Creative Brief

With Willkommen—a highly-anticipated affordable housing project—set to open in June 2022, we developed a campaign to promote the project. Consisting of three new infill buildings, the project was not only located in a historic district that had received national attention for the way it was redeveloped, but it represented the biggest influx of affordable housing to Cincinnati’s urban core in decades. Given the national dialogue around affordable housing and local buzz, we knew this project was set to make a splash. So, we took steps to capitalize on the opportunity to draw attention to the project while also raising the profile of our affordable housing designers and strategy.

Our plan was to:
-Cultivate and leverage relationships that would help us place stories about our affordable housing projects and the design thinking that shaped them in third party publications.
-Create well-crafted awards submissions to win recognitions and take steps to leverage those recognitions for further publicity.
-Help our designers identify and pursue speaking engagements with appropriate organizations and conferences. We also promoted these events ahead of time on social media and afterwards with “mini-insights” that shared “takeaways” and reinforce the expertise of our designers.

This is a winning submission because our effort promoted the firm’s affordable housing work locally and nationally, built trust with current and future clients, and destigmatized affordable housing – showing that it can make a positive contribution to its neighborhood – and that our designers can help make that happen.