Case Studies

Apartment building profile.

AFL-CIO Housing Investment Trust

A Sustainable Campaign to Reveal and Reward ESG Impact

The AFL-CIO Housing Investment Trust (HIT), a fixed-income investment fund with $6.54 billion in assets from institutional investors, is one of the nation’s 10 largest institutional money managers with an ESG mandate. HIT distinguishes itself through its focus on high credit-quality multifamily mortgage-backed securities providing competitive risk-adjusted returns. As a leader in impact investing, the HIT also seeks to generate measurable social impacts. The HIT strives to create union construction jobs to build and preserve affordable rental housing.

The Challenge

The HIT aims to grow its assets under management by attracting new eligible institutional investors. Many are unaware of the superior stability, performance and versatility of the HIT portfolio. Purpose Brand’s job is to help them tell their story in a way that differentiates them in the eyes of pension funds, fund consultants and the public.

The Solution

Purpose Brand led communications to drive awareness and targeted growth. Engaged to create a client-informed content strategy and communication plan for HIT,  we incorporated detailed message mapping for multiple investor and investment targets. Market execution included media placement of original executive content, national PR releases, local media pitches and an active curated email campaign. The goal was to drive awareness of the HIT value proposition and complement relationship strategies to enhance growth. In just one year, we generated more than 113 million impressions and multiple media pickups. 


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