2.2 Cynthia Adcock: Communications, Marketing, and Outreach Strategy on Foreclosure Prevention

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2.2 Cynthia Adcock: Communications, Marketing, and Outreach Strategy on Foreclosure Prevention

  1. 1. Communications, Marketing and Outreach Strategy on Foreclosure Prevention Maryland Department of Housing and Community Development 2011
  2. 2. STRATEGIES <ul><li>Use advertising, public relations and community outreach to deliver consistent messages </li></ul><ul><li>Employ publications, promotions, special events to connect targeted audiences to message – </li></ul><ul><ul><li>“ Mortgage Late? Don’t Wait!” </li></ul></ul><ul><li>Engage stakeholders – </li></ul><ul><ul><li>Private Sector </li></ul></ul><ul><ul><li>Public Sector </li></ul></ul><ul><ul><li>Legislature </li></ul></ul><ul><ul><li>Nonprofits </li></ul></ul><ul><ul><li>Media </li></ul></ul>
  3. 3. TACTICS Engaging the Public <ul><li>Homeowners Public Awareness Campaign </li></ul><ul><ul><ul><ul><li>“ Mortgage Late? Don’t Wait!” </li></ul></ul></ul></ul><ul><ul><li>Partnerships with local jurisdictions </li></ul></ul><ul><ul><li>Engage non-profit partners </li></ul></ul><ul><ul><li>Ensure that elected officials are informed </li></ul></ul><ul><ul><li>Enhance opportunities for outreach activities </li></ul></ul><ul><ul><li>Feature stories in local news media </li></ul></ul><ul><ul><li>Tie “free” public awareness to paid advertising </li></ul></ul>
  4. 4. TACTICS Targeted Media <ul><li>Radio advertising, linked with Web advertising </li></ul><ul><li>Targeted print advertising for selected markets – Prince George’s and Baltimore City </li></ul><ul><li>Bus advertising – Baltimore and D.C. suburbs (including Prince George’s & Montgomery counties) </li></ul>
  5. 5. TACTICS Community Meetings, Exhibits and Conferences <ul><li>Use every opportunity for face to face, grassroots, “word of mouth” promotion </li></ul><ul><li>Conference and work shop program advertising - sponsorships </li></ul><ul><li>Collaboration with local jurisdictions, Federal government and non-profit housing organizations – exhibits, workshops </li></ul><ul><li>“ Mortgage Late? Don’t Wait!” brochures & posters </li></ul><ul><li>Special “one use” flyers for community events and housing fairs as hand outs – English and Spanish </li></ul>
  6. 6. Web Site and HOPE Hotline <ul><li>www.mdhope.org </li></ul><ul><li>1-877-462-7555 </li></ul><ul><ul><li>Excellent “hand off” to local housing counseling agencies </li></ul></ul><ul><ul><li>Continually update Web site information </li></ul></ul><ul><ul><li>Measure results of advertising against calls and Web hits </li></ul></ul>
  7. 7. TACTICS Stakeholders <ul><li>Real Estate Professionals </li></ul><ul><li>Lenders/Servicers – meetings with Governor </li></ul><ul><li>HUD </li></ul><ul><li>Local partners </li></ul><ul><ul><li>Local jurisdictions </li></ul></ul><ul><ul><li>Local non-profits </li></ul></ul><ul><li>DHCD Ambassadors* </li></ul><ul><ul><li>Speakers Bureau </li></ul></ul><ul><ul><li>Round table discussions (traveling) </li></ul></ul><ul><ul><li>Ambassadors Program (with certificates) </li></ul></ul><ul><ul><li>*Not yet implemented </li></ul></ul>
  8. 8. TACTICS Web-based <ul><li>Web-based tools and information </li></ul><ul><ul><li>Updated www.mdhope.org </li></ul></ul><ul><ul><li>Use of Social Media, Face Book and Twitter </li></ul></ul><ul><ul><li>DHCD’s Blog, “Community Review” </li></ul></ul><ul><ul><li>Regular E-blasts to constituents </li></ul></ul><ul><ul><li>Regular updates to legislators </li></ul></ul>
  9. 9. TOOLS <ul><li>Paid Advertising </li></ul><ul><li>Participate in Foreclosure Events sponsored by – </li></ul><ul><ul><li>faith based organizations, </li></ul></ul><ul><ul><li>elected officials, </li></ul></ul><ul><ul><li>community groups, </li></ul></ul><ul><ul><li>housing counseling agnecies </li></ul></ul><ul><li>Press Releases </li></ul><ul><li>OP EDs </li></ul><ul><li>Promote Best Practices – </li></ul><ul><ul><li>How counseling and early intervention help families </li></ul></ul><ul><li>Adapt Key Messages – for speakers </li></ul>
  10. 10. Collaborations <ul><li>Local Governments </li></ul><ul><li>HUD </li></ul><ul><li>National Organizations </li></ul><ul><li>Private non-profits </li></ul><ul><li>United Way’s 2-1-1 Call Center </li></ul><ul><li>Faith-based organizations </li></ul><ul><li>Working with lenders and real estate professionals </li></ul><ul><li>Other State agencies </li></ul>

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