2008 CAPER Tables - MFA - Housing New Mexico

Goal 5 - Align strategically and operationally Printed Date: 02/26/2009
Objective 6 - Continue to develop and implement marketing
plan that builds awareness of MFA’s key target audiences
and positions MFA as a leader in the affordable housing
industry.
Strategies
1-Evaluate and determine institutional commitment for a name change with staff, partners, and Board.
After two initial meetings and an survey of MFA employees and board members, an initial strategy has been approved. 3 Advertising will roll out its
proposed name and logo changes in November.
2-Develop target-specific marketing for specific-program initiatives (WAP Lite, HERO, etc.).
In two initial meetings with 3 Advertising and a survey with MFA employees and board members, specific target markets were agreed upon.
3-Create benchmark for media stories.
Since the new communication manager was hired in June, MFA has had 18 feature newspaper stories, two television stories, and two radio news
segments. The MFA was mentioned in more than 30 other news stories.
4-Submit success stories to PIO for external communication (ongoing).
Working with MFA people in the field, five success stories have been written and communicated externally.
5-MFA open house to partners (to alternate with Governor’s Housing Summit).
Does not apply in 2008, a Housing Summit year
6-Contract with marketing firm to develop and implement marketing plan.
Hired 3 Advertising. Have developed a preliminary marketing strategy. Plan to roll out campaign before the legislative session.
7-Produce MFA Annual Report.
Will begin work on report in November. Outline is developed.
8-Promote ourselves by applying for the various awards that highlight our successes (NCSHA, HUD, Enterprise, Community, etc.).
Sent five award applications in to NCSHA in September. Won a rural housing development award from Affordable Housing magazine.
Comments
3 out of 8 Strategies Not Met. ET has determined that this Objective was Not Met
Objective 7 - Prepare for 2008 Governor’s Housing Summit.
Percent Complete:
Objective Status: Not Met
Strategy Target Date
Met
Strategy Target Date
Met
Strategy Target Date
Met
Strategy Target Date
Met
Strategy Target Date
On Target
Strategy Target Date
On Target
Strategy Target Date
On Target
Strategy Target Date
Met
Percent Complete:
Objective Status: Met
Strategies
1-Form committee and begin planning October 2007.
This strategy is on target
2-Committee to define the goals of the conference in regards to type of speakers, focus of sessions, attendance, cost, target audiences,
training, etc.
Committee starting to work on goals of the conference.
3-Plan program training at Governor’s Housing Summit (est. Nov. 08).
Committee working on planning a program training.
4-Budget to provide flexibility in the early planning to draw national speakers and have cutting edge sessions.
Budget is set to provide flexibility in the early planning to draw national speakers and have cutting edge sessions.
Strategy Target Date
On Target
Strategy Target Date
On Target
Strategy Target Date
On Target
Strategy Target Date
On Target
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