J.A.B.

PR Firm
Presents

Rebuilding Austin One

Homeowner at a time
Proposal 2015

Frameworks CDC, Austin

Aigner, Alyx, Ashli, Bobbi Jo, Jazmine, Jennifer, Jordan

Table of Contents
Background.1
Situation Analysis...3
SWOT Analysis..4

Key Publics6
Primary Audiences
Previous and Current Frameworks Clients....6
Primary and Secondary Messages
Persons Aged 25-40...6
Primary and Secondary Messages
Donors/ Funders.7
Primary and Secondary Messages
Secondary Audiences
Key Influencers/ Community Leaders...7
Primary and Secondary Messages
Loan Recovery Officers.7
Primary and Secondary Messages
Media.....7
Primary and Secondary Messages
Goal...8
Objective One8
Strategy One
Tactics
Strategy Two
Tactics
Objective Two9
Strategy One
Tactics
Objective 3.9
Strategy One
Tactics
Evaluation and Tools10
Timeline....11
Budget...12
Communication Confirmation Table14
Firm Summary..15
Consultant Background.16
Background
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Current Housing Market
In 2015, Culture Map reported that five cities in Texas of the top ten list of best housing
market to invest in this year.
Austin is ranked as the # 1 on the list of best housing market to invest in this year.
The median household income is $58,932.
The median home price is $221,600.
The amount of households that are currently renting is 349,200.
Research shows that 46 percent of individuals renting in Austin, Texas earn less than
$35,000 per year. Therefore, only 9 percent of the houses on the market are affordable to
this group.
The breakdown is 45 percent of Austin residents are homeowners, 55 percent are renters
In 2015, the rent in Central Texas is expected to jump 15 percent; because of this jump
the average rent will cost $1,185 a month.

Demographics of potential publics in Austin, Texas

The total population of Texas is 26,505,637.
The total population of Austin, Texas is 843,000.
The population breakdown;
White: 68.3% (non-Hispanic: 48.7%)
Hispanic or Latino: 35.1%
African American: 8.1%
Asian: 6.3%
American Indian: 0.9%
Native Hawaiian and Pacific Islander: 0.1%
Two or more races: 3.4%
Research shows that 86.7 percent have obtained a high school diploma and 45.6 percent
has obtained its bachelors. (Aged 25 and up)
The unemployment rate is 4.5 percent.
Homeownership rate is 45 percent.
Poverty level is currently 19.1 percent.
In the Frameworks area 84,355 people are qualified as low-income worker, the relevant
income is between $15,4000 - $25,650 per year.
There are 67,150 households that are considered low income.

Low Income residents who make less than $25,000

While 69 percent or renters housing costs take up 1/3 of their total income, 25 percent
want to become homeowners.
Currently 58 percent of renters want to relocate and 42 percent prefer to move to obtain
more affordable housing within the next 5 years.
 According to BBC Research & Consulting, 17 percent of renters were almost evicted
during 2014 because of costs.
The average age for the individuals who are renting is 39 years old, whereas 10
percent are retired, 10 percent are African American, and 13 percent are
Hispanics.

Psychographics and Opinion and Attitudes of potential publics in Austin 1

Due to high cost of living 52 percent of renters have reduced the essential necessities
such as health care, food, transportation and food cost.
Within the target audience, 64 percent of women think that becoming a homeowner is
important. It defines their idea of the American Dream whereas 52 percent of men think
that buying a homeowner is important.
Millennials have shown a strong interest in becoming homeowners in the area.
Those who are able to become homeowners are mentally healthier because less than 30
percent of their income can be used for essential necessities such as healthcare, medicine,
food and clothing.

Statistics about web content such as YouTube, blogs as marketing tools

According to Google, 97 percent of consumers use web search to seek information about
a business
It has been reported that 89 percent of consumers use search engines to research a
service, business before reaching a decision.
YouTubes free analytics measures demographic information about visitors who click the
video links.
Currently YouTube is the second search engine in the world.
Videos increase peoples understanding of your business by 74 percent while, 75 percent
of user visit the website of the business after viewing a video
If video is used to market content, the website is 50 percent more likely to appear on the
first page of search engine results page.
Key publics ages 25-40 years old spend their 34 percent of their time online.
Situation Analysis 2

Working for the Central Texas Region residents for 11 years, Frameworks CDC has been
helping residents of the greater Austin area purchase and maintain homes. Its successes and
structure bring with them the opportunity to position Frameworks as a brand name, in the Central
Texas Region, synonymous with affordable housing and community development. In addition, it
wants to continue vigorous pursuit of its mission and expand affordable opportunities to more
low-income residents, while making a positive contribution to physical and economic
community improvements.

