Marketing and Outreach Plan Outline 1.
Project Information: a. Project name and address b. Physical description, building type c. Description of deed restrictions d. Unit Mix: UNIT TYPE NUMBER OF UNITS PRICE 1bd/1bth $ 2bd/2bth $ 3bd/2bth $ 3bd/3bth $ e. Date marketing commences and timeline of marketing activities 2. Application a. Process for application distribution and submission b. Application Deadline c. Description of application assistance provided d. Contact information for questions e. Description of the application review process f.
Notification procedures to applicants that applications is pre-­‐approved, denied, or incomplete 3. Affirmative Fair Housing Marketing a. Statement of non-­‐discrimination b.Description of how marketing will comply with fair housing guidelines -­‐ staff training, use of logo, poster, record keeping of all marketing activities c. Affirmative Fair Marketing Procedures for People with Disabilities CORNERSTONE PARTNERSHIP keeping homes affordable and communities strong www.affordableownership.org 4. Marketing Strategies a. Advertising -­‐ Description of media channels that will be utilized, including audience (targeted, general, citywide), and type of medium (on-­‐line, radio, newspaper), frequency, duration b. Project Specific Marketing Collateral -­‐ flyers, postcards, emails, website, presentation boards c. Outreach to Local Housing Agencies d. Broker cooperation -­‐ MLS, commission, roles e. Strategy for Marketing to Residents of the Immediate Neighborhood and Minority Communities f. Community Outreach and Education -­‐ Housing fairs, community fairs, g. On-­‐Site Marketing strategies -­‐ Banners, signage, sales office, model units, open houses h. Events and Media Coverage -­‐ groundbreaking, ribbon cutting, hard hat tours i. Information Sessions -­‐ Location, frequency, duration, agenda, power point 5. Eligibility Requirements: a. Income requirements HOUSEHOLD SIZE MAXIMUM INCOME 1 person $ 2 persons $ 3 persons $ 4 persons $ 5 persons $ 6 persons $ b. Ability to get financing or "Mortgage-­‐ready" requirement c. Down payment requirements d. Homebuyer education requirements e. Appropriate household size f. Other requirements CORNERSTONE PARTNERSHIP keeping homes affordable and communities strong www.affordableownership.org 6. Preferences: Defines the steps that need to be taken if local preferences are to be implemented. a. Allowable Preference Categories: Lists appropriate categories and provides guidelines for each. b. Avoiding Potential Discriminatory Effects: Defines the procedure that will prevent discriminatory effects. 7. The Lottery • Lottery Date, Time Place • Description of requirements to participate the Lottery • Description of lottery pools, preferences, set asides • Process and timeline for notifying lottery participants 8. Waitlist Procedures • Description of requirements to be on the waitlist • Description of how individuals are ranked • Process and timeline for notifying applicants • Process for renewal and updating of the list Appendix: •
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Marketing Budget Marketing Timeline List of Approved Housing Counseling Agencies List of Program approved lenders List of community organizations involved in outreach efforts List of disability organizations Contact List of media outlets Flow chart/diagram of application process Methodology used to calculate sales price Copy of application/information packet Ads or language to be used Flyer including: “Below Market Rate Rental” indication Reference to [Program Name] BMR program Qualifying Incomes Price Levels Description of Units Exterior Photo of the Development Information on Information Sessions Information on how to obtain an application Open house dates Fair housing logo Equal Opportunity Logo Copy of deed rider Copy of Logos to be used in advertising Copy of Listing agreement with Broker or Marketing company Information Session Agenda CORNERSTONE PARTNERSHIP keeping homes affordable and communities strong www.affordableownership.org