Guild of Architectural Ironmongers

Membership communications and promotion of expertise in the door hardware industry, a sector right at the heart of building safety and accessibility

GAI Adare Manor Hotel and Golf Resort

The Guild of Architectural Ironmongers (GAI) is a professional association which supports, assures and represents architectural ironmongers, wholesalers, and manufacturers around the world. Its work is built on three pillars: Education, Technical Standards and Community Activities.

Punching well above its weight

For a relatively small trade body, the GAI is better connected and more influential than many others.

LMC worked with the Guild from 2014 to 2022, particularly promoting its awards, qualifications, education and CPD programmes that are widely respected in the UK and overseas, including the GCC and Hong Kong. A lot of our work also focused on building awareness of the benefits of using Registered Architectural Ironmongers, and communicating technical advice relating to the legislation, regulations and standards governing the use of architectural ironmongery and related hardware.

In addition to our PR work, we facilitated workshops, conducted membership research, and provided strategic advice on the rebranding, membership proposition, customer journey, positioning and lobbying of the GAI and IAI, and sat on the editorial advisory panel for the Guild's own magazine, AIJ.

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LMC proposed and wrote specification guides for door hardware as a new way for GAI members to add value to prospective customers, to demonstrate the level of expertise required by architects and contractors in specifying door and window hardware., and to signpost to Registered AIs.

Intense support during lockdown

When the world was locked down during the Covid months, many door hardware businesses were left struggling to interpret the new rules and to find the information relevant to their own sector. LMC helped to ensure that the Guild provided a lifeline during this time, offering information, support and advice to its members across the globe.

Working with the GAI's director and marketing manager on a daily basis during the early months of the pandemic, LMC put in place a robust internal communications plan for the GAI’s members. We wrote daily e-newsletters to keep members updated on all aspects of the Government's health and safety guidance on Covid, on the business support, furlough and financial schemes being put in place, the guidance and site operating procedures from the Construction Leadership Council about working safely in factories and on site, and its eventual Roadmap to Recovery.

More than 1,700 people received the Guild's 'Here to Help' newsletters. Through effective communication, the risk of membership losses through this difficult time was significantly reduced, The GAI was able to survey its members and provide essential data back into Government, and we also ended up with some excellent case studies from GAI members around the world about what they were doing to help their customers and local communities.

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'Here to Help' was an intense, daily communications campaign to support GAI members around the world.
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