Situation

National Community Renaissance, also known as National CORE, is a U.S. non-profit community builder specializing in affordable, multifamily, mixed-income, senior, workforce and special needs housing. Based in California, National CORE operates in four states: California, Florida, Texas and Arkansas. The company is one of the largest national nonprofit developers of affordable housing in the United States. National CORE develops, owns and manages its properties. Its Hope through Housing Foundation – also a non-profit organization – provides social services such as preschool and after school programs, senior wellness, violence prevention, economic advancement and financial literacy. Historically these two organizations operated and communicated separately. Through strategic business planning, we helped both clients see the value of joining forces and branding together.

Approach

A strategic marketing initiative was developed to unify and present these organizations as one entity addressing the needs of the community to differentiate National CORE within the affordable housing industry. The tagline was developed “Together we transform lives and communities” and positioned CORE as a partner of choice for many cities and counties interested in improving their communities and the lives of their residents. Websites for each entity were developed into one overarching website and marketing materials were developed to combine both the housing and onsite services. Each property listing now include specs on the apartments plus the corresponding service components offered including services such as financial literacy training, senior wellness, and preschool and afterschool programs.

Achievements

In the last several years, National CORE’s portfolio of properties has grown aggressively to over 9,000 units. In 2015, amid stiff competition, the organization was awarded the largest contract in its history for the redevelopment of Waterman Gardens.