Southgate 1

Background

The Pacific Companies has built numerous affordable multi-family complexes in California and throughout the west, tasked Mosaico with helping them raise awareness of a new affordable housing complex in the city of South Gate (Los Angeles County) called Calden Court Apartments.

Objective

The Pacific Companies wanted to inform the local community of the project and upcoming apartment availability with the specific goal of leasing 90% of Calden Courts’ units ahead of its official opening.

Strategy

Mosaico designed a strategic, high-impact media buying plan in Spanish and English that included investments in outdoor and radio advertising as well as call-to-action driven appearances on a popular Los Angeles TV lifestyle show. Mosaico provided a spokesperson for the campaign who served as an on-air talent delivering key campaign messaging for the TV show.

Results

The successful execution of the highly targeted advertising campaign generated calls from the local community in a short amount of time. Within two months of the initial launch, The Pacific Companies had received thousands of calls of prospective residents inquiring about availability of apartments at the new complex. The carefully considered media strategy, that generated over nine million impressions and ensured that interested callers qualified for this low-income complex at a higher rate than expected by the client.

In addition, Mosaico obtained a (non-paid) radio interview with top ranked radio station La Raza 97.9 FM, a station that reaches close to 1.5 million listeners every month in the Los Angeles market.

BillBoard Ad