National Homeownership:  Baseball, Homes and Apple Pie!

As part of its efforts to promote “National Homeownership Month” in June 2006 for the Mortgage Bankers Association (MBA), Qorvis’ research indicated that the demographics of the key target audience – first-time home buyers – was very similar to those who attended minor league baseball games.  As a result, Qorvis recommended that MBA work cooperatively with a number of teams in key markets
across the country.

The sponsorships included specially designated
“Homeownership Night” games for each team complete
with scoreboard messages on how to buy a home,
giveaways between innings at the games, and even an
apple pie giveaway to remind fans that owning a home
was as American as baseball and apple pie.  Qorvis
extended the value of the sponsorship with each team
by pitching a story to local media about the special night
game and MBA’s Home Loan Learning Center website. 
This allowed MBA to meet its main goal of
dramatically increasing the traffic to
this website.  In fact, average hits per
day more than tripled during
the campaign.