PFAS Campaign(s)

BRIEF: Pace has multiple labs that test and analyze for PFAS compounds. In early 2020, we launched a very targeted campaign strategy based on market segments and buyer types. In collaboration with the operations/sales teams, we developed a content program and search/keyword strategy in alignment with the buyer cycle.

The PFAS state/local government campaign is the first campaign to be built and executed through HubSpot, our marketing automation system. This means we will be able to track the results of all campaign components for continuous improvement.

TARGET(S): Our initial campaign targeted state/local water systems. We’ve since added wastewater treatment facilities and are now targeting specific states that have established regulatory requirements for PFAS testing/monitoring.

Through the PFAS.com microsite, we are addressing multiple market segments with specific information and resources.

Components

STATE/LOCAL EMAIL WORKFLOW*
STATE-SPECIFIC MINI EMAIL SERIES:
MI (AUG), NH (SEP). NY (OCT)
NJ, CA (NOV.)
AWWA, NRWA, ORWA AND LAB MANAGER DIGITAL ADVERTISING

*A campaign workflow is a series of actions (in this case, emails), delivered to a contact over a period of time to drive deeper levels of interest and engagement in a specific product/service in a specific market.


GOOGLE, BING, LINKEDIN AND FACEBOOK PPC AND RETARGETING ADVERTISING PROGRAMS
LIVE AND ON-DEMAND WEBINARS

SOCIAL POSTS AND LINKEDIN ARTICLES


NRWA DIGITAL EDITION SPONSORSHIP (Q4, 2020)

These campaign components align to create a clear consistent competitive message, driving pull to our websites to learn more about Pace PFAS testing and analysis services.

Key messages:

  • Certified labs covering multiple matrices
  • Exclusive PFAST® certified mobile PFAS lab service
  • Quick turnaround times

Campaign Dashboard

MQLs* Generated YTD: 412 (updated 11/24/20)

*Marketing Qualified Leads: Individuals completing a “Contact Us” form, online quote, or who have reached a lead score threshold.