Integrated Channel Campaign | Honeywell Fire
Fire•Lite and Silent Knight Brands | Channel Marketing | Employee Engagement, 2018–2020
The Challenge
Fire-Lite and Silent Knight had an untapped opportunity in the low-voltage security dealer channel. A large segment of those dealers were licensed and capable of selling fire equipment but weren't doing so. The challenge was twofold: make the fire category attractive and accessible to dealers who hadn't considered it, and deepen engagement with dealers who were already selling but not fully utilizing the product line.
The Strategy
Working with a creative agency, I helped map the dealer journey and develop two distinct campaign tracks, one targeting dealers new to fire, the other targeting existing fire dealers looking to grow. Each track had its own messaging framework built around the specific confidence barriers and business motivations of that audience.
For dealers new to fire, the messaging centered on business growth potential, code-driven demand, and accessible entry points into the category. For existing dealers, it focused on expanding into more complex project types and maximizing the value of their current customer base.
What I Built
I developed and managed a toolkit of 20+ co-branded, modifiable assets covering the full channel mix: email, sell sheets, web banners, direct mail, infographics, posters, and landing pages. Assets were designed to be co-branded by distributors, used both digitally and in print, and deployed across both campaign tracks.
On the infrastructure side, I built out the lead generation flow connecting distributor touchpoints and landing pages to inside sales and regional sales managers, with leads segmented by stage and routed for follow-up. The diagram to the right shows how the two tracks were structured and how they converged at the lead capture and routing stage.
My Role
I managed the end-to-end development of this campaign as a senior marketing communications specialist at Honeywell. That included coordinating between the creative agency, product managers, and internal stakeholders, overseeing asset production across both brand lines, ensuring messaging consistency within each track, and deploying the technical infrastructure for lead capture and distribution to the field sales team.