Tubosider UK’s media, including this website, have won “Best use of digital communications” in the 2011 Construction Marketing Awards announced on 29 November at the annual awards in London.
Run by the Chartered Institute of Marketing Construction Industry Group (CIMCIG), the 15 categories of award recognise the best and most innovative marketing campaigns in the construction industry year.
When we launched this new site at the start of 2011, the brief was to reflect our hands-on approach, supporting engineers and contractors alike right through a project and beyond. Also, we wanted to make sure it was more SEO friendly.
The brand proposition put forward by our marketing and media specialists was: “Tubosider. Supporting you from the ground up.”
To drive more online traffic to our site, we made first use of banner ads with online news media and our print advertising was integrated into the campaign. And with new online resources to view, we followed an eCRM campaign using our seasonal newsletter.
“Since our new site went live, our number of visits has increased ten-fold,” says commercial director Anne Duckworth. “Page views this year have been numbered in tens of thousands, with the average time on site nearly three minutes and search engines now supplying 71% of our site traffic.
“Considered Creative and Townhouse Communications have taken our use of digital media to a level beyond our expectations. We are delighted our combined effort has had this recognition – and we have plans to develop our media further in 2012.”
Speaking for the 14-strong judging panel, which is made up of industry leaders from marketing, construction, consultancy and journalism, CIMCIG Chairman Ian Exall summed up his reaction to this year’s entries:
“The level of professionalism and articulate problem solving is definitely more advanced than we have seen in previous years. More and more of the entries demonstrate that marketing isn’t just about a nice brochure or golf day but good strategic analysis and implementation.
“In 2011 there was a marked rise in the number of entries for the digital and online categories. However, if there was one characteristic common to many of the entries, it was that of really effective targeting.
“These are certainly tough times for the industry. However, the winners in the awards give me huge confidence that we have the skills to take advantage of the opportunities that are out there.”