Project Description

Client: FENSA (Fenestration Self-Assessment Scheme)

FENSA, the UK’s original and most well-known certification scheme for the installation of replacement windows and doors, was at a critical point in its history. The organisation needed to grow, transform and protect the brand in an unpredictable market, against increasing competition.

The brief was to reposition FENSA to make it more appealing to installers and to get across the importance to homeowners of choosing a FENSA Approved Installer. And to encourage existing installers to register all their jobs through FENSA.

To achieve this, CMDi delivered an end-to-end brand action plan. This included installer and homeowner research, strategic planning, and full creative implementation, all designed to unlock growth and secure differentiation – as cost-effectively as possible.

Our long experience with both B2B and consumer communications enabled us to create an encompassing proposition for the brand’s target audiences that is true, competitive and distinctive: FENSA is ‘All the proof you need’ of a job done right.

Guerillascope, CMDi’s media planning and buying partner, developed a highly targeted TV advertising package that will reach homeowners across the UK via social media, digital programmatic and commercial TV channels.

Supporting the TV ad is extensive social media presence, online programmatic advertising, a TV sponsorship package, and a dedicated marketing support package for installers to help them relay the benefits of FENSA to homeowners.

CMDi launched FENSA’s first ever TV ad in early 2019, highlighting to homeowners the importance of asking for a FENSA certificate to ensure compliance with building regulations. The visual creative platform uses the familiar yellow “sticky note” to reinforce our key message: “remember to ask for a FENSA Certificate”.

Confirm FENSA as the market leaders among installers, raise awareness among homeowners, and provide a platform for long-term, sustainable growth.
Strategic planning • Market research • Brand repositioning • Integrated creative strategy for multiple B2B and B2C audiences • First TV commercial (nationwide) • New tagline • Logo evolution • Communications planning and management of 3-year integrated programme • Benchmarking and results tracking across all media
Bringing about transformational growth, leveraging the potential of FENSA to grow its profits and fulfil its original function: to help increase industry standards, protect homeowners and promote compliant businesses. The campaign results are being carefully tracked and monitored on a weekly basis; full results are confidential to FENSA.

Play the tv advert

We appointed CMDi as our brand strategy partner to develop a coherent and robust strategy to clearly communicate the role FENSA plays, to build value for installers and raise awareness with homeowners. CMDi have given us all the support we need to deliver the biggest change to the FENSA brand since its inception 17 years ago.

Anda Gregory, Managing Director, GGF Commercial

CMDi provided a unique end-to-end approach, from strategic brand development, to integrated communications management. This allowed us to focus on the key strategic issues and implement a major growth strategy with speed and certainty. We are now moving into a new era for the FENSA brand, with CMDi working as a core part of our team.

Chris Beedel, Director of Membership, FENSA

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