Client: Builders Merchants Federation

Campaign to make the Building Materials industry famous and more attractive to career starters, career switchers and talented people already employed in the sector.

The Building Materials industry is a large and essential sector within the construction industry and a major contributor to the UK economy. BMF members have a combined turnover of £45bn and employ over 200,000 people. Without it, construction would not be possible. However, ‘Building Materials’ is not recognised in its own right and often gets overlooked as a career, or job choice. People ‘fall into the industry’ rather than actively choosing to build their future within it.

In order to tackle this problem for its members, the BMF has entrusted CMDi with its biggest initiative – the launch process for a long-term sector awareness programme to raise the public’s knowledge and understanding of the Building Materials industry.

CMDi’s role is to provide strategic guidance and full creative delivery, all designed to position Building Materials as a vital, varied, vibrant sector with a wide range of career opportunities for school and college leavers, as well as for those looking to change career or to transfer their skills into a new area.

With the strapline “Materially Different” and messaging encouraging people to join the sector to help “Make a Material Difference”, the campaign is designed to appeal to a diverse audience and will highlight why a career in building materials is different from a role in other industries.

For the first time the programme defines the Building Materials sector, as one that involves the manufacture, import, distribution and sale of building materials and products, through merchants for construction, infrastructure, house building, property and RMI markets.

The main elements of the programme include a dynamic new careers educational platform and website – which will include details of every BMF member – and a Toolkit providing guidance and assets for members to strengthen their employer brands and to help them amplify the campaign.

CMDi have been heavily involved in a members’ onboarding programme and briefing conference to ensure that BMF members are equipped to make the most of the programme.

The programme will launch once members are fully prepared with a national awareness campaign for 2024-25.

Develop a strategy to launch a sector that had never been defined before. Research to understand the barriers and perception issues blocking people from entering the sector and the creation of a major programme designed to help 950 BMF member companies engage with and amplify the messages that will put the sector on the map for the first time.

Strategic programme set up, leadership and management • Working group leadership and board reporting • Member engagement programme • Brand positioning strategy and creative • Research and messaging • Website design and build • Content, video and creative assets • Social media and digital marketing campaign • Programme administration

The programme is in the set-up phase, with a national launch planned, following a member preparation stage.
quotemark
This not just a campaign, this is a fully integrated programme, designed to define, shape and launch Building Materials as a nationally recognised sector. CMDi have been integral to the strategy and implementation. They approached this as the building of ‘brand Building Materials’, a £45bn brand, vital to construction and the UK economy, a brand that is ‘Materially Different’.

John Newcomb, CEO, BMF
quotemark
CMDi have provided exceptional strategic support over the course of this long term programme, combined with world class creative. They are trusted partners to the BMF and this programme is just one of many transformational initiatives they are helping us deliver.

Richard Hill, Chair, BMF
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