BiSHoP: Bill Sorro Housing Program
Increasing Sign-ups 10x with Strategic Web Design and Digital Marketing
Background
BiSHoP, short for Bill Sorro Housing Program, is a unique community-based housing service center inspired by Bill Sorro’s work to support low income individuals, families, immigrants, veterans, seniors, people with disabilities, LGBTQ, and other highly vulnerable members of the community in seeking and securing stable housing and preventing displacement.
With skyrocketing San Francisco rents, BiSHoP turned to Plinth to create a new website to highlight their services and develop a marketing campaign to reach more people in need of affordable housing assistance.
OBJECTIVES
Design a new website showcasing BiSHoP’s wide range of services and resources.
Ensure the new website was easy to navigate and easy for BiSHoP staff to maintain.
Help people find affordable housing in SF by increasing applicants to BiSHoP’s BMR (Below Market Rate) housing assistance program.
STRATEGY
Make access to services the priority of the new website.
Display services in a less intimidating fashion with graphics and mobile optimized navigation.
Develop a brief questionnaire so that BiSHoP staff can can more efficiently assist people.
Create a digital marketing campaign to build awareness and encourage people to inquire about BiSHoP’s Below Market Rate Housing Assistance Program.
Original BiSHoP Website
NEW WEBSITE
BiSHoP’s original website was text heavy and simply offered links to pdf brochures of the services they provided.
We designed the NEW website to be easier to navigate by breaking up the information with graphics and adding multiple ways for people to contact BiSHoP from their computer or mobile device.
With so many people unsure of what kind of help they needed, we placed the “Get Housing Help” call to action front and center. This encouraged those seeking help to enter their information a helped BiSHoP staff contact them with the appropriate assistance.
Custom icons were developed to visually communicate BiSHoP’s many services.
We developed a brief questionnaire to help BiSHoP staff more efficiently assist people with affordable housing as well as educate them on the requirements needed to qualify for BMR (Below Market Rate) Housing Assistance.
DIGITAL MARKETING
Few people know that the SF Mayor's Office of Housing and Community Development offers low to mid-income residents the opportunity to rent apartments at below market rates in amazing new buildings. BiSHoP helps people apply and qualify for these affordable housing opportunities.
Traditionally, BiSHoP would get 24 new housing assistance clients per month through informational workshops.
WITH OUR 30 DAY DIGITAL MARKETING CAMPAIGN AND NEW WEBSITE…BiSHoP NEW HOUSING ASSISTANCE REQUESTS WENT FROM 24 TO 240+!
FACEBOOK / INSTAGRAM VIDEO AD
When people think of affordable housing assistance, they normally envision older, run down apartments. Our video ads focused on showing people that BMR housing is available in amazing, brand new apartment complexes.
INSTAGRAM STORIES VIDEO AD
In addition to the traditional 30 second Facebook / Instagram video ad, we created a 15 second “Instagram Stories” version of our ad to take advantage of the popularity of the format.
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