Drexel University Home Purchase Assistance Program

Executive Summary

● By founding the Home Purchase Assistance Program in 2010, Drexel University’s President, John Fry, aimed to foster a stronger Drexel community by offering forgivable loans to full and part-time faculty on houses in the Mantua area. Despite some success, the program has not yet reached its full potential due to many non-resident’s opinion of the area. However, stigma about the Mantua area can be changed by a number of select tactics.

● Drexel University should seek to increase their brand awareness of the Home Purchase Assistance Program, build visibility by targeting key reporters and editors in the Philadelphia community, educate, inform and strengthen the Mantua neighborhood and improve the Mantua neighborhood in order to enable community pride within it, all in the time span of six months. The public relations measurable objectives facilitate and support the business objectives which are increasing brand awareness, program participation, program visibility and permanent Drexel homeowner sales.

● Through this plan we will emphasize the messages and ideas that the Home Purchase Assistance Program will enhance the relationship between Drexel and its surrounding area and act as a catalyst for positive change in the community. The program benefits both Drexel employees and the community through enabling pride in home ownership.

Background Analysis

In an attempt to attract more Drexel University faculty to move closer to the institute, the college’s human resource department has established the Home Purchase Assistance Program. This program is part of an effort to further develop the Drexel community by offering housing closer to campus for both full and part-time faculty. Should an applicant meet the list of criteria, they are eligible to apply for a $15,000 forgivable loan via a lender of their choice or through a Drexel or DUCOM preferred lender.

At face value this may seem like a win-win situation that offers faculty and staff a home closer to campus at a reduced price. However, there are a number of underlying deterrents that are preventing the college from reaching its vision. After assessing the situation, we have decided that the four most important factors to take into consideration are as follow:

● The location of the property must be within the allocated geographical borders as listed in Appendix A. The main problem with this allocation is that it is generally

considered an ‘undesirable’ place to live (minus a few blocks), taking into consideration crime and the general state of the area. The area is known as “the bottom” by many Philadelphians, although residents have recently tried to claim that this is an ‘affectionate’ nickname earned by its location (easternmost proximity in West Philadelphia)

● The applicant is required to remain in the house for at least five years to receive the full forgivable loan. This is a relatively long-term commitment that essentially ties the faculty member for those five years. People are hesitant to make this kind of decision when considering the current economy and job market.

● The gentrification is another concern for potential applicants. Although Drexel employees appreciate these kind of incentives, the current area will have to undergo a process of change before it becomes a desirable place to live and most employees are more interested in the finished product. The results of this process are already evident at the University of Pennsylvania: UPenn police visible at all times, a 24 hour CVS and a student and family friendly neighborhood.

● When one thinks of University City, they often think of social, cultural and international diversity. However, being that the Mantua area is predominantly one race, it is often difficult to find diversity there. This can often make those in the minority feel unwelcomed (i.e. anyone that is not part of the black community)

The Mantua area has a rich history of drug and gang culture (it was responsible for 10% of total Philadelphia gang killings between 1960 and 1969), and it wasn’t until the late 1990’s that the neighborhood saw an influx of college students looking for affordable housing. Now, however, there an estimated 500-1000 college-aged students living in the area as a notable effort has been made to improve and stimulate the district.

An important development came in 2002, when Rick Young formed the Mantua Community Improvement Committee (MCIC) to collaborate the goals of the community with those of its neighbors and the City of Philadelphia. “Now, the area has been “discovered” by a many that have ignored it for decades. Life is about to become dramatically different for Mantua residents,” the MCIC Founder and President recently declared. Although significant changes have already led to cleaner and safer streets as well as more educational opportunities for the youth of Mantua, the area is still relatively run down beyond Spring Garden.

There are also elements of racial tension that should be taken into consideration. The Mantua area is a predominantly black neighborhood that is being pushed further and further away from campus as property investors continue to purchase houses for renovation that they can then rent to Drexel students and faculty. Although the

boundaries are gradually being breached, this is still an issue worth taking into consideration.

In summary, there are plenty of attractive aspects to Drexel’s Home Purchases Assistance Program, but the current failure in enticing applicants stems from a couple of particular concerns. The following sections will address how we plan to approach these issues and our planned roll-out for doing so.

PR ObjectivesThe PR objectives are the first step in setting clear measurable objectives for this public relations campaign. It provides the platform from where Drexel will begin to reach its goals.

● Increase awareness of Drexel University’s Home Purchase Assistance Program within the next six months among the internal Drexel community.

