Final Casebook

R A I S I NG
the
Justin Graci
Hanna Moore
Katie Smith
Endya Watson
Erin Zaranec
Kent State University Bateman Blue Team

Timothy Roberts, Faculty Adviser
Jenn McElhatten, Professional Adviser
TA BL E
of
Campaign Summary
Executive Summary ..........................................................................................................................
Situation Analysis ..............................................................................................................................
Secondary Research ..........................................................................................................................
Primary Research ..............................................................................................................................
Publics .................................................................................................................................................
Theme ..................................................................................................................................................
Key Messages ......................................................................................................................................
Goals, Objectives, Strategies, and Tactics ......................................................................................
Obstacles .............................................................................................................................................
Budget Summary ...............................................................................................................................
Conclusion ..........................................................................................................................................
Budget ..................................................................................................................................................
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2
2
3
4
4
4
5
9
10
10
11
Appendix
Testimonials .......................................................................................................................................
Recommendations .............................................................................................................................
Communications Elements ...............................................................................................................
Media Relations .................................................................................................................................
Raising the Roof Street Team .......................................................................................................
Informational Tables .........................................................................................................................
Random Acts of Kindness Day .........................................................................................................
You Can Do It! 10 Simple DIY Repairs ............................................................................................
Additional Research ..........................................................................................................................
A1
A2
A4
A9
A14
A15
A16
A17
A18
The Bateman BLUEprint (Executive Summary)

When speaking about something that excites you, your
eyes light up, your mind races
and, who knows, maybe you
even put your hands up to
raise the roof in praise.
This is the reaction the Bateman Blue team witnessed
when attendees at Home
Repair Resource Centers
(HRRC) classes talked about
the benefits of the centers
hands-on home repair workshops. And so, Raising the
Roof was born, aiming to spread the value of HRRC and Home Matters to a broader audience.
HRRC, a proud supporter of Home Matters, is a Cleveland Heights-based nonprofit that
empowers homeowners to maintain well-kept houses through hands-on educational classes
and financial assistance.
Near the end of 2014, the center began its efforts to expand in the city of Shaker Heights, a
suburb of Cleveland, and is looking to further spread its mission to other inner-ring Cleveland
suburbs. Bateman Blue was tasked with creating a strategic public relations plan to help promote
HRRC in Shaker Heights, and if successful, eventually use that plan to enable HRRC to expand
to other Cleveland suburbs.
Through our research, the Kent State Bateman Blue team found that Shaker Heights residents
did not feel as though HRRCs services were available to them due to the organizations physical
location in Cleveland Heights.
To change this perception, the Bateman Blue team aimed to increase awareness of HRRC as a
resource for Shaker Heights residents by 15 percent in the month of February, expose 15 percent
of the citys population to Home Matters mission and its partnership with HRRC, re-establish
HRRCs social media accounts and build interactions, and motivate 40 Shaker Heights residents
to attend HRRC events in the month of February.
This plan will serve as a template for HRRC to successfully reach new audiences and empower
new clients. This is The Bateman BLUEprint.
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Surveying the Land (Situation Analysis)

Home Repair Resource Center
Home Repair Resource Center is a nonprofit located in Cleveland Heights, Ohio, which has
served the community with housing initiatives since 1970. HRRC attempts to spread the idea of
homeowner empowerment through hands-on classes, financial education and counseling, and financial assistance with home repairs. Although participation in HRRCs services has grown over
the years, the Center still faces issues with awareness outside of the city of Cleveland Heights.
HRRC established its relationship with Home Matters in 2014; however, our research found the
Center had not promoted Home Matters in the year before our campaign started.
The Bateman Blue teams primary research showed that only 38 percent of Shaker Heights
residents surveyed were aware of HRRC and its services. The consensus of our focus group and
survey findings was clear: increased awareness was a must.
Home Matters
Home Matters is a nationwide initiative started by National NeighborWorks Association in collaboration with housing professionals and industry leaders. Its focus is to make Home a reality
for every American. Home Matters is working to spread its mission nationwide by using social
and traditional media, as well as partnering with housing nonprofits across the country. Of those
surveyed during our primary research, no respondents were aware of Home Matters.
Due to a general lack of knowledge about HRRC and its support of Home Matters, the Bateman
Blue team chose to focus a majority of its tactics on increasing awareness.
The Foundation
(Secondary Research)
The Bateman Blue team researched Home Matters and HRRC to better understand the mission
of each organization.
We researched national, regional, and local housing trends, as well as Shaker Heights demographics. The citys estimated 2013 population based on the 2010 Census was 27,935. Fifty-four
percent of Shaker Heights residents are female and 45 percent are male. The homeownership
rate in the city between 2009 and 2013 was 62.2 percent, and our primary research revealed
that a number of homes are more than 60 years old. Shaker Heights median household income
between 2009 and 2015 was $77,951.
Nationally, the average income of a first-time homebuyer in 2014 was $68,300, and 76 percent
relied on their savings to make initial house payments, meaning that a house needing renovations is a more likely buy than a move-in ready home.
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The Foundation
(Primary Research)
Online Surveys
The Bateman Blue team created two online surveys

to gauge awareness in the Shaker Heights community of the HRRC program. One survey was targeted
to Shaker Heights residents and was sent through
the city school districts listserv. The second survey
was sent through the HRRC listserv to determine
how respondents first heard of the Center and what
classes they valued most.
19 of 48 respondents
knew about HRRC
Focus Group
The Bateman Blue team conducted a focus group

with women who have taken classes at HRRC to
learn more about the value of its resources. We also
discussed the overall lack of awareness HRRC has
and ways to improve it. Some of our key findings
were:
HRRC classes provide attendees with valuable
knowledge about maintaining their homes and
interacting with contractors
The instructors are professionals in their trades
and able to explain projects in simple terms
The classes at HRRC build a sense of community among participants
Interviews with Local Stakeholders
We interviewed eight area professionals in the

housing industry prior to the start of the campaign.
During these interviews, we discovered that most of
Shaker Heights residents were unaware of HRRCs
services, face-to-face communication was the best
way to reach residents, and that Shaker Heights
residents face maintenance issues due to the age of
their homes.
No respondents knew
about Home Matters
The average age of
respondents homes is
81.7 years old*
5.6%
19.4%
38.9%
11.1%
25%
Housing is our business, so its got to be

good were truly a bedroom community in Shaker. Our business is
providing a great neighborhood to live
in, a good house, and a great school.
Julianna Johnston Senturia

Shaker Heights City Councilwoman
60 years or younger:
65-74 years:
75-84 years:
85-94 years:
95 years or older:
*based on responses from awareness survey
The Homeowners
(Key Publics)
Primary
The primary audience was young parents

in the Shaker Heights area. HRRC wants
to expand to other Cleveland suburbs,
beginning with Shaker Heights. This
group would benefit most from HRRCs
services and is also one of Home Matters target audiences. Of the people we
surveyed from Shaker Heights, 45.8 percent were between 35 and 44 years old
and had at least one school-aged child.
More than 95 percent of this group of
respondents indicated interest in at least
one of HRRCs services.
Map showing the distance between Shaker Heights and Cleveland Heights courtesy of Google Maps.
Secondary
Cleveland Heights residents and Northeast Ohio media outlets were secondary audiences. HRRC
is located in Cleveland Heights, and it would like to not only maintain but expand its presence
with residents in the community. HRRC has received media attention in the city of Cleveland
Heights but would benefit from reaching a broader audience.
Raising the Roof
(Theme)
The Bateman Blue teams campaign name, Raising the Roof, was conceptualized after hearing
testimonials from people who are currently taking classes at HRRC. The phrase Raising the
Roof has a positive connotation and is in line with Home Matters and HRRCs mission of empowering homeowners to maintain their homes.
Selling Points (Key Messages)
Home Repair Resource Center welcomes residents from the Greater Cleveland area.
Home Repair Resource Center is a proud supporter of Home Matters.
Home Repair Resource Centers programs and workshops empower homeowners.
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The Framework
(Goals, Objectives, Strategies, and Tactics)

GOAL: To spread the mission of Home Matters throughout the city of Shaker Heights by
empowering homeowners to use HRRCs services.
OBJECTIVE ONE: Increase awareness of HRRC as a resource for Shaker Heights residents by
15 percent by Feb. 28, 2015.
Strategy One: Use pre-existing communication channels to connect with Shaker Heights residents.
Rationale: Through our primary research, we received several recommendations to reach out to the
established network of community members registered for the HRRC newsletter and the Parent-Teacher
Organization newsletters from the Shaker Heights public schools.
Tactic: Partner with the city of Shaker Heights School District to distribute a benchmark survey in its
e-newsletter.
Result: The survey had 48 respondents. Sixty percent of respondents had not heard of HRRC, and no
respondents had heard of Home Matters. The enewsletters reported click through rate for our survey was
between 1 and 2 percent, so between 60 and 120 people would have seen HRRCs information.
Tactic: Partner with the city of Shaker Heights School District to promote upcoming HRRC events in its
e-newsletter.
Result: Approximately 6,000 parents in the city of Shaker Heights are subscribed to the e-newsletter
and receive information about HRRC events. Our event information was emailed to the school district two
weeks prior to our event, but it was not included in the e-newsletter.
Tactic: Distribute a survey in HRRCs existing e-newsletter as a benchmark for current interest in the
Centers programs and classes.
Result: The survey had 56 respondents, 60 percent of whom had previously taken a class at HRRC.
Tactic: Promote HRRC and Bateman Blue You Can Do It! 10 Simple DIY Repairs event on February 18
in the HRRC e-newsletter.
Result: Approximately 1,700 residents of the Greater Cleveland area are subscribed to the e-newsletter, and
our event was promoted in it. A total of 105 people clicked on on campaign-related activities in the newsletter.
Strategy Two: Collaborate with local businesses and organizations to further spread HRRCs mission
and key messages.
Rationale: Through our primary research, we were informed of popular local places in the city of
Shaker Heights that draw people in our target audiences demographic.
Tactic: Have an informational table at two key locations in Shaker Heights throughout the month of February.
Result: A total of 262 people passed through while the Bateman Blue teams table was set up at the
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Indoor Farmers Market and Shaker Heights Public Library. We distributed 248 HRRC brochures and
hotcards from our campaign to interested people.
Tactic: Create marketing materials including web addresses to HRRCs social media and website, along
with information about the Centers classes and programs. The Centers partnership with Home Matters
was also described in all marketing materials. Print materials were distributed at local businesses and
placed on community bulletin boards.
Result: We distributed a total of 70 hotcards to be placed on information tables at local businesses and
informational flyers about HRRC and Home Matters at a local grocery store, coffee shop, and the Shaker
Heights Public Library.
Strategy Three: Use guerilla marketing tactics to engage the Shaker Heights primary audience
through face-to-face communication.

