With the hot summer months quickly approaching, Coolray planned to kick off its usual summer tune-up campaign, intended to help encourage customers to tune up their AC units and get ready for the coming heat. They wanted to make sure they were top of mind when customers within their specific geographic region were ready to have their units serviced this summer.
Spreading awareness about their new lifetime parts and labor warranty to customers and potential consumers was Coolray’s main priority. Through their partnership with Gray Atlanta, Coolray was able to get the results the company needed.
Spreading the Word
Coolray needed to spread the word about two key elements of its business plan as it moved through its partnership with Gray Atlanta. First, Coolray wanted to let potential clients know about its summer tune-up options and the lifetime labor and parts warranty. Next, Coolray wanted to spread the word about its open positions since the company anticipated an increase in the number of technicians needed to respond to its growing business.
Gray Atlanta started by helping Coolray create a highly targeted campaign directed to the zip codes where the company could reach most easily. The campaign shared information about the services Coolray offered, focusing on the benefits consumers needed most during the pandemic. These services included $59 air conditioner tune-ups, rebates on complete systems, 10% off plumbing repairs scheduled online, $1000 off home generators, and free water analysis. All these options aimed to help bring in new business and spread awareness of what the company had to offer.
In addition to the existing TV marketing campaign, which Coolray continued to grow, they focused on retargeting efforts across the internet and adding email blasts to its marketing arsenal. In partnership with Gray Atlanta, Coolray designed marketing emails that shared information about the services that Atlanta homeowners needed most, especially as the heat increased and air conditioners started to have more problems.
Checking the Results
In addition to strong television viewership, Coolray focused on the 266,000 emails sent out to their targeted audience. The campaign had over a 13% open rate and a 2.00% click-through rate, which exceeded the industry standard of .35%-1.91%. Facebook retargeting helped the company reach more than 14,000 people in the Atlanta area, while display retargeting provided more than 168,000 impressions. Thanks to this broad campaign, Coolray shared its presence, services, and offerings with a wide audience.
With Atlanta residents stuck at home during the pandemic, this was the perfect time to take advantage of advertising to homeowners--and Coolray saw the results they wanted. More homeowners were putting more pressure on their HVAC units, using their plumbing more often, and putting more strain on their homes' systems. Not only that, the increased time spent at homemade many homeowners more aware of the problems they might have, and the need to fix them. Coolray, in partnership with Gray Atlanta, was able to take advantage of those needs to maximize its return during that time.
"Our campaign with Gray Atlanta was definitely successful. It really exceeded our expectations and yielded positive results from our predetermined criteria," shares Travis Piercefield, Director of Marketing and Strategic Planning at Coolray. Thanks to its increased advertising efforts during this time, Coolray saw significantly increased awareness of its brand, the services it offers, and the support it could provide within the Atlanta community.
Are you interested in learning more about how Gray Atlanta was able to help Coolray increase its marketing and improve its return on that marketing investment? Check out the complete case study to see more.
