Our Challenge
Housing Colorado is a statewide membership association that brings together a diverse coalition of affordable housing advocates, practitioners and decision-makers. Known primarily for its annual conference, Housing Colorado wanted to better convey the depth of its services, its role in the affordable housing ecosystem and what makes it an indispensable resource for both members and policymakers. Without a unifying message to anchor that breadth, its full value has been difficult to communicate.
Our Solution
We developed audience-based messaging to give Housing Colorado the language it needed to lead. Starting with their why, we crafted a positioning statement grounded in visionary, unifying language that resonates across Housing Colorado’s diverse audiences, from frontline practitioners to elected officials.
From there, we built audience-specific key messages that articulate Housing Colorado’s distinct value to each stakeholder group, centering education and advocacy as its pillars of impact. Solution-oriented language speaks directly to the pain points of the affordable housing community, while impact-forward messaging establishes Housing Colorado as a trusted voice and catalyst for industry change.
The messaging platform we developed also laid the groundwork for a stronger digital presence. By defining clear audience segments, our work gave the organization a blueprint for restructuring its website around user needs—from intuitive navigation and defined user journeys to calls to action that reflect how different stakeholders actually engage with the organization.
Results
“I really enjoyed the collaborative approach to both the messaging and website work we undertook. I felt like there was always a genuine openness to feedback and we found ways to incorporate that feedback into the final products.”
Brian Rossbert, Executive Director at Housing Colorado
Meet the Project Leads
Nadia Rendón Talavera
Bilingual Strategy Associate
Laura Schwinkendorf
Director of Strategy
