Introducing... the marketing, communications and business development team

the marketing, communications & business development team

Our priorities

for 2016

what's next

on the list

And we're moving

into this

joining the dots

Give the customer more of what they are interested in

public affairs

where we are

business development

In 2016...

This is on our wish list on things we'd like to do more of

culture

key account

management

sales

recreate how we do b2b and bring the team into the fold

relationship management

mobile

We have a clear

role

A great bunch of

people with a

range of skills

business to business working

invest in our tech. To make it easy for people to want to use our products

built trust and credibility

Strategic objective in this year's business plan

Develop a strategy and approach to business to business working based on the recommendation of the review of our current practice

integrated

strategy &

budget

Build a new culture in the team and new ways of working

MARKET & CUSTOMER INSIGHT - JOINING THE DOTS

Add value and we

have better results

Strategic objective in this year's business plan

We know if you understand your customers and can use data well you grow faster and do better

Win here is to be fleet of foot – not about huge reports, but real-time information which will add value to the decisions we make every day

Members have a series of interactions with us - need to move this on to a customer experience

build a team with the right skills and values

define what we do and how we can add value

create a function that was useful

Big achievements

so we

created

a vision.

reduce

overheads

Membership news

improve

processes

and tools

MEDIA RELATIONS

We developed a new strategy for membership news emails

• last year open rates went from 25% to 34%
• click through rates doubled (to over 7%)

More joined-up in in what we do, more forward-planning and balanced approach to media vs maintaining relationships with government

Big increase in speed of reaction to major announcements - can be as little as 30 minutes

This means membership news is our best performing email - helping to build member value

On average we had national coverage every working day in 2015 - up 35% yr on yr

website

It is now content-led, personalised, and relevant, delivering content based on your region

BBC, Daily Mail, Mirror, Telegraph, the FT, the Times, the Independent, ITV News. With new outlets - Buzzfeed and CityMetric

deliver an

ROMI

Yse different channels to reach different audiences - video, vine, periscope

Being good at mobile is going to be imperative. Usage is soaring, and time spent on mobiles is greater than any other type of device

2016 focus:

• boost the profile of CIH’s work in the devolved nations ahead of elections
• use original CIH research to generate coverage around important milestones - Housing 2016, centenary

get the right message

to the right person

at the right time

housing matters

Continuously improve website content, layout and user journeys to make it as easy as possible for customers

Focus of Julie Fadden's presidential year and our centenary

CIH Housing Academy Launch

Masterclasses for publishers

Brought training, qualifications and CPD together, enabling customers to book qualifications online for the first time.

Get involved with scoping what a new digital offer could look like

Marketing campaigns helped achieve targets for all courses for the first time in five years (except on level 4)

Campaign aims to use social media to build a sense of community among members by:

• uniting housing professionals who share a common purpose and demonstrate that together we can make a difference
• combatting negative perceptions of social housing and the housing industry
• celebrating achievements of the housing profession, and our members

consultancy

The new Level 2 certificate in housing practice outperformed by nearly 4 times the target. This year we're already at 1/3 of the annual target

New marketing relationship with consultancy

EMAIL MARKETING

Redesign of the consultancy web pages resulted in an 110% increase in web traffic year on year

We improved email communications - and the results have been astonishing

what we know

76% increase in average open rates and a 39% increase in average click through rates.

Successful campaign to market the 'Working together to create the next generation of sheltered housing' project. The stats:

• 11 organisations joined
• £107k income and £42k profit
• 220% increase in web traffic
• 59 hot leads

Build member value and align with what members tell us - CIH as independent voice for whole housing sector

Average open rate is now 27% compared to industry benchmark of 25% for non-profit organisations

Average click through rate is now 4.9% compared to industry benchmark of 2.9% for non-profit organisations

Uses social media more strategically to support our business objectives

we were 4 individuals

our customers are moving to online transactions - 69% of bookings made in dec 2015 were made on the web

24% of users view our website on mobile

We did less with more

CIH CENTENARY

internal communications

the brand was inconsistent, each team did their own marketing and lots of things were printed

Email marketing

Emphasis on the future of the profession and housing as a career for young people

our customer base is growing - in the last 6 months of 2015 we acquired 8,727 new contacts from a range of backgrounds

Build a internal communications strategy to support the objectives of the HR strategy

different website and CRM system

Ensure the centenary promotes the impact of the housing profession – what we’ve achieved, and why professional standards are so important to housing

This year is introducing email automation. We'll use a contact's actions as a trigger to send them tailored content. And understand what content is most popular

We've started with the transformation of staff news into really engaging communication for staff, to the point where colleagues debate features and ask us where it is if we send it out later than usual!

Unite CIH members around a key anniversary – increasing member engagement and involvement

everyone wanted a press release!

Aim is to create content so highly specific it defines the customer as well as the brand...

Next on the list is to reinvigorate Yammer

emails were uncoordinated- lots were sent and people received too many

dATA

Integrate our email and CRM (small job) so that we automate unsubscribes and take full advantage of email automation

what we do

There is a bigger focus on asserting ownership of customers' personal data

people were

skeptical about marketing and didn't understand our role

New EU data protection regulation in 2017

We’re working on it this year - implementing the recommendations of the audit

website & digital

brand

email marketing

corporate comms

internal comms

content marketing

media & pr

exhibitions

market, customer & competitor analysis

member engagement

masterclasses

social media

creative design for digital and print

Who we are

Josie Twinning

Director of strategic marketing

& communications

introducing...

Vacant

Digital project manager

Vacant (shortly)

Senior business development manager

Louise Fisher

Communications & media manager

Claire Spendley

Senior marketing & campaigns manager

Mark Swaddle

Marketing officer - membership, learning

Bhopinder Chouhan

Business development manager

Sophie Hannah

Content & communications

officer

Vacant

Business development manager

Harper Bains

Marketing officer - consultancy

Vacant

Marketing officer - events

Emma Baskerville

Client

management

coordinator

Amrit Singh

Creative design

officer