Concrete Block Association

The Concrete Block Association‘s remit is to increase understanding of concrete block’s characteristics and applications amongst construction professionals. Initially, the Think Tank helped the body raise awareness for its flagship campaign, ‘Better Built in Blockwork’, an initiative aimed at builders merchants and developers to communicate the myriad benefits of concrete blocks for housebuilding. This campaign was so successful The Think Tank was appointed on a retained basis.

The Think Tank identified UK Construction Week as a key date within the industry’s calendar, attended by key journalists. Thus we recommended launching ‘Better Built in Blockwork’ at the event and scheduling media meets with Concrete Block Association spokespeople. Journalists were able to secure exclusive angles for their titles after their media one-to-ones and we secured accompanying op-ed articles in their publications.

To widen the scope and appeal of the campaign, The Think Tank devised a thought leadership strategy to establish a voice for the association’s newly appointed housing manager, Chris Stanley. He was positioned as an authority on UK construction and housebuilding.

This is a noisy media space and to ensure cut-through we devised five editorial angles to reinforce our client’s position and ensure the messages landed. Then we proactively pitched them to a broad range of national news and construction trade titles.

To date, the campaign has generated 44 articles within relevant builders’ merchants and housebuilder media, with over 805K online readership and a print circulation of 1.37m. Significantly, 90% of articles published referenced the ‘Better Built in Blockwork’ campaign and its core audience.

Other coverage highlights include articles in The Times, Daily Mail, Building, Builders Merchants News and Builders Merchants Journal. KPIs have been consistently surpassed.

The Think Tank’s ability to achieve positive results early on in the campaign inspired confidence in the client, encouraging them to retain the agency for ongoing PR and marketing services during 2019 and into 2020.

Results Summary (As of June 2019)

44 Articles Published

15 Media Meets

805k Online Readership

29.9k Estimated Coverage Views

1.37m Print Circulation

Online Coverage Highlights

http://www.buildersmerchantsjournal.net/the-modern-masonry-better-built-in-blockwork-campaign/

http://www.hbdonline.co.uk/news/more-homes-more-efficient-homes-2/

http://buildingproducts.co.uk/benefits-concrete-blocks/

http://buildersmerchantsnews.co.uk/news/fullstory.php/aid/16407/More_homes,_more_efficient_homes.html

http://professionalbuildersmerchant.co.uk/news/cba-launches-campaign-to-promote-concrete-blocks/

https://www.building.co.uk/communities/fire-and-heat-will-shape-our-future-homes/5096697.article

T
he Concrete Block Association's campaign has since been shortlisted in the Best Built Environment Member Organisation Marketing Campaign at the Construction Marketing Awards 2019.