Non-Profit – Case Study
A Force for Affordable Housing
Houston, Texas
The Assignment
Avenue CDC is one of Houston’s most accomplished nonprofit community development corporations. They have been leading impactful, innovative affordable housing and neighborhood revitalization efforts in Houston’s Near Northside and Washington Avenue communities for over 25 years.
Carbonara Group’s Role
- To help raise the profile of Avenue’s brand and its transformational, community-based initiatives, including helping historical neighborhoods and their residents thrive through laying the groundwork for an upcoming capital campaign
The Approach
- Identified media opportunities to counter growing misconception that Houston is an affordable city to live and work for all demographics
- Developed key messaging, storylines and testimonials from residents that reinforced the need for more affordable housing near Houston’s urban core
- Aggressively pitched local, national and trade reporters, offering key Avenue spokespersons as expert sources
The Results
- Garnered 46 media placements over one year with a total earned media value of $12,000
- Helped Avenue establish its role with media as an expert and leader in affordable housing in Houston while significantly raising brand awareness at a strategic time
News coverage highlights include:
- Front page placement in the Houston Chronicle
- Front page placement in Houston Chronicle Business section
- Six media placements in real estate industry outlets
- Featured segment on “Houston Matters” local NPR affiliate talk show
- Panel placement for Executive Director Mary Lawler for the Zillow Housing Roadmap
