The N.C. Housing Finance Agency (NCHFA) selected our team to help launch their new program, The North Carolina Foreclosure Prevention Fund, which helps North Carolina homeowners who are struggling to make their mortgage payments due to job loss or temporary financial hardship.
Focus groups were conducted to test the message and materials for the campaign, which included radio, outdoor (billboard), print and online campaigns in the Triangle/Triad/Charlotte N.C. DMAs.
Radio used three :60-second radio spots produced with professional voice talent and studio production, airing for 6 weeks on selected stations and dayparts and included matching pro bono PSAs, supplied web banner ads on each station’s website, and Community Affairs program interviews with key NCHFA executives as part of the negotiated media package.
Billboards showed for a six (6) week period on major traffic arteries in the DMAs. Showings also included PSA bonuses on an inventory-available basis to enhance and reinforce the outdoor campaign.
Print ads were placed in major job search publications with free community distribution points. Online components included banner ads on the publications’ radio and message-friendly community websites as well as the major online job search portals in the DMAs.
Goals: To bring in qualified applicants for the N.C. Foreclosure Prevention Fund Program, and to increase positive brand awareness and further penetrate the public’s identification and association for the Fund program.
Evaluation: Call centers were established to “capture” program prospects into the system. The staff was trained to use a specially prepared, brief, but specific script to query the prospects in order to capture data about the media that drove them, as a “call to action,” to make contact via phone. This information became part of a database that overlaid activity onto the timeline in order to measure “spiked” activity against media vehicles and determine which were most successful and effective.
Results: Although success cannot be measured as a return on investment per se, the results have surpassed the projected and anticipated increase in the program’s awareness, client identification and number of applications.
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