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HVCA Business-to-business branding
The HVCA, the leading trade association for building services engineering contractors, offers an extraordinarily wide range of products and services through a group of companies with eight different brand names. Awareness of the brands, and what they offer, varies considerably.
PRG recommended the launch of an overarching brand, HVCA Business Plus, to attract Internet users who search for a particular type of service or product without knowing that it can be found at one of the HVCA’s companies. PRG devised the brand, its name, its marketing communications strategy, and its slogan, ‘You’ll be surprised what we can do for you.’
To promote the brand, PRG ran an advertising campaign in trade publications with the theme, “I didn’t know you could do that!” This theme was echoed in the choice of imagery, which showed people doing extraordinary things, and in the press launch - also conceived and organised by PRG - in which the HVCA President and journalists participated in indoor skydiving.
As part of the advertising campaign, PRG designed and produced a ‘Survival Guide,’ a 16-page handbook distributed to 91,000 recipients via trade publications.
PRG also created the website for the new brand, taking care of all aspects – content research, copywriting, graphic design, site architecture, hosting, and search engine optimisation. The website catches potential customers searching for the types of products or services offered by the HVCA group of companies, communicates their benefits, and feeds through to the websites of the Association’s other eight brands.
HVCA Business Plus – helping building services engineering contractors operate more efficiently and more profitably
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