1. Hannah Engwall + Elizabeth Ferguson + Tanya Sheikh + Samantha VanHoef + Brianna Wissink
Andy Corner, Faculty Advisor + Katie Bach, Professional Advisor
MICHIGAN STATE UNIVERSITY
2015 BATEMAN CAMPAIGN

2. TABLE OF CONTENTS
1
2
3
4
5
6
7
10
Executive Summary
Situation Analysis
Secondary Research
Primary Research
Target Audience and Key Messages
Challenges and Opportunities
Objectives, Strategies, Tactics and Outcomes
Conclusion
11
A1
Expenses
Appendix

3. 1
Home is a place of safety. Home is a place of comfort. Home is a
place to grow. Whether Home means a supportive community to
raise a family or simply a roof overhead, one thing cannot be denied:
the importance of a secure atmosphere to live, grow, and thrive in.
In this spirit, the national movement Home Matters seeks to redefine
the American Dream and Home. This movement stands on the
principal that every American deserves to have a nurturing
environment with access to quality education, healthcare, public
spaces and community services. Home is a place where people are
protected and it is the root of our well-being.
The Greater Lansing area has the second highest rate of
homelessness in Michigan, yet many Michigan State University
students are uninformed regarding this issue. Additionally, the 2015
MSU Bateman Team found that 83.33 percent of students surveyed
have never heard of Home Matters. As young adults starting off on
their own, we sought to make students aware of this movement and
provide them with information for a healthy and responsible future
for themselves, their families and their communities.
Through our campaign, we have educated students, faculty,
families and professionals on the initiatives of Home Matters and
changed the way people view Home.
EXECUTIVE SUMMARY

4. 2
Coming off of an economic recession, the importance of security and Home
means more than ever to the people of the United States. Those who lost
their houses want to prevent it from happening again and people from all
walks of life seek to gain the proper resources to stay on their feet to provide
a good life for their families. More than half a million people in the United
States do not have a home, a quarter of which are children. This means that
the initiatives of Home Matters are more crucial than ever. The movement
came about during a housing crisis, but has also inspired people to look
beyond the physical house when conceptualizing home.
Our student surveys indicated that 61.53 percent of respondents have a total
annual household income of over $70,000 — a far cry from the nearly 9,000
homeless in Michigan’s South Central Region (Michigan Coalition Against
Homelessness, 2013). With this statistic in mind, we felt it was important for
MSU students to be aware of this community concern. We aimed to educate
them about the consequences of poor quality housing as they transition into
financial independence, homeownership and starting families.
Our initial survey indicated a low awareness of the Home Matters movement,
but during our first on-campus event, we discovered that our efforts had
sparked students’ interest and made them want to learn more. Additionally,
82.22 percent of survey respondants had incorrect notions of what Home
Matters is: Responses included “a homeless shelter”, “a magazine” and “a
home goods store.” We saw these misconceptions as an opportunity to
educate students on the mission of Home Matters. With this goal in mind, we
designed a campaign to promote our key messages through social media,
on-campus events and collaboration with local organizations.
SITUATION ANALYSIS

5. 3
+ According to the Michigan Coalition Against Homelessness, there were 92,341 total
homeless persons counted in Michigan during 2013.
+ Among this number, there were 7,868 Literally Homeless and 8,720 Overall Homeless in
Region 7 (South Central Michigan). “Literally Homeless” is defined as those who are on
the street or in shelters, while “Overall Homeless” includes those living with friends or
family due to a housing crisis and those facing immediate eviction with no other
resources.
+ According to the U. S. Census Bureau, in 2013 there were 72,573 families with children
under 18 living on incomes below specified ratios of their poverty thresholds.
+ The National Center on Family Homelessness calculates that nearly 2.5 million
American children were homeless at some point in 2013.
+ The Free Application for Federal Student Aid estimates that there were 58,000
homeless students on campuses nationwide as of 2013.
+ The Home Matters movement is affiliated with over 250 national and local
organizations.
+ A recent survey, conducted by the Pew Research Center’s Internet & American Life
Project, found that 83% of Internet users ages 18 to 29 use social media.
SECONDARY RESEARCH

