The document provides guidance on using public relations (PR) effectively in marketing strategies. It emphasizes that PR is about building reputation and relationships with key stakeholders through planned, sustained efforts. PR should be integrated into the overall marketing communications strategy to influence decisions, create awareness, and change perceptions. Researching issues that are important to stakeholders is key to developing effective, issues-driven PR campaigns.
Pauley Creative Annual Construction Marketing Survey ResultsKayley Bright
We recently carried out our annual marketing survey to find out what tactics construction marketers are implementing to achieve their business goals for 2018.
How do you capture the attention of potential clients during a pitch? In this presentation Crimson Hexagon provides tips and strategy for incorporating social media analytics into your pitch in order to win more business and bigger accounts.
Creating An Effective Business Development StrategyTom Cutshall
Creating a business development strategy requires a collaborative effort from the entire business team. A key aspect of creating an effective business development plan is looking back and evaluating what worked and didn't work.
10 marketing activities to improve your bottom lineSomething Big
It’s crucial to review your marketing efforts at year-end in order to improve productivity and effectiveness. It could have a significant impact on whether you meet your annual targets, as well as what next year has in store for your business.
Read our advice for what you need to think about during the festive period.
If you need any support with your marketing and communications activities, or want to discuss ideas for future campaigns, get in touch via hello@somethingbig.co.uk or 01483 746650.
Building on the earlier session, Doug and Kyle will walk you through a framework and tactical tips on how to build, implement, and nurture a revenue-centric culture at your company.
Speaker: Doug Landis, Growth Partner at Emergence Capital;
Developing a marketing communications plan using the SOSTAC model | Growing P...Brent Spilkin
Developing a marketing communications plan using the SOSTAC model
For traditional or digital campaigns this user friendly tool will help you create and measure a successful plan.
Pauley Creative Annual Construction Marketing Survey ResultsKayley Bright
We recently carried out our annual marketing survey to find out what tactics construction marketers are implementing to achieve their business goals for 2018.
How do you capture the attention of potential clients during a pitch? In this presentation Crimson Hexagon provides tips and strategy for incorporating social media analytics into your pitch in order to win more business and bigger accounts.
Creating An Effective Business Development StrategyTom Cutshall
Creating a business development strategy requires a collaborative effort from the entire business team. A key aspect of creating an effective business development plan is looking back and evaluating what worked and didn't work.
10 marketing activities to improve your bottom lineSomething Big
It’s crucial to review your marketing efforts at year-end in order to improve productivity and effectiveness. It could have a significant impact on whether you meet your annual targets, as well as what next year has in store for your business.
Read our advice for what you need to think about during the festive period.
If you need any support with your marketing and communications activities, or want to discuss ideas for future campaigns, get in touch via hello@somethingbig.co.uk or 01483 746650.
Building on the earlier session, Doug and Kyle will walk you through a framework and tactical tips on how to build, implement, and nurture a revenue-centric culture at your company.
Speaker: Doug Landis, Growth Partner at Emergence Capital;
Developing a marketing communications plan using the SOSTAC model | Growing P...Brent Spilkin
Developing a marketing communications plan using the SOSTAC model
For traditional or digital campaigns this user friendly tool will help you create and measure a successful plan.
Go-to-market Strategy and Customer Acquisition - Mind your Business 2014 Marie Laenen
Every entrepreneur should have a killer go-to-market strategy, as their success almost entirely depends on it. Find out how good customer acquisition is vital to your business.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
Inbound Marketing Week: How to boost traffic, leads, & sales with content mar...Denamico Inc.
If you’re not well-versed in the differences between inbound and outbound marketing, it’s time to get up-to-speed! When it comes to marketing strategy and tactics, these two approaches are polar opposites. Not to mention, there’s a big difference in their ability to generate qualified leads and deliver a strong ROI.
Need resources? Here's a complete inbound marketing resource pack:
http://info.denamico.com/inbound-resource-pack
Fraley AEC Solutions Owner Brian Fraley and Pile Buck Magazine Editor Alex Smoot have a discussion in a Q&A format on the importance of marketing in the construction industry.
