Integrated Messaging Campaign
​Honeywell Fire (Fire-Lite & Honeywell Silent Knight)
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The Challenge
Honeywell Fire needed to drive growth by identifying new market opportunities and increasing sales among existing customers for its Fire-Lite and Silent Knight brands. The primary obstacle was engaging low-voltage security dealers who were not currently selling fire equipment and educating them on the category's revenue potential.
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The Strategy
In collaboration with a creative agency, we mapped the customer journey and developed two distinct marketing campaigns: "Join Fire" (for new customers) and "Grow with Fire/Silent Knight" (for existing customers). The strategy relied on establishing technical authority and providing a comprehensive toolkit to give dealers the confidence to succeed in the fire-safety business.
​​Key Innovations
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Segmented Messaging: Tailored content for "New Customers" focused on affordable entry-level training and sustainable demand, while "Existing Customer" messaging focused on maximizing business value for larger, more complex projects.
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Integrated Asset Toolkit: Developed over 20 modifiable, co-branded assets including ads, sell sheets, email templates, infographics, and landing pages that could be used both digitally and in print.
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Full-Funnel Lead Flow: Engineered a lead generation process where digital and physical touch points (such as posters at distributor branches) drove users to specialized landing pages.
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Marketing Operations: Implemented a system where leads were categorized as Marketing Qualified Leads (MQL) and then passed to Inside Sales Reps or Regional Sales Managers (RSM) as Sales Qualified Leads (SQL) to close opportunities.
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The Launch Scope
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Project Governance: Managed the end-to-end development of the campaign, coordinating between agency partners, product managers, and internal stakeholders.
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Infrastructure Readiness: Successfully deployed the technical assets and landing pages required to track dealer interest and distribute lead data to the field sales teams.
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Brand Alignment: Ensured the distinct value propositions of both the Fire-Lite and Silent Knight brands were preserved within a unified campaign structure.​