Helping Those in Need Find Their Home.
In the wake of one of the worst housing crises in our nation’s history, the office of the Nevada Attorney General introduced a new public service called the “Home Again: Nevada Homeowner Relief Program,” designed to make it easier for distressed homeowners in Nevada to determine what state or federal assistance may be available to them with a single “one-stop,” free resource. After participating in a statewide RFP to establish the name of the program and its brand platform, Braintrust was engaged to produce the visual and verbal communications for Home Again and to conduct external marketing services for the new program.
- Creative Design
- Media Strategy and Buying
- Public Relations
- Social Media
Promote A New Vision For A New Program.
Braintrust created and executed a full-scale, cost-effective, state-wide marketing and advertising campaign including paid media, social media, public relations, and community outreach. The strategy revolved around the level of urgency and uncertainty homeowners were experiencing, the accessibility of the State of Nevada Attorney General, and promoting the legitimacy of this free program to all Nevadans when bankruptcy messaging and scam legal representation cluttered the landscape.
Year One Success
We adopted a multi-channel media approach and leveraged state-wide press relationships and community-focused events, each featuring prominent economists and leading Mayors of major cities in Nevada. Because of our efforts, we successfully launched the Home Again campaign that resulted in a number of strong returns.
Return on Investments
In addition to generating 12,000 calls about the program, check out these results.
Earned Media Value
The program is from the Office of the Nevada Attorney General and is set up to help new home buyers, credit restoration candidates, and those looking to modify their home loans.
Continued Creative Services
We delivered a state-wide advertising and marketing campaign to support the program, with all materials produced in both English and Spanish. The full suite of services offered included creative design, web design, and video production.
Reaching a broader audience
Braintrust utilized a full-funnel approach for the digital component of the campaign, hyper-targeting Nevadans in need via complex layering of audience profiles and connecting through paid search, digital display, connected TV, and geo-fencing techniques.