Case 14 / Campaign delivery
The strongest technical campaigns start with the approval problem the customer wants to avoid.
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Evidence note: Results retain the supplied evidence label and reporting context. Attributed or estimated results describe the available record, not an unsupported claim of causation.
A New South Wales road and infrastructure requirement meant that post-installation drilling damage could trigger additional design-change review and approval. The market did not need another generic handrail promotion. It needed to understand the programme risk, bureaucracy and delay that could be avoided by considering a non-drill solution earlier.
I built an education-led campaign around the decision point. The message began with the design and approval burden, then introduced non-drill edge protection as a way to address the issue during planning. The campaign combined a technical flyer and brochure, explanatory content, EDMs, search activity and a LinkedIn download so buyers could move from awareness to evidence.
The non-drill brochure reached print, the campaign entered market across multiple channels and the team had a coherent message that sales could use in live civil opportunities. Instead of advertising a component in isolation, the work made the customer's approval risk the centre of the campaign and created a reusable platform for later technical education.
I turn standards and engineering detail into a buying reason without oversimplifying the evidence.
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