BlueKnight

Challenge

BlueKnight Comfort Services acquired five HVAC, Plumbing, and Electrical businesses across Massachusetts regions including Cape Cod, Franklin, Newton, and Pepperell. When they engaged TribalVision, BlueKnight faced several challenges:

1. Highly Competitive Industry: Competitors were heavily invested in paid advertising, while BlueKnight lacked a cohesive digital and traditional marketing strategy.
2. Declining Sales Volume: One business was faced with sales volume challenges, while other businesses maintained stable revenue levels.
3. Seasonality: Short peak seasons require constant strategy adjustments. Previous agencies failed to understand the seasonal needs and customer demands.

Gameplan

To address these challenges, TribalVision performed an in-depth audit of 24 advertising channels across all brands, uncovering key issues:

• Tracking Issues: Multiple tracking codes inflated website visitors and conversions, skewing data. 
• Revenue Attribution Challenges: Revenue was attributed to a “scheduler” on the website, making it impossible to track channel performance. In-house marketing employees and previous vendors did not define KPIs that aligned with the business needs.
• Improved Creative Messaging: Enhancing the creative to showcase the professional home service companies BlueKnight represents.
• Optimize Audience Targeting: Utilize advanced audience options in paid Meta advertising targeting non-homeowners.