Mercy Housing Lakefront
- Communications Strategy
- Thought Leadership
- Fundraising Communications
Creating a Louder, More Persistent Drumbeat for Mercy Housing Lakefront
Mercy Housing Lakefront (MHL) is a leading provider of affordable housing to more than 5,000 low-income residents across Illinois and Wisconsin. The organization is part of Denver-based Mercy Housing Inc., one of the largest nonprofit affordable housing developers and providers in the nation.
Since 2015, WCG has been engaged to position MHL as the preeminent nonprofit affordable housing organization in the Midwest. The engagement began with an initial discovery phase that included stakeholder input to better understand MHL’s unique value proposition. Upon the completion of discovery, WCG implemented strategies to position MHL and its key staff as thought leaders in the field. These include the development of messaging, targeted social media postings and bylined pieces in regional and national publications.
To better tell MHL’s story within the context of the individuals it serves, WCG created the “People of Mercy” program, a photography and personal essay campaign that highlights the daily life stories of men, women and children living in MHL properties.
WCG also has created a thought leadership program that includes ongoing outreach to connect MHL’s leadership with local influencers to help educate them about the vital role the organization plays in providing affordable housing and supportive services in the Chicago and Milwaukee markets.
To amplify the effect of content creation, and further promote MHL’s thought leadership, WCG leads media relations efforts that have resulted in strong growth in earned media coverage and continue to elevate the organization’s public profile.