Some of the biggest social landlords in the North-east have started a campaign to boost the region's reputation.
Called Raising the Profile, the initiative aims to counter the stereotype of failing housing markets and struggling councils in the North-east by promoting the successes of the region's registered social landlords to both the public and government.

So far, 11 registered social landlords are involved: Home Group; Nomad Housing Group; Three Rivers Housing Group; Coast & Country Housing; Tees Valley; Two Castles; B&N Group; Tynedale Housing; Sunderland Housing Group; Endeavour and New Prospect.

At a meeting held earlier this month, members of the group agreed to apply for about £50,000 from the Housing Corporation's innovation and good practice grant.

That cash would fund a member of staff to work on the marketing drive. Any additional funds will be contributed by each of the participating RSLs.

Although the drive is in its early stages, one plan is to enlist the support of Northumbria University, based in Newcastle, to sponsor Chartered Institute of Marketing students to help the effort as part of their qualification.

The group also wants to launch a mentoring scheme whereby Newcastle Business School marketing experts would give local RSLs masterclasses in getting their message across.

We need to let people know we’re not just about social housing, we’re capable of assisting in full-scale neighbourhood regeneration

Colin Garbett, Home Group

Colin Garbett, director of marketing and communications for Home Group, said: "We need to show what we're about in the North-east. We need to let people know we're not just about social housing, we're capable of assisting in full-scale neighbourhood regeneration."

Garbett ultimately hopes to sign up all of the region's 40 housing associations.

The plan is designed to complement the National Housing Federation's rebranding exercise, iN Business for Neighbourhoods, which will be launched next month.

Some in the region feel that the work of housing associations in the area is overlooked by government agencies including the Government Office for North-east and the Housing Corporation, and hope the new drive will bring it to their attention.

Source

Housing Today