Executive Summary Grant Report: Strategic Marketing for Housing Rights & Eviction Diversion Community Legal Services – Orange County. Project Duration: 12 Months Community Legal Services (CLS) developed and implemented a 12-month strategic marketing campaign focused on media buying and targeted advertising to raise awareness of housing rights and eviction diversion services among at-risk tenants in Orange County. With the support of a $100,000 grant, this initiative prioritized outreach to low-income, multilingual communities disproportionately affected by eviction threats and housing instability. Project Objective To connect vulnerable tenants—particularly in underserved areas—with free legal support and eviction prevention resources by deploying a culturally responsive, hyper-local advertising campaign. Target Audience Residents of Orange County, CA—specifically renters in areas with high eviction rates. The campaign prioritized outreach in English, Spanish, and Haitian Creole to ensure language accessibility and cultural relevance. Strategies & Tactics Data-Driven Targeting: Identified high-risk neighborhoods using eviction filing data, housing court trends, and socioeconomic demographics. Transit Advertising: Executed widespread placement of bus shelter ads and internal bus billboards along heavily trafficked public transit routes. Multilingual Messaging: Developed all materials in three languages, using plain language and a trauma-informed approach to legal information. Strategic Media Buying: Focused on high-visibility locations with daily exposure to the target population, ensuring maximum return on investment. Community Engagement: Collaborated with local tenant organizations, shelters, and city partners to amplify reach and credibility. Campaign Timeline Months 1–2: Research, design, language translations, and media planning Months 3–10: Ad placements live on transit routes across Orange County Months 11–12: Impact evaluation, reporting, and preparation for future phases
Key Outcomes Over 500,000 impressions via bus shelter and bus interior advertisements Significant increases in legal helpline call volume and online intake submissions during the campaign period Demonstrated effectiveness in reaching limited English proficiency (LEP) communities Strengthened community partnerships and laid groundwork for sustained outreach
Conclusion This targeted media campaign successfully met its objectives by providing at-risk tenants with clear, accessible information about their legal rights and available support services. It demonstrated that community-informed, multilingual advertising is an effective tool in the fight against housing instability. CLS replicated this approach with other grant funding and targeting specifications.
