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Leading cable management manufacturer, Marshall-Tufflex has been shortlisted in the 'Marketing Initiative of the Year' category at the forthcoming Electrical Industry Awards to be held in October.
The campaign concerned, “Reassuringly Recycled – A Window into Cable Management” was launched in 2018 and is dedicated to promoting the use of recycled materials in manufacturing PVC-U cable management.
A creative campaign, including print and digital adverts and a campaign video was executed to encourage the electrical industry to consider sustainability when supplying and specifying cable management. This put Marshall-Tufflex employees in the spotlight to highlight their commitment to sustainability and passion for the campaign’s messages.
“We are delighted to have been shortlisted for the awards,” said Marshall-Tufflex CEO Paul Hetherington. “Particularly as our own staff were featured in the creative aspect of the campaign. Our marketing team were tasked with communicating our message at all levels in order to reach a wide trade audience. Awareness about recycling has certainly increased and the trade press has also shown a notable interest. The campaign is at the centre of our marketing strategy and will continue to be going forward,” added Paul.
The key campaign activity included:
An advertising campaign across all relevant trade press.
An e-marketing campaign targeting electrical industry professionals.
A social media campaign across Facebook, LinkedIn, Twi
Digital media banners hosted across key online titles, including Electrical Times, Electrical Engineering, Voltimum and BSEE.
A range of content hosted on the Voltimum website – a key electrical portal.
A campaign video shared across social media and online.
Integration of key messages into the catalogue - including the recycled content statistics for each product.
16 pieces of editorial copy on recycling agreed in key trade titles - the message has also been mentioned in other pieces as a key consideration when specifying.
An online calculator to find out how much recycled content is used in each Marshall-Tufflex product.
The campaign is ongoing with activity scheduled throughout the coming months. This includes a direct mail campaign that will be hitting the desks of Electrical Engineers during September.
Click here to find out more about the Electrical Industry Awards.
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