Challenge

The building control industry is a vital support service to the construction sector and is necessary for the effective completion of any project. However, post Grenfell, it is an industry that has seen negative attention and its value has, over time, been eroded by the lack of understanding of the service it provides. Assent wanted to increase the visibility of the industry as a whole and the value that it brings to the wider sector whilst also positioning itself at the forefront of the building control sector – filling the vacuum that existed with thought provoking market commentary and forward-thinking views.

Objectives

  • To position Assent as the leading voice in the building control sector
  • To highlight the importance of building control in the broader construction sector
  • To align communications activity with the Assent business objectives
  • To support employer brand activity specifically around recruitment

Approach

The first step was to create a PR strategy for the group that was designed to complement the goals of the business. Working with the senior leadership team at Assent, Skout created a PR and communications strategy designed to position the group at the forefront of key industry discussions. Central to this strategy was a thought leadership programme that consisted of content that highlighted the key areas of specialism within the business whilst also demonstrating the importance of building control surveyors to the overall construction sector in the context of legislative and regulatory changes that were being made.

The thought leadership programme was successful in securing top-tier media coverage across a broad spectrum of titles. Skout also extended the focus on key issues into Assent’s digital content by writing articles for the Assent website to increase relevant visitors and using social media platforms (LinkedIn, twitter and Facebook) to spread the word.

The social media strategy also included posting on behalf of the CEO, Iain Thomson, to ensure consistency of messaging across both the business’ profile and the personal profiles of the senior leadership team. This strategy increased engagement with the business and amplified the messages from thought leadership programme.

The final part of the programme was the creation of a crisis communications strategy to underpin communications, both internally and externally. This was developed with the senior leadership team and has been put in place to provide the business with a rigorous process to follow should any unforeseen situation arise either at any of the projects they are involved with or within the group itself.

Outcomes

  1. Increased visibility of Assent brand by adding media coverage to its awareness channels. 100% positive coverage dedicated to Assent and on message in tier 1 media.
    Total of 34 pieces of coverage achieved over 20 months both online and in print editions. Average Domain Authority of online coverage – 40 with almost a third of coverage containing a backlink to the Assent website.
  2. Third party media coverage quickly enhanced and validated the Assent brand across the sector.
    127.5K total online coverage views of which 71.8K were on websites and 55.7K were on social. Leading publication for online views is Planning and Building Control Today – highest online views were 23.7K.
  3. Brand amplification and engagement through social media coverage reshares. Over 1500 social engagements through LinkedIn, Twitter and Facebook.

Coverage achieved

Key statistics

Page views
+ 1000
Total engagements
+ 1000
Increase in LinkedIn audience
+ 0
Increase in engagements on Twitter
+ 0 %
Total social shares
0

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