#CLEisHomeToMe

Arbrion Chambliss
Blair Donald
Ellie Enselein
Rachel Gill
Kristen Kobe

Kent State University Bateman Gold Team

Timothy Roberts, Faculty Adviser
Erin Orsini, Professional Adviser

#CLEisHomeToMe
Table of Contents
Campaign Summary
Executive Summary
Situational Analysis
Secondary Research
Primary Research
Key Publics
Theme
Key Messages
Goals, objectives, strategies, tactics, and outcomes
Obstacles
Budget Summary
Conclusion
Budget
Appendix
Testimonials
Recommendations
Communication Elements
Story House
Street Teams
Student Center Activities
Social Media
Media Relations
Social Media Contests
Additional Secondary Research
Additional Primary Research

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#CLEisHomeToMe
Executive Summary

The lingering housing crisis in the United States impacts more than half of all Americans in some way. Many affected by
this crisis do not know about nor have access to resources that could help them. Home Matters is a national movement
inspiring Americans to rethink what Home really is.
Kent State Universitys Bateman Gold Team found a need to address this lack of knowledge in the Greater Cleveland
area and chose to partner with Neighborhood Housing Services of Greater Cleveland (NHSGC). Through primary and
secondary research, the Bateman Gold Team noticed an extreme lack of awareness of Home Matters and NHSGC.
Out of 207 Greater Cleveland residents surveyed, 81 percent had never heard of Home Matters and 72 percent had
never heard of NHSGC.
Expert interviews found a need to market Cleveland as a resourceful, dynamic place to live, especially to millennials. The
city lost just about half its population between 1970 and 2013, sinking from 10th to 45th on the list of largest U.S. cities.
In addition, Cuyahoga County recorded the nations highest foreclosure rate in 2007. The Bateman Gold Team utilized
social media and face-to-face tactics to rebrand Cleveland as an ideal place to live. By using the hashtag #CLEisHomeToMe,
the team was able to generate curiosity and awareness about NHSGC and its services.
The objectives of the Kent State Universitys #CLEisHomeToMe campaign were:

To increase interest among millennials in Portage County in settling in the Greater Cleveland area by 15 percent
To increase awareness of Home Matters and NHSGC among residents of Greater Cleveland by 10 percent
To increase participation in NHSGCs Tax Prep program among Cleveland homeowners by 10 percent
To increase awareness among young mothers of NHSGC and its services by 10 percent.

At the conclusion of the campaign, the Bateman Gold Team reached three of its four objectives.
Kent State Universitys Bateman Gold Team invites you to read more to learn about its #CLEisHomeToMe campaign.

#CLEisHomeToMe
Situational Analysis

The idea of home means something different to everyone. Home Matters is a national movement redefining what the
American Dream and Home means to Americans. The movement was launched in 2013 to build awareness and raise
funds for more affordable homes through the work of community groups, nonprofits, companies, and the public at large.
For this competition, the Bateman Gold Team chose to partner with Neighborhood Housing Services of Greater Cleveland (NHSGC). NHSGC was founded in 1975 with a vision to provide free, fair, and unbiased information, programs,
and services to the residents of Greater Cleveland to assist in achieving, preserving, and sustaining the American Dream of
homeownership. The organization serves an average of 2,000 individuals in the Greater
Cleveland area annually.
Through primary and secondary research, it was found the majority of publics had
little or no knowledge of Home Matters, NHSGC, or the benefits of housing in
Cleveland. Online surveys, focus groups, and interviews with experts showed that
audiences are interested in owning a home but are unaware of the services and
programs available to help them in this process.
Interviews with the client and other stakeholders indicated the need to
increase homeownership in Cleveland. That finding drove the team to show target
audiences the advantages of living in Cleveland.
The Bateman Gold Team decided to focus the majority of its tactics on increasing awareness of the benefits of living in
Cleveland and the resources available there. Seventy-eight percent of the Kent State University student body is originally
from the Greater Cleveland area. The team chose to mainly target millennials because they will be the next generation of
homeowners within the next decade. Research prompted the Bateman Gold Team to use a mixed media
#CLEisHomeToMe campaign involving social media and face-to-face guerilla tactics to effectively reach all target audiences.

Secondary Research

The Bateman Gold Team conducted client research in order to better understand their purpose and the services provided.
Home Matters and NHSGC are both organizations that strive to make home a reality for everyone.
Home Matters is a national movement that focuses on five major components of home: public safety, health, economy,
education, and individual success. The Bateman Gold Team researched these five areas of home and how they affect the
Greater Cleveland area. Additionally, the team researched current living situations in Cleveland, Cleveland demographics,
and the standard of living to better understand housing issues in the Greater Cleveland area.
The Bateman Gold Team also researched NHSGC and its key publics to help educate the team about the potential and
effectiveness of the #CLEisHomeToMe campaign. Secondary research allowed the team to develop a plan that would
best provide relevant and necessary information about housing resources while interacting with key publics during the
#CLEisHomeToMe campaign.

Collaborators

The Bateman Gold Team researched potential competitors in the Greater Cleveland area. Unlike traditional organizations, NHSGC doesnt have true competitors; officials consider them more like collaborators. NHSGC works regularly
with the Cleveland Housing Network, Community Housing Solutions, the Spanish-American Committee, the Home
Repair Resource Center, and The NID Housing Counseling Agency.

#CLEisHomeToMe
Primary Research
Focus Groups

The Bateman Gold Team facilitated two focus groups with residents of the Greater Cleveland area, ages 27 to 57, to reach a better understanding of their sense of home, their
awareness of NHSGC and Home Matters, their knowledge of housing issues, and their Target audience members
who had not heard of Home
overall perception of Cleveland. Key findings from the focus groups include:
Matters
A majority of residents did not know about Home Matters or NHSGC, but after
they were explained, said they would be open to using NHSGCs services and programs.
Residents were aware of issues affecting housing but not the severity of them.
Residents associated the following words with Home: family, protection, comfort,
and security.
Five out of seven respondents described the housing issues in Cleveland as people
leaving by the masses.
The Bateman Gold Team also conducted a focus group with millennials from Kent State
University to better understand their perception of Cleveland as a possible place of residency after graduation.
The focus group indicated that most millennials were open to the idea of moving to
Target audience members
Cleveland, but they had not considered it before.
None of the participants had ever heard of Home Matters or NHSGC but would be who had not heard of NHSGC
interested in using NHSGCs services when it came time to buying a first home.
The participants associated the following words with Cleveland: dirty, improving,
home, dangerous, boring, and emotionally connected.

83%

In-depth professional interviews

73%

In order to better understand the current housing situation in Cleveland, the Bateman
Gold Team reached out to four housing experts who work in the Cleveland area: Gwen
Kwee, loan officer at American Mortgage Service Co.; Lou Tisler, executive director
of NHSGC; Alexandra Bodie, communications manager for NHSGC; and Anthony
Brancatelli, Cleveland city councilman. Each provided insight on trends seen through
homeownership, foreclosure issues, and Cleveland as a city of residency. After the initial
foreclosure crisis in 2007, Cleveland officials launched many initiatives to remedy the housMost important factor when
ing crisis and bring new life to the city.

Online Surveys

The Bateman Gold Team conducted an online survey reaching 82 members of its target
audiences to gauge awareness of homeownership services, Home Matters, and NHSGC.
Key findings from the online survey include:
Eighty-three percent had never heard of Home Matters.
Seventy-three percent had never heard of NHSGC.
Eighty-seven percent want to own a home some day but do not know how to do so.
Forty-six percent said their hometown in the Greater Cleveland area had been affected
by poverty.
The Bateman Gold Team conducted another online survey of 122 millennials to gauge the
level of interest in moving to the Greater Cleveland area after graduation.
Fifty-seven percent said that they were not planning on moving back to their hometown in the Greater Cleveland area after graduation.
Seventy-one percent said they enjoyed attending college in the Greater Cleveland area.
Millennials said the most important factor when choosing a place to live is the cost of
living. Having fun things to do nearby is the second most important factor.

choosing a place to live:

#CLEisHomeToMe
Key Publics
Primary

After partnering with Neighborhood Housing Services of Greater Cleveland, the Bateman Gold Team decided to target
the following publics with its #CLEisHomeToMe campaign:
Kent State students ages 18 to 24 in the Greater Cleveland area: An interview with Cleveland city councilman Tony
Brancatelli indicated the need to market Cleveland as a viable, fun place to live to the next generation of homeowners:
millennials. Seventy-eight percent of the Kent State student body is originally from the Greater Cleveland area.
Greater Cleveland homeowners ages 30 to 60 years old: Demographic research from NHSGC showed that a typical
client is a Cleveland homeowner ages 30 to 60 years old.
Young mothers ages 25 to 34 living in the Greater Cleveland area: Home Matters goal of making the new American Dream attainable for everyone includes providing education and affordable housing programs for young single
mothers, who are not always easily reached.

Secondary

To increase awareness, the Bateman Gold Team aimed to target editors and reporters in earned and owned media in the
Greater Cleveland area to promote NHSGCs services and the #CLEisHomeToMe campaign. The Bateman Gold Team
also planned to use Kent State University media, as it reaches a large number of millennials.

Theme

The Bateman Gold Team focused its campaign on promoting Cleveland as a viable place to live with services that can
help people find and keep their homes. In order to unify all key publics, as their interests are widespread, the team developed the campaign name #CLEisHomeToMe. The goal of the hashtag was to inspire people to think about what calling
Cleveland Home means to them. #CLEisHomeToMe shows that the campaign is providing information on the benefits
of living in Cleveland in addition to encouraging the use of Cleveland housing services and programs.

Key Messages

Cleveland is a sustainable, vibrant, affordable

place to live.

The Neighborhood Housing Services of

Greater Cleveland is an organization helping
homeowners or aspiring homeowners find,
sustain, and preserve a home.

The values promoted by Home Matters

and NHSGC will help create a future where
every American has a safe, nurturing environment to call home.

#CLEisHomeToMe
Goal, Objectives, Strategies, Tactics, and Outcomes
Goal: To actively promote awareness and usage of NHSGC programs and services to achieve, preserve, and sustain the
dream of homeownership in the Greater Cleveland area and market Cleveland as a great place to live.

OBJECTIVE ONE: Increase interest among Portage County millennials in settling in the Greater
Cleveland area by 15 percent throughout the month of February.

Strategy 1: Engage students in face-to-face promotions using guerrilla tactics.

Rationale: The millennial focus group participants stated that on-campus promotional activities catch their attention.
Tactic: Each week, Bateman Gold Team members set-up a promotional table in the Kent State Student Center, where
team members approached students, awarding them with houseshaped cookies and Home Matters and NHSGC promotional
items. While interacting with students, Bateman Gold Team members
explained the benefits of living in Cleveland and promoted Cleveland
events happening during the month of February.
Tactic: Each week, the Bateman Gold street teams approached students on campus and provided the opportunity to take a picture with
a cut out Instagram posterboard. If the students posted a photo on
any form of social media with the hashtag #CLEisHomeToMe, they
were awarded with a Home Matters promotional item and a cookie.
Students also provided their email addresses. The team later sent out
an informational e-blast to these addresses, linking to an online awareness survey for measurement purposes.
Strategy 2: Create an inviting and educational atmosphere to encourage students to think about what home means to them through on- and off-campus events.
Rationale: The millennial focus group participants stated on-campus engaging activities catch their attention.
Tactic: The Bateman Gold Team sponsored an awareness event at a local Kent restaurant, Twisted Meltz, promoting
NHSGC and Home Matters. All the money raised was donated to NHSGC. All attendees of the fundraiser received a
NHSGC koozie.
Strategy 3: Generate educational and promotional materials for distribution to students.
Rationale: Focus groups indicated that students were more likely to remember something if they had a physical reminder.
Tactic: The Bateman Gold Team created hot cards with information about Cleveland and relevant Cleveland social media accounts, which were passed out to students at a table in the Kent State Student Center once a week during the month
of February. Hot cards were also distributed by street teams.
Tactic: The Bateman Gold Team created an informational e-blast to be sent out to students whose emails were collected
throughout the campaign.
Tactic: The Bateman Gold Team developed a pitch for the Bateman Gold Teams #CLEisHomeToMe campaign to present
to on-campus media.

