CITIZENS' HOUSING AND PLANNING ASSOCIATION (CHAPA)
Creating an event to capture statewide wide media attention

Citizen’s Housing and Planning Association (CHAPA) enlisted SM& to launch a new, first-in-the-nation, statewide foreclosed properties clearinghouse. The goal of the launch was to gain broad visibility for the Initiative across the Commonwealth.

SM& created a focal point for the launch in New Bedford, one of the areas in the state hit hardest by foreclosures. We chose the site for the media event because a walking tour of two local streets offered stark visuals of foreclosed and abandoned properties that would draw broadcast media and photographers to New Bedford.

The walking tour and event featured Congressman Barney Frank, Governor Deval Patrick, Mayor Scott Lang, a local business owner, the executive director of CHAPA, Aaron Gornstein, and Tina Brooks of the Department of Housing and Community Development. While Congressman Frank and Governor Patrick were vitally important to the event, their attendance created the risk that CHAPA's voice would be lost. In order to not let that happen, SM& had CHAPA lead the walking tour, drafted an op-ed by Aaron Gornstein and followed up with each and every media outlet that attended to offer interviews with Aaron to explain the program.

The results exceeded expectation: a total of more than 70 media placements. We received coverage on 11 TV stations, 3 radio stations, 13 on-line outlets, and 27 print news stories in addition to The Boston Globe Metro Section and the lead Boston Globe editorial -- and all included mention of our client, CHAPA.