How we helped Step Forward Michigan step up for homeowners facing foreclosure.

Client: 

Step Forward Michigan

Problem: 

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.

Solution: 

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.

Results:

From March 15, 2017 – December 31, 2017:

  • 116,811 people visited the homepage of the website
  • 232,865 people visited the “Do I qualify” page
  • 9,324 new individuals registered online
  • 5,507 application forms were completed online
  • 3,695 applications were submitted
  • 2,995 individuals completed the full application
  • 1,102 homeowners were approved for assistance

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

Portfolio Category: 

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