Embody the Brand
Kayak used the brand standards for print communications developed for Habitat for Humanity International to update both the look and messaging on both the Habitat and ReStore sites. Images of the families became central to the design, and typography was also used to unite the website experience with other printed materials being produced for Habitat.
As a brand, Habitat is moving away from build-focused messaging so that the public can understand that builds are what Habitat does, but families are why they do it.
The clean and modern design of the new Habitat For Humanity Southern Alberta website is mirrored in the new ReStore website to visually connect the two websites and illustrate how they work together.
While Habitat is one of the most recognized brands in the world, it isn’t one of the most supported. Habitat came to Kayak looking for a way to increase donations — including individual donations, donations to events, and corporate sponsorships.
Kayak used the brand guidelines to understand who would be open to supporting Habitat and what they’d need to know in order to make their decision. New website content was created and existing website content was reorganized in order to move visitors through a more focussed educational process about the work that Habitat does in Southern Alberta and the impact it has on the community.
HubSpot was chosen as the web marketing platform for this site because it allows for a more consistent marketing approach, simpler updates and significantly better data management. WordPress was chosen for the ReStore site with a plan for adding ecommerce functionality in the future.
Habitat as an organization has so many different touch points in the community that it is often hard for the public to understand the impact they have on a large scale in Southern Alberta. Chapters and ReStore are often the only experience people have with the organization - but understanding the scope of what the larger Southern Alberta section is trying to accomplish is important to positively impacting donations and making Habitat a preferred option for personal and corporate giving.
Using link strategy and strategic page content creation, we are able to communicate the reach and impact Habitat is having in Southern Alberta. Chapter content is given more prominence when it is featured on the homepage or events pages of the Habitat website. ReStore’s greater purpose of funding builds and helping families is more clearly communicated. The separation between these levels of the organization have been removed in favour of a more holistic brand experience that is focused on helping families in Southern Alberta is apparent.
Habitat’s local offices are able to create more consistent promotional materials for their events that can then be shared via the new website.
The Habitat Southern Alberta marketing team has the right tools in place to attract more donors, volunteers and families. And they are beginning to use the blog to better promote fundraising and community involvement.
Lastly, the Habitat sponsorship team has the tools they need to go after larger corporate donations and a platform to help them with lead nurturing potential partners.
Work with Kayak today to build your brand online.
In 2011, we stopped doing marketing projects for the money and discovered how to really grow our business, and yours.
If you've ever worked with an ad agency, web design firm, or even a law firm, you're likely familiar with buying services from companies who sell you what you want to buy. It's very common and the way most small businesses operate; as a vendor.
What many people aren't as familiar with are two alternatives to operating as a vendor. More experienced businesses discover Process and Performance; or Partner and Coach, respectively. We like those words a lot. They open an opportunity to change the discussion from, "how much does it cost" to something like, "if we do X can we improve our results by Y". It's a radically different discussion.
In 2011, we refocussed our services to help our clients succeed. And thus, have removed acting as a vendor from our approach. It has been replaced with a determination to provide leadership and empowerment instead.
In a nutshell, our mission is not to do more for you, but to put you in a position to do more for yourself.
We are firm in our belief that great content deployed by knowledgeable marketers – like the amazing people at Habitat for Humanity Southern Alberta – propels prospects to act and businesses to grow.