Heritage Craft Alliance - integrated communications campaign

Heritage Craft Alliance

Case Study

“We found that with Cream’s intervention our profile was greatly enhanced and its work has led to new business relationships for us.”

Glenn Young, Director
Heritage Craft Alliance

The Brief

To develop and implement a communications campaign to raise awareness of HCA’s unique courses among companies and organisations working in the heritage craft or traditional skills arena.

Cream's Approach

HCA’s unique heritage skills apprenticeships are delivered in Cornwall and Yorkshire so Cream devised two regional campaigns and a national trade campaign.
We sourced strong statistics about the added value that skills training brings to an organisation/business and worked closely with local and regional media to develop the story, including case studies and interview opportunities. Cream supported the PR campaigns with LinkedIn content marketing and three targeted email marketing campaigns.


Excellent coverage in key publications including Professional Builder, Yorkshire Post and Plymouth Herald. The open rate for Cream’s email marketing was double the industry average. Engagement with the heritage sector through LinkedIn was consistently good and resulted in 69 new connections.