Client News
tED Magazine’s Best of the Best Awards, which honor marketing excellence and recognize creativity within the electrical industry, honored The Lighting reSOURCE, a website by Eaton’s Lighting Division that provides innovative and inspirational content. The site equips professionals with the tools and training needed to shape the future of lighting while reinforcing Eaton as the ultimate resource in the lighting industry.
“Disciplines from across the agency came together to plan and create this innovative, content-driven site. Built on a dynamic editorial platform and backed by a solid, multidisciplinary strategy, it features inspirational, engaging content that establishes our client as a thought leader,” said John Mader, vice president and director of connections for Wray Ward. “Working with Eaton, we developed a tightly integrated campaign to promote the site, including print and digital banner ads, Google display and paid search. Smart editorial and thoughtful promotion quickly positioned the site as the go-to content hub for the lighting industry.”
Launched in October 2015, TheLightingreSOURCE.eaton.com regularly features Eaton’s Lighting Division experts and positions the company as an industry thought leader. Original, weekly feature content on emerging lighting trends, photo galleries, LED toolkits, lighting industry news and educational opportunities are available online round-the-clock, and the site is optimized for search. The site has drawn rave reviews from Eaton’s Lighting Division staff and industry leaders, and comprehensive site analytics have validated that praise. With consistent growth in organic traffic, impressive time spent on each page, and high rankings on Google for key lighting industry terms, The Lighting reSOURCE is a valuable content source that has bolstered Eaton’s reputation among its target audiences.
“We had high aspirations for The Lighting reSOURCE,” said Lynn Meloche, content and editorial lead for Eaton’s Lighting Division. “We wanted to appeal to a broad audience of architects, builders, designers, engineers and lighting specifiers, while positioning our brand as an expert in the industry. The site has exceeded our expectations, and the tED Magazine accolade validates Eaton as a thought leader in the lighting space.”
A prestigious judging panel of marketing, advertising and communications professionals judged the competition, upholding the standard of excellence that tED Magazine represents.
“Eaton had a very clear goal – which it fulfilled. This is a truly content-driven site designed to both educate and inspire,” said Best of the Best judges. “The copy is very customer-focused, as is the concept of providing useful information. And we like that Eaton’s logo is prominently positioned to reinforce its brand.”
To learn more about the Best of the Best Awards visit tEDmag.com/best.
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