CAM Specialist Support

Brief

Deliver a communications campaign with a media focus to develop the CAM brand and to position it as a leading expert in working at height.

Activity

A campaign focusing on the cleaning and FM trade media was implemented to raise CAM’s profile as more than just a window cleaning company. Articles covered CAM’s array of specialisms, including window cleaning, reactive and programmed maintenance, training and abseiling. Also highlighted was its responsible approach to employment; through paying the Living Wage and offering opportunities to school and college leavers through apprenticeships. In-depth editorial features were also produced to show the breadth of industries CAM operates in. The types of articles ranged from ‘thought leadership’ editorials, to press releases and other magazine features. Social media – primarily Twitter and LinkedIn – were used as an integral part of the campaign to broaden reach and engage digital audiences.

Results

Feedback from CAM’s customers showed that the campaign had helped to raise awareness of the company and its range of services and had contributed to its expansion. Previously, CAM largely acquired new customers through ‘word of mouth’. While this approach still provides significant success, the campaign has widened the scope to gain new clients and helped position CAM as the “go-to” brand with existing contacts. CAM felt the service they received from CBI was “equal to, or above, expectations”.