6. 4
We held an informative interview with a local Habitat for Humanity
volunteer, surveyed 52 students and spoke to members of the MSU
community about their thoughts on Home Matters.
Informative Interview
+ We conducted an interview with a Habitat for Humanity Lansing volunteer
who had not previously heard of Home Matters to gain insight on their
opinion and foreseeable merit of the movement.
+ After we provided the interviewee with facts about the Home Matters
movement and showed them videos from the website, they expressed
interest in joining personally as well as getting their organization involved. In
addition to making positive changes locally, this individual said they would be
proud to have Habitat for Humanity Lansing represent a larger movement
because it encompasses many different aspects of home and community
stability.
Student Survey Results
+ Approximately 83 percent of students surveyed had never heard of Home
Matters.
+ 80% of students surveyed had never been homeless or close to homeless.
+ When asked to define home in one word, the top three answers were
“Family”, “Safety”, and “Comfort.”
+ Participants ranked “Health” as the most personally important core societal
issue followed by education, public safety, success and economy.
+ Approximately 62 percent of respondents had a total annual household
income of over $70,000.
PRIMARY RESEARCH

7. 5
Our team determined our primary target audience based on the
most representative group of people in the East Lansing area —
students. We were able to conclude from our student survey that
most people were between the ages of 19 and 24 and had generally
low awareness of Home Matters, giving us an opportunity to make
an impact on our peers. Interaction with the audience was readily
available because Michigan State University is home to nearly 50,000
students. Moreover, all of our team members are within this age
demographic allowing for a strong and genuine connection with the
desired audience.
By targeting local businesses and organizations, we hoped to
educate groups that have influential power in the lives of students
and community members. These populations have high exposure,
and helped Home Matters to Lansing reach a wider audience. Within
the secondary audience, we also targeted members of the Lower
Middle Class to Lower Class. In 2009, Lansing had approximately 29.5
percent of people living below the poverty line, and those just above
were still considered “disadvantaged.” This demographic gave
another perspective on attitudes and tendencies of people living in
the Lansing area that differed from our primary audience.
TARGET AUDIENCE
PRIMARY
SECONDARY
+ College students within
the age demographic of
18 to 25 years old
+ Local businesses,
organizations, and student
organizations with objectives
similar to Home Matters
+ Disadvantaged persons in
the Greater Lansing area
KEY MESSAGES
+ The Home Matters movement seeks to have an impact nationally in the following five sectors: health,
education, success, public safety, and economy.
+ Home Matters is an important movement that can benefit members of the Greater Lansing area. It aids those
in need, builds a community for neighbors to thrive, and sparks discussion on a national issue.
+ Home Matters can provide
students with helpful
resources and networks as
they begin their journey into
financial independence.
+ It is important students take
a proactive approach to the
future by gaining information
now on how to create a
successful home life. This will
benefit them when they start
families of their own and
become members of new
communities.
COLLEGE
STUDENTS
BUSINESSES AND
ORGANIZATIONS
DISADVANTAGED
PERSONS
+ Home Matters is a national
movement that includes
opportunities to get involved
on a local level and create
positive initiatives in the
Greater Lansing area. By
aligning with Home Matters,
organizations can make a
lasting difference in the
community.
+ Home Matters cares about
the well-being of community
members and creates
programs to improve
economic development.
+ Home Matters can provide
immediate support to help
those living in poverty get
back on their feet.
+ Home Matters provides the
resources and tools needed
to find affordable housing
through renting or
homeownership.

8. 6
CHALLENGES AND OPPORTUNITIES
During frigid Michigan
winters, negative
temperatures and chilling
winds usually keep MSU
students indoors. They often
only brave the cold to
commute to class and drive
or take transportation
whenever possible. This
setting made it challenging to
attract students to outdoor
events and engage those
commuting to class.
The cold weather reminded
students of the importance of
a warm home and caused
them to feel compassion for
the homeless. By conversing
with students about the
brutal weather, we were able
to start a larger discussion
about Home Matters.
Joining the Home Matters
movement is a short and
simple process, but how to
get involved beyond signing
up was not immediately clear
to some students.
This challenge allowed us to
reach out to local
organizations that students
were already familiar with
and asked them to have a
presence at our campaign
events. Habitat for Humanity
Lansing volunteers attended
two of our events so students
could simultaneously learn
about Home Matters while
also discovering local
volunteer opportunities to
benefit this cause.
Many students initially
assumed that our campaign
was only about preventing
literal homelessness and did
not consider the other factors
that contribute to a nurturing
home.
This misconception was a
good way to start the
conversation about the
variety of platforms that
Home Matters encompasses.
Many students felt very
positively about Home
Matters’ mission to not only
help the homeless, but also
build a better life for all
members of society.
CHALLENGES OPPORTUNITIES