#CLEisHomeToMe
Strategy 4: Generate interest among millennials in moving to the Greater Cleveland area by using social media to demonstrate the benefits and attractions of living in Cleveland.
Rationale: In focus groups and an online survey, millennials stated that part of the reason they do not consider Cleveland
a good place to live is the lack of nearby entertainment. Millennials also stated that social media is their main source of
information.
Tactic: The Bateman Gold Team members used their personal Twitter and Facebook accounts to promote events happening in Cleveland and the benefits of living there.
Tactic: The Bateman Gold Team created a YouTube video featuring team members explaining what home means to
them. Three team members are originally from the Cleveland area, so each member was able to highlight where she grew
up and her favorite spots in Cleveland. This video was shared on each team members personal social media accounts and
the Bateman Gold Teams YouTube channel.
Strategy 5: Promote NHSGC and Home Matters as resources for first-time homebuyers through social media.
Rationale: The millennial focus group participants stated that social media is their main source for information.
Tactic: The Bateman Gold Team used the official NHSGC Twitter and Facebook accounts, as well as their personal social
media accounts, to promote NHSGC services and Home Matters.

OBJECTIVE ONE EVALUATION: EXCEEDED

The Bateman Gold Team exceeded its objective to increase interest among millennials in settling in the Greater Cleveland
area by 15 percent. Results of post-campaign online surveys revealed a 19 percent increase in interest. In addition, the
#CLEisHomeToMe campaign garnered 5,963 social media impressions.

OBJECTIVE TWO: Increase awareness of NHSGC among residents of Greater Cleveland by 10

percent throughout the month of February 2015.

Strategy 1: The Bateman Gold Team used official NHSGC social media accounts and team members personal accounts
to promote programs, key messages, and events in the month of February.
Rationale: An interview with NHSGC Communications Manager Alexandra Bodie indicated that NHSGC social media
was the best way to reach target audiences. Additionally, by using the already established NHSGC social media accounts,
the Bateman Gold Team was able to reach a larger audience than if the team created an entirely new account.
Tactic: The Bateman Gold Team used official NHSGC Twitter and Facebook accounts to
promote NHSGC February programs and Home Matters five components of Home.
Tactic: The Bateman Gold Team members used their personal Twitter and Facebook
accounts to share and spread the posts from the NHSGC accounts.
Strategy 2: Generate interest in NHSGC by engaging audiences in two-way
communication through other social media accounts.
Rationale: Responses from focus group participants indicated social media was the
primary way target audiences find news and other information.
Tactic: The Bateman Gold Team awarded a Twitter account that achieved the
most #CLEisHomeToMe retweets each week with a gift card from a local business.

#CLEisHomeToMe
Strategy 3: Use-face-to-face communication to encourage Greater Cleveland residents to join the Home Matters movement and support NHSGC.
Rationale: Research from focus groups indicated residents of Greater Cleveland, especially older homeowners, prefer to
receive information through face-to-face interactions.
Tactic: The Bateman Gold Team sponsored an event at NHSGC with its story house, a collapsible mini-house. Residents
were encouraged to write what home means to them. Participants recieved promotional items, refreshments, and were
entered in to win a gift card to a local Cleveland restaurant.
Strategy 4: Provide reliable mobile stations for residents to follow Home Matters and NHSGC on social media.
Rationale: Focus group participants indicated it was more likely for them to sign-up for something if they could do it immediately. Mobile stations allowed for instant gratification.
Tactic: At the NHSGC story house event, the Bateman Gold Team set up a mobile station for participants to like or
follow Home Matters or NHSGC on Facebook and Twitter.

OBJECTIVE TWO EVALUATION: EXCEEDED

Before the launch of our campaign, NHSGC had 2,615 likes on Facebook and 897 followers on Twitter. At the
conclusion of our campaign, NHSGC had 2,910 likes on Facebook and 1,001 followers on Twitter, for a 23 percent
increase in social media following.

OBJECTIVE THREE: Increase participation by Cleveland homeowners in the NHSGC Tax Prep
program by 10 percent when comparing attendance in 2014 with attendance in 2015.
Strategy 1: Use official NHSGC social media accounts to reach Cleveland homeowners and inform them about the
NHSGC Tax Prep program.
Rationale: Alexandra Bodie, NHSGC communications manager, indicated that by
using established NHSGC social media accounts, the Bateman Gold Team would be
able to reach a larger audience than if the team created entirely new accounts.

Are You
#TaxReady?

Tactic: The Bateman Gold Team used the official NHSGC Twitter and Facebook accounts to promote the dates and benefits of the Tax Prep programs.
Strategy 2: Use face-to-face communication and takeaways to demonstrate to Cleveland
homeowners the importance and benefits of properly filing taxes through the NHSGC
Tax Prep program.
Rationale: Research from focus groups also indicated that residents of Greater Cleveland, especially older homeowners, preferred face-to-face communication. Focus group
participants said they would look at mainstream media and flyers placed in central
locations in the city.

Neighborhood
Housing Services of
Greater Cleveland will
do your taxes for FREE!
Dial 2-1-1 now to
schedule an
appointment.

Tactic: The Bateman Gold Team conducted street teams in Cleveland to create conversation about NHSGC and the Tax
Prep program. The team also distributed NHSGC Tax Prep hot cards.
Tactic: The Bateman Gold Team posted promotional flyers highlighting the Tax Prep program in Cleveland bus stops
and on bulletin boards in Cleveland businesses in high-traffic areas.
Tactic: The Bateman Gold Team created a press release to distribute to Cleveland media, Sun News, the Plain Dealer, and
Crains Cleveland Business that summarized the Tax Prep program and NHSGC programs.

#CLEisHomeToMe
OBJECTIVE THREE EVALUATION: EXCEEDED

During our campaign, we engaged in face-to-face communication with 53 people during street team events concerning
NHSGC Tax Prep program, prompting those people to enroll. NHSGC completed 253 returns in February 2014 and
286 returns in February 2015, an 11.5 percent increase in NHSGC Tax Prep program participation.

OBJECTIVE FOUR: To increase awareness and participation among young mothers in Greater
Cleveland ages 25-34 in NHSGC programs by 10 percent throughout the month of February 2015.

Strategy 1: Use social media to demonstrate to young mothers the importance of knowing the basics of homeownership.
Rationale: Focus group participants expressed that they obtain a majority of their new information through online and
social media.
Tactic: The Bateman Gold Team used official NHSGC Twitter and Facebook pages to promote its events and programs.
Tactic: Each week, the Bateman Gold Team promoted the importance of knowing the basics of homeownership by posting homeowner advice on NHSGC social media.
Strategy 2: Generate educational and promotional materials for distribution to young mothers and relevant media in the
Greater Cleveland area.
Rationale: Through research, the Bateman Gold Team provided educational resources in areas where young mothers
most commonly congregated.
Tactic: The Bateman Gold Team distributed informational NHSGC brochures in several local churches, which focused
on homeownership.

OBJECTIVE FOUR EVALUATION: INCONCLUSIVE

Before the launch of our campaign, an average of 107 people used NHSGC programs and services each month. Although the Bateman Gold Team was able to increase overall participation in the NHSGC programs by 10 percent
throughout February 2015, NHSGC did not provide the team with the demographics information necessary to properly
evaluate the success of this objective.

#CLEisHomeToMe
Obstacles
Obstacle One

During the implementation of our campaign, one challenge that was especially hard to overcome was the weather. The
conditions were extremely harsh and frigid; February 2015 was the coldest February on record in Ohio. Due to the weather, a few events had to be moved inside or cancelled altogether, restricting the number of face-to-face interactions between
the team members and publics. Kent State University closed for two days in February, causing the cancellation of a Student Center table and a street team. Some outdoor events in Cleveland had to be cancelled as well because it was difficult
to persuade people to stop and speak with the team in freezing temperatures. The team also could not hold two events in
Cleveland because of poor driving conditions.
The team recognized this challenge but also saw the opportunity in it. The Bateman Gold Team members made an effort
to go to Cleveland as often as they could during the month of February. They also changed the location of a few events to
warmer venues and encouraged audiences to be active at a time when most people were sitting inside.

Obstacle Two

The Bateman Gold Team encountered several problems communicating with partners. When team members called to
confirm an awareness event at Twisted Meltz, a restaurant in downtown Kent, they learned the manager did not write the
date down and the event had to be rescheduled. The Bateman Gold team also had to stop giving away cookies at the first
informational table, as the Student Center receptionist did not inform the team that the only food that could be given out
was food purchased through the Student Centers Banquet Services. In addition, the Bateman Gold Teams contact from
NHSGC unexpectedly went on vacation for half the month of February, making it difficult for the team to obtain needed
information.
To combat these roadblocks, the team quickly rescheduled the event with the head manager, confirming the date three
days prior, ordered cookies through Dining Services to hand out to students, and found a new contact at NHSGC to work
with for the remainder of the month.

Obstacle Three

The target audience of young mothers living in the Greater Cleveland area proved difficult to reach. Originally, Bateman
Gold aimed to hold an event at multiple local Cleveland churches in Cleveland; however, the churches did not think it
would be a good idea. Instead, the churches prefered brochures be dropped off for the patrons to pick up.
Although the Bateman Gold Team could not promote NHSGC in person, the team still took advantage of established
contacts within the churches and distributed information to those contacts and a womens shelter.

Obstacle Four

The showcase tactic for the Bateman Gold Team was the NHS story house event. It is a 6 by 6 collapsible and
transportable house that the team was planning on bringing to the Kent Student Center, as well as holding an event at
NHSGC. However, the day before the event, the contact at NHSGC emailed the Bateman Gold Team and said she
wouldnt be able to transport the house to Kent State, cancelled the story house event at NHSGC, and rescheduled it to
the last day of February. This was the largest obstacle the Bateman Gold Team faced.
The Bateman Gold Team still had a spot reserved in the Student Center, so the team set up a table. It was less exciting
than the story house, but the team was still able to reach more than 36 students.

#CLEisHomeToMe
Budget Summary
Expenses

The Bateman Gold Team spent $239.95 of its $300 budget. The team set aside 15 percent of its budget in case contingency funds were needed and $50 for the printing of casebooks. Team members spent a portion of the budget on cookies,
promotional items, and printing of hot cards and posters. The Bateman Gold Team also used funds to purchase refreshments for events.

In-Kind Donations

The Bateman Gold Team used $540.14 of its $1,000 in-kind donation budget. Most of the donations were from Neighborhood Housing Services of Greater Cleveland. The Bateman Team also received in-kind donations from Kent local
restaurants as well as the Kent State University School of Journalism and Mass Communication.

Conclusion

The #CLEisHomeToMe campaign successfully reached our target audiences to help them find their meaning of Home.
The Bateman Gold Team was challenged to raise awareness of Home Matters and the Neighborhood Housing
Services of Greater Cleveland among its key publics. The team applied its research findings to develop a strategic plan
to actively promote Cleveland and NHSGC. The team faced many challenges, but the members were able to overcome
them and meet three out of four objectives. With a strong social media presence and inspirational face-to-face tactics, the
#CLEisHomeToMe campaign succeeded in reaching its target audiences. The teams events and collaborations were able to
encourage the use of NHSGC programs as well as promote Cleveland as a viable, vibrant place to live.

