Nehemiah Corporation of California
REPUTATION MANAGEMENT EXPERTISE
Nehemiah Corporation of California
CHALLENGE
Fast Growth Threatens Corporate Identity
The Nehemiah Corporation of California quickly grew to become the largest privately-funded down payment assistance program in the country, surpassing $9 billion in real estate transactions. This rapid growth created an identity crisis for the organization – how to retain its roots as a community-based resource relevant to its customers and accessible to its partners. Nehemiah Corporation turned to Perry Communications Group to help the organization refine its corporate identity.
SOLUTION
Distinguish the Organization’s Private-Sector Leadership; Leverage its Genuine Tie to Communities
Perry Communications Group developed a multi-tiered campaign that positioned Nehemiah as the private-sector leader helping Americans’ realize home ownership and responding to communities’ revitalization needs. The campaign was designed to reach potential new homeowners, the real estate industry and elected officials. Identity materials (corporate brochure, branded service line collaterals, Web site, ad placements, news bureau) intended to create a personal, lasting connection with these audiences. The campaign tagline emerged as “Nehemiah rebuilds communities from the inside out,” as a means to generate broader awareness of Nehemiah’s unique mission and the growing list of accomplishments achieved from its unwavering commitment to it. The brand management strategy also included training with all levels of the organization’s staff to revitalize their role as brand ambassadors, ultimately reinforcing continuity of the brand experience and creating a more unified corporate identity.
RESULT
Nehemiah’s Community Impact Recognized; Corporate Brand Equity Built Carries Organization Through Crisis
- Nehemiah’s community contributions were showcased in hundreds of local and national news stories as well as opinion-leader journals.
- The millions of targeted, on-message media impressions featured compelling personal experiences of families realizing the dream of home ownership as well as publicized Nehemiah’s substantial contribution to social service agencies that made a difference in local residents lives.
- Nehemiah continues to educate HUD about the value of the down payment assistance industry to ensure home renters can become home owners.