9. 7
OBJECTIVES, STRATEGIES,TACTICS AND OUTCOMES
OBJECTIVE 1: To increase awareness of the Home Matters movement
among MSU students by exposing 500 individuals to Home Matters by the
end of February 2015.
STRATEGY 1: Create a campaign that is relevant and accessible to our primary target
audience of MSU students.
Rationale: In our student survey, we found that less than 17 percent of respondents had
heard of Home Matters. To increase awareness, we had to engage students in a way
that would resonate with their needs and objectives.
TACTIC 1: Use primary and secondary research including informational interview and
survey data to craft targeted messages.
TACTIC 2: Create a campaign name that engages MSU students and brings awareness
to the national Home Matters brand.
Result: Home Matters to Lansing encompasses the greater campaign, while also
displaying personalization to our local community.
TACTIC 3: Create a campaign logo consistent with the branding of Home Matters to
show that Home Matters to Lansing is a part of the larger movement.
Result: We created a logo that followed the branding guide of Home Matters, including
the font, mosaic and signature orange to maintain brand consistency with reference to
Lansing.
STRATEGY 2: Consistently promote our key messages through a variety of events and
social media channels.
Rationale: Having a visible and well-defined campaign across mediums will create
consistant brand awareness.
TACTIC 1: Use the campaign name, logo, and colors for all materials and events.
TACTIC 2: Create a Facebook page for our campaign to promote events and engage
with the community.
Result: The Home Matters to Lansing Facebook page had 80 likes and posts that
reached a high of 642 people engaged.
TACTIC 3: Create a Twitter account for our campaign to share relevant information on
topics relating to the Home Matters movement.
Result: The Home Matters to Lansing Twitter page had 20 followers and connected those
interested in the movement with similar organizations that our account followed.

10. 8
TACTIC 4: Display the hashtag #HomeMatterstoLansing on promotional materials and
platforms to encourage students to share campaign experiences on social media.
Result: Over 30 students were photographed with #HomeMatterstoLansing promotional
items (see figure on A6) and the hashtag was used 17 times throughout the course of the
campaign.
TACTIC 5: Work with Michigan State University Telecasters to produce a promotional
video for Home Matters to Lansing.
Result: The Telecasters created a nearly three-minute video containing campaign
information and event footage to be displayed on Home Matters to Lansing social media
channels.
TACTIC 6: Align with Habitat for Humanity Lansing volunteers and students to promote
shared goals and provide information on local volunteer opportunities.
Result: Habitat for Humanity Lansing volunteers provided insight during the informational
interview and distributed facts about their organization at two Home Matters to Lansing
events.
TACTIC 7: Reach out to local businesses to provide refreshments for Home Matters to
Lansing events.
Result: Costco generously donated cups and hot chocolate powder to be used at our
outdoor events. This gave our team a way to reach students who might not have
othewise stopped to learn about Home Matters.
TACTIC 8: Capture photographs of event attendees with promotional Home Matters to
Lansing materials to share on social media channels.
OBJECTIVE 1 OUTCOME — EXCEEDED!
The combination of all our tactics exposed over 940 people to the Home Matters to
Lansing campaign, exceeding our objective goal of 500.
OBJECTIVE 2: Engage in thoughtful discussion with 40 students on the
principles and objectives of the Home Matters to Lansing movement.
STRATEGY 1: Host Home Matters to Lansing events on Michigan State University’s
campus
Rationale: With nearly 50,000 students on MSU’s campus, we had the potential to reach a
large number of students while interacting face to face.

