Communications Strategies

Integrated Marketing Communications 
 Public Relations Internal Communications 

Trained in the science of integrated marketing communications, Yolanda Y. Harris brings a unique perspective and skill to communications planning.

 

She understands that building an effective communications strategy starts with understanding the needs, desires and behaviors of targeted consumers.

A Case Study
Neighborhood Housing Services of Chicago
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Challenge

 Increase awareness of Neighborhood Housing Services of Chicago's homebuying and lending services in the spring of 2019. *

Strategy

  • Conducted primary and secondary research on the target market, competitive landscape and perceptions of the organizations' services.

  • Developed a marketing campaign consisting of billboards, radio and digital ads and direct mail postcards.

  • Created messaging targeting first-time African-American and Latino home buyers and featured the slogan, "Your Path to Home Ownership."

Results

Campaign drew 3,000 page views to a specially-created landing page in a six-week period and increased daily audience reach on Facebook to 263 from 12 in a six-week period.

*Note: Yolanda Y. Harris provided marketing  communications services to Neighborhood Housing Services of  Chicago as a consultant for Rudd Resources LLC.