Suzanne IsaacsOffice of Outreach and Capacity Building

Housing Counseling Public Awareness Campaign Toolkit

Public Awareness Campaign Website

• Toolkits will be accessible and downloadable

Campaign Objectives

• Build public awareness of the value and benefits of housing counseling

• Increase housing counselor and stakeholder engagement

• Increase consumer engagement– Find and contact a HUD approved agency 1-800-569-4287– Social Media –YouTube – Facebook – Twitter

– Use housing counselor locator application for Smart phones

Get Educated. Get Connected. Be Empowered.

Target MSA’s

• Based on market research, the campaign is targeted to reach the 10 MSA’s determined to have the greatest housing needs

MSA Est. Population 2012 Census

1. New York-Northern New Jersey-Long Island, NY-NJ-PA

19,831,858

2. Los Angeles-Long Beach-Santa Ana, CA 13,052,921

3. Chicago-Naperville-Joliet, IL-IN-WI 9,522,434

4. Dallas-Fort Worth-Arlington, TX 6,700,991

5. Philadelphia-Camden-Wilmington, PA-NJ-DE-MD

6,018,800

6. Miami-Fort Lauderdale-Pompano Beach, FL

5,762,717

7. Tampa-St. Petersburg-Clearwater, FL 2,842,878

8. San Francisco-Oakland-Freemont, CA 3,177,063

9. Washington-Arlington-Alexandria, DC-VA-MD-WV

5,860,342

10. Atlanta-Sandy Springs-Marietta, GA 5,457,831

Target Audiences

• Homeless individuals and families

• Seniors• First-time Homebuyers• Homeowners• Renters• Families and individuals• Minority communities

and at-risk demographic groups

Campaign Elements

Banner Ads

Commercials• The 30-second YouTube video will be linked to the promotional

banner ad and can be accessed from any community partner site in English and Spanish

Other Apps

Office of Housing Counseling Fair Housing & Equal Opportunity

Fannie Mae’s HOME

Community Resources

•NAACP, NCLR, AARP, NRMLA, Real Estate Professionals, Congressional Black Caucus, etc.

National Organizations

•Chamber of Commerce, Hispanic Chamber, Fraternities and Sororities, Leading Employers, Civic Organizations, etc.

Regional Resources

•Housing Counseling Agencies, Colleges & Universities, Hospitals, Good Will Centers, Churches, Libraries, etc.Local Resources

•Realtor.com, RadioOne Station Sites, Yahoo, Google, Bing, YouTube, etc.Social Media

Marketing Campaign – Round 1October 2014-March 2015

Campaign Metrics

• Success will be measured by:– Increase in consumer and stakeholder engagement– Number of community partners promoting housing

counseling via the banner ad– Number of downloads of

customizable flyers

Public Awareness Campaign Slogan

Get Educated. Get Connected. Be Empowered.

Access to Credit Awareness Campaign

• New contract in the works• Exploring consumer demand• Changing negative perceptions• Building a nexus among HUD partners• Translate into funding sources

Office of Housing Counseling