After a decade away, The Lighting Practice returned to Dallas, TX. Jered Widmer, principal, permanently moved to lead TLP’s third office. While Jered maintained relationships with key Texas AEC clients and lighting colleagues, the firm recognized benefits of additional promotion. Planning began in January 2022, following the internal staff announcement.

Marketing team weighed two approaches, dynamic video or traditional static announcement. After reviewing 3-months of email analytics (10/21 - 12/21), it was clear dynamic content resulted in more opens. Emailed video content open rates (20.1%)/click rates (3.2%) were higher than static content open rates (16.5%)/click rates (1.5%). With this encouraging information we utilized video content to increase awareness of the new office. Working closely with Jered and outsourced videographer, we created an engaging 43-second video paired with a traditional press release, introducing Jered and TLP to Texas market. By combining written release with Texas-focused video, individuals immediately know TLP opened a Dallas office with Jered leading the effort.

Shared on all social platforms with emphasis on LinkedIn as a business content platform. Abbreviated press release was paired with YouTube link providing better viewing experience and aligning written content length with decreasing user attention spans. YouTube analytics revealed 68% of viewers viewed full video.

Campaign met all but one objective, effectively achieving overall goal to increase awareness of Dallas office. Jered was clearly identified as primary contact, evident by 10 calls/5 emails/social media engagement. TLP’s goal to win more work in Dallas achieved with two Texas projects linked to the announcement.