RI Housing 100 Product Launch and Campaign
FH 100 Radio Spot (English)
FH 100 Radio Spot (Spanish)
Branded Materials
Outreach
Multilingual Print Ads
Highway/Neighborhood Billboards
Website and Web ads
Commercials (outtakes)
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
- 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
- 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.”