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August 8, 2003

HANC benefiting from yearlong media effort

Milton—Less than one year ago, the Housing Authority of Northumberland County, relying on scattered marketing efforts and a less-than-adequate Web presence, found itself faced with increasing vacancy rates, an inconsistent identity, and a number of public misconceptions. A complete overhaul of the HANC image and a new marketing approach were needed—and needed fast.

After gaining a strong working knowledge of what it was that HANC offered—and didn't offer—its community, Sire Advertising began to assemble a focused marketing strategy for the Milton-based housing assistance organization in early 2003. Objectives of Sire's initial marketing approach and subsequent media outline included:

  • Removing the burden of creative advertising and media scheduling from HANC personnel
  • Giving all of HANC's many housing programs an equal push through a combination of newspaper advertising, a revamped Web site, cable TV advertising, and a number of printed promotional pieces
  • Creating a clearer public picture of HANC services and eliminating any misconceptions concerning HANC facilities and guidelines
  • Promoting HANC to audiences which may not have previously considered HANC a viable housing option

Once a firm marketing direction was established and suggested media outlets were met with approval by appropriate HANC representatives, Sire began work on creating a message which could be used throughout all HANC advertising. To accomplish this objective, Sire needed a theme which focused on HANC's money-saving benefits while letting people know that HANC provided all of its program participants with a safe, clean, modern living environment. After exploring a number of options, a 2003 tagline was finalized: "Housing you can afford. A lifestyle you can love."

HANC's theme for 2003 firmly in place, Sire next began deciding which of HANC's many programs needed attention most. Choosing to first address declining occupancy at HANC's Milton Towers facility, Sire launched a newspaper and television campaign focused solely on Milton Towers. Designed to turn the Milton Towers image around by presenting the complex as a downtown housing option which offered the peace and quiet of a more rural setting, Sire's Milton Towers package also included a new Milton Towers logo which further reinforced the new Milton Towers identity. Following a month-long media push, Milton Towers' vacancy rate was reduced from almost 20 percent to less than 5 percent.

After Sire's initial Milton Towers campaign, work began on an overall HANC image campaign which is now in its sixth month and has spanned a diverse array of mediums. The new HANC Web site (www.nchahousing.org) is in full operation, two brochures and a company poster have gone to press, and a number of ad campaigns are currently in development. Cable TV, an outlet which has garnered significant response, also continues to play a key role in HANC's monthly media schedule.

As vacancies continue to drop in the majority of HANC's housing complexes and interest increases in HANC's housing assistance programs, Sire Advertising looks forward to following through on all 2003 marketing components as work begins on a 2004 media plan designed to even further enhance the level of success now being enjoyed by one of area's most important community organizations.