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The Neighborhood Marketing Program

In order build strong neighborhoods, community stabilization efforts need to do more than restore the housing stock—they also need to make the case for investment by current and future residents, businesses and stakeholders.  NeighborWorks America launched the Neighborhood Marketing Program in 2012 to partner with communities to create strong neighborhood brands and rebuild market demand.  Through the first round of the program, NeighborWorks has been supporting 16 network organizations across the country in implementing a range of creative strategies aimed at bolstering neighborhood strengths, increasing pride and confidence, and attracting and retaining residents, businesses and investment.

NeighborWorks is now pleased to announce that it is expanding the program to 17 additional network organizations in 2014. This program expansion is made possible through generous support from the Wells Fargo Housing Foundation.  Additional supporters include Citi and Capital One.  Read on for more including: 

The Neighborhood Marketing Program Video

Watch the Neighborhood Marketing Program Video to learn how stakeholders across the country are building positive brands, improving neighborhood conditions, and catalyzing investment. The Neighborhood Marketing Program was also featured in a three-part series on the NeighborWorks News Blog. Click below for more on how the program is helping communities generate attention for their unique strengths:

The Neighborhood Marketing Program Expands in 2014

NMP Participant LogosNeighborWorks is expanding the Neighborhood Marketing Program to 17 additional communities in 2014. Over the course of the next year, the participating organizations will engage a team of residents and stakeholders to develop a marketing campaign for their target neighborhoods. This process will include:

  • Researching the neighborhood’s current image
  • Defining goals for the marketing effort
  • Deciding how to measure progress and evaluate results
  • Prioritizing target markets
  • Creating a brand statement
  • Designing a neighborhood logo and tagline
  • Creating marketing collateral materials
  • Developing and implementing strategies to reposition the neighborhood’s image

Throughout the planning process, the participants will receive guidance and support from expert branding and marketing consultants. NeighborWorks is also providing the participants with access to marketing tools and templates, opportunities to exchange successful strategies with the other participants, and grant funding to assist with implementation of the marketing campaign.

The second round Neighborhood Marketing Program participants and their target neighborhoods are listed below:Brownsvillle Logo Launch Party

Highlights from the Round Program ParticipantsCHI Street Painting

The Neighborhood Marketing Program participants are pursuing a range of creative strategies to increase pride, engage neighbors, enhance and promote neighborhood strengths, and overcome negative perceptions. Select highlights include:

The Neighborhood Marketing Program in the NewsUnderwear Factory

Neighborhood Marketing Resources

AH293 REO Solutions: Strategies for Selling or Leasing REO Rehabbed Properties

AH297 No Vacancies: New Ideas to Market Your For-Sale and Rental Units

NR115 Leveraging Market Forces to Attract Investment for Neighborhood Revitalization

NR275 Marketing Strategies to Support Your Neighborhood Stabilization Work

  • Download materials from the Training Institute course NR 276: Creating a Fantastic Image for Your Neighborhood held on May 23 in Louisville, KY:

Opening Session

Understanding Your Housing Market

Lessons from the NeighborWorks America Neighborhood Marketing Program

Creating a Fantastic Image for Your Neighborhood Step-By-Step

Exercises: Prioritizing Neighborhood Brand Elements and Aligning Programs