Helping Connective and LISC Tell a Stronger Housing Story — With Clarity and Community at the Center

When Connective—a nonprofit powering collaborative solutions in Greater Houston—set out to build a new video resource library for their “Own the HOU” program, they knew it needed to go beyond flat facts. Homebuyers of color often navigate a maze of financial, systemic, and emotional barriers. What they needed wasn’t just information—they needed stories, context, and clarity.

That’s where we came in.

Our team provided strategic advisory support for the video strategy phase of the initiative, working in close partnership with Connective and one of the city’s foremost community development partners, LISC Houston. The goal was simple but ambitious: create a suite of video content that not only informed, but also empowered.

Through this scope of work, we advised on message development, supported deep community engagement, and helped craft an RFP that attracted 19 qualified video vendors—many of them local, many eager to work on a project with meaning.

But what really made the difference?

We worked upstream. Rather than waiting until scripts were written or talent was cast, we joined the process at the idea stage. By participating in early roundtables with counselors, brokers, and lenders, we helped Connective listen—really listen—to what the community needed and what would resonate most. These insights directly shaped the content strategy, from choosing video topics to identifying ideal speakers and formats

We also crafted the tone and positioning of the RFP call for video professionals to capture the story—shifting it from a transactional procurement document to a narrative-driven call for collaboration. This proved powerful. Applicants responded with fresh thinking and enthusiasm, and Connective’s team reported stronger alignment between what was needed and what was delivered.

Our impact didn’t stop there. From reviewing video outlines to shaping interview questions, we offered story-based production guidance that centered lived experience over policy speak. The result? A video library built on human language, cultural nuance, and real-life application.

At its core, this project is about ownership—of homes, of futures, and of the narratives that shape what people believe is possible. And for organizations like LISC and Connective working in high-stakes, high-impact environments, communications isn’t an afterthought—it’s an asset.

We’re proud to have helped shape how this story is told.

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🎥 If you’re leading a development or housing initiative and want your communications to reflect the real lives of the people you serve, we’d love to talk.

🗂️ Learn more about our story-driven strategy for place-based organizations and nonprofits.

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