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MARKETING SPECIALISTS FOR THE BUILT ENVIRONMENT COMPANY PROFILE
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MARKETING SPECIALISTS FOR THE BUILT ENVIRONMENTCOMPANY PROFILE
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AGENCYOF THEYEAR 2016at the Construction Marketing Awards
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MARKETING SPECIALISTS FOR THE BUILT ENVIRONMENTCFA is an award-winning, full-service marketing and communications agency which specialises in construction, property and the built environment. Our in-house team provides expertise in marketing strategy, PR, social media, copywriting, creative and print production services, web design and build, video and animation, SEO, market research, media planning, buying and event management.
With over 30 years’ of
construction marketing
experience to call upon,
we’re not just another
agency. From day
one we’ve focused on
construction, property,
engineering and
architecture; working
for contractors, product
manufacturers, architects,
trade associations,
merchants and distributors,
developers, housebuilders
and industry standards.
The excellent working
relationships we’ve
maintained throughout the
industry have secured us a
well-earned reputation as
one of the most skilled and
knowledgeable agencies to
work in the sector. We have
an innate understanding
of the built environment,
helping to ensure we offer
the support and knowhow
that delivers tangible results
and a genuine ROI.
At CFA, our full service marketing and communications expertise is contained under one roof, enabling a collaborative and creative approach to projects.
Our 18 services are divided into five core
groups, with each being managed by
specialists in these fields.
Our core service groups are:
• Integrated Marketing
• PR & Social
• Creative
• Digital
• Market Research
INTEG
RA
TED
PR &
SOC
IAL
CR
EATIV
E
DIG
ITAL
MA
RK
ET RESEA
RC
HOURSERVICES
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As a full service marketing and communications agency, integrated marketing is our strength.
Our experience and
understanding of a diverse
range of disciplines
- including digital
communications, content
marketing, branding,
events, SEO, social media
and PR - allows us to
communicate, influence
and engage in a multi-
dimensional way.
Our in-house specialists
have the expertise to
deliver your messages
across these disciplines
in a clear, concise and
consistent manner.
We work closely with our
clients to create both
integrated campaigns and
strategies that can launch
products and services,
increase brand awareness,
change company
perceptions, align your
business with key industry
regulation, reinforce
market positioning and
much more.
Our strategic approach
to integrated marketing
allows us to become part
of our clients’ businesses
and develop long-
term relationships and
partnerships.
INTEGRATED MARKETING
PR & MEDIA CREATIVE DIGITALINTEGRATED
PR is at the heart of CFA and has been a core strength of ours from day one. Over 30 years of industry knowledge and media expertise allows us to continually identify PR opportunities that can increase brand awareness, enhance reputation, inform audiences, influence decision-makers and support the launch of new products and services.
We pride ourselves
on having developed
extensive and enviable
media relationships with
the construction press,
resulting in the delivery
of creative and forward
thinking campaigns that
deliver a tangible return on
investment.
At CFA we understand
that PR is no longer about
simply securing magazine
coverage. It’s about
storytelling and influencing
decision makers through
engaging content that is
promoted across multiple
channels.
Our PR team create and
implement comprehensive
PR plans that convey the
right messages through the
appropriate media channels
to help communicate
the client’s story – press
releases, technical features,
webinars, blogs, roundtable
events, case studies,
product launches and
thought leadership pieces
to name a few.
As a leading media
planning and buying
agency, we offer a vital
combination of expert
advice and best value as
well as insights to ensure
maximum impact and
Return on Investment.
Our skilled array of
professionals ensure each
PR campaign is carried
out to the highest degree
of creative efficiency.
Our in-house copywriting
specialists are trained
journalists and experts at
producing hard-hitting,
succinct copy that people
want to read and as
organisers of many key
industry events, we have
truly proved our worth as
a much valued and highly
successful, full service
marketing agency.
PR &MEDIAPR & MEDIA CREATIVE DIGITALINTEGRATED
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CFA understands that social media should enhance and amplify the conversations which matter to you. Whether it’s engaging with new audiences, sharing your vision, reaching policymakers to drive regulatory change, or providing a community for your customers, social media is an integral part of any modern communications strategy.
Our social media experts
understand what is needed
in order for your business
to reach its objectives. We
understand what channels
are available, the benefits of
each of the platforms and
how audiences interact with
them. This means we can
develop the right tactical
approach to social and
digital outputs and create
the right strategy for your
campaigns.
