Cashier as communication points
• City-wide week to “collect your unwanted building supplies” – make it more convenient – encourage recycling– work best during peak renovation season or spring cleaning
• Keep informing to make ReStore “The destination for all unwanted recyclable and reusable building supplies”
• Key strategy: converting donors into customers and customers into donors– Tax incentives– Offer incentive
Local/ National Awareness Campaigns
• Target Marketing– Home Depot sales data–WM bin locations
• Mass Media– featured in a series– Show themes• “builds for less” • “unique, one of a kind items”
Misc Suggestions
• Adding the ReStore logo to the Habitat for Humanity build T-shirtso provide thousands of walking billboards o expose participants to the brando facilitate “word of mouth” advertising
• Recruit artist volunteers to donate time for Habitat for Humanity projects– expand the “Can Recycle Program” to
include “pop can art” which will attract new group of clients and revenue
Misc Con’t
• Provide more complimentary products – increase sales without increasing foot
traffic– (Larger sign at the Merivale location)
Thank You
