Corporation for Supportive Housing
THE BRIEF
For the first time, California has the data to solve homelessness. Our job? To get The California Homeless Housing Needs Assessment in front of state legislators. So, we created a website, a click-to-email campaign, and a comprehensive ads campaign to urge leaders to invest in proven housing solutions.
THE BRAND
The Corporation for Supportive Housing fights the good fight, but their website? It wasn’t the ideal destination for our campaign. That’s why we took their brand guidelines, cranked up the friendly, and dialed in the effectiveness. Our north star? Reaching audiences clearly and authentically.
BRAND IDENTITY
Our web design consists of fresh, modern colors and typefaces that stay true to the brand. Relatability is as critical as digestability. We designed a user interface kit to seamlessly blend graphics, fonts, and colors to make data and messaging pop.
THE WEBSITE
Our site offers a seamless user experience with intuitive navigation, a clean design, and minimal graphics. The core message: “We can solve homelessness with your support.” Backed by compelling facts, visuals, and impactful testimonials. Our call to action? It’s clear and everywhere, guiding users to a pre-written email they can personalize and send.
THE CREATIVE
We strategically deployed creative tactics, like pairing audio stories with pull quotes and leveraging public figures like John Oliver. Our aim? To educate and activate two core audiences: Engaged CA Voters and Sacramento Influencers.
Our game plan? A mix of Meta, Twitter, prominent media outlets, impactful billboards, and precise Google Display Ads. Our tailored messaging and CTAs set us apart, guiding each group to their dedicated landing pages.
THE IMPACT
We crushed it! We got 1,430 sign-ups, way more than our goal of 1,000. Our cost-per-results? Just $10 per endorsement, less than half of our $25 target. We got over 794 shares from people who endorsed the report on Facebook, Twitter, or email, drastically increasing our word-of-mouth reach!
We found the perfect audience, timing, and sign-up frequency — all thanks to a holistic ads ecosystem and messaging that resonates.
JONATHAN ROMERO 