Connecting Families to Affordable Housing
The Challenge
Home Forward was tasked with executing the largest waitlist opening in recent memory—featuring both the Housing Choice Voucher program and 13 property-based waitlists. With high community need and deep public skepticism surrounding housing access and homelessness, the stakes were high.
The agency needed not only a seamless internal transition, but also a clear, coordinated, and timely communications rollout to ensure equitable access to the waitlist and to counter persistent negative narratives around affordable housing.
The Solution
LC Strategies provided hands-on leadership and strategic guidance, working closely with departments across the agency and external partners to drive action. Key actions included:
Wrote content for a 3-page waitlist website hub
Created content for a 7-part email and social media campaign
Designed 12 outreach materials (toolkits, postcards, social posts, flyers) in 5 languages
Developed texting campaign content reaching 20K+ people
Led media outreach with 2 press releases and an online briefing
Disseminated outreach materials with partners via toolkit, libraries, and resource hubs
Promoted 3 community partner webinars
The Results
The campaign delivered record-breaking engagement:
Helped generate than 20,000 applications in just seven days
Earned more than 75 media mentions worth more than $250,000 in free publicity
Reached over 130,000 people on social media
Consistently reached email newsletter subscribers with an average open rate of 45% and a 9.8 out of 10 average mail score
Generated more than 267,000 website visits
Promoted webinars, which led to 550 partners attending three webinars
Media Coverage
