The Fluke Motor Reliability Campaign was a top three priority initiative intended to create awareness and lead generation for Fluke’s predictive maintenance solutions. As the lead designer for this digital campaign, I was responsible for coming up with a visual theme that could communicate the primary message “Maximize uptime with motor reliability.”
Maintenance Manager Child Theme
Reliability Engineer Child Theme
Show breadth of Fluke products that can be used for motor maintenance, installation and monitoring
Show how Fluke Connect tracks motor data and allows for asset tagging
Convey importance of data collection and sharing for motor maintenance
Maintenance manager: 75/25 desk to floor time. Field worker focused on high uptime, low downtime
Engineer: 50/50 desk to floor time. Focused on trustworthy data.
Ops Manager: 90/10 desk to floor time. Focused on customer satisfaction and efficient operations.
Acknowledge differences in persona and what they value
Cater message and content to the different personas
Avoid shotgun effect with only one message
Split campaign into sub themes
By getting involved early on in the planning process, I was able to see that although marketing knew the goals of this campaign and had researched the target audience, they were uncertain about the strategy behind implementation. After gaining all relevant background information and discussing the situation with a senior designer, I suggested a parent-child approach with an overarching parent message and visual theme, along with child messaging and visuals to differentiate the three tracks. After numerous meetings, marketing agreed that this would be the best solution for narrowing down a vast amount of content to the relevant personas.
Ops Manager Child Theme
Landing Page, Maintenance Manager
Landing Page, Reliability Engineer
Overarching message “Maximize uptime with motor reliability”
Overarching visual theme: Rotating motor close up with upwards arrow
Sub theme messages catered to personas: “Empowered maintenance,” “Strategic optimization,” “Efficient performance.”
Unique sub theme photography
Initially, marketing drafted up the following messaging approach:
After seeing this, I met with the marketing lead and explained how “Motor Reliability Delivered” sounded too general and didn’t have much substance. Through discussion, it turned out that the primary message they wanted to get across was “Maximize Uptime.” I suggested rewording the messages to better convey what they actually wanted to say and the final messaging was approved:
Maintenance message: “Maximize uptime with motor reliability: Empowered maintenance.”
Engineer message: “Maximize uptime with motor reliability: Strategic optimization.”
Ops manager message: “Maximize uptime with motor reliability: Efficient performance.”
Adjusting the wording helped me to create a primary graphic, that tied in with the “Maximize uptime” theme, and select appropriate photography based on the work environments of each persona.
Unified look via primary graphic and photography
Still able to differentiate the three tracks for each persona
Visual theme and strategy applied to landing page, web banners and email
I created a visual theme that unified the look between the three tracks, yet still allowed for differentiation through photography and sub messaging. This look was applied to the campaign landing pages, web banner and email to form a logical and smooth customer journey for each persona.