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Case Studies / Media Relations

Habinteg Housing Association - PR, communications and public affairs support

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Over the past three years, MCE has delivered a range of services for the Association.

From the initial idea to project delivery, MCE delivered a range of services

Project Summary

MCE developed a proactive and reactive communications plan and social media tenant engagement strategy for Habinteg Housing Association.

To date, MCE provides day to day PR support, content creation, social media management and public affairs support as well as crisis management.

The Challenge

As the fifth largest housing association in Northern Ireland, Habinteg was fairly unknown to the media in Northern Ireland.

With a huge portfolio of homes and an ambitious development plan, MCE saw the opportunity to amplify Habintegs voice in the social housing and business space. During Covid-19, a gap was also highlighted in the Associations communication with tenants in terms of speed and effectiveness.

Our Solution

MCE developed a social media tenant engagement strategy utilising Habintegs Facebook page accelerating the Associations digital presence. The Facebook page has opened a two-way conversation between tenants and the team providing content that is useful and of interest to followers and providing direct communication through messenger, with measures in place to monitor the platform for the protection of the brand and individuals.

MCE also put in place a proactive PR plan to showcase the associations ambitious development plan, working with the Department for Communities to announce the £22M housing scheme in Strabane and Habintegs head office move to Laganwood House on Newforge Lane in Belfast.

The Results

Habintegs Facebook page has proved to be a successful and useful tool for the communities and assets teams, establishing a two-way medium of communication between Habinteg and the tenants. Since launching in 2020, the page has gained a significant following of tenants who regularly engage with the content, which ranges from recipes to events and tenant activities to health and safety advice. We have also established clear links with the housing and maintenance teams for any issues which may be reported through the page.

We have secured media coverage for Habinteg in regional, local and trade press, and regularly work with the team to develop a pipeline of positive news stories for the Association.