Anderson have worked with Prominent since September 2020 to raise the profile of the company and attract prospective clients while navigating their way out of the coronavirus pandemic.
Prominent was asked to identify positive PR opportunities, manage social media channels and draft award entries, before being asked to manage the entire creation of a brand-new Anderson magazine with three editions a year.
Our brief was to come up with a magazine brand and identity using Anderson’s branding guidelines which unites the audience; regardless of whether they are directors at other firms or Anderson men on the ground. The team created a document detailing three potential magazine names along with rationale and designs for an example front page, single page and double page spread.
After presenting our rationale, The Hard Hat was borne and work began on the inaugural edition for April 2021. From there, we created a design template of the full magazine, a flat plan for content delivery and a content plan for the next 12 months with set topics and interview segments, news pages and themes.
The magazine initially started with a pagination of 20, however, it soon evolved to become 24 pages. Prominent manage the content creation through interviews, FAQs, news generation, repurposing our PR content, thought leadership articles and Q&As. It was important for the content to have longevity with four months between each edition.
Key to our content brief was celebrating the Anderson people and how the company embodies good practice and steadfast values in the delivery of its projects.
Prominent were also responsible for sourcing print costs from multiple outlets to ensure the client received the best value for money.
The magazine, which has been distributed to some 3,000 clients, employees and stakeholders such as developers, partners, suppliers and local authorities, celebrates every aspect of the sector – from the ground up.
The 24-page print and downloadable magazine is named after the item of safety equipment work across the construction industry which celebrated its centenary in 2020.
The Hard Hat has been well-received by all at Anderson and beyond. So much so, that the August edition has already been approved to increase to a 32-page magazine.