Whitefriars
Housing Group

 

Client

A regional housing group with more than 18,000 homes, operating in the West Midlands.

 

Brief

We were appointed to run a marketing communications campaign to support Whitefriars to improve its STATUS performance on specific audience segments over a nine-month period. Our key objective was to shift resident perceptions on landlord services, repairs and maintenance and individuals’ ability to influence decision-making.

Activity

Initially we worked with the client to create a marketing communications strategy and action plan - identifying key messages around service improvements, and how Whitefriars had responded to customer feedback.

We also completed an external communications audit to review the extent to which current literature communicated the key messages.

The campaign ran until late February 2009. We initially took a drip-feed approach using media relations, posters, resident newsletters, plasma screen displays, advertising, van livery, balloons and leaflets to communicate service improvements.

Our work was complemented by an internal staff campaign to help improve service levels and keep motivation levels high. A regular campaign group met to ensure our efforts were sufficiently co-ordinated and check progress towards our target.

Outcomes

An interim survey found that customer satisfaction with repairs and maintenance services had increased by eight per cent.

 

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