WelcomeHomeDearborn Campaign

Case Study

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Background

In the mid 2000’s, the housing market faced an increased number of homes on the market combined with declining prices. A once relatively stable marketplace became highly competitive as cities vied for residents. The City of Dearborn desired a marketing campaign that would allow them to be competitive in the marketplace.

Objective

To retain current home owners and attract prospective homebuyers to the city by communicating through Dearborn is to LIVE, WORK, and PLAY.

Solution

JCI Design partnered with three other Dearborn business owners with expertise in public relations, media buying, and printing to form JCI Group. The group utilized a variety of marketing vehicles to communicate Dearborn’s key message to two target audiences: young professionals and empty nesters. The marketing communications plan utilized a website (www.WelcomeHomeDearborn.com), print and online advertising, radio and television commercials, billboards, poll banners, Sweepstakes contest, printed collateral, grass roots events and social media. Though varied in forms of media, all of these elements worked together in a cohesive effort to accomplish the two goals of the campaign.

The campaign was highly successful in its inaugural year. In an online poll on the homepage of the WelcomeHomeDearborn website, 75% of respondents indicated an interest in buying a home in the city of Dearborn within the next year. A telephone survey found a significant increase in the satisfaction of residents who were aware of the campaign versus those who were not, when compared to a city-sponsored telephone survey conducted two years prior.