How Threshold Helped 1,250 People Find Homes in Their First Year
In May 2022, HOM, Inc. launched Threshold, a network of support and resources for property owners and operators to be able to operate profitable, well-maintained properties while providing safe and stable homes for those who need them. With the rapidly rising number of people in Phoenix, Arizona facing homelessness, HOM, Inc. and their funder, Maricopa County, decided to try a new, untapped approach to solving this crisis: truly engaging property owners and operators in the solution.
Just one year later, Threshold far exceeded the goals they had set at the beginning of the launch, recruiting 447 new property owner and operator partners, adding 980 properties to Threshold’s network, and ultimately helping 1,250 people find safe, stable homes.
How did they do it? Fulfilling a need in the community, yes – but the key ingredients to Threshold’s success were knowing their audience, building a brand with that audience in mind, and telling a powerful story that spoke to them.
1. Knowing Their Audience
Threshold was built to fulfill the needs of a demographic who are key stakeholders in the housing crisis but whose needs had previously been unaddressed: property owners and operators. So, Threshold spoke to property owners and operators directly to figure out what they needed in order to rent to those transitioning out of homelessness. Then, they built a program and brand around those needs.
2. Building a Brand With That Audience in Mind
In partnership with HOM, Inc., Javelina developed a name, logo, and visual identity that captured the warm, welcoming, and community-oriented tone of the organization, as well as its purpose and mission. The name “Threshold” calls to mind not only an entry point to a home, but the critical mass of community stakeholders needed to end homelessness.
The brand personality and tone we developed was professional, collected, warm, and motivating. Rather than being controversial or alarmist, we wanted to present an approachable, unflappable persona focused on thoughtfully and authentically engaging all stakeholders in solving Phoenix’s biggest problems. We wanted property owners and operators to feel listened to and heard. And finally, we wanted them to feel confident in their decision to rent to previously unhoused tenants and supported in everything that follows.
3. Telling the Story
With the branding nailed down, we then developed Threshold’s core messaging, which they would utilize throughout their communications, including their website. This messaging highlighted the two major benefits for their audiences:
1. The slate of incentives and hands-on support property owners and owners would receive, allowing their properties to stay profitable.
2. The ability to be active partners in solving one of their community’s greatest challenges: the housing crisis.
It also highlighted the “Why” behind it all: that individuals, families, and communities are safer, healthier, and stronger when everyone has a home.
From this solid foundation, we developed a strategic plan that engaged the community, sparked intrigue, and generated fast growth for the organization.
With the right storytelling, Threshold proved how quickly change can happen. Watch the video, “Threshold: When Everyone Has a Home” to learn more about how Threshold is transforming communities in Arizona.
To read more on Threshold’s incredible impact in their first year, view the full report here. Plus – stay tuned for Threshold’s next annual report, coming soon.
Interested in learning more about how Javelina can help your organization meet your goals and deepen your impact? Sign up for a free consultation.