Triacta: Generating Green Leads

The Challenge

New Ontario legislation allowed condominium associations to implement submetering – creating a new and lucrative market opportunity for Triacta.  However, few condo associations were familiar with either the legislation or the benefits of submetering.  Fewer still knew how to get started.

The Way Forward

Education was the key success factor to this demand creation campaign strategy.  Marketing to condominium associations was a bit like marketing to wild animals - they have no addresses, titles, and are transient in nature - so it was important to create some real market pull! An information-based and education-focussed micro-site was developed to educate key audiences and drive demand for Triacta submeters.

Success points:

over [50%] recipient engagement; we filled the pipeline!

Tactical Elements

Targeted Micro-site
Direct Mailer
Condo Association “Tool-kit”
Newsletter template and content
Technical diagrams (that didn’t look technical)

Customer quote:

"Pensante is fantastic. They bring a creative, but realistic approach to the table. That means that we can count on results. Bravo Pensante"

Triacta Website