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National Housing Development Corporation
T he C hallenge
National Housing Development
Corporation, a nonprofit corporation,
                                                T he r esulTs
improves the quality of life for low-income     We secured 85 local and national stories,
families by stabilizing and revitalizing        including coverage in The Business Press,
neighborhoods via acquisition and               CBS Marketwatch, National Mortgage
preservation of our nation's affordable         News and Forbes.com—an increase
housing stock. In spite of being one of the     of 2,700 percent. NHDC’s portfolio of
nation’s largest nonprofits dedicated to        properties grew to over 4,150 rental
the preservation of affordable housing,         housing units affordable to low and
awareness of NHDC was low among                 moderate income families nationwide
key stakeholders. Plus, NHDC’s sudden           due to an increase in government funding
emergence, its provocative challenges           combined with increased awareness of
to established thought norms, and its           NHDC among multi-unit property owners.
rapid success in securing funding and
recognition created some friction among
stakeholders who should have been
among NHDC’s biggest supporters.


T he a pproaCh
The communications strategy for NHDC
was designed to create awareness of
current affordable housing challenges and
the solutions offered by NHDC. In addition
to building the organization’s reputation,
our strategy was to work with the media to
provide third party credibility and influence
key audiences responsible for funding,
financing, regulating, partnering with and
eventually approving new industry models
of acquisition, repositioning, refinancing
and preservation.

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NHDC: Marketing Case Study

  • 1. National Housing Development Corporation T he C hallenge National Housing Development Corporation, a nonprofit corporation, T he r esulTs improves the quality of life for low-income We secured 85 local and national stories, families by stabilizing and revitalizing including coverage in The Business Press, neighborhoods via acquisition and CBS Marketwatch, National Mortgage preservation of our nation's affordable News and Forbes.com—an increase housing stock. In spite of being one of the of 2,700 percent. NHDC’s portfolio of nation’s largest nonprofits dedicated to properties grew to over 4,150 rental the preservation of affordable housing, housing units affordable to low and awareness of NHDC was low among moderate income families nationwide key stakeholders. Plus, NHDC’s sudden due to an increase in government funding emergence, its provocative challenges combined with increased awareness of to established thought norms, and its NHDC among multi-unit property owners. rapid success in securing funding and recognition created some friction among stakeholders who should have been among NHDC’s biggest supporters. T he a pproaCh The communications strategy for NHDC was designed to create awareness of current affordable housing challenges and the solutions offered by NHDC. In addition to building the organization’s reputation, our strategy was to work with the media to provide third party credibility and influence key audiences responsible for funding, financing, regulating, partnering with and eventually approving new industry models of acquisition, repositioning, refinancing and preservation.