DRIVING SPECIFICATION &
HIGH-VALUE CONTRACTS

THE OVERVIEW

A UK manufacturer specialising in aluminium and cast iron rainwater systems needed support to increase specification, win more public-sector work, and strengthen relationships with architects and housing providers.

Their CPD programme was outdated, technical collateral was inconsistent, and there was no structured approach to reaching specifiers.

The Outcome: I helped them relaunch their CPD programme, create a complete suite of technical and compliance documents, and deliver targeted campaigns that resulted in local authority wins—including a single project worth over £100,000.

THE CHALLENGE

• Low Specification Visibility: Architects were unaware of key product advantages.
• Outdated CPD Programme: Poor messaging and no digital promotion led to weak attendance.
• Missing Technical Docs: Needed installation PDFs, handling guides, and BBA-aligned content.
• No Local Authority Strategy: No structured way to move from reactive quotes to proactive specification.
• Disconnected Distributors: Partners had no single place to find up-to-date assets.

WHAT I DID

1. RELAUNCHED THE CPD PROGRAMME (PRINT + DIGITAL)

I rebuilt the entire CPD approach to promote the BBA-approved seamless gutter system. This included new branding, a refreshed slide deck aligned with BS EN standards, and digital outreach sequences.

Impact: Significant improvement in sign-ups and stronger engagement from architectural practices.

2. CREATED FULL TECHNICAL & COMPLIANCE DOCUMENTATION

Working directly with the CAD team, technical department, and production, I translated engineering data into commercially clear documents:

• Technical installation guides & Maintenance manuals
• Specification sheets & Product data templates
• BBA-aligned messaging for specifiers

3. BUILT A SPECIFICATION TOOLKIT FOR LOCAL AUTHORITIES

I developed a complete approach for getting specified by councils. This involved researching procurement processes, writing tailored outreach, and providing follow-up scripts for the sales team.

Impact: One project alone generated over £100,000 in revenue, triggered by a relationship I helped re-establish.

4. CREATED DISTRIBUTOR & PARTNER PORTALS

I designed intuitive portals for merchants and installers containing marketing collateral, high-res images, and rebrandable brochures. This dramatically reduced back-and-forth communication.

5. PRODUCED NEW MARKETING COLLATERAL

I refreshed product brochures, case studies, and merchant POS packs to modernise the brand without needing a complete rebrand.