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A Strategic Simulation Briefing Book - HDF: Housing Development ...

A Strategic Simulation Briefing Book - HDF: Housing Development ...

66 CASE STUDY Rutland

66 CASE STUDY Rutland county, Vermont ASSUMPTIONS • Rutland County residents have strong relationships in their communities • The most trusted messengers are neighbors, rather than the government or utilities FOOD FOR THOUGHT: WHO ARE THE MOST TRUSTED MESSENGERS IN CONNECTICUT? KEY TAKEAWAYS • Understand who is trusted most in your community before determining the best voice for your program • Leverage relationships within your community and across the state to identify resources and spread the word widely • Adjust tactics quickly in response to stakeholder feedback

67 Sample Rutland county marketing messages For target segment: rural population HEADLINE/THEME: TIGHTEN UP YOUR HOME! SAVE YOUR MONEY! PROFILE/APPEAL: • You are self-reliant, inventive and strong willed. You value Vermont‟s working landscape and its heritage, and you embody its spirit of independence. You are concerned about the increasing cost of living – it‟s the main topic of conversation among your friends and neighbors. You worry about affordability – not just for you and your family today, but also for your kids. You worry about tax rates, affordable healthcare, and the need for more jobs and higher wages. You like to handle certain home improvement projects yourself, so you know they are done right. You‟re a proud Vermonter, and you probably still have the first dime you ever earned. • So, why are you letting money fly up your chimney? Outreach Campaign for H.E.A.T. Squad - 4.22.11

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