Institution of Civil Engineers Case Study
Challenge:
The Institution of Civil Engineers (ICE) was established in 1818 and now represents 80,000 qualified civil engineers worldwide, making it the pre-eminent civil engineering institution in the world. Despite this, awareness of ICE amongst key audiences did not match its position and few understand or adequately value the contribution that Civil Engineers make to society.
ICE’s latest campaign, in partnership with K+R, aimed not only to raise its own profile as an authority on national infrastructure but also that of the profession it speaks for
- To promote the launch of the annual ‘State of the Nation’ report and generate as much coverage as possible on the key issues and concerns raised
- To position ICE as a thought leader and industry expert
- To influence the political agenda
- To widen and increase public understanding about the organisation and the profession of civil engineering.
Strategy:
The report examined six major areas of UK infrastructure and the team decided to extract a lead story based on some startling revelations on the future of our country’s energy supplies
Tactics:
A press conference was planned to launch the main story and full report on Tuesday 1st July 2003. On the 17th June, K+R sent promotional candles to selected national and trade journalists displaying details of the conference and the powerful sentiment: ‘When will the lights go out?’
To bolster journalist interest after the candle ‘teaser’, more information was released in the run up to the conference. K+R secured interviews for ICE’s energy expert with Radio 4’s Today programme, Sky News and ITN to kick off the morning of the press conference. It was decided that the release would be sent out under strict embargo to the energy correspondents on the nationals the day before the conference. This allowed them to write it up for the following day, supporting the breaking story. K+R organised for each journalist attending the conference to have a one-to-one briefing with an ICE spokesman of his or her choice.
On the day the conference went off without a hitch. A large number of journalists attended, including The Guardian and Channel 4 News, who conducted an interview for their lunchtime and evening news. Most of those attending participated in an individual briefing with a spokesperson relevant to their sector. The full report was issued along with the main release to all attendees
Results:
The story gained widespread national and regional coverage in both print and broadcast media
In addition to featuring on the Today programme and on the front page of The Guardian, the story was featured on Sky News (bulletins throughout the day), Channel 4 News (lunchtime and evening news), ITN, BBC1 Breakfast, Five News, Sky News Radio, BBC Radio 5 Live and the World Service. The story also featured in the Financial Times, the Times, the Telegraph, the Daily Mail, the Daily Mirror and as well many regional publications including The Scotsman, Birmingham Post, Yorkshire Post, Western Daily Press and on BBC Radio Scotland, BBC Radio Wales, and many other local radio stations
But it was not just the coverage that delighted ICE. Since the story broke, experts from ICE have been extensively consulted by Government and opposition, the media and other key influencers in the energy sector. The Conservative party went so far as to draft a statement supporting ICE’s findings and position
MP turn out at ICE’s annual Parliamentary Reception, held on the same day, shot up and the new construction minister requested the opportunity to make a speech. The report has led to a Prime Minister’s Question, two questions in the House of Lords and over thirty other written questions
