Communications: Integrated Campaign

California Housing Finance Agency:
CalHFA Address Black Homeownership Gap With Building Black Wealth Campaign

The California Housing Finance Agency’s Building Black Wealth campaign is an outreach initiative that uses live speaking events, social and traditional media and partnerships with community-based organizations to provide education, guidance and connections to resources, with goals of addressing the homeownership gap for Black Californians and increasing the percentage of Black homebuyers using CalHFA products to put more people on track to gain generational wealth through homeownership.

Colorado Housing and Finance Authority:
With You Every Step of the Way: Hispanic Homebuyer Outreach

In 2020, CHFA launched a Spanish-language homeownership microsite, Mi Hogar, the result of an extensive effort beginning with market research and consumer focus groups. In 2021, CHFA conducted a grassroots media campaign to share this valuable resource. Our efforts resulted in target audience engagement and increased brand awareness. Also, CHFA’s Hispanic homeownership increased greatly in the past year, reflecting a 1% increase to the overall Colorado Hispanic homeownership rate.

Louisiana Housing Corporation:
“Own It” – Louisiana Housing Corporation’s Integrated Marketing Campaign

Louisiana Housing Corporation developed a successful integrated marketing campaign, “Own It,” to promote the agency’s specific homeownership programs. The campaign incorporated multiple channels with compelling designs to ensure a vibrant and eye-catching aesthetic and crafted messaging specifically for the established target audiences. The campaign proved effective as LHC experienced overwhelming responses and exceeded all target objectives in the sixteen-week timeframe.

MassHousing:
Hope for Homeownership

MassHousing created an ad campaign to reach prospective homebuyers in targeted areas where there are more persons of color; reassure them that MassHousing understood and could facilitate their home buying dreams even in pandemic times; convey our commitment to helping persons of color achieve home ownership; and provide messages through multiple channels – ads, social media, videos, websites, and podcasts. We successfully conveyed our messages across all channels and achieved resounding results.

Nebraska Investment Finance Authority:
Connection is Key

The pandemic in 2020 created a new challenge for HFA’s: how do we foster innovation in a collaborative environment while working from home? A key part of NIFA’s role is finding connection points, encouraging ideation, and fostering creativity. Helping people find solutions depends on us being present, listening, and learning in community meetings. How do we engage community members when social isolation keeps us apart? We leaned into it and realized we are the connection point.

North Carolina Housing Finance Agency:
When You're Ready, We'll Be Here

Following the COVID-19 pandemic and subsequent shutdowns, our Agency’s challenge was to educate home buyers, help them become homeowners and maintain the Agency’s status as a trusted home buying partner. Our 2020 home buyer campaign provided a way to leverage our partners and existing media channels to help consumers make educated financial decisions. We needed a fresh campaign to reach and motivate younger buyers facing unique challenges—enter When You're Ready, We'll Be Here.

Tennessee Housing Development Agency:
A Great Choice in Home Loans

At the Tennessee Housing Development Agency, strategic, direct to consumer marketing efforts for the Great Choice Home Loan options are crucial in creating awareness of these programs. Our 2021 campaign, A Great Choice in Home Loans, exemplifies the planning and execution of an effective and integrated communications effort.

Virginia Housing:
Integrated Campaign: Brand Awareness

At Virginia Housing, we have great stories to tell — but we needed a new foundation for those stories to have their greatest impact. As we approached our 50th year, we determined it was time for a meaningful change to our name and brand. We now have a new name that says who we are and what we do, along with a new logo, look, feel, tone and clear messaging. On this new foundation, our Brand Awareness campaign is spreading the word that affordable housing impacts us all — that home helps everyone.

Wyoming Community Development Authority:
Too Much House, Not Enough Home

Too Much House, Not Enough Home is centered around buying the right home in your budget. Buying a house can seem difficult, but homebuyer education is easy! Too Much House, Not Enough Home, stresses the importance of homebuyer education so our homebuyers end up with the home they want and house they can afford. What better way to start off than with WCDA?!