CIF
The Construction Industry Federation (CIF) is the largest representative body for construction companies in Ireland, with over 3,000 members. In 2018, CIF recognized the need for a stronger digital presence to reach its members and other stakeholders effectively. Emarkable was brought in to create and manage a comprehensive content marketing programme.
Emarkable began by conducting research to understand the CIF’s members’ needs and the construction industry as a whole. This research informed the development of a content marketing strategy that focused on providing high-quality content to CIF members and other stakeholders. The strategy included creating blog posts, newsletters, social media posts, videos, and other digital content that would be valuable to the target audience.
Emarkable also developed a content calendar to ensure that the content was distributed consistently and effectively across multiple channels, including the CIF website and social media pages. The content was designed to be informative, engaging, and shareable to encourage CIF members and other stakeholders to share it with their networks.
As the content marketing programme continued to evolve, Emarkable worked closely with CIF to ensure that the content was aligned with the organisation’s goals and objectives. This collaboration involved regular meetings to review the content marketing programme’s performance and discuss any necessary changes.
The content marketing program’s success was measured through analytics, with regular reports detailing the program’s impact on website traffic, engagement rates, and other key metrics. These reports helped CIF to understand the program’s effectiveness and identify areas for improvement.
Strategy First
Emarkable worked with CIF in the design and implementation of a new marketing support service. CIF needed a new strategy if it were to increase its membership and become more effective in the interests of the construction industry. Initially, this work took the form of research and consultation before Emarkable redesigned the website and other online platforms, updated the member database, and, using Sharpspring, broadened CIF’s marketing strategy through social media and emails.
Training
The in-house team needed some support and guidance on the new digital marketing programme.
Campaigns
Branding and brand positioning formed an important part of the project, as CIF needed, not only a brand for itself, but also for its members. This meant creating brand guidelines, together with new brands for campaigns and emphasising the various projects in which CIF was involved. These are many, and various, including job vacancies, training, CIF’s own Safety Week, and its Diversity scheme, which is linked closely with the ‘Building Equality’ project.
Some of these projects are in themselves success stories, and these were used in the drive to attract new members. The Safety Week, International Women’s Day and the Top Fifty Companies in Ireland are annual campaigns in which CIF has enjoyed notable achievements.
The management of many internal divisions, campaigns and organisations within the group, all of which required traffic analysis and reviewing, called for careful strategic planning if the objectives of retaining existing members whilst attracting new ones were to be achieved.
To achieve the goal of retaining existing members while attracting new ones, the group had to carefully plan and strategise how to manage the traffic analysis and review of many internal divisions, campaigns, and organisations. This required a thorough understanding of each division’s goals and objectives and how they contribute to the group’s overall objectives.
To achieve the goal of retaining existing members while attracting new ones, the group had to carefully plan and strategise how to manage the traffic analysis and review of many internal divisions, campaigns, and organisations.
