The Face of Foreclosure Campaign

Indiana’s Hardest Hit Fund (HHF)

Effective Video MarketingMonday, September 28th 4:30 pm – 5:30 pm

Brad MeadowsMarketing and Communications Director

Indiana Housing and Community Development Authority

Indiana’s Hardest Hit Fund (HHF)• Indiana’s HHF is a free service for homeowners

struggling to make their mortgage payments due to an involuntary financial hardship.• Eligible homeowners can receive up to $30,000 in

assistance over a two year period.• To help educate Hoosiers about Indiana’s HHF, we

developed a multi-faceted* advertising campaign earlier this year titled “The Face of Foreclosure”

*Digital, Radio and billboards

Past Advertising Campaigns• Indiana Lt. Governor Sue Ellspermann – 2013• Tony Dungy – 2014

The Face of Foreclosure Campaign• Concept was first developed by a member of our

marketing team• Chronicles three unique family circumstances• In each scenario, families are facing a challenge that

has made losing their home to foreclosure a likely possibility

Family #1

Family #2

Family #3

Distribution Strategy• :15, :30 and :90 versions telling the story of each

family were developed• The costs for placing the videos on TV in

Indianapolis and other major Indiana TV markets was much too costly• To maximize our exposure, we distributed them

through a digital campaign

Digital Campaign• The Internet has eclipsed radio, TV, magazines and

newspapers as the way most people get their information.• The vast reach of the Internet allows you to reach a

vast audience at a significantly reduced cost as compared to traditional advertising.• We used six primary services in which to place our

digital ads.

Digital Campaign Overview

*Estimated number of impressions (not guaranteed).

Digital Campaign Overview

Digital Campaign Overview

Screen Shots – Brightroll

Screen Shots – Pandora

Screen Shots – Yahoo!

Screen Shots – ADUS

Screen Shots – Digilant

Screen Shots – MaxPoint

Campaign Results

Cost Per Conversion– By Service• Brightroll – $167.17• Pandora – $506.65• Yahoo! – $19.60• ADUS – $2.21• Digilant – $53.92• MaxPoint – 63.23

Note: A “conversion” is someone who visits our application page.

Optimization is Key

Optimization is Key

Conclusion• ‘The Face of Foreclosure’ digital media campaign has been

successful*:• 21.4% increase in applications• 23.7% increase in phone calls• 237% increase in web traffic

• It is vital to develop a campaign that resonates with people – different walks of life

• Optimization is key• Understanding a “true conversion” cost• The ability to track who has actually completed an

application*Pre-campaign average (January 2015 – May 2015). Campaign average (June 2015 – August 2015)

Questions?