CLIENT
National Grid
MEDIA
ArchitectureBoston magazine 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
Helping architects add value to clients' projects through promotion of energy efficiency
Multi channel program encouraged architects to involve National Grid’s “Build Smart" team of energy efficiency experts early in the design process. Early collaboration between design team and utility helps the architect expand business capability while enhancing ROI for their clients with financial incentives, lower operating costs and increased building value.
COMMUNICATIONS PLAN
•Develop a high profile at BSA Industry Events
•Generate an online presence; architects.org
•Launch print advertising in Architecture Boston rotating full and half page four color ads
Engage architects at Northeast’s largest design show, ABX and with sponsorships of BSA events such as the annual golf tournament. Drive traffic to the National Grid Build Smart website with sponsorship of Currents, The BSA e-newsletter. Reinforce Build Smart value proposition with four color full page ads in ArchitectureBoston magazine.
RESULTS
Requests for consultations and presentations with the Build Smart team exceeded expectations. Client increased investment in ArchitectureBoston and BSA media by 5% per year over three years.
