Speciality: Corporate Social Responsibility

Campaign: 
Barratt Legacy Programme
Client: Barratt Manchester
Timescale: October 2010 – ongoing

Barratt Manchester is the largest regional division of the Barratt Group in the UK, covering the North West area from Carlisle to Stoke.

A major objective within the Barratt Group is for the business to become more involved and engaged with local communities.

Concept PR was charged with developing an ongoing CSR campaign to deliver this brief.

Objectives

  • To create lasting partnerships between Barratt Manchester and the local communities which surround each development site.
  • To increase awareness of each development and the events and partnerships being developed through the Programme.
  • To build on Barratt Manchester’s standing within the community.

Strategy

Concept PR has developed unique Corporate Social Responsibility programmes tailored for each development within Barratt Manchester’s area under the heading of the Legacy Programme.

During the first six months, activity has included promoting the Heritage Park site in Newcastle-under-Lyme, amongst others.  

The consultancy forged a strong partnership between Newcastle-under-Lyme College and Barratt Manchester enabling students from the college’s construction course to gain real life experience through an apprenticeship scheme.

Other successes included the collation and installation of a permanent historical exhibition at Queens Manor, Lytham St Annes, a former girl’s grammar school. The exhibition celebrates the unique history of the development and enabled the consultancy through the press to contact past pupils who provided the artefacts for the exhibition. Over 60 past pupils (some of whom had not seen each other for 60 years) attended a special launch event created by the consultancy which achieved significant media coverage.

Each project within the Legacy Programme has resulted in press coverage whether that is the building of a Barratt Wendy House or a climbing wall within local schools or supporting local football teams by sponsoring their strip. Documentation of Barratt Manchester Legacy Programme includes the consultancy producing framed photographs of the extensive activity being displayed in Barratt Manchester reception.

Measurement and evaluation

Barratt Manchester’s Sales Director Jason Newton and Regional Sales Managers have reported exceptionally positive feedback from the programme.

The consultancy’s brief was to source and facilitate partnerships and projects that would leave a lasting legacy long after Barratt Manchester had sold the last home on a site.

The campaign has so far generated strong coverage in targeted local and regional newspapers.

Outcomes

The Barratt Legacy Programme’s success is evident in the partnerships it has generated throughout the region, and the lasting associations that have been established.

The Barratt Manchester sites involved in the Legacy Programme have all reported a significant increase in footfall and have attributed this activity to the programme’s success.

His Royal Highness, The Duke of York, handing out awards to students at Newcastle-under-Lyme College that took part in the Barratt Legacy Programme, Barratt Challenge 2012
His Royal Highness, The Duke of York, handing out awards to students at Newcastle-under-Lyme College that took part in the Barratt Legacy Programme, Barratt Challenge 2012 Barratt Legacy Programme
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Jason Newton, Sales Director, Barratt Manchester

The team at Concept PR are supportive, enthusiastic and consistently achieve a significant level of editorial coverage each month on behalf of Barratt Manchester. 

The consultancy helps us to achieve our sales targets through the PR coverage they generate and the Legacy Programme they have created appreciably grows our reputation in the community. They have worked for our business for over a decade and I am delighted to have them as part of my marketing team. 

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