News 8 Highlights Three Decades of Community Housing Transformation
As Hispanic Heritage Month continues to unfold, a spotlight feature on WROC's "Walk With Me" showcases how reuse and preservation are expanding affordable housing across Rochester, setting the stage for Ibero's upcoming State of the Latino Community Annual Luncheon.
By: MMM Editorial Team, Keirah Chen
When local organizations do groundbreaking, transformative work in their neighborhoods, securing media placements is the most effective way to garner widespread public support for these community efforts. This week, our client, the Ibero-American Development Corporation (IADC), was featured on News 8's signature streaming segment "Walk With Me," hosted by Theresa Marsenburg.
The segment gave Rochester viewers a look into IADC's growing affordable housing portfolio, illustrating how strategic urban revitalization preserves community heritage while also delivering accessible housing.
Unpacking the Segment
Securing a broadcast feature requires two factors: a compelling narrative and timeliness. In this case, our strategy aligned IADC's decades long footprint in Rochester with National Hispanic Heritage Month, creating an impactful, newsworthy narrative.
The Focus: The broadcast segment walked viewers through key historical and modern properties within IADC's portfolio, highlighting how former institutional sites are being reimagines as vibrant family residences.
The Highlight: A primary feature of the tour was Concordia Hall. It was once a Catholic church hall, the building holds decades of civic history. It also served as Ibero's original headquarters and later as the founding site of Eugenio Maria de Hostos Charter School. Today, IADC has transformed this hall into modern apartments while still preserving the historical elements of the building.
The goal was to demonstrate how long-term efforts for community development, historic preservation, and housing focused on equity work together to uplift local families.
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Results for Local Media Partners
Broadcast partnerships should be mutually beneficial.
By granting exclusive, on-site access to Eugenio Marlin, Executive Vice President of IADC, and Miguel Melendez, Chief Community Engagement Officer, the segment provided News 8's audience with authentic, local storytelling directly from community leaders.
The outcome was a published segment from News 8 with rich, high-engagement streaming content for the RochesterFirst app, deepening viewer connection during Hispanic Heritage Month and elevating IADC's messaging across platforms.
Looking Ahead
The momentum from this broadcast sets the stage for Ibero's upcoming State of the Latino Community Annual Luncheon. Celebrating 40 years of IADC's track record in housing development, homeownership programs, and financial empowerment, this signature event brings together regional leaders, policy makers, and community advocates to discuss sustainable growth for Rochester's Latino community.
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