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Presentation to CIMCIG 27/09/2012 - Overview of integrated marketing witin the construction industry for CIB Communications

Presentation to CIMCIG 27/09/2012 - Overview of integrated marketing witin the construction industry for CIB Communications

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Integrated campaigns Integrated campaigns Presentation Transcript

  • CIB COMMUNICATIONS The changing face of specification - getting leverage from new technology Integrated communications case studies Gavin TadmanTuesday, 2 October 2012
  • Introduction to CIBTuesday, 2 October 2012
  • Introduction to CIB Established in 1985 Specialise in communications for the built environment Representing over 70 clients across the industry Full service integrated marketing Four times winners of the Construction Marketing AwardsTuesday, 2 October 2012 View slide
  • Integrated CommunicationsTuesday, 2 October 2012 View slide
  • Integrated Communications Can mean different things to different individuals Can be dependent on different factors Target market Level of sophistication of that market How an individual accesses their informationTuesday, 2 October 2012
  • Integrated Communications Therefore, before any plan needs to be put into place....Tuesday, 2 October 2012
  • Integrated Communications Know and understand your marketTuesday, 2 October 2012
  • Integrated Communications The following case studies will, hopefully demonstrate how different parts of the market have been communicated to in the recent past today.............Tuesday, 2 October 2012
  • Integrated Communications And with a predicted move to mobile, the latest research indicating that in excess of 85% of information will be received via mobile devices within 18 months a view to the futureTuesday, 2 October 2012
  • Tuesday, 2 October 2012
  • The challengeTuesday, 2 October 2012
  • The Client Catnic is the leading brand in steel lintels and expanded metal building products for the construction industry.Tuesday, 2 October 2012
  • The Challenge • Catnic a generic term for a lintel especially among the older generation • Market share for lintels fell in the late 90s/early 00s, arguably through a lack of brand investment/visibility • Research which demonstrated that 56% of the small builder market still saw brand as a key factor in their decision making processTuesday, 2 October 2012
  • The Challenge • Catnic required a communications platform that could re-engage its core customers, but also with the builders’ merchantTuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • Methodology • Catnic ‘Make it Happen’ was developed as a fully integrated campaign • To deliver Catnic’s unique blend - technical expertise - robust sales focus - product development excellence - deep heritageTuesday, 2 October 2012
  • Methodology • The ‘make it happen’ theme ran across all Catnic’s marcoms activity - direct mail - on-the-page and online adverts - through all PR activity - branding on the website - adopted by Catnic’s sales team - through social media channelsTuesday, 2 October 2012
  • Methodology CATN_Tata_Lintels_A4_Layout 1 21/03/2011 10:22 Page 1 CATN_Tata_Plasterbead_A4_Layout 1 21/03/2011 10:37 Page 1 CATN_Tata_Wallstarter_A4_Layout 1 21/03/2011 10:41 Page 1 A Tata Steel Enterprise A Tata Steel Enterprise A Tata Steel Enterprise Catnic wall starter kits Catnic plasterers’ Built-in quality beads & expanded metals Built-in rigidity Catnic steel lintels Built-in corrosion protection Recent research has confirmed that Tying in new masonry walls to an The Duplex Corrosion Protection users preferred Catnic plasterers’ existing structure with Catnic wall system makes Catnic lintels beads thanks to their superior starter kits is simple and effective. instantly recognisable. The famous rigidity. Unrivalled product quality High quality precision-engineered black coating not only protects makes installation easier and kits developed for house against masonry leaching, moisture provides a better finish, proving yet conversions and extensions are and corrosive attack but also again, Catnic really make it happen. strong, durable and easy to install, provides assurance of quality and proving yet again, Catnic really To request or download a brochure