The Heating & Ventilating Contractors Association (HVCA) – now called the Building & Engineering Services Association (B&ES) is the leading trade association for building services engineering contractors in the UK that offers an extraordinarily wide range of products and services to its members.
Due to varying levels of understanding and knowledge of the company’s brands and what they individually offer, the HVCA requested PRG’s assistance to increase overall brand awareness.
We devised an overarching brand called ‘HVCA Business Plus’ and created the brand’s purpose, name, marketing communications strategy and strapline ‘You’ll be surprised what we can do for you.’
The launch consisted of B2B branding exercises, with 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 – at which the HVCA’s President and journalists took part in an indoor skydiving session.
As part of the advertising campaign, we designed and produced a ‘Survival Guide,’ a 16-page handbook distributed to 91,000 recipients via trade publications. This was followed in 2009 with an eight-page newsletter with the cover theme ’10 ways to beat the Recession’.
We 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.
Our B2B marketing strategy for the HVCA was a huge success achieving widespread trade coverage in print and online. We were also asked to rebrand the HVCA Business Plus website to B&ES Business Plus, following the Association’s name change.