Live Case – Project

Marketing ReStore

A Collaboration Between

Project Synopsis

Rockford’s Habitat for Humanity’s ReStore is asking students to develop a Comprehensive Marketing Strategy. First you’ll be learning about Habitat for Humanity and their ReStore model. Next you’ll be diving deep into the key stakeholders that the ReStore serves. After that, you’ll analyze the ReStore’s current marketing strategy. Last, you’ll be proposing an improved strategic marketing plan based on a $3,000 per month budget.

Project Topics

Account Management

Marketing

Company Information

CompanyRockford Area Habitat for Humanity
HQLoves Park, Illinois
RevenueUnlisted
Employees25-50
StageSmall Business
Hiring PotentialN/A
Websitehttps://rockfordhabitat.org

Company Overview

Rockford Area Habitat for Humanity is dedicated to building homes, neighborhoods, and lives through improved housing opportunity. We build simple, decent, affordable homes to be sold to families currently living in substandard housing. Rockford Habitat is for families who are ready to make a life-changing commitment to become homeowners. Families are selected on the basis of need for adequate housing, ability to make mortgage payments, and willingness to become partners in the program.

Experiential Learning Program Details

SchoolNorthern Illinois University (NIU)
Engagement FormatLive Case - Think "Hackathon" or Case Competition with a whole class of students! This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
CourseBusiness in Action, Spring 2021 (Collum)
LevelUndergraduate
Students Enrolled68
Meeting Day & TimeJacie: Online, Mondays & Wednesday 3:30 - 4:45 PM CT
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration9.57 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
Projects Revealed

Projects Revealed

Students select their preferred project
February 1st, 2021 Event na
Submit Project Preferences

Submit Project Preferences

We'll use this to assign teams and add you to projects: https://niu.az1.qualtrics.com/jfe/form/SV_3Cv9ceINbu3D36e  
February 1st, 2021 Event na
Project Kickoff Survey Due

Project Kickoff Survey Due

February 12th, 2021 Event na
Project Launch

Project Launch

Keri, Project Champion from Habitat for Humanity, will web conference into class to launch the projects. She will introduce herself, share about her background and introduce you to Habitat for Humanity of Rockford and their ReStore.  Be prepared to listen and to ask questions about the company and/or your project.
February 15th, 2021 Event na
Milestone Deliverable 1 Due Milestone Deliverable 1 Due
Please upload your deliverable using the link above
February 24th, 2021 Submission Required submission-required
Milestone Deliverable 2 Due Milestone Deliverable 2 Due
Please upload your deliverable using the link above
March 10th, 2021 Submission Required submission-required
Complete Temperature Check Survey #1

Complete Temperature Check Survey #1

March 14th, 2021 Event na
Project Check-In

Project Check-In

Keri, Project Champion from Habitat for Humanity, to web conference into class to launch the projects. Expect to dedicate 1-hour per section. Flexible to move this to around. Ideally between second and third deliverable
March 22nd, 2021 Event na
Milestone Deliverable 3 Due Milestone Deliverable 3 Due
Please upload your deliverable using the link above
March 29th, 2021 Submission Required submission-required
Complete Temperature Check Survey #2

Complete Temperature Check Survey #2

April 4th, 2021 Event na
Final Presentations (Please Upload) Final Presentations (Please Upload)
Keri, Project Champion from Habitat for Humanity to web conference (or visit) class to hear final presentations and provide feedback.
April 21st, 2021 Submission Required submission-required
End of Term SELF Evaluation Due

End of Term SELF Evaluation Due

April 25th, 2021 Event na
End of Term PEER Evaluation Due

End of Term PEER Evaluation Due

April 25th, 2021 Event na

Key Project Milestones

  • February 24, 2021 - Deep Dive into Habitat for Humanity & ReStore

    • What is Habitat for Humanity?
    • How is it run? How does the affiliate network operate?
    • What is the ReStore? How does it relate to Habitat for Humanity?
    • Review Habitat.org (umbrella agency)
    • Review RockfordHabitat.org (local org / project partner)
    • Review Internal Communication Network / Intranet “My Habitat”
      • See Attachments for Login Credentials!
    • Bonus: Go visit the Rockford ReStore
      • Attend: ReStore Orientation, Retore 101 Course

    Suggested Deliverable:

    Prepare an in-class presentation on your understanding of Habitat for Humanity and the ReStore Model

  • March 10, 2021 - Deep Dive on ReStore Stakeholders

    How does Rockford’s Habitat for Humanity ReStore Attract and Retain Key Stakeholders, including:

    • COMMUNITY – For Donated Materials
    • CUSTOMERS – For Purchasing Those Materials (Landlords, Contractors, Designers, Others?)
    • VOLUNTEERS – For Supporting Operations

     


    Suggested Deliverable:

    Build out a comprehensive target audience profile for each of the stakeholder groups within the Rockford Habitat for Humanity’s ReStore ecosystem

  • March 24, 2021 - Analysis on Current Marketing Strategy & New Strategy Ideation

    • How is the Rockford Habitat for Humanity currently marketing to each stakeholder?
    • What are they doing well? How can they improve?
    • What marketing channels are they using? How do you measure the effectiveness of those channels?
    • Reach out to folks in the Rockford Habitat for Humanity network to gain feedback / perspective on their marketing approach
    • What do you believe is missing from the current marketing strategy?
    • What tactics would you suggest to improve the current marketing strategy?

    Suggested Deliverable:

    Develop an in-class presentation on the effectiveness of Rockford’s Habitat to Humanity ReStore marketing strategy to-date. Include your ideas for ways to improve the overall marketing strategy.

  • April 12, 2021 - Develop a Comprehensive Marketing Strategy for ReStore

    • How would you market the Rockford Habitat for Humanity ReStore to each of the key stakeholder segments?
    • Where do you find each of these segments?
    • What methods would you use to attract them?
    • Consider: $3,000 per month advertising budget ($36,000 per year)
    • What should be the marketing mix?
    • How would you measure success?

    Suggested Deliverable:

    Prepare a report and in-class presentation on your Comprehensive Marketing Strategy for Rockford’s Habitat for Humanity’s ReStore

Project Resources

There are no resources currently available

Industry Mentors

Company Admin

Keri Asevedo

[email protected]

Academic Mentors

Instructor

 

[email protected]

Assigned Students

Student

Jack O'CONNELL 

[email protected]

Student

Aminah Mann 

[email protected]

Student

Joseph Zipparro 

[email protected]

Student

Katrina Foote 

[email protected]

Student

Carter Lehman 

[email protected]

Student

Bella Alfaro 

[email protected]

Student

Hunter Lorenzo Gomez 

[email protected]

Student

Michelle Domiguez 

[email protected]