I. GOALS

Neighborhood marketing goals should be specific, measurable, time sensitive and directly connected to your organization's business and marketing goals. Marketing goals for your organization may include:

Secure funding for the development of a neighborhood revitalization plan Expand contacts to prospective customers by 50% in next year Obtain commitment from City that it will invest in Streetscape Improvements on streets where your organization is building houses

II. TARGET YOUR MESSAGE TO SPECIFIC AUDIENCES

Consider all of the people, governments, businesses and organizations that benefit from safe and stable neighborhoods. Invite them to partner with your organization. Below is a list of some groups who may help you with your neighborhood home sales marketing efforts:

A. Residents Residents of your neighborhood can often be the most powerful people to deliver the message of revitalization of your community. They can include: Current homeowners in your target neighborhoods Recent customers Ministers and member of local churches and houses of worship Civic associations Schools and social service providers Prospective customers and their friends and relatives B. Public officials Access to subsidy is a combination of merit and politics. Municipal governments are the gatekeepers for subsidy, zoning and building approvals and related City services that can help improve the quality of life in your neighborhood. Executive staff and/or board members need to establish relationships with officials from the following governments: City: mayor; city and county council members; city managers; community development or planning directors; State: senators and representatives; state housing finance and insurance agencies Federal: Congress and their local district staff; federal home loan banks. C. Business leaders and related service providers Banks: executives, lenders, CRA officers; Fannie Mae and Freddie Mac Large employers either from corporations or public sector agencies Philanthropic foundations Realtors who show properties in or near your target neighborhoods Homeowners and title insurers Homebuilders Representative from Building Trades unions Chamber of Commerce and civic associations' leadership Home improvement stores Representatives of social service organizations that serve your community Any other business or agency that benefits from your organization's services D. Media Most community newspapers are looking for success stories that can help attract neighborhoods to move into communities where they seek to sell newspapers or advertising. Therefore, a concerted effort should be made to contact: Real estate section, business and feature editors Reporters who cover housing, neighborhood or lifestyle issues at print, television, radio, cable and newswire media outlets Take the time to inquire how they prefer to structure their stories. Make sure they have correct information. Keep your message simple and repeat it often.

III. MARKET RESEARCH / ANALYSIS

A. Do not make assumptions about your target audiences. Research the needs and demands of your target stakeholders. Often target stakeholders in a community have connections to a neighborhood that takes some probing to uncover. These connections can be based on family, childhood experiences, a first job and/or simply a set of values that lead to community service. Conduct research to obtain reliable information about the people you seek out as stakeholders and partners in spreading your message. B. Develop a Profile of Target Audience It is important to be specific about who you need to reach. For example, if your goal addresses your desire to counsel a specific number of potential homebuyers, you need to define profiles of potential homebuyers in your market. How old are they typically? What is their income level? If you seek to attract three new private-sector partners, which of your targets would be most likely to be interested? Do your board members have contacts at any of these organizations? Would existing partners be willing to make introductions? Look to the following for information on your target audiences: Talk to current funders to determine their interest in investing in your organization. Would they be willing to introduce you to their colleagues who may also be interested in investing? Look at your list of existing and former clients. Would they be willing to give referrals? Check partners' databases for would-be clients, for example, maybe lending or real estate partners could refer people previously turned down for mortgages, etc. For current owners, check multiple list services and lists of comparables. Read your local papers, listen to talk radio and watch local TV programs. Create up-to-date media lists of reporters who cover similar issues. Conduct research into foundations and other potential private and public funders by reviewing thier annual reports to see what they are currently funding and learn about their funding cycles. Get to know other community leaders by participating in community activities. Make a list of large local employers.

IV. PRODUCT PROFILE

Examine the products you have to offer and see if you can match them to the demands of each of your markets.

You may need to make adjustments to your products to make them more relevant to the needs of your market. Make sure your organization and its products address your audiences' needs.

