|
Company: Fannie Mae
Company Description: Fannie Mae serves the people who house America. We are a leading source of financing for mortgage lenders, providing access to affordable mortgage financing in all markets at all times. Our financing makes sustainable homeownership and workforce rental housing a reality for millions of Americans.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year – Diversity, Equity & Inclusion
 Nomination Title: Multifamily housing needs you
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
August 16, 2021
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 245 words used.
As the largest guarantor of mortgages in the United States, Fannie Mae sets the standards for the housing finance market. Diversity, equity, and inclusion (D&I) have long been important values for our organization because they enable us to better meet the evolving business needs of our industry and the homeowners and renters we serve. That said, diverse individuals are currently underrepresented in the thriving multifamily housing sector, a $3.4 trillion industry that provides rental housing to 40 million people across the nation. For example, as of 2019, white non-Hispanic people represented 83.8% of the CEOs in the multifamily industry, compared to 6.8% who are Hispanic and Latino and 2.3% who are Black.
Fannie Mae Multifamily, along with Future Housing Leaders and our Delegated Underwriting and Servicing (DUS®) lenders, are committed to forging a more diverse and inclusive housing workforce that better reflects the communities we serve. One approach we identified was to attract college students and early career professionals of diverse backgrounds to leadership-track internships and entry-level positions in multifamily companies, which was the genesis for the “Multifamily housing needs you” campaign. To do this, we designed the campaign to educate candidates about the multifamily industry, the varied attractive careers paths it offers, and their ability to make a positive impact and help us shape the future of housing. This campaign is win-win, and will help us strengthen the multifamily workforce and open new doors for the next generation of professionals.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 194 words used.
The planning process leveraged the expertise of the Multifamily marketing team, Fannie Mae’s in-house Creative Studios, and an external media agency. To design this campaign, we first tested various messaging territories among a sample of target candidates. From the top five, we developed a campaign strategy encompassing the most compelling messaging and calls to action. Various approaches were put into A/B testing, and the results led us to final executions that have proven quite successful. Goals were set for impressions and click-through rates, all of which we have exceeded.
Creative development included crafting eye-catching copy, vibrant designs, and dynamic video concepts that brought our messaging to life. Campaign elements included a landing page, ad designs, and videos for social media posts. The campaign tactics included paid display, static, and animated ads; native ads and social media posts; and videos on Instagram, Twitter, and LinkedIn. We scheduled the launch of this campaign for the fall 2021 to coincide with peak job-hunting and recruiting seasonality. During the first phase of the campaign, we used analytics to optimize the creative content and rotation resulting in a high level of engagement among prospective candidates for this ongoing campaign.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 158 words used.
Our “Multifamily Housing Needs You” campaign launched in August 2021. The results through December 2022 have been very positive, as we connect diverse individuals with attractive job and internship opportunities in a stable, flourishing industry. Collectively, the social media ads (Instagram, LinkedIn, and Twitter) garnered 13.6 million impressions. So far, 81,648 people have visited the D&I website, with a click-through rate of .47%. Instagram was our highest performing social channel with an overall .68% click-through rate. Our Instagram stories were exceptionally strong performers, netting a .99% click-through rate. Collectively, our entire social media audience was highly interactive with 71,398 total engagements, including shares, retweets, comments, reactions, page likes, and follows, equating to a .524% engagement rate. Once again, Instagram was our most successful platform with 56,088 engagements. As the campaign continues to evolve, we will use the analytics to shape the content to reach even more candidates for positions in the multifamily housing industry.
| Attachments/Videos/Links: |
|---|
|
