U.S.Department of Housing and Urban Development (U.S.HUD)

Objective: To engage, encourage, and empower the Hispanic community to utilize HUD's programs to increase homeownership/buying in the Hispanic community through localization of their newly translated Spanish website, espanol.hud.gov.

Implementation: Voices, Inc. created a marketing and outreach campaign utilizing the following elements:

Creating a public relations and communications strategy that emphasizes HUD opportunities in the Hispanic markets
Determining strategies to motivate the target audience to log on to access HUD's Hispanic web site and resources
Designing an outreach and awareness strategy using distribution channels of Direct Marketing, Internet, Public Relations, Radio, Television, Print and Outdoor activities
Creating effective communication/collateral material to meet a wide range of communication demands for utilization for the Hispanic community
Composing a master calendar of events and networking activities to interface with the potential Hispanic home buying community
Developing strategic alliances with key Hispanic organizations (local, regional and national)
Creating a short survey to be displayed on a handheld PDA devise for use at marketing and outreach events to obtain measurable results regarding consumer opinions

Results: The U.S. HUD contract consisted of a base year and an option year. Voices. Inc. has been granted the option year due to the overall success of the campaign. The base year resulted in extensive demographic research findings related to the Hispanic population residing in the U.S. HUD has successfully in the establishment of a solid relationship with the Hispanic national media network, Univision as a result of Voices, Inc.’s strategic planning