Practice Areas

Corporate/B2B

 

Housing Virginia - Charlottesville Area Pilot Campaign

 

Challenge

Housing Virginia hired CRT/tanaka to conduct a pilot awareness campaign in the Charlottesville area to increase awareness about the affordable housing issue in Virginia. The two main goals of the campaign were to create awareness for Housing Virginia among 30 percent of area residents within 18 months and to decrease the perception that affordable housing only refers to individuals on welfare by 5 percent within 18 months.

 

Solution

To brand the campaign, CRT/tanaka developed a logo and tagline (Building Blocks of Opportunity) as well as marketing materials such as brochures, posters, and a new Web site for the organization to promote the campaign. The Agency then executed an integrated marketing campaign that included a grassroots component with the goal of mobilizing affordable housing advocacy organizations, non-profits, REALTORS, etc. CRT/tanaka orchestrated a launch event announcing the Charlottesville pilot and supported the campaign through media relations with press releases, an op-ed and sample letters to the editor for use by area residents and local leaders. CRT/tanaka also developed a series of four advertorials that ran in daily and weekly newspapers, as well as a radio ad, which aired on local radio stations, both during two, six-week ad flights.

 

Results