Word Association

Photograph © David Linney Photography/Walsall FC.

Client: Beechdale Community Housing Association
Project: Community newspaper

Background

Beechdale Community Housing Association (BCHA), which manages homes on the Beechdale estate in Walsall, previously produced a tenants’ newsletter. But the association was keen to appeal to the wider community and develop a publication which would be of interest to all the estate’s residents.

Objective

The idea of the newspaper was to keep residents up-to-date with news in Beechdale, while building community spirit and reflecting the distinct identity of the estate.

Our role

Word Association held a marketing and communications strategy workshop with BCHA and came up with the proposal of a community newspaper. The resulting 12-page, quarterly paper is called The Noize – in recognition of Beechdale’s busy atmosphere and after the hit song by Slade singer Noddy Holder, who grew up on the estate. We work with BCHA to produce story ideas, then carry out research and interviews before writing all the stories, taking photos and producing the finished product, which is circulated to all homes on the estate.

The Noize provides a focal point to share information and news, as well as offering an opportunity for local businesses to advertise. It features news, sport, a club focus, a “what’s on” noticeboard section, recipes, crime-busting advice, health tips and a nostalgic “memory lane” feature.

Results

Since its launch in Winter 2008, The Noize has proved a huge success and is extremely popular with residents, many of whom rate it as their favourite newspaper. It has a readership of 7,500 and is supported by a number of local businesses and other organisations.

Response

Noddy Holder has given his backing to the newspaper. He said: “I think The Noize is an excellent idea – even more so, as it’s called The Noize! It is a great way of letting the whole community know what is going on in their own area and recreating a special community spirit for everyone living there.”

Fellow musician and former Beechdale resident Bill Bonham – cousin of Led Zeppelin drummer John Bonham – is also hooked on The Noize. He e-mailed us from his home in California to say he loves reading the newspaper on the internet so he can catch up with the latest news.