Winners' comments
2007 winners | 2007 High Commendations | Winners' comments
Gifford – Marketing Insight & Planning
Nolan Mills on winning the CMA ’07 award for marketing insight and planning.
Having joined Gifford in February 2007 with no experience of b2b marketing in the construction and consulting market, the need to gain a rapid and thorough understanding of Gifford and the industry - as a key preface to adding value to the firm’s objectives - was pivotal to creating a suc-cessful marketing plan. To have that speed and depth of learning recognised by knowledgeable industry peers, and my subsequent recommended strategy accepted by the Gifford board, provided the clearest endorsement of the quality of my endeavour.
The CMA ‘07 Award logo is now a fixture of all outbound emails from Gifford and the trophy itself sits in our lobby cabinet alongside those for our many design and engine-eering wins. Whilst my success in no way matches those of our technical staff, I believe that, like their achievements, the legacy of the CMA win will last well beyond the year of recognition.
To The left: Gifford Marketing Manager Nolan Mills seen here with Marketing Communications Executive Helen Barfield. To the right: Gifford’s new brochure collection.
Taylor Woodrow – Client Focused Approach to New Business
“Doing best what matters most””
Our goal as an organisation is to move from “good” to “excellent” – becoming the company for chocie for our customers, suppliers and employees.
The building block upon which this is based is our ability to forge successful, collaborative relationships. Our approach to new business is a reflection of our overall corporate approach – that we wish to work for the best, by working with the best. Our ability to develop successful and long term relationships not only differentiates us in the marketplace,but is a key factor in our journey towards excellence, as satisfied customers are a prerequisite for success.
Winning this award demonstrates how far we have come on our journey – translating the phrase customer focus from being a business buzzword into a tangible reality for our customers and our teams.
“The company of choice for our customers, suppliers and employees”.
Land Securities - Best Marketing Campaign to Encourage CSR
Positive PR stories and a well attended environmental conference in 2007 combined to reassert Land Securities' position as a "best in class" practitioner of CSR. Our CSR campaign achieved the significant 'win-win' of enhancing the equity of the Land Securities brand and furthering the CSR agenda in the development and construction industry, by ensuring the issue remains firmly in the spotlight. By highlighting the way in which CSR has been integrated into normal business practice for some time, Land Securities provides an example of a successful best-practice model for others in the industry to follow. Winning the CMA Award for Best Marketing Communication to encourage CSR 2007 reaffirmed these results and the direction that Land Securities will continue to take.
IAS Smarts - Best Use of Advertising
Campaign Summary With a positioning of 'firesafe insulation', Rockwool had become the hoover of the insulation sector, which, to some, restricted their offering to specific applications.
In reality, Rockwool is able to offer much more to the market in the form of its superior 4 in 1 insulation solutions (thermal, fire, acoustic, sustainable).
IAS B2B devised a cohesive brand strategy to launch a new, innovative brand positioning, with creative execution that reflected the company's desired 4 in 1 offering and brand essence.
This campaign integrated multiple media channels including, internal communications, outdoor and trade advertising, direct mail, e-marketing and website.
Sophisticated segmentation and prioritisation of the market ensured that, of the 8,000 contacts targeted, the campaign generated 640 responses - an excellent response rate of 8.2%.
Comment from Craig Duxbury, construction account group director at IAS: "The issue of brand and the importance of building strong relationships has become increasingly significant within the rapidly changing building materials and construction market.
"As such, having a structured, proven, results-driven brand and dialogue process such as this, which is implemented with a targeted, segmented approach is essential to 
achieve desired brand positioning and effective communication.
"The CMA are a highly regarded measure of excellence in construction marketing and business development, so to win the Best Use of Advertising for this project is great recognition for our strategic, creative and integrated approach to B2B communication and marketing."
Synseal - Best Use of Direct Marketing
The winning entry for Best Use of Direct Marketing was a cheeky campaign aimed at smaller window fabricators. The pressure is on these smaller companies and 267 had shut up shop on the previous 12 months to the campaign. Expensive machinery is not economic for fabricators making under 50 windows a week but the market demands products difficult to make without.
So when we were told about a new £2,500 machine that could produce the results we jumped at the chance to tell prospects. We had a head start in the market as the machine was not to be launched for one month. We knew the results would impress.
Though an industry database we narrowed down the companies who would benefit. Then we sent a series of four post cards highlighting the difficulties in the market. And on the fifth day we sent a corner sample made using the new machine along with a telephone number to call.
The results were superb. 18 new customers annualising £1.12 million of sales which is an 115,913% return on investment!
The Construction Marketing Awards are very special to us. Marketing is the lifeblood of Synseal; and its rewarding to be recognised for our work. We aim to get the best results by spending the least money so Direct Marketing is an area we capitalise on. We work hard to bring new ideas and ways of engaging with prospects to get good results. This is the second Construction Marketing Award for Synseal – we also won Best Small Budget Campaign under £25,000 in 2005 where we spent only £480!
