Behind the Scenes: Developing Successful Advertising Campaigns for Our Clients
Crafting a winning marketing campaign isn’t just about creativity—it’s about driving measurable results that matter. Let’s look behind the scenes of one of our successful advertising campaigns, developed for the Minnesota Housing Finance Agency (MHFA) to promote their First-Generation Home Buyer Loan Program.
With a focus on reaching eligible Minnesotans, breaking down barriers, and encouraging applications, we turned challenges like skepticism and language diversity into opportunities. Using a thoughtful, data-driven strategy, we delivered inclusive messaging that connected with underrepresented communities across the state. Keep reading to discover the approach that made this campaign a success and how we can help your brand achieve similar results.
Case Study: Minnesota Housing / First-Generation Home Buyer Loan Program
The Campaign Objective:
Minnesota Housing Finance Agency launched the First-Generation Home Buyer Loan Program, providing down-payment assistance to qualifying Minnesotans. Our mission was to ensure the program reached its target audience while delivering clear, relatable messaging that resonated across Minnesota’s diverse communities.
Key goals:
- Raise awareness of the First-Generation Home Buyer Loan Program among eligible renters.
- Build trust in government-funded initiatives.
- Overcome concerns about insufficient income and language barriers.
- Drive engagement and applications before funding was depleted.
our solution
To meet these objectives, we developed a comprehensive multi-channel marketing strategy that combined:
- Radio, print, digital, out-of-home, and social media campaigns to maximize reach.
- Inclusive messaging in line with Minnesota State brand guidelines, approved for legal compliance.
- Relatable imagery featuring diverse individuals to connect with target demographics.
- Translation of key materials into Spanish, Somali, and Hmong for broader accessibility.
By working closely with MHFA, we refined creative concepts, developed messaging options tailored to their needs, and crafted a campaign centered on the theme of homeownership. The chosen design featured images of people, an abstract home shape, a dynamic gradient, and simple calls to action that inspired trust and urgency.
When developing successful advertising campaigns, we present multiple design concepts to explore creative directions. Collaborating closely with clients and our team, we refine these ideas to ensure they deliver measurable results. Below are examples of initial concepts and the final design chosen.
Campaign Impact
With a focus on reaching eligible Minnesotans, breaking down barriers, and encouraging applications, we turned challenges like skepticism and language diversity into opportunities. Using a thoughtful, data-driven strategy, we delivered inclusive messaging that connected with underrepresented communities across the state. Keep reading to discover the approach that made this campaign a success and how we can help your brand achieve the same.
The results of this advertising campaign exceeded expectations, delivering significant success:
- Available funds dropped from ±50% to ±18% within the first seven weeks due to a surge in applications.
- Increased participation from underrepresented groups, including communities of color and indigenous families.
- The program reached full capacity ahead of schedule.
Ready to Elevate Your Brand?
From inclusive messaging to results-driven strategies, Framework is here to help you achieve success. Contact us today to learn how our Minneapolis marketing agency can craft tailored successful advertising campaigns that drive growth and connect with your audience.