5 Signs You’re in the Middle of a Digital TransformationProphet
Digital Transformation seems to be the buzzword of the moment, but what does it really mean? And, more importantly, what does it mean to your business?
Advertising Pitches Research by Provoke InsightsProvoke Insights
Pitching is part of an advertising agency's DNA; it's often mandatory if an agency wants to acquire new business. With the average length of the client relationship diminishing from eight years in 1997 to only three years today, pitching is occurring more frequently.
Provoke Insights conducted an online survey among advertising professionals to determine what their thoughts are of the pitch process and their recommendations on how to improve it.
This presentation from the Smart Insights Webcast series explains how to structure a marketing plan using the SOSTAC(R) planning framework created by PR Smith (see www.prsmith.org for more).
An overview of the latest best practices and trends in employer brand measurement, helping you to identify the right metrics, linkages and and potential returns on
your employer brand marketing investments.
Go-to-market Strategy and Customer Acquisition - Mind your Business 2014 Marie Laenen
Every entrepreneur should have a killer go-to-market strategy, as their success almost entirely depends on it. Find out how good customer acquisition is vital to your business.
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
Inbound Marketing Week: How to boost traffic, leads, & sales with content mar...Denamico Inc.
If you’re not well-versed in the differences between inbound and outbound marketing, it’s time to get up-to-speed! When it comes to marketing strategy and tactics, these two approaches are polar opposites. Not to mention, there’s a big difference in their ability to generate qualified leads and deliver a strong ROI.
Need resources? Here's a complete inbound marketing resource pack:
http://info.denamico.com/inbound-resource-pack
Fraley AEC Solutions Owner Brian Fraley and Pile Buck Magazine Editor Alex Smoot have a discussion in a Q&A format on the importance of marketing in the construction industry.
5 Signs You’re in the Middle of a Digital TransformationProphet
Digital Transformation seems to be the buzzword of the moment, but what does it really mean? And, more importantly, what does it mean to your business?
Advertising Pitches Research by Provoke InsightsProvoke Insights
Pitching is part of an advertising agency's DNA; it's often mandatory if an agency wants to acquire new business. With the average length of the client relationship diminishing from eight years in 1997 to only three years today, pitching is occurring more frequently.
Provoke Insights conducted an online survey among advertising professionals to determine what their thoughts are of the pitch process and their recommendations on how to improve it.
This presentation from the Smart Insights Webcast series explains how to structure a marketing plan using the SOSTAC(R) planning framework created by PR Smith (see www.prsmith.org for more).
An overview of the latest best practices and trends in employer brand measurement, helping you to identify the right metrics, linkages and and potential returns on
your employer brand marketing investments.
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
#AMECWebinar – How Can PR Measurement Benefit Your Business?Gorkana
To coincide with the launch of the AMEC Education Programme on 30th Jan, we hosted a PR measurement webinar with AMEC and Booz Allen Hamilton, which provided PRs with practical knowledge to effectively measure communications activity and position in the context of an organisation's wider objectives.
Overview of how to create a digital media profile framework and how to overlay your media mix (Owned, paid and earned) whilst developing a focused digital strategy
Is social media the new direct marketing - 3 march 2011 -- slideshareRon Jacobs
No one believes that Social Media Marketing is the new Direct Marketing, but it is making an impact everything that we do. Social Media Marketing's ability to capture huge amounts of data, is something that every marketer should be aware of, no matter if they choose to take advantage of it or not. This presentation was given to the Detroit Direct Marketing Association on 3 March 2011.
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
This presentation covers the best ways to grow your firm in 2011 and beyond. It covers highly successfully marketing approaches and offers real-world case studies from IT services firms. It also examines a wide assortment of marketing approaches—from social media, PR and target account campaigns to events, award programs and the ever-essential website optimization—and shows exactly how industry peers are leveraging these techniques to achieve bottom-line results.
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
Hi, I'm Colin, a hugely experienced Strategy Director with a proven track record in shaping and executing award-winning brand, communications and digital strategies. freelance UX & Strategy.
