SUCCESS STORY

Developing a Pilot Marketing Program to Update Brand Image

BRAND OVERHAUL AND LAUNCH, WITH A FOCUS ON PROMOTING COVID-19 BUILDING SAFETY SERVICES

Client: ModernControls
Project Timeline: Fall 2020 - Present

Services Provided: Design-style Exploration, Brand Overhaul and Launch, Customer Satisfaction Survey, Lead Generation

The Challenge

ModernControls is an HVAC and building automation company based in Delaware, serving industrial and commercial facilities in the mid-Atlantic region. While ModernControls has enjoyed great growth over the years since its founding, in 2020 the leadership team felt that they could capitalize more on the current environment, focusing more HVAC services for workplace safety in light of the COVID-19 pandemic. Having never widely invested in marketing, Mike Peet, CEO, engaged The Moving Company to develop a pilot marketing program that would both update their brand image and promote their COVID-19 building safety services.

The Process

The team at The Moving Company completed a variety of work to launch ModernControls’ pilot marketing program and position the company for better brand recognition and customer satisfaction. First, The Moving Company performed a design-style exploration to evaluate the current brand. Through exploring three distinct photography and type treatment directions, The Moving Company was able to find one that fit the vision of the leadership team for the company. Once the visual brand identity was defined, The Moving Company worked on marketing elements such as:

  • Installing a new marketing automation and CRM tool.

  • Creating trackable landing pages for lead generation.

  • Building out LinkedIn ads and email marketing campaigns.

  • Filming “TechTalk” videos for thought leadership and brand awareness. 

The Moving Company also built customer satisfaction surveys for Modern. The objective was to create short, engaging, and informative surveys to distribute to their clientele to understand customer perceptions of the company. The customer satisfaction surveys gave the company insights into why they won their business, their performance throughout the project, likelihood of referral, and opportunities for upsell or maintenance contracts.

Problem Solved

The brand overhaul, website improvements, and customer satisfaction survey work that The Moving Company performed brought consistency to all brand interactions, setting ModernControls up for success in 2022. As a whole, The ModernControls leadership team felt that the work The Moving Company completed fully captured their mission, values, and goals for new lead generation. 

We look forward to continuing to work with Modern in the future.