This understanding also
helps us explore the
opportunities afforded by
paid advertising, ensuring
we continually report
key insights back into our
planning.
Our extensive knowledge
of the built environment
allows us to advise you and
help create the compelling
content needed to develop
your social offering. As a
tool we use social media to
check the industry pulse,
understand the trends and
realise the opportunities
for our clients. As industry
experts we also offer
genuine advice on channels
and tactics and help your
business learn and thrive in
the social environment.
SOCIAL MEDIA
Our in-house studio produces a range of game-changing creative solutions - everything from eye-catching ads and exhibition stands to 3D animation and innovative direct mail, social content, lead-generating e-newsletters, to websites and inspirational corporate and technical literature.
We employ experienced
MAC designers as well
as more traditional free-
hand/ illustration artists to
provide a balance between
modern and traditional
design. Our designers
create memorable and
influential new brands,
or refresh existing ones,
which, with the help of our
3D animators, can easily be
brought to life.
We work with clients to
originate, implement and
enforce brand guidelines to
ensure consistency of visual
appearance and message.
CREATIVEPR & MEDIA CREATIVE DIGITALINTEGRATED
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PR & MEDIA CREATIVE DIGITALINTEGRATED
We employ a highly-skilled digital team that builds state-of-the-art websites, bespoke apps, intranet solutions and much more.
Our digital team is
experienced in a wide
range of digital platforms
to help turn your vision
into a reality. They work
closely with our other
internal teams, including
creative, SEO, social and
copywriting to create
cost effective, mobile and
design responsive solutions
for clients that support
and enhance marketing
activities. Striking the right
balance between design
and usability, our team
can create or custom build
apps to engage users and
function within a website to
showcase your work.
Looking to the future, our
digital team is experienced
with the latest AR, VR and
real time solutions. They
work with clients to create
results that propel them to
new levels.
DIGITAL
Through our sister company, Real Information, we offer bespoke B2B market research for construction and the built environment.
Real Information has a
thorough understanding
of the market sectors and
audience groups you want
to reach within the industry
and has a national team
trained to deliver a wide
array of traditional and
cutting-edge research
methods anywhere in the
UK. They’ll help and advise
you to devise the right
questions and analyse the
answers to give you a full
report designed to meet
your business objectives.
Market Research provides
valuable analytical data
that can ensure the right
decisions are made.
When companies want to
know how they compare
to the competition, what
customers think of their
products and services,
what they’re doing well and
how they’re perceived by
the marketplace, market
research provides the
answers. This data can then
be used to create informed
strategies and drive your
business forward. It
provides Real Information.
MARKET RESEARCH
We employ an in-house team of marketing professionals who draw upon a diverse range of skills and expertise and are fully committed to providing the highest level of service. Working across a range of disciplines, they work together to create innovative and thought-provoking campaigns and projects that exceed client expectations.
SERVICE TEAMS INCLUDE:
CREATIVE
COPYWRITING
DIGITAL
MARKET RESEARCH
PR & MEDIA
SOCIAL MEDIA
STRATEGY
OUR TEAM
DIR
ECTO
RS
ACCOUNT MANAGEM
ENT
SERVICE TEAMS
YOU
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OURAPPROACH
1. WE LISTEN
2. WE RESEARCH
3. WE PLAN
6. WE MEASURE
4. WE EXECUTE
5. WE REVIEW
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4. WE EXECUTEOur specialist teams
use their expertise to
ensure plans are carried
out with the optimum
professionalism. At CFA,
we know how to adapt
messages for different
channels and target
audiences in order to
achieve marketing success.
5. WE REVIEWWe pride ourselves on
having regular face-to-
face meetings with all our
clients. Honest and open
communication allows us to
progress ideas and action
plans more efficiently and
continually develop our
client relationships. We
never hide away in our
office.
6. WE MEASUREWe employ an effective
range of metrics to
measure success. This
starts with business
results and ROI. It also
includes increase in brand
awareness, success in
changing perceptions as
well as more common
measurements such as
traffic, sales enquiries and
reach.
1. WE LISTENThe first step in our
approach is to listen
and establish objectives.
Through in-depth
conversations, we establish
exactly what your needs
are and what you want to
achieve – we don’t just
assume.
2. WE RESEARCHTo gain an informed picture
of your starting position, we
undertake research into
your company, competitors
and target audiences.
Through our sister
company, Real Information,
we are able to carry
out additional specialist
research into customer
characteristics and trends.
