To strengthen Fleetwoods Heating & Cooling’s local presence and modernize their brand image, I developed a content and advertising strategy centered on authenticity and relevance. The primary goal was to increase awareness within the community while positioning the company as approachable, trustworthy, and up to date with current trends.

I implemented a creative approach that leveraged trending TikTok formats, cinematic video production, and behind-the-scenes company culture content. This not only helped humanize the brand but also showcased the personality of the team, allowing customers to connect with them on a more personal level.

In addition, Fleetwoods introduced new maintenance plans to encourage customer loyalty and generate recurring service revenue. I worked to highlight these offerings across campaigns, demonstrating the value of long-term partnerships with the company.

Having collaborated with Fleetwoods for over two years, I’ve seen the transformation of their content from generic and bland to engaging, modern, and impactful. This strategy has allowed them to communicate better who they are and build stronger relationships with both new and existing customers.

• Increasing local awareness through social media, paid ads, and Google Ads to compete with the competition 

• How to not sound like every other competitor, there’s a template, and we wanted to break that mold 

• How to make HVAC look cool 

• Working with their employees who don’t want to be on camera, so understanding client management is key

• Become the number 1 for all HVAC needs in Southwest Michigan 

• Show quality and increase trust with consumers to be repeat customers 

• Find the type of content does the consumer engages with most

• Enter the Mattawan market