Changing the Face of Housing: Rebranding and Communications for Fort Worth Housing Solutions
As Fort Worth Housing Solutions transitioned to the RAD program and reshaped public housing across the city, they faced a growing communications challenge: dispelling myths, maintaining public trust, and redefining their brand image. J.O. Agency stepped in to craft a comprehensive communications strategy — reshaping perceptions, empowering residents, and elevating FWHS’s reputation across Fort Worth.
J.O.’s Strategic Vision
- Develop and execute a strategic internal and external communications plan
- Educate residents, elected officials, and the public about the RAD conversion and affordable housing initiatives
- Rebrand FWHS with a modern identity reflecting innovation, diversity, and community impact
- Build support and transparency through public relations, digital marketing, and grassroots outreach
J.O.’s Communications & Rebranding Approach
J .O. developed a comprehensive communications plan targeting multiple stakeholders while conducting market research to guide a complete brand transformation. The team:
- Created multi-audience communications plan including residents, officials, and community advocates
- Deployed video storytelling, City Council presentations, community events, and strategic media relations
- Conducted extensive tenant and landlord market research to inform rebranding strategy
- Launched Changing the Face of Housing campaign with diverse photography and fresh messaging
- Energized internal staff with employee pep rally to embrace new brand values from within
- Crafted and deployed a comprehensive internal/external communications strategy
- Produced professional videos, printed collateral, and digital content to humanize affordable housing stories
- Redesigned the FWHS website with modern UX, clear messaging, and resource-driven navigation
- Launched public relations campaigns securing consistent media coverage and stakeholder engagement
- Designed and rolled out the Changing the Face of Housing campaign across traditional and digital channels
- Implemented employee engagement programs to unify internal culture around the rebrand
IMPLEMENTATION
RESULTS & METRICS
- Secured 24 media clips reaching 21 million online readers, generating 144,000 estimated views (Sept 2017–June 2018)
- Rebrand campaign generated $190,306 in advertising equivalency value
- Achieved a 10% increase in social media followers with a small paid budget of just $110 (reaching 23,412 people)
- Increased tenant applications, development projects, and landlord partnerships
- Campaign and rebranding efforts garnered numerous industry awards, including:
- 2016 PRSA Achievement Award for Reputation/Brand Management
- 2017 Bronze Addy Award for Online/Interactive Campaign
- 2017 Gold Hermes Creative Award for Display Advertising
- 2018 PRSA Award of Excellence for Special Public Relations Program
- 2018 Hermes Creative Awards Platinum Winner for Social Media Video Content
