PROMOTIONAL PLAN
Drafted by Kyler Dineen
Courtesy of Melodic Marketing
ABOUT LAND FOR THE HOMELESS
Land for the Homeless is a nonprofit organization
incorporated in New Jersey whose mission is to
foster a community, and advocate, for those in
need of shelter
 It was founded in response to the governmental
closure and destruction of the Lakewood Tent
City
 It intends to purchase a plot of private land for
the homeless to be able to live on legally and in
peace
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DEFINING OUR TARGET MARKETS
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The target markets of Land for the Homeless are
segmented into six publics:
-Clients (Homeless Individuals)
-Donors
-Volunteers
-Local Officials
-Nearby Residents
-The Media
COMMUNICATIONS OBJECTIVES
Inform clients of the existence of the
campground and its amenities
 Pitch value to donors in order to increase the
working capital of the organization
 Pitch value to volunteers in order to increase
the manpower of the organization
 Win over local officials so that the organization
may operate without interference
 Win over nearby residents so that the
organization may become a pillar of the
community
 Win over the media so that the organization has
a favorable public image

UNIQUE SELLING PROPOSITION

Land for the Homeless offers immediate
assistance for people who have nowhere else to
turn. While shelters are becoming overcrowded
and the homeless are forced onto waiting lists,
there are people who have no other choice but to
live on the streets. There is already a major issue
with the criminalization of the homeless in
America and this project will create a safe and
worthwhile community for those needing
assistance that is accomplished through the
willing cooperation and altruism of conscientious
individuals without suffering a cost to taxpayers.
MARKETING CONCEPT

Land for the Homeless’ marketing concept will be
centered around the wide range of people who can
suffer from homelessness, breaking down the stigma
of the term, and the importance of people helping
other people. Presenting the fact that homelessness is
suffered by such diverse groups of individuals goes to
show potential donors that it’s an epidemic that
anyone can become subject to, be it one’s own self or
those who one cares about. It will also stand to
maintain the dignity of all clients of the project. This
informational marketing can also tie in fantastically
with potential marketing segmentation. The
resonating message that this project is about people
helping people will leave that “feel good” feeling with
potential donors and clients and will make them feel
as though they are participating in an essential
movement that is bigger than themselves.
SAMPLE MESSAGING
TAILORED MESSAGING
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For Clients: A centralized community of tents is
better than a park bench
For Donors: This is a humane and low cost fashion to
help the homeless
For Volunteers: This is a chance to personally interact
with and assist those down on their luck
For Local Officials: This project tackles homelessness
without a single taxpayer dollar
Nearby Residents: The homeless are still going to be
present whether they’re on the streets or whether
they’re in a well-maintained community and the
latter is preferable.
The Media: This project offers an interesting and
affordable approach to a worldwide problem
PROMOTIONAL STRATEGY
 Land
for the Homeless will promote its
charitable efforts through its website,
social media, online listings/digital
campaigns, attendance at community
events, hosting fundraising and
awareness events, in-person donor
canvassing, in-person homeless outreach,
press releases, story placement, and
interviews.
PROMOTIONAL MIX - $750 BUDGET
$601.50
for Physical Media
$125 for Digital Media
$28.50 for Miscellaneous
Expenses
PROMOTIONAL BUDGET - $750
$50 for Business Card Printing (5,000)
 $75 for Digital Ads (150 Reached with $.50 CPA)
 $480 for Postcard Mailers (Cost for printing and
shipping via USPS nonprofit mail approximately
1,600 postcards with 400 unmailed left over)
 $71.50 for Buttons (2.25” Round – 250)
 $45 for Annual Website Maintenance
 $28.50 for Miscellaneous
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Estimated CPM - $9.87
ASSESSMENT
Cumulative assessments of marketing
effectiveness will be conducted monthly using the
metrics of marketing reach (broken down by
medium), percentage of those reached who go on
to interact with the organization, fundraising
ROI, and the donor retention rate.
 Land for the Homeless will continually control its
marketing efforts through the use of surveys and
public perception analyses, and will make
adjustments to these efforts whenever possible in
order to optimize its overall marketing strategy.

DONATE AT
LANDFORTHEHOMELESS.ORG