The Office of the Deputy Mayor for Planning and Economic Development (DMPED) The Black Homeownership Marketing Campaign
DUE DATE: 2:00 PM Tuesday, March 21, 2023.
The Office of the Deputy Mayor for Planning and Economic Development (DMPED) is seeking an experienced firm specializing in communication, marketing, and content creation to develop a strategic advertising campaign to market the District’s homebuying programs to Black Washingtonians. The program’s goal is to help the target audience understand that homeownership is within reach and the District Government has tools to help residents achieve their homeownership goals.
This campaign will target native Black Washingtonians and Black residents who are currently renters and prospective homeowners and could benefit from the district’s homebuying programs. The advertising campaign will encourage the target audience to see themselves as potential homeowners in the District and promote Front Door DC and the Home Purchase Assistance Program (HPAP) as critical resources to assist residents in becoming homeowners.
SECTION C: SPECIFICATIONS/WORK STATEMENT
C.1 SCOPE:
The Office of the Deputy Mayor for Planning and Economic Development (DMPED) has a requirement for a highly qualified Contractor to execute a marketing campaign promoting Black Homeownership aimed at attracting current renters and perspective homebuyers in the District of Columbia. The advertisement campaign is part of Mayor Bowser’s goal to add 20,000 net new Black homeowners by 2030. The objectives are to raise awareness of the goal, work with the community to achieve it, promote the resources available at frontdoor.dc.gov, and reverse outmigration by targeting former residents who moved to neighboring counties, particularly Prince Georges.
C.2 DEFINITIONS
Campaign plan – is the formal written presentation of your research findings and program recommendations for strategy, tactics, and evaluation.
Creative advertising – This is an advertising practice that brings together a team of creative people to make ad campaigns that can creatively share the brand story to promote and prompt viewers to make the first steps toward homeownership.
Clipping service- track publications and/or broadcasts and provide evidence that public relations message has been used.
Eblast = mass emails (or email blasts) is the strategy of sending a single email to a large distribution list simultaneously
Front Door DC – a website that connects District residents to over 50 government resources to help residents achieve and maintain homeownership in the district. Learn more at Front Door for Your Home | Government of the District of Columbia (dc.gov) Homeownership Purchase Assistance Program
The Home Purchase Assistance (HPAP) program provides interest-free loans and closing cost assistance to qualified applicants to purchase single family houses, condominiums, or cooperative units in the district. The loan amount is based on a combination of factors, including income, household size, and the amount of assets that each applicant must commit toward a property’s purchase. The loan is subordinate to a private first trust mortgage.
Eligible applicants can receive a maximum of $202,000 in gap financing assistance and an additional $4,000 in closing cost assistance. The HPAP loan for borrowers with incomes below 80 percent of the area median income (AMI) is deferred until the property is sold, refinanced to take out equity, or is no longer their primary residence.
Moderate-income borrowers who earn between 80 percent and 110 percent AMI will have payments deferred for five years with a 40-year principal-only repayment period.
The maximum first trust loan amount cannot exceed the Federal Housing Administration’s (FHA) conventional conforming loan limit.
Place advertising – This includes many creative and unexpected forms to grab consumers’ attention where people work, travel, play and shop.
Marketing – The process of identifying customer needs and determining how best to
meet those needs.
Out-migration – to leave one region or community in order to settle in another especially as part of a large-scale and continuing movement of population.
Social media – is a collective term for websites and applications that focus on communication, community-based input, interaction, content-sharing, and collaboration.
Street marketing – a form of guerrilla marketing that uses nontraditional or unconventional methods to promote a product or service. Re: Events, murals, billboards
Strategy – organization’s overall plan, determining what it wants to achieve and how it wants to achieve it, offering direction in both proactive and reactive organizational activity and messages: theme, source, content, and tone.
SWOT Analysis – a basis for identifying and analyzing an organization’s strengths,
weaknesses, opportunities and threats.
C.3 BACKGROUND
This District has made key investments in homeownership in FY22 including the following:
- In November 2021, the Bowser Administration launched Front Door, a one-stop shop to connect current and future homeowners in the District to more than 50 resources to prepare District resident who want to pursue homeownership in the District. The site, frontdoor.dc.gov, makes District resources accessible so that residents can learn about the homeownership journey, become mortgage ready, obtain assistance in purchasing a home, and once in a home, learn how to make home repairs and improvements, save money on their property taxes, and navigate the requirements of homeownership.
- In August 2022, Mayor Bowser announced that beginning October 1, 2022, the maximum down payment assistance from the District’s Home Purchase Assistance Program (HPAP) would increase from $80,000 to $202,000.
3. On October 3, 2022 Mayor Bowser announced a new goal to make 20,000 net new Black DC residents homeowners by 2030. The Black Homeownership Strike Force Reporthttps://dmped.dc.gov/sites/default/files/dc/sites/dmped/page_content/attachments/BHSF%20
Report%20FINAL%20FINAL%20.pdf provides important recommendations to support this goal.
These key investments are critical in helping to support the dreams of its Black residents.
DC Comeback Plan January 2023, Mayor Bowser released DC’s Comeback Plan, a five-year strategy for DC’s economic development. Within the strategy, Mayor Bowser set a goal to retain current residents and reach a population of 725K by 2028. In addition, the plan recognizes that DC is losing population to neighboring counties, particularly working-age adults, with housing affordability cited as their number 1 reason for leaving the city. For years, the District’s affluent black residents have chosen PG County their destination of choice. This advertisement campaign presents an opportunity to place ads throughout Prince George’s County promoting the resources available to purchase a home in DC and persuade former residents to return to the District of Columbia.
