Clarion Housing Group approached Broadcast Revolution to raise their brand awareness. We identified that there were opportunities through our Newsroom model to expand on their existing, locally-based brand campaigns and make Clarion part of the national conversation, inserting them in the news agenda through their insight and storytelling on the cost of living crisis.
Who Are They: Clarion Housing Group is the largest housing association in the United Kingdom, providing a home to over 350,000 people.
Sector: Housing
Objective: To position Clarion Housing Group in a positive light on national broadcast, broadening their scope as not just an expert voice on housing but an expert voice on the cost-of-living crisis.
The Challenge: Clarion approached us so we could assist them in securing broadcast interviews around housing issues, but their existing campaigns and messaging weren’t yet reaching audiences on a national level.
What We Delivered: Being plugged into the news agenda, our Newsroom was able to inform Clarion that the cost-of-living crisis has been a top focus for producers. Therefore we advised that, as the country’s biggest social housing provider, their residents were extremely good examples of those most struggling during the cost-of-living crisis, and that we could help Clarion raise their profile by positioning them not just as housing experts, but an expert voice that is on the front foot of pressing and ongoing social issues.
The News Agenda Hook: Broadcast Revolution looked at the tenant surveys conducted by Clarion and recognised their insight on a key news topic – inflation and the cost of living crisis. We then worked with Clarion to create talking points that were not only applicable to their brand but key issues in the news agenda, making their voice relevant for broadcasters.
As a result, Clarion’s Chief Executive Clare Miller was able to appear on air as a voice describing the challenges of those struggling to make ends meet. With considerable demand from producers around monthly inflation figures. Not only has Clare appeared on the Andrew Marr Show on LBC, their sister station LBC and Times Radio over the last couple of months, she has also commented on inflation figures on Sky News.
The Impact: Clare Miller was a guest much in demand for her insight and authority, and by lending her voice on the cost of living crisis, Clarion were able to position themselves not only as a housing provider but an organisation that is in touch with the needs of the communities they serve.
