Client Overview

Sertus is a specialist in smoke ventilation systems, operating in a heavily regulated and highly technical part of the construction industry. When they launched, they were unknown and untrusted—but had deep technical knowledge and a drive to educate the market.
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The Brief

Sertus needed to be seen as a credible expert. With specifiers, contractors and even fire services unsure who to trust, Sertus came to us with one goal: to become the go-to training provider in their niche.
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What We Did

We began by overhauling Sertus’s only CPD, which was no longer fit for purpose. Working closely with subject matter experts, we transformed it into a structured programme of six in-depth CPDs:

- No Fire Without Smoke

- Natural Smoke Ventilation Systems

- Mechanical Smoke Ventilation Systems

- Pressure Differential Systems

- Changes to BS 9991

- Design, Installation, Commissioning & Maintenance
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Each CPD was designed to educate and build trust, not sell. We introduced technical diagrams, animations and jargon-free explanations to make complex regulations easier to understand.

We also put in place the infrastructure needed to scale:

– An automated booking and certificate system via HubSpot

– Staff training for consistent delivery

– A partnership with a CPD booking agency

– A robust process for ongoing updates and version control

Finally, we built a social media strategy around the CPDs—ensuring the right people discovered them and saw Sertus as a trusted voice in the industry.
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The Outcome

Sertus went from delivering four CPDs a month to over 400 per year, all through just two presenters. Their content is now used to train fire and rescue operatives in over half the UK’s brigades and has been delivered to government departments and major consultancies.

CPDs weren’t just a brand tool—they became the engine of Sertus’s business.

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