Harrogate Homeless Project
Harrogate, HG1 5BQ
Harrogate Homeless Project worked with Market Location to implement a promotional campaign to raise the profile of Harrogate Homeless Project, the No Second Night Out scheme as well as raise awareness of homelessness in general across the Harrogate district.
Through the development of the No Second Night Out scheme; strong links were established with local frontline agencies that were referring rough sleepers/potential rough sleepers into the scheme to be supported by Harrogate Homeless Project. However, the scheme’s funders wanted the general public as well as local businesses and agencies to become aware of homelessness in their district and to also refer clients for support.
In October 2013, following on from a previous press release; a promotion campaign was launched to coincide with the first year’s statistics of No Second Night Out and Harrogate Homeless Project’s impact on homelessness within the district.
Harrogate Homeless Project worked in conjunction with Market Location to produce a letter which was distributed to local businesses and agencies explaining the work being done by Harrogate Homeless Project, the issue of homelessness within the district and how businesses and agencies can assist and support the work being done.
Promotional material was produced through Market Location’s recommendation to provide to the businesses and agencies contacted through the letter. Window stickers and trolley keys giving the instruction to refer rough sleepers to Harrogate Homeless Project’s No Second Night Out scheme were distributed to local businesses, agencies and services to give to their customers.
Following this promotional campaign Harrogate Homeless Project were inundated with finan
cial donations and requests to distribute and display our merchandise. As a result; strong links with local businesses and agencies continue through food, clothing, financial and furniture donations as well as employment opportunities for our clients through local hotels and restaurants.
As a result of the promotional campaign during October 2013; rough sleepers/potential rough sleepers who self-referred into the No Second Night Out scheme increased by 20% (taken from statistics from 24th October 2013, when the campaign was launched through to 31st March 2014).
Out of the 122 referrals received between 1st October 2013 – 31st March 2014; 14 clients were referred into No Second Night Out by the general public; where they were provided with emergency shelter and an offer of suitable, permanent accommodation.
During the same period 55 clients self-referred into No Second Night Out as a result of public awareness of the scheme.
The work Market Location have assisted us with has increased awareness of homelessness within the Harrogate district, raised the profile of the work being done by Harrogate Homeless Project and as the above results demonstrate; encouraged the general public to become involved in the referral process.
Harrogate Homeless Project would strongly recommend Market Location to any organisation looking to embark on a promotional marketing campaign in the future.