Impact

The Bateman Gold Team reached more than 5,963 millennials, 53 Cleveland homeowners, and 29 young mothers.
Through street teams and other events, the team was able to enhance NHSGCs Twitter and Facebook followings. The
on-campus tables, street teams, and social media campaigns helped to generate an overall increase in awareness about the
objectives of NHSGC and Home Matters.

Sustainability

The Bateman Gold Teams social media campaign could be easily continued by NHSGC staff. The hashtag was easily
transferrable and, in fact, a similar organization in Milwaukee, Wisc. asked for permission to use it.

Because of the low cost of the street team and the social media, it would not be a financial burden for any housing organizations to implement such a strategy. People on Twitter are still using the hashtag and can continue doing so.
Thanks to the lasting power of social media, the #CLEisHomeToMe campaign can be continued indefinitely in Cleveland
and the strategies and tactics can be replicated in other major cities across the country.

10

#CLEisHomeToMe
Budget
Expenses
Item
Poster board/Markers
Sugar cookie mix
FedEx Hot card Printing
Sugar cookie mix/butter
Chocolate chip cookie mix
Cookie cutter
Insomnia
Icing
Student Center cookies
*Casebook Printing
*NHS Koozies
Cookie Bags
Story house Items

Remaining Budget

Cost

$6.41
$3.18
$46.98
$8.24
$10.00
$11.69
$10.00
$8.00
$30.00
$50.00
$40.00
$5.54
$9.91

Total Spent:

$300
$293.59
$290.41
$243.43
$235.19
$225.19
$213.50
$203.50
$195.50
$165.50
$115.50
$75.50
$69.96
$60.05
$239.95

*Approximation

In-Kind Donations
Item
Focus Group
Pizza
Soda
Giant Eagle Gift Cards

Remaining Budget
Cost

Local Businesses
*Chipotle
Belleria
Twisted Meltz
*JMC
PRSSA
Communications Elements
NHS and Home Matters Promotional
Items

*Approximation

Total Used:

$1,000
$27.96
$2.43
$100.00

$972.04
$969.61
$869.61

$56.00
$15.00
$13.75
$60.00
$15.00

$813.61
$798.61
$784.86
$724.86
$709.86

$250.00

$459.86
$540.14

11

#CLEisHomeToMe
Testimonials

#CLEisHomeToMe b/c it has great opportunities &

I was born & raised there!-- Jaleesa

Because the Cleveland Clinic is a leading healthcare provider and employer is why #CLEisHomeToMe. -- @a_nilg

U know what the Midwest is? Young & restless.

But those who make it out & yet still keep their humanity are golden. Thats why #CLEisHomeToMe.
-- @MissJaz_

I am proud to be from a city that continues to grow

and surpass expectations #CLEisHomeToMe. -@IndiaHines_

#CLEisHomeToMe because its the land of encouragement, loyalty & strength. Only the toughest
survive & weve endured it all! --@Sunnshiine

A1

#CLEisHomeToMe
Recommendations
During the #CLEisHomeToMe campaign, the Bateman Gold Team found its target audiences responded differently to the
current housing crisis. The team believes that the tactics employed can be repeated by NHSGC, as well as adopted by other non-profit housing organizations. The Bateman Gold Team recommends emphasizing different programs and services
depending on the targeted audience.

Millennials
One of the focal points of this campaign was the hashtag #CLEisHomeToMe. Staff members at NHSGC will be able to
monitor the hashtag on social media and also modify it for additional campaigns. This is a great way to keep millennials engaged, as well as advertise Cleveland to millennials on social media. Staff members can use the #CLEisHomeToMe
hashtag to help engage in conversation. The Bateman Gold Team recommends holding free events for millennials in
downtown Cleveland. Also, the hashtag can be modified and used in any major city.

Cleveland Residents and Young Mothers

Although the Bateman Gold Team was not able to hold a successful event with the NHS story house, it is still an excellent
resource. The team recommends NHSGC continue to take advantage of the story house by bringing it to community
events in the Greater Cleveland area. This will help get residents involved with NHSGC. The team recommends bringing
the NHS story house to public places, such as libraries, malls, shelters, and churches in Cleveland and the surrounding
areas.

Campaign Timing
If the #CLEisHomeToMe campaign were to be implemented on a larger scale, the Bateman Gold Team recommends
hosting events during the spring to fall seasons. The weather during the month of February creates obstacles. The weather
is typically more favorable during the spring to fall seasons throughout the United States, and people are more willing to
participate in outdoor events.

A2

#CLEisHomeToMe
Communication Elements
Informational Tables

Each week, the Bateman Gold Team set up a promotional table in the Kent State Student Center. Based on research, the
team found that there is a large number of students in the Student Center between 11 a.m. and 1 p.m. As a result of this
finding, the team decided these hours would be the ideal time to interact with students, explaining the benefits of living in
Cleveland and promoted Cleveland events happening during the month of February. Students were encouraged to use the
hashtag #CLEisHomeToMe on their personal social media accounts. Those who did so were awarded with house-shaped
cookies and Home Matters and NHSGC promotional items.

Flyers

The Bateman Gold team created flyers highlighting the NHSGC Tax Prep program and distributed them at downtown
Cleveland bus stops, on street poles, and bulletin boards in Cleveland local businesses to increase awareness of NHSGC.
The team applied focus group research to strategically place the flyers in areas with high traffic and central locations to
increase visibility (A4).

Hot Cards

The Bateman Gold Team created hot cards to distribute at the Kent State Student Center tables and street teams. The hot
cards highlighted NHSGC and the #CLEisHomeToMe social media campaign associated with the Bateman Gold Team.
Also, the back of the hot card was utilized to promote Cleveland events happening during the month of February. The hot
cards were distributed to 50 Kent State students and staff (A5).

Instagram cut-out poster

The Bateman Gold team approached students during on-campus street team events, giving them the opportunity to take
a picture with a cut out Instagram poster board. The team encouraged participants to post the picture on any form of
social media with the hashtag #CLEisHomeToMe. In return, participants were rewarded with cookies and Home Matters
promotional items.The cut out Instagram poster board was used to attract students while also providing an interactive
element (A6).

Brochures

During the month of February, the Bateman Gold team took advantage of informational brochures provided by NHSGC
in an effort to increase awareness among target audiences. The brochures highlighted different NHSGC programs and
services. Brochures were used throughout the campaign at Kent State Student Center tables, street team events, and were
distributed to local Cleveland churches and womens centers.

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#CLEisHomeToMe
Tax Prep Flyer

Are You
#TaxReady?
Neighborhood
Housing Services of
Greater Cleveland will
do your taxes for FREE!
Dial 2-1-1 now to
schedule an
appointment.

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#CLEisHomeToMe
Cleveland Hot Cards

Spend Your Weekend in Vibrant Cleveland!

Cleveland is only 45 minutes away, so why not spend your weekend
at one of these exciting events? Tweet @NHSCleveland with the
hashtag #CLEishometome and tell us why you love Cleveland. The
best tweet wins a special prize!

Neighborhood Housing Services of Greater Cleveland

Home Matters
#batemangold #CLEishometome

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#CLEisHomeToMe
Instagram Frame

@Banana_Sheridan: #CLEisHomeToMe because @

DowntownCLE rocks my socks

@LexiBear_xo: We like the Rock and Roll Hall of

Fame #CLEisHomeToMe

@RitzCarleton96: #CLEisHomeToMe because I like

the food and the museums

@Bri_justine: #CLEisHomeToMe because of the

awesome sports teams

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#CLEisHomeToMe
Story House

The Bateman Gold Teams partner, NHSGC, had recently constructed a transportable, collapsible, mini-house. Housed
at NHSGC offices, the small 6 x 6 red house was built with the idea of bringing it to different locations around the Greater
Cleveland area for residents to go inside of, snap a photo, and share their story of home, whether that be their upbringing
in Cleveland, their idea of the American Dream, or the their current housing situation. Each individual has a different
meaning of the word Home, and the story house attempts to capture that.
The Bateman Gold Team planned to hold two events with the NHS story house during the month of February, one at
NHSGC offices and one at the Kent State Student Center. Due to unexpected understaffing the week of the NHS story
house event at Kent State, the NHSGC employees with the capabilities to transport the house were unable to bring the
house to the campus, thus cancelling the event. Almost the exact situation arose the weekend of the NHS story house
event at the NHSGC offices, and the event had to be rescheduled to the last day of February.
The Bateman Gold Team had a difficult time promoting the rescheduled event on such short notice and this new date
conflicted with many patrons who planned to attend the original event. The Bateman Gold Team did its best to promote
the new event on social media and the NHSGC website. The NHS story house event on February 28 did not gain the
number of participants as hoped. Team members were not allowed to leave the door in the front of NHSGC unlocked,
so participants would have had to come in through the back door. Signage outside the door on the main road was not
successful because NHSGC is located on a road that does not have much foot traffic.
This tactic was meant to be the Bateman Gold Teams showcase event, but unfortunately obstacles prevented the story
house from being successful. It would be a great idea for NHSGC to hold more story house events in the future because it
is a fun, engaging way to better capture Cleveland residents idea of Home.

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Street Teams
According to participants in the Bateman Gold Teams millennial focus group, on-campus promotional activities and
face-to-face communication tend to catch their attention. Millennials indicated they would be more likely to remember
something if given a physical reminder or handout. For these reasons, the Bateman Gold Team decided to conduct street
teams.

Kent State University Street Teams

Each Wednesday throughout the month of February, the Bateman Gold Team conducted a street team on the Kent
State campus, consisting of all five group members. The team walked around locations including the Kent State Student
Center and library during busy hours. While interacting with students, the Bateman Gold Team approached students with
information regarding Home Matters, NHSGC, and information about living in Cleveland after graduation. Students
were rewarded for participating in the #CLEisHomeToMe street team.
The Bateman Gold Team provided students the opportunity to take a picture with a cut out Instagram posterboard.
Students were encouraged to post the photo on any personal social media platform using the hashtag #CLEisHomeToMe,
and in return received a cookie and a Home Matters or NHSGC promotional item. The team also gathered student
email addresses to later send an informational e-blast linking to an online awareness survey for measurement purposes.
During the last week of February, the #CLEisHomeToMe street team also encouraged students to follow and like
NHSGC on Facebook and Twitter. In return, students were rewarded with cookies, Home Matters and NHSGC
promotional items, and NHSGC koozies.

Cleveland Street Teams

On two Saturdays in February, the Bateman Gold Team traveled to Cleveland to conduct a street team with Cleveland
residents. The team walked around busy areas in downtown Cleveland including Playhouse Square and East 4th Street.
While interacting with residents, the Bateman Gold Team approached people regarding the NHSGC Tax Prep program.
Residents were also asked about their familiarity with NHSGC and were encouraged to use its programs and services. The
Cleveland street teams were strictly based on spreading awareness of NHSGC and its programs and services, specifically
the Tax Prep program.

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Student Center Activities
Responses from focus group participants indicated that most college students respond well to face-to-face interaction. For
these reasons, the Bateman Gold Team decided to utilize the Kent State Student Center, one of the busiest locations on
Kents main campus, to hold informational tables once a week. The tables featured brochures regarding NHSGC programs and services, including the Land Trust and Tax Prep programs, buttons and stickers from Home Matters, and
#CLEisHomeToMe hot cards.
Passers-by were drawn to the informational table by free cookies provided by the Bateman Gold Team. Kent State
students and staff received a cookie if they participated in the #CLEisHomeToMe social media campaign by posting why
Cleveland is important to them. Student email addresses were gathered to later send an informational e-blast linking to an
online awareness survey for measurement purposes.
While at the table, the Bateman Gold Team engaged with students and staff regarding information about NHSGC,
Home Matters, and about living in Cleveland. Participants expressed interest in the information provided and most said
they would use NHSGC programs and services in the future.

