I’m really pleased with the results of marketing. Marketing through multiple avenues has definitely increased our brand awareness.
TJ O’Neill
Owners Tom and Josie O’Neill, of New London Electric stepped back from running their family business in recent years.
Their idea was to prepare for retirement while leading the way for the new generation to take over.
Their son, TJ O’Neill, took over full ownership of the company and hit the ground running.
Bright Orange Thread had already helped NLE lay the groundwork for growth. We established a validation site for residential and commercial customers, defined their digital brand, and communicated with clients through an email marketing campaign.
TJ had bigger plans for the new year.
He wanted to grow the business.
This meant hiring new electricians, adding trucks to their fleet, and winning new generator business.
His goal was to amplify the message that New London Electric was a trusted local Generac Generator partner.
This would mean amping up their marketing efforts to increase customer trust, stand out in the generator market, and present the value of a new maintenance plan to existing generator customers.
New London Electric needed a way to spread the word about their generator services and their qualifications as a certified Generac installer.
Word of mouth = high-quality prospects. But word of mouth can be slow.
NLE needed to magnify their audience.
So, we turned to Facebook—where there was already good chatter about NLE.
Paid and organic Facebook campaigns:
We distinguished New London Electric from other generator providers with precise messaging for ads that used short, bold, attention-grabbing captions.
The ads communicated the problems people face with power outages and how having a generator installed can solve those problems.
$31,634 in revenue gained from Facebook marketing campaigns.
Solution #2
New London Electric’s Generac experience proved that yearly maintenance checkups weren’t enough.
Annual inspections too often revealed generators that hadn’t been running in months.
NLE wanted to ensure customers’ generators were working properly at all times and avoid the risk of a generator malfunction going undetected.
So, we worked with NLE to define the parameters of their new 3-tier maintenance plan.
We then created promotional and educational content for the upgraded maintenance plan, including:
15% revenue increase from generator maintenance plans.
“We were so impressed with the care and quality that Paul and Matt showed when hanging our new light fixture, inspecting our wiring, and fixing a few three-way switches.”
“Tony was awesome. Quick and efficient.”
Compliments were flowing in for New London Electric’s expert team of electricians.
But they needed a way to leverage those compliments online.
98% of customers say they read reviews for local businesses to determine the business’ quality.
Google reviews also give you a boost in local SEO rankings to help your business get found more easily in searches.
We worked with NLE to set up an automated template in their contracting software that gave techs a way to send a Google review request in one click.
This led to New London receiving over 200 new reviews throughout the year and a 17% increase in Google organic traffic.
$195,394 earned in revenue from reputation and visibility on Google.
Every business has a wealth of expertise—it’s our job to unlock it and leverage it.
We helped NLE share their expertise with customers through an educational email marketing campaign.
Educational content related to general electrical safety, questions about electric vehicles, and managing energy consumption positioned NLE as a reliable resource for electrical expertise.
These emails also helped keep New London Electric stay top of mind with customers for repeat service, referrals, and generators.
51% open rate showed customer involvement and value of the content.
New London Electric had a 337% spike in revenue directly from marketing initiatives.
This gave New London Electric the opportunity to hire 3 new employees and add several trucks to their fleet.
For 2023, New London Electric’s goal is to become the local Generac dealer in their service area.
The revenue increase allowed the owner, TJ O’Neill, to reinvest in marketing to accelerate momentum on Generac Generator materials.
Our plans are to create and share more content based on NLE’s Generac generator expertise and increase website traffic to ensure they win more generator installations.
We’ll also continue building brand trust with customers through regular email and social media engagement.