Positioning a growing trade association as an industry authority
Extract
Project Summary
Aluminium Federation (ALFED) is the representative body for the UK aluminium industry. It wanted to raise greater awareness of its role among members, as well as business and government stakeholders, but needed a content partner who could quickly grasp a highly technical sector. Gunning Marketing repositioned ALFED with a clearer value proposition, new website, content, reports and collateral – driving increased traffic, a stronger LinkedIn following, and greater authority across the industry.
The Challenge
Aluminium Federations remit encompasses everything from training and networking to research, advocacy, lobbying and outreach.
The organisation needed to spread awareness about the scope of its work and firmly establish its authority as a trade body. It also wanted to promote its training courses and attract new members.
Our Approach
We began by delving into the organisation’s mission and values and identifying its differentiators. This enabled us to articulate the value proposition and key messages, giving us a solid foundation for ongoing marketing activity.
When it came to building a new website, we acted as an adviser on the site map and design, as well as drafting the copy that clearly articulated benefits for members.
From there, we were in a position to help the Aluminium Federation prepare collateral for its training courses and membership drive. We also provided support with social media, events and article writing to cement its position as a thought leader.
Results
The new Aluminium Federation website has clearly established the organisation as a voice in the industry, with higher volumes of traffic leading to a spike in membership. The organisation received overwhelmingly positive feedback from members and the international aluminium community.
It welcomed 20 new members during the year, attracted a wide range of companies to its training courses, and built up its LinkedIn presence to more than 400 followers.