McGraw-Hill Construction

Background:

McGraw-Hill Construction’s Sweets catalogs have for 100 years been the resource of choice for those who design, build and specify products used in the building trade. With the instant updating capability available online, McGraw-Hill launched an online version of the catalogs with numerous value-added properties.

Challenge:

Make architects, engineers, builders, manufacturers and product specifiers aware of the new website, the most comprehensive online interactive portal in their market, and start to use it as a matter of routine.

Solution:

Develop two digital and print campaigns. The first campaign, “To some, it’s a…,” followed and used images selected specifically not only for their relevance to the market, but also for their visual appeal to the aesthetic and creative sensibilities of the target audience. The second campaign, “Go to…,” used a more product-specific approach. Both campaigns utilized print ads, banner ads and email to entice readers to log onto a demo of the new website and enter a sweepstakes — a chance to win a trip to a prestigious architectural event in Venice or a monthly digital camera drawing.