Making Our MARK eting 2022 Marketing Production Report
Hello! Operating as an in-house agency, CREA’s marketing team strives to treat internal departments and co-workers as clients in order to best support company-wide strategy and ultimately serve external partners. Over that last year, our marketing efforts have become more targeted to create a distinctive brand experience at every touch-point. This includes the expansion of existing client and internal events, an expanded content platform, and a brand new website experience. The following report will provide a brief introduction of CREA’s marketing team, followed by detailed service areas and results from our 2022 efforts. We welcome you to read through and let us know what questions you might have for 2023. Cheers! Your Marketing Team
Marketing Makeup
Stefanie Brown SVP, Marketing
Krysten Schmidt VP, Marketing Communications Manager
Margie Webber AVP, Events Manager
Tanner Chaille Marketing Associate
Erin Barrett Marketing Assistant
Experience & Bench-strength
Indy-Based
New Hires 1 + 1 One full-time & one seasonal employee (Orr Fellow Fall/Winter Rotation)
50 Total Years’ Experience in Marketing or Related Field
Average CREA Tenure 7
Entire Marketing Team Operates within CREA’s headquarter office
Fast Stats
9 Orientations Lead
100 % Internally Sourced
~ 525
100 % Indiana University - Bloomington Graduates *not a requirement
Projects/Tasks Completed
Wix - Website Constant Contact – Email Marketing Flipping Book – Online Digital Collateral Avery – Labels & Nametags Atlist Maps – Interactive Property Maps Platforms Utilized
Company Involvement
1 IT Steering Committee Member 2 Caregivers ERG Members, 1 BIPOC ERG Member
1 Training & Brand Task Force Member 1 DEI & Social Impact Strategy Member 3 IAC Working Group Members 1 IAC Member
2022 Strategy Goals in Action
BEYOND AFFORDABLE HOUSING / CREA FOUNDATION
VIDEO CONTENT
REPRESENTATION & DEI
Foundation Social Media and Marketing
MWBE / ESG Supportive Services
Continued production experience, allowing for an increase in video content Interviews / CREA Culture / Informational Communication / Thought Leadership
Property Content / Partnership Highlights / Special content supporting employees Partnered with IAC to conceptualize and implement suggestions to improve content Website Updates & Expansion / ADA accessible
Video Interviews with Arvetta and/ or Scholar Recipients
Events / Panels
Housing & Education Correlation content Foundation Brand Strategy & Awareness Social Impact & Annual Report (pending)
Property Impact / Human Resources
Event Highlight Video(s)
Updated & New Content
IAC Highlight Video Teleprompter use
Employer Branding
CREA Scholars website page
Special content supporting residents / Educational Content Website content marketing DEI & social impact
Print & collateral support
ENHANCE CUSTOMER LOYALTY VIA DIGITAL MARKETING
IMPROVE CLIENT & EMPLOYEE EXPERIENCE, EMBRACE TECHNOLOGY
FUSE CULTURE & BUSINESS
Utilize QR Codes
Personalize marketing collateral
Clear and consistent messaging
Storytelling & Relatable Content
Tech Platforms: CRM, Events
Social Impact & Annual Report
Social Media Audit
Information Accessibility
Press Releases & News Stories
Informational / Interactive Content
Clear Messaging
CREA Regional Office Outreach & Promotion
Website updates to accurately reflect CREA
Client Report Branding
Employee recognition strategy
Annual Report Data
Digital Audit
Culture Code brochure
Media Room Support (Phase 2)
Website Redesign / Foundation Sub-site
Employee branding strategy
Resource Deck
SEO Enhancements
Increased project management use & technology
Early CREALink adoption
Increased blog posts [x]%
Events
Conferences
Special Events
40 Conferences Attended by CREA Employees
Presence Map
37 Special Events Planned
Dinners Social Events Team Outings/Meetings
17 Conferences with 6 Panelist/Speaking Roles Secured 120 + Conference Registrations CREA Booth Presence
CREALive! Stats Activities
Meetings Scheduled 16
Meals Arranged 6
Services Booked 3
Planned 3
Designed 5
Conrad Hotel Room Nights 195
Ordered 6
3.7/3 k Giveaways
10 Year Awards
Presentations
Ordered & Used
Investor Conference
112 Total Meals Planned 6 Activity Options 8 32 Boxes
7 Signage Items Designed 2 Videos Created
112 Individual Itineraries & Namebadges 3 k+ Emails to/from Event Manager
6
Investors Partners Panelists CREA Employees
Presentations Created
Attendees
4
Invitation/Reminder Email Batches
78 Gift Baskets Coordinated 122 Car Services Booked
Visual Deck
Shipped
Communications & Collateral Email Initiatives 8 E-mail Campaigns 38 % Average Open Rate (compared to 21.3% all industry average via Mailchimp) 7 Property Celebrations Shared 31 News Posts via SharePoint 3 SharePoint Pages Built *NEW* Initiative: Employee Spotlights Announcements Newsletters Greetings Internal Communications 2 HR Virtual Office Hours Lead
Collateral
26 Bio Sheets Created or Updated 7 Presentations Designed or Updated 13 Brochures Created or Updated 6 Fund Infographics Created 11 TV Graphics Created
New Tools & Marketing Materials
Resources Deck
CREA Culture Book
Employee Resources Guide
Transaction Lifecycle
IAC Materials
Job Fair Collateral
Transaction Lifecycle
Placement
Property Identification
Acquisitions Syndications Underwriting Construction Tax Review & Assurance Legal
Acquisitions
IAC
I NCLUSION
A DVISORY
C OUNCIL
INCLUSION ADVISORY COUNCIL
WHAT IS THE IAC? CREA’s Inclusion Advisory Council (IAC) is a diverse group of employees who help guide and lead DEI & social impact initiatives. Bringing with them their unique backgrounds, company roles & lived experiences to conversations and decision making, the Inclusion Advisory Council works closely together and with senior leaders to ensure goals align with the overall business strategy while putting CREA’s mission, vision and values into action.
