Situation:
Houston Habitat for Humanity was offering its first-ever online homeownership fair and needed help attracting the target audience and securing an endorsement from a local leader.
Challenge:
Winter Storm Uri forced a postponement. Would people sign up for the rescheduled date, especially if they still had no power or water?
Solution:
Emphasized the obvious relevance: thousands of families had just endured terrible conditions in substandard housing. Habitat for Humanity puts low-income families on the path to owning a safe, affordable home of their own.
Secured participation from Commissioner Adrian Garcia. Coached a bilingual Habitat spokesperson and sought media coverage in English and Spanish.
Results:
Media exposure in three languages, far exceeding coverage for original date. Registration skyrocketed to 1,100+, nearly triple the goal of 400. Also acquired coverage for Habitat’s ongoing programs, ensuring media interest would continue past a one-time event.
