Kensa - Media Strategy
Challenge
Kensa is the market leader in ground source heat pumps, the most cost-effective and ecologically sustainable technology for heating homes, schools, commercial properties and entire neighborhoods. In times of energy crisis and rising heating and electricity costs in the UK, it was essential to deliver Kensa’s message of affordable ground source heating and all the potential savings to the audience.
Insight
Kensa ran an outdated media set up that spent the budget inefficiently and didn’t deliver Kensa’s communications on time and to the correct segments. Separate channel mix and differentiated communications are needed to reach council members, homeowners, municipal officials, and neighbourhood associations.
Implementation
Based audited Kensa’s marketing strategy, positioning and performed markets and audience research to provide a clear view of the category’s landscape. We provided recommendations, media strategy and plan with the aim of standing out in a conservative and cost-driven segment and prepared the media accounts, enriched the audience, and a strategy to make Kensa’s brand famous for providing reliable and affordable ground source heating.
"From day one working with Alex and Laura at Based.Marketing was a pleasure. They delivered a detailed audit of our existing systems and spend, with clear next steps and an affordable ongoing programme of support to implement the changes needed. I'd absolutely recommend them and hope to work with Based again."- Caroline Copsey, fCMO
Done optimizing your way to mediocrity?
Send us your brief and let's make your brand famous.
If we're not the right fit, we'll tell you.