Community HousingWorks: Media Relations

Challenge
Community HousingWorks (CHW) is a nationally recognized nonprofit that builds affordable apartment homes and provides onsite services and opportunities for residents living on low wages and fixed incomes to help them move up in the world.

Although CHW serves more than 8,000 children and adults, the company, like any large developer, occasionally runs into resistance from NIMBYs opposed to CHW’s plans.

The organization sought to raise its profile with decision makers, including elected leaders, reporters, potential donors and others.

Solution
CHW enlisted the help of MNM to share CHW’s success stories, including the stories of the people who live in their communities. MNM developed a communications strategy for CHW and worked with the organization’s team to implement it using a variety of tactics, including media relations, social media and targeted eblasts. The messaging targeted CHW board members, potential board members, industry leaders, elected officials, potential investors and, of course, the media.

Results
MNM helped build CHW's brand and support its significant growth across California. It also worked with the client to assuage NIMBYs.

​In a matter of months, MNM generated numerous story placements for CHW, including a profile of its CEO, in San Diego and in other markets where it builds or renovates apartment communities. The increased media coverage helped raise CHW’s profile with stakeholders. It also helped lay the foundation for a prestigious community award from KPBS, which recognized CHW Senior Vice President Anne Wilson as a “Community Hero” for her work on affordable housing. MNM wrote and submitted the nomination on behalf of CHW.