Walls Communications was engaged by Freddie Mac to dispel common misconceptions regarding buying and owning a home. The 2004 and 2005 target audiences were Hispanics and African Americans, many of whom were potential home-owners. Based on a survey conducted by Walls Communications for Freddie Mac, 51 percent of Hispanics and 49 percent of African Americans believed many of the prevailing misconceptions about the home buying process.
Walls Communications, in partnership with a Hispanic communications firm:
- Devised an information and awareness strategy
- Developed campaign theme and key messages
- Planned and implemented awareness events
- Prepared and distributed program information to Hispanic and African American media outlets
- Developed and distributed program collateral materials
The program objectives were to:
- Provide accurate information to potential home owners
- Raise awareness of the benefits of home ownership
- Influence potential Latino and African Americans to take the initial steps toward home ownership
The media outreach effort generated over 9,000,000 impressions via Latino, African American and general market media outlets. In addition, Freddie Mac reported that after the initial launch of the program and subsequent launches in other cities over a two month period, over 1,200 people called Freddie Mac’s special 800 number requesting home buying information.