Managing communications for a housing consortium investing nearly £1bn
Since 2011 we have managed the communications for JV North; a social housing consortium made up of eight members who collectively manage over 150,000 properties.
By 2021 it will have invested more than £1 billion by building the equivalent of 3.5 homes every working day.
With eight members [plus seven associate housing associations and procurement members including Manchester City Council], JV North needed to take a strategic approach to communicate externally and internally with stakeholders.
- Business objectives
- Communications audit
- Audience and media identification
- Strategic positioning
- Content and delivery plan
- Service integration
- Press office
- press releases
- comment pieces
- case studies
- Photography direction [corporate & editorial]
- Social media strategy, branding and content
- Branding and design direction
- Direct mail campaign management
- Measurement, evaluation and ROI
We held a strategy workshop session with the JV North Board to identify the consortium’s points of difference, key messages and who the audience was. With so many members, creating a media protocol was vital in order to manage and take the lead on announcements in an orderly fashion.
JV North was relatively unknown in the housing sector in 2011 so we recommended the need for the chairman to act as a figurehead to lead all communications. With little previous marketing taking place, it was vital to establish a brand and create a website, brochure, presentations and editorial to tell JV North’s story.
Having secured £150 million of Government grant that is supported by members investing £475 million in the 2016/21 Shared Ownership Affordable Homes Programme, it was crucial our communications reflected the consortium’s position as one of the biggest builders of social housing in the UK.
Communicate the strategy with all members and keep them informed of all activity
Create a media protocol for members and third party associates such as contractors to follow
Demonstrate the consortium’s success and ambition to address the housing crisis
Align JV North with the Government’s housing division, Homes England
Ensure stakeholders – from members to MPs – are always kept informed via direct communications
Create a consistent brand that is reflected across all touchpoints from online to print materials
Develop and sustain a high media profile via editorial in the leading trade titles
Provide the Board with professionally written and designed presentations