Archives for December 2020

The outstanding success of the GGF Consumer Campaign

James Lee, GGF Director of External Affairs reflects on how COVID-19 created the need for a new consumer campaign to rebuild consumer confidence to help the home improvement industry recover from the impact of the coronavirus.

In March, COVID-19 hit the UK and the country was forced into Government lockdown that affected all businesses including the entire glass and glazing industry. One of the hardest-hit sectors was home improvement with consumers and companies in a completely new situation.

Many Homeowners wanted home improvements, but due to Governments restrictions (imposing an essential work only policy), combined with the daily news of cases and fatalities, a reluctance to plan any home improvements was only natural. Meanwhile, many companies and their employees were understandably reserved about entering people’s homes during the pandemic for fear of contracting the virus.

In May, the lockdown was eased and the GGF was first in the industry to launch two important and comprehensive Safe Guides to ensure companies could start to operate in people’s homes safely but also to provide guidance for Homeowners to build confidence in allowing tradespeople and companies to work in their homes.

In June, the GGF Marketing and Communications Committee met to discuss how the sector could be boosted to aid the recovery from the impact of the pandemic and subsequent lockdown.

It was agreed that the GGF would launch a new consumer campaign called Stay Safe with MyGlazing.com with focus on six key areas of marketing communications.  

• New brand identity and logo
• New section on MyGlazing.com
• New content of 12 advice articles (based on exclusive research and latest guidance) for consumers
• Nationwide PR via syndication and distribution of GGF/MyGlazing.com COVID-19 consumer advice articles
• Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)
• Social Media activity – across consumer social media platforms

The campaign ran from July to November and was driven via MyGlazing.com the GGF’s consumer advice website. 

Though a relatively short campaign, it proved an outstanding success as seen by the results below:

Online:

• Articles created: 12 online advice articles are now available on MyGlazing.com

• Advert page impressions: Over 11.9 million opportunities to see the GGF/MyGlazing.com logos online

• Unique Users: Over 137k homeowners seeking advice on home improvements during the pandemic visited the Stay Safe section on MyGlazing.com

• Page views: Over 205k pages were viewed by the visitor to the Stay Safe section on MyGlazing.com

• Installer enquiries: Over 3k homeowners have used the MyGlazing.com installer directory to search for Members near them, to carry out home improvements

• Installer click-throughs: Over 2k homeowners clicked directly through to GGF members websites from the Stay Section on MyGlazing.com

PR coverage

• 12 articles/press releases created for consumer media

• 114 articles published in the consumer media (regional, lifestyle and mainstream)

• 108 million opportunities to view the GGF/MyGlazing.com brands in the media 

• 164 posts across consumer social media platforms

Due to the success of the campaign and the ongoing need for consumer advice during the pandemic, the GGF will continue the campaign until at least April 2021.

In summary, the Stay Safe with MyGlazing.com campaign has been a marketing highlight in a very tough year. It has benefitted thousands of homeowners and hopefully given them the reassurance that if the safe guidance is followed then home improvements can continue when using GGF Members that are adhering to the GGF Safe Guides and take all reasonable precautions.  

Thanks to the Marketing and Communications Committee for their ideas and support on the campaign and best wishes to all Members for the festive season.  

Be part of the Campaign in 2021

GGF Members who deal directly with consumers can take full advantage of the Stay Safe with MyGlazing.com campaign.  

• Reassure your customers: Send your customers to or link your own website content to the relevant content on MyGlazing.com
• Promote your company on MyGlazing.com: Simply add content (images, news of promotions, etc.) to your profile page on MyGlazing.com and push your customers to your page on MyGlazing.com to show you are participating
• Connect to the GGF and MyGlazing.com social media accounts:  it’s easy to like, share, follow, retweet and connect to show you are part of the GGF and MyGlazing.com and more importantly sharing the safe guidance to increase consumer confidence
• Use the “Stay Safe with My Glazing.com” logo; available for download via the GGF Members Area under marketing assets. https://www.ggf.org.uk/dashboard/ggf-marketing-assets/

During 2020, despite the pandemic and industry lockdown, the GGF continued to function and deliver high-quality services and publications to its Membership.

Here’s a breakdown of the GGF’s headlines in 2020.

