RI Housing 100 Product Launch and Campaign

Branded Materials

Outreach

Multilingual Print Ads

Highway/Neighborhood Billboards


Website and Web ads

100 Product Suite Brand and Launch
›100 Things To Know Campaign

Rhode Island Housing (RIH) is a $2 billion, quasi-public agency, and Rhode Island’s largest mortgage provider for low-mid income Rhode Islanders. Their work incorporated consumer protection and education; home owning and renting resources; home-builder resources; affordable housing advocacy and policy; distributing federal grant funds; foreclosure assistance; and low-interest, safe mortgages for first-time homebuyers.

THE BRANDS:
FIRSTHOMES 100 AND 100+
Imaj branded two of RIH’s products that offered 100% financing. The FirstHomes100 and 100+mortgages were a safe, affordable way for Rhode Islanders to buy a home and keep it. The names were based on the products being fixed-rate, low-interest loans for first-time homebuyers with 100% financing, 100% local service, and 100% personal attention and support through the life of the loan. FirstHomes100+ included all the funds to complete essential repairs and upgrades to the home, and the help of a HUD consultant – in one low, fixed-rate loan.

MATERIALS TO SUPPORT THE BRANDED PRODUCTS
  • An information kit, brochures and direct mailers
  • A landing page and section on their website
  • InTheKnow electronic and printed newsletters sent to realtors
PRODUCT LAUNCH
Imaj  unveiled the products via Business to Business Marketing Presentations Unveiling the FirstHomes100 and 100+ Product Lines:

  • Presentations to four boards of Rhode Island Association of Realtors as part of their continuing education program
  • Rhode Island Housing Realtor of the Quarter breakfast presentation
  • Numerous onsite presentations
PRODUCT PRINT ADS IN ENGLISH, SPANISH AND PORTUGUESE
The ads appeared in community publications with significant minority readership, extending the message of FirstHomes100 and FirstHomes100+. Media Placement:

  • Weekly/Daily – Local newspapers throughout Rhode Island.
  • Monthly – Providence American, Rhode Island Real Estate Book, Spanish: Providence En Español, El Latino Expreso, Portuguese: O Jornal 

THE CAMPAIGN:
“100 THINGS TO KNOW”

Imaj produced a consumer education campaign that tied into these 100 products. As a consumer watchdog, federally funded public agency, Rhode Island Housing had to carefully inform and educate buyers to ensure their products were right for them. It was easy to jump into a low-interest loan. However, not everyone is ready for home ownership. Imaj created a campaign surrounding “100 Things You Need to Know Before You Buy a Home.”

COMMUNITY ENGAGEMENT
Imaj planned, designed and helped facilitate community engagement within each of RI’s cities and towns to directly walk people through the realities of owning home, help them navigate the process and answer all questions.
WEB PAGE
We developed a web page listing the 100 things to know which linked to resources and services; and upcoming community engagement events.
TELEVISION ADS AND RADIO PSAS
Media Placement: Cox Cable (various, covering all of RI), NBC-10, CW-28, CBS-12, ABC-6 , Fox-64 and RI News Channel 5 Featuring children highlighting several of the tips found on the list and Rhode Island Housing’s Richard Godfrey explaining the tips in further detail. The PSAs encourage viewers and listeners to visit the Rhode Island Housing website to view the list in its entirety.