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Social Media
The Bateman Gold Team decided in order to keep NHSGCs information cohesive and to reach a larger audience, the
team would not create its own social media account and instead use the official NHSGC Facebook and Twitter pages in
conjunction with their personal accounts to promote activities.
The Bateman Gold Team created a social media calendar to coordinate tweets between all accounts. The team encouraged all event participants to like the NHSGC Facebook page or follow the NHSGC Twitter account. The team
used social media to promote on-campus events, NHSGC program dates, street teams, Cleveland events, and the Twisted
Meltz awareness event. (A11). Before the launch of our campaign, NHSGC had 2,615 likes on Facebook and 897 followers on Twitter. At the conclusion of our campaign, NHSGC had 2,910 likes on Facebook and 1,001 followers on Twitter,
for a 23 percent increase in social media awareness.
The Bateman Gold Team also used Instagram to promote NHSGC and Home Matters. During Kent State University
street team activities, KSU students could take a photo using an Instagram frame, then post it on a social media account
using the #CLEisHometoMe hashtag.
The #CLEisHometoMe hashtag was used during the entire campaign and ended up being highly successful. Kent State students were asked to tweet their favorite thing about Cleveland using the hashtag, and each week the most popular tweet
was rewarded with a buy one burrito, get one free gift card to Chipotle. Kent State students could also tweet using the
hashtag for a free cookie at the Bateman Gold tables in the KSU Student Center.
The Bateman Gold Team also created a YouTube video that promoted Cleveland as a vibrant city and a fun place to live.
The video featured the Bateman Gold team members who are from the Greater Cleveland area talking about their favorite part of their hometown. The video gained 147 views on YouTube.
The hashtag, Instagram photos, YouTube video, and social media promotion all helped in the marketing of NHSGC and
Home Matters. The hashtag competitions were also a great way to incentivize students to use the hashtag and think
about what the city of Cleveland meant to them. The intent behind the competition was to make students, especially those
graduating soon, consider Cleveland as a place to live after college. The participants were also exposed to lots of information about Home Matters and NHSGC.
Overall, the hashtag got over 50 mentions, including a tweet from a Kent State students account who has over 3,000
followers.

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Twisted Meltz Promotion

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Media Relations
Throughout the #CLEisHomeToMe campaign, the Bateman Gold Team pitched to both local and student-run media
sources.
The Bateman Gold Team sent out its first press release on February 8 to Cleveland media sources including: WKYC
Cleveland, Cleveland.com, Sun News, and the Cleveland Plain Dealer.
The press release (A13) summarized the Tax Prep program offered by NHSGC and background information on both
NHSGC and Earned Income Tax Credit Coalition.
Additionally, the team sent out a press release to Kent State student media on February 14. The release (A14) introduced
the Bateman competition, provided insight on both Home Matters and NHSGC, and highlighted on-campus events
sponsored by the Bateman Gold Team.
The release was sent to Kent State student media including: Kentwired.com, Kent State news website; and The Kent
Stater, student body newspaper.
Although the stories were assigned to journalists, they never ran in print or online.

Cleveland Media Press Release

FREE TAX PREPARATION PROGRAM FOR CLEVELAND RESIDENTS
(CLEVELAND, OH) - Neighborhood Housing Services of Greater Cleveland (NHSGC) is offering free tax preparation
for low and moderate-income families through the month of February. The tax prep classses take place on Tuesdays and
Thursdays 2 to 6 p.m. and Saturday 10 a.m. to 2 p.m. Locations are spread though out northeastern Ohio. Participants
will be able to find the nearest location to them to schedule an appointment by dialing 2-1-1 or visiting www.refundohio.
org. NHSGC conducts the program through Earned Income Tax Credit (EITC).
EITC is a refundable tax credit that increases the income of low- to moderate-income working families through the provision of tax reductions and wage supplements. The EITC has been widely praised for its effectiveness in reducing poverty
and has been instrumental in closing the poverty gap for the countries working poor. Because low-income families pay little
or no Federal income taxes, the refunds received represent increases in income, not reductions in taxes owed, providing a
greater level of support.
NHSGC is an organization providing free, fair, and unbiased information, programs and services to the residents of
Greater Cleveland and the surrounding areas of northeast Ohio. NHSGC offers educational programs for homeownership, foreclosure prevention and other services. According to NHSGC, they assist in achieving, preserving and sustaining
the American Dream of homeownership.
For more information, please visit http://www.nhscleveland.org/
Media Contact:
Arbrion Chambliss, Kent State Public Relations
Cell: (216) 459-5256
Achambl1@kent.edu

###

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The Kent Stater/KentWired Press Release
2015 KSU Bateman Gold Team Partners with Neighborhood Housing Services of Greater
Cleveland
Posted February 14, 2015
(KENT, OH) - The Kent State University Bateman Gold Team has chosen to partner with Neighborhood Housing Services of Greater Cleveland, a supporter of Home Matters, in the 2015 Public Relations Society of Americas Bateman
Competition. The Bateman Gold Team has chosen to partner with NHSGC because of the services it provides and the
overall mission and vision of the organization.
NHSGC is an organization providing free, fair and unbiased information, programs and services to the residents of
Greater Cleveland and the surrounding areas of northeast Ohio to assist in achieving, preserving and sustaining the
American Dream of homeownership. As the countrys preeminent leader in affordable housing and community development, NHS of Greater Cleveland has the tools and training to ensure the best for its clients when buying, fixing, or
maintaining their homes.
Neighborhood Housing Services of Greater Cleveland is a supporter and partner of Home Matters. Home Matters is
a national movement redefining what the American Dream and Home means to Americans. The movement was started
in 2013 by a group of housing professionals and leaders who identified a gap in public discourse.
The Home Matters movement focuses to ensure every American lives in an environment with access to five components of home: health, education, public safety, economy, and individual success. In the next 10 years, Home Matters
and its partners hope to decrease homelessness, increase affordable rent, increase homeownership and increase the quality of homes and communities.
According to Home Matters, More than half a million people in the United States do not have a home, almost a quarter of these individuals are children. In addition, 52 percent of Americans have needed to make sacrifices in order to pay
their mortgage or rent.
The Bateman Gold Team has been researching and planning since November in order to ensure their campaign
#CLEisHometoMe is successful. Throughout the month of February, you can see the Bateman Gold Team around campus
promoting Cleveland and why its a great place to live.
As a whole, we just want people to lose the negative connotation that is associated with the city of Cleveland, said
Kristen Kobe, Bateman Gold team member. Cleveland is a great place to live and it is one of the most affordable cities
to live in.
Every Monday from 11 a.m. 1 p.m. the Bateman Gold Team will be at the Kent State Student Center promoting
NHSGC and its services, while also promoting the city of Cleveland and everything that it provides. Free cookies and
information are distributed to students who come up to the table.
Media Contact: Kristen Kobe

Kkobe2@kent.edu

440-488-5378

###

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Social Media Contests
The Competition

The Bateman Gold Team used face-to-face interaction and personal social media accounts to promote the city of Cleveland and the benefits of living there. To help spread the word, the team created a social media campaign implemented
throughout the month of February. The team promoted the hashtag #CLEisHomeToMe to help key publics associate their
Tweets with the campaign.

Guidelines

Kent State University students and staff who participated in the #CLEisHomeToMe social media contest were asked to
tweet something about Cleveland. From there, students and staff were able to be as creative as possible and say what they
truly thought of the city of Cleveland. The guidelines were simple, and everyone who participated was entered to win a
Chipotle, buy one get one free card.
One winner was chosen each week by the Bateman Gold Team based on the most creative tweet or the tweet that received
the most favorites or retweets throughout that specific week. Students and staff who provided their email address
received the chance to be entered into a final drawing at the end of the month. The winner of this drawing would win a
$15 Belleria gift card. These emails were also used for our informational e-blast linking to an online awareness survey for
measurement purposes.
Throughout the month, the hashtag #CLEisHomeToMe received 50 mentions, which helped increase the reach of our
campaign.

Winners

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Additional Secondary Research
Key Findings

Secondary research conducted by the Kent State University Bateman Gold Team produced the following findings:
Seventy-eight percent of undergraduate students currently enrolled at Kent State University are originally from the
Greater Cleveland area.
Home Matters focuses on increasing homeownership and improving the community surrounding those homes.
The movement wants to improve the overall quality of life in the United States by improving health, education, public
safety, the economy, and individual success.
NHSGC provides programs and services that can benefit anyone who wants to own and maintain a home. Its programs include homebuyer education, foreclosure prevention, and tax preparation.
NHSGC reaches a variety of people of different races and ages. The most common factor among all of its audiences
is a low to moderate level of income.
The best practices NHSGC has used to reach its key publics are through social media and word-of-mouth. NHSGC
is on a tight budget and has found that results from mainstream advertising in magazines and television were not
worth the cost.

Secondary Research Report

Client Research

Home Matters
Home Matters is a national movement thats redefining what the American Dream and Home means to Americans.
According to the organizations website, Home Matters believes in a new American Dream in which every American
lives in a safe, nurturing environment with access to quality education, healthcare, public spaces, and community services.
Home Matters is represented throughout all of the United States and exists through the work of community groups,
nonprofits, companies, and the public at large.
The movement was started in 2013 by a group of housing professionals and leaders who identified a gap in public discourse. The Home Matters movement focuses on five components of home: health, education, public safety, economy,
and individual success. Home Matters believes all five components to be an integral part of what makes a home and its
surrounding community.
Home Matters focuses on the importance of home throughout all lines of work. Having a home where individuals feel
protected and comfortable provide them the chance to become empowered, encouraged, and inspired. A home is not only
something that provides shelter; a home helps strengthen a community.
What Home Matters Does
Educate: Home Matters wants to spread the importance and benefits of home.
Collaborate: Home Matters strives to bring together organizations to help recognize and bring awareness to the
importance of home.
Engage: Home Matters wants everyone to band together and become a part of the movement.
Support: Home Matters strives to raise funds and increase investments to help make Home a reality for more
Americans.
Celebrate: Home Matters wants to honor the importance of Home and its incredible effect in transforming lives,
families, and communities.
Unfortunately, having a home is taken for granted in the United States. According to Home Matters, More than
half a million people in the United States do not have a home, almost a quarter of these individuals are children. In
addition, 52 percent of Americans have needed to make a sacrifices in order to pay their mortgage or rent.

