Public Relations Strategy
Membership Organisations and Regulatory Bodies
To develop and lead the implementation of a communications and engagement strategy for HCEOA to help the Association and its members inform and influence key stakeholders, position it as a responsible, relevant and trusted organisation, and to open up new commercial opportunities for members.
Our initial objectives were to:
Our work to date with HCEOA has included:
Research and strategy development
Using the Government Communication Service’s OASIS framework, we worked with the HCEOA’s leadership team to review existing practice and co-create a communications and engagement strategy for the organisation that set out:
In order to deliver this we used a range of research techniques to ensure our strategy was based on insight and the accurate current context for the HCEOA. This included:
This feedback and insight was incorporated into the new strategy which has been approved by the HCEOA Board and endorsed by members. All this activity was delivered remotely by our team as it was undertaken at the height of the Covid-19 pandemic.
Improved customer journey and content for new-look HCEOA website
A major barrier to success was the existing HCEOA website, which was outdated in terms of style, imagery, content and language and didn’t provide a simple ’customer journey’ for either creditors or debtors.
We worked with the HCEOA team and its existing website provider to overhaul the site, hugely simplify the customer journey so creditors could understand their options and commission HCEOA members easily, and so that debtors could access simple and transparent advice about their situation with links to external debt advice charities and organisations.
All imagery and content was refreshed in line with the new strategy, with DTW working with the HCEOA team to review, challenge and refine the whole approach, structure and ‘feel’ of the website.
Proactive PR and stakeholder engagement
As our work began with HCEOA there were a number of live issues requiring urgent attention and support, namely:
of HCEOA members think the organisation is doing very well or well at its aim of "representing and supporting our members and being the voice of the profession"
of HCEOA members are satisfied or very satisfied with the communication they receive from the association
of court users surveyed backed HCEOA's call for a change in the regulations to allow them greater freedom to choose how debts are recovered