Integrated campaigns

CIB
COMMUNICATIONS
The changing face of specification -
getting leverage from new technology

Integrated communications case studies

Gavin Tadman

Tuesday, 2 October 2012

Introduction to CIB


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 Awards


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 information



Therefore, before any plan needs to be put into place....



Know and understand your market



The following case studies will, hopefully demonstrate
how different parts of the market have been communicated to

in the recent past

today.............



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 future


The challenge


The Client

Catnic is the leading brand in steel lintels and expanded
metal building products for the construction industry.


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 process


The Challenge

• Catnic required a communications platform that could
re-engage its core customers, but also with the
builders’ merchant


Methodology


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 heritage


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 channels


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.

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 System


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


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 System


Methodology

• Supporting by ‘make it happen’
competition


Methodology

Take the first step
to do something you’ve
always wanted to...

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 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-shirt


Methodology

• Campaign was supported by direct mail


Results


Results

•

40% increase in PDF downloads from 2007

•

97,000 by end of 2011


Results

• Increase of 23% in web traffic to catnic.com

• 156,000 unique visitors by year-end.


Results

• 17,000 individual stockist searches

• Reflecting a 14% increase on the previous
year


Results

• Requests for printed material rose 25% on
the year


Results

• Recorded over 3,600 individual enquiries for
further product information


Results

• 95 new customers

• 200 new stockists

• Increased revenue for independents and nationals


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 alone


Results

• 3 to 1 ROI on PR costs


Results

• Catnic were awarded ‘Supplier of the Year’
at the Builders’ Merchant’s News Awards


The Client

Part of the Saint-Gobain Building Distribution Group,
Europe's number one building materials distributor.


The Challenge

• Building strong relationships with customers at local
levels is incredibly important to plumbers' merchant
Graham.


The Challenge

• The client wanted to take full advantage of social media
as a means of communication and support for its
customer base.


The Challenge

• Quite simply, with no-one else taking the lead, Graham
wanted to pioneer its use within the merchant sector.


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.


Methodology

• CIB needed to factor in why a Graham
customer would require access to all three
social media channels.


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.


Social media strategy...


www.channelgraham.co.uk


www.facebook.com/GrahamPlumbersMerchant


@graham_merchant


Merchant videos

http://vimeo.com/34015878


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.


Results

To date, the blog style website has had over
10,000 visitors.


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 URLs


The Client

Assurity Consulting is an independent workplace
compliance consultancy specialising in health, safety and
environmental solutions, partnering with responsible
organisations across all sectors.


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 customers


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 ASSESSMENTS



• Web



• 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 ADVICE



• Corporate video
- with support branding
- icons



• Product video
- infographic and live action



• Blog



• Twitter


The Client

The professional division of General Electric specialising
in lighting solutions all around the world.


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 strategy


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.


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.


CIB approach...


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.


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
campaign


Methodology

• Content filmed on the GE stand band
edited on site, uploading content to You
Tube, Facebook, Twitter and Google+
throughout the day.


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=plcp


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-cha


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.


Methodology

• These skills were supplemented by the
PR team, who provided news copy and
social media support.


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.


Results

• Over 1800 views of the videos on You Tube
during the show – rising to just under 6,000 to
date.


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.


Results

• The films were also picked up by on-line
media as far afield as Australia.


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 website


The Client

Sto is the market-leading manufacturer of rendered
external wall insulation systems


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 contractors


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.


Methodology

MICROSITE

• Based on the below 6 areas:
- Thermal Performance
- Fire Performance
- Wind loading
- Movement
- Sustainability
- Colour, Texture and materials


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



Methodology

•Each section included a video round up
from Gary Bundy, Technical Director of Sto



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 campaign


Methodology

ROUTES TO MARKET

ON-THE-PAGE

• 1/4 page advertising within key titles:

• Architects Journal

• Riba Journal

• Architecture Today


In conclusion


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 all


@gavintad


gavint@cibcommunications.co.uk


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