Housing Choice Voucher Program Branding and Marketing Campaign
Following the successful launch of the organizational rebranding, the Housing Authority commissioned an integrated marketing campaign and communications plan for the Housing Choice Voucher Program (HCV). The nation’s largest rental assistance program, HCV helps low-income families, the elderly and the disabled rent decent, safe, and sanitary housing units in the private market. With public demand for rental units far exceeding capacity, the campaign targets qualified landlords, encouraging them to consider participation in the program by promoting the key benefits of HCV.
Core Services Performed:
- Graphic Design
- Stakeholder Interviews
- Peer/Competitor Research
- Campaign Testing and Review
Client: Housing Authority of the City of Pittsburgh, Pennsylvania
Prime: Wall to Wall Studios
Timeline: April 2020 – June 2020
The final deliverable for this campaign was comprehensive visual/design style and messaging. This included a full visual campaign guide with colors, fonts, and photography styles, all supporting graphic elements, and composition and messaging frameworks. Limited testing of the creative was performed with representatives of the target audience.
Research & Review
As part of the campaign development process, E. Holdings conducted interviews with current landlords to gather input on the current program marketing. Interviews were conducted one-on-one with landlords of varying number of properties to ensure equitable representation. The purpose of the interviews was to gather opinions on the current program marketing and on what improvements could be made.