Content strategy

Audience insights | Content architecture | Performance optimization

The NX Plus campaign

A campaign that pinpoints a niche audience

Client: Ace Heaters, Hubbell Heaters

Role: Content Strategist / Copywriter

Agency: The Nudyne Group

The Nudyne Group is a family of companies that expertly provide standard and customized water heating solutions for almost any application.

  • Leadership gave us a clear directive: move stocked Hubbell NX Plus units, fast. The problem was that inventory had been ordered without clear demand lined up. The target audience (builders, facility managers, contractors, and property managers) don’t typically buy on surplus. They buy when projects demand it. We needed to reframe the conversation and create urgency for products that were already sitting in stock. The KPI was straightforward but high-stakes: generate high-value opportunities that move product.

  • The strategy was to position these units as the ideal choice for retrofit and adaptive reuse projects. Content was anchored on three pillars: efficiency, compliance, and availability.

    Social

    • Quick, visual posts stressing retrofit scenarios, AQMD certification, with “available now” messaging.

    Email

    • Segmented campaigns for contractors and facility managers that highlighted cost savings, certification, and the benefit of quick-ship inventory.

    • Awareness campaign for commercial sales reps that involved talking points, content links, and documentation so they knew how/when to recommend the product to clients.

    Blog

    • Technical deep dives unpacking why these units outperformed standard gas-fired models:

    • Condensing design for maximum efficiency

    • AQMD compliance at sub-20 PPM NOx for strict California standards

    • High serviceability, making maintenance and replacement straightforward

    • Generated more than $230k in value in new opportunities

    • Enabled sales reps to confidently position the units with the right customers at the right time

    • Drove inquiries tied to retrofit and adaptive reuse projects

    • Successfully framed the products as a targeted solution