SCOPE OF WORK: industry research, brand strategy, positioning, corporate identity, marketing campaign and website (landing page)
PROJECT OVERVIEW: Elevation Community Land Trust (ECLT) was ready to introduce its newly created Doors program. This is a program designed to help reduce the home ownership gap that exists with people of color by offering them a hefty down payment toward a new home along with other incentives/programs when bundled providers buy with more buying power on the open Denver market.
They reached out to Bianca e Nero to help them raise awareness for the program and tell their story to attract more home buyers that fall within the Doors program eligibility range, which is mostly younger, college-educated professionals, women and single moms working in education, nursing, etc., who are hard-working but priced out of the expensive Denver housing market.
Once our discovery was completed, a clear strategy and opportunity to engage the audience in a different way emerged, one that tapped into insights uncovered during discovery. First, homeownership represents freedoms to this audience and second, they really trust and rely on their realtor for advice and guidance during the home-buying process (most are first-time homeowners). Our thought was why not arm realtors who serve this audience with the most knowledge about the Doors program and have them be the first to introduce the program, walk the home buyer through the ins and outs of the Doors program and how it could be a viable (sometimes the only) option for them to buy a home. There were trainings and events held for the realtors to get them informed and comfortable with the program through Q and A sessions with the ECLT CEO and staffers.
The concept the agency landed on would redefine independence day, making it personal and tied to the day they bought their own home, connecting with those who thought homeownership was out of reach but, in fact, attainable with the Doors program.
We wanted the campaign to stand out from the sameness of the endless sea of organizations trying to reach the BIPOC community using the same approaches—people holding keys or posing with entire family on the steps or front lawn—which doesn’t address the many issues the audience has. We sought to use people in the campaign who could be the audience. We wanted to make an emotional connection showing them it is possible to get a home they want that meets all of their family’s needs.
The campaign needed to be as visible as possible to get the word out. The media buy consisted of transit boards, a website landing page, brochures for realtors to introduce the program, radio spots and lastly, direct mail to be mailed to apartment complexes with the highest concentration of those in our target audience. We wanted to reach them where they live to drive home our message of homeownership equals freedom to paint the walls any color you want, ending the endless rising cost of renting and truly making their place their own.
Results: Since the campaign launch, there’s been a substantial increase in inquiries, requests for additional information, visitors to the Doors landing page and overall interest about in the program and home purchases with the Doors program. They are on target to exceed their goal for numbers of new homes purchased by people of color.