A new brand and integrated campaign for an approved installers scheme that exceeded targets
Marshall-Tufflex needed a new campaign to drive demand at the wholesalers and help them 'own' the Energy Management sector in the UK.
We carried out research amongst electrical contractors and found that many of them didn't understand Energy Management, and many of their customers didn't either. It became apparent that if we could establish Marshall-Tufflex as the source of Energy Management knowledge, this would help the client take ownership of the sector.
Marshall-Tufflex had already trialled a pilot scheme. Our recommendations included renaming the scheme and giving it a contemporary and confident brand feel.
E-PRO was conceived to gain buy-in from electrical contractors and grow the approved installer network, thereby creating more demand at the wholesalers. The client wanted a strong campaign with longevity that could be delivered across multiple-channels.
Remedy produced branding; a website incorporating an installers login area with energy savings calculator; digital advertising; email marketing; trade press advertising; trade advertorials; welcome packs; merchandise and wholesaler point-of-sale. We also secured Electrical Times, a leading trade magazine, as media partner.
The main aim of the campaign was to encourage electricians to want to be approved installers. A target was set to grow a network of 100 installers in the first year – the client recruited 120 in the first 2 months!
A happy client
"Thank you to all the team for your hard work creating all the aspects of our E-PRO campaign. We were so impressed with the bold concept you pitched and it is now fantastic to see all the elements come together. The vibrant creative has made a big impact in the market place and helped increase the awareness of our Approved Installer scheme, the response has been overwhelming."