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.
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.
“Skout have taken the time to engage with our business and know the sector we work in.
Alongside the delivery, what is equally important is that we have built a spirit and camaraderie and I can honestly say we have a lot of fun and laughter along the way too. Skout are not just our consultants they are members of our team.”
Iain Thomson, CEO Assent Group
“When working with Skout, I have always found them to be a seamless extension of my marketing team. Even after 11 years, they are still just as proactive. Their ability to understand your market and audience very quickly is second-to-none.”
Sue Westhead, senior marketing consultant, Assent
“Skout have been a great asset to our business over the last 2 years. They not only understand our brand, but they are part of the team. Lots of exciting things on the horizon!”
John Miles, Group Business Development Director, Assent Group