ClwydAlyn – case study

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Client: ClwydAlyn, a housing association managing over 6,000 homes across North and Mid Wales.


It was an exciting time for ClwydAlyn. The organisation had recently appointed a new chief executive and its corporate structure had changed. ClwydAlyn had embarked on a fresh strategic direction, and the business was about to focus on tackling poverty in North Wales. To succeed, ClywdAlyn needed to:

  • Review its communications activities to ensure they were aligned with the new corporate strategy.
  • Create awareness of the new mission to tackle poverty.
  • Grow its reputation and build new partnerships.

What we did:

Hough Bellis carried out a strategic review of communications across the business. We wrote a series of reports for leadership on our findings, and we worked with the communications team to develop a strategy which was aligned with the new vision and mission. We recommended a new structure for the communications team, supported the recruitment work, and provided training and mentoring to communications staff to help embed the changes. We worked with ClywdAlyn on its Zero Evictions policy (its aim was to no longer evict tenants because of rent arrears), and our targeted media relations programme secured major features in the key housing press.


  • New communications strategy that aligned with the new corporate objectives.
  • We developed a series of national media articles championing ClywdAlyn’s stance, generating generated major online debate amongst industry stakeholders, including Welsh government officials and the CEO of Crisis.
  • ClywdAlyn’s leadership position led to the Chartered Institute of Housing asking to work with them to develop national policies around poverty, and The Housing Quality Network asking them to co-host Best Practice events for UK landlords.
  • ClwydAlyn is now a regular speaker at key industry events on issues of poverty.