Confederation of MultiFoil Manufacturers (CMM) launch
This is a case study by CMG members 'Aura PR'.
Project
Public Relations
Company Overivew
The Confederation of Multi-foil Manufacturers (CMM) is the association
of three manufacturers of thin multi-foil insulation - EUROFORM, IPP and YBS.
Time to Reflect: New Trade Body lays Cornerstone for Category Growth
When Aura was approached by the CMM to develop and deliver a PR launch plan,
multifoil insulation products were already making headlines….. for all the wrong reasons.
The manufacturers of competitive rigid board insulation (RBI) products had just succeeded
in persuading the Local Authority Building Control (LABC) officers to issue a guidance
note advising against approval of multifoil insulation materials as fit for purpose.
If an LA project using multifoil insulation wasn’t going to be signed off by building
inspectors then what did it matter how much easier, cheaper or more efficient it was to install?
Industry confidence in multifoil products plummeted and more general confusion around the
‘advisory’ nature of the LABC guidance and new industry standards in thermal efficiency simply
clouded the issue further.
The launch of a brand-new trade body, the Confederation of Multifoil Manufacturers (CMM)
had to be more than a news story. It was an opportunity to redress the balance and
to give the CMM a chance to counter the claims that multifoil was unfit for purpose.
In addition, it could provide a platform to present new plans to work towards European
accreditation standards using new testing methods that would more accurately demonstrate
the benefits of multifoil products.
Response to brief: Aura proposed a three-phased approach.
1. A launch event would introduce the CMM body and brand and open the debate on multi-foil
performance directly with technical journalists and specifiers of roofing products. CMM
officials needed a fair opportunity to challenge technical performance claims mounted by
rigid insulation manufacturers. The right event would also bring CMM spokespeople face to
face with key media who would play a major role in countering buyer/influencer opposition
and in securing support for the campaign for new testing and European certification.
2. A new website, to be launched immediately post event, would present key arguments in
a client-controlled context and enable technical and marketing materials together with
new research and evidence to be easily accessed by all audiences.
3. A comprehensive media follow-up, together with placement of in-depth technical features
and expert viewpoints in key trade titles, would promote the benefits of multi-foil products
and increase technical awareness among key audiences; architects, specifiers and contractors.
Project delivery (Budget £30K including materials):
A platform with sufficient gravitas, time and space to present the CMM’s arguments in full
was required, together with a powerful news pitch that would secure the attendance of as many
key trade media influentials as humanly possible. The CMM felt the LABC guidance had been influenced
by test results gained from out-of-date methods that underestimated the overall thermal performance of
thin multifoil insulation. The content would be complex and at times of a technically challenging nature,
so presentation and delivery had to be spot on to ensure the right messages hit home. Speakers would
need to be well prepared to answer technical challenges from the floor in a manner appropriate to the
audience. We proposed the launch of the association at The Building Centre, in the heart of London,
a venue well known to construction press. The invitation list included key construction journalists,
international associates and academics, and manufacturer members.
October 2006: Development of communications strategy. Presentation to CMM board for approval.
November 2006: Research into the history of the product base and its benefits, customer
satisfaction and current testing methodology. Develop and agree key messages
and proof points.
Dec 06 / Jan 07: Development of all marketing/event materials, issue and follow-up invitations
Event 26th Jan 2007: Dress rehearsal with speakers. Refine ‘rude’ Q & A materials. Set up rooms and displays.
Pre-event briefing for all speakers and personnel on managing media questions
and professional conduct.
Collateral developed by Aura included:
* PowerPoint presentation with technical illustrations (Aura co-ordinated input and edited content from all speakers)
* Design and build new CMM website www.confederationmultifoil.org
* Press pack – paper and electronic – launch release,captioned photography, technical bulletin, PowerPoint with notes, member company profiles, printed summaries of CMM membership and product benefits
* Memory sticks uploaded with full event materials
* Multi-use folders
* Exhibition panels
* Invitations
* Delegate badges
* Delegate feedback forms *
Post-event activity: Compiled feedback by attendee on overall content, individual presentation skills, impact of the event
and likely media outcomes. Secured feature opportunities and either collated content and co-ordinated expert interviews or
prepared full feature copy as required. Planned and executed installation shoots at two property locations and two
Nottinghamshire housing developments. Provided full media monitoring service and coverage evaluation.
Do you want to find out how CMG members can help you?
Get in touch by filling in the quick enquiry form below.
|