I have a diverse background, spanning client-side, creative and media agency roles, which enables a consultative approach, joined-up strategic thinking and ensures the customer is placed at the heart of the solution. I have specialisms in Automotive, B2B, Financial Services, Behavioural Economics, CRM and integrated marketing strategies
Maximising the potential of social media marketingguest5acde69
The presentation slides from our seminar on 'maximising the potential of social media marketing', which we ran on Wednesday 10 February 2010 with the Solent Innovation & Growth Team in Southampton.
Similar to Mikepconway Construction Marketing 2010 (20)
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
23. 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?
24. 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
25. 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
26.
27.
28.
29.
30. 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
31.
32. Understand the landscape Stakeholder Audit Should drive Communications Strategy Consistent messages will shift perceptions Use results as a tool to shape future strategy
33. What are your customers’ issues? Stakeholder Audit Issues Matrix
34.
35.
36.
37.
38. Using PR Effectively Research: at the heart of issues based PR campaigns RESEARCH UNDERSTANDING ISSUES BASED PR CAMPAIGNS
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
Editor's Notes
Here to talk about PR Most of you will have an understanding of PR I’d like to give my thoughts on how I see PR as part of a marketing communications strategy – how it has fared in these testing times, how it fits in your planning and how issues can be used to drive successful campaigns Apologies about the presentation – should have spent more time on it yesterday, but distracted by the flow of conversation from the Social Marketing Trainin Day yesterday which appeared to be a real success. So I’d also like to share my thoughts on Social Media within business PR
A little introduction Seen a great deal of change – worked through many change agendas in construction, including Movement for Innovation, Construction Best Practice Programme, Rethinking Construction and Constructing Excellence What I have learnt is that nothing stays the same and you always need to be looking over the brow of the hill to see whats coming and then react to it before anyone else can And despite what happens, there is always opportunity in any situation
Add a screen with logos
Operating throughout the property cycle:
The Construction Industry. Strong, powerful, unpretentious, gritty, hard-working, determined, changing over time and enduring. Sometimes bloody minded, taken a few blows over the years but never giving up. Always enduring. Always learning and always hungry for more success. A bit like rocky. Made a few comebacks and been on the seat of his pants a few times. Taken a few blows over the years.
The Construction Industry. Strong, powerful, unpretentious, gritty, hard-working, determined, changing over time and enduring. Sometimes bloody minded, taken a few blows over the years but never giving up. Always enduring. Always learning and always hungry for more success. A bit like rocky. Made a few comebacks and been on the seat of his pants a few times. Taken a few blows over the years.
But make no bones about it We are in a fight with an angry bear this time This time the industry is taking a pummelling However, against all the odds, like always, there may be tears…..and for the industry there is always hope……… The good news is that the macro-economic indicators show the bottom of the curve The bad news is that the landscape has changed forever and it will be a long time until it gets to where it was
Its not a pretty outlook going forward The fight is by no means over….. Lots of hungry mouths out there Highly competitive
So how has this all affected attitudes to marketing, of which PR is an important component Here are some selected highlights of a recent survey…. Total of 1,198 completed interviews Focused on UK Focused on Marketing practitioners
This first chart outlines that marketeers actually are more optimistic about things now than they have been for the last year or so 51% believe that things are going to get better in the economy!! If nothing, marketeers are ever the optimists…..
