Maisberger gave us crucial support throughout the Design2Cost campaign with their comprehensive and in-depth knowledge of the AEC industry. We were especially impressed by the agency’s strategic advice. And when it came to the implementation of the individual elements of the campaign, we could always depend on the flexible support of Maisberger.“

Janet Franke, Manager, Corporate Communications, Nemetschek AG

Nemetschek Design2Cost: Product communication for broad target groups

Reliable quantity and cost calculations are the key to the successful completion of construction projects. But there are often conflicting opinions when it comes to cost management. Unfortunately, it’s not unusual these days for costs to exceed budget by an average of 6%. That’s why Nemetschek, a leading international specialist in AEC software (architecture, engineering and construction) developed the solution package Design2Cost. This solution makes cost management in the construction process manageable. The integrated software package includes the CAD software Allplan, the Allright application for construction cost planning and calls for tenders, and Nemetschek IntelligenteBauDaten IBD. Design2Cost is aimed at a broad target audience: architects and engineers, general and building contractors, property developers, turnkey builders and builders of prefabricated houses. The software is also aimed at multipliers like private and institutional builders, architects’ offices and associations, and controllers.

To raise the profile of Design2Cost amongst the target audience, Nemetschek has joined forces with Maisberger to initiate an integrated communication campaign across Germany. The campaign includes PR, marketing elements like print advertisements, flyers, brochures and product films, a dedicated Design2Cost website and targeted sales promotions.

Objectives of the Design2Cost campaign

To make all target groups aware of the Design2Cost solution
To acquire qualified sales leads
Wide media resonance
To create in-depth and long-term appreciation for the application
To bring the advantages and unique selling points to the fore

Measures and actions

Proactive, differentiated manner of addressing different target media: specialist media for architecture, construction, finance, property, controlling; daily media
Journalists’ workshop introducing Design2Cost, to present the technology, functions and practical benefits to journalists and give them the opportunity to try out the solution
Specialist and background articles on “Pitfalls in quantity and cost calculation“ to raise awareness of the issue of construction cost management amongst the general public
Proof of concept with audience-specific specialist articles and user reports
Design2Cost press breakfast at Bau 2007 trade fair: users outline their experiences of the solution
Design and text production for website www.design2cost.de: background information, functions and example applications

Results

Significant media resonance
More than 100 publications in leading trade magazines such as DETAIL, Deutsches Architektenblatt, DBZ
Most successful Nemetschek product campaign of 2006

Zurück