Step Forward Michigan is a program of the Michigan Homeowners Assistance Nonprofit Housing Corporation which distributes federal funds to help homeowners avoid foreclosure. In 2017, the program still had funds to distribute and needed to raise awareness of the opportunity for homeowners in crisis. The MHA hired Brogan to relaunch and market Step Forward Michigan.
To raise awareness of the program, Brogan developed a new campaign including TV, Radio, Print, digital, google search, paid social and ongoing organic social posts. Because homeowners facing foreclosure are understandably stressed, we created a lighthearted, upbeat campaign, focusing on the positive outcome of the program: Catching up with payments, and keeping their homes. In addition, we partnered with PR firm Martin Waymire in an earned media program to complement the paid media approach.
We redesigned the Step Forward website to match the rest of the campaign, simplifying the home page to avoid intimidating potential applicants. Because the application process for Step Forward Michigan is lengthy, Brogan created prescreening tools to help homeowners determine if they are eligible for funds before they spend time with the application.
From March 15, 2017 – December 31, 2017:
The campaign inspired prior applicants to reapply:
A combined total of 6,133 new and returning individuals completed the full application review process
A combined total of 2,583 applications were approved