In Washington, DC, region, one of the most prosperous in the world, far too many hardworking people are spending so much on housing that they have a hard time paying for the other basics of life.
In the fall of 2013, Housing CAN retained strategic communications consulting firm, Wainger Group, to help CAN develop clear and compelling messaging that articulates its mission both internally and externally to the business community, real estate community, and government agencies and elected officials, and partners. As part of the process to develop a messaging platform, Housing CAN: Conducted interviews with practitioners, donors and influencers in the area of housing affordability in the District of Columbia; Reviewed media/coverage on housing issues; and Conducted a message development workshop with partners and network members. From this process, a messaging platform was developed. The platform consists of a core message and three supporting messages.
Core Message: Housing that is affordable is essential to our region’s future.
Supporting Messages
· Housing that is affordable is critical to economic growth, a thriving business community and a high quality of life.
· Housing that is affordable is essential to a regional economy that can compete effectively for talent in the workforce and in a marketplace that can attract new business and industries.
· Housing that is affordable is essential to economically and culturally diverse communities.
