Automated Nurture Campaigns
Midwest Alarm Services and Honeywell Fire | Email Nurture
Employee and Fractional Engagement, 2013 to Present
What this Covers
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Midwest Monitor quarterly newsletter for Midwest Alarm Services, now in its fourth edition
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SWIFT wireless fire detection launch nurture for the NOTIFIER brand, 2015
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FAAST XS aspirating smoke detection awareness sequence for the System Sensor brand, 2014
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Outdoor AV notification device installer education series for System Sensor, 2013
The Challenge
B2B fire and life safety products involve long sales cycles and real technical barriers. Dealers, installers, and specifiers need consistent, credible touchpoints to build product confidence and stay engaged between active projects. A single email or product announcement rarely moves the needle. What works is a sustained sequence of relevant content delivered at the right time and matched to where the recipient is in their relationship with the product.
The Approach
I developed automated multi-touch email nurture programs designed to move recipients from initial awareness to active consideration. Each program was built around a distinct creative strategy and content framework tailored to the audience, whether that was an installing dealer evaluating a new wireless detection platform, a facility manager receiving a technical newsletter, or a low-voltage contractor learning proper outdoor notification device installation technique.
In each case the goal was the same: establish technical authority, reduce the friction of adoption, and give the sales team a warmer conversation to walk into.
Midwest Monitor Quarterly Newsletter
Midwest Alarm Services | Fractional engagement, 2024 to present
A multi-quarter editorial program designed to maintain brand authority and consistent customer touchpoints across the regional life safety market. Now in its fourth edition, the newsletter translates complex NFPA code updates, first responder communication requirements (ERCES), and emerging technology trends into content that is useful to facility managers and building owners making real decisions.
Each edition drives ongoing engagement through technical deep-dives, podcast content, and compliance resources designed to support long-term service retention. I own the full program end-to-end: strategy, content development, design, HubSpot setup, and distribution. Content ideas are sourced collaboratively with the Midwest Alarm team, and I incorporate AI tooling into the copy and image generation workflow to maintain a consistent publishing cadence as a one-person department.
SWIFT Wireless Detection: Multi-Stream Product Launch Nurture
Honeywell Fire / NOTIFIER brand | Employee engagement, 2015
A dual-track awareness and educational nurture sequence developed to overcome skepticism about wireless mesh technology in the fire alarm channel. Dealers familiar with traditional wired systems needed both an introduction to the category and a sustained educational program to build installation confidence.
The awareness stream used a sports-themed creative approach, mapping the product's three core attributes across a different sport in each email, to simplify a technically complex product in a way that felt approachable and memorable for an installing contractor audience. The educational stream was triggered by engagement with the awareness emails and followed up with application-specific content, training resources, and webinar CTAs timed to subscriber activity.
I developed the creative concept, designed the email templates, and wrote the subject lines and headlines. Body copy was developed by a copywriter on the team.
FAAST XS Aspirating Smoke Detection: Awareness Nurture
Honeywell Fire / System Sensor brand | Employee engagement, 2014
A product family awareness sequence developed to support the launch of an expanded aspirating smoke detection line. FAAST is a specialty product, aspirating detection serves applications where standard spot detectors will not work, including mission-critical environments, harsh or dirty conditions, and spaces requiring very early warning capability. The challenge was building awareness in a dealer base that often defaulted to conventional detection without considering whether aspirating was the right fit.
The creative concept used a consistent family theme across the sequence, using humor to make a technically complex product feel accessible. Each email addressed a distinct product attribute, precision, environmental resilience, system integration, operating cost reduction, and drove recipients toward interactive resources, demos, and Lunch-n-Learn requests.
I developed the creative concept, designed the email templates, and wrote the subject lines and headlines. Body copy was developed by a copywriter on the team.
Outdoor AV Notification Devices: Installer Education Series
Honeywell Fire / System Sensor brand | Employee engagement, 2013
A problem-centric nurture sequence targeted at installing contractors, focused on proper outdoor notification appliance installation technique. The audience was installers who knew the product but frequently made weatherproofing mistakes that caused field failures -- improper sealing, incorrect mounting orientation, NEMA 4X rating misapplication.
Rather than leading with product features, the campaign led with the problem. A humor-driven creative strategy used installation mistakes and real-world failure scenarios to engage installers on technique. Each email drove to a specific technical resource: installation videos, a NEMA 4X spec flyer, a weatherproofing whitepaper, and a resource hub consolidating all outdoor AV installation guidance. The final CTA directed installers to request a call from their regional sales contact.
I developed the creative concept, designed the email templates, and wrote the subject lines and headlines. Body copy was developed by a copywriter on the team.
