Affordable housing is an important part in making sure everyone in the community has access to shelter. The City of St. John’s came to us with a goal. They wanted to have 500 affordable houses built and wanted us to conduct primary and secondary research, then use the research to develop a 3-year communications strategy.
The 3-year strategy was developed to address push-back from St. John’s residents in regards to affordable housing. Applying our research, we developed an exact tone, voice and language style that would effectively reach the St. John’s community. The strategy was built to educate residents about the benefits of affordable housing with a 3-year follow-up to both measure the effectiveness of the communications strategy and re-evaluate the attitudes of residents and initial stakeholders.