Building Support for Affordable Housing in Raleigh
A multi-channel campaign securing voter approval for Raleigh’s $80 million affordable housing bond
Citizens Supporting Raleigh
In response to Raleigh's rapid growth and increasing demand for affordable housing, Citizens Supporting Raleigh launched a campaign to pass an $80 million bond to fund critical housing initiatives. The campaign focused on emphasizing the bond’s benefits for the community, particularly essential workers, while navigating the challenges of a crowded general election cycle.
Through a strategic mix of branding, digital media, direct mail, and community engagement, the campaign successfully secured widespread voter support.
Timeline
2020
Initiatives
- Created a clear messaging framework emphasizing safe, affordable housing for essential workers.
- Developed an informative, user-friendly campaign website.
- Produced and distributed two direct mailers to 40,000 households.
- Executed targeted digital advertising and social media campaigns.
- Partnered with local radio stations and digital publications to amplify messaging.
Services
- Branding Campaign
- Website Development
- Social Media Strategy
- Paid and Earned Media
- Direct Mail Campaign
Crafting a Winning Message for Affordable Housing
Sinclair Agency developed a comprehensive campaign strategy to highlight the critical need for affordable housing in Raleigh.
Messaging was tailored to emphasize the bond's community impact, including safe housing accessible to essential workers and transportation hubs. A user-friendly website provided detailed information about the bond, while targeted direct mailers and digital campaigns engaged key voter segments. The campaign also leveraged radio advertisements and local media outlets to broaden outreach, ensuring the message resonated across diverse voter groups.
Historic support for affordable housing
The campaign achieved remarkable success, with Raleigh voters approving the $80 million bond by an overwhelming 73% majority.
This marked the city’s largest investment in affordable housing in over two decades. By strategically engaging voters through a multi-channel approach, the campaign effectively communicated the bond's benefits, securing support from a wide range of community members.
73%
Voter Approval
40k
Reached Households