If you are offering homebuyer education classes in the evening, is babysitting available?
If English is the second language for many of your potential homebuyers, are you offering your classes in other languages?
If you aren't receiving many referrals, have you considered offering incentives in return for successful referrals?

V. MESSAGES

Create messages that speak directly to your target audiences and address what they want.

Be specific and make sure you have facts to back up your assertions. Message consistency and coordination are essential to effective marketing. Below are examples of the types of messages you may want to deliver by target audience. You will need to see what messages work in your own community.

A. Business Leaders We will lead customers to your door. We leverage your money. Our success is your success. We have a proven track record of efficient and effective use of private funds. We have increased home ownership in our target neighborhood by 8 percent in the last five years. B. Public Officials We will help you meet your neighborhood revitalization goals. Our organization has a track record of efficient use of government funds. Our success is your success. We have increased home ownership in our target neighborhood by 8 percent in the last five years. Home ownership strengthens the tax base and we are the experts in home ownership for underserved markets. C. Residents Customer service is our top priority. This is a convenient, one-stop shop for home ownership. We are the gateway to home ownership. We can help protect you against mortgage denial. We can save you time and money in your search for a home. We can help you avoid homebuyer scams and frustration. See us before you see an agent or sign a contract. D. Media We provide a new paradigm of customer service for potential homeowners. We are the experts in home ownership in our community. Revitalizing neighborhoods begins with better housing. We have increased home ownership in our target neighborhood by 8 percent in the last five years. We are a source for you. Call us for comments on home-ownership or community-development issues.

VI. MARKETING STRATEGY & TOOL DEVELOPMENT

Your marketing strategy should designate how your messages will be delivered.

Be creative while focusing on your goals, audiences and messages. Components of your strategy may include:

Media outreach to generate news stories, features, columns or letters to the editor
Events including grand openings, homeowner fairs, seminars; celebrations or neighborhood tours for business people or public officials that could begin or end at your organization or at a model home
Advertising including signage, fliers and print
Radio and television paid or public service ads
Direct mail including brochures, newsletters and annual reports
Incentives for referrals
Kiosks at retail centers and large employers
Exhibits for display at meetings and conferences
One-on-one meetings with key people
Awards banquets and receptions for current and potential partners

Look carefully at your goals, target audiences and messages, and be sure that you are using the best, most effective tools in your marketing program. Remember to address how you will distribute each of your tools. Be sure you use your messages as you develop your tools.

VII. WHO IS GOING TO DO THE WORK?

Each person in your organization is an ambassador to the public about your organization's mission, programs and products.

Each staff and board member should know all about your organization's goals, services offered, address, directions, hours of operation, etc.

Community service and customer service are parallel callings that must be executed with enthusiasm.

VIII. TIMETABLE

Decide who will do what and hold them accountable by writing down when it will get done.

It is critical that everyone on the team understands his or her role and expectations surrounding the timing of each component of your marketing strategy. Consider using volunteers to help, particularly with major events and mailings.

IX. BUDGET

Be exact and realistic when putting together your budget.

This will help you determine what you can do right away and what you can do later. Remember not to lose sight of your goals. A budget for neighborhood marketing is an attractive idea that could be sold to a foundation as a grant for "community building."

X. EVALUATION

Without an evaluation phase, you will not be sure whether or not your strategy is successful.

By measuring the success of marketing strategies, you can determine whether or not you are using your resources wisely and can make mid-course corrections that will enable you to successfully attain your goals.

At the end of the quarter and/or year, review your business goals with staff and then your board members and assess:

What worked well and for what reasons
What did not work well and for what reasons
What needs improvement and in what ways?
What should be the neighborhood marketing goals for next year?

Portions of this outline were excerpted from NEIGHBORWORKS' HOMEOWNERSHIP CENTERS. Additional resources for developing a full service Homeownership Center can be found at: www.nw.org.

Next: C. Homebuyer Pre-qualification Intake Process

OHIO CAPITAL CORPORATION FOR HOUSING