A Choice, Not a Compromise Slid… · A Choice, Not a Compromise Creative Strategies for Changing the Narrative about Manufactured Housing Tuesday, November 15, 2016 #MakeItAChoice

A Choice,

Not a CompromiseCreative Strategies for Changing the

Narrative about Manufactured Housing

Tuesday, November 15, 2016

#MakeItAChoice

Today’s Speakers

Tara CollinsDirector of Communications &

Resource Development, RUPCO

Sean Luechtefeld (moderator)Associate Director of Communications,

CFED

George ParkerPartner, Parker Lane LLC

Carl HillDirector of Marketing, Clayton Homes

Tara CollinsDirector of Communications &

Resource Development

RUPCO (Kingston, NY)

STRATEGY: Start telling stories about people and how

their lives have changed by a having a HOME (which

also happens to be a manufactured home)

Give Housing a Voice

Carl HillDirector of Marketing

Clayton Homes (Knoxville, TN)

• Mars Hill,

NC

Next Step®

Customers

• Clayton Built™

Homeowners

The Woody Family

George ParkerPartner

Parker Lane LLC (Louisville, KY)

Your Questions Answered

#MakeItAChoice

Examples, Resources & References

Challenges We Need to Address

• Dispel long-standing myths

• Stop telling the manufactured home story that revolves around last resort housing choice

• Stop using language that reinforces myths– “Low-income”

– Affordable housing

– Those people

• Abandon trying to change everybody’s perspective about manufactured housing

Solutions

WE need to

• CHANGE the narrative

• HIGHLIGHT the family, their story, the impact

• CHOOSE better language

• FOCUS on “Home,” why it matters and its benefits

• BE the advocate

Marketing 101: Keep it Simple

• Our Audience: Who are we talking to?

• Our Goal: Why are we talking to them?

• Our Call to Action: What do we want them to do?

• Our Message: What do we say to them?

Make a Video in 10 Minutes or Less

• Download the app, sign up for an account• Select Create Video• Select Style & Music (arrow forward when

done)• Edit Video• Preview, Fix title!• Continue Editing or Save & Produce video• Download

• https://youtu.be/X4woG6zBw2Q

Make a Quick, Messaged Image

• Download the app• Select background• Double tap to change the text• Select SAVE & CLOSE• Select a font style• Select a font color• Tweak you image• DONE

Make a Talking Photo

Resources

• Nonprofit Marketing & Communications

• Video Production

• Smartphone Apps

www.techsoup.org/community/community-initiatives/short-course-in-digital-storytelling-preproduction

Why do we insist on talking about this?

VS.

We should be talking about this…

Start telling stories about people and how their lives have changed by a having a HOME (which also happens to be a manufactured home)

https://youtu.be/cjWrTrgmaE01-1:05, 4:46-end

Give Housing a Voice

Challenges We Need to Address

• Dispel long-standing myths

• Stop telling the manufactured home story that revolves around last resort housing choice

• Stop using language that reinforces myths• “low-income”

• affordable housing

• Those people

• Abandon trying to change everybody’s perspective about manufactured housing

Solutions

WE need to

• CHANGE the narrative

• HIGHLIGHT the family, their story, the impact

• CHOOSE better language

• FOCUS on “Home,” why it matters and its benefits

• BE the advocate

Keep it Simple: Marketing 101

• Who are we talking to?

(Our Audience)

• Why are we talking to them? (Our Goal)

• What do we want them to do? (CTA: Call to Action)

• What do we say to them?

(Our Message)

Make a video now in 10 minutes or less• Download the app, sign up for an account• Select Create Video• Select Style & Music (arrow forward when

done)• Edit Video• Preview, Fix title!• Continue Editing or Save & Produce video• Download

• https://youtu.be/X4woG6zBw2Q

Make a Quick Messaged Image• Download the app• Select background• Double tap to change the text• Select SAVE & CLOSE• Select a font style• Select a font color• Tweak you image• DONE

How to make

Resources ListNonprofit Marketing & Communications

Video Production

Smartphone Apps

www.techsoup.org/community/community-initiatives/short-course-in-digital-storytelling-preproduction