Safely Reopening K-12 Buildings

During the COVID-19 pandemic, school districts received federal stimulus funding to improve the health and safety of their schools for in-person learning. Trane, an expert in indoor environmental quality, wanted to help school leaders maximize their investment and provide holistic solutions that created healthy learning spaces for all.

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I collaborated with a creative director to create a content journey map to identify the right tone and message for our target audience. I then wrote copy for the campaign's ABM ads, LinkedIn ads and a landing page with information about stimulus funding,  Trane's comprehensive air filtration offerings and additional resources for school district leaders.

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The ABM ads generated over 3M impressions and nearly 3k clicks at a .16% CTR (benchmark: .04-.06%), filling the sales pipeline for Trane's commercial business unit.