Carillion plc
A sustainable strategy for Carillion
In 2012, Carillion was looking to create ‘a highly engaging and interactive sustainability experience’ that ‘appeals to our key audiences and gives them a reason to keep returning to the site’. Our solution was STN, a website that involved rather than targeted Carillion’s main stakeholders, and an industry first.
‘A Carillion plc initiative’, it was a portal for sustainability content generated by - and of interest to - the industry. The website published articles, comments, opinions, interviews, talks, presentations and case studies from journalists and contributors from across the sector, as well as Carillion’s own content. CIB identified a gap in the market for a website such as this as at the time there was no widely recognised ‘go to’ website dedicated to information or inspiration in this area.
The strategy was highly successful in engaging all key stakeholders – including suppliers, partners (including NGOs), clients, government, and Carillion’s own people - maximising the impact and value of STN as a ‘winning work’ tool.
From its launch in November 2012 to August 2013, the site published 107 items, achieved over 20,000 visits, 55,000 page views and – importantly – 40% of visitors were returning visitors. Twitter followers increased from 1,300 to over 6,500 and LinkedIn followers grew from 14,484 to 25,000.
The 'STN' website and supporting campaign won the award for 'Sustainability as a marketing strategy' at the 2013 Construction Marketing Awards.
“It was a bold step for Carillion to establish a semi-independent web platform like STN but we have been extremely pleased with the levels of enthusiasm and involvement from such a broad range of organisations including local and national government, charities and our clients and suppliers.”
- Lisa Benbow, Head of Corporate Communications, Carillion plcMore of our work
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