The Challenge
Clarion Housing Group came to us with a very specific audience in mind – the business community in the North of England. They wanted to have a voice and establish the Group as a key player in the North’s business scene. Our on-the-ground B2B team in Leeds was the perfect home for the campaign.
Our Response
Our boots-on-the-ground team knew exactly how to reach and make an impact with this community, and we set about establishing Clarion as a thought leader in the region. From placing commentary and opinion pieces in key titles, to securing speaker slots at the right industry events, and engaging with the media that matter to arrange meeting and site visits with the Clarion team. This enabled us to build the team’s personal profiles, establish Clarion’s place in the business community, drive interest in live schemes, highlight the business’ delivery of social value in both the region and the sector.
Impact
A media day at flagship scheme in York, The Cocoa Works, resulted in widespread print and online coverage across key regional titles including The Yorkshire Post, York Press and The Business Desk Yorkshire.
Our communications strategy around a ground breaking ceremony at Clarion’s Kirkstall Road scheme in Leeds secured public stakeholder support from the Mayor of West Yorkshire Combined Authority, the director of development and Leeds City Council and the head of regeneration of Leeds City Council.
Expert comment pieces and interviews were secured with key media across property and regional media, including North West Business Insider, The Yorkshire Post and Housing Today.
100 per cent of coverage secured through our work contained key messages, including around affordable home provision and the role of shared ownership in helping people onto the property ladder.
