B2B Content Campaign for Lead Generation
Client:
Grundon Waste Management × Facilities Management Journal (FMJ)
Challenge:
Create a co-branded content campaign that would attract visitors to Grundon's exhibition stand, provide value to facilities management professionals, and generate qualified leads through both event engagement and post-event content downloads.
Responsibilities:
Led the design and development of a multi-channel content campaign spanning print and digital formats. Collaborated with internal marketing stakeholders and external brand partners to establish a cohesive visual system, balancing two brand identities while creating engaging resources that supported lead generation, event marketing, and ongoing audience engagement.
Developed as part of Grundon's presence at The Facilities Show at ExCeL London, this campaign combined printed collateral and downloadable digital resources designed to attract, inform, and engage facilities management professionals. Working from content provided by the marketing team, I created a suite of assets including exhibition literature, educational guides, and long-form digital resources, establishing a consistent visual framework across all touchpoints. Working closely with FMJ's Brand Manager, I balanced the requirements of both organisations to create a cohesive co-branded experience that aligned with event communications while maintaining strong brand recognition for Grundon. The resulting campaign supported visitor engagement at the exhibition and generated qualified leads through ongoing access to downloadable content.