On a Mission
Screening & Capital
CREA helps eliminate economic and social barriers experienced by people and families across the country through financial solutions and connections with industry partners. At CREA, we believe that opportunity starts with a safe place to call home. With this mission at the heart of our business, we respect and value partnerships and conduct ourselves with integrity in all that we do. As we adapt and navigate an ever-changing environment, the need for affordable housing continues to grow. By upholding our values of family, community, integrity, respect, teamwork & innovtation, we put our mission into action every day. It is this purpose that guides our passion. Founded in 2001, CREA has evolved as a place to work, a place to grow, a place of purpose, a place for wellness, a place with heart and a place for everyone. With roots in Indianapolis, where we call home to our headquarters, we have offices in Austin, Boston, Chicago, New York, Portland, San Diego, St. Petersburg, and several home offices across the country where we serve 48 states, D.C. and 1 U.S. territory through affordable communities.
At CREA, we believe that opportunity starts with a safe place to call home . With this mission at the heart of our business, we respect and value partnerships and conduct ourselves with integrity in all that we do.
Acquisitions Syndications Underwriting Construction Accounting
Asset Management Fund Management Tax Review & Assurance Legal
ABOUT US
As we adapt and navigate an ever-changing environment, the need for affordable housing continues to grow. By upholding our values, we put our mission into action every day. It is this purpose that guides our passion. Vision Affordable housing that everyone can be proud of. Mission CREA believes that opportunity starts with a safe place to call home. CREA is a values-driven company, passionate about leveraging financial programs and partnerships to eliminate barriers and enhance the quality of life for residents within thriving and accessible communities that uphold the dignity of affordable housing. Values We work as a family, investing in each other, worthy causes, and the communities we serve. We have integrity in all that we do; we embrace differences and treat others with kindness and respect. We believe that, with teamwork, we can accomplish anything and pursue inventive solutions for our clients. CREA HELPS ELIMINATE FINANCIAL & SOCIAL BARRIERS EXPERIENCED BY PEOPLE & FAMILIES ACROSS THE COUNTRY THROUGH FINANCIAL SOLUTIONS & CONNECTIONS WITH INDUSTRY PARTNERS. What We Do
CREA’s Inclusion Advisory Council (IAC) welcomes and advocates for everyone by fostering a culture of belonging, acknowledging unique but equal perspectives, and respecting differences to better serve and support employees, clients and communities. The IAC leads the way through open discussion, education and action opportunities that drive and support social impact programming, recruitment strategy, and diversity & inclusion goals.
MISSION
Closing
Construction Period Accounting Construction Special Assets
Acquisitions Legal Fund Management Accounting
THE CREA STORY
Asset Management Fund Management
VISION
An organization where everyone belongs.
