Strategic Communications & Partnership for Equity in Rochester
Partnering with an external marketing agency and ESL’s internal comms team to drive equity in Rochester, New York
In 2025, addressing racial wealth and homeownership gaps in Rochester required more than good intentions — it required strategic storytelling, coordinated outreach and shared purpose across organizations. LáLew Public Relations joined forces with an external marketing agency and ESL’s internal comms team to support the Generational Wealth Through Homeownership Initiative, a collaborative effort to help African American households build generational wealth by closing persistent disparities in homeownership and economic opportunity.
Strategic Approach
Research‑informed messaging and positioning
The team began by developing a communications strategy grounded in local data, historical context and lived experience. Rather than settling for broad, general outreach, we prioritized clarity and resonance — making the case for why generational wealth matters for Rochester’s Black community and what this initiative intends to achieve.
Cross‑channel tools for meaningful engagement
To activate support across business, community and government sectors, LáLew crafted essential communications assets in collaboration with ESL’s internal comms team and the external marketing agency:
Audience‑specific messaging: Tailored language for business leaders, community organizations, financial institutions and policymakers to drive understanding and buy‑in.
FAQ documents: Separate FAQs for residents and financial stakeholders helped encourage open, informed conversation at every engagement.
Adaptable presentations: Flexible decks were created for town halls, community gatherings and stakeholder briefings.
Executive speaking lines: Prepared remarks ensured consistent, strategic engagement with government leaders and institutional partners.
Media strategy that anticipates and engages
LáLew led media planning and outreach, launching press materials for the initiative kickoff and building a cadence of communications for key milestones. Our team provided talking points addressing potential questions and barriers, and coordinated strategic pitching to secure coverage that elevated the initiative’s profile.
Ongoing collaboration and alignment
Throughout the effort, LáLew stayed connected to both the external marketing agency and ESL’s internal comms team. Discovery workshops, one-on-one sessions and regular strategy meetings ensured alignment on brand voice, narrative priorities and engagement goals across every stage of the initiative.
What This Means for Rochester
This integrated communications effort lays critical groundwork for sustained community engagement, expanded visibility and cross-sector partnerships. By combining research‑based messaging, tailored outreach and a proactive media strategy, the initiative is positioned not just to inform but to inspire action — moving closer to a future where wealth and homeownership are accessible across generations for African American households in Rochester.