3. WE PLANIn conjunction with the
client, we produce PR,
marketing, social media
and content marketing
strategies and plans using
our extensive insight
of each area. Plans
are regularly reviewed
to ensure our clients’
requirements are being
fully-addressed and are
adapted to allow for
changes that may occur
through the course of a
campaign.
DISTRIBUTORS
WHOWEWORKWITH
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DEVELOPERSCONSULTANTSCHARITIESARCHITECTS
MAINCONTRACTORS
INDUSTRY STANDARDS
INDUSTRY EVENTS
LOBBYING BODIES
TRADE ASSOCIATIONS
SPECIALISTCONTRACTORSMANUFACTURERS
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design | construct | perform
The following are just a few of the companies we have worked for:
INDUSTRYTOPICS
SUSTAINABILITY
CRISIS MANAGEMENT
ADDRESSING MISCONCEPTIONS
BUILDING BRANDS
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Working across the built environment, CFA has become expert in a number of key industry topics, issues and challenges. With an intimate understanding of the industry and a finger on the issues that are influencing the sector, our teams are able to work with clients to help them maximise potential, gain competitive advantage and protect their brands.
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SUSTAINABILITY
Sustainability is a subject
that impacts many of our
clients. It affects how they
operate; it influences their
product offering and it
shapes how they talk to
their customers.
We draw on the commonly
accepted three pillars of
sustainability - economic,
environmental and
social – helping clients
to communicate how
sustainability defines their
business, helps customers’
businesses and plays a role
in delivering a better built
environment.
A fundamental core to
much of the sector, it is no
surprise that sustainability
is a topic in which CFA has
become expert.
CRISISMANAGEMENT
Most companies will face
a crisis at one time or
another. This could relate
to health and safety, staff,
products or an on-site
incident. The one thing
they all have in common is
the need for a structured,
professional and well
thought out approach to
managing communications.
Working to a structured
approach, with the help
of our compass guidance
strategy, our team has
helped clients manage a
number of different crises,
providing client guidance
and counselling through to
managing media and brand
reputation.
ADDRESSING MISCONCEPTIONS
Many brands suffer
from their market
misunderstanding their
offering. This could be
due to a number of
factors such as brand
development and growth,
poor communication or a
resistance to change.
Changing misconceptions
is not a straightforward task,
but with the right guidance
and strategy it can be
successfully addressed.
CFA has helped numerous
brands address customer
misconceptions. Starting
with market research we
plan, implement strategies
and measure results that
allow brands to readdress
the balance and educate
and inform their audiences.
BUILDING BRANDS
Building brands is at
the core of what we
do. A central role to
marketing activities is to
raise a brand’s profile,
increasing awareness and
understanding, to in turn
drive sales and/or market
share.
We have vast experience
in helping to grow brands.
The complexity of the
challenge will depend
on a number of factors
including the market’s
current understanding
and perception of your
brand; the positon of
your competitors’ brands
and number thereof; the
number of target audiences
you have; the maturity
of the market for your
products.
The following are a few examples of the topics in which we are expert:
CFA prides itself on providing a first-class service to its clients and supporting construction and the built environment. During our 31 years of service we have won many accolades, built long-standing relationships and supported industry charity, CRASH, with its marketing and communication activities.
OURACHIEVEMENTS
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This is an agency at the TOP OF THEIR
GAME. The focus on clients is demonstrable and the ADDED-VALUE, account management and RESULTS DRIVEN activity have paid dividends for clients and agency alike in terms of billing and client retention. CFA clearly demonstrated how they are adapting the business for FUTURE GROWTH.
Judges 2016 Construction Marketing Awards
TESTIMONIALSWe have built a relationship with
CFA over the years and STRONGLY BELIEVE THEIR INTIMATE INDUSTRY KNOWLEDGE, creative approach to PR and significant experience in the event will ensure Ecobuild continues to evolve in line with market trends and the changing building industry.
Martin Hurn Ecobuild Event Director
CFA IMPRESSED AT EVERY STAGE of a
rigorous selection progress. Their industry knowledge, media experience and enthusiasm shone through. They quickly understood our objectives and created a hands-on approach, enabling them to integrate at every level of our businesses and DELIVER A COMMUNICATIONS STRATEGY THAT MET OUR GOALS.
Bill Merry Strategy & Business Development Director, Murphy
CFA’s industry knowledge
and insight as well as connections has provided REAL VALUE to our communications activities. We have been IMPRESSED WITH THEIR CREATIVE APPROACH to PR. They clearly understood our brief and have created a strategy and an approach that enables us to effectively influence our target audiences through WELL PRODUCED AND EXECUTED CONTENT.
