Greater Washington Urban League 3rd Annual Housing Fair April

Greater Washington Urban League
3rd Annual Housing Fair
April 12, 2008
Subprime Survival:
Home Ownership Through the Housing Crisis
Overview
For the past three years, the Greater Washington Urban League has hosted
a housing fair each spring to market the organization’s Home Purchase
Assistance Program (HPAP), funded by the DC Department of Housing and
Community Development.
In 2006 and 2007, GWUL focused exclusively on first-time homebuyers
who were eligible to take advantage of the down payment and closing cost
assistance dollars made available through HPAP.
This year, GWUL took a proactive approach and responded to the subprime
mortgage crisis by marketing aggressively to existing homeowners at risk
of foreclosure, as well as first-time homebuyers who were eligible to take
advantage of available funding and historically low interest rates. We
invited over 40 lenders and vendors to present information on-site, and the
resulting event broke attendance records for the three years. The line for
free credit reports was consistent, and many of the seminars and forums
witnessed standing-room-only crowds. We believe this record attendance
illustrates the general public’s heightened interest in our services and
3rd Annual Housing Fair Report
demonstrates the effectiveness of our marketing and publicity campaign.
3rd Annual Housing Fair Report
Messaging
Sub-Prime Survival:
Home Ownership Through the Housing Crisis
In response to the subprime mortgage crisis that hit the country during the
past year, GWUL thought a different approach to marketing the event would
be most appropriate. To attract timid first-time homebuyers and lure existing
homeowners who might have been at risk of foreclosure, we developed a
messaging package that was timely and tailored specifically to the current
economic climate.
Theme
Subprime Survival: Homeownership Through the Housing Crisis
Tagline
Get Home. Stay There.
Marketing Message Summary
“Existing homeowners: discover strategies to keep your home during the
subprime mortgage fallout. You’ll learn what to do if you fall behind in your
mortgage, and how to better understand your mortgage terms; how to
keep ahead of adjusting interest rates; how to qualify for grants to keep you
out of foreclosure; how to refinance wisely. First-time homebuyers: learn
why now is the perfect time to purchase a home. We’ll show you how to
qualify for up to $77,000 for your down payment and closing costs; find a
home in the District you can afford; get pre-approved for a loan on-site.”
Suprime Survival Web Banner
3rd Annual Housing Fair Report
Marketing
After creating the marketing message for the event, GWUL worked to
aggressively distribute that message by creating the following elements of our
comprehensive marketing campaign:
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Subprime Survival Web site
3rd Annual Housing Fair Report
Distribution
After completing the marketing packaging elements, GWUL used an
aggressive and multi-tiered approach to publicize the April 12 event. To
encourage maximum participation, GWUL leveraged partnerships, staff
legwork and utilized the following:
WMATA
DC Government Agencies
GWUL developed a marketing campaign with WMATA
Full-color, glossy, 24’’x30’’ posters were
to place an advertisement on the following:
displayed in the lobbies of select District
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government agencies during the week prior to
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the event.
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Publications
Internet
Full-color advertisements and announcements for
community calendar listings were placed in:
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In partnership with Flow Insiders Entertainment,
GWUL secured WI as a media
sponsor and was able to place ads at a
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and distributed event messaging through:
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GWUL developed an internet marketing campaign
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advertisements
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and GWUL Web site
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Insiders weekly newsletter
Distribution
Grassroots
GWUL staff distributed full-color fliers at area churches, barbershops, beauty
shops, nonprofit organizations, and other high-traffic areas of community
interest. The announcement and media advisories were sent to Advisory
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Councilmembers’ staffs.
Television
A 30-second commercial was developed and aired on:
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Radio
GWUL secured WPGC radio as a media sponsor. WPGC provided in-kind air
time valued at more than $10,000.
3rd Annual Housing Fair Report
PSAs were developed and commercials aired on:
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3rd Annual Housing Fair Report
Press
GWUL reached out to an extensive list of print and broadcast media outlets in the
District of Columbia and Maryland. We were able to attract several reporters to the
event and elicited interest from several others. We are currently working to secure
coverage from all outlets that expressed interest.
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Coverage to Date:
Washington Post and Washington
Informer Press Clippings
3rd Annual Housing Fair Report