Ventura County Coastal Association of REALTORS®
OUR CHALLENGE.
Ventura County Coastal Association of REALTORS® (VCCAR) represents over 2,000 REALTORS® and advocates for consumer trust, housing security and community partnership in Ventura County, California. Ventura and Santa Paula are facing a housing crisis. At the root, these communities lack affordable housing. The association needed to listen to residents’ housing needs, provide resources to combat aggressive rent control and work with local policymakers to create solutions.
OUR SOLUTION.
Agency McKenna developed a communication strategy and awareness campaign to reach residents of Ventura and Santa Paula. The campaign informed residents of Senate Bill 567, an approved tenant protection bill, along with other housing programs and resources for consumers. VCFairHousing.org supports the conversation between community champions, local chambers of commerce (COCs), and city officials with property owners, managers and the residents they house. Highlighting the importance of resident rights, human dignity and commonsense solutions.
FOCUS GROUPS ON THE CAMPAIGN.
Agency McKenna invited residents of Ventura and Santa Paula to share real-life opinions about the current housing situation in their area. A diverse set of individuals participated in in-person focus groups. It was important to get input from local constituents to develop a campaign that’s intentional, fact-based and hits home.
HOUSING CAMPAIGN.
The goal? Be there for renters. Support community. Raise the bar for property owners. The housing campaign targeted local residents in Ventura and Santa Paula and embraced a friendly, approachable look and feel. We tested and refined the campaign to be supportive, accessible and everywhere. Building housing security and reassuring renters have rights.
MEMBER ACTIVATION.
To help spread the word, Ventura County Coastal Association of REALTORS® shared graphics and content with members. In addition to social media, the campaign used the association’s advocacy voice and platform to build awareness and inform the public. The ultimate objective was to re-build bridges that had broken down between residents and property owners. Through advocacy and action, REALTORS® are making a difference building trust and cooperation.
OUTDOOR BILLBOARD.
To build greater awareness with residents, the campaign called for something big. 1200 square feet big. The campaign ad runs on a local, digital freeway billboard in Ventura County. The billboard complements the social media, posters, palm cards, and in-person marketing rooted in community engagement to inform the public, creating a climate of positive change.
“Agency McKenna engaged our staff, task force and the public on this important advocacy campaign. The creative was tested by local consumers and elevated with their input. As a result, we have a seat at the public affairs table and are making inroads with both consumers and decision-makers. The campaign positions REALTORS® as collaborative partners making housing more affordable and accessible to community residents.”