Background

The UK Contractors Group (UKCG) is the main association for leading UK construction contractors. UKCG has over 30 members who between them deliver £36 billion of construction turnover and a third of total construction output.

As Madano has such strong sector experience within the construction and built environment, the UKCG wanted an affiliate partner who not only understood the industry and key stakeholders to engage with, but that had strong relationships with many of the member organisations already to help galvanise internal support.

Brief

The UK Contractors Group developed a cohesive economic case for continued investment in the UK construction sector through a landmark industry research report in conjunction with the CBI. However they required a strategy to publicise the positive evidence in the report to industry, political and media opinion leaders.

The report provided a unique opportunity for the industry to unite and influence policy; however they required a clear strategy on how this could be delivered as well as support in delivering a high profile campaign.

Clear Thinking

Madano identified the key messages and proposition in the report which needed to be clearly communicated to the specific audiences. Taking the positive evidence within the report, Madano established an internal process for encouraging many elements in the UK construction industry to actively support the programme. This fed into a national and trade media briefing strategy as well as a political engagement campaign.

A media relations programme was delivered by Madano in addition to trade publications launching their own linked campaigns incorporating the UKCG messaging.

Outcome

• Coalesced the power of the industry behind the report and its objectives, through toolkits and training.
• Achieved substantial coverage across all media channels including every national newspaper.
• Engagement across all three political parties.
• Capex cuts announced in the 2010 emergency budget were held not increased.