Bringing technical stories to life.
Client: Mace
Campaign: The Redevelopment of Birmingham New Street Station
Services: Strategy & Planning, Content Creation, Campaign Delivery
Business challenge.
Birmingham New Street Station (BNS), the first major £750m infrastructure project for Mace. It was the best opportunity to build their market position in infrastructure and support MP&I’s overall growth plans
The Mace brand was relatively unknown in the rail and infrastructure space and this needed to be addressed to position it for future business opportunities including HS2
Industry perception was that Mace could not deliver highly complex rail projects.
How I helped.
Proactively led quarterly meetings with the Mace project directors where I presented plans and ideas for the forthcoming quarter based on technical milestones
Created individual marketing plans for major milestones including the phase one handover and the overall project completion concourse launch
Go-to person for all marketing activity and became a trusted advisor to both the client and project team. By showing constant commitment and enthusiasm for the project and by nurturing strong relationships across the project, client and key stakeholders, I was an integral part of the team
Developed an in-depth technical understanding of the project and its complex challenges and captured the story of the project as it happened
Used multi-channel content types to tell the project story. Activities ranged from progress shoots, infographics, video, brokering a project artist in residence and thought leadership events. I also led Mace’s involvement when high-profile dignitaries visited the project including the Prime Minister and the former Queen
Advised the on crisis communications issues.
Network Rail’s BNS Project Director
“The marketing communications activity that were delivered by Mace were very beneficial to Network Rail”.
Approach.
My strategy centred on using major technical milestones to tell the story of the project to a wide range of audiences including the Government, future clients, the media and the general public.
Regular progress meetings
Annual marketing plans with more in-depth 3-month plans
Wide range of marketing support services across 3 years.
Outcomes / Results.
Utilised the rich campaign to win 18 industry awards including Building and Construction News’ Major Project of the Year 2016.
The Birmingham New Street marketing campaign changed industry perception about Mace and helped establish it as a major infrastructure supplier.
