Fort Worth Housing Solutions Website and Advertising
Fort Worth Housing Solutions (FWHS) hired the team of J.O. in November 2015 to lead its agency rebranding and messaging to better reflect and promote the
unique and creative solutions they are using in the public housing arena. Furthermore, perception of their role in the community and local economy was unclear and misconceived. The FWHS’s innovations in managing the programs, housing and funds it oversees have had a positive impact on the community at large in addition to providing more resources for its clients. Since it provides much more than just housing, i.e., community growth and economic development, it needed its brand to reflect those values and attributes.
Before we began any strategy development, it was highly important to better understand the client’s marketing through research. To do this, we conducted qualitative and quantitative research over the course of four weeks. We then conducted extensive market analysis research on tenants and landlords and narrowed ideal markets to the top four personality groups and targeted ideal demographics reports. From this data, J.O. initiated a unique, out-of-the box, image turn-around workshop, developed key messaging from the elevator speech to the talking points, taglines and messaging for collateral and digital campaigns. J.O. also redeveloped FWHS’s website with modern functionality that provides a clear message of FWHS’s brand. J.O. orchestrated an employee pep rally to invigorate FWHS’s 80+ staff members as they celebrated entering a new era for public housing. Two weeks later, there was a public announcement and ribbon cutting for the new multi-family housing project unveiling the new name and branding. This rebrand publicity garnered $190,306 in advertising equivalency value. In the same launch week, the organization’s new social media accounts (Facebook and Twitter) needed a larger audience reach, so we garnered a 10-percent increase in followers through a very small SEM budget buy of $110, reaching an audience of 23,412 impressions. The brand awareness campaign continues today and is garnering very strong media attention and overall increased numbers in tenant applications, development and landlord partner initiatives.