Showcasing experience and expertise
Hamilton is one of the largest and longest-standing specialist facade contractors in the UK.
It specialises in delivering facade solutions including high-rise remediation, new installations and external refurbishment.
Our partnership with Hamilton began with a rebrand and new website, and has evolved to provide a dedicated marketing function.
ICG acts as Hamilton’s in-house marketing team to provide regular social media posts, email marketing, case studies, PR and award entry support.
Rebrand
Hamilton wanted a brand to match its reputation which has been established since 1996.
It needed to strengthen its active presence in the market and engage with a variety of audiences and stakeholders, from local government and house builders to large building companies and architects.
ICG’s design team evolved the existing brand so it retained some of its original features and was still recognisable within the industry.
We introduced an updated logo and colour palette alongside a keyline graphic to segment information and bring pace.
A strapline of ‘First for Facades’ was created as an anchorpoint for all messaging.
Profiling Hamilton’s capabilities
Case studies are an excellent opportunity to showcase experience and expertise.
With a portfolio of 100,000 properties across the UK, they were an obvious part of Hamilton’s marketing toolkit to demonstrate the breadth and scale of the business.
Strong photography was needed to bring the case studies to life and we commissioned stills at locations across the UK including London, Manchester, Leeds and Croydon.
Capturing the stunning results of Hamilton’s finished projects and the people who make it happen, the new photography provides an excellent opportunity to showcase ‘before and after’ comparisons.
Alongside building up Hamilton’s bank of case studies, we have also focused on strengthening their social media activity, posting regular content and also providing community management.
“We’ve been working with ICG for a number of years and together we have elevated the Hamilton brand and built a solid online and social media presence through a mixture of activity.
The results have been incredible in a very niche market and we’ve had great feedback.”
Director, Hamilton
Embracing decarbonisation opportunities
In response to the Government’s Social Housing Decarbonisation Fund – a multi-billion pound fund to decarbonise social housing stock over a 10 year period – we created an integrated campaign to put Hamilton ‘front of mind’ among key decision makers.
We created a campaign ‘look and feel’ that was a subtle shift from the company’s core branding and built a dedicated section on the website.
With a focus on social media, followers increased across all channels with an organic reach of more than 11,000 and over 1,000 engagements. A highly targeted paid campaign on LinkedIn was seen almost 200,000 times.
Email marketing aimed at local authorities and housing associations as well as procurement specialists at major contractors generated strong open and click through rates – more than double industry averages.
Publication partnerships
The media plays a crucial role in the construction landscape and ICG’s strong relationship with the sector’s editors has led to coverage and campaigns in print, online and in targeted publication e-mail marketing.
From regular double page editorial spreads in Roofing, Cladding and Insulation magazine to print adverts in Construction News and Construction Index, the Hamilton name has had more than its fair share of column inches.
Digital opportunities have also been maximised. Leaderboard and MPU adverts feature on home and news pages, with more than quarter of a million impressions, and we also arrange for solus e-shots outlining key messages to be sent to subscriber lists of target publications.