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Along with the lack of affordable housing, most neighborhoods in the country also lack services or programs for the community, such as afterschool programs, affordable extracurricular activities, and sufficient legal enforcement or services. All
these services help lead to a safe and comfortable environment that individuals and families can be proud to call home.
Home Matters is consistently trying to return the national focus and attention to what Home means and the fact that
many individuals do not have one. Within the next 10 years, Home Matters will work toward its goals of decreasing
homelessness, increasing affordable rent, increasing homeownership, and increasing the overall quality of homes and communities. By accelerating activities in housing, community and economic development, education, and learning, Home
Matters hopes to accomplish its goals.
Kent State Universitys Bateman Gold Team found a need to address this lack of knowledge and affordable housing in
the Greater Cleveland area, and chose to combine forces with one of Home Matters national partners, Neighborhood
Housing Services of Greater Cleveland.
NHSGC
NHSGC was founded in 1975 with a vision to focus on education as a positive force behind homeownership. Its mission
is to provide free, fair, and unbiased information, programs, and services to the residents of Greater Cleveland to assist in
achieving, preserving, and sustaining the American Dream of homeownership.
NHSGC started by focusing on six distinct neighborhoods but today covers five counties: Cuyahoga, Erie, and Lorain
counties for all services and Huron and Medina counties for foreclosure prevention services. In September of 2011,
NHSGC merged with the Community Land Trust of Greater Cleveland, which allowed for increased opportunities for
affordable housing and increased programming. NHSGC plans to continue growing in partnerships, strategic alliances,
and other possible mergers by implementing a second five-year strategic plan from 2012 to 2017. NHSGCs core values of
excellence, education, community, equity, and collaboration guide its work, decisions, and leadership.
NHSCG is one of the first chartered satellites from its parent organization, NeighborWorks. NeighborWorks America
is the countrys renowned leader in affordable housing and community development. It consists of a networks of more
than 235 organizations working in nearly 4,400 urban, suburban, and rural communities nationwide. This partnership
gives NHSGC the tools and training to ensure its clients can buy, fix, or keep their homes as well as leverage national, state,
and local partnerships.
NHSGC provides ongoing programs and services for achieving, preserving, and sustaining the American Dream of homeownership.

Programs and services for achieving the American Dream:

Homebuyer Education: A 10-hour course that covers budgeting, credit reports, how to shop for a house, how to
apply for a mortgage, and maintaining your home.
Cuyahoga County Down Payment Assistance Program: Available to income qualified first-time home buyers.
Assistance includes a deferred mortgage loan that does not need to be repaid until resale or transfer of a property.
CityLIFT Downpayment: Provides eligible homebuyers in the city of Cleveland with homebuyer education and
$15,000 in down payment assistance.
LandTrust Program: Develops affordable homes for sale and rent. These homes are fully rehabilitated. The
program helps low- and moderate-income families benefit from the equity and preserve the affordability of
these home so that future residents will have same affordable experience with homeownership. Families will buy
a home with a traditional mortgage but receive a 99-year lease to the land on which the house sits, securing the
communitys investment in housing,
Year 16 Lease Program: Many low-to-moderate renters who have a history of paying their rent on time and have
lived in the area for many years have the opportunity to apply to this program for a chance to own a purchase

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their homes. Renters take part in the Homebuyer Education program, maintenance training, and pre-purchase
counseling and are then reviewed for the Year 16 loan, a five-year affordable first mortgage.

Programs and services for preserving the American Dream:

Home Repair Loans: Helps to provide homeowners with energy-efficient repairs when trying to upgrade their
homes. NHSCG assists with job specifications, cost estimates, contractor selection, and oversight of renovations.
Home Maintenance Training: NHSGC conducts several of these workshops at its offices including Getting
Ready for Winter, Spring Cleaning and Maintenance, and Do It Yourself.
Reserve Mortgage Counseling: Provides detailed information about Reverse Mortgage products and how they
benefit homeowners.
Cleveland Saves: Provides a free road map to saving for a home, education, emergencies, and transportation.
Helps to set financial goals, track spending and provides strategies to save money.

Programs and services for

sustaining the American Dream:
Foreclosure Prevention: Provides mediation and tips to help residents preserve the American Dream of homeownership.
Free Tax Preparation: Professionally trained volunteer tax preparers offer free tax preparation to residents of
northeast Ohio between January and April. From 2012 to 2013, NHSGC earned taxpayers over $1 million in tax
refunds and saved them over $150,000 in fees.
Consumer Law Center: Gives citizens of Greater Cleveland the information they need to make informed and financially safe consumer decisions. The Consumer Law Center does this by using educational materials, seminars,
counsel, and public awareness campaigns.

A recent study found NHS of Greater Clevelands

programs and services had the following economic
impact on Greater Cleveland:
$105 million to the Greater Cleveland economy
$14 million in tax revenue generated from maintained homeowners
153 jobs sustained annually through stable housing
$36 million of income generated for Greater
Cleveland labor
The study also found NHS of Greater Clevelands
impact in the community:
306 families achieving the dream of purchasing
a home of the 1,000 families reached with the
Homebuyer Education program
Foreclosure prevention efforts have helped over
1,100 families, with 53% remaining in their homes of achieving a safe solution for their family
NHS has provided over $420,000 in down payment assistance loans, leveraging $4 million in housing investment
Free tax preparation services have assisted over 1,000 clients, retaining more than $1 million of refunds in the Greater
Cleveland economy
The Land Trust portfolio has been expanded to include nine rental units and five additional properties to ensure
affordable single family housing

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NHSGC Best Practices
NHSGCs most effective practices for reaching its key publics include:
NHSGC uses its Facebook page primarily to communicate with its partners and supporters. The page has 2,910
likes and 333 views. On average, NHSGC posts three or more times a week.
NHSGC is very active on Twitter and uses it to communicate primarily with its partners and supporters. The
account has 1,001 followers and tweets several times a day about events, updates, and housing news in Cleveland.
NHSGC relies heavily on word of mouth to reach its key publics about its existence and the programs and services it provides.
Collaborators
Other housing organizations do exist in the Greater Cleveland area, but NHSGC considers these organizations collaborators working toward a common cause, rather than competitors.
Cleveland Housing Network is one of the largest Community Resource Centers in the area. It has several of the
same types of programs that NHSGC has. All services are free.
Community Housing Solutions helps families buy and maintain houses in good neighborhoods. It has homebuyer
programs much like NHSGC. Services are free.
The Spanish-American Committee is a housing counseling site for Hispanic Americans. It teaches English, GED
classes, family support classes, and housing counseling.
Home Repair Resource Center is focused on maintaining homes. It believes that sustained homes will improve
the neighborhoods.
The NID Housing Counseling Agency wants to improve the standard of living in cities across the U.S. It offers
homebuyer education programs and other housing programs and provides homeless and shelter services.

Five Components of Home

Economy
Affordable housing gives people of all income levels the opportunity to buy a home. In return, by buying an affordable
home, people have more to spend and support the economy. The primary goal of affordable housing is to lower the
monthly housing costs for low- and moderate-income families.
According to the Center for Housing Policy, the development of affordable housing increases spending and employment
in the surrounding economy, acts as an important source of revenue for local governments, and reduces the likelihood of
foreclosure and its associated costs. Affordable housing programs promote homeownership and neighborhood stability.

Quick Facts
The National Association of Home Buyers estimates that building 100 new low-income housing tax credit units
for families can lead to the creation of 80 jobs in construction.
An estimated additional 93 cents of every dollar of economic activity in the local market is generated from public
housing expenditures, according to the Center for Housing Policy.
From 2006 to 2008, an investment of $260.1 million in affordable housing leveraged roughly $470 million in
additional public and private funds and resulted in nearly $1.4 billion in direct, indirect and induced economic activity. This level of activity generated roughly $62.5 million in state and local tax revenue, according to the Center
for Housing Policy.
According to the U.S. Census Bureau, Cleveland lost just about half its population between 1970 and 2013, sinking from 10th to 45th on the list of largest U.S. cities.

Foreclosure

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Foreclosure is the process of taking possession of a mortgaged property as a result of the mortgagors failure to
keep up with mortgage payments on a home. When foreclosures occur, local governments are forced to absorb
direct costs that accompany any home, including costs for boarding the property and coordinating trash removal,
court and legal expenses, increased police and social services for the affected neighborhoods, and potential demolition of distressed properties.
Affordable housing programs reduce the chance of foreclosure, which, in turn, can eliminate foreclosure-related
costs for municipalities. Foreclosures exert downward pressure on home prices and worsen problems in the housing market and the broader economy.
One home foreclosure lowers the price of nearby homes by .9 percent on average, according to the Center for
Housing Policy. This negative impact is cumulative, which means each additional foreclosure on the block lowers
values an additional .9 percent.
Cuyahoga County recorded the nations highest foreclosure rate in 2007, according to The Plain Dealer.

Five Components of Home

Public Safety
According to recent studies, homelessness and a lack of affordable housing have shown a negative impact on public safety
for both homeless and non-homeless citizens. Several studies conducted by organizations for the homeless, including the
Northeast Ohio Coalition for the Homeless (NEOCH), have also shown that a lack of public safety can cause homelessness.
Citizens without homes can negatively impact the overall public safety of a community. NEOCH conducted a survey
of 200 residents at the Lakeside Mens Shelter in Cleveland in July 2014. The residents said the number one reason that
prevented them from finding housing was having a criminal background.
The homeless have been targeted in the past by laws that make it illegal to beg or remain in a public area after certain
hours, to jaywalk, or share food. A report from the National Law Center for Homeless and Poverty from 2009 on the
criminalization of homelessness in U.S. cities showed that while these laws were created to increase public safety, they have
an adverse effect on the ability of the homeless to find stability. Cleveland has implemented several municipal laws that
negatively affect the homeless. It is important that the homeless know these laws so they can avoid a criminal record; otherwise, it is possible that they could be prevented from finding housing.
Crime can also be a cause of homelessness. Domestic violence is one of these common causes for women and children.
The National Network to End Domestic Violence reported that 63 percent of homeless adult women have experienced
domestic violence at some point in their lives. The NEOCH provides information on its website that suggests that escaping
domestic violence and having nowhere to go is a frequent cause of homelessness. People who do not understand the many
causes of homelessness can commit hate crimes against homeless people, meaning homelessness is a safety risk in itself.
Overall, public safety and homelessness are strongly linked. Their inverse relationship means the smaller the homeless population is, the safer a community will be. By decreasing homelessness with affordable housing, a community can increase
its overall quality of life.

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Five Components of Home
Health
In 2013, Rohe and Linblad found three different types of housing environments: the physical environment, the social
environment, and the service environment. Each effects health in a different way.
The physical environment has the most obvious effects on the residents of the community. Many factors are taken into
account when discussing the physical environments affect on health including: access to grocery stores or supermarkets,
fast food and liquor stores, safe exercise areas, traffic, and the quality of the home.
Low-income neighborhoods will often not have a full-service grocery store or supermarket with fresh produce, whole
grains, dairy products, and healthier options. Rather, there are smaller convenience stores that tend to sell refined grains,
added sugars, and fats. A study done by the National Housing Institute has shown residents of neighborhoods with access
to supermarkets usually have healthier diets and are less likely to suffer from obesity. Studies have shown living closer to a
supermarket or a full-service grocery store is linked to lower obesity rates, and living near small convenience stores is linked
to higher obesity rates.
Another factor contributing to obesity in neighborhoods is the lack of safe recreational facilities, parks and green spaces,
bike trails, and playground equipment. Those available are often covered in litter or are in areas with high crime rates.
Children in low-income neighborhoods are less likely to participate in organized sports, physical education classes, and are
less likely to have recess in school.
Additional physical factors that are detrimental to residents health can be found in individual homes. Lead paint, pests,
and mold are all proven to have negative effects on health. All three of which can be found in older homes often in low-income neighborhoods.
The social environment deals with the relationships between residents. When there is no trust among neighbors, people
tend to look out for themselves and little progress is made as a community. Informal social controls in close-knit communities keep crime rates down because people are more likely to look out for one another. Children who also have more than
one adult presence in their lives to model themselves after are less likely to have drug or alcohol addiction, depression, or
anxiety.
The service environment encompassess the programs provided to the residents. This includes schools, transportation,
healthcare, and employment opportunities. Neighborhoods with better school districts usually have higher graduation
rates and enroll in higher education. Public transportation also gives residents more opportunity regarding where they
can work and what jobs they can have. Employment opportunities gives residents the chance to increase their standard of
living for themselves and their families.