regulatory compliance, proving yet make it happen. visit www.catnic.com again, Catnic really make it happen. To request or download a brochure Catnic make it happen. To request or download a brochure visit www.catnic.com visit www.catnic.com Catnic make it happen. Catnic make it happen. Steel Lintels • Steelwork • Juliet Balconies • Wall Ties • Wall Starter Kits • Plasterers’ Beads • Expanded Metal Lath Steel Lintels • Steelwork • Juliet Balconies • Wall Ties • Wall Starter Kits Steel Lintels • Steelwork • Juliet Balconies • Wall Ties • Wall Starter Kits • Plasterers’ Beads • Expanded Metal Lath • Expanded Metal Mesh • Expanded Metal Mesh • Expanded Metal Arch Formers • Plasterers’ Beads • Expanded Metal Lath • Expanded Metal Mesh • SecuraMeshTM • QwikpostTM Fence Post System • Expanded Metal Arch Formers • SecuraMeshTM • QwikpostTM Fence Post System • Expanded Metal Arch Formers • SecuraMeshTM • QwikpostTM Fence Post SystemTuesday, 2 October 2012
  • Methodology Catnic Making it happen throughout the world For over forty years, Catnic premium quality building products have been integrated into many of the world’s leading construction projects, proving time and again that Catnic really does make it happen. To contact our international distributors in the Middle East visit www.catnic.com/international Catnic make it happen. Steel Lintels • Steelwork • Juliet Balconies • Wall Ties • Wall Starter Kits Plasterers’ Beads • Expanded Metal Lath • Expanded Metal Mesh • Expanded Metal Arch Formers • SecuraMeshTM • QwikpostTM Fence Post SystemTuesday, 2 October 2012
  • Methodology • Supporting by ‘make it happen’ competitionTuesday, 2 October 2012
  • Methodology Take the first step to do something you’ve always wanted to... Perhaps youve always wanted to go deep sea fishing, learn to ski, watch Man Utd at Old Trafford, take a trip in a hot air balloon or even have a crack at the Paso Doble! Terry Smith, Editor of Professional Builder will pick a winner each month as Catnic ‘make it happen’ for you! The only thing we ask is that you report back and let us know how you get on. Go to catnicmakeithappen.co.uk or fill in and return the postcard... it could be your first step into the big unknown. Take the first step catnicmakeithappen.co.uk to do something you’ve always wanted to... First 500 entries win a t-shirt Perhaps you’ve always wanted to go deep sea fishing, learn to ski, watch Man Utd at Old Trafford, take a trip in a hot air balloon or even have a crack at the Paso Doble! Terry Smith, Editor of Professional Builder will pick a winner each month as Catnic ‘make it happen’ for you! The only thing we ask is that you report back and let us know how you get on. Go to catnicmakeithappen.co.uk or fill in and return this card... it could be your first step into the big unknown. catnicmakeithappen.co.uk First 500 entries win a t-shirtTuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • Methodology • Campaign was supported by direct mailTuesday, 2 October 2012
  • ResultsTuesday, 2 October 2012
  • Results • 40% increase in PDF downloads from 2007 • 97,000 by end of 2011Tuesday, 2 October 2012
  • Results • Increase of 23% in web traffic to catnic.com • 156,000 unique visitors by year-end.Tuesday, 2 October 2012
  • Results • 17,000 individual stockist searches • Reflecting a 14% increase on the previous yearTuesday, 2 October 2012
  • Results • Requests for printed material rose 25% on the yearTuesday, 2 October 2012
  • Results • Recorded over 3,600 individual enquiries for further product informationTuesday, 2 October 2012
  • Results • 95 new customers • 200 new stockists • Increased revenue for independents and nationalsTuesday, 2 October 2012
  • Results • Over 600 people entered the ‘Make it Happen’ competition in Professional Builder, both through the magazine and online • Press achieved 879 column centimetres (10 pages), for the competition aloneTuesday, 2 October 2012
  • Results • 3 to 1 ROI on PR costsTuesday, 2 October 2012
  • Results • Catnic were awarded ‘Supplier of the Year’ at the Builders’ Merchant’s News AwardsTuesday, 2 October 2012
  • Tuesday, 2 October 2012
  • The challengeTuesday, 2 October 2012
  • The Client Part of the Saint-Gobain Building Distribution Group, Europes number one building materials distributor.Tuesday, 2 October 2012
