Integrated B2B Campaign Design for a Lighting Retrofit Program

Project Overview

Fromm needed a coordinated campaign to promote LEDVANCE retrofit lighting solutions to institutional and industrial customers. The campaign focused on a clear customer benefit: helping facilities upgrade outdated lighting to modern, more efficient LED technology without full fixture replacement or major disruption to daily operations.

The goal was to create more than a set of promotional graphics. Fromm needed a full campaign system that could support customer awareness, sales conversations, lead generation, internal training, and product education. The campaign had to explain a technical lighting retrofit offer in a simple, practical way while giving the sales team clear tools to promote free facility lighting assessments.

The campaign centered on the message: Upgrade Your Facility Lighting Without Disruption

This message connected directly to the primary customer concern. For industrial facilities, downtime can interrupt production, warehouse operations, maintenance schedules, and employee workflow. For institutional facilities, disruption can affect classrooms, offices, patient areas, municipal buildings, and public spaces. The campaign positioned LEDVANCE direct replacement lamps as a practical upgrade path that could improve energy efficiency, reduce maintenance demands, and modernize facility lighting without tearing out existing fixtures.

The final campaign included customer-facing flyers, email assets, social media graphics, a public landing page, an ROI calculator, an assessment request form, a quick-reference SKU sheet, internal sales materials, an internal SharePoint campaign hub, and a campaign brief presentation for the sales organization.

The Challenge

LED retrofit lighting can be a technical and product-heavy category. Fromm needed to promote specific LEDVANCE products without overwhelming customers with part numbers, specifications, or unnecessary complexity.

The challenge was to simplify the offer into a clear value proposition that would resonate with facility decision-makers.

The campaign needed to answer several customer questions quickly:

1. Can we upgrade our lighting without replacing every fixture?
2. Will this interrupt our operations?
3. How much energy could we save?
4. Are rebates available?
5. Which products are right for our facility?
6. How do we get started?

At the same time, the campaign had to support Fromm’s internal sales goals. The selected LEDVANCE products were tied to inventory strategy, sales opportunities, and application-based selling. The marketing materials needed to help account managers identify retrofit opportunities, start conversations with the right customers, and hand qualified opportunities to lighting specialists for facility audits, rebate evaluation, ROI analysis, proposals, and follow-up.

The Strategy

The campaign used a consultative sales approach instead of leading with a product promotion. The primary offer was a free facility lighting assessment.

That offer gave customers a low-pressure way to begin the process while giving Fromm a clear lead-generation path. A Fromm Lighting Specialist would review the customer’s current lighting, identify retrofit opportunities, evaluate rebate eligibility, and provide a facility-specific upgrade plan with projected savings and product standardization recommendations.

The campaign was built around two primary market segments:

Industrial

This audience included manufacturing facilities, warehousing and distribution centers, production spaces, maintenance departments, MRO teams, storeroom managers, plant facility managers, and operations leaders.

The industrial message focused on reducing energy costs, improving visibility, lowering maintenance labor, simplifying MRO inventory, and upgrading lighting with minimal interruption to production or operations.

Institutional

This audience included school districts, private schools, universities, healthcare facilities, senior living facilities, municipal buildings, public facilities, property management groups, facility directors, maintenance supervisors, and school business administrators.
The institutional message focused on reducing energy costs, improving light quality, lowering maintenance demands, supporting safer environments, and completing lighting upgrades without interrupting classrooms, offices, patient areas, or public spaces.

Both versions of the campaign shared the same central idea, visual system, and offer structure, but the language and use cases were adjusted for each audience.

Campaign Messaging

The campaign message system was built to be simple, direct, and repeatable across channels.

Primary Message

Upgrade Your Facility Lighting Without Disruption

Supporting Messages

• No fixture replacement required
• Immediate energy savings of 30–60%
• Start with a free facility lighting assessment
• Reduce energy costs and modernize your lighting without tearing out fixtures or interrupting operations
• Lower maintenance costs and fewer lamp replacements
• Improve visibility and light quality
• Utility rebates may be available
• Standardize products for easier maintenance and repeat ordering

This message system worked across flyers, social graphics, emails, landing pages, sales materials, and internal communications. It also gave the sales team a consistent way to explain the campaign without relying on technical product details too early in the conversation.

Visual Direction

The campaign used a clean industrial and institutional visual style built around facility environments, lighting imagery, LEDVANCE branding, and Fromm branding.

The visual system used:

• Large LEDVANCE logo placement
• Fromm brand integration
• Facility photography and composite imagery
• Orange CTA accents
• Clear headline hierarchy
• QR-code-based response paths
• Segment-specific background environments
• Product imagery for retrofit lamps

The creative direction made the campaign immediately recognizable while allowing the visuals to shift between industrial and institutional settings.

