The Chicago Housing Authority (CHA) hired CG&A to provide marketing services for its replacement housing and new mixed-income developments. The goals of the marketing campaign were to inform eligible residents about the relocation process and the benefits of living in the new mixed-income units; to convey a sense of urgency about engaging in the process; and to overcome the barriers that keep people from getting involved.
	CG&A worked with CHA’s staff, service providers, residents, developers and property managers to develop key messages that resonated with its key audiences. In addition, CG&A created a “Resident Ambassador” program and launched a direct mailing campaign that reached more than 10,000 former and current CHA residents. The marketing campaign culminated in a housing fair for current and former CHA residents interested in starting the process of qualifying for the new housing. The idea was to build excitement and treat the audience the way that developers treat potential market-rate customers, providing a sense of value and appreciation.
	The results of the direct mail campaign were well above national averages for direct mail, with a response rate of more than 10 percent. The postcards created overall excitement for the new housing, as well as a sense of relief from many callers who had been waiting to hear about their move or to talk to someone about the next step in the process. The Housing Fair was also a success with more than 1,000 residents attending, getting information and making contacts to secure future housing.