Summary: Two different ad campaigns, the first 1 and 2 page ads were designed when the owners were first building awareness about the project to convert the old Pabst building into low income housing. The second 1 and 2 page ads were also still pre-leasing but ran 6 months after the first ones because the objective changed. The first ads made the new property look too expensive and the second emphasized the idea of rehabbing the building and the neighborhood which created a more realistic expected price.
Goal: Lease up new apartments in a industrial area of the city with historic significance.
Audience: Individuals that needed to live on a limited budget with government rent restrictions on pricing.
Obstacles to Overcome: Receiving qualified applicants and inquiries.
