City of Sydney
Case study of a global omnichannel promotional campaign ipsum dolor sit amet, consectetur adipiscing elit. Curabitur tincidunt mollis ante non volutpat. Nam consequat diam nec leo rutrum tempus.
“Thanks for your efforts, we had a good result...it's the best money we ever spent!”
“Thank you for contacting us about the City of Sydney TRIRIGA EOI/RFP. We have downloaded the documentation.”
The City of Sydney is the Local Government Authority (LGA) for Sydney's central business district (CBD) which covers a geographical area of 26.15km², and serves 208,000 residents and 2.1 million visitors every day. To support its functions, the City owns an extensive and varied portfolio of over 250 properties which it occupies as a tenant in addition to leasing out. Buildings range from the heritage-listed Sydney Town Hall and Town Hall House office tower to community centres, libraries, childcare facilities, aquatic and sports centres, and retail spaces including The Queen Victoria Building (QVB).
Client Overview
The City of Sydney is the Local Government Authority (LGA) for Sydney's central business district (CBD) which covers a geographical area of 26.15km², and serves 208,000 residents and 2.1 million visitors every day. To support its functions, the City owns an extensive and varied portfolio of over 250 properties which it occupies as a tenant in addition to leasing out. Buildings range from the heritage-listed Sydney Town Hall and Town Hall House office tower to community centres, libraries, childcare facilities, aquatic and sports centres, and retail spaces including The Queen Victoria Building (QVB).
The Council of the City of Sydney had previously experienced significant challenges attracting a sufficiently high calibre audience of bidders for an Expression of Interest (EOI)/Invitation to Tender (IOT) competition relating to the city-side implementation of an IBM TRIRIGA Integrated Workplace Management System (IWMS) that required remediation expertise (relating to a pre-existing installation of the software) and additional implementation across its portfolio of buildings.
Remediation & Implementation project which had previously been promoted and advertised extensively by B2B publications in the Asia-Pacific region, and globally - a core requirement of its public procurement process, and contacted FM Industry for assistance after revisiting and re-publishing the tender.
, and internationally Australia and internationally. in Australia and of suitable bidders y qualified system integrators for the A previous tender notice failed to attract sufficiently qualified integrators, and the requirements for city-wide IWMS implementation further limited the pool of eligible IT integrators globally. Despite these challenges, the Council was determined to find a suitable bidder and proceeded with a promotional campaign during the Covid-19 pandemic.
The Challenge
Reaching narrow-scope audiences in the multi-disciplinary facilities management industry can present challenges even for recognised global providers of technical products and services, and often requires a sophisticated approach that breaks down silos to target specific roles with specific responsibilities for specific functions relating to a building's operations.
Client Overview
The Camfil Group is a manufacturer and developer of air filters and clean air products with more than 5,200 employees in 24 production units and R&D centres in the Americas, Europe and Asia-Pacific.
Headquartered in Stockholm, Sweden, Camfil generates US $1 billion in annual revenue predominantly from sales outside its domestic market. The company's business is to provide customers with air filtration products and services within four main segments: Air Pollution Control, Filtration Solutions, Power Systems and Molecular Contamination Control.
Client Objectives
Following the post-Covid-19 building re-openings in several countries in 2021-2, Camfil sought to educate and inform facilities and building maintenance and engineering personnel with responsibility for HVAC systems in their organisations about the benefits of high-efficiency particulate air (HEPA) filters - a type of filter for Air Handling Units (AHU) that theoretically removes at least 99.97% of dust, pollen, fungal spores, bacteria, viruses, and other airborne particles with a size of 0.3 microns (µm) - by promoting a series of whitepapers and videos.
The branding element of Camfil's promotional mix focused on raising awareness in the following specific geographies: UK, DACH (Germany, Austria and Switzerland), and the Gulf Co-operation Council (GCC) region.
Camfil's final objective was to generate and nurture interest from prospective customers who would be willing to receive specific information from its regional business development and/or be contacted with a view to arranging site visits to inspect AHUs that might need updating or replacing.
Omnichannel Campaign
Following consultations with the client, it was decided to implement an omnichannel lead nurturing campaign which would focus on generating interest in the series of whitepapers that was to be authored monthly by its in-house technical team, supplemented by:
(a) Branding
- Standard run-of-site display and native ads campaigns to increase awareness of the Camfil brand.
- High-impact display ads promoting new whitepaper launches.
- Monthly newsletter sponsorship.
(b) Knowledge marketing /Lead Nurturing
- Online articles authored by the FM Industry editorial team raising awareness about the company's in-house research activities.
- Client-contributed articles on HEPA air filtration technologies authored by independent 3rd parties
- Company products and solutions announcements promoted on FMIndustry.com.
- Implementation of a dedicated microsite to funnel visitors to a dedicated online space with additional resources (including videos) supplied by the client.
(c) Account-based Management
An account-based management (ABM) strategy was implemented with targets on in consultation with the client, combining direct telephone and social media outreach to a core group of 14 global IT integrators identified as
marketing and social media outreach and social media the identification and at 16 implemented in order to reach the narrow-scope audience Combination of sponsored newsletters and (solus) eBlasts sent to recipients from FM Industry's newsletter database filtered by job title/function and country.
Campaign Outcome
Tendering Authority
The campaign delivered on its objectives which was its intended promotional objectives and delivered 750+ qualified leads.
Outcome