The Machine Room: Owned Media Strategy

The Machine Room was created to establish a consistent monthly email cadence that moved beyond one-off blasts and built an ongoing dialogue with Acoem’s reliability audience. I led the strategy and creative direction for the newsletter as both a top-of-funnel growth channel and a brand touchpoint designed to reinforce our “Reliability Partner” positioning. Each issue curated educational content alongside product and service updates, trade show presence, and upcoming training opportunities to provide real utility rather than promotional noise. The editorial approach framed the brand as a trusted partner to the field—helpful, current, and aligned to what maintenance teams actually need.

Performance compounded over time, with average open rates growing from 12% to 18% across a database of 20,000+ contacts. The program proved scalable and was ultimately adopted by Acoem subsidiaries, expanding distribution from the U.S. to global markets.