NACF

Embarked on an awareness campaign to update and engage directly with NACF’s target audiences

stakeholder members

regions represented

key audience groups reached

37%

increase in LinkedIn audience

…the team were quick to understand the objectives of the association and have worked effectively with a diverse group of stakeholders to maintain a consistent message, resulting in increased volume and quality of public engagement.

Adam Sanford
NACF

Initiated a targeted awareness campaign to reconnect with and engage NACF’s core audiences.

INSIGHT

The National Association of Construction Frameworks (NACF) is the representative organisation for public sector construction frameworks.  Its members are some of the largest non-profit frameworks across the UK, and under the NACF banner, they promote best practice and standards in the industry.

With limited previous external communications and a small team, AMBITIOUS was brought on board to deliver an initial 12-month project as a testbed for a wider communications strategy PR.

NACF wanted to raise its profile and reputation amongst public sector audiences by demonstrating its collective voice, experience and influence.
As a non-profit organisation, its core values centre around promoting fairness and non-commercial gain.
It wanted to be seen as the champion for non-partisan support and influence policy creation at a national government level.

Audience:

Central government departments
Local Authorities
Construction contractors
Local government organisations

IDEAS

Identifying LinkedIn as its primary communications channel, AMBITIOUS embarked on an awareness campaign to update and engage directly with NACF’s target audiences. It included:

An initial fact-finding workshop with the members to understand each organisation and its motivators for being part of NACF.
A messaging exercise to define a consistent narrative to carry across all communications materials and for members when talking about their involvement with NACF.
A LinkedIn audit looked at the NACF company page, content and engagement and recommendations for how this could be improved.
A recommended LinkedIn programme, to engage directly with target audiences in the most efficient and consistent way.
Regular posting and engaging with key stakeholders.
Development of a quarterly piece of hero content, created with members, which could also be utilised on NACF member owned channels.

The campaign was part of a broader tailored PR strategy, aligning with NACF’s unique position within the public sector construction ecosystem and supporting its ambitions to influence national policy.

Given NACF’s strong connection to the built environment, the strategy also drew on key aspects of a real estate PR strategy, ensuring relevance to both public sector stakeholders and industry contractors.

IMPACT

Input:

Showcasing members through profiles
Regular commentary on industry issues
Launching new collaborative initiatives
Celebrating milestones e.g 10-year anniversary

Outputs:

A regular drumbeat of activity with an average of one post a fortnight.
Cross section of long and short-form content on wide and varied issues to keep content fresh and accessible.

Outtakes:

Greater visibility of NACF on LinkedIn , reaching all target audiences.

Outcomes:

Increased followers by a third over the 12-month period.
Achieved good engagement increasing over time with primary job titles including Business Development and Operations employees.

Impact:

Improved brand awareness amongst public sector and construction stakeholders.
Garnered interest from other frameworks approaching NACF to join as members.

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