● Build visibility for the Home Purchase Assistance Program by targeting key reporters and editors in the Philadelphia community within the next six months.

● Educating, informing and strengthening the Mantua neighborhood within the next six months, with the re-launch of the program.

● Improve the Mantua neighborhood in order to enable community pride within it in the time span of six months and therefore make the neighborhood more attractive to homeowners.

Business Objectives

The public relations measurable objectives facilitate and support these business objectives. These are the eventual goals that Drexel seeks to achieve.

● Increase brand awareness by 25% in the Philadelphia area within the next year● Increase program participation by 20% within the next year● Increase program visibility by 40% in the internal Drexel community within the

next year● Increase Drexel permanent homeowners in the Mantua neighborhood by 20%

within the next year

Audiences Regional

PhiladelphiaDrexel University is one of Philadelphia’s top universities. The news of this program should target to Philadelphia and the surrounding suburbs. The Philadelphia area should be made aware of the improvements this program will make to the West Philadelphia area, and how the University is benefitting its employees, students, and staff in doing it.

MantuaMantua should be specifically targeted in Philadelphia since this area is directly involved in the Home Purchase Assistance Program. The messages that should be emphasized in Mantua are the positive change that will occur in the community as a result of this program, and the dedication of Drexel to its bond with the community it calls home.

Internal

Drexel Community: StudentsStudents should be made aware of this program and the benefits it can give them. Although they do not benefit from the program monetarily, students should be aware of the community improvements that this will cause. Many students currently live in Mantua, or will live there during their time at Drexel. As members of the community efforts should be directed at them to get them excited about potential stimulation of the area.

Faculty and StaffFaculty and Staff are the audience that we are directly trying to convey the benefits of this program to. The financial benefits should be greatly stressed, especially with the current economic situation. Also, the benefits of becoming more connected with the University and living close to work should be presented.

External

The Real Estate CommunityThe Real Estate Community will be interested in potential for a new up and coming neighborhood to sell in. Stressing the improvements in property values and prices to them is necessary.

Urban Development OrganizationsUrban Development Organizations should be targeted as well due to their direct interest in the nature of the program.

Higher Education CommunityThe Higher Education Community includes anyone working in or with higher education across the country. Universities and colleges constantly look to see what the others are doing and strive to be competitive. Higher Education also includes those who are responsible for University rankings. A program like this should definitely be targeted towards organizations who publish reports and rankings on universities.

Key Messages

o The Home Purchase Assistance Program will enhance the relationship between Drexel and its surrounding area. Drexel and its surrounding communities are permanently tied to each other with a mutual self-interest in becoming stronger. The program supports this mutual interest in bettering the University and its surrounding neighborhoods.

o The Home Purchase Assistance Program will act as a catalyst for positive change in the community. Development of this kind tends to reduce local property crime, increase property values and prices, and increase tax revenues providing a better community setting for homeowners.

o The extensive program provides a $15,000 forgivable loan to Drexel University employees to enable home ownership within the designated area. Drexel strives to enable pride through home ownership and help to better connect its employees to the university.

Execution Community Relations:

o President Fry will send out a letter addressing the faculty and staff of Drexel University. President Fry will have a synopsis of the program, and encourage the employees of Drexel to participate. President Fry’s letter will explain how great of an opportunity the program is for faculty and staff of Drexel University, students who reside in the Mantua area, for the Drexel University community and the Mantua community. The letter will explain the benefits that faculty and staff will receive from participating in this program.

o A letter to several real estate agencies from President Fry will encourage the agents to focus sales to the staff and faculty of the university. President Fry’s letter will also explain a great need for a relationship between the real estate community and Drexel University community.

President Fry will address the need for sales and the benefits of working with the University.

o President Fry’s letter to the students should address the encouragement of the staff and faculty, President Fry’s letter will also explain the program, and what the motives and benefits are, as well as the advantages students will receive, especially those living or renting in the Mantua area. The letter will also focus on the new volunteer services available to students.

University 101 Community service and volunteer work: o University 101 classes will be encouraged to participate in the mass

neighborhood clean-up, and help run the block parties, as well as reach out and socialized with the neighborhood youth.

o Drexel University Book Drive.o Drexel will run a book drive to help increase the books available for all

ages throughout Mantua libraries. Volunteer possibilities for all Drexel students and staff:

Several libraries are scattered throughout Mantua, students and staff will be encouraged to reach out and volunteer at libraries.

Drexel will work with the public schools in the Mantua community to provide free tutoring for the youth.