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Five Components of Home
Individual Success
Research suggests an individuals success at work and school can be attributed to ones home life and homeownership. An
unstable home environment has a negative effect on an individuals ability to perform successfully.
Results from PwCs 2013 National Employee Financial Wellness Survey revealed many employees are still feeling the effects of the recent economic downturn. As a result, employees performance in the workplace is suffering. According to the
Center for Housing Policy, stable, affordable housing may reduce the frequency of unwanted moves that lead children to
experience disruptions in home life or educational instruction. Some affordable housing strategies may help families move
to communities with stronger school systems or ones supportive of education. To grow up emotionally healthy, children
under three need strong, safe, predictable, and stable environments.
According to Realtors.org, homeownership allows households to accumulate wealth and social status, and is the basis for a
number of positive social, economic, family, and civic outcomes. Homeownership boosts the educational performance of
children, induces higher participation, improves health care outcomes, lowers crime rates, and lessens welfare dependency.
The home environment provides the foundation for learning and is an element of the students life that can affect grades.
Housing instability is very daunting for groups who are hit with the challenge of foreclosure. The effects of housing
instability can take an emotional, physical, and mental toll on those faced with the hardship. Research suggests the stability
homeownership brings can have positive effects on school success and social behavior. Those who own homes and enjoy a
healthy home environment experience less stress at work then those who do not. Home stability plays a major role in ones
success in their future, especially children. Being raised in a stable home will be projected through their performance in an
educational setting or in the workplace.

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Five Components of Home
Education
Research conducted by the Center for Housing Policy and the WhatWorks Collaborative supports the fact that stable,
affordable housing has a positive impact on providing children with enhanced opportunities for educational success, especially those from low-income families. Homeless children face several educational setbacks, including difficulties accessing
public schools and Head Start programs. Because of these difficulties, homeless children are more likely to drop out of
school, repeat a grade, obtain lower test scores, and/or suffer from learning/behavioral problems, according to the National Law Center on Homelessness and Poverty.
Although test scores have risen across the board nationally in recent years, low-income children still lag behind their
wealthier classmates. Test scores for low-income students were nine to 12 percent lower on average than students from
higher income families, according to the WhatWorks Collaborative. Even though the dropout rate for students from
low-income families has fallen slightly over the past decade, it is still four times greater than the dropout rate for students
from upper-income families.
Many factors affect school outcomes among low-income children, including mobility, overcrowding, parental involvement,
and school quality. The following are concepts believed to support the positive contribution of affordable housing on education:
The Center for Housing Policys research suggests frequently moving homes appears to have a negative impact on
educational achievement. However, moving to a better school system or safer communities may have a positive impact
on education. Housing assistance programs are designed to help families access affordable developments, usually in
neighborhoods with strong school systems. Children with families involved in these types of programs are less likely
to miss school than other low-income children. Residential stability can lead to an uninterrupted school year, avoid
disruptions at home caused by an unplanned move, and lead to fewer school changes that leave children behind academically.
A national study, Panel Study of Income Dynamics, found children living in overcrowded housing complete two fewer
years of education that those living in a stable household. Crowded living conditions can many times be associated
with loud, chaotic environments that can interfere with childrens studying. Overcrowding also can leave children without a place to sit down to complete their homework.
Affordable housing may facilitate greater parental involvement in their childrens education by reducing parental stress
and the need to hold multiple jobs, according to the Center for Housing Policy.

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SEO Optimization

The Bateman Gold Team used Google Adwords Keyword Planner to determine what words people search for related
to NHSGC and Home Matters. The best keywords are those with a high amount of average monthly searches and a
medium to low amount of competition for those words.
The following words and phrases can drive traffic to the Neighborhood Housing Services website and social media accounts if positioned correctly.
Keyword
Home affordable refinance program
Making homes affordable
Making homes affordable program
First time home owner
Home ownership program
Make home affordable

Average Monthly Searches

5,400
1,600
880
720
590
480

Competition
High
Medium
Medium
Medium
Meduim
Low

Social Media Presence

Neighborhood Housing Services of Greater Cleveland

NHSGC is currently active on two different social media accounts but is mainly active on Twitter. The following explains
NHSGCs use of its accounts.

The NHSGC Facebook page had 2,615 likes as of Jan. 11, 2015.
The page regularly posts original content to engage users. The content usually consist of upcoming events, links to other resources, and stories. NHSGC comments are usually positive or
pose questions.

NHSGCs Twitter account had 897 followers and was following 289 people as of Jan. 11, 2015.
Tweets usually consist of content copied from its Facebook page.
The page mostly retweets relevant information on housing-focused issues and trends. NHSGC
usually responds to its audiences tweets with direct answer or by directing them to relevant
sources.

Home Matters
Home Matters is currently active on two different social media accounts but is mainly active on Facebook. The following
explains Home Matters use of its accounts.

As of Jan.11, 2015, Home Matters had 1,194 Facebook.

The page actively posts original content and links from other sources. Content consists of
personal stories from people on housing issues and their own experiences, informative posts on
housing, and news articles that discuss housing topics.

As of Jan. 11, 2015, Home Matters Twitter page had 1,197 followers.
The content consists of copied statuses from its Facebook page and links to other sources. The
page mostly retweets mentions from partnering organizations, such as NHSGC.

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Cleveland Demographics

2010 U.S. census population

(rank) of Cleveland, Ohio:
2010 population: 296,815
Population, 2013 estimate:
390,113
Gender:
Male: 190,285 (48%)
Female: 206,530 (52%)
Race:
White: 147,929 (37.3%)
Black: 211,672 (53.3%)
American Indian and Alaska
Native: 1,340 (.3%)
Asian: 7,327 (1.8%)
Other race: 17,502 (3.4%)
Two or more races: 10,925 (2.8%)
Hispanic/Latino: 39,534 (7.3%)
Foreign born persons, 2009-13:
4.6%
Age:
2010 population 18 and over:
299,158
65 & over: 47,496 (12%)
Median age: 35
Economic Status:
Unemployed: 17,600 (9.6%)
Per capita personal income:
$16,992
Median household income:
$26,217
Persons below poverty level:
34.5%
Education:
High school graduate or higher
(age 25+): 77.4%
Bachelors degree or higher (age
25+): 14.9%
Living Situations:
Housing units: 207,536
Homeownership rate: 44.9%
Housing units in multi-unit structures: 45.9%
Median value of owner-occupied
housing units: $76,700
Households: 166,847
Living in same house 1 year &
over (2009-13): 80%
Persons per household: 2

Ohio Demographics (2013)

Population 2013: 11,570,808

Race:
White: 80.5%
Black or African American:
12.5%
American Indian and Alaska
Native: 0.3%
Asian: 1.9%
Foreign born persons, percent,
2009-2013: 4.0%
Living Situation:
Housing units 2013: 5,123,997
Homeownership rate, 2009-2013:
67.5%
Median household income, 20092013: $48,308
Persons below poverty level, percent, 2009-2013: 15.8%
Persons per household, 20092013: 2.47
Living in same house 1 year &
over, percent, 2009-2013: 85.5%
Homeownership rate, 2009-2013
67.5%
Living in same house 1 year &
over, percent, 2009-2013: 85.5%
Home foreclosure rate: 4.87%
Education:
High school graduate or higher,
percent of persons age 25+, 20092013: 88.5%
Bachelors degree or higher, percent of persons age 25+, 20092013: 25.2%
Economic Status:
Poverty rate: 16%
Extreme poverty rate: 7.5%
Unemployment rate: 7.4%
Food insecurity: 16%
Low-income families that work:
31.8%
Percent of jobs that are low-wage:
23.8%
Percent of individuals who are
uninsured: 14%

United States Demographics

Population 2013: 316,128, 839

Race:
White: 77.7%
Black: 13.2%
American Indian and Alaska
Native: 1.2%
Asian: 5.3%
Other race: 2.4%
Two or more races: 17.1%
Hispanic/Latino: 62.6%
Foreign born persons, 2009-13:
20.7%
Living Situation/Economic
Status:
Homeownership rate 2009-2013:
64.9 %
Median household income, 20092013: $53, 046
Persons below poverty level 20092013: 15.4%

Kent State University

Enrollment Fall 2014

Undergraduate student rate:

23,328
Graduate student rate: 6,149
Undergraduate students from
Ohio
Male: 7,647
Females: 11,275
Total: 18,922
Graduate students from Ohio
Male: 8,899
Female: 14,023
Total: 22,921
Kent State Students from the
Greater Cleveland area: 78%

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Media Contacts
The Kent Stater/KentWired.com
Rationale: The Kent Stater and KentWired.com are the primary student news publications at Kent State University. The
Kent Stater is published Mondays, Wednesdays, and Thursdays during the Spring 2015 semester.
Editor-in-chief: Matt Merchant
Email: mmercha1@kent.edu
WKYC Cleveland
Rationale: WKYC is one of Clevelands top-rated news sources. Lynna Lai has covered stories regarding tax season
before.
Reporter: Lynna Lai
Email: Lynnalai@wkyc.com
The Cleveland Plain Dealer
Rationale: The Cleveland Plain Dealer is one of Clevelands top printed news sources. It has featured several stories
regarding NHSGC before.
Editor-in-chief: George Rodrigue
Email: grodrigue@plaind.com
Sun News
Rationale: Sun News is one of the largest chains of weekly newspapers in the United States. It is published each Thursday.
Sun News serves 47 Greater Cleveland area communities.
Email: newsdesk@cleveland.com
Crains Cleveland Business
Rationale: Crains Cleveland Business is a leading publisher of business news in Northeast Ohio. Crains has previously
featured stories on NHSGC Executive Director, Lou Tisler and NHSGC programing.
Editor-in-chief: Elizabeth McIntrye
Email: emcintyre@crain.com

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Works Cited
Center for Housing Policy. N.p., n.d. Web. 12 Jan. 2015.
CHART: Heres How Much Money You Need to Earn to Buy a Home in Cleveland. Cleveland Scene. N.p., n.d. Web.
11 Jan. 2015.
Cleveland Housing Network. Cleveland Housing Network. N.p., n.d. Web. 12 Jan. 2015.
Cleveland, Ohio. Infoplease. Infoplease, n.d. Web. 11 Jan. 2015.
Consumer Law Center. Homeownership Programs in Cleveland & Northeast Ohio. N.p., n.d. Web. 13 Jan. 2015.
Conley, Dalton. 2001. A Room with a View or a Room of Ones Own? Housing and Social Stratification.Sociological
Forum 16(2): 263-280.
Cubbin, Catherine, Veronica Pedregon, Susan Egerter, and Paula Braveman. Where We Live Matters for Our Health:
Neighborhoods and Health.Commission to Build a Healthier America (2008): n. pag. Robert Wood Johnson Foundation.
Web.
Cunningham, Mary. Housing as a Platform for Improving Education Outcomes among Low-Income Children (2012): n.
pag. What Works Collaborative. Web. 03 Jan. 2015.
Cutts, Diana Becker, Alan F. Meyers, Maureen M. Black, Patrick H. Casey, Mariana Chilton, John T. Cook, Joni Geppert, Stephanie Ettinger De Cuba, Timothy Heeren, Sharon Coleman, Ruth Rose-Jacobs, and Deborah A. Frank. US
Housing Insecurity and the Health of Very Young Children. American Journal of Public Health 101.8 (2011): 1508-514.
Childrens Health Watch. Aug. 2008. Web.
Domestic Violence and Homelessness. National Coalition for the Homeless. National Coalition for the Homeless, 2012.
Web. 09 Jan. 2015.
Domestic Violence In Ohio. Information Blog - NEOCH. Northeast Ohio Coalition for the Homeless, n.d. Web. 11
Jan. 2015.
Ellis, Kate, and Guettler, Ellen. A Better Life - Creating the American Dream. American RadioWorks. American Public
Media, 2009. Web. 11 Jan. 2015.
Facts about Mold and Dampness. Centers for Disease Control and Prevention. Centers for Disease Control and Prevention, 17 June 2014. Web. 13 Jan. 2015.
Flournoy, Rebecca. Healthy Foods, Strong Communities. National Housing Institute. National Housing Institute, Sept.
2006. Web. 25 Jan. 2015.
Funders Network. N.p., 2006. Web. 12 Jan. 2015.
Hague S., Wardrip, K., and Williams, L. INSIGHT. Socialist Lawyer No. 27.LAW AND DEMOCRACY (1996): 4.
Jan. 2011. Web.
Hague, S., Wardrip, K., and Willams, L. The Role of Affordable Housing in Creating Jobs and Stimulating Local