January

• John Agnew begins his appointment as GGF Managing Director
• GGF Technical hosts a special forum for Members on Future Homes Consultation and its impact on the industry.
• Steve Chappell joins the GGF as Technical Officer

February

• Consumer Campaign “Think Glass” is launched on MyGlazing.com.
• The first-ever GGF Chairperson’s Forum is held in Moorgate and followed by the President’s Reception in Marylebone, London.
• Steve Rice, GGF Managing Director and former Technical Director retires and leaves the GGF after three decades of service to the Federation

March

• The COVID-19 pandemic hits the UK and the industry/country enters its first lockdown.
• The GGF closes its offices but staff work from home on the campaign to inform Members of Government policy changes, restrictions and legislation.
• Due to the pandemic, the trading environment and insurance market confidence, the GGF Deposit Indemnity Fund ceases taking deposits paid to GGF Fund Members.
• Kevin Jones joins the GGF as Technical Officer

April

• The GGF restarts Members’ meetings via video link.
• GGF launches COVID-19 Survey to gauge the impact on the industry.
• Site Operating Procedures and COVID Guidance for Manufacturers is issued by the Construction Leadership Council and relayed to Members via the GGF 

May

• The new Conservatory Guide is launched. 
• The GGF launches two new COVID-19 Safe Guides for Installers and Homeowners to help the home improvement sector restart and operate safely in people’s homes as the lockdown is lifted.
• 10 new technical datasheets for the Mirrors and Window Film sectors

June

• GGF launches new Technical Datasheet range for Channel Glass.
• New online Quick Link Index is introduced to the GGF website to enable easier navigation of the GGF’s library of publications.

July

• The GGF appoints James MacPherson as the new Health, Safety and Environment Manager.
• The Government announces the Green Homes Grant Scheme and is challenged by the GGF over the timing of the announcement and the criteria for scheme inclusion for lazing home improvement companies.
• Via video, the GGF restarts its Regional Meetings for Members

August

• Stay Safe with MyGlazing.com campaign is launched to help rebuild consumer confidence during the pandemic.
• GGF announces new partnership with Total Support Training providing.
• GGF Members with access to a range of many new courses and qualifications.

September

• GGF Members Week proves a ground-breaking with 438 bookings for the three-day online event consisting of 12 back to back webinars with 18 speakers covering open forums, video conferences, specialist presentations and expert panel discussions as well incorporating the GGF’s AGM.
• The GGF Annual Report is published showing performance and activity for 2019.
• GGF announces the launch of a new Digital Marketing Toolkit to help Members use digital marketing more effectively to help their business
• The GGF Health and Safety Committee restarts

October

• The GGF Technical Department introduces the Documents Review Page to enable Members to review technical documents prior to publication.
• The GGF uploads six videos on its YouTube account showing the best of Members’ Week webinars.
• The GGF takes part in a construction industry survey on future energy-efficient schemes to achieve the Government’s zero-carbon targets for 2030 and 2050. The information was fed directly to the BEIS (Government Dept. for Business Energy and Industrial Strategy)
• GGF announces the formation of a new Environment Committee

November

• The Stay Safe with MyGlazing.com consumer campaign ends for 2020 with outstanding results showing in excess of 108m opportunities to see the GGF and MyGlazing.com brands in the consumer media and attracting 137k new users on MyGlazing.com.
• The GGF announces that due to continuing pandemic, the consumer campaign will re-commence in quarter one of 2021.
• GGF Deposit Protection Insurance (administered by Installsure) is launched for Members to offer consumers protection on their deposits

December

• The Government introduces a new tiered system in England to try and contain the spread of COVID-19, the GGF issues more detailed guidance for home improvement Members.
• The GGF lobbies Government to remove the laminated glass from the banned Combustible Materials list and issue a comprehensive 94-page technical document providing evidence and test results to justify its removal.
• The GGF launches a new COVID Guide for the glass/glazing supply chain covering manufacturers, fabricators, sales and canvassing

2020 in Review

In this special feature, David Borland, GGF Senior Technical Officer provides a review of the GGF Technical Department’s progress in the last 12 months.

The Technical Department has seen a lot of changes in 2020. As we said a fond farewell to two GGF technical stalwarts in Steve Rice and Russell Day, off to enjoy his retirement and to pastures new respectively, in spring, we welcomed two new Technical Officers, Steve Chappell and Kevin Jones.

Both Steve and Kevin bring a wealth of experience in the glass and fenestration sectors. Regular attendees to our Technical and Regional Groups’ meetings will already be familiar with both technical officers and though there have been no face -to face meetings due to the pandemic, Members who have attended technical meetings this year should already have a clear understanding on what both Steve and Kevin will bring to the GGF Technical Department.

After a short hiatus in early 2020, our regular Technical meetings were re-instated in late April, albeit through video conferencing. A medium with which more and more Members are becoming familiar with and we will continue to use this channel post pandemic when we hope to resume face to face meetings. By doing physical meetings that simultaneously incorporate video as an option, all Members will have the opportunity to attend wherever their location.  

Throughout 2020 we have continued to argue the case for laminated glass’ removal from the MHCLG (Ministry of Housing, Communities and Local Government) Combustible Materials Ban and this month sees the presentation to MHCLG of a 94-page technical document providing evidence and test results to justify its removal. We will keep members updated on how this is received and hopefully see a positive outcome for the industry with a balanced and common sense decision.

