Creative Brief

The Lighting Practice, an architectural lighting design firm founded in 1989, celebrated thirty years of lighting design excellence in October 2019. To promote the firm’s milestone anniversary and engage clients and team members, TLP launched a month-long digital campaign targeting current and past clients, design partners, team members, and the lighting community.

TLP’s marketing team branded each post with the company colors and a modified anniversary logo created to reinforce the thirty years in business. A unique hashtag was used in conjunction with popular relevant hashtags. #TLPTurns30 was used to allow followers to follow/view the full campaign at once and popular hashtags (example: #MondayMakeover) were used to increase visibility. Clients and collaborators were credited in posts to increase engagement and visibility on social media platforms. The campaign relayed the history, culture, experience, and expertise of The Lighting Practice with infographics, before and after project photos, award recognitions, project highlights, and team photos.

This fun campaign was a success, exceeding our goals to increase visibility and engagement by 20% on company social media platforms (LinkedIn, Instagram, Facebook, Twitter). The campaign surpassed goals to increase traffic to the website by 20% and achieved email marketing open rate/click rate goals. We also experienced increased engagement between our team and clients on and off social media. The campaign kept The Lighting Practice top of mind and created a buzz around the 30^th anniversary.

*Campaign results and testimonials outlined in attached TLP Promo Plan-Support Docs.pdf - Section IV. Campaign Analytics and V. Testimonials.