Microsite Covers the ABCs in Flushing Technology
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PROBLEM:
FLUSHMATE, a division of Sloan Valve Company, needed to differentiate its pressure-assist toilet technology from conventional gravity-based toilets and dispel myths about the undependability of low-consumption toilets.
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SOLUTION:
Interline Creative Group’s Web team developed a microsite—a customized, Internet-based page linked to FLUSHMATE’s main Web site—aimed at educating the residential and light commercial marketplace about pressure-assist technology as a water-saving alternative to gravity toilets. The microsite also provides facts regarding how pressure-assist toilets, using either 1.0 or 1.6 gallons of water per flush, can operate more effectively than gravity-based toilets flushing with more water. The user-friendly microsite accomplishes this with easy-to-understand explanations of the technology, describing how and why it works, backed by animated demonstrations created by Interline’s graphics professionals. Interline directed visitors to the microsite through a few different channels. Interline’s media buyers placed newspaper ads in select markets, and public relations specialists wrote personalized letters to water district and municipality officials, press releases and news stories—all of which noted the microsite as a source for more information.
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RESULT:
The ads and stories, especially those promoting the plumbing rebates, were highly effective at driving people to the microsite. Traffic to FLUSHMATE’s customer service call center increased 500%. Follow-up surveys have found that the public is more aware of pressure-assist technology and that they’re more willing to buy these water-conserving toilets, especially when the toilets are proven to be more reliable.
