PRODUCT: BEMS and HVAC Controls

AUDIENCE: Building Service Engineers ~ HVAC Consultants ~ Specifiers ~ Estate Managers ~ Facility Managers 

CHALLENGE:

A Discovery Session with the senior marketing team identified the need to reposition Satchwell Controls beyond individual HVAC products.

The opportunity was to present Satchwell as a total solutions provider for medium- to large-scale Building Energy Management Systems, supported by advanced HVAC controls and its own dedicated service engineering team.

The challenge was to rebuild awareness, differentiate the brand from competitors reliant on subcontracted support and generate opportunities within specialist vertical markets.

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SOLUTION:

We developed the campaign platform:

“The wise rest assured in the knowledge—all’s well that’s Satchwell.”

This provided a consistent brand message across trade advertising, product launches, direct marketing, campaign microsites and sales support.

Campaign 1: Avoid technology lock-in

Audience: HVAC consultants and key specifiers

Message: “Don’t let others lock you into today’s technology.”

Activity: Trade advertising, a multi-fold direct-mail piece, campaign microsite and promotional items.

Campaign 2: Reduce energy costs

Audience: Hospital estate and facilities managers

Message: “What can you do in 30 minutes? Save 20% on your next energy bill.”

Activity: A two-stage dimensional mailer supported by follow-up sales calls.

OILING THE WHEELS OF SATCHWELL

Strategy: Brand Discovery Session, repositioning and campaign planning

Creative: Campaign platform and sector-specific concepts Advertising: Trade, technical, national and international media Direct Marketing: Targeted vertical-sector programmes Digital: Campaign microsites and online advertising Media: Planning and buying across print and digital channels Lead Generation: Integrated campaigns supporting sales follow-up

RESULTS

The campaign made Satchwell Controls a talking point again and contributed to an increase in tender opportunities.

Campaign 1

• 600 direct-mail pieces distributed;
• 2% direct response;
• 12% increase in microsite traffic.

Campaign 2

• 400 mailers distributed;
• 77% of recipients accepted a follow-up call;
• 31 sales meetings arranged.

The campaign demonstrated that even difficult-to-reach specifiers and facilities decision-makers could be engaged through focused, integrated activity.