National Association of Realtors
To help stimulate the economy during the Great Recession, Congress passed a law giving first-time home buyers (and later, certain repeat buyers) a tax credit incentive to buy a home. However, the government wasn’t fully promoting the tax credit to potential first-time home buyers. With a $14 million budget, an integrated, multi-media campaign was developed to promote the program and also encourage home buyers to use a Realtor. The results were staggering. Awareness of the tax credit increased from 30% to 63% between March ’09 and November ’09, an increase of 110%. Researched showed that the awareness of the tax credit with the targeted first-time home buyer audience rose to nearly 95%.
INTEGRATED CAMPAIGN
"Best in Category" Summit Marketing Effectiveness Award, Gold Summit Award, Silver Davey Award
