PART 1
ITEM NO.
REPORT OF THE STRATEGIC DIRECTOR HOUSING AND PLANNING
REPORT TO THE LEAD MEMBER FOR HOUSING
ON 2nd March 2006
TITLE: Stock Options Communications Strategy
RECOMMENDATIONS :
That the Lead Member:
 Approves the communications strategies relating to west Salford and central Salford
 Notes the rebranding recommendations relating to New Prospect Housing Ltd and the
requirements to develop new brand identities in both west Salford and central Salford.
 Approves the recommendations for material sign off.
EXECUTIVE SUMMARY :
Effective communications strategies are an essential component of successful Housing
Transfer/ALMO and PFI schemes. In Salford, the complexities of an existing whole stock
ALMO and the development of mixed model solutions necessitate co-ordinated messaging
targeted to specific areas and audiences.
There presently exists a communications deficit which has arisen through the reactive and
passive approach adopted by October Communications. The council has taken decisive action
to address this issue and the appointment of IPB Communications is the first step in redressing this imbalance through the provision of pro-active, accurate, consistent, clear and
targeted messaging and information sharing.
The communications strategy shall form a central plank of the council’s consultation
requirements in relation to Housing Transfer in west Salford and the Housing and
Regeneration ALMO in central Salford. It is worth noting the requirement to demonstrate
support for Housing Transfer through a ballot of tenants in west Salford and the need to
illustrate tenant support in central Salford through a Test of Opinion are predicated upon a
successful communications campaign being delivered.
The key objectives of the communications strategies are outlined below:
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To explain why the council is considering housing transfer/ALMO/PFI.
To recognise the importance of co-ordinating the key messages relating to housing
transfer/ALMO and PFI.
Identify key audiences
Adopt a tone and style which engages tenants
Identifies the concerns and aspirations of tenants
Ensure the strategy is accessible, transparent and relevant
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BACKGROUND DOCUMENTS :

Lead Member Report dated 9 February 2006 entitled Communications Consultant – Stock
Options Delivery.
ASSESSMENT OF RISK: HIGH
Successful implementation of the investment strategy is heavily dependent upon the effective
delivery of the communications and consultation strategy. The use of tracking polls, research
and best practice shall be utilised in order to manage and minimise any risks posed to the
communications campaign.
SOURCE OF FUNDING:
Housing Revenue Account 05/06 & 06/07 – Stock Option Delivery Budget
COMMENTS OF THE STRATEGIC DIRECTOR OF CUSTOMER AND SUPPORT SERVICES
(or his representative):
1. LEGAL IMPLICATIONS
N/A
2. FINANCIAL IMPLICATIONS
N/A
PROPERTY (if applicable): N/A
HUMAN RESOURCES (if applicable): N/A
COMMUNICATION IMPLICATIONS:
The council is now entering a critical phase of the investment strategy with the landlord
selection preferred partner now having been chosen, the form and function of the Housing
and Regeneration ALMO being developed and Pendleton PFI expression of Interest required
by 31 March 2006. It is therefore essential for the council to approve and implement the
communications strategy in order to address the communications deficit, respond pro-actively
and effectively to the opportunities arising from branding the new organisations and to ensure
the twin challenges of internal and external communications and consultation are consistently
managed and co-ordinated.
It is worth noting, stock options delivery presents the council with significant opportunities to
promote the city in a positive and innovative manner. In particular, the development of a
Housing and Regeneration ALMO, ambitious PFI scheme in Pendleton and transfer to a
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Local Housing Company in west Salford offer the council the potential for an enhanced
profile with the local, regional and national media and trade press.
CONTACT OFFICER: Peter McHugh Tel: 0161 922 8797 email: peter.mchugh@salford.gov.uk
WARD(S) TO WHICH REPORT RELATE(S): ALL
KEY COUNCIL POLICIES: Housing, Planning and Regeneration
DETAILS (Continued Overleaf)
Copy of Communications strategies for west Salford and Central Salford and
Communications approval process are attached for information.
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