Back in January and as a result of the Future Homes Forum held for Members in Solihull, we responded to both England’s Part L & F and the Welsh equivalent. As of today, we still await the outcome of these. November saw the introduction of the Welsh Consultation document for Part L & F -Existing dwellings & Commercial Buildings. After we have completed our own review, we may hold another Members’ only Technical Forum early in 2021 by Video.

Since March, the Technical Department has also created and/or updated 19 Datasheets and this will reach a total of 30 Datasheets by early 2021. These covered a wide variety of topics with some being particularly overdue for update. We’d like to thank the Members who contributed and assisted in making this considerable achievement possible. Staying on the subject of Datasheets, in October 2020, the GGF introduced a Document Review Page on the Members’ Area of the GGF website. This new section now allows members to review, comment and contribute to new Datasheets and technical documents on an on-going basis.

We continually strive to improve the service to our Members and have made several changes over this year. Our Technical Inbox prioritises our Members with the aim to provide same day/next day replies to Members’ technical enquiries. In addition, mobile numbers for all Technical Officers are available to view on the GGF website for quicker and more direct response. Starting 4^th January 2021, we will also introduce a new Technical Hotline, which will ring through to all Technical Officers simultaneously and answered by the first available Technical Officer. These procedures are in place to help Members make contact with and use the GGF’s technical resource to benefit their business.

One of the year’s highlights for the GGF Technical Department was the organisation and hosting of the GGF Technical Forum and Technical Presentations via Video link to the Membership during Members’ Week. This was positively received by all who attended and I would like to take this opportunity to thank our guest speakers Mark Barsby of BSI, and Sanmukh Bawa of G-SMATT Europe for sharing their expertise and perspectives.

Whilst we certainly see 2021 as another challenging year, be assured that the GGF Technical team will continue to develop and improve the service provided to our Members. On behalf of the Technical Team, I wish all Members the very best for the festive break and we look forward to working with you in what will hopefully be a healthier and prosperous New Year.

Whilst managing the impact of COVID on our industry in the first half of the year, the GGF was keen to employ a new Health, Safety and Environment Manager to grow and improve our work within Health and Safety and launch an Environment department. In July, James MacPherson was appointed as our Health Safety and Environment Manager. Here is James’ summary of his first six months at the GGF.

What a year, a year with a global pandemic that has challenged everyone including experienced safety professionals and at the GGF we’ve managed to guide members throughout these testing times.

In an attempt to challenge the COVID issues affecting our industry, as part of Members’ Week, a panel of health and safety professionals and I, delivered two relaxed online discussions on Health and Safety and the Environment focusing on present situation and the future.  Both received very positive feedback and we are looking to deliver more of these types of webinars in the New Year.

The team at GGF has continued to guide members with COVID dealing with second lockdowns, firebreaks, circuit breakers, changes in guidance, tiered systems etc., all continuing to challenge our sectors. This has however enabled the GGF to strengthen its relationships with government departments, the Health and Safety Executive, and our Members.

In addition, the GGF has recently produced a new COVID Secure guidance document for the supply chain including, Manufacturing, Processors, Distribution, and Sales which has just been published. The new guide will further support Members as this virus continues to challenge us in 2021.

But, enough about COVID, the Health, Safety and Environment function at the GGF, has been busy working to increase our value to Members. The second half of this year has been about building the foundation and the vision for the work we aim to deliver next year.

The first step was to rejuvenate the Health and Safety Committee, which has now had two meetings this year. The newly appointed Chair, John Mannell supported by John Beddoes as Vice-chair are both passionate and committed GGF members encouraging an open forum of diverse members driving for better safety, physical health, and mental health.  

What’s coming next year? Brexit will be a very prominent conversation in the early months of 2021. With the UK leaving the EU following the end of the Transition Period, the GGF from the health, safety and environment perspective is “cautiously optimistic” and we will continue to monitor and update Members as the situation develops.

The Health and Safety Committee has now approved plans to review, renew, and relaunch in 2021, the existing GLASS Charter – the GGF’s Health and Safety Merit Scheme. In addition, we will be forming a Health, Safety and Environment Standards Committee that will be fundamental in increasing the amount of Health, Safety, and Environmental guidance and codes of practice that we provide to Members. The GGF is also keen to launch a Health, Safety, and Environmental consultancy service in 2021 to enable us to further support members, drive the highest standards in our industry and lead the way.

Shifting our focus to the environment, the GGF is very aware that this is going to be a very important area in 2021 and beyond as the issues around the environment could have significant impact on our industry. The Environment Bill that is currently progressing through parliament is a clear indication of the government’s commitment to the environment after we leave the EU. With this in mind, the GGF has launched a new Environment Committee to help our Members manage and improve the impact of new environmental policies and inevitable changes in legislation as we move towards zero carbon by 2050.

