ETHG will use case studies of its achievements to target local and London media and social housing and care press to publicise the renaming of its four subsidiary companies on 16 September to create a consistent brand.
It has hired its first external PR agency, Kinross & Render, to use the September anniversary to highlight the various schemes ETHG offers to 16 to 24-year-olds, young offenders, the elderly and people with disabilities.
The campaign will target the mainstream press to reach consumers who may be eligible for ETHG aid, but will also target a variety of stakeholders such as the Housing Corporation – which supplies much of its funding – MPs, government agencies, local authorities, builders and health organisations through titles such as Community Care and Housing Today.
The campaign forms part of an aggressive push by ETHG to double in size over the next five years, said ETHG head of marketing and communications Simone Davies.
She said the organisation needed to adopt a more proactive marketing strategy in order to double the number of units and houses it manages to 23,000.
‘We recently carried out a stakeholder survey and found that people didn’t understand how the different parts of our group worked together,’ Davies added.
The four subsidiary companies of ETHG, which covers East London as well as neighbouring boroughs in Essex, will be renamed East Homes, East Choice, East Potential and East Living.