The steering group is working with the project team and partner agency, DesignStudio, to provide expertise and insight, creative and constructive feedback, and help deliver our ambition for the project.
The role of the group is to:
Steering group members:
To help us shape and deliver the campaign, we’ve partnered with leaders in each of their chosen fields.
We’ve been working with global branding agency DesignStudio to explore shared ownership as a product and also the experience. Together, we’ve done extensive engagement with housing associations and the public across the country to explore the challenges and opportunities of the campaign. With DesignStudio, we’ve delivered a creative solution designed to raise the profile of shared ownership and bust those myths and misconceptions.
We have also appointed Property Booking to look at the customer journey. Together, we’ve built a website for the public which explains what shared ownership is (and isn’t). Once the customer is fully informed about shared ownership, if they think it could be right for them, they then have the opportunity to search and view homes in their area on the Property Booking portal which links from our site. This is where campaign supporters can list their properties free of charge, and generate quality enquiries for their homes.
To help us launch the shared ownership campaign to the public, we appointed media agency Adgenda Media International (AMI). AMI clearly demonstrated the importance of building brand awareness for this campaign, and by working with us and also conducting their own research, have devised a media schedule to raise the profile of shared ownership across many key audience groups and locations in the country.
As well as paid-for media, we know PR will be a hugely valuable vehicle to help us tell the shared ownership story and to set the record straight on the product. Our in house PR team are working to secure national and local media coverage, with an aim to tell the different stories and sides of shared ownership, explain the benefits and bust the misconceptions of the product, so that everyone can make an informed decision about whether it’s right for them.
Advertising - year 1 of the campaign
Together with our steering group and supporters, we devised four key principles that underpin our advertising strategy:
We have identified core audience groups to target with the paid-for media campaign. It’s never been harder for first-time buyers to get on the property ladder so they are our priority audience, but we are also looking to connect with to additional groups who may also need shared ownership:
We know insight and analysis into the campaign’s performance is key for members and we want to share this with you.
We provide regular updates to all members so they can engage with the campaign.
For campaign supporters we provide quarterly detailed reporting on the campaign’s performance. For example, local market insight, audience engagement stats with online media and budget deployment across regions and media type.
We’ll also organize regular workshops for supporters so we can review the campaign and hear first-hand from you what’s working and not. We’ll also share with you our learnings and plans for the campaign. Dates will be circulated following launch.
We will be discussing with supporters the next steps on signing up to Year 2 of the campaign in October 2020.
We will then be in contact with all housing associations to find out more and how you can get involved.
To secure your support we will design and develop a new business case document demonstrating the benefits of the campaign for housing associations, layout our plans for Year 2 advertising and the political engagement and programme for change.