Northampton Partnership Homes Multi-channel Campaign
Navigating the Digital Shift: Empowering Tenants through NPH’s Online Portal Campaign
Services Provided
- Strategy
- Creative design
- Data management
- Fulfilment and mailing
Objective
As part of their digital transformation initiative NPH wanted to promote their new online portal to tenants, encouraging a shift towards managing accounts online and away from phoning the contact centre. They had no existing marketing or communications collateral or design around their online services, and wanted to create a clear, distinctive and simple identity to help them communicate the launch of online services and promote the benefits to customers..
How Did Resource Help?
We developed three concept routes based on the brief and presented them to the comms team and a resident panel. Upon selecting a concept, we created a multichannel campaign featuring pixel characters for LinkedIn profiles, a video animation with bespoke illustrations, personalised direct mail, and various other promotional materials. Additionally, we provided educational support for elderly or technophobic users. The consistent use of digitised pixel characters across all communications ensured instant recognition.
What Did Success Look Like?
Within the first few months of the campaign, 2,000 users signed up to the portal, and calls to the contact centre decreased by 15%, reducing customer waiting times. The implementation of instant online tracking improved service efficiencies, leading to economic savings that could be reinvested in other areas of the housing group.
