The City of Columbus
the challenge
In Columbus, the affordable housing crisis is growing. The economic impact of the pandemic destabilized and displaced families while underscoring the need for us to move boldly towards affordable housing solutions. The City of Columbus is committed to ensuring every resident in Columbus a safe, decent, affordable place to call home. The Housing for All Education Campaign needed to reach their community to ensure tenants and property owners alike are aware of their rights and are in compliance with this legislation. They also wanted to share resources such as tips, laws, and free informative events.
the solution
When it comes to creating a strategy, two key factors were set in place. Not only did we need this campaign to reach the correct audience in Columbus, Ohio, we also needed to create/setup new social platforms. Visually, we created bold graphics that included rights, tips, and resources. We also used market research to determine which social platforms to create for the campaign.
the results
Being that the social channels were new, we knew we would have to utilize other community leaders to help gain exposure. We created a strategy where we would select & edit video of a community lead and request a collaboration. This organically increased our reach by 300%. We incorporated community engagement on other social channels in Columbus, automated scheduling platforms, and created trending reels + memes. In less than 90 days, we had over 80K+ impressions, 1K+ organic following, 50% growth rate in attendance for the event.
