Dolphin DB450 Product manual

Governors State University
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A!rmative Marketing Handbook: A Guide to
Integrated Housing
Jud Wunker
Northwestern Indiana Regional Planning Commission
Wilma Sco"
Fair Housing Center of Home Investments Fund
Donald L. DeMarco
Village of Park Forest
Dudle Onderdonk
Village of Park Forest
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3 1611 00048 6396
AFFIRMATIVE MARKETING HANDBOOK:
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7293
• 62 x
A GU IDE ro INTEGRATED HOUSING
By
•
Judy Wunker
Wilma Scott
Donald DeMarco
Dudley Onderdonk

GOVERNORS STATE UNIVERSITY LIBRARY
11 1111 1 11U l ll 111 11
3 1611 00048 6396
'"'t(
L_'.'I FF I RMATIVE MARKETING HANDBOOK :
A GU !DE TO INTEGRATED HOUSING
by
Judy Wunke r
Wllina Scott
Donald L. DeHarco
Dudley Onderdonk
Graphics by: Cheryl Lynne Hunt, Bloomin gto n. Ind iana
Printed at Governors State University
Park Forest Soutll, Illinois
ITY
The preparation of this doclJllll!nt was financed in part through a C~rehensh
Planning Grant from the U. S. Department of Housing and Urban Developrl!nt as
administered by the !11fno1s Department of Local Government Affairs, under
the provisions of Section 701 of the Housing Act of 1954. as amended. and 1
part with a grant frOll the South Suburban Hayors and Managers Associatlor
Published in June 1979 by the Planning Division of the Vlllage of Park Forest.
Illinois, in coope rati on with the South Suburban Housing Center.
JUL 22 198:i

About the Authors
Juczy Wunker, formerly assis tant planner for the
Village of Park Forest, is now employed by the
Northwestern Indiana
Regional Planning Cornnission.
She received her Bachelor's degree from Indiana
University
and her Master's degree from the Uni-
versity of Chicago. Her thesis dealt with the
history
of segregation in the housing market and
the establishment of Chicago area fair housing
centers.
Wilma Scott is presently employed as a housing
counselor
with the Fair Housing Center of Home
Investments Fund in Chicago. She previously was
employed by the South Suburban Housing Center in
Homewood, Illinois, as a housing counselor. Ms.
Scott received her Bachelor of Arts degree in
Political Science, Tuskegee Institute. She now
lives in Park Forest with her family.

Donald L. DeMarco is the Village of P1rk Forest,
Ill inofs Assfstant Vfllage Manager wfth primary
responsibility for co11111Unity relations and inte-
gration (maintenance). He is considered one of
the nation's leading theoreticians, consultants,
and activists for affirmative action for racially
colll!Dn housing markets. With previous professional
municipal intergroup relations experience in May-
wood, Ill ., Jackson, Mich., and Toledo, Ohio,
after graduation from Bowling Green State Uni-
versity, DeMarco has coordinated affinnative
marketing seminars for real estate brokers and
property managers, government officials, neigh-
borhood associations, school officials, and other
interested citizens. He and his interracial
family reside in the All-America City of Park
Forest.
Oudl~ Onderdonk has been the Village Planner
for
Park Forest, Illinois since 1973. He received
his
B.A. from Ohio Wesleyan University and he holds
Master's degrees
from both Ohio State and Govel'llors
State Universities. Astudent of housing affairs,
he has published several articles concerning segre-
gation in the housing market
and served as a
conmunity development consu ltant to several
midwestern communities. Also a Park Forest
resident, Mr. Onderdonk served as the Planner-
in-charge for the production of th1s handbook.

PREFACE
As fair housing laws have been adopted during the late 1960's and the
70's, tools have been forged for implementing integration and fighting dis-
crimination and segregation . One suc h tool, affirmative marketi ng. has come
to public attention as the implementatio n of affirmative action became an im-
portant issue in the Un i ted S tat es.
For those groups interested in avoiding (re)segregation and promoting
integrated cornnunities through affirmative marketing, literature on the subject
is sparse and scattered. Because of the need for a coqirehensive guide, we
pulled together existing information, and pooled our own ideas , observations
and experiences concerning affirmative marketing to form this handbook.
This guide is directed to fafr housing organizations, municipalities,
members of the hou sing ind u stry, and coll'ITl unity organizations who are interested
in the implementation of an af firmative market in g program, and want to know
what and how actions might be taken.
Many people have helped us with our research. We want to especially thank
Kathy Cardona ,
of the South Suburban Housing Center. for her editorial a ssista n ce
and Kale Willi ams and the staff of the Leadership Council for (Chicago) Metro-
politan Open Conrnunities for their overall comnents and legal analysis.
UNI ERSITY LI
I L

