EMC (Energy Management Collaborative) provides leading-edge LED Lighting + Technology solutions for a broad range of customers. To ensure long-term growth, EMC partnered with Br8kthru to rebuild the foundation of its brand identity and launch a brand awareness campaign. Supported by a colorful and refreshed creative look, refined key messaging, and a brand campaign video, Br8kthru employed a multi-channel amplification strategy to help EMC gain recognition and start online lead generation.
Discovery + Analysis
In retail, commercial and industrial spaces, the conversion from fluorescent lighting to LED lighting technology is inevitable. It’s not a question of if businesses will switch over, just a matter of when.
Despite the bottom-line savings and sustainability of LED systems, businesses that could benefit from the upgrade are still reluctant due to:
1) Initial investment costs
2) Lack of knowledge around long term benefit
3) Limited alternatives due to the manufacturer’s isolated technology
Strategies + Tactics
It was essential that EMC be positioned in the market not only as the leader in lighting solutions, but the #1 educator and resource for potential customers. Br8kthru began by conducting interviews with key stakeholders to reveal what really sets EMC apart when helping customers with their lighting needs. With the core messaging in place, we created a look + feel to match the modern campaign and equip EMC to hit the market running.
Through a series of creative brainstorming sessions, Br8kthru and EMC mutually embraced Illuminating Potential as the theme; an ode to EMC’s commitment to helping customers realize the potential of today’s lighting options. EMC looks to the future with the integration of lighting technology and Internet of Things and “smart lighting” that is connected via a network. Illuminating Potential positions EMC as a long-term partner even after businesses have embraced LED lamps.
Br8kthru then employed a variety of tactics to span the digital landscape:
Launched a paid media campaign across Google Ads, Display Network + LinkedIn
Produced creative assets for multi-channel content marketing (social, articles, etc.) + proactive monitoring
Crafted an email workflow for deployment in Eloqua
Created original content to support potential customers with their research
Designed + developed a campaign-specific landing page
Created a high-caliber brand video to support the launch as well as micro-content videos for easy sharing on social channels
31% Increase in website traffic
48% Increase in new site users
36% Completion rate for video ads