Rationale: In our primary research, the Bateman Blue team found that our client had a strong desire to
use face-to-face outreach as an integral part of the campaign.
Tactic: Use Random Acts of Kindness Day on February 17 to surprise Shaker Heights residents around
Shaker Square and in a local coffee shop. Present six people with gift cards to local businesses with the
HRRC and Home Matters hotcard and an event invitation attached. Pay for three peoples purchases at a
coffee shop and give them an event invitation.
Result: Nine people in Shaker Square were presented with a gift, a personal invitation to our culminating event, and information about HRRC and Home Matters missions.
OBJECTIVE ONE OUTCOME: NAILED IT! (Objective exceeded)

The Bateman Blue Team exceeded this objective and increased awareness of HRRC as a resource for Shaker Heights residents by 17 percent. The teams awareness survey showed that 35
percent of respondents knew about the Center prior to our campaign. At the end of our campaign, 52 percent of respondents knew about HRRC.
OBJECTIVE TWO: Expose 4,000 Shaker Heights residents (15 percent of the citys population)
to Home Matters mission and its partnership with HRRC by Feb. 28, 2015.
Strategy One: Use pre-existing print and digital communication to connect Shaker Heights residents
with Home Matters and HRRC.

Rationale: Using these established communications channels allowed us to directly reach our key publics.
Tactic: The Bateman Blue team used invite-only Shaker Heights Community Organization Facebook
groups to post HRRC and Home Matters related content.
Result: Campaign information was posted in five Shaker Heights specific groups an average of three
times during the month of February. In total, these pages have 1,566 members.
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Tactic: The Bateman Blue team created an informational hotcard to be placed inside HRRCs existing
brochures and distributed to Shaker Heights residents throughout the month. The hotcard gives a brief
overview of HRRC services and Home Matters mission.
Result: We distributed more than 250 informational hotcards at outreach initiatives throughout the month.
Tactic: The Bateman Blue team provided HRRC with Home Matters logo and tagline to be added to
HRRCs website, which links to Home Matters website.

Result: HRRC placed Home Matters logo on its About Us page and indicated that the Center is a proud
supporter of the movement.
Strategy Two: Use Northeast Ohio traditional media outlets to inform our key publics of HRRCs and
Home Matters partnership.

Rationale: In our secondary research, we pinpointed the dominant radio and television stations in the
Greater Cleveland area so we could focus our media relations efforts.
Tactic: Create an informational article about HRRCs support of Home Matters for Cleveland.com and
Patch.com.
Result: An informational article about the Centers support of Home Matters and Bateman Blues special
event was posted in the Community Voices section of Cleveland.com, as well as the local news website, Heights
Observer. Two articles were posted in Shaker Heights Patch Community Bulletin Board. These articles received a total of 526 combined social media impressions.
Tactic: Pitch campaign activities to local news stations to garner coverage of partnership on broadcast,
radio, and web platforms.

Result: We sent four email pitches about the campaign and culminating event to local philanthropic
reporters, and we sent Public Service Announcements to four local radio stations. The Bateman Blue team
did not receive media coverage as a result of these pitches.
OBJECTIVE TWO OUTCOME: NAILED IT! (Objective exceeded)

We used owned media to post on Cleveland.com and Patch.com to help spread awareness of
HRRC and its partnership with Home Matters. We did not calculate the advertising value
equivalency of these postings because we believe it is unreliable. The Bateman Blue team
exposed 2,363 Shaker Heights residents to HRRCs support of Home Matters through social
media impressions, as well as our information tables and events. The Centers website receives an average of 1,890 unique visitors per month, and the Heights Observer receives 3,000
unique visitors per month. In total, we exposed 7,253 residents to HRRC and its partnership
with Home Matters.
OBJECTIVE THREE: Re-establish HRRCs Twitter and Facebook presence so the Center
receives five interactions per week on Twitter and 10 interactions per week on Facebook in the
month of February.
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Strategy One: Use HRRC social media channels to connect with current followers and gain new followers.
Rationale: In our primary research, we found that community members would like to access HRRCs social
media channels for updates on classes and events; however, the pages were stagnant prior to the campaign.
Tactic: The Bateman Blue team changed HRRCs Twitter handle from @HRRC1 to @HRRC_NEO to
make the page easier to distinguish. Additionally, the team added that HRRC is a Home Matters supporter
in its Twitter bio.
Result: The change did not have an apparent effect on HRRCs Twitter interaction; however, the Bateman Blue team felt the adjustment made it clear that HRRC is not exclusive to one city.
Tactic: Create a photo frame shaped like a house to bring to events. Residents could take pictures in-
side of the frame and post their photos to Twitter with an @HRRC_NEO mention and the Home Matters
hashtag #ShareHomeIs and post to the HRRC Facebook wall.
Result: Taking pictures of people in the house generated eight responses to the Share Home Is hashtag
on Twitter.
Tactic: Post content relevant to the campaign and general home repair once a day on Facebook and twice a
day on Twitter.
Result: We increased the average weekly Facebook interaction by 21.25 percent and the weekly average
of Twitter interaction by 24.25 percent.
OBJECTIVE THREE OUTCOME: NAILED IT! (Objective Exceeded)

We generated a weekly average of 33.75 interactions on Facebook, which encompasses pages
likes, posts on the HRRC timeline, liking, commenting, and sharing HRRC page posts, and
mentioning the page. We also generated a weekly average of 24.25 Twitter interactions, which
includes retweets, favorites, follows, and mentions.
OBJECTIVE FOUR: Motivate 40 Shaker Heights residents to attend HRRC events by Feb. 28, 2015.
Strategy One: Use a well-known space in Shaker Heights to introduce residents to HRRCs services
and events.
Rationale: During our primary research, residents of Shaker Heights said they felt as though HRRC
was exclusive to Cleveland Heights residents due to their physical location and most workshops being held
in Cleveland Heights.
Tactic: Host a You Can Do It! 10 Simple DIY Repairs event at the Stephanie Tubbs-Jones Community
Center in Shaker Heights.
Result: Of the 55 registered attendees, 46 came to the event on February 18. Sixty-three percent of the
attendees were Shaker Heights residents.
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Strategy Two: Use digital communications to promote HRRC events.

Rationale: HRRCs e-newsletter listserv has more than 1,700 subscribers from the Greater Cleveland
area, Shaker Heights School Districts PTO newsletter has more than 6,000 subscribers from Shaker
Heights, and HRRC has pre-existing social media accounts.
Tactic: Use HRRCs social media (Facebook and Twitter) and e-newsletter to promote HRRCs You Can
Do It! 10 Simple DIY Repairs and HouseMender University events in February.
Result: February events were promoted nine times on HRRCs Facebook, 15 times on the Centers Twitter, and mentioned four times in HRRCs e-newsletter.
Tactic: Add HRRCs February events to Shaker Heights community calendar on ShakerOnline.com.
Result: ShakerOnline.com receives an average of 5,580 unique visitors per month who had the ability
to see our event on the community calendar.
OBJECTIVE FOUR OUTCOME: MISSED THE MARK (Objective Unmet)

The Bateman Blue team motivated 30 Shaker Heights residents to attend HRRC events in the month
of February. While we fell short of our set objective, all Shaker Heights residents who attended were
new to HRRCs programs, and it was also the highest-attended event the Center has ever held. In
total, 46 people attended our campaign-specific event, You Can Do It! 10 Simple DIY Repairs.
Renovations (Challenges and Opportunities)
Challenge One: HRRC is located in Cleveland Heights, approximately one hour away from our university
campus in Kent, Ohio. Finding time to travel to HRRC proved to be challenging for our team.
Opportunity: The Bateman Blue team found value in visiting Shaker Heights and HRRC. We developed
strong relationships with our client and target audiences.
Challenge Two: Extreme weather conditions compromised two of our outreach events and may have
discouraged some residents from attending our culminating event.

Opportunity: We took advantage of social media to make up for the lost outreach. Using this form of
communication was fitting because it can be assumed that others would not have wanted to travel in the
inclement weather.
Challenge Three: One of our primary research subjects deterred us from reaching out to represen-
tatives from the Shaker Heights city council and employees of the city of Shaker Heights because she
preferred that the voice of the city remain consistent. This made it difficult for the Bateman Blue team to
gather a broad range of input for our primary research.
Opportunity: Despite this obstacle, we received valuable feedback and testimonials from focus group
participants and a member of the Neighborhood Revitalization/Housing/Building committee.
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The Materials (Budget Summary)

Expenses*
The Bateman Blue team spent $270.84 of its $300 budget. The majority of the budget was spent
on gift cards for Random Acts of Kindness Day giveaways and team T-shirts. The Bateman
Blue team also used money from the budget to print the casebooks.
In-Kind Donations*
The Bateman Blue Team used $530.36 of its $1,000 in-kind donation budget. The majority of
this budget went to tickets for attractions in the Cleveland area. Our printed promotional materials were also included in this budget.
*See page 11 for a more detailed breakdown of the budget.

Home Repair Resource Center has been looking to expand its reach in the community, both
by engaging new communities and reconnecting with our historic service area. The KSU
Bateman Blue Teams work has been a huge help to us in this process, and has
helped to introduce us in a powerful way to the residents of Shaker Heights.
Benjamin Faller, HRRC Executive Director
See page A1 for additional testimonials.
Home Sweet Home (Conclusion)

The Bateman Blue team was tasked with raising
awareness of HRRC in the city of Shaker Heights.
The teams extensive research served as the basis
for its strategic plan to expand HRRCs reach.
The teams objectives were to increase awareness of HRRC as a resource for Shaker
Heights residents by 15 percent, expose 4,000
Shaker Heights residents (15 percent of the
population) to Home Matters mission and its
partnership with HRRC, re-establish HRRCs
Twitter and Facebook presence, and motivate
40 Shaker Heights residents to attend HRRC events by the end of February.
The Bateman Blue team met three of its four objectives and raised awareness of HRRC and
Home Matters. We agree with HRRC Director Benjamin Faller that the plan can be used as a
blueprint to allow the agency to continue its expansion to other Cleveland suburbs.
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Budget
Expenses
Item
Target giftcard - survey
Remaining Budget
Cost
$300.00
$25
$275.00
Dewey's Giftcards (2 @ $10 each)
$20.00
$255.00
Foam Board
$10.23
$244.77
Shirts
$90
$154.77
Home Depot Giftcard (2 @ $10 each)
$20
$134.77
JMC Printing
$50
$84.77
Target Giftcards (2 @ $10/each)
$20
$64.77
Dewey's Coffee Purchase
$10.90
$53.87
Pens for exit survey (3 packs of 10)
$4.71
$49.16
$20
$29.16
Target giftcard
Total Spent:
In-Kind Donations
Item
$270.84
Remaining Budget
Cost
$1,000.00
Focus Group
Focus Group Food
$12.98
$987.02
$90
$897.02
Special Event
Stephanie Tubbs Jones Room Rental
Special Event Food (pretzels,chips,plates)
$10.37
$886.65
Special Event Food (cookies)
$24.96
$861.69
65 surveys + Ticket Voucher (66 total)
$0.99
$860.70
292 colored hotcards
$6.57
$854.13
20 business letters
$0.30
$853.83
Promotional Elements
30 tear-off fliers
$1.35
$852.48
13 pages invitations
$0.59
$851.89
50 sheets hotcards (100 total)
$2.25
$849.64
$30
$819.64
$60
$759.64
Farmers Market table space
Giveaways
Home & Garden (4 tickets)
11
Home Repair (4 tickets)
$40
$719.64
Lake Erie Monsters Tickets (4)
$100
$619.64
10 Free HRRC Classes
$150
$469.64
Total used:
$530.36
Additional Testimonials
The HRRC is a fabulous resource and many more people should know about it. Ive
taken several workshops, etc. at HRRC but when I tell friends about it, theyre surprised
because theyve never heard of HRRC. More marketing/communication is needed to inform
others about this marvelous organization.
Evaluation survey respondent
A lot of people there [Shaker Heights] dont know about HRRC. I tell my neighbors, I tell
my friends, and Im very, very pleased to hear theres going to be an emphasis on
trying to get it better known in Shaker Heights.
Focus group participant
I was so impressed with the instructors. They were fantastic. They had the ability to
speak the correct language and translate that into a way that makes sense to those of
us who dont know about home repairs.
This is a great offering for the community - especially considering the age of the homes
in the area, as well as the economic means of many of the residents.
Event attendee
I am a new resident of Ohio, and specifically Cleveland Heights, and I have attended
several classes already. This is a great resource for the city of great homes
Evaluation survey respondent
There was a sense of community that I didnt anticipate. I expected to learn some things
and to meet some folks, but the dynamic that happened after getting together week after
week. There was this real camaraderie. Were all homeowners just trying to
figure it out.
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Recommendations
During the Raising the Roof campaign, we found that HRRC could benefit from more frequent
use of social media and additions to its current outreach. Below are recommendations for the
Center to use this plan as a blueprint in its expansion to other cities.
General
The Center has binders full of contractor evaluations at its headquarters. The Bateman Blue
team suggests HRRC post the evaluations on its website for homeowners to view. We also suggest creating a form for evaluators to upload their own submission directly to the HRRC website.
Outreach
Prior to the campaign, HRRC executive director Benjamin Faller stated that marketing efforts
were often not included in the Centers budget. We feel the Center could truly benefit from building a low-cost marketing plan and hiring a marketing and outreach intern to execute strategies and tactics. Prior to the Raising the Roof campaign, HRRC events were promoted on the
Centers website and schedules were available at the Cleveland Heights location. By promoting events on social media and in local hotspots throughout Shaker Heights, a larger audience
learned about HRRC events. By continuing these practices, the Center will reach a larger audience for events. We also suggest the Center continue reaching out to neighborhood organizations
in Shaker Heights and other local cities for possible partnerships.
The Bateman Blue team collaborated with Shaker Heights Family Connections by having a table
outside of its class at the library and leaving informational materials at its offices . By continuing this collaboration, HRRC can reach more young parents who may be in need of the Centers
services and programs.
Our focus group participants also suggested the Center reach out to columnists who write for
Shaker Life Magazine. This outreach would have to happen three to four months prior to publication.
The Center has a city of the month for each Cleveland suburb. During each suburbs designated
month, classes at the Center are discounted for residents. We suggest the Center host outreach
events in the library or local hub for the city of the month prior to that locations respective
month.
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Recommendations (Continued)
Social Media
Prior to the Raising the Roof campaign, HRRC did not actively use its social media. Based on
the interaction we received throughout the month, we have suggestions on how HRRC can move
forward with its social channels.
Facebook
We found that photos and videos received the most engagement from followers. HRRC can add
photos from classes and outreach events. The Center should create Facebook events and share
them on community association Facebook pages. We found direct outreach to be more effective
than just posting on the Centers Facebook page.
Twitter
The Center could improve its interaction on Twitter by following people (local homeowners,
HRRC clientele, local business people who work in housing) rather than organizations and
city-based accounts. Because Twitter was less successful than Facebook during our campaign,
we suggest monitoring engagement after following people. If engagement has not improved, the
Center should consider deleting Twitter.
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Communication Elements
Flyers
The Bateman Blue team created flyers to promote HRRCs resources and our special event
throughout the month of February. The flyers had general information about the Center and featured tear-offs at the bottom of the page for residents to take HRRCs contact information with
them. These flyers were displayed in high-traffic areas around Shaker Heights, such as Heinens
Grocery Store, Shaker Heights Public Library, Shaker Heights Woodland Branch Library, Deweys Coffee Cafe, Shaker Heights Family Connections, and Yours Truly restaurant.
Hotcards
Hotcards were created to explain the relationship between the Center and Home Matters. Hotcards were placed in pre-existing marketing materials and left in high-traffic areas around Shaker Heights. Brochures with hotcards were handed out at each Raising the Roof street team
event.
Event Invitations
Event invitations were created for Bateman Blue teams You Can Do It! 10 Simple DIY Repairs
class, as well as other HRRC events throughout the month of February. These invitations were
passed out at each Raising the Roof street team event and shared on social media.
Social Media
Along with revamping HRRCs social media accounts, the Bateman Blue team posted in preexisting Shaker Heights Community Associations private Facebook groups. These groups had
a total of 1,566 Shaker Heights residents as members. Our posts and special event were also
shared in other Facebook groups by community members, including a group with 369 members
and a Cleveland Social page with 1,659 members.
On the following pages are examples of our communication elements.
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Keeping neighborhoods in good repair...

2520 Noble Road Cleveland Heights, Ohio 44121
T: 216.381.6100 www.hrrc-ch.org
About HRRC
HRRC is a local nonprofit based in Cleveland Heights, Ohio. We have worked since 1971 to
foster diverse and sustainable neighborhoods through well-maintained homes by empowering
and educating homeowners. Our mission is accomplished through a creative mix of self-help
programs that include financial assistance, education and skills training to enable homeowners
particularly homeowners of low or moderate income to accomplish repairs on a contracted
or do-self basis.
Financial Education/ Counseling
Our counseling and financial education programs help residents learn to manage
money, improve credit standing and make wise financial decisions. HRRC is a HUD
certified counseling center.
Hands-on Home Repair & Maintenance Classes
Project Repair hands-on classes (nominal fee, hands-on instruction), HouseMender University (free expert advice seminars on home repair issues), Home How-To
hands on program (multi-session women-only repair classes)
Senior Citizen Repair Program
Home Repair Resource Center offers special assistance to homeowners age 62+. Participants benefit from personalized in-home consultations, help with the contracting
process and specialized workshops.
HRRC is a proud supporter of Home Matters.
Information on Home Repair
Home Matters is a national movement uniting

America around Home.
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Twitter: @HRRC_NEO
Facebook: Home Repair
Resource Center
Twitter: @HRRC_NEO
Resource Center
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Twitter: @HRRC_NEO
Resource Center
Twitter: @HRRC_NEO
Resource Center
Twitter: @HRRC_NEO
Resource Center
Twitter: @HRRC_NEO
Resource Center
For more information visit

www.homemattersamerica.com.
Twitter: @HRRC_NEO
Resource Center
Twitter: @HRRC_NEO
Resource Center
Twitter: @HRRC_NEO
Resource Center
Repair instructions
Material guidelines
Model specifications
Videos
Contractor evaluations
Twitter: @HRRC_NEO
Resource Center
Twitter: @HRRC_NEO
Resource Center
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is a proud supporter of
Home Repair Resource Center is a non-profit organization located in Cleveland Heights, Ohio.
HRRC offers services such as:
Budgeting, Home Purchase, Refinancing, etc.

HRRC is a HUD certified counseling center.
Repair needs assessments, help with estimates, senior-focused classes for homeowners age 62+.
HouseMender University
Free, expert advice sessions on home

repair issues
Home How-To
Multi-session women-only repair classes

Contractor evals., repair instructions, material guidelines, model specifications, videos

Project Repair
Nominal fee, hands-on instruction
Twitter: @HRRC_NEO
WHY? Because Home Matters!
Facebook: Home Repair Resource Center
(front)
is a proud supporter of
Home Repair Resource Center is a non-profit organization located in Cleveland Heights, Ohio.
HRRC offers services such as:
Budgeting, Home Purchase, Refinancing, etc.

HRRC is a HUD certified counseling center.
Repair needs assessments, help with estimates, senior-focused classes for homeowners age 62+.
HouseMender University
Free, expert advice sessions on home

repair issues
Home How-To
Multi-session women-only repair classes

Contractor evals., repair instructions, mate-
(back)rial guidelines, model specifications, videos
Project Repair
Nominal fee, hands-on instruction
Twitter: @HRRC_NEO
WHY? Because Home Matters!
Facebook: Home Repair Resource Center
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Home Repair Resource Center Presents...
Home Repair Resource
10
You Can Do It!
Simple DIY Repairs
Feb. 18, 2015 at 7 pm

Stephanie Tubbs Jones Community Center
You Can Do It!
Feb. 18, 2015

Stephanie Tubbs Jones C
To register, contact Becky Stager, 216-381-6100 ex. 16 To register, contact Becky Stage
or rstager@hrr
or rstager@hrrc-ch.org
10
You Can Do It!
Simple DIY Repairs
Feb. 18, 2015 at 7 pm

You Can Do It!
Feb. 18, 2015

or rstager@hrr
10
You Can Do It!
Simple DIY Repairs
Feb. 18, 2015 at 7 pm

You Can Do It!
Feb. 18, 2015

or rstager@hrr

A8Center Presents...
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You Can Do It!