As Frameworks CDC, is located in the number area for housing investment in 2015, this presents
an opportunity to effectively appeal to the target audiences. According to the Washington Post,
the Millennials are individuals who are currently between the ages of 18-31 and the generation x,
individuals who between the ages of 33 and 47 are highly active on the web. It is essential that
Frameworks captivates the attention of this audience as well as donors/funders, loan recovery
officers, public officials and the media. These key publics ages 25-40 years old spend their 34
percent of their time online. The donors/funders, loan recovery, public officials and the media
are essential publics because they can affect the funding of Frameworks and also the rapport that
Frameworks has built as a housing and community development.

There are plenty of opportunities for Frameworks CDC to generate awareness as a credible
source as for affordable housing such as creating a solidified social media presence on outlets
such as YouTube and an organizational blog. We know that 97 percent of consumers use web
search to seek information about a business, by establishing a unified presence on social media
this will create awareness, which is essential to achieving the goal of Frameworks CDC.
SWOT Analysis
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Strengths:
1. Frameworks CDC has all the resources to help key publics become homeowners and
receive full education on the process
Offers information on website about programs Frameworks offers and a tab for
registration for classes
2. Positive relationship with donors
Has social enterprise structure in place, including connections with banks
3. Collaborate with local banks & organization
Commendable system of support and rapport in place

Weaknesses:
1. Poor online presence
Web presence lacks unification
Two websites is confusing to audience
Social media pages are not properly linked to website
Web host looks unattractive, outdated and does not allow videos to be played
Website is not mobile friendly
With 30 likes on Facebook, 16 connections on LinkedIn, 45 Twitter followers, no
YouTube channel or blog, Frameworks lack social media engagement and does
not appeal to those key publics that search for information digitally

Opportunities:
1. Establish strong online presence
Organization can create and deliver consistent messages to target audiences via
social media
Key publics can retrieve educational information and resources about the
homeownership process via website and social media platforms such as
Facebook, LinkedIn, Twitter, YouTube and Blog
Create direct two way communication to understand specific needs of key publics
and deliver resources directly

2. Increase awareness to position Frameworks CDC as the go to organization before

making home purchasing decisions
Continue to excel word of mouth marketing efforts through testimonials and
referrals
Prevent foreclosures as part of emerging affordable housing initiatives
Create workshops for young individuals who are currently renting and/or looking
to eventually buy a home of their own
Attract younger generation to consider benefits of homeownership over renting
**Sometimes, purchasing a home is cheaper than renting and there are
some young individuals who arent aware of this
 3. Influence decisions on community development that coincides with affordable
housing
Develop relationship with community leaders and public officials to help
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influences those decisions

Threats:
1. Target audience is comfortable renting
Homeownership could be less cost effective over renting
2. Depend too heavily on contributions without counseling throughout homeownership
experience
Could create vulnerability to economic crisis due to lack of understanding on how
to create a budget
3. Could be overshadowed by competing organizations
Donors and banks would contribute to larger organizations that serve the same
purpose but have the ability to reach a larger audience
Key Publics and Messages 5
Key Publics
After careful research, Frameworks CDC has several key publics that broken down into primary
and secondary audiences. Frameworks has three primary audiences: (1) previous and current
Frameworks clients, (2) persons between the ages of 25 and 40 and (3) donors/funders.
Frameworks secondary audience are (1) loan recovery officers, (2) public officials, and the (3)
media. Each key public requires a message that is tailored to fit the needs of that specific
audience.

Primary Audiences
Previous & Current Frameworks clients
Word of mouth referrals have been the go to form of marketing for Frameworks. So far, it has
been successful and Frameworks want to continue to utilize this strategy. Previous and current
clients are a primary reason why Frameworks thrive as an organization and it is important that
Frameworks utilize these clients as proof that their Frameworks initiatives are effective.

Primary Message:
Your involvement with Frameworks is important and you should share your experience.

Secondary Messages:
Attending classes is easy
Share knowledge about what you learned
Potential to save friends tons of money on a home
Read about the program on Facebook and Twitter
Look at posters and flyers all around Austin

Persons ages 25-40

The RFP states that we are appealing to 25-40 year olds. It is important to gain more members
and maintain our old ones. 25 is generally the age where people begin looking to purchase their
first home. We went up to 40 because your family could expand or you could relocate and want a
new home. This is the prime age for people looking to buy houses.

Primary Message:
Get educated, see what Frameworks can offer you, and then buy for less
Secondary Messages:
Take advantage of all the information we offer
Stop being scared to buy a home and find out how to do it
Anyone can come out and attend a class or ask our staff questions
Use our information to help you buy a home
Donors/ Funders
Frameworks receives donations and grant money for their business.
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Primary Message:
Receive money to improve the company
Secondary Messages:
Benefit of donation increases credibility
Increase number of homeowners so that it coincides with affordable housing

Secondary Audiences
Key Influencers/Community Leaders
Have local leaders and influencers spread word about our company.

Primary Message:
Get promotion from respected leaders
Secondary Messages:
Get new clients from word of mouth advertising
Have credible sources promoting our company
Change legislation

Loan recovery officers

Recovery officers are the ones who try to collect on loans not paid up.

