Marketing Specialists for the Built Environment · websites, bespoke apps, intranet solutions and...

Company Profile

Marketing Specialists for the Built Environment

2 CFA Company Profile

A G E N C YO F

T H EY E A R2 0 1 6

at the Construction Marketing Awards

1CFA Company Profile

CFA is an award-winning, full-service marketing and communications agency that specialises in the built environment. With a team of 30 professionals, we provide expertise in marketing strategy, PR, social media, copywriting, creative and print production services, web design and build, video and animation, SEO, media planning, buying and event

management.

With over 30 years’ experience to call

upon, we’re not just another agency.

Since our earliest days we’ve focused

on construction, engineering and

architecture; working for contractors,

product manufacturers, architects, trade

associations, merchants and distributors,

housebuilders and industry standards.

The excellent working relationships we’ve

maintained throughout the construction

industry has 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

know-how that delivers tangible results

and a genuine ROI.

CFA is part of the CFA Group, a group of

three companies that includes market

research agency, Real Information and

business incubator, TTK.

MARKETING SPECIALISTS FOR THE BUILT ENVIRONMENT


SUPPORTING THE INDUSTRY

We’re extremely passionate about the built environment and having worked in the industry for over 30 years, we have come to recognise the wealth of opportunities and the variety it provides. As one of the biggest contributors to the UK economy, it is heartening to see the industry support for those less fortunate through the exceptional work of organisations such as CRASH.

CRASH is the construction industry’s

charity. A unique, practical organisation,

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.

CFA has had the pleasure to work

with CRASH for a number of years

and is the charity’s official marketing

communications partner.

We provide the charity with a range of

marketing services on a pro bono basis.

Over the past few years we have created

and delivered a multi-channel campaign,

provided 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.

CRASH helps so many people and has

a profound impact on their lives and we

are proud to be its official marketing

communications partner.

We are a unique, practical charity addressing the issue of homelessness by harnessing

of the construction and property industry...

We act as the conduit between the industry and homelessness agencies

Our collaborative approach has been recognised by the Prime Minister with a Big Society Award.

During the last financial year CRASH helped

projects that stretched across the UK68

Prime MinisterDavid Cameron

skills, products & goodwill

“The innovative approach CRASH takes harnesses the world-class skills and products of our construction industry to tackle the issue of homelessness. This Big Society Award recognises the remarkable achievements of everyone involved.”

to help improveemergency night shelters, hostels, day centres and move-on accommodation.

We do this in three ways:

Providing pro-bono professional expertise

1. 2. 3. 7000Sourcing building materials free of charge

Awarding cash grants

This meant that over

vulnerable men and women throughout the UK were helped back on their feet and to

said: Inverness

N ewquay

From

To

build a future


OUR TEAM

We employ an in-house team of 30 marketing professionals who draw on a diverse range of skills and expertise and are 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.

ACCOUNT MANAGEMENT

ACCOUNT MANAGERS

ACCOUNT EXECUTIVES

CORE SERVICES

DIRECTORS

STRATEGY PR AND MEDIA COPYWRITING CREATIVE DIGITAL SOCIAL MEDIA


OUR SERVICES

At CFA, our full service marketing and communications expertise is contained under one roof, enabling a collaborative and flexible approach to creating inspired content.

Our starting point for any campaign,

however, is aligning strategic thinking

with our clients’ business objectives.

In conjunction with clients, we put the

framework in place to ensure objectives

are clearly outlined and our clients’

requirements are fully met.

Our four service groups are:

PR & MEDIA CREATIVE DIGITALINTEGRATED


INTEGRATED MARKETING


CFA has the knowledge and skills to coordinate and deliver fully integrated campaigns across a wide range of on and off-line marketing and communication channels.

Our integrated marketing specialists

seek to create a seamless experience

for our clients. Our in-house expertise

in the digital sector and long established

PR experience has led us to become

a market-leading force in the world

of integrated marketing for the built

environment.

The experience and understanding of

a diverse range of disciplines including

digital communications, content

marketing, branding, events, SEO, social

media and PR gives us the opportunity to

communicate, influence and engage in a

multi-dimensional way.

Our strategic approach to integrated

marketing promotes not just working

relationships with our clients, but

partnerships, allowing us the opportunity

to become part of their businesses,

understand their audiences and

positively impact on

their objectives.



PR is at the heart of CFA and has been a core strength of ours from day one. Drawing on our vast experience, we are continually identifying PR opportunities that can increase brand awareness, enhance reputation, inform audiences, influence decision makers and support the launch of new products and services.

We have extensive and enviable media

relationships with the construction press

and pride ourselves on our ability to

develop and maintain these relationships.

But 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.

At CFA we produce and implement

comprehensive PR plans that convey the

right messages through the appropriate

media channels to help communicate a

client’s story – press releases, technical

features, webinars, blogs, roundtable

events, case studies, product launches

thought leadership pieces to name a few.

As a leading media planning and buyer

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 ensures

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 & MEDIA


SOCIAL MEDIA

For us, social media is all about driving the conversations that matter to you. Whether it’s customer service, reaching policymakers to drive change, or to lead the way in a dialogue that impacts your industry, for us, social media is all about what we are saying and why.

Our social media team has expertise

in developing the right strategy for

your campaigns. 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. This

understanding also helps us explore

the opportunities afforded by paid

advertising, ensuring we continually

report key insights back into our

planning. 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.



CREATIVE

Our in-house studio produces a range of game-changing creative solutions – everything from eye-catching ads and exhibition stands to 3D animations, innovative direct mail, social content, lead generating e-newsletters 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 to help clients position themselves

more effectively.

We work with clients to create

marketing collateral that has visual

impact and creates differentiation whilst

communicating key messages and

enhancing your customer’s experience.



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 media

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, working with clients

to create results that propel them to new

levels.

DIGITAL


OUR APPROACH

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.

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.

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.


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.

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.

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.


WHO WE WORK WITHThe following are just a few of the companies we have worked for.

Main ContractorsManufacturers


Specialist Contractors Trade Associations


Industry Standards Architects


Consultants Distributors


Developers Events

design | construct | perform

REDABPROPERTIES PLC


CFA prides itself on providing a first-class service for its clients. This is reflected in the industry awards we have won and this small selection of client testimonials.

OUR ACHIEVEMENTS

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


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

We 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

design | construct | perform

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

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

TESTIMONIALS


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

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. As well as consistently

working together on traditional

media schedules for clients,

it’s always refreshing to have

an agency that we can go to

with new opportunities/ideas to

provide a much more integrated

approach to market for the client.

Cameron Marshall, National Advertising Manager, UBM Built Environment Media – Building, Building Design

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, on-line 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


ROI & BEST VALUE

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.

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


HOW TO CONTACT US

Colin Felton [email protected]

David Ing Managing [email protected]

Laura Curtis Head of Digital and Integrated [email protected]

Darryl Hartley

Senior [email protected]

Mike Summers Digital Development [email protected]

CFAPalace Court,

15-17 London Road

Maidstone, Kent ME16 8JE

t: 01622 754295

e: [email protected]

www.cfa-group.com

To find out more about CFA and how we can help your business grow, please get in touch.


Palace Court, 15-17 London Road

Maidstone, Kent ME16 8JE

www.cfa-group.com

t: 01622 754295 e: [email protected]

@cfamarketing

W E ’ R E A T T H E T O P O F O U R G A M E ,

L E T U S H E L P Y O U I N R E A C H I N G T H E

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