Fort Worth Housing Solutions
Communications Plan | Event Management | Public Relations
The Challenge
As Fort Worth Housing Solutions (FWHS) began converting its public housing to the RAD program, it became clear that there was a need for an internal strategic communications plan. With little to no information to guide them, the public began to buzz with talk of why the Butler Place residents were being relocated to units throughout the city. FWHS needed J.O.’s help to quickly dispel some of the rumors and myths coming about from misinformation.
The Solution
J.O. developed a strategic communications plan. This plan included internal and external messaging to effectively communicate FWHS’s efforts to convert existing public housing units to the RAD program, as well as tactics to help educate the community about affordable housing and FWHS’s role in the community. The plan addressed multiple target audiences: Butler Place residents, elected officials, neighborhood associations, community advocates, news media and the local community. Execution of tactics included a city council board presentation, community coffee event, professional video introducing the faces of affordable housing, testimonials, social media content and external newsletters.
The Result
Evaluated by the resulting media coverage and its message, FWHS received a total of 24 clips from September 2017 through June 2018, reaching an online readership of 21 million and garnering 144,000 estimated coverage views. By remaining transparent and gaining the support of Fort Worth City Council, FWHS was able to effectively communicate with the community. Through open, consistent communication with Butler residents, FWHS staff was also able to ease resident’s concerns.
Since they wanted a brand built around their new logo and color palette, J.O. felt strongly about conducting market research to better understand their constituents of residents and landlords. Once completed, J.O. set forth to elevate the identity through warm photography and clever messaging.
The campaign, “Changing the Face of Housing,” redefined how the community viewed affordable housing and who it impacts. With a modern, fresh feel that speaks to the innovative nature of FWHS, the diverse photography represented the residents that flourish there. And, with an organization their size, FWHS’s branding needed to be just as strong internally as externally. To emphasize and educate the 80+ staff, J.O. orchestrated an employee pep rally to invigorate FWHS members as they entered a new era for public housing.
Market Research | Rebranding + Messaging | Strategy | Digital Advertising Reputation Management + Public Relations | Websites
The Challenge
Fort Worth Housing Solutions (FWHS) wanted to rebrand and update its messaging to better reflect the unique solutions they’re using in the public housing arena as well as change the perception of their role in the community and local economy. FWHS provides much more than just housing and needed its brand to reflect those values and attributes.
The Solution
We conducted extensive market research on tenants and landlords and narrowed ideal markets to the top four targets. From this, J.O. initiated an image turnaround workshop, crafted key messaging and redeveloped FWHS’s website with modern functionality that provides a clear brand message. We also orchestrated an employee pep rally to invigorate FWHS’s 80+ staff members as they entered a new era for public housing.
The Result
Rebrand publicity garnered $190,306 in advertising equivalency value. Also, FWHS’s new social media accounts saw a 10-percent increase in followers through a small budget buy of $110, reaching 23,412 people. The awareness campaign continues today and still garners media attention and increased tenant applications, development and landlord partner initiatives.
2016 PRSA Achievement Award of Programs: Reputation/Brand Management
2017 Bronze Addy for Online/Interactive Campaign
2017 Gold Hermes Creative Award for Display Advertising
2018 PRSA Award of Excellence Special Public Relations Program
2018 Hermes Creative Awards Platinum Winner for Electronic Media / Social Media / Interactive Media | Video | 171. Nonprofit
