A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO COMMUNITIES

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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Issue Foreclosure The non-profit
organization Policy Matters Ohio has done
research confirming that the number of
foreclosures filed in Ohio has nearly quadrupled
over the past 10 years, from 17,000 in 1995 to
64,000 in 2005. The 2005 figure represents one
in every 71 households in the state.
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
NeighborWorks America Strategically placed
throughout Ohio, NeighborWorks America
organizations have been collaborating
independently with public and private funders,
lenders and nonprofit practitioners to develop
and implement local strategies to reduce the
incidence of foreclosure.
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Ohio Foreclosure Prevention Initiative In
2005, Ohio NeighborWorks organizations formed a
statewide coalition to share best practices,
align efforts and leverage their strategic
partnerships to bring about a common goal
significantly reducing foreclosure risk for
Ohios low-to-moderate income families.
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Ohio Foreclosure Prevention Initiative -
Outcomes The outcomes of such a focused
collaborative approach will be significant and
quantifiable the avoidance of foreclosure by
families at risk, the preservation of the assets
of vulnerable families and savings to lenders
affected by mortgage losses.
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES

• The Ohio Foreclosure Prevention Initiative -
  Services
• As a group and through our partnerships, we
  currently provide or are able to provide some or
  all the following services to our communities
• Crisis hotline
• Budget, credit and default counseling
• Rescue funds
• Financial restructuring
• Assistance with short sales
• REO services
• Assistance with housing rehabilitation
  services
• Financial literacy training
• Community outreach

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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Ohio Foreclosure Prevention Initiative
888-995-HOPE To connect the thousands of
homeowners across Ohio to the help they need, the
Homeownership Preservation Foundation (HPF)
provided 888-995-HOPE, a free non-profit hotline
available 24 hours a day, 7 days a week. When
homeowners call the hotline, they receive free
advice and counseling from HUD-certified
counselors and/or connection to local Ohio
NeighborWorks America agency who offer a variety
of services.
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES

• The Marketing Opportunity Creating the Brand
• National support from NeighborWorks America
  and Homeownership Preservation Foundation
• Local NeighborWorks America agencies with
  history of strong output capability
• Ability to create seamless front-door for
  foreclosure clients (888- 995-HOPE)
• Hotline offers differentiated approach to
  reaching clients
• General publics knowledge, understanding of
  foreclosure issue
• Lack of available solution in the
  marketplace (local or statewide)

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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES

• The Marketing Challenge Creating the Brand
• Connecting symptoms to the foreclosure issue
  to reach clients
• Differentiating from local scams
• Making the message personal
• Respecting existing brand awareness of local
  NeighborWorks agencies
• Connecting with stakeholders in a varied
  statewide marketplace
• Myths and misconceptions

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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES

• The Marketing Key Components (Phase One
  Local)
• Public Service Announcements (Radio and TV)
• Print advertisements
• Flyers
• Posters
• Public Relations
• Community Outreach

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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Marketing Key Components (Phase One)
flyer
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Marketing Key Components (Phase One) public
relations
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Marketing Key Components (Phase
One) community outreach
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES

• The Marketing Key Components (Phase Two
  Local, Statewide and National)
• Continuation of successful Phase One
  components
• Foreclosure Awareness Television Programs
  (Statewide Time
• Warner Cable, Government Channels)
• Ad Council Campaign National TV, Print,
  Radio, Internet

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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Marketing Key Learnings Develop Broad
Partnerships Broad collaboration and strong
communication are critical. Connect with local
programs that are involved in homeownership
preservation and neighborhood revitalization and
develop effective and ongoing methods of
communication. Statewide coalitions can help
agencies that are addressing issues that extend
beyond city borders.
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Marketing Key Learnings Make Marketing
Inclusive Delinquencies can happen to anyone.
Create a marketing strategy that helps homeowners
feel comfortable approaching the program for
help. Use grassroots marketing to provide a
longer-lasting message to the larger community.
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Marketing Key Learnings Measure
Results Develop a sound method of tracking and
measuring results. This will ensure that program
activities are addressing local issues. Track
customers by ZIP code to fully understand the
needs in each area.
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A FORECLOSURE PREVENTION MARKETING PLAN FOR OHIO
COMMUNITIES
The Marketing Results In 2006, 888-995-HOPE has
logged 3,000 calls and 1,000 counseling sessions
for Ohio. By the end of 2006, it is estimated
that NeighborWorks Americas Ohio agencies will
complete a minimum of 1,000 counseling sessions.