The challenge

GIMA is a membership association that represents suppliers and manufacturers operating within the UK gardening industry.  Formed over 15 years ago, its goal is to promote the commercial, trading and industrial interests of its members.

Since 2014 HWPR has been raising the profile of GIMA within the garden trade media by positioning Director Vicky Nuttall (and her predecessor, Neil Gow) as an expert in the industry though comment and thought leadership, whilst simultaneously assisting GIMA members with PR opportunities, promoting events, and the benefits of membership.

Our approach

HWPR arranged GIMA columns in leading trade magazines – including GTN and GCU – which would focus on state of trade, viewpoints on issues of importance within the industry, the economy and the news and views of the members themselves.

Throughout 2017, using our experience and joint knowledge of a wide range of sectors, we were tasked with corresponding with members supplying seeds and bulbs, outdoor living, pets, lighting and power tools, helping most to turn sales pitches into compelling copy their customers would take note of.

GIMA hold regular events such as their popular Day Conferences, annual GIMA Awards and Meet the Buyer. HWPR help to promote these pre- and post-event, highlighting the key networking opportunities and educational content to the trade and membership.

The results

2017 saw over 150 pieces of coverage generated for GIMA with over 1,700 shares on social media.  GIMA continues to be a leading column in trade magazines and the go to trade association for comment and industry viewpoint.