MRI had brought together heritage brands with a powerful global structure and they wanted to establish the identity of MRI Social Housing by utilising the substantial toolkit at their disposal and showcasing their world class platforms, people and resources.
Working in close collaboration, us marketing and the MRI Social Housing marketing team sought to establish a brand asset that could illustrate the expertise and capabilities within the business, deliver timely and meaningful insights to the sector which could help affect change at all levels.
From its conception, the project also looked to mobilise their unrivalled access to the largest direct link to social housing residents – HomeSwapper – in order to directly understand their experiences of key issues affecting them. In addition to this, extensive marketing was undertaken across media and social platforms to garner further uptake from the UK’s 5m social housing residents.
The project was a collaborative effort across multiple specialists in the social housing sector along with resident panels. Once commissioned we were tasked to deliver this project, at speed and in close collaboration with the MRI Software Business Intelligence Team. It required deep research and sector expertise to establish themes and frameworks for research topics.
From there, surveys were designed and deployed with anonymised data was collected. From there, the MRI Software team set about utilising their expertise to develop new ways of analysing and understanding the meaning of rich text on meaningful topics such as loneliness and resilience along with belonging and caring.
This was then authored and published into a series of reports, executive summaries and talking points all designed to give meaningful and actionable insights and to engage with policymakers and practitioners in the sector.
Personalised editions were sent to Parliamentarians, Regulators, Local Authorities, Housing Associations and the media – after copies were exclusively offered to all residents who participate.