CMAs 2020: taking home the win with BEAMA

While our annual trip to the Construction Marketing Awards (CMAs) wasn’t quite the same as our usual rendezvous in London, the Refresh team got its popcorn and prosecco at the ready for a digital viewing party - in true 2020 fashion.

The competition was fierce but we’re thrilled to confirm we took home the coveted ‘Best Built Environment Member Organisation Campaign’ for our content campaign for trade association, BEAMA.

BEAMA is the UK trade association for over 200 manufacturers and providers of energy infrastructure technologies and systems. One of its member groups is the water softeners group, which tasked Refresh with developing a PR campaign to increase visitors to the BEAMA website, while raising awareness of water softeners as a solution for homeowners living in hard water areas. The target audience consisted of qualified plumbing and heating engineers working within hard water areas of the UK, who would educate consumers via word of mouth/their own channels.

In order to increase website visitors, the PR campaign needed to give installers a reason to take direct action and visit the BEAMA website so, as this audience regularly seeks out training/learning opportunities, we decided to host a series of free-of-charge and easy to digest guides (based on technical content) online that installers wanted and needed. We also worked proactively to generate headlines about BEAMA amongst relevant media, in turn, increasing web traffic.

Throughout the duration of the campaign, web traffic was up 6,060%; while the guides we developed were downloaded in excess of 1,800 times – meeting the core objectives and significantly surpassing all KPIs.

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