When asked about the split of spend Some 11% is spent on PR activities Closely followed by CRM and advertising
All very interesting, but how do they see things changing going forward In the future sales year, respondents saw online activities as having the biggest budget growth PR was expected to have a very modest growth, but advertising was seen to be the biggest victim of budget cuts with a 3% drop in spend
But the killer slide What activity is seen to give the best and the worst ROI We know that squeezed budgets mean a greater focus on ROI. As an agency I have never known such a squeeze on demonstrating ROI and transparency on costs. Believe me, every agency I know has though it prudent to reduce day rates significantly CRM is seen to offer the greatest ROI With 11% of marketeers thinking that PR offers the best ROI. Interestingly when asked what provides the worst ROI, advertising tops the poll, with 22% stating that is if the poorest performer So,
So for construction – what does this all mean Squeeze on budgets Greater focus on ROI Advertising has been hit hard
A real example, close to home. Ask anyone in publishing……times are tough Make no mistake, the world of publishing has changed significantly Because advertising budgets are tightening to a minimum – revenues are down Some titles are gone Staff are under enormous pressure Others are suffering and looking to maximise revenue wherever they can
So back to the ROI chart Advertising spend is falling PR is seen to offer more return on investment in times when budgets are tight and every penny is looking to be squeezed out So Pr would appear to be a key tool in any future marketing mix It may appear pretty gloomy out there, but now is the ideal time to start rethinking your PR We are approaching the bottom of the curve and things will start to build….slowly PR can be highly effective if understood But that is the problem You can use PR if you know what it is….. Which is great as long as you know what it is……
So, if PR is going to take more of the marketing purse It is important to know what it is and what it isnt So a few minutes on a few basics Believe me, even we have these debates at Camargue!!
What it isnt…… Time and time again Asked to respond to Told the MD doesn’t do PR – its not about media profile or flag waving an achievement – all part of PR – need similie here Enlightened companies have PR at the heart of a marketing strategy
not all of these titles always relate accurately to public relations, but all of them cover at least part of what public relations is.
The official CIPR version Makes sense Says it all No sign of the words press release or media relations And that is the biggest problem for PR – a joined at the hip association with media relations True – media relations is an important channel for delivery of a PR strategy, but PR has a far wider function than raising or managing media profile
To help paint a picture Pr is about anything and everything where someone can make a judgement on your business – its values, people, ability, capability
PR in the right hands can set a company apart for the right reasons It can define a personality and build a reputation It can also protect against the slings and arrows of the world that will inevitably come your way Reputations are hard won and need protecting and building It is an active process that needs managing
So where does it fit within a marketing strategy First lets look at the audiences or stakeholders who might form an opinion on your values and your reputation You will want to talk to: Customers to keep them Potential customers to win new business Bid/Tender procurement – to get shortlisted at PPQ Staff to keep, them, motivate them and get them to be ambassadors for its values The talent pool to grow as a business Competitors to demonstrate progress Partners to potentially work collaboratively Investors Media – to spread the word and build opinion The communities in which you operate – whether as an employer or as a contractor
There are a range of tactics to reach your publics Media relations – traditionally linked at the hip with the trade of PR and it does form a key part of the marketing commuications armoury. There are many tactics that can be used in developing a relationship with the media. Its not about feeding press releases on so what stories, its about building dialogue and understanding what the press want. Exhibitions As marketing professionals, you know the tools of your trade….. So where is the PR? Its not a tactic
PR should sit at the centre PR is about getting the message right - It is not about the medium What each public or stakeholder needs to know about you in order to achieve the behaviour you need to achieve your business goals Customers need to know why they should stay with you Potential customers need to know why they choose buy from you Staff need to kow why they should stay with you Talent need to know why they should desire to work for you Competitors need to know why they should respect you Partners need to know why they should want to work collaboratively with you and do business together
PR is about what your publics think about you All three are linked but separate So that’s it Its that simple Not really These are difficult and challenging times Change has happened very quickly and the fight has been savage
But there has been a storm and the landscape has changed The world is a different place Companies are gone Relationships are broken Values are changed It is vital to recognise the impact of the tornado in your PR strategy The tornado is still here and it is no good just watching it die out There has never been a better time to take advantage of the opportunity and rethink through your PR so it is more effective in this new landscape What you present, what you offer, what your customers want in the future and what they think you can do for them
… .From a PR perspective, the challenge is clear These are not new challenges, but the impact of the tornado makes it important to revisit your PR messages and ensure they meet your customers needs
Where are the priorities What are the issues they face How do your messages relate to these new needs So how do you know what issues will resonate with customers and other audiences How can you better understand the issues they face to help shape your future marketing communications Ask them! Go and find out!!! This is a question you should be asking now! One technique which can be used is a Stakeholder Perception Audit
– to understand what you think of you, what your customers think of you and what your customers want from you today and tomorrow Identify who has a view on how your business is perceived and who has the ability to influence the amount of future work you win Internally it is important to understand current perceptions Externally, it is vital to understand the real issues affecting their business and an appraisal of how you shape up to meet their fast changing needs
For me, regardless of whether you go down a stakeholder audit or not, a key PR Tool is an Issue Matrix This applies the knowledge gained and draws out the key issues and themes which will be attractive to your stakeholders going forward What are the issues they face? What keeps them awake at night? What do they want from suppliers? The Issues Matrix is a document which sets our the key issues that your customers face Against these issues, you would map your corporate position and what evidence your business has to support that position. It could be seen almost as a ‘Manifesto’ for you business. Setting out the key issues that customers face and your position on those issues. Now I’ll take you through a client case study where six months ago they asked us to help them answer the question: “How are we going to keep our customers and win more work in the future”
To paint a picture We have been working with a major FTSE 100 contractor for the last six months The reason – to ensure they maintain their pipeline
We undertook a major customer perception study To understand the needs and requirements of their major customers now and in the future Whats good, what needs to change What are the key buying decisions Why choose? What’s important What needs to improve Whats good and makes them different.
