Case study Sarasota Manatee Services Company campaign

The Client

A Sarasota client well known in the commercial market wanted to grow a consumer division of their company. As a technical services company, Windemuller is known for a wide range of electrical design and services for commercial and public projects. One of their divisions specializes in the design and installation of lightning and surge protection.

The Objective

Grow the lightning and surge protection division by targeting the high-end residential market in Florida.

The Challenge

  • Lack of market exposure. Although they had a 25 year history in the southwest Florida market, the residential component of this division has been limited to a small group of high end home contractors.
  • No organic search results. The existing corporate website was image heavy and content thin.
  • Poor online data citations. Sources reported inaccurate and incomplete listing information created over many years.

The Opportunities

  • A positive business reputation to build on.
    • trusted by a base of recognizable commercial customers
    • a skilled work force with more credentials than competitors
  • A suitable market.
    • Florida is the lightning capital of the US
    • high-end home building is growing as a percentage of new home construction
    • expensive homes feature electronics and appliances which are vulnerable to surge and lightning strikes

The Campaign

Build recognition for this division of the company.

  • Developed an effective brand name: Florida Lightning Protection.
  • Created a memorable tagline/slogan: “Your Local Lightning Experts”.
  • Created a local-content heavy, mobile responsive website.
  • Featured well known commercial clients as a credibility builder.
  • Shared a personal connection with the owner and key employees through website content and video biography.
  • Created a YouTube channel and a production schedule of supporting videos such as expert in the field and customer testimonials.
  • Established a social media presence emphasizing local search tools: Google business, Google maps, Yahoo local, Yelp, YP, BBB and other local search sites.
  • Set up and started implementation of a schedule of social media updates.