James Hudson

Ibstock Futures Brand Launch, Marketing Strategy and Execution

• Identifying key forums, events, channels to target key customers in the mid to high rise and modular construction markets, Architects, Contractors, Consultants and Developers
• Developed Ibstock Futures' Value proposition for its products (Glass Reinforced Concrete, Mechanically fixed Rain screen Systems and Brick Slips) Created value over price model which showed that in using these products, there is value to the rest of the construction programme as being lighter in weight and easier to install meant clients would save money and time on preliminary externalities, carbon content in their foundations and frame and thus make a return on their investment through our product. Developed a study which showed through a previous project, our system saved fifty two weeks in construction compared to a traditional building material. This saving amounted to the client earning over twenty million pounds in rent as they could hand the keys over to the tenants much sooner.
• Managing digital communication (content and roll out) and engagement. Here I grew the channel to 2600 followers in 18months.
• Managing engagement plan: external trade events (x8) Internal events (x6) Launched the first podcast for Ibstock

Developing a strategy to market high end bricks

• · Leading the marketing of our VAP project: Identifying markets and positioning of our bespoke brick factories.

Role and responsibility:

• Setting up the base for a start-up venture unit launch in 2022 (including looking for partners to run it)
• Participating on prospecting collaboration opportunities and identifying one social housing pilot project

Indicators/measures of success:

• Engaged with 20 start-ups.
• Managed our first Accelerator programme (With Catapult) which lead to the company engaging with two start ups through piloting technologies with the themes of Sustainability, Manufacturing Excellence, New Markets and Digital Evolution. One looked at improving manufacturing productivity and production costs via an AI manufacturing execution system. My role was engaging the leadership team and demonstrating the investment return. The pilot saw more data being provided to the production team. For example, we found that over 5000 minutes of labour time was in reworking moulds, which gave an insight into the true costs of productions.

Role and responsibility:

• Digital Marketing support: Social media post creation and digital reporting for all Ibstock brands
• Internal Communications: populating content for internal channels around corporate communications

Indicators/measures of success:

• Creating internally focused vlogs with leadership team to share news for the intranet. Grew usership to over 400 colleagues in the first year.
• Identified Create Streets and supported events on social housing and place making
• Developing a health and safety campaign, A charity campaign to raise funds for Shelter while raising awareness for a the first net zero brick factory
• Fostered relationships with brick laying and construction colleges through product donations and master class talks.