Unlocking Opportunity: A 3-Part Educational Infographic Series on Mobile Technology
As mobile credentialing emerged to transform the multifamily industry, Allegion sought to educate property owners on the business benefits of this technology. Despite early adopters, many owners were unaware of the opportunities mobile credentials offered. To address this, Allegion launched a 4-part infographic series paired with long-form, SEO-optimized articles to highlight the benefits and drive organic traffic. The campaign, distributed across multiple channels, successfully engaged the target audience, with the first infographic becoming the top-performing content of the year.
The Details
Project Type:
Digital marketing
Content Creation
Multi-channel campaign
Deliverables: (bullets)
4 Infographics
4 Articles
Social content + creative direction
The Company: Allegion
The Audience: Multifamily Property Owners
The Medium: Digital marketing assets, infographics, long-form content
The Full Picture
The background: Mobile credentialing had just emerged as the latest technology poised to transform the multifamily industry. Instead of issuing a fob—or for the more old-school, a physical key—this new technology made entry seamless while introducing enhanced tenant features. Early adopters were already on board, and new companies and technologies catering to the multifamily industry were quickly following suit. Allegion, a long-time provider of electronic locks, was a key player in this mobile transformation.
The Challenge: The benefits to multifamily properties were clear to Allegion, but aside from early adopters and those promoting next-gen living experiences, many multifamily property owners were unaware of the business opportunities mobile credentialing could provide.
The Ask: The objective was to educate potential customers on the value of mobile credentials through easy-to-read, SEO-optimized content.
Project Details: Based on what we knew about our target audience and their purchase motivators, we planned a 3-part infographic series paired with long-form, keyword-driven articles. The infographics were easy to follow and clearly highlighted the benefits of switching to mobile credentials. The long-form content provided a deeper dive into the topic and helped support our organic traffic.
Infographic #1: Technically, it’s a gifographic. This was the first in our series and covered the most foundational information, setting the stage for the ones that followed. It was paired with long-form, keyword-driven content that provided additional value to the intended audience. Read the article.
Infographic #2: Next was a piece that went beyond the basics and explored the impact these products had on Net Operating Income, a key selling point for our audience. Read the article.
Infographic #3: The third infographic focused on the key benefit of this solution, visually explaining its impact on efficiency—another significant value proposition we believed would resonate with our audience.
Bonus Infographic: This one wasn’t part of our original plan, but after seeing the success of the first infographic, we recognized an appetite for more 101-style content. We created a fun fact-vs-fiction piece to explain the benefits of electronic locks, the precursor to mobile technology.
Disclaimer on external links: I am no longer affiliated with this client, and their web experience has changed since my involvement. Please note that the copy on the client’s site may have been updated or altered.
Results: The entire series proved successful, capturing the attention of our key audience through a combination of visuals and storytelling. It was distributed across social media, email, earned media outreach, and sales enablement. In fact, the first and most robust infographic became the top-performing piece of content for this market that year.