The industrial assets used warehouse, manufacturing, and production environments. The institutional assets used school, library, classroom, and public facility environments. This helped the campaign feel targeted without requiring a completely different design system for each audience.

Customer-Facing Flyers

Two customer-facing flyers were created: one for industrial facilities and one for institutional facilities.

The industrial flyer focused on aging lighting systems in manufacturing, warehousing, distribution, and industrial environments. The copy addressed rising energy costs, frequent maintenance, visibility issues, and the operational concern that replacing fixtures could interrupt production.

The flyer positioned Fromm and LEDVANCE as offering a practical retrofit solution using existing fixtures. It explained that a free lighting assessment would help identify upgrade opportunities, review rebate eligibility, and provide a clear plan with projected savings.

The industrial flyer included:

• A campaign headline
• A segment-specific problem statement
• A concise explanation of the free assessment offer
• A key benefits section
• A practical applications section
• A five-step “How It Works” process
• A QR code and short URL for assessment requests
• A secondary callout for the savings calculator

The institutional flyer followed the same structure but adjusted the copy for schools, universities, healthcare facilities, municipal buildings, and public facilities. Instead of focusing on production and MRO spaces, the institutional flyer spoke to classrooms, patient areas, offices, public buildings, and occupied facilities that need to remain operational during upgrades.

Both flyers used the same campaign identity, headline structure, LEDVANCE branding, Fromm branding, and CTA system. This kept the campaign consistent while still allowing each version to feel relevant to its intended audience.

Social Media Graphics

The social media graphics translated the campaign into quick, high-impact visual assets for external promotion.

The industrial social creative used a manufacturing and warehouse environment to immediately signal the target audience. The institutional version used a school and facility setting to connect with education, public, and institutional buyers.

Both versions used the same core hierarchy:

• LEDVANCE branding
• Upgrade Your Facility Lighting Without Disruption
• No fixture replacement
• Immediate energy savings of 30–60%
• Start with a Free Facility Lighting Assessment
• Fromm branding

The wide-format version included a stronger direct-response layout with a large orange CTA area, QR code, and short URL. This version could function as a social graphic, digital banner, email header, sales handout, or internal display graphic.

The social campaign helped make the retrofit offer visually recognizable across channels while keeping the main message simple and consistent.

Email Campaign Assets

The email series supported customer outreach for both industrial and institutional audiences.

The emails were designed to introduce the retrofit campaign, explain the value of upgrading existing fixtures, and drive users toward either the savings calculator or the free assessment request.

The email strategy focused on short, benefit-driven messaging rather than overwhelming customers with technical product detail. Each email reinforced the core campaign promise: facilities could reduce energy costs, improve lighting performance, and lower maintenance demands without a major fixture replacement project.

The email campaign supported several key objectives:

• Build awareness around the LEDVANCE retrofit offer
• Segment messaging for industrial and institutional audiences
• Promote the free facility lighting assessment
• Drive traffic to the public landing page
• Encourage customers to calculate potential savings
• Generate qualified assessment requests
• Support sales follow-up with a consistent campaign message

This made email an important part of the conversion path, not just a visual design deliverable.

Case Study / Proof-Based Content

As part of the campaign, a supporting case study concept was developed to show how the retrofit process could work in a real facility setting. The case study focused on a school district upgrading a large number of lamps with zero downtime, reinforcing the campaign’s core message that facilities could modernize their lighting without disrupting daily operations.

This asset was especially relevant for the institutional audience. Schools, healthcare facilities, municipal buildings, and other public-facing spaces often need to keep classrooms, offices, patient areas, hallways, and shared spaces available while improvements are being made. The case study helped address that concern by framing the lighting upgrade as a phased, practical process rather than a disruptive construction project.

The content supported the sales team by giving them a proof-based story to reference during customer conversations. Instead of only explaining the benefits in general terms, the case study showed how a facility could move from assessment to recommendation to implementation while maintaining normal operations.

It also helped connect several campaign messages in one narrative: reduced energy use, improved light quality, lower maintenance demands, rebate evaluation, product standardization, and minimal disruption. This made the case study a useful bridge between promotional messaging and a more consultative sales conversation.

Public Landing Page

The public landing page served as the main campaign destination.

It explained the retrofit offer, outlined the customer benefits, showed product examples, and provided a clear path to request a free assessment.

The page included:

• Fromm branding
• Campaign headline and introductory copy
• A large hero image showing lighting assessment activity
• Benefits of LED retrofit upgrades
• A “How It Works” section
• A “Practical Solution For” section
• Multiple calls to action
• LEDVANCE product imagery
• An energy savings calculator
• A lead-capture option for assessment requests

The landing page was built to support both education and conversion. Customers could learn why the upgrade made sense, understand how the process worked, review potential applications, estimate savings, and take the next step.

