HUD HCV Guidebook § 5.2

Many families today rely less on printed media for their information, and more on the internet (including social
media and mobile-friendly websites), local cable TV, and radio. Advertising through a variety of print and
digital media -- including media specifically for groups who are less likely to apply for the housing – is one part
of affirmative marketing.

Affirmative marketing also includes outreach to community contacts to partner in getting out information to
groups of people otherwise unlikely to receive it. Community contacts can include foodbanks, legal aid
offices, emergency shelters, health clinics, employers, advocacy organizations, social service organizations,
local government offices, and community gathering places (e.g., recreation centers, libraries, schools, places
of worship). Partnerships with community contacts throughout the market area are more likely to equitably
reach potential applicants and avoid perpetuating segregation or exclusion. As many organizations serve only
a subset of eligible residents, in general, the more organizations that are contacted, the more likely marketing
efforts are to reach a diverse pool of applicants across the market area. Partnership with community contacts
throughout the market area may be particularly effective for reaching potential applicants who have limited
internet access, limited English proficiency, or who may otherwise require assistance in applying.