Commercial & Industrial

Market
In order to defend market share for ZINCALUME®, GALVASPAN®, COLORBOND® and DECKFORM® steels against imported steel, BlueScope Steel launched an integrated campaign combining four of its brands used in the commercial & industrial building industry.

Communications
The main objective of the campaign was to educate the target audience and create awareness of the benefits and business advantages of specifying BlueScope Steel brands.

Because of the on-the-ground presence of BlueScope Steel, the builder and building owner receives inherent advantages, to which there really is “no equivalent”. BlueScope Steel products are guaranteed to meet Australian Standards and have been proven for 20, 30 and 40+ years in Australian conditions. This benefits the builder, building designer and owner by considerably reducing the risks associated with regulatory compliance and public liability. Critical issues that every specifier, builder, engineer and contractor must consider.

The on-the-ground presence of BlueScope Steel also means that specifiers can leverage the technical support based on a wealth of local knowledge. This means that specifiers can be sure their specifications are accurate and the correct materials are being used.

The campaign targeted specifiers within the commercial market, including architects, designers, builders, building owners, engineers, property developers, purchasing officers, roof fixers and project managers.

A direct mail was sent to approx. 29,000 specifiers to raise awareness of the features and benefits of specifying BlueScope Steel commercial & industrial products. It appealed rationally and emotionally, encouraging recipients to provide feedback on BlueScope Steel products. For each person’s feedback, BlueScope Steel would donate $50 to the Salvation Army Drought Appeal.

Other media used to support the direct mail included advertising in Metropolitan newspapers and national trade magazines, online banner ads on association websites and SteelSelect.com, as well as emails and newsletters to Steel Select members.

Our integrated campaign also aimed to encourage new membership and usage of SteelSelect.com, which provides tools to help building professionals research, select and specify steel construction solutions.

Results
The direct mail campaign was received by more than 29,000 specifiers in the commercial & industrial market. The email to Steel Select members was sent to more than 5,000 members, which includes Architects, Engineers, Project Managers, Construction contractors, Builders and many others. The figures for SteelSelect.com for the months of the promotion show a 16% increase in usage of the site and specification tools.

Advertising appeared in the property section of national daily newspapers, architectural, builder, engineer and construction magazines allowing us to reach the vast majority of Australian commercial building specifiers and developers with the desired frequency.