Specialising in the heaviest side of the merchant sector – civil engineering, drainage and large infra-structure projects, Keyline sits in what might be seen as the most male-dominated area, yet over the past few years has increased the number of women working throughout the company, from the trade counter right up to board level. The company has also implemented a number of initiatives to improve employees’ work/life balance and mental and physical health.
City Plumbing are actively pursuing a 50/50 gender split across the P&H Division.
Parv Sangera was recently appointed to MD of The Bathroom Showroom and Maxine Frost and Sarah Broughton to the SLT.
City Plumbing has raised over £2.1m for the Teenage Cancer Trust since 2012.
Inclusivity is one of the Five Core Values at Andrews, and Managing Director Natasha Rose is keen to push equality and diversity throughout the company. Having reached a personal milestone of a 50:50 male to female ratio in the Sales Team, Natasha has set her sights on levelling the playing field in roles even more traditionally associated with men – in the yard and driving, for example. Equality and Diversity training is being implemented across the two branches in 2020.
Amigos works with young people in Uganda providing education and vocational training in construction, among other trades. The tools donated will be used by the men and women supported by the charity, to give them the skills to help lift themselves, and their families, out of poverty.
The main objectives of the campaign were to:
- Generate 20 bulk bags filled with tools (1 per RGB branch) to be donated to Amigos
- Increase brand awareness of RGB in its trading areas
- Drive both trade and retail customers to visit an RGB branch
- Generate positive media coverage
To help Amigos continue the fantastic work it does with young people in Uganda, RGB installed ‘drop zones’ in each of its branches, and encouraged customers and communities to donate hand and power tools that were no longer being used.
A press release tailored to each branch was distributed to the media local to every branch, announcing the launch of the appeal, and explaining how donations could benefit the people helped by the charity.
To target the wider trade network, press material was also sent to construction focused media outlets, which resulted in the charity being contacted by tradespeople from across the country, offering to donate tools directly to the charity.
Posters were displayed at each drop zone and bulk bags were used for the tools to be dropped into. Amigos volunteers then liaised with RGB branch managers to ensure collections were made when bulk bags were full.
Results of the campaign…
The campaign resonated with RGB customers, with some buying brand new tools from branches, in order to donate. The press material reached the communities local to RGB, and drove a number of retail customers to visit their local branch for the first time to donate to the appeal.
- 33 bulk bags filled with donated tools, equating to 6 tonnes
- 41 pieces of positive media coverage generated in newspapers, magazines, websites and radio stations local to RGB’s 20 branches, as well as in the construction trade media
- Value of media coverage achieved: £23,605.47
- Potential people reached as a result of the publicity campaign: 842,494
- Cost of the campaign: £4,200 (this is based on 30% of the PR fee being dedicated towards the Tools for Africa project over a period of June and July)
- ROI: 1,520%
- Sales across the RGB branch network were up by Â£257,000 during June and July when the Tools for African campaign ran, in comparison to the same period in 2018.
Testimonial from Phil Pugsley, Chief Executive at Amigos:
â€œThis was a fantastic campaign and we are so grateful both to RGB and its staff for the wonderful support they provided, but even more so to the generous customers who have given tools. The impact these tools will make in Africa is beyond measure. Everyone who supported the campaign has played a big part in changing many people’s lives, and for that we can’t thank them enough. During the RGB appeal there were occasions where those who had lost loved ones, and were unsure what to do with the tools they left behind, found comfort in donating them knowing the items will be used to make a real difference to those in need.
A new message and identity has been supported with an extensive marketing campaign, which was entitled the ‘We Are’ campaign. The strategy behind it was to improve brand awareness, offering greater clarity of the basic pillars of branding; these are to convey what the company offers, how it conducts business, and ultimately why customers should choose Howarth.
The objectives were to generally improve our brand awareness, including an increase of social reactions, followers, and SERP brand mentions.
- Total reactions (+22%) YoY
- Total reactions (+18%) YoY
- Total Followers (+27%) YoY
- Total SERP mentions (+27%) YoY
The original budget for the ‘We Are’ campaign was £20k, which was there to help build assets and communicate the full message across platforms. The final budget figure spent was just over £18k, as we managed to negotiate better prices and receive supplier sponsorship.
Obviously, it is hard to fully gauge the magnitude of a brand campaign’s ROI, as it is so intrinsic to general â€˜business as usualâ€™. In the last financial year, the business grew turnover by £10m; with each of the categories that were promoted, equally growing between 10%-20% on like-for-like sales. Of course, a branding campaign will somewhat contribute to that, but offers no definitive. Looking at marketing sales/initiatives as an example of return, it roughly offers an ROI of 671% or for every £1 spent, we made £7.44 in profit.
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