Building Bridges with the UK Construction Industry

J.D. Edwards makes customers stronger, enabling them to solve their most important business challenges. The company offers collaborative enterprise software as well as consulting, education and support services.

Reaching an untapped audience

J.D. Edwards were conscious that they had not communicated the benefits of their tailored solution for the construction industry to prospects in this marketplace, and therefore asked Anderson Baillie/Borg to provide proposals for a campaign to reach this as yet primarily untapped audience.

Lead generation

J.D. Edwards’ objective was to deliver their proposition to the target audience, and generate leads to a planned event with their partner Asta.

The construction industry had not been exposed previously to the J.D. Edwards ERP proposition and the business benefits that it could deliver. Through a small reseach programme it became clear that the target audience group were in a laggard stage when it came to reactions to marketing material.

Tailored content

In their execution of the project, Anderson Baillie/Borg therefore felt that it was important for the campaign to adopt a creative approach to ensure a high impact in this sector. Feedback from the sales consultant at J.D. Edwards with their insight into this sector was key to ensure that our format and content was highly tailored to the audience.

The campaign took the form of a library of mailers sent out in 4 stages over a month with a folder to store them in. A campaign microsite was developed for delegates to register, which in turn acted as a data capture device and delivered content in support of the offline campaign. Anderson Baillie/Borg handled all registrations and delegate liaison via email in the lead up to the event, as well as offering their hotline service for telephone registrations.

High awareness

The campaign generated high awareness in the target audience and leads to the event in December, with 35 key delegates attending and a further 30 requests for further information.

Philippa White, J.D. Edwards’ Account Director at Anderson Baillie/Borg, gives an insight into the challenges faced in the execution of the campaign:

"Our challenge was to adopt an integrated approach to meet both sales and marketing objectives. Our relationship with J.D. Edwards was key in ensuring that the focus of the campaign was maintained right through to delivery."

Jeremy Froggatt, Sales Consultant, J.D. Edwards commented:

"We wanted a marketing campaign to support our sales initiatives in the promotion of our tailor-made solution for the UK construction industry. We had developed this solution in conjunction with key industry specialists and were aware that we needed to position ourselves appropriately in this sector. Anderson Baillie/Borg developed a highly impactful campaign, which successfully generated important leads to the event. We have since qualified 15 of those leads so we would regard this campaign as a good example of highly focused marketing to a specific vertical sector."