Since 1980, Strategic America has worked with Lennox to offer channel marketing solutions for its dealers, delivering a better way to provide local advertising through the Lennox Consumer Advertising and Promotions Program (CAP), which now includes more than 1,600 dealers. In 2016, Lennox asked us to provide the creative these dealers can choose to run—including print and TV.
The Lennox Consumer Advertising and Promotions Program, or CAP, is a great example of SA’s channel marketing expertise and a perfect example of how we’ve found a better way to help Lennox dealers be more successful. In less than ten years, dealer participation in CAP has grown more than 400%.
Our original role was to provide Lennox dealers an easy way to choose and place the print ads, postcards, and other marketing materials designed by the company’s national agency. But in 2016, SA was asked to provide the creative as well, including a series of animated TV spots.
Our creative campaign theme, “Just another way we make you feel better,” focused on the Lennox dealers themselves and their efforts—through sales, installation, and service—to keep their customers comfortable.