Industry: Nonprofit
Target Audiences: Families and children, donors, women in need of supportive housing services, community partners, policymakers and civic leaders
YWCA of the Greater Capital Region (YWCA-GCR), a 140-year-old organization dedicated to empowering women and eliminating racism, set out to expand its residential supportive housing capacity in 2024. The plan proposed a five-story, 53-unit structure on the organization’s existing parking lot in Troy, New York.
When early community meetings were met with strong public opposition, YWCA-GCR engaged The Baker Agency to lead a campaign for public support.
The Challenge
The project faced intense neighborhood resistance. Concerns included neighborhood character, increased density and traffic, and safety considerations.
Public opposition was amplified by a city councilperson who actively challenged the project in both media and planning meetings. YWCA-GCR needed to quickly shift public perception despite having little experience in advocacy or political communications.
Our Approach
The Baker Agency launched a rapid-response communications strategy.
A well-attended press conference introduced the project and highlighted community support. Strategic media placement minimized focus on opposition while generating positive coverage.
An op-ed in the Albany Times Union helped frame the project’s value and urgency. At the same time, email campaigns and direct outreach mobilized supporters to participate in public comment sessions, significantly increasing pro-project voices.
Results
Prior to the campaign, opposition outnumbered support 3-to-1 in Planning Commission comments.
After one month, more than 20 supportive comments were delivered compared to only 5 opposing. The project ultimately received approval with only one dissenting vote, allowing YWCA-GCR to move forward with expanding affordable housing in the Capital Region.
