Case study

Lighting the way forward

Harvard Engineering is a leading company in the lighting controls sector. The company’s LeafNut wireless monitoring and control system for street lighting is capable of substantially reducing energy usage and carbon emissions. The company was keen to ‘increase awareness of LeafNut within UK local authorities and stakeholder groups, highlighting the benefits of dimming street lighting rather than switching them off.

LeafNut
  • Brief

    • Showcase LeafNut’s innovative aspects and lifecycle benefits – wireless, reduces energy usage/costs, CO2 emissions, dim street lighting, ease of maintenance and management 
    • Highlight the impact and the savings that can be made by installing LeafNut 
    • Overcome the barriers with regards to the installation of new street lighting technologies, such as high cost, no overall ‘standard’, etc
    • Cement LeafNut’s position as the market leader
    • Promote the fact that the product has been entirely developed and manufactured in the UK
  • Recommendations

    • Identify and enter awards to  highlight LeafNut’s position as a leading innovative product   
    • Develop a media relations campaign aimed at key stakeholders, explaining the benefits of dimming  street lighting to reduce energy, cut emissions and the associated costs
    • Develop a social media campaign highlighting the savings that can be achieved by installing LeafNut
    • Develop a range of marketing collateral, explaining the benefits of LeafNut
    • Use ‘hard hitting’ facts to demonstrate the negative impact current street lighting is having on energy usage
    • Develop a range of case studies showcasing the benefits of installing LeafNut
    • Develop an email marketing campaign focusing on key events such as exhibitions and award entries
  • Results

    • Advertising Value Equivalent for the media relations campaign was £132,688.23
    • Visits to the Harvard website, detailed at the end of all articles and on adverts, increased by 36%
    • A Twitter campaign was executed, with followers increasing from 229 to 819 over 12 months
    • Harvard won a number of awards including, the Financial Mail’s Made in Britain Awards
    • Leads generated from exhibitions for 2012 currently stands at 950
    • Harvard’s email campaign list averages an open rate of 30%, 8.1% above the industry average of 21.9%. The click through rate for each campaign is also always above the industry average of 3.6%

What the client said

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Shrewdd has been instrumental in raising the profile of LeafNut over the past few years. The solution is now seen as market-leading and a large part of this is down to the marketing campaign. We look forward to working with them on similar projects in the future.

James Osborne, Marketing Executive

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