Case 14 / Campaign delivery
Approval burdens made the non-drill edge-protection offer relevant during design and planning.
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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. Buyers needed to understand the programme risk and approval delay that could be avoided by considering a non-drill solution earlier.
Rolfe Marketing 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. A technical flyer and supporting campaign content moved buyers from awareness to engineering 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. Customer approval risk became the centre of material that could support later technical education.
The campaign made approval burden the buying issue and used engineering standards as supporting evidence.
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