Communications: Integrated Campaign

Connecticut Housing Finance Authority:
CHFA’s Housing Needs Assessment

In the last 5 years, Connecticut's housing market has changed rapidly, posing affordability challenges, especially for low-income families. CHFA's 2023 Housing Needs Assessment has filled a crucial information gap, covering demographics, COVID-19 impacts, and affordability for homeowners and renters alike. Despite limited resources, CHFA has gone all out to promote the HNA through a variety of channels, ensuring its widespread dissemination.

Iowa Finance Authority:
Leveraging Predictive Data to Market to Homebuyers

This HFA is a leader in utilizing predictive data to optimize homebuyer marketing strategies, recognizing it as the future of the industry. This integrated marketing campaign, powered by predictive data, has yielded astounding results, including the generation of an unprecedented 22% of all closed loans and a year over year increase of 17% in total homebuyers assisted. This data-driven approach resulted in a staggering 313% increase in loan conversions and a 516% return on investment.

Michigan State Housing Development Authority:
Michigan Homeowner Assistance Fund (MIHAF)

Stable housing is essential to thriving communities. That’s why when the COVID-19 pandemic struck, $242.8 million in federal funds were made available through the American Rescue Plan Act of 2021 to prevent homeowner mortgage delinquencies, defaults, foreclosures, loss of utilities or home energy services and displacements of homeowners. MSHDA deployed an integrated communications and marketing campaign to get the word out to eligible Michiganders.

Minnesota Housing:
HomeHelpMN: Reaching Those Most Impacted

Minnesota Housing created a multi-year marketing and outreach campaign for HomeHelpMN, Minnesota’s Homeowner Assistance Fund program. It focused on reaching those most impacted by housing instability like homeowners of color and households with limited English proficiency. Marketing was combined with community-based outreach, led by those within the most impacted communities. The campaign had exceptional reach with limited resources, and 57.5% of assistance helped communities most impacted.

New Jersey Housing and Mortgage Finance Agency:
Breaking the Stigma: New Jersey’s Faces of Affordable Housing

To combat unfair and incorrect stigmas around affordable housing, NJHMFA initiated a comprehensive strategy last year to showcase exemplary Agency-funded developments throughout the state and emphasize the broad range of people who benefit from the construction of affordable housing.

North Dakota Housing Finance Agency:
Home Talk: Illuminating Pathways to Affordable Homeownership

Home Talk bridges the gap between available housing programs and the lenders who can leverage them to benefit their clients. Through comprehensive education and strategic communication, we empower lenders to not only be aware of available solutions but also to confidently navigate the intricacies of various programs, thereby facilitating informed decision-making and expanding access to homeownership opportunities.

Ohio Housing Finance Agency:
Lender & Real Estate Professionals Social Media Tool Kit

The Ohio Housing Finance Agency (OHFA) set out this year to ensure key homeownership partners (lenders and real estate agents) understood how OHFA’s programs can help Ohioans realize their dreams of homeownership. OHFA developed an integrated marketing campaign with three components: social media posts, news releases, and a Real Estate Agent and Lender Social Media Tool Kit. The goal is to build relationships with these key partners as well as awareness of the Agency and its programs.

Oklahoma Housing Finance Agency:
Creating a Blueprint: The Oklahoma Housing Stability Program

Last June, the Oklahoma State Legislature created the Oklahoma Housing Stability Program. This $215 million program represents the state's largest-ever allocation to housing initiatives. OHFA spent several months utilizing a multi-faceted communications approach to raise program awareness and bolster attendance at public input sessions. The Governor signed emergency rules in January. Messaging has now shifted to using a variety of communications channels to encourage development applications.

Virgin Islands Housing Finance Authority:
Inside VIHFA

VIHFA implemented a robust media strategy, engaging various platforms like radio, social media, TV, and community meetings. We created mini-video series, impactful content, and utilized print and online media to reach a wide audience. Our integrated campaign resulted in a 300 percent jump in engagement on social media – tripling engagements and interactions, a 50 percent increase in outreach - moving from 157 primary emails to 500+ constituents and improved community trust and public buy-in.