HVCA Business Plus was introduced as an ‘umbrella brand’ to overarch the seven companies and brands belonging to trade association HVCA (Heating and Ventilating Contractors’ Association). These seven brands sold a wide range of products and services, but to similar clients. By bringing the brands together, HVCA Business Plus gave them the increased power and cost efficiencies of shared marketing communications.
My copywriting service
I provided a wide range of copywriting services to the HVCA in my role as Account Director with marketing communications agency PRG. This included newsletter copywriting and editing, with responsibility for deciding the publications’ contents and page allocations. The newsletters were direct-mailed to the trade association’s members and distributed to 90,000 recipients as an insert with trade journals.
To capture readers’ attention, the newsletters provided useful real-world business advice, with short stories containing tips and quotes from experts within the HVCA companies. This required me to research and write about a broad range of subjects. A 16-page handbook, published when the recent economic recession was just beginning to bite, was titled and themed as a ‘Survival Guide.’ The success of this, as measured in increased website traffic and enquiries, meant that it was followed-up a year later by another booklet, this time running to eight pages, titled ’10 Tips To Beat The Recession.’