Primary Message:
Get your loans paid in a timely manner.
Secondary Messages:
Make a budget for your money
Make a schedule to handle your loans

Media
Newspapers, Television and Radio Stations.

Primary Message:
Get coverage from the media
Secondary Messages:
Submit press releases to the Newspapers
Have photo ops for Frameworks
Objectives, Strategies and Tactics
Overall Goal 7
The overall goal of this campaign is to position Frameworks CDC as well-known, credible and
resourceful affordable housing dealer by fortifying their online presence and establishing strong
brand recognition.

Objectives, Strategies, Tactics

Objective 1
Create a unified web presence designed with the key publics self interests in mind by December
31, 2015

Strategy 1
Create web opportunities for audience interaction, feedback and information
satisfaction

Tactics
Condense current Frameworks websites to one at www.frameworkscdc.org
website
Redesign and update website so that it is both user and mobile friendly and
inviting (i.e. broken links, switch host, strategic placement of materials)
Simplify terminology for first time home buyers and audience with a lack of
understanding of homeownership process
Create keywords for search engine optimization that is synonymous with
affordable housing terminology
Check analytical data on website to understand how and why audience members
are coming to your page
Promote Frameworks through both organic and nonorganic advertisements via
Facebook, Twitter and YouTube

Strategy 2
Proactively increase social media engagement on multiple social platforms such
as Facebook, LinkedIn, Twitter, YouTube and blog

Tactics
Create YouTube channel for testimonials
Embed YouTube videos into website
Successfully connect social media links to website
Create blog to educate key publics on affordable housing and community
development
Post relevant information that appeals to self-interest of key publics on Facebook
and Twitter (i.e. Frameworks programs, news updates, homes for sale, events)
Objective 2
Increase awareness about the programs Frameworks offers by 50 percent 8

Strategy 1
Inform current clients and key influencers about details and benefits of programs that
nearly ensures that low-income homebuyers will receive a better deal if educated
properly through Frameworks Programs

Tactics
Testimonials of previous clients on how they benefited by going through the
programs
Blog post that informs how Frameworks CDC programs are beneficial and link
blog post
Create subscription that allows key publics to receive constant updates, new blog
post and information about program benefits

Objective 3
Become a brand that is recognizable as a credible housing solution by community leaders and
public officials that have the power to influence legislation by December 2015

Strategy
Become a provider of valued up-to-date, easily accessible economic information

Tactics
Create blog to educate key publics on affordable housing and community
development
Explain and interpret current legislation regarding homeownership, financing and
relevant topics
Network/partner with other nonprofits organizations such as The Texas State
Affordable Housing Corporation and Texas Low Income Housing Information
Services
Send out monthly reports to donors and public officials
Post informational updates in public buildings such as welfare offices
Evaluation & Tools 9
Objective #1
Create a unified web presence designed with the key publics self-interests in mind by December
31, 2015

Evaluation and Tools

Use analytical resources such as Crazy Egg and Google Analytics to understand the exact
needs of audience based on which tabs they go to the most
Crazy Egg informs Frameworks which tabs to go to based on click through rate
Google Analytics informs Frameworks how audience members access site,
specific demographics, psychographics, search engine optimization and etc.
Hootsuite measures social media interactions to confirm which post are the most
effective in reaching target audience to confirm what post are the most effective
in reaching target audience.

Objective #2
Increase awareness about the programs Frameworks offers by 50 percent

Evaluation and Tools

Maintaining a log of participants of each program will allow Frameworks to determine
which programs have the most attendance and which are the most effective
Utilize surveys and assessments to allow participants how they heard about the program
and what prompted them to attend
Compare previous attendance to current attendance after three months into campaign

Objective #3
Become a brand that is recognizable as a credible housing solution by community leaders and
public officials that have the power to influence legislation by December 2015

Evaluation and Tools

Measure how often legislatures interact with blog in the form of reposting, sharing.
commenting etc.

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Budget

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Communication Confirmation Table
Firm Summary 14

What do we do?
J.A.B. PR creates and maintains a positive public image for our clients. We strive to develop
positive relationships between our clients and their consumers. Our firms go-to quote is from
influential public speaker William Boetcker, Confidence is the foundation for all business
relations. The degree of confidence a man has in others, and the degree of confidence others have
in him, determines mans standing in the commercial and industrial world. Using this quote as
motivation, J.A.B. PRs combined talents are sure to help your organization communicate the
brand and messaging that you desire.

What do we believe in?

Honesty
We place a great importance on ethics, and are committed to performing our duties with the
highest ethical standards.

Consistency
We promise concise and consistent messages throughout the campaign. Our goals are to
reach and surpass your goals and objectives.

Timeliness
Your time is our priority. Every step will be completed as quickly and as efficiently as
possible.

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