  • The Challenge • Building strong relationships with customers at local levels is incredibly important to plumbers merchant Graham.Tuesday, 2 October 2012
  • The Challenge • The client wanted to take full advantage of social media as a means of communication and support for its customer base.Tuesday, 2 October 2012
  • The Challenge • Quite simply, with no-one else taking the lead, Graham wanted to pioneer its use within the merchant sector.Tuesday, 2 October 2012
  • The Challenge • The social media channels for Graham needed to allow fans to see what was going on at their local branches, view best practice and industry updates while presenting an online platform for feedback and discussion.Tuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • Methodology • CIB needed to factor in why a Graham customer would require access to all three social media channels.Tuesday, 2 October 2012
  • Methodology • It was clear that the social media strategy would have to outline just how - Channel Graham - Facebook - Twitter through content, tone and call to actions, could each offer customers something very different.Tuesday, 2 October 2012
  • Social media strategy...Tuesday, 2 October 2012
  • www.channelgraham.co.ukTuesday, 2 October 2012
  • www.facebook.com/GrahamPlumbersMerchantTuesday, 2 October 2012
  • @graham_merchantTuesday, 2 October 2012
  • Merchant videos http://vimeo.com/34015878Tuesday, 2 October 2012
  • ResultsTuesday, 2 October 2012
  • Results Since its launch in July 2011, Channel Graham has gone from strength to strength offering a rich mixture of content from its branches, suppliers and the wider industry.Tuesday, 2 October 2012
  • Results To date, the blog style website has had over 10,000 visitors.Tuesday, 2 October 2012
  • Results www.facebook.com/GrahamPlumbersMerchant 379 customers and staff are regularly engaging on the site Since @Graham_Merchant began tweeting in April 2011 now has1,320 followers and there have been over 2,000 clicks on URLsTuesday, 2 October 2012
  • Tuesday, 2 October 2012
  • The challengeTuesday, 2 October 2012
  • The Client Assurity Consulting is an independent workplace compliance consultancy specialising in health, safety and environmental solutions, partnering with responsible organisations across all sectors.Tuesday, 2 October 2012
  • The Challenge • A rebranding exercise • From Elementus to Assurity Consulting • To demonstrate evolution of the company to a more professional organisation • Compose an integrated campaign to deliver the re- brand to clients and new customersTuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • Methodology - Delivery • Creation of a new logo/identity • Re-skimming of existing website bringing in new colourways, logo, strapline and icons • Delivery of new messaging company - support literature, printed and on-line - advertising -trade press - on-line - corporate and product videos - blogs - social media ACCESS AUDITS ASBESTOS ASSURIT Y ASSURIT Y PLUS CARBON AND ENERGY COMPUTER ROOM ENVIRONMENTAL FIRE SAFET Y FOOD HYGIENE HEALTH AND SAFET Y INDOOR LEGIONELL A OCCUPA NCY WASTE WATER HYGIENE WORKPL ACE MANAGEMENT ACTION COMPLIANCE MANAGEMENT ENVIRONMENT MANAGEMENT MANAGEMENT MANAGEMENT MANAGEMENT AIR QUALIT Y MANAGEMENT COMFORT MANAGEMENT MANAGEMENT ENVIRONMENTAL MANAGEMENT MANAGEMENT MANAGEMENT ASSESSMENTS ASSESSMENTS ASSESSMENTSTuesday, 2 October 2012
  • Methodology - Delivery • WebTuesday, 2 October 2012
  • Methodology - Delivery • Direct marketing/advertising ASSURITY DM FINAL_Layout 1 21/03/2012 12:06 Page 2 ASSURITY DM FINAL_Layout 1 21/03/2012 12:06 Page 3 ASSURITY DM FINAL_Layout 1 21/03/2012 12:06 Page 4 ASSURITY DM FINAL_Layout 1 21/03/2012 12:06 Page 5 www.assurityconsulting.co.uk www.assurityconsulting.co.uk Assurity was always our A new brand... middle name, now it’s our first Just another Our choice of name reflects the breadth of services we offer today, of our Assurity Plus compliance management system, a powerful page in our evolution For more than a quarter of a century we have established spectrum of workplace compliance requirements. Through a gradual, as well as the ‘trusted partner’ relationships we enjoy with our but easy-to-use web-based tool providing tailored assessments, ourselves as one of the UK’s leading managed