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Economic Development: A Review of the Literature (n.d.): n. pag. Nhc.org. Jan. 2011. Web.
Hate Crimes and Violence against People Experiencing Homelessness.National Coalition for the Homeless. National
Coalition for the Homeless, Jan. 2012. Web. 11 Jan. 2015.
Henry, Meghan, Dr. Alvaro Cortes, and Sean Morris. The 2013 Annual Homeless Assessment Report (AHAR) to Congress. U.S. Department of Housing and Urban Development (2013): n. pag. Print.
Home Matters Fact Sheet. Home Matters Fact Sheet 1. pag. Home Matters. Home Matters America, 2013. Web. 11
Jan. 2015.
Home Matters | Home Is Where It All Starts. Home Matters. N.p., n.d. Web. 11 Jan. 2015.
Homes Not Handcuffs: The Criminalization of Homelessness in U.S. Cities. Rep. N.p.: National Coalition for the Homeless, 2009. Print.
Home Repair Resource Center. Home Repair Resource Center. N.p., n.d. Web. 11 Jan. 2015
INSIGHT. The Future of Children. Princeton Bookings. Web. 1 Jan. 2015.
Joint Center for Housing Studies of Harvard University. N.p., Oct. 2001. Web. 12
Jan. 2015.
Jozefowicz-Simbeni, Debra M.H. and Nathaniel Israel. 2006. Services to Homeless Students and
Families: The McKinney-Vento Act and Its Implications for School Social Work Practice. Children & Schools 28(1): 3744. Ernst, Greg and Maria Foscarinis. November/December 1995. Education of Homeless Children: Barriers, Remedies,
and Litigation Strategies. Clearinghouse Review, 754-759; National Law Center on Homelessness and Poverty. 2000.
Separate and Unequal: A Report on Educational Barriers for Homeless Children and Youth. Washington, D.C.: Author.
Know Your Legal Rights. Northeast Ohio Coalition for the Homeless. Northeast Ohio Coalition for the Homeless,
2012. Web. 11 Jan. 2015.
Larkin, Brent. What Population Loss Is Costing Cleveland -- and Why It Matters: Brent Larkin. Cleveland.com. Northeast Ohio Media Group, 19 June 2014. Web. 15 Mar. 2015.
NID Housing Counseling Agency. NID Online. N.p., n.d. Web. 12 Jan. 2015.
Social Benefits of Homeownership and Stable Housing (2012): n. pag. National Association of Realtors. Web. 1 Jan. 2015.
Spanish American Committee. Spanish American Committee. N.p., n.d. Web. 12 Jan. 2015.
Spotlight on Poverty and Opportunity. N.p., n.d. Web. 12 Jan. 2015.
Substance Abuse and Homelessness. National Coalition for the Homeless. National
Coalition for the Homeless, July 2009. Web. 11 Jan. 2015.
The Future of Children. The Future of Children. Princeton - Brookings, n.d. Web. 11 Jan. 2015.
The Impact of Affordable Housing on Communities and Households. Minnesota Housing Agency, n.d. Web. 13 Jan.
2015.

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THE POSITIVE IMPACTS OF AFFORDABLE HOUSING ON EDUCATION:. A Research Summary (2012): n.
pag. National Housing Conference. Center for Housing Policy. Web. 02 Jan. 2015.
United States Census Bureau. Cleveland (city) QuickFacts from the US Census Bureau. N.p., n.d. Web. 11 Jan. 2015.
Vandivere, Sharon, Elizabeth C. Hair, Christina Theokas, Kevin Cleveland, Michelle McNamara, and Astrid Atienza.
How Housing Affects Child Well-Being. How Housing Affects Child Well-Being (2006): n. pag. Funders Network. Web.
1 Jan. 2015
What Are the Effects of the Home Environment on Learning? Live Strong. 12 Mar. 2014. Web. 11 Jan. 2015.
Why Low-Income and Food Insecure People Are Vulnerable to Overweight and Obesity. Food Research Action Center.
N.p., n.d. Web. 12 Jan. 2015.

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Additional Primary Research
Key Findings
Primary research conducted by the Kent State University Bateman Gold Team produced the following results:
Tony Brancatelli, a member of the Cleveland City Council, said that it is important to draw more people to live in
Cleveland in order to recover from the housing crisis. Currently, there are not enough people to fill the homes that
exist or the jobs that are necessary to improve the citys economy.
Lou Tisler and Alexandra Bodie said that reaching millennials is important for NHSGC to continue its first time
homebuyer education programs. Information gathered through the online surveys showed that most millennials are
interested in one day owning a home, but they do not have much knowledge on how to do so.
NHSGC needs to improve its communication with its key publics. It currently relies on word-of-mouth communication to reach potential clients and social media and email to reach its supporters. Focus group participants said they
were interested in using NHS services but had never heard of the organization before the focus group.
According to interviews with Tony Brancatelli, Lou Tisler, and focus groups, the biggest problem that potential
homebuyers have is a lack of knowledge about the basics of buying and maintaining a home. Brancatelli and focus
group participants said that it would be a good idea to make homebuyer education classes mandatory for all potential
homebuyers. Tisler also said that some people avoid buying a home because of their fear and lack of knowledge.

Primary Research Report

Expert Interviews

Gwen Kwee, Loan Officer at American Mortgage Service Co., Hudson, Ohio
The most common reason that people are unable to buy a house is that they are unable to get approved for a loan due
to poor credit.
There is no certain age group that most commonly has problems; Kwee serves clients in all age ranges.
It takes a minimum of three months to build credit. Some people take much longer because their credit was so bad to
begin with.
To build good credit, Kwee suggests obtaining two small credit cards, using one to purchase a good like gasoline and
the other to make payments on student loans or other recurring payments. For this to work, all payments must be
made on time.
Lou Tisler, Executive Director of Neighborhood Housing Services of Greater Cleveland, Inc.
The average NHSGC user is an African American female who is the head of her household, around 34 years
old, with two kids.
The biggest gap in peoples knowledge about affordable housing is the work that it will take after the home is
purchased - maintenance, mowing the lawn, etc.
People are afraid of not being able to get a loan and sometimes wont even try because of their lack of knowledge.
People learn about NHSGC and its services mostly through word-of-mouth. Ran a TV ad and a magazine
ad that didnt produce much results. Also rely on lenders and realtors to spread the word, but many do not for
fear of losing a client.
Alexandra Bodie, Communications Manager for Neighborhood Housing Services of Greater
Cleveland
Home Matters is heavily promoted through social media.
Millennials are the largest group of people using social media and are focused on things that matter to them,
including the idea of home.

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The whole movement works because people do care about what Home Matters is trying to accomplish;
therefore, they back it up.
Millennials are an effective audience to target concerning the housing crisis and Home Matters.
Neighborhood Housing Services of Greater Cleveland offer various programs for people of all ages and
circumstances to help educate them through all aspects of home buying.
NHS of Greater Cleveland focuses on educating and counseling its clients and surrounding community.
NHS of Greater Cleveland provides service to all of Northeastern Ohio. There are five different counties.
Within those counties, there are all kinds of income levels, and NHSGC caters to all income levels.
Most of NHSGCs programs do focus on low- to moderate-income families.
NHSGC tries to stay in line with Home Matters.

Anthony Brancatelli, Cleveland City Council Ward 12, Democrat

Cuyahoga County had the highest foreclosure rate in the United States in 2007. At least two houses a day
were being foreclosed.
Clevelands infrastructure wasnt able to absorb the impact of the market crash. Cities like New York and
Boston had enough of a diverse workforce that they could fill empty houses. Cleveland is an old industrial
city. The housing stock was not meant to last 100 years. The city was filled with dysfunctional housing, so
people did not want to move into them.
Consequently, many residents of Cleveland own houses worth only $40,000-50,000, but they have mortgages
almost three times that much. The city cannot build housing stock fast enough to attract people. The city of
Cleveland lost over $1 billion in revenue from the crash. There are now over 10,000 condemned structures
with a $100,000,000 pricetag.
Cleveland is aggressively pushing demolition. Abandoned houses only decrease in market value as they sit on
lots. Several proactive programs have been established to recycle Cleveland housing stock and rebuild homes.
Various law enforcement acts and housing committees have been implemented in Cleveland to help with the
housing crisis:
The Disclosure Act: for every real estate transaction, all parties involved need to be disclosed for
legal purposes. This act ensured that people were not making up fake companies.
Rental Registration Clause: if buying or renting a house, all parties involved must have complete
disclosure.
County Land Bank: formed two years ago, the land bank focuses on aggressively taking in real
estate to put houses back on the market at a cheaper price. The County Land Bank has repurposed
over 1,000 houses. Also, it continually works with NHSGC to help with the housing crisis and housing market.
Slavic Village Recovery: focuses on adding and rebuilding houses in the Cleveland area. Also,
demolishing houses that are no longer livable. This recovery aims to provide affordable housing for
low-to moderate income families. The recovery program plans to provide 200 new houses.
There is a need to show residents the advantages of living in Cleveland, especially the younger demographics.
Cleveland needs to promote how living in the city is near education, transportation, and affordable housing
to increase homeownership.

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Online Surveys

Survey 1
A total of 82 people in the Greater Cleveland area responded to an online general awareness benchmark survey conducted by the Bateman Gold Team. The following are the results of this survey:
Participants varied in age, gender, and race. Seventy-eight percent of participants were female and 80 percent of participants were 18 to 25 years old.
Only 12 participants were current homeowners, but 72 people said that they wanted to own a home in the future. Seventeen people rent a home, 33 people rent an apartment, two people own an apartment, 15 people live in student housing,
and two people still live with their parents.
A total of 34 participants knew their credit score. Seventy-nine people said that they believe their credit score affects their
ability to get a loan, and 33 people did not know there were methods of building credit other than using a credit card.
Most of the respondents, 68 total, had never heard of Home Matters. Those who had not heard of Home Matters
usually said that they guessed the organization helped people to purchase a home. Sixty people said they had never heard
of NHSGC. Of those who had heard of NHSGC, five said they heard through word-of-mouth, and six said they learned
about it through their job.
Although 27 people said there is a large homeless population in their hometowns, 46 people said that many people in their
hometowns are affected by poverty.
Survey 2
A total of 122 millennials responded to a second online survey that benchmarked interest in moving to the Greater Cleveland area after graduation. The following are the results of that survey:
All participants were within the ages 18 to 25. Eighty-seven percent of respondents were originally from Northeastern
Ohio, and 85 percent were specifically from Cuyahoga County.
Fifty-seven percent of participants said they were not planning on moving back to their hometown after graduation. However, 71 percent said that they enjoyed living in Northeastern Ohio, and 55 percent said that they had considered moving
to the Greater Cleveland area.
Those who said that they would not move back to their hometowns cited bad neighborhoods, wanting a fresh start, or
seeking better weather as their reasons. Of the 27 respondents who said they wanted to live in their hometowns, 18 said
that they would only consider living somewhere different if they were offered a better job opportunity.
According to 48 percent of respondents, the most important factor when choosing a place to live is the cost of living. The
second most important factor is that there are sources of entertainment nearby, according to 33 percent of respondents.
The cost of living was also the reason most respondents said they liked living in Northeastern Ohio and why they would
consider moving to Greater Cleveland. Fifty percent of respondents said that they would want to live somewhere else
because of the weather.
A total of 41 percent of respondents said that they would one day like to own a house.

