CLIENT
Pilkington Fire Protection Glass
MEDIA
ArchitectureBoston magazine (bi-monthly) plus online, custom publications and events.
The official magazine of the Boston Society of Architects, the 7,000 member local chapter of the American Institute of Architects.
OBJECTIVES
Harness synergies of online, direct marketing and magazine advertising to promote glass performance
Campaign emphasized simplifying the specification process for fire protection glass while spotlighting Pilkington's performance advantages. Assisted architects in navigating the complexity of International Building Code and Underwriters Laboratories certifications. Highlight product categories where Pilkington Glass meets and exceeds IBC and UL standards.
COMMUNICATIONS PLAN
• Establish online presence on one of the highest viewed pages of the BSA website, Calendar.
• Educate the market on Underwriters Laboratories website and specifications via inserts in the
BSA monthly Chapter Letter
• Promote Pilkington's glass performance advantages via print ads in ArchitectureBoston magazine
By adding ArchitectureBoston media to a national advertising schedule, Pilkington cost efficiently gained ad impressions in a market estimated at $9 billion in construction spending while harnessing the influence of architects in firms working on local, national and global projects.*
* Forbes construction spending analysis February 2016
RESULTS
Goals in terms of leads, inquiries and requests for glass samples achieved. Advertising on architects.org resulted in higher percentage of visits to Pilkington site than produced by a national media competitor.
