Image campaign “Building automation. The industry. The benchmark.”
VDMA, AMG Industry Association
The AMG Industry Association of the Germany Engineering Federation (VDMA e. V.) is the association of manufacturers of measurement, control and regulation equipment for heating, ventilation and air conditioning, building automation systems and providers of building management services. The approximately 60 manufacturers of automation technology for technical building equipment organised in the association, including the associated engineering services, generate a current total revenue of around 1.8 billion Euros.
Solution
We developed a cross-media image campaign that positions the industry association as a solutions provider for the future of urban living spaces with tangible benefits. The foundation of the image campaign is an online portal that presents the central role of building automation via four focus topics and addresses specific target groups. Based on a comprehensive marketing strategy, we designed a unique visual identity with a key visual for the image campaign. The online portal is the central information platform where the target groups can learn about all aspects of building automation via blog posts. Social media campaigns targeted relevant decision-makers in the real estate market, and extensive press work in specialist and consumer media ensured the necessary awareness of the industry and generated traffic to the portal.
Image campaign
The cross-media image campaign we developed highlights the relevance of building automation and speaks directly to the target groups at the decision-maker level. The communication centres on four focus topics. Based on a unique visual identity and a key visual, we implemented extensive digital and print measures that convey industry-relevant issues.
Online portal as a knowledge platform
The website serves as an online knowledge portal and is the centrepiece of the image campaign. Its UX design offers extensive content on the defined focus topics and dedicated pages for the various target groups. A blog with numerous articles communicates the role of building automation in a well-founded and understandable way to interest groups from policy, business and society.
A dedicated login area allows members to download individualised campaign elements for use in their own communications.
Blog
The core of the online portal - an essential part of the user experience - is the extensive blog, which we edit and continuously update with the latest articles. The content is defined during regular editorial meetings, and the range of content includes interviews, specialist articles and cases on numerous relevant industry topics.
The social media image campaign focussed on LinkedIn. For this, we created a LinkedIn focus page, launched an extensive content campaign as well as a paid ads campaign with single image ads. Both created awareness among the target groups and led to a rapid organic increase of followers and traffic on the online portal. In addition, numerous representatives of the member companies had their say in the video posts we designed and produced.
Public relations
Another key component of the image campaign involves communicating the role of building automation more effectively in the specialised and general press. In addition to press releases on current topics, we worked closely with our PR partner and the association to publish numerous articles relevant to the target groups in various publications.
Marketing toolkits
We developed marketing toolkits for member companies, providing partners with customised content for their own communication channels. The marketing toolkit includes materials specifically tailored to the member companies for online and offline communication, for use in presentations, or at their own events.
