The Cruden Group
Harnessing the power of PR and social media to position Cruden as the house builder of choice
The Brief
Perceptive Communicators delivers long term retained services for the Cruden Group, its divisions Cruden Building, Cruden Homes, and sister companies Queensberry Properties and Juniper Residential since 2018.
Our brief is to continue providing a one-stop shop, including PR, stakeholder liaison, crisis communication and social media support, to achieve consistent corporate messaging, position Cruden as market and thought leaders, an employer of choice to retain and attract talent and deliver real economies of scale.
Our Approach
We create maximum impact - The Cruden Group has carved out a strong reputation for being an industry thought leader. Examples include a broadcast feature interview piece on STV with the MD of Cruden Building about the safe return of the construction industry after Covid and leading the charge on implementing numerous Net Zero carbon initiatives. This played a part in Cruden being awarded ‘Large Development of the Year 2023’ at the prestigious Homes for Scotland awards.
We engage with key stakeholders - we have successfully carried out a number of key political engagements, including with the Housing Minister, Deputy First Minister and Cabinet Secretaries to raise Cruden Group’s profile as a major influencer within the industry.
We work collaboratively - with a number of partners including the Scottish Government, Skills Development Scotland and schools, colleges and universities to position Cruden as a company influencing legislation, delivering innovative new ideas and an employer of choice.
We futureproof talent - we help secure a talented workforce to ensure the industry thrives. Eg, we arranged a BBC Bitesize interview with a female apprentice plumber to highlight the sector’s opportunities.
We highlight the way Cruden are building communities not just homes - we’ve gained extensive media coverage for the work Cruden does to support communities, e.g. improving schools, nurseries, community groups, making donations or providing valuable jobs and training.
The Results (H1 Jan to June 2023)
211 pieces of earned media coverage over 6 months - an average of 35 pieces of positive coverage each month
79.6m potential audience reach
700+ brand mentions
12% increase in social media channels followers with 400k views and 28k engagements
Outcomes & Impact
Positioned Cruden a key commentator on the construction sector, particularly for sustainability and innovative new ways to build
Showcased Cruden as an award winning house builder and supported Cruden’s recently Homes for Scotland award win as ‘Large Development of the Year’
We have driven approximately 45% of all sales enquiries for new homes as a direct result of PR and social media activity alone
Built up a more informed community about the benefits of buying new homes and building sustainably
Significantly increased social media followers and engagement levels are three times higher than industry average
Client Feedback
"Cruden has retained Perceptive Communicators to carry out all of our communications activity for the entire Group. They are highly skilled in managing multiple projects, have an expert understanding of the built environment and are extremely well connected with key stakeholders. They have been key in helping Cruden communicate our sustainability credentials and Net Zero ambitions before our target audiences."
Hazel Davies, Sales and Marketing Director of Cruden Homes
