Minutes of ERoSH Marketing Group
Wednesday 1 August 2007
Present: Derek Wells (DW) WFHA (board member)
Fiona Thomas (FT) Fiona Thomas Communications
Wayne Emery (WE) United Welsh Housing Association
1.0 WELCOME & INTRODUCTIONS
DW and FT welcomed WE to the Group for the first time and stated that
they looked forward to working with him.
2.0 MARKETING BUDGET 2007
DW passed on Meic’s request to reduce the 2007 budget by £5000. It DW to
was agreed that this saving would be found in reducing the website and contact
newsletter budgets. Meic
MARKETING BUDGET 2008
It was agreed that while the allocated sums were reasonable, the
structure of the proposed 2008 budget would need to be altered to fit
more appropriately with the Group’s activities. DW TO
It was noted and agreed that the post of ERoSH communications revise
consultant would be tendered in time for 2008 (as per EC 28/06/07 budget
action point) and that the current daily rate would need to rise. structure
Discussion about the 2008 budget led into discussing ideas for 2008
activities. See point 8.
3.0 FEEDBACK FROM EXECUTIVE COMMITTEE MEETING / WORKING
WITH OTHER GROUPS
The various action points allocated to the Marketing Group were noted.
At this juncture, WE raised the point of closer collaboration between the ACTION
Marketing group and C&D following his attendance at the C&D meeting ALL
the day before. It was agreed that this was a good idea and necessary
given the production of a DVD that would require Marketing’s support.
In addition, whilst ERoSH supports a number of external initiatives that
protect vulnerable older people, it was agreed that it was essential not
to dilute the positive message of ERoSH.
Marketing to wait for next meeting date of C&D Group.
FT highlighted that ERoSH’s new website had launched with its new
branding to tie in with the launch of the ‘I lead a sheltered life’
campaign. She pointed out that navigation was easier and that
documents and information were more easily reached.
The new site included the web page http://www.leadashelteredlife.co.uk
which respondents to the advertising campaign were directed to, and
which contained a listing of ERoSH members and the information guide.
All in all, it was agreed that the new site was an improvement.
5.0 MEMBERSHIP AND COMMUNICATIONS
Membership structure and benefits
DW referred to his existing paper about extending ERoSH membership
to tenants and creating a scheme called Friends of ERoSH (FOE). It was ACTION
agreed that this idea should be explored further. DW to re-visit his DW
paper and expand on the detail. WE and FT to feed back comments in
time for September’s EC meeting.
Attracting new members
Targeting new groups, such as LSVTs and ALMOs in order to widen ACTION
ERoSH’s membership further was also discussed. It was agreed that FT to
ERoSH’s regional networks had a crucial part to play in this area, using contact Jo
their own networks to attract new members. McTavish
FT pointed out that ERoSH had a number of LSVT members such as
Richmond Housing Partnership and that their experience could be used
as a case study to attract other LSVTs.
It was also noted that the evaluation of the 2007 campaign would be
used in marketing material to attract new members generally.
However, it was agreed that it was necessary to be certain of what it
was we are all trying to sell ie. ERoSH’s aims. It was agreed that this
needed further clarification and that this could be dealt with at the
planned away day.
Newsletter / eZine
FT reported that a new look eZine had been launched to coincide with
the rebranding of the website and was working well, despite a few
preliminary teething problems.
Discussion of the 2007 budget had highlighted the need for only two FT to
more newsletters in 2007 (not three). FT stated that she would prepare prepare
the production schedule for the autumn edition and that this would be a production
shorter edition than usual, given budgetary constraints. schedule
6.0 SUCCESSION PLANNING
This item is postponed until the autumn following the September’s EC
7.0 2007 CAMPAIGN
The Group was joined by Alex Love and Lyndsey Jenkins of Freshwater
PR (FW) for this agenda item. FW presented the press cuttings of the
campaign to date. These are:
2. Daily Telegraph
3. Eastern Daily Press
4. Manchester Evening News
5. Newcastle Journal
6. Northumberland Chronicle
7. PR Week
8. Western Daily Press
9. Whitehaven News
FW pointed out the strong regional, as opposed to national coverage
that the campaign had received to date. It was agreed that this was
more in tune with the aims of the campaign, taking the message closer
to those ERoSH was targeting.
