Expanding membership bases through local installer PR campaign
Background:
Balls2 Marketing has been working with Certass since 2017. For this particular campaign, we had the task of setting up a new trade association, Certass TA, to support companies who specialise in the installation of windows, doors and conservatories, as well as building works and small extensions.
Our assignment was to grow the membership base to 2,000 in a short space of time in order to create a strong platform for future objectives, creating a buzz around the official launch.
Action:
At Balls2 Marketing, we recognise that PR is the ideal method to tell your story and distinguish you from your competitors. We used PR as the main platform to promote Certass TA, amplified through digital avenues, social media, direct mail, and a launch event. Our strategy was to challenge established thinking in the glazing industry and position it as a standalone sector rather than as just part of the wider construction industry.
We carried out careful market research to obtain detailed industry information and then repeated this 12 months later to gauge any changes in perception. Using the findings, our team created a strategy to position Certass TA as thought-leaders, focusing on the issues that are key to installers.
Establishing a budget for the launch, we finalised the branding and developed a sales and marketing plan to successfully deliver our objectives.
We utilised the strong relationships that we’ve developed with trade press and magazine editors to create and build interest around the launch of Certass TA.
Serving as an information hub for installers, the launch of the Certass TA website (https://certassta.co.uk) was publicised via a print advertising campaign designed by our studio team.
Part of the Certass TA pledge is to offer installers a voice in the industry and represent them at a wider industry and Government level. To assist with this, the launch campaign included a survey addressing major industry issues and was promoted through weekly emails and across all social media channels.
Results:
As a result of the Balls2 Marketing campaign to launch Certass TA, we achieved the following results:
- Window installers are notoriously difficult to engage. However, an unprecedented 224 businesses filled out the survey, making it the biggest ever window installer survey and providing Certass TA with the most up-to-date practical stats and information on major industry issues
- 3,027 new Certass TA members (over 1,000 more than target figure)
- Certass TA is now considered a strong challenger to existing industry associations
- 21,022 people reached every month through columns from the Certass TA Chair
- 85,615 Twitter impressions
- 782 Twitter engagements
- 59 pieces of press coverage in relevant trade magazines
- 3 regular columns in major industry publications
- Chair of Certass TA successfully hosts Seminar Theatre at main industry awards in 2019
Certass TA attended the Winners Best Practice Awards in 2019 and won 4 awards, showing just how successful the launch campaign had proved to be.