The page also helped reposition Fromm as a solutions partner rather than simply a product distributor. By combining information, product context, calculator functionality, and lead capture, the landing page gave customers a practical reason to engage.

ROI / Energy Savings Calculator

A key part of the landing page was the energy savings calculator.

The calculator allowed users to compare their existing lighting against LED replacement options by entering values such as existing lamp wattage, replacement lamp wattage, fixture counts, usage details, energy cost, and initial upgrade cost.

The calculator then provided estimated outputs such as:

• Annual kilowatt-hours saved
• Annual cost savings
• Cost recovery time
• Return on investment

This feature gave the campaign a stronger conversion tool. Instead of asking customers to believe a general energy-savings claim, the calculator helped them estimate the potential impact using their own facility information.

It also created a bridge to the free lighting assessment. Once a customer saw potential savings, the next logical step was to request a facility-specific review from a Fromm Lighting Specialist.

Assessment Request Page

The campaign included a dedicated assessment request path for customers ready to take action.

This gave the campaign two levels of conversion:

• Customers who were still researching could use the savings calculator.
• Customers ready to engage could request a free facility lighting assessment.

This structure made the campaign more flexible. Not every visitor would be ready to submit a request immediately. The calculator created a lower-friction entry point, while the assessment form captured higher-intent leads.

The assessment CTA was used consistently across the flyers, social graphics, landing page, and print materials:

• Request a Free Lighting Assessment
• Start with a Free Facility Lighting Assessment
• Scan the QR Code or Visit go.fromm.com/Lamp-Audit

The QR code made the campaign more useful in sales conversations and printed materials. A customer could scan the flyer and go directly to the request form without needing to search for the campaign online.

Sales Enablement and Internal Alignment

A major part of the campaign was making sure the sales team had the information they needed to act.

The campaign was structured so account managers would identify opportunities and engage facility decision-makers, while lighting specialists would handle the technical audit, rebate evaluation, ROI analysis, proposal creation, and follow-up.

The internal materials clarified that account managers were not responsible for conducting audits. Their role was to identify qualified opportunities, introduce the free assessment, and hand off to the lighting specialist.

This distinction mattered because it made the campaign more realistic for the sales team. It gave account managers a clear, simple offer to promote while allowing the technical work to remain with specialists.

The campaign also included internal incentives, weekly tracking, leaderboard updates, and branch competition elements to encourage participation across the organization.

Internal SharePoint Campaign Hub

The internal SharePoint page was created as a central sales enablement hub for the campaign.

This was an important part of the project because the campaign depended on sales adoption. Account managers, branch teams, inside sales, and lighting specialists needed one place to understand the offer, review the materials, and access campaign resources.

The SharePoint page organized:

• Campaign overview
• Target markets
• Strategic approach
• Campaign objectives
• Offer structure
• Pricing and incentive information
• Sales guardrails
• Eligible SKUs
• Primary applications
• Roles and responsibilities
• Spiff information
• Marketing materials
• Downloadable campaign assets

This internal hub helped keep the campaign organized and gave the sales team a single reference point. It reduced confusion, supported consistent messaging, and made the campaign easier to launch across the organization.

Outcome

The final campaign gave Fromm a complete marketing and sales framework for promoting LEDVANCE lighting retrofits across industrial and institutional markets. What began as a product-focused initiative became a coordinated campaign system that connected customer education, lead generation, sales enablement, and internal communication.

The work helped simplify a technical B2B product offering by turning LEDVANCE retrofit lamps into a clear customer-centered solution. Instead of leading with part numbers or product specifications, the campaign focused on the benefits facility teams care about most: lower energy costs, reduced maintenance demands, better light quality, utility rebate opportunities, and minimal disruption to daily operations.

The campaign also gave the sales team practical tools to support customer conversations. Flyers, email assets, social graphics, landing pages, the ROI calculator, quick-reference SKU materials, and the internal SharePoint hub all worked together to create a consistent message across print, digital, web, and internal channels.

The result was a more organized and usable campaign experience for both audiences: customers had a clear path to understand the value of a lighting retrofit, and Fromm’s sales team had the materials and messaging needed to promote the free facility lighting assessment with confidence.

• Created a complete campaign system across web, print, email, social, and internal sales channels
• Adapted messaging for both industrial and institutional facility audiences
• Positioned a technical product category around practical customer benefits
• Supported lead generation through a public landing page, ROI calculator, and assessment request form
• Equipped the sales team with internal resources, campaign guidance, and product reference materials
• Built a consistent campaign message around energy savings, lower maintenance, and low-disruption upgrades

Overall, the project showed how a technical product campaign can be made more effective through clear messaging, structured sales support, and a connected set of marketing assets. The campaign positioned Fromm as a lighting solutions partner, not just a product distributor.