Program Targets —
Target NYCHA Coverage — CD5 core
▲ Exceeds 85% SOW target · CB16 added
Maximum Cost Per Lead
Blended CPL target
Qualified Prospects
Phase 1 goal
Minimum Click-Through Rate
NYCHA Residents in Target Zone
~16.5K CD5 core + ~3.6K CB16 additions
Priority Developments Geofenced
10 CD5 · 8 CB16 (Howard + Reid–Park Rock OH–B)
Community Boards 5 & 16 Population
Target Territory —
The Case —
East New York vs. Citywide
2023 American Community Survey indicators. Slate = East New York · Stone = citywide reference.
Medicaid Enrollment
A large population already connected to public-benefit systems.
Median Age
Supports a two-pronged segmentation: prime working-age adults plus opportunity youth.
Racial & Ethnic Composition — CD5
Approximate share of population. Source: Data USA / ACS.
NYCHA Resident Base by Development —
Descending estimated resident count across the geofence roster.
Estimates — confirm against current NYCHA Development Data Book. * Reid–Park Rock OH–B = aggregate of the seven Ocean Hill–Brownsville sites of the Reid Apartments–Park Rock Consolidated PACT portfolio (in-zone estimate).
Coverage Target —
CD5 core held at the 90% coverage target; CB16 additions (Ocean Hill–Brownsville) onboarding into active perimeters.
Audience Segments —
Conversion Funnel —
Target 3.5%+ CTR at engagement; qualified leads routed to the Career Resource Hub.
Channels —
| Channel | Role |
|---|---|
| Geofenced mobile display | Awareness |
| Meta / Instagram lead ads | Convert |
| Programmatic display / video | Retarget |
| SMS nurture | Qualify |
| Community / grassroots / OOH | Trust |
| Partner co-promotion | Referral |
Media Model
$3,750–$7,500Estimated media spend for 500–1,000 leads at the $7.50 blended CPL target.