‘…Everything’ with Glidevale Protect
Adam Ford, director of technical & marketing at Glidevale Protect, said: “Harris Creative’s ability to understand and distil what was quite a complex campaign message into something simple, flexible, and appealing was impressive throughout this process.
“Our experience of working with the team – now across a broad marketing spectrum – has been nothing but positive, and we are certainly reaping the benefits of working with an agency that not only champions the impact of marketing, but fundamentally understands our customers within the construction sector too.”
The mission: building the brand and filling the order book
In 2020, Harris successfully delivered a new website for Glidevale Protect, a specialist provider of construction and roofing products backed by Wienerberger. The success of the site led to Glidevale Protect appointing us as the company’s creative agency, tasked with conceiving of and delivering a campaign to build brand awareness and increase order book value.
The campaign not only needed to grow brand awareness, highlighting and clarifying Glidevale Protect’s product and service offering, reaching different segments of its customer base, including architects, main contractors, and specialist installers, and ultimately increasing sales leads. Glidevale Protect had previously operated as two different divisions – as the two companies of Glidevale and Protect, both part of Building Product Design, had merged to become one -and the campaign had to present a unified message.
Our marketing strategy: ‘…Everything’
The campaign comprised two strands: ‘Choice is Everything’, focusing on the breadth of Glidevale Protect’s product range and its expertise, and subsequently ‘Innovation is Everything’, where we communicated the company’s ability to deliver on Net Zero principles and react to changing building regulations. Strong visuals were key to this clear messaging and our experienced design division was up to the task.
Harris Creative’s bold imagery – with its strong tagline and arresting red lines – appeared in print adverts in the construction press, on dedicated landing pages, social media graphics, animated videos, e-marketing, and email signatures, providing multiple touchpoints for potential customers to get the ‘…Everything’ message.
What the campaign achieved
- Drove over 2,000 visits to campaign landing pages
- Engaged over 2,500 recipients through e-marketing
- Resulted in delivery of more than 500 CPD modules
- Generated in excess of 200 sales leads
- A 140 per cent return on investment for Glidevale Protect
The impact: Becoming Glidevale’s go-to marketing partner
As a result of this successful strategy and execution, our remit with Glidevale Protect has expanded to include other creative work including event collateral and brochures, as well as PR and social media management. We now work with Passivent, a sister company, and Building Product Design, the umbrella company, too – and look forward to extending our partnership further in the future.