bpha
Client
A regional housing group operating across the East of England.
Brief
We were originally appointed in 2004 to review the Bedfordshire Pilgrims Housing Association brand and to make recommendations as to its future. Having developed the new brand, we are now commissioned to apply it effectively, sustaining awareness and managing bpha’s reputation via integrated marketing and communications activity.
Activity
We have worked with bpha for more than four years. As well as developing and managing the new brand, producing a website and writing, designing and producing a wide range of corporate and customer literature, we have also rolled out sub-brands for the development and key worker arms of the association and produced tailor-made websites and literature.
New communications tools, including newsletters for customers and electronic stakeholder bulletins, have been introduced. Display materials (in-stands, banner stands and boards) and the regular writing, design and placement of advertisements all ensure a coordinated approach to external positioning and communication. This has been supported by a planned PR campaign and a number of events targeted at key stakeholders and customers. Last year, we produced 20 releases for bpha which achieved 30 placed stories and we helped to organise the annual stakeholder conference and provide support to secure maximum attendance at two New Homes shows.
Outcomes
Following the major re-branding exercise, bpha was appointed as one of the Government’s ‘zone agents’ for the multi-million pound HomeBuy programme. It has also seen a steady growth in its development programme over the last few years.
The Chief Executive, John Cross, is Chair of the National Housing Federation and the association is the lead agency of Cambridgeshire Partnerships Ltd, an innovative partnership established to deliver major housing growth in South Cambridgeshire.
We believe that effective marketing and communications activity has played a significant role in bpha’s current reputation and success.
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