Communications Campaign for Homes 2012
Homes is a new event for the affordable housing community launched and run by the Chartered Institute of Housing and Ocean Media Group.
Aimed at those involved in asset management, repairs and maintenance, retrofitting, and sustainability in housing, the event provides a forum to share best practice, hear from industry experts, generally promote excellence and take part in networking.
Acceleris was appointed in August 2012 to devise and implement a communications campaign designed to promote the inaugural Homes 2012 exhibition and conference to be held in London’s ExCel in November.
The campaign looked to raise awareness and encourage attendance of both exhibitors and visitors. In addition to targeting a number of key media titles and the wider trade publications, Acceleris was tasked with managing social media for the event and ensuring a wide spread of coverage across all relevant media platforms.
In order to achieve the desired effect, Acceleris implemented a proactive schedule of media activity including: press relations, speaker engagement, and an effectively targeted social media strategy.
Acceleris secured interviews with Homes 2012 speakers as well as various relevant features in order to generate a wide range of relevant coverage.
This had the double effect of creating interest and awareness, and allowing speakers to showcase their expertise through these comments and features. The attendance of key journalists at the event was also organised with the possibility of further opportunities for features.
A total of 33 pieces of coverage were secured, in target publications. In addition, over 400 potential visitors followed on Twitter and almost 250 joined the associated LinkedIn group, increasing interest and awareness, and promoting engagement with the event.