The process….
The results are now shaping how they define their offer It will form the backbone of how they present their values – internally and externally
Researching the issues is so important With that intelligence and knowledge you can start to develop ISSUES BESED PR campaigns which create real impact and leadership Issues based PR takes your thought leadership to a new level Here are two research driven case studies that have real issues at the centre and have been packaged into dynamic campaigns that use a number of channels
Firstly construction consultant John Rowan & Partners About 100 staff Worked with them for a number of years pushing issues led messages Very people focused. We concluded that one of the key issues for them and their customers was a lack of new graduate talent coming through due to the lack of opportunities…….its a tough market etc
This issue was also getting airtime in the media The issue of graduates not being able to find placements in construction businesses. An article was published in Building last year looking at the skills crisis in relation to graduates 40,000 graduates fail to find jobs 170,000 redundancies made 37% consider work in another sector Annual recruitment requirement is 37,000 a year 3,770 professional graduates per year Less graduates enrolling on construction courses Upturn – short of trained staff Sector left short of resource to meet demand
This acted as a stimulus to focus our thinking into how we could address this industry issue We worked with JRP to develop a campaign that would create engagement and ask for real actions for the benefit of the industry, We wanted to position JRP as a thought leader on the importance of new talent in construction We wanted to position JRP as having a contribution to create a solution to the issue
We researched the issue Found that Govt had responded to the issue across all the sectors and set up the Graduate talent pool A website that posts internship – a paid or non-paid time limited placement – usually for around three months To give them the experience in a work environment and to help build relationships and knowledge. However, it was clear that construction wasn’t using the Graduate Talent pool as only two firms signed up The big issue is that if graduates don’t get access to experience, they are likely to move away to other professional industries – which will lead to a massive skills shortage
So we developed a concept called The Pledge – an industry initiative to make internships available in construction The Pledge is a call to construction businesses to sign up to a commitment to take on an Intern We worked out that if every company provide the equivalent of 2% of their headcount in internships, the industry would avoid a skills gap in 2013
To Our campaign is asking for construction businesses to understand the issue, understand the benefits to their business and advertise any internships on the graduate talent pool website. The campaign has its own website with its own URL It is important that a campaign like this has the right level of association JRP benefit as the architect of the solution
Media relations is a strong focus Launched last week – Building magazine is backing the campaign Plus Direct Advocacy – to seek the backing of the RICS and RIBA and other industry groups
The team is using social media to spread the message For issues based campaigns it is a low cost and powerful way of communications The Pledge has its own Facebook page and LinkdIn and Twitter dialogue The objective is to create debate and conversation The Pledge has only launched last week and already has a number of businesses signed up and committing to take an intern
The Construction Commitments were launched just over a year ago in Westminster to an invited audience of contractors and construction clients.
Media relations was again a key component of the marketing communications roll-out An integrated campaign, with all elements pushing the same focused messages
From a marketing perspective, the challenge is clear These are not new challenges, but the pace of change in corporate customer’s landscapes is unprecedented And that means impact for the entire supply chain