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Werner Electric

We built a campaign and collateral that helped a mid-size contractor audience learn how Werner can help them get the job done.

The Challenge

Develop a campaign focused on informing mid-size contractors about Werner’s lighting and controls capabilities.


Werner Electric has been in the electrical distribution business since 1920. It’s well-known in the Upper Midwest for supplying contractors — from mom-and-pop shops to big, corporate builders — with everything electrical you’d need to construct a building.

In that range of companies served by Werner, there’s a sweet spot in their lighting and controls business: Werner Electric is a mid-size contractor’s best friend because it handles design, supplying, shipping, staging, and storing for lighting and controls jobs, freeing the contractor up to focus on customer service and growing their business. However, those mid-size contractors generally didn’t know that Werner’s in-house experts can take whole projects off their plate and knock it out of the park. We set out to create video, print, and web content that helped contractors learn about Werner’s capabilities.

Our work

We conducted extensive discovery — sitting with Werner’s lighting experts, studying the competition, and researching the folks they wanted to reach — and used those hours of research to inform a high-level messaging strategy that could apply to myriad content pieces and channels.

As part of the campaign’s first phase, we created an industrial-themed, brand-centric brochure that helps explain all that Werner offers from a lighting and controls perspective. We complemented the print piece with a phased email approach and corresponding web copy.

Werner makes the complicated process of lighting control for commercial buildings simple — and we aimed to convey the same feeling in the brochure. We created a custom, illustrated graphic that walks the reader through the entire project lifecycle, from spec, design and budgeting, to inventory inspection, delivery and installation, and finally, ongoing support, flexible payment terms and warranty support.

The result is a multi-channel campaign that creates awareness and helps reps explain in simple terms all that Werner has to offer in the lighting and controls space.

Work with an agency that reaches your audience from new angles.

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