• Advocacy • Community • Culture • Leadership • Respect
VALUES
Compliance Period
Dispositions
Stabilization Fund Management Underwriting Special Assets Asset Management
$9.2B
CREA IMPACT*
Dispositions Legal
IN EQUITY RAISED
Asset Management Special Assets
WORKING GROUPS & KEY INITIATIVES
797 COMMUNITIES BUILT OR PRESERVED 73,000 AFFORDABLE HOMES CREATED
REPRESENTATION AND BRANDING
BUSINESS IMPACT
Accounting
Asset Mngmt
Syndications
Fund Mngmt
Acquisitions
Underwriting
ENGAGEMENT AND BELONGING
SOCIAL IMPACT
Tax Review & Assurance
Construction
Legal
Dispositions
Special Assets
* As of 6/30/2022
Business System
Media Relations
4
55 Business cards sets ordered
15.7 k
Top 5 Stories of 2022 based on website traffic
News Releases
Business cards printed
1. The Problem with Financial Aid... 2. Bridgeway Community Housing A Purposeful Home 3. St. Phillip Neri Continues to Serve Those in Need 4. ...Embracing the Past at Karl’s Farm 5. In Conversation with BGC Advantages Holly Knight
9 News
Updated Items
Stories
Presentation Covers
Folders
Presentation Tabs
Property Impact Stories
Opportunity starts with a safe place to call home .
Our Mission CREA believes that opportunity starts with a safe place to call home . CREA is a values-driven company , passionate about leveraging financial programs and partnerships to eliminate barriers and enhance the residents’ quality of life . We are passionate about creating accessible communities that uphold the dignity of affordable housing .
PRESENCE MAP
ORIGINATORS REPRESENTED
Our Mission CREA believes that opportunity starts with a safe place to call home . CREA is a values-driven company , passionate about leveraging financial programs and partnerships to eliminate barriers and enhance the residents’ quality of life . We are passionate about creating accessible communities that uphold the dignity of affordable housing .
CREA, LLC AUSTIN / BOSTON / CHICAGO / INDIANAPOLIS / NEW YORK / PORTLAND / SAN DIEGO / SARASOTA
Headquarters 30 South Meridian Street / Suite 400 / Indianapolis, IN 46204 National Presence Austin / Boston / Chicago / Indianapolis / Portland / New York / San Diego / Sarasota
CREALLC.com
Headquarters 30 South Meridian Street / Suite 400 / Indianapolis, IN 46204 National Presence Austin / Boston / Chicago / Indianapolis / Portland / New York / San Diego / Sarasota
CREALLC.com
CREALLC.com
Signage Job Name Dealer #
MIRAGE® 10ft 92in 4 Panels With Round End Panels #5751 Front Panels - 29.375” x 89.25” Each #32701 Round End Panels - 14.5” x 89.25” Each #33499-5562 4 Inkjet Panels, 2 Round Inkjet End Panels,
x
This is a low resolution viewed and approved for image detail or exa PROOF ...are o the page to the r in Adobe Illustrator. Drop ART SETUP INSTRUC ART SIZE INCLUDES 0.5” BLE 147.5” X 90.25” CUT SIZE WIDTH X HEIGHT 146.5” X 89.25” TEXT AND LOGO SAFE 145.5” X 88.25”
DEVELOPERS REPRESENTED DBG Properties
INVESTORS REPRESENTED
REFERENCE LETTER
12 Event Signs
1
Artist Sales Rep
x
Classic Frame Package With Two Transporters and One CMH Light
New Booth Designed
#33500-5562 4 Inkjet Panels, 2 Round Inkjet End Panels
Date
SCALE FACTOR
50% HALF SIZE
Designed & Printed
PRODUCT IMAGE
Media Engagements
DEL MAR Day at the Races
Welcome!
CREA Takes Impressive Strides in Two-Year-Old DEI Quest
Generational Shift: Wave of Retirements Brings New Leaders into Affordable Housing Space
NOTES TO PRODUCTI
x
S ummit
LOW QUALITY
COLOR
x x x
Electronic Order Determine DEALER & CUSTOME
x
CUSTOMER SIGNATURE*
*Skyline is not responsible for typos ©2017 Skyline Exhibits
Digital Marketing Social Media Report Cards
3.4 k Followers
14.5 k Page Visits
203.4 k Impressions
15.2 k Impressions
700 Followers (+4%)
4.6 k Company Profile Visits
Best For:
Best For:
Top Performing Social Platform
Top Real- Time Platform
INTEL & SENTIMENT
NETWORKING
FOLLOWING: A+ GROWTH: A ENGAGEMENT: A+
FOLLOWING: B GROWTH: C- ENGAGEMENT: B-
RECRUITING
TIMELINESS
Top Tweet: Vincent’s Village LEED Homes Award (& Retweet)
Top Post: Boston Summer Volunteering
Note: What’s the difference between reach and impression? Reach is the number of people who may have seen content, while impressions are the total number of times content was displayed to people.
