Polypipe has always invested in new technology and innovation to provide water management solutions that support the building industry and help to deliver better, more sustainable projects. With the negative effects of climate change within our built environments, Polypipe want to utilise its knowledge, expertise and drainage product portfolio to encourage the inclusion of Green Infrastructure in the design of new developments, whilst also making space for water.
Subsequent information we need to convey will include the need for more green spaces, to encourage biodiversity into our towns and cities, provide amenity and wellbeing and ensure, moving forward, that our cities become more resilient. This will firmly establish Polypipe as the ‘go-to’ provider for smarter drainage solutions and reaffirm the company’s market-leading position within this sector.
A suite of collateral including a Positioning Brochure, which provided solution-based information, and was used in country-wide seminars and events. The document supported the Polypipe sales team whilst helping build brand awareness for both Polypipe and the need for GI.
As the momentum increased throughout the year, with the introduction of an industry-focused press campaign, Microsite, eDM bulletins, digital campaigns and social media posts, the message was about to be taken up a notch. Meticulously planned, a launch event; an exclusive high-profile conference held at the prestigious Institute of Civil Engineers in London, provided invitees with a quality insight to GI and making space for water. Polypipe organised the attendance of esteemed specialists from across the industry to share their knowledge, covering a range of topics from Blue/Green roof design, Urban Heat Island and passive irrigation to multifunctional benefits and how to make cities smarter to combat the effects of climate change.
To complement previous communications, a suite of collateral was produced for the invitations, eDM communications, InfraGreen Conference ‘at-event’ graphics and pull-up banners. To ensure interest for further conferences, video snippets of the conference, including useful information from the Guest Speakers, were made available through a registration scheme via new eDM communications.
And to end the first quarter of 2019 in spectacular fashion, SLG supported Polypipe at Futurebuild 2019. Not only did we design, commission and help install one of the finest, most engaging stands showcased at the Green Infrastructure event in London, but we also launched the 220-page Polypipe Design Guide. A fully-considered and informative reference piece with the information to enable users to identify the negative aspects of building without Green Infrastructure (GI), as well informing how to address these issues and, with a useful technical section, how to specify the best products to inspire Green Urbanisation.
Whilst the campaign is on-going, the uptake to date has been extremely positive, in particular, full attendance at the InfraGreen Conference and a glowing appreciation of the Design Guide from Jan-Carlos Kucharek, Chair, Senior Editor/PIP Editor, RIBA Journal; describing the Design Guide as “the water management solutions and GI ‘bible’ for the industry.”