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 STRATEGY

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.

 

THE SOLUTION

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:

  1. Sustained PR campaign – regional newspapers and the national building press were targeted over a sustained 5 month campaign, complemented by extensive social media activity.
  2. Entry generation – alongside the PR campaign which generated increased awareness, industry research and a targeted telesales campaign was conducted to potential nominees.
  3. Sponsorship – potential sponsors were targeted with a telesales campaign and provided with a detailed sponsorship pack and full social media and PR support.
  4. Event management – working with the Building Futures team, full event management and promotional materials were provided, resulting in a hugely successful awards evening at Knebworth House.

 

THE RESULTS

  • 13 articles published with regional newspapers and national building press.
  • 30 qualified entries received.
  • 5 sponsors secured, four category sponsors and a headline sponsor.
  • £13,000 sponsorship raised.
  • In excess of 100 industry professionals attending the awards event.