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Simple DIY Repairs

22

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You Can Do It!
Media Relations
The Bateman Blue Team pitched a PSA about the You Can Do It! 10 Simple DIY Repairs event
to local radio stations such as 95.5 The Fish, 99.5 WGAR, 100.7 WMMS, and 104.1 Q104. The
Bateman Blue Team did not hear back from the radio stations through the month of February.
The Bateman Blue Team also reached out to Jenny Day from Fox 8 and Julie Washington from
Cleveland.com to promote the You Can Do It! 10 Simple DIY Repairs event, but did not hear
back from either reporter.
Instead, the team created an informational article about Home Repair Resource Centers support of Home Matters and Bateman Blues special event was posted in the Community Voices
section of Cleveland.com and Shaker Heights local news website, Heights Observer. Two articles
were also posted in Shaker Heights Patch Community Bulletin Board.
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Raising the Roof Street Team

Our primary research showed that residents of Shaker Heights felt as though HRRC was exclusive to Cleveland Heights residents. Although HRRCs physical location is less than 15 minutes
away from the city of Shaker Heights, the Bateman Blue team wanted Shaker Heights residents
to feel welcome at the Center.
Our team traveled to Shaker Heights at least once a week during the month of February, interacting with the citys residents and spreading awareness of HRRCs resources.
The Raising the Roof street team aimed to raise awareness throughout the city in fun yet
informative ways, such as having informational tables at the Shaker Heights Public Library, participating in Random Acts of Kindness Day, and creating a special event in Shaker Heights.
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Informational Tables
The Bateman Blue team hosted informational tables at Shaker Heights Public Library and the
North Union Farmers Market at Shaker Square. These tables were in high-traffic areas in the
city. The Bateman Blue teams informational table was set up at Shaker Heights Public Library
during a Saturday morning Family Connections class. Family Connections is a local organization
that hosts class for parents to attend with their young children.
Brochures, hotcards, HRRC resource sheets, and a Home Matters and HRRC photo frame were
used at each informational table. Ten people signed up for HRRCs e-newsletter and approximately 262 people were at the library and farmers market when our tables were set up.
The Bateman Blue team had additional informational tables reserved at Shaker Heights Hardware and Thornton Parks Ice Arena but could not complete these tactics due to severe weather
conditions.
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Random Acts of Kindness Day

February 17 is National Random Acts of Kindness Day. The Bateman Blue team participated in
Random Acts of Kindness Day on behalf of HRRC. Six Shaker Heights residents were randomly
given gift cards up to $10.00 in value, and Bateman Blue picked up three tabs at a local coffee
shop. HRRC provided vouchers for 10 free classes.
By using the hashtag #RAKE (Random Acts of Kindness Everywhere), our participation was
shared by Ricky Smith, the founder of Random Acts of Kindness Everywhere. Smith has 23.6
thousand followers on his personal Twitter account.
Each resident was given a free gift, an informational card about HRRC, and an invitation to the
You Can Do It! 10 Simple DIY Repairs event.
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You Can Do It! 10 Simple DIY Repairs

After discussing primary research findings with our client, it was clear that HRRC needed to
host an event in the city of Shaker Heights. The Bateman Blue team collaborated with Ben Faller,
the executive director of HRRC, to create a welcoming and informative event for Shaker Heights
residents.
You Can Do It! 10 Simple DIY Repairs was created to show attendees how the Centers resources and workshops can benefit them. The event was similar to HRRCs HouseMender University
classes, which 75 percent of survey respondents expressed interest in.
Each home repair was demonstrated step-by-step by HRRC Executive Director Benjamin Faller
and HRRC Senior Repair Specialist Wesley Walker. Informational packets about the repairs
were given to attendees. The event was hosted in Shaker Heights Stephanie Tubbs Jones Community Center.
HRRC demonstrated each home repair by using models of products that homeowners are likely
to repair in their homes. Sheets of drywall, vinyl and wood siding, cinderblocks, doors and windows were brought in for homeowners to learn exactly how to conduct repairs on a do-it-yourself
basis.
Prior to the start of our event, the Bateman Blue team explained HRRCs support of Home Matters and how the two organizations are working toward similar goals.
After completing a Home Matters quiz, event attendees were eligible to win a four-pack of Lake
Erie Monsters hockey tickets. The Lake Erie Monsters donated the tickets for our event.
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Additional Secondary Research

Client Research: Home Matters
History: In March 2013, National NeighborWorks Association collaborated nationwide with
housing professionals and industry leaders to launch Home Matters. The National
NeighborWorks Association Fund, a tax-exempt 501(C)(3) organization, supports Home Matters
educational and charitable activities. National NeighborWorks Association works to unite
housing and community development practitioners to advocate for housing and economic
opportunities for individuals, families, communities, and neighborhoods across the country.
General Overview: Home Matters is a national movement focused on making home a reality
for every American along with access to education, healthcare, public spaces, and community
services. According to the Home Matters project brief, a core value of the movement is
redefining the American Dream. The movements New American Dream is defined, as a societal
commitment to improve and balance quality of life and that home is our nations common
denominator.
Mission: Home Matters mission is to make
10 Year Goals
Home a reality for all. This mission is relevant
because, according to www.homemattersamer-Decrease Homelessness
ica.com, more than half a million people in the
United States do not have a home, with a quarter -Increase Affordable Rent
of those individuals being children. For those
who have a home, more than half of all Ameri-Increase Homeownership
cans have had to make at least one sacrifice to
-Increase quality of home and communities
pay their rent or mortgage. Many neighborhoods
lack amenities that make for safe communities,
such as afterschool programs for children and sufficient legal enforcement.
Home Matters mission is implemented through education, collaboration, engagement, support,
and celebration. Home Matters raises awareness of the benefits of Home, brings organizations
and industries together for a common cause, interacts with leaders and the public, raises funds
towards making Home a reality for everyone, and promotes the impact of Home.
Supporters: 250 national and local organizations support the Home Matters mission.
Social Media: Home Matters has an online presence on its personal website and its Twitter,
Facebook, and YouTube pages. Home Matters has 1,202 followers on Twitter, 1,201 likes on
Facebook, and 31 subscribers on YouTube. Home Matters also sends email newsletters.
Media Impressions: Home Matters has had 31 media impressions since its launch.
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Client Research: Home Repair Resource Center

History: In 1970, members of Forest Hill Church established Forest Hill Church Housing
Corporation to maintain housing quality in Cleveland Heights. The next year, the group became
Home Repair Resource Center (HRRC). It started with a demonstration project of buying and
renovating a two-family home into a single-family home. After cuts in government funding
brought the initial project to an end, HRRC refocused its efforts in 1973 and formed the Challenge Fund. It was created to guarantee bank loans for homeowners who didnt qualify under
certain circumstances.
General Overview: Home Repair Resource CenOrganization Goals
ter has become the main advocate for housing in
Cleveland Heights. HRRC offers financial and
educational counseling along with a tool rental
-Provide tools for stable
homeownership
program for residents in need of home repair.
HRRC has a pre-existing partnership with the
-Maintain communitys homes
support base from individuals in the community.
Grants from the Cleveland Foundation provide
-Improve homeowners financial
support for the Challenge Fund, and the George
management
Gund Foundation provided funding to start a tool
-Combat foreclosure
loan and to support the Project Repair program.
Operating support from Community Development
-Address threats to the housing stock
Block grant funding through the City of Cleveland
Heights has helped HRRC offer financial assistance
programs to help homeowners repair their homes. Both organizations communicate regularly to
meet the repair needs of the community. With regards to the future, HRRCs focus has broadened to include programs for residents of other communities and to ensure the sustainability of
older housing.
Goals:
Guarantee bank loans for homeowners in need of assistance.
Provide tools, instruction, and other resources to enable homeowners to repair and maintain
their own homes economically.
Promote community recognition of the need to preserve, maintain and upgrade the communitys older housing.
Strengthen financial management skills of homeowners.
Combat the impact of deteriorated foreclosed properties by purchase/renovation projects.
Address forces that negatively impact the maintenance of the communitys housing stock.
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Mission: According to http://www.hrrc-ch.org, Home Repair Resource Center empowers

homeowners to maintain their homes for sustainable and diverse communities. This mission
is accomplished through a mix of self-help programs, including financial assistance, education,
and skills training to enable homeowners to repair the physical structure of their homes. HRRC
also has a resource library in the Cleveland Heights Library with repair handouts, videos, contractor evaluations, and suggested specifications for 14 major repairs to assist homeowners in
obtaining comparable estimates and better quality work.
Workshops: HRRC holds hands-on workshops available to residents of the community. Most
of these workshops are held at the teaching center in Cleveland Heights and cover various home
repair topics. While these workshops come with a fee, those who cannot afford the materials can
qualify for scholarships.
Financial Assistance Programs: HRRC offers loan programs to Cleveland Heights homeowners who need help completing repairs. Residents able to qualify for these programs own or
live in one- or two-family homes and their income falls within the low- and moderate-income
(LMI) guidelines or they dont qualify for a conventional bank loan. In addition to the programs,
residents can also find information on other community resources through the HRRC, such as
the County HELP and Historical Preservation Loans.
Assist 0% Benefit: Allows homeowners to borrow for home repairs with a smaller monthly
payment. The homeowner will only pay the actual repair cost.
Assist Deferred Loan Match: Lets a homeowner defer paying half the cost to repair a
major system of the house roof, heating, masonry rebuild, exterior painting, major structural repairs to footers and foundations, and replacement of storm or sanitary sewer lines.
There is no monthly payment and zero percent interest on the deferred half of the loan;
instead, the homeowner will match half of the cost.
Incentive Grant: Provides a grant of $1,000 for the cost of replacing one of four major
systems roof, heating, masonry rebuild, or exterior painting. This grant is an incentive for
homeowners to work on these repairs before damage occurs to reduce the cost of the repair.
Senior Grants: Provides $1,500 for low- to moderate-income (LMI) homeowners age 62
or older or are totally and permanently disabled toward replacing a roof or furnace. The
grant reduces the cost and monthly payment for the repair.
Senior Water Heater Grant: Provides half of the cost of materials and installation (up to
$500) of a replacement water heater for LMI homeowners age 62 or older or who are totally
and permanently disabled. The rest of the cost can be paid for by the applicants personal
funds or can be combined into one of HRRCs other loan programs.
Challenge Fund: Can guarantee a bank loan for homeowners who can afford a monthly
payment but cant qualify for bank funding because of past credit problems, not enough equity in the house, too much debt, or other reasons. There is no income limit for this program,
and the maximum loan is $8,000.
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Cleveland Heights Down Payment Assistance Program: In partnership with the