Martin Townsend Director of Sustainability, BRE Global
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We have enjoyed a successful
relationship with CFA for many years here at UBM Built Environment. Working very much on a partnership basis, it’s great to work with an agency that understands the Construction and Architecture marketplace as they do. We have collaborated on many initiatives for top clients in this arena over the years resulting in forward thinking campaigns focussed on delivering a tangible return for the client.
Cameron Marshall, National Advertising Manager, UBM Built Environment Media – Building, Building Design
We have had the pleasure of dealing
with the CFA team for many years and I have to say, they always impress me with their enthusiasm for marketing and knowledge of both client and industry. Furthermore, I never hesitate to put them in front of one of our journalists.
Richard Tomlin, Advertising Manager, RIBA Journal
I’ve worked with the team at CFA for a
number of years and I’ve always been very impressed with their combination of PR and media expertise and industry knowledge. They understand the importance of editorial integrity and use this understanding to produce creative media campaigns to target different audiences across print, online and face-to-face platforms. What’s more, they’re really great people to work with.
Tom Broughton, Head of Content, UBM Live Built Environment
Having worked with CFA for a number of
years on both architectural and construction titles I’ve always been impressed with their ability to effectively promote their wide range of clients to the construction industry. The wide range of clients they represent is a good reflection on their market knowledge and ability to deliver effective campaigns based upon complex briefs and a client’s unique requirements.
Tom Peardon, Key Account Manager, Construction Manager
We have been working with CFA to
create an informative and educational campaign to promote CRASH charity and our work. Their WILLINGNESS TO SHARE THEIR KNOWLEDGE, EXPERTISE AND EXPERIENCE IS REMARKABLE and has made an ENORMOUS IMPACT on the charity.
Emma Brophy Communications Manager, CRASH
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For a number of years CFA has had the pleasure of working with CRASH, the construction industry’s charity. A unique, practical charity, it assists homeless and hospice charities with construction related projects. It does this by offering pro bono professional expertise, sourcing building materials and through awarding cash grants sourced from patron companies.
When CFA started to work
with CRASH, the charity had
high brand awareness but
low brand understanding.
Since then CFA has created
and delivered a highly
successful multi-channel
campaign, provided
ongoing strategic marketing
advice, produced eye-
catching and informative
visuals for brochures and
exhibition stands, supported
PR activities, designed
advertisements and
infographics and provided
valuable social media
guidance and support with
the delivery of live events.
As a result of our ongoing
support, CRASH’s brand
awareness has significantly
increased leading to
additional patrons being
secured.
Having worked closely with
CRASH for many years,
we are very proud to be
its official marketing and
communications partner.
SUPPORTINGTHE INDUSTRY
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We have used CFA for media
planning on a number of advertising campaigns and we always manage to get more than we pay for. I would have no hesitation in recommending the company. Christine Schofield-Jones PR & Corporate Communications Manager, Sika
CFA operates a policy of clear and transparent costing and always approaches budgets with the philosophy of ‘how would we spend it if it was our budget?’
For PR and social media,
CFA works on a fixed
monthly retainer fee basis.
Fees are not based upon
a set amount of executive
days a month, but cover
an entire marketing team,
available every day.
A fixed fee gives clients an
easier way to budget rather
than hourly rates that will
mean varying costs each
month.
For creative and digital
work, CFA provides detailed
quotes.
Our transparent approach
to costs is set against a
desire to ensure best value
for clients. One of our key
objectives is to provide a
return on investment.
We understand that our
role is to help businesses
grow, whether this is
through increasing brand
understanding and
awareness, or through
more sales. A client wants
to know if they spend
£x then they will see a
return of £y through our
marketing efforts. This is
what we offer.
ROI & BEST VALUE
Colin Felton CEO [email protected]
David Ing Managing Director [email protected]
CFAPalace Court, 15-17 London Road Maidstone, Kent ME16 8JE
01622 754295
www.cfa-group.com
Laura Curtis Head of Digital and Integrated Strategy [email protected]
Darryl Hartley Senior Creative [email protected]
Mike Summers Digital Development Manager [email protected]
To find out more about CFA and how we can help your business grow, please get in touch.
HOW TO CONTACT US
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Palace Court, 15-17 London Road,Maidstone,Kent ME16 8JE
T: +44 (0)1622 754295 | www.cfa-group.com
