Marketing for a Cause: Nonprofit Strategies

The Greater Lansing Housing Coalition (GLHC) strives to help the greater Lansing community prosper by providing quality housing assistance for all, revitalizing neighborhoods and empowering residents through education and counseling. When the organization received a grant from the Sustainable Communities Regional Planning Grant Program to create a comprehensive Five-Year Fair and Affordable Housing Plan for Ingham, Clinton and Eaton counties, King Media developed and executed a broad set of branding and marketing strategies.

ICE Campaign: graphic design of executive summary for Greater Lansing Housing Coalition


King Media’s team worked directly with two GLHC researchers to guide the data compilation and analysis process. Simultaneously, we used a combination of strategic and creative thinking to develop a brand for the plan and all related promotional efforts. Wanting to differentiate this initiative from other tri-county programs, we coined the term “ICE.” ICE stands for both the geographic areas impacted by the Plan – Ingham, Clinton and Eaton counties – and the innovative, collaborative and empowering characteristics of GLHC’s efforts.

ICE Campaign: identity and logo development for Greater Lansing Housing Coalition

Using the ICE brand, we designed three full-color publications to promote the Plan: the entire 173-page plan document, which included all the content developed in the research phase; an eighteen-page executive summary; and a succinct brochure that outlined the current need for fair housing in Mid-Michigan and highlighted endorsements from influential community leaders.

King Media also directed and produced three :30 commercial spots. The videos creatively featured hand shadow silhouettes to portray a living, breathing community and demonstrated how access to affordable housing transforms lives.



To complete the multimedia branding package, we created an ICE webpage within GLHC’s existing website. The webpage includes a summary of the area’s affordable housing challenges, the definition of ICE, the report’s findings and community endorsements of GLHC’s recommendations. Visitors can also sign up to be part of the solution, view the ICE videos and download ICE publications.

Digital billboard media buying and creative for Greater Lansing Housing Coalition - ICE, by King Media


Beyond brand development, graphic design, video production and webpage design and development, King Media created and implemented a marketing campaign that incorporated outdoor advertising, television advertising and earned media. Thanks to a combination of the innovative brand, a series of compelling messages and our established media relationships, King Media secured more than $80,000 in free outdoor advertising and more than $50,000 in free television advertising for ICE.

GLHC’s press conference, orchestrated to the very last detail by King Media, took place in a packed room with every local station in attendance. After the press conference, media coverage continued for 24 hours and generated a flood of community support for the initiatives.

King Media receives Honorable Mention for Marketing the GLHC ICE 5-Year Fair and Affordable Housing Plan at the 2015 PR News Nonprofit PR Awards

Our work for ICE was also recognized with an honorable mention in both the Branding/Re-branding and Marketing categories at the 2015 PR News Nonprofit PR Awards.