City of Cleveland Heights, HRRC accepts applications for the citys Down Payment Assistance Program, which provides up to $10,000 to eligible homebuyers of one- and two-family
homes in Cleveland Heights.
Programs: HRRC offers other programs to help people in every stage of home ownership.
Senior Repair Program: Homeowners age 62 and over can receive assistance to deal
with repair needs and to contract repairs. The program also helps seniors to learn how to
plan for changing physical needs to live at home safely and independently. Participants in the
program receive a 90-minute home inspection, help with reviewing contractor estimates, an
inspection of completed work, and individualized workshops for seniors.
Project Repair: Offers homeowners services to help complete home repairs, either doit-yourself or contracted, and promotes sustainable home renovation. The workshops are
available to residents of any community or income. Participants in the program learn and
practice repair skills from an instructor.
Tool Loan: Offers a variety of hand and power tools to help Cleveland Heights homeowners
complete home repairs. All loans are for three days, and a cash deposit must be left when a
tool is borrowed.
Home How-To for Women: A series designed to empower female homeowners to take
charge of their home maintenance needs. It is open to women of all communities who want
to gain confidence and experience in home repairs. The curriculum has four modules
Home Maintenance 101, Carpentry, Electrical, and Plumbing and Heating each of which
is made up of eight two-hour classes held in the Teaching Center. Each module costs $120
for Cleveland Heights residents and $150 for non-residents. Scholarships for reduced tuition
rates are available for low-income women.
Home Buyer Education: Combines classroom instruction with one-on-one counseling to
prepare future homebuyers. The program is free and open to all Ohio residents. The curriculum meets industry standards for Homeownership Education and Counseling and includes
information on budgets and credit, mortgage applications, eligibility for down payment assistance programs, foreclosure prevention, and home maintenance.
Home in the Heights: Created in response to Cleveland Heights foreclosure crisis. The
programs purpose is to renovate vacant homes that can be sold to owners. The houses
chosen for renovation have been vacant for some time and need a lot of work. The construction in this program uses green technology, high-quality materials, and finish detail to meet
neighborhood and community standards.
Social Media: HRRC has an online presence on its personal website and its Twitter and Facebook pages. Although it is not updated regularly, HRRCs Twitter account has 240 followers, and
its Facebook page has 355 likes. HRRC also sends weekly email newsletters to 1,700 subscribers.
As of February 1, both media platforms were not being actively used by HRRC.
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Traditional Media Impressions: HRRC communicates with its publics through traditional
media outlets. In 2014, HRRC was mentioned 22 times in news articles on Cleveland.com, twice
in news articles in Cleveland Jewish News, and once in a story in Freshwater Cleveland. The
majority of the stories, 17, were event briefs. There was also one question and answer profile,
two briefs about the new director, and two stories that used a HRRC staff member as a source.
HRRC regularly communicates through The Weekly Fix blog on Cleveland.com. The blog is
written by HRRC staff member Becky Stager and included 57 posts in 2014 about do-it-yourself
home repair tips.
HRRC Local Competitors

Cleveland Housing Network (CHN)
Director: Rob Curry
Founded in 1981
Located in Cleveland, Ohio
Northeast Ohios largest community development organization
Audience: low- and moderate-income families
Successful Lease Purchase Program is being implemented in other cities
Housing development and property management
Affordable and sustainable housing opportunities

-Energy conservation and weatherization
CHN is northeast Ohios largest energy conservation provider
Safety net and support services

-Foreclosure prevention and tax preparation
Training and education

-Provides educational training to more than 2,000 clients annually
Community Housing Solutions (CHS)
Director: Andy Nikiforovs
Founded in 1973
Mission is to assist low- and moderate-income families obtain and maintain safe, decent,
and affordable housing.
CHS programs include:
Housing counseling (1,000 houses served yearly), Home weatherization, Home repair and tool
loan services (2,500 homes served yearly)
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Heritage Home Program

Founded in 1992 in the City of Cleveland
Began expanding to other cities/counties in 2001
Partner with Cuyahoga County, the Ohio Housing Finance Agency, and the Treasurer of the
State of Ohio
Support for HHP provided by:

-Cleveland Foundation

-Cuyahoga Arts & Culture

-National Trust for Historic Preservation

-Ohio Arts Council

-Participating Communities
Since its founding, HHP has provided over 5,500 homeowners with technical advice on projects.
HHPs loan program has revitalized more than 1,020 houses, totaling more than $37 million in
neighborhood reinvestment. HHPs services are available to homeowners in Cuyahoga, Summit,
Richland, Geauga, and Lucas counties.
Heritage Home Programs has the following workshops/programs: Exterior Painting and Historic color, Maintenance and Efficiency, Planning a Rehab Project, Preservation 101, Why Preservation?, Designing an Appropriate Addition for an Old House, Think Green! Preservation and Sustainability in Your Older Home, The American Home Interior: Treatment and Transformation,
Interior Painting in an Older Home, Recently Historic: Houses of the 1950s-1960s, Porches: History, Design and Construction. Neighborhood Housing Services of Greater Cleveland (NHSGC).
Neighborhood Housing Services of Greater Cleveland (NHSGC)
President: Tanisha Rush
Founded more than 37 years ago
One of the first chartered NeighborWorks organizations, which is a network of more than
235 organizations nationwide
NHSGCs mission is to provide ongoing programs and services to help residents achieve,
preserve, and sustain the American dream of homeownership.
Collaborates with corporations, governmental, and nonprofit partners
Offers homeownership education, home repair loans, and foreclosure prevention programs
According to its website, NHSGC has had the following impact on the Greater Cleveland
area:

-Contributed more than $105 million to the economy

-Generated $14 million in tax revenues

-Generated $36 million of income

-Sustaining 153 jobs on an annual basis

-Leveraged $15.40 for every dollar received
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-Reached more than 1,000 families with its Homebuyer Education program; 306 of them

purchased a home

-Assisted 1,100 families with foreclosure prevention, which kept 53 percent in their
homes

-Provided more than $420,000 in down payment assistance loans, leveraging $4 million

in housing investment

-Assisted more than 1,000 clients with free tax preparation and retaining more than $1

million of refunds in the local economy
Relevant Housing Initiatives and Best Practices

HUD Strategies
The Department of Housing and Urban Development (HUD) seeks to provide services that will
help residents with quality of life and ultimately help whole communities. HUD works to increase awareness about access to health services. HUD creates physical spaces to collate health
and wellness services with stable housing. The organization has a special focus on children, aiming to provide them with education and development.

Children in HUD-assisted households are targeting because their education will eventually
contribute to the economy. HUD offers access to health services (such as onsite clinics) by
building partnerships with both public and private healthcare providers. According to the HUD
website, Stable, healthy housing is inextricably tired to individual health. Improving health
outcomes starts by increasing knowledge of health and access to health services. For HUD,
education is a best practice in combatting housing and health issues.
Initiatives to promote homeownership and/or decrease homelessness
Locally: The Cleveland Housing Network has a hand in many community collaborations that
take initiative with this issue

-Cuyahoga Land Bank: Acquires vacant and abandoned homes to rehab, sell to private

owners, demolish to create community gardens, etc.

-Cuyahoga County Foreclosure Prevention Coalition: working with 500-1,000 at risk

homes per year to help homeowners avoid foreclosure

-Cuyahoga County Housing First initiative: Established in 2002 to help persons with

disabilities maintain permanent housing solutions

-Cuyahoga County EITC Coalition: provides tax preparation services for low- and

moderate-income tax filers

A number of Community Development Corporations (CDC) in Cuyahoga County specifically

target home ownership issues with foreclosure prevention programs
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-These CDCs offer foreclosure counseling and, in some cases, loans to aid
homeowners into stable housing
In 2010, HUD awarded $175 million to Ohio for Neighborhood Stabilization Programs
-The money benefitted Cuyahoga Countys Land Bank program through the purchase
and renovation of foreclosed homes
What we saw in Ohio was a real testament to the work that was being done already on
foreclosure and other neighborhood stabilization activities, said Shaun Donovan, HUD
secretary
A number of community initiatives in Cuyahoga County attempt to assist with home ownership and homelessness
Nationally: President Obama is proposing to make mortgages more affordable and accessible

-According to President Obama, Too many creditworthy families who can affordand

want to purchasea home are shut out of homeownership opportunities due to

todays tight lending market.

-The new policy would require the Federal Housing Administration to reduce

annual mortgage insurance by about $900 per annual mortgage payment
The Significance of Homeownership

Homeownership, and its relationship to life satisfaction, is a topic that has been widely studied,
particularly during the national housing crisis in 2007. A general consensus among researchers
in this area is that homeownership has an influence on both the individuals and neighborhoods
affected.

According to Rohe, Van Zandt, and McCarthy (2001), owning a home offers a benefit to both
individuals and society as a whole, as it creates good citizens, stable neighborhoods and
strong communities.
-In American society, buying a home is a rite-of-passage symbolizing that a person
has achieved a certain economic status. Thus, attaining this goal should increase an
individuals satisfaction with his or her life.
Rohe and Lindblad (2013) state that the key elements of homeownership experience can be
organized into three categories: economic, physical, and social
Social Influence

Some of the most frequently mentioned reasons for wanting to own a home are the social
benefits.
-This includes providing a good place to raise children, having a safe shelter, and
having control over living space.
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Physical Influence

Research on the relationship between health and

Campaign Driver:
homeownership has found positive associations beBecause improving housing
tween homeownership and overall satisfaction.
conditions in the form of home
Threat to homeownership, such as mortgage delinrepairs can become expensive,
quency and poor home conditions; have been linked
homeowners have increasingly
to forms of psychological distress such as depression,
taken on do-it-yourself (DIY)
loneliness, and anxiety.
methods to improve their space.
As a result, the magnitude of the associations between ownership and a range of physical and mental health indicators are substantially
reduced after housing and neighborhood conditions are controlled, (Lindblad, Rohe).
Economic Influence

Rohe and Lindblad (2013) say that, as of 2013, 72 percent of homeowners still believe that
housing is a good investment.
When one owns an asset, he or she is more likely to engage in behavior that ensures the
future value of it.
Significance of Home Conditions

The social, physical and economic influences of homeownership arent the only effects that
the actual home has on the individuals who inhabit it.
-Rohe, Van Zandt, and McCarthy (2001) state conditions of home, particularly for
lower-income homeowners may have a negative impact on the homeowners
psychological health. It may be negative if the house is found to have major problems
or if the owner doesnt have sufficient income to maintain their homes.
-Because improving housing conditions in the form of home repairs can become
expensive, homeowners have increasingly taken on do-it-yourself (DIY) methods to
improve their space.
A Forbes article titled Growth of the Home Dcor Market Shows No Signs of Slowing
Down, attests that growth in DIY projects is fueled by increased popularity of home supply
stores such as Lowes and Home Depot.
-A 2011 study done by a Harvard student predicted spending on homeowner
improvements is expected to grow 3.5 percent annually.
Significance to HRRC

With a mission centered on the idea of homeowner empowerment, the HRRCs financial
counseling, hands-on home repair education, tool loan program, and loan program aim to
provide the tangible resource homeowners (and potential homeowners) need to reach overall
life satisfaction.
The Forbes article notes that often times DIY projects are abandoned because the homeowner took on a project that was too difficult for his or her limited skills and knowledge.
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Much of the research indicated that reasons for lower general well being among homeowners
were connected to limited financial resources and the adequacy of the homes interior space
Important facts about first-time homebuyers

