Atlantic (Groupe Atlantic) : How do you turn a technical brand into a strategic partner for architects?
Showcasing expertise to create value and anchor the B2B relationship for the long term.
A new-build market in flux
In a sluggish new-build construction market, the balance of power is shifting. Single-family housebuilders are losing ground to architects and contractors, whose role as specifiers is becoming central.
For Atlantic, a major player in thermal comfort solutions, the challenge is clear:
- Win over new architects
- Strengthen the specification of its solutions
- Build a lasting digital relationship with a target rarely visited in person
It is against this backdrop that our communications agency specialising in the construction industry and housing was tasked with structuring a strategy dedicated to architects and contractors.
BrandAtlantic (Groupe Atlantic)
SectorHousing
BusinessHeating, air conditioning & ventilation
Website atlantic-pros.fr
ChallengeInspiring and guiding specifiersCreating targeted content and communication materials
Delivered byConvergence, communication agency for construction and housing
Persona analysis identified 4 key expectations:
- Compliance with environmental standards (RE2020, HQE, carbon impact)
- Aesthetic and technical integration of HVAC equipment
- Budget control and overall performance
- The search for reliable, available partners
Architects don't just want products: they need clear guides, accessible technical data, simple arguments to explain to their clients, and reassuring support from manufacturers
“L’Équation du Confort”, a strong territory to structure brand communications
A simple, powerful concept – the “comfort equation”: every architectural project is an equation to be solved, balancing thermal performance, regulatory compliance, budget, design and worksite peace of mind.
Atlantic thus becomes the partner able to balance all the variables.
- A toolbox: “the tools of the equation”
Simplified access to the brand's resources (diagrams, guides, etc.)
- High-performing CRM activation
With an existing base of 2,000 architects (open rates of up to 40%), the programme relies on targeted emailings, an engagement journey and encouragement to book a sales meeting
A strategy aligned with business objectives
The action plan meets the objectives set by the brand: winning over new architects, regular digital engagement and a better understanding of needs
We built a value-driven B2B construction content marketing strategy, able to:
- Lend credibility to technical expertise
- Make architects' lives easier
- Generate qualified sales opportunities
RESULTS
A stronger standing among specifiers
With “L’Équation du Confort”, Atlantic no longer simply presents its HVAC solutions. The brand positions itself as a strategic partner for architects and provides concrete tools to meet RE2020 requirements.
The manufacturer strengthens its digital appeal in a complex market and structures a lasting relationship through a coherent editorial ecosystem
For our communications and marketing agency specialising in the construction industry and housing, this project perfectly illustrates our expertise:
- Translating technical challenges into impactful editorial territories
- Building high-performing B2B digital strategies
- Creating mini-sites with strong SEO value in the construction sector
- Supporting manufacturers in winning over specifiers
Are you a construction industry manufacturer or a thermal comfort player? Would you like to grow your specification levels?
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B.
Client Marketing and Communications Manager, Atlantic (Groupe Atlantic)
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