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News

Marketing and Communications Review

Date issued: 30th November 2008




In September we were invited to assist The Escape Marketing and Consultancy in a review of the marketing and communications strategy and practices of HouseMark.

Those who work in the sector will know HouseMark for the high quality benchmarking service that it provides through its subscription service, however, it also provides a good practice service and general consultancy, primarily through a number of consultancy ‘products’ largely based around performance and efficiency.

We worked with The Escape and undertook consultancy comprising process review through interviews and undertook examination of in-house documentation, including the marketing strategy 2008, the business plan and budget and expenditure information.

We also designed a telephone survey seeking views and assessment by HouseMark’s existing subscribers, clients and potential clients. This allowed us to identify how HouseMark is perceived and how its competitors are viewed.

It also provided a wealth of information that can be used to inform HouseMark’s marketing strategy 2009. Staff at The Escape undertook a comprehensive review of HouseMark’s existing marketing collateral including leaflets, online literature and its website.

The work identified a number of areas where alternative approaches can be considered to identify the market needs, hone ‘products’ and services to meet client needs and develop awareness through a structured promotional programme.

What might be found in a good marketing strategy? Marketing is often confused with promotion but promotion is really just the tip of the marketing pyramid.

A good strategy should consider the environment in which you operate, the activities of your competitors, the direction in which the business is developing internally and externally and the opportunities that these factors present.

Useful tools in developing a strategy are PESTLE and SWOT analysis. For marketing strategies a key outcome should be a detailed and costed promotional plan tuned to the promotional needs falling out of the strategy.

The various aspects of the strategy may exist in a dedicated, comprehensive marketing strategy but in smaller organisations this may be split between several documents including the business plan.

Do housing organisations need to think about marketing strategy? They certainly do! And in many ways they will already have them, even if they don’t have it in a specific marketing strategy. However, there will be clear benefits in undertaking a focussed marketing review and producing a strategy document.

Developing RSLs will be familiar with assessing housing needs and undertaking market research before determining the mix of any new development. This may be considered ‘segmenting the market’ to assess what segments exist, which are being addressed and which are suitable for development.

The concept of formal marketing strategy can be extended to look at the whole organisation and this will become increasingly important for associations that expand into work in areas outside their original geographic boundaries and compete for resources as diverse as land, staff and finances.

We have worked with several associations that are aware of these needs and we have developed communications strategies and marketing strategies for individual associations and consortia working in the sector that have helped them compete.

If you would like to discuss your marketing and promotional needs please get in touch for an informal chat. By working in partnership with The Escape we are able to provide you with a comprehensive service.

A final thought, your strategy will describe how you develop a public image but do you need a public image? Well you’ll have one whether you manage it or not — it’s best to be in control…

This article is an extract from the Primary Update December 2008. The full Update can be downloaded here