a BRIDGE development 20 years ago. “Now he’s a happy
neighbor who is a big fan of ours. Stories like that —
where somebody like that shares their experience — can
The platforms used for communicating the affordable
housing message range from traditional print media
(advertisements, brochures, and flyers) to digital and
social media. Rumpf noted CNHED uses email campaigns where residents contact their elected officials.
The Affordable=Achievable campaign in Fort Collins
includes a dedicated website, a distinct logo and various
social media initiatives.
“Which media platforms are most effective depends on
your purpose and your capacity,” Clark noted. “Lots of
people have good luck with Facebook.”
Twitter is “a great place to get a message across — head-line-type information — but a harder place to build a
community.” Blogs can also be effective.
Hikida said the choice of platform varies on a case-by-case
basis. She said BRIDGE relies on outlets such as Twitter, LinkedIn and Facebook as “mostly places for positive
messaging.” The organization has a robust web presence,
and sometimes builds specific sites for a specific development “to help us get accurate information out there.”
BRIDGE often shares its brochure called “Neighbors”
and a California government publication, “Myths & Facts
About Affordable and High Density Housing.”
While the delivery platform may vary, the outlets need
to deliver a consistent message. Skutchan said the
Affordable=Achievable campaign constructed its messaging “in a way that resonates with both members
and the general public. We didn’t want to be viewed
as just a trade association. We wanted to be the voice
of housing — not just for our members but for the
community as well. ”
Bobby L. Hickman is a freelance business journalist based in Atlanta.
We wanted to be the voice of
housing — not just for our members
but for the community as well.
Fort Collins Board of
REALTORS® developed logos, a website
and messaging for its
“Protecting our Housing
the forerunner of
Photos courtesy of BRIDGE Housing