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Optimum Heating

Project: Renewable Energy website and schools e-shot campaign

Brief: Optimum Heating had built its business on traditional gas boiler installation and repair work, fitting fire surrounds as ‘all part of the job’. Renewable energy has been on the horizon for a long time now, but recent government initiatives and grants are now making this a desirable route to go down.

To do this, a big change in the business’s philosophy had to be made. The biggest profits in renewable energy come from projects, like new home estate builds that are planned to have one universal boiler providing energy for the whole estate (district heating) – and other new large facilities like leisure centres, schools and offices.

Solution: A new website was launched which immediately positioned Optimum as a big player in the biomass installation market. The home page majors on renewable energy, with short cut ways to get straight into the main sections for wood boilers, solar heating and district heating solutions. Support marketing materials including exhibition banners, and the introduction of a new ‘green energy’ logo to sit alongside the main Optimum Heating logo, helped pave the way to target companies who would benefit from the government incentives for renewable energy.

Results: It was far easier to tempt schools to make the change to renewable energy because of the government grants available to supplement the cost. Schools’ email addresses are available to everyone, so it was relatively easy to deliver a series of e-shots, inviting the school bursar to allow Optimum Heating to help with the grant paperwork and in several cases, secure the supply and installation work. Optimum Heating has now successfully made the change from domestic supplier to large contract biomass installer.