Case Study

Safe Affordable Housing

The Client Goal

The Minnesota Multi Housing Association supports the multi-housing industry through public policy leadership, educational opportunities, innovations, communications, and marketing to enhance the industry for its members, its residents, and its communities throughout Minnesota.

When Minneapolis began proposing incredibly restrictive regulations for property owners, the Minnesota Multi Housing Association began the Safe Affordable Housing campaign. The goal: build community momentum against specific proposals that punish property owners, influence Minneapolis City Council members, and activate people digitally to defeat these onerous proposals.

How Nativ3 Blazed the Trail

Nativ3 needed to infuse a comprehensive mix of social media marketing, Google Display ads, organic content, rapid response social media, and email marketing in order to build a list of passionate advocates for the clients. But before any of that, we needed to create a front-facing website that evoked a sense of warmth, understanding, and community. We needed this website to be the place where we could maximize conversions, build an audience, and activate people. We also managed regular organic content for Safe Affordable Housing in order to keep our audience engaged.

The Result

The Minneapolis City Council was not expecting to encounter such massive digital resistance to their proposal. Between Google Display and targeted Facebook advertising, Nativ3 built a huge list of Minneapolis-based activists to support the cause and generated over 3,000 conversions in two months. These ads garnered 6,000,000 impressions, local media attention, and took the city by storm. When it was all said and done, the hearings were delayed and several pieces of legislation were defeated. We kept our activists engaged and accountable to participate in city council hearings – and it showed. Nativ3 proved that digital organizing provides real, tangible results.

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