The Opportunity
Right at Home is a national initiative focused on preventing homelessness before it starts, marking a shift from traditional crisis response to proactive solutions. As they prepared for launch, they saw a valuable opportunity to build a fresh social media presence from the ground up and clearly define their distinct identity in a space shared with another national brand of the same name.
The Work
We worked closely with the Right at Home team to build a social media ecosystem designed to educate, inspire, and mobilize while remaining practical for internal teams to manage well beyond launch. A key priority was translating a complex, data-driven story into an emotionally compelling narrative that could resonate with audiences ranging from local communities to policymakers. More than simply creating content, we developed a clear and scalable digital foundation to support a national movement powered by local action.
Our Approach
Our approach was grounded in three core principles: prioritizing clarity before amplification, maintaining consistency while preserving local voice, and building for long-term sustainability rather than short-term momentum. We developed a unified national presence across Instagram, LinkedIn, and X, establishing a clear and authoritative voice that strengthens credibility with funders and policymakers while amplifying the work of local pilot communities. The strategy balanced centralized messaging with local storytelling, enabling partners to contribute data, lived experience, and on-the-ground perspective, ensuring the movement remained both cohesive and human. To support execution, we delivered a comprehensive social media toolkit that included a ready-to-publish 30-day content calendar, adaptable visual and video templates, and clear guidance for storytelling, data visualization, and community engagement, making it easy for teams to publish confidently and consistently. Finally, we designed a phased growth roadmap focused on testing and refinement, beginning with organic engagement and performance tracking, then scaling into targeted paid amplification and strategic partnerships, creating a system built for sustained, long-term impact.
Impact & Strategic Value
Right at Home launched with a clear and confident social media presence, anchored by a cohesive national narrative that balances data with lived experience. Early performance showed strong momentum, with Instagram surpassing 100 followers within the first week and LinkedIn growing to more than 245 followers, signaling immediate engagement among key audiences. More importantly, the team now has a practical, scalable system that empowers both internal staff and local partners to contribute consistently and strategically. The result is a durable digital foundation designed not just for growth, but for influence, supporting a broader shift in how homelessness is understood and addressed. This work underscores the value of leading with strategy, transforming complex issues into narratives that resonate, and building systems that enable organizations to sustain momentum and operate at the scale of their ambition.
