MULTICULTURAL
MARKETING CAMPAIGN
Research highlights:
• Saving for down payment is a
barrier
• Process viewed as too
complicated especially among
minority borrowers
• Minorities are 1/3 of CHFA
borrowers
• Existing base of credibility w
audience
Boost Awareness: Single-family
mortgages
• Strategy: to generate greater awareness
among underserved minority markets:
- African American
- Latino
- Asian Pacific
• Minorities are 1/3 of CHFA borrowers
• Existing base of credibility w audience
CHFA Solutions
• Down payment Assistance Program
(DAP)
• Homebuyer education & financial
counseling programs
• Reach into communities with 130+
lenders
• Loan options for interest rate/points
Tactics: Multicultural market
– Paid TV and radio advertising featuring
multicultural couples
– Spanish website
– Multicultural newspaper advertising
– Bus advertising in Spanish & English
– Sponsorship of the Caribbean Festival in
Hartford
– Increased public relations, specifically
implemented first Spanish executive interviews
– Postcard campaign in Spanish
– Sponsorship of LUPA event for young,
professional Latinos
– Implemented social media in Spanish, increase
in social media in English
CREATIVE
APPROACH
New & Improved Websites
New Spanish version of the home buyer section of the English
website, improved the English website with more people photos
CHFA Better Home Commercial English
version
CHFA Better Home Commercial Spanish
version
TV Radio placements
Spanish Social Media
#primerhogar &
#firsthome
208 Likes
4.04 million reach
17.9 million
impressions
Online ad buy
$10,000 investment
12,205 clicks & 6.2 million impressions
Bus ads in cities
(English &
Spanish) added
impressions
Public Relations/Outreach
• 15 executive interviews on tv & radio
• News releases on mortgage programs &
homebuyer education led to multiple media
mentions (spillover benefits to other programs)
• Events
1. Networking with Latino professionals
2. Display booth in area malls
3. Telemundo telethon
4. Caribbean Fest sponsorship
Telemundo Telethon
with lenders, farm
league sponsorship and
CHFA staff at Hartford’s
Annual Caribbean Fest
Dragon Boat Fest is on
the list for 2015!
RESULTS
On CHFA’s existing website, we saw a large
increase in website activity. In addition,
the Spanish website had more than 2,600
visitors and more than 500 stayed on the
website to look at other pages.
Website Activity
2013 and 2014
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Jan
Feb
Mar
Apr
2013
May
Jun
2014
Jul
Aug
Sep
Website activity spikes corresponding
with media appearances
Media Appearances and Website Activity
Number of Views to Main Page
800
700
600
500
400
300
200
100
0
Media Appearances
CHFA Main Page Activity
Interaction Strength
In total, from April to August, more
than 25,000 people interacted with
CHFA with more than 1,500 having a
strong interaction through taking an
action after seeing or hearing
advertising.
In total generating more than
10 million impressions among
internet users.
Interactions
Stayed on Hogar
Call Center
Telemundo Telethon
Likes (Spanish)
Likes since April (English)
Talked about CHFA on social media
Increase from last year on CHFA.org
(May - July)
Went to Hogarchfa.org
Clicks on-line Ads
Total
Interaction
Strength Number
Strong
470
Strong
278
Strong
70
Strong
204
Strong
179
Strong
461
Medium
Medium
Low
9,000
2,473
12,205
25,340
Impressions
Interaction
Strength
Number
Facebook Ad Organic (Spanish)
Passive
8,663
Facebook Ad Paid (Spanish)
Passive
842,901
Facebook Organic(English)
Passive
16,708
Facebook Paid (English)
Passive
3,050,524
Digital Ads
Passive
6,269,283
Total
10,179,416
TV & Radio Impressions
• Programming including FIFA World
Cup, other sports programming,
range of cable networks: CNN,
Comedy, Food, VH1, HGTV, BET, HSN
• 2.2 million impressions
Measures of success
Production - January to August
CT Home Sales (Source: The Warren Group)
CHFA Purchased Loans
January to August
2013
2014
26,733
26,409
998
1,370
Change % Change
-324
-1.2%
372
37.3%
Lisa.kidder@chfa.org
@CHFA_RockyHill
Connecticut Housing Finance Authority