A sweepingly effective tactic, our team of public relations experts replaced the standard, single-perception testimonials that were, at the time, the predominant driver of CMHA’s image, with strategic storytelling. Güd Marketing identified and skillfully framed stories that highlighted the value CMHA brings to communities by reducing the cost burden of housing and increasing access to safe, affordable places to live. We presented these stories to the public, stakeholders and governmental policymakers. We brought them to new conferences, press releases, and showcased them on local and national media outlets — drawing attention, awareness and support for CMHA that otherwise would have only been attainable through the purchase of cost-prohibitive paid media. These initial efforts led to a robust increase in CMHA’s list of stakeholders and partners.