Case Study

Positioning a growing trade association as an industry authority

Project Summary

Aluminium Federation (ALFED) is the representative body for the UK aluminium industryIt wanted to raise greater awareness of its role among members, as well as business and government stakeholders, but needed a content partner who could quickly grasp a highly technical sector. Gunning Marketing repositioned ALFED with a clearer value proposition, new website, content, reports and collateral – driving increased traffic, a stronger LinkedIn following, and greater authority across the industry.

Industry

Manufacturing and energy

How We've Helped

Strategy

Web copywriting

Content

Reports

Collateral

The Challenge

Aluminium Federations remit encompasses everything from training and networking to research, advocacy, lobbying and outreach.

The organisation needed to spread awareness about the scope of its work and firmly establish its authority as a trade body. It also wanted to promote its training courses and attract new members.

Our Approach

We began by delving into the organisation’s mission and values and identifying its differentiators. This enabled us to articulate the value proposition and key messages, giving us a solid foundation for ongoing marketing activity.

When it came to building a new website, we acted as an adviser on the site map and design, as well as drafting the copy that clearly articulated benefits for members.

From there, we were in a position to help the Aluminium Federation prepare collateral for its training courses and membership drive. We also provided support with social media, events and article writing to cement its position as a thought leader.

Results

The new Aluminium Federation website has clearly established the organisation as a voice in the industry, with higher volumes of traffic leading to a spike in membership. The organisation received overwhelmingly positive feedback from members and the international aluminium community.

It welcomed 20 new members during the year, attracted a wide range of companies to its training courses, and built up its LinkedIn presence to more than 400 followers.

Copy from the project

Web copy

Alfed - How We Help page

Download

Brochure

Alfed - Membership Brochure

Download

Report

Alfed - Sustainability Roadmap

Download

Brochure

Alfed - Technical Training brochure

Download

Testimonials

Tom Jones, CEO, Aluminium Federation (home)

Aluminium Federation

They provided valuable strategic input at every stage, with prompt support that drove projects forward. We’re now communicating with greater clarity and effectiveness, and are reaping the benefits as an organisation.

Tom Jones

CEO

Strategy Manufacturing and energy

Tom Jones, CEO, Aluminium Federation

Aluminium Federation

When we started working with Gunning Marketing, our goal was to raise awareness among our members and the wider manufacturing industry of the valuable role ALFED plays. From the outset, they clearly grasped the aluminium industry and what we needed to do to achieve our goal. They provided valuable strategic input at every stage, with prompt support that drove projects forward. We're now communicating with greater clarity and effectiveness, and are reaping the benefits as an organisation.

Tom Jones

CEO

Strategy Manufacturing and energy

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