Phi Group - Best Use of Events & Exhibitions
Geotex is a series of regional seminars dedicated solely to the Ground Engineering sector showcasing the skills and knowledge of the sector’s key players.
“Winning the Award for “Best Use Of Events and Exhibitions” in our first year presenting the Geotex series of Exhibitions and Seminars was very welcome news.
As the Awards are judged by our Industry peer group, we felt particularly pleased that Geotex had been singled out for such prestigious recognition. A big ”Thank You” goes to all the many delegates who attended last year, and to our co-exhibitors and presenters who have combined to help Geotex provide such a great platform for debate and innovation within the Geotechnical field.“ Patrick McGowan, Sales and Marketing Director, Phi Group Ltd www.geotex.uk.com
Hays Construction & Property - Best Use of Online Communications
Hays Construction & Property uses online communications extensively to reach its external and internal audience, which comprises of clients, candidates and staff. All of the online communications reinforce the specialist nature of the consultancy, present Hays Construction & Property as an integral player in the industry and have given staff access to the latest techniques and promotional tools to effectively meet the needs of candidates and clients.
Most campaigns are part of an integral campaign and utilise job board postings, hays.com, banners, search marketing, direct e-marketing and bespoke employer microsites. 2007 witnessed the extensive re-launch of hays.com. The website meets its aim of being more user-friendly and meeting jobseekers’ needs more closely, by using groundbreaking technology to allow live jobs to be searched on an interactive map.
“We are extremely proud to have won this award. We usually take an integrated approach to our communications, of which online marketing plays a huge role in supporting our clients, candidates and employees. Some of the main benefits are that it is environmentally friendly, targeted, cost-effective and that the response can be tracked to ascertain its value. Winning this award helps to show our customers why we are the UK’s leading specialist recruitment consultancy and the event itself was a fantastic networking opportunity for members of our marketing team.”
Claire Fowler, Senior Communications Executive, Hays Construction & Property
Promat UK - Best Campaign Under £25k
Promat UK Limited are world leaders in passive fire protection systems. The SUPALUX® brand is a market leading fire protection board, originally launched in 1978.
A campaign was designed to re-invigorate the brand and remind its loyal customer base of its benefits. The campaign focussed upon a key change in fire legislation which meant that, for the first time, people could be prosecuted for the specification and installation of inappropriate fire protection materials.
Using a number of methods, including striking direct mail pieces, posters, point of sale materials etc, the company targeted the sales channels that may be likely to substitute SUPALUX® for the alternatives.
The campaign was a great success, and sales exceeded the profit target by nearly 400% !!
Winning the CMA’s at our first attemptwas a fantastic achievement for us.Marketing is seen as very important to Promat and this award goes to show that marketing is just as important in construction as any other B2B sector.
We’re very proud of our award and take the opportunity to promote it whenever we can. We have received numerous enquiries purely from the PR generated by it and it has proved a great door opener in many other situations.
The whole team are delighted with our achievement and the trophy engraved with “2007 Best campaign £25k or under” sits in pride of place on our reception desk.
Stuart de Voil – Marketing Manager
Taylor Woodrow - Best In-House Marketing Team
“creative, dedicated, always achieving demanding deadlines”
Taylor Woodrow’s approach is to integrate all the marketing and document production activities in one team and ensure we have a central service of knowledge and best practice. The team can truly be described as "holistic" in terms of the significantly improved quality of service and output it provides to the business. We are consistently driving performance to deliver tangible results.
We focused on three areas for our winning submission: -
Customer Relationship Management - aiming to achieve a high level of customer loyalty in an industry characterised by transactional relationships. Developing long term relationships allows us to present a real value proposition to the market.
Internal & External Marketing - recognising that our team are at the forefront of project delivery, keeping promises to our customers and ensuring satisfaction. Our communications are tailored so that they reinforce the cultures and behaviours we are seeking to promote within the business.
Bid Management - fortunate in being able to draw from an eclectic mix of skills in assembling a team to support our submission documents. We combine our skills and creative ideas, so that the total is greater than the sum of the parts.
These reflect our core marketing aim – to engage our customers and team – in order to continually improve our performance.
Winning this award proves every day is worthwhile and we are moving towards an “excellent” marketing team and organisation.
CIB - Consultancy of the Year
CIB in their entry tried to convey not only their breadth of clients but also the fact that they were innovative in the way they approached solving problems in this relatively conservative market. The breadth of services offered in house meant that they were able to offer the most effective solution rather than one which suited the agency. Finally CIB also showed that they had worked creatively with many clients over a period of over 20 years in one case whilst remaining fresh and dare I say it original.
© copyright 2008 Emap Limited. All rights reserved.