Objective

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 public housing 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 help public housing residents overcome the barriers that prevent them from moving beyond public housing.

Action

CG&A worked with CHA staff, service providers, resident focus-groups, developers and property managers to develop key messages that resonated with the target audience. In addition, CG&A created a “Resident Ambassador” program and launched a direct mail 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 to start the process of qualifying for the new housing.

Results

The results of the CG&A’s direct mail campaign were well above national averages for direct mail, with a response rate of more than 10 percent. The postcards, written from the perspective of our Resident Ambassadors, created trust in the program and generated overall excitement for the new housing opportunities.

The Housing Fair was a success with more than 1,000 residents attending, getting information and making contacts to secure future affordable housing.