THE CHALLENGE | Generate publicity, entries and sponsorship for local building awards
Hertfordshire Building Futures, a partnership of nine Hertfordshire local authorities led by Hertfordshire County Council, appointed BCM Agency as their marketing partner for the 2018 Hertfordshire Building Futures Awards. BCM Agency were asked to devise a strategy which would generate maximum publicity, attract nominations, secure sponsors and sponsorship and deliver a high quality Awards event.
THE BCM APPROACH
BCM completed extensive industry and media research in order to develop a strong, strategic marketing plan which would communicate effectively with all target audiences, utilising the most effective channels.
The overall strategic aim was to generate entries and sponsorships for these biennial awards, supported by a robust PR campaign delivered through traditional and digital channels.
BCM Agency devised a targeted plan that would increase awareness of the awards and engage with potential entrants and sponsors. It followed a 4 pronged approach: