Data acquisition, segmentation and timely, relevant messaging led to the success of Hertfordshire’s biennial event, promoting sustainability, innovation and design excellence in the county.

Hertfordshire Building Futures, a partnership of nine Hertfordshire local authorities led by Hertfordshire County Council needed to get a multitude of stakeholders onside. These included council office holders, other local authority partners, sponsors, speakers and award-entrants.

An event celebrating all things sustainable in the construction industry may sound like it could sell itself in the current state of environmental urgency, but Building Futures’ biennial format, the not-for-profit status of its organisers, and their limited marketing budgets, called for exceptional marketing that would work smarter.

The Solution

BCM worked to a tight project plan and even tighter budget to ensure the event’s success. Following a period of intense research and compilation of a targeted database, personalised and segmented email marketing with follow up calls attracted nominations and secured sponsors in record time, cost-effectively.

Storytelling played a key part, tapping into the emotional not the mere rational decision-making of the target audiences. There was a big reputational draw to being involved in this prestigious, local event, and this narrative was played out across all chosen media. Relationships with relevant publications were formed to guarantee high levels of exposure throughout the build-up and post event.

 

The Results

13 articles published with regional newspapers and national building press. 30 qualified entries received. Category and headline sponsors secured raising £13,000. Over 100 industry professionals attended the awards event.