Campaign: Site Waste – It’s Criminal
PR Team: Lawton
Timescale: January to March 2007
To raise awareness of changes to site waste management legislation for construction companies. To encourage firms to sign up to the NetRegs website.
Strategy and plan
By and large, builders are time-poor, red-tape phobic and money-conscious, so Lawton developed a no-nonsense concept: ‘Site Waste It’s Criminal’.
To launch the campaign, the agency hooked up with the Federation of Master Builders for industry research and to produce a media hook. Before releasing the results, the team secured endorsement from other trade bodies, commercial organisations and the then Department for Trade and Industry.
The PR campaign, which was supported by a reciprocal campaign online, was central to raising awareness and increasing site traffic. To encourage the target audience of construction workers to sign up for e-alerts, the team took the campaign on the road.
A series of roadshows was held from the end of January to late February at Cardiff, Liverpool, Peterborough and Petersfield.
It put the information in builders’ hands, and at the same time gathered sign-ups for the e-alert service. The roadshows were delivered in partnership with Travis Perkins, and Lawton
offered incentives to the audience to ensure audience engagement.
Measurement and evaluation
Over a six-week campaign period Lawton secured 29 pieces of media coverage in titles as diverse as The Daily Telegraph and Daily Post (Wales). Audience reach was estimated at more than 2.5 million.
The campaign generated more than 10,000 user sessions, increasing NetRegs’ site traffic by 21 per cent from the previous six-week period, exceeding targets threefold. The campaign generated 695 e-alert sign-ups, more than double the target of 300 and an increase of 82 per cent on the previous six weeks.
Reciprocal links were established with 11 organisations and online magazines including The Federation of Small Businesses, The Federation of Master Builders, BusinessLink and the Construction Industry Council.
Ongoing relationships have been built with builders signing up for e-alerts. Travis Perkins reported positive reactions from staff and customers. Anecdotal evidence from the industry suggests raised awareness of the need to look out for future legislation decisions.