process, it is one that has customers. Over twenty five years proactive management, visibility independent consultancies, seen us establish and nurture long of delivering unbiased advice of compliance status and most specialising in workplace health, term partnerships with many of our supported by market leading quality importantly, proof of compliance. safety and environmental solutions. customers. systems, goes a long way towards establishing this trust. We have The other component of our new While our approach – a focus on We have now reached a point at evolved our brand to symbolise brand is the Marque. It represents personal, impartial service delivered which it is entirely logical that the the unique position we hold in the evolution of our services. by directly employed, expert evolution of our company should our industry. It confirms our thinking is always consultants – has remained be reflected in the evolution of our around our customer’s workplace constant throughout this period, brand …where Elementus becomes The Assurity Consulting name compliance requirements be it the scope of our service has Assurity Consulting. builds on the outstanding success strategic, tactical or operational. expanded to encompass the full “Since working with Assurity Consulting, I have found them to be professional at all times and they offer support and reassurance to assist in our working day. Their approach is practical and the reports issued are easy to understand. We will continue to work with them, value their advice and congratulate them on providing an excellent service” Paula Bone Building Manager Strandbrook Ltd ACCESS AUDITS ASBESTOS ASSURIT Y ASSURIT Y PLUS CARBON AND ENERGY COMPUTER ROOM ENVIRONMENTAL FIRE SAFET Y FOOD HYGIENE HEALTH AND SAFET Y INDOOR LEGIONELL A OCCUPANCY WASTE WATER HYGIENE WORKPL ACE MANAGEMENT ACTION COMPLIANCE MANAGEMENT ENVIRONMENT MANAGEMENT MANAGEMENT MANAGEMENT MANAGEMENT AIR QUALIT Y MANAGEMENT COMFORT MANAGEMENT MANAGEMENT ENVIRONMENTAL MANAGEMENT MANAGEMENT MANAGEMENT ASSESSMENTS ASSESSMENTS ASSESSMENTS INDEPENDENT TRUSTED ADVICETuesday, 2 October 2012
  • Methodology - Delivery • Corporate video - with support branding - icons http://vimeo.com/40596477Tuesday, 2 October 2012
  • Methodology - Delivery • Product video - infographic and live action http://vimeo.com/39421042Tuesday, 2 October 2012
  • Methodology - Delivery • BlogTuesday, 2 October 2012
  • Methodology - Delivery • TwitterTuesday, 2 October 2012
  • Tuesday, 2 October 2012
  • The challengeTuesday, 2 October 2012
  • The Client The professional division of General Electric specialising in lighting solutions all around the world.Tuesday, 2 October 2012
  • The Challenge • Light + Building is a major event for the Lighting industry • Over 2,100 exhibitors from 50 countries and 183,000 visitors • For GE Lighting it plays a key role in its European strategyTuesday, 2 October 2012
  • The Challenge • GE Lighting also used the 2012 show as a launch pad for its long anticipated new website - a dynamic concept that delivers technical information, case studies and video in a clear, engaging format • GE Lighting wanted a constant stream of news and videos from the show - disseminated via e-mailers and social media to a Europe-wide audience.Tuesday, 2 October 2012
  • The Challenge • The aim to drive people to the new website and also create a real buzz about GE Lighting’s presence at the show.Tuesday, 2 October 2012
  • CIB approach...Tuesday, 2 October 2012
  • CIB approach... • An integrated Europe-wide digital campaign • To confirm GE’s leading position, - utilising a news crew to create dynamic, valuable content that extended interest beyond just those attending the exhibition.Tuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • Methodology • A fully integrated digital campaign was delivered across the GE website, Facebook, Google+, Twitter, You Tube and a daily e-news alert – supported by a PR campaignTuesday, 2 October 2012
  • Methodology • Content filmed on the GE stand band edited on site, uploading content to You Tube, Facebook, Twitter and Google+ throughout the day.Tuesday, 2 October 2012
