Minimaliste Tiny Homes - Communication Plan
Backgrounder
Minimaliste Houses is a tiny home manufacturer offering RV’s, park models and, foundation homes across North America, starting from $90,000. Its mission is to co-create durable and thoughtful products—allowing clients to minimize their ecological footprint and maximize comfort.
With Canada's growing housing affordability crisis, Minimaliste Houses wants to promote its product line by offering affordable, sustainable and durable tiny homes to Canadians. The “Bridge to Hope” campaign is aimed at promoting the benefits of tiny homes and lobbying municipal government—that tiny homes are an affordable fix to the housing crisis.
As part of the campaign, Minimaliste Houses will construct a 20-foot bridge in the GTA. This bridge will visually represent the connection between housing insecurity and affordable homeownership, embodying the everyday hurdles people face on their journey to finding a stable and affordable living situation. Additionally, multimedia elements such as photography, videos and graphic design will be leveraged across shared and owned media platforms to increase awareness about tiny home living.
Research
We will conduct comprehensive market research to identify growth rates, demographics, and psychographics. Surveys and one-on-one interviews/testimonials with tiny home buyers will provide insights into consumer preferences and motivations. Social media analysis will help gauge audience interests, while existing market reports will highlight audience segments and sustainability trends. We'll also review behavioral data through Google Analytics and perform competitor analysis to uncover shared psychographic traits. Finally, researching zoning and local regulations will inform strategies to influence municipal governments in Canada.
Analysis
Minimaliste’s user-friendly website and blog facilitate customer exploration of tiny living. However, limited brand recognition and regulatory barriers may hinder market penetration. We see opportunities for educational campaigns to highlight the benefits of tiny homes and foster community engagement, but face skepticism from traditional developers and local officials regarding zoning and infrastructure.
Goal: To establish Minimaliste Houses as a leading advocate for tiny homes as a viable solution to Canada’s housing affordability crisis, while increasing brand recognition and driving sales through a comprehensive awareness campaign.
Objectives
Increase awareness of Minimaliste Houses by 60 per cent among Canadians by May 2025.
Establish Minimaliste Houses as a major tiny home manufacturer with 60 per cent Canadians listing it as their top choice by June 2025.
Increase Minimaliste Houses tiny home sales by 10 per cent by August 2025.
Audience
The Minimaliste Houses campaign will mainly target Ontario citizens living below the poverty-line, young-adults looking to purchase their first home and seniors looking to downsize. Minimaliste’s secondary audience will target municipal, provincial and federal governments for proactive long-lasting changes.
Key Messages
Minimaliste Houses is dedicated to bridging the gap between housing insecurity and homeownership together
Minimaliste Houses advocates for sustainable and smart solutions to today’s housing crisis
Minimaliste Houses is committed to offering affordable, durable and customized tiny homes for you and your family.
Strategy
Leverage the “Bridge to Hope” event to increase awareness and drive Minimaliste’s tiny home sales though earned and shared media platforms.
Tactics: Event Elements
Venue: The space will provide enough room to assemble a 20-foot bridge to hope and offer light refreshments for all guests. The event will be located at a central point for GTA residents and easily accessible to the media. Additionally, Minimaliste’s tiny homes will be parked and available to tour during the event with leasing offers for tiny homes without cost for summer 2025.
Attendees:
Tiny home enthusiasts
Aspiring homeowners
Retired professionals
Local community invited for participation in assembling the bridge to hope
Photographers and videographers will also be present for post-event videos and b-roll footage
Macro/micro social media influencers
Municipal councillors and social activists
Partnerships: Collaborate with housing-focused NGOs, city planning initiatives, and local affordable housing advocacy groups to promote the event.
Tactics: Media Relations and Coalition Outreach
Outreach: Pitch reporters from local, regional and national media outlets focusing on personal finance, real estate, lifestyle, and future of work. Distribute media kits and issue media advisory via CNW one week prior with repeats closer to the event.
A/V: Digital team to shoot high-quality photos and videos showcasing bridge as a pathway to homeownership for post-event coverage on earned, shared and owned media.
Tactics: Multimedia Elements
Content and Ad Strategy: Use Minimaliste’s website and blog to share video testimonials, visuals, and tiny-living content. Run targeted Facebook and Instagram ads to drive traffic to the site, boosting visibility and engagement.
Personalized Outreach and Events: Send tailored email blasts to clients based on their budgets and host workshops on tiny living, which will be live streamed on social media. Promote workshops through social media, email, and press releases to attract leaders, advocacy groups, and environmental organizations.
Timelines
Phase 1: Research and preparation (months 1-2)
Phase 2: Campaign development (months 3-4)
Phase 3: Campaign launch (month 5)
Phase 4: Ongoing engagement and evaluation (months 6-12)
Budget
Total budget: $150,000
Includes permits, insurance, bridge installation, venue equipment, transportation, catering.
Human Capital
Melody Rudyk – Graphic Designer
Hannah Sadler – Copywriter
Lara Cruz – Media Relations
Bhavjeet Singh Kalra – Media Relations and Graphics Producer
Nana Jaji – Video Asset Producer
Evaluation
Generate 1 million media impressions across print, broadcast and online media with MRP score of 60 per cent and cost per contact $0.05.
Record 60 per cent neutral-positive sentiment on Minimaliste Houses home series across earned, shared and owned media.
Increase sales by 10 per cent.
Multimedia Assets
