The Water Environment Federation aimed to develop an integrated marketing campaign to promote sales of the new edition of “Operation of Water Resource Recovery Facilities”.
Based on The YGS Group’s successful partnership with WEF on previous and ongoing marketing initiatives, and our existing wealth of knowledge regarding WEF including its mission, products, services and audience segments, WEF partnered with YGS to launch the new edition of “Operation of Water Resource Recovery Facilities”, often referred to as the industry bible.
As the leader in the industry, WEF is charged with keeping industry language current, along with formulating and sharing ideas about the industry to continuously position WEF and water treatment as essential. By doing so, they hope to convey to industry members that they are valuable, and that together, they can get the job done effectively as well as enhance the perception of water treatment.
Through the discovery process conducted by YGS, several value propositions were gleaned to inform optimal positioning of the book and campaign elements, most importantly communicating the idea that members of the industry aren’t treating pollution, they are recovering valuable resources like water, nutrients and energy.
Based on that notion, and additional value propositions established, YGS created the ResourceFULL campaign, which specifically refers to both the book and the valuable resources target audiences recover. Through targeted messaging, and the campaign tagline, Reference the Best for Unparalleled Success, we highlighted how the book specifically helps readers do their jobs, keep their facilities current, advance their careers and contribute to their communities. Campaign design specifically ties to, how through referencing the information in the book, readers and their facilities can effectively recover valuable resources, nutrients, and energy that directly impact the community.