Hydro International

Save the Rain

Summary

Hydro International supplies stormwater control and wastewater treatment worldwide using its unique vortex-based technology which has become brand generic. Launching a new rainwater harvesting (RWH) product into an immature and competitive market presented Hydro International with a challenge: How to leverage the opportunity to promote Corporate Social Responsibility; grow the market long term; and engage with the customers of the future. This was compounded by the fact that initial revenue expectations justified only a small budget. IAS created an innovative PR campaign that achieved exceptional results.

Further Information

Hydro’s proud reputation of sustainable stormwater management includes the pioneering of Sustainable Urban Drainage Systems (SUDS). These are now a well-established principle in planning and development control. In early 2006, Hydro brought a rainwater harvesting solution named Stormbank™ to the UK market.

Stormbank™ collects rainwater from the roof, filters it and stores it in a tank, usually buried under a drive or patio. Rainwater is then pumped for non-potable use within the property - mostly for toilet flushing and for outside use such as gardening and car washing. Every UK household flushes one third of its treated mains drinking water down the toilet. Together with other savings, RWH can reduce mains water usage by 50%. With high longer-term sales potential, initially Stormbank™ was expected to provide a small percentage of Hydro’s total revenue in a highly competitive but immature, market. The total volume of RWH equipment sales in UK was just 200 -300 units a year in 2003-2005.

A long-standing IAS client, Hydro has a proud history as a champion of sustainability in conventional stormwater management. However, this new, unfamiliar territory required a creative solution and careful allocation of limited budget. IAS’ response was to research recommend and implement “Save the Rain”, a media relations-led integrated campaign, directing trade and consumer audiences to a central website, generating enquiries and creating a growing ‘community of converts’. The campaign also provided a vehicle to facilitate lobbying of key Government policymakers - vital if the market is to grow sufficiently to justify Hydro’s commitment to the product long term.

Campaign Objectives

• Grow the market for rainwater harvesting in the UK and create a ‘community of converts’ amongst trade and consumers longer-term
• Improve the favourability of the market conditions for rainwater harvesting by identifying and influencing policymakers
• Position Hydro as a thought leader at the ‘top table’ of discussions about water management
• Generate high-volume sales enquiries for Stormbank™
• Promote Hydro’s Corporate Social Responsibility

Target audience

Trade

• Housebuilders & developers
• Installers - e.g. builders, plumbers
• Architects and specifiers

Consumer

• ABC1 homeowners

Government

• Policymakers and advisors within DCLG and DEFRA
• Water companies and the water industry
• Politicians

Media Channels

Pro-active trade media relations were used to generate page-length features and case studies in priority titles all directing readers to www.savetherain.info. IAS undertook intensive consumer media relationship building to attract coverage opportunities with the website acting as a central information point for water saving and RWH. The site served the growing community and also provided a ‘landing site’ for direct trade enquiries from Hydro’s main website. Visitors could also sign an on-line petition and email the Environment Minister.

A ‘headlining’ survey of homeowners was commissioned and results showed that 95% thought RWH a good idea with one in three more likely to purchase a house with RWH. Downloads from the website included a water-saving poster and booklet as the principal ‘call to action’ for the campaign. Strategic advertising in Housebuilder magazine and Professional Builder also supported editorial and generated enquiries. In addition to this, a Direct Mail campaign to builders, developers and installers was undertaken. Lobbying training workshops and a manual were also made available for Hydro personnel

This activity was all supported by a high profile briefing seminar for Department of Communities and Local Government (DCLG) and the Department for Environment Food and Rural Affairs (DEFRA). These were set up under the auspices of the Rainwater Harvesting Association and Hydro’s MD Chris Williams also took various speaking opportunities at industry conferences and exhibitions.

Results

Key DEFRA and DCLG individual policymakers were identified at an early stage in the campaign and became ‘friends’ as a result of several meetings. Waterwise became a key campaign advocate and even recommended the Save The Rain survey at an internal Government conference to demonstrate favourable attitudes amongst homeowners. Chris Williams was elected chairman of the Rainwater Harvesting Association because of Hydro’s ‘heavyweight’ credentials. The DCLG also published the Code For Sustainable Homes, which included a new Government focus on water saving. Although this was only voluntary, Hydro considers it as real progress towards mandatory RWH in the longer-term.

1470 people enquired through the 0800, email, media coverage and Direct Mail. 3558 SCC of press coverage was generated, representing a 6:1 ROI against the PR fees. 18,965 visits were logged to the website and 1,741 brochures were downloaded. The campaign generated focused, measurable results in its priority Government and trade audiences and a 4.3:1 ROI. The ready-made, low-budget vehicle generated media interest, debate and headlines.

Client Testimonial

“Thorough market understanding and creative thinking enabled IAS to deliver an imaginative low-budget campaign which matched our passion for the subject, exceeded expectations and created fantastic results.”

Chris Williams, Managing Director of Hydro International

Coverage

Professional Builder: October 2006
PHAM News: October 2006
Wet News: October 2006
Utility Week: 13th October 2006
Thatched Living: October 2006
Selfbuilder & Homemaker: October 2006
Local Authority Building and Maintenance: October 2006
Heating & Plumbing Monthly: October 2006
Edie.net: October 2006
Professional Builder: November 2006
Professional Heating & Plumbing Installer: November 2006
Wet News: December 2006
Water Active: December 2006
Local Authority Building and Maintenance: December 2006
Garden Answers: December 2006
Show House: December 2006
World Water: January 2007
Professional Heating & Plumbing Installer: January 2007
Plumbing & Heating Engineer: January 2007
Environment Business: January 2007
Envirotec: January 2007
House Beautiful: March 2007
Homebuilding and Renovating: May 2007
Garden and Hardware News: May 2007
THE B2B MARKETING AWARDS 2007 HYDRO INTERNATIONAL
PROFESSIONAL BUILDER: OCTOBER 2006
PHAM NEWS: OCTOBER 2006
WET NEWS: OCTOBER 2006
UTILITY WEEK: 13th OCTOBER 2006
THATCHED LIVING: OCTOBER 2006
SELFBUILDER & HOMEMAKER: OCTOBER 2006
LOCAL AUTHORITY BUILDING AND MAINTENANCE: OCTOBER 2006
HEATING & PLUMBING MONTHLY: OCTOBER 2006
EDIE.NET: OCTOBER 2006
PROFESSIONAL BUILDER: NOVEMBER 2006
PROFESSIONAL HEATING & PLUMBING INSTALLER: NOVEMBER 2006
WET NEWS: DECEMBER 2006
WATER ACTIVE: DECEMBER 2006
LOCAL AUTHORITY BUILDING AND MAINTENANCE: DECEMBER 2006
GARDEN ANSWERS: DECEMBER 2006
SHOW HOUSE: DECEMBER 2006
WORLD WATER: JANUARY 2007
WORLD WATER: JANUARY 2007
PROFESSIONAL HEATING & PLUMBING INSTALLER: JANUARY 2007
PLUMBING & HEATING ENGINEER: JANUARY 2007
ENVIRONMENT BUSINESS: JANUARY 2007
ENVIROTEC: JANUARY 2007
HOUSE BEAUTIFUL: MARCH 2007
HOMEBUILDING & RENOVATING MAY 2007
GARDEN & HARDWARE NEWS: MAY 2007