AFffRMATIV£ MARKETING HANDBOOK: A GUI DE TO INTEGRATED HOUSING
TABLE OF CON TENT S
About the Authors
Preface
Table of Contents
Glossary of Term<;.
Part One: The Affinnative Marketing Concept
l) Affirmative Marketing: Why?
2) Historical V1ew of Segregation
3) The Leg al Basis for Affirmative Marketing
4) Who is Responsible for Affinnative Marketing
Part Two: Starting an Affirmative Marketing Program
5)
Goals and Obje ctives
6) Data Collection
7) Organizational Details
Bl Funding
Part Three: Action Strategies
9) Dealing with the Federal and State Governments
10) The Fair Housing Organization and Homeseeker Counseling
11) Ed ucational Programs
12) Affirmative Advertising and Conmmity Image
13) S
chool Systems and Affirmative Market1ng
14) The
Audit
Part Four: Evaluation and Feedback
15) Ev aluating the Affirmative Marketing Program
16) Opposing Views
and Rejoinders
Bibliography

GLOSSA~Y OF TERMS
AFFIRMATIVE MARKETING: A special effort to attract to a development or a com-
munity merrbers of racial and ethnic groups which would not ordinarily be ex-
pected to be attracted through the normal mechanisms of the commercial market.
BLACK CLUSTERING: This term is being used to describe the situatioiijn which
several black families live as immediate neighbors within an area cbnsisting
mainly of white neighbors.
BLOCK BUSTING: Soliciting housing listings from white homeowners, after the
initial entry into the vicinity by minority group buyers or renters, by induc-
ing the whites to fear wholesale racial transition and/or neighborhood deteri-
oration.
CHANGING COMMUNITY: A community in which the traditional class or racial
make-up 1s undergoing change, sometimes as a result of "white flight." but
more usually as a result of whites dropping out of competition for housing.
A changing or transitional community is not an integrated community.
DESEGREGATION: Opening of housing, services and facilities to all groups of
people.
DISCRIMINATION: Unequal treatment based on membership in a certain group
without relation either to individual capacity or merit.
DUAL HOUSING MARKET: Two (or more) systems of housing delivery practices,
differently and independently operated in the areas of real estate.
EQUAL OPPORTUNITY: Access by all people to full participation in all insti-
tutions.
GHETIO: An area in which the residents are determined by racial, political
and social pressures, and from which they cannot freely move.
ILLEGAL RACIAL STEERING: Practices by real estate sales people and others
which tend to limit, bar or circumvent integration and promote (re)segregation.
INTEGRATED HOUSING MARKET: A market in which people of different races, ethnic
groups and religions are competing for housing in numbers generally reflective
of their presence in the total area population. 100% of the people competing
for 100% of the housing options.
INTEGRATION: Deliberate cooperation in affording access to housing, services
and facilities to all groups of people.
INTEGRATION-FUNCTIONAL: The continuing desirability of a community as a place
of residence for all people.
INTEGRATION MAINTENANCE: The use of educational and service programs to encour-
age the continuance of integration in the community.
INTEGRATION MANAGEMENT: The use of programs intended to assure the continuance
of integration, including efforts to control (manage) racial composition of a
community, sometimes done
at the expense of the individual's right to make the
final determination.
MAJORITY: The dominant group in society.
MINORITY: Designation for groups other than majority.
MULTI-RACIAL: Many races.
NON-DISCRIMINATION: Equal treatment for all people.
OPEN COMMUNITY: A community which affords equal opportunity in housing, services
and facilities to all people; may be all white; all black, mixed, in transition
or integrated.
PANIC-PEDDLING: A mass effort to list homes for sale on the basis of racial
fear; rumors are sometimes circulated by real estat'e sales people and residents
who allege it is "time to get out before the neighborhood goes down" a form of
block busting.
PREJUDICE: An unfavorable attitude toward a people as a group drawn from
irrational emotions and assumptions.
RESEGREGATION: Change of an integrated (or desegregated) residential area to
a segregated area.

SEGREGATION: The separation of residence area, services and other facilities
on the basis of race, religion, ethnic group or social class, whether in-
voluntary or voluntary, the latter often being the present consequence of past
discrimination.
SELF-STEERING BY RACE: White and black "voluntary" avoidance by foreclosing
housing options based
on the other's presence. It is not illegal, but is
caused by the impact of unrectified past discrimination.
SEPARATISM: The theory or doctrine of people living in separate societies
according to racial or other
distinctions.
UNITARY HOUSING MARKET: A single open housing market in which members of all
races and groups rece1 ve the same services and actually compete on equal terms.

Part One. The Aff1rmat1ve Marketing Concept