Volunteer possibilities for Drexel Wrestling and Drexel Basketball teams:

Drexel will run youth camps year round to encourage health and fitness to the Mantua youth.

Drexel University getting involved: o Drexel will fund a mass neighborhood clean-up and sponsor “block

parties” throughout Manua and on Drexel’s campus to encourage the Drexel University community and the Mantua community to reach out to each other and create a bond between the communities.

Septa Advertising: o Advertisements to encourage the Drexel University Home Purchase

Assistance Program will be placed on Regional Rail stations and in the cars to reach out to staff and faculty that make commutes to work.

Drexel Television campus wide video broadcast: o Two videos will be release campus wide, one focusing on the benefits to

the faculty and staff of Drexel University, the second on the how the program will build up the community of Mantua and the Drexel University community.

o The videos will include statements by President Fry, Rick Young, the founder of MCIC, and any faculty or staff member who has or will participate in the program and wishes to be involved in promoting.

Media Releases: o President Fry will address the media and communities and each event

held and sponsored by the university,emphasising community pride, and how the Mantua and Drexel communities are working together to build a stronger and thriving community.

o With all community services and volunteer work contributed by Drexel University faculty, staff and student, the university will release press releases to newspapers such as:

The Triangle- Drexel University’s newspaper Drexel newsletter- Distributed around staff members and

undergraduate students University City Review- Distributed in University City and West

Philadelphia. City Paper- Free newspaper distributed around the city. Philadelphia Weekly- Free newspaper distributed around the city. Philadelphia Tribune- Primarily serves the African-American

community. The Metro- Free daily newspaper that is found easily on morning

commutes. Philadelphia Inquirer- The largest paper in Philadelphia. Real Estate Trade magazine in Philadelphia Target news stations where Drexel’s community services and

volunteer work will be released: Television: NBC, CBS, ABC, AND FOX Radio: WKDU, and KYW news radio

Appendix A

Possible Photos to Use

Useful Websites

http://americancity.org/daily/entry/drexel-seeks-to-lure-homeowners-investment-to-west-philly - Good article about the program with example of Ana as homeowner

http://www.drexel.edu/hr/benefits/voluntary/homepurchase/ - The home purchase assistance program website

http://www.drexel.edu/~/media/Files/hr/benefits/HomeOwnershipBooklet_Web.ashx - The school’s promotion booklet of the program - good pictures and well organized

Shardé’s Notes

I talked to one of my friend’s (a graduate who works for Drexel Housing) and this is what she had to say:

1 Mantua is known by locals as “the bottom”: http://www.interactdesign.com/mantua.html http://www.mantua1.com/mantua/index.html

2 Employee hesitation:Gentrificationhttp://en.wikipedia.org/wiki/Gentrification

3 As a Philadelphia native and a current employee of Drexel University I appreciate these kinds of incentives however, I have no interest in exploring this opportunity. The Mantua area is known for crime, and the neighborhood (minus a few blocks) is less than desirable. After Mantua undergoes the gentrification process it will become a desirable place to live but often times I find that I am more interested in the finished product and not the process. The results of this process are evident at the University of Pennsylvania which are a few short blocks away where I currently live. UPenn police and public safety are visible at all times, there is a 24 hour CVS, the neighborhood is very student and family friendly. While I appreciate those who chose to live in my neighborhood before it was what it is now, if it resembled the Mantua area I would have chosen my residence elsewhere. Time of transition → 5-10 years, UPenn is already there.

4 Diversity Being that the Mantua area is predominantly one race, it is often difficult to find diversity there. When I think of University City I think of diversity and there’s is a noticeable lack of diversity in the Mantua area. This can often makes those in the minority feel unwelcomed (i.e. anyone that is not a part of the black community).

Tactics:

● Build awareness through media placement. Drexel University will target media placements within the University as well as the Philadelphia community.

○ video releases○ press releases○ name magazines, newspapers, newsletters, etc.

● Strengthen the Mantua neighborhood by using community relations and philanthropy activities that will promote positive change.

● Univ 101 - compulsory cleanup of Mantua area● Bloc Parties● carnival ● Art murals● Drexel Basketball clinics

● Provide special events that promote employee relations within Drexel that focuses on the value Drexel employees are to the University.

○ examples of events on campus● Educate Drexel employees by having speaking engagements and neighborhood

events focusing on the Mantua gentrification process.

Monitoring and Evaluation

● Keep track of clippings and hits in media● Keep track of attendance in special events and speaking engagements● Property value increases● Crime rate decreases● Rates of property sales