Advertisements had appeared in the following publications and had
generated over 100 calls to the campaign response line:
1. Mature Times, 1 July 2007
2. Yours magazine, 17 July 2007
3. People’s Friend, 28 July 2007
FW also presented the report from Radio Relations, the company
through which ERoSH held its radio day on 12 July 2007, with Michele
Hollywood and Patrick Casserly. The day of interviews (live and
recorded) generated coverage on:
1. BBC Radio London
2. Cool FM, Northern Ireland
3. Downtown Radio, Northern Ireland
4. KM-fm West Kent
5. BBC Stoke
6. Chiltern FM 97.6
7. KM-fm for Canterbury
8. Chiltern 96.9 FM (Bedord)
9. KM-fm for Bedway
10. KM-fm for Thanet
11. Horizon FM 103, Milton Keynes
12. Life, Brent
13. BBC Wiltshire
14. KM-fm for Folkestone & Dover
15. Classic Gold 828 (Luton/Dunstable)
16. Island FM 104.7, Guernsey
17. Delta FM, East Hampshire
18. Classic Gold 792 (Bedford)
19. CTR, Maidstone
20. Bath FM, Bath & NE Somerset
21. Radio Verulam, St Albans
The coverage had reached 2,393,000 million people with an advertising
equivalent value of £7,162 (against an original investment of £3000).
The resulting PR value was reported at £21,487, a 7:1 return. (Note: PR
value has more value because it is seen as ‘not paid for’ and therefore
Finally, FW pointed out that it had only five budgeted days left for the
remainder for August and September and that they had over serviced
the campaign. It was agreed therefore that the remaining time would be
spent focusing on press contacts already made to sell in the remaining
stories generated from the 72 Point consumer survey.
8.0 2008 ACTIVITY
It was agreed that the DVD currently being planned by Imogen Parry ACTION
would provide the focus of phase 2 of the ‘I lead a sheltered life’ All to take
campaign. It was noted that the original campaign had included forward
targeting professionals which the subsequent budget did not allow for. recommen
Therefore, this presented a unique opportunity to take this aim forward. dation and
It was agreed, however, that the DVD should be as specific as possible ideas to
in its target audiences for fear of the messages being too general and next C&D
therefore ‘lost’. It was agreed that the closer collaboration between the meeting
Marketing and C&D Groups would lead to fruitful discussions about how
to market the DVD effectively for 2008.
FT had been contacted by the organisers of The Retirement Show 2007,
targeted at people who have or are due to retire. Given the 2007 focus
on the consumer, it was agreed that ERoSH should incorporate into its
activities an event such as this that targeted the consumer directly.
FT had also been contacted by charity, IndependentAge which provides FT to note
financial support to older people including a number of sheltered housing for 2008
tenants. IndependentAge has made its bank of case studies available to
ERoSH for the future.
CSHS FT to
FT had been contacted by CSHS about training opportunities in Wales respond to
and potential areas for joint working such as membership and CSHS
conference opportunities. The following was agreed:
• Training in Wales: WE agreed to think of suitable topics. WE to
• Membership opportunities: After much discussion, it was respond
generally felt that given the anticipated drop in ERoSH’s income with
for 2008, any reciprocal membership deals would result in a training
further loss of income for the charity. It was agreed therefore not ideas
to investigate this proposal further.
• Conference opportunities: Given the emerging focus for 2008 of
targeting health and social care professionals, as well as retaining
an element of the consumer in the plans, it was agreed that this
would not fit in with 2008 priorities. It was also agreed that the
2008 budget could not accommodate this proposal.
10.0 DATE OF NEXT MEETING
To be confirmed following confirmation of next C&D meeting.