Making Promat the go-to for structural steel fire protection
Process
Audience insight interviews
Brand awareness research
Campaign strategy and messaging
Content planning
Creative concept development
Scenario-led guide writing and design
CPD and supporting sales collateral
PR planning and delivery
Paid media planning and delivery
Trade media and social rollout
Performance tracking and optimisation
The Challenge
Promat wanted leads – and its audience wanted help.
Structural steel fire protection is scrutinised more intensely than ever before. With testing changes and tighter accountability, specifiers, installers and fire consultants can be cautious about definitively stating what’s ‘right’ for a project.
What works on one project won’t automatically work on the next. And if guidance isn’t clear, teams can end up best-guessing.
Promat had the expertise and tested solutions to de-risk decision-making. But awareness of its structural steel offer was lower than it needed to be, especially among specifiers.
We had to earn trust – and leads – without relying on drearily dry technical tomes.
The Response
We built the campaign around an accessible, specifier-friendly guide to passive fire protection for structural steel. Written in a scenario format, it worked as a quick, go-to reference.
The accompanying creative was designed to be scroll-stopping and conversation-starting, while remaining technically sound.
From there, we used PR and paid activity across social and trade media to drive downloads and enquiries, supported by a suite of sales and learning assets.
