PLAN

Service Experts LLC, the largest retail service company in North America, provides home energy-efficiency solutions and installation; maintenance and repair of heating, air conditioning, ventilation and indoor air quality systems. After the economic downturn of 2008 and 2009, people resisted spending money on maintenance and replacement of their equipment and opted instead to only purchase new equipment in emergency situations. Service Experts put marketing to the test to prove the correlation between marketing and ROI.

Strategic America and Service Experts aligned with a common goal–-improve customers’ comfort and energy efficiency at an economical price while increasing profits.

CREATE

Strategic America developed a mailer with a $50 gift card for any service to customers to thank them for their business. For customers with equipment older than 10 years that might need replacement, a personal winter replacement letter was sent. Additionally, a non-personalized winter replacement letter was sent to targeted ZIP codes with older homes to promote precision tune-ups and offer a Starbucks gift card for setting up appointments online.

ACHIEVE

• Profitable sales increased by 19% for the duration of the campaign.
• Booked appointments increased by 64% over previous quarters.
• Precision tune-up appointments increased 33%.
• Online appointment bookings increased 100%.
• Service Experts recorded one of its best first quarters in company history.
• Strategic America was a finalist at the International Direct Marketing Association 2010 Echo Awards for this campaign.