ActavoProblem

  • Actavo Hire & Sales has a network of 33 branches across the UK and Ireland.
  • The company was seen as a national service providing mainly scaffolding equipment to SME contractors.
  • But Actavo serves a wide range of specialised building equipment and access solutions to the whole industry and partners with some of the building world’s most prestigious names.
  • Actavo Hire & Sales needed to raise its profile as a brand and branch network serving the construction sector’s needs.

Solution

  • Harvesting news from the regional network to create news collateral which builds local trust.
  • A news pipeline was established encouraging branch managers to ‘shout about’ the work being carried out at branch level.
  • Those stories feed into a national campaign giving editors ‘feedback from the front line’.
  • We created a CSR (corporate social responsibility) campaign ‘Actavo in the Community’ offering support to local not-for-profit groups and charities.
  • Branch managers were encouraged to own this initiative by engaging and encouraging their local groups to enter.
  • Regional construction contractors value those who can provide case studies of best practice and contribution to local communities.

Results

  • Over 100 stories covered in regional newspapers.
  • Every branch engaged with community groups, working together on projects.
  • Branch managers became more interested in their own news agenda and fuelling the story pipeline.
  • Increased footfall in all regional branches.
  • Creation of Actavo advocates.