TACTICS: Editorial/Op-Ed
Greater Lansing Housing Coalition
Fair & Affordable Housing Initiative

 

Objective

The Greater Lansing Housing Coalition retained Edge Partnerships to assist the nonprofit organization in assessing the housing needs of residents in the tri-county region. The initiative was a critical component for the development of a regional fair and affordable housing plan, a component of the Mid-Michigan Program for Greater Sustainability.

To increase awareness in the community, Edge employed a number of public relations and tactics, including the drafting of an opinion column. With only one local, daily newspaper serving the tri-county region, it was imperative that an opinion column was run to inform and educate the public. Using its strong relationships with the local daily, Edge met with the editorial page editor to provide background information and encourage the placement of an opinion column.

 

Audiences

In addition to the community at large, key targets included low- and extremely low-income households, senior citizens, minorities (non-Caucasian), students (K-12 and college), GLBT community, those with limited English proficiency, refugees and immigrants, homeless, those with disabilities and/or handicaps, and veterans. An opinion column in the metropolitan newspaper was a key to reaching this diverse audience.

 

Budget

The opinion column was only one aspect of a comprehensive plan for this initiative. The project scope included the public relations and social media strategy, earned media placement, public service announcements, design and printing of support materials and community presentations.

The overall budget for the campaign was $10,000 to cover all costs, including agency strategy and public relations fees, research, advertising, printing and promotional materials.

 

Results

The main objective for this tactic was placement in the region’s daily newspaper. The placement delivered the message to more than 41,300 readers in the metropolitan Lansing area not including readers of the newspaper’s online edition.

The opinion column also encouraged attendance at 18 community engagement meetings, attracting 202 residents.

 

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