HTMA
Reputation Building
The Highways Term Maintenance Association (HTMA) was founded in 2005 with the intention of promoting the overall image of the highways maintenance industry, develop standards, and share Best Practice knowledge and experience across the sector. Its members are some of the biggest infrastructure companies in the world.
The HTMA had a variety of initial marketing communication objectives including increasing membership, promoting the industry, advancing legislative and regulatory goals, event support, research, producing marketing material, crisis management, and building alliances with stakeholder organisations.
With a high number of industry groups already populating a fragmented industry marketplace, the PR challenge was to help HTMA differentiate itself and gain a significant influential edge in the industry. Successful stakeholder engagement is critical to the success of HTMA, and, using our strategic approach to communications, thePRfirm achieved this edge, connecting with Government agencies, Local Government, the media and road users. The majority was unclear on the industry’s positions and lacked a sense of connection to the industry’s direction.
thePRfirm developed a ‘one complete solution’ PR communications plan, combining Public Relations Strategy, Media Management, Crisis Management and Publicity and Support for Events. The objective was to build the image, strengthen the reputation and broaden the awareness of HTMA and the highways term maintenance industry using tactical communication through high quality media coverage based on compelling PR messages. The concept was ‘right message, right place, right time’. This resulted in dynamic flow of information internally, creating value for members, and externally, influencing and persuading the widest range of people and organisations.