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Survey 3
The Bateman Gold Team sent out an evaluation survey to all millennial emails collected during the campaign on
March 2, 2015. A total of 130 millennials responded. The following are the results of that survey:
Seventy-four percent of respondents said they would consider living in the Greater Cleveland area. Most said this
was because of loyalty to their city or that they enjoyed the atmosphere in Cleveland.
The Bateman Gold Team distributed hot cards during the month of February that listed Cleveland events. Thirty
percent of respondents said they had attended an event in Cleveland in February, and four percent said they had
attended an event that was listed on the hot card.
There was a large increase in the number of millennials who knew about NHSGC and its services. Twenty-five
percent of respondents had heard about the organization. Of those respondents, 60 percent had heard about
NHSGC from the Bateman Gold Team and 40 percent heard about it through social media.
However, when asked to describe NHSGCs services, millennials were unable to accurately identify what the
organization did. Only 30 percent of respondents said that the organization helped people attain and maintain
homes.
Twenty percent of respondents had heard of Home Matters, and of those, 73 percent had heard about it
through social media. However, when asked to summarize what Home Matters does, millennials were only
vaguely aware that it had to do with housing.

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Demographics of NHSGC Clients
Years Active: 2010 to 2014
Males: 2,168
Females: 3,279
Race Distribution:

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Focus Groups

The Bateman Gold Team conducted three focus groups on January 24, 26, and 28, 2015.
The first two focus groups were conducted with residents of Greater Cleveland ages 27 to 57. Data collected at
these focus groups revealed a majority of residents did not know what Home Matters or NHSGC is. Residents
were aware of issues affecting housing but not the severity of those issues.
Focus Group gender distribution:
25 percent male
75 percent female
Greater Cleveland gender distribution:
48 percent male
52 percent female
Race distribution:
Three caucasian females
Four African American females
One caucasian male
Average yearly income:
$32,125
Current housing situation:
50 percent rent a home
50 percent own a home
According to focus group research, Cleveland residents associate the following words with home.

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Cleveland residents expressed their concern with the citys current housing situation. One focus group participant
went as far as saying people are leaving in droves. It has always been like this. Other residents expressed how
more people are moving to the revitalized downtown area. Focus group participants believe people are leaving
Cleveland because they are either losing their jobs or looking for new jobs, are affected by poverty, or are leaving
as a result of the population decline in recent years.
When asked if they believe housing issues affect education, health, public safety, economy, and personal success,
Cleveland residents made the following connections between housing and each of the five components of home:
Education affects the ability to get a job and become financially stable. It also affects social upward mobility.
Many residents suggested to include financial classes to curricula in public school systems.
Health is affected by poor housing conditions. People might not be able to afford health care because of a
house or vice versa. Also, health problems could be a factor to consider when discussing debt.
Public safety is affected by areas with high crime. Residents expressed the need for community members who
look out for one another.
Economy is better off when there is good housing that helps create a workforce.
Personal success is affected by personal housing situations because people tend to become a product of ones
environment. Some focus group participants revealed how they grew up in bad areas but were able to make it
out. All participants agreed personal success starts at home and depends on what values are learned.
Concerning housing issues associated with Cleveland, participants would like to see more legal policy. Participants
suggested first time homebuyers should be required to take a class or have a consultation before buying their first
home. One participant also expressed the need to raise more awareness among people that organizations such as
NHSGC and Home Matters exist.
Although most focus group participants were not aware of NHSGC or Home Matters, all participants said they
would be open to using its programs and services once both organizations were explained. One woman had had
a very good experience with NHSGC. She said it was helpful and knowledgeable.
A majority of focus group participants said they pay most attention to television news, social media, and radio.
Participants said if something features a goal that looks attainable they would pay attention to it. Also, participants said they tend to react to advertisements including, flyers, and posters that appeal to something they are
already seeking, or something that is featuring someone that they can associate themselves with. Due to the age of
focus group participants, most said they pay most attention to more traditional forms of media.
MIllennial Focus Group
The Bateman Gold Team conducted a focus group with
Gender Distribution:
millennials ages 19 to 21 from Northeastern Ohio on January 28.
The focus group data indicated that most millennials were open to the idea of
moving to Cleveland but had not considered it before. The millennials also had
never heard of Home Matters or NHSGC.
Focus Group gender distribution:
43 percent male
57 percent female
Kent State gender distribution:
41 percent male
59 percent female

43 percent male (red)

57 percent female (blue)

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Race distribution:
Three caucasian males
Four caucasian females
Childhood housing situation:
All came from parents who owned a home
Kent State students associate the following words with home:

Being in college and living with multiple roommates, Kent State students described their current housing situation as fun, crazy, disorganized, and convenient. However, when asked about their ideal housing situation after
graduation, a majority of students described it as a relaxing, warm environment either by the water or in a penthouse.
Students expressed their concern with issues affecting Clevelands current housing crisis. When asked about current housing issues in Cleveland, students described it as an overabundance of homeless and lots of foreclosures and vacant homes. These students were then asked why they believe people have left Cleveland in the last
decade. They stated they thought it was because it is hard to find a stable job there, its boring, no one wants
to come for the sports, people have lost their jobs and have had to move, and historical homes have not been
maintained and are no longer viable.
A majority of focus group participants associate the following words with Cleveland: dirty, improving, messy,
more pristine comparatively, and an emotionally connected city.

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When asked if they believe housing issues affect education, health, public safety, economy and individual success,
students made the following comments:
Education: Children are a product of their environment. From a childs standpoint, if they dont have a home or
a steady school life, there is no place to study and no motivation to succeed.
Health: For example, my roommate has bad breathing/heart issues and she had to move out of dorm room
because it was so dirty. People with poor health need a clean environment.
Public Safety: Participants said that they believed people who live in bad neighborhoods with a large homeless
population tend to feel unsafe. They also said that people who live in the middle of nowhere have a hard time
accessing resources. Respondants also said homelessness can lead to more crime and the spread of disease.
Economy: Focus group participants said they thought overpopulation in cities may be causing people to buy
cheaper houses rather than investing in a nicer home, leading to depreciation. Homeowners who do not pay rent
are also more likely to spend money that flows back into the economy.
Individual Success: Participants said that children with richer parents likely have access to better education and
other resources. One also said, If you grew up in good school district with good teachers, youre going to be
better than if you had teachers that didnt care.
Millennials said that the media they paid most attention to were social media, followed by broadcast media. They
also said that they preferred content with more images and large font. Millennials suggested posting flyers in bus
stops to draw the attention of a waiting audience.

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Online Survey 1 Questions:
1. Do you currently own a home?
2. If no, what is your current housing situation?
3. Would you like to buy a home in the future?
4. Do you know your credit score?
5. Did you know that your credit score affects whether or not you can get a mortgage loan?
6. Did you know there are alternative methods of building credit than a credit card?
7. Have you ever heard of an organization called Home Matters? (logic question, will skip ahead to question 10
if answer is NO)
8. How did you hear about Home Matters?
9. Would you ever use its services?
10. Who do you think usually uses its services?
11. Where are you from?
12. Is there a large homeless population in your hometown?
13. Are many people affected by poverty in your hometown?
14. What is your age?
15. What is your gender?
Online Survey 2 Questions:
1. Where are you originally from?
2. Do you plan on moving back to that area?
3. If yes, what would motivate you to change your mind?
4. If no, why do you want to live somewhere different?
5. Do you enjoy living in Northeastern Ohio?
6. If yes, why do you like it here?
7. If no, what dont you like about living here?
8. Have you ever considered moving to the Greater Cleveland area?
9. If yes, what attracts you to Cleveland?
10. If no, why wouldnt you live in Cleveland?
11. What are the most important features for you when choosing somewhere to live?
12. Of the above, excluding your first answer, what are the second most important features for you when choosing somewhere to live?
13. What would prevent you from living somewhere?
14. What type of housing would you most like to live in?
Online Survey 3 Questions:
1. Have you ever considered living in Cleveland?
2. Why would/wouldnt you live there?
3. Did you attend any events this month?
4. Did you attend any events that were listed on the card you received from the table in the student center?
5. Had you ever heard of NHS of Greater Cleveland?
6. How did you hear about it?
7. In one sentence, how would you describe what it does?
8. Have you heard of Home Matters?
9. How did you hear about it?
10. In one sentence, how would you describe what it does?

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Focus Group Questions for Cleveland Residents:
1. What does the word Home mean to you/ What are some words you associate with the word Home?
2. In one word can you describe your current housing status?
3. In one word can you describe your ideal housing situation?
4. Do you think housing issues affect education, health, public safety, the economy, or your own success?
5. What do you know about the current housing issues in Greater Cleveland?
6. Why do you think people leave Cleveland?
7. What do you know about legal policy in housing issues in Greater Cleveland?
8. What do you think about legal policy in housing issues in Greater Cleveland?
9. What do you think could be done to solve the housing issues in Greater Cleveland? What would you like to
see happen to positively change it?
10. Do you know what Home Matters is? If so, what is it? If not, what do you think it is?
11. Explain what Home Matters is. Would you ever be open to joining this movement? Why or why not?
12. How do you perceive housing non-profits?
13. Have you ever heard of Neighborhood Housing Services of Greater Cleveland? If not, what do you think of
when you hear it?
14. Have you ever used any services of NHSGC?
15. Explain what NHSGC is? Would you be open to using its programs and services? Why or why not?
16. How did you hear about NHSGC?
17. Do you think the American Dream has changed from the traditional definition?
18. Can you draw a picture of what you think the American Dream is?
19. How do you see the American Dream changing in future years?
20. What types of media do you pay attention to most? What do you look for on those platforms?
21. What would grab your attention to learn about housing issues in the media?
22. How much attention do you give to flyers/posters hanging up on public transportation stops and in public
buildings?

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Millennial Focus Group Questions:
1. What does home mean to you?
2. In one word, describe your current housing situation.
3. Do you currently have roommates?
4. In one word can you describe your ideal housing situation?
5. Do you think housing issues affect education, health, public safety, the economy, or your own success?
6. What do you know about the current housing issues in Greater Cleveland?
7. Why do you think people have left Cleveland within the last 10 years?
8. What are your perceptions of Cleveland?
9. Would you consider moving there?
10. What do you know about legal policy in housing issues in Greater Cleveland?
11. What do you think could be done to solve the housing issues in Greater Cleveland? What would you like to
see happen?
12. Have you ever heard of Home Matters?
13. What do you think it is?
14. Do you think you would be open to joining?
15. Have you ever heard of NHSGC?
16. What do you think it is?
17. Would you use its programs if you were interested in living in Cleveland and want to buy a house?
18. Do you think the American Dream has changed from its traditional definition?
19. Draw your American Dream.
20. Do you see the American Dream changing in the next 10 years?
21. What media do you pay attention to?
22. What do you look for on those platforms?
23. What tends to grab your attention?
24. What do you like to look at?
25. How would you market Home Matters?
26. Do you pay attention to flyers or posters?

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