Webinar series brings industry alignment to Keystone Group
The Keystone Group
When you’re a Group business that comprises a number of well-respected product brands, it’s important to communicate the diversity and depth of the group’s capabilities to the customer of each product brand. This helps to drive group-wide sales whilst reinforcing the value, resources and expertise that comes with brand collaboration.
Our client, The Keystone Group, understood this and asked Fabrick to help them continue and strengthen their industry brand alignment with key topics impacting their marketplace.
The Keystone Group has a strong reputation for being innovative. They are relentless in their efforts to continually develop their products and they wanted to position themselves as thought leaders.
We had originally planned a full-day’s live streamed event, whereby their customers could enjoy direct interaction with the group’s products and industry experts, but covid struck and this was no longer an option. However, following the successful delivery of a webinar, as part of another group campaign, Keystone Live was created – a series of live online debates covering key industry topics that featured hand-selected industry experts we felt would provide great alignment with Keystone and their product brands.
Fabrick’s construction PR team opened their extensive contact book to secure respected architectural journalist Ruth Slavid as Chair, and they used their industry connections to secure numerous well-known construction industry experts, including:
- Martin Townsend, Director at BSI Centre for Sustainability
- Mark Farmer, CEO at Cast, author of the Farmer Review and Government advisor on offsite construction
- Dr Oliver Jones, Research Director at Ryder Architects
- Richard Smith, Head of Standards, Innovation & Research at NHBC
Promotion was key to the ongoing success of these live events, so Fabrick’s digital content, creative advertising and PR teams worked together to formulate and deliver a promotional plan – including all supporting visuals needed. This included organic and paid social media activities, production of solus emails, website banner advertisements, the creation of bespoke campaign hashtags and press releases.
The series to date can be watched via YouTube by clicking the link below. Topics included net zero housing, offsite construction, designing with non-combustible materials and how the industry is tackling climate change.
1 Across the 4 webinars delivered to date, there were 773 registrations and over 500 live attendees.
2 10 pieces of online PR coverage were secured - including key publications such as Building Specifier and Builders Merchants Journal – with an audience reach of 11.9k.
3 Keystone’s product brands have now been successfully aligned with these key industry experts, including online digital alignment.
4 Successful introductions have been made between high-profile construction industry influencers and the Keystone Group team.