  • Methodology • Videos in varying formats - direct to camera, interviews and also filming seminars being hosted on the stand. - a bank of product videos were also filmed for the website, along with interviews with many of GE Lighting’s OEM partners also at the show http://www.youtube.com/watch? v=wX4cJNtyj5I&feature=plcpTuesday, 2 October 2012
  • Methodology • Illuminating Ideas Series created • Showcasing a wide range of comments and opinions about the show • Tone not too corporate, kept informal http://www.youtube.com/watch? v=2ugcMTJT3_g&feature=context-chaTuesday, 2 October 2012
  • Methodology • A daily e-newsletter was sent out to subscribers and press from across Europe. - News section of the GE Lighting website was also updated daily with videos and a headline article.Tuesday, 2 October 2012
  • Methodology • These skills were supplemented by the PR team, who provided news copy and social media support.Tuesday, 2 October 2012
  • ResultsTuesday, 2 October 2012
  • Results • Over 60 different videos were shot in total - 26 edited on site and uploaded to social media channels and GE’s own website during the show - Additional internal messages from senior personnel were also provided - Supported by personal messages to the Spanish, German and Middle East press from the countries’ General Managers.Tuesday, 2 October 2012
  • Results • Over 1800 views of the videos on You Tube during the show – rising to just under 6,000 to date.Tuesday, 2 October 2012
  • Results • Visitors to the stand commented on the ‘live’ reports from GE on Twitter and Facebook with some saying they had come along to the stand after seeing coverage on-line.Tuesday, 2 October 2012
  • Results • The films were also picked up by on-line media as far afield as Australia.Tuesday, 2 October 2012
  • Results • 890% uplift in the news section page views during the show • Contributed to a 7% increase in total page views across the whole EMEA websiteTuesday, 2 October 2012
  • Tuesday, 2 October 2012
  • The challengeTuesday, 2 October 2012
  • The Client Sto is the market-leading manufacturer of rendered external wall insulation systemsTuesday, 2 October 2012
  • The Challenge • To position Sto as Technical leaders • To promote Sto facade systems with a clear call to action throughout campaign – contact Sto Technical Team / Consultant • To a target audience of specifiers and main contractorsTuesday, 2 October 2012
  • CIB approach...Tuesday, 2 October 2012
  • CIB approach... • Using the Sto Testing Facility concept devised for the 2011 campaign, and based on the façade design considerations documentation created by Sto, we looked to develop a fully integrated multi channel campaign that would engage the audience.Tuesday, 2 October 2012
  • MethodologyTuesday, 2 October 2012
  • Methodology MICROSITE • Based on the below 6 areas: - Thermal Performance - Fire Performance - Wind loading - Movement - Sustainability - Colour, Texture and materialsTuesday, 2 October 2012
  • Methodology MICROSITE •Each area houses information on the key key design considerations for this area that need to be considered when specifying a façade system •To make more engaging, we used a range of interactive animations, which allow you to have a ‘play’ with the content, plus sustainable credentials infographic http://vimeo.com/48150772 ￿Tuesday, 2 October 2012
  • Methodology •Each section included a video round up from Gary Bundy, Technical Director of Sto http://vimeo.com/46690957Tuesday, 2 October 2012
  • Methodology ROUTES TO MARKET ON-LINE • Banner advertising on key industry websites (bdonline.co.uk and building.co.uk) driving traffic to microsite • PPC ad campaign￿ • Targeted advertising by job title through LinkedIn • Twitter campaignTuesday, 2 October 2012
  • Methodology ROUTES TO MARKET ON-THE-PAGE • 1/4 page advertising within key titles: • Architects Journal • Riba Journal • Architecture TodayTuesday, 2 October 2012
  • In conclusionTuesday, 2 October 2012
  • Warning TREAD CAREFULLY When it comes to laying out the plans for an integrated campaign - know your target audience - which channel do they access ? - should you push analogue content through digital? - right content, on the right channel, for the right audience - reaching them where they want to be reached - conduct sufficient research - one size does not fit allTuesday, 2 October 2012
  • @gavintadTuesday, 2 October 2012
  • gavint@cibcommunications.co.ukTuesday, 2 October 2012