11. 9
OBJECTIVE 3: Get 100 individuals to officially join the Home Matters
movement.
OBJECTIVE 2 OUTCOME — EXCEEDED!
Through our on-campus events, we were able to expose over 250 individuals to the
Home Matters to Lansing campaign and discuss in-depth our mission with 53 students.
STRATEGY 1: Provide people with the information needed to sign up and make them
aware of the web address.
TACTIC 1: Hold two promotional events at the MSU Rock.
Result: This central, outdoor location was ideal for engagement with students
commuting to class. We provided free hot chocolate which enticed chilly students to
stop by and learn more about Home Matters to Lansing.
TACTIC 2: Hold two events at the MSU Union to educate students about Home Matters
to Lansing and encourage them to follow our campaign on social media.
Result: These events allowed students to gain more information about Home Matters to
Lansing in a familiar and conducive environment.
TACTIC 1: Have computers accessible at events so we could guide them through how to
join the movement directly on the Home Matters website.
Result: 41 people joined the movement on the spot through this process.
TACTIC 2: Provide a hard copy sign up sheet for people to enter their information and
join the movement.
Result: 66 people joined the movement on the spot through this process.
OBJECTIVE 3 OUTCOME — EXCEEDED!
Due to our presence, a total of 107 people joined the Home Matters movement in
February 2015.

12. 10
Home Matters to Lansing gave MSU students and the Greater Lansing area
the resources and information necessary to get involved with the national
movement and make a difference in their own way. From simply learning
more about the Home Matters movement to sparking a passion for this
mission, we accommodated people at different levels of involvement.
Through on-campus events, a strong social media presence and
collaboration with local organizations and non-profits, we were able to reach
over 640 community members.
Our campaign fueled the spirited students of MSU to show compassion for
less fortunate neighbors while gaining the resources necessary to embark on
a secure future and make a difference in the community.
CONCLUSION

13. 11
EXPENSES
Itemized Expenses
+ Poster materials: $11.05
+ Mailing of campaign book: $44.95
+ Printing of campaign book: $72.25
+ Total: $128.25
In-Kind Donations
+ Costco donated $85.00 worth of cups, hot chocolate powder, napkins,
paint, and paper.

14. A1
RESEARCH MATERIALS
Secondary Research
REFERENCES
America’s youngest outcasts. (2014, Novemeber). The National Center on Family
Homelessness at American Institutes for Research. Retrieved March 15, 2015, from
http://new.homelesschildrenamerica.org/mediadocs/276.pdf
Bateman Fact Sheet
The campaign to end homelessness: The state of homelessness in Michigan. (2013).
Michigan.gov. Retrieved March 15, 2015, from
http://michigan.gov/documents/mshda/MCTEH_Synopsis_2013_475407_7.pdf
College campuses see rise in homeless students. (2013, October 21). USA Today. Retrieved
March 15, 2015, from
http://www.usatoday.com/story/news/nation/2013/10/21/homeless-students-american-co
lleges/3144383/
For students, social media means more than following friends. (2013, February 18). USA
Today. Retrieved March 15, 2015, from
http://college.usatoday.com/2013/02/18/for-students-social-media-means-more-than-follo
wing-friends/
Income and poverty in the United States: 2013. (2014, September). Census.gov. Retrieved
March 15, 2015, from
http://www.census.gov/content/dam/Census/library/publications/2014/demo/p60-249.pdf
APPENDIX

15. A2
Primary Research
STUDENT SURVEY

16. A3

17. A4

18. A5

19. A6

20. A7
Campaign Logo
CAMPAIGN MATERIALS
Social Media Strategy
Facebook: Home Matters to Lansing
+ Share articles, quizzes and videos from the official Home Matters
Facebook page
+ Share articles, quizzes and videos from other Facebook pages related to
Home
+ Share and promote event information
+ Post pictures and videos from on-campus events
Twitter: Home Matters to Lansing (@HomeMatters2Lan)
+ Retweet and favorite the official Home Matters Twitter account
+ Retweet and favorite other accounts related to Home
+ Share and promote event information
+ Promote #HomeMatterstoLansing

21. A8
Social Media

22. A9

23. A10
CAMPAIGN PHOTOS

24. A11

25. A12

26. A13

27. A14