Modular Building Institute

A Fresh Start

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Main Category:
Marketing Piece Entry
Entrant:
Horizon North Logistics Inc.
Date of Initial Distribution:
11/28/2019

Award Criteria

  1. Specific Medium Used
    Video
  2. Target Audience
    People involved in the development of affordable housing projects via modular construction
  3. Methodology
    A storyboard was created followed by a video shoot in Calgary and Vancouver, and video editing.
  4. Message to be Communicated
    Our “Why”. Why we are involved, in a small part, in trying to solve the affordable housing crisis.
  5. Distribution
    YouTube, Email Campaign, Social Media (LinkedIn, Twitter, Facebook), Conference Presentation
  6. Entry Objective
    Instead of doing a typical video touting the merits of modular construction, Horizon North wanted to take a different story-telling approach about our noble purpose; about why we do what we do. Affordable housing, in many parts of Canada, is at epidemic levels, so we wanted to showcase how building “a roof over someone’s head” helps to give them a fresh start… a shot at turning their life around. When we first approached the Vancouver Affordable Housing Agency personnel, they were happy to speak to the social benefits of the initiative, but then we were told that one resident was willing to go on camera and tell his story and share his appreciation. “Jimmy” speaks about how he had fallen on hard times and had been on the streets for years. But now that he has a roof over his head, he has a shot at starting a new chapter in his life. Knowing that the small part we are doing is helping people like Jimmy gives us great pride and we are privileged to tell this story.
  7. Effect on Sales, Visits, or Inquiries
    Video link: https://www.youtube.com/watch?v=bP03dQRBifk We timed the development and release of the video to coincide with our entry and participation in the Ontario Non-Profit Housing Association Conference in Toronto. A targeted email campaign list was developed and distributed prior to the start of the event which yielded strong results: Open Rate – 51.8%; Click to Open Ratio – 20.8%; Opened Engagement (read the content) – 69.5%. At the conference, the VP of Business Development delivered his speaking session to a full house and this video was part of his closing segment, which was met with incredible response. Since the launch of the video, it has been additionally used at 3 industry events, and representatives from the City of Honolulu, Hawaii have expressed interest in our modular solutions to address their affordable housing challenges as a result of seeing this video. They’ve visited one of our factories and are in further planning stages.
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