Case Study

The Situation: The year was 2003 and the National Association of Hispanic Real Estate Professionals needed to raise its profile quickly in order to grow its member base, attract greater sponsor support, establish its leaders as the experts on Hispanic homeownership and create awareness for the barriers that challenge Latino homebuyers.

The Strategy

Phase Two Communications developed an integrated public relations campaign that has touched key stakeholder audiences, leveraged the latest market data on the Hispanic consumer segment, established the group’s leaders as experts and raised awareness for the Hispanic homebuyer segment. This was accomplished through story placements in Hispanic Business Magazine, Hispanic Trends, the Washington Post, Reuters, Associated Press, La Opinion, CNN En Espanol, Negocios Bloomberg and other outlets. During this period, NAHREP’s sponsor support rose 200 percent, membership doubled and its affiliate chapter network grew 50 percent.