This campaign was created for a local HVAC company. The primary KPI was to increase sales inquiries in a particular zip code. I started by analyzing their existing marketing pieces. Their primary business was being driven by their website and the brochure pictured here (above left).
User experience sessions revealed several issues with the existing brochure:
- The house pictured was locking them into a single demographic
(one not found in the targeted zip code)
- It told a lengthy story about the history of the company but had little information on cost or available services
- It told a lengthy story about the history of the company but had little information on cost or available services
To address this, I abstracted the house to a generic outline and placed it over a wide-open, inviting field. I then gathered imagery of people in different demographics who could be placed inside the house. This allowed us to target different demographics with the same image set, and presented a refreshed brand. The story was no longer about the history of the company, but rather, what the company could make your home feel like.
The first step in the campaign was to roll out the new imagery and tagline
(THIS is Kennihan Comfort). We bought billboard space around the zipcode
we were targeting and purchased slots in bus shelters and other public places
to present targeted messaging to the community.
This same 1/4 page ad image worked for multiple channels and was an all-star for the campaign.
The old "leave behind" tri-fold was replaced with this small pocket folder. We took the old company story, shortened it, and tied it into the company's current core values. This was done to help create a relationship with the customer. A key differentiator here is that once you join "The Kennihan Family," you have access to a level of service not available with other suppliers.
This bi-fold was small enough to fit in a technician's front shirt pocket.
It contained custom inserts that could be tailored to specific needs. The typical inserts were service agreements, receipts, and a coupon or two for additional service. The coupons were designed to be trackable so that the home office could see which techs were garnering repeat visits.
It contained custom inserts that could be tailored to specific needs. The typical inserts were service agreements, receipts, and a coupon or two for additional service. The coupons were designed to be trackable so that the home office could see which techs were garnering repeat visits.
The communications strategy is also present here. We identified a central set of words that represented "Core Values." We made sure these words were capitalized in all communications to stress their importance.