According to the National Association of Realtors,
Campaign Driver:
first-time homebuyers made 33 percent of home
purchases in 2014. Prior to purchasing a home, 75
The average income of a first-time
percent rented an apartment and 18 percent lived
homebuyer in 2014 was $68,300 and
with parents. More than 52 percent of these buyers
76 percent relied on their savings
for making initial house payments,
were ages 24-35 and 21 percent were ages 35-44.
meaning that a house needing renoThe average age of a first-time homebuyer is 31 and
vations is a more likely buy than a
he average income of a first-time homebuyer in
move-in-ready home.
2014 was $68,300 and 76 percent relied on their
savings for making initial house payments, meaning that a house needing renovations is a more likely buy than a move-in-ready home.
Twenty eight percent of first-time homeowners have plans to move within the next five years.
They are not looking for their dream home, but a starter home instead. Within the population of first-time homebuyers, 8 percent plan to move even sooner within two to three
years.
Thirteen percent of buyers purchased a multi-generational home due to cost savings, children over the age of 18 moving back into the house, or health and caretaking of aging parents.
Sixty-five percent of recent homebuyers were married couples.
For 24 percent of recent home buyers, the primary reason for the home purchase was a desire to
own a home while 9 percent purchased due to a job-related relocation or move, and eight percent
bought for the desire to be in a better area or a change in a family situation. The typical home
purchased was 1,870 square feet in size, was built in 1993 and had three bedrooms and two
bathrooms.
There are 10.8 million households with children that have parents ages 25-34.
Millennials as new parents:

-10.8 million U.S households with adults 25-34 who have children

-Sixty-three percent are married

-Median income: $50,000

-Living in urban area: 28 percent

-Living in suburban area: 51 percent

-Living in rural area: 20 percent
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Shaker Heights and Cleveland Heights

Home Repair Resource Center, located in Cleveland Heights, has a goal of raising awareness
about its services among Cleveland Heights residents as well as branching out to Shaker Heights
residents. Below are demographic, economic, and geographic information about Cleveland
Heights and Shaker Heights compared with the city of Cleveland.
Shaker Heights Quick Facts

Race
-White: 55 percent
-African American: 37.1 percent
Other statistics
-Living in the same house for one year or longer (2009-2013): 88.7 percent
-High school graduate or higher by age 25: 95.9 percent
-Bachelors degree or higher by age 25: 65.3 percent
-Housing units in 2010: 13,318
-Homeownership rate 2009-2013: 62.2 percent
-Median value of owner-occupied housing units (2009-2013): $223,800
-Median household income (2009-2013): $77,951
-Persons below poverty level (2009-2013): 9.2 percent, 15.8 percent (Ohio)
-Land area in square miles (2010): 6.28
-Persons per square mile (2010): 4,528.5
-The average family size is three people
Estimated Population
(2013)
27,935
(2010)
28,488
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Cleveland Heights Quick Facts

Race
-White: 49.8 percent
-African American: 42.5 percent
Other stats
-Living in the same house for one year or longer (2009-2013): 82.1 percent
-High school graduate or higher by age 25: 94 percent
-Bachelors degree or higher by age 25: 50.2 percent
-Housing units in 2010: 22,465
-Homeownership rate 2009-2013: 56.9 percent
-Median value of owner-occupied housing units (2009-2013): $132,600
-Median household income (2009-2013): $50,109
-Persons below poverty level (2009-2013): 20 percent, 15.8 percent (Ohio)
-Land area in square miles (2010): 8.11
-Persons per square mile (2010): 5,689
-The average family size is three
(2013)
27,935
(2010)
28,488
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Works Cited
2013 Cuyahoga County Profile. Ohio Department of Job and Family Services, 2013. Web. 28
Dec. 2014.
2014 Profile of Home Buyers and Sellers. National Association of Realtors, 2014. Web. 10 Jan.
2015.
About. Community Housing Solutions. Web. 18 Jan. 2015.
About NHSGC. Neighborhood Housing Services of Greater Cleveland. Web. 17 Jan. 2015.
About Us. Cuyahoga Land Bank -. Cuyahoga Land Bank. Web. 26 Jan. 2015.
Cleveland Heights at a Glance. City of Cleveland Heights. Web. 28 Dec. 2014.
Cleveland, Ohio (OH) Profile. Onboard Informatics, 2013. Web. 28 Dec. 2014.
Community Initiatives. Cleveland Housing Network - Community Initiatives. Cleveland Housing Network. Web. 18 Jan. 2015.
Do Children Lose More Than A Home? Tax Policy Center. Web. 15 Dec. 2014.
FACT SHEET: Making Homeownership More Accessible and Sustainable. The White House.
The White House. Web. 21 Jan. 2015.
Homeownership and Neighborhoods Satisfaction Among Low-And Moderate-Income Households. Journal of Urban Affairs. Web. 15 Jan. 2015.
Growth of the Home Dcor Market Shows No Signs of Slowing Down. Forbes. Web 26 Jan.
2016.
History. City of Shaker Heights. Web. 28 Dec. 2014.
Home Matters Home Is Where It All Starts. Home Matters. N.p., n.d. Web. 14 Jan. 2015.
Home Repair Resource Center. Web. 13 Jan. 2015.
HOUSINGfirst - Cleveland/Cuyahoga County Office of Homeless Services. Cuyahoga County
Homeless Services. Web. 20 Jan. 2015.
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How It Works. Heritage Home Program. Web. 15 Jan. 2015.

HUD Strategic Plan. FY 2010-2015 HUD Strategic Plan. Department of Housing and Urban
Development. Web. 18 Jan. 2015.
New Research: The Millenial Generation Becomes Parents Millenial Marketing. Future Cast.
Web 13 Jan. 2015.
The Ongoing Impact of Foreclosure on Children. The Brookings Institution. The Brookings
Institution.Web. 15 Dec. 2015.
Reexamining the Social Benefits of Homeownership After the Housing Crisis. Joint Center for
Housing Studies of Harvard Univeristy. Web. 15 Jan. 2015.
The Social Benefits and Costs of Homeownership: A Critical Assessment of the Research. Joint
Center for Housing Studies of Harvard University. Web. 15 Jan. 2015.
State and County QuickFacts: Cleveland, Ohio. United States Census Bureau, Dec. 4, 2014.
Web. 28 Dec. 2014.
State and County QuickFacts: Cleveland Heights, Ohio. United States Census Bureau, Dec. 4,
2014. Web. 28 Dec. 2014.
State and County QuickFacts: Shaker Heights, Ohio. United States Census Bureau, Dec. 4,
2014. Web. 28 Dec. 2014.
Who We Are. Cleveland Housing Network. Web. 17 Jan. 2015.
Why Homeownership Still Matters U.S. News and World Report. Web. 21 Jan. 2015.
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Pre-Campaign Surveys
Awareness Survey
Questions for Shaker Heights residents:
1) Are you a resident of Shaker Heights?
2) What age group are you in?
3) Do you have school-aged children?
4) If so, what level of schooling are they in?*
5) Have you ever heard of the Home Repair Resource Center?
6) If so, how?
7) What home ownership services and programs would you be most interested in?*
8) Do you own a home?
9) If so, what type of home?
10) If you are a homeowner, approximately, how old is your home?
11) Home Repair Resource Center is a partner of the national movement, Home Matters. Have
you ever heard of Home Matters?
12) How are you most likely to receive information?*
*These questions allowed respondents to select multiple answers from a list of options.
Key Findings:
The Bateman Blue team created two awareness surveys to be electronically distributed prior to
the start of our campaign. One survey was sent through HRRCs e-newsletter and was targeted
to residents of the Greater Cleveland area who have previously used the Centers services or
participated in its programs. This survey had 50 respondents. The team received the following
information from this survey:
Preferred method of receiving information
35
When asked how participants discovered

HRRC, 48 percent of respondents said
word-of-mouth was the most effective
way to discover new programs. Thirty
percent said they discovered HRRC
through a print or digital newsletter and
16 percent of respondents discovered
HRRC through outreach or events hosted
by the Center.
30
25
20
15
10
5
0
Word-of-Mouth Local News & Email Newsletters Community

Social Media
Advertisements
Community Websites
(Facebook, Twitter)
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Forty-eight percent of respondents previously attended hands-on maintenance classes hosted

by HRRC, with 18 percent of respondents using HRRCs information library or online resources
about home repair.
The Bateman Blue teams second survey was sent through Shaker Schools Parent-Teacher Organization e-newsletter listserv. This survey was targeted to Shaker Heights residents and had 48
respondents. The Bateman Blue team received the following information from this survey:
Of 48 respondents, only 19 Shaker Heights residents had previous knowledge of HRRC. Although less than half of respondents knew about the Center, all but two respondents said they
would benefit from various HRRC programs.
Seventy-five percent of respondents said they would be interested in taking a HomeMender University class, a free lecture-based program hosted by experts from various home-repair fields.
The Bateman Blue teams You Can Do It! 10 Simple DIY Repairs special event was similar to a
HomeMender University, as it was a lecture-based event.
Another 75 percent of respondents said they would be interested in taking a hands-on home
repair workshop, and 63 percent of respondents said they would be interested in learning more
about working with contractors and using HRRCs contractor evaluations.
The Bateman Blue team was interested in how Shaker Heights residents were most likely to receive information. Residents were given a list of options and could select all that applied to them,
including social media, word of mouth, local news or community websites, and community
advertisements.
Social media was the most popular way respondents receive information, with 65 percent of
residents saying they check Facebook and/or Twitter to learn more about community resources.
Word-of-mouth was the second most popular way to receive information, with 59 percent of
respondents relying on friends, family and neighbors to learn about community events. Print
community advertisements was the third most popular form of information, with 40 percent of
respondents saying print communications was a preferred form of
communication.
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Additional Primary Research

Jeff Coryell, Cleveland Heights City Councilman, Community Relations
Committee Chair
Cleveland Heights Housing Climate

Has faced challenges in past six to seven years, but housing climate is improving
Much additional attention and effort is needed to restore our housing situation on a community-wide basis.
Housing Issues

Foreclosure hit the city hard

This left vacant housing, decreasing property values and residents owning more on their
mortgages than their homes are worth
Approximately 700 homes in the city are vacant; these homes are vulnerable and unsafe
Hardest hit area: northern part of city
-Recovery has been slow or barely noticeable.
In many parts of the city there is a higher proportion of rented homes to owner-occupied
homes than is healthy for our community.
Shortage of housing for elderly community members
Strengths of Cleveland Heights Housing

Variety of architecture
Neighborhoods are centrally located to local business districts
Close proximity to University Circle
-Arts and culture neighborhood located on east side of Cleveland
Housing Programs Impact on Cleveland Heights

HRRC has been critical over the past 40 years or so in assisting homeowners in maintaining and renovating our housing stock.
Housing Program similar to HRRC

