With limited time, Treasury needed an option to connect quickly
With 2016 being the last year for homeowners to enroll in Making Home Affordable (MHA), Treasury explored ways to increase visibility in a fast and flexible way in order to increase participation before the program expired. Treasury turned to Granicus for support in targeting their audience who was not yet enrolled and keeping them engaged on an ongoing basis.
By scaling solutions, Treasury was able to make the greatest impact
With no way to capture website visitors on their website, MakingHomeAffordable.gov, Treasury worked with Granicus to implement an overlay to capture website visitors and sign them up as subscribers to messages sent from the govDelivery Communications Cloud. Treasury began sending MHA e-bulletin updates to subscribers and drove homeowners to their website with valuable information about program features and benefits. By leveraging the govDelivery Network – a tool that allows government organizations to cross promote each other’s content – Treasury was able to connect with prospective audiences that otherwise would have gone untapped.
Rapid audience growth created more opportunities to engage
In under one year, MakingHomeAffordable.gov attracted 80,000 new subscribers. Messages sent with the govDelivery Communications Cloud to subscribers increased web traffic by 18 percent – more than any other source. Visitors from govDelivery Communications Cloud also stay on the MHA website for 67 percent longer than any other traffic source, indicating deeper engagement with target audiences.
A major benefit of Treasury’s use of Granicus was capturing data on prospective applicants and keeping them engaged throughout the year. By sending follow up messages and reminders, subscribers are kept well informed and updated on specifics of the program – something they weren’t able to accomplish before Granicus.