HomeStart
Home Start
HomeStart is a non-profit organization committed to creating vibrant, healthy communities in Northern Illinois by connecting individuals and families to affordable housing resources. Serving a 10-county region through offices in Freeport and Rockford, HomeStart focuses on fostering choice in housing, creating community, and financially empowering clients. Their housing counseling services help clients achieve successful, sustainable homeownership through both one-on-one counseling and group education. HomeStart sought to enhance its community impact and reach through several strategic initiatives, including annual report design, paid advertising, social media rebranding, and multimedia storytelling.
The Challenge
HomeStart faced challenges with limited resources for marketing and a need to effectively communicate their services, expand awareness, and increase engagement in their region. They wanted to provide clear and compelling information about their services, particularly in the wake of the COVID-19 pandemic, which highlighted the need for community-based solutions such as rental assistance. HomeStart needed to enhance its branding, boost community engagement, and expand its reach to those in need of its services.
The Solution
HomeStart partnered with Evolution Digital Marketing Agency (Evolution DMA) to address these challenges through a multi-faceted approach:
Annual Report Design: Evolution DMA designed an impactful annual report that highlighted HomeStart's community impact, funding sources, and success stories. The report's visual appeal and clear storytelling allowed HomeStart to effectively communicate their mission to stakeholders, funders, and the community.
Paid Advertising for COVID-19 Initiatives (CBRAP): To support the Illinois Court-Based Rental Assistance Program (CBRAP), Evolution DMA created a targeted paid advertising campaign. This campaign was designed to reach families in need of rental assistance during the COVID-19 crisis, utilizing social media and Google Ads to expand the reach and ensure the program's information was accessible to the target audience.
Social Media Rebranding: Evolution DMA led a comprehensive rebranding of HomeStart’s social media presence. The strategy included updating visual elements, refining messaging, and creating a consistent, engaging brand narrative. The rebrand allowed HomeStart to connect more effectively with their audience and communicate their services and community impact more dynamically.
Multimedia Storytelling: Evolution DMA implemented a multimedia storytelling approach to highlight the real-life impact of HomeStart’s services. The strategy included video testimonials from clients, community-focused infographics, and stories shared on social media platforms. This helped bring HomeStart's mission to life, making their work more relatable and inspiring for the community.
Results
The partnership with Evolution DMA resulted in significant improvements for HomeStart:
Increased Community Engagement: HomeStart experienced a 280% increase in social media engagement due to the rebranding and multimedia content. This enhanced online presence helped build awareness about HomeStart’s services and mission.
Effective Outreach for CBRAP: The targeted advertising campaign for the Illinois Court-Based Rental Assistance Program reached over 11,000 renters affected by COVID-19 resulting in a 25% increase in applications for rental assistance during the pandemic.
Stakeholder Communication Enhancement: The newly designed annual report was well-received by stakeholders and funders, with positive feedback on its readability and visual presentation. The report facilitated better communication of HomeStart’s yearly achievements and community impact.
Broadened Impact through Storytelling: Multimedia storytelling led to a notable increase in social media followers and engagement. Videos featuring client testimonials garnered over 65,000 views, enhancing community connection and support for HomeStart’s initiatives.
The Conclusion
Evolution DMA's multi-faceted strategy successfully helped HomeStart increase its visibility, community engagement, and outreach effectiveness. Through annual report design, targeted advertising, social media rebranding, and multimedia storytelling, HomeStart was able to expand its reach and impact in Northern Illinois. This case demonstrates the value of a comprehensive, strategic approach to non-profit marketing in enhancing community engagement and achieving organizational goals.
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