Case Study

A green light for energy saving lighting...

Harvard Engineering is a leading company in the lighting controls sector with two product ranges in particular – the revolutionary LeafNut wireless monitoring and control system for street lighting and the CoolLED range of LED lighting drivers – that are capable of substantially reducing energy use and carbon emissions. All Harvard’s products are also manufactured in the UK, an important market differentiator in today’s climate.

Harvard
  • Brief

    • Increase awareness of Harvard in the UK, by promoting the company’s key products and strengths, particularly innovation and UK manufacturing
    • Increase awareness of the Harvard brand and the company’s key products to vertical markets
    • Cement the company’s position as a market leader for lighting controls
    • Showcase the importance of reducing energy costs and cutting CO₂ emissions
    • Highlight and showcase the benefits of controlling lighting
  • Recommendations

    • Develop a media relations campaign targeting key stakeholders in horizontal and vertical markets
    • Develop a targeted B2B social media campaign
    • Identify and enter recognised awards to cement Harvard’s position at the forefront of the industry
    • Develop a range of marketing collateral explaining the benefits of Harvard’s key product ranges
    • Use ‘hard-hitting’ facts to demonstrate the negative impact lighting is having on energy usage and the benefits of controlling lighting
    • Develop a range of case studies showcasing the benefits of installing LeafNut and CoolLED
    • Develop an email marketing campaign focusing on key activities
  • Results

    • Secured coverage in 32 UK trade publications, as well as 4 UK national newspapers
    • Resulted in 91 pieces of online coverage
    • Advertisements were placed in targeted trade publications
    • Visits to the Harvard website increased by 36%
    • Twitter followers increased from 229 to 819 in 12 months
    • Judges’ Choice winner of the Financial Mail’s Made in Britain Awards
    • Lux Magazine’s Manufacturer of the Year Award
    • UK National Finalist for the Innovation Award in the 2012/13 European Business Awards
    • Email campaigns averaged an open rate of 30% well above the industry average

What the client said

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The team at Shrewdd Marketing has done a fantastic job marketing Harvard Engineering and our products. It has successfully raised our profile across different market sectors in the UK and internationally, by strategically identifying opportunities and carefully planning the activities across a wide range of media.

Antony Corrie, President, Worldwide Sales

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