Posted on 29 Feb 2024
ICG delivered strong results for construction client Hamilton in a campaign to engage with housing associations, local councils and major contractors.
Hamilton wanted to promote its services and expertise in response to the Government’s Social Housing Decarbonisation Fund - a multi-billion pound fund to decarbonise social housing stock over a 10 year period.
An integrated strategic marketing campaign was created and delivered to place Hamilton in front of key decision makers.
To start, we created a campaign ‘look and feel’ that was a subtle shift from the company’s core branding.
We built a dedicated section on the website with key information and case studies as well as downloads including a new brochure and a fact sheet about funding specifications.
We also commissioned photography of Hamilton’s current projects to demonstrate its experience and expertise across the UK.
Having already built an engaged audience on Hamilton’s social media channels, we got to work ramping up posting and during the first three months, followers increased across all channels with an organic reach of more than 11,000 and over 1,000 engagements. Alongside this, a highly targeted paid campaign on LinkedIn was seen almost 200,000 times.
Email marketing aimed at local authorities and housing associations as well as procurement specialists at major contractors generated open rates of 51 per cent with a click through rate of 47 per cent – more than double industry averages.
We targeted prospects by leveraging Google’s precise audience targeting technology and maximised visibility across the Google Ads network.
We generated 68,000 impressions - the number of times the Google ads were seen - throughout the first three months and website visits increased by 89 per cent.
We also collaborated with industry sector magazines to send newsletters which generated a reach of more than 121,000 and 4,200 e-shot clicks.
Robert Storton, Managing Director at Hamilton, said: “There is a wealth of government funded opportunities in the construction industry and we wanted to ensure that we were getting in front of the right audiences at the right time.
“We’ve been working with ICG for a number of years and together we have elevated the Hamilton brand and built a solid online and social media presence through a mixture of activity.
“With the deadline for the latest round of funding approaching, we tasked the teams with really ramping up efforts, with a clear focus on highlighting our experience and capabilities to key decision makers.
“The results have been incredible in a very niche market and we’ve had great feedback.
“We understand the importance of keeping up this momentum as new waves of funding, such as the Social Housing Decarbonisation Fund and the Building Safety Fund continue in 2024.
“It is an exciting time for Hamilton and we’re looking forward to seeing more great results from the team at ICG.”
