MARKETING REVIEW:
FOCUSING ON NEW
HORIZONS
ith a new Marketing launched Focus, our quarterly publication,
W
Manager and which now includes member adverts and a
Communications more chatty style of content.
Manager on board, 2009 In addition to the restyled Focus and in
was always going to a response to member feedback, there has
year of change for FIA marketing activity and been more regular communication from
how true that has proved to be! the FIA to both members and end users
This year’s marketing strategy has in the form of Smoke Signals, the monthly
been to increase the FIA’s profile outside member eNewsletter with the latest tit-bits
the fire industry in an effort to promote F R O M T H E 3 E C R E T A R I A T - I D W E E K - E S S A G E S
and, ultimately, increase sales for our which is sent to an open distribution list with
members companies and this has been T H E L A T E S T U P D A T E S O N O U R W E B S I T E A S W E L L A S
the main focus for our Marketing Manager, dedicated eShots on events, training and
Becky Reid. In order to achieve this we key marketing activity.
first identified key new end user markets One cannot talk communications without
to target, which included care homes, mentioning PR and, with the appointment
sleeping accommodation and factories of Beverley Bane as the Communications
& warehouses. We then implemented a Manager, PR has had a dedicated focus from
series of campaigns to educate the end within the marketing team. There have been
U S E R A S T O T H E I R 2 E S P O N S I B L E 0 E Rmore press releases and ar S O N D U T I E S ticles distributed
introduce the FIA and explain what we do than previous years but Bev has also been
and finally introduce our members as the developing a closer relationship with the
solution to their fire safety problems. This key fire media as well as new market media
activity has undoubtedly increased our
The new
profile in these industries as well as adding
Responsible
Person
a new profile of customer to our marketing
leaflet
communications database!
Other key marketing objectives for the
year have been to build for the future
and to consolidate our marketing activity.
These may sound grand but essentially
we have taken stock of everything we
do and restructured activities where
necessary to ensure that we are continuing
to provide the right marketing, events,
communications and PR for our members.
To this extent we have re-vamped and re-
20 FIA ANNUAL REPORT 2009
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