Fair Housing Commission Housing Project
Beginning on March 10, a partnership was formed with members of the Lincoln Commission on Human Right staff and five members from the CJJ Communications team. Together, we were able to quickly establish goals, determine an aggressive timeline and review budget considerations. Through this collaboration and based on the parameters of the approved proposal, we set out to create messages and graphics that would effectively connect with the target audience within the six week time frame.
Phase 1: Design. Graphic concepts and messages were created for the logo, tagline, direct mail, videos, brochure and posters.
Phase 2: Production. Upon approval of the logo and graphic elements, we began production for:
- Four videos to address the issue of housing discrimination directly through the use of ethnically diverse actors and succinct script-writing. Tasks included recruiting actors, narration talent, script development and on-site production. Special thanks to LCHR staff member, Francisca Beltran for suggesting talent and for filling in as an actor.
- Outreach postcard. What started out as a direct mail piece with a magnet attached soon became a handout piece which saved almost $700 in postage expense. 2500 high quality cards were produced and delivered on time.
- Posters: Two sizes (11x17 and 8.5x11) were produced.
Phase 3: Conference. Due to strict deadlines and quick client approvals, we were able to have all the videos produced and print pieces ready, except the brochure, for the April 25 conference.
In addition, we were able to connect the conference speaker, Dan Barry, to NET Nebraska’s PBS & NPR stations for an interview about his book. We also provided transportation to Omaha for the speaker. The interview ran on May 10, 2017, and is archived at netnebraska.org (here’s a direct URL: http://netnebraska.org/interactive-multimedia/other/all-about-books-boys-bunkhouse-dan-barry). We suggested that a link be sent to all who attended the conference.
We were pleased to be invited to display at the conference and were happy to provide centerpieces for the tables.
Phase 4: Ads. Following the conference, plans were put into place that would turn three of the video and print concepts (religious discrimination, interracial couple and domestic violence) into print ads, radio spots and social media opportunities. The results:
- Radio. Three radio stations were contracted to run the spots on a rotation that would feature the three selected concepts. Included were:
- 112 spots on KBBK-FM (matched by a 2 for 1 contribution from the station); reaching 74,800 .
- 105 spots on KFRX (including an additional 5 free spots per week); reaching 73,000 people with a 2.3 frequency.
- 128 spots on KZUM community radio starting June 12. The station will also produce the ads in Vietnamese and Spanish to connect with their listeners.
LCHR Radio Spot
LCHR Print Ad
- Print ads. Three versions of the print ads were designed and scheduled to run in the Neighborhood Extra.
- Outdoor. Whith additional funds, we were able to secure three illuminated outdoor billboards to run in north Lincoln locations.
- TV. While funding eliminated the use of paid advertising on television, we were able to secure PSA time on KOLN-KGIN Channel 10-11. KLKN Channel 8 and on City Channel 5.
Phase 5: Public Relations. This project is newsworthy and we recommend connecting with reporters for a story about the project and your work. We’ve developed a news release that is pending approval by CIC. Once approved, we recommend pitching the story to the Journal Star.
We further recommend that contact be made with local radio and television stations for on-air interviews. Kimberley or one of the commissioners would be appropriate choices for this sort of interview. The best way to make those connections is through a phone call to the stations.
Social media. Our social media strategies were somewhat hampered by the lack of a LCHR Facebook page, however, we have developed a plan that emphasizes connecting with other agencies. We will provide content and scheduling to email to community organizations for posting on Facebook and Twitter. The target audiences are women and families of minority populations.
Additionally: We were happy to provide some additional outreach tools to help the LCHR mission:
- New name badges
- Thank you cards and envelopes
- A PowerPoint black and white brochure template
- Recommendations for banner and table runner
These materials present a golden opportunity to promote what the Commission can offer to those who feel the sting of discrimination.