Case Study

Wakeland Housing & Development Corporation

Affordable housing community comes to Downtown San Diego


Scatena Daniels led the media outreach efforts to celebrate the opening of Atmosphere, a community of 205 affordable homes in the heart of downtown San Diego. The development is an example of the “Housing First” model that is proven to stabilize lives by giving people a permanent place to live and access to supportive services. The $79.3 million high-rise is Wakeland’s largest community to date.

Above photo courtesy Jim Brady. Subsequent photos courtesy Bob Ross.


To promote the private-public collaboration to build much-needed affordable housing in Downtown San Diego, and share how this benefits all neighbors, not just the new residents.

"Wakeland hired Scatena Daniels Communications for media outreach for the grand opening ceremony for Atmosphere, the largest affordable housing community we have opened to date. Their team worked seamlessly with the in-house communications staff to provide excellent project management, including an invaluable media training for our staff to ensure they delivered a consistent message whether they were speaking to reporters or the general public. In the end, their diligent work yielded the most media coverage Wakeland has received in our 20-year history and positioned Atmosphere as a stellar example of successful affordable housing! Their work also furthered public understanding of the affordable housing sector in a meaningful way. Several years later, we still get recognition for this development and regularly hear from stakeholders who want to tour the building."

— Elaine Camuso, Director of Communications, Wakeland Housing and Development Corporation


We provided key messaging strategy and training for the Wakeland team, to ensure a cohesive brand to any person they speak with on behalf of the organization. Additional training was provided to key leadership to prepare for English and Spanish language media interviews. Our team secured prominent placements with more than 20 local and trade media outlets in only three weeks.

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