Turning RAAC expertise into reassurance

When a national issue needed a calm, expert response

When RAAC hit the headlines in 2023, concern spread quickly across the built environment.

Schools were closing, hospitals were being assessed, and property owners were under pressure to understand whether their buildings were affected.

Martech, Oakleaf and John Rowan and Partners were already working together as part of the Bellrock Group, carrying out RAAC inspections before it became a national issue. Their combined experience meant they were well placed to help.

The challenge was to move quickly, cut through the noise, and reach the right people with clear, credible advice. The tone mattered too. This was not about adding to the panic. It was about giving building owners confidence and a practical route forward.

When a national issue needed a calm, expert response

We worked with the group’s marketing teams to deliver a coordinated campaign across content, paid media, email and web.

The aim was simple: help building owners understand the issue, know what action to take, and connect them directly with the right experts.

Our work included:

RAAC information pack
A clear guide explaining what RAAC is, why it can pose a risk, and how building owners should respond. It set out the steps involved in identifying, surveying and managing RAAC safely.

Expert article with Martech’s Jerry Nichols
An educational article that translated technical knowledge into straightforward advice, helping position the group as a trusted source of support.

Paid and organic campaign
A fast digital rollout across LinkedIn and search. LinkedIn activity targeted facilities managers, education leaders and local authorities, while PPC focused on people actively searching for RAAC survey support.

PPC strategy consultation
We advised on keyword targeting and ad structure, helping the campaign capture both immediate RAAC-related searches and wider compliance terms.

Email and outreach copy
Carefully written campaign copy directed people to download the RAAC pack and contact the teams for advice or surveys.

Landing page and creative assets
Clear, mobile-friendly web pages and supporting visuals helped create a sense of reassurance, authority and relevance across sectors including education and healthcare.

A wide angle view of an organised and tidy classroom in a school in Hexham in the North East of England

Helping the group show up clearly when it mattered

The campaign helped position Martech, Oakleaf and John Rowan and Partners as a practical and trusted source of advice during a period of uncertainty.

Targeted paid media helped reach key decision-makers, driving traffic to the RAAC information page and supporting a strong flow of inbound enquiries.

By bringing technical expertise together with clear, timely communication, the campaign helped reassure building owners, demonstrate sector knowledge and create visibility for the group at a critical moment.

← Back

What people are saying

“Operating across EMEA presents remarkable opportunities, yet it also entails the challenge of delivering consistent communication to diverse markets. MacbethLankester demonstrates a deep understanding of multi-country B2B marketing, enabling us to articulate a cohesive MiTek narrative while honouring local nuances and customer requirements. Their expertise has played a pivotal role in enhancing our brand positioning and fostering enduring client relationships throughout the region.”

Hennie Viljoen , EMEA Marketing Manager, MiTek
“My team and I had the pleasure of working with Alex and his team for many years. We could always count on them and their results. No matter the topic, they constantly delivered superb results for our websites and many more publications. Beyond that, their team are a true joy to work with.”

Julia Dietlinger , BayWa r.e Team Lead Web & Applications
“We’re incredibly proud of the work we do to champion construction across the South West. With Macbeth Lankester’s marketing expertise, we can focus our time on what matters most — supporting our members, delivering valuable events, while ensuring our insight and impact are shared more widely across the sector.”

Kevin Harris , CEO of CESW
“Macbeth Lankester were instrumental in Bellrock’s repositioning and brand refresh, bringing deep sector insight, pragmatic marcomms expertise and a genuinely collaborative approach. Working as an extension of our team, they helped us to clarify our story, elevate our content and engage with customers more meaningfully during a critical period of growth.”

Gemma Williams , Head of Marketing and Communications, Bellrock Group
“I’ve worked with Macbeth Lankester across both John Rowan and Partners and Bellrock Consulting, and they’ve been a constant source of strategic insight and creative energy.

Their ability to think ahead, adapt quickly, and bring clarity to complex messages has made them a genuinely valued part of the team. They don’t just deliver great communications — they help shape the direction of the business.”

Gurpal Virdee , Managing Director, Bellrock Consulting
“I’ve worked with Macbeth Lankester for ten years, and in that time they’ve become much more than a PR and marketing agency, they’ve been genuine partners, helping to shape the John Rowan and Partners brand and helping us stand out in a competitive London market. From award wins and national coverage to creative campaigns and personal brand development, their support has been first-class.”

Mash Halai , Chairman, John Rowan and Partners