Case Study
McGrath Group
The McGrath Group is one of the UK’s most experienced and established providers of resource management solutions for the construction, commercial and public sectors. In 2012 it celebrated its 40th Anniversary, having started life as a skip hire company in 1972. The company has two Materials Recycling Facilities and a logistics operation that manages construction, commercial and municipal wastes for clients throughout the South East.
SECTOR:
Resource Management
THE BRIEF:
The McGrath Group initially approached Handmade Marketing in 2011 to help raise awareness of the company in the commercial sector. At the time the Group was still seen by many as a construction waste management operator.
THE SOLUTION:
Our expert in the waste sector worked closely with the Group’s Business Development Dept to soften the image of the company, projecting a more corporate brand by creating a new brochure and re-skinning the website. We also recommended that the company distribute an e-newsletter to educate its customers and prospects about the range of services it offered. Handmade was retained to manage this initiative. Our creative department produced an email template, prepared content and collated email data from various sources within McGrath to produce an initial mailing list. The first issue of the e-newsletter was circulated in May 2012 to 2,600 recipients. Since then we have published 4 further newsletters and the mailing list has grown to over 4,500.
THE RESULT:
The newsletter typically achieves an open rate of 30% and click through rates of 12% which are well in-excess of industry averages. Since then Handmade has been retained to provide a comprehensive range of marketing services to support the Group: These include preparing:
- Content for publicly-tendered bids
- Corporate presentation
- Series of technical data sheets for each material the Group manages
- New format for the company’s standard waste reporting
- Scripts and storyboards for forthcoming corporate videos
- Case studies
- Press releases
- Submissions for industry awards
- Survey on aggregates
Our monthly retainer also includes website maintenance and ad hoc copy/artwork for display and online advertising. We are also in the process of organising waste seminars for the construction and facilities management sectors.