Confederación Española de Directivos y Ejecutivos
The Spanish Confederation of Executives and Directors– CEDE, is the main representative voice of this professional collective in Spain, with more than 85.000 directors grouped in 42 member organizations. It organises the CEDE congresses on a regular basis.
These congresses, which gather over 1.200 directors in the main cities in Spain, have become one of the main meeting points due to their prestige and importance, and a space where the main experts and professionals of management discuss the keys that rule the present and future of businesses.
The challenge in such big events is to ensure a perfect organisation so that they exceed participants’ high expectations.
CLOTET cooperates with CEDE in the main organizational areas which are needed for an event of this type to have the desired levels of success.
Our company coordinates the secretariat for the sponsorship program, handles the relations with the media, advises on the design of the conference program, supervises the production of the event and all the necessary technical aspects, coordinates the website of the Congress, and is responsible for the corporate image of the event, among other things.
The congresses organized by CEDE – which began in 2000 - are growing in prestige and importance year after year as shown by the high number of attendants and the results of the satisfaction questionnaires. They have also gained strong recognition and media coverage.
Jet4You -Grupo TUI-
Jet4you is the leading private low-cost airline in Morocco.
The company launched 3 flights connecting Barcelona with Tangier, Casablanca and Nador.
The challenge was to communicate the new flights to the target group.
CLOTET designed a marketing communications strategy based on a selected number of high visibility actions to achieve a great impact and maximize the campaign’s profitability. The main activities were:
- Outdoor advertising: buses and metro wagons were dressed with advertising.
- Media advertising: ads in magazines addressed to the Moroccan community and banners in travel websites.
- A press conference to inform the media about Jet4you and the new flights.
- Below the line: cooperation with a Moroccan association to distribute flyers at community meeting points.
A recent piece of legislation (Código Técnico de la Edificación) set higher standards for walls regarding noise protection.
Brick producers made a considerable investment in order to comply with the new standards. There was a pressing need for communicating the new materials to the target group (construction sector professionals, primarily).
CLOTET designed a corporate communications strategy to introduce the new materials to the professionals of the construction sector.
Firstly, CLOTET launched a campaign of naming and branding which resulted in the brand SILENSIS for the new materials.
An advertising campaign was then launched on press, TV and other formats (web, presence in fairs, corporate materials, merchandising…) to communicate the new brand.
Next to that, training courses on SILENSIS were organised in Colleges of Architects and Technical Architects, as well as in other associations and professional organisations.
Piera Ecocerámica is a leading brick manufacturer in Spain. Innovation is its main distinguishing feature, thanks to which the company has set in place efficient and environmentally friendly manufacturing processes thereby marking the difference in the highly competitive market where it operates.
Piera’s communications policy is focused on conveying this distinctive feature to its target group in order to differentiate itself from its competitors and highlight its added value.
Together with the advertising agency Zellner & Pirker, Clotet developed a corporate communications strategy based on creating a new brand and a communications code that allows the company to transmit its core values. These were then communicated through diverse tools, such as the corporate website, an advertising campaign, event sponsorship, relations with the media, etc...
As a result of this work, not only has Piera increased its notoriety and visibility within the building sector but the company has managed to communicate its distinguishing values through the newly created channels and tools.
Grup Balfegó is a family owned enterprise specialised in the catching and marketing of bluefin tuna of the Mediterranean Sea. It employs 100 people and has 100 indirect workers. The company’s raison d’être is a model based on technology, research, innovation and a strong commitment with responsible fishing.
The enterprise had the need to inform the media about its intense business activity, and to highlight, in particular, its business model and the important resources allocated to scientific research, as part of the company’s commitment with the future of the species.
CLOTET defined an action plan vis-à-vis the media that consisted of four key areas of information: the economy, the environment, research and gastronomy.
In order to adequately manage the information about the company, CLOTET acted proactively and promoted long-standing relations with the media, based on transparency and trust between journalists and the company directors.
An important part of this plan was to organise visits to the company’s installations in l’Ametlla de Mar as this allowed interested journalists to know the basis of a fishing model which is responsible, sustainable and profitable.
Malpesa is the Spanish leading manufacturer of face brick and clay pavers. The company has a higher market share than its competitors thanks to a wider choice of building materials, factories that are among the best in the world, an in-depth knowledge of its customers and a firm commitment to internationalization. The company has furthermore a very talented management team, which is capable of applying research and the most modern technologies to its traditional business model.
Given its remarkable history (the firm was founded more than 100 years ago) and size (it is the market leader in Spain) Malpesa wanted to boost its presence in the relevant media (mass media, economic and financial media and professional media).
Clotet has been managing Malpesa’s relations with the media for a few years. From the beginning, the aim was to build a close relationship with journalists and afford them a better knowledge of the management team and the company’s modern facilities.
The communications strategy applied, based on transparency and on a close relationship with journalists, has brought about very positive results and Malpesa’s leadership in the market has also been reflected in the relevant media.
HISPALYT, the Spanish association of brick producers represents the voice of over 300 manufacturing enterprises.
Despite HISPALYT’s weight in the construction sector, a lack of notoriety and reputation was detected, which hindered the association’s work in the field of institutional relations.
Taking into account the need to position the association as the single voice of the sector, an institutional relations plan was set in place, which consisted on the following actions:
- Relational: regular contacts were established - in accordance with the needs of the association - with the main organisations and bodies of the construction sector both at public and private level. A comprehensive database was elaborated with the key audiences and stakeholders.
- Communicational: electronic newsletters were created in order to keep the target audiences informed about the activities of the association. The newsletters included a space for collaboration and exchanged of information with other organisations.
- Documental: an annual report was elaborated, as well as a short presentation leaflet and an opinion study to know the citizens’ opinion about the quality of the Spanish housing market.
- Informational: the relations with the media were given a strong impulse, stressing the transparency, clarity and the quality of the information in order to bring journalists closer to the reality of the sector.
- Organisational: the main events of the association, which were traditionally of an internal nature, were progressively transformed in order for HISPALYT to count with the participation and support of the most relevant institutional target groups.
Treballs Grafics is a leading company located in Barcelona that provides a wide range of high quality printing services.
The firm wanted to reward the loyalty and commitment of its employees by putting them at the centre of its 25th Anniversary activities.
CLOTET designed a one day event in a modernist country house for the employees and their family members, which included activities for adults and children, music, contests and games, speeches and video projections, a delightful lunch and many surprises to have a fun an joyful day.
CLOTET took care of the event from A to Z. The work started 4 months prior to the event to gain employees involvement in the preparation and grow expectations. The participation of the employees was crucial for the success of the event, which had its own logo and corporate image.
To commemorate the day, a book was prepared with pictures and anecdotes of the 25 years of the company.
Asociación Española de Directivos
The Spanish Association of Directors– AED is an organisation that groups over 1.800 directors from different sectors and professional backgrounds. With headquarters in Barcelona, Madrid and Valencia, AED organises over 100 events per year, thereby constituting a privileged meeting point for managers in Spain.
The association needed an increase of its financial resources in order to fulfil its mission of promoting the personal development of directors and managers.
Together with the association, CLOTET has designed a sponsorship program that allows a limited number of companies to let their proposals be known by all the 1.800 member directors, a very interesting profile for many companies.
CLOTET cooperated in the definition of the characteristics of the sponsoring program, which was launched in 2003. CLOTET is ever since responsible for the management and coordination between corporate members and AED.
The sponsorship program has achieved a remarkable success: 20 major Spanish companies have signed, through which the shareholders of AED get more benefits from their membership.