Affordable Housing Development Society
Attainable Housing Development Society is the catalyst – we “fill the gap” by developing and delivering attainable housing for all people, and so future generations will also be able to acquire accessible housing. Thereupon, contributing to the economic benefits and wellbeing of our communities.
Our objective was to raise awareness for the New Home Raffle and reach a minimum ticket sale goal set out by AHDS. The timeline was critical with this lottery promotion due to the fact that Black Press Media had to operate within a 42-day timeline. The promotion launched five months earlier with another marketing agency but failed to meet the necessary goals. An effective marketing program was created and launched.
“Black Press Media went above and beyond the call of duty. Without them, we would not be here today.”
Campaign Tactics Deployed
Due to such a short timeline the goal was actually very simple. We needed to harness the collective audience of Black Press Media and connect core messages with the sole purpose of selling tickets through storytelling and powerful ad campaigns.
• Impress Branded Content
• Digital Ads (HTML5)
• Premium Video Placement on the Black Press Media Network
• YouTube Video Ad Campaign
• SEM Campaign
• Social Media Advertising
• Newspaper Print Advertising
Campaign Results & Success
As soon as the campaign was initiated sales of New Home Tickets started to rise. Traffic was directed to the home raffle website. In fact the very first Friday achieved the best in volume sales out of the gate. Every week continued to gain more sales as tactics launched. The team at ADHS was thrilled with the feedback and tickets sold. The overall campaign exceeded their goals by 50% and the entire program was a complete success.