The GGF has a perfect opportunity within the environmental space, as one of few trade associations that represents a whole supply chain enabling our sector (via the GGF) to take a holistic approach to environmental issues. From glass manufacturers through to processers and installers, our input if coordinated and focused, can increased our sector’s influence on government policy and legislation on environmental issues.

There are many challenges next year and the GGF needs to show our Members, the importance and value of good Health, Safety and Environment procedures and practice. Good Health, Safety, and Environment have the potential to build better more resilient businesses and potentially saving lives, jobs, money and businesses themselves. So it is a challenge and if met and overcome then it can only be for the benefit of Members, the GGF and the industry. I look forward to meeting and working with you in 2021 and in the meantime, I wish all Members a great festive break and a healthier and happier new year.  

To see the new COVID Safe Guide for the supply chain including, Manufacturing, Processors, Distribution, and Sales please click on image below:

2020 is a year that we will not forget as it has been undoubtedly one of the most challenging ever not just for business but for society in general. In this special winter edition of Glassi, we reflect on not only the challenges but also the achievements that the GGF and the industry have made despite the extremely difficult trading environment.

When I took up my position as GGF Managing Director at the start of this year I could never have envisaged how the first 12 months have panned out. Back in January, coronavirus was just a news headline from China, but it soon became a reality in the UK and we have witnessed incredible changes in all walks of life. Throughout the pandemic we have all witnessed the resilience of our industry and from the GGF perspective, the way our Members have collaborated to find solutions for not just themselves but for the GGF and the wider industry.

Though the pandemic has been and still is the greatest barrier in the business environment, the GGF has also had to tackle other major issues throughout 2020.

In July, the Government announced the Green Homes Grant Scheme to create employment and boost the home improvement market. The announcement had a negative impact on our sector as many consumers delayed commitment to their home improvements by several months until they saw the full details of the scheme.

Though the GGF welcomes any initiative that helps consumers upgrade their properties, this scheme’s criteria was less favourable to our industry. The scheme has been extended to March 2022 but despite the GGF asking for changes to the glazing elements within the scheme and for the approved installer criteria to change, it has been made clear that there will be no further changes.

We believe this scheme is just a start and that more schemes will follow as the Government aims to achieve its Zero-Carbon 2030 and 2050 targets. In view of this, the GGF will continue dialogue with the Government Department for Business Energy and Industrial Strategy (BEIS) on any future schemes. Our broad proposals will be for more inclusive schemes and for replacement windows and doors to be based on performance upgrading and to be included as a primary measure.

In the last 12 months, the GGF has also had to adapt to the circumstances. Due to the pandemic, we had to temporarily close our offices though staff still operated from home. We also had to conduct meetings via video links and this will continue for at least the first quarter of 2021. One of our big successes in 2021 was running a ground-breaking three-day event of 12 live video webinars in September titled Members’ Week. This replaced our usual Members’ Day event and was very well received by our Members who tuned in to presentations on the economic and political landscape, the key technical issues affecting our industry, the new GGF digital marketing toolkit and the latest developments on how glass is being used in digital media.

Members’ week also featured open forums and panel discussions on Brexit, Health and Safety, Technical, Training and Environmental issues. The online forums were particularly useful to hear Members’ concerns and views on the issues affecting their businesses. Only by listening to Members can the GGF form strategies to resolving issues and help Members.

2020 also saw departmental change at the GGF with new leadership and structure in our technical department with Ben Wallace and David Borland both being promoted to Senior Technical Officers, plus the appointment of James MacPherson as Health, Safety and Environment Manager. In addition, two new technical officers, Steve Chappell and Kevin Jones joined the GGF to further boost our technical team. In this edition of Glassi, there are special articles on the significant progress made in the areas of technical and health and safety.

On the marketing side the GGF can reflect on an outstanding consumer campaign in 2020. The Stay Safe with MyGlazing.com which offered consumers guidance on using glazing companies during COVID-19, has attracted over 135,000 consumers to MyGlazing.com and has also featured in over 120 consumer/lifestyle press publications with over 100 million opportunities to see the GGF and MyGlazing.com brands online and in the printed press. The campaign which ran from August to the end of November exceeded expectations and will continue to run in the first quarter of 2021.     

Finally with the Brexit Transition Period ending in a few weeks, there is still uncertainty whether the UK will leave the EU with or without a deal. Either way, the GGF will ensure you receive any relevant information as and when it happens. 2020 may have been a year we would wish to forget but we can learn from it. The last 12 months has demonstrated that the GGF is only as good as its Members and I would like to thank you all for your continued and exceptional support.

Have a happy festive break and a healthy and prosperous 2021.

John Agnew
Managing Director