Neighborhoods Stabilization Program

-Funds to renovate and sell run-down houses
Land Trust Program of Neighborhood Housing Services
-Funds to purchase, renovate and lease homes in stressed neighborhoods
Benjamin Faller, Executive Director of HRRC

Home Repair Resource Center Mission

At the core of what we do is homeowner empowerment. Weve been around 43 years. A lot of
that is centered on hands on education and assistance with providing physical improvements
to homes in Cleveland Heights.
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Home Repair Resource Center Services

The Challenge Fund is the core of the financial programs at HRRC

-HRRC takes people through an evaluation process in an attempt to grant them
a loan if they have been denied by the bank
-If the person meets the program criteria, HRRC will back the loan; this could
range from 40 percent to 100 percent depending on the need
The original pool for The Challenge Fund was $150,000, but it has grown to $14 million over
the years
Various other grants and loan are administered to HRRC clients through the city of Cleveland Heights (e.g. small grants for seniors or small repair grants)
HRRC is an HUD certified counseling center providing foreclosure and financial counseling
HRRC adheres to the growing needs of seniors in the community to get specialized assistance in making changes to their homes
Classes are open to everyone, but Cleveland and Shaker Heights residents receive discounts
for classes
-The normal charge is $15 per class; these residents take classes for $10
Status of programs and services

HRRC has seen constant growth in the last few years with the financial counseling and prepurchase home buyer education
The Home How-To program (women only) has been very popular; other classes vary as far as
attendance
-Some topics for the home how-to classes are more popular than others;
windows, roofs, basic electrical and basic plumbing are most popular
The tool loan program is for low to moderate-income residents of Cleveland Heights
-It has tapered. Lots of people who could use it dont know about it and for
the people who are in the lower end of income, fixing a house is not a priority,
keeping the lights on is.
HRRC Future Goals

HRRC is looking for ways to figure out which services are portable and can be taken to a
broader audience outside of Cleveland Heights
HRRC recently developed a partnership with the city of Shaker Heights and is looking for
activities to gear toward that area
HRRC Issues and Challenges

Shaker Heights and Cleveland Heights have been the biggest participants in HRRC programs, however, there still could be more awareness in these two cities
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-Thats been one of our big challengeseven within Cleveland Heights, were not
well known, and so I want to end that. Theres a number of people who run into
me in Cleveland Heights who say oh, if I only knew HRRC existed.
The people who HRRC needs to help the most, it struggles the most to reach
-If were not helping the people that need it most, were not where we want to be
as far a stabilizing the community and improving homeownership.
-I would like to strengthen the awareness of us in the low to moderate income
sector, but I would also like to make it clear to folks about the median income that
we have something to offer them as well.
HRRC does not have the marketing budget to do mass or targeted mailings
While email is cheap and easy, HRRC suspects it misses a less affluent population
-HRRC does have access to data about new home purchases and owner
occupancy data
Traveling from Shaker Heights to Cleveland Heights is a challenge due to traveling north
to south, there are no easily accessible straight-shots from one city to the other, making a
north to south trip more of a hassle and more time consuming than a trip west to east
HRRC Outreach

Primary outreach and marketing from HRRC includes:

-Weekly email (MailChimp) with general information about programs, classes,
home tips and so on
-Regular columns and notices in the Sun Press, a newspaper in Cleveland Heights
-Ads in the Plain Dealer
-Social media (Twitter and Facebook)
-We try to have a presence at community events as much as possible. Were
starting a more active process of connecting with faith-based organizations both
for financial support but to also let them know what services are available and
reach members of the community who arent on the electronic grid as much.
HRRC struggles with media contacts because most reporters only work on a city-wide basis,
meaning they can get coverage in Cleveland Heights or Shaker Heights but the article will
not be published in both cities
Frank Ford, Senior Policy Advisor for Western Reserve Land Conservancys
Thriving Communities Institute
Impact of Foreclosure Crisis on Cleveland

Housing crisis caused major issues for rust-belt Midwest cities due to pre-existing weak real
estate markets
Cleveland-area housing values peaked in 2005, began to decline in 2006 and continuously
declined until 2011
In todays market, values are now more stable but not back near 2005 levels
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Average cost of demolishing a condemned house is $10,000

Demolishing all condemned houses in Cleveland would cost the city approximately $80 million
The Cleveland Land Bank has demolished approximately 14,000 condemned houses and
renovated approximately 1,000
The Cleveland Lank Bank is a leader in renovating homes
Stacey Reed, Shaker Heights Parent-Teacher Organization Email Coordinator

Communicating with Shaker Heights Parents

Knew of initial efforts of HRRC to reach out to Shaker Heights, but she has yet to see results
of those efforts
Coordinates weekly email newsletters for Shaker Heights School District
All eight schools send weekly e-newsletters, which are sent every Friday
The e-newsletters are sent to 6,000 subscribers
Believes that parents/families would use HRRC if it had more of a presence in Shaker
-When we first moved here, we would have used [HRRC], especially with all
the older homes in the area.
Julianna Johnston Senturia, Shaker Heights City Councilwoman, member of

Neighborhood Revitalization/Housing/Building Committee
Home Repair Resource Center in Shaker Heights

My experience has been so far that people still think that [HRRC] is strictly for Cleveland
Heights residents because it is so identifiable as a Cleveland Heights organization.
Home Repair Resource Center began reaching out to Shaker Heights in 2011 with efforts to
educate staff and city council on its programs
HRRC is perceived as a city-based organization
General Information on Shaker Heights

Housing is our business, so its got to be good were truly a bedroom community in Shaker.
Our business is providing a great neighborhood to live in, a good house and a great school.
Shaker Heights City Council is always looking for housing-based nonprofits to partner with
Shaker Heights fared better than surrounding suburbs during the housing crisis, but it
struggles with maintenance issues of older homes
The City of Shaker Heights has a housing plan that is currently being updated. The previous
housing plan was created prior to the housing crisis
The City of Shaker Heights currently owns more than 100 homes that were abandoned, vacant, or going through foreclosure
Low- to moderate-income areas in Shaker Heights: below Lee Road and South of Van Aken,
southern Shaker Heights is perceived to be a lower-income area
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Shaker Heights Popular Locations/Potential Outreach: two public libraries, Stephanie

Tubbs Jones Community Building, Thornton Park, Churches, PTO Council, Neighborhood Associations, city-wide email distribution list
Shaker Heights Housing

Its very clear to me as a councilperson that there is more work that needs done than
we can do as a city, there is no question that we need as many partners in the housing
industry because there is so much work to be done. I cant even estimate the value the
programs like these bring to Shaker.
Fund for Future Shaker, a nonprofit that provided down-payment loan programs, ceased
operations in March 2012
The ending of the Fund for Future Shaker created a need for more housing programs in
the area
County programs provide similar services as HRRC, specifically to Shaker Heights residents
Neighborhood Revitalization/Housing/Building Committee is a policy-based committee
that focuses on the quality of housing
Older homes in Shaker require lots of maintenance and upkeep. DIY projects are more
affordable and reasonable than hiring professional workers
Home Heritage Program, a program similar to HRRC, is difficult to qualify for because
entire home must be original any home updates will disqualify a home
Rebecca Stager, Home Repair Resource Center Repair Education Programs

Coordinator
Home Repair Resource Center General Information
Writes all HRRC-related information published on Cleveland.com
HRRC currently has binders of printed contractor evaluations, HRRC staff would like
those to go digital to drive website traffic
HRRC has pre-existing media contacts with Growing Heights and Heights Observer
Home Repair Resource Center Promotions

HRRC sponsors Community of the Month promotions; those cities residents receive
classes for $5
Shaker Heights residents pay $10 per class due to agreement with city. It was Community
of the Month in November and will be again in June
Home Repair Resource Center E-Newsletter
HRRC weekly newsletters sent between December 31 and January 22 averaged a 21.98
percent open rate
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Individual open rates are as follows:

25.7 %
December 31, 2014
100
26.7%
January 8, 2015
100
0
25.3%
January 15, 2015
100
10.2%
January 22, 2015
0
100
MailChimp, the analytic service used by HRRC, cites 20.9 percent as the average open rate
for nonprofit e-newsletters. HRRC constantly exceeds that average.
HRRC weekly newsletters sent between December 31 and January 22 averaged a 1.72 percent
click rate on links within the e-newsletter
Individual click rates are as follows:
-12/31/14 1.5 percent click rate
-1/22/15 0.25 percent click rate (as of 7 a.m. morning of e-newsletter)
MailChimp sites 2.4 percent as the average click rate for nonprofit e-newsletters
Shaker Heights Participation in HRRC Classes

Shaker Heights Workshop Participants (July- December 2014)
Month
July
Aug.
Sept.
Oct.
Nov.
Dec.
New PR
Sign-ups
0
5
7
2
1
0
No. of
workshops
given
2
1
4
3
4
0
No. of households attending

1 /+ classes
2
1
5
6
5
n/a
Cumulative attendance for month

(by household)
2
1
6
11
7
n/a
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No. of attendences for mult.

people from
same household
0
0
2
2
3
n/a
27
12
55
80
15
22
Julie Voyzey, City of Shaker Heights Communications and Marketing Representative

HRRC partnership with Shaker Heights

Prior to the formal relationship, HRRC sent a press release about its programs and classes to
the City of Shaker Heights
Currently, the City of Shaker Heights advertises HRRC classes through various channels
-Social media (Facebook; Twitter), e-newsletter via Constant Contact
The City of Shaker Heights sent out a specific e-newsletter in October announcing the partnership with HRRC
The newsletter was an active push to met people know about HRRC and home maintenance
Shaker Heights Climate

Shaker Heights has an aging housing stock, and many residents that like to do things themselves
City of Shaker Heights Outreach

Residents can subscribe to the e-newsletter by visiting the City of Shaker Heights website
Shaker Heights publishes a quarterly magazine called Shaker Life
The city uses Facebook and Twitter extensively
-All of the Shaker Heights neighborhood groups have Facebook pages that the
citys marketing department posts on.
Opportunities for Campaign Implementation

The community calendar on the City of Shaker Heights website is kept up to date with events
going on the city
The best way to reach and connect with people in the area would be through the Shaker
Heights community building
The skating rink at Thornton Park is heavily trafficked, especially in February
-Its more family-oriented and a good place for face-to-face outreach
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Focus Group findings

On Jan. 28, 2015, the team facilitated a focus group with four women who had previously taken
classes at HRRC. The education and outreach coordinator for the Center asked the women to
participate in the focus group. We asked the women the following eight questions.
1. How did you hear about HRRC?
The Sun Press newspaper

