nmhc/naa 2013 public relations campaign campaign.pdf · coast‐to‐coast media coverage through...
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NMHC/NAA 2013 Public Relations Campaign
Personal ExperiencePersonal Experience
PolicyPolicy
Policy Makers Are of Two Minds on Rental Apartments
Core Concepts for A Winning Message
1. Broad Scope of the industry.2. Size and health of the industry. 3. Make renting an affirmative and positive choice.
4. Connect renters to the positive attributes of “home” and speak from their point of view.
Landmark Economic Impact Report Issued February 12, 2013
Los Angeles
Houston
ChicagoPhiladelphia
San Diego
Dallas
Washington DC
Boston
Baltimore
Albuquerque
Portland
Seattle
St. Louis
Atlanta
Denver
Miami
New York City
Oklahoma City
Coast‐to‐Coast Media Coverage through press release, media outreach and syndicated ready‐to‐run article.
• 1,400 inbound links from media and other web sites
• Over 5,000 visits in just two months
• The average visitor spends more than three minutes on the site (this is a REALLY long time).
• The calculator has been used more than 2,300 times to date, or more than 40 times every day.
Web Site Traffic To Date
Integrated Suite of Leave‐Behind Materials: Policy Brochure, Issue Fact Sheets and Folders.
New Print Ads
Banner Ads on Politico
Direct Mail Campaign
Next Phase: Story‐Driven Web Site