Case Study

Aluminium Federation

Committed to innovation and promoting best practice.


Company Name: Aluminium Federation

The Aluminium Federation is the voice of the aluminium industry in the UK, representing businesses who process, trade and work with aluminium.

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.

The 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.


“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, Aluminium Federation