Case Study: Colorado Apartment Association protects renters and housing providers during COVID-19 with Novitas Communications

Colorado Apartment Association reaches 1.7 million people with Novitas Communications

The Colorado Apartment Association (CAA) faced an unprecedented communications and housing crisis when the COVID-19 pandemic caused widespread job loss, leaving renters unable to pay housing costs. With no existing playbook for a global pandemic, CAA needed to address the concerns of both residents and housing providers. They engaged Novitas Communications for a crisis communications campaign.

Novitas Communications launched a comprehensive effort that positioned CAA as an industry leader through extensive earned media. The solution included creating a COVID-19 Resource Center with financial aid information in English and Spanish, producing guides for renters and housing providers, and partnering with the Resident Relief Foundation to provide rental assistance. The results were significant, with over 167 media mentions, 91% of Coloradans paying April rent, and the resource center receiving over 15,000 page views. Novitas successfully managed the crisis, quelling potential rent strikes and garnering positive national recognition for their work.

Colorado Apartment Association (caa)