169 Total Followers
232 Followers
1.4 k Company Page Visits
6 k Reach
568 Reach
733 Profile Visits
Best For:
Best For:
Top Platform for Family & Friends
Top Platform for Growth Opportunity
CONNECTING
FOLLOWING: B- GROWTH: C ENGAGEMENT: B+
VISUAL NARRATIVE
FOLLOWING: C GROWTH: A- ENGAGEMENT: C+
SHARING
MOBILE
Top Post: Ozdemir Family JDRF Gala
Top Post: John Arthur Flats Grand Opening
Digital Marketing, cont. Website Google Analytics Overview (2021 vs. 2022)
2022 Stats
Top Pages
Top 5 Locations
Top Interests
Top Posts (by views) 1. Affordable Housing Experts Brenda Champy & Tom Pereira Join CREA : 580 2. The Problem with Financial Aid... : 500 3. Bridgeway Community Housing... : 413 4. St. Philip Neri Continues to Serve Those in Need : 339 5. 2021 Impact Press Release: 298 Acquisitions
Home 30% People 12% Services 7% Careers 6% Properties 4%
Banking & Finance
Lifestyle & Hobbies
Source/Medium
Social Media Acq.
Channels
Google 50% Direct 33% LinkedIn 4% Other 3%
LinkedIn 68% Facebook 26% Twitter 5 % Instagram 1%
Organic 53% Direct 33% Referral 8% Social 6%
Business
1. Indiana 2. New York 3. Virginia 4. California 5. Massachusetts
*NEW* Website (Launched November 1st)
New Pages
1. About 2. Impact:
a. Social Impact b. CREACares c. Commitments 3. Investor Partnerships 4. Developer Partnerships 5. Expanded Careers 6. CREA Foundation “Microsite” a. About b. Impact c. Approach
2-Month Stats (November 1-December 31) 3.8 k Site 2.8 k Users
Sessions 2.6 k
9.2 k Page Views
3 m 40 s
Unique Visitors
Average Session Duration
Top Pages
Top Search Terms 1. “Properties” 2. “Waiver”
Top Blog Posts 1. New Home, New Hope: Compass on Washington 2. John Arthur Flats Grand Opening 3. Cultivating Awareness of Alzheimer’s Disease...
Home 32% People 13% About 8% Careers 6% Homes 3%
3. “CREA Projects Hawaii” 4. “Core Values”
Additional Services Foundation
Social Impact
Initiative Support
Volunteer Planning
Awareness & Recognition Designed 12 ribbon graphics for signature block & wrote 7 awareness cause blogs
225
Microsite created
Marketing hours tracked (between June-November)
Summer Book Club, Volunteering,
Directly scheduled & planned 2 employee volunteer opportunities
3+1 Press releases & blog post written
Events Induction Ceremony & Foundation Golf Outing Established Social Media Presence: LinkedIn & Facebook
Communications & Speaker Series Support
Brochure & presentation support
Sponsorship & Community Relations
30 Event Sponsorships Managed
34
4
Sponsorship Advertisements Designed & Placed
Charity Event Tables Filled
Advertisement Samples
20+ YEARS And Counting
TRANSACTIONS PROJECTS DEALS HOMES
HOMES MADE WITH YOU IN MIND
It’s our belief that every home should be unique, just like your family. Whether you face disability, homelessness, domestic abuse or more, we strive to support your specific needs & circumstances.
Learn more at CREALLC.com
Property Celebrations
Since planting roots in the LIHTC industry in 2001, CREA has grown from 1 to over 145 employees on a mission to provide safe, affordable housing to all. While many things have changed in our companies’ lifetime, the purpose driving our story has not. Through the creation and preservation of affordable housing, as well as the access it provides to people and families for the opportunity to not just reside, but live - CREA’s story continues.
We live at home, play at home, work from home, share our homes, gather at home, and at CREA we make affordable homes our goal and privlege. As of 2022, we’ve helped to create or preserve over 65,000 affordable homes within 737 communities through our investor and developer partnerships. Learn more about how we’re making an impact in communities across the country at CREALLC.com .
Learn more about us at CREALLC.com .
AUSTIN BOSTON CHICAGO
INDIANAPOLIS
NEW YORK PORTLAND SARASOTA SAN DIEGO
AUSTIN BOSTON CHICAGO
INDIANAPOLIS
NEW YORK PORTLAND SARASOTA SAN DIEGO
AUSTIN BOSTON CHICAGO
INDIANAPOLIS
NEW YORK PORTLAND SARASOTA SAN DIEGO
Attended & Photographed ~15
7 Grand Opening or Groundbreaking Celebrations Communicated
3
Speech/Quote Writing & Editing
Photography & Videography
Videos Created 6
5
79 Headshots
Events Photographed/ recorded
Taken & Edited
JAF Grand Opening
2022 Investor Conference Recap
CLICK ON VIDEO STILL TO VIEW
2022 Investor Conference Bad Lipreading
Website Home Page Montage
Paylocity New Hire Welcome
Find resources at: creallc.Sharepoint.com/sites/marketing Contact us at: marketing@creallc.com Follow & engage on social media: click icon below
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