Communications audit and recommendations report


With Trident Group appointing a new chief executive for the first time in c. 20 years, we were asked to carry out an audit of its communications as part of a comprehensive organisation-wide review that also included a social value report from HACT and a new strategic plan.

It also came at a pivotal time for the social housing sector with a more powerful Housing Ombudsman and Regulator of Social Housing coupled with new Tenant Satisfaction Measures making it vital that Trident’s communications are fit for purpose.

After reviewing all its communications, a chronological step-by-step recommendations report was created for implementation giving the in-house team more focus and direction.

Duncan is someone I trust to do a comprehensive and focused job that adds real value to the business

The Comms Audit 360° process

Using our Comms Audit 360process we analysed all aspects of Trident Group’s communications from the strategic approach, content planning, internal operating systems and key messaging to identifying target audience groups, tone of voice and measurement benchmarking.






Interviews were held with all members of Trident’s Executive Team and also the Communications and Fundraising Manager to learn how the marcomms department operates within the organisation in order to identify areas for improvement.

The investigation assessed internal and external communications, the operating systems that underpin and guide it, the roles of the Communications Team and associated expenditure.

From this, the report provided an in-depth understanding of the current position with real, tangible examples provided from staff during the interview process which were included to demonstrate key points.

Recommendations Report

A highly detailed 50-plus page recommendations report was written to operate as a reference point for change and an ongoing practical guide.

This serves as an overarching, comprehensive plan that knits together all aspects of Trident Group’s marcomms providing consistency and a strategy that is tenant focused and clearly aligned to the priorities of the business.  

The report included findings and recommendations from the review that covered:

The Communications Team

Strategic focus

Content planning and delivery

Trident’s identity

Audience identification and tenant profiling

Tone of voice

Key messaging

Platform analysis

Bespoke communications

Internal communications

Efficiency savings: time and financial

How to communicate the new approach

Website analysis

Social media



Communication policies

Measurement and evaluation benchmarks

Media profile

Media segmentation

Account management


Duncan is someone I trust to do a comprehensive and focused job, his experience and knowledge means the end product is something that can be implemented and adds real value to the business.

Everyone enjoys working with him and that is so important.

Nigel Wilson
Chief Executive, Trident Group