Mikepconway Construction Marketing 2010

Mike Conway Director Camargue 4 th February 2010 Using PR effectively in your marketing strategy

20 years in construction PR
Seen a great deal of change
Supported large and small
Supported public and private sector
Delivered PR for the right reasons and the wrong reasons
Gems of wisdom:
Nothing stays the same
Adapt and survive
Opportunity always exists
Using PR Effectively A little about me

A little about Camargue Planning support Programmes Bid and Tender Support PR and Marketing Communications

Construction Planning Waste and Energy

The UK Construction Industry is…..:

It will take until 2013 to get back to pre-recession levels of construction activity
40% of their members think things will decline further in Q1 2010
One third plan to make redundancies in Q1 2010
Richard Diamond
Federation of Master Builders
Radio 4 – 26 th Jan 2010
Using PR Effectively And the fight isn’t over…….

Using PR Effectively PR – winner or loser? Marketing Trends Survey Autumn 2009

Using PR Effectively Optimistic outlook

Using PR Effectively Breakdown on marketing spend

Using PR Effectively 2010: Shift in Spending

Using PR Effectively 2010: Best ROI

Huge pressures on budgets
Clients looking hard at value and ROI
Estimate: corporate marketing & PR spend down by 20%
Advertising hit harder than PR
Using PR Effectively What does this all mean

Using PR Effectively Advertising hit hard

PR considered to offer greater ROI
Apparent migration of spend from advertising to PR
Using PR Effectively Prognosis for PR in the built environment

So PR is important going forward, but if you are going to do more of it….
What exactly is it?
Using PR Effectively

An isolated press release
A launch event
A trade show stand
Reactive delivery
“ Let’s do some PR on this”
Colour seps or advertorial
Using PR Effectively What PR is not…..

Using PR Effectively PR by definition is confusing
Public information
Investor relations
Stakeholder relations
Public affairs
Corporate communication
Marketing

Public relations is about reputation - the result of what you do, what you say and what others say about you.
Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour.
It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.
Using PR Effectively PR is… CIPR Definition

“ It is about every interface where a client or potential client can and will make a judgement on you – your values, your service, your quality and your ethos
Public Relations is as much about the quality of your toilet paper, the way phones are answered and the behaviours of your people”
Using PR Effectively PR is… An old mentor’s definition

Influence decisions – customer or talent
Create awareness
Generate interest
Create leadership
Change perceptions
Manage risk
Realign values to match ever changing client needs
Using PR Effectively PR can…

Using PR Effectively Where does PR fit? Communities Staff Talent Pool Potential Customers Customers Competitors Investors Partners Bids/Tenders Media Online Who makes decisions on their relationship with you?

Using PR Effectively Where does PR fit? Communities Staff Talent Pool Potential Customers Customers Competitors Investors Partners Bids/Tenders Media Marketing Communications Strategy Media Relations Exhibitions Advertising Collaterals Newsletters Receptions Networking Online Online Research Direct Marketing Sponsorship

Using PR Effectively Where does it fit? Communities Staff Talent Pool Potential Customers Customers Competitors Investors Partners Bids/Tenders Media What can you offer me Who are you Why listen to you Why choose you Marketing Communications Strategy PR

PR defines the message – the values, attitudes that will influence decisions and behaviors you desire from your publics
A marketing communications strategy defines how you deliver your message
Sales marketing – how you create revenue
Using PR Effectively PR…..in summary…..

Have your customers been blown away – are they still there?
What are the issues that they now face?
What do customers want from a business like yours?
What are you offering them that they want?
How have their priorities changed?
Have relationships changed?
Do you need to change to meet their needs?
Where are the gaps?
Your Expectation PR issues in the wake of the tornado

Trust?
Cost/Quality = Value?
Financial surety?
Integrity?
Innovation?
Quality of people?
Sustainable/Green creds?
Geographic coverage?
Health & Safety?
Customer Support?
Reputation?
Your Expectation What is important to your customers? ? Focus/Priorities

Understand the landscape Stakeholder Audit Your stakeholders Shareholders/City Management Staff Directors Customers: lapsed Customers: One-off Customers: Long-term relationships Customers: targeted Customers: tomorrow’s markets Media Industry influencers/commentators Government Competitors Supply Chain

Understand the landscape Stakeholder Audit Internal External Industry
Attracting and retaining talent
Leadership/direction
Future prospects
Investment in career
Listening
Innovation
Why you win/lose
Why things go wrong
Quality
Personal relationships
Innovation
Leadership
Financial control
Trends
Future markets
Leadership
Innovation
Industry development
Will identify ‘gaps’ in perception Looks at business issues - +ve & -ve

Understand the landscape Stakeholder Audit Should drive Communications Strategy Consistent messages will shift perceptions Use results as a tool to shape future strategy

What are your customers’ issues? Stakeholder Audit Issues Matrix

FTSE 100 company in the built environment
Currently successful – good profits
Strong pipeline
Needed to understand how to sell itself in the wake of the tornado
What is important to customers now and in the future
Case study: Customer Perception Audit

Major Customer Perception Study
360 degree review of business
305 stakeholders views obtained
Internal and external
Clients – existing, past, present
Supply chain partners
Employees

4 months
95 face to face interviews
200 online questionnaires
Requirements for the future
SWOT
Competitors
Business opportunities
Strengthen relationships

Results are now impacting short & long-term marketing strategy
Issues understood
Messages developed
Feeding into future PR positioning

Using PR Effectively Research: at the heart of issues based PR campaigns RESEARCH UNDERSTANDING ISSUES BASED PR CAMPAIGNS

Building Best Employer
Times Top 100
Passionate about people
Case study: John Rowan & Partners

How can we help address the issue?

Graduate Talent Pool existed
Skills requirement by 2013
Already providing internships
Develop industry initiative
Support internships
Signpost Graduate Talent Pool

WRAP
Resource efficiency
Waste reduction
Raised awareness of the issue
Needed to encourage action
And prove engagement
Case study: WRAP

How do we get the sector to take action?
Case study: WRAP

Undertook industry consultation
Launched Construction Commitments – Halving Waste to Landfill by 2012
Case study: WRAP

Major Westminster launch event

Extensive media coverage
Series of UK workshops

280 signatories

Pressure on budgets; movement towards PR
PR is about the message; to change behaviours with your publics/stakeholders
The landscape has changed; understand your customers needs in the wake of the tornado
Research and map out the issues they face
Develop messages that respond to them
Build into creative, issues driven campaigns
In Summary

Its not social media – it is powerful networking
Will be increasingly important
Content is key
Webs need to be dynamic and integrate social media feeds
Build it into planning
Understand it – even if you haven’t started using it
Finally – a word on social media

Website Source of information Links to partner webs/blogs
Commentary
Focused
Informative
Linking to other sites
Potential new business
Looking for ideas
Looking for leadership
Target Audience
Stimulate interest
Create dialogue
Drives traffic to Blog and social media sites
Media relations and other channels Blog feed social media sites Proactively build networks Feed back to Blog Blog drives audience to microsite and source information Define search terms and trigger words Blog

Mikepconway Construction Marketing 2010

by Camargue on Feb 08, 2010

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