This year’s Shared Ownership Week event, which takes place September 17th – September 23rd, is more relevant than ever.
Uniting the industry and supporting first time buyers following a challenging period, the campaign is spearheaded by The Media People and a collective of seven leading housing associations.
Joining to create one shared voice, this year’s partners include Hyde New Homes, L & Q, Notting Hill Genesis, Newlon Living, Network Homes, Peabody and SO Resi. The integrated campaign will use carefully crafted messaging to raise awareness of the scheme, challenge misconceptions and offer invaluable guidance to potential buyers.
Using a comprehensive combination of media partnerships, virtual events, influencer activity, dedicated social media streams and digital and radio advertising, the campaign has been judiciously planned utilising The Media People’s media buying leverage and The Oracle Group’s expertise in creative PR and social media content.
All elements of the campaign will direct traffic to the new Shared Ownership Week website, which is a hub of information including practical advice and case studies, as well as links through to available properties on each partner’s site.
Connecting with the target audience, the campaign will use festival themed artwork to illustrate the event’s offerings with The Evening Standard, Metro, Time Out and First Time Buyer magazine providing guaranteed editorial on developments and easy reading advice from partners and other experts.
Daily webinars hosted by Share to Buy and First Time Buyer Magazine, covering different topics each day and leading to a finale Headline Hybrid Event at County Hall hosted by Jonnie Irwin will also position the event as an invaluable source of support.
Radio advertising on target stations including Capital FM and KISS, targeted emailers using supporter databases along with paid for promotions on Facebook, Instagram and You Tube will guarantee further exposure.
Engaging influencer content will be provided this year by property expert blogger and first-time buyer champion Jade Vanriel who will be shining a spotlight on building up that all important deposit. Through her social media, Jade will focus on how buyers can harness the new spending habits adopted during lockdown.
Jade comments: “With going out and shopping opportunities taken off the table, potential home buyers have reviewed their spending.”
“We want to encourage them to continue to benefit from the spending habits formed in lockdown, living well but still putting money aside each month.”
“Watching your savings pot increase is such a brilliant feeling and these lifestyle changes, coupled with the benefits of Shared Ownership, make getting a foot onto the property ladder more achievable than ever.”
Jade will also be a guest panellist on the final webinar.
Stel Tzirki, Director at The Media People, concludes: “Following the pandemic, every audience has changed how it consumes media and first-time buyers are no different.”
“We’ve adapted this year’s campaign to embrace this changing landscape, capturing new, relevant audiences by adjusting our media plans, including additional data points for more focussed digital campaigns and created more engaging content.”
“Whilst lockdown was an extremely testing time, the Shared Ownership market has sustained sales levels and as restrictions lifted, the market returned with even stronger figures and increased interest.”
“Shared Ownership Week 2020 is an opportunity for housing associations to tap into this current environment, embrace the market and shout about the scheme’s benefits.”