Lives nearby. Bought her house and was curious. Walk-in.
Housing Fair at Cleveland Heights City Hall.
Seen in Sun Press and Housing Fair.
2. What prompted you to sign up for classes and what was the process like?
I was becoming broke. I was trying to find qualified handymen to do the work, but I didnt
know the kind of questions to ask. I felt HRRC had to be able to give me some kind of information. Then I found out about the classes that you could take.
I was woefully ignorant about so much about home maintenance. My husband died. Within
a couple of months, I realized I was way in over my head with taking care of the house. One day
my fence went, and I have a dog, and I was trying to figure out how to use my husbands drill.
When I found out about the classes here, I thought thats exactly what I need, and I took a bunch.
Been in Cleveland Hights for 24 years and until last year, she was traveling for work often. I
retired and decided to do 24 years worth of deferred maintenance. I took a whole series last year
particularly offered for women. I never thought about how my house worked; it was only when
something didnt work.
First home shes owned on her own. Being responsible for your own home is a very different
concept; I had to learn everything. If I took these classes, Id be able to hire a good contractor,
I would be able to do work, and I would be able to at least know the verbage. The all-woman
atmosphere made it easier. It made me want to try it.
Knowing the verbage when dealing with contractors is especially important. When contractors look at women, the dollar signs start flashing.
Knowing the language has really helped build my confidence.
I dont have any real desire to do the work, but for example, I contacted a plumber because
of a leaking shut-off valve. The conversation I had with him let him know that I know that I
can do this if I had to. He respected that. I dont believe I would have gotten that same level of
confidence from him had I not used that kind of language. I feel really good about knowing the
language.
3. Expectation for the class before and how the expectation was met or not?
I think it was exceeded and honestly I dont really know if I had a ton of expectations going
into it. I was thoroughly impressed with the instructors, what I learned, and what I got out of it.
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The group atmosphere was good. Different people asking different questions you hadnt thought
about.
Absolutely. I knew so little, so there was nowhere to go but up, but it was so much better
than just up. I was so impressed with the instructors. They were fantastic. They had the ability
to speak the correct language and translate that into a way that makes sense to those of us who
dont know about home repairs. I really appreciated the other women asking questions, too.
There was a sense of community that I didnt anticipate. I expected to learn some things and
to meet some folks, but the dynamic that happened after getting together week after week. There
was this real camaraderie. Were all homeowners just trying to figure it out.
I dont know what my expectations were. I didnt know how the instructors were going to be.
They were all professionals in their trade and not trainers, but they were able to communicate
what it is they do, how you do it, what your expectations should be of a contractor, and how you
can do it yourself.
The notion that the instructors were experts at their craft. You could see there was this love,
this pride in what they do, and the joy of sharing it. It was really neat to see that pride in their
trade.
4. Have you taken any other classes or used any other HRRC services?
I went through the womens series, and I also took a couple of classes that were both men
and women.
Lecture session on windows, floor sanding class, womens series.
Didnt take any individual classes, but womens series.
Taken four or five. They were good they were great actually. I like the in-depth classes.
Womens classes are in modules. You focus on different topics for several weeks like carpentry
or plumbing or electricity. All very informative. Had an architect do complementary consulting.
Drew up a couple things for me based on some dreams I had. Ive also rented tools here.
Tool rental is very cheap.
Took a seminar for aging in place.
5. Are there any specific examples of something you learned at HRRC that
you actually took home and did?
Toilet issue, after class about replacing a flapper in the tank. I went right home and lifted
up the tank, I looked in there, I saw what kind of flapper it was, and the next day I went out to
Lowes, and I got two flappers and within one weekend I replaced both the flappers in two of the
toilets in the house and changed out the shower heads in both bathrooms, and I fixed a leaky
faucet.
Two days after we had the class on plumbing, I unplugged my kitchen sink. I rented an auger.
Im doing a lot of painting; the instructor was very clear. Every job you prime, tape, wash with
TSP and all that. Get good equipment. Ive used power tools. Re-glazed front windows and repaired a crack in fleshing on front door. Re-caulked bathtub the other day.
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This past summer I felt that I could caulk around the driveway, and I caulked around my
side door. It demystified a lot for me. If it takes the mystery away from it, it allows you to do
something on your own. If you really do screw something up, you know you can call someone to
fix it.
Fixed a retaining wall, painted, painted her sun porch floor, and planning on painting living
room floor. Done 20 little things here and there.
Had an energy audit done on her house. Had four different contractors come in. She knew
what questions to ask and once she chose a contractor to work with she felt very confident in her
choice.
I think another really great thing was we had a manual for each segment with the information on it. You could write notes and business cards were handed out. You had your own resource
book.
Yeah, I go back to those regularly.
6. Would you recommend classes to a friend? What would you say to them
about the value of taking a class here?
I already have.
For me, especially at the time of my life, it was perfect. It was invaluable; I really needed the
confidence, and I really needed to know that I could do it. That I could take care of my house
that I can take care of this investment. It was a big deal for me that I was able to do it and for me,
it was invaluable. Everything really came together. I would definitely say go, learn something, so
you wont be taken advantage of.
I think it adds value on a lot of different levels. There is also the camaraderie of the other
people in the class, so you dont feel like the only stupid one particularly when somebody asks
a question you were thinking of. The series is over a few months, so you have a chance to know
people and to commiserate about what other issues that youre having. Plus the instructors were
really good. Then you have your own personal confidence building level. I have intent of doing
the work, but it took away the mysteries of certain things, it gave me the confidence to know
what you know as a contractor, so I can communicate with you, and I know your language and
what it is that you do. That level of confidence is huge plus they have a program that if you contract with someone you can actually go through HRRC. They will march you through the entire
process, so you dont get screwed. So much stuff available that you can take advantage of.
I post things on Facebook about things Im doing. Friends will ask oh whered you learn
how to do that? So I tell them all the time. Just joined Noble Neighbors, and Im hoping to share
information about HRRC with folks there. This neighborhood in Cleveland Heights has been hit
really hard by the housing crisis.
Different price points for houses in Cleveland Heights.
Twenty-five years ago I bought my house for $75,000 now houses on my street sell for
$30,000. So Im staying in my house and making it nice.
In Shaker Heights the same things are true there. A lot of people there dont know about
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HRRC. I tell my neighbors, I tell my friends, and Im very, very pleased to hear theres going to
be an emphasis on trying to get it better known in Shaker Heights.
Awful lot of houses in Shaker that are selling for $25,000 or $30,000, and theyre in terrible
shape. Shaker is also unbelievably nit-picky about anything you do with your house. There are a
lot of absentee landlords, and the houses arent in good shape, which affects the neighborhood,
affects the street, its a whole slippery slope.
7. Anything you think HRRC can do to improve classes or something more

you would like to see?
More marketing.
For me, I would like to see the classes come out of the classroom. I think it would be invaluable if they had houses in the City of Shaker Heights or in the City of Cleveland Heights that
were a project house that students worked on, I think that would be so great. I would also like to
see some of the other womens classes to be expanded just a few subjects to be expanded a little
more in connection with the ability to do a hands-on outside of the classroom project.
Maybe some kind of partnership with Habitat for Humanity. We could do the theory in the
classroom then we could go to the site.
8. Anything to add?
Shaker Heights has a whole bunch of neighborhood organizations gave us contact information.
Shaker Online has a lot of stuff on its website for residents, which has to do mostly with
home maintenance. They have a whole listing of contractors who have been certified by the city.
Why dont they get together with HRRC? Also, there could be more done with aging in place.
Cleveland Heights, Shaker Heights, and the whole east side have a lot of older people. Even if
theyre not in a position to tackle it themselves, HRRC could do more to get the word out about
small things people could do to make their homes safer. Connecting with some of the senior
groups in the area would be good. Posting information on bulletin boards. Its just a shame that
more people arent aware and using HRRC. It could save people so much money and frustration.
I would love to see the senior housing fair and housing fair done more than just twice a year.
You just miss out if you cant attend it in April. Maybe the senior housing fair twice a year and
the housing fair twice a year.
Maybe even expanding into Shaker. Having one in Cleveland Heights and one in Shaker.
Im in an online group for my neighborhood. There are people who post things like Im looking for a carpenter. Anyone know of someone? It could be a strategy of how to reach people.
Retired Senior Volunteer Program (RSVP) would be a perfect group to make connections
with. Advertise in Shaker Life Magazine. They also have other columns in there that appear in
every publication try to get in there.
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R A I S I NG

Kent State University Bateman Blue Team

The Bateman BLUEprint (Executive Summary)

Surveying the Land (Situation Analysis)

The Bateman Blue team created two online surveys

The Bateman Blue team conducted a focus group

Interviews with Local Stakeholders

We interviewed eight area professionals in the

Housing is our business, so its got to be

Julianna Johnston Senturia

The primary audience was young parents

Raising the Roof

Selling Points (Key Messages)

(Goals, Objectives, Strategies, and Tactics)

through face-to-face communication.

OBJECTIVE ONE OUTCOME: NAILED IT! (Objective exceeded)

with Home Matters and HRRC.

HRRCs website, which links to Home Matters website.

Home Matters partnership.

radio, and web platforms.

OBJECTIVE TWO OUTCOME: NAILED IT! (Objective exceeded)

OBJECTIVE THREE OUTCOME: NAILED IT! (Objective Exceeded)

Strategy Two: Use digital communications to promote HRRC events.

OBJECTIVE FOUR OUTCOME: MISSED THE MARK (Objective Unmet)

Renovations (Challenges and Opportunities)

discouraged some residents from attending our culminating event.

The Materials (Budget Summary)

*See page 11 for a more detailed breakdown of the budget.

Home Sweet Home (Conclusion)

Dewey's Giftcards (2 @ $10 each)

Home Depot Giftcard (2 @ $10 each)

Target Giftcards (2 @ $10/each)

Dewey's Coffee Purchase

Pens for exit survey (3 packs of 10)

Special Event Food (cookies)

65 surveys + Ticket Voucher (66 total)

292 colored hotcards

50 sheets hotcards (100 total)

Farmers Market table space

Home Repair (4 tickets)

Lake Erie Monsters Tickets (4)

10 Free HRRC Classes

Keeping neighborhoods in good repair...

Financial Education/ Counseling

Hands-on Home Repair & Maintenance Classes

Senior Citizen Repair Program

Information on Home Repair

Home Matters is a national movement uniting

For more information visit

HRRC offers services such as:

Financial Education/ Counseling

Budgeting, Home Purchase, Refinancing, etc.

Senior Citizen Repair Program

Free, expert advice sessions on home

Multi-session women-only repair classes

Information on Home Repair

Nominal fee, hands-on instruction

WHY? Because Home Matters!

Facebook: Home Repair Resource Center

HRRC offers services such as:

Financial Education/ Counseling

Budgeting, Home Purchase, Refinancing, etc.

Senior Citizen Repair Program

Free, expert advice sessions on home