1. The Face of Foreclosure Campaign Indiana’s Hardest Hit Fund (HHF) Effective Video Marketing Monday, September 28 th 4:30 pm – 5:30 pm Brad Meadows Marketing and Communications Director Indiana Housing and Community Development Authority

2. Indiana’s Hardest Hit Fund (HHF) Indiana’s HHF is a free service for homeowners struggling to make their mortgage payments due to an involuntary financial hardship. Eligible homeowners can receive up to $30,000 in assistance over a two year period. To help educate Hoosiers about Indiana’s HHF, we developed a multi-faceted* advertising campaign earlier this year titled “The Face of Foreclosure” *Digital, Radio and billboards

3. Past Advertising Campaigns Indiana Lt. Governor Sue Ellspermann – 2013 Tony Dungy – 2014

4. The Face of Foreclosure Campaign Concept was first developed by a member of our marketing team Chronicles three unique family circumstances In each scenario, families are facing a challenge that has made losing their home to foreclosure a likely possibility

5. Family #1

6. Family #2

7. Family #3

8. Distribution Strategy :15, :30 and :90 versions telling the story of each family were developed The costs for placing the videos on TV in Indianapolis and other major Indiana TV markets was much too costly To maximize our exposure, we distributed them through a digital campaign

9. Digital Campaign The Internet has eclipsed radio, TV, magazines and newspapers as the way most people get their information. The vast reach of the Internet allows you to reach a vast audience at a significantly reduced cost as compared to traditional advertising. We used six primary services in which to place our digital ads.

10. Digital Campaign Overview *Estimated number of impressions (not guaranteed).

11. Digital Campaign Overview

13. Screen Shots – Brightroll

14. Screen Shots – Pandora

15. Screen Shots – Yahoo!

16. Screen Shots – ADUS

17. Screen Shots – Digilant

18. Screen Shots – MaxPoint

19. Campaign Results

20. Cost Per Conversion– By Service Brightroll – $167.17 Pandora – $506.65 Yahoo! – $19.60 ADUS – $2.21 Digilant – $53.92 MaxPoint – 63.23 Note: A “conversion” is someone who visits our application page.

21. Optimization is Key

23. Conclusion ‘The Face of Foreclosure’ digital media campaign has been successful*: 21.4% increase in applications 23.7% increase in phone calls 237% increase in web traffic It is vital to develop a campaign that resonates with people – different walks of life Optimization is key Understanding a “true conversion” cost The ability to track who has actually completed an application *Pre-campaign average (January 2015 – May 2015). Campaign average (June 2015 – August 2015)

24. Questions?