Boosting the BAMA brand
Design / Content Creation / Social Media / Public Relations
Summary: Pelican has driven brand awareness of BAMA helping promote the aerosol packaging format, better safety standards and good manufacturing practice.
The campaign communicates the industry’s views to legislators, the media and key opinion formers and showcases the benefits of membership of the association.
Tell me more
BAMA represents the aerosol industry, covering all areas of the supply chain, from suppliers of components and ingredients to aerosol fillers, marketers of aerosol products and logistic companies.
The challenge
General packaging industry awareness of BAMA was relatively low, and with the exception of the packaging sector, so was awareness within the wider trade media. Additionally, industry engagement with the BAMA awards needed some stimulation. Pelican was briefed to create and strengthen relationships with opinion formers to drive membership numbers.
We also committed to support BAMA by raising awareness of the work the association undertakes and the services it offers to members, promoting innovation and the sustainable development of the aerosol industry.
The Pelican approach
Pelican initially delivered a strategic 12-month communications campaign, the first step of which was to establish media perception and identify potential new members.
Key messages were agreed which were used to help evaluate media coverage, and protocols were put into place to handle crisis communications which can affect the image of the industry when aerosols are misused. This included the creation of pre-approved template statements and regular media monitoring to identify potential cases.
A membership communications campaign was also created, including an editorial schedule to position BAMA as in industry thought leader, the production of a new media pack, a press day, the launch of the BAMA standard, promotion of the Member Survey and a white paper on the Future of Aerosols.
The results
We have gained extensive coverage promoting BAMA’s work in targeted media, including CanTech International, Packaging News, Recycling Waste World, MRW and Packaging Today.
Pelican Communications is a specialist in the environment & CSR, food, packaging & logistics and trade association sectors and offers a range of services such as strategy, design, content creation, public relations and people development.
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