Hoosier Housing Help
What We Did
Qualitative Research
Communications Plan
Brand Development
Media Relations
Advertising
Social Media
Digital Advertising
Website content development
Photo & Video
The Challenge
To aid Hoosiers impacted by COVID-19, the federal government authorized about $400 million in rental assistance to the state of Indiana. Awareness for funding was low and many incorrectly assumed it was a hassle to apply leading to an influx of eviction case filings and thousands of Hoosiers in need of support.
Indiana’s Office of Judicial Administration (part ofthe Indiana Supreme Court) needed a strategy to increase applications for federal funding and encourage participation in landlord-tenant settlement programs to reduce the strain on eviction courts and ensure housing stability for at-risk residents.
The Solution
C2 Strategic created a strategic communications plan to educate tenants and landlords of available programs built around clear messaging and easy-to-sharere sources. A unified brand, Hoosier Housing Help, was crafted by our team including logo design, website development, social media channels and collateral materials. Targeted earned media and paid advertising campaigns (including radio, outdoor, transit, display, SEM, social media and YouTube ads) were designed to reach all parts of the state with added deployment on ZIP codes with the highest numbers of eviction cases filed.
C2 Strategic developed a suite of campaign creative that was approachable and engaging to drive traffic to HoosierHousingHelp.com and connect Hoosiers with much-needed resources. Our team also managed social media including producing testimonial videos and animated graphics and responding to direct messages and comments to the pages.
The Results
Upon launch of the website and initial media outreach, HoosierHousingHelp.com saw an immediate influx of traffic from tenants and landlords in all parts of the state. Paid campaigns launched in February 2022 with a planned three-month ad spend of nearly $200,000.
Earned media
• 50+ mentions across broadcast, radio and online channels
• 350,000 reached in 9 DMAs covering all parts of Indiana
• $27,000 in publicity value
• 72% of web traffic inside the state of Indiana
Paid campaigns
• 743,500+ impressions on Facebook, Twitter and LinkedIn content
• 145,000+ video views at $0.03 per Thruplay – much less than the average $0.05
• $0.03 CPV on YouTube ads – better than the considered average
• $0.95 CPC on SEM ads – an exceptional value
• 3.07 million impressions on display ads
