Case Study

Clugston's 75th anniversary celebrations

Clugston Group, one of the UK’s leading privately owned construction companies, with businesses in construction, civil engineering, logistics, property development and facilities management sectors, celebrated its 75th Anniversary in 2012. The campaign was highly commended in the 'Best campaign under £25,000' category at the Construction Marketing Awards 2013.

Clugston
  • Brief

    • Support Clugston with activities to raise £75,000 for a number of regional charities
    • Work as an integral part of the Clugston team to identify and agree on fundraising activities
    • Build relationships with local, regional and trade media to secure maximum editorial coverage
    • Involve stakeholders, including staff - past and present - in the celebrations
    • Establish a legacy for years to come
  • Recommendations

    • Develop a PR and media relations campaign targeting local, regional and trade media to promote the activities Clugston took part in to raise the £75,000
    • Develop a strategic advertising campaign targeting key magazines
    • Design and develop a commemorative 75th anniversary book, which would include information about Clugston, the company’s history and each division within the Group
    • Work with the Clugston team to organise events for customers, suppliers, current employees and retired members of staff
  • Results

    • Fundraising activities included a Yorkshire Three Peaks Challenge, a 38 mile cycle ride from Lincoln to Boston, a 10 kilometre swim, and a local schools design initiative
    • Articles about Clugston’s 75th anniversary and the fundraising activities appeared in a wide variety of local, regional and trade media
    • The commemorative book - see the full publication here - was well received by everyone
    • Four events were organised in a marquee over a three day period, in the grounds of Clugston’s head office, including a luncheon for retired staff, a dinner for customers and suppliers, and an afternoon BBQ for current employees
    • In total, nearly £100,000 was raised for regional charities

What the client said

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Shrewdd provided invaluable support to this major milestone in our company’s corporate history. From generating press coverage through to organising the infrastructure for the three day celebration they were